Mike Blumenthal on How To Do SEO The Right Way, Understanding User Behavior, and Google's Data Leak.

Mike Blumenthal’s Career Journey

Mike Blumenthal's journey into SEO began in his family's business, where he focused on selling computers. This experience highlighted the importance of reaching customers beyond the local market. As the internet grew, Mike transitioned into web hosting and web design, realizing that websites without proper internet marketing strategies were ineffective. This realization led him to delve into SEO in the early 2000s.

The Impact of Google Maps on Local SEO

A significant turning point in Mike's career came with the introduction of Google Maps in 2005 and its subsequent merger with Google Local. This innovation allowed businesses to replace traditional marketing tools like the Yellow Pages with digital maps and listings, revolutionizing local marketing. Mike began writing about local SEO in 2006, forming connections with industry leaders such as David Mihm, Aaron Weiche, and Joy Hawkins.

Evolution of Digital Marketing

Mike discussed the evolution of digital marketing, noting that the shift was both gradual and sudden. Before 2005, local internet presence was limited to a few platforms offering local listings. The mid-2000s saw a surge in local sites, many of which eventually disappeared as Google consolidated its dominance in the space by integrating maps and listings. The industry fully embraced local SEO by 2011, recognizing its significance for small and medium-sized businesses.

Understanding User Behavior in SEO

A key focus of the podcast was the importance of understanding user behavior in SEO. Mike emphasized that many businesses and SEO professionals often optimize for search engines rather than users. He pointed out that Google's ranking algorithms increasingly prioritize user engagement signals, such as time spent on a page and click-through rates, over traditional SEO metrics like backlinks.

Near Media's Consumer Behavior Research

Mike highlighted the work of Near Media in consumer behavior research, which involves observing and analyzing how real users interact with search results and websites. This research offers valuable insights into what drives consumer decisions, helping businesses better align their SEO strategies with actual user preferences. Unlike tools like Google Analytics, which provide post-event data, real-time observation reveals more nuanced consumer behaviors.

Insights from Google's Data Leak

The podcast also covered the recent Google data leak, revealing insights into Google's internal ranking processes. Mike noted that one surprising aspect was the emphasis on "web references," or mentions of a business across the web, regardless of whether they include a link. This finding underscores the importance of brand mentions in building a business's online authority.

The Future of Local SEO

Looking ahead, Mike predicted that while AI and machine learning will continue to evolve, Google's strong position in local search due to its comprehensive knowledge graph will remain a significant asset. He anticipates that local SEO will become even more crucial as Google integrates more local-specific features into its search results.

Conclusion

Mike Blumenthal's extensive experience and insights provide invaluable guidance for anyone involved in SEO, especially in the local space. His emphasis on understanding user behavior and optimizing for user experience rather than just search engines is a crucial takeaway for businesses looking to succeed in the digital landscape. As the field of SEO continues to evolve, staying informed and adaptable will be key to maintaining a competitive edge.

Full podcast episode here: