Expert Tips for Effective Communication and Presentation in SEO with Tom Critchlow 25 January 2022 at 17 H CET (Paris)
In this clip, Tom Critchlow talks about how modern SEO provides incredible data about user behavior and explains how we (as SEOs) can use all this behavioural data to cement our place in the overarching marketing strategy. Stunning insights. Watch now.
00:00 Modern SEO aligned to user behavior
00:32 SEO professionals know their users
01:00 SEO is no longer about keywords
01:15 Getting buy-ins with stakeholders
Transcript from: As SEOs We Have Amazing Insights Into User Behavior That We Should Share
Jason: …to be honest, but obviously not insulting the SEO industry at all. I do apologize.
Tom: I think that there’s a key insight here which again is that modern SEO is very closely aligned to user behavior. It used to be that SEO was very much divorced from what users cared about on how users behave and obviously there are still elements of the technical aspect that a technical SEO that are nerdy and detailed oriented and so on.
But there’s a lot of it which is just simply, we know how users behave. We know what they care about. We can give them what they want. And as SEO professionals, we’re often sat in this kind of interesting position of we know more about users than all these other teams do. We can actually help the social media team because we have all this data. We can help the marketing team because we have all this data. We can help the product team because we have all this data.
We have incredible insights into what people care about, how they search, the questions they have… how they behave on the site and what content resonates with them. All of these kinds of things which is actually really useful. And it’s no longer just “Keywords“.
This isn’t just about us saying, well this is like a keyword in Google. These are how real users behave and the more that you can position it in that way, the more that you can get buy-in with other stakeholders who maybe don’t really care about SEO. But they do care about making sure that their social posts are resonating or that they’re staying on trend or that their emails are going to get opened or whatever it might be.
Jason: You might wonder why I put my glasses on my head. That’s my new sign that, that was a Knowledge Nugget to the team…