Explore every episode of the podcast Content and Conversation: Organic Growth Insights from Siege Media
| Title | Pub. Date | Duration | |
|---|---|---|---|
| Hidden Multipliers in Your GEO Program w/ Jason Cohen | 17 sept. 2026 | 01:06:33 | |
Ross Hudgens welcomes Jason Cohen, founder of WP Engine and Smart Bear, to unpack the "multipliers" behind outsized marketing results. They get into how WP Engine grew affiliates into a channel competitors couldn't touch, why most A/B testing quietly produces nothing, and Jason's core argument that the quality of traffic at the top of your funnel matters more than everything below it combined. Along the way: exclusivity deals, multi-brand strategy, defining a truly actionable ideal customer, and why showing your product's bad reviews can actually lift sales.
Show Notes 00:00 Intro Show Links
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| The State of GEO w/ Profound's Josh Blyskal | 04 août 2026 | 00:59:31 | |
Josh Blyskal, Special Projects at Profound, returns to the show for a data-rich, in-person conversation with Ross Hudgens about what's actually true in AI search right now, and what's just noise. Josh makes the case that the industry's obsession with tracking frequency is mostly a distraction (running a prompt 10x a day vs. once barely moves your visibility score) and that the real hard problem is still attribution. He walks through a new model some advanced teams are using, treating agent attention as a proxy for human attention and heavily discounting citations into "clicks,” and shares why ChatGPT referral traffic is up 60% since mid-March, especially for CPG. From there they get into why GEO is fundamentally a relationship business (the Reddit–Google negotiations, why Claude cites Reddit almost never, and the walled-garden problem), what actually separates slop from signal, and why listicles still do the "caloric work" of teaching a model an industry. Show Notes0:00 How often should you track Prompts?
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Was SEO Content Ever Good? JH Scherck on the AI Slop Debate | 23 juil. 2026 | 00:58:50 | |
Ross Hudgens sits down with JH Scherck, founder of Growth Plays, for a refreshingly contrarian take on AI content. JH argues that with the right context and execution, AI already gets you 85–90% of the way to a strong B2B article, and that the real skill in 2026 is being the person who can take a B+ draft to an A+. Along the way he flips the industry's favorite critique on its head: was SEO content *ever* good? He makes the case that the bar was always low, and that it took removing humans from the equation for anyone to start caring about sentence construction and quality at all. Ross and JH also dig into where AI content genuinely works (dev tools, technical docs, location pages) versus where it falls flat, the telltale "it's 3 a.m. and your microservices are failing" intro pattern, why plugging more data sources into your workflow isn't differentiation, whether people will stop browsing websites and just chat with them, the perils nobody's discussing, how your product's history follows you around in LLMs, and why AI turns C players into more prolific C players rather than A players. Show Notes0:00 Getting 85% There: Where AI Already Beats Most Writers 4:45 The AI Doer vs. the AI Reviewer 8:48 "Was SEO Content Ever Good?" Rethinking the Slop Debate 12:24 What Actually Differentiates Content Now 16:13 Will People Stop Browsing and Just Chat With Your Site? 21:45 The Perilous Side of AI Content Nobody's Discussing 33:07 Maintenance Mode & Why Your History Follows You in LLMs 39:29 Educating Executives & Avoiding the "Slop Cannon" 48:12 Traffic Recovery, Brand Problems & Qualifying Clients Out 53:34 The Truth About ChatGPT Leads & Aggregate Citation Data Show Links
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| Inside HubSpot's Category-Leading GEO Program w/ Aja Frost | 24 juin 2026 | 00:56:20 | |
Ross Hudgens sits down with Aja Frost, Sr. Director of Global Growth & Paid at HubSpot, to open up the playbook behind one of the most advanced GEO/AEO programs in SaaS. Aja shares how HubSpot has been investing in answer engine optimization since early 2023 and how the company turned a very public blog traffic decline into a "Phoenix from the ashes" story, becoming the single most visible CRM in LLMs. They get tactical on writing for the bot (her "B2B2C" framing and "tofu with a twist" content strategy), why visibility beats citation share as a KPI, how HubSpot tracks prompts down to the feature level, and why audience size barely predicts who gets cited. Aja also breaks down HubSpot's creator and affiliate strategy, the durable (and not-so-durable) ways to earn off-site mentions, a deep dive on doing Reddit authentically, and how she reorganized her 65-person team around products instead of web properties. Show Notes 0:00 – HubSpot's GEO playbook 2:21 – Why AI evaluation predicts purchase intent 03:48 – Becoming the top CRM in LLMs 06:31 – Writing for the bots 11:07 – How HubSpot tracks its prompts 18:16 – Audience size doesn't predict citations 25:15 – Affiliates and valuing a citation 37:30 – The Reddit deep dive 49:27 – Inside HubSpot's reorg
Show Links Aja on LinkedIn: https://www.linkedin.com/in/ajafrost/ Aja’s website: https://ajafrost.com/ Aja on The HubSpot Marketing blog: https://blog.hubspot.com/marketing/author/aja-frost AEO Sensor: https://www.hubspot.com/aeo-sensor
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| What Your CMO Needs to Know About AI Search w/ Tom Critchlow | 17 juin 2026 | 00:58:29 | |
Ross Hudgens sits down with Tom Critchlow, founder of AI Search Leaders (the evolution of his SEO MBA community), for a candid conversation about what GEO actually is in 2026 and why nobody has fully cracked it yet. Tom makes the case that AI search measurement looks far more like brand measurement than classic SEO: less about prompt monitoring and keyword ranking, more about share of model, awareness, and how LLMs describe you (not just whether they cite you). Along the way they dig into the "yes" stance SEOs need to take with executives, why brand, PR, and product teams, not SEO teams, tend to own the outcomes that move GEO, the real career risk facing SEOs, technical SEO in the age of model distillation, NavBoost and clicks as a trust signal, and the personalized, push-not-pull future of search.
Show Notes 0:00 – Why SEOs can't afford to be defensive 2:35 – How do you measure GEO? 6:24 – Measuring GEO like a brand 15:04 – Who really owns GEO? 23:26 – Technical SEO in the AI age 30:36 – Stop chasing tactics 37:09 – Selling GEO amid uncertainty 41:21 – NavBoost, clicks as trust 51:39 – Personalization, privacy and the future of search
Show Links AI Search Leaders: https://www.searchleaders.ai/
Your Inbox Might be the Next AI Search Signal: https://ipullrank.com/google-personal-intelligence-experiment
Why Every AI Search Platform Is Now Agentic and What That Means for Your Content: https://ipullrank.com/agentic-rag
Subscribe for weekly episodes: https://bit.ly/3dBM61f
Listen on Apple: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
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Follow Ross on X: https://twitter.com/rosshudgens
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Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Eli Schwartz on Google’s GEO Advice and SEO Careers Today | 01 juin 2026 | 01:05:36 | |
Ross Hudgens sits down with Eli Schwartz, author of Product-Led SEO and former VP of SEO at SurveyMonkey, for a wide-ranging conversation on the real state of SEO in 2026.
They break down Google's new AI search guidance (spoiler: it's basically just SEO), why there's a massive mismatch between what companies want from SEO teams and what they're getting, and why Eli thinks the SEO career path is broken but the demand for real SEO has never been higher.
They also get into which industries are best positioned for the LLM era, why technical SEO is actually becoming more valuable, and why Eli thinks SEOs should start thinking of themselves as product managers.
Chapter Markers 00:00:10 – Google's new AI search guidance 00:07:26 – Manipulation isn’t a strategy 00:12:22 – The SEO career mismatch 00:17:50 – Why SEO teams can't show their value 00:25:26 – New entrants and dying conferences 00:36:17 – The skills SEOs need now 00:43:35 – Why the best SEOs build things 00:57:45 – Which industries win in the LLM era
Show Links Google’s GEO advice: https://developers.google.com/search/docs/fundamentals/ai-optimization-guide
Eli on LinkedIn: https://www.linkedin.com/in/schwartze/
Subscribe for weekly episodes: https://bit.ly/3dBM61f
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Follow Ross on X: https://twitter.com/rosshudgens
Follow Siege Media on X: https://twitter.com/siegemedia Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Lily Ray on AI Slop, GEO, and What Actually Works | 13 mai 2026 | 00:46:05 | |
Ross Hudgens welcomes Lily Ray, VP of SEO Strategy & Research at Amsive — this time in person — for a wide-ranging conversation on what's actually working (and what's getting patched) in AI search right now. They dig into the rise and likely fall of self-promotional listicles and comparison pages, the new wave of GEO manipulation tactics already being flagged as spam by Google and Microsoft, and how to build visibility that's genuinely algorithm-proof. Lily also shares how her team is using AI day-to-day, what the technical GEO checklist looks like in 2026, and why she's still betting on Google winning the AI search race long-term. Show Notes: 00:00:11 – Lily's new consulting practice at Algorithmic 00:02:11 – The rise and fall of self-promotional listicles 00:08:11 – Comparison pages and alternative posts 00:12:38 – Authentic authority vs. paid influence 00:15:42 – GEO exploits Google & Microsoft flag as spam 00:27:23 – Using AI day-to-day 00:30:46 – The GEO technical checklist 00:36:27 – Predicting the Next 12 Months
Show Links: Find Lily at Amsive: https://www.amsive.com/insights/author/lily-ray/ Follow Lily on LinkedIn: https://www.linkedin.com/in/lily-ray-44755615/ Follow Lily on X: https://x.com/lilyraynyc Lily’s Substack: https://lilyraynyc.substack.com/ Subscribe for weekly episodes: https://bit.ly/3dBM61f Listen on Apple: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Follow Ross on X: https://twitter.com/rosshudgens Follow Siege Media on X: https://twitter.com/siegemedia
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Is Content Syndication Worth It? w/ Stacker's Noah Greenberg | 04 mai 2026 | 00:40:20 | |
Noah Greenberg, CEO of Stacker, joins Ross to break down how his platform distributes brand content as earned media across thousands of news publishers and why it's becoming a core part of modern SEO, digital PR, and GEO strategy.
They dig into the nuances of doing syndication the right way, from canonical tags and editorial standards to why Stacker's network of 3,000+ publishers makes it a fundamentally different play than old-school link building. Noah also explains how the rise of GEO is reshaping the value of syndication, as brands discover that republishing content across hundreds of news outlets dramatically increases the surface area for LLM citations.
