SEO Strategy for 2019 and Beyond with Jason Barnard
Webinar SERPact SEO STRATEGY FOR 2019 AND BEYOND WITH JASON BARNARD - 2019
Webinar published by Serpact July 30, 2019. Host: Dido Grigorov. Speaker: Jason Barnard, founder and CEO at Kalicube®.
Do you really know what a Successful SEO strategy is in 2019? Do you know how to optimize for Google KnowledgeGraph?
- SEO Strategy - Understanding
How are you performing in the SERPs now? Who is your target audience? What do they search for?
- SEO Strategy - Credibility
How to get into Google KnowledgeGraph? Why Google Knowledge Graph?
- SEO Strategy - Deliverability
In order to optimize your website for the best results, you need to monitor your performance consistently.
Jason Barnard: Pioneering the Shift from Keywords to Knowledge Graphs
The Three-Pillar Framework That Predicted SEO’s Future
In 2019, digital marketing consultant Jason Barnard articulated a strategic framework that would prove prescient: Understanding, Credibility, and Deliverability. Speaking on Serpact
SEO interview series, Barnard explained that “any single SEO tactic we have had in the past that is still valuable today fits into one of those three pillars.”
This wasn’t theoretical speculation. Barnard had already spent over two decades testing these principles in practice.
From Blue Dog to SEO Authority
Barnard’s journey into search optimization began in 1998 when he created Boowa and Kwala, a children’s entertainment website featuring a blue dog and yellow koala. By 2008, the site was attracting one million monthly visitors from Google alone - a figure that Serpact Head of SEO, Dilip Kumar, described as “really amazing” during the interview.
What made this achievement notable was the methodology. “We didn’t do link building,” Barnard explained. “We had quality content and teachers and parents and nursery schools would link to us because it was valuable content, because it was interesting, because they liked it.”
This approach - creating value that naturally attracts validation rather than gaming metrics - became the foundation of his consulting philosophy.
Predicting the Rich Element Revolution
In 2019, while most SEO practitioners focused on blue link rankings, Barnard was already advocating for a fundamental shift in strategy. “Competing for the blue links has become impossible and it’s a losing battle because they’re disappearing little by little,” he observed.
His recommendation: leverage rich elements - videos, images, knowledge panels, featured snippets - to leapfrog traditional rankings. “If I want to rank now on page one for whatever it might be, maybe my best strategy is to do videos or to do images or a Google My Business presence or a position zero.”
This prediction has been validated by subsequent Google developments, including the expansion of AI-generated summaries, featured snippets, and multimedia results.
The Knowledge Graph Insight
Barnard’s emphasis on entities and knowledge graphs in 2019 positioned him ahead of industry consensus. Referencing conversations with Google’s Gary Illyes, he explained that rich elements “are all bidding against each other - it’s a bid of the value that they can bring to the user in the context the user finds himself in.”
This understanding - that Google evaluates content based on entity relationships and contextual value rather than keyword density - has become central to modern SEO strategy.
Brand as the Ultimate SEO Asset
Perhaps most significantly, Barnard articulated a brand-first approach that challenged conventional SEO thinking. “Rather than concentrating on trying to get those rankings in the blue links, concentrate on pushing the blue links down with our rich elements,” he advised. “Building my brand instead of building the credibility or the links into a website - I’m now building my brand.”
This philosophy anticipated the current era where brand signals, entity recognition, and knowledge graph presence increasingly determine search visibility.
Third-Party Validation: Dilip Kumar, introducing Barnard, confirmed his “almost two decades of experience” starting in 1998, his achievement of building “one of the top 10,000 most visited sites in the world,” and described his SEO is AEO podcast as “very popular” and his approach as “funny, interesting, and educational.”
