In this episode, Eric speaks with Brandon Lebowitz, founder of SEO Optimizers. Brandon has been optimizing websites since 2007, and his expertise spans across ranking on Google, building YouTube presence, understanding keywords, and more. 

They discuss how SEO has changed over the years, the impact of AI on search engine optimization, and the strategic value of content. 

Brandon shares practical tips to help you maximize visibility, including methods for keyword research, understanding alt text for images, and building authority through backlinks. 

He even touches on how file names for images, videos, and audio files can make a difference in rankings. 

Tune in for actionable insights into boosting your website’s search performance and expanding your digital reach.

Key Takeaways:

• What is SEO?

• SEO (Search Engine Optimization) is the process of ranking websites on search engines like Google to attract free traffic, avoiding the need for paid ads. While Google is the primary platform, SEO tactics can apply to other search engines and platforms like Amazon, Yelp, and YouTube.

• The Importance of Keyword Research

• Keywords are terms people type into search engines to find information. Brandon emphasizes using long-tail keywords (phrases with two or more words) because they typically attract users with a higher intent to purchase or engage. Using free tools like Google Keyword Planner helps to identify high-traffic keywords and tailor content accordingly.

• File Names and Alt Text

• To optimize multimedia files for search engines, Brandon advises using descriptive, keyword-rich file names for images, videos, and audio files before uploading them. For images, adding relevant alt text (alternative text) enhances accessibility and searchability.

• SEO for YouTube

• With YouTube’s integration into Google’s ecosystem, optimizing YouTube videos is vital. Brandon recommends adding keywords to the video title, description, tags, and file name before uploading. Embedding YouTube videos on websites can boost views and is often more effective than linking.

• Adapting to AI in SEO

• AI tools like ChatGPT have transformed content creation and search behaviors, but Brandon highlights that Google prioritizes accuracy. While AI can help generate ideas, it’s essential to ensure information is accurate and beneficial for users to align with Google’s helpful content guidelines.

• Understanding Google’s E-E-A-T Guidelines

• Experience, Expertise, Authority, and Trust (E-E-A-T) are factors Google values for ranking. Websites, especially in fields like health or finance, should demonstrate these qualities through backlinks and authoritative content to build credibility.

• Social Media and Search Behavior Shifts

• Although some users are searching on platforms like Instagram and TikTok, Google remains the top choice for businesses like SEO. However, Brandon mentions that businesses should focus on the platforms where their audience is active and adjust accordingly.

Actionable Tips:

• Conduct Thorough Keyword Research: Use tools like Google Keyword Planner to identify high-traffic keywords, including variations in singular and plural forms.

• Optimize File Names and Alt Text: Name your image, video, and audio files with clear, relevant keywords. Use alt text for images to improve accessibility and help Google understand your content.

• Embed YouTube Videos: Embedding YouTube videos on your website, instead of just linking, boosts engagement and helps rank your videos better on YouTube.

• Test Content Formats: Experiment with different content formats (short-form, medium-form, long-form) on YouTube to see what resonates with your audience.

• Leverage AI Responsibly: Use AI tools for idea generation, but ensure content accuracy. Google's helpful content update rewards genuine, accurate information.

• Adhere to E-E-A-T Standards: Focus on building expertise, authority, and trust with quality backlinks and authoritative content.

You can find more about Brandon’s SEO strategies on his website, where he’s offering a free SEO analysis and additional resources.

Special Offer for Listeners: Brandon is providing a free website analysis for SEO insights. Head over to SEO Optimizers - Free SEO Gift to access this exclusive offer and other valuable SEO resources.