Lorenzo Luiso Talks His Journey + Online Marketing Advice on the Simplified Marketing Podcast

We do not write about topics purely to chase rankings / organic visibility. Our subjects and articles come from real questions often asked by our clients. Our clients are often founders and in-house marketing teams. We also like to write content and share our opinions on real industry news and talking points. This includes LinkedIn talking points and recent Google updates. Our own team hits these questions by solving live problems on real campaigns. The substance of our articles comes from real work and real-time industry insights.

The first draft is written by a Senior member of our SEO team who lives and breathes SEO and client strategy. They write using three things, in this order. First, our own client campaign data and what we have seen work across more than 100 businesses. Second, official documentation from the source itself, like Google Search Central, the Search Quality Rater Guidelines, and other trusted platforms/publications. Third, reputable independent research and studies. When we give a number or make a claim, we share transparently where it comes from and link to the source so you can check it for yourself. We use AI as a tool to support our work, the way any modern search team does, but the expertise, the examples and the final words are our team's own opinions and views.

Before any article goes live, a second member has an opportunity to quality check it and add a second layer of expertise when applicable. On the second preview, we check three things. Firstly, that the advice is right and not over-simplified to the point of being misleading. Secondly, anything we say about how Google or a platform behaves is current and fairly described. Lastly, any advice we share matches our findings based on real time client work, not just theory. Our second team member has the option to send back the article for further editing. This may include asking for further evidence and clarification. Both experts must agree before any article goes live. This is the most important step in how we work. This is because we have removed the client services layer that most agencies put between you and the people executing real SEO strategies. the team member writing and checking our articles are real experts not proofreaders. The names of our team members who write and check each article will be transparently shown on each article.

Each article shows who wrote it, who checked it, and the date it was last updated. The world of search changes constantly. Core updates land, features are deprecated, ranking signals shift, and best practices are rewritten more often in our field than almost any other. An article that was correct at publication can quickly become outdated. So we go back and review our advice on a regular basis. Typically, every 3 months. When applicable, our team updates the article to ensure real-time accuracy.