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Explore every episode of the podcast Content and Conversation: Organic Growth Insights from Siege Media

Dive into the complete episode list for Content and Conversation: Organic Growth Insights from Siege Media. Each episode is cataloged with detailed descriptions, making it easy to find and explore specific topics. Keep track of all episodes from your favorite podcast and never miss a moment of insightful content.

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TitlePub. DateDuration
How to Rank on AI Search Engines with Michael Buckbee20 Nov 202400:43:05

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 Businesses31 Oct 202400:35:32

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

The Future of SEO Jobs w/ Nick LeRoy13 Feb 202400:37:49
Show Notes:
  • 00:00 - Introduction
  • 01:15 - The SEO Job Market
  • 4:30 - Should we be scared of SGE and AI?
  • 08:00 - Changes in the SEO industry
  • 14:50 - What does the future look like?
  • 16:48 - Thoughts on SGE
  • 20:47 - Would you change anything about your career?
  • 25:00 - How to future proof your job
  • 28:20 - Technical SEOs vs Content SEOs
  • 36:13 - Final Thoughts
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 To (Actually) Get SEO Projects Accomplished With Tory Gray09 Jan 202400:35:07
Show Notes:
  • 00:00: Introduction
  • 01:53: Understanding why problems in SEO occur
  • 07:55: Being a T-shaped marketer
  • 09:10: Ross shares a recent client case study
  • 10:50: Tory shares a recent client case study
  • 13:28: Having critical conversations with clients
  • 15:45: Thematic issues that prevent SEO work
  • 19:54: Useful tips for getting SEO projects done
  • 24:20: Client communication philosophies
  • 27:20: Final thoughts on Ross' Linkedin post
  • 33:43: Conclusion
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

All-in on Organic Links: Lessons 18 Months Later14 Dec 202300:19:19

 

Show Notes:
  • 00:00: Introduction
  • 00:57: Lessons from BrightonSEO
  • 02:20: Strategies for Link Relevancy
  • 04:00: Lessons from Less Manual Link Building
  • 10:20: How Do Brand and EEAT Signals Impact Links
  • 15:45: Summing It All Up
  • 18:36: Outro
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 To Do Winning Keyword Research For 202410 Oct 202300:23:13
Show Notes:
  • 00:00: Introduction
  • 02:09: Intro to the sheet
  • 3:00: Keyword Research process
  • 4:50: Keyword Difficulty
  • 5:20: Relevancy Score
  • 6:30: Ranking Page URL
  • 9:27: Links
  • 11:45: Page Traffic and Traffic Value
  • 13:05: KOB Score
  • 15:00: SERP Features and Keyword Demand Trends
  • 16:40: Word Count
  • 17:48: Refresh Frequency
  • 19:17: Revised KOB score
  • 20:25: Categorize and Funnel Stage
  • 22:08: Conclusion
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

Insights From 4 Content Marketing Tests30 Aug 202300:16:36
Show Notes:
  • 00:17: Above the fold best practices
  • 3:46: Siege Media’s sticky navigation case study
  • 6:47: The impact of font size on conversion rate
  • 10:46: The power of updating content
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

The Best X Strategies for Executing BOFU Content25 Jul 202300:21:05
Show Notes:
  • 00:30: BOFU benefits in SaaS
  • 00:55: Why “Best X” roundups are necessary
  • 2:45: BOFU content best practices
  • 5:41: How to counter legal ramifications
  • 7:21: The importance of updates
  • 9:01: Alternative and “vs” page strategies
  • 11:09: When landing pages make sense
  • 12:14: How internal linking fits in
  • 12:14: HubSpot example
  • 14:05: PandaDoc example
  • 15:38: Addressing the fear of retaliation
  • 17:06: Executing BOFU as a brand new website
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

Why Most People Are Doing Digital PR Wrong11 Jul 202300:20:42
Show Notes:
  • 00:23: Does digital PR have enough value per link?
  • 4:35: How to execute link building effectively
  • 6:40: Breaking down the value of links by industry
  • 7:29: Off-brand digital PR — the “Principal—Agent” problem
  • 9:59: Deploying digital PR campaigns 1-4x a year
  • 11:50: Why keyword-driven digital PR makes the most impact
  • 13:08: How to fuel internal linking across your site
  • 14:29: Digital PR best practices, the fundamentals
  • 15:49: Final tips, tricks, and tactics/li>
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

