Mastering the art and science of Search Engine Optimization (SEO) has become essential for businesses looking to amplify their online presence, boost website traffic, and strengthen their brand.
The key lies in understanding the intricacies of SEO and staying agile amidst the continually evolving digital marketing landscape.
Our expert for this expansive journey is Raf Chomsky. As the Co-Founder and CEO of NoN Agency, he brings a wealth of expertise to the international search engine marketing space, backed by a formidable track record in the industry.
Here, we’re going to share Chomsky’s insights on various SEO topics – from critical strategic approaches to the future trends that are shaping this field.
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Table of Contents
In your perspective, could you explain what exactly SEO is and why it is so important for businesses today?
Raf Chomsky: SEO builds your brand, drives traffic to your website or app, and makes people buy or recommend.
Search Optimisation is bigger than “Optimisation” This is a combined effort of Technical Specialists, Content Marketers, and Outreach Teams.
Search is the best way to approach potential clients when they’re looking for solutions, new products, or simply inspirations.
Can you explain some key strategies involved in developing a successful SEO campaign?
Raf Chomsky: The Key Strategy is to have one. SEO Strategy should consist of comprehensive analysis and plans. Without a strategy, you’re running blind and spending money on the things you probably don’t even need.
- Competitive Analysis – this is where you start.
- Market Analysis and Buyer / Consumer Persona
- Content Intent analysis – here you build your TOFU – MOFU – BOFU Strategy.
What are some common mistakes you see businesses making in their SEO efforts and how can these be avoided?
Raf Chomsky: Mainly:
- Running with shallow strategies with unrealistic deadlines and results expectations
- Too small budgets
- Not enough time spent on market/landscape analysis
- Building up blogs that do not match the intent of the user
- Building low-quality links
How to avoid it?
Do the opposite.
How have SEO strategies changed in recent years and what are some emerging SEO trends businesses should keep an eye on?
Raf Chomsky: SEO is a really fast-moving industry as Google is an adaptive set of Search Algorithms.
We moved from Content and Links projects to Complex, Analytical, and AI-run Search Strategies. We, as SEO experts, use more sophisticated methods to rank than ever before.
Emerging trends:
- Usage of AI to redefine various content types for creation and analysis
- LLMs (large language models) to generally change the way information is being produced
- E(E)AT is becoming the top 1 ranking factor
- Programmatic Projects and content development to fill the content gaps
- Cross-border is one of the fastest-moving trends and here is where we specialize in.
Given the unique challenges and regulations surrounding the CBD industry, how does your approach to SEO services for CBD companies differ from your strategies for other industries?
Raf Chomsky: CBD is being restricted. Even now the regulation is being changed in many states. Our approach to SEO Services for CBD companies changed too. What we do see right now is you need a lot of resources to lift the project off the ground.
Link Building and PR do play a very significant role in CBD SEO projects.
How can a website effectively leverage long-tail keywords in its SEO strategy, and what is their significance in the context of voice searches and semantic searches?
Raf Chomsky: To leverage long-tail keywords, you need to cover many topics and questions. LTK can be found at every stage of the funnel on the top TOFU and also at the very Bottom “After Sales”.
They’re crucial for voice searches due to their conversational nature and aid semantic search by providing context.
You need to have a strategy covering clusters and then LTK will emerge naturally. Follow the user and keep building up helpful content.
How does User Experience (UX) interplay with SEO and what are some key UX elements that website owners need to consider to improve their SEO ranking?
Raf Chomsky: User Experience (UX) is closely intertwined with SEO, as search engines prioritize websites that offer a positive experience to users. Some key UX elements that website owners should consider to improve their SEO ranking include:
- Information Architecture
- Website Structure
- Content Presentation/UX of the Content
- Internal Linking
- User Engagement Metrics: Metrics such as dwell time, click-through rate, and social shares provide insights into user engagement and satisfaction, which search engines may consider when determining SEO rankings.
There has been a lot of talk about E-A-T (Expertise, Authoritativeness, and Trustworthiness) in recent SEO discussions. Could you elaborate on this concept and how businesses can optimize their websites for E-A-T?
Raf Chomsky: Overall, optimizing for E-A-T involves creating high-quality, authoritative content that demonstrates expertise, establishing credibility within your industry, and prioritizing user trust and transparency.
Focusing on these aspects can help businesses improve their website’s E-A-T signals and enhance their visibility and reputation in search engine results.
Jerome Knyszewski, VIP Contributor to ValiantCEO and the host of this interview would like to thank Raf Chomsky for taking the time to do this interview and share his knowledge and experience with our readers.
If you would like to get in touch with Raf Chomsky or his company, you can do it through his – Linkedin Page
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