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Adam Heitzman – Search Engine Land

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Adam Heitzman is Co-Founder and Managing Partner of HigherVisibility, a leading digital marketing agency known for its data-driven SEO and tailored growth strategies. With two decades of experience, Adam has helped hundreds of businesses grow revenue through innovative search and content marketing techniques. His insights focus on practical strategies to boost visibility and drive meaningful results.
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SEO pioneer and expert Bill Slawski passes away – Search Engine Land

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Search Engine Land » SEO » SEO pioneer and expert Bill Slawski passes away
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We have just learned the shocking news that Bill Slawski, an SEO expert, educator and pioneer, has died.
Slawski was the Director of SEO Research at Go Fish Digital, a digital marketing agency. His company just shared the news of his passing on Twitter, moments ago.
We’re devastated to share that our colleague and dear friend, @bill_slawski has passed away. Words simply cannot express our sadness. We are forever grateful for the opportunity to have worked with Bill. We’ll share much more info and arrangements as it comes available to us. pic.twitter.com/5mD6jqw7XR
We don’t know many details about his death. He was last active on Twitter on May 16 and passed away on May 17.
What we do know is he leaves an incredible void in our industry. Slawski was a wealth of knowledge. Countless SEOs are better off – both directly, and indirectly – as a result of his mentorship, insights and expertise.
Slawski did SEO before Google existed. Heck, he did SEO before SEO was even called SEO.
He started when all of this online stuff was simply known as internet marketing and web promotion, in 1996. He provided consulting services to help make websites easier to find online, help make them easier to use, and increase conversions and revenue for clients.
Throughout his career, Slawski worked on all types of sites – nonprofits, Fortune 500, educational institutions, e-commerce, professional services, consumer goods, B2B and more.
Prior to his search marketing career, Slawski earned a Juris Doctor degree and was a legal and technical administrator at the highest level court in Delaware for 14 years. Slawski lived in Carlsbad, California.
For many in our industry, Slawski was probably best-known for researching, analyzing, interpreting and writing about Google and search-related patents and algorithms at SEO by the Sea. He started the SEO by the Sea blog in June 2005.
On SEO by the Sea, Slawski covered it all – from the classics (PageRank, TrustRank, information retrieval) to today (machine learning, the Knowledge Graph, entities).
They were many.
Aside from writing on his own blog, Slawski contributed articles to the Go Fish Digital blog and other search marketing publications. Slawski was a contributing author here at Search Engine Land from December 2006 to July 2008. You can read Slawski’s articles here.
Slawski was also a popular speaker at several search conferences, including several SMX events. He also did several webinar presentations and was an in-demand guest for multiple SEO podcasts.
Slawski had been active in SEO forums, including serving as a co-administrator on Cre8asite Forums.
In addition to all of that, he was extremely active on Twitter, sharing his own insights and content, as well as from others. He was particularly vocal about debunking SEO myths and misinformation.
That is how Search Engine Land’s own Barry Schwartz described Slawski in 2020.
After Slawski suffered a stroke, Schwartz created a tribute site: billslawski.com. Schwartz asked SEOs for stories about how Slawski had helped them in their career. And they sure delivered.
The site is filled with hundreds of stories and memories, published on a near-daily basis, from Dec. 15, 2020 until May 10, 2021.
One of those stories from Slawski himself, who updated the community on his status:
Thank you to everyone who took a moment to write something, or to send me something while I was in the hospital. I had a small brain clot, and am now taking aspirin as a blood thinner. The clot caused a stroke, which had the effect of throwing off my center of balance, and made it difficult to walk and made me concerned about falling over. I was in hospitals for 2 months going through 3 hours of rehab a day. A lot of that was learning to use a wheeled walker and then a cane to help me get around. By the time I was discharged, I had started walking unassisted. At home, I spent a lot more time walking without a walker or a cane. I am a little clumsier than I was before but can walk fairly well. I am riding a stationary bike 40 minutes a day, and tracking my steps walking too. The stroke did not impact my ability to think or talk or do SEO. The Speech therapists checked me on that, giving me logical puzzles to work through to make sure that I could. They were puzzles that could have fit into spreadsheets, and to someone used to doing site audits were just not very challenging – they kept on saying that they needed more advanced books.
A shoutout to my team at Go Fish Digital, who sent me plants to look at, and to a number of local SEOs who sent me a succulents and a couple of Doordash gifts so that I could order breakfasts directly from them. I managed to keep my connection to Twitter working during that time, and a couple of people who were local ending up helping me make sure that I made it home, and took care of some issues with the DMV and paying my bills during the hospital stay. After 2 months away from a computer, it took me a few tries to write and send emails. I have written about a few patents already, and am now chatting weekly about SEO. I agreed to a chat this week on the future of SEO, 9 years after Penguin, on Twitter Spaces. Have to learn how to use that first. I hope to talk to everyone soon Thank you for setting this website up, Barry. It really has been nice to see a new post on it every day as I continue to work on relearning how to walk.
We are all still in shock and processing this devastating loss.
News quickly spread of Slawski’s passing on Twitter and word-of-mouth. Here’s just a small sampling of reactions from the search community, upon learning of Slawski’s death.
Bill was a shining beacon for all those who wanted to understand often complicated search patents. And SEO generally. I knew and appreciated his kindness and thoughtfulness. This is a terrible loss. Thoughts to his family, friends and coworkers. You’ll be missed, Bill. https://t.co/yXRzVQEAvj
So, so sad. 😢 He was such a smart and generous man. A true legend in SEO. We’ll all miss him tremendously.
RIP Bill. He had a huge influence on me, and I’m thankful he came to see me speak that time I built a huge part of my presentation as a tribute to ways of thinking I learned from him. So sorry to hear this.
So sad. I’ve known Bill for more than 20 years. He dropped me a note just recently when he found out my new HQ was in San Diego and I’m due to go there in a couple of weeks. I really valued our long time friendship, and such a great contribution to the industry. RIP Bill.
I JUST spoke to him a couple of weeks ago about us getting together here in San Diego. He seemed fine and in good spirits.

