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The democratization of SEO

The democratization of SEO

How much time and money do we collectively burn by fixing the same kinds of basic, "binary," well-defined things over and over again (e.g., meta tags, 404s, URLs, etc) when, instead, we could be teaching others throughout our organizations not to break them in the first place?

As long as we "own" technical SEO, there's no reason (for example) for the average developer to learn it or care — so they keep making the same mistakes. We proclaim that others are doing things wrong, but by doing so we only reinforce the line between our skills and theirs. We need to start giving away bits of the SEO discipline, and technical SEO is the easiest piece for us to stop owning.

It's time for more democratization, education, collaboration, and investment in open-source projects so we can fix things once, rather than a million times

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Jono Alderson

April 15, 2022
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  1. THE DEMOCRATIZATION OF SEO

  2. I have a confession

  3. I HATE technical SEO.

  4. None
  5. Cool, right?

  6. But this is cooler!

  7. @jonoalderson | Yoast Or, maybe not...

  8. Round we go...

  9. So what?

  10. Is it just me?

  11. bit.ly/tech-seo-poll

  12. None
  13. Is this a problem?

  14. None
  15. But we’re optimisers, right?

  16. So, how optimal are we?

  17. There are between 40,000 & 380,000 “technical SEO” folks on

    LinkedIn
  18. Based on my survey, that’s 1-9 million hours

  19. The average US SEO salary is $46,466 ( payscale.com )

  20. That’s somewhere between $20m & $200m of ‘waste’ every month

  21. But… why?

  22. Think about doctors

  23. They fix the root cause

  24. And it’s not just tech SEO...

  25. So we just run campaigns.

  26. Can we fix this?

  27. Except, our model is flawed

  28. Digital marketing Technical SEO

  29. Writing Digital marketing Technical SEO Web dev

  30. Digital marketing Technical SEO Web dev Writing Digital marketing

  31. Digital marketing Technical SEO Project Management Training Web dev Psychology

    Marketing Strategy Writing
  32. Digital marketing PWAs Technical SEO Project Management Training Web dev

    Psychology Javascript Performance Marketing Strategy Devops & Docs Writing Analytics
  33. Digital marketing PR Creative & Design PWAs Technical SEO Project

    Management Training Web dev Psychology Javascript Performance Marketing Strategy Devops & Docs Writing Analytics Outreach
  34. Digital marketing PR Creative & Design PWAs Technical SEO Project

    Management Training Web dev Psychology Javascript Performance Marketing Strategy Devops & Docs Writing Analytics Outreach Everything else
  35. We need a new model

  36. Let’s go back in time

  37. None
  38. None
  39. Today’s model

  40. None
  41. None
  42. None
  43. Learn all of the things

  44. Rockstars don’t scale

  45. We’re not rockstars

  46. “Buy them beer.”

  47. ...and nobody likes us, anyway!

  48. I HATE technical SEO.

  49. I’m a little ashamed to identify as an SEO.

  50. Maybe the problem is us

  51. Every time that...

  52. We build walls

  53. Control is not the answer

  54. It’s not just developers

  55. We’re clinging on

  56. Stop being rockstars

  57. Why now?

  58. Gutenberg

  59. Gutenberg yoast.com/what-is-gutenberg/

  60. So what?

  61. None
  62. None
  63. The problem with Schema...

  64. None
  65. None
  66. Err…?

  67. None
  68. Voice

  69. Isn’t this a bit of a tangent?

  70. Alex Shiels, flickr.com/photos/wceu/42086304325/

  71. Alex Shiels, flickr.com/photos/wceu/42086304325/

  72. Alex Shiels, flickr.com/photos/wceu/42086304325/

  73. For years, we’ve worked with individual [websites], one at a

    time, to help them [add schema], and never once did we think to ask them what CMS they were running “
  74. A new paradigm

  75. Except...

  76. So...

  77. They’ll fix the root causes

  78. DO NOT WANT?

  79. “But I do content”

  80. What happens when everybody’s website is fixed?

  81. None
  82. Don’t react like an SEO

  83. Let’s be democratic

  84. Let’s be open source

  85. Here’s something scary...

  86. They’re going to mess it up.

  87. They don’t understand SEO

  88. But you do...

  89. So here’s the pitch...

  90. Let’s stop competing.

  91. I want you to get involved with open source

  92. make.wordpress.org

  93. I get that this sounds scary

  94. None
  95. I get that’s not for everyone

  96. So I also want you to stop being “the SEO”

  97. When did you last...

  98. We can build bridges

  99. Stop fixing your problems.

  100. Start fixing our problems.

  101. Lets optimise us.

  102. Thanks.