Episode

The ultimate guide to SEO | Ethan Smith (Graphite)

Ethan Smith, founder of the SEO agency Graphite who has worked with MasterClass, Thumbtack, Robinhood, and Honey, lays out a detailed framework for deciding when a company should invest in SEO (sufficient non-search traffic and referring domains, a large addressable market) and how to execute it. He distinguishes programmatic, editorial, and technical SEO, explains why targeting topics rather than individual keywords drives better rankings and content prioritization, and describes typical team structures, tools, and timelines for seeing results.