Ross and Noah close out with a practical breakdown of what content actually performs on the newswire: proprietary data stories only your brand can tell, public data localized by geography, and well-timed "news you can use" tied to seasonal events. If you're a brand, agency, or SEO thinking about content distribution, this one is worth your full attention.
Show Notes: 0:00 What Is Stacker? Distribution, Earned Media & How It Works 01:20 How Stacker Solved the Chicken-and-Egg Problem with Publishers 08:23 Google's Syndication Warning & Why Stacker Plays It White Hat 13:11 The Real SEO & GEO Value of Content Syndication 17:04 Who Is Stacker Actually a Good Fit For? (B2B vs. B2C) 22:39 Local Content, Localization at Scale & Why It Outperforms 27:17 How Stacker Scales Across 3,000 Publishers Without Oversaturating 35:35 3 Types of Content That Consistently Win on the Newswire
Show Links: Follow Noah on LinkedIn: https://www.linkedin.com/in/noahg/
Stacker: https://stacker.com/
Follow Ross on X: https://x.com/RossHudgens: Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Building a Media-First Content Marketing Strategy w/ Devin Bramhall | 05 févr. 2026 | 01:09:09 | |
In this episode of Content and Conversation, Ross Hudgens sits down with Devin Bramhall to unpack what’s broken in modern B2B marketing and what actually works when metrics get messy and attribution falls apart. They talk through Devin’s experience writing B2B Content Marketing Strategy, why “media-first” is now table stakes, and how community is often misunderstood, mis-scoped, or forced into the wrong formats. Devin shares real examples from her work at Help Scout and beyond, showing how strong communities are built by paying attention to people, not playbooks. Show Notes: 00:00 – Intro/Marketing can’t be measured with numbers alone 05:30 – Writing a book when you already know the answer 10:20 – Media-first content marketing explained 15:00 – What community actually means (and what it doesn’t) 20:30 – Real-world community examples that worked 28:30 – Outcomes vs activities in marketing reporting 35:00 – Telling a story your CEO will understand 44:30 – When community is the wrong strategy Show Links:
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| How GEO Actually Works w/ Bernard Huang | 12 janv. 2026 | 01:09:54 | |
Bernard Huang returns to break down GEO (Generative Engine Optimization) and the big question: is GEO actually different from SEO, or just SEO evolving?
We talk about how AI Mode/AI Overviews are changing search behavior, why top-funnel traffic is getting squeezed, and what “good SEO is good GEO” really means in practice.
Show Notes: 00:00 – Welcome back & why GEO is everywhere 03:05 – Is GEO actually different from SEO? 07:10 – How AI agents think vs keyword-based SEO 12:45 – The traffic apocalypse & AI Mode becoming default 18:00 – Mentions vs backlinks in an LLM world 24:30 – What people are getting wrong about GEO 30:45 – Measuring success: impressions, citations & brand search 42:55 – The “long, long tail” and the future of content strategy
Show Links: Follow Bernard on LinkedIn: https://www.linkedin.com/in/bernardjhuang/
Visit Clearscope: https://www.clearscope.io/
Follow Ross on X: https://x.com/RossHudgens
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Tough Questions CEOs are Asking About AI SEO (and How To Answer Them) w/ Gaetano DiNardi | 01 déc. 2025 | 01:10:18 | |
Ross welcomes Gaetano DiNardi, growth advisor and B2B SaaS strategist, to unpack the brutal questions CEOs are suddenly firing at their SEO teams in the AI era: traffic is flat or down, attribution is messy, LLM dashboards look scary, and everyone wants to know if SEO is still “working.”
They dig into why traffic is no longer the primary health metric, how AI Overviews and LLMs are breaking the old “rank → CTR → traffic → leads → revenue” equation, and why CMOs should obsess less over sessions and more over demo requests, pipeline, deal size, and overall organic channel performance.
Gaetano shares how he’s reframing SEO for mid-market B2B SaaS: shifting from decaying top-of-funnel content to bottom-of-funnel “money pages,” optimizing for LLM citations and “money prompts,” and using concepts like “crash-the-party” comparison pages to win high-intent demand across both Google and AI platforms.
They also break down why LLM prompt tracking is the new rank tracking (with all the same pitfalls), how AI platform traffic actually converts compared to Google, what “dark funnel SEO” looks like in practice, and why Gaetano thinks classic TOFU SEO might effectively go to zero while brand, data studies, and opinionated thought leadership pick up the slack.
Show Notes 0:08 – Gaetano returns & why last year’s SEO playbook no longer works 1:17 – CEOs’ top question: “Traffic is down… is SEO still working?” 2:17 – Why B2B SaaS is feeling the decline hardest 3:16 – The old rank → CTR → traffic → revenue model is broken 5:46 – Top-of-funnel content is collapsing (and why TOFU is “dead-ish”) 6:13 – The shift to bottom-funnel: BOFU keywords, low volume, high intent 7:11 – Flat traffic + rising revenue: the new SEO success story 8:01 – What LLMs cite: comparisons, “best X” lists, crash-the-party pages 8:38 – Crash-the-party SEO explained in 15 seconds 13:21 – LLM prompt dashboards are misleading your executives 15:53 – Branded vs. non-branded LLM prompts: why you MUST separate them 18:06 – Build a tight list of “money prompts,” not 500 random ones 20:06 – Why AI platforms show higher conversion rates than Google 22:10 – Dark-funnel behavior: LLM → Google → homepage → convert 24:08 – Google leads have FAR larger deal sizes than AI leads 27:35 – SEO attribution is officially “cooked” in the AI era 29:27 – Traffic flat, pipeline up 3×: examples from real clients 31:25 – Use top-10 stability to prove AI Overviews stole your clicks 34:47 – Search is becoming BOFU-first — what that means 35:34 – LLM citations as the new leading indicator for SEO 39:00 – Exploding topics = more LLM citations due to low consensus 41:22 – Engagement validates information gain (why POV content wins) 47:20 – What happens to TOFU SEO? (Short answer: it shrinks massively) 48:49 – Why TOFU may survive only for authority, clustering, and links
Gaetano on LinkedIn: https://www.linkedin.com/in/officialg/
Tough Questions CEOs Are Asking About AI SEO: https://docs.google.com/document/d/1T_IQXUCXBQtFcLekVFwqv23y8ViuRFJKBIRtn4wcImQ/edit?usp=sharing
Does traffic from AI platforms convert “better” than Google search traffic?: https://marketingadvice.substack.com/p/869517ce-4629-429f-addd-518d9342cdff
CMOs are frantically asking “what’s our Reddit strategy?: https://marketingadvice.substack.com/p/cmos-are-frantically-asking-whats
LLM prompt tracking is the new rank tracking: https://www.linkedin.com/posts/officialg_llm-prompt-monitoring-is-quickly-becoming-activity-737 7069814458097664-KLyi/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAj OemoBsmGgXOOcFpcwGVG1B7IlDCvf8io Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Do You Need a Content Engineer? w/ AirOps’ Josh Spilker | 13 nov. 2025 | 00:38:03 | |
Ross sits down with Josh Spilker, Content Marketing & SEO Lead at AirOps, to unpack the rise of the content engineer — what it means, why it matters, and how it’s reshaping SEO and content operations.
They dive into Ryan Law’s critique, hybrid-AI workflows, org-chart ownership, automation opportunities, and why Josh believes AI doesn’t kill content — it rewires strategy.
Plus: the “context librarian” concept, content refresh automation, spotting slipping queries, using multiple models together, and avoiding low-quality AI traps.
Show Notes:
0:08 – What is a “content engineer” and why the role is emerging
1:17 – How content engineering evolved from early UX concepts
2:13 – Who fits best in this role: writers, SEOs, or automation pros?
3:39 – Ryan Law’s critique: “I wouldn’t hire a content engineer”
4:51 – Internal linking as a powerful semi-automated workflow
5:56 – From manual outlines to AI-assisted research and briefs
6:48 – Balancing AI workflows and human-led quality control
7:24 – Why “Director of Automation” might better describe the role
8:35 – Who should lead content automation inside organizations
9:15 – AI text generation vs. hybrid workflows: what’s really working
10:38 – The limits of pure AI content and why oversight matters
11:19 – How AirOps customers use hybrid models for scale
12:01 – Using multiple models (ChatGPT, Claude, Perplexity) together
13:02 – The “7% of AI pages” debate and Patrick Stox’s counter-data
14:19 – How editorial standards and compliance shape AI adoption
15:23 – “AI doesn’t kill content — it rewires strategy”
16:15 – Refresh workflows: detecting pages and queries that slip
17:18 – Where content engineers fit in the org chart today
18:16 – The rise of the “context librarian” for brand knowledge bases
19:19 – Combining brand governance with AI-driven workflows
20:21 – How automation can unify voice and style across teams
21:32 – Why AI helps close the creative gap faster, not replace writers
22:29 – Teaching non-engineers to think like product builders
23:19 – Breaking down creative processes into repeatable systems
24:07 – Turning everyday editorial routines into structured workflows
25:08 – Automating meeting summaries and reporting emails
26:12 – Using AI to surface key quotes and podcast clip highlights
27:17 – “Transformation content”: repurposing, summarizing, clipping
28:13 – AirOps’ content strategy: optimization, refresh, iteration
29:04 – Refresh workflows tied to GSC data and ranking drops
30:33 – Risks of shallow “freshness updates” and engagement metrics
31:47 – How informed SEOs make the best use of AirOps workflows
32:07 – Why fundamentals matter before scaling with AI tools
33:02 – Barry Bonds analogy: AI only helps pros with solid foundations
34:15 – Automating backlink outreach with contextual relevance
35:34 – Why personalization still wins over high-volume outreach
36:17 – The balance between automation and editorial craft
37:11 – Where to find Josh’s webinars, reports, and AirOps resources
Josh Spilker on LinkedIn: https://www.linkedin.com/in/joshspilker
AirOps: https://www.airops.com
AirOps Webinars: https://www.airops.com/categories/events
Ahrefs Post (Ryan Law): https://ahrefs.com/blog/i-wouldnt-hire-a-content-engineer
Patrick Stox Response: https://www.linkedin.com/posts/patrickstox_im-sure-youre-all-seeing-the-study-saying-activity-7385017156213788672-5srr
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#contentmarketing
| |||
| How Angi Uses AI to Power Better Content w/ Caroline Gilbert | 05 nov. 2025 | 00:32:32 | |
Caroline Gilbert — Director of Content & Editorial at Angi — joins Ross Hudgens to explore how one of the largest home-services brands is using AI to scale, transform, and optimize content operations.
