Discovering the secrets of the SEO world – interview with Thomas Kloos
Have you ever wondered why some websites appear at the top of Google results while others don’t? This episode will explain why. Thomas Kloos explains how search engines understand websites, decide on their ranking, and reward those that are designed for both people and computers. If you want to make your website look good and be found easily online, this is a must-read. đź’ˇ
Thomas Kloos is a founder of .kloos Agency, one of Austria’s leading SEO and online marketing agencies. With over 15 years of hands-on experience, Thomas has witnessed every major shift in search engine optimization – from the wild west days of keyword stuffing to today’s AI-driven algorithms.
The conversation unpacks what SEO truly means in 2025: when to invest in it, what businesses can expect, and why some companies actually don’t need SEO at all. The episode also explores the rise of zero-click searches, AI in content creation, and practical steps for building SEO-friendly websites.
Why SEO Still Matters in a Changing Internet
Thomas Kloos is clear about one thing: not everyone needs SEO, but for most, it’s still essential. Google remains the gateway to the web, and visibility in search results often determines business growth.
For most websites, the lion’s share of traffic still comes from Google, from organic search.
He emphasizes that while some niches rely more on direct or paid traffic, being invisible in search results means losing potential customers. In his view, SEO isn’t just about ranking – it’s about ensuring your audience can actually find you.
For product-based and service-driven businesses, from local plumbers to SaaS companies, SEO remains one of the most cost-effective marketing channels. Yet for hyper-niche B2B industries with limited search demand, Kloos advises caution: sometimes, SEO investment just doesn’t pay off.
Active vs. Passive SEO: Laying the Foundation
Many businesses treat SEO as a one-time project, but Thomas draws a critical line between technical optimization and ongoing effort. A properly structured website is the foundation, but “active SEO” is what drives continuous growth.
Making a website SEO-friendly means it’s indexable, crawlable, and structured. But active SEO is an ongoing collaboration—building links, improving content, and keeping up with changes.
Active SEO requires monitoring performance, adapting to Google’s updates, and continually publishing fresh, relevant content. It’s a long game that rewards persistence over quick wins. This process also involves understanding competitors’ moves and identifying opportunities where your content can fill gaps in the market. Over time, these incremental improvements accumulate to create a solid foundation of authority and trust that algorithms and users both recognize.
He adds that agencies often become domain experts for their clients. This long-term partnership allows them to go beyond simple technical fixes and help businesses truly understand their audiences and positioning.
We produce content, build authority, and maintain trust—Google rewards that.
This mindset connects strategy, content, and trust into a single cycle of growth. When agencies act as both educators and executors, SEO turns from a checklist into an ongoing dialogue between brands, users, and search engines.
Zero-Click Searches and the Evolving SERP Landscape
One of the biggest shifts in modern SEO is the rise of zero-click searches—when Google displays the answer directly on the results page, removing the need to visit a website.
More than half of all searches conducted on Google are zero-click searches.
Thomas acknowledges that this trend initially frustrated many site owners, especially those monetizing through ads. However, he now sees featured snippets as a branding opportunity rather than a threat. Getting featured builds authority and trust—even if it doesn’t always lead to a click.
He also warns that content farms producing low-quality, keyword-stuffed articles are being phased out: Google’s priority is user satisfaction.
If people stop trusting results, they stop searching.
User trust is the foundation of the entire search ecosystem. Without reliable results, even the best SEO strategies lose their meaning, as users stop engaging with search.
AI and the Future of Search Optimization
Artificial intelligence is redefining how marketers think about SEO, automation, and the future of website performance. Thomas Kloos points out that while AI simplifies tasks, it also challenges us to create content that still feels human and original.
AI can be brilliant at one thing, but interdisciplinary work—connecting creativity, empathy, and data—still belongs to humans.
He notes that AI tools are powerful allies in optimizing website structure, improving metadata, and analyzing keyword intent, but their value depends on the human guidance behind them. For website owners, this means integrating AI insights without losing authenticity or user focus. A strong website strategy still begins with clarity, speed, and relevance—elements AI can enhance but not replace.
You can’t let automation decide what your brand should sound like. The voice has to be yours.
Thomas emphasizes that the next era of SEO will depend on how well experts balance automation with human intuition. The websites that perform best will combine data-driven insights with empathy for users, creating meaningful and measurable experiences.
The most important part of SEO is understanding what people really want and need. That’s something AI can’t fully replace.
Ultimately, AI is a tool—but the story, strategy, and connection behind every search remain deeply human.
Building a Website That Search Engines Love
For anyone developing a new website, Thomas insists that SEO begins with structure. From title tags to internal linking, information hierarchy and clarity are key.
Your website isn’t about you—it’s for your audience. Find out what they want and structure your content around their needs.
A well-structured site helps both users and crawlers understand context. That means clean HTML, logical navigation, schema markup, and optimized metadata. The goal: make it easy for Google to interpret your content—and even easier for humans to enjoy it.
When it comes to rankings, performance is more than a technical checkbox – it’s a signal of user experience. Since Google’s mobile-first index, websites are evaluated primarily based on their mobile performance.
Google crawls your site as a mobile device first. If your mobile version fails, your desktop score doesn’t matter.
At the end of the day, SEO isn’t about tricking Google – it’s about helping people find what truly helps them. If everyone in your niche has slow websites and yours is slightly faster, that’s already a win.
Optimizing Website Performance and Core Web Vitals
Thomas breaks down Core Web Vitals – metrics like loading time, interactivity, and layout stability – as the KPIs that matter most. While no one outside Google knows the exact weight of each factor, he stresses the importance of staying “in the green.”
Building a great website isn’t just about design – it’s also about performance. Thomas points out that speed and responsiveness directly influence how visitors perceive trust and credibility. A website that loads quickly gives users confidence and keeps them engaged longer.
There’s no reason to have megabyte-sized images slowing you down. Users care about fast, useful experiences.
Optimizing image sizes, scripts, and overall website architecture can significantly improve user experience and ranking potential. A fast, lean website not only delights users but also tells search engines that the brand values efficiency and accessibility.
Choosing the Right SEO Partner to look after your website
For companies looking to outsource SEO, finding a trustworthy website partner can be challenging. Thomas advises balance and realism when choosing who to work with.
If your budget is small and you hire the biggest agency, you’ll end up working with interns. If you go with a one-person show, you risk losing continuity.
He suggests beginning with a small audit or strategy review to gauge both expertise and communication style. Testing collaboration early helps ensure long-term success and alignment between business goals and SEO vision.
He also cautions against offers that seem too good to be true—effective SEO demands time, research, and consistency, not shortcuts.
The brand that helps users before they’re ready to buy,” he explains, “is the one they’ll remember when they are.
Ultimately, successful partnerships in SEO mirror the philosophy of great websites: built on trust, understanding, and genuine value for users. Choosing wisely means investing not only in rankings, but in relationships that grow with your business.
Key Takeaways: The Future-Proof SEO Mindset
- SEO is strategic, not universal. Not every business needs it—but if Google visibility matters, invest wisely.
- Think long-term. Active SEO takes time, consistency, and adaptability.
- Prioritize users. Fast, clear, valuable content always wins.
- Combine tech and empathy. Structure your site for both crawlers and humans.
- Embrace AI thoughtfully. Use it as a tool, not a replacement for expertise.
Full conversation with Thomas Kloos
Want to hear the full conversation with Thomas? Check out the latest 🎙️ Osom to Know podcast.
You can also watch us on our YouTube – don’t forget to hit subscribe! 📩