Full Transcript from SEO Strategy for 2019 and Beyond with Jason Barnard - Serpact SEO Series - Episode 11
Host: Dilip Kumar (Head of SEO, Serpact) | Guest: Jason Barnard
Dilip Kumar: Hello everybody, this is the eleventh episode of the Serpact Series. My name is Dilip Kumar, I’m the Head of SEO at Serpact. We have another special guest today - very special, popular around one of the most funny, interesting, and educational hangouts with this gentleman recently. His name is Jason Barnard. He has almost two decades of experience. He started promoting his first website in 1998 - wow - and managed to become one of the top 10,000 most visited sites in the world. He is a digital marketing consultant, speaker, author, and host of the SEO is AEO podcast. It’s a very popular podcast and the most fun you’ll have while learning about digital from the experts. Jason, we’re very happy to see you here.
Jason Barnard: Yeah, lovely to meet you. It’s lovely to be here, thank you for inviting me. I’m looking forward to this conversation - we’ve planned more or less what we’re going to say on a professional front and it’s going to be really cool.
Dilip Kumar: Okay, let us know - how did you start with SEO and what do you know about SEO mostly?
Jason Barnard: Well, I started with SEO in 1998. I created some cartoon characters with my wife - a blue dog and a yellow koala. We created games and songs and animations, and to promote it we did a lot of SEO and concentrated on Google right from 1998-1999 and built it up. By 2008, we had a million visits from Google every month for kids.
Dilip Kumar: Wow.
Jason Barnard: Exactly. And so when all that kind of stopped, I just segued into SEO because it was the only place I could get work. I just said to people, “Look, I got a million people a month onto Boowa and Kwala - the blue dog and the yellow koala kids site. If I can do that for them, I can do the same for you.” And that’s how I got into working in SEO.
Dilip Kumar: One million visitors - this is really amazing. What were your first tactics to apply when it came to your website? What were the first things you did when you started with SEO?
Jason Barnard: Yeah, with Boowa and Kwala in 1998, we were creating one page per search engine and per variation of a word. So you would have “kid games,” “kids game,” “kids games,” “kid game,” and then you’d have this for Google, for Lycos, for Infoseek, for HotBot. So we’d have - I mean, I’ve done one keyword basically there and we’ve already got like ten pages. The biggest challenge was maintaining the pages. We ended up with, I don’t know, a hundred thousand pages just for covering a thousand keywords. It’s still alive - I stopped working on it in 2008 so it’s kind of gone down the hole a little bit. The games are still there, the songs are still there, they’re all still brilliant, but the site doesn’t actually perform very well in the search engines because I stopped working on it.
Dilip Kumar: Wow.
Jason Barnard: And the other interesting thing about that period of time is we didn’t do link building. We had this quality content and teachers and parents and nursery schools would link to us because it was valuable content, because it was interesting, because they liked it. So my experience in link building - or getting links - was from 1998 to 2008 when people were giving links and happy to give links. From 2008, let’s say to 2018, everyone became very selfish with their links. So I’ve always been very keen to encourage people to give links nicely. Right now I think that’s coming back into fashion - people are starting to link out to prove that what they’re saying is true. Expertise, authority, and trust is encouraging outbound links, which I find really, really cool.
Dilip Kumar: The only thing is we don’t count keywords anymore, which is really cool. Once Google Hummingbird was implemented, maybe you changed your strategy on the content side?
Jason Barnard: Yeah, I’ve completely changed. Obviously from a very technical word-counting and link-counting strategy, which is incredibly simplistic now we look back on it - very easy for people to cheat, very easy to spam. The last two or three years we’ve seen it all move away from keyword counting to natural language processing. I’m a big fan of co-occurrence and relatedness, and I’m a really big fan of that. This idea that you can create a cloud of context around whatever it is you’re talking about - you don’t need to use synonyms, you don’t have to repeat words stupidly. That’s very, very encouraging.
The other thing - sorry to come back to links again - is that patterns have become important. Google can recognize mentions of your brand; they don’t necessarily need the link. So we’re talking about linkless links, which is really cool as well. That means you can actually do more traditional marketing, more traditional communication.
