{"id":181819,"date":"2024-11-11T12:33:07","date_gmt":"2024-11-11T17:33:07","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=181819"},"modified":"2024-11-13T04:07:45","modified_gmt":"2024-11-13T09:07:45","slug":"ahrefs-evolve-takeaways","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/ahrefs-evolve-takeaways\/","title":{"rendered":"What I Learned From Ahrefs Evolve: 4 Marketing Things I\u2019m Doing Differently"},"content":{"rendered":"\n<div class=\"intro-txt\">Ahrefs Evolve is a wrap. And my favorite memory? All the people I met at the&nbsp;event.<\/div><!-- notionvc: 1383fdfd-dee8-4d58-bece-b4eb903adc34 -->\n\n\n\n\n\n<p>In fact,&nbsp; I really loved the diversity\u2014being held in Singapore, I was finally able to meet SEOs and marketers from around the region: Vietnam, Thailand, Philippines, Indonesia, India, Malaysia, China, South Korea, and Japan. These are rarely people you see featured or mentioned in global SEO conferences, but they are an important part of our industry.<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_181820\" style=\"width: 2058px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-181820\" class=\"wp-image-181820\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-1.jpg\" alt=\"Photo of the Ahrefs team with marketers from South Korea\" width=\"2048\" height=\"1536\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-1-567x425.jpg 567w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-1-768x576.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-1-1536x1152.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><p id=\"caption-attachment-181820\" class=\"wp-caption-text\">Credits: <a href=\"https:\/\/www.linkedin.com\/in\/yejikimamy\/\">Yeji Kim<\/a> from Elifunt<\/p><\/div>\n<\/figure>\n\n\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_181821\" style=\"width: 1290px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-181821\" class=\"wp-image-181821\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-2.jpg\" alt=\"Photo of me with Chris D.\" width=\"1280\" height=\"1707\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-2.jpg 1280w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-2-319x425.jpg 319w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-2-768x1024.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-2-1152x1536.jpg 1152w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\"><p id=\"caption-attachment-181821\" class=\"wp-caption-text\">Credits: <a href=\"https:\/\/www.linkedin.com\/in\/chrissimon2910\/\">Chris D.<\/a> from PageFly<\/p><\/div>\n<\/figure>\n\n\n\n\n\n<p>Networking aside, the speakers were incredible too. Their talks were highly actionable and many attendees took home lessons they could immediately apply to their work to succeed on Google and other marketing channels.<\/p>\n\n\n\n<p>So did&nbsp;I.<\/p>\n\n\n\n<p>Here are my takeaways from the event\u2014new things I\u2019ve learned, experiments I want to conduct, and things I\u2019m going to do differently from now&nbsp;on:<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. I\u2019m going to break free from SEO brain\" data-section=\"break-free-from-seo-brain\"><!-- notionvc: ac376b29-66c6-4209-838b-e46d1ceced7d -->\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-181819-_xkqsd7he0i5g\"><\/a>1. I\u2019m going to break free from SEO&nbsp;brain<\/h2>\n<\/div><\/div><!-- notionvc: ec4d0fd6-8617-4b51-bc91-9863c38744cd -->\n\n\n\n<p>The SEO strategy everyone was using before the Helpful Content update was a sound&nbsp;one.<\/p>\n\n\n\n<p>You could do your keyword research, optimize content via content optimization tools, ensure your on-page SEO is on-point, build some links, and voila, rank&nbsp;high.<\/p>\n\n\n\n<p>But these were not content searchers wanted to&nbsp;see.<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_181822\" style=\"width: 1436px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-181822\" class=\"wp-image-181822\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-4.jpg\" alt=\"Slide from Cyrus Shepard's talk\" width=\"1426\" height=\"820\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-4.jpg 1426w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-4-680x391.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-4-768x442.jpg 768w\" sizes=\"auto, (max-width: 1426px) 100vw, 1426px\"><p id=\"caption-attachment-181822\" class=\"wp-caption-text\">Slide from Cyrus Shepard\u2019s talk<\/p><\/div>\n<\/figure>\n\n\n\n\n\n<p>If searchers wanted a recipe, they wanted the recipe. Not a history of pasta. If searchers wanted to get started with email marketing, they wanted a simple guide. Not a 10,000-word article. If searchers wanted the best running shoe, they wanted an actual recommendation. Not scraped Amazon product descriptions.<\/p>\n\n\n\n<p>As SEOs, we hit our KPIs. But we didn\u2019t help our readers and customers. And we certainly didn\u2019t help the Internet.