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Gyi Tsakalakis founded AttorneySync because lawyers deserve better from their marketing people. As a non-practicing lawyer, Gyi…
After leading marketing efforts for Avvo, Conrad Saam left and founded Mockingbird Marketing, an online marketing agency…
You wrote some stuff, have great expertise, have great content… but does Google care?  The guys hash out how to establish your cred and boost your content with tactical authorship strategies.
Conrad still values the bygone era of Google’s authorship attributions, but Gyi’s all about the latest on expertise with E-E-A-T. Who’s right, and how is authorship recognized by search engines across the breadth of the internet? Gyi and Conrad throw down on best practices for helping your content demonstrate Google’s E-E-A-T criteria and solidify the importance of your authorship. And, it’s not just about you publishing on your own domain. The guys explain how to effectively expand out onto other reputable platforms/publications to help search engines value and promote your expertise.
Learn more here: 
Creating Helpful, Reliable, People-First Content | Google Search Central | Documentation
And here:
Author markup best practices
 
The News:
Mentioned in this Episode:
LHLM Episode – Google’s Algorithm EXPOSED – What Matters and What Doesn’t – Legal Talk Network 
The Bite – Lunch Hour Legal Marketing Newsletter!
Leave Us an Apple Review 
Lunch Hour Legal Marketing on YouTube 
Lunch Hour Legal Marketing on TikTok
Special thanks to our sponsors Clio and CallRail.
Gyi Tsakalakis:
Conrad. You recently did a website tear down of the Colorado School of Mines. Wow. Who’s going to the Colorado School of Mines?
Conrad Saam:
I hope my son doesn’t listen to this episode. They had some terrible coding on their financial aid page that showed up on mobile as Financial aid. And so I noted to them that they may want to put one of their brilliant CS students on making sure that they’re not sending the wrong message to parents who are excited to send money to the Colorado School of Mines. I’m taking, my oldest son is going to be really, really hard for everyone but him. My wife’s not looking forward to it. His younger brother who just adores him. It’s going to be a different world for him and I think it’s going to be hard on the old man as well. But we are going rent a car and do an American Road trip probably through the Montana route to the Colorado School of Mines. Your kids are at the earlier age of their academic career.
Gyi Tsakalakis:
Yes.
Conrad Saam:
You getting ready for you buying crayons and getting back to school?
Gyi Tsakalakis:
Not crayons, but we’ll soon be back to school shopping. But we will have a second grader and a kinder gardener.
Conrad Saam:
Public Or private schools. Gyi,
Gyi Tsakalakis:
Public schools. We’re very Fortunate and very grateful that we’re in a community that has really excellent schools and at least for now, I mean, who knows what the future holds. Butoh. It’s funny. I’m back in my hometown, so my kids are going to the same schools that I went to.
Conrad Saam:
Are you kidding?
Gyi Tsakalakis:
I don’t know. That’s good or bad. Amazing. Yeah,
Conrad Saam:
It’s amazing. Hey, I’ll take this moment to remind all of you that we’re going into the back to school time and this is when unfortunately we choose not to prioritize financing education and we end up with lots of teachers who are spending their own hard-earned money buying school supplies. So if you want to do good in your community, now is a great time to do that
Gyi Tsakalakis:
Or to support an underserved community with backpacks. Right?
Conrad Saam:
Even better, right? Even better. There’s a lot of fundraising where I live. We are a fairly affluent community and I have limited desire to put more money into our specific school, but the school systems overall, there’s a lot of need. So you can find it, you can make a difference, you can get links and PR as well. And those two things are okay. You can do both of those things at the same time and it’s not it.
Gyi Tsakalakis:
Alright, so you don’t miss your son too much. What else are we talking about today?
Conrad Saam:
Alright. We are as always starting out with the news and we’re experimenting with a slightly different format. We’re going to be covering one topic in more depth instead of two topics at a surface level because we were running long and the data shows that you guys like shorter shows, and so we’re going to see whether or not that’s actually true. We’re doing one segment on answering a question around what Gyi likes to call expertise. And because I’m old and suck in my ways, I like to call authorship.
Gyi Tsakalakis:
Even though we’re going to try to be a little more concise today, we will not cut that wonderful Lunch Hour Legal Marketing music.
Announcer:
Welcome to Lunch Hour Legal Marketing teaching you how to promote market and make fat stacks for your legal practice here on Legal Talk Network.
Conrad Saam:
All right everyone, welcome to Lunch Hour. Legal Marketing. It’s nice to get back. We have more Google news to talk about, but some other stuff. Let’s hit what you always wait for the news. Now, Gyi. June 26th, Google came out with an update on maximizing performance on search around query matching specifically around brand. You and I have been very, very critical hypercritical of Google and the conflation of brand terms. What does this exactly change?
Gyi Tsakalakis:
Well, it’s supposed to give us a little bit more control over how brand is included or excluded and queries. There are four different updates and we’ll drop a link in the show notes, but essentially it’s a response to the problem that we’ve been harping on, which is is that there’s not a lot of control over showing and excluding and including brands.
Conrad Saam:
We’ve seen massive increases in the cost that people are paying for their own branded queries. There’s a lot of confusion and deliberate conflation on Google’s part. It will be interesting to see, and by the way, let’s be clear, this is a pay-per-click thing. It’s not an LSA thing, is that correct?
Gyi Tsakalakis:
That’s correct, yep. Yeah, pure opacity in LSA still.
Conrad Saam:
Yeah. Yeah. We have no, which means we don’t know what the hell is going on.
Gyi Tsakalakis:
True, true.
Conrad Saam:
So we’ll see if some of these changes can actually improve the customers on the branded side of things.
Gyi Tsakalakis:
Yeah, this might be a segment in the future that we’ll go deeper on, but today we just wanted to give it a shout. So if you’re a PPC person, make sure you’re on these changes.
Conrad Saam:
Okay. Messaging on Google profiles. Rest in peace, baby. Goodbye. Why do you think Google has killed messaging on the Google business profile?
Gyi Tsakalakis:
Well, there’s lots of theories. Some of it relates I think, to the actual technology itself and working across platforms and encryption and security stuff. My hunch is I’m going to put it out there. I think you’re going to see messages come back, but maybe in a different product. Some of the other complaints are that these messages are small business owners are just getting spammed heavily in them, and so there’s not a lot of value, but I know a lot of businesses that they rely pretty heavily on the engagement with their Google Business profile messaging. And so if you’ve been a firm that’s relied on that heads up, and I would start already, in fact, we’re already too late because beginning July 15th, customers can’t start new chat conversations with and on July 31st, the chat feature will be removed. So I might put in your Google business profile something that highlights like, Hey, we know that there’s no more messaging, but here’s how to contact us. Obviously phone numbers, maybe scheduling links, appointment links, maybe put something in your post or your FAQs so that if you have been relying on this and it’s going away, you’re telling people, Hey, we’re still available in these other ways and you should probably download all of your history so you can use Google takeout and get all of your historical business profile chat data. I think that’s probably something good to retain.
Conrad Saam:
I think the other flavor of this is there are some, especially in legal now, if Google doesn’t only think about the legal market, but especially in legal, there are many situations in which people do not want to physically talk to you, audibly talk to you when they’re contacting a lawyer,
Gyi Tsakalakis:
Physically talk to
Conrad Saam:
You physically. And so you need to be thinking about, for those of you who have prospects who don’t necessarily want to pick up the phone right now and talk, are you making it easy for them to contact you in an alternative method?
Gyi Tsakalakis:
Totally. And we don’t know if this is going to impact LSAs yet,
Conrad Saam:
So we’ll find out once it’s already happened,
Gyi Tsakalakis:
Right? My hunches is that it won’t, my hunch is they’re still going to have messaging. It’s too much money,
Conrad Saam:
There’s too much money, too much confusion, no
Gyi Tsakalakis:
Money in Google Business profile messaging, but money in LSA messaging for Google.
Conrad Saam:
And the beautiful thing with if you live in Mountain View and work in Mountain View, you can message multiple people at the same time, which means you can quadruple charge for those individual messages. Just saying, just throwing that out there. Okay. Hey, I’m seeing you twice in the upcoming months. We’re going to be at the Auto Crash Litigation Summit and we’re also going to be the law firm summer reboot camp. It’s going to be great. Looking forward to spending time with you if any of our listeners are going to be at any of those events. Although the reboot camp is virtual, so you’ll all be there or none of you’ll be there depending on how you look at it, but we’d love to see you and Gyi, I’m looking forward to spending more time with you in person.
Gyi Tsakalakis:
And just for folks that are here, just so we’re made it clear, it’s the 360 advocacy is the Auto Crash Litigation Summit. You can see Conrad and I in Vegas in September. It’s the 22nd through 24th, and then it’s answering Legal is doing the reboot camp. That’s the virtual one, and that’s going to be coming up. I think Conrad and I are on a panel on July 24th, but it starts July 23rd through 26th, and then they’re doing it again in August. So keep your eyes peeled if you want to hear some more from us.
Conrad Saam:
And finally, I want to congratulate you on showing up on Legal Rebels. I have never been on Legal Rebels. I remember when it came out, I want to say in 2007 or eight I think is when Legal Rebels became a thing. I’m going to read this because it’s awesome and you’re not going to do your own crowing, so I’ll crow for you. Welcome to the ABA Journal Legal Rebels podcast where we talk to men and women who are remaking the legal profession, changing the way law is practiced, and setting standards that will guide us into the future. Keep listening. Dear listener, after the break, we are going to continue to guide you into the future.
Gyi Tsakalakis:
So I learned something new. If you’re a Spotify listener, you can actually leave comments in the Spotify app. In fact, we recently got a question from Matt Stevens via Spotify, Google’s algorithm exposed. Can you explain or point us to a resource that explains how exactly authorship is attributed and recognized on a given page? Do we just say in the byline written by X and link to their bio page? Thanks, Matt. We appreciate it. If you have questions about this episode or anything else, please do leave a comment in Spotify or YouTube. And of course, you can always contact on all of our various social media handles. Look for Lunch, Hour, Legal, Marketing, and with Matt’s question Conrad. Let’s dive in and try to answer it. We are so grateful When listeners leave comments and ask questions, talk to me about authorship.
Conrad Saam:
Authorship is a thing I’m trying to incite, Gyi into annoyance here. The not fact that I like the fact that Matt used the word authorship in his question. I think what we should do to answer this question is first go over the history and theory and concept of authorship or expertise as you would prefer to talk about it. And we can talk about why you and I use different words, but we will then go and talk about the current state of play because what you’re asking for is what to do now. But I think in order to understand what to do now, it is probably a good thing to talk about what authorship slash expertise is and why we care. So
Gyi Tsakalakis:
You want to do that.
Conrad Saam:
You go, go ahead
Gyi Tsakalakis:
Well, I’m give the philosophical take.
Conrad Saam:
Good go.
Gyi Tsakalakis:
If I were creating a search engine that was trying to organize all of the world’s information, it might be valuable to the people who use my search engine that I’m including the who is doing the publishing, right? Because if suppose you’re talking about special relativity, well, Gyi’s page on special relativity is probably not as valuable, credible, expert, et cetera as Albert Einstein’s page on special relativity. So that’s the theory, right? The who publishes it matters. And so Conrad, what in the past did Google try to do to solve this or at least contribute to solving this issue?
Conrad Saam:
So I love this when it came out and when it came out, I knew it was going to be short-lived, but there was a thing that they created called Authorship, and it was relic’s author. It was code that you could literally put on a piece of content and it identified who the author was, and it did that by pointing the author of that content. It would just point to that person’s Google Plus profile. For those of you who are old in this industry, you’ll remember the belly flop that was Google Plus. It turned out the only thing people were ever using it for was to establish authorship. And it never really took off to take on Facebook. And it was very clever because all you’d have to do is like, here’s my piece of content about absolute relativity, and I’m going to put code in there that then links back to Albert Einstein’s Google Plus profile.
And that was a really, really cool concept. The problem with that, not just the fact that Google Plus completely sucked, and in conjunction with that and in order to actually, and really made this take off, is in the SERPs, you would actually get a little picture of your Google Plus picture, which show up in the SERPs. So there’s a little picture of Conrad who wrote a brilliant article about why digital marketing agencies are so scummy, and my little picture would show up there, which made me feel really good about myself, which was cool, and it really helped. And there were studies that showed that clickthrough rates went up when you had the little picture, et cetera, et cetera, et cetera. The problem, of course, is because of SEOs ruined it, and because it is code, I could take that page that I wanted to rank for, let’s say absolute relativity, and I could then change who the author was in the code.
