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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

Jono Alderson

April 15, 2022
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  1. THE
    DEMOCRATIZATION
    OF SEO

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  2. I have a confession

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  3. I HATE technical SEO.

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  4. Cool, right?

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  5. But this is cooler!

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

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  7. Round we go...

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  8. Is it just me?

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  9. bit.ly/tech-seo-poll

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  10. Is this a problem?

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  11. But we’re optimisers, right?

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  12. So, how optimal are we?

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

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

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

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

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  17. Think about doctors

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  18. They fix the root cause

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  19. And it’s not just tech SEO...

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  20. So we just run campaigns.

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  21. Can we fix this?

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  22. Except, our model is flawed

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  23. Digital marketing
    Technical SEO

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  24. Writing
    Digital marketing
    Technical SEO
    Web dev

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  25. Digital marketing
    Technical SEO
    Web dev
    Writing
    Digital marketing

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  26. Digital marketing
    Technical SEO
    Project Management
    Training
    Web dev
    Psychology
    Marketing Strategy
    Writing

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  27. Digital marketing
    PWAs
    Technical SEO
    Project Management
    Training
    Web dev
    Psychology
    Javascript
    Performance
    Marketing Strategy
    Devops & Docs
    Writing
    Analytics

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

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  29. 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

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  30. We need a new model

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  31. Let’s go back in time

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  32. Today’s model

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  33. Learn all of the things

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  34. Rockstars don’t scale

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  35. We’re not rockstars

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  36. “Buy them beer.”

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

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  38. I HATE technical SEO.

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

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  40. Maybe the problem is us

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  41. Every time that...

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  42. We build walls

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  43. Control is not the answer

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  44. It’s not just developers

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  45. We’re clinging on

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  46. Stop being rockstars

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

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  48. The problem with Schema...

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  49. Isn’t this a bit of a tangent?

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

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

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

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  53. 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

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  54. A new paradigm

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  55. They’ll fix the root causes

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  56. DO NOT WANT?

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  57. “But I do content”

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

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  59. Don’t react like an SEO

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  60. Let’s be democratic

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  61. Let’s be open source

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  62. Here’s something scary...

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  63. They’re going to mess it up.

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  64. They don’t understand SEO

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  65. But you do...

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  66. So here’s the pitch...

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  67. Let’s stop competing.

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  68. I want you to get involved
    with open source

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  69. make.wordpress.org

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  70. I get that this sounds scary

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  71. I get that’s not for everyone

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

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  73. When did you last...

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  74. We can build bridges

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  75. Stop fixing your problems.

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  76. Start fixing our problems.

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  77. Lets optimise us.

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