I was honored to call Bill a friend. An incredible loss personally, and professionally. My deepest sympathies.
Few people have made as big an impact on the SEO industry as @bill_slawski. The place won’t feel the same without him.
I’m speechless… without words! My dear friend, mon ami, my confident in SEO, patents, algo’s, flowers, sunsets, sunrise, my go to chat friend is gone?! You will be missed Bill, R.I.P.❤️
Bill gave so much knowledge and love to the SEO community. Your kind spirit and generosity will be greatly missed.
This is very sad news, thoughts for his family. And our industry is losing a very valuable person, who passed on so much knowledge to our large SEO community around the world. Bill will leave a very big void. Thank you for your generosity!
Rest in peace, Bill. We all miss you.
Postscript: Bill Slawski’s official obituary can be found here. You can share a memory on his Tribute Wall. You can also plant a tree, or make a charitable donation, in his memory.
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Mastering the digital landscape: 5 powerful strategies to elevate your SEO game – Insider Monkey

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In the ever-evolving world of digital marketing, staying ahead of the curve is crucial for businesses looking to make their mark online. As we navigate through the complexities of search engine optimization (SEO), it’s essential to arm ourselves with the most effective strategies to boost our online presence. Whether you’re a seasoned pro or just starting out, there’s always room for improvement in your SEO game. Let’s dive into five game-changing tactics that can help you climb the search engine rankings and attract more organic traffic to your website.
Before we delve into the nitty-gritty, it’s worth noting that the landscape of SEO is constantly shifting. What worked yesterday might not work tomorrow. That’s why staying informed and adaptable is key. According to Increv.co keeping up with the latest trends and best practices in the field will lead to higher search traffic.
Now, let’s explore the five powerful strategies that can take your SEO efforts to the next level.
The phrase “content is king” has been a mantra in the SEO world for years, and it still holds true today. Search engines are constantly refining their algorithms to provide users with the most relevant and valuable content. This means that creating high-quality, informative, and engaging content should be at the core of your SEO strategy.
But what exactly constitutes “high-quality” content? Here are some key factors to consider:
Relevance: Your content should directly address the needs and interests of your target audience. It should provide answers to their questions and solutions to their problems.
Originality: Avoid rehashing the same information that’s already out there. Bring fresh perspectives, unique insights, or new data to the table.
Depth: Don’t just scratch the surface. Dive deep into topics and provide comprehensive coverage that truly adds value to your readers.
Readability: Structure your content in a way that’s easy to digest. Use headings, subheadings, short paragraphs, and bullet points where appropriate to break up large blocks of text.
Multimedia elements: Incorporate images, videos, infographics, or interactive elements to enhance engagement and provide a richer user experience.
Remember, it’s not just about creating content for search engines. Your primary focus should be on providing value to your human readers. When you consistently produce high-quality content that resonates with your audience, search engines will take notice, and your rankings will improve as a result.
In recent years, Google has placed increasing emphasis on user experience (UX) as a ranking factor. This shift has been crystallized in the introduction of Core Web Vitals, a set of metrics that measure key aspects of user experience on the web.
The three main Core Web Vitals are:
1. Largest Contentful Paint (LCP): This measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.
2. First Input Delay (FID): This measures interactivity. Pages should have an FID of less than 100 milliseconds to ensure a good user experience.
3. Cumulative Layout Shift (CLS): This measures visual stability. Pages should maintain a CLS of less than 0.1 to avoid unexpected layout shifts.
Optimizing for these metrics not only improves your search engine rankings but also enhances the overall user experience on your site. Here are some steps you can take to improve your Core Web Vitals:
Optimize images: Compress and properly size images to reduce load times.
Minimize JavaScript: Reduce or defer the loading of non-essential JavaScript.
Improve server response time: Upgrade your hosting or implement caching to speed up server response.
Optimize CSS: Minimize and inline critical CSS to reduce render-blocking resources.
Use a Content Delivery Network (CDN): This can help deliver your content more quickly to users around the world.
