Latest / Profit With A Plan / EP315: Why Your SEO Isn’t Working Anymore (And What to Do in 2025)

Transcript

EP315: Why Your SEO Isn’t Working Anymore (And What to Do in 2025) · Profit With A Plan

• 0:08
  Marcia Riner | Profit Booster®: Here we go.
• 0:11
  Marcia Riner | Profit Booster®: So you're probably feeling it. SEO is not what it used to be, and you're no longer ranking the way you used to. So if you're still keyword stuffing and hoping that Google notices that version of SEO is now dead
• 0:26
  Marcia Riner | Profit Booster®: on this week's profit with a plan, podcast we're exposing. Why, the old school SEO tactics are just outdated, and they're killing your visibility. My guest, Stephen, from Trio SEO shares what is actually working right now to rank, convert and stay ahead of the AI driven search wave.
• 0:47
  Marcia Riner | Profit Booster®: You're going to get fast. SEO wins. Why, long-term SEO still delivers high roi, and how to create content that's optimized for Google and tools like chatgpt.
• 1:00
  Marcia Riner | Profit Booster®: So if you're serious about ranking in 2025. And beyond this episode is your wake-up call.
• 1:10
  Marcia Riner | Profit Booster®: hey? Entrepreneurs? Are you working too hard for too little profit? Well, welcome to profit, with a plan podcast where we help you scale smarter increase profitability and build a business that's worth more, whether you're keeping it or selling it.
• 1:24
  Marcia Riner | Profit Booster®: I'm Marcia Reiner, business growth strategist and the profit booster behind infinite profit.
• 1:30
  Marcia Riner | Profit Booster®: I've helped countless entrepreneurs to turn their businesses into highly profitable and sale ready assets, so they enjoy more income now, and a bigger payday later on. So join me for practical strategies, expert insights, and proven steps to make your business more profitable, more valuable, and build to last.
• 1:49
  Marcia Riner | Profit Booster®: So today's episode is sponsored by infinite profit where we don't just talk profit, we deliver it.
• 1:55
  Marcia Riner | Profit Booster®: But before we dive in, I've got something special for you, and I'm thinking if you're a business owner who's tired of that overcomplicated, overpriced marketing strategies that just don't deliver up. Well, listen to this.
• 2:07
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• 2:12
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• 2:33
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• 2:48
  Marcia Riner | Profit Booster®: All right, let's jump into today's episode. Stephen Schneider is the co-founder and CEO of trio SEO, a results-driven agency that helps b 2 b brands build and execute SEO strategies that actually move the needle
• 3:03
  Marcia Riner | Profit Booster®: before launching trio. SEO Steven scaled a portfolio of over 40 content sites to 7 figures without using paid ads, social media or gimmicks, just smart strategic SEO and high-performing content
• 3:19
  Marcia Riner | Profit Booster®: at their peak. His team published and optimized over 400 articles each month.
• 3:24
  Marcia Riner | Profit Booster®: Today Steven leads trio SEO and delivering fully managed Roi focused SEO system that turns browsers into buyers.
• 3:34
  Marcia Riner | Profit Booster®: Their done for you. Approach gives founders and Cmos real growth without adding to their workload. Stephen, welcome to profit with a plan podcast.
• 3:44
  Steven Schneider: Thank you for having me. I'm so excited to be here.
• 3:46
  Marcia Riner | Profit Booster®: Yeah, me, too. This is such a super topic, and so timely right now, with with the way that you know chat and everything else is changing in the world at like hyper hyper speed. I wanted to have you on, and I was just like, Oh, this is gonna be such a good conversation.
• 4:04
  Steven Schneider: Yeah, there's lots to unpack. It changes day by day or second by second.
• 4:08
  Marcia Riner | Profit Booster®: Exactly which is crazy. So how in the world did you get into marketing? And SEO? I mean, that's kind of a niche space.
• 4:17
  Steven Schneider: Yeah, it was accidental, which I think most things in life are produced by dumb luck. But yeah, I was in college, and we were working on a group presentation, and one of my good friends at the time
• 4:30
  Steven Schneider: kind of dropped suddenly that he was a business owner, and I kind of, laughed and scoffed. And I was like, Yeah, right? Like, what business could you possibly have on the side? And he opened the door to SEO and showed me that he had a couple of websites on the side, and, you know, combined they were making about 10 to 15 grand a month, while he was also in college, and
• 4:50
  Steven Schneider: I very quickly forgot why I was in college and like why, I was even doing anything in life that wasn't that. And so I quickly just became a sponge, and he became my mentor, and one thing led to another, and that was kind of what kick started that 1st company where we co-owned portfolio of about 40 different sites. This was back in the Amazon affiliate. Heyday. And yeah, we scaled that to a little over 7 figures. It was quite a fun ride.
