--- title: A new approach to SEO description: About SEO image: https://w.inboundlabs.co/hubfs/chinese-chicken-factory.jpg --- Please, personalize the site in English German Spanish for me --- Cancel GO Search ![](https://w.inboundlabs.co/hubfs/Portfolio/Assets/close-icon-dark.svg) - [Software ](https://w.inboundlabs.co/evergreen/a-new-approach-to-seo#Software) - [Booya](https://booya.io/) - [BRiX](http://gobrix.io/) - [Grindery](https://www.grindery.io/) - [Services ](https://w.inboundlabs.co/services) - [Featured](https://w.inboundlabs.co/services?category=featured) - [All services](https://w.inboundlabs.co/services?category=all) - [Understand & Assess](https://w.inboundlabs.co/services?category=understand) - [Strategize & Plan](https://w.inboundlabs.co/services?category=strategize) - [Setup & Develop](https://w.inboundlabs.co/services?category=setup) - [Drive Traffic](https://w.inboundlabs.co/services?category=drive_traffic) - [Convert Visitors](https://w.inboundlabs.co/services?category=convert_visitors) - [Close Sales](https://w.inboundlabs.co/services?category=close_sales) - [Manage & Optimize](https://w.inboundlabs.co/services?category=manage) - [Analyze & Report](https://w.inboundlabs.co/services?category=analyze) - [Network ](https://w.inboundlabs.co/about) - [Interactive (Global)](https://w.inboundlabs.co/interactive?hsLang=en) - [MTR Marketing](https://w.inboundlabs.co/mtr?hsLang=en) - [Mexico/Latam](https://w.inboundlabs.co/mexico?hsLang=en) - [Spain](https://w.inboundlabs.co/spain?hsLang=en) - [Germany/DACH](https://w.inboundlabs.co/germany?hsLang=en) - [Contact ](https://w.inboundlabs.co/contact-us-1) - ** ** ** [Back to Blog Homepage](https://w.inboundlabs.co/evergreen) [Subscribe](https://w.inboundlabs.co/evergreen#anchor) [SEO](https://w.inboundlabs.co/evergreen/topic/seo) # A new approach to SEO by [Tim Delhaes](https://w.inboundlabs.co/evergreen/author/tim-delhaes) Nov 1, 2016 - 10 mins read  ![](https://slack-imgs.com/?c=1&o1=wi16.he16&url=https%3A%2F%2Fa.slack-edge.com%2F2089%2Fimg%2Funfurl_icons%2Fyoutube.png)Youtube.com [A new approach to SEO](https://www.youtube.com/watch?v=ri3snEUdkZI) A quick overview of how SEO is changing, what it means to for your company and actions you can take right now.   **What does it tell you?** - SEO has changed drasticallly - Old tactics of outsorucing to dudes in pakistan does not work anymore - You need to invest in content A quick overview of how SEO is changing, what it means to for your company and actions you can take right now. *TRANSCRIPT* *Hi. anted to do a quick update on SEO SEO strategies we spend a lot of 0:09time in the last few weeks thinking and reasoning King SEO because we felt she 0:15said it's broken ok so what you see here is kind of an internal document draft 0:22document that summarizes the main ideas and we hope get you on the right track 0:28and allow you to understand what's the stuff that you can do yourself and one 0:33of the things we can help you out so let me get started in and jump right in 0:40so what's at the core of the problem right there is a lot of offers out there 0:46to do for you 0:48telephones you some kind of magic trick you hire some dude and Pakistan for your 0:53inbox months and they tell you that in six months going to be renting some ok 0:58and the fact that he is that SEO a few years ago a project outsourced but it is 1:05today a much more complex and ongoing process maybe we'll show you why camp so 1:11basic introduction can skip that expert it's not my happy to recount 1:17understanding what is the Google Pagerank ok so Google Pagerank is the 1:24way how Google started to give value to individual pages ok so and it allows to 1:34understand what is the ranking of the page 1:36how this ranking in instances entire domain ok and how it's built up in Indy 1:44the fundamental idea behind it you know the mornings you have to the page 1:49more important is the more it's considered an important pages since the 1:55rankings higher it used to be friends but today it is about to end at aspects 2:03that make up the Google algorithm in just things get changed you know twice a 2:08day 2:09United 2:10you've heard about black hat SEO so question is what is done within black 2:18had to be a matador practice of trying to trick google recently said it used to 2:28be a problem that Google had but today it's a problem that all of us 2:34Google was just able especially in the last two years to really moves that 2:39problem but found no such results appear in the first kids deserve a trek to deal 2:48with them and they've gotten really good at it and now the problem that you will 2:53want to position its just not that simple 2:56ok so what the cisplatin you look so once that you have to spam links are 3:03links schemes and you have no faith content on other sites just links to you 3:08could pay for that and on the other side there's stuff like keyword stuffing we 3:13just go in and take your pages and that all important keywords in it ideally you 3:17know i text over white background so mean 3:21ways of one of the few ways of doing a black hat ok so what what was it was 3:30basically a combination 3:31slings and them crawling and ranking it meant you know he did he would research 3:37the optimized cages you do some studying you hire some cheap writer and stuff and 3:42then treat spending backlinks and automate the social media to just post 3:46it out there that was how it worked and worked for most companies are successful 3:51in it a lot of companies with about five years ago 3:56campus and how would that be executed is usually know how to do some 4:01brainstorming would collect some keywords and competitors key words you 4:08would create a target list 10 to 40 keywords and then he would do like 4:11building which makes you know I comments directory submissions that you know 4:16despots you would do on-site SEO with the skewered in Richmond or stuffing and 4:21the