Afleveringen
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Like Folashade, Eli Schwartz, author of Product-Led SEO, believes that AI tools can help you gain a deeper understanding of the people behind the search queries.
Eli says: “Everyone’s been talking about using AI for SEO, and they’re focusing on the wrong aspect of it.
AI shouldn’t be used to create content; it should be used to understand your users and figure out who they are. You can then use AI to create some of that content, but the magic of AI is understanding the things that you wouldn’t already know about your users.”
Is there a particular AI that you’re using?
“I was using ChatGPT, then I moved over to Gemini. I tried Perplexity but it always introduces itself by repeating the prompt, and I find it really annoying."
Read the full transcript of Eli's interview at https://majestic.com/seo-in-2025/eli-schwartz
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Folashade Uba from Maersk has uncovered another often-overlooked but abundant source of user insight, direct from the horse’s mouth: support queries.
Folashade says: “Analysing support queries is crucial for identifying customers’ pain points, uncovering their search intent, and discovering patterns and emerging trends in 2025.
You can also use topic modelling to enhance your SEO strategies.”
What are the best support queries to analyse?
“There are a lot of different ones, obviously. You can get them from contact forms, calls, emails, etc. It all depends on the platform that you use to gather these support queries."
Read the full transcript of Folashade's interview at https://majestic.com/seo-in-2025/folashade-uba
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Zijn er afleveringen die ontbreken?
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Travis Tallent shares with David Bain that knowing where your audience's demand starts makes your SEO demand capture 10X stronger.
Talking points include:
When you say 10x stronger, what do you mean by that?
How do you know where your audience's demand starts?
What tools do you use to determine this?
How do you know how to meet that demand?
How do you know that this demand will convert to web traffic?
How do you measure success?
In general, what are some most effective demand generators for different types of businesses at the moment?
Read the full transcript of Travis's interview at https://majestic.com/seo-in-2025/additional-insights/travis-tallent
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Given the importance of understanding your users, you’re probably wondering where you can learn what they want. Michael MacMillan from MacMillan Search believes sales conversations are the place to look.
Michael says: “Avoid ultra-competitive topics with limited intent by mining sales conversations for bottom-of-funnel content.”
What are examples of ultra-competitive topics?
“Project management is a big one. Right now, monday.com ranks for ‘project management’, but there’s mixed intent around that query. There are people looking to become project managers and people trying to understand what project management is, and they’ve got a strong position there."
Read the full transcript of Crystal's interview at https://majestic.com/seo-in-2025/michael-macmillan
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Sarah suggested you look into cognitive biases, and Garrett Sussman from iPullRank is here to help you do just that. Learn how these biases impact the way users behave to give you an edge over the competition.
Garrett says: “Understand the role of cognitive biases in SEO. Our brains play a lot of tricks on us. When people are searching for things, we can be deceived by the shortcuts that our brains take. These cognitive biases influence the type of information that we’re seeking, and SEOs need to pay attention to them.
We all bring context into our searches: how our day’s going, our jobs, what we like, our families, etc. That influences the type of information that we’re looking for. There are hundreds of cognitive biases, and they influence the way that we search, the queries we put in, the results that we see from Google, and the results that we ultimately choose."
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To really get to know your users, you need to get inside their heads. Sarah Pokorná Presch from Dragon Metrics tells you how to use the psychology of your customers to your advantage.
Sarah says: “Start using psychology to stay ahead in the SERPs.
The reason why I say that is because, if you don’t have any content, you’re not going to rank. If you don’t have any user experience, you’re not going to get any conversions. If you don’t have any CRO, you’re not going to get any conversions."
Read the full transcript of Sarah's interview at https://majestic.com/seo-in-2025/sarah-presch
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As Jake touched on, getting to know your users is also about knowing what journeys they are on. Christopher Hofman from HofmanSEO encourages you to map out those journeys and meet them on the road.
Christopher says: “I work with B2B customers, so my focus is on them succeeding with SEO. In B2B, customer journeys are very long, with lots of touchpoints and lots of influences.
I recommend that you map out the customer journeys for your desired prospects. That way, you will really understand the importance of SEO because a lot of those touchpoints are going through organic traffic today."
Read the full transcript of Christopher's interview at https://majestic.com/seo-in-2025/christopher-hofman
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Ramona Joita shares with David Bain the importance of focusing on Omnichannel SEO.
Talking points include:
What is Omnichannel SEO?
What impact is AI having on this?
You mentioned that it's becoming increasingly crucial to understand that exclusively aiming for the number one ranking on Google is not sufficient - what should the additional aims be?
How do you own more of the search space?
How do you measure the impact of this?
How do you incorporate this into a strategy?
Who else should be responsible for this?
How do you keep an eye on other future trends?
Read the full transcript of Ramona's interview at https://majestic.com/seo-in-2025/additional-insights/ramona-joita
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While Becky helped you prepare for the future, Jake Gauntley from KINESSO UK is keen to make sure that the users themselves don’t get lost along the way.
Jake says: “Don’t lose sight of the people that you are actually trying to reach through SEO.
As things like AI become ever-present in our lives and working plans, you should be tapping into the human side of search. It’s going to be even more important that you’re connecting with the users who are searching for your brand or visiting your website.”
Read the full transcript of Jake's interview at https://majestic.com/seo-in-2025/jake-gauntley
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Becky Simms from Reflect Digital has advice on how to be ahead of the game so that you’re ready for the new ways that users interact in a world of omnipresent AI.
Becky says: “With the ramping up of AI, we need to start thinking about how behaviour is going to change.
We’re seeing a lot of search engines integrating it into how the algorithm works and the results that they’re showing, and we want to think about how behaviour will change."
