Top SaaS SEO insights founders should know in 2025 with Mark Williams-Cook @AlsoAsked

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In episode #24, Anna Nadeina talks with Mark, founder at AlsoAsked, a free keyword research tool for exploring the questions your visitors are asking, Digital Marketing Director at Candour, podcast host, and a well-known SEO expert.

Mark’s journey in SEO began two decades ago, a time when resources were scarce and self-teaching was essential. Starting with affiliate marketing and creating his own websites, Mark quickly learned the ropes of SEO through forums and experimentation. He developed early SEO tools, albeit some were on the darker side of the spectrum, focusing on link-building and social media exploits.

Transitioning to the agency side of SEO, Mark became a director at three different agencies, currently serving as the Director at Candour. His agency experience has been foundational, allowing him to build a team and develop tools that cater to the needs of marketers and businesses.

The inspiration behind AlsoAsked

AlsoAsked was born out of Mark’s fascination with Google’s “People Also Ask” data. This feature, which appears in over 50% of searches, provides insights into user intent and related queries. Mark recognized a gap in the market for a tool that could help users access this data easily.

After a successful presentation at a conference in 2016, where he showcased a command-line tool for accessing this data, the demand became evident. Despite initial challenges, the alpha version of AlsoAsked garnered millions of searches, revealing a strong need for such a tool in the SEO community. The journey from a free tool to a paid SaaS model took two years, but it was a necessary evolution to ensure sustainability and scalability.

Transitioning from a free tool to paid SaaS

The transition from a free to a paid model can be tricky. Mark initially operated the free version of AlsoAsked, but as costs soared above £10,000 per month, it became unsustainable. Early indications showed that users were willing to pay, as they quickly reached five figures in revenue shortly after launching the paid version.

However, the switch upset some users who felt misled by the transition. Mark learned that anchoring value in free offerings can create unrealistic expectations about pricing. The key takeaway was to ensure that the value proposition is clear and justifies the cost, especially in a market where many tools are free or low-cost.

Managing multiple ventures and prioritization

Mark’s ability to juggle multiple ventures is impressive. As the leader of Candour and AlsoAsked, he emphasizes the importance of building a strong team. By hiring talented individuals who excel in their respective areas, he can delegate effectively, allowing him to focus on higher-level strategies and marketing.

His approach to prioritization is intuitive. Mark uses a gut feeling to decide what needs attention, often employing the Eisenhower Matrix to distinguish between urgent and important tasks. He advocates for long-term thinking, preferring to make decisions that benefit the business’s future rather than seeking immediate results.

Use cases for AlsoAsked in SaaS and beyond

AlsoAsked is not just for SEO experts; it has various applications for SaaS founders and marketers. The tool helps users understand customer intent by providing related questions that potential customers are asking. This is invaluable for content creators and marketers looking to align their messaging with user needs.

Mark shared an interesting case where social media influencers in Brazil used AlsoAsked to inform their content strategies. By inputting topics into the tool, they could generate a list of relevant questions to answer in their videos, demonstrating the tool’s versatility.

Brands can also leverage AlsoAsked to gain insights into customer perceptions. For example, a financial institution could use the tool to identify concerns potential customers have about their services, allowing them to address these pain points in their marketing efforts.

SEO insights and challenges for founders

As SEO continues to evolve, founders face new challenges, particularly with Google’s frequent algorithm updates. Mark highlighted the “helpful content update,” which has left many businesses confused about their ranking drops. Founders often come to agencies like Candour seeking clarity on why their traffic has plummeted despite their SEO efforts.

Mark advises that there is rarely a quick fix. Instead, businesses must understand the nuances of their SEO strategies and ensure they align with Google’s evolving standards. This involves moving away from tactics solely aimed at improving SEO metrics and focusing on creating genuine value for users.

Understanding SEO challenges and strategies

Many founders struggle with the misconception that SEO is a one-size-fits-all solution. Mark emphasizes the importance of a tailored approach that considers the unique needs of each business. Effective SEO is about understanding the audience, creating valuable content, and using data-driven insights to inform decisions.

One of the crucial elements of modern SEO is understanding user intent. Mark discusses the significance of semantic SEO, which goes beyond traditional keyword targeting. By focusing on the context and meaning behind search queries, businesses can create content that resonates with users and fulfills their needs.

The evolution of SEO: from traditional to semantic

SEO has evolved significantly over the years, with a shift towards semantic understanding. Mark notes that Google’s algorithms now prioritize content that answers users’ questions in a meaningful way. This means that businesses must adapt their strategies to focus on providing comprehensive answers rather than merely targeting specific keywords.

Structured data plays a pivotal role in this evolution. By implementing schema markup, businesses can help search engines better understand their content, leading to improved visibility in search results. Mark encourages founders to invest in structured data as part of their SEO strategy to future-proof their content against algorithm changes.

The role of structured data and AI in SEO

As AI continues to shape the digital landscape, its impact on SEO cannot be ignored. Mark highlights the importance of structured data in enhancing the performance of AI-driven search results. By providing clear information about content, businesses can improve their chances of being featured in AI-generated summaries and overviews.

Mark also discusses the potential for AI to transform content creation. By utilizing AI tools, businesses can analyze user intent, identify content gaps, and generate ideas for new articles or pages. However, he warns that relying solely on AI-generated content can be risky; authentic, human-driven insights are still essential for effective communication.

Preparing for AI-driven content optimization

Looking ahead, Mark emphasizes the need for businesses to prepare for AI-driven content optimization. This includes understanding how AI models work and how they influence search results. By aligning content strategies with AI’s capabilities, businesses can ensure they remain competitive in the ever-changing SEO landscape.

Mark believes that businesses should focus on creating high-quality, authoritative content that answers users’ questions and provides value. This approach will not only improve SEO performance but also foster trust and loyalty among customers.

Insights on tools and techniques for SEO success

Mark shares various tools and techniques that can aid in achieving SEO success. He emphasizes the importance of using data analytics to track performance and refine strategies continuously. Tools like Google Analytics, Ahrefs, and Screaming Frog can provide valuable insights into user behavior and content performance.

Additionally, Mark advocates for the use of content audits to identify areas for improvement. By regularly reviewing existing content, businesses can ensure their messaging aligns with current user intent and search trends. This proactive approach will help maintain relevance and visibility in search results.

Reflections on wins, failures, and learning in business

Mark reflects on his journey, acknowledging that every success comes with its share of failures. He emphasizes the importance of learning from mistakes and using them as opportunities for growth. Rather than viewing setbacks as failures, he encourages founders to adopt a mindset of continuous improvement.

By sharing his experiences, Mark hopes to inspire other founders to embrace their journeys, recognizing that every challenge can lead to valuable lessons and insights.

Consistency and generosity: keys to long-term success

In closing, Mark highlights two fundamental principles for achieving long-term success: consistency and generosity. By committing to consistent efforts in SEO and content creation, businesses can build a strong online presence over time.

Moreover, being generous with knowledge and insights can foster a supportive community among founders and marketers. Mark believes that sharing experiences and strategies can lead to collective growth and success in the industry.