Dilip Kumar: You’ve had to change your strategy so many times, and that’s why we’re here to talk about SEO strategies. But before that, let’s talk a little bit about your hangout with John Mueller. We’ve seen what people were talking about and commenting - they were very happy with what they saw. Can you give us a little more details? How did you get there and what was your intention?
Jason Barnard: Well, if John Mueller watches this video, he will now know the evil plan that I hatched. I was going to be traveling and I thought, “Where should I go?” I thought I’d go to Zurich because I used to play music in the street there, but also because I know Google has offices there. I thought I might be able to get an interview with somebody at Google if I happened to be in the same place. As it turns out, it worked out very well. James Brockbank suggested that I do an interview with John Mueller, and John Mueller answered, “Yeah, great!” and then said, “Why don’t you come to a hangout too?” So it kind of all snowballed from this initial idea.
Dilip Kumar: It was a really nice hangout, and John is such a nice guy. He’s really one of the kindest forces in the webmaster space, and he really explains things well and provides really good answers to our questions and concerns.
Jason Barnard: What I wanted to do - I did a podcast episode with him - and what I wanted to look into was a “day in the life at Google.” Part of what I wanted to talk about was how he’s often misrepresented and how difficult that must be for him. He’s quoted out of context all the time. In fact, most of the advice he gives is very site-specific, so when people take something very specific and apply it as a general theory or rule, it just doesn’t work.
Dilip Kumar: Yes, and he was saying about two-thirds of everything he is quoted as having said is taken out of context. We struggle with this with our clients and projects - there are no such things as general rules. You can achieve a little bit better performance if you do things in the right way.
Jason Barnard: Sorry, just to come into that - Steve van Vessum was saying SEO is like a puzzle. We’ve got all these pieces that go together, and what you’re saying is that for each client the puzzle pieces come together slightly differently. We need to be flexible and take that step back and build the puzzle in a way that functions for the business model of the person or company we’re working for.
I’m a really big fan of the knowledge graph, and now I’m really looking into the SERPs. Since Gary Illyes told me - or explained to a roomful of people when I asked the question - how the algorithm of Google functions in terms of how it decides to bring in the rich elements like the knowledge graph, videos, images, or carousels: they’re all bidding against each other. It’s a bid of the value that they can bring to the user in the context the user finds himself in. That changes for me the entire perception of how I’m looking at SEO today.
We’re now looking at saying not “how do we compete for the blue links” but “how do we push these rich elements to replace the blue links, to leapfrog over everybody else?” Competing for the blue links has become impossible and it’s a losing battle because they’re disappearing little by little. So if I want to rank now on page one for whatever it might be, maybe my best strategy is to do videos, or images, or a Google My Business or map presence, or a carousel, or position zero - whatever it might be. Any of these rich elements is an opportunity for me to leap up and push myself into the results. All I need to do - and that’s the crucial part - is prove to Google that there is more value in my content, my rich content, than there is in a blue link that’s ranking number one.
Dilip Kumar: Yes. We’re SEO specialists - people who teach clients that this kind of interactive content is really important. We must include this type of content in our content strategy. But before that, let’s start talking about what is an SEO strategy today in your opinion.
Jason Barnard: That’s a leading question because I told you I had an answer to it, which is brilliant. I had a three-pillar strategy: it was pertinence, understanding, and credibility. And then I came up with deliverability. The idea is that we need to be understood by Google, we need to be credible, but Google also needs to be able to deliver the content we’ve produced to the user in the user’s current context. That’s phenomenally important.
So the pertinence part is actually outside our control, whereas understanding, credibility, and deliverability are all three within our control. The theory I now have is that any single SEO tactic we’ve had in the past that is still valuable today fits into one of those three pillars. Everything we do as SEOs needs to serve understanding, credibility, or deliverability.