They discuss how Caroline’s team doubled Angi’s content library to 12,000+ articles, how AI helps maintain top-funnel visibility amid shifting search behaviors, and the nuanced balance between human expertise and generative automation.
Caroline breaks down the three pillars of Angi’s AI framework — generation, transformation, and operations — and how they’ve automated everything from brief creation to CMS ingestion while keeping a strong editorial voice.
Plus: lessons learned from early AI missteps, real examples of disclosure testing, and how AI is reshaping both content creation and search behavior itself.
Show Notes
0:08 – From cost guides to “everything home”: expanding Angi’s library
1:00 – Moving up-funnel: education, troubleshooting, light DIY, and when to hire
2:14 – Top-funnel ROI drops as AI overviews change search behavior
2:56 – Why Angi adopts gen-AI: maintain helpful content without heavy human lift
3:27 – Staying visible where intent is early but brand value matters
4:45 – Content becomes commodity: deciding where humans add unique value
5:55 – Evergreen “how-to” steps vs. human nuance (risks, gotchas, pro POV)
7:18 – How AI is used: full refreshes, component injections, data-driven sizing
9:01 – The real trade-off: human time vs. technology time
9:26 – Scale context: 5k → 12k pages (growth mostly human-led)
9:41 – Three pillars: generation, transformation, operations
10:38 – Ops wins: briefs, automated edits/QA, CMS ingestion, minutes → hours
12:21 – Designers focus on UX polish when ingestion is 98% done
12:58 – Where AI struggled: risky DIY (HVAC/roofing), brand POV, nuance
15:02 – Licensing content is messy (state/county rules): tighter human review
17:19 – Design: generate/transform/streamline + “vibe coding” prototypes
20:18 – Pilot first: small cohorts, guardrails, measure engagement/conversions
21:22 – Disclosure tests: placement/tone matter; users split ~50/50 on trust
25:53 – “Tools, time, or talent”: when to push pro hire messaging
27:39 – Differentiators: pro interviews + Angi’s original homeowner cost data
28:07 – AI helps editors analyze like analysts; humans shape the story
29:19 – Looking ahead: AI shifting search from answers to utilities/experiences
Show Links
Caroline Gilbert on LinkedIn: https://www.linkedin.com/in/caroline-gilbert-41463518/
Angi: https://www.angi.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
iTunes:
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Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on
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#contentmarketing
| |||
| Programmatic SEO in the Age of AI w/ Ex-Zapier Head of SEO | 16 oct. 2025 | 00:51:09 | |
Matt Bowers — SEO and LLM consultant, formerly of Zapier and Zillow — joins Ross Hudgens for a deep dive into how AI is transforming programmatic SEO.
They explore what’s working and what’s not for large-scale, AI-assisted content strategies — from full-AI “use-case” pages to hybrid human workflows. Matt breaks down examples of successful AI programmatic sites, the pitfalls of duplicate content, and the emerging “information gain” paradigm shaping rankings post-2024.
They also discuss the limits of AI in UX-driven verticals, personalization opportunities, long-tail visibility in LLMs like ChatGPT, and how data-driven scaling can still give human SEOs a competitive edge.
Plus: the rise and fall of Greg.app, the future of personalization, Zillow’s “Project Boggle,” and practical tools like Builder.io, Strapi, and AirOps that power modern programmatic builds.
Show Notes
0:08 – Matt returns for round two: programmatic SEO meets AI
1:00 – Are “pure AI” sites actually winning? What’s working and what’s not
2:06 – Inside a million-visit-per-month AI programmatic play
3:15 – Structuring AI content around real use cases, not blog posts
4:22 – Why old GPT-3.5 copy can still rank — and the “don’t mess with success” mantra
5:03 – Dwell time as a differentiator: the “product as content” advantage
6:13 – How AI copy helps with indexing and duplicate-content differentiation
7:17 – Why Google probably isn’t detecting AI directly and what it does instead
8:11 – The “high-DR arbitrage” era of AI content — and why it’s fading
10:11 – Why most public AI case studies stay anonymous
11:16 – Case study: Greg.app — AI-generated plant care pages done right
12:03 – How prompt engineering + UX elevate AI content
13:13 – Prompting each paragraph individually vs. one giant prompt
15:21 – Two winning models: product-driven and UX-driven AI programmatic
16:15 – Why blog-style AI content still struggles and the “pizza” metaphor
20:05 – Greg.app’s traffic drop: lessons from a 75% decline
22:21 – AI’s scalability advantage — and its ROI trade-offs
25:24 – Zillow’s data advantage: proprietary enrichment and GIS precision
26:16 – When AI enables pages that “shouldn’t exist” by human economics
27:21 – Scaling what can’t be scaled: the real AI unlock
28:16 – Competing in local long-tail SERPs with AI vs. humans
28:31 – Traits of losing players: low information gain, weak differentiation
29:20 – Why “information gain” may be the new ranking factor
30:06 – Proprietary data as the ultimate SEO differentiator
31:00 – How real estate UX converged — and why speed and personalization win
33:00 – When non-AI programmatic still wins: data-only, high-usability pages
35:07 – Where AI doesn’t belong: when usability is more important than copy
35:37 – Personalization and the future of AI-driven recommendations
37:07 – The Perplexity vision: a world run by AI agents and voice search
39:06 – What AI agents mean for SEO and monetization
40:38 – Long-tail demand from LLMs and how Zapier used programmatic pages
42:29 – How LLMs discover your use cases and why it matters
43:20 – Using internal data to fuel new programmatic ideas Project Boggle
46:09 – Generating new landing pages from user search inputs
47:52 – Internal search data as a goldmine for programmatic expansion
48:30 – Tools of the trade: AirOps, Builder.io, Strapi, and hybrid stacks
49:43 – Why programmatic SEO still needs human PMs and engineers
50:08 – Where to find Matt online
Show Links
Matt Bowers on LinkedIn: https://www.linkedin.com/in/mpbow/
Matt’s Website: https://mattb.rs/
Greg.app AI plant care example: https://greg.app/plant-care/monstera
Strapi CMS: https://strapi.io/
AirOps: https://www.airops.com/
Builder.io: https://www.builder.io/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
iTunes:
https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
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Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on
Twitter: http://twitter.com/rosshudgens Directed by Cara Brown:
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#contentmarketing
| |||
| Should You Create “Best X” Articles? A Debate w/ Nick LeRoy | 08 oct. 2025 | 00:39:52 | |
Nick LeRoy, Enterprise SEO Consultant and author of *SEO For Lunch*, joins Ross Hudgens to debate a hot topic in SEO right now — the rise of “Best X” listicles and the emergence of what Nick calls **LLM PBNs**.
They unpack the ethics, brand risk, and strategic value of publishing your own “best” lists to capture AI-era visibility and how tactics once considered gray hat are being re-examined in the age of ChatGPT and AI Overviews.
If you’ve ever wondered whether to publish your own “Best X” article (or what happens when you do), this episode dives deep into the data, the risk, and the real takeaways for modern SEO strategy.
**Plus:** brand perception vs. performance marketing, AI training data, the ethics of self-ranking, and why most “shortcuts” aren’t worth it in 2025.
Show Notes
0:08 – Why Nick wrote his post on LLM PBNs and “Best X” articles
1:00 – Defining the three types of listicles: self-hosted, third-party, and PBNs
3:23 – Why AI and search are blurring ethical lines for content manipulation
5:00 – The real risk: brand perception and user trust over rankings
8:01 – Do “Best X” articles actually drive qualified leads?
10:09 – Why these listicles still work tactically in B2B SEO
12:12 – How to do it right: objectivity, transparency, and editorial value
14:01 – The importance of segmenting by use case (“best for enterprise,” etc.)
16:15 – Outbound links, nofollow abuse, and why honesty still wins
17:36 – When to avoid listicles entirely (and why product quality matters most)
20:24 – LLM PBNs vs. traditional PBNs — and why they’re not worth it
23:22 – Affiliate influence and how AI learns from “best of” lists
25:33 – Why bad products can’t rank long term (no matter the tactics)
27:26 – Testing ethically: what Nick learned from black-hat experiments
30:48 – The SMB risk: how FOMO and “easy buttons” hurt small businesses
33:19 – Better investments for local brands than AI visibility schemes
35:20 – Why starting from scratch is tougher than ever in SEO
37:07 – The future of niche review sites like Zyppy and why they matter
38:30 – Final takeaway: research deeply and focus on long-term trust
Show Links
Nick LeRoy on LinkedIn: [https://www.linkedin.com/in/nickleroy/]
SEO For Lunch Newsletter: [https://www.seoforlunch.com/]
Nick’s post on LLM PBNs: [https://www.seoforlunch.com/p/llm-pbns]
Zyppy (by Cyrus Shepard): [https://zyppy.com/]
Siege Media Enterprise SEO Consulting: [https://www.siegemedia.com/strategy/enterprise-seo-consultants]
Siege Media Best Fintech Marketing Agencies: [https://www.siegemedia.com/strategy/best-fintech-marketing-agencies]
Mentimeter Kahoot Alternatives Example: [https://www.mentimeter.com/blog/education/kahoot-alternatives]
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
iTunes:
https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
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Listen on Google:
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Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on
Twitter: http://twitter.com/rosshudgens Directed by Cara Brown:
https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |
#contentmarketing
| |||
| Did Google Just End Rank Tracking? w/ Shannon Minkel | 24 sept. 2025 | 00:17:37 | |
Shannon Minkel, Senior Director of Product SEO at Siege Media, joins Ross Hudgens to unpack one of the biggest questions in search right now: did Google just kill rank tracking beyond page two?
They explore what this shift means for SEOs—whether it’s a sign to finally focus on input metrics, how declining referral traffic from ChatGPT impacts strategy, and what Similarweb and Siege Media’s own research reveal about changing engagement rates.