And that is completely gross and spammy. And so what was happening, and FindLaw did this, I love this example. It was so gross and so flagrant. They would sell you a website that they had built and worked on and SEOed for the guy across the street, and they would sell you that website and then they would just change the authorship code to point back to your new profile. So it would look like to Google that you had authored all of these articles, and I’m not saying final was the reason that Google canceled this, but the abuse of code, we’ve seen this over and over again. The abuse of code is why Google often takes away nice things from us. And so authorship was killed, I want to say about 18 months after it launched.
Gyi Tsakalakis:
Well, in fairness too, Google got rid of Google Plus too, which was being part of what they were doing with it, right?
Conrad Saam:
Yeah, yeah, yeah. But could mean they could have done kept the concept incarnation of Google Plus as a concept. But because it is coded and because it was abused, my take is because it was abused by SEOs. They put a bullet in it, except maybe they didn’t. So Gyi, do you want to talk about eat and why you and I fight over the terms authorship verse E?
Gyi Tsakalakis:
I do. But first, let’s take a break and we are back and we’re going to pick up. Now, Conrad laid out the historical framework for authorship, and as Conrad alluded to that kind of authorship, the rel equals author, Google Plus version is dead. So you can’t do that. So now we’re back to, alright, how can Google try to distinguish content by author? And does Google care about expertise? Well, Google has a whole page about how you should be writing content for humans. And a big part of this documentation talks about this concept of EEAT, and we’re not going to cover all of the creating helpful, reliable, and purpose first content stuff. But we do want to talk about the Who, because that’s really, when we’re talking about authorship, that’s the part of this conversation that matters from an EEAT perspective. And I’m just going to read from the documentation on this.
So consider evaluating your content in terms of who, how, and why as a way to stay on course with what our systems seek to reward. Again, this is Google. So who created the content? Something that helps people intuitively understand the EEAT of content is when it’s clear who created it, that’s the who to consider. And when creating content, here are some of the who related questions to ask yourself. Is it self-evident to your visitors who authored your content? So as Matt asked, is this as simple as putting a byline in? Byline certainly helps, right? And one mistake that we see all the time is especially firms that outsource their content, I’ve seen it as bad as they didn’t update the author bio and WordPress, and it’s just admin. So it just says admin written by admin, or maybe it says written by the firm, but you’re not getting the who wrote this value if you don’t actually make it self-evident to who published it.
In fact, Google actually says the second thing, do the pages carry a byline where one might be expected? And so clearly, if you’re doing an article, having a byline that has your name in there I think is valuable probably also, maybe a short bio would probably be useful. The other thing that I will add here that is maybe not as evident is I would still use author markup on your content, and we can put this in the show notes as well, but Google provides best practices for author markup implemented by structured data, probably JSON ld. But again, the machines are still machines. They’re trying to get smarter, but make it easier for the machines to know. And then the third thing that Google recommends for this, the who part of the EEAT is, do the bylines lead to further information about the author or authors involved giving background about them and areas they write about.
So this is the intersection of byline with your attorney profile page. So if that’s going to have an attorney page on your website, and I’d be publishing on industry publications, websites, you want to make sure that that’s linking back to your attorney page with information about you, what you publish on, that kind of stuff. I think that those are kind of the big three that we talk about in the WHO context. Now, that’s just what Google publicly says about this, but there are all sorts of other things that I believe play a role in how they think about the who. And one of those things is brand recognition. When people append your name or the attorney’s name or the firm name to their queries, it’s the same thing we see with this Reddit conundrum because a brand that can actually impact also how Google thinks about you as an expert and your content. And we’ve even seen this with attorneys sink, where a non-brand query like law firm, SEO Google will suggest law firm SEO Attorneys Sync because it’s making that connection between our brand and the non-brand query. So because people argue about this, is this EEAT even a thing, how can Google even do this? And I think that it behooves lawyers to be obviously adding the byline stuff, but be thinking about how to generate users searching on brand queries and searching on brand queries that are modified with non-brand modifiers like practice, area and city.
Conrad Saam:
Alright, so I’m going to go to the specifics of Matt’s question. Can you explain or point us to a resource that explains how exactly authorship is attributed and recognized on a given page? And so we’ve given you theory on this, and so I don’t feel like there’s a definitive guide of do these seven things. However, reading through the tea leaves, if you were working on building up your expertise or authorship and credibility in a given topic, some of the ways that Google will go about doing that is, and they’ve done this, one of the signals that they’ve definitely sent is the social links on your Google business profile. For a while, they started adding those links, what they thought was accurate to Google business profiles. They now enable you to do that directly. And I suspect that’s because there was a lot of confusion between all the Robert Williams is of the world and figuring out which Robert Williams was the expert on SEO and which Robert Williams was the expert on mousetrap design or whatever it might be. And so you can now actually define on your Google business profile all of your social profiles in your social profiles. Typically, people who are content creators will push that content on those social profiles, which makes it easy for a computer to understand and identify a network of content that belongs to a single author. The other thing, Gyi, that I think is not talked about all that much but is I think very relevant to this conversation. It’s not just about you publishing on your own blog at the risk of unearthing an old term,
Gyi Tsakalakis:
Your own domain.
Conrad Saam:
Your own domain, thank you. It’s really building expertise on an individual domain is antithetical to the entire concept of why Google was really good at as the search engine to start with, because it was looking at a literal web across the internet of expertise. And so part of that expertise is built by writing outside of your own content. And so for you and me, it’s very, very blindingly obvious. We should write things on technical publications, we should write things about marketing on the American Bar Association. Those type of things are fairly selfe. This is a component of building up your expertise. And it’s why I’ll connect the dots for you if you can’t figure it out. I post something on the American Bar Association about digital marketing. I mentioned that in all of my social profiles, which helps Google understand who the author of that piece of content was and the A BA is not going to have Joe Schmo write something up there. And so it starts to build up that profile of expertise and authorship. So this is kind of the GUI and Conrad version of what we believe is being done based on what Google is talking about. And in fact, that Google Algo leak referenced this concept of expertise in authorship. So I don’t think this is going away. I think this is more important than we think it is. And it can be an overlooked component of your SEO strategy.
Gyi Tsakalakis:
And again, if you wanted an additional reading on this, I would refer folks to Google Search Central and specifically their documentation on creating help for reliable people. First content, they go pretty deep. Again, people say that Google doesn’t say anything about this. It’s like, yeah, they do. There’s all sorts of really valuable information in my opinion, in hearing questions you should ask to assess your content. And then the second place I would look in Google Search Central as an additional resource would be under the featured guide section and specifically on the structured data features with respect to article, there’s probably a couple other ones that are worth looking at. If you’re doing q and a. There’s a couple other things that you probably want to mark up so that you’re getting that quote, EEAT credit. Now, I will say this too, in case there are any, I know we know some other agency folks and some other SEO folks listen to the show so that we don’t get put on blast on social media.
Google does say that while EEAT itself isn’t a specific ranking factor, so people will say, oh, EAT is a ranking factor. Well, I don’t want to get semantic into it. They do say they use a mix of the factors. So identify content with good EAT when it’s useful. And they specifically call out that topics that could significantly impact the health, financial stability or safety of people or the wellbeing of society that your money or your life topics, that it can be particularly useful in those contexts. And I will tell you at our agency that’s not in legal, we have clients that are in the financial world and we have seen that well attributed articles with Forbes is doing the same thing too. If you go, in fact, I’m going to use Forbes so I can be more specific because they’re doing it in, they’re a known site.
If you go search for generic legal keyword and this Forbes advisor pages come up, you’ll see that it is heavily quote EE aed. And I do believe in addition to the link signals that Forbes carries, I think that the SEO team at Forbes is smart. And if you want to learn, go follow what they’re doing in terms of how they’re doing bylines, how they’re doing, fact checking, how they’re doing, reviewing and marking the pages up so that they’re telling the machine this is a well-researched, edited, reviewed by an expert page. And I think that that’s part of the reason why Forbes is benefiting from that.
Conrad Saam:
We keep bringing up Forbes. Forbes, SEO in Legal is run by someone that you and I both know. Oh, maybe we should talk about that later,
Gyi Tsakalakis:
Maybe. We’ll, they’ll come to office hours. Alright,
Conrad Saam:
Thank you dear listener for joining Gyi and Conrad on another episode of Lunch Hour Legal Marketing. We have made this a more in depth, although shorter episode, and we’d love your feedback on that. Please send us feedback so the next time we can decide whether or not we’re going to keep this format or go back to our typical double segment.
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According to growth marketer and former HubSpot manager Alex Birkett, B2B content needs to meet four criteria to rank #1 on Google.
The 44th episode of the DesignRush Podcast explains why you should play a long-term game when it comes to SEO, as well as which indicators to look at when assessing the quality of the content on your website.
Tune in to the show to learn:
Alex is the co-founder of a content marketing & SEO agency Omniscient Digital. Before starting his agency, he worked on freemium growth at HubSpot where his team invented a new organic strategy called the “surround sound strategy” which led to Semrush building a tool based on this approach. Alex’s team drove thousands of net new freemium signups across their product suite.
In 2024, SEO isn’t just about topping search results – it’s about perfecting user experiences. With 58% of searches coming from mobile devices, the stakes for optimized, engaging content are higher than ever.
Our editor Vianca Meyer discusses with Alex how his agency approaches enabling businesses to scale their organic traffic.
Omniscient usually runs a website through a four-part audit:
LEARN MORE ABOUT SEO: 11 Types Of SEO & How They Can Improve Your Search Engine Ranking
A lot of people think about SEO audits as technical, Alex says.
You pump them through Ahrefs, SEMrush, or Screaming Frog and look at technical issues. That’s one dimension we use, but there are four in total.
One’s going to be a share of search and your visibility about competitors, topics, and the customer journey keywords – we map these out and give the business a visibility score.
Related to that is the content inventory, which I had mentioned before, and that’s gonna be your existing content assets, both the coverage of topics as well as where they fit in the customer journey.
Maybe you’re overweighted on top of funnel terms and underweighted on the bottom funnel. Maybe you’re overweighted on blog posts and underweighted on landing pages.
It’s gonna be an allocation of what kinds of content as well as the quality of the content:
Then there’s technical and UX.
We lump that into the same category because it’s based on the website infrastructure and the readability and findability, Alex notes.
Kosta Hristov, QGP’s founder and SEO lead, also believes that UX plays a major role in the success of modern SEO strategies.
“Here’s how it goes. You acquire links. Then Google gives you a spot on the first page to test your site.
Then it tracks the engagement metrics like CTR, and time on page, i.e. the UX. And if it’s not good enough, it drops you off the first page.
UX is an On-Page SEO factor that needs to be taken care of,” he shares.
Lastly, there’s off-page SEO.
So backlinks – how do you appear off-site? What are the off-page signals that show Google that you’re a reputable source? Usually, the off-page SEO of large companies is incredible, their technical SEO is off the charts. Sometimes, UX could use some work.
In the case of a recent client, the content they had published was pretty good and ranking – they just needed to publish more.
And that was one case where the solution was very simple.
You don’t need an SEO expert to say that if you don’t publish content, you’re not going to rank or attract visitors and convert them. However, we were able to quantify the largest opportunity and say don’t even touch your off-page.
Don’t even touch your technical – you can do micro tweaks as you go later on. We brought this client from their current 2/10 SEO score to a 10/10 by making them publish more content.
Don’t miss all of these keyword opportunities, Alex concludes.
With the latest algo updates, Google emphasizes user-focused content even more to ensure that the quality content that answers user needs ranks as high as possible in the SERPs.
Renowned SEO experts Daniel Foley Carter and Lily Ray previously explained this trend on the DesignRush Podcast.