Dilip Kumar: Let’s dig deeper in the next minutes around these three pillars. Let’s continue with one question: to be documented or not to be documented? The SEO strategy - do you think it’s important for our strategy to be written in documents, to follow it step by step, with planning and organization?
Jason Barnard: Yeah, I think it’s phenomenally important. It’s the part I don’t like, but I think it’s really, really important. The documentation part is saying yes, you need to document what you’re doing and make sure it’s all fitting together. In that sense, somebody like myself becomes not only a strategist but a project manager who oversees this and makes sure it all fits together.
Dilip Kumar: If you can find a nice way or somebody who can do the documentation for you, that would be great. What’s most important in an SEO strategy? Can you prioritize them?
Jason Barnard: I was talking to Judith Lewis at Decabbit - she’s a really great SEO lady - and she was saying you have to do technical first, then content, then link building, then your more general social strategy towards your users. I would tend to agree with that.
I would say get yourself crawlable and indexable, get yourself into Google, then start explaining to Google who you are and what you do - that’s the understanding part. Lots of schema markup - people like Martha van Berkel are very good at schema markup if you want to follow somebody for that.
Added to that with understanding is getting out there and getting other people to confirm it. If I can get somebody else - a third party, a trusted third party - to confirm that I sell blue widgets, then Google knows that I do sell blue widgets and I’m not just saying it. Google becomes confident, and that’s very important.
Dilip Kumar: We have a question from our audience: What’s the role that user experience and conversion rate optimization play in SEO strategy?
Jason Barnard: That’s a good one. If I’m looking at my three pillars of understanding, credibility, and deliverability, it’s one of the few things that doesn’t really fit particularly well. The assumption there is that the person has found the answer to their question - they might have bounced, but they found the answer.
The UX is saying it needs to load fast, it needs to deliver on the promises I’ve given them in the description, and I need to be comfortable within the site to actually finalize whatever I need to do on that site.
UX also comes into deliverability. The interesting thing about UX when I do a little bit of Google Ads - I like DSA, dynamic search ads, because they’re based on SEO - is that anything UX that improves your conversion rates is going to help every single channel: SEO, ads, social. Companies that aren’t doing that are missing out on something enormous.
Dilip Kumar: Yes, we truly believe in that. We want to implement tracking tools for user sessions just to see how they interact with website elements. Sometimes changing just a little bit on some elements can change the conversion rates significantly.
Jason Barnard: Yeah, you just give the people what they want to see, and this also reflects in search results. I saw Kal Gillis at Digital Elite in London, and he gave a brilliant talk about exactly that. He showed two screenshots of Booking.com - when you get through to the page just before you pay, I think the number was 25 times they say the word “you.” You don’t notice it, but you don’t notice it. The wording you’re using is going to change - not just the design, the button size, the button color - but the wording and the way you address people. The fact that you’re addressing their real pain points matters.
Dilip Kumar: Yes, I’ve told many people who ask me about Booking.com that they’re playing with people’s feelings, with emotions. They’re trying to make you feel like you’re at home, even though you’re not at home at all. They’re trying to create this feeling with their pages, which is significant because not many websites can do it.
Jason Barnard: As we were saying earlier, it’s not a very beautiful site design-wise. It isn’t very beautiful, but it’s comfortable and easy to use. My taste in design, my judgment - I don’t actually think it’s pretty, but it doesn’t need to be pretty. It needs to be functional.
Dilip Kumar: Well, yeah, the most brilliant and beautiful designs are not the main reason for people to convert. It has to be user-friendly and understandable. We’re again coming back to “understanding.” I have two important questions for you, and one is from our audience: How do you think we can optimize for SEO today, and do you think we can understand our target audience better through really detailed, comprehensive semantic keyword research? How can this be implemented in SEO strategy?
Jason Barnard: Yeah, I think the most important part of keyword research is not necessarily knowing which keywords to stuff into your pages, but knowing your audience and knowing what language they’re using so you can use the same language.