• 5:17
  Marcia Riner | Profit Booster®: Congratulations. That's an awesome story. And you know you hear those. You know. Those stories about what you learn in college is not really necessary. It's it's you learn how to learn. But your connection right of your friend, and the idea spawn to where you are today, which is really the benefit. I think you get out of college these days is the connection. So that's
• 5:39
  Marcia Riner | Profit Booster®: cool. Okay, so let's talk about SEO
• 5:43
  Marcia Riner | Profit Booster®: And really, why it isn't working, and I asked this because I had a client come to me last year the end of last year, and panicked like fear was in his eyes. You know, you could just imagine he's like chain smoking kind of thing that his site was not performing at all.
• 6:02
  Marcia Riner | Profit Booster®: and he blamed it on SEO, and ran around like crazy. And what changed.
• 6:10
  Steven Schneider: Yeah, I mean, it's fair. We're usually the 1st people to get blamed for most
• 6:14
  Steven Schneider: stuff, right? Someone has to take the axe
• 6:16
  Steven Schneider: accountability for that. Either. It's just the space is so
• 6:21
  Steven Schneider: it changes every second, like I said. And I think that, depending on when the site was built.
• 6:27
  Steven Schneider: you really have to go back to when that kind of era, because usually websites are kind of time locked in that era. And so if somebody doesn't think about their SEO doesn't think about their website. And it was built to say 2010. Well, they think that that's the end. All be all. And I never have to worry about my website again, because, thank God that I had this SEO come in
• 6:47
  Steven Schneider: 15 years ago and fix it. And that's just not the case, you know, you really have to keep up to date on what matters and what's quality and what Google puts out as quality guidelines. And also just kind of keeping your finger on the pulse. So it makes sense that things change every single day, and it's fortunate for that person.
• 7:05
  Marcia Riner | Profit Booster®: So okay, so let's break down like you know, some basics, some SEO, 101. So I think of SEO in 2 ways. Excuse me, I have a frog in my throat today, but I think of SEO in 2 ways. I think of it as the content
• 7:22
  Marcia Riner | Profit Booster®: words and stuff that's on your site that is relevant to
• 7:28
  Marcia Riner | Profit Booster®: the person searching for you. And then number 2. There's like some behind the scenes stuff right? That has to have the right kind of content and words and and tags and all that other stuff behind the site. So when we're talking about SEO,
• 7:46
  Marcia Riner | Profit Booster®: we're talking about both right.
• 7:49
  Steven Schneider: Yeah, I'll make it even much more simple. There's there's 2 buckets you pretty have pretty much have to think about, which comes down to content which kind of what you said.
• 7:57
  Steven Schneider: and the other thing is authority. And so I was just having a call with a potential client, and they were asking, you know, what is this authority like? Why does that matter? And I said, You know, think about from this perspective. If you have website a versus website B, and they're both in the health space or the law space, for that matter. And one person has 35 years of experience, and that person has 3 months of experience which one would you rather work with.
• 8:24
  Steven Schneider: And that's exactly how Google takes into consideration how the rankings are played out. And so that's obviously kind of ties back to backlinks and the quality of the backlinks. And then that's a whole rabbit hole right there. But at the end of the day Google wants to be able to put a credible resource at the top of the list and have quality content to give the user.
• 8:46
  Marcia Riner | Profit Booster®: Okay, well, that is a lot simpler. And I miss that section of it. Obviously, I'm not an SEO expert. But you know, question then. So if you're looking for authority, how does one have authority that Google can scrape and see? That proves that I've been in business 35 years compared to the guy with 3 months next to me.
• 9:09
  Steven Schneider: So the one thing is really the age of the domain or your website. So Google knows for sure how long it's been around, you know, if it was purchased in 1999 versus 9 months ago, that's a really easy thing for Google to identify. And usually the older the website, the more backlinks it has. And so a backlink is essentially just a vote of confidence. Somebody else is choosing to mention you on their site and provide a link
• 9:35
  Steven Schneider: to your website. So if, like this show goes, live. And it says, Hey, you can learn more about Steven by visiting triosco.com that link that you essentially add in the show notes of your website, pointing to mine.