Alex stresses that all serious businesses should focus their SEO efforts on the long-term game.
We’ve always indexed on the long game – We even call our podcast ‘The Long Game‘. Our core principle is to play long-term games with long-term people. As part of that, we always optimize the content for the user.
Many SEO experts chase everything Google says. Alex argues we shouldn’t care about this but stick to the SEO basics instead.
Ultimately what Google is trying to do is to align the best content to the user intent and create a good experience that allows users to use their search more, click more ads, and bring Google more revenue.
If you skip the platform, you should wonder what would the users want.
They want information from a trustworthy source – somebody who’s done this thing before, an expert. The content needs to be comprehensive and answer the question of the query. There’s search intent alignment.
Hopefully, Google will keep improving.
Alex admits there are a bunch of mid-term steps where Google ranks, for example, Forbes for best blenders. However, he still claims focusing on the long-term game is the best way to increase organic traffic in 2024.
If we look at the long game, we’re doing the right things that are going to parlay into great outcomes, regardless of what happens with Google updates or if SGE takes over.
Whatever the case is, we’re building for that long-term game.
Still, it’s often challenging to recognize where the hidden gems lie when it comes to ranking #1 on Google. An experienced SEO agency can assist every brand in doing so.
Concluding the conversation, Vianca asked Alex to explain how his agency measures the results of their SEO success and what’s the hardest part when it comes to managing client expectations.
Alex’s “simple” answer involves looking at two groups of indicators:

