Mastering SEO in the Modern Age with Phillip Stemann

Brett Deister: 00:00:12

Mm.

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That's good.

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Welcome to a new episode of

Digital Coffee Marketing Brew,

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and I'm your host, Brett Deister.

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But this week we're gonna be talking about

everybody's favorite, but not really that

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favorite thing is SEO, because we all need

to know about it, but we all don't really

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understand it very well or don't like it.

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It's like kinda like the backend things

that no one really wants to do anymore.

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But with me, I have Philip here and

he is super passionate about SEO.

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That's why I have him here.

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To actually help us out.

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He'd been working for years.

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He started with web development and

found the technical aspect of SEO.

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Super exciting.

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So he transitioned over there and he is

just a great guest to have on the show.

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So welcome to the show, Philip.

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Thank you so much.

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Thank you for having me.

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You're welcome.

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Phillip Stemann: First question

is all my guest is, are you a

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coffee or tea drink drinker?

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I am a huge coffee drinker, but I

have recently transitioned into decaf

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so I don't drink caffeine coffee.

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So it's also funny to try and explore that

area of coffee for sure, because there's

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not as much decaf coffee as opposite.

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Most blood call

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Brett Deister: they, because

there's happen in a minute.

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Phillip Stemann: Exactly.

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I gave you introduction to

who, your expertise and who.

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Of course.

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So I as you mentioned, I've always

been into web development ever

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since I was a very young kid.

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I remember changing PHP files all the

way back and be fascinated about how

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a line of texts could basically become

something visual and I spent a lot

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of years trying to perfect that part.

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I just love the technical aspect of it.

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That also what made me slowly

transition into the technical

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part of SEO until I took on the

content part and on page as well.

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Also, I just love the technical

part where you can basically build

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a foundation that can empower your

content and still keep it technical.

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And there's so many small things you

can twist and tweak and everything

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matters in, in, in the long run.

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Brett Deister: The landscape of SE.

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Change.

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It's always changing.

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Google always updates their new

parameters and everybody tries to

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scramble to figure out how to do it.

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So what are some of the best

practices for creating really

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good SEO for your brand's website?

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Phillip Stemann: Yeah,

that's a good question.

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There.

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There are a lot of things, and it's

funny you're saying it because.

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We had a core update from Google,

just finished now, but there's

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another one running at at the

moment, which is a review update.

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So it's crazy.

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Just a year.

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It's a couple of years ago we had

maybe four core updates a year,

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and I think we've had four or

five in the last couple of months.

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So it's really, yeah, it's

like insane at the moment.

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But I think I always say that

there are two aspects of SEO.

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There is the technical part

and then the, your content.

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And your technical part is basically

like a structure of a house.

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It's so important to empower your

content and here you need to ensure

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that you have your images optimized.

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You have a fast hosting, you have

a fast DNS you're using caching,

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plugins, and all these elements.

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They're so important to get an

order and they might be difficult,

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but it's like a one-time thing.

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Once they're up and running, you

don't have to think about it again.

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That's definitely one part, and that's the

more I would say easy part, because the

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difficult part is definitely the content.

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Because with the content, there's

just so many aspects of it.

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Of course, it's important that

you write original content and.

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As you probably heard, unless you've been

living under a rock, AI is everywhere

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and you can generate content with AI

and it's completely fine if you do

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but my recommendation is definitely to

heavily edit it heavily, have a human

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in and just read it through and edit it,

because often it's just generic content.

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It's a good start, it's a good

draft, but it's just generic content.

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It's summarized from the whip and it

doesn't bring anything new to the whip.

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So it's so important to, to add that

aspect and then add original images.

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Use your own knowledge and add small

tips that shows that you know what

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you're talking about in the industry.

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And then use your own images if

you can, because what it's all

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about is bringing something new

that Google hasn't seen before.

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'cause if you're using AI and just

summarizing the web and publishing

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it, sure it will give you some

value, but it will not give you

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the same value as if you actually

bring something original to Google.

