Stephan Spencer
Today we have Stephan Spencer, SEO expert, founder of NetConcepts, bestselling author, serial entrepreneur, life hacker, podcaster and contributor to Harvard Business Review and AdWeek. Stephan has three books published by O’Reilly: “The Art of SEO” (now in its fourth edition), “Social E-Commerce” and “Google Power Search”. He’s optimized websites for some of the biggest brands in the world including Chanel, Volvo, Sony and Zappos. In addition to all that Stephan also hosts two podcast shows “Get Yourself Optimized” and “Marketing Speak”. Today we’re going to talk with Stephan about the best free and paid SEO tools and software and how they can change your online business if used right.
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Who is Stephan Spencer?
Early Life and Education
Stephan Spencer grew up mostly in Toledo, Ohio but moved around a lot as a kid. He lived with his grandparents, spent time in Connecticut and Florida and even ended up in a foster home as a teenager. Despite the challenges Stephan sees his childhood as blessings that shaped his future.
From a young age Stephan was fascinated by computers and technology. At 12 or 13 he wrote his own Bulletin Board System (BBS) in BASIC, taught himself machine language and assembly language along the way. This early love of technology would serve him well later in his career.
The Pivot to a Balanced Life
As a teenager Stephan realized he needed to make a big change in his life. He sold his computer, gave away his software and went “cold turkey” to avoid becoming an “uber nerd”. Instead he joined the track team, cross-country team and cycling club to get a more balanced life.
Academic Journey and the Birth of NetConcepts
Stephan’s academic journey took him to the University of Michigan where he studied cellular and molecular biology. After completing his bachelors he moved on to the University of Wisconsin-Madison for a Ph.D. program in biochemistry. It was during this time in 1994 that Stephan was reintroduced to the internet in a more advanced form.
While at the University of Wisconsin-Madison Stephan built a website for his department featuring 3D visualizations of biological viruses. This project led to a published paper in a World Wide Web conference where he met Rob McCool the creator of Netscape server and Apache. Inspired by this encounter Stephan decided to drop out of his Ph.D. program and start his own company NetConcepts.
What Excites Stephan Today
Writing a Personal Development Book
Stephan is working on a personal development and spirituality book based on his life story. He describes it as a memoir fictionalized into a fable, to share his journey, lessons learned and how these can apply to readers lives. The book will change lives and bring light to the world.
Inspired by Paulo Coelho’s “The Alchemist” Stephan’s book has been in development for a few years. He’s excited about the project and says they’re in the home stretch of finishing it.
Tactical and Strategic SEO Advice from Stephan Spencer
Essential SEO Tools
When asked about the most essential SEO tool, Stephan recommends choosing a comprehensive toolset rather than a specialized tool for a single activity. His top picks are:
Stephan prefers Ahrefs, stating that he’s gotten more out of this toolset over the years. However, he uses both Ahrefs and SEMrush simultaneously, as they offer similar features with different names.
Underrated SEO Tools
Stephan highlights some underrated, free or freemium tools for keyword research:
- AlsoAsked.com: This tool scrapes the “People Also Ask” box in Google search results, creating a tree graph of related questions. It’s excellent for generating ideas for blog posts, YouTube videos, and FAQ pages.
- AnswerSocrates.com: A free alternative to Answer the Public, this tool uses Google’s autocomplete suggestions to generate keyword ideas.
Keyword Research and Tracking
Stephan emphasizes the importance of using comprehensive tools like Ahrefs or SEMrush for keyword tracking instead of specialized rank tracking tools. These platforms offer historical data going back years, providing a more complete picture of keyword performance and traffic estimates.
Content Optimization Strategies
When creating content, Stephan advises focusing on themes and topics rather than individual keywords. He recommends:
- Addressing related topics and concepts in your content
- Creating comprehensive pieces that cover various aspects of a subject
- Using tools like AlsoAsked.com and AnswerSocrates.com to identify related questions and topics
Technical SEO Tips
Stephan shares several technical SEO tips and tool recommendations:
- Page Speed Analysis:
- HTTP Header Checks:
- SEObook Server Header Checker
- Google Chrome Developer Tools
- WordPress SEO Plugins:
AI Tools for SEO
Stephan recommends several AI tools for various SEO tasks:
- ChatGPT: For text-based content creation and image generation (with DALL-E integration)
- Claude: Stephan’s preferred AI tool for consistently better results
- MidJourney: For image creation
- ChatHub.gg: An aggregator that allows you to compare outputs from multiple AI tools simultaneously
The Importance of Specialization
Stephan emphasizes the concept of “Who Not How,” based on the book by Dan Sullivan and Ben Hardy. He advises business owners to focus on their core competencies and hire specialists for tasks outside their expertise, such as page speed optimization or video editing.
Where Does Stephan See the Future of SEO Going?
Stephan envisions a future where personal AI agents will revolutionize how we interact with the internet and search for information. Key points about this future include:
- Personal AI agents acting as our representatives, keeping our information private and conducting searches on our behalf
- A shift from building websites for users to building them for AIs
- Increased use of voice commands and natural language processing for search queries
- The need for SEO strategies to adapt to this new paradigm, focusing on convincing AI agents rather than human users
Stephan also mentions the potential impact of molecular nanotechnology on the future of technology and society, referencing Neal Stephenson’s science fiction novel “The Diamond Age” as a thought-provoking exploration of these concepts.
How to Get in Contact with Stephan Spencer
While the transcript doesn’t provide specific contact information for Stephan Spencer, you can connect with him through the following channels:
- Visit his website: StephanSpencer.com
- Listen to his podcasts:
- Read his books:
- “The Art of SEO”
- “Social E-Commerce”
- “Google Power Search”
- Follow him on social media platforms (LinkedIn, Twitter, etc.)
Conclusion
Stephan Spencer’s journey from a tech-obsessed teenager to a leading SEO expert and entrepreneur is a testament to the power of adaptability and continuous learning. His insights into the world of SEO tools, strategies, and the future of search provide valuable guidance for businesses and marketers looking to stay ahead in the ever-evolving digital landscape.
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