SEO vs. Paid Search? How About SEO and Paid Search! Ep. 581
In this SEO podcast episode, we delve into the compelling reasons why both paid search (PPC) and search engine optimization (SEO) should be integral…
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5 Enterprise SEO Trends To Watch In 2023 Ep. 570
Enterprise SEO in 2023 is shaped by AI going mainstream, compounding organic returns, helpful content standards, data intelligence, and cross-departmental alignment, making SEO increasingly central to large organizations.
Key takeaways
- Pages that rank well gain 20% more keywords and 120% more traffic year over year, showing compounding SEO value.
- AI-generated content is easily detectable by Google, so human originality and the E-E-A-T framework remain essential.
- Core Web Vitals and page speed are critical ranking factors, with even a few seconds of load time costing significant revenue.
- Data lakes and business intelligence give enterprise SEO pros both macro and granular views needed for smart decisions.
- Enterprise SEO requires cross-departmental collaboration, internal evangelism of results, and alignment between CEO, CMO, and SEO goals.
Companies focused on SEO see a compounding return on their investment yearly.
About this episode
SEO is changing. From search updates and algorithm changes to advancements in AI and conversational search, check out these trends to stay ahead.
Questions this episode answers
What is compounding SEO value and why does it matter for enterprises?
Compounding SEO value means the work done today continues paying off in future years. Data from Bright Edge tracking the top 1000 e-commerce terms showed that top-ranked pages drove 20% more keywords and 120% more traffic year over year, with user engagement building authority over time.
How does Google handle AI-generated content in 2023?
Google stated it will still rank AI-generated content if it is helpful and users are looking for it, with no penalty attached yet. However, Google can easily identify AI content, and since AI can only write what has already been written, content lacking originality risks being un-indexed or ignored.
What is E-E-A-T and why is it important for enterprise SEO?
E-E-A-T stands for Experience, Expertise, Authority, and Trustworthiness. Google uses this framework to determine which sources carry more weight on a topic. Proving experience through schema, authorship, video testimonials, and matching online profiles to real-world credentials is increasingly important in search rankings.
What role do data lakes play in enterprise SEO strategy?
Data lakes are large repositories of raw data that can be processed and analyzed to extract valuable insights. According to Salesforce, nearly four in five marketers believe data quality and intelligence are among the most important factors driving marketing performance, making them vital for enterprise SEO decision-making.
In their words
AI content today can only write what has already been written. We all know that content that's already out there, Google's already familiar with it. If you're not saying anything new or original, why is it different than what's being shown?
Matt Bertram
What I heard and also what I know to be true is analytical insights and making better decisions with data is the takeaway for this with me, and that's where I've seen the power, especially for enterprises.
Matt Bertram
Terms defined in this episode
- Compounding SEO Value
- The effect where SEO work done today continues generating returns in future years, with top-ranked pages earning 20% more keywords and 120% more traffic year over year according to Bright Edge data.
- E-E-A-T
- Experience, Expertise, Authority, and Trustworthiness, a Google framework used to evaluate which content and sources should rank higher in search results.
- Data Lake
- A large repository of raw data that can be processed and analyzed to extract valuable insights, playing an increasingly important role in enterprise SEO strategy.
- Helpful Content Update
- A Google update launched to guarantee users access to the most informative search results, requiring website creators to develop materials tailored to human readers rather than automated tools or search robots.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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