• 9:48
  Steven Schneider: gives Google some confidence because you voluntarily did that. And it's not like a scammy or shady tactic. If you're kind of vouching for me and the brand, then obviously there's some credibility there, so as many of those trust signals that you can get in your industry from allies or synergistic partners or podcasts, whatever it may be, is kind of what contributes to your authority in the space.
• 10:16
  Marcia Riner | Profit Booster®: Got it that makes so much more space rather than remember way back, when when you were like 10 they'd have at the bottom of your footer, they'd have keywords stuffed.
• 10:26
  Marcia Riner | Profit Booster®: Oh, yeah.
• 10:27
  Marcia Riner | Profit Booster®: these words and locations and spots and craziness for for SEO, right? And none of that. That doesn't matter anymore. Right.
• 10:36
  Steven Schneider: And even funny enough, like, I think, back in the day one of my favorite books, called now a Black hat tactic like a spammy thing that does not work is that people would add a bunch of extra keywords to a page, and then just turn the text white, and so they wouldn't show up on the page. But if you were to highlight the page, you just see all this text like invisible text appear. And yeah, obviously, like Google pays a bunch of very smart people to catch on to stuff like that.
• 11:03
  Marcia Riner | Profit Booster®: So that's hilarious. Yeah, that's that's definitely definitely old school. Okay? So so now that we know that the authority is really important. And you said the age of the site. So if you're gonna introduce a new site or a new funnel.
• 11:18
  Marcia Riner | Profit Booster®: you know, that could actually be damaging if it's a brand new product that you're launching, even though you've been in business 35 years. And you're launching this new new segment of your business. That's not going to give you that authority right? Or could it.
• 11:32
  Steven Schneider: As long as it's still within the primary website. So as long as it's still on like the infinite profit.biz domain, maybe it's like.com forward, slash, lead, magnet, or whatever that is.
• 11:44
  Marcia Riner | Profit Booster®: I.
• 11:45
  Steven Schneider: That's completely fine. What you don't want to do is go infinite profit.net, and then the next time go infiniteprofit.com like those are all separate addresses. I guess the best way to think about it is like, if you go to the grocery store down the street, and they move 5 blocks over. How are the
• 12:02
  Steven Schneider: visitors gonna know that they moved without a hey? We're moving sign. So stuff like that.
• 12:07
  Marcia Riner | Profit Booster®: Well, you know what? That's scary, because I know a lot of people that have about 50 domains in their cart, right? That they hope to use one day or another, or use off and on for different things, but that that definitely loses the opportunity of of having that Google search find you unless you're really really good.
• 12:29
  Marcia Riner | Profit Booster®: or you pay to get your way boosted to the top the other ways. Interesting. Okay. So authority. So if we were to rank authority versus content.
• 12:40
  Marcia Riner | Profit Booster®: What percentage do you think that has weight versus the content that you write.
• 12:47
  Steven Schneider: I'd say, about 80% is probably gonna be more authority.
• 12:51
  Steven Schneider: Really.
• 12:53
  Steven Schneider: Yeah, I mean.
• 12:53
  Marcia Riner | Profit Booster®: Wow!
• 12:54
  Steven Schneider: At least over half, I would say, depending on the niche or the space. So anything that falls into what we call like your money, your lifestyle space. So this would be health, finance, legal, etc. Things that could like dramatically mess up your life if Google showed the wrong result. Those things just are much more protected. SEO wise. So like your lawyer
• 13:18
  Steven Schneider: partner, client, if they don't have the authority in their space like, it's much harder for them to rank but other niches, you know, are much, much easier, the more obscure they are. There's just less competition.
• 13:31
  Marcia Riner | Profit Booster®: You're selling flashlights. It's okay.
• 13:33
  Steven Schneider: Yeah, that one's not too bad. I mean, I when I used to code on all the sites like I was a jack of all trades, master of none. Like, if you could think of a product, I probably researched it. And I kind of like, yeah, you just can see some really random stuff you'd never guess. Be like, Oh, yeah, that makes sense. Why, it's easy to compete. So
• 13:50
  Steven Schneider: usually the best way to think about it.
• 13:52
  Marcia Riner | Profit Booster®: Got it. Okay? So when we're building authority, having the age of the site, the backlinks that they do it are those the only really authority builders would maybe testimonials or anything like that. Frank.
