If you want to improve your website’s visibility and attract more organic traffic, you’re in the right place. Search Engine Optimization (SEO) remains a crucial component of digital marketing success, with recent studies showing that 91% of marketers achieved positive results from their SEO efforts in 2024.
Each blog post should be optimized for specific search intents and conversions to enhance SEO and user experience.
In this comprehensive guide, we’ll explore how SEO has evolved and share insights from industry experts who have mastered the art of search optimization. Whether new to SEO or looking to refine your strategy, you’ll find actionable advice to improve your online presence.
The Current State of Search Engine Optimization
Digital marketing continues to transform, and staying ahead means understanding the latest trends. Artificial intelligence now appears in 7.6% of Google search results, fundamentally changing how users access information online. This shift requires content creators to adapt their strategies for AI-enhanced search results.
Mobile optimization is no longer optional, it’s essential. With mobile devices accounting for 60% of global internet traffic, your content must perform flawlessly across all devices to maintain visibility in Google’s search results. Organic search drives approximately 33% of all website traffic, proving that SEO remains a powerful tool for reaching your target audience.
Learning from Industry Leaders: A Personal Journey
At Vidpros, we’ve taken a hands-on approach to understanding modern SEO. Throughout 2024, our CEO immersed himself in conferences and built meaningful relationships with SEO experts and shared his learnings to us. These connections have transformed how we approach video content optimization.
Here’s why you should care:
Content creators need to evolve their approach as search engines become increasingly sophisticated. To effectively optimize website content and improve search engine rankings, it is crucial to find relevant keywords using tools like Semrush and Google Keyword Planner.
Now, here’s what you need to focus on:
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Quality content creation. Search engines are better than ever at identifying valuable content. Focus on understanding and addressing your audience’s needs rather than just following fundamental SEO rules.
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Strategic AI integration. New AI tools can streamline your content optimization process, freeing up time for creativity and originality.
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Multi-platform presence. While Google remains dominant, platforms like TikTok and Reddit are gaining significance. Your content strategy should account for visibility across all relevant channels.
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Internal links. Emphasize the importance of internal links in building a website’s SEO structure and enhancing user experience. Internal links assist in passing PageRank, help search engines navigate the site, and avoid orphan pages, contributing to better indexing and improved rankings.
As we move into 2025, the path to SEO success requires technical knowledge and creative content strategies. While data shows SEO still works, staying updated with best practices is more critical than ever.
To help content creators master these changing methods, we’ve gathered insights from SEO experts who have shaped the industry with their innovative approaches and proven strategies. These thought leaders have adapted to the changing landscape and helped many others understand and implement SEO in the AI era.
Let’s hear from the experts.
Technical SEO Gurus and Search Engine Rankings
Kyle Roof

Kyle Roof is an SEO guru for his scientific approach to understanding how search engines work. He doesn’t rely on assumptions; his strategies are based on data and testing.
With over 400 controlled tests, Roof has changed how we think about search engine optimization.
His work is so significant that he has a patent for his testing methods (US Patent #10,540,263 B1). One of his most important findings is that well-optimized content can sometimes perform better than what we consider “higher-quality” content.
Roof’s testing approach is methodical and detailed. He examines specific elements on web pages that Google uses to rank, testing each to see its impact. This approach led him to create PageOptimizer Pro, which helps others analyze and improve their content based on what’s working for top-ranking competitors.
While Roof is known for website SEO, his methods also work for video content. He says three things for video success:
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Proper metadata setup.
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Strategic keyword targeting.
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User interaction with videos.
“The secret to ranking is hiding in plain sight.”
This simple statement summarizes his approach: Google shows us what it values; we must pay attention and test our assumptions. His method shows that SEO success comes from testing and observation, not following unproven “best practices.”
Chris Palmer

