June 20, 2025 • 12 mins
In this episode, Meredith and her husband discuss the importance of consistency—rather than constant effort—when it comes to SEO. The key takeaway: long-term, sustainable progress in SEO comes from finding a manageable rhythm and sticking to it consistently, rather than trying to do everything all at once.
Chapter Markers
[0:24] Squarespace Changes Again
[1:03] Superficial SEO Improvements by Squarespace
[1:30] The Goldilocks Problem of SEO
[2:03] Constant vs. Consistent SEO
[2:33] The Gym in January Analogy
[4:00] The Pitfall of Undercommitting
[5:00] Finding a Sustainable SEO Rhythm
[6:00] A Baseball Story: Effort Over Talent
[7:51] Common SEO Overcommitment Mistakes
[8:53] How Often Should You Blog?
---
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Meredith's husband (00:00):
So last week we talked about Squarespace.
Meredith (00:03):
Yes, we did.
Meredith's husband (00:04):
And I had a couple more episodes about
Squarespace coming up.
Yes, you did.
We recorded one of them.
Yes, we did, and I talked abouta couple things specifically,
like where to find them onSquarespace.
If you go log in, you knowclick here, click here.
Do that, yes, Do this.
Meredith (00:19):
Yes.
Meredith's husband (00:19):
Okay, so I went and looked at Squarespace
just a few days ago, yes, wentand looked at Squarespace just a
few days ago, yes, and itchanged.
Meredith (00:27):
Oh my God.
Meredith's husband (00:28):
Yeah, they changed the layout completely,
Really, yeah, so this I can'ttell you how many times this has
happened to me I'll dosomething like this.
I'll do like a demo say, gohere, click this, do that, blah,
blah, blah and then theychanged the layout and so then I
got to read it.
So that episode I have to redoa little bit.
The content is all the same,Like all the stuff I talk about
once you get to like the SEOchecklist on Squarespace.
(00:48):
It's the same.
It's just how you get.
There has changed.
Squarespace has added some morestuff in their I'll call it SEO
section.
It is as unimpressive as always, I think.
Although they have made someeffort into making it look
better.
But, it seems to me they havenot made any effort into
(01:11):
actually making it better, theyjust make it look better, anyway
.
So that's coming.
That'll be next week.
Sorry, it's delayed by a week,it's okay.
Today I'm going to talk abouttwo of the most common mistakes
I see for SEO.
I kind of think of this as likethe Goldilocks issue with SEO.
Meredith (01:30):
What does that mean?
Meredith's husband (01:31):
Well, that'll make sense as we go
through.
Meredith (01:34):
I will trust you.
Meredith's husband (01:35):
One of my students said a couple weeks ago
just a comment and every oncein a while, like, a student will
say something and it will justlike ring.
I'm like oh, that's such acommon issue.
Meredith (01:44):
And the student says it better than.
Meredith's husband (01:45):
I could ever sometimes say that.
But this student, who is making, I think, really good progress,
said something about oh, it'shard to work on this stuff
constantly.
Meredith (01:58):
Yes.
Meredith's husband (02:03):
And that kind of rang a bell in my head.
I'm like well you're notsupposed to work on it
constantly.
You want to work on itconsistently, but not constantly
.
There's a difference betweenthose two and I think a lot of
people I will talk about thedifference, but a lot of people
think, oh, it's something I needto work on constantly, I need
to do it all the time.
I need to, for example, beblogging all the time, I need to
be working on my website allthe time, and that's unrealistic
and it puts a lot of pressureon you.
(02:25):
It's kind of like, at least inmy head.
It's like no, it's like the gymin January.
Meredith (02:33):
Super busy, right so?
Meredith's husband (02:36):
lots of people set New Year's
resolutions, and I've been oneof them.
I've done this myself.
You say, okay, boom, this yeargoing to work out.
You start going to the gymevery day in January.
By the end of January you'reburned out.
You're like fuck this, I'm notgoing to the gym anymore.
And so why don't people do that?
Why don't people keep going?
(02:56):
Why do they stop going?
Meredith (02:57):
Right.
Meredith's husband (02:59):
I think one reason is you probably don't see
results in that short of timeframe.
Yeah, right.
Meredith (03:05):
Yeah.
