Hey everyone, Nicole Grodesky here, founder of Boho SEO, and I’m excited to share some insights from our recent podcast recording with the amazing Christina Scannapiego. We dove deep into the ever-evolving world of SEO, content creation, and the role of AI, and let me tell you, it was a real conversation – no fluff, just honest talk about what’s working and what’s changing.
Is SEO Really Dead? (Spoiler: No)
One of the biggest things we tackled was the persistent myth that “SEO is dead.” I hear this a lot, and honestly, it’s frustrating. SEO isn’t about tricking Google; it’s about connecting with people. As Christina pointed out, marketing is a human thing. We’re having conversations, asking questions, and searching for answers. And SEO is simply making sure those answers are easy to find.
Think of it this way: when you ask a friend for a recommendation, you expect a thoughtful response, right? It’s the same with search. People are asking questions, and we, as brands, need to provide valuable, relevant content. It’s not about some robotic formula; it’s about being human and having a genuine conversation.
SEO as a Research Method
One of the key takeaways for me was shifting the perspective of SEO from just a marketing channel to a research method. It’s about listening to your audience – what are their pain points? What questions are they asking? What are your competitors talking about? By diving into keyword research and understanding how people are searching, you can uncover valuable insights that inform your entire brand messaging and content strategy.
For example, let’s say you’re running a home organization business like “Organized and Sorted“. Instead of just guessing what people want, you can use SEO research to discover that people are searching for terms like “downsizing help” or “moving into a new home”. This informs the content you create and the services you highlight on your website.
AI: A Tool, Not a Replacement
Of course, we had to talk about AI. Tools like Jasper, Writer, ChatGPT, and Claude are changing the game, but they’re just that – tools. They can help with brainstorming, drafting, and organizing, but they still need human input, editing, and a clear understanding of your brand voice.
I’ve been using AI tools like Market Muse for a long time. These tools help me understand how Google’s RankBrain works and create more explicit, targeted content. But at the end of the day, it’s still about creating content that resonates with people, and that requires a human touch.
Proving the ROI of SEO
Another hot topic was proving the ROI of SEO. It’s a challenge, especially when companies want immediate results. SEO is a long-term, exponential strategy. It’s about building a foundation, creating valuable content, and nurturing relationships over time.
One way to demonstrate the value of SEO is to track keyword rankings, search volume, and traffic. You can also look at how SEO fills the top of the funnel and enhances other marketing channels, like paid ads and social media. It’s about seeing the bigger picture and understanding that SEO is an investment that pays off over time.
Favorite Tools and Resources
We also shared some of our favorite tools. Besides the AI writing tools mentioned earlier, we love Canva for creating visuals, Semrush for SEO analysis, and Market Muse for content optimization. And of course, Google Keyword Planner and Google Search Console are essential for any SEO strategy.
Looking Ahead: What’s Next?
This conversation was just the beginning. We’re planning on diving deeper into topics like developing a brand tone of voice, career changes, and the creative process in future episodes. We want to hear from you too! What are some topics you’d like us to discuss? Let us know in the comments below.
SEO, content, and AI are constantly evolving, but at the core, it’s always about connecting with people. And that’s what we’re here to help you do.
Links to resources:
- MarketMuse: https://www.marketmuse.com/?via=nicole-grodesky
- Semrush AI Tool Kit: semrush.sjv.io/GKVomk
- Investigating ChatGPT Search: Insights from 80 Million Clickstream Records: semrush.sjv.io/MABoAK