• 14:06
  Steven Schneider: Yeah, so there's this acronym called, eat EEAT, and that's straight from Google. And that stands for your expertise, your experience the authoritativeness and the trustworthiness, and that is kind of like the Holy Grail of quality content on what your site should kind of portray. As you know all the the wins. So
• 14:30
  Steven Schneider: if somebody's coming to your website, testimonials fall into your experience and the expertise that you offer to clients. And so, looking at things like that like, if you have a blog, your author should have an author, bio, and speak to the credentials you offer like, why do you have
• 14:44
  Steven Schneider: the authority to speak on this topic with depth. Like all those little things link together to kind of create this like perfect storm of what it needs to succeed.
• 14:54
  Marcia Riner | Profit Booster®: Wow! This is tough, right? This is not anything that anybody can walk in and like do it themselves. It sounds like there's so many little nuances that need to be filled. And just this one side of your SEO on it. All right. So let's talk a little bit about content. Then, because
• 15:13
  Marcia Riner | Profit Booster®: rumor had it, or years ago. You could write a really good article that had really relevant stuff in it, and that could give you a boost in in your SEO. Search right.
• 15:26
  Steven Schneider: Yep.
• 15:27
  Marcia Riner | Profit Booster®: Is that so?
• 15:27
  Marcia Riner | Profit Booster®: Is it still doing that.
• 15:29
  Steven Schneider: Yeah. So with content. The best analogy I always like to refer back to is the iceberg kind of analogy, like
• 15:36
  Steven Schneider: what sink the Titanic. It was all the ice below the water that you could ever see. And so that's essentially your blog. And so if you think about the ice above the water. That's like your homepage, your about page, the contact page kind of those boring must haves. And then all of the blog content is what really adds depth to who you are. Your authority, the expertise, from a content point of view. So
• 16:00
  Steven Schneider: kind of going back to that like site a versus site. B. If Site A has 2 blogs and Site B has 200 blogs, there's just way more depth on the topic. And Google has more reason to believe that you actually know your stuff. So.
• 16:15
  Marcia Riner | Profit Booster®: Nice.
• 16:16
  Steven Schneider: Logs. Just add keywords and add, you know.
• 16:18
  Steven Schneider: more experience for the user. It's kind of like that overarching kind of go go deep before you go. Broad conversation.
• 16:26
  Marcia Riner | Profit Booster®: So doesn't each blog have to be optimized as well? I mean, don't they need to have all those little hidden bells and whistles that you need to have to make that blog be found because it's not just
• 16:38
  Marcia Riner | Profit Booster®: plug itself in the site. There's I mean, it's like.
• 16:40
  Steven Schneider: Yeah, SEO is like an onion. You think that you haven't figured out, and then you just peel back another layer.
• 16:45
  Marcia Riner | Profit Booster®: Try.
• 16:45
  Steven Schneider: Another layer. Yup, exactly.
• 16:48
  Marcia Riner | Profit Booster®: Your onion, and crying.
• 16:49
  Steven Schneider: Yeah.
• 16:50
  Marcia Riner | Profit Booster®: Oh, my! Gosh!
• 16:51
  Steven Schneider: Yeah, it's not. I mean, it's obviously I'm biased. But once you kind of hear how it works and start to kind of go down the rabbit hole. It's like, Oh, okay, that makes sense like my blog should be written in a conversational tone and not sound like it was written for robots, like
• 17:07
  Steven Schneider: probably a good best practice like it's not rocket science from that point of view. But yeah, there's a lot of technical stuff that I will not bore the audience with.
• 17:14
  Marcia Riner | Profit Booster®: No, but this is also important to know, because
• 17:18
  Marcia Riner | Profit Booster®: search is really important. A lot of us think that. Oh, you know the the old famous. You build it, and they will come
• 17:27
  Marcia Riner | Profit Booster®: not even close. You can be the best kept secret with the best stuff ever if you're not.
• 17:35
  Marcia Riner | Profit Booster®: If you're not doing it correctly, and then you you just sit there and you're like I spend all this time money my blood and sweat, and my tears and heart are into it, and then it just sits there, and nobody sees it
• 17:50
  Marcia Riner | Profit Booster®: so.