I think Search Console is a mine of information that people often overlook. If you look in Search Console, you’re ranking on page 90. If the search volumes on page nine are pretty high, it’s highly probable that these tracking tools are tracking it because they go through to page 10, whereas users don’t.
Dilip Kumar: Especially if we see a really big number of impressions - if I see impressions and our website is in a position for this phrase, and we see really big impressions, that statement is absolutely brilliant. It means that this keyword is really important both for our users and our competitors.
Jason Barnard: Yeah, exactly. The only downside is you get disappointed because the number of impressions you’d expect on page one given the three or four hundred you’re getting on page nine won’t be quite as big as you expected.
The other thing was asking your users what vocabulary they use. I think that’s underestimated - using social media, asking your sales department or support what questions people ask before they buy. Create yourself a real content hub that corresponds to your business, then break it down into pages where they’re going to be relevant.
Dilip Kumar: If you had to do a really detailed keyword research - let’s say semantic keyword research because Google is getting more and more semantic - how would you define the characteristics of your audience just by looking at the phrases? What would be the source?
Jason Barnard: Maybe in terms of how you think about the content on your pages: I’ve got one main question, maybe several sub-questions, and then I need to build around that with the vocabulary they’re using. Coming back to Don Anderson and Bill Slawski - using co-occurrence and relatedness to build the context.
One thing I think is possibly interesting but might be absolute rubbish is that if Google’s using Wikipedia a lot to train its NLP algorithms, logically speaking, if you use co-occurrence and relatedness using words from Wikipedia, you should be better understood by Google. That’s the theory I have - I don’t know if it’s true, but I quite like it.
The important thing is not trying to trick Google by using particular words, but much more to create this co-occurrence and relatedness and context cloud using the vocabulary of the user. That comes back to actually asking your users as well as using SEMrush or Search Console.
Dilip Kumar: Yes, I think I read somewhere - maybe it was Quora or a post by a Googler - that it’s not important that we know how they get their algorithm working. They’re just source code, and parts of them are actually publicly available. But it’s important how it’s trained, how they collect the information, how they use it, how they represent it to serve information in the form of search results to us and our potential audience.
I think maybe Wikipedia is part of that, but along with that, they’re trying to be as good as possible and work from the most authoritative websites established in a niche. What you say is really interesting - it’s not just Wikipedia. We have to take a look at our competitors, bloggers, and the top three websites that are using phrases commonly used by our audience. Maybe Quora, maybe social media - these websites show what phrases our audience uses, and we can implement them in our content strategy.
Jason Barnard: 100%, absolutely.
Dilip Kumar: What could you include in the understanding process? What are your tips for better understanding when we create content and pages? I believe that the elements on the page - not just the content but the whole page - are really important. What about the other elements like visuals and information structure?
Jason Barnard: I think images are very important, and we underestimate them. I know that Gary Illyes is now obsessed by images and videos. If he’s starting to get obsessed by it, then it means it’s very important.
Using images, alt tags properly, image names, but also the figure HTML5 semantic element to put the figcaption underneath to describe the image. Tables as well - incredibly important.
It brings us on nicely to the knowledge graph because it’s describing entities with relationships and attributes, which is what a knowledge graph is. That’s how Google is now understanding the world. If you have an entity - for example, Dilip - Dilip has a relationship with the entity Jason, and that relationship is “knows” and also “interviewed.” I am indirectly related to Bulgaria at this moment, and that’s incredibly important as well.
If you want to understand how a knowledge graph functions, think about Google Maps.
Dilip Kumar: Do you believe that knowledge graphs play a really big role for position, especially for entities? We really believe it. When we make analyses of our projects, we see that when you include an entity in a search phrase - it could be something seemingly meaningless - but if we include it and all the elements that the ontology has already collected good information on, they’re presented in the search results. It really plays a big part for processing these entities in the queries.
