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.
I invite you to subscribe to the SEO Podcast by #SEOSLY to keep learning SEO with me and the SEO experts I interview.
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.
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
“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
Follow SEO Podcast by #SEOSLY
You can subscribe to the SEO Podcast by #SEOSLY on popular podcast platforms or check the website of the podcast.
Make sure to subscribe to my SEO newsletter to stay fully informed and be notified when a new episode comes out.
You can subscribe to my newsletter using the form below.
The SEO Podcast by #SEOSLY is sponsored by JetOctopus
JetOctopus is a cloud-based website crawler and SEO log analyzer. The tool allows you to analyze your website structure, check for broken links, detect technical SEO issues, and monitor your website’s ranking in search engines.
JetOctopus is the fastest and most affordable SaaS crawler and logs analyzer without limits.
Want to become a guest or provide ideas for the show?
If you want to become a guest on the show or you want to share ideas, feel free to contact me. I will be happy to hear from you. Contact me at [email protected].