Old School SEO with Kristjan Mar Hauksson

TL;DR

Kristjan Mar Hauksson shares his journey and insights into the evolving SEO landscape.

Transcript

so welcome to today's podcast where I'm joined by one of the most famous issues from back in the day and question from Ashland I'm not even gonna try and pronounce the Mar how Kissin a because I probably get it wrong but it's something like question mark hocus anar hawks and how to pronounce actually testing you can I was cool to see scat wheeled y... Read More

Key Insights

• Kristjan Mar Hauksson's journey into SEO began accidentally through his background in electronics and system engineering, which helped him reverse-engineer search algorithms.
• The early days of SEO were marked by simpler algorithms from search engines like Yahoo and AltaVista, until Google entered and changed the landscape significantly.
• Hauksson emphasizes the importance of educating the market about SEO, which led him to start a conference in Iceland to enlighten the local business community.
• He highlights the enduring value of fundamental SEO practices, such as good site architecture, quality content, and proper technology, despite changes in algorithms.
• Kristjan has transitioned from tactical SEO to a more strategic role, helping companies integrate digital marketing into their broader business strategies.
• The SEO industry is filled with creative individuals, using innovative methods to achieve results, but it also has a darker side with some practitioners working in less transparent areas.
• SEO remains undervalued by many companies due to its long-term nature, contrasting with the immediate results seen from other marketing efforts like PPC.
• Kristjan believes in taking on projects that he can be proud of in the long term, avoiding those that may not reflect well on him in the future.

Questions & Answers

Q: How did Kristjan Mar Hauksson get into SEO?

Kristjan Mar Hauksson's entry into SEO was somewhat accidental. With a background in electronics and system engineering, he was involved in building computers and programming. His technical knowledge allowed him to reverse-engineer search algorithms, which piqued his interest in SEO. This journey began in the mid-1990s when the internet was becoming a significant part of business marketing.

Q: What role did Google play in changing the SEO landscape?

Google's entry into the search engine market was a game-changer for SEO. Before Google, search engines like Yahoo and AltaVista had simpler algorithms. Google's more sophisticated algorithms required a deeper understanding and a more strategic approach to SEO. This shift made SEO more complex and competitive, prompting professionals like Kristjan to continually adapt and learn new strategies.

Q: Why did Kristjan start a conference in Iceland?

Kristjan started a conference in Iceland to educate the local market about SEO. He realized that to grow the industry in a small country like Iceland, it was essential to enlighten businesses about the benefits and strategies of SEO. By bringing experts and thought leaders to Iceland, he aimed to increase awareness and understanding, ultimately benefiting his own business and the broader market.

Q: What are the enduring fundamentals of SEO according to Kristjan?

Kristjan emphasizes three key fundamentals of SEO: good site architecture, quality content, and proper technology. These elements form the foundation of effective SEO practices. Regardless of algorithm changes, maintaining a well-structured website with unique content and robust technology is crucial for achieving long-term SEO success.

Q: How does Kristjan view the creative aspect of SEO?

Kristjan sees SEO as a field that requires significant creativity. SEOs must think innovatively to develop content strategies, build links, and optimize websites. This creativity is not only about technical skills but also about understanding human behavior and creating content that resonates with audiences. He believes that SEO professionals are some of the most creative individuals in the marketing industry.

Q: Why is SEO often undervalued by companies?

SEO is often undervalued because it requires patience and long-term investment. Unlike PPC or other marketing efforts that offer immediate results, SEO takes time to show its impact. Many companies measure marketing success quarterly or annually, which doesn't align with the gradual nature of SEO. As a result, businesses may overlook its potential value and fail to allocate sufficient resources.

Q: What criteria does Kristjan use to choose projects?

Kristjan chooses projects based on whether he can be proud of them in the long term. He avoids projects that might not reflect well on him in the future. His focus is on taking on work that he can talk about proudly in ten years' time. This approach ensures that he maintains integrity and aligns with projects that have a positive impact.

Q: What is Kristjan's current focus in his professional work?

Kristjan is currently focused on building marketing automation systems that integrate SEO, content, and other digital marketing efforts. He is developing solutions for lead nurturing and business analytics, using tools like Salesforce and HubSpot. His work aims to create comprehensive systems that enhance marketing efficiency and effectiveness, leveraging his extensive experience in SEO and digital strategy.

Summary & Key Takeaways

• Kristjan Mar Hauksson shares his journey from electronics and system engineering to becoming a renowned figure in the SEO industry. He emphasizes the importance of understanding the fundamentals of SEO, which remain relevant despite the ever-changing algorithms.

• Hauksson discusses the value of educating the market on SEO, which led him to start a conference in Iceland. He highlights the creativity required in SEO and the industry's potential for both positive and negative applications.

• SEO is often undervalued due to its long-term nature, but Kristjan believes it is one of the most important marketing efforts a company can undertake. He advises focusing on projects that can be looked back on with pride.