The Changing Landscape of SEO
Our conversation began with AJ Silber, who is currently based in London, UK, sharing his insights on the evolution of the SEO industry. He noted that in the past, SEO strategies heavily relied on backlinks. However, due to the cost and time-consuming nature of this approach, the focus has shifted towards building topical relevance and establishing E-A-T (Experience, Expertise, Authority, Trust).
AJ clarified that factors like having a legitimate business with contact information and a face behind the business determine trust. Authority is related to link building, while experience and expertise are crucial in ranking content. He predicts that in the future, Google will prioritize ranking content based on the author’s experience and expertise rather than the authority of the website.
The Impact of AI and the Rise of Video Content
We also touched on the impact of AI-generated content and the need to raise the bar in terms of content quality. AJ suggested using different formats, such as videos and reels, to engage and retain readers on a webpage. We both agreed on the importance of delivering content in various ways to cater to different audience preferences and the need to focus on dwell time to improve SEO.
With the rise of video content, it’s crucial to focus on producing high-quality videos that showcase expertise rather than simply churning out content for the sake of it. AJ emphasized the value of creating content from an expert’s perspective and injecting personal experiences and insights to improve its quality.
The Advantage of Small Businesses and the Power of Personal Branding
We discussed the advantage that small businesses have in projecting the personalities of the people behind the business, as opposed to larger organizations that may feel disconnected from their audience. AJ encourages small businesses to start experimenting with their content and voice, treating it as their own sandbox to find what works best for them.
AJ also mentioned the decreasing attention span of consumers and the need to adapt to shorter formats like TikTok and reels. He advises businesses to focus on producing a large volume of content while also building their personal brand. By becoming the face of their business and cultivating a loyal following, businesses can create their own fan base and leverage it for success.
Future Challenges and Opportunities
In terms of future challenges and opportunities, AJ suggests that businesses continue investing in SEO and running ads, as they are still effective marketing strategies. He emphasizes the importance of building a personal brand and diversifying marketing strategies. He suggests investing in video strategies and other marketing techniques to capture shorter attention spans.
We both agreed that while it may be challenging, it has become easier to implement these strategies with the help of tools and professionals like AJ. AJ advises taking action, even if it means starting with basic resources like an iPhone to shoot videos. He believes that sucking at something initially is the first step towards improvement.
Reflections and Resources
We both reflected on our own experiences and how we have learned and grown over time. I mentioned that my early podcasts serve as evidence of my progress. AJ added that Small Business Bonfire offers free resources, articles, and standard operating procedures, with a local SEO course coming soon. He also mentioned his newsletter, the Bonfire Field Guide, which provides tips and tactics for businesses.
Before concluding, we mentioned Podcast Bookers, a platform that connects guests with podcast opportunities. It’s a great resource for anyone looking to share their expertise and reach a wider audience.
In conclusion, our conversation with AJ Silber was a deep dive into the evolving world of SEO, the power of personal branding, and the future of content marketing. It’s clear that the landscape is changing, and businesses need to adapt to stay ahead. Whether it’s investing in SEO, diversifying content formats, or building a personal brand, the key is to start experimenting and find what works best for your business.
John is the Amazon-bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.