130: Sam Oh: Ahref’s VP of Marketing on how content marketers can stay relevant with AI

Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Sam Oh, VP of Marketing at Ahrefs.

Summary: Sam takes us on a masterclass covering SEO fundamentals, evolving search behaviors, AI in content marketing, refreshing attribution thoughts and work-life balance strategies. He advises sticking to proven SEO fundamentals and understanding search intent to meet audience needs. As search behavior evolves with tools like ChatGPT, he highlights the need for a diversified strategy across multiple platforms. He advocates for thoughtful AI integration to enhance research and streamline content creation. Finally, Sam shares Ahrefs' approach of prioritizing product quality and user-centric content over detailed attribution models, focusing on broad success indicators for effective decision-making and a fulfilling professional life.

About Sam

• As a fresh Toronto grad out of University, Sam started a service based ecommerce site and got into black hat SEO
• He grew traffic to this site and eventually sold it, this led Sam to “retire” – briefly – before experimenting with niche sites – he had one of those also acquired
• He also built an Amazon and Ebay business, where he would buy pallets of return goods from big merchandise stores and started a refurbishing center and reselling those goods online while sharpening his SEO skills
• He founded Money Journal where he published long form guides to help entrepreneurs grow their traffic and drive revenue
• This naturally led Sam to co-founding a successful SEO and digital agency… but after a while, he was on kid number two and realized he wanted to leave the hustle lifestyle
• He tried to get Ahrefs as a client for his agency by applying for a job and trying to turn it into a contract basis but in the end they won out and turned Sam into an employee
• He started without a title and was just asked to create educational videos and he turned that into as Director of Product Education and today he’s Sam is VP of Marketing at Ahrefs

Why Entrepreneurs Need to Rethink Work Life Balance

Sam's path to Ahrefs was anything but traditional. Instead of following the common route of balancing entrepreneurial ventures with full-time roles, he fully immersed himself in starting businesses. From e-commerce to marketplace experiments, he thrived on innovation and problem-solving. But the relentless grind eventually took its toll, especially after a significant setback with Google's Penguin update on his first e-commerce site.

As he clocked in 16-17 hour days, the birth of his second child prompted a shift in priorities. The thought of missing out on his children's lives pushed Sam to rethink his approach. Was he destined to work endlessly or could he find a way to balance family and career? This question became pivotal as he sought more meaningful work-life integration.

Sam's connection with Ahrefs began as a client pursuit. After months of discussions with Tim Soulo, they decided to collaborate. Initially, Sam held onto his agency, unsure of the future. However, the move to Ahrefs proved to be an excellent match. The company offered him full autonomy and creative control, backed by substantial budgets and resources.

At Ahrefs, Sam feels a strong sense of ownership. The company's culture of trust and freedom aligns perfectly with his entrepreneurial spirit. This environment allows him to apply his skills effectively, achieving professional success without sacrificing personal fulfillment.

Key takeaway: Entrepreneurs often face the challenge of overcommitting to their ventures at the expense of personal life. Reassess priorities and seek roles that align with your values and lifestyle. Find work that offers autonomy and creative freedom so you can prioritize professional success and personal fulfillment.

SEO Experts Need to Stop Obsessing Over Algorithm Updates

Sam addresses the constant flux in the SEO world. His advice is refreshingly simple: focus on what works. Many SEO consultants, like the one asking the question, find themselves overwhelmed by the relentless updates and algorithm changes. Sam suggests that if your current strategies are effective, there’s no need to chase every new development.

For those engaging in practices clearly against Google’s guidelines, staying updated is crucial. However, for most people working on technical SEO—handling internal linking, crawling, and similar tasks—the updates can be more noise than necessity. The key is to concentrate on proven methods and adjust only when a significant change directly impacts your work.

Sam likens this to the hype around ChatGPT, where exaggerated claims cause unnecessary panic. He points out that this noise can lead to irrational fears, such as interns doubting their career choices. Instead of getting caught up in every new trend, it's better to stay grounded and focus on tangible results.

Ultimately, Sam’s approach is to avoid the hysteria surrounding new updates and technologies. He emphasizes the importance of sticking to solid SEO practices and avoiding the distractions that come with every new development.

Key takeaway: Focus on what works and avoid getting caught up in every SEO update. Don’t let every minor change disrupt your workflow. Concentrate on proven strategies and adapt only when necessary.

SEO Is Here to Stay Despite AI and Algorithm Changes

Sam doesn't believe SEO is dying anytime soon. The need to sort and index information isn't going away. Whether it's Google, YouTube, Pinterest, or Reddit, every platform with a search feature relies on SEO. Despite the industry's perennial claims of its demise, SEO remains crucial for organizing and optimizing content across the internet.

He addresses the divide within the SEO community: those who adhere to white hat tactics and those who dabble in black hat methods. The latter often tarnish the industry's reputation. Despite this, the fundamentals of SEO—technical optimization, quality content, and understanding search intent—continue to hold strong. Sam compares the scenario to the stock market, with pessimists always predicting crashes. He attributes some of the criticism to frustrations with search results often filled with copycat content, which he sees as a consequence of optimizing for search intent.

People tend to blame SEOs when they see repetitive content in search results. Sam explains that this is a result of everyone trying to match search intent, which can lead to similar content being ranked. He acknowledges that this might cause users to think SEO is at fault, but he views it as part of the game. SEOs are tasked with demonstrating to Google that their page is the best result for a query, often within the constraints of Google's guidelines.

Sam is confident that SEO won't be replaced soon. While AI and other technologies might change aspects of the industry, the core need for SEO remains. The industry will continue to evolve, but the fundamental skills and strategies of SEOs will stay relevant.

Key takeaway: SEO remains essential as long as search engines exist. Technical optimization, quality content creation, and understanding search intent are timeless strategies that remain effective despite algorithm changes and AI advancements.

How Content Marketers Can Stay Relevant with AI

Sam argues that SEO and content marketing are here to stay, even with the rise of AI. The key to thriving lies in effort, experience, and experimentation. Ryan Law’s article on this topic resonates with Sam, who emphasizes these principles for standing out in a crowded field.

Effort is paramount. Understanding your audience and delivering precisely what they need sets you apart. ...