What Is E-E-A-T? And How to Optimize For It02 Jun 202300:34:40
Show Notes:
  • 00:08: Welcome, Bernard Huang, Co-founder of Clearscope
  • 00:35: E-E-A-T’s background and evolution
  • 4:00: Common E-E-A-T misapplications by SEOs
  • 13:21: The value of a simple photoshoot
  • 18:27: Modern SEO necessities vs. technical SEO
  • 27:32: How to optimize every pixel on your site
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

Google I/O SEO Changes: What You Need To Know16 May 202300:25:59
Show Notes:
  • 00:10: The core SEO changes at Google I/O
  • 2:14: Health and finance topics will not be affected (so far)
  • 3:08: Watermarking for generative content creators
  • 4:51: New layouts in Google SERP
  • 6:12: New impact on affiliate website
  • 7:43: Query complexity and how it influences content choice
  • 8:30: Google’s incentives for content and websites continues
  • 10:30: RLHF, “Reinforcement Learning from Human Feedback
  • 13:42: Visual design importance
  • 18:06: How to increase efficiency in SEO with AI
  • 21:02: Visual design importance, continued
  • 21:47: Why complex queries are the best defense
  • 22:22: How to stay on top of optimization as AI evolves
  • 24:57: Final tips, tactics, and tricks
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

Recession-Proof Content Marketing w/ Bernard Huang02 May 202300:33:15
Show Notes:
  • 00:07: Welcome, Bernard Huang, Co-founder of Clearscope
  • 00:30: How to recession-proof content marketing
  • 5:05: Why exploring bottom-funnel topics are key
  • 7:32: Attributing content to revenue, lead generation
  • 11:57: Update content more
  • 14:41: Repurpose content more
  • 18:09: Using keyword rankings to prove success
  • 19:05: Search demand’s decline and ChatGPT
  • 22:36: The revolution of language models and unique data
  • 30:10: Final tips, tactics, and tricks for recession-proof content marketing
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

Mastering Content Strategy During Election Season with Emily Campbell-Snidal07 Oct 202400:13:23

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
2:48 Rethinking Content Calendars
4:37 Leveraging Current Events for Engagement
7:21 Updating Existing Content for Relevance
10:04 Navigating Political Topics with Neutrality
12:57 Long-Term Strategy Amidst Short-Term Events

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

Made In CEO Chip Malt: Building SEO Strategies From the Ground Up25 Apr 202300:42:19
Show Notes:
  • 00:08: Welcome, Chip Malt, CEO of Made In
  • 00:35: The details of Made In’s content strategy
  • 4:33: How do you quantify the worth of your assets?
  • 7:10: Why Chip pursued education and research first
  • 7:50: How long did it take to feel traction from your SEO investment?
  • 13:48: Made In’s content and A/B tests
  • 10:02: The evolution of Made In’s blog design
  • 19:05: How to incorporate shopping experiences into content
  • 22:00: Using email for content distribution
  • 25:05: How Made In used original photography to their advantage
  • 27:22: Does AI have a place in Made In’s content development?
  • 30:19: What’s next for Made In?
  • 31:40: The structure of Made In’s content team
  • 34:44: How Made In sets goals
  • 38:15: Chip’s cooking tips
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

Higher Volume, Higher Stakes w/ Ryan Darani17 Apr 202300:37:12
Show Notes:
  • 00:13: Welcome, Ryan Darani, SEO Consultant for DTC Health and Wellness brands
  • 1:36: How much content should you publish to be effective with SEO?
  • 2:59: Content freshness and its impact on rankings
  • 5:20: What’s the counterargument to Monday.com’s case study?
  • 8:24: The negative effect of high volume, low quality content
  • 11:33: The importance of updating content
  • 12:31: When to execute low volume, high quality vs. low (or mid) quality, high volume?
  • 19:49: When is high quality, low volume the wrong approach?
  • 22:19: How does AI impact the potential for high volume content?
  • 32:27: Final tips, tactics, and tools from Ryan.
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

Growing a Marketplace to 100k Visits/mo: Captain Experiences’ CEO Jonathan Newar06 Apr 202300:28:28
Show Notes:
  • 00:08: Welcome, Jonathan Newar, CEO of Captain Experiences
  • 2:08: What’s the biggest fish you’ve ever caught?
  • 3:48: SEO’s role in the initial stages of Captain Experiences
  • 10:13: How Captain Experiences thinks through “Guide” pages
  • 12:50: How to present a growth story to investors with SEO
  • 16:32: Captain Experience’s marketing and SEO team structure
  • 20:30: The biggest SEO KPIs for Captain Experiences
  • 21:28: The difference between long-term SEO and PPC
  • 23:43: How Captain Experiences plans to expand their markets
  • 26:30: Jonathan’s insights on growth and SEO
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

