In an episode of Google’s Search Off the Record podcast, the topic of SEO expertise sparked an eye-opening discussion. The conversation highlighted a significant disconnect between how SEOs perceive Google’s ranking algorithms and how Googlers understand and explain them. This gap is so pronounced that Google’s Gary Illyes admitted:
“Sometimes, I don’t know what SEOs are talking about.”
SEO Expertise: Myth vs. Reality
During the podcast, Martin Splitt shared insights from a recent event in Turkey, where he engaged with Turkish publishers and SEOs. Many attendees voiced concerns about poor search results. However, upon closer examination, the issue wasn’t Google’s search engine—it was the way Turkish websites were built. Splitt remarked:
“…we worked out as a group… there are a lot of problems with the way that content is created in Turkish languagewebsites.”
Gary Illyes expanded on this, pointing out how subjective SEO expertise can be. According to him, some self-proclaimed “newbies” are surprisingly knowledgeable about technical aspects like HTTP, crawling, and indexing. Meanwhile, certain “gurus” often ask nonsensical questions.
He explained:
“The newbie knows way more about… crawling and indexing… and then you talk to the guru, and the questions themselves don’t make sense.”
This disconnect underscores a broader issue: a persistent gap in understanding between SEOs and Googlers.
The Knowledge Gap: SEOs vs. Google
One example of this disconnect is the long-standing debate over “domain authority.” SEOs often talk about it as if it’s a ranking factor, while Google has repeatedly denied its existence. During a Google Search Central Hangout, John Mueller clarified:
“Google doesn’t evaluate a site’s authority… it’s not something where we would give you a score on authority.”
Despite such clarifications, misconceptions like these remain widespread in the SEO community.
Rethinking SEO Expertise
Martin Splitt and John Mueller discussed how SEOs are often judged by proxy metrics, such as the size of the sites they manage or the impressions they handle. But these metrics don’t always reflect true expertise.
Splitt noted:
“It’s super subjective… even specialists can have gaps in fundamental SEO concepts.”
The podcast hosts pondered whether this disconnect arises from Google’s documentation being unclear or SEOs struggling to absorb the vast amount of information available.
Lizzi Sassman posed an important question:
“Is it that they don’t know the documentation exists? Or is it that they’re overwhelmed by the amount of information?”
Martin admitted that he didn’t have a definitive answer but emphasized the need for more conversations with the SEO and publishing communities to bridge this gap.
What Defines an SEO Expert?
The takeaway from Google’s discussion is clear: SEO expertise is subjective, and no single definition applies. Whether you’re a “guru” or a “newbie,” the key to growth lies in listening, learning, and staying open to new perspectives.
As members of the search marketing community, it’s essential to embrace constructive dialogue and acknowledge that even the most seasoned SEOs can have blind spots. Expertise is not about having all the answers—it’s about knowing how to ask the right questions.
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