Matt Bertram is the Co-Host of a decade-long podcast specifically focused on the Unknown Secrets of Internet Marketing (BestSEOPodcast.com), with over 3.6 million downloads to their credit. He is also an Amazon best-selling author and the CEO at eWebResults (EWR), a digital marketing agency. Matt does a masterful job of unpacking what SEO really is. And he also dispels myths around the different verticals that affect the performance of your website (the things that are in your control vs what you can't control).
It's so difficult to briefly explain here all of the relevant aspects of SEO he and I talked about, so the best piece of advice I can give you is to listen through the whole interview, as I'm sure you'll find significant value in Matt's words.