Episode 2

How Does SEO Actually Work?

In the second episode of SEO Explained, hosts Adam Truszkowski and Kyle Roof delve into the fundamentals of how SEO actually works. They break down the intricacies of on-page and off-page SEO, emphasizing the importance of both components in creating an effective SEO strategy.

In This Episode

0:16: How SEO really works

Hosts likens Google to an index that houses information from various websites—outlining that the goal of business owners is to not only have their pages indexed by Google but also to have them ranked higher within that index. The hosts highlight that SEO can be broadly categorized into on-page and off-page SEO.

2:04: White Hat SEO vs. Black Hat SEO

The conversation explores the concept of White Hat and Black Hat SEO practices. ‘White Hat SEO’ refers to following Google’s guidelines and using ethical strategies to improve rankings, while ‘Black Hat SEO’ involves using tactics that go against Google’s guidelines and can result in penalties–including getting de-indexed from search results.

4:07: Components of an SEO strategy

Hosts delve into an exploration of technical SEO, keyword research, and on-page optimization as key elements that boost website visibility and rankings.

7:52: Importance of E-E-A-T

The discussion also covers the E-E-A-T principle, which stands for ‘Expertise, Authoritativeness, and Trustworthiness.’ and covers how Google considers these factors to determine whether a website’s content is reliable and deserving of ranking.

8:35: E-E-A-T and ‘Your Money or Your Life’ (YMYL) Websites

Hosts explain the significance of website transparency and responsibility, especially highlighting that E-E-A-T is particularly significant for sites that provide financial, medical, or health-related advice.

9:37: E-E-A-T for affiliate websites + the importance of human-related signals

The conversation focuses on the principles of E-E-A-T and affiliate website relationships, as well as the significance of human-related signals like user reviews and engagement metrics.