Episode 34 – SEO is NOT all about content

In this episode Alex explains why, contrary to popular opinion, SEO is NOT all about content.


Hi, my name’s Alex Cleanthous, chief strategist at Web Profits, and today, I’ll be sharing my thoughts on why, contrary to popular opinion, that SEO is NOT just about content.

Now for those of you who don’t know me, I have a stutter and it comes out when I get excited… and this stuff is exciting. So let’s get into it.

Last year, Google flipped the SEO industry on its head with the Penguin 2.0 update. Websites that had been implementing SEO for some time lost their their rankings to websites that seemingly hadn’t implemented much SEO in the past at all.

Well, following the major Penguin update last year, we went about auditing thousands of websites in hundreds of different markets in Australia to see what SEO tactics were actually working for the top ranked websites in each market. And the results were, well, surprising to say the least.

You’ve probably heard or read that ‘seo is dead’ and that it’s all about content now. That SEO has essentially become ‘content marketing’. Well, what we found in our research was very different.

In a lot of markets we researched, the top ranked websites hardly used content at all, and certainly didn’t leverage content to build links to their site. We looked at local markets like ‘electricians’ and ‘pest control’, all the way up to national markets like ‘insurance’ and ‘home loans’. And in most of the markets we looked at, the types of links that the top ranked websites had, were not based on content at all.

Now, I’m not saying that content doesn’t play a role in SEO, because it does. But what I am saying is that it doesn’t play as much of a role as what you may have been led to believe.

So what kind of links are working at the moment? Well that’s the fun part. You see, each market is different and requires a different strategy to rank #1. We quickly realised after Google’s major update that SEO is now about a custom strategy for each website, and each industry. You can’t just say that this tactic works for every market, because it’s simply not the case. That’s why it’s not all about content. In some markets, it’s about local directories, in others, it’s about coupon sites, in others you need you sponsorships, in others you need industry specific links, and in some you need guest posts. And many times it’s a combination of different tactics, but not all of them.

The old days of SEO are gone. The new era of SEO is about researching and identifying what Google is looking at when ranking a set of websites for a particular keyword phrase, and then focusing on building those types of links to your website.

At Web Profits we’ve evolved our SEO strategy to deliver a custom strategy for every client we work with, based on in-depth research on the websites ranking at the top of Google for your top keyword, including how their site is structured, what types of links they have and, most importantly, the trend between those websites.

At Web Profits we want to change the way business is done online. To find out more or to get in touch, simply visit webprofits.com.au

I hope you enjoyed this episode of Web Profits TV and I look forward to speaking with you in the next video.

Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.