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So it's so important when you do this and

we can of course dive more into content

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part because you need to do your research

part and then you need to write your

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content and then you need to optimize it.

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So there are so many

layers within this as well.

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Brett Deister: Next question is how is,

besides the content side of it, how is

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AI changing, like the EO side of it?

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Because it's affected everything

in the marketing industry.

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Everybody's talking about it.

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Phillip Stemann: Exactly.

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Yeah.

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And it's crazy.

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Just the other day, I don't know

if you've heard about, but there

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was something called the SEO Heist

where there was a website that

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completely copied another website.

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They just took their site map and then

they just AI generated content for each

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single article and they were actually

beating the original content on Google.

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So of course Google is also

constantly changing because of this.

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So AI is definitely changing this pace and

the speed that we are generating content.

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Basically spin up a website and

write 100 articles in a single day.

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And then you have a

website with some content.

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It's not good content, but it's

okay content to get started.

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So AI is definitely doing that part.

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But I will say that there are

also some positive things with ai.

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The thing that I'm testing at the moment

is trying to optimize my internal links.

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For example, this is when you link

from one post to another post.

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So for example, I'm trying to test with

with chat GBT, where I give it some

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uls and then I ask it to suggest what

can I interlink in between, suggest

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some relevant anchor texts and so on.

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So I definitely see AI being a

productivity tool for SEOs and

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I think it will continue to be,

so it will never be able, okay.

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I cannot say never, but I think it's

far into the future until we reach

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a point where we'll actually be

able to generate original content.

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Because for it to be able to generate

original content, it needs to do its own

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experience and own experiments and stuff.

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And I think we are far ahead from that.

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So it's definitely interesting with ai.

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I don't think you should be afraid of it.

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Think you should just embrace

it and use it as a productivity

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tool because it can really help

you in a lot of phases For sure.

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Brett Deister: And are we seeing more,

caring more about the content side

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of it and different types of content?

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Or is it still primarily just the

written portion that matters the most?

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Phillip Stemann: I think what I'm

seeing now about SEOs is that of course

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they're focused on the content part,

but they're really also focused on

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everything surrounding the content.

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Building authority showing Google

that they know what they're talking

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about by trying to build links,

of course, on other websites, but

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also creating all the profiles

using something called schematics,

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which is basically a way of showing

Google your content a specific way.

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So for example, if you've written a

review and you give it a sim, let's say

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you give it three out of five stars.

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Then out in the search results,

you can actually see these

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three out of five stars.

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That's schematic.

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So I definitely see people still

care more about the content.

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They try to make more original images

because that's how you stand out from ai.

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'cause ai, they can also generate

images, but it's still fairly easy to

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separate an AI generated image from

an original taken image with a camera.

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So that's definitely what I

see that people are focused on.

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Brett Deister: So it's, it is still

important to have the backlinks.

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And so how do you create

the good backlinks?

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Because I'm pretty sure you can create

any backlink, but I'm pretty sure

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Google, prioritizes some over others.

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So how do you create the ones

that Google are prioritized?

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Phillip Stemann: Yeah, great question.

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And it is funny because Google, they

publicly said the other it's, some

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week ago they said that backlinks are

no longer a top three ranking factor.

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And there was a study conducted by

a company called Authority Hacker,

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where they basically managed

to rank a worse article just

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because they had more backlinks.

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So it's definitely still super important.

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And the thing about backlinks

is that every single domain has

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something called a domain rating.

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The domain rating is between zero

and 100, and the higher it is, the

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more trustworthy your website is, and

you increase your domain rating by

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getting these important backlinks.

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So if you get, for instance, a backlink

from Forbes, that's an incredible

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backlink to get from your website.

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Whereas when you get a backlink

from a very spamming website, that

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can negatively affect your website.

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So what's super important is.

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To analyze the domain, you're

about to pursue a back click from.