other side 4:22would hire somebody blogging may be used to charge you know how it used to work 4:30as a project now 4:33house changed the album isn't so tough to stopping off this is today not only 4:40that but it's mostly work against iraq ok and they Google inundate added a 4:48bunch of new things like cassis use the word on mobile devices and so on 4:54ok now one other thing is apart from that changes that happen there's just an 5:01incredible amount funded you produced and has changed the user behavior some 5:06people have less time you know that's really ask yourself i mean myself I look 5:11at maybe hundreds maybe a read 23 and the thing is really debt goes to a 5:17three-year exceptionally good at what they do what they tried to either 5:22introduced say something very new or you know something goes to use against 5:27mainstream or did tell you something that already exists but they just tell 5:31it a lot better simpler the better to digest so to use it he gets changed you 5:37know people don't react to bullshit they don't think it's just not working did 5:45justice to combinations on one site 5:47algorithm change and user behavior which profound impacts idea that we know 5:52what's a hero today what place in already mentioned she was doing 5:59scrolling stretching you know how you upset social you know speed the location 6:04of people search from Presley's mentioned a lot of things that plane so 6:11which means in the end it has become a lot more complex more long-term 6:15investment and it just requires more skills and experience to do and 6:23shortages can call and hire somebody paying back from three or six months 6:30any kind of relatives what to do first of all you know about it not as a 6:36project trick Google forget about ok you need to think about it as a process that 6:43you know high-quality content and Titans aggrieved user experience and obviously 6:49the parameters used it's super important if anybody can do this with a lot of 6:56money question is limited resources you have to catch and this is a process so 7:03you think today there's three main things is keyword research site 7:10optimization which ones for you 7:13Bayside and its ongoing clinton production back into ongoing cycle over 7:20simplified but give you the safety of the stream so keyword research today is 7:27different so you can just go and look and you know take your name and create 7:34derivatives and you don't see what I defaulting loans with that with the 7:38competition but you need to look and you can't leave out other channels like 7:42YouTube super important video is a tremendous opportunity to look at 7:47different objectives not everything is about traffic it's also very important 7:54you can talk about that later ok so maybe key words and concepts you really 7:58want to have people positioning you and make people in small amounts but where 8:03you want to be and you want to look at automation opportunities like trading 8:07directories in a large amount of pages that right down into user but which are 8:12not you know that you writing her book 8:17affecting the site optimization video more simply shut you it's it's it's 8:26really the basis set speed optimization responses visibility of the site other 8:32sites looking at you now you know you are using the URL speech title share tax 8:37headings are used correctly all Texans 8:40technical text can be outsourced once the key words have been defined as no 8:46magic at all and then you going to Trenton production and here it's really 8:52about a mindset it's about not what is the key word up the TV but first of all 8:56what is it you really know and your ability to leverage your internal 9:01strength knowledge to people that you have again and again 9:06leveraging video here's a very good idea think about that 9:09every journalist it doesn't require that because you write that later went to 9:15interact with some video again that's a separate discussion but this is a very 9:19important we believe in accountability process and the second thing is that you 9:24really need to think about repurposing writing a block and takes a professional 9:29writer you know three to four hours right if you saw my pic double show 9:33sinking down it's a quality writer a blog post with the research will always 9:39end up costing you 400 500 bucks ok if you think about it repurposing strategy 9:45it could be very different you could say hey we're going to somebody about one of 9:49the strategic topics antique clock polls slight share and infographics and 9:57interesting thing here is that the same topic now produces multiple outputs and 10:02if you start looking at the cost of each output you might be generating an 10:07example you create video blog pose a slight representation in traffic in May 10:122000 bucks on it but you can have one so price cost weekly drops help you in the 10:21end against it again each measure to see what works and take decisions its own 10:27topic 10:28disgusting and more does it again 10:32get a little bit so you need to know 10:36quantity how many visitors but today seen what channels and quality and 10:41consumer watch all of it today we are closed how to react to it doesn't bring 10:49them to take any action or bouncing 10:51Analytics is it the topic to its looking at dramatic approach in that what does 11:00that mean for you 11:01ok so we need you look at key word you don't want to go into just brainstorming 11:07you want to go and say hey who is persona be targeted but still holding 11:13date with the problem they start off ok but probably saw how do we solve in a 11:18unique way and what are the things about this problem is really really know about 11:23where we say something different and see something that's already been set you 11:28know in a much more attractive more simpler and more engaging look and get a 11:33sec what are you doing and what they're talking about Disney increase she was 