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. Tom Casano 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.
Aaron once told his SEO manager that he would soon be out of a job, because search was no longer a universal game. Instead, everyone's search results are different, unique, personalized. How are we supposed to optimize our websites when we can't possibly know how a user's search results will vary from the norm?