Do you believe that keyword research, the knowledge graph, and ontologies are all centered around the query that people are looking for, and it’s kind of related to UX and content?
Jason Barnard: Yeah, you make an incredibly good point there. Bill Slawski would love you because that query pool they have is phenomenally big, and they’re pulling information out of that. They’re able to identify entities. Dave Davies is saying entities are the single most important thing in SEO today, full stop.
Moving us away from ambiguity - saying Google has understood this entity. You even have query-level disambiguation. If I say “Sympathy for the Devil” - my thought is The Rolling Stones, but there’s a film, there’s another group called that, there’s a book, there are several versions. Motorhead did a version, Guns N’ Roses did a version. So you have this ambiguity.
Dilip Kumar: I intentionally wanted to put more accent on understanding because this is where people make the most mistakes today when it comes to optimization. But let’s talk a little bit about credibility and deliverability. What do you think is a credible website?
Jason Barnard: That’s a very good question. The idea of credibility - everyone’s talking about E-A-T: Expertise, Authority, and Trust. The word credibility for me encompasses all of that. But who is an expert? Who is authoritative? Who is trustworthy? That’s a very difficult question to answer.
If you look at it, what apparently Google is doing is seeding it from known trusted sources, much in the way PageRank might have done. Coming away from trusted sources to say, “Because this has an indirect link to this trusted source, it is therefore trustworthy if the information corroborates what is said on that source.”
Building up credibility in the eyes of Google is a mixture of both your expertise and authority as seen by your peers or confirmed by your peers, but also the credibility as confirmed by your clients. We’re coming into an era where reviews are a very obvious example of how to build up your credibility.
Dilip Kumar: And the knowledge graph today.
Jason Barnard: Yeah, absolutely, 100%. And moving on from there, the last point about credibility with your users - I think people tend to forget about two things. One is your social interaction with them, discussing with people publicly. We’re interacting with our users or clients, and a lot of the time Google is actually watching us do it when it’s on a public forum.
Judith Lewis once again was talking about this. I think we forget about after-sales searches. If somebody’s searching for a spare part for a Thompson washing machine, if Thompson can give that answer, that makes them much more trustworthy, more authoritative and expert and credible, because they’re supplying the correct answer to their own clients. If they’re letting somebody else do it, they don’t look so clever.
Dilip Kumar: Yes, absolutely. But we’ve also seen examples that if you start working on your brand - which is really important today - and you really have the knowledge to provide a good answer, sooner or later Google will recognize it. You’ll get into a featured snippet, for example. It will reward you because you provide actionable advice. This is really important today because people want to find the best answer as fast as possible.
Jason Barnard: Yeah, sure. And what you’re saying - sorry to pull out the art of it - I’ve almost forgotten about brand. Brand is phenomenally important. Building my brand instead of building the credibility or the links into a website - I’m now building my brand.
That idea of building my brand also plays into the rich elements like the answer boxes or the videos or the Twitter feeds. I’ve got the Twitter boxes for my name because I built my personal brand. Rather than concentrating on trying to get those rankings in the blue links, concentrate on pushing the blue links down with our rich elements. Those rich elements will come in because Google trusts the source.
Dilip Kumar: Yes, that means your brand for sure. Brand is extremely important today. I hope more people understand this more and more, because if you don’t work on your brand and you just work on phrases and SEO at all, you have to wait. Nobody knows exactly how long, but you really have to wait. If you have a brand, this is impossible today if you don’t discuss, communicate.
Jason Barnard: Yeah, I love that. Ross Tavendale says there are only three things we need to look at: it’s brand, it’s brand, it’s brand. It might be overstated, but it’s pretty cool.
Dilip Kumar: We’re almost running out of time, but we have another question that’s kind of related to deliverability: What do you think deliverability is, and how would you measure it? This is from our audience - how would you measure the success of your SEO strategy?