We’ve always been in an agency that attributes ourselves to growth outcomes, Alex confirms.
We map toward business outcomes, not just traffic outcomes. The leading indicators in the search-focused content strategy are going to be the number of indexed pages and visibility – impressions in number 1-3 search rankings and traffic. All of these metrics need to be in place to attract the traffic that’s going to convert.
An example of a lagging indicator is conversion, a qualified lead. In some cases, we have clients who have very advanced revenue and marketing operations that can help us connect data sources.
We’ve got our marketing & website analytics with GA4, and then the client might have a CRM or product analytics so we can stitch that together and say: we’ve attributed this much revenue to the content that we’re producing.
Then, we can build that based on whatever attribution model we’ve agreed on. A lot of the time, last click, sometimes first click, sometimes multi-touch, that’s getting into the weeds a little bit.
For more guides on perfecting your SEO game, check the latest trends on DesignRush.
It’s not always about revenue, Alex concludes.
Startups typically want revenue. They’re very much driven by how much money are they putting into SEO: how much money are they getting out and in what timeframe.
On the other hand, a lot of enterprises have a lot of SEO to do for their market. They’re looking at the overall visibility compared to their competitors. That’s where the share of search visibility comes into play.
We’ll always try to quantify that with an earned media value equivalent – if you were to buy this traffic, how much would that cost? It depends on what goal the client is aiming for, but we always attach it to some meaningful business metric.
If I had to draw some conclusions right now, I’d say the following:

