The SEO Time Machine | Episode 3: Authority Beyond Code – The 'Iditush' Revolution and the Human Brand
As an SEO expert who always tries to predict the future, I felt some time ago that YouTube was becoming the central screen for content in our lives. I noticed that I was listening to music, watching shows, and consuming content on YouTube for far more hours than on traditional television. I immediately grasped the hidden potential and saw the future: people want to be famous, and they now have a free stage—no auditions, no selections, and no gatekeepers.
At that time, my wife Idit, who had dedicated many years to raising our children while I was busy 24/7 building, ranking, and marketing websites for clients, felt a deep sense of emptiness and lack of personal fulfillment. In a split-second decision, I decided to open a YouTube channel for her where she could showcase her greatest passion: cooking and baking. Idit has spent years in the kitchen, preparing recipes passed down through generations—from her grandmother, her mother, and textbooks she brought from Turkey, Greece, and Morocco.
Her cooking style is a magnificent experience. Whenever I stayed at luxury hotels, I would always compare her cooking to the best chefs, and in my opinion—and the opinion of many others—she equals and often surpasses them by far. I knew the world had to see this.
Kitchen Keyword Research: The Strategy Behind 'Iditush'
Coming from an SEO background, I understood exactly how niches operate. I knew how to research which terms could drive real traffic to Idit’s channel. I found a large number of keywords with significant search volume, such as "baked cheesecake" or "schnitzel recipe." Based on this research, we decided which videos to film.
Idit and I watched various YouTube videos together, analyzing what others did well and where they failed. We decided to produce better videos—those that explain more deeply, speak at eye level, and allow anyone to truly succeed in the kitchen. I didn't stop at the content: I embedded the videos into the recipe pages on the website, used advanced VideoObject Schema Markup so Google would display Idit’s face in search results, and designed custom thumbnails to maximize the Click-Through Rate (CTR).
The Day the Servers Shook: 22,000 Visitors in 24 Hours
The proof of the synergy between YouTube and SEO came when one of our videos went viral. I remember opening the Real-time Analytics and couldn't believe my eyes: 22,000 visitors entered the site in a single day. It was a tense technical moment—the server reached its absolute limit and almost crashed under the massive load. Only thanks to my experience in infrastructure management did we manage to keep the site live and serve every visitor.
The Human Connection: From October 7th to a Heart-Wrenching Call
During the war in Israel after October 7th, 2023, Idit decided to volunteer and cook for soldiers on military bases. She became the "Mama" of the base. This was where her passion for cooking connected with her incredible human story. We filmed detailed tutorials that exploded on YouTube: 170,000 views for the cheesecake and 175,000 views for the schnitzel. Idit grew stronger, gaining many subscribers who visited the site more frequently. The overwhelming responses and personal phone calls brought us to tears more than once.
The peak was the day an elderly woman called and asked to speak with "Iditush." She shared that she was terminally ill with cancer and had spent her last year watching the channel and preparing Idit’s recipes. She shared how much she and her family enjoyed the food and the comfort it brought them. This moment moved Idit and all of us to tears. This is where I understood the true power of a brand—the power to move people when you truly have something to give. The power to give without expectation, which ultimately gives you immense strength.
The Birth of the Entity: When Google Starts Searching for You
After Idit branded herself through YouTube and Facebook, we witnessed a remarkable phenomenon in the Search Console: A surge in direct searches for the name "Iditush" on Google. People were no longer just searching for a "recipe"; they were searching for the Entity—the person they trusted. Google recognized this and treated our site as a high-authority source (Entity).
Looking Forward: CapCut, Podcasts, and Knowledge Sharing
Inspired by Idit, I decided to harness my own knowledge and launch a YouTube channel. I founded a channel in a niche I identified as new and growing—video editing with CapCut, driven by the massive use of social media. I found that many people are looking to learn how to edit videos professionally. The channel began to grow, and I frequently receive questions and requests for training.
Despite a busy schedule that prevents me from filming frequently, I launched another podcast channel where I share real-world SEO Case Studies and personal stories.
My insight for 2026: Google is looking for people, not just pages. If you build a human brand that provides genuine value outside of your website—you have built the strongest and most resilient SEO possible.
Written by Izzik Fayzak SEO Consultant. For the next chapter, visit again on the same day next week.
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