Chris Palmer has made a name for himself in the SEO world by being the technical expert who makes websites work better for search engines and users. His expertise is fixing the hidden problems that prevent websites from reaching their full potential.
Using Google Search Console is essential for monitoring and improving website SEO performance, as it helps assess Core Web Vitals, identify outdated content, analyze traffic-driving pages, optimize meta descriptions and title tags, and discover previously unnoticed ranking keywords.
Palmer’s work is about ensuring websites have a solid technical foundation. He looks at three things:
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Finding and fixing crawl errors that prevent search engines from reading websites properly.
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Solving indexing issues that prevent content from showing in search results.
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Improving site speed to keep visitors engaged.
For video content, he has some guidelines:
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Organizing and presenting videos in a logical way that makes sense to both users and search engines.
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Using unique code (schema markup) for search engines to understand video content.
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Videos load quickly without slowing down the whole site.
Palmer’s optimization approach includes:
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Setting up proper redirects to keep the value of old links and avoid broken pages.
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Creating detailed site maps to help search engines understand website structure.
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Using robots.txt files to guide search engines to the most important content.
“Technical SEO is not just about fixing issues; it’s about creating a seamless experience for both users and search engines.”
He means good technical SEO should make websites work better for everyone, not just search engines. His method proves that a solid technical foundation is key to any SEO strategy, especially when dealing with complex content like videos.
Koray Tuğberk Gübür

Koray Tuğberk Gübür brings an international view to technical SEO, combining advanced technical knowledge with global market understanding.
Gübür is an expert in Entity-based Contextual Search, an advanced approach that looks at how search engines understand content in context. His work shows that:
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The content matches what users are searching for.
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How search engines understand different types of content.
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Testing different approaches to see what works in different markets.
Working in different countries has given Gübür a unique global perspective on making content work. He says:
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Adapting content for different cultures while keeping brand messages the same.
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Using unique code (hreflang tags) to tell search engines to show the right content to users in different countries.
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How search behavior varies by region.
For video content, he has some specific approaches to make videos rank better in search results:
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Using schema to give search engines clear information about video content.
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Creating eye-catching thumbnails and titles that match what videos are about.
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Writing detailed descriptions with keywords to help people find videos more easily.
“SEO is not just about visibility; it’s about creating value for users through meaningful content.”
He means good SEO should give users valuable experiences, not just high rankings. His technical and international experience proves SEO needs to work across languages and cultures while staying user-focused.
Jason Hennessey

Jason Hennessey stands out for his scientific approach to understanding how search engines work, which he developed over twenty years after studying Google’s algorithm.
His method focuses on understanding exactly how search engines work:
- Studying how Google’s algorithm makes decisions.
- Data analysis was used to find patterns in search results.
- Constantly testing new ideas to see what works best.
- Making decisions based on actual results rather than assumptions.
When it comes to testing SEO strategies, Hennessey believes in being thorough:
- Testing different types of content to see what performs best.
- Trying different keywords to find which ones work better.
- Experimenting with website structure to improve results.
- Making changes based on actual performance data.
For making videos perform better in search, he recommends:
- Using unique code (structured data) to help search engines understand videos.
- Writing titles and descriptions that include relevant search terms.
- Making sure videos load quickly and work well on mobile devices.
- Regularly checking how videos perform in search results.
“SEO is not just a set of tactics; it’s a mindset of continuous learning and adaptation.”
This reflects his belief that success in SEO comes from being willing to learn and adjust as things change. His approach shows that successful SEO requires a combination of scientific testing, technical knowledge, and the ability to adapt to search engine changes.
Dejan Mladenovski

Dejan Mladenovski has earned recognition for his innovative approach to SEO through programmatic solutions built on 16 years of industry experience.
His method focuses on using data and programming to improve SEO:
- Creating systematic ways to handle SEO at a large scale.
- Using data to make decisions about what works.
- Testing different approaches to find the most effective solutions.
- Building systems that can adapt to changes in search engines.
When it comes to testing SEO strategies, Mladenovski is thorough:
- Regularly testing different ways to use keywords.
- Trying various content structures to see what works best.
- Checking how technical changes affect search rankings.
- Using A/B testing to prove what works.
“Programmatic SEO is about harnessing the power of data to create scalable solutions; when you combine creativity with analytics, you unlock limitless potential.”
This shows his belief that combining creative thinking with data analysis leads to the best results. His approach demonstrates that successful SEO comes from building systematic, data-driven solutions while leaving room for creative problem-solving.
Mike Fox

