The ultimate guide to SEO | Ethan Smith (Graphite)

In this episode of Lenny's Podcast, host Lenny Rachitsky interviews Ethan Smith, CEO of Graphite, about SEO strategies. Ethan shares his journey into SEO, emphasizing its importance and how it integrates with product development. He debunks common SEO myths, particularly around technical audits, and stresses the significance of editorial SEO. The discussion covers when to focus on SEO, assessing addressable market size and authority, and comparing SEO with other growth channels. Ethan details the three types of SEO—programmatic, editorial, and technical—and offers advice on building an effective SEO operation, including defining the addressable market, determining page types, and developing content strategies. He also recommends tools like Google Search Console, ClearScope, Ahrefs, and Screaming Frog. The conversation further explores the concept of topical authority, the importance of internal links, and the role of AI in content creation, concluding with actionable steps for startups to explore SEO opportunities.