From GA4 benchmarks to the future of AI search, this episode breaks down the data, the rumors, and the real-world implications for anyone navigating SEO in 2025.
Plus: input metrics, lagging indicators, Similarweb’s ChatGPT data, and why Google’s rumored “AI mode” rollout could redefine how we measure success.
0:08 – Why Google’s rank tracking changes matter now
1:14 – Is rank tracking beyond page two dead?
2:36 – The rise of input metrics and controllable KPIs
4:09 – ChatGPT referral traffic declines across Siege, Ahrefs & Profound
6:12 – Similarweb’s data on ChatGPT usage growth vs. declining engagement
8:04 – What lagging indicators like ChatGPT quality mean for SEOs
9:28 – Interpreting GA4 engagement rates and site health signals
11:05 – Google’s rumored AI mode rollout (and roll-back)
13:17 – The future of attribution in a generative search world
15:21 – How SEOs should adapt reporting for execs in 2025
17:43 – Why input metrics may replace old rank-tracking habits
20:05 – What Shannon is watching most closely in AI search
Shannon Minkel on LinkedIn: https://www.linkedin.com/in/shannonminkel
GA4 engagement rates → https://www.siegemedia.com/research/ga4-engagement-rates
ChatGPT referral traffic study → https://www.siegemedia.com/strategy/chatgpt-referral-traffic-data
SEJ: https://searchengineland.com/google-search-rank-and-position-tracking-is-a-mess-right-now-461984
Similarweb on ChatGPT growth: https://x.com/Similarweb/status/1965726707832528974
SEMrush: https://www.semrush.com/blog/google-usage-after-chatgpt-adoption/
ChatGPT vs. Google study: https://chatgpt-vs-google.com/
Input Metrics for SEO newsletter: https://newsletter.seomba.com/p/input-metrics-for-seo
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
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Listen on Google:
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Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on
Twitter: http://twitter.com/rosshudgens Directed by Cara Brown:
https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |
#contentmarketing
| |||
| Scaling 250,000 Neighborhoods: Enterprise SEO at Apartments.com w/ Zach Chahalis | 22 juil. 2025 | 00:44:30 | |
Zach Chahalis, VP of SEO at Apartments.com, joins Ross Hudgens for a deep dive into the high-stakes world of real estate SEO—where listings change daily, pages balloon into the hundreds of thousands, and competition is cutthroat across every SERP.
They explore how Zach’s team manages SEO at scale, including 75+ site migrations, advanced internal linking via entity modeling, and custom AI agents built to streamline content operations. From avoiding redirect chains to handling rental “orphan pages,” this episode is packed with hard-earned lessons for SEOs working at enterprise scale.
Plus: duplicate content, the future of AI search in real estate, and why your site should never go through a migration before Black Friday.
Show Notes
0:08 – Zach’s role at Apartments.com and SEO in high-competition markets
1:00 – Biggest pitfalls in site migrations: communication and redirect logic
2:00 – Why bad redirect chains are like sending mail to your old address
3:39 – What to expect from traffic drops post-migration
5:06 – The difference between redesigns, CMS moves, and full migrations
7:42 – How entity linking models boost internal linking and relevance
9:55 – The user and SEO value of cross-linking neighborhood/location pages
11:51 – How Zach’s team measures and improves internal page authority
13:17 – Their in-house SEO testing program and what they’ve learned
15:01 – When they ignore positive SEO test results to preserve UX
16:41 – Managing orphaned rental pages and lifecycle SEO logic
19:05 – What they show users when listings go offline
21:24 – When to 404 vs. redirect in real estate or e-commerce
23:37 – Competing in a duplicate content world: data + experience wins
25:56 – Using proprietary data (e.g., 3D tours) to differentiate listings
27:28 – Real estate’s slower exposure to AI Overviews
28:19 – AI as productivity booster: writing, research, and landlord tools
30:46 – How internal teams use AI to speed up editorial content creation
33:50 – Why real estate is less impacted by AI than other verticals
35:59 – Indexing the long tail: 250K+ neighborhoods, 40K city pages
37:55 – Agentic workflows: surfacing internal data to speed up content
40:58 – How AI flags Fair Housing violations before content goes live
42:48 – Building secure, proprietary pipelines for real estate data
44:03 – Where to find Zach online
Show Links
Zach Chahalis on LinkedIn: https://www.linkedin.com/in/zacharychahalis
Zach’s website: https://www.zacharychahalis.com
Hyperlocal Content from a National Lens deck: https://speakerdeck.com/zjchahalis/hyperlocal-content-from-a-national-lens
Apartments.com: https://www.apartments.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
iTunes:
https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
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Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on
Twitter: http://twitter.com/rosshudgens Directed by Cara Brown:
https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |
#contentmarketing
| |||
| Input Metrics in SEO: Leading Indicators in an AI World | 15 juil. 2025 | 00:47:08 | |
Tom Critchlow, EVP of Audience Growth at Raptive, joins Ross for a deep dive into how input metrics can transform SEO strategy—especially in an era of declining visibility and messy attribution from AI search engines.
They explore how input metrics improve executive reporting, unlock budget, and build cross-functional alignment by shifting focus from vanity outcomes to controllable, operational activities. Tom shares insights from his time at Raptive, lessons from Amazon’s internal frameworks, and practical tips for teams to track quality, not just quantity. If you're navigating SEO in 2025, this episode is your playbook.
Plus: scorecards, dashboards, quality benchmarks, and how input metrics can shape strategic storytelling at every level of an org.
Show Notes
0:08 – Why “getting SEO done” starts with business communication
1:14 – Executive buy-in and the underrated power of input metrics
2:06 – What are controllable input metrics? Lessons from Amazon
3:24 – Why output-only reporting drives blind decision-making
5:06 – Building reports that pair input + output for alignment
7:01 – Input metrics: weekly/monthly rhythm vs quarterly output
9:15 – Goal-setting tension: input vs output metrics for teams
11:24 – Why SEOs need to “make their work legible” to leadership
12:30 – Input metrics as a path to getting more SEO budget
14:20 – The missing business case for many SEO initiatives
15:33 – Raptive case study: measuring behavior change over clicks
18:02 – Building input metrics from scratch: the 9-month reality
19:51 – Amazon’s evolving metrics: controllability over time
21:26 – Mapping input metrics to what actually drives success
22:33 – The danger of metric sprawl—and how to refocus
23:59 – Why some SEO work becomes “invisible” without input metrics
25:13 – Three metrics per person: a practical ceiling
26:51 – How input metrics support pipeline generation in B2B
28:35 – Communicating SEO value to non-executives via unit economics
30:06 – Stop yelling “fix it”—report what’s not getting done
31:22 – Translating editorial quality into spreadsheet metrics
33:06 – Red, yellow, green ≠ strategic clarity—track actual numbers
34:08 – Attribution is broken: input metrics matter more than ever
36:43 – Benchmarking input metrics against competitors
38:03 – Don’t just track AI visibility—track the work you can control
39:02 – Why input metrics aren’t neutral—and why that’s OK
41:01 – Planning cycles: why it takes 6 months to see input adoption
42:15 – Measuring “quality”: content scores, CSATs, and rubrics
44:25 – Why you must operationalize “quality” to get promoted
46:08 – Manual scoring systems and quality baselines
47:13 – Where to find Tom and what he’s working on next
Show Links
Tom Critchlow on LinkedIn: https://www.linkedin.com/in/tomcritchlow
Tom’s blog: http://tomcritchlow.com
Input Metrics for SEO article: https://newsletter.seomba.com/p/input-metrics-for-seo
Raptive: https://raptive.com Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
iTunes:
https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM
Listen on Google:
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Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on
Twitter: http://twitter.com/rosshudgens Directed by Cara Brown:
https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |
#contentmarketing
| |||
| Future-Proofed E-commerce Content Marketing w/ SearchPilot's Will Critchlow | 08 juil. 2025 | 00:49:33 | |
Ross joins Will Critchlow of SearchPilot for a wide-ranging conversation on the evolving landscape of e-commerce SEO and content strategy in the AI era.
They cover how e-commerce brands are adapting content for multimodal search, why digital PR is surging, what still works in a zero-click world, and how Siege’s homepage study reveals surprising traffic shifts from AI engines like ChatGPT and Google’s AI Overviews.
Ross also shares lessons from working with Instacart, thoughts on EEAT, brand building in 2025, and how SEOs can think more like product teams to win long-term. Plus: goal-setting, basketball, and how to build your perfect calendar.
Show Notes
0:08 – Introductions
1:00 – Ross on what e-commerce clients are asking for in 2025
2:12 – High-fidelity content and why it still drives SEO value
3:24 – The digital PR spike—and why it might not be right for every brand
4:17 – Rethinking link building: content that earns links without outreach
5:11 – The shift from link bait to real brand-building campaigns
6:34 – Why measuring content value is still messy
7:28 – Investing in analytics and attribution models that actually work
8:52 – Instacart case study: how it’s still winning in 2025
9:59 – Calculators as a defensible content type against AI overviews
11:15 – Homepage traffic is up 10%—what Siege’s study found
12:56 – Differences in B2B vs B2C AI traffic attribution
14:15 – How AI referrals may go dark: no referrer, just branded visits
15:40 – SearchPilot’s view: aggregating dark and disaggregated traffic sources
17:20 – How LM-driven browsing creates long tail referral lift
18:57 – AI is doing the searching: optimizing for “robot” queries
21:00 – Why retrieval-augmented generation (RAG) matters for e-commerce
22:44 – Digital PR’s role in influencing AI citation engines
23:51 – Siege’s brand mention study: impressions up, but who’s watching?
25:20 – Review volume = the next big SEO edge in e-commerce
26:04 – Instacart’s product reviews may be helping SEO more than you think
27:15 – Human authorship: should you expose expert bylines?
28:52 – Where author signals matter most
30:04 – Real-world reviews are the new long tail content strategy
31:09 – Who’s doing it well?