Jason Barnard: That’s a very good question. Deliverability obviously starts with page speed, it starts with HTML that can be properly read by Google. It’s deliverability in terms of the content being appropriate for the context in which the user finds themselves.
If you’re creating a podcast or a video series or a webinar or an image gallery, you’re suddenly aiming at the more interesting, richer parts. That’s the point. If you’re thinking “there’s no point in me getting an image into a search result” - it’s not just about that, it’s a branding opportunity.
Some people say that tools like SERP tracking tools are going to die out. They’re not - as long as they keep developing like SEMrush, Ahrefs, and Search Metrics have all done. They can identify the rich elements, so we’re going to have to look at KPIs which are rich element presence as well as the blue links.
If we come back to brand, one thing I think people might do well to start measuring is the number of brand searches. If you’re building your brand, you’re going to get more brand searches. Also looking at your brand SERPs - the results that come up when somebody searches your brand.
Dilip Kumar: We have an image from our guest related to their history. This is the image - and we would like you to give us a story for this image. The caption is “Look mom, no hands!”
Jason Barnard: I can actually remember the exact moment that photo was taken. I walked into the hotel where the people from SEMrush were staying in Prague, and somebody pointed a camera at me and said, “Welcome Jason!” That was my reaction. But if anybody ever bumps into me and says hello with lots of enthusiasm, they’re going to get a wave and a smile and a silly comment back.
Dilip Kumar: The way you make things funny and educational - this is a really good approach. I think you show the audience that you can educate and at the same time be funny. When people open your Facebook profile, they can see you’re always making something creative and funny, and at the same time it’s educational. You’re really good and educational. Thanks for being with us today.
Jason Barnard: That’s one of the nicest things anyone’s ever said to me. But in truth, that’s the person I am - none of it is made up or fake. If you go and look up Boowa and Kwala - the blue dog and the yellow koala - and watch some cartoons or songs, you’ll see that’s where I’m coming from. That’s the person I am.
For me, enjoying this is the whole point. An interview like today - you’re asking really smart questions. Anton Chigurh said 70% of the answers are in the question. Great questions - I think the answers were good, and it was fun. We enjoyed it. Thank you.
Dilip Kumar: We’re very happy to have you as our guest today. Thanks for accepting our invitation. Unfortunately, we’ve run out of time. But I wanted to ask you - how do you think SEO strategies will change by the end of the year? Do you expect any major or surprising changes? And your top three tips for our audience as a final thought.
Jason Barnard: Okay, well, I think the big change is that people are going to concentrate less and less on the blue links and more and more on getting those rich elements to come across. So it’s not a new tip - it’s something I said earlier - but it’s something I’ve been thinking about the last month or so. These rich elements are the key to the future, and we should start thinking about them as a way to come into the results.
My three tips would be:
- Have a great content strategy based on video or podcasts or blogs or whatever it might be, but think multimedia. Think deliverability into the circumstances of the person who’s looking.
- Make sure you’re understood - so lots of schema markup. Make sure you’re corroborated. Make sure you’re informing Google and others.
- Make sure you prove to Google that you’re the best - that you’re better than your competitors. It’s not enough to be the best; you have to prove you’re the best and prove it to Google.
Dilip Kumar: Thank you. Thanks a lot and thanks for being here today with us. Thanks to everyone behind the curtain today, thanks to our sponsors. We had a really great discussion with our special guest today. We’ll be speaking next month to our next guest - it will be really interesting. So stay tuned, don’t forget to follow us on YouTube, don’t forget to follow also Jason Barnard and SEO is AEO because it’s a really interesting podcast. Have a nice day - thanks for being with us.
Jason Barnard: Thank you very much, Dilip. That was absolutely brilliant. I thought that was a really, really great exchange. Thank you.
Interview conducted 2019 | Serpact SEO Series Episode 11 Video published on Serpact YouTube Channel