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Each month we evaluate and recognize award-winning designs in these industries.
Browse the best designs by category:
We’ve heard plenty about the power of SEO, but it seems like the rules of the game just keep changing, even more so from industry to industry.
To better grasp how to get it right in the B2B sector, DesignRush reached out to an expert on the matter — Sam Dunning from Breaking B2B.
In our discussion, Sam unveils ways to stand out in the B2B industry and talks about emerging SEO trends and the biggest traps companies face when growing their digital presence.
Sam is a marketing and B2B SEO expert, who is a sales director and co-owner of Breaking B2B. He specializes in business growth through SEO, web development, SaaS development, and digital marketing. Sam is also a founder and host of the B2B marketing podcast “Business Growth Show.”
As a co-owner of Web Choice, Sam shares how he has managed to set himself apart in the B2B industry highlighting that he learned the hard way over the last 13 years he’s been doing SEO.
“I thought we could sell anything to anyone. However, trying to be everything to everyone means being nothing to anyone. It’s better to have a niche and be transparent about who you’re for. This approach attracts the right business prospects and repels those who don’t need your services,” Sam explains.
He says that today, Web Choice UK primarily works with B2B companies with sales teams, specializing in service-based or tech/software companies.
“We generate inquiries through SEO and conversion-focused websites. We prefer these industries because we understand them well,” he adds.
Additionally, Sam runs a podcast focused on business growth which gives him insights into the tech marketing and the B2B market. Having interviewed over 300 tech and marketing leaders, he mentions that he has a good grip on how tech marketing and the B2B market work.
“Rather than just going for vanity metrics like traffic and rankings, we understand that the result is a qualified lead. That’s the output that these companies want,” he reveals.
Sam points out that businesses, especially small or bootstrapped ones with limited cash that like to start with quick wins, should focus on the easiest and most effective channels first.
“You have to think, ‘Where are my target buyers, my target prospects, and the clients that are ideal for me? Where are they most likely going to go when they need my service right now? What are the quickest routes to market for my company?’” he explains.
A good SEO content strategy is to target specific keywords the audience uses. For instance, if people are searching for the “best proposal software tool,” create ads that appear for those keywords.
“This can be one of the fastest ways to reach your market,” he concludes.
Watch our short video below for some tips on how to convert SEO leads into customers:

Sam also believes that SEO takes time and doesn’t necessarily apply to everyone. He advises businesses to consider what prospects will search for when they need your service to maximize positive results.
For tech or software companies, investing in aggregator sites like DesignRush that rank well on Google and have lower cost-per-click (CPC) compared to AdWords can quickly generate leads.
According to Sam, content that sells is all about giving your target prospects what they care to see.
He emphasizes that from a search standpoint, a business has to do a few things when creating content:
“The strategy is to make content to directly attack that, whether that’s an article, a video, or a podcast. The beauty is that the content is evergreen. That means that loads of people are searching for it every day. Evergreen content is really powerful,” Sam adds.
According to renowned SEO expert Lily Ray, with the volatile nature of Google’s algorithm updates, it’s best to use a white-hat SEO approach, prioritizing quality content while sticking to search engine guidelines to maintain a website’s integrity.
QGP Founder and SEO Lead Kosta Hristov agrees good content is a key component in a successful SEO strategy.
However, he points out that backlinking is crucial in helping websites rank high on Google, adding that without powerful backlinks, even the highest quality content may not get noticed.
“Content needs to be unique, useful, and trustworthy. But quality content is nothing without powerful backlinks pointing to it. Build links to get your content noticed, until it starts driving traffic by itself,” he explains.
Listen to the full podcast with Sam on Spotify:

When tailoring SEO strategies for different client niches, the focus should be on what prospects are specifically searching for, starting at the bottom of the sales funnel, Sam says, adding that businesses often generate content without considering user intent, leading to traffic but not necessarily leads. 
He believes that effective SEO involves understanding the exact needs of prospects who are ready to engage with sales, such as searching for specific tools if you’re a SaaS provider.
“These prospects probably want to get their question answered. Maybe they’ll sign up for your newsletter, follow your podcast, or follow you on YouTube, which is fine for the top of the funnel.
Those prospects can be nurtured over time and can eventually become customers. But you want to research several ways, such as using keywords, research tools like Ahrefs, and SEMrush, as well as sales schools.
This is something that not a lot of SEO agencies do because companies make the mistake of thinking they must go with high-traffic search terms, but you want to know what the prospect is searching for when they need your offer right now.
If you’re getting asked for something a lot and the software tool is showing it as low search volume, but you know that you’re getting asked for it, build content to match a search query that addresses it, and you could get a steady stream of inquiries from it,” he advises.
Talking about future SEO trends, Sam points out that “AI is probably one of the main things that’s up and coming in terms of an SEO standpoint.” 
He thinks that AI is going to be a huge trend, and he’s excited to see how it will impact search results and certain websites that have been too blog-focused.
“It will also be interesting to see how Google changes its ads because a big money spinner for Google is that, right now, ads show at the top and bottom of every search result. We will see how they keep that flowing when the AI instant search results come,” he adds.

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Industry: Advertising & Marketing
SEO National launches a website for beloved Molokai Burger, boosting the local gem’s online presence.
Salt Lake City, UT (PRUnderground) October 28th, 2024
SEO National has launched a new website for Molokai Burger, a beloved community burger joint on the tiny island of Molokaʻi, Hawaii. This initiative aims to bolster the online presence of the local small business, making it easier for residents and visitors alike to access information while respecting Molokaʻi’s tight-knit island community. The new website underscores the importance of supporting homegrown enterprises that contribute to the unique character and economic vitality of this cherished Hawaiian haven.
SEO National is a search engine optimization (SEO) agency and digital marketing company. They specialize in helping small businesses improve their online presence and reach more customers through organic search engine optimization services and web design services.
Molokai Burger is an admired local eatery that has been serving up delicious burgers, fries, and other classic American fare to residents and visitors on the small Hawaiian island of Molokai for over a decade. With its laidback island vibe and commitment to using fresh, locally sourced ingredients, this unassuming burger joint has become a cherished gathering spot for residents and visitors alike.
By creating a new website for this mom-and-pop burger joint, the SEO National website optimization agency aims to boost the restaurant’s visibility online and attract more patrons from both the local community and tourists exploring the island’s charms. “Our goal is to help small businesses like Molokai Burger succeed online. A restaurant like this that stays true to its local roots while offering world-class flavors is something special. We’re excited to make it part of the Molokai experience for residents and visitors,” said Damon Burton, President of SEO National.
The launch of Molokai Burger’s new website, crafted by expert web designers at SEO National, represents a strategic move to bolster the online visibility and accessibility of this beloved island institution while honoring the island’s tight-knit community spirit. For residents craving their favorite burger fix or visitors eager to experience an authentic taste of Molokai, head over to www.MolokaiBurger.com. Entrepreneurs looking to increase their organic reach can contact SEO National by visiting their site, www.SEONational.com.
About SEO National
SEO National is a search engine optimization company north of Salt Lake City, Utah. This SEO company offers affordable, effective search engine optimization with a refreshingly personal approach to communicating with their online marketing customers.
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You are here: Influencer Marketing Hub » Influencer Marketing » Top SEO Influencers for 2024
In a world where 81.8% of the global internet user population has used a search engine at least once in the past 30 days, it’s no surprise that search engine optimization (SEO) is such a talked-about subject in the digital marketing space. Marketers not only want to learn about SEO but also how they can implement new techniques to rank higher on search engine results pages (SERPs).
Unless you’re specialized in the field or have been keeping up with the SEO industry for years, it can be hard to keep track of the latest trends and techniques. Recently, TikTok’s SEO Creator incentives program has made waves, offering monetization for content aligned with popular search terms, which is reshaping how influencers and agencies approach SEO strategies on the platform. But you know who always seems to be up-to-date with the dynamic landscape of SEO? SEO Influencers. 
These influencers may be SEO specialists, digital marketing experts, content creators, or even business owners. They are present across a range of platforms from X to LinkedIn. Some run their own blogs, where they share their SEO knowledge extensively. We’ve found some of the best SEO influencers that you can learn from, so let’s dive in.

