TRENDING: The All-In-One Digital Marketing Software

Barry Schwartz is the founder of the Search Engine Roundtable and SEM blogger. He is the CEO of RustyBrick, a New York Web service firm with a focus on customized online technology that helps companies decrease costs and increase sales. Barry often provides advisory roles for Google, Bing, Yahoo! and several other Internet companies, and many startups. Blogger hosts the SMX in Israel and is a speaker, and moderator at many search marketing conferences, including Search Engine Strategies, PubCon, and many other marketing and technology events.

“Test, test, test. Just because you read a case study or two that a specific tactic or strategy worked for one or two companies, that doesn’t mean it will work for you.”

“If you’re going to build a website, make sure to have a website that Google would be embarrassed not to rank for its main keywords.”

“SEO is not just about the webpage anymore; it’s about content within the apps and content within your featured snippets like the structured data.”

“Think about how to answer the user’s question when you’re writing your content, and if you could do that right, hopefully, it will lead to traffic to your website even 15 years from now.”

‘Success is measured based on conversions, are you getting converting users to your website?  It is pretty simple.”

“If your site cannot be crawled, then it is a non-starter.  If your site can be crawled, but Google cannot figure out where the content is, how it is structured, is it mobile-friendly, is it fast, etc, all matters.”

“Learn, test, and repeat.”

“Consistency is very, very important. Also, for SEO purposes, you want to be consistent. Technically, with your website, you want to make sure your URL structures are consistent. You want to make sure your technical SEO is consistent, crawling all that type of stuff, but consistently, I think is super important. For from everything from business to personal life.”

“If you are starting from scratch and you have no idea what you want to do, you might want to use Google Hot Trends; search for “Google hot trends” in Google and up will come a page from Google that will show you what people are searching on more actively now than they were yesterday. “

“it’s never too late to get into this industry. It’s always evolving.”

“The History of SEO is going to be very important for people coming in new to learn about who has done what already in the past because if you come into the industry and you start acting like you’re mister big shot, people might take offence to that. As long as you know who you’re talking to and what they’ve done in the past, it’s good to have that information before you go and start tooting your own horn. It is very important in any industry you go into, to make sure you know the industry’s history.”

“Google doesn’t need to be regulated. Two decades ago, Google came out of nowhere and beat Alta Vista and Yahoo. People laughed at Google and now they’re the biggest search engine. Anybody can build a search engine, and compete with them. There’s nothing stopping anybody. Google doesn’t own the Internet and as of five years ago, they didn’t own an operating system.”

“As SEOs, say to yourself, “This is what searchers want. How could Google go ahead and satisfy the searcher while giving us a little bit of a carrot?”

“Digital marketing gives many small businesses more of a level playing field with larger businesses. Many small businesses have come up with innovative techniques to leverage digital marketing, such as SEO, paid search, social media ads, and other channels to promote their business and win customers.”

“Always, always, think about how your customers will search for your product or services. Not how you would search for them, but how your customers would search for them.”

“Make sure your pages are written well and have substantial quality content. Google is watching, and they know what quality content is and is not.”