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What is their domain rating looking like?

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And there are a lot of

free tools you can use.

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HRES has a free tool, for example,

you can just Google domain rating.

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And then you get a lot of tools where

you can just enter the domain and

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you need to look for the spam score.

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It should be below 3%.

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And then you need to

look at domain rating.

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A domain rating.

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You basically just wants

to be higher than your own.

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Of course the higher the better.

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And another way you can do it is

that you can take your own domain

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and then you can compare it to a

competitor using a tool like HRES

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again, or something called Key Search.

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And here you can see what backlinks

does your competitors have that you

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don't have already, and then you can

try to pursue them, reach out to them.

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And here there are different methods.

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Either you can suggest a guest post

that you can write on their website.

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You can also look for broken

links on their website.

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So let's say that you have an article

about a specific dark breed, and we

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can see that this bling that you're

pursuing, they have an article about

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it where they link to another article,

but this article doesn't exist anymore.

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Then you can basically swoop in

and suggest your article for this

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article, and then you get a back

link this way, and at the same time,

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you're also helping the website.

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Instead of linking to a pace that

doesn't exist and they're actually

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linking to your pace that exists.

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But there are a lot of different

methods, but I think those two

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are the most successful ones.

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Brett Deister: And for those that are

just getting started into trying to figure

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out SEO, like what are the top tools that

you recommend for them to actually use?

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'cause I'm pretty sure there's

a ton of them out there and not

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everyone is gonna be good one.

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Phillip Stemann: No, for sure.

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There are hundreds of SEO tools,

almost a new one every single day.

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It's really, it's crazy, but I

think the basis that you base you

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have to do is to set up Google

Analytics and Google Search Console.

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Those two tools you have to set up

and it's entirely free to set up.

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So I think everyone should do that.

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I.

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In Google Search Console, you can

basically see everything that's happening

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on Google with your website, so you

can see all the impressions you get

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on Google, all the clicks and so on.

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And when you're ready to take it a step

further, then there is a tool called

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Key Search, which is super cheap.

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I think it costs $17 per month.

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And here you just get so many SEO tools

and it's definitely my recommendation.

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It's, there are two like major tools in

the industry called RAs and hres, but

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they're also super expensive and it's not

everyone who needs all that functionality.

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So a tool like Key Search, which costs,

I think it's $17 per month, you get so

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much functionality and you can analyze

your website, your competitors, you can do

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keyword research where you find specific

keywords you want to rank for and so on.

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So that's definitely my recommendation.

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Brett Deister: And our key keyword

search is still valuable right now.

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'cause I know everything's changing.

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I know Google's trying to

say backlinks don't care.

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I'm pretty sure they're trying to

say is keyword search kind of care.

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But they don't really care and

they're trying to get, I think they're

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trying to get to the content side

of it, but how important should you

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create a really good keyword search?

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Phillip Stemann: It is still definitely

important, but as you say, it has

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changed a lot because a couple of

years ago, you could just find a

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lot of long tail keywords, which

had low competition, high search

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volume, just write content for them.

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But today there's a lot of elements

like topical map and consensus

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that you need to focus on.

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So this means that you can basically

still do keyword research where

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you find long tail keywords,

but they need to be interlinked.

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They need to be related to each other.

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You ensure this by creating

what's called a topical map.

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A topical map is basically where

you have all your categories on your

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website, and then under each category

you have subcategories, and then

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you basically do a keyword research

for each subcategory and you just

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exhaust that subcategory for subjects.

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And then you write the content for

all of those subjects because that

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basically tells Google that whatever

people are searching within that

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subject, then you have an answer,

and that means that Google sees you

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as an authority within that subject.

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So that's why it's super important

to change the method a little bit

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about how we do keyword research

from just some years ago until today.

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That's super important to do it

that way because it's still relevant

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and you can still find a lot of

great keywords doing it this way.