11:38here in the center the content alerts can always see all these things so 11:43developing new products or services and you should also plays into that ok and 11:48on the very other extreme under right side you see again look at the 11:52competitive keywords your own website do some discovery based on that analysis 11:58brings together key word and valuation you know where you can understand what's 12:04a potential traffic what's left of competition 12:07position and again it's marked in red don't leave out tremendous opportunity 12:13not that often enough 12:16ok this is your the result of a strategic keyword search now you wanna 12:22take those keywords that you've discovered in this process and you want 12:26to organize in some kind of group and we think about it today 12:29into two hours traffic potential how much traffic drive from and what's the 12:36mine shipped to give you an idea 12:39we are positioning currently pretty well for things like this design and hotspot 12:44ok incredibly low amount searches however being positioned spot in video 12:52with that is worth a lot of lot to us over time so it may not be today but 12:58mine show up to you want to proceed and that's how this group's up so keywords 13:04you know how high power high traffic and have a high mindshare its strategic 13:09value Top Ryde most important and bottom left is a low traffic in you know so 13:15much and then on the other two actions I'm she did my check which we're not 13:20traffic but strategically important to and the top left you know stuff that is 13:26not really high traffic in 10 focus on that drive traffic hopefully in the 13:31short term TSX this makes us for backs and you didn't look you know how to 13:37competition each one of them and you know what's your actual business goal 13:42but this is going to mean you know my mind share just traffic and this creates 13:47you know obviously that is gone the very top high-protein you can't decide 13:53between my chain traffic opportunities and you know Louis the commodities which 13:58you have to have to work this is the privatization of now once you have to 14:05stop at ease traffic in commodity and you know how big the competition yes you 14:11decide how you gonna go about you say so and strategic opportunities 14:17well guess what you really want to think about that 14:21content production process that uses the shit out how you make a difference on 14:28those words it's your number one opportunity my sharp same but we see 14:33less 14:34short-term impacts on second traffic opportunities great 14:41comprehensive research harry just wanna make quality content 14:47you want to do a lot of us ok finally commodity opportunities where you might 14:51have keywords ok in terms of traffic when you sign them up but we can't just 14:57go and produced 20 block just nothing to say about the key word is really about 15:01writing an automatic think about it as an example a directory of doctors ok 15:11some medical devices you know specialists and something and you might 15:16get a lot of different entries their doctors by the key she made locally 15:20produced hundreds of pages that might be a real relevant it may be relevant for 15:26you but it's not something you produce an ongoing basis and just by adding new 15:30doctors and locations 15:32able to spread and target those keywords which you cannot do effectively orkut 15:38effectively to blogging and that's just for every statistic kickoff where SEO 15:46really starts connecting to you know 15:49design on one site products bill words invariant top with a hard just really 15:57understanding by a personas journey and designing topics and content production 16:02processes to cater to the SA-two 16:06so you get started start with basic on-site optimization ok 16:11the ground where we should she wear it 16:14think about content drives to it so you not changing home page you know you look 16:20what you've seen on the homepage look at the keywords and see if you can put it 16:23any better I catch you can take due to technical optimize your he said that 16:28make sure it works with tmobile and then finally the content optimization using 16:34right keywords that the right places and headed tags 16:37you know all the images labels etc with that base set which is really again the 16:44easy part in the classical sense ok then you move into strategic keyword research 16:50and see you start thinking about the problems in rebuilding the south 16:57and just like us to be done right and you can't just go and outsourced to do 17:01it was somebody to get and then finally and this is the hardest part is how do 17:06you produced Tenax content produced stock that is just so much better than 17:12everything else out there that makes it different for different student has a 17:16meeting and this is really again the bridge into a good amount strategy so in 17:24summary you today can not do in Mount away so you can't do SEO as it used to 17:31as a product you really have to understand that today SEO and inbound go 17:36hand in hand they can to lift one without another so you need to rethink 17:41doesn't accountant strategies are really at the core of everything most complex 17:47most trained consuming and costly aspect everything will do on the Internet 17:53hope that was helpful and enjoy this and you got inside out of it 17:59thank you for watching him stand out among blac**.* ![Bitmap](https://w.inboundlabs.co/hubfs/Bitmap.png) free download ### [From Idea to Digital Product](https://w.inboundlabs.co/evergreen/a-new-approach-to-seo#) Be assured that at the end of this journey you will re-emerge with more clarity, see new opportunities and threats, and hopefully have your own vision of where these technologies are leading us: a new vision of the meadow. [download](https://w.inboundlabs.co/evergreen/a-new-approach-to-seo#) ### Related posts ![](https://dc.ads.linkedin.com/collect/?pid=94424&fmt=gif)