Remember, a better user experience leads to longer visit durations, lower bounce rates, and higher engagement – all signals that search engines interpret as indicators of quality content.
As search engines become more sophisticated, they’re moving beyond simple keyword matching to understand the context and intent behind search queries. This shift towards semantic search is powered by advances in natural language processing (NLP) and machine learning.
To optimize for semantic search, consider the following strategies:
Focus on topics, not just keywords: Instead of fixating on specific keywords, think about the broader topics and themes that are relevant to your content. Create comprehensive, in-depth content that covers all aspects of a topic.
Use related terms and synonyms: Incorporate a variety of related terms and synonyms in your content. This helps search engines understand the context and relevance of your content.
Implement structured data: Use schema markup to provide search engines with more context about your content. This can help your pages appear in rich snippets and other enhanced search results.
Optimize for voice search: With the rise of voice-activated devices, optimizing for conversational queries is becoming increasingly important. Focus on natural language patterns and long-tail keywords that mirror how people speak.
Create content that answers questions: Identify common questions in your niche and create content that directly addresses these queries. This can help you capture featured snippet positions in search results.
By aligning your content strategy with the principles of semantic search, you can improve your visibility for a wider range of relevant queries and provide more value to your audience.
Despite the many changes in SEO over the years, backlinks remain a crucial factor in determining a website’s authority and ranking potential. However, it’s important to note that not all backlinks are created equal. The focus should be on acquiring high-quality, relevant backlinks from reputable sources.
Here are some effective strategies for building valuable backlinks:
Create linkable assets: Develop high-quality, unique content that naturally attracts links. This could include original research, comprehensive guides, infographics, or interactive tools.
Guest posting: Contribute guest posts to reputable websites in your industry. This not only helps you build backlinks but also establishes you as an authority in your field.
Broken link building: Identify broken links on relevant websites and offer your content as a replacement. This provides value to the website owner while earning you a backlink.
Digital PR: Leverage public relations tactics to gain mentions and links from news outlets and industry publications. This could involve creating newsworthy content, offering expert commentary, or participating in industry events.
Collaborate with influencers: Partner with influencers or thought leaders in your industry for content collaborations or interviews. This can lead to valuable backlinks and increased exposure.
Remember, the key is to focus on quality over quantity. A few high-quality backlinks from authoritative sources can be far more valuable than numerous low-quality links.
For businesses with a physical presence or those serving specific geographic areas, local SEO is a game-changer. With the increasing prevalence of “near me” searches and the prominence of local pack results, optimizing for local search can significantly boost your visibility to nearby customers.
Here are some key strategies to enhance your local SEO:
Claim and optimize your Google My Business listing: Ensure your business information is accurate and complete. Add photos, respond to reviews, and keep your hours updated.
Consistent NAP information: Make sure your Name, Address, and Phone number (NAP) are consistent across all online directories and your website.
Encourage and manage reviews: Positive reviews not only improve your local search rankings but also influence potential customers. Encourage satisfied customers to leave reviews and respond professionally to all reviews, both positive and negative.
Create local content: Develop content that’s relevant to your local area. This could include local news, events, or location-specific services.
Build local backlinks: Seek opportunities for backlinks from local businesses, chambers of commerce, or community organizations.
Optimize for mobile: With many local searches happening on mobile devices, ensuring your website is mobile-friendly is crucial for local SEO success.
By implementing these local SEO strategies, you can improve your visibility in local search results and attract more customers in your area.
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Search News Buzz Video Recap: Google Ranking Volatility, Apple Intelligence, Navboost, Ads, Bing & Local – Search Engine Roundtable