32:14 – Brand authority, SEO signals, and Siege’s convo with Dr. Pete
33:48 – Building a brand health dashboard (and what to track in 2025)
36:18 – Who owns content? SEO increasingly embedded in product teams
37:40 – Product SEO as a mindset, not just a technical checklist
39:24 – Optimizer mentality, health goals, and personal systems
40:11 – Ross’s “perfect calendar” and how it supports business goals
42:06 – Will on process goals vs outcome goals in business and life
43:44 – Can you be too optimized? Balancing mental health and iteration
45:07 – Long-term vision in a 3-week world
46:00 – Where to find Ross online and what Siege is working on next
Show Links
Will Critchlow on LinkedIn: https://www.linkedin.com/in/willcritchlow
Homepage Study: https://www.siegemedia.com/strategy/ai-homepage-traffic-increase
SearchPilot: https://www.searchpilot.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
iTunes:
https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM
Listen on Google:
https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA
Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on
Twitter: http://twitter.com/rosshudgens Directed by Cara Brown:
https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |
#contentmarketing
| |||
| AEO Playbook: How to Optimize for AI w/ Profound’s Josh Blyskal | 30 juin 2025 | 00:50:15 | |
Josh Blyskal, AEO Engineer at Profound, joins Ross Hudgens to dive deep into the emerging world of AI-native search optimization—and how brands can win visibility across platforms like ChatGPT, Perplexity, and Google’s AI Overviews.
They unpack Profound’s Conversation Explorer, fresh data on generative search intent, and the real-world tactics that drive clicks in the new AI-dominated SERP. From schema tips to 2025 URL hacks and LMS.txt files, this is the tactical roadmap for modern marketers navigating the future of search.
Show Notes
0:08 – Why AI-native visibility is heating up
1:00 – Profound's Series A and platform momentum
2:15 – The moment for AI search is here
4:40 – How Profound built the largest dataset of answer engine queries
7:12 – New ad tech categories marketers aren’t tracking
9:40 – What “generative” search intent actually looks like
11:25 – Tools vs. blogs: what answer engines really cite
13:00 – Why traffic quality from AI sources is insanely high
15:05 – The rise of sponsored AI queries (and what to do about it)
16:50 – How to future-proof your site for ChatGPT + Perplexity
20:00 – Listicles dominate AI search—here’s why
22:30 – What Bing has to do with ChatGPT visibility
24:00 – URL strategies for boosting citations
28:40 – Semantic chunking and structured answers for pickup
31:00 – 2025 SEO hacks: title tags, slugs, and metadata tips
33:45 – Schema markup that actually works (hint: authorship)
36:00 – How freshness impacts AI citation cycles
39:20 – LMS.txt and LMS-fulltext: the new crawl frontier
41:10 – Why answer engines could free up web creativity
43:30 – Commercial landing pages are the future of evergreen visibility
46:00 – Profound’s upcoming launch: actions and content briefs
48:30 – Pricing, access, and how to get started with Profound
Show Links
Josh Blyskal on LinkedIn: https://www.linkedin.com/in/joshua-blyskal/](https://www.linkedin.com/in/joshua-blyskal/
What content do AI engines like: https://www.xfunnel.ai/blog/what-content-type-ai-engines-like
Profound: https://www.tryprofound.com/
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#contentmarketing
| |||
| How Asana Scaled to 20M+ International SEO Visits | 17 juin 2025 | 00:45:58 | |
Chris Kelly, ex-Asana growth lead, joins Ross Hudgens to break down how Asana scaled to 20M+ international SEO visits—and how to do it again in 2025.
They dive into localization strategy, market prioritization, TMS tools, team structures, and how to tie international SEO directly to business outcomes.
Chris also unpacks real-world mistakes, market-specific tactics, and where AI fits into future-proofing global content.
Show Notes
0:08 – How Chris led Asana’s international SEO from 0 to 20M+ visits
2:12 – Aligning SEO with real business outcomes
4:27 – How to prioritize markets and go deep, not wide
6:06 – Why "strategy before scale" matters more than ever
9:09 – Centralized vs. distributed SEO models
10:13 – The localization decision waterfall: MT, native copy, or hybrid?
13:11 – Tiered frameworks for scaling efficiently across regions
16:43 – Localization teams and SEO: why they must integrate
18:05 – Market nuances: Japan vs. Germany
20:18 – The role of user research in international SEO success
22:02 – When to implement a Translation Management System (TMS)
25:33 – Real talk: the true cost of international SEO
28:18 – Mistakes to avoid: budget, ops, and lack of data
33:10 – Building the right international SEO team
35:06 – Communication tips for global collaboration
38:34 – How AI will transform international strategy and QA
42:26 – Will AI erase top-funnel SEO internationally?
Show Links
Chris Kelly on LinkedIn: https://www.linkedin.com/in/christopherakelly/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
iTunes:
https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM
Listen on Google:
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#contentmarketing
| |||
| SEO vs GEO vs AEO: Which One Is It? w/ Rand Fishkin | 09 juin 2025 | 00:28:45 | |
Rand Fishkin joins Ross Hudgens to unpack the latest acronym craze—GEO, AEO, LEO—and why none may be necessary. They explore the origins of SEO, the rise (and fall) of inbound marketing, and how marketers can avoid falling into the trap of trend-chasing. From naming conventions to the real value of brand clarity, this is a conversation for anyone navigating search in the age of AI.
Rand also shares a bold bet on AI’s impact on jobs, reflects on his early days in the “promised land of SEO”—and discusses why “SEO for AI” might be the clearest path forward.
Plus: Cooking games, Snack Bar Studios, and whether creating a new marketing category is ever worth the effort.
Show Notes
0:08 – Why SEO has too many new acronyms
0:44 – The wild origin of SEO in Bend, Oregon
1:29 – Danny Sullivan, Circuit City, and the OG SEO crowd
2:54 – Who coined “zero-click search”?
3:29 – Why naming trends like GEO can hurt clarity
5:00 – Is GEO catching on because A16z backed it?
5:59 – Should we name this shift at all?
6:37 – Why "SEO for AI" is clearer than new acronyms
8:09 – Organic digital vs SEO vs paid—don’t confuse your client
9:33 – Naming things doesn’t always benefit the person who coined it
10:13 – Why SEO isn’t in decline (despite the narrative)
11:07 – Google is still orders of magnitude bigger than any AI tool
12:34 – Rand bets \$100K AI won’t take half of all jobs
13:39 – “SEO for AI” has 100% clarity, unlike GEO or AEO
14:58 – GEO and AEO should be considered tags under SEO
16:07 – Simplifying your services for buyers: SEO still works
17:11 – SEO can carry baggage—but it’s still foundational
18:20 – Organic growth as the category; SEO as the tactic
19:03 – The Snickers bar analogy for misaligned category tags
20:01 – Why HubSpot had the power to rebrand with inbound marketing
20:54 – Applying lessons from game tagging at Snack Bar Studios
22:16 – Final thoughts: ride the wave if you’re Mars; otherwise, keep it clear
23:07 – Rand’s AI/job displacement bet explained
24:53 – Revisiting his blockchain bet with Dharmesh from 2016
25:21 – What worries Rand more than AI? Government decisions
26:14 – Elon, politics, and the future of tech influence
26:22 – Snack Bar Studios: magical boars and carbonara
26:56 – Sparktoro and “Search Everywhere Optimization”
27:03 – Tagging the cooking game: chill action, story rich, 2D action
27:51 – Geraldine’s writing brings it to life
Show Link
It’s Still SEO (SparkToro Blog):
(https://sparktoro.com/blog/its-still-seo-search-everywhere-optimization/](https://sparktoro.com/blog/its-still-seo-search-everywhere-optimization/)
a16z: GEO Rewrites the Rules of Search:
(https://a16z.com/geo-over-seo/)
Rand’s Game Studio:
(https://snackbarstudio.com/](https://snackbarstudio.com/)
Subscribe today for weekly tips:
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#seo | #contentmarketing
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#contentmarketing
| |||
| Homepage Traffic is Up 10.7%: Unpacking the AI Effect w/ Drew Page & Ross Hudgens | 29 mai 2025 | 00:20:47 | |
Ross Hudgens and Drew Page sit down to unpack Siege Media’s latest study on the surprising shift in search behavior caused by AI-powered experiences and large language models (LLMs). The headline? Homepage traffic is up 10.7%—despite a decline in overall site wide clicks.
They dive into the impact of branded search, the difference between B2B and B2C performance, and why your homepage might now be your most important conversion asset. From SEO’s evolving KPIs to strategies for retargeting and improving click-through rates, this conversation is a reality check—and a game plan—for marketers navigating the AI-dominated SERP.
**Plus:** Siege Media’s own numbers, conversion math that makes sense of the doom-and-gloom, and actionable advice to build a brand that stands out in zero-click search results.
Show Notes
0:08 – The optimism vs. pessimism spectrum in AI-driven search
0:42 – Why Ross launched this study in the first place
1:04 – From impressions up, clicks down—what triggered the deeper investigation
1:24 – Should SEO start valuing impressions like PR does?
1:51 – Why homepage clicks matter more than ever
2:29 – Branded search as the silent traffic driver
2:49 – What Siege saw across consumer & fintech sites
3:19 – Homepage impressions up 54%, site wide clicks down 4.8%
4:03 – Why that might be good news: homepage conversion rates
5:05 – B2C trends: more impressions, mixed click behavior
6:07 – B2B trends: homepage clicks up 15%, better revenue alignment
8:19 – Average position declines but branded queries still driving visits
9:36 – Seeing real value in brand mentions from ChatGPT, Perplexity, etc.
10:16 – Siege’s internal data: 30% homepage traffic lift, no pipeline drop
12:20 – Conversion math: homepage 3%, sitewide 1%
13:25 – The net positive: more conversions despite fewer visits
14:06 – Why you should optimize your homepage now
14:58 – Brand building, storytelling, and digital PR
15:46 – Homepage CTR and pricing page visibility wins
16:37 – Retargeting strategies for branded homepage traffic
17:00 – If you didn’t build a brand, this won’t help
17:44 – Aligning SEO with PPC to defend the SERP
18:25 – Communicating the impact to leadership
19:12 – Content quality still wins, even in LLMs
19:35 – Creating a brand health dashboard
20:22 – Final thoughts: conversion is the key metric, not traffic
Show Links
Full Study: https://www.siegemedia.com/strategy/ai-homepage-traffic-increase Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
iTunes:
https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
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Twitter: http://twitter.com/rosshudgens Directed by Cara Brown:
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#contentmarketing
| |||
| Adapting to the Brand-First SEO Era w/ Kevin Indig | 22 mai 2025 | 00:47:48 | |
Ross sits down with Kevin Indig, growth advisor and SEO strategist, to break down his groundbreaking UX study on Google’s AI Overviews—and what it reveals about the fast-changing landscape of search. From disappearing clicks to trust-first decision-making, Kevin shares how the rise of AI is reshaping everything from user behavior to what actually drives conversions.
They dig into why CTR is no longer the north star metric, how age and device impact search habits, and why today’s SEO teams need to think far beyond blue links. Whether it’s surfacing trust signals, building brand awareness across platforms, or adapting to zero-click journeys, this conversation is packed with practical takeaways for future-proofing your organic strategy.
Plus: the rise of interactive content, the power of review mining, and why mediocre AI content won’t cut it in 2025.
Show Notes:
0:07 – Welcoming Kevin back and discussing the shift to AI Overview dominance
1:18 – Top 3 takeaways from Kevin’s study
4:42 – Why younger users love AIOs—and older users don’t trust them
5:37 – How brand strength is driving revenue despite declining CTRs
7:42 – Why results vary dramatically by industry (SaaS, e-comm, publishers)
9:20 – Mobile users scroll more—what that means for engagement
13:00 – Trust signals that matter: bylines, bios, disclosures & authority
16:14 – Riskier queries = higher skepticism. Assigning a “risk score” to search terms
19:18 – Why your SEO strategy must include Reddit, YouTube & non-Google channels
23:27 – New team structures: why SEOs must align with social, paid & brand
28:08 – Creating a brand health dashboard: tracking reach beyond Google
31:27 – Leveraging your existing customer base to create high-converting content
34:45 – How review mining and transcripts unlock real user needs
38:09 – AI-generated content: when it works, when it fails, and why “mediocre is invisible”
40:09 – Turning blog content into interactive tools for higher ROI and defensibility
43:34 – Mission statement generator: the surprising success story
46:43 – Final advice for SEOs in 2025: speed, adaptability, and user-first everything
Show Links:
Kevin’s UX Study on Google’s AI Overviews: [https://www.growth-memo.com/p/the-first-ever-ux-study-of-googles]
Ramp’s Mission Statement Generator: [https://www.ramp.com/mission-statement-generator](https://www.ramp.com/mission-statement-generator)
Optiversal – Turning reviews into content: [https://www.optiversal.com](https://www.optiversal.com) Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
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Twitter: http://twitter.com/rosshudgens Directed by Cara Brown:
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#contentmarketing
| |||
| The Word ‘Blog’ Is Holding Us Back w/ Jess Joyce | 13 mai 2025 | 00:35:20 | |
Ross sits down with Jess Joyce, SEO consultant at Inbound Scope, to talk about why the term "blog" is outdated—and how systems thinking, revenue-led SEO, and diagram-driven storytelling are creating smarter strategies for SaaS brands. Jess unpacks her visual-first approach to social content, explains the shortcomings of traditional keyword research, and breaks down how AI tools like Gong and Granola are unlocking insight directly from sales calls. They also explore the growing irrelevance of traffic as a core metric and why internal linking, customer pain points, and first-link architecture matter more than ever. Plus: why technical SEO isn’t dead, how to build smarter weekly systems with your team, and a hopeful rant about killing the word “blog” once and for all. Show Notes Show Links Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Beyond Blogging: Building a Media Empire w/ HubSpot’s Kieran Flanagan | 06 mai 2025 | 00:44:57 | |
Ross sits down with Kieran Flanagan, SVP of Marketing at HubSpot, for a deep dive into AI’s impact on SEO, content strategy in a post-search world, and the real story behind the "HubSpot traffic drop.
Kieran breaks down why conversions—not clicks—have always been at the core of HubSpot’s strategy, how AI is reshaping team structures, and why co-citation and brand authority are the future of SEO. They also cover LLM optimization, the importance of tools in training sets, and what separates influential content from purely informational posts.
Plus: Why lazy AI marketers will fail, what The Hustle acquisition means for HubSpot’s media strategy, and how to build long-term influence through POV-driven content.
Chapters:
00:00 – Intro: Did HubSpot Really Lose 80% of Blog Traffic?
02:00 – HubSpot’s Real Metrics: LTV: CAC, Not Just Clicks
04:00 – Google’s AI & the New Era of Search Disruption
06:00 – What Content Will Be Cannibalized by LLMs
08:00 – Influence or Information: Winning with Point of View
10:00 – From Links to Mentions: Co-Citation SEO Strategy
12:00 – Optimizing for LLMs: Citations, Not Just SERPs
14:00 – AI, Brand Authority & The Repetitional Layer
17:00 – Tools, Training Sets, and the Battle of Ideas
20:00 – Inside HubSpot’s Media Play: The Hustle, Podcasts & Creators
24:00 – Why Interactive Tools Still Work (If Done Right)
26:00 – Gated Content & Moving the “Free Line”
28:00 – New Team Models: Journalists, Generalists, and Engineers
32:00 – Kieran’s Leadership Framework: Manage Problems, Not People
35:00 – Contrarian Bet: Buying The Hustle & Building Influence
38:00 – Lessons from Zapier vs HubSpot’s Go-To-Market
40:00 – Why Lazy AI Marketers Will Fail
42:00 – Is M&A Still a Growth Lever for HubSpot?
44:00 – Final Thoughts & Where to Follow Kieran
---
Show Links
Did Hubspot Lose 80% of Blog Traffic?
[https://www.youtube.com/watch?v=tBHoJMOkL6Y](https://www.youtube.com/watch?v=tBHoJMOkL6Y)
Contrast Ratio by Siege Media
[https://www.siegemedia.com/contrast-ratio](https://www.siegemedia.com/contrast-ratio)
Interactive Content Data Use
[https://www.siegemedia.com/strategy/content-marketing-trends#interactive-content](https://www.siegemedia.com/strategy/content-marketing-trends#interactive-content)
The Hustle by HubSpot
[https://blog.hubspot.com/the-hustle/page/1](https://blog.hubspot.com/the-hustle/page/1)
Kieran Flanagan on LinkedIn
[https://linkedin.com/in/kieranjflanagan](https://linkedin.com/in/kieranjflanagan)
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#seo #contentmarketing
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| |||
| Scaling a Billion Dollar Brand: Lessons from Semrush’s CMO | 30 avr. 2025 | 00:50:56 | |
Ross sits down with Andrew Warden, CMO of Semrush, for a behind-the-scenes look at how the company has scaled past a billion-dollar valuation through brand innovation, performance marketing, and fearless experimentation.
Andrew unpacks how he’s built and structured Semrush’s powerhouse marketing team, why they favor in-house execution over agencies, and how data science and AI are reshaping modern marketing ops.
From viral hits like “Be Like Gaby” and “CEO Kiddos," this episode highlights what works—and what doesn’t—when building a global brand.
00:00 – Intro & Nick Eubanks M&A Stories
02:00 – Building the Semrush Marketing Team Structure
04:00 – Why In-House Creative Wins Over Agencies
06:00 – Brand, Digital, and Owned Media: Org Design Explained
08:00 – The Role of Data Science & Marketing Ops at Scale
10:00 – AI Ops: Automating for Speed, Not Just Hype
13:00 – Enterprise vs. SMB: Maintaining Brand Balance
16:00 – Big Wins: “Be Like Gaby” and User-Driven Campaigns
18:00 – When Humor Doesn’t Convert: Learning from the “CEO Kiddos” Flop
21:00 – Why Failure Is Part of the Process at Semrush
24:00 – Scaling Content: Growing the SEO Team from 4 to 40+
26:00 – Localization: What Works, What Doesn’t
29:00 – Brand vs. Performance: How to Actually Measure Impact
33:00 – Traffic Down, Revenue Up: Moving Beyond Vanity Metrics
36:00 – What SEOs Should Actually Be Goal-ed On
39:00 – AI and Search: The Real Impact on Marketers
41:00 – Semrush’s AI Toolkit & ContentShake Overview
44:00 – The Most Underrated Features in Semrush
47:00 – Prompt Engineering & Early AI Adoption Lessons
48:00 – Conference Announcements & What’s Next for Semrush
ContentShake: https://www.semrush.com/apps/contentshake/
Impress your boss commercial: https://www.youtube.com/watch?v=CNCR5XBEM5c
Semrush’s most popular campaign: https://www.youtube.com/watch?v=GRHG5CjsPvo
Andrew Warden on LinkedIn: https://www.linkedin.com/in/andrewwarden Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
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Twitter: http://twitter.com/rosshudgens Directed by Cara Brown:
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#contentmarketing
| |||
| From Content Engine to Freedom Engine w/ Chris Walker | 23 avr. 2025 | 00:49:01 | |
Chris Walker (CEO of Passetto) joins Ross to talk about personal transformation, scaling through delegation, and why most entrepreneurs are chasing the wrong kind of freedom.
Chris shares insights from his month-long sabbatical, including frameworks for creating true independence—beyond just financial freedom—and lessons learned about leadership, agency structure, and internal alignment.
Ross and Chris also unpack strategies for delegation, avoiding burnout, client selection, the evolving role of SEO, and how B2B companies should rethink go-to-market in a post-ChatGPT world.
00:00 – Welcome Chris Walker & “The Collision of Worlds”
00:51 – Why Bigger Doesn’t Mean Better (And Why Chris Took a Month Off)
02:05 – The Real Test: Can Your Business Run Without You?
