The ultimate guide to SEO | Ethan Smith (Graphite)

2022-12-01 · 91 min · 45 entities

episode page audio

Asserted relationships

→ references Ethan L S person

0.77

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://twitter.com/ethan_l_s
→ references Search Off The Record podcast

0.77

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://podcasts.apple.com/us/podcast/search-off-the-record/id1512522198
→ hosted by Lenny Rachitsky person

0.55

evidence rules-v4
Feed author/publisher: Lenny Rachitsky
→ works at Graphite company

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evidence rules-v4
CEO of Graphite
→ works at Graphite company

0.50

evidence rules-v4
CEO of Graphite
→ discusses Technology company

0.40

evidence rules-v4
Feed category: Technology
→ discusses Business concept

0.40

evidence rules-v4
Feed category: Business
→ discusses Entrepreneurship concept

0.40

evidence rules-v4
Feed category: Entrepreneurship
→ references penname.co website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://penname.co/
→ references Startups website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://mixpanel.com/startups
→ references hubspot.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://hubspot.com/
→ references ahrefs.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://ahrefs.com/
→ references graphitehq.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://graphitehq.com/
→ references similarweb.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://similarweb.com/
→ references semrush.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://semrush.com/
→ references clearscope.io website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://clearscope.io/
→ references Seo Spider person

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://screamingfrog.co.uk/seo-spider
→ references masterclass.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://masterclass.com/
→ references betterup.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://betterup.com/
→ references nerdwallet.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://nerdwallet.com/
→ references Search Console person

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://search.google.com/search-console/about
→ references Openai Gpt 3 Playground website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://gpt3demo.com/apps/openai-gpt-3-playground

Entities found in this episode

websites 24

mentioned penname.co website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://penname.co/
mentioned Startups website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://mixpanel.com/startups
mentioned hubspot.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://hubspot.com/
mentioned ahrefs.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://ahrefs.com/
mentioned graphitehq.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://graphitehq.com/
mentioned similarweb.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://similarweb.com/
mentioned semrush.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://semrush.com/
mentioned clearscope.io website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://clearscope.io/
mentioned masterclass.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://masterclass.com/
mentioned betterup.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://betterup.com/
mentioned nerdwallet.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://nerdwallet.com/
mentioned Openai Gpt 3 Playground website

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://gpt3demo.com/apps/openai-gpt-3-playground
references penname.co website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://penname.co/
references Startups website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://mixpanel.com/startups
references hubspot.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://hubspot.com/
references ahrefs.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://ahrefs.com/
references graphitehq.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://graphitehq.com/
references similarweb.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://similarweb.com/
references semrush.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://semrush.com/
references clearscope.io website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://clearscope.io/
references masterclass.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://masterclass.com/
references betterup.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://betterup.com/
references nerdwallet.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://nerdwallet.com/
references Openai Gpt 3 Playground website

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://gpt3demo.com/apps/openai-gpt-3-playground

persons 8

mentioned Ethan L S person

0.90

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://twitter.com/ethan_l_s
references Ethan L S person

0.77

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://twitter.com/ethan_l_s
mentioned Lenny Rachitsky person

0.70

evidence rules-v4
Feed author/publisher: Lenny Rachitsky
hosted by Lenny Rachitsky person

0.55

evidence rules-v4
Feed author/publisher: Lenny Rachitsky
mentioned Seo Spider person

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://screamingfrog.co.uk/seo-spider
mentioned Search Console person

0.45

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://search.google.com/search-console/about
references Seo Spider person

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://screamingfrog.co.uk/seo-spider
references Search Console person

0.38

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://search.google.com/search-console/about

concepts 6

mentioned Business concept

0.50

evidence rules-v4
Feed category: Business
mentioned Entrepreneurship concept

0.50

evidence rules-v4
Feed category: Entrepreneurship
mentioned Ethan Smith (Graphite concept

0.42

evidence rules-v4
The ultimate guide to SEO | Ethan Smith (Graphite)
discusses Business concept

0.40

evidence rules-v4
Feed category: Business
discusses Entrepreneurship concept

0.40

evidence rules-v4
Feed category: Entrepreneurship
mentioned SEO concept

0.35

evidence rules-v4
SEO

companys 5

mentioned Graphite company

0.62

evidence rules-v4
CEO of Graphite
mentioned Technology company

0.50

evidence rules-v4
Feed category: Technology
works at Graphite company

0.50

evidence rules-v4
CEO of Graphite
works at Graphite company

0.50

evidence rules-v4
CEO of Graphite
discusses Technology company

0.40

evidence rules-v4
Feed category: Technology

podcasts 2

mentioned Search Off The Record podcast

0.90

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://podcasts.apple.com/us/podcast/search-off-the-record/id1512522198
references Search Off The Record podcast

0.77

evidence rules-v4
Link in episode "The ultimate guide to SEO | Ethan Smith (Graphite)": https://podcasts.apple.com/us/podcast/search-off-the-record/id1512522198

Episode description as stored

Ethan Smith is the CEO of Graphite, a boutique growth agency that’s helped companies like MasterClass, Thumbtack, Robinhood, Medium, and Honey develop and execute their SEO strategies. SEO is one of the least-understood levers for growth, while also one with the biggest payoff. This episode is a true master class on all things SEO. Ethan shares a wealth of information, including when you should begin investing in SEO, how to build an SEO team, and the three main buckets of SEO. He explains the difference between topics and keywords, gives the exact heuristics and tools to help you be successful in developing and implementing your own SEO strategy, and also goes deep on how to deal with roadblocks and advocate for resources. — Find the full transcript here: https://www.lennysnewsletter.com/p/the-ultimate-guide-to-seo-ethan-smith — Where to find Ethan Smith: • Twitter: https://twitter.com/ethan_l_s • LinkedIn: https://www.linkedin.com/in/ethanls/ • Graphite: https://www.graphitehq.com/ — Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • Twitter: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ — Thank you to our wonderful sponsors for making this episode possible: • Coda: https://coda.io/lenny • Mixpanel: https://mixpanel.com/startups • Lemon.io: https://lemon.io/lenny — Referenced: • Product-Led SEO: The Why Behind Building Your Organic Growth Strategy https://a.co/d/2wkN4dx • Topical Authority Analysis: https://bit.ly/topical-authority-tool • SEO Link Analysis: https://bit.ly/diagnostic-internal-links • SEO Links API: https://bit.ly/graphite-internal-links-api • Screaming Frog: https://www.screamingfrog.co.uk/seo-spider/ • Brandon Lee of Power: https://www.linkedin.com/in/brandonhli • Similarweb traffic analysis: https://www.similarweb.com/ • MasterClass: https://www.masterclass.com/ • BetterUp: https://www.betterup.com/ • NerdWallet: https://www.nerdwallet.com/ • HubSpot: https://www.hubspot.com/ • Ahrefs: https://ahrefs.com/ • Semrush: https://www.semrush.com/ • Google Search Console: https://search.google.com/search-console/about • Clearscope: https://www.clearscope.io/ • Yuriy Timen on Lenny’s Podcast: https://www.lennyspodcast.com/how-to-grow-a-subscription-business-yuriy-timen-grammarly-canva-airtable/ • Gokul Rajaram on Lenny’s Podcast: https://www.lennyspodcast.com/gokul-rajaram-on-designing-your-product-development-process-when-and-how-to-hire-your-first-pm-a-playbook-for-hiring-leaders-getting-ahead-in-you-career-how-to-get-started-angel-investing-more/ • Luc Levesque on Twitter: https://twitter.com/luclevesque • Search Off the Record : https://podcasts.apple.com/us/podcast/search-off-the-record/id1512522198 • GPT-3: https://gpt3demo.com/apps/openai-gpt-3-playground — In this episode, we cover: (03:53) Ethan’s background (07:53) Why technical audits are the biggest myth in SEO (10:05) When to invest in SEO (16:09) Heuristics to determine if SEO is worth it (18:36) The three buckets of SEO: programmatic, editorial, and technical (23:30) The process for creating an SEO strategy (27:00) Why you shouldn’t be too formulaic (28:33) What is site engagement? (29:31) Which pages need to be indexed (31:49) Topics vs. keywords (36:33) How to mine competitors’ sites for information (37:41) Useful tools for developing your SEO strategy (40:14) How long will it take to see results? (45:16) Factors to consider when looking to hire an SEO person (47:33) The functions of a programmatic SEO person (49:19) How to do testing (54:06) Editorial SEO strategy (57:14) How to scale based on the size of the site (59:51) Page types (1:01:53) How to win in a topic category (1:03:12) How to build solid hypotheses and test them (1:06:13) How to deal with roadblocks and advocate for resources (1:08:54) How topical and domain authority are determined (1:16:43) The power of internal links (1:24:32) Why AI is not usually useful for content creation (1:28:31) Final tips for getting started wit