• 17:51
  Steven Schneider: And I think that the interesting thing I kind of like to remind clients that we work with is that
• 17:57
  Steven Schneider: the best websites that have the biggest chances of success, whether it's from a small business owner or a fortune. 500 company comes back to your branding. And so, if you're this, you know, local consultant, but every single
• 18:14
  Steven Schneider: rep in your area knows you, and you go to networking events, and you're just the life of the party locally. And they're talking about you. Maybe you're doing guest articles on their site, or they're linking to you because you did a podcast with them like the more of a social butterfly you are in your space, the better your brand becomes, which helps your SEO in different areas as well.
• 18:36
  Marcia Riner | Profit Booster®: Oh, I love that okay. So so by doing this podcast as an example, and then talking about the podcast and posting social on the podcast and maybe doing. If the topic is SEO for the week, you're talking about SEO, right? So you're doing things that that expand the idea of your of your brand and visibility beyond just 1. 1 little thing right.
• 19:03
  Steven Schneider: Exactly so like from my perspective, like, I'm doing 2 podcasts a day. And that's mainly just because
• 19:11
  Steven Schneider: the more visibility I can get the better networking. I can do the it all kind of ties back like, you know you
• 19:19
  Steven Schneider: get to, you know, have this episode like we both get the content like we are sharing it, helping like you scratch my back, I scratch yours. And so there's infinite benefits, not only from this sort of collaboration, but the next person that kind of looks at searching infinite profit will likely find me, and the person that searches for Stephen Schneider will find infinite profit. So it's kind of like a 2 way street from the SEO. Benefits.
• 19:44
  Marcia Riner | Profit Booster®: Love it, and it's so funny. I'm glad you brought that up because I have so many guests. This is like, I've got literally 320
• 19:54
  Marcia Riner | Profit Booster®: 5 episodes in the can. Not all of them are released yet, but a large large percentage of them are. And it's like, I talk to people, and they have these great conversations and great stories.
• 20:06
  Marcia Riner | Profit Booster®: They don't do anything with it. And I'm like.
• 20:09
  Marcia Riner | Profit Booster®: What are you doing right? And you just validated. That point becomes the
• 20:15
  Marcia Riner | Profit Booster®: the viral status. Virility was coming to my mind. But I don't think that's an actual word or correct word, but the viral status of you coming on my show
• 20:25
  Marcia Riner | Profit Booster®: gives both of us leverage and allows you to multiply that out in so many different levels. It just it just boggles my mind. Why, why people don't.
• 20:37
  Steven Schneider: Yeah, and it. And that's kind of the weird thing is that, like people often glaze over when they hear the word SEO or the term SEO, when really it's just, you know, it's brand building and making sure you have quality content for your visitors, and that you're a legitimate resource in your industry like it's it doesn't. I think, that it's very easy to overcomplicate. But if you just kind of like, simplify it to
• 20:59
  Steven Schneider: easier to understand analogies and definitions like, it's people kind of connect the dots. And they're like, Oh, yeah, I probably should create a brand. And I probably should have good content for my visitors, and I probably should network more like a lot of those shoulds.
• 21:12
  Marcia Riner | Profit Booster®: Just kind of come down to musts
• 21:14
  Marcia Riner | Profit Booster®: got it. So. So let me ask you a question. So the chain smoker I talked about earlier. Right?
• 21:21
  Marcia Riner | Profit Booster®: He went and had a lot of content on his site, like almost like you could get lost and not find the answers, or worse. You could find all the answers you ever wanted and didn't realize you wanted, so is more content, and more
• 21:41
  Marcia Riner | Profit Booster®: pages and levels and pieces and stuff
• 21:45
  Marcia Riner | Profit Booster®: is more better, or could more also be confusing to Google. And therefore I mean, in my, in my viewpoint, it was very confusing to the audience. But would Google find that valuable? Or would that deter.
• 22:00
  Steven Schneider: Yeah, so content and keywords that you add to your site are essentially just doors in a house for people to find you. The main thing that we try to keep in mind when working with clients is that
• 22:12
  Steven Schneider: it only makes sense. If the content that you're adding is based in search demand. So if a Cmo comes to us and like, Hey, I want to write this article on Xyz, and I'm like, Hey, there's literally 0 people searching for this like, I can help happily help you create this content, but
• 22:31
  Steven Schneider: in terms of your organic reach it will not help you. It's more of a internal resource from that side, so so many people will close their eyes and write down 10 topics for their blog, and think, oh, this is exactly what my customers want.
• 22:46
  Steven Schneider: but it's not. And so I think that if you go from a strategy, 1st approach and use the keyword tool or figure out what people are searching for intent wise, and work backwards, then absolutely hammer down on content. But don't spend hours and hours and hours creating these blogs, thinking that they're just going to magically appear when that's not how it works.
