Mastering SEO for Growth
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Mastering SEO for Long Term Business Growth Getting to the Bottom Line Podcast
Search engine optimization (SEO) remains a cornerstone of digital marketing, despite ongoing changes in search algorithms, AI advancements, and shifts in user behavior. In this episode of Getting to the Bottom Line, host Stephanie Smith talks with SEO expert Brandon Leibowitz, founder of SEO Optimizers, to explore the evolving landscape of SEO and how business owners can harness its power to drive revenue and long-term success.
Why SEO Still Matters in 2025
Despite claims that SEO is “dead,” the truth is that as long as people search online, SEO will remain essential.
Brandon has been in the SEO industry since 2007, witnessing shifts like mobile-first indexing, AI integration, and new ranking factors. But the core principle remains: businesses that optimize for search engines gain more visibility, credibility, and leads.
The Evolution of SEO
- Mobile Optimization – Since 2013, Google has prioritized mobile-friendly sites, and today, most web traffic comes from mobile users.
- AI-Driven Search – AI tools like ChatGPT and Google’s AI summaries impact how people search and consume information.
- Content & Backlinks – Google still values high-quality content and authoritative backlinks, making them crucial for ranking success.
How to Optimize Your Website for SEO Success
1. Technical SEO: Laying the Right Foundation
Before focusing on keywords or backlinks, ensure your website meets Google’s technical requirements:
✅ Mobile-Friendly Design – A responsive website is non-negotiable in 2025.
✅ Page Speed Optimization – A slow website hurts rankings; use Google PageSpeed Insights to improve load times.
✅ Structured Data & Schema Markup – Helps Google understand your content.
✅ Clean Code & URL Structure – URLs should be concise, descriptive, and user-friendly.
✅ HTTPS Security – A secure website builds trust and improves rankings.
2. Content Optimization: Write for People, Optimize for Search Engines
Content remains king, but it’s not just about writing—it’s about writing the right content.
How much content should a page have?
- Analyze competitors’ rankings and aim for slightly more comprehensive content.
- Tools like Surfer SEO help analyze word count, structure, and keyword usage.
Content Best Practices:
✔ Keyword Placement – Include keywords in:
- Title tags
- Meta descriptions
- Headings (H2s, H3s)
- Image alt text
✔ Internal Linking – Link relevant pages together to improve site structure.
✔ Content Freshness – Regularly update old blog posts and mark them with a “Last Updated” tag.
3. Backlinks: The Secret to SEO Authority
Google still relies on backlinks as a key ranking factor, but not all backlinks are equal.
What makes a quality backlink?
- Relevance – Links should come from websites in your industry.
- Authority – Backlinks from well-known sites carry more weight.
- Anchor Text Variety – Use natural keyword variations to avoid over-optimization penalties.
Effective Backlink Strategies:
- Guest Posting – Write for high-quality sites in your niche.
- Podcast Interviews – A great way to get featured and earn links.
- Competitor Backlink Analysis – Use Ahrefs or SEMrush to replicate top-ranking competitors’ links.
- Broken Link Building – Find and replace broken links with your content.
- Digital PR & HARO – Get featured in news articles and expert roundups.
SEO & AI: The Changing Landscape
With AI becoming more integrated into search engines, here’s how to stay ahead:
- Optimize for Featured Snippets – Google AI pulls content from well-structured, informative sites.
- Use AI for Content Assistance, Not Creation – AI tools can generate ideas, but human-written content still wins in engagement.
- Engage Users to Reduce Bounce Rates – Google tracks user behavior through Chrome data, so quality content and user experience matter more than ever.
The SEO Long Game: Build Trust & Stay Consistent
SEO is a long-term investment that requires patience. Unlike paid ads that stop driving traffic once the budget runs out, SEO compounds over time to generate continuous results.
How to Stay Consistent:
📌 Set Realistic Expectations – SEO takes 3-6 months to show results.
📌 Diversify Your Marketing Strategy – SEO should complement email marketing, social media, and paid ads.
📌 Use Data to Optimize – Google Analytics and Search Console offer insights into traffic, user behavior, and ranking improvements.
Final Takeaways: Action Steps for Business Owners
🚀 Start Now – The sooner you begin optimizing your website, the sooner you’ll see results.
🔗 Focus on Quality Backlinks – Prioritize niche-relevant, high-authority backlinks over sheer quantity.
📱 Think Mobile-First – Ensure your website is fast, mobile-friendly, and conversion-optimized.
💡 Leverage AI Without Relying on It – Use AI tools for research but maintain human oversight for quality content.
📊 Monitor, Measure, and Adapt – Regularly check rankings, traffic sources, and engagement metrics to refine your strategy.