03:09 – 10 Types of Freedom (Beyond Just Financial)
06:01 – Time, Social, Creative, Mission, Health & More
09:10 – Letting Go of the Clients That Drain You
13:07 – Freedom Through Delegation: Fake vs Real
15:05 – Why Firing Someone Might Set Them Free
17:20 – Rethinking Wealth: Why 2x More Money Won’t Make You Happy
20:00 – Breaking Mental Loops Around Growth, Suffering, and “Success”
22:50 – Why Resistance Means You’re Out of Alignment
26:00 – Layoffs, Misalignment, and Making the Hard Call
29:00 – A New Agency Playbook: 10 People, $10M
31:32 – Delegation as a Superpower (And Trap)
34:20 – Hiring Without Job Descriptions
37:00 – How Top Talent Finds You (Not the Other Way Around)
39:01 – From Fake Delegation to Freedom Frameworks
41:00 – Pattern-Matching LinkedIn Content for Real ICP Impact
43:13 – SEO Today: Outdated, Unpersonalized & Being Replaced
46:50 – Why ChatGPT over Google for User Intent
48:10 – The Case for Diversified GTM (and SEO’s Narrow Role)
50:00 – Reframing Search: It’s Not Just Google Anymore
52:20 – Personal Holdings Companies & Managing Partners
54:00 – Why Resume-Perfect Execs Often Underperform
56:00 – Agency Scale: Founder as Visionary, Not CEO
59:00 – Building the Business That Serves Your Life
Chris Walker on LinkedIn: https://www.linkedin.com/in/chriswalker171
Chris’s Company, Passetto: https://www.passetto.com
Siege Media: https://www.siegemedia.com
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#seo | #contentmarketing Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on
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https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA
Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on
Twitter: http://twitter.com/rosshudgens Directed by Cara Brown:
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#contentmarketing
| |||
| The SEO Behind Zillow’s 1 Billion Visits/Year w/ Kristan Bauer | 15 avr. 2025 | 00:43:14 | |
Kristan Bauer returns for a deep dive into the technical and organizational SEO strategies that helped Zillow grow to nearly 2 billion annual visits.
She shares tactical insights on enterprise SEO at scale, including testing frameworks, internal collaboration, indexing strategies, and what it takes to lead with executive presence in a high-stakes environment.
Ross and Kristan also unpack the challenges of long-tail targeting, structuring an SEO team for success, and how to know when it’s time to build your own SEO testing platform.
00:00 – Welcome Back Kristan & The Zillow SEO Journey 00:34 – From Agency to Zillow: What Made Zillow’s Traffic Explode 01:09 – How Zillow Reached Nearly 2 Billion Visits/Year 03:23 – The Hidden SEO Power of Off-Market Listings 04:23 – Internal Linking Tactics to Boost Indexing 06:52 – Long-Tail Dynamic Pages from Listing Descriptions 08:44 – Managing Page Quality in Long-Tail SEO 10:21 – When & Why Zillow Invested in an SEO Testing Platform 12:09 – How SEO Was Structured at Zillow (and Why It Worked) 13:58 – Quarterly Planning + Executive-Level SEO Visibility 15:05 – One-on-One Collaboration With Other Channel Leads 17:10 – Building a Culture of Shared Ownership Around SEO 18:56 – Risk Management via SEO Testing Platforms 20:39 – Why Testing Is a Must at Enterprise Scale 22:51 – How Zillow Prioritized Smart Resource Allocation 24:41 – How to Know When It’s Time to Build a Platform 26:41 – Structuring SEO Inside Product vs. Marketing 30:06 – How Cross-Team SEO Works at the Enterprise Level 32:21 – Building Executive Presence & Communicating Up 34:05 – Wins, Challenges & Transparent SEO Reporting 36:00 – SEO Summits with Airbnb, Yelp, TripAdvisor & More 41:00 – Final Lessons: Communication, Creativity & Big Rocks
Kristan’s Website: https://www.kristanbauer.com Kristan on LinkedIn: https://www.linkedin.com/in/kristandauble Our Previous Episode on Enterprise Real Estate SEO: https://www.siegemedia.com/conversation/kristan-bauer Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Is Technical SEO Dying? + What to Do Instead w/ Eli Schwartz | 08 avr. 2025 | 00:48:07 | |
Ross welcomes Eli Schwartz, author of Product-Led SEO , to unpack the evolving role of SEO in a world shaped by AI, shifting perceptions, and organizational challenges. Eli dives into why SEO is being deprioritized, what companies are getting wrong, and how product-led SEO is the path forward. They cover layoffs, agency churn, the role of growth teams, and why most companies shouldn’t do SEO at all.
Show Notes: 00:00 Welcome Back Eli & The Current Pulse on Search 00:53 Marketing Layoffs & Volatility in SEO 02:31 Why SEO Struggles to Defend Its Value 05:49 AI Search vs Traditional SEO — What Actually Changes? 07:58 Are We Just Rebranding SEO? 09:27 Visibility, Links & Human-Like Search Engines 12:50 The Problem With “AI SEO” Hype 14:45 Why Edge Case SEO Will Die Fast 18:19 Why “Technical SEO” Isn’t a Moat Anymore 22:06 The AI Content Misstep: Spam at Scale 24:27 The New SEO: Blending Human + AI + Product 28:11 Your Product Has to Be Good Now — Period 29:20 Revisiting the Book: What Eli Would Update 30:20 The Spicy Take: Most Companies Shouldn’t Do SEO 35:03 How to Evaluate if SEO is Right for You 38:45 The “Tax Preparer” Problem With Agencies 41:06 If You’ve Fired 3 SEO Agencies… It’s You 43:20 The SEO Funnel Needs the Right Org Buy-In 46:01 Growth & Product Titles Are the Key 47:28 The Sales Enablement Side of SEO 50:30 Content Strategy vs Keyword Volume Obsession 51:40 The Non-Apocalypse of AI 55:04 The Real AI Shift Will Be Gradual 56:01 How to Actually Execute Product SEO 59:49 Final Thoughts & Where to Follow Eli Show Links: Eli’s Newsletter: https://www.productledseo.com/ Eli’s Book on Amazon: https://www.amazon.com/dp/B091D572ZL Eli on LinkedIn: https://www.linkedin.com/in/schwartze Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Yes, You Do Need a Bing Strategy w/ Botify’s AJ Ghergich | 01 avr. 2025 | 00:45:52 | |
Ross sits down with A.J. Ghergich, VP of Consulting Services at Botify, to unpack enterprise SEO, AI governance, and why SEOs absolutely need a Bing strategy in 2025. A.J. shares the story of how he landed the rare @SEO Twitter handle and what it’s meant for his visibility in the industry. They dive into findings from Botify’s latest AI survey, highlighting the disconnect between perceived AI readiness and real-world implementation challenges. From AI hallucinations and live retrieval limitations to crawl budgets and indexation at scale, this conversation is packed with tactical insights. A.J. also drops a hot take on Bing, explaining why it's now critical for AI visibility—especially in the age of ChatGPT and live search integration. They also explore practical steps marketers can take to better control their brand messaging in AI outputs, and why technical SEO still reigns supreme at the enterprise level. Show Notes: 00:00 – Intro & AJ’s @SEO Twitter Handle Story 02:00 – The Early Twitter Beta and Getting the Handle 04:00 – Value from the @SEO Handle & the Power of Network 06:00 – Botify's AI Survey: 94% Claim AI Readiness? 08:00 – What AI Readiness Really Looks Like 10:00 – Why Governance is the Missing Piece 13:00 – Content Hallucinations, Training Data, and eCommerce Pitfalls 16:30 – Centralizing Brand Messaging for AI 19:00 – Enterprise SEO: Hidden Challenges at Scale 22:00 – Indexation Gaps in Enterprise Sites 24:30 – Crawl Budget, Canonicals & Technical SEO Realities 27:00 – Freshness & Product Page Recency = Revenue 30:00 – AI Overviews, CTR Drops, and the Future of Search 33:00 – Ghost Clicks & Attribution in an AI-Driven World 36:00 – Preparing for Bot-to-Bot Web Traffic 39:00 – Are You Ready for ChatGPT Traffic? 41:00 – Why You Need a Bing Strategy in 2025 43:00 – How to Push Content into Bing (and ChatGPT) with IndexNow 44:30 – AJ’s Hot Take: Optimize for Humans and AIs 45:00 – Where to Connect with AJ Show Links: AJ on Twitter: https://twitter.com/SEO Botify AI Survey: https://www.botify.com/blog/marketing-leaders-want-to-meet-ai-search-head-on-new-survey-results How Many People Search on Google?: https://sparktoro.com/blog/new-research-how-often-do-americans-search-google-which-search-verticals-do-they-use IndexNow: https://www.bing.com/indexnow Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Could This Could Replace Domain Authority? w/ Dr. Pete | 25 mars 2025 | 00:44:23 | |
Ross sits down with Dr. Pete Meyers of Moz to discuss the ever-changing landscape of SEO, the impact of AI overviews, and how Moz is adapting to a rapidly evolving industry. They dive into the challenges of innovation in a competitive space, the role of brand authority versus domain authority, and the data-driven future of search marketing. Plus, Dr. Pete shares insights on Moz’s latest tools and the future of tracking Google’s updates. If you’re in the SEO world, this episode is packed with valuable insights you won’t want to miss.
Show Notes: 00:00 Introduction & Welcome 01:04 Moz’s Position in a Competitive SEO Landscape 02:52 AI Overviews & the Future of SERPs 07:06 MozCast & Google Update Tracking 12:53 The Role of Brand Authority in SEO 19:09 How SEO Has Shifted Over the Years 24:15 Keyword Research & New Moz Tools 30:56 The Decline of Blog Comments & Online Community Shifts 36:41 SEO Data & Attribution Challenges 41:26 What’s Next for Moz?