• 23:08
  Marcia Riner | Profit Booster®: Love it, and that goes circles back to the point that you're writing for your audience. You're not writing for SEO, right? You had mentioned to write for the human that's going to consume the data and actually search for you. Right? I think that's beautiful in the point that we should know our customer
• 23:30
  Marcia Riner | Profit Booster®: and and the problems and things that they're searching for. So we can be positioned
• 23:35
  Marcia Riner | Profit Booster®: to be found when they're searching for us. Because that's what SEO is. It's search.
• 23:41
  Steven Schneider: Exactly. Everything is based on intent. That's the main thing is just making sure that you have a
• 23:46
  Steven Schneider: correct intent and something to match the offer based on whoever's looking for it.
• 23:51
  Marcia Riner | Profit Booster®: Love it. Okay? So with this in mind, we have now the authority. We've got an aged, a properly aged website. We've got the backlinks that are important in there. We're doing the the authority and the expert status. We've got great content that has intent with it that is attracting our audience in there.
• 24:17
  Marcia Riner | Profit Booster®: What if it's just in black and white? Do we need to have graphics and all that other kind of stuff and videos.
• 24:25
  Steven Schneider: Videos. Not so much. I would say, that's like the extra mile. If you really have that images, for sure you have to remember that images also act as an accessibility tool for people who may not be able to read your content. So you know, maybe there's like a voice adoption tool that you can add to your blog where it maybe uses a AI script to speak the blog instead of allowing people to read it. So accessibility is huge
• 24:51
  Steven Schneider: and the better reach you have. That's definitely gonna help. But images like, there's this thing called alt text, which stands for like alternative text. So you want to describe the image to people. So you know, making sure that it's
• 25:03
  Steven Schneider: well, diverse and description is matched aligned with what the image shows. So yeah, definitely, want to make sure.
• 25:09
  Marcia Riner | Profit Booster®: I love it like my headshot doesn't just say Marcia Reiner image it, says Marcia Reiner, in a purple dress, holding a cup of coffee with
• 25:18
  Steven Schneider: Exactly.
• 25:19
  Marcia Riner | Profit Booster®: Really, okay, golly.
• 25:21
  Steven Schneider: Yeah. And it's like that's like that little description change isn't gonna move the needle. But the way that we look at it is, if you're gonna do it once, you might as well do it correctly. Yep, exactly.
• 25:32
  Marcia Riner | Profit Booster®: Wow. Okay, so why isn't video, when video so popular in today's marketing, like bringing people to the the top of the funnel right? And the middle of the funnel video just seems very heavy, but it has nothing to do with SEO.
• 25:50
  Steven Schneider: No, don't get me wrong. Video is very important. I usually just try to ensure that people don't. Overwhelmed by thinking that they have to do everything under the sun, and video is usually the.
• 26:00
  Marcia Riner | Profit Booster®: We don't.
• 26:00
  Steven Schneider: Complex thing I know, right? And so when people hear that you have to do blogging plus website pages plus this and video, it's almost like analysis. Paralysis and video is the most complex thing to master. So if you have that as a resource, and you know how to do it well, by all means, it gives you that extra advantage. But don't bend over backwards, thinking that you have to have this perfect equation of video as a component.
• 26:25
  Marcia Riner | Profit Booster®: Got it, got it? Got it? Okay? So so talking about video for just a moment. But I would assume that that it's. It's the captions in the video that are driving the SEO, right? Because, like your your alternative text in the in the graphics.
• 26:43
  Marcia Riner | Profit Booster®: the captions or the the transcripts that are attached to the video are what's actually going to be read by Google? Or can it actually read the the video itself.
• 26:56
  Steven Schneider: Yeah, so yes, it can. Yes, that matters. The bigger thing is actually the engagement. I would say as well. So if Google is experimenting with your content, and sends users to your site, and you're getting clicks and impressions. But those visitors are not staying on your site for very long. Maybe they're on that page. For
• 27:16
  Steven Schneider: 2 seconds they read your hook, your hook sucks. They leave. It's just not going to work like Google has that data in their system. That shows that, hey? We sent a hundred people there, and nobody stayed for more than 5 seconds like, that's probably you missed the mark somewhere. And so those little things like we train all of our writers so heavily to write good hooks because they matter so much to the entire next step of the equation, or.
• 27:42
  Steven Schneider: you know, like, at the beginning of your blog, you should have a Tldr too long. Didn't read Summary section because.
• 27:49
  Marcia Riner | Profit Booster®: Love it.
• 27:50
  Steven Schneider: If you have a recipe article, you know there's nothing worse than skimming through 10,000 words of content to get 6 steps to bake a cake. It's the same thing. So.
• 27:59
  Marcia Riner | Profit Booster®: Right, love it, love it. Okay, so let's talk about that. You brought that up.
• 28:05
  Marcia Riner | Profit Booster®: How often does Google decide to look through your site, or, you know, scroll it like, is it every time I do an update, or is it like a standard, you know? Or are they constantly looking at my site.
• 28:22
  Steven Schneider: Yeah, Google crawls your site probably every day or every other day.
• 28:26
  Marcia Riner | Profit Booster®: Okay. Every site out there or.
• 28:29
  Steven Schneider: Did so more.
• 28:30
  Marcia Riner | Profit Booster®: Stuff.
• 28:31
  Steven Schneider: Yeah, more active sites or bigger sites get crawled more often because Google's incentivized to
• 28:38
  Steven Schneider: show more fresh content. So if it like, if you start publishing a bunch of content. It's kind of that compounding effect that many seos mentioned, because
• 28:47
  Steven Schneider: Google will start to pick up on the fact that, like, Hey, you published 5 articles last month, and you're doing 5 articles again and like, Oh, we see another 5 articles like it's going to start picking up on that, and then kind of circle back to your site more often. But if you just publish one article, and then.
• 29:03
  Steven Schneider: 6 months later, you publish another one. It doesn't really know what you're doing. And so it's not going to pick up on that.
• 29:08
  Marcia Riner | Profit Booster®: And how how often should we go through and like, if I'm doing? I guess as long as I'm doing the blog right, then it should be picking up and scrubbing, but if I haven't adjusted or freshened any of the other 3 or 4 pages, or God, I hope it's not a dozen pages, but you know 3 or 4 or 5 pages that are in there. If I'm not freshening that regularly, do those pages get crawled.
• 29:33
  Steven Schneider: They still get crawled. But I wouldn't worry too much. It's more or less about like does do the service pages or the other pages on your site. Are they based with the goal of ranking and driving traffic? So if no, I wouldn't worry about updating them, because usually your internal visitors will play hopscotch and get to that page regardless. But if it's like an SEO optimized page, and you started with a keyword. And you want to rank for
• 29:58
  Steven Schneider: this specific thing like, yeah, you should be updating that, making sure it's optimized and refreshed and kind of on par with what competitors are doing out there.
• 30:08
  Marcia Riner | Profit Booster®: Got it. So it's no longer the site. It's the actual page and the content of it. So one of my pages, my about us or contact us never gets, never gets crawled. But you know I'm not sending people to contact me unless they're already inside. It's the it's the blog or the introduction or the the offer page that I have
• 30:29
  Marcia Riner | Profit Booster®: the offer. Page. Yeah, to have that fine tuned and dialed in right.
• 30:33
  Steven Schneider: Exactly.
• 30:34
  Marcia Riner | Profit Booster®: Awesome. This is fun, I mean, I got a lot of questions, and I can probably.
• 30:38
  Steven Schneider: Keep going. I love it. No, you're good.
• 30:41
  Marcia Riner | Profit Booster®: Are really good. These are really good.
• 30:43
  Steven Schneider: Yeah, this is what I nerd out on. I love it.
• 30:45
  Marcia Riner | Profit Booster®: Well, I'm I'm a marketing geek by interest, you know. It's just evolved and developed. I mean, I'm a business consultant. I used to be a financial planner that led into the business consulting. So it's like this evolution. But I've always
• 30:59
  Marcia Riner | Profit Booster®: always geeked on on marketing. And so it's it's just a lot of fun for me, and I think that it's
• 31:05
  Marcia Riner | Profit Booster®: when you, when you put it in a package of
• 31:09
  Marcia Riner | Profit Booster®: your business, right, you have to have an engine or a conveyor belt of bringing people to you. Marketing and SEO, right?
• 31:20
  Marcia Riner | Profit Booster®: And then it's like, becomes, okay. How do you increase sales and get your sales conversion. And then how do you service? I mean, it's all part of it. But that's the front door
• 31:30
  Marcia Riner | Profit Booster®: right? That's that's the you could be the best best kept secret. If you're not doing the right stuff on the front end, which is marketing and and using SEO to attract people to you rather than going out and buying them from ads or lists, or networking, or whatever you're doing. You know it's it's that
• 31:54
  Marcia Riner | Profit Booster®: drawing it in versus going out and getting if if.
