Introduction to Kristine Schachinger
Today we have Kristine Schachinger on the show, a digital marketing and SEO veteran. With over 20 years of digital experience, Kristine has expertise in website design and implementation, accessibility standards and all things website visibility related to SEO, social media and strategic planning.
Kristine does site health audits, site forensics, technical SEO and site recovery planning especially when it comes to Google algorithms like the helpful content and core updates. With her experience in design and development and years in online marketing she has a unique perspective that comes from broad exposure to not only digital marketing but the entire product lifecycle and the underlying technology and processes.
As a well known international speaker and author Kristine can be found on LinkedIn and co-hosts the weekly Webcology podcast with Jim Hedger. She’s a valuable resource for anyone trying to navigate the wild world of SEO and search engine algorithms.
Table of Contents
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Who is Kristine Schachinger?
Early Life and Background
Kristine was born in New York where her mother was a dancer at the Copacabana for Jimmy Durante and her father was from the Bronx. Her paternal grandfather, a war refugee from Oslo, Hungary, came to the US without speaking English and learned from watching TV. This diverse background has served Kristine well in her career.
Education
After moving to Fairview, Pennsylvania and then to Fairfax, Virginia Kristine went to college in North Carolina and finished high school at Sandy Spring Friends, a Quaker school in Maryland. This educational experience which emphasized co-creation between teachers and students has shaped her collaborative approach to problem solving.
Career
Kristine’s entry into the digital world was accidental. After graduating with a degree in art and sociology she found herself working as a barista until she stumbled upon an ad for HTML and web design work. She drew parallels between HTML code and WordPerfect code and quickly adapted to this new field.
Her early career included:
- Small mom-and-pop shop
- Developing websites for a publisher including Martha Stewart’s IPO website
- Reba McEntire’s website
SEO
Kristine’s transition to SEO was when she was working for a travel company in Las Vegas. The company was spending $4 million a year on Google clicks and she proposed taking over their SEO. She fixed an indexing issue for a new website and that led to her specializing in SEO for Vegas hotels, a very competitive market.
Always Learning
Throughout her career Kristine has been committed to continuous learning. She got a Ph.D. while working full-time, attended many conferences and has stayed up to date on the latest industry trends and Google algorithms.
What Kristine is Working on Now
Core Update Analysis and Recovery
One of the best parts of Kristine’s work is helping clients navigate and recover from Google’s core updates. She loves seeing the “hockey stick” graph that means a successful recovery:
“There’s a core update running now. It’s slow but I’m seeing spikes. Seeing the hockey stick we all live for. You know what I mean? You wake up and you see that hockey stick and you’re like, yay!
Diving into New Tech
Kristine’s curiosity goes beyond traditional SEO. She’s currently exploring large language models and their impact on search:
“I never thought I would learn what large language models are and how those work and sit and talk to Black Hat from NVIDIA and listen to, you know, but now I do and now I’m probably going to learn Python.”
Always Evolving
The SEO industry is always changing:
“It’s always changing. So there’s always something new to learn to go deep into… I’ve taught myself most everything. There weren’t classes for it.”
Tactical and Strategic SEO Advice from Kristine
Understanding Google’s Algorithms
Kristine emphasizes the importance of understanding how Google’s algorithms work. She recommends:
- Reading Google’s documentation on ranking systems
- Following reputable sources like Roger Monti at Search Engine Journal and Barry Schwartz for updates
- Attending conferences to learn directly from experts and peers
Importance of Technical SEO
Kristine stresses that technical SEO is crucial for website success:
“Technical is the most important, not because technical is more important than anything else, but because if your technical is not good, then Google will not or cannot properly crawl and index your content.”
She highlights common technical issues that can severely impact a site’s performance:
- Improper placement of scripts in the head tag
- Large image files slowing down page load times
- Incorrect implementation of technical fixes across the entire site
Content Strategy
While technical SEO is crucial, content remains a key factor. Kristine advises:
- Creating content that aligns with user intent
- Incorporating relevant entities in your content
- Structuring content with proper headings and internal linking
Tools for SEO Audits
Kristine recommends several tools for conducting thorough SEO audits:
- Sitebulb: Offers in-depth analysis and educational resources
- Screaming Frog: Provides quick, detailed site crawls and visual site mapping
- Google Search Console (GSC): Essential for understanding how Google views your site
- SEO Stack and similar tools: For advanced GSC data analysis
Common SEO Misconceptions
Kristine addresses several misconceptions in the SEO world:
- Overemphasis on E-A-T (Expertise, Authoritativeness, Trustworthiness): While E-A-T is a good concept, it’s not a direct ranking factor and may not be necessary for all types of websites.
- Looking for quick fixes: Real SEO requires understanding core principles and adapting to changes over time.
- Ignoring long-standing technical issues: Even if a site has ranked well for years with technical problems, a core update can suddenly make these issues critical.
Advice for Business Owners
Kristine strongly advises business owners not to attempt SEO audits themselves:
“Oh, as a business owner, do not do that. Do not audit your own site… You want someone who has experience and really understands how to do these and save the time.”