<\/p>\n\n\n\n<p>When was the last time you Googled a query and found something that changed your life? I couldn\u2019t even remember when that happened.<\/p>\n\n\n\n<p>That\u2019s why, like Sam, I want to break free from SEO&nbsp;brain.<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-181823\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-5.gif\" alt=\"Sam's talk\" width=\"748\" height=\"416\"><\/p>\n<\/figure>\n\n\n\n\n\n<p>Sam was referring to YouTube, but it\u2019s applicable to written content too.<\/p>\n\n\n\n<p>I want to unshackle myself from having to fill in mindless \u201cwhat is X\u201d and \u201cwhy is X important\u201d content templates. I want to stop thinking that the right way to make content is to simply copy what\u2019s already ranking, but what\u2019s right for users. I want to exercise the right side of my brain, the part that helps us create things our readers want to see, even if they didn\u2019t give us a hint through a search query.<\/p>\n\n\n\n<p>I\u2019m glad to say I\u2019m already doing this for our blog, but Evolve showed me it was the right way going forward.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-181824\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-6.png\" alt=\"My blog posts on the Ahrefs blog\" width=\"936\" height=\"1634\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-6.png 936w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-6-243x425.png 243w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-6-768x1341.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-6-880x1536.png 880w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\"><\/figure>\n\n\n\n\n\n<p>I don\u2019t want to say we should completely abandon SEO. We can still use keyword research to inform us of what people are looking for and use search intent as a proxy to see what searchers want.<\/p>\n\n\n\n<p>But ultimately, we don\u2019t want to make content that looks like everyone else\u2019s, because content also helps to build brand. And that\u2019s why\u2026<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. We\u2019re going to focus more on brand\" data-section=\"focus-on-brand\"><!-- notionvc: 42a118c8-0ce9-4fe3-ad4d-bf06fa7c02c8 -->\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-181819-_b65cezeg3yhg\"><\/a>2. We\u2019re going to focus more on&nbsp;brand<\/h2>\n<\/div><\/div><!-- notionvc: b63b76de-32d8-46fd-9a95-23cc9b8596f0 -->\n\n\n\n<p>If there was one word to summarize most of the talks at Evolve, it would be \u201cbrand\u201d.<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_181825\" style=\"width: 1338px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-181825\" class=\"wp-image-181825\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-7.png\" alt=\"Slide from Amanda King's talk\" width=\"1328\" height=\"760\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-7.png 1328w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-7-680x389.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-7-768x440.png 768w\" sizes=\"auto, (max-width: 1328px) 100vw, 1328px\"><p id=\"caption-attachment-181825\" class=\"wp-caption-text\">Slide from Amanda King\u2019s talk<\/p><\/div>\n<\/figure>\n\n\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_181826\" style=\"width: 1368px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-181826\" class=\"wp-image-181826\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-8.jpg\" alt=\"Slide from Aleyda Solis's talk\" width=\"1358\" height=\"604\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-8.jpg 1358w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-8-680x302.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-8-768x342.jpg 768w\" sizes=\"auto, (max-width: 1358px) 100vw, 1358px\"><p id=\"caption-attachment-181826\" class=\"wp-caption-text\">Slide from Aleyda Solis\u2019s talk<\/p><\/div>\n<\/figure>\n\n\n\n\n\n<p>Evidently, brand is becoming more important, even in SEO. As Ryan <a href=\"https:\/\/ahrefs.com\/blog\/the-default-blocklist\/\">argues here<\/a>, it\u2019s the easiest way for Google to combat AI&nbsp;spam.<\/p>\n<blockquote class=\"small\"><div class=\"quote-content\"><!-- notionvc: 6722b2bf-f4e6-411c-a163-b42a24be5e8a -->\n\n\n\n<p>This problem is so hard, in fact, that Google has hedged. Instead of evaluating the quality of each and every article, Google seems to have cut the Gordian knot, choosing instead to elevate big, trusted brands like Forbes, WebMD, TechRadar, or the BBC into many more&nbsp;SERPs.<\/p>\n\n\n\n<p>After all, it\u2019s far easier for Google to police a handful of huge content brands than many thousands of smaller ones. By promoting \u201ctrusted\u201d brands\u2014brands with some kind of track record and public accountability\u2014into dominant positions in popular SERPs, Google can effectively innoculate many search experiences from the risk of AI&nbsp;slop.<\/p>\n<\/div><\/blockquote><!