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Brett Deister: And how do PR pros

and marketers try to optimize

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for 'cause I'm pretty sure you'll

see some websites that are like.

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This really is an optimized for my phone.

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So how do I get that optimized part?

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Because it's not just the computer website

and just looking at the computer screen.

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You also have tablets, you

also have mobile phones.

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You're eventually gonna have AR glasses

with the new AR glasses from Google.

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I mean from Apple.

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So how do we, how do you

get that optimization

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specifically for mobile first?

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Phillip Stemann: Exactly.

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Yeah.

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And you said the keywords

there mobile first, because.

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We have been designing websites for

desktop first for so many years now.

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This, everyone still does it, but

especially in: 2024

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be a huge ranking factor for Google.

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This also means that you should

start thinking of your website

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as mobile first and desktop.

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Second, of course, confirm this

with your Google Analytics data.

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If you have a majority of

desktop viewers, then focus on

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desktop and secondary mobile.

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But the most of I should focus on

mobile first, and depending on your

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setup at the moment, either, you can

of course optimize your current setup,

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where you switch between mobile, tablet

and see what you need to optimize.

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Otherwise, you can go out and buy a

super cheap theme at the theme forest

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or something like that because they're

already optimized for you, and then

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you can basically go from there.

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So it, it really depends on your current

situation, because if you're using a

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website like WordPress, sorry, A CMS, like

WordPress, then you have this way of you

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can change between whether you see your

website on a tablet, on mobile, and then

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you can see how it looks and if it looks

great, or you need to optimize anything.

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Brett Deister: And should marketers and

PR pros go through their website as a

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user and try to figure out, 'cause I'm

pretty sure there's a lot of bounce

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rates in different types of things,

and you can look at Google Analytics

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and figure out where the bounce rates

are, but should they also do that as

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well and figure out like where the

pain points are from your website?

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Just so you know yourself, you're like,

okay, maybe we should change this.

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Maybe we should do that.

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Phillip Stemann: For sure.

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Yeah, for sure.

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You should definitely put

yourself in the reader's mind.

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Then ask questions to yourself,

basically, am I answering the

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search intent fast enough?

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Because we tend to write a lot of fluff

in the beginning because we want them

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to stay on the page, but we have to just

answer the question immediately, whatever

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it is that they're searching for, and then

add all the extra information afterwards.

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What you can also do is you can install

something called Microsoft Clarity,

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which is also a free tool from Microsoft.

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And here you can record all

your visitors on your website

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so you can see how they use it.

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And often you will find mistakes

and minor things you need to change.

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And especially look at scroll dip because

if you see that people doesn't scroll that

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long and they just leave your website.

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Which results in a high bounce rate,

that it means that you don't answer

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the query fast enough, and then

you definitely need to rearrange.

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Often you just have to rearrange your

second section to your first section,

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and then you have sold the issue.

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Because we really tend to first describe

an overview and overall picture of

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whatever it is that we are writing about,

and then we answer the actual crew.

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So just swap those around

and then off newer.

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You have optimized 80% of the issues

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Brett Deister: and for

businesses, how do they actually

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optimize it for the local SEO?

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Because we have the internet, SEO, I

guess is the best way of saying it, where

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it's everywhere, but then you have local,

so how can you local that effectively?

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Phillip Stemann: Yeah.

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For local SEO, the Google

business profile is.

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Crucial.

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You simply need a Google business profile.

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It's so important.

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And the ranking factor

here are also reviews.

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So as much as you can, every time

you've been with a client, then

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ensure that they give you a review.

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Because the more reviews and of course

the better reviews, the easier it is

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for you to rank on near me keywords.

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So that's super important whether you have

a restaurant, because people always search

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restaurant and city or restaurant near

me because Google have their location.

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So that's definitely so important

to get a Google Business profile

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and then optimize that as well.

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: 00:16:50

Ensure that you write all

the, I don't remember if it's

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1000, 2000 words you can use.