She recommends:
- Hiring experienced professionals for SEO audits and recovery
- Understanding that SEO requires years of experience and continuous learning
- Being cautious of quick-fix solutions or outdated advice
Where Does Kristine See the Future of SEO Going?
Increased Role of Machine Learning
Kristine predicts that machine learning will play an increasingly significant role in Google’s algorithms:
“Oh, more machine learning. I think the HCU problem from November to April, March, April, was a machine learning issue. I don’t have proof of that, it’s just my opinion.”
She speculates that some recent algorithm changes, particularly the Helpful Content Update (HCU), may have been influenced by machine learning models that weren’t properly trained, leading to unexpected results.
Potential Challenges with Machine Learning Algorithms
Kristine raises concerns about the unpredictability of machine learning algorithms:
“Matt Cutts always said he’d never put machine learning into the algorithms because if it breaks stuff, you don’t know how to fix it. So I think stuff broke and I think now they’re trying to fix it.”
This suggests that as Google incorporates more machine learning into its algorithms, SEO professionals may face new challenges in understanding and adapting to these changes.
Continued Importance of Core SEO Principles
Despite the evolving landscape, Kristine believes that many core SEO principles will remain relevant:
“The core principles that have been programmed into those algorithms 20 years ago, they may have changed, extrapolated, they may have added some, but they haven’t gone away.”
This underscores the importance of maintaining a strong foundation in SEO best practices while staying adaptable to new developments.
Emphasis on User Experience and Page Performance
Kristine anticipates that factors related to user experience and page performance will continue to gain importance:
“CWVs are an offshoot of PageSpeed, PageSpeed was amazing, something everyone wrote off because it was a tiebreaker, it was a tiebreaker at the keyword level.”
This suggests that SEO professionals should continue to focus on improving technical aspects of websites that contribute to better user experiences and faster load times.
How to Get in Contact with Kristine
While Kristine mentioned that she doesn’t have a website, she can be found on LinkedIn and as a co-host on the weekly Webcology podcast. For those interested in learning more from Kristine or potentially working with her, these platforms would be the best way to reach out.
Additionally, Kristine recommends attending SEO conferences, particularly mentioning Brighton SEO in San Diego, as excellent opportunities to connect with industry experts like herself.
Advice to Her Younger Self
While Kristine didn’t directly answer this question in the transcript, based on her career journey and insights shared, we can infer that her advice to her younger self might be along these lines:
“If I could go back and give advice to my younger self, I’d say: Don’t be afraid to explore new technologies and fields, even if they seem unfamiliar at first. Remember how HTML looked like WordPerfect code to you? That adaptability and willingness to learn will serve you well throughout your career. Also, invest time in building a strong foundation in technical skills – they’ll be crucial as the digital landscape evolves. Lastly, never stop learning and don’t hesitate to share your knowledge with others in the industry.”
Books, Podcasts, and Leaders That Inspire Kristine
While Kristine didn’t mention specific books or podcasts that inspire her, she did reference several sources of valuable information in the SEO world:
- Google’s official documentation on ranking systems and how search works
- Roger Monti’s articles at Search Engine Journal, particularly his breakdowns of Google patents
- Barry Schwartz’s reporting on SEO news and updates
- Conferences like Brighton SEO, which she mentioned as great learning opportunities
She also mentioned several influential figures in the SEO world:
- John Mueller, Gary Illyes, and Martin Splitt from Google, who provide valuable insights into how Google’s search algorithms work
- Matt Cutts, former head of Google’s webspam team, whose insights on algorithm development she referenced
- Bill Slawski (implied), known for his analysis of search-related patents
Kristine emphasized the importance of learning from a variety of sources, including official Google documentation, industry experts, and peers at conferences. This diverse approach to staying informed seems to be a key part of her professional inspiration and continued growth in the field.
Conclusion
Kristine Schachinger’s insights into SEO and search engine algorithms provide a valuable perspective for both seasoned professionals and business owners looking to improve their online presence. Her emphasis on technical SEO, understanding Google’s documentation, and staying adaptable in the face of algorithm changes highlights the complex and ever-evolving nature of the field.
Key takeaways from the interview include:
- The critical importance of technical SEO in ensuring proper indexing and ranking
- The value of understanding Google’s ranking systems and documentation
- The need for continuous learning and adaptation in the SEO industry
- The potential impact of machine learning on future algorithm updates
- The importance of hiring experienced professionals for SEO audits and recovery
As search engines continue to evolve and incorporate more advanced technologies, SEO professionals and business owners alike must stay informed and adaptable. By focusing on core SEO principles while remaining open to new developments, websites can maintain and improve their visibility in an increasingly competitive digital landscape.
Kristine’s expertise and willingness to share her knowledge make her a valuable resource in the SEO community. Her insights serve as a reminder that success in SEO requires a combination of technical knowledge, strategic thinking, and a commitment to ongoing learning and adaptation.
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