What really matters in SEO?

Kaspar Szymanski, a former senior member of the Google Search Quality Team, joins Jack Chambers-Ward to discuss what’s important in SEO in 2025.

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Show overview

Jack and Kaspar discuss cutting through the noise to focus on impactful strategies for businesses and cover topics ranging from the hidden value of server logs to a holistic approach to SEO.

Kaspar Szymanski

Search Brothers
Follow Kaspar on LinkedIn
Follow Kaspar on Bluesky

Links and resources

SEO noise vs. SEO signals: Distilling what truly impacts rankings
Forget PageRank: Here’s why you should focus on ranking instead
Why server logs matter for SEO
10 reasons why SEO is just like fitness

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Mark Williams-Cook (holding Snoop the dog) and Jack Chambers-Ward standing together, smiling. Jack is wearing an Opeth t-shirt. They are a cool Scandinavian metal band, apparently.