-- notionvc: 6722b2bf-f4e6-411c-a163-b42a24be5e8a -->\n\n\n\n<p>How will that manifest in my work? I\u2019m not exactly sure yet, but one idea we\u2019re thinking of is to add our brand more in our content, campaigns, and communications. We\u2019re already doing it by calling the event <a href=\"https:\/\/ahrefs.com\/events\/evolve2024-singapore\"><strong>Ahrefs <\/strong>Evolve<\/a>, our podcast <a href=\"https:\/\/ahrefs.com\/podcast\"><strong>Ahrefs <\/strong>podcast<\/a>, our YouTube channel <a href=\"https:\/\/www.youtube.com\/c\/AhrefsCom\"><strong>AhrefsTV<\/strong><\/a>, and our webinars <a href=\"https:\/\/www.youtube.com\/@AhrefsLive\/streams\"><strong>Ahrefs<\/strong>Live<\/a>, but we can double down on the&nbsp;idea.<\/p>\n\n\n\n<p>For example, if we shared a <a href=\"https:\/\/ahrefs.com\/blog\/seo-content-creation\/\">process for creating content<\/a>, we should be calling it the \u201cAhrefs content creation process.\u201d That way, we can potentially increase brand searches, which <a href=\"https:\/\/moz.com\/blog\/helpful-content-update-not-what-you-think\">according to research<\/a>, suggests that it may actually be a signal.<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_181827\" style=\"width: 1362px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-181827\" class=\"wp-image-181827\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-9.jpg\" alt=\"Slide from Aleyda Solis's talk\" width=\"1352\" height=\"774\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-9.jpg 1352w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-9-680x389.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-9-768x440.jpg 768w\" sizes=\"auto, (max-width: 1352px) 100vw, 1352px\"><p id=\"caption-attachment-181827\" class=\"wp-caption-text\">Slide from Aleyda Solis\u2019s talk<\/p><\/div>\n<\/figure>\n\n\n\n\n\n<p>But you can\u2019t take any ol\u2019 process and name it after your brand. It has to be special and unique. And how does a process become unique? When you actually do the work and gain the experience to say something different. Which leads&nbsp;to\u2026<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. I\u2019m going to show more of my work\" data-section=\"show-more-work\"><!-- notionvc: 201ec952-1237-41fc-81bf-ca0b1d29a168 -->\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-181819-_lrocg4sunnzf\"><\/a>3. I\u2019m going to show more of my&nbsp;work<\/h2>\n<\/div><\/div><!-- notionvc: b63b76de-32d8-46fd-9a95-23cc9b8596f0 -->\n\n\n\n<p>Both Google and searchers want to see content that has expertise or first-person experience. But it isn\u2019t enough to say that you\u2019ve done it\u2014anyone can say that. You have to go the extra mile and <strong>show the work you\u2019ve done<\/strong>.<\/p>\n\n\n\n<p>For example, in <a href=\"https:\/\/www.linkedin.com\/in\/cyrusshepard\/\">Cyrus\u2019s<\/a> talk, he shared the website <a href=\"https:\/\/runrepeat.com\/\">RunRepeat<\/a>, a site that <em>literally <\/em>cuts shoes in half to test them. If you check any of their reviews, you\u2019ll see unique GIFs and videos of them actually testing the&nbsp;shoes.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-181828\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-10.jpg\" alt=\"An example of RunRepeat cutting their shoes in half\" width=\"1520\" height=\"1124\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-10.jpg 1520w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-10-575x425.jpg 575w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-10-768x568.jpg 768w\" sizes=\"auto, (max-width: 1520px) 100vw, 1520px\"><\/figure>\n\n\n\n\n\n<p>This <strong>is<\/strong> content Google wants to rank. You can clearly see it in their organic traffic:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-181829\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-11.png\" alt=\"RunRepeat's organic traffic graph\" width=\"1792\" height=\"862\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-11.png 1792w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-11-680x327.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-11-768x369.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-11-1536x739.png 1536w\" sizes=\"auto, (max-width: 1792px) 100vw, 1792px\"><\/figure>\n\n\n\n\n\n<p>After all, AI can\u2019t cut shoes in half\u2026 yet. Plus, the content itself is difficult to replicate\u2014not every niche website is willing to go the extra mile to buy a few pairs of shoes, get actual testing equipment like smoke pumps and microscopes, design a complete testing methodology, and get out and run both on concrete and in&nbsp;water.<\/p>\n\n\n\n<p>Not only does doing all of this give you first-hand experience, it also gives you lots of evidence to prove that you\u2019ve done the work. As Cyrus also points out, Google Lens can tell whether an image is original or not. Most affiliate websites simply use the manufacturer\u2019s photo, but RunRepeat doesn\u2019t.