SEO Podcast #65: Ex-Googler Reveals The Truth About Search Quality & Predicts The Future Of SEO #65
Episode #65 of the SEO Podcast by #SEOSLY features Pedro Dias, an ex-Googler turned independent SEO consultant. Pedro shared so many insightful perspectives on SEO and search quality.
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Watch the interview with Pedro Dias
Listen to the interview with Pedro Dias
You can listen to episode #65 of the SEO Podcast by #SEOSLY below.
Interview notes
I had the honor of interviewing Pedro Dias, an ex-Googler turned independent SEO consultant, on my podcast. Pedro shared so many insightful perspectives on SEO and search quality.
Background on Pedro Dias:
- Started out studying web design and working in advertising agencies before joining Google in 2006
- Was hired by Google’s Ireland office to work on the Portuguese language market
- Went through a 5-6 stage interview process focused on practical web development knowledge and mindset fit
- Began as a contractor doing search quality evaluation and then converted to full-time employee in 2007
- Helped build internal tools for detecting spam and policy violations within search results
- Led search quality efforts for Portuguese language market, identifying issues and trends
- Left Google in 2011 and co-founded an SEO agency in Brazil with other ex-Googlers
- Agency grew to 70-80 employees working with major brands and ad agencies
- Shifted focus to independent consulting, working within client product teams rather than marketing
- Recently moved to London in 2020 and started new solo consulting business
- Current clients include eBay, MercadoLibre, publishers in the UK
Key Quote:
“Your brain is more important than the tool.”
Pedro Dias
Perspectives on Search Quality:
- Quality is subjective and dynamic, based on user expectations rather than dictated by Google
- As expectations evolve, what was once high quality content may degrade over time
- Google assesses quality via user behavior changes to algorithm tweaks
- English language results often higher quality given more usage volume and scrutiny
- Search quality team started by testing changes with English results first
- Then collaborated with analysts fluent in other languages to understand local market issues
- Had to balance removing low quality results with potential tradeoffs of few alternatives
- Tough to dictate hard rules when violations didn’t fit neatly into existing guidelines
- Group of analysts would meet to decide right course of action in these gray areas
Thoughts on Web Accessibility:
- Many SEO best practices originally came from web accessibility guidelines
- Alt text on images, semantic HTML headings, keyboard navigation all tie to accessibility
- Critical to experience site through screen readers and keyboard, not just visually
- Tools like Lighthouse help audit accessibility, but insufficient on their own
- Need to study broader accessibility principles and design inclusively
- Apply SEO on top of solid accessible foundation
Perspectives on UX and SEO:
- User experience includes information architecture, accessibility, usability
- Plan logical IA early on – helps avoid constant site migrations later
- Organize IA based on business vertical, audience, product complexity
- Don’t overcomplicate IA on large sites or keep too simple on niche sites
- Use sitemaps, subfolders vs subfolders based on UX purpose
- Apply SEO expertise on top of UX best practices, not the other way around
- Know real user needs before chasing SEO tactics
- Breadcrumbs useful for IA but ensure they fit appropriate context
Thoughts on the Future of SEO:
- AI will augment technical SEO work but not replace strategy
- Leverage AI for assistance with data queries, analysis, etc.
- But human insight still required to determine goals and approach
- Don’t let tools drive strategy – they don’t understand nuances
- SEO expertise will still be vital even as AI capabilities improve
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Want to become a guest or provide ideas for the show?
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