Like any influencer, an SEO influencer is someone who influences your understanding of a particular field. They are the go-to people for tips, tricks, and insider knowledge about SEO.
These influencers not only provide education on best practices, but some are also well-connected with individuals who shape the algorithms that drive search engines, giving them an edge in predicting and understanding upcoming changes. 
Businesses or SEO specialists get the most benefit from SEO influencers since these individuals are walking and talking libraries of SEO knowledge. For example, a business owner can learn how to update their website in accordance with a recent Google update through an SEO influencer’s blog post or podcast. Similarly, SEO specialists can take insights and tips from these experts to incorporate into their clients’ strategies for the best results.
Usually, if you had to find an influencer, you’d use influencer marketplaces to identify the right fit based on their niche and audience demographics. With SEO influencers, the discovery process is a bit different. These influencers usually have their own websites or blogs where you can find them most active.
One of the first places to look for SEO influencers is LinkedIn. If you regularly engage with SEO-related content, LinkedIn will automatically suggest relevant profiles for you to connect with. You can also join related groups or follow hashtags like #SEO to find thought leaders in the space.
The same goes for X, which is another platform where SEO influencers have a presence. Again, search for relevant hashtags to find posts from experts or follow them directly to see their content on your timeline.
It was such a pleasure to have this little #SEO chat with @g33konaut and ask a lot of the questions about content that my clients have asked me over the years.
Thanks for having me, Martin and @googlewmc!
Hope you enjoy the video 😍 https://t.co/1jeWf5VVEa
— Lily Ray 😏 (@lilyraynyc) September 9, 2020

However, if you’re looking for SEO influencers in a specific niche or for a particular audience group, Semrush’s Influencer Analytics tool is the perfect choice. With 30+ smart search filters and data breakdowns, the tool lets you search for influencers across YouTube, Instagram, TikTok & Twitch.
Semrush Influencer Discovery
Let’s say you’ve developed a new SEO tool that you want an influencer to promote. You can get detailed analytics for the influencer’s audience, including follower demographics, to understand if they’re a good fit for your brand.
The Campaign Management feature helps you create a media plan for your influencer campaign. It also provides detailed campaign reports, helping you analyze the influencer’s content and performance in a centralized dashboard. 
With automated calculations and data visualization, you can easily spot the best-performing influencers and optimize your future campaigns accordingly.
The SEO influencers we discuss below are well-established in their fields and have created a plethora of resources and tools for SEO professionals and business owners alike. It’s important to note that this list is not exhaustive, and there are many other influential SEO experts out there.
However, we’ve selected these individuals based on their contributions to the SEO community and overall impact on the industry.
Top SEO Influencers for 2024
Platform/s: YouTube, X, Medium, Website
Brian Dean is an SEO expert known for being the founder of Backlinko and Exploding Topics, two highly popular SEO resources now acquired by Semrush. Reaching over 5 million readers, Brian’s SEO insights have established him as an “SEO genius,” as Entrepreneur.com puts it.
His content is straightforward, engaging, and backed by data-driven research, making him an authoritative source in the SEO world. Over the years, his work has been featured in Fast Company, Entrepreneur, U.S. News & World Report, Vox, Fox News, The Next Web, and Forbes. He also creates courses, such as Content-Led SEO with Brian Dean for the Semrush Academy.
Dean’s Backlinko blogs are an excellent source of information due to their data-backed nature. For example, the insights he revealed about the click-through rate (CTR) after analyzing 4 million Google search results helped marketers understand how to increase their CTR.
For bite-sized information, you can head over to his X account, where he shares informational videos. Here’s one in which he explains why people aren’t reading your content and what to do about it.
Wondering why people aren’t reading your content? 👀
Here’s a simple approach that might help solve that problem.#contentmarketing #SEO pic.twitter.com/HwHXuaatYv
— Brian Dean (@BrianEDean) December 22, 2023

Exploding Topics also has a Google Trends-like tool where you can see the latest trending subjects in a wide range of categories, from AI to sports, filtered by timeframe. Interestingly, it can also provide future trend forecasts for up to a year.
Exploding Topics trends tool
Platform/s: YouTube, LinkedIn, Instagram, Facebook, Website
Neil Patel is a well-known digital marketing expert and entrepreneur who has founded multiple successful companies, including Crazy Egg and Kissmetrics. He also runs his global ad agency, NP Digital, which has made it to Inc’s 5000 list of the fastest-growing companies.
Here are some helpful resources Patel has created:
Patel also stays on top of industry news and shares insights on his social media channels. For example, when OpenAI announced their AI-based search experience called SearchGPT, he created a webinar to discuss what this means for SEO.

 He also has extensive video content on his YouTube channel, where he has created playlists to cover different topics in detail. For example, here’s one with over 200 videos explaining how to do SEO and marketing for small websites. 
So, his teachings are not just surface-level. You can learn all the tricks of the trade from him, and that too, for free.
Platform/s: Website, X, LinkedIn
Danny Sullivan is a former search journalist who now works for Google to educate people about the search experience and take their feedback to improve it. Back in 2006, Sullivan co-founded Third Door Media with a colleague. The company created an online publication called Search Engine Land, which focused on search engines and search engine marketing. Search Engine Land also had an accompanying conference series, SMX: Search Marketing Expo, in which Sullivan was actively involved.
He was approached by Google to work with them after stepping down from the role of chief content officer at his company. Today, you can find the news of pretty much every new thing happening at the largest search engine in the world posted on his X account.
Since he is Google’s Search Liaison, the main person who gives insights on how Google Search works, you can also find him active on the @searchliaison X account. For example, after Google launched the 2024 core update, he posted a series of X threads and LinkedIn posts to help people understand what to expect from the update and how it will affect their website’s rankings.
He also regularly co-creates content with other SEO influencers. For example, he discussed the impact of the new update on creators with Barry Schwartz, another influencer we’ll discuss below.
I talked with @rustybrick this week about our latest search update, especially about creators. Not everything from the interview made it into the story (it was a long interview!), so I wanted to share a bit more and highlight some things that I thought were especially important…
— Google SearchLiaison (@searchliaison) September 6, 2024