<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_181830\" style=\"width: 1432px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-181830\" class=\"wp-image-181830\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-12.png\" alt=\"Slide from Cyrus Shepard's talk\" width=\"1422\" height=\"752\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-12.png 1422w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-12-680x360.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-12-768x406.png 768w\" sizes=\"auto, (max-width: 1422px) 100vw, 1422px\"><p id=\"caption-attachment-181830\" class=\"wp-caption-text\">Slide from Cyrus Shepard\u2019s talk<\/p><\/div>\n<\/figure>\n\n\n\n\n\n<p>I\u2019ve started to do some of this in my work. For example, when I <a href=\"https:\/\/ahrefs.com\/blog\/best-marketing-books\/\">asked marketers to share their favorite books<\/a> with me, I didn\u2019t just ask them for a quote. I also asked them to send in their selfies:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-181831\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-13.jpg\" alt=\"Asking marketers to share their selfies with me\" width=\"698\" height=\"2048\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-13.jpg 698w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-13-145x425.jpg 145w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-13-524x1536.jpg 524w\" sizes=\"auto, (max-width: 698px) 100vw, 698px\"><\/figure>\n\n\n\n\n\n<p>But I could be doing <strong>more<\/strong>. For example, I interviewed eight SEOs for my <a href=\"https:\/\/ahrefs.com\/blog\/travel-seo\/\">post on travel SEO<\/a>. I could have easily shared screenshots of us having a Zoom call or even a selfie if it was in-person.<\/p>\n\n\n\n<p>Likewise for my <a href=\"https:\/\/ahrefs.com\/blog\/seo-content-creation\/\">post on SEO content creation<\/a>. I could have embedded a walkthrough video to show the entire thing in process.<\/p>\n\n\n\n<p>Lots of things to improve on in this respect. And speaking of videos\u2026<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. I\u2019m going to take a serious look at TikTok\" data-section=\"TikTok\"><!-- notionvc: 08afed3b-56fa-457a-bff9-955b242ecda4 -->\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-181819-_hj308p617dpr\"><\/a>4. I\u2019m going to take a serious look at TikTok<\/h2>\n<\/div><\/div><!-- notionvc: aa21c7a3-c069-480c-ad7c-3cacb2264793 -->\n\n\n\n<p>We\u2019ve all heard about how TikTok is the new search engine for Gen Zs. (Ohgod, I\u2019m old.) As <a href=\"https:\/\/www.linkedin.com\/in\/charlotte-ang\/\">Charlotte Ang<\/a> pointed out in her talk, TikTok recognizes this trend and has become increasingly interested in being an actual search engine.<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_181832\" style=\"width: 1516px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-181832\" class=\"wp-image-181832\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-14.jpg\" alt=\"Slide from Charlotte Ang's talk\" width=\"1506\" height=\"826\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-14.jpg 1506w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-14-680x373.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-14-768x421.jpg 768w\" sizes=\"auto, (max-width: 1506px) 100vw, 1506px\"><p id=\"caption-attachment-181832\" class=\"wp-caption-text\">Slide from Charlotte Ang\u2019s&nbsp;talk<\/p><\/div>\n<\/figure>\n\n\n\n<p>I may be a writer, but I do have a niggling suspicion that text-based content may not be the preferred format moving forward. As <a href=\"https:\/\/x.com\/nevmed\/\">Neville Medhora<\/a> writes in his newsletter:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-181833\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-15.jpg\" alt=\"Neville Medhora's graphic on how he consumes more short-form videos than blog posts\" width=\"1348\" height=\"1186\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-15.jpg 1348w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-15-483x425.jpg 483w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-15-768x676.jpg 768w\" sizes=\"auto, (max-width: 1348px) 100vw, 1348px\"><\/figure>\n\n\n\n\n\n<p>The majority of SEOs are still hyper-focused on text content and optimizing the website, but as <a href=\"https:\/\/www.linkedin.com\/in\/amandaecking\/\">Amanda King<\/a> pointed out (and as did many of the speakers), SEO moving forward is no longer just about the website.<\/p>\n\n\n\n<p>It\u2019s about everything.<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_181834\" style=\"width: 1394px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-181834\" class=\"wp-image-181834\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-16.png\" alt=\"Slide from Amanda King's talk\" width=\"1384\" height=\"650\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-16.png 1384w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-16-680x319.