Mike Fox, founder and CEO of Corberry Digital, brings over 20 years of experience to SEO, with particular expertise in the plumbing and HVAC industries.
His method focuses on understanding both search engines and users:
- Using data to guide marketing decisions.
- Studying how search algorithms work.
- Understanding how users behave online.
- Applying insights from specific industries like plumbing and HVAC.
When it comes to testing SEO approaches, Fox is methodical:
- Running A/B tests to compare different options.
- Testing multiple variables at once to find what works best.
- Checking how different keywords perform.
- Studying how users interact with different content formats.
“SEO is not a one-time project; it’s a continuous journey that requires ongoing effort and adaptation.”
This reflects his belief that SEO success comes from consistent effort and willingness to change. His approach shows that successful SEO requires both technical knowledge and an understanding of specific industry needs, combined with a commitment to long-term improvement.
Content Strategists and Keyword Research
Tim Soulo

Tim Soulo, CMO at Ahrefs, brings a unique perspective that combines data analysis with practical content creation.
Leveraging a broader range of search queries can enhance content performance and traffic. Soulo’s method is about making content decisions based on research and data. He says:
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Know precisely what users are searching for.
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Look at how existing content performs in real life.
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Use expert knowledge to create content that stands out in competitive markets.
For video content, he has a strategic approach to keyword research:
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Find keywords that get many searches and match what viewers want to watch.
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Study competitor videos to see what works in specific markets.
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Use Ahrefs data to make informed decisions on video titles and descriptions.
Soulo’s content gap analysis helps websites find new opportunities by:
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Looking at what topics competitors are covering well.
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Finding keywords that aren’t being targeted yet.
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Create new content to fill the gaps in the market.
“Quality over quantity will always win in the long run.”
He means that creating fewer pieces of excellent content works better than making lots of average content. His work at Ahrefs has proved that good SEO comes from combining research with high-quality content creation, not just creating more content than competitors.
Ryan Law

Ryan Law, Director of Content Marketing at Ahrefs, brings a new perspective to content strategy. He says content should be continuously improved and editorially excellent.
Writing effective meta descriptions is crucial to increasing click-through rates (CTR) on search engines.
Law’s content strategy is based on the idea that great content develops over time. His method includes:
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Let content ideas grow and improve through multiple versions.
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Go back to existing content and improve it based on new information.
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Learn from how audiences react and adjust future content.
For videos that perform well in search, Law says:
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Do keyword research before creating any video content.
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Know exactly what viewers want to learn or solve.
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Make sure video titles and descriptions use keywords naturally.
Law has guidelines for writing video descriptions that work:
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Write clear summaries that tell viewers what they’ll learn.
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Include search terms without making it feel forced.
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Add extra value with helpful information and resources.
“The secret to great content is not what you say but how you say it– bring your perspective to every piece.”
He meant that authenticity and sharing personal stories make content stand out. His work shows that good content comes from planning and authenticity while always providing value to the audience.
Helene Jelenc

Helene Jelenc is about making content work for users and search engines, focusing on how information is structured and shared.
When optimizing content, it is essential to consider not only Google but also other search engines, as different platforms may have varying user search intents and content preferences.
Jelenc believes in making content easy to understand and understandable. Her method includes:
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Creating content hierarchies with proper headings and subheadings.
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Breaking up information into bite-sized chunks that make sense to the reader.
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Organizing content so both users and search engines can understand it better.
Jelenc’s work is finding out what users want. She does this by:
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Looking at what people are searching for online.
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Understanding why they’re searching.
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Creating content that answers people’s questions and solves their problems.
Jelenc suggests to share video content across:
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Multiple social media platforms to reach different audiences.
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Blog posts to make content more sticky.
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Other content creators to reach new viewers.
“SEO is about people as much as it is about algorithms.”
She means knowing how people think and behave, not just how search engines work. Her work shows that good content strategy needs human behavior and intelligent distribution.
Growth and Scale Experts
Karl Kangur