• 31:57
  Steven Schneider: Yeah 100%. I mean, especially with just like with how AI is evolving and Chat Gpt is popping up. It's like so many of our clients are not getting leads through Chat Gbt. And perplexity, and all that sort of stuff, and it's like a new evolution of SEO. And but it's still the same, you know, kind of
• 32:16
  Steven Schneider: playground of sorts where same thing like you're getting inbound traffic. You didn't pay for it, you know. You don't have to pay Ppc. Or advertising fees every month. Like, if you, as long as you have the authority and the content like that's essentially free traffic to get.
• 32:29
  Marcia Riner | Profit Booster®: Love it so how does one take advantage as the last question? Because again, we could talk forever on here? But as the last question, how does one take advantage of getting AI search.
• 32:41
  Steven Schneider: Pretty much the same thing that I've just kind of like.
• 32:43
  Marcia Riner | Profit Booster®: So it is the same. It's that simple, right?
• 32:45
  Steven Schneider: Yeah, I mean, they're the the kind of challenging aspect with AI search is that it's so fresh that SEO still don't know what's going on, and as many as as much as I would love to say that I am the expert of that like. I can't claim that just yet, but.
• 33:00
  Marcia Riner | Profit Booster®: Of the hour.
• 33:01
  Steven Schneider: Exactly so like I, from what we've seen, is that there is a lot of overlap. And as long as you have an authoritative website, quality content. And other people are talking about you kind of in that same name, and what you do and the services you do like the who, what? When, where, why, sort of stuff like you will likely be pulled in for certain queries and certain prompts and stuff like that. So
• 33:26
  Steven Schneider: do the there's no reason to reinvent the wheel in SEO. We kind of always say that we're boring seos from that matter like, just do the basics do them forever do them longer than your competitors, and be patient like. That's the biggest thing.
• 33:39
  Marcia Riner | Profit Booster®: Well, thank you, Stephen. This was amazing, and it's such really in-depth conversation on SEO, and and the differences of what it used to be, and what it is now, and how to really maximize for the best opportunity in this moment. So thank you for that. But where can listeners find out more about you and Trio SEO.
• 33:58
  Steven Schneider: Yeah, you can find me on Linkedin. I'm very active. I post daily content. I can also Google me with trio SEO. I always joke that if you can't find me on Google, I'm doing my job wrong. So that's kind of the the 1st step
• 34:11
  Steven Schneider: cobblers, the cobbler's kids shoes. Right?
• 34:13
  Steven Schneider: Exactly. Yeah. I mean triosco.com, or Linkedin is kind of the 2 places I hang out most.
• 34:20
  Marcia Riner | Profit Booster®: Nice. Nice, all right. Well, cool. I'm definitely. I'm definitely got a fresh eyes on on this, and looking at the way that you know we, we get ourselves found, which is what we have to do right. And and it's all about the breadcrumbs you leave everywhere else. I think that that all add up into bringing people into your site and being found. So thank you
• 34:42
  Marcia Riner | Profit Booster®: exactly.
• 34:44
  Marcia Riner | Profit Booster®: All right, thanks. Listeners for tuning in today. I hope you picked up on some valuable insight and actionable ideas that can help you make your business more profitable. And I know for a fact, SEO, and being found when someone searches for something is
• 35:01
  Marcia Riner | Profit Booster®: super worth your time, and a valuable investment in your business's growth engine is to be found when someone is looking for that for you, right? And if you're in a closet somewhere and nobody finds you.
• 35:16
  Marcia Riner | Profit Booster®: you're not going to make sales
• 35:19
  Marcia Riner | Profit Booster®: all right. So if you're tired of overpriced marketing. That's complicated and time consuming. Check out the profit booster marketing hub for your low-cost, easy to use, alternative to expensive strategies, complete with automations, templates and a personalized strategy call.
• 35:34
  Marcia Riner | Profit Booster®: Go, get the details at profitboosterbiz, and don't forget to subscribe. You don't want to miss future shows. You can always catch profit with a plan on any of your favorite podcast platforms. We're looking forward to more great profitable strategies on next week's show. So until then, make your plans and profit with them. Thanks so much, Stephen. This was great.
• 35:57
  Steven Schneider: Thank you.