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-16-768x361.png 768w\" sizes=\"auto, (max-width: 1384px) 100vw, 1384px\"><p id=\"caption-attachment-181834\" class=\"wp-caption-text\">Slide from Amanda King\u2019s talk<\/p><\/div>\n<\/figure>\n\n\n\n\n\n<p>Google\u2019s SERPs are increasingly populated by tons of features\u2014videos, tweets, knowledge panels, images\u2014and SEO now and in the future will be about optimizing every aspect: making videos (long and short), producing original photos and images, publishing books, and&nbsp;more.<\/p>\n\n\n\n<p><strong>Essentially, SEO is finally returning to being part of marketing.<\/strong><\/p>\n\n\n\n<p>Like it or not, TikTok, or short-form videos in general, is and will be part of the future.<\/p>\n\n\n\n<p>While I\u2019m not a TikTok user, Charlotte\u2019s success has given me tons of inspiration about how to do better on the short-form video platform.<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_181835\" style=\"width: 1664px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-181835\" class=\"wp-image-181835\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-17.jpg\" alt=\"Slide from Charlotte Ang's talk\" width=\"1654\" height=\"926\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-17.jpg 1654w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-17-680x381.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-17-768x430.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/word-image-181819-17-1536x860.jpg 1536w\" sizes=\"auto, (max-width: 1654px) 100vw, 1654px\"><p id=\"caption-attachment-181835\" class=\"wp-caption-text\">Slide from Charlotte Ang\u2019s&nbsp;talk<\/p><\/div>\n<\/figure>\n\n\n\n\n\n<p>My colleague <a href=\"https:\/\/ahrefs.com\/blog\/author\/rebekah\/\">Rebekah<\/a> has <a href=\"https:\/\/www.tiktok.com\/@actuallyahrefs\">experimented with the platform<\/a>, so it\u2019s not to say we\u2019ve completely avoided it.<\/p>\n\n\n\n<p>Will I be appearing in videos on our YouTube channel soon? Will I start to create short-form videos and optimize for TikTok, Shorts, and&nbsp;Reels?<\/p>\n\n\n\n<p>Let\u2019s see<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-181819-_n6onm5hm9pbo\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>Everyone\u2019s circumstances are different and so everyone will have different takeaways they can apply. These are my biggest ones and the things I would like to do differently from now&nbsp;on.<\/p>\n\n\n\n<p>If you\u2019d like to see takeaways from other attendees, I recommend checking out these&nbsp;posts:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-182220\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-48-15.png\" alt=\"Ahrefs Evolve Takeaway\" width=\"1088\" height=\"2438\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-48-15.png 1088w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-48-15-190x425.png 190w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-48-15-768x1721.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-48-15-685x1536.png 685w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-48-15-914x2048.png 914w\" sizes=\"auto, (max-width: 1088px) 100vw, 1088px\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-182221\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-47-52.jpg\" alt=\"Ahrefs Evolve Takeaway\" width=\"1090\" height=\"1638\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-47-52.jpg 1090w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-47-52-283x425.jpg 283w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-47-52-768x1154.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/2024-11-11_16-47-52-1022x1536.jpg 1022w\" sizes=\"auto, (max-width: 1090px) 100vw, 1090px\"><\/p>\n\n\n\n<p>Or look for the #ahrefsevolve hashtag on <a href=\"https:\/\/www.linkedin.com\/feed\/hashtag\/?keywords=ahrefsevolve\">LinkedIn<\/a> or <a href=\"https:\/\/x.com\/hashtag\/AhrefsEvolve?src=hashtag_click&amp;f=live\">X<\/a>!<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>In fact,&nbsp; I really loved the diversity\u2014being held in Singapore, I was finally able to meet SEOs and marketers from around the region: Vietnam, Thailand, Philippines, Indonesia, India, Malaysia, China, South Korea, and Japan. These are rarely people you see<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390,335],"tags":[],"coauthors":[339],"class_list":["post-181819","post","type-post","status-publish","format-standard","hentry","category-marketing","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What I Learned From Ahrefs Evolve: 4 Marketing Things I\u2019m Doing Differently<\/title>\n<meta name=\"description\" content=\"The personal lessons I&#039;ve learnt after attending our inaugural conference in Singapore, Ahrefs Evolve\" \/>\n<meta name=\"robots\" content=\"index, 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