Similarly, he hopped on to podcasts to talk about the impact of the new update in detail. Basically, he’s your go-to for all things Google-related.
I’m also happy if SEOs read our guidance and take advantage of it to rank better in Google Search. Because our guidance is meant to make search better for everyone. More in the podcast, which has a transcript: https://t.co/Lnhk7kV02D
And our guidance! https://t.co/NaRQqb1SQx pic.twitter.com/Z0TByX2hcU
— Google SearchLiaison (@searchliaison) August 23, 2023

Platform/s: Website, LinkedIn, YouTube, X
Barry Schwartz, the CEO of RustyBrick, a web service firm, and a contributing editor to Search Engine Land, an online publication that focuses on search engines, is a huge name in the world of SEO. He has won several awards, such as the 2019 Outstanding Community Service Award from the Search Engine Land Awards and the 2018 US Search Personality Of The Year from the US Search Awards.
Plus, he is a member of several internet marketing organizations, such as SEMPO and SEO Consultants. He’s also on the Search Engine Marketing Professional Organization’s Education Committee.
Schwartz’s content centers on SEO news, with a focus on Google. He is particularly active when it comes to covering Google algorithm updates and new features. For example, when Google tested the AI Overview, he talked about it on LinkedIn and wrote a detailed post on Search Engine Roundtable, an SEO-related website.
Barry Schwartz LinkedIn post
He also created a YouTube video recap to cover Google ranking volatility in the wake of the update and recent Google Ads news.
ICYMI: SEO Video recap covering ongoing Google ranking volatility, Apple Intelligence, Navboost lies, Google Ads news, Bing and local search https://t.co/hUcVy7kjaX
— Barry Schwartz (@rustybrick) September 13, 2024

Platform/s: LinkedIn, Website
Ann Smarty has been in the SEO space for over 20 years, and she has mentored thousands of professionals and spearheaded many successful SEO campaigns. She’s also a regular contributor to industry publications like Buzzsumo, BrightLocal, Moz, and Search Engine Journal.
One of her recent resources is Smarty’s Digest, a weekly newsletter that covers the latest marketing tools and AI news. She has also co-founded Smarty Marketing, a boutique marketing agency that offers SEO consulting as one of its services.
If you want to learn from her, we recommend checking her LinkedIn page for live streams, which she often hosts with other marketing experts to share their insights and advice. For example, with Google pushing “helpful content,” she went live to explain what it actually means for SEO and how you can satisfy this condition set by the search engine. 
Ann Smarty LinkedIn live
Platform/s: Website, LinkedIn, Instagram, X
Loren Baker, mainly known for being the founder of Search Engine Journal, a popular SEO website, also runs his own digital marketing agency, Foundation Digital. Like most other SEO influencers on this list, he shares tips, techniques, strategies, and tools you can use for SEO.
On his X account, he mainly reposts helpful resources from fellow influencers and industry news updates.
Excellent watch. https://t.co/swCyiLZlfC
— lorenbaker (@lorenbaker) July 23, 2024

His website, Search Engine Journal, covers a wide range of topics related to digital marketing and SEO, including content marketing, social media, PPC advertising, and more. Plus, he often appears on the podcast associated with the website Search Engine Journal Show.
Platform/s: Facebook, Instagram, X, LinkedIn, Website
The co-founder and former CEO of Moz, Rand Fishkin, is now known for starting SparkToro, an audience research tool. He is also the author of Lost and Founder: A Painfully Honest Field Guide to the Startup World, a guide for entrepreneurs and startups.
On his Facebook, X, Instagram, and LinkedIn accounts, he shares insights on digital marketing, entrepreneurship, leadership, and SEO. He also explains how to use SparkToro and creates 5-minute Whiteboards, which are essentially short videos of him explaining SEO concepts.
NEW 5-Minute Whiteboard: https://t.co/N0JnzoCo2X
Because content marketing should be more than just a pseudonym for keyword-targeted articles. pic.twitter.com/ndqPcEdtrm
— Rand Fishkin (follow @randderuiter on Threads) (@randfish) August 29, 2024

Platform/s: LinkedIn, X, Growth Memo, YouTube
Kevin Indig is a well-respected growth strategist and SEO expert, known for his roles at companies like Shopify, G2, and Atlassian, where he led SEO and growth strategies. He now works as a Growth Advisor for fast-growing companies like Reddit, Toast, and Hims. Kevin also runs Growth Memo, a popular newsletter that provides in-depth analysis on SEO, growth marketing, and emerging tech trends.
His insights stand out due to his focus on the intersection of SEO, user experience, and AI. Kevin is particularly active on LinkedIn, where he frequently shares updates on SEO challenges, algorithm changes, and the impact of AI on organic search. For instance, his recent posts dive into how AI Overviews (AIOs) are reshaping search engine results and how businesses can adapt to these shifts.

On X, he’s known for thought-provoking commentary on industry developments, such as his analysis of Google’s monopoly ruling and its potential impact on the search landscape. 
3 possible futures for Google the monopoly ruling
Each future could reshape the search landscape.
Scenario 1: Google may need to end exclusivity deals, forcing Apple to let users choose default search engines.
— Kevin_Indig (@Kevin_Indig) August 14, 2024

His YouTube videos are packed with actionable advice on using AI and SEO frameworks for scaling organic traffic, making his content indispensable for SEO professionals looking to stay ahead in a rapidly evolving field.
For more in-depth growth strategies and trends, Kevin’s Growth Memo provides readers with a strategic lens on the latest in SEO and digital marketing.
Platform/s: Website, X, LinkedIn, Threads
Cyrus Shepard is the creator of Zyppy SEO, an SEO software and consulting service that helps companies monitor and improve their website’s Google ranking. He has previously led Moz and is an expert in technical SEO, analytics, mobile optimization, and local search results.
His expertise has led him to speak at multiple events, including but not limited to SMX – Search Marketing Expo, Marketing Festival, MozCon, and MnSearch Summit. He also writes for The Moz Blog, Above the Fold, and Marketing Pilgrim.
Head over to his LinkedIn page to get SEO tips from him. He shares everything from insights into Google rankings to tips on how to use new features.
Cyrus Shepard LinkedIn post
On X, you’ll find him reposting excellent content from industry experts and explaining complex concepts. For example, he simplified THCapper’s data on the impact of Google’s Helpful Content system on site rankings in an X thread.
Excellent data via @THCapper showing sites hit by Google’s Helpful Content system tend to have lower ratios of “Brand Authority” to “Domain Authority”
Over-simplified layman’s terms:
When your *brand* is weaker than your overall link profile, you may be at risk to Google’s HCU pic.twitter.com/mHjIqu2DFd
— Cyrus (@CyrusShepard) September 5, 2024

Platform/s: LinkedIn, Website, Instagram
Known for being an SEO consultant at G-Squared Interactive (GSQi), Glenn Gabe has over 27 years of SEO experience, which he uses to create content for his blog,  Internet Marketing Driver. He covers a range of topics, from algorithm updates and case studies to new SERP features and technical SEO.
You can also find his recent writings on Search Engine Land and former ones on Search Engine Journal and Search Engine Watch. If you want to learn from him more closely, you can get SEO training through his boot camp course.
What we find really engaging about Gabe’s content is that he brings together insights from his extensive network. For example, when The Washington Post tweaked its homepage to adjust for new SEO guidelines, Gabe talked about it on LinkedIn to show other businesses that optimizing for search is more than just keywords and backlinks.

Platform/s: Website, LinkedIn, X
Vanessa Fox gets her SEO credit from working at Google as an engineer, where she worked on Webmaster Central and Google Search. She played a central role in the sitemaps.org alliance of Bing, Yahoo, and Google. Her most recent venture is Keylime Toolbox, a software that provides online, user-focused SEO metrics.
Due to her vast experience, she has been a keynote speaker for many conferences. She has also been named as one of the “Top 100 Seattle Women in Seattle Tech.” Her book, Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, is a remarkable resource for businesses that want to improve their online presence.
Her website has a blog section where you can find articles on SEO and digital marketing. You can also find her work on the Google Search Central Blog. 
There’s a lot about SEO that you can’t simply learn with a Google search. SEO influencers provide these missing pieces of information through their own channels. Here’s why you should follow them.
It’s one thing to know of a concept and another to fully understand it. With their years of knowledge, SEO influencers can spell out the intricacies of SEO to their followers. This can range from advanced techniques to insider tips and tricks that only experts know about.
Even better, these experts conduct extensive research to unearth new insights that you wouldn’t be able to do yourself due to time and resource constraints. For example, Cyrus Shepard looked at thousands of data points across 50 websites to create a 50-Site Case Study, in which he revealed how Google’s Helpful Content update impacts good SEO.

 Similarly, Rand Fishkin’s Spark Toro conducted a study to see how Google searches correlate with clicks. He shared the 2024 Zero-Click Search Study on his X account, providing a hoard of statistics that can help SEO experts understand their search ranking better.
The 2024 Zero-Click Search Study is here.
Highlights:
• 59% of Google searches end without a click.
• Almost 30% of clicks go to a Google-owned property.
• Google is sending less traffic to the open web.
Read more:https://t.co/omrsg5Uy4i
— SparkToro (@sparktoro) July 3, 2024

Since SEO influencers are always in the thick of things, they’re usually the first to spot changes in SEO trends or algorithm updates. By following them, you can stay updated on these major shifts.
They don’t just inform about trends but also educate their followers on how to adapt to these changes and make the most of them. For example, when Google rolled out its 2024 update, Neil Patel took to X to explain the gist of the update and his predictions for what could happen next.
What Google’s new algorithm update tells us about the future of AI content.
So, Google just released a new algorithm update.
According to Elizabeth Tucker from Google, their goal was 2 fold…
1. Surface the most helpful content and reduce unoriginal content in search.
2. Keep… pic.twitter.com/H9ClQzZD5U
— Neil Patel (@neilpatel) March 5, 2024

Similarly, SEO influencers make appearances on podcasts and YouTube channels to share their expert knowledge. The Google Search Central channel channel is a good example, where SEO experts discuss and answer questions posed by SEO consultants, particularly regarding new algorithm updates or platform changes. They have also created playlists dedicated to different SEO topics, such as SEO mythbusting and SEO fairytales. 
SEO influencers are always experimenting and testing out new methods. When they see positive results, they’re usually quick to share their findings with their followers.
The best part is that they keep updating their techniques as trends and algorithms evolve. For example, Brian Dean has a comprehensive guide on advanced SEO techniques, which he updates every few months to include the latest insights.
SEO influencers also gather information from their network and combine it to form reports or guides that you can go through to see which advanced techniques other SEO professionals are using. For example, Loren Baker shared a free report, State of SEO 2024: Disruptions, AI & Content Strategies, on his LinkedIn, which includes insights from 3,890 SEO professionals. That’s not something you can curate on your own.

SEO tools, whether it’s a simple keyword planner or a comprehensive site audit tool, are vital for any SEO professional. But there are so many tools out there. How do you know which ones to use?
SEO professionals try out new tools all the time and are often the first to discover new ones. They then share their findings, giving you insight into which tools are worth investing in and how to use them effectively.
Some of them have created their own tools, which they teach their followers how to use. That’s what Neil Patel does with Ubersuggest and Rand Fishkin with Sparktoro. 
My favorite tool to generating more website sales.
From our Ubersuggest data, of the sites with conversion tracking in place, a website’s average conversion rate is .938%.
That’s less than 1%.
That means 99% of your traffic is just window shopping and not buying.
But if you… pic.twitter.com/EpLaLlKbb4
— Neil Patel (@neilpatel) July 28, 2024

As we’ve established, SEO influencers are gold mines for SEO-related knowledge and expertise. They are first to know about changes in the SEO space and can also introduce you to new concepts and strategies.
Many of them have also created SEO tools, written books, created reports, and given talks, all of which you can access to improve your SEO skills. The best way to learn from these influencers is to follow them on social media, read their blogs, attend conferences where they are speaking, and join online communities where they are active. You won’t miss a thing this way! 
An SEO influencer is someone who is an expert in search engine optimization and shares their knowledge with others through social media or their own website. These influencers keep their followers updated on search engine algorithm updates, SEO strategies, SEM trends, new tools, and more.
Some of the best SEO experts in the world are Neil Patel, Rand Fishkin, Barry Schwartz, and Brian Dean. However, they’re not the only ones. There are many talented and knowledgeable SEO experts out there who you can follow for SEO updates and tips.
An SEO influencer typically shares their insights, knowledge, and experience related to search engine optimization with their followers through social media platforms or blogs. They may also offer consulting services, workshops, courses, tools, and training sessions to help businesses improve their SEO strategies.
Following SEO influencers on social media and reading their blogs is an effective way to stay updated on SEO trends. You can also listen to SEO-related podcasts and sign up for newsletters from reliable sources to get the latest updates and insights.
Many SEO influencers, including Neil Patel, Barry Schwartz, and Brian Dean, have their own YouTube channels where you can learn SEO directly from them. You can also listen to the podcast Search Off the Record to get direct information from Google’s Search Relations Team. Some other helpful podcasts are The SEO Mindset, Search Engine Journal Show, and Ahrefs Podcast. 
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