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To describe your business, but

ensure that you write everything.

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And if you have a restaurant

and add your menu.

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If you are a service provider,

then add all your services

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with prices and everything.

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: 00:17:06

The more you can fill into your

Google business profile, the better

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because the easier it is for Google to

understand what it is that you provide,

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and you also just, you basically

have a broader span to reach out to.

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: 00:17:19

People in wherever it is that you have

your services or if you're a restaurant.

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: 00:17:23

So that's super, super important.

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Brett Deister: And also

have for your menu, have the

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pictures of the food actually.

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Phillip Stemann: So true.

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: 00:17:32

Exactly.

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Yeah.

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: 00:17:32

You can also get the guests and stuff

to upload pictures of the food as well.

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: 00:17:36

So yeah, that is super important.

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: 00:17:38

The more you can fill into your

Google business profile, the better

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: 00:17:41

Brett Deister: awesome user generated

content with your own content to actually

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: 00:17:45

fill it out is basically what I'm hearing.

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: 00:17:47

Yeah,

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: 00:17:47

Phillip Stemann: exactly.

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: 00:17:48

Exactly.

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: 00:17:48

User generated content

is gold at the moment.

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It's perfect.

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And this is

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Brett Deister: search.

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: 00:17:56

Is voice search really

that important anymore?

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: 00:17:58

I know.

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: 00:17:58

What was it like building itself?

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: 00:18:01

It feels like Google,

Amazon and Apple are like.

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: 00:18:05

Shying away from it a little bit more.

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: 00:18:07

I know Google's trying to put

Google voice with Bard now

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: 00:18:11

they're trying to use AI with it.

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: 00:18:12

So is voice search still important or is

that kind of not really important anymore?

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: 00:18:17

Phillip Stemann: Oh, it's

such a good question.

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: 00:18:19

I don't see it like explode as

it did just a couple of years ago

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: 00:18:22

when all the assistance came out.

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: 00:18:24

It's still relevant and you can still

get a lot from it because if you're

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optimized for search, you're basically

also, no, sorry for voice search.

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: 00:18:31

You're basically also optimized for when

people, they write questions because

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: 00:18:35

just like a couple of years ago, we

searched different than we do today.

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: 00:18:39

We searched keywords back then, and

now we search an entire question.

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: 00:18:42

And we basically search almost the

same way as we ask a Google Assistant.

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: 00:18:48

So it's still important to be optimized

for search, but I don't see it explode in

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: 00:18:51

the same way as it did for some time ago.

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: 00:18:54

Brett Deister: Do you think the more

voice search than anything else because

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: 00:18:58

it will better understand your questions.

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: 00:19:01

Google Assistant's still the best

one out there, but will AI help

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: 00:19:06

with those voice search queries?

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: 00:19:09

Phillip Stemann: I think for

sure they're testing the search

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: 00:19:11

generative answers at the moment.

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: 00:19:13

And I don't know whether they're gonna

roll it out eventually, maybe they

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: 00:19:17

will, maybe they won't because they're

getting mixed results based on it.

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: 00:19:21

But I think if they manage to nail it

they can definitely give better results

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: 00:19:25

than just giving the generic websites.

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: 00:19:28

Then they just have to mix it because

of course, if the website owners

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: 00:19:31

doesn't get any traffic because of this.

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: 00:19:33

They don't want to create content

and this SGE and AI in general

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: 00:19:37

doesn't work without content.

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: 00:19:38

So they definitely need to find a balance

and that's gonna be the tough part.

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: 00:19:43

Brett Deister: And where do

you see the future SEO going?

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: 00:19:46

Do you see AI content still some keyword

searching, like becoming the future of it?

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: 00:19:53

Do you see Google just going

somewhere completely different?

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: 00:19:55

We have no idea where they're

going because it seems to be their.

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: 00:19:59

Plan most of the time.

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: 00:20:00

Where do you see it going?

