Travis Tallent

speaker

253 appearances 4 recordings 1 series first heard May 2025 last heard May 2025

Travis Tallent’s voice in public audio — every appearance, attributed to the second.

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Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast · How AI is transforming search · 26 May 2025 podcast

Initiatives, right?

So if we identify a topic that the website is not going after that we think they have a right to rank for, and we do that for 10 topics, going through a forecasting exercise then allows us to say, okay, which of those topics should we prioritize?

And which of these is the juice ultimately worth the squeeze?

So yeah, I think it's really important to get out of your head.

I think it's also really important to be very

clear with any stakeholders you're presenting to.

It's a relative for forecasting exercise.

It's not an absolute or guaranteed.

And also frame it in the analogy and context of business forecasting.

There will always be caveats and uh it's important for us to focus on what we can control.

Yes.

In my mind, the purpose of a website is changing.

It's changing from being an informational journey library, if you will, for users, to more of an action oriented, purpose driven site.

And that means that you need to focus on how are people ultimately navigating the content, the pages, the experience, the flow on the website in a much more critical way than before, where it was, we just want uh I think a lot of SEO's ambitions was we just want them to land on the page.

Once they, once they get to the site, we don't really care.

Like it's it's out of our hands.

And sits in someone else's wheelhouse.

And I think that is a very short-sighted view of A, the value and work that we do.

Of course, if you're just viewing keyword research as I'm going to look at the search volume and determine what to go after, that's not a very compelling strategy.

But if you say, I want to take the keyword research, blend that over.

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