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For the original iTunes version, click here.
Well over a week after the Google August 2024 core update finished, we still have a ton of volatility. Apple Visual Intelligence was demoed at the Apple event this week, it is neat. I covered a bunch of statements on Navboost over the years from Googlers and others. Google replaced the cache link with a link to the Internet Archive’s Wayback Machine. Google added a spam warning to the Indexing API documentation. A new report shows that about half of the links in the AI Overviews are from the top traditional search results. Google is showing AI Overviews for commercial shopping queries again. Google is testing a new interface for AI Overviews. Google said Exif data is not used for rankings. Google Search now supports a new ineligible region property. Bing may use ProductGroup markup in the future. Bing also treats 308 redirects like 301 redirects. Google Ads is sunsetting eCPC in March 2025. Google Ads is testing a new ad label design. Google Ads introduced confidential matching for privacy reasons. Google is emailing LSA advertisers about verification requirements. There has been an increase in complaints from advertisers about fraud in the Google Ads Search Partner Network. Google Business Profiles emails about broken appointment links. Google Maps shows business photos in reviews. Bing is testing Facebook and Yelp icons in the reviews in the local pack. That was the search news this week at the Search Engine Roundtable.
Sponsored by Similarweb, the all-in-one- strategic SEO software. Get clarity of the SEO landscape through competitor analysis, keyword research, rank tracking, SERP insights and more. With industry-leading traffic and keyword data, based on real user journeys, Similarweb gives SEO professionals the whole picture so they can strategize smartly and drive sustainable business growth.
Make sure to subscribe to our video feed or subscribe directly on iTunes, Apple Podcasts, Spotify, Google Podcasts or your favorite podcast player to be notified of these updates and download the video in the background. Here is the YouTube version of the feed:
Search Topics of Discussion:

Please do subscribe on YouTube or subscribe via iTunes or on your favorite RSS reader. Don’t forget to comment below with the right answer and good luck!
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Content & Brand Storytelling: Be A Better Brand Storyteller [Podcast] – Search Engine Journal

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
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In the world of SEO, search marketing, and content marketing, it’s becoming clear that getting a solid grip on the customer’s needs, desires, and lifestyle is equally essential to building your brand’s unique persona and story.
Ryan Kutscher, the creative force and founder behind CIRCUS MAXIMUS, joined me on the SEJShow to talk about how his team creates compelling brand narratives. We covered their use of Ikigai, a profound Japanese concept that translates to “a reason for being.”
This concept is a remarkable tool in their storytelling arsenal, providing a fresh perspective that introduces depth and purpose to their narratives. In this episode, we’ll gain invaluable insights into how Ikigai can be utilized to create more meaningful, impactful stories, ultimately adding a rich layer of authenticity to your brand narrative.
​​We take a step back for brands to think more narratively about what the story they’re trying to tell is. And then think about how they’re applying that to the customer journey rather than tactics first, which just makes your head explode these days. –Ryan Kutscher, 04:38
Sometimes as a business owner or an executive, you assume that the entire company gets the mission and what you said is a human mission. So, one of the things lacking in the workplace, so that’s been lacking in the workplace for the past 20-30 years, is purpose. What gets you up in the morning? –Loren Baker, 07:22
[00:00] – About Ryan
[02:43] – How they craft memorable brand narratives and characters
[08:50] – How human mission & passion comes in.
[11:57] – The Mark Cuban example.
[16:05] – How to get started with the voice of the customer.
[17:48] – How do companies earn revenue from pinpointing passion & mission?
[19:39] – Uber & Lyft example.
[24:46] – The In & Out Burger example.
[28:36] – Brands Ryan worked with applying Ikigai.
[32:11] – Other ways listeners can use the Ikigai concept.
[34:56] – How important are videos?
Resources mentioned:
Circus Maximus – https://www.circusmaximus.com/
The first question that we ask is why? Why is your brand doing what it’s doing? What is the brand’s purpose? That answer is not to make money or increase revenue by a quarter. It’s not a business goal. It’s a human mission. If everyone can kind of answer those questions the same way, or at least have an understanding of how the brand wants to answer those questions, they start to work for that idea or that narrative, and then that helps them do their job better and hopefully helps them tell their story better, tell the story better. There’s an internal role of answering these questions and having this shared narrative, and there’s an external role. So that’s where it starts, with purpose. –Ryan Kutscher, 05:32
People like Mark Cuban, who are successful entrepreneurs, understand that you start with the mission and then build the company around it. You don’t start with the company and then build a mission backward. And when you have a mission clearly defined, the people you need to help you build that company come to you because they’re attracted to the mission. And some of those people are customers. So that’s the power of the mission. –Ryan Kutscher, 13:32
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Connect With Ryan Kutscher:
Ryan Kutscher stands at the helm of Circus Maximus, an innovative agency transforming the advertising landscape. With a unique model that blends branding, content, and media, Ryan, founder and CEO, has propelled brands onto global platforms, partnering with industry giants and burgeoning start-ups.
Beyond his leadership role, Ryan is recognized for his creative approach to life. He champions entrepreneurship within his team, urging them to infuse creativity into their daily lives. And amidst all these, he finds joy in the companionship of his Australian Shepherd, Rudder.
Connect with Ryan on LinkedIn: https://www.linkedin.com/in/ryan-kutscher-a282605/
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