An Interview with Mike Saunders, hosted by SEO Vendor’s Bradley Hartman
In a recent interview with SEO Vendor’s Bradley Hartman, Mike Saunders unpacked a harsh truth:
Most Search Engine Optimisation Companies build strategies on outdated assumptions—and they’re quietly undermining the traffic they’re meant to grow.
Mike, the Chief Executive Officer of Digitlab, shared his insights on the evolving landscape of Search Engine Optimisation (SEO). He emphasised that the traditional metrics of success, such as accumulating backlinks or achieving high rankings for specific keywords, are no longer the sole indicators of effective SEO.
In today’s digital environment, the focus has shifted towards building authentic trust and credibility, not just with human users but also with advanced AI-powered search engines. This means that businesses must create high-quality, engaging content that resonates with their audience while adhering to the sophisticated algorithms that drive search engine decisions. By prioritising user experience and transparency, organisations can enhance their visibility and relevance in an increasingly competitive online marketplace.
Content Before Links
In the discussion, Mike emphasised that effective SEO starts with a strong content architecture. “You don’t need a hundred backlinks if your content is well-structured, semantically aligned, and truly useful,” he clarified. Quality content fosters trust, earns links, and naturally improves rankings.
SEO Without Strategy Is Just Noise
One of the major pitfalls in traffic generation is engaging in tactical SEO without a strategic purpose. Mike highlighted the danger of an obsessive focus on chasing rankings that overlooks actual business outcomes. “If your SEO isn’t linked to revenue, you’re just creating noise,” he stated. He urged businesses to align their SEO efforts with their sales processes, customer journey, and long-term growth objectives.
Own the Platform, Own the Growth
Another important insight was regarding platform ownership. Mike warned against over-investing in social platforms or marketplaces where businesses do not control the rules. He emphasised, “If you don’t own the platform, you don’t own the pipeline.” A robust, self-owned website is essential for sustainable digital growth.
Human Energy Over Burnout
Mike discussed the leadership mindset necessary for digital performance, particularly how agency teams can prevent burnout by simplifying their strategies, emphasising value, and alternating between periods of high energy and rest. He highlighted the importance of having clarity and purpose, not only for SEO but also for the teams responsible for implementing it.
Watch the Full Interview
Want to hear the full conversation? Check out the interview with SEO Vendor here: Watch on YouTube
