Ex-Google senior employee Kaspar Szymanski explains 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.

They 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.

Links to follow Kaspar:

• Website: https://www.searchbrothers.com/
• LinkedIn: https://www.linkedin.com/in/kasparszymanski/
• Bluesky: https://bsky.app/profile/seozen.com

Links/resources:

• https://searchengineland.com/seo-noise-vs-signals-449671
• https://searchengineland.com/forget-pagerank-focus-on-ranking-437676
• https://searchengineland.com/why-server-logs-matter-for-seo-378199
• https://searchengineland.com/10-reasons-seo-just-like-fitness-260070

Chapters

00:00 Introduction

02:45 Sponsor: AlsoAsked

04:10 Welcome Kaspar Szymanski

05:38 Navigating Google Updates

12:11 The Role of Server Logs in SEO

20:28 Branding and SEO: A Crucial Connection

35:52 Leveraging Bing and Other Search Engines

38:43 Exploring Webmaster Tools and Alternatives

40:23 SEO Strategies for Small Businesses

42:45 The Risks and Rewards of Backlink Marketplaces

49:40 The Importance of a Holistic SEO Approach

59:21 Interdisciplinary Nature of SEO

01:15:04 Outro and Upcoming Episodes