The 2023 Content Marketing Trends Report w/ Bernard Huang06 Mar 202300:56:47
Show Notes:
  • 1:33: Currently, those that *don't* use AI report higher performance on average. That said, company usage has gone up 12% this year. 
  • 6:45: How AI is changing content optimization and SERPs over time. 
  • 16:00: The future of Google’s Helpful Content update. 
  • 23:23: Businesses that incorporate link building into their strategy report a 45% higher success rate than those that don't. 
  • 29:09: The average content design investment is 1-10%. That said, those who allocate 10-50% of their budget to content design report better results on average. 
  • 34:00: Only 36.1% of businesses report creating interactive content as part of their content strategy, and only 5.3% report using video. The pros and cons of different content medium investments. 
  • 38:28: How to best use video strategically in your content strategy (B2B vs. B2C).
  • 45:24: 64% of B2B businesses currently execute link building in their content marketing efforts versus 36% in B2C. AI tool usage is more prevalent in B2B, where 62% report planning to use the tools with only 38% in B2C. 
  • 49:55: Shockingly, most report that their content budgets will *not* go down in 2023, with over half reporting an increase.
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

The Role of AI Content w/ Lily Ray21 Feb 202300:40:49
Show Notes:
  • 00:09: Welcome, Lily Ray, Senior Director, SEO & Head of Organic Research at Amsive Digital
  • 00:41: Breaking down Bing’s AI integration and Google’s AI announcement
  • 2:23: Lily’s take on the future of AI integration and SEO
  • 10:36: The competition between Google and ChatGPT
  • 13:06: How to incorporate AI content generation into your strategy
  • 16:41: Best use cases for AI content tools
  • 20:38: AI content tools for enterprise vs. small businesses
  • 22:42: Why the case studies of AI content generation success are problematic
  • 28:42: Lily’s clients and their stance on AI content tools
  • 32:55: How will AI content generation evolve from here?
  • 36:35: Where to find Lily Ray
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

Growing Greatist to 50M Visitors w/ Derek Flanzraich06 Jan 202301:09:55
Show Notes:
  • 00:07: Welcome, Derek Flazraich, CEO of Ness
  • 1:55: How Derek’s former company, Greatist was born
  • 3:33: How Greatist scaled to 50 million visitors per month
  • 6:02: Why establishing the correct tone for your audience is key
  • 13:18: Greatist’s success in mentioned outreach
  • 19:38: How Pinterest contributed to Greatist’s success
  • 22:07: Biggest strategy lessons from Greatist to Ness
  • 26:51: How to increase your content engagement via email
  • 30:49: Using social media for content distribution, “the individual more than the brand”
  • 37:37: What type of voice is ideal for Health & Wellness today?
  • 42:10: Biggest content lessons from Greatist to Ness
  • 45:46: Why a variety of platforms are necessary for SEO
  • 48:24: Ness’ three most impactful channels
  • 50:37: Is there an equivalent to Pinterest today?
  • 53:59: How to repurpose your content across multiple channels
  • 56:25: Derek’s unique leadership style and culture at Ness
  • 1:02:14: Ness’ team structure
  • 1:05:16: Final tips, tricks, and tactics from Derek
Show Links:

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Animalz Former CEO Devin Bramhall: Lack of Creativity in Content Marketing06 Dec 202201:07:31
Show Notes:
  • 1:52: What led you to step down as CEO of Animalz?
  • 9:12: Devin’s thoughts on the direction of content marketing at Animalz and the future of the industry
  • 14:57: How to not be confined by a “content marketing box” when implementing long-term strategies
  • 18:13: What were some of the biggest strategic struggles you saw in the content world as a CEO?
  • 24:12: How to balance the execution of creativity and SEO — “keep boring stuff boring”
  • 30:29: How does AI fit into content marketing today?
  • 40:47: How community can be a bigger part of content marketing
  • 54:58: Devin’s experience executing community strategies at Animalz
  • 56:52: What’s next for Devin Bramhall?
Show Links:

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SEO M&A w/ Mike Yon17 Nov 202200:58:19
Show Notes:
  • 00:18: Welcome, Mike Yon, Founder of Clean Air Digital
  • 00:56: Mike’s experience in SEO M&A
  • 3:41: The current state of SEO M&A
  • 7:21: What does digital real estate look like today?
  • 11:19: Finding SEO acquisition targets — link value vs. ownership value
  • 16:06: What is the best deal structure?
  • 19:52: How to evaluate SEO assets in every industry
  • 22:14: The value of sites with penalties and/or significant hits in traffic
  • 24:52: Mike’s due diligence process when acquiring a site
  • 37:38: Tools to compare valuations in your market
  • 40:10: Where are the most popular marketplaces?
  • 42:02: Due diligence process continued
  • 45:10: How to make the acquisition process seamless
  • 48:32: Best tools to make your deal run smoothly
  • 50:30: What percentage do marketplace websites take
  • 51:08: Mike’s final tips, tactics, and recommendations
  • 53:02: How to get the maximum from your sale
Show Links:

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Startup SEO During a Downturn w/ Eli Schwartz14 Nov 202200:59:53
Show Notes:
  • 00:40: Welcome, Eli Schwartz, Growth Advisor and author of Product-Led SEO
  • 1:42: How startups should think about SEO in a volatile environment
  • 3:31: Why startups should not do SEO
  • 7:17: Creating SEO ROI models for startups
  • 12:56: Why links aren’t the end-all be-all
  • 20:27: Learn from Eli’s SEO advisory toolset
  • 27:52: When and when not to implement SEO strategy
  • 30:22: Why differentiation in strategy is important
  • 42:24: How to use traffic as a metric
  • 44:32: Comparing SEO strategies: Amazon vs. Walmart
  • 54:00: How to survey users from a search standpoint
  • 58:01: Eli’s final tips, tactics, and recommendations
Show Links:

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How To Scale From 0 to 200k Visits w/ Gaetano DiNardi01 Nov 202200:57:00
Show Notes:
  • 00:07: Welcome, Gaetano DiNardi, Growth Advisor and Fractional VP
  • 1:24: The relationship between SEO and Growth Marketing
  • 2:05: How search can create demand
  • 4:30: Is inbound marketing still relevant?
  • 5:26: Determining the pace of content quantity (Aura case study)
  • 8:29: How Gaetano convinced executives to invest in content
  • 10:43: The ideal freelance team structure
  • 15:38: Why promising too much content is problematic
  • 17:38: Ranking expectations, how to prioritize content
  • 20:52: Aura’s unique content strategy, how to identify winning topics
  • 23:34: Topic research — how to uncover business potential
  • 29:24: How video makes an impact and how to budget for it
  • 39:39: Examples of “Pain Point SEO”
  • 45:35: How to think about link building within a startup
  • 54:40: Gaetano’s final tips, tactics, and recommendations
Show Links:

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The Future of SEO w/ Clearscope's Bernard Huang17 Sep 202400:59:13

Show Notes:

  • 00:00 - Intro
  • 00:40 - Clearscope and the future of SEO
  • 13:08 - What are language models actually good for?
  • 29:10 - Using the data to guide strategy
  • 39:00 - Discussing Reddit and SERPs
  • 49:00 - Is there optimism for the future?

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The Biggest Threat to SEO w/ AJ Kohn18 Oct 202200:50:29
Show Notes:
  • 00:10: Welcome, AJ Kohn, Founder, Blind Five Year Old
  • 00:42: The current threat to SEO
  • 5:33: What’s causing hesitation towards SEO?
  • 7:30: SEO measurement and A/B testing
  • 9:25: Data-informed vs. data-driven culture
  • 15:38: Potential solutions for SEO resistance
  • 19:35: How to quantify SEO impact for clients
  • 28:03: The rapid growth of long-tail search
  • 36:10: Google’s featured snippets, good or bad for SEO?
  • 40:02: AJ’s seoClarity review
  • 42:10: What AJ learned in 2022
Show Links:

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How LawnStarter Cut Grass to $2M in Traffic Value06 Oct 202200:41:23
Show Notes:
  • 00:12: Welcome, Ryan Farley, Co-Founder and CMO, LawnStarter
  • 00:40: Was SEO a primary focus for LawnStarter from the get-go?
  • 3:06: How LawnStarter developed an SEO foundation during Series A
  • 4:10: What SEO metrics key stakeholders care about
  • 6:10: Competing with local pack vs. national-local companies
  • 10:30: The content hub strategy (ex. LawnStarter’s pricing guides)
  • 16:55: Have you considered expanding your brand?
  • 18:23: LawnStarter’s model for SEO opportunity
  • 21:54: How to approach hiring for content and SEO
  • 24:52: The 40/40/20 ratio
  • 26:57: How LawnStarter thinks about ranking success long-term
  • 36:38: What keeps Ryan up at night in regards to SEO?
Show Links:

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Enterprise Real Estate SEO w/ Kristan Bauer03 Oct 202200:43:12
Show Notes:
  • 00:10: Welcome, Kristan Bauer, Founder and SEO Consultant, Conifr
  • 00:41: Navigating low-percentage branded traffic
  • 7:32: The benefits of a localized site architecture
  • 9:37: Is duplicate content bad for real estate?
  • 13:39: AI-generated content’s role in real estate SEO
  • 15:45: How to guide client’s on link acquisition
  • 18:00: The ideal in-house team structure
  • 20:10: Traffic vs. lead conversion SEO (Movato)
  • 25:29: Go-to SEO strategies for enterprise real estate companies
  • 30:40: Localized keyword optimization
  • 33:09: Final tips, tactics, and recommended tools (Botify, seoClarity)
  • 39:14: Kristan’s predictions for the future of real estate and SEO
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

Scalable E-commerce Content SEO w/ Aleyda Solís20 Sep 202200:39:51
Show Notes:
  • 00:13: Welcome, Aleyda Solís, International SEO Consultant, Orainti
  • 1:06: E-commerce category pages best practices
  • 7:18: Companies that do category pages well (JB HI-FI)
  • 11:21: How to optimize product pages
  • 14:42: Why human-first content is ideal
  • 17:34: Companies that do product pages well (Manscaped)
  • 19:24: Do accordions have SEO value?
  • 22:55: AI tools for e-commerce category/product page content
  • 26:01: How to keyword map effectively, Aleyda’s cheatsheet
  • 30:56: Avoiding keyword cannibalization with different intent
  • 34:28: Final tips, tactics, and recommended tools
Show Links:

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How To Get Executive Buy-in for SEO12 Sep 202200:38:34
Show Notes:
  • 00:25: Welcome Nick Lafferty, Head of Growth Marketing at Loom
  • 00:51: Important pre-executive pitch steps to ensure it’s received well
  • 6:23: What to do in your first 30 days at an organization
  • 9:27: How to execute a pitch to your executive team
  • 12:14: Scale-back on projections, keep it realistic
  • 15:01: How to deal with push back, unrealistic time expectations
  • 17:29: Common mistakes when failing to get buy-in
  • 20:12: How to execute after making the pitch
  • 24:17: How to overcome obstacles within an organization
  • 26:24: Is SEO education necessary pre-pitch?
  • 29:00: Final tips, tactics, and recommendations
  • 32:18: Using domain authority to give time expectations
Show Links:

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Google’s Helpful Content Update: Predictions and Next Actions26 Aug 202200:19:58
Show Notes:
  • 00:39: What is the Google Helpful Content update?
  • 1:40: What we think Google is trying to fix (Ross’ prediction)
  • 7:00: Potential collateral damage, what to be aware of moving forward
  • 10:01: How excessive word count plays a part
  • 12:39: Create content that solves the problem, instead of just answering the query
  • 14:10: Our overall recommendation with Google updates
Show Links:

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Zero Volume Keywords w/ Abby Gleason17 Aug 202200:42:21
Show Notes:
  • 00:10: Welcome Abby Gleason, SEO Product Manager at Scribd
  • 00:40: What does “zero volume” keywords mean? Why are they a good strategy?
  • 2:22: Why zero volume keywords is creating a buzz
  • 5:29: How do you find zero volume keywords that actually drive traffic?
  • 8:26: Zero volume case study outcomes
  • 9:15: Discovering zero volume keywords by industry
  • 11:06: How to convince stakeholders of zero volume search topics
  • 15:00: What type of investment makes sense for this strategy?
  • 17:36: Zero volume case study outcomes
  • 21:01: Low search volume can equal bottom funnel keywords<>/li>
  • 24:33: Using competitors to your advantage and keyword frameworks
  • 26:51: Is this strategy ineffective within B2C organizations with lower customer LTV?
  • 29:23: The importance of quality over everything
  • 32:25: Audience research vs. keyword research
  • 33:56: Zero volume case study outcomes
  • 37:27: What Abby is excited about in SEO and content marketing
Show Links:

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SEO Strategies for International Expansion w/ Brodie Clark03 Aug 202200:54:17
Show Notes:
  • 00:10: Welcome, Brodie Clark, Melbourne-based SEO consultant
  • 1:42: Brodie’s best strategies for expanding SEO Internationally
  • 3:54: How much does existing equity “transfer” to international markets using hreflang (ex. /us/)?
  • 5:37: Why automatic redirection isn’t a good idea
  • 7:30: Expanding domains is a long-term game, link signals
  • 9:54: Advice for sites that aren’t well-established
  • 11:50: Is a link building strategy necessary?
  • 17:05: The highest value links globally
  • 20:27: What was the effect on Google Penguin in Australia?
  • 26:00: Brodie’s SEO consulting playbook
  • 33:45: Are audits necessary? Why choosing the right client matters
  • 41:56: Tips for new SEO consultants
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 TrustRadius Built $2M/mo in B2B Traffic Value27 Jul 202200:45:57
Show Notes:
  • 00:10: Welcome, Mark Barrera, Vice President of Audience and Review Generation at TrustRadius
  • 00:44: How do you use SEO data to impact decisions at TrustRadius?
  • 3:36: The impact of review generation on SEO
  • 5:23: Duplicate content and how to create different experiences
  • 9:39: Mark’s ideal SEO department
  • 11:37: Measuring reviews, metrics vs. competitors
  • 13:01: The typical SEO at TrustRadius
  • 16:59: Tracking history — research boards and what they do
  • 20:11: How is TrustRadius monetizing?
  • 31:17: What performance tests work and which ones don’t
  • 37:08: How Google algorithm updates affect decisions for TrustRadius
  • 38:33: Mark’s view on link building, outreach
  • 41:01: What’s new for TrustRadius?
Show Links:

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The 50% Content Distribution Myth13 Jul 202200:16:22
Show Notes:
  • 00:15: What is the 50%+ of your time on distribution theory?
  • 1:38: Why do we think this theory is wrong?
  • 2:36: Spend more time on quality and optimization for search
  • 3:24: The appropriate amount of time for distribution on average
  • 4:11: Using Pareto’s Principle (80/20) to better balance efforts
  • 5:34: What Archimedes’ Lever has taught us on content performance
  • 7:54: How to best use your time on content and distribution
  • 9:58: The difference between promoting content and promoting a business
  • 11:42: Why KOB analysis is still a key factor
  • 12:43: Is PPC a valid strategy for link building?
  • 14:30: Summary
Show Links:

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Lessons from 70 SaaS Content Interviews w/ Jimmy Daly10 Sep 202400:39:02

Show Notes:

  • 00:09: Welcome, Jimmy Daly, Co-Founder and CEO of Superpath
  • 03:30: What does high-performance SaaS content look like?
  • 06:48: The importance of knowing your product (Fresh Paint)
  • 10:24: Outstanding content in SaaS
  • 11:16: The advantages of compiling your own data
  • 13:03: Jimmy’s Your Blog Is a Library Not a Publication
  • 21:31: The three best content marketing approaches
  • 24:33: The balance between publishing frequency and SEO
  • 30:19: Missed traits of high-performing freelance writers
  • 37:54: Final tips, tricks, and tactics

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 Double Traffic with Content Audits w/ Kelsey Jones06 Jul 202200:54:44
Show Notes:
  • 00:12: Welcome, Kelsey Jones, Founder of Six Stories
  • 00:34: Kelsey’s content audit philosophy
  • 3:08: The best process for content audits
  • 7:22: The necessary benchmarks for content audits
  • 12:53: How much time do content audits take?
  • 14:38: Kelsey’s digital tool set
  • 16:17: How to adjust for keyword cannibalization
  • 19:45: Kelsey’s 404 vs. redirect ideology
  • 24:07: Are jump-to links for redirects necessary?
  • 25:26: How to scope a content audit
  • 27:33: Why content audits are an ongoing process
  • 31:11: How often should you do content audits?
  • 33:47: The benefits of “mini” content audits
  • 35:58: How should you structure an auditing team?
  • 41:08: What are common content audit mistakes you’ve seen?
  • 45:18: The ideal point person for content changes
  • 48:48: The value of checklists
  • 50:50: Content audits and their impact
Show Links:

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Search Intent Perspectives w/ Clearscope’s Bernard