Charley Spektor on Google Search Console vs Other Tools and Proof of Concept SEO


In Part 1, we talked about Charley Spektor’s background and the joys of working on The Home Depot Project and bonding. Then in Part 2, we talked about Search Console which helped us refine keyword opportunities and the importance of content pillar pages.

(0:14) Search Console vs Google Ads and other tools:

He said the disparity between what you see in Google Search Console versus Google Ads keyword tools and even other third-party tools is significant. He explained why he thinks this is more the case with niche industries. A low volume of research can be difficult for these tools to obtain accurate information and data. That’s why you hire SEOs who can interpret the data in the tools and deliver a strategy that makes a difference.

With the Screaming Frog tool, you can quickly find gaps by exploring your competitor’s sites. You can quickly see in a word cloud, then you can dive in and see what type of keywords you need to target and the terminology they use. As you can see, using multiple tools together and getting the details you need really takes an expert.

(6:11) Google MUM algorithm:

We then briefly talked about Google MUM and how Google uses it to unify the way people search for COVID vaccine names. The big question is how MUM will be used to potentially impact content pillar pages or maybe it won’t impact all of this at all. But Google has a long way to go here, they’re making great strides but still.

(9:59) Proof of SEO content:

We then walked through how to go about the little things with content and SEO to see if any proof of concept content will actually rank in Google. And if some work, from there you can develop more. It can help customers decide if they want to work with you and spend more with you. He said 20% of the content worked great, but 80% of that content worked well or not well. So you need to test enough content with this proof of concept method. So you have to test and try more and more because you don’t know what will work.

You can read more about Charley Spektor at

The third part is next week!

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