- Avoid using automation tools and software as an excuse for performing low quality lazy SEO
- Numerous SEO tools and software have come and gone over the years, so avoid chasing the next best thing
- Creating great content with readers in mind should always be the objective
Marc: In your SEO and content process do you often use tools to optimise and tune the content? Like Page Optimizer Pro, server SEO, those kind of tools?
John: No, no. Do you know how many automation tools have come and gone over the last 15, 20 years in the SEO space? I’ve seen it, man, for fucking decades. I’ve seen it for years and years. People, some new tool comes out and people run around in fucking groups getting all excited saying, oh, you’ve got to use this tool. It’s awesome.
John: And everyone jumps on board and they pay their $67 a month and then something goes pear shaped. Don’t use that tool anymore. It doesn’t work, or there’s a better tool, or Google’s cracking down on it because they’re extracting data and they’re all bright shiny objects. That’s the way I see it. My approach has always been the same since I started building my own sites back in the early 2000s. I’m thinking about the person at the other end. Now, here’s something to think about. Do you think that, I mean, do you think that Neil Patel, when he’s creating a piece of content, creates his content and then goes, hmm, I’d better run this through Pop. Make sure that it’s right. I think that’s highly unlikely.
He’s sitting there creating content that’s fucking kickass. 10X, right? So when someone lands on it, they go, holy fuck, this is comprehensive. This is awesome. Look at all these fucking, look at the video. Watch the video. Look at all these charts, this data, like these visual examples, this calculator, this downloadable spreadsheet. He’s thinking about providing massive value and no fucking tool or software is going to do that for you. I’m just not a fan of, I’m not a fan of lazy SEO. I’m all for software that can certainly make things easier, but I think there’s a very fine line there between creating good quality content and doing the job properly and lazy SEO where you just go, oh, I’ve got to add the keyword four more times because I pressed this button and this piece of software said, I need to fucking do that. Do you know what I mean?
Marc: Yeah, yeah, yeah. I completely, completely get that. Certainly some of the tools, that’s the promise that they come with that you can, I suppose drop the quality of your content and you just insert the keyword a couple more times.
John: I think the message that I give out about SEO, I’m probably a minority in the SEO space and I cop a lot of heat in groups. Why are you fucking around with this software? Just think about the, think about readers. Think about the person sitting at the other end. A piece of software is not going to read your content and go, wow this is a great piece of content. I’m going to share this in this fucking Facebook group where there’s 100,000 members, or I’m going to link to this article because it’s awesome. I mean, I don’t know. Like I said, I’m a minority in the fact that I’m thinking about people. I’m thinking about user experience and invoking an emotional response. When someone reads a piece of content, they land on the page and they go, fuck, this makes so much sense. Pick up the phone, call.
It’s an interesting conversation. Like I said, I think probably, I hate to think what the percentage is in the SEO space. It’s probably high eighties, maybe even into the nineties, with the majority of people running around saying, just use this software. Press this button. It’s all automated. I mean, it’s just lazy SEO and I don’t like it. I never have. And I cop a lot of heat for that, but at the end of the day, look, it’s all about people, right? It’s all about people. Like I could be sitting, this is a really great example. What I’m doing here right now with you on these calls is a great example of that belief system, right?
I could be sitting here quite easily just creating written content, publishing it on Bring the SEO, and fucking around with a piece of software, right? That’s going to help me optimise and then jamming it on my site and hoping for the best. But instead I’ve chose to do videos because guess what? It resonates more with people. I’m building trust. They can see me on camera. They know I know what I’m talking about. I mean, I’ve got off on a bit of a tangent. But my message is this, think about the person sitting at the other end. I think especially with online marketing, people get lost in technology. Look, technology is there to help us. It shouldn’t be an obstruction. At the end of the day, everything that we do is about people connecting with people.
So automation tools, and I probably went off on a bit of a tangent, but automation tools, fuck it. Like I said, I’ve seen a lot of them over the years. They come and go, they come and go, but what doesn’t come and go is fucking common sense.