Karl Kangur broadly views digital marketing and how different channels can work together to produce better results.
Kangur has figured out how to combine different types of marketing:
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Make SEO work with content marketing and paid advertising.
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Create marketing campaigns where each part supports the other.
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Measure how different marketing efforts work together to achieve business goals.
When it comes to scaling video content, Kangur says:
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Turn existing content into video formats to get more value.
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Use data to know what videos work with viewers.
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Share videos across multiple social media platforms to reach more people.
Kangur is all about getting the best ROI from marketing:
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Set up straightforward ways to measure success.
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Check regularly how marketing is working.
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Use data to decide where to spend the marketing budget.
“Great execution is the ultimate differentiator in marketing.”
He means that while having good plans is essential, doing them well is what matters. His work shows that good marketing comes from combining different strategies while considering how well they work.
Travis Jamison

Travis Jamison has figured out how to grow video content and manage resources.
Jamison’s video content strategy is about creating content people want to share:
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Videos that target specific audiences.
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Multiple social media platforms to reach more viewers.
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Viewer data to improve video over time.
Jamison says create different types of content to reach more people:
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Short and long videos serve different purposes.
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Educational and promotional content.
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Content that works for people at different stages of the buying journey.
When it comes to getting the most out of marketing resources, he says:
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Focus on the most significant impact projects.
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Invest in good-quality video production.
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Use data to decide where to spend time and money.
“The future of marketing is video; if you’re not telling your story through compelling visuals, you’re missing out on connecting with your audience.”
He means video is becoming table stakes for reaching and connecting with your audience. His work shows good video marketing, which involves planning, diverse content, and intelligent resource management.
Link Building, Internal Linking, and Authority
Matt Diggity

Matt Diggity is known for building site authority and link-building. Diggity’s link-building for content is about natural growth:
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Create content people naturally want to link to.
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Create helpful content like tutorials that solve specific problems.
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Guest posting to share content.
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Build relationships with influencers who can share content.
When it comes to being an authority in your space, Diggity says:
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Cover every aspect of your topic.
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Research all the keywords in your niche.
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Create a detailed plan that shows how topics connect.
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Write in-depth content that covers each topic.
Diggity says to make websites that work for users and search engines:
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Clear categories that make sense to visitors.
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Intelligent internal linking between related content.
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Videos are easy to find and logically organized.
“Building topical authority is your best defense against algorithm changes; when you own the topic, you own the traffic.”
He means being an expert in your space provides lasting benefits that survive the changes in how search engines work. His work shows that SEO is about building absolute authority through quality content and good site structure.
Julian Goldie

Julian Goldie has done SEO by building genuine relationships and creating content that helps people.
Goldie’s outreach to others in the industry is about building real connections:
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Write personal messages that show interest in others’ work.
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Use existing relationships to make new connections.
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Engage with potential partners on social media in a meaningful way.
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Partnerships that benefit everyone.
When it comes to being an authority in your space, he says:
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Find the best existing content and make it better (the Skyscraper Technique).
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Create in-depth content that covers every aspect of a topic.
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Use different formats like video and podcast to share expertise.
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Consistently deliver content that solves real problems.
He says strong professional networks are key to success:
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Attend industry events to meet others in the space.
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Participate in online communities to share knowledge.
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Collaborate with others on projects that benefit everyone.
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Build relationships that last beyond one project.
“Authority is built through consistent value; every piece of content should aim not to inform but to transform.”
He means beneficial content is the key to building authority. His work shows that SEO is about building genuine relationships and content that makes a difference in people’s lives.
Capping off
Our CEO, Mike Holme’s journey into the world of SEO last year has been eye-opening. He sat down with thought leaders, exchanged ideas at conferences, and built connections that have reshaped Vidpros’ understanding of video optimization. These firsthand experiences with industry experts have enriched our approach to serving content creators and businesses.
As we’ve seen from these industry experts, successful SEO in 2025 requires a combination of technical expertise, content excellence, and strategic relationship building.
The key is to start implementing these strategies systematically, measuring results, and adjusting your approach based on data. By applying these insights and consistently focusing on quality and value, you’ll be well-positioned to drive sustainable organic growth for your business.