Step outside the comfort zone of traditional platforms – with Ed Ziubrzynski

What is SEO nowadays? According to Ed Ziubrzynski, it’s a lot more than just Google.

Ed says: “SEO needs to be everything, everywhere, all at once – and at all times.”

Does that mean everything in marketing, everything in business, or everything in the world?

“Definitely everything in marketing. Gone are the days when SEO was solely split into on-site (your content work, blogs, landing pages, commercial pages, etc.) and then just having off-site reserved for digital PR and typical link building strategies. We've very much gone beyond the idea of those being the most important things in SEO.

Now you need to go where your users are. This also ties into the idea of passive marketing and getting in front of your audience at all times, even when they're not necessarily looking for your products or services.

With apps like TikTok, short-form video content has over a billion users a month, and YouTube has over 122 million users every day on its platform. Making sure that you cover every medium imaginable with your content is almost a necessity with how the world has changed, and how internet behaviour and consumer behaviour have pivoted with it.

We've got more information available at our fingertips than ever before, but the way that we digest and use content is changing rapidly. Even simple things, such as looking for a recipe. Previously, you'd read a 2,000-3,000-word blog article all about the history of that recipe before you got the information that you wanted and needed, like ingredients and cooking time. Now, it's readily available in AI overviews, and that information needs to be lifted from somewhere.

As another example, for tutorials on how to change a tyre, users are heading straight to YouTube or TikTok to get that answer within the smallest timescale possible. They’re looking for a 45-second video telling you exactly how to do it and what tools you need, as opposed to landing on a website and reading a 3,000-word article that would take a lot more time and involvement from the user.”