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: 00:20:02

Phillip Stemann: Yeah

it's a great question.

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: 00:20:03

I think in the, there's like

the long perspective and then

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: 00:20:07

there's in the near future.

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: 00:20:08

And in the near future, there'll be so

much content generated by AI and Google

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: 00:20:12

need to figure out what content to crawl

because they can't continue crawling

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: 00:20:16

billions of pages all the time because

there's so many new pages with ai.

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: 00:20:20

So they definitely need

to figure that part out.

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: 00:20:23

But what I think will be super

important already next year is ux.

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: 00:20:26

It's something that's been neglected from

a lot of websites, and it's so important

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: 00:20:31

because you need a great user experience,

and as Google is using all of these

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: 00:20:36

user inputs to ensure that the website

is great and is supposed to rank well.

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: 00:20:41

Then UX just becomes so important.

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: 00:20:43

Google wants people to interact with

the websites, fill out forms, and

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: 00:20:47

use elements on the websites because

it shows that it's a great website.

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: 00:20:51

So that's definitely something

that's super important.

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: 00:20:53

And I think a funny theory in the long

perspective, it's either we are gonna

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: 00:20:59

change completely and we are all gonna

have this personalized AI system.

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: 00:21:03

We can just ask things that

knows everything about us

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: 00:21:05

and the world, or then.

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: 00:21:08

I don't know.

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: 00:21:09

It's really difficult to predict,

but it's interesting because I

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: 00:21:12

think the technology is not gonna

be what's breaking everything.

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: 00:21:16

It's gonna be us humans, whether we can

adapt fast enough or what our methods

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: 00:21:22

of finding information is going to be.

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: 00:21:24

That's definitely gonna

be the deciding factor.

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: 00:21:26

Brett Deister: For the near

future it probably is gonna be

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: 00:21:29

trustworthiness and authority.

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: 00:21:30

That's gonna probably take precedent.

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: 00:21:33

Besides the looking

pretty, but the already ai,

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: 00:21:38

Phillip Stemann: correct.

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: 00:21:39

Exactly.

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: 00:21:39

Yeah that's super correct because AI can't

just, of course they'll probably be able

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: 00:21:44

to figure out a way, but Google will also

figure out a way out to stop that as well.

431

: 00:21:48

But getting back links is something

that you can't just generate.

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: 00:21:51

That's something that requires.

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: 00:21:53

Trust because other websites

need to trust your website to

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: 00:21:55

be able to link to your website.

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: 00:21:57

So your backlink profile and your

authority and all those elements

436

: 00:22:01

you just can't generate with ai.

437

: 00:22:03

They will also continue to be super

important in the coming years.

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: 00:22:08

So where can we find you online?

439

: 00:22:11

I am on Twitter or X as it's called now.

440

: 00:22:13

That's where I'm most active.

441

: 00:22:15

And then I have a YouTube

channel where I talk about SEO

442

: 00:22:18

and review SEO tools as well.

443

: 00:22:20

So that's, you can find me on my

name and no, just keep trying.

444

: 00:22:27

Even though SEO can be a hassle

sometimes, just keep trying because

445

: 00:22:30

you'll eventually figure it out.

446

: 00:22:31

I'm sure of it.

447

: 00:22:33

Brett Deister: Alright, thank you Phil

for joining Digital Coffee Marketing

448

: 00:22:36

Brew Insurer knowledge on SEO.

449

: 00:22:38

Thank you for having me.

450

: 00:22:42

And thank you for listening.

451

: 00:22:43

As always, be subscribed to

Digital Coffee Marketing, Bri on

452

: 00:22:47

all your favorite podcasting apps.

453

: 00:22:49

And guys, see you next time when

we talk to another great thought

454

: 00:22:54

leader in the PR industry.

455

: 00:22:55

All right, guys.

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: 00:22:55

Stay safe and understand your SEO

and how to make your website better.

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: 00:23:00

We'll see you next time later.