Resources & Links: Brand Authority vs Domain Authority during a recent update: https://www.linkedin.com/posts/thcapper_i-had-a-theory-from-the-google-leaks-the-activity-7237411717947817985-Nz4V/ Introducing Brand Authority: https://moz.com/blog/introducing-brand-authority Google’s Update History:https://moz.com/google-algorithm-change MozCast:https://moz.com/mozcast MozCon’s on the road in 2025: https://moz.com/blog/mozcon-on-the-road-2025 Dr. Pete on LinkedIn: https://www.linkedin.com/in/drpete/ Subscribe today for weekly tips: https://bit.ly/3dBM61f
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Inside Ahrefs’ $100M Growth: Tim Soulo on SEO, Content, and Social | 18 mars 2025 | 00:49:37 | |
Ross sits down with Tim Soulo, CMO of Ahrefs, to dive deep into content marketing, SEO, and Ahrefs’ evolving approach to growth. Tim shares insights on how Ahrefs built its marketing team, the role of SEO in today’s digital landscape, and why they’re investing in YouTube, LinkedIn, and thought leadership content. They also discuss the challenges of enterprise marketing, the rise of social-first content, and the impact of backlink trends on the SEO industry. Show Notes: 00:00 Intro – Meeting in Chiang Mai SEO 00:53 Ahrefs’ Marketing Evolution 06:06 SEO vs. Diversification in Marketing 10:09 The Role of Technical SEO at Ahrefs 12:57 LinkedIn & Social Media Strategy 18:10 Scaling Content & Thought Leadership 22:31 Going Upmarket: Enterprise Marketing at Ahrefs 30:38 The Power of Events & Conferences 32:22 Programmatic SEO & Directory Strategies 40:31 Backlink Trends & The Changing Web 46:55 The Future of Ahrefs Marketing 48:24 Announcing Ahrefs Evolve – West Coast Conference Show Links: Ahrefs: Top Website: https://ahrefs.com/websites Ahrefs: Data & Studies: https://ahrefs.com/blog/category/data-studies/ Ahrefs YouTube: https://www.youtube.com/c/AhrefsCom Tim Soulo’s LinkedIn: https://www.linkedin.com/in/timsouloSubscribe today for weekly tips: https://bit.ly/3dBM61f Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Traffic Down, Revenue Up: A Conversation w/ Rand Fishkin | 11 mars 2025 | 00:50:57 | |
Ross welcomes back Rand Fishkin, co-founder of SparkToro and longtime marketing thought leader, for a candid conversation about the evolution of search, audience research, and the shifting tides of digital marketing. Rand shares insights on why SEO’s golden age is behind us, why influence—not traffic—should be marketers’ primary focus, and how PR is making a major comeback. He also discusses SparkToro’s growth, lessons from launching an indie video game company, and why understanding audience behavior is more critical than ever. Show Notes: 00:00 Welcome Back, Rand! 01:10 Reflections on Lost and Founder 02:37 The importance of timing and market demand 06:48 Venture Capital and Market Trends 14:34 The Changing Reputation of SEO 19:27 AI, Search, and Zero-Click Results 28:58 Influence Over Traffic 38:46 How to Prioritize Marketing Channels 43:42 The Rise of Digital PR 49:51 The Future of Search and Content
SparkTogether 2025 https://sparktoro.com/sparktogether Rand’s Blog “Traffic Is Down; Revenue Is… Up?" https://sparktoro.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Is Marketing the Wrong Home for SEO? w/ Ex-RetailMeNot, Angi Lead | 04 mars 2025 | 00:44:06 | |
How do you build SEO strategies that mesh seamlessly with product teams? Ross Hudgens chats with Sharanya Srinivasan, Head of SEO, Product at Boatsetter, about combining strong user experience, savvy engineering partnerships, and growth-focused tactics. Learn how Sharanya’s approach to A/B testing, internal links, and UX research can help you unlock new levels of organic traffic, no matter how your team is structured. Show Notes:0:00 Background & Why Product Matters
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Breaking SEO News: Barry Schwartz on the Biggest Stories & Trends | 25 févr. 2025 | 00:35:34 | |
In this episode of Content and Conversation, host Ross Hudgens sits down with Barry Schwartz, President of RustyBrick and a leading voice in SEO. Barry shares his insights into the latest Google algorithm updates, the future of search rankings, and how businesses can adapt their SEO strategies in 2025 and beyond. Tune in for expert analysis, actionable advice, and a clear take on the state of search marketing. Show Notes:00:00 Introduction 01:03 What’s the best story you have from a webmaster contacting you about their SEO situation? 05:44 What’s the biggest ever news story you’ve had on SE Roundtable in terms of visits? Why? 07:59 How do SEOs most use your website? 14:11 What’s your take on the current state of SEO news given the acquisition of Search Engine Land by Semrush? 18:37 What’s your take on what SEO looks like in five years? 29:53 What is your philosophy of how people should treat Google updates? 33:08 How do you edit your content today? Show Links:
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Every SEO Should Be Doing This Today w/ Wil Reynolds | 17 févr. 2025 | 00:51:56 | |
In this episode, Ross and guest Wil Reynolds, VP Innovation, SEER, discuss the future of search, AI-driven automation, and why organic social is becoming more important than ever. Wil shares bold insights on how agencies must adapt, the power of thought leadership over traditional content marketing, and the evolving landscape of SEO. Plus, they cover why collaboration beats competition in today’s digital world. Show Notes:00:00 Welcome Wil Reynolds, VP Innovation, SEER 01:36 Collaboration Over Competition 04:04 The Rise of Organic Social vs. Traditional SEO 10:53 Content Marketing vs. Journalism 15:17 AI, Automation & the Future of Marketing 28:22 The Changing Role of Link Building 38:14 The Urgency to Adapt: AI’s Impact on Agencies 46:36 Final Thoughts & Where to Find Wil
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Cyrus Shepard Disavowed His Entire Site: Here’s What Happened | 04 févr. 2025 | 00:38:48 | |
Join Ross as he sits down with SEO expert Cyrus Shepard to explore why brand building has become essential in today’s search landscape. Cyrus shares what happened when he disavowed every inbound link on his site, why Google seems to reward authenticity over traditional SEO tactics, and how focusing on experience and trust can give you the edge in the ever‐changing SERPs. Show Notes:00:00 Welcome Cyrus and brand swag
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| How Sam Parr Mastered Copywriting for a $27M Exit | 27 janv. 2025 | 00:46:37 | |
In the latest episode of Content and Conversation, Sam Parr, founder of The Hustle and host of My First Million, joins Ross to discuss the art and science of great copywriting, building viral content, and scaling content-driven businesses. Sam shares actionable insights into hiring creative talent, writing headlines that convert, and why simplicity is the ultimate sophistication in copywriting. Show Notes:00:00 Sam Parr’s journey in copywriting and content creation 01:03 Combining Silicon Valley innovation with internet marketing 02:45 The Hustle’s Newsletter Success 10:50 The Power of Copy Work 16:00 Writing Headlines That Sell 29:05 Simplicity in Writing 35:00 AI for Copywriters 44:10 Sam’s Favorite Copywriting Resources Show Links:
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| How Dave Gerhardt Built a B2B Audience of 200,000+ | 15 janv. 2025 | 00:49:51 | |
We speak with Dave Gerhardt, founder of Exit Five, who reveals how to build a standout B2B marketing community. He breaks down the impact of AI on SEO and content, his no-nonsense approach to LinkedIn content, podcasting as a content strategy, and why Exit Five moved from Facebook to Circle. It’s a sharp look at staying agile and authentic in modern marketing. Show Notes:0:00 Introduction to Dave Gerhardt and Marketing Insights 2:35 The Role of SEO in Modern Marketing 5:10 Content Creation and Personal Workflow 11:14 Building a Community Around Marketing 24:28 Authenticity in LinkedIn Posting 29:00 Podcasting as a Content Strategy 38:43 Building a Paid Community Experience 43:05 The Impact of AI on SEO and Content 47:11 Evolving SEO Roles and Future Strategies Show Links:
#seo | #contentmarketing Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| How to Rank on AI Search Engines with Michael Buckbee | 20 nov. 2024 | 00:43:05 | |
We speak with Michael Buckbee, the innovator behind Knowatoa, a tool transforming SEO for AI search services. We discuss strategies for ranking on AI-Powered search engines and how Knowatoa enhances rank tracking on platforms like ChatGPT, helping marketers analyze keywords and search intent in this new landscape. We focus on aligning content with user intent while stressing the need for a robust domain authority strategy. We also highlight how social media presence and reputation management contribute to AI optimization. To thrive in the dynamic digital landscape, we advise marketers to continuously adapt their SEO approaches.
Show Notes: 0:00 Introduction to Michael Buckbee 3:28 Understanding AI Search Rankings 5:52 Strategies for Influencing AI Search Results 7:28 The Future of SEO with AI 13:12 Exploring AI Search Evolution 16:25 The COPE Content Strategy 19:32 Navigating AI Search Services 23:09 The Role of Digital PR 40:03 The Future of AI and SEO Integration 42:48 Conclusion and Next Steps
Show Links: Knowatoa: https://knowatoa.com/ Michael Buckbee on LinkedIn: https://www.linkedin.com/in/michaelbuckbee/ Follow Ross on X: https://twitter.com/RossHudgens Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seopodcast | #contentmarketing
#seo | #contentmarketing Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| How Brian Dean Sold Two SEO Businesses | 31 oct. 2024 | 00:35:32 | |
We’re joined by Brian Dean, co-founder of Exploding Topics, as he shares his journey of transitioning from SEO education to trend-spotting innovation. We dive into the creation of Exploding Topics, exploring its origins as a side project, the collaboration with fellow entrepreneurs, and the strategic enhancements that shaped it into a successful SaaS platform. Brian discusses the importance of addressing customer needs, navigating the acquisition process with SEMrush, and reflects on the evolving landscape of SEO and search in the age of AI. He also candidly shares the psychological adjustments entrepreneurs face post-acquisition and offers insights into maintaining momentum in their careers. Chapters:0:00 Intro and Welcome to Brian 1:17 The Origin of Exploding Topics 9:12 Transitioning to SaaS Model 11:13 The Journey to Selling 16:29 Buyer Relationships Matter 18:37 Reflections on SaaS Success 22:36 Finding the Right Co-Founder 27:18 Thoughts on the Future of Search 30:55 Life After Acquisition Show Links:
#seo | #contentmarketing Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Mastering Content Strategy During Election Season with Emily Campbell-Snidal | 07 oct. 2024 | 00:13:23 | |
This week on Content & Conversation, Ross and Emily Campbell-Snidal, VP of Content Marketing at Siege Media, explore how brands can craft effective content strategies during election season. Show Notes: 0:00 Election Strategies and Content Creation
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| The Future of SEO w/ Clearscope's Bernard Huang | 17 sept. 2024 | 00:59:13 | |
Show Notes:
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Lessons from 70 SaaS Content Interviews w/ Jimmy Daly | 10 sept. 2024 | 00:39:02 | |
Show Notes:
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Programmatic SEO w/ Zapier’s Former Lead SEO | 23 juil. 2024 | 00:49:56 | |
Show Notes:
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Product-Led Digital PR: A Critical Strategy for 2025 | 09 juil. 2024 | 00:19:39 | |
Show Notes:
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Google’s Algo Leak, AI Overviews & Hreflang’s Future | 04 juin 2024 | 00:31:25 | |
Show Notes:
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| The Optimal In-House Team Structure | 02 mai 2024 | 00:15:35 | |
Show Notes:
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||
| Content Marketing Trends for 2024 | 07 mars 2024 | 00:16:49 | |
Show Notes:
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing | |||