Search with Candour Ex-Google senior employee Kaspar Szymanski explains what really matters in SEO
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Mar 24, 2025 Kaspar Szymanski, a former Google Search Quality Team member and co-founder of SearchBrothers.com, shares invaluable SEO insights for 2025. He emphasizes the importance of server logs in understanding Google’s behavior and the critical role of branding in SEO. Kaspar highlights the unique challenges small businesses face and warns against outdated practices like low-quality backlinks. The discussion also stresses a holistic approach to SEO, integrating user experience with technical strategies for lasting impact in a competitive digital landscape.
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Utilizing Server Logs
- Start recording server logs now if you aren't already, and preserve them for at least six months.
- Analyze server logs to see which important pages Google is crawling and identify technical issues.
Brand and Indexing
- Google aims to cut costs, impacting indexing and crawl frequency.
- Focus on brand building for higher CTR, as users tend to click on familiar brands.
Direct Traffic Value
- Track direct traffic as it indicates returning customers and brand investment.
- Don't neglect direct traffic in reporting, as it holds valuable insights.