Read the full transcript of Becky's interview at https://majestic.com/seo-in-2025/becky-simms
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Despite the expanding plethora of information available to us, it seems to be harder than ever to know what users are thinking. Mark Williams-Cook from Candour reminds you that intent is always changing.
Mark says: “You should be monitoring search intent shift. Be aware of when what users want, and what they mean when they use a search term, changes over time – and adapt accordingly.”
How do you find out what users want?
“That’s the million-dollar question. Intent shift happens in several different ways. Some are ways that people are already aware of, and others are harder to recognise because they are happening in the background."
Read the full transcript of Mark's interview at https://majestic.com/seo-in-2025/mark-williams-cook
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Getting a little more specific, Aleyda Solis from Orainti encourages you to turn your attention towards the long tail keywords to keep up with changing user behaviour.
Aleyda says: “Target and focus more on answering the long tail queries of your users.
We are going to see a much bigger and more important impact from those as a consequence of the AI overviews and personalised AI results that we expect to have in the not-too-distant future.
Read the full transcript of Aleyda's interview at https://majestic.com/seo-in-2025/aleyda-solis
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Tom Winter discusses with David Bain the importance of understanding your topical authority with AI to dominate your niche.
Talking points include:
What is topical authority?
Tell me about the Sitefocus score in latest Google score
Why is authority so important in the eyes of Google?
How do you determine what Google think your topical authority should be?
What to do if Google gets it wrong
How to change your topical authority
Read the full transcript of Tom's interview at https://majestic.com/seo-in-2025/additional-insights/tom-winter
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While he acknowledges the importance of entities, Charlie Whitworth from Whitworth SEO is here to remind you that keywords are still an integral piece of the puzzle.
Charlie says: “Keywords do still matter.”
Why do some people not believe that to be the case?
“I don’t know if it’s off the back of AI developments, but a lot of people have been talking about keywords being dead and saying that you should stop focusing on them. They quite rightly mention entities, which should absolutely be at the forefront of any high-volume SEO strategy.
Read the full transcript of Charlie's interview at https://majestic.com/seo-in-2025/charlie-whitworth
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Martha van Berkel from Schema App takes us deeper into the minutiae of entity SEO to look more closely at schema markup and how to build a powerful knowledge graph.
Martha says: “Start to think about entity SEO and managing your content knowledge graph.”
How would you define an entity?
“I always like to think about an entity as a thing. When you’re in a business, you can think about the most important strategic ‘things’ for the business. What makes an entity different from a keyword (or a word in general) is that it is multi-dimensional. You can describe that entity and how it relates to other things.
Read the full transcript of Martha's interview at https://majestic.com/seo-in-2025/martha-van-berkel
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As Jason pointed out, the value of entities goes beyond helping Google categorise your content. Ulrika Viberg from Unikorn explains how they can be the key to getting your brand noticed.
Ulrika says: “Utilise entities – not only for content creation, as we have been doing for quite some time, but also for brand optimization.
You can make your brand properly stand out in the search results by optimizing the entities around the brand.”
Read the full transcript of Ulrika's interview at https://majestic.com/seo-in-2025/ulrika-viberg
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To kick off our deep dive into entities, Jason Barnard from Kalicube breaks down how and why you need to optimize your entities in 2025 – from the content itself to the creator and the publisher.
Jason says: “You need to focus on Entity Optimization for EEAT, or what we at Kalicube call NEEATT.”
Entity Optimization starts with entity understanding, is that correct?
“Yes, 100%. Without entity understanding, there is no basis for EEAT. It is essential that you ensure Google understands who the creator or publishing entity behind the content you publish is. Without that understanding, EEAT means nothing.”
Read the full transcript of Jason's interview at https://majestic.com/seo-in-2025/jason-barnard
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Reena Bowden shares with David Bain why and how did we should create a multi-function approach to SEO.
Talking points include:
What do you mean by a multi-function approach to SEO?
How has SEO evolved throughout the organisation over the past few years?
Who’s responsible for different aspects of SEO nowadays?
What are the changes driven by?
What are the advantages to these changes?
What does this mean for tracking SEO performance?
If an organisation isn’t set up like this, how can a head of SEO start to implement these changes?
How should different SEO in-house departments be trained on the value of SEO?
How will this continue to evolve in the future?
Read the full transcript of Reena's interview at https://majestic.com/seo-in-2025/additional-insights/reena-bowden
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It wouldn’t be long before AI joined the brand party! If you want your name to show up in AI-driven results, then taking control of your brand entity is key, according to Crystal Carter from Wix.
Crystal says: “Manage your brand entity for visibility in generative search engines and tools.”
Why does generative search visibility mean that you should rethink your brand entity?
“One of the things that’s really important to consider is the way that LLMs work and the way that people are using them on a regular basis.
Over the last year, search has become very dissipated and decentralised. Rather than just using Google or Bing, people are searching across multiple search engines – including LLMs and tools like ChatGPT, Perplexity, Claude, and Gemini – to find their answers.
Find out more here: https://majestic.com/seo-in-2025/crystal-carter
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Like the others in this chapter, Casie Gillette from Customers.ai believes that brand is changing the face of SEO. In her view, you don’t just need to build links anymore; you need to get your name out there.
Casie says: “Brand mentions are the new links.
Considering what we’re seeing with AI overviews, Reddit, and Quora, forums are back. Fortunately or unfortunately, it’s where you’re going to have to spend your time.
AI overviews are pulling from these various places. I can’t tell you how many searches we’re seeing Reddit pulled up for. Lily Ray recently assessed people who lost traffic and are now ranking number 2. Guess who they’re behind? Reddit.
Find out more here: https://majestic.com/seo-in-2025/casie-gillette
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