Meredith's husband (03:05):
It's not like you can go to the gym a
couple times a week for a fewweeks and see amazing results.
Meredith (03:09):
And you haven't built anything.
You know, they always say ittakes time to create something,
a process.
If you just change it radically.
Meredith's husband (03:19):
It's interesting.
But even that aside, if you sawlike, let's say, you went to
the gym, yes, three days a weekfor January, if you saw like
amazing results at the end ofJanuary, yeah, do you think you
would like?
Let's say, you lose weight, yougot more muscle, get more
muscle, you look better, youfeel better, yeah, you even
start like you feel so muchbetter, your career is going
(03:39):
better, like everything isbetter, would you keep going?
Yes, yeah, probably.
Meredith (03:43):
Hell yes.
Meredith's husband (03:45):
I would think so.
So one thing is, you don't getthe results that you….
Meredith (03:49):
It gets frustrating.
Meredith's husband (03:50):
Yeah, so that's one issue.
That's one side of theGoldilocks phenomenon.
You overcommit, you say I'mgoing to do this, and it's not
really a realistic thing.
Meredith (04:00):
I have no idea what that feels like, and the other
side of that is peopleundercommit.
Meredith's husband (04:10):
I've experienced this a lot in my
career as a consultant.
I've had many times where aclient in fact one client in
particular, potential clientstarted and they were it was
kind of an acquaintance of mine,a sort of friend, and they he
was starting a business with hisfather and he was like let's
see what we can do with this.
We're just going to like throw$500 at it and see what sticks.
(04:32):
And I was like okay, well,nothing is going to stick Like
for $500, you're just gettingready, you're just setting up
like nothing is going to stickin there.
And they were like no, let's,we just want to do it this way
and we're going to see whathappens.
And so $500 later, like nothinghad really happened, like nah,
seo didn't really work for us.
That has happened.
That happens often.
Meredith (04:53):
That's literally like I really feel like getting a
donut and you turn around andenter a furniture store.
Meredith's husband (05:00):
I have no idea what you're talking about,
but that's how I see it, thatwould.
I think that would kind of belike going to the gym once and
being like I don't feel muchdifferent.
Like in fact, I feel worse,like I'm sore.
So, the trick is at least asfar as I see it the trick is to
find a rhythm that's right foryou, that you can do Right.
(05:21):
Maybe it's going to the gymonce a week.
Meredith (05:23):
And you used to say it's find something you like.
Meredith's husband (05:25):
Yeah, let's save that one for another
episode, finding a way to enjoythe gym.
I think that's a whole otherdiscussion.
Yes, true, but the trick is tofind something you can do
realistically and it doesn'thave to be constantly Right, it
doesn't have to be every day orevery week or even every month I
mean, my own stuff is not, Idon't do that but you find a
(05:49):
rhythm that you can dorealistically and then you keep
doing it.
You have to keep doing it.
Meredith (05:53):
That's the thing.
Meredith's husband (05:55):
I remember.
This reminds me of a kid I wentto high school with yeah, I
that's the thing I remember.
This reminds me of a kid.
I went to high school with.
Yeah, I played baseball in highschool.
You were great.
And coming into high school,this kid, he didn't have the
most natural talent, let's sayhe wasn't as talented as
probably at least a handful ofkids on the team.
But you could see it in hiseyes and the way he moved and
(06:16):
the way he did things that hewas going to fucking do it.
And I remember thinking, oh man, this kid is going to do it, he
is going.
He is not as good as a bunch ofus, but he is going to be better
than all of us.
And he put in the time and heput in the work.
He ended up getting a full rideto a pretty good university
(06:38):
with a baseball scholarship andI think I don't know what
happened from that point on, butI think he Even then set a
bunch of records at thatuniversity on the baseball team.
Meredith (06:48):
Good for him Now.
Meredith's husband (06:49):
he didn't go pro, but he got a full ride.
Like he got out of it, like somuch.
Meredith (06:56):
How many people actually go pro as well.
Yeah right Percent-wise.
Meredith's husband (07:00):
And he never .
I don't think he ever wanted to.
Meredith (07:02):
I think if he wanted to, he would.
It sounds.
Meredith's husband (07:05):
Perhaps, but what he did do is he identified
something that he could do.
He was going to go to thebatting cage, say, every
afternoon, and hit baseballs foran hour, whatever his rhythm
was.
That he could do consistently.
He identified that and he didthat and progress was made.
I have never, ever in 20 plusyears of doing SEO, I have never
(07:27):
seen anyone put in a consistenteffort over a period of time
and not get results.
Doing SEO, I've seen a bunch ofpeople like overcommit and say,
oh OK, I've never bloggedbefore, but I'm going to start
blogging every single day, and amonth later they're like screw
blogging, that's too hard and Ididn't see the results I wanted.
I have seen lots of peopledabble, throw $500 at it.
(07:51):
Or not listen to you, or saylet's do SEO for an afternoon
and see if it works.
Meredith (07:59):
I would be that person .
Meredith's husband (08:00):
Or say, yeah , I'm going to blog every single
hour forever and a month laterbe like, okay, that's not doable
.
So my point is that you don'tneed to work on SDO constantly.
You don't need to probably doanything constantly, but you do
need to be consistent, find outwhat your rhythm is, what is
possible, and then stick to it.
Meredith (08:21):
I have a question.
If somebody like me were to sayhow often is often enough and
how often is too often, Well, Iwould say how often is often
enough, and how often is toooften.
Meredith's husband (08:35):
Well, I would say how often can you do
it Right.
Start there Realistically.
Yeah, you got to startsomething.
Meredith (08:40):
Like if.
Meredith's husband (08:40):
I said, oh, blogging once a week is really
what you want to be doing, andyou're have never blogged, ever
in your life.
That might be unrealistic.
Meredith (08:45):
Yeah.
Meredith's husband (08:46):
You know you probably don't need, you don't
need to blog that often.
Meredith (08:49):
Right, oh, you don't.
No, how often should one blog?
Meredith's husband (08:53):
You know, I would say and this is more for
usability is, try to blog once amonth, and that's just for
appearance, to make it look tothese people who come to your
site that, oh, this blog isactive, he's got something every
month or she's got somethingevery month.
There's also some advantage tohaving a rhythm that Google will
recognize and they will keepcoming back to revisit your site
(09:15):
.
But you don't need to start.
Like I said, if you've neverblogged, you don't need to start
blogging.
Every month, ramp up, you know.
Meredith (09:23):
Right, Don't start at 11.
Meredith's husband (09:25):
Ultimately it's more important to have good
blogs than have a bunch ofblogs Right?
I've always, not always.
I often say that a lot ofgarbage is still garbage.
So if you're putting garbage onyour blog every day, it doesn't
matter.
I would rather, personally I'drather have one good blog per
month or even per three monthsthan have a shitty blog every
(09:50):
week or every day.
Meredith (09:51):
Yeah, written by AI from scratch.
Meredith's husband (09:55):
You know, when I log into ChatGPT does it
give you, like the most popularprompts, gives you a whole bunch
of prompts that I don't thinkit does.
Meredith (10:02):
I don't think my ChatGPT does.
Meredith's husband (10:05):
When I log in to ChatGPT, there's public
prompts there.
Chat GPT does.
When I log in to chat GPT,there's public prompts there and
they are exclusively like and Idon't know if this is because
of my browsing history or what Ido or whatever, but it's always
they're always SEO related andmost of them now say 100%
manually written, seo blogcontent.
And I'm like are you fuckingkidding me?
(10:27):
Oh, my God, it's a prompt onchat GPT saying that it's a
hundred percent manually written.
Now, two things, okay, bullshit, obviously.
And then number two that shouldgive you some sort of clue that
an AI generated blog isprobably not as good as a
handwritten book, yeah, anyway.
Meredith (10:47):
My chat GPT is very lovely.
She's great.
I love my chat GPT.
Meredith's husband (10:53):
My chat GPT is great too.
He's very cool.
Meredith (10:57):
Well mine, she is just incredible.
Meredith's husband (11:01):
Okay.
Meredith (11:02):
We're keeping all of that.
Meredith's husband (11:03):
Yeah, okay, don't stress out.
You don't need to do your SEOconstantly.
Meredith (11:07):
Yes, you do not.
Meredith's husband (11:07):
Find a rhythm that is realistic for you
.
Meredith (11:10):
And look up at the sky .
Meredith's husband (11:11):
What does that mean?
Meredith (11:12):
It's just something nice to do when you're outside.
Look up at the sky, yeah dothat too.
It's very grounding.
Meredith's husband (11:18):
Okay, isn't that weird.
You look at the sky and youbecome more grounded.
Meredith (11:21):
Well, because you're on the ground looking at the sky
.
Meredith's husband (11:24):
I feel,
So last week we talked about Squarespace.
Meredith (00:03):
Yes, we did.
Meredith's husband (00:04):
And I had a couple more episodes about
Squarespace coming up.
Yes, you did.
We recorded one of them.
Yes, we did, and I talked abouta couple things specifically,
like where to find them onSquarespace.
If you go log in, you knowclick here, click here.
Do that, yes, Do this.
Meredith (00:19):
Yes.
Meredith's husband (00:19):
Okay, so I went and looked at Squarespace
just a few days ago, yes, wentand looked at Squarespace just a
few days ago, yes, and itchanged.
Meredith (00:27):
Oh my God.
Meredith's husband (00:28):
Yeah, they changed the layout completely,
Really, yeah, so this I can'ttell you how many times this has
happened to me I'll dosomething like this.
I'll do like a demo say, gohere, click this, do that, blah,
blah, blah and then theychanged the layout and so then I
got to read it.
So that episode I have to redoa little bit.
The content is all the same,Like all the stuff I talk about
once you get to like the SEOchecklist on Squarespace.
(00:48):
It's the same.
It's just how you get.
There has changed.
Squarespace has added some morestuff in their I'll call it SEO
section.
It is as unimpressive as always, I think.
Although they have made someeffort into making it look
better.
But, it seems to me they havenot made any effort into
(01:11):
actually making it better, theyjust make it look better, anyway
.
So that's coming.
That'll be next week.
Sorry, it's delayed by a week,it's okay.
Today I'm going to talk abouttwo of the most common mistakes
I see for SEO.
I kind of think of this as likethe Goldilocks issue with SEO.
Meredith (01:30):
What does that mean?
Meredith's husband (01:31):
Well, that'll make sense as we go
through.
Meredith (01:34):
I will trust you.
Meredith's husband (01:35):
One of my students said a couple weeks ago
just a comment and every oncein a while, like, a student will
say something and it will justlike ring.
I'm like oh, that's such acommon issue.
Meredith (01:44):
And the student says it better than.
Meredith's husband (01:45):
I could ever sometimes say that.
But this student, who is making, I think, really good progress,
said something about oh, it'shard to work on this stuff
constantly.
Meredith (01:58):
Yes.
Meredith's husband (02:03):
And that kind of rang a bell in my head.
I'm like well you're notsupposed to work on it
constantly.
You want to work on itconsistently, but not constantly
.
There's a difference betweenthose two and I think a lot of
people I will talk about thedifference, but a lot of people
think, oh, it's something I needto work on constantly, I need
to do it all the time.
I need to, for example, beblogging all the time, I need to
be working on my website allthe time, and that's unrealistic
and it puts a lot of pressureon you.
(02:25):
It's kind of like, at least inmy head.
It's like no, it's like the gymin January.
Meredith (02:33):
Super busy, right so?
Meredith's husband (02:36):
lots of people set New Year's
resolutions, and I've been oneof them.
I've done this myself.
You say, okay, boom, this yeargoing to work out.
You start going to the gymevery day in January.
By the end of January you'reburned out.
You're like fuck this, I'm notgoing to the gym anymore.
And so why don't people do that?
Why don't people keep going?
(02:56):
Why do they stop going?
Meredith (02:57):
Right.
Meredith's husband (02:59):
I think one reason is you probably don't see
results in that short of timeframe.
Yeah, right.
Meredith (03:05):
Yeah.
Meredith's husband (03:05):
It's not like you can go to the gym a
couple times a week for a fewweeks and see amazing results.
Meredith (03:09):
And you haven't built anything.
You know, they always say ittakes time to create something,
a process.
If you just change it radically.
Meredith's husband (03:19):
It's interesting.
But even that aside, if you sawlike, let's say, you went to
the gym, yes, three days a weekfor January, if you saw like
amazing results at the end ofJanuary, yeah, do you think you
would like?
Let's say, you lose weight, yougot more muscle, get more
muscle, you look better, youfeel better, yeah, you even
start like you feel so muchbetter, your career is going
(03:39):
better, like everything isbetter, would you keep going?
Yes, yeah, probably.
Meredith (03:43):
Hell yes.
Meredith's husband (03:45):
I would think so.
So one thing is, you don't getthe results that you….
Meredith (03:49):
It gets frustrating.
Meredith's husband (03:50):
Yeah, so that's one issue.
That's one side of theGoldilocks phenomenon.
You overcommit, you say I'mgoing to do this, and it's not
really a realistic thing.
Meredith (04:00):
I have no idea what that feels like, and the other
side of that is peopleundercommit.
Meredith's husband (04:10):
I've experienced this a lot in my
career as a consultant.
I've had many times where aclient in fact one client in
particular, potential clientstarted and they were it was
kind of an acquaintance of mine,a sort of friend, and they he
was starting a business with hisfather and he was like let's
see what we can do with this.
We're just going to like throw$500 at it and see what sticks.
(04:32):
And I was like okay, well,nothing is going to stick Like
for $500, you're just gettingready, you're just setting up
like nothing is going to stickin there.
And they were like no, let's,we just want to do it this way
and we're going to see whathappens.
And so $500 later, like nothinghad really happened, like nah,
seo didn't really work for us.
That has happened.
That happens often.
Meredith (04:53):
That's literally like I really feel like getting a
donut and you turn around andenter a furniture store.
Meredith's husband (05:00):
I have no idea what you're talking about,
but that's how I see it, thatwould.
I think that would kind of belike going to the gym once and
being like I don't feel muchdifferent.
Like in fact, I feel worse,like I'm sore.
So, the trick is at least asfar as I see it the trick is to
find a rhythm that's right foryou, that you can do Right.
(05:21):
Maybe it's going to the gymonce a week.
Meredith (05:23):
And you used to say it's find something you like.
Meredith's husband (05:25):
Yeah, let's save that one for another
episode, finding a way to enjoythe gym.
I think that's a whole otherdiscussion.
Yes, true, but the trick is tofind something you can do
realistically and it doesn'thave to be constantly Right, it
doesn't have to be every day orevery week or even every month I
mean, my own stuff is not, Idon't do that but you find a
(05:49):
rhythm that you can dorealistically and then you keep
doing it.
You have to keep doing it.
Meredith (05:53):
That's the thing.
Meredith's husband (05:55):
I remember.
This reminds me of a kid I wentto high school with yeah, I
that's the thing I remember.
This reminds me of a kid.
I went to high school with.
Yeah, I played baseball in highschool.
You were great.
And coming into high school,this kid, he didn't have the
most natural talent, let's sayhe wasn't as talented as
probably at least a handful ofkids on the team.
But you could see it in hiseyes and the way he moved and
(06:16):
the way he did things that hewas going to fucking do it.
And I remember thinking, oh man, this kid is going to do it, he
is going.
He is not as good as a bunch ofus, but he is going to be better
than all of us.
And he put in the time and heput in the work.
He ended up getting a full rideto a pretty good university
(06:38):
with a baseball scholarship andI think I don't know what
happened from that point on, butI think he Even then set a
bunch of records at thatuniversity on the baseball team.
Meredith (06:48):
Good for him Now.
Meredith's husband (06:49):
he didn't go pro, but he got a full ride.
Like he got out of it, like somuch.
Meredith (06:56):
How many people actually go pro as well.
Yeah right Percent-wise.
Meredith's husband (07:00):
And he never .
I don't think he ever wanted to.
Meredith (07:02):
I think if he wanted to, he would.
It sounds.
Meredith's husband (07:05):
Perhaps, but what he did do is he identified
something that he could do.
He was going to go to thebatting cage, say, every
afternoon, and hit baseballs foran hour, whatever his rhythm
was.
That he could do consistently.
He identified that and he didthat and progress was made.
I have never, ever in 20 plusyears of doing SEO, I have never
(07:27):
seen anyone put in a consistenteffort over a period of time
and not get results.
Doing SEO, I've seen a bunch ofpeople like overcommit and say,
oh OK, I've never bloggedbefore, but I'm going to start
blogging every single day, and amonth later they're like screw
blogging, that's too hard and Ididn't see the results I wanted.
I have seen lots of peopledabble, throw $500 at it.
(07:51):
Or not listen to you, or saylet's do SEO for an afternoon
and see if it works.
Meredith (07:59):
I would be that person .
Meredith's husband (08:00):
Or say, yeah , I'm going to blog every single
hour forever and a month laterbe like, okay, that's not doable
.
So my point is that you don'tneed to work on SDO constantly.
You don't need to probably doanything constantly, but you do
need to be consistent, find outwhat your rhythm is, what is
possible, and then stick to it.
Meredith (08:21):
I have a question.
If somebody like me were to sayhow often is often enough and
how often is too often, Well, Iwould say how often is often
enough, and how often is toooften.
Meredith's husband (08:35):
Well, I would say how often can you do
it Right.
Start there Realistically.
Yeah, you got to startsomething.
Meredith (08:40):
Like if.
Meredith's husband (08:40):
I said, oh, blogging once a week is really
what you want to be doing, andyou're have never blogged, ever
in your life.
That might be unrealistic.
Meredith (08:45):
Yeah.
Meredith's husband (08:46):
You know you probably don't need, you don't
need to blog that often.
Meredith (08:49):
Right, oh, you don't.
No, how often should one blog?
Meredith's husband (08:53):
You know, I would say and this is more for
usability is, try to blog once amonth, and that's just for
appearance, to make it look tothese people who come to your
site that, oh, this blog isactive, he's got something every
month or she's got somethingevery month.
There's also some advantage tohaving a rhythm that Google will
recognize and they will keepcoming back to revisit your site
(09:15):
.
But you don't need to start.
Like I said, if you've neverblogged, you don't need to start
blogging.
Every month, ramp up, you know.
Meredith (09:23):
Right, Don't start at 11.
Meredith's husband (09:25):
Ultimately it's more important to have good
blogs than have a bunch ofblogs Right?
I've always, not always.
I often say that a lot ofgarbage is still garbage.
So if you're putting garbage onyour blog every day, it doesn't
matter.
I would rather, personally I'drather have one good blog per
month or even per three monthsthan have a shitty blog every
(09:50):
week or every day.
Meredith (09:51):
Yeah, written by AI from scratch.
Meredith's husband (09:55):
You know, when I log into ChatGPT does it
give you, like the most popularprompts, gives you a whole bunch
of prompts that I don't thinkit does.
Meredith (10:02):
I don't think my ChatGPT does.
Meredith's husband (10:05):
When I log in to ChatGPT, there's public
prompts there.
Chat GPT does.
When I log in to chat GPT,there's public prompts there and
they are exclusively like and Idon't know if this is because
of my browsing history or what Ido or whatever, but it's always
they're always SEO related andmost of them now say 100%
manually written, seo blogcontent.
And I'm like are you fuckingkidding me?
(10:27):
Oh, my God, it's a prompt onchat GPT saying that it's a
hundred percent manually written.
Now, two things, okay, bullshit, obviously.
And then number two that shouldgive you some sort of clue that
an AI generated blog isprobably not as good as a
handwritten book, yeah, anyway.
Meredith (10:47):
My chat GPT is very lovely.
She's great.
I love my chat GPT.
Meredith's husband (10:53):
My chat GPT is great too.
He's very cool.
Meredith (10:57):
Well mine, she is just incredible.
Meredith's husband (11:01):
Okay.
Meredith (11:02):
We're keeping all of that.
Meredith's husband (11:03):
Yeah, okay, don't stress out.
You don't need to do your SEOconstantly.
Meredith (11:07):
Yes, you do not.
Meredith's husband (11:07):
Find a rhythm that is realistic for you
.
Meredith (11:10):
And look up at the sky .
Meredith's husband (11:11):
What does that mean?
Meredith (11:12):
It's just something nice to do when you're outside.
Look up at the sky, yeah dothat too.
It's very grounding.
Meredith's husband (11:18):
Okay, isn't that weird.
You look at the sky and youbecome more grounded.
Meredith (11:21):
Well, because you're on the ground looking at the sky
.
Meredith's husband (11:24):
I feel,
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