Episode 39 – Tom Casano: Working with Google to Improve SEO

Tom Casano, Founder of SureOak

Tom Casano, Founder of SureOak

Why is SEO such a confusing game to play?

"Each year, Google changes its search algorithm around 500–600 times. While most of these changes are minor, Google occasionally rolls out a "major" algorithmic update (such as Google Panda and Google Penguin) that affects search results in significant ways." – Moz.com

Oh yeah, that's why. 

Google changes the rules of the game more than once a day. Granted most of the changes are minor, but still. Would you consider working with a client who changed the agreement under which you were operating 500 times in a year?! Probably not. But we can't exactly take our SEO ball and go play on a different court. We all play by Google's rules. If we have a business that relies on getting new customers, and those customers are humans, then we need to figure out a way for those humans to find us on the internet. And that means Google is an entity with which we have to work.

So I was excited to talk to Tom Casano about how to play this game a little better. Tom is an expert in Search Engine Optimization (SEO). He founded an SEO company called Sure Oak. During our conversation, Tom dispels some of the myths of SEO performance and updates the limited knowledge that I have on SEO based on a book that I read in 2011.

If you create an incredibly useful site, but nobody knows about it, you will not rank well.
— Tom Casano

Tom learned how to improve his clients' SEO performance by experimenting with his own website. In the end Tom's advice for business owners who want to improve their website's SEO performance is:

  • Create great content for real people
  • Optimize your great content for keywords
  • Get links to your content from authoritative websites
  • Be patient, because SEO is a long game

And if this sounds like too much work, then it's time to hire a professional SEO firm like Sure Oak to help you. There is no shame in that. This is hard.


Featured Music: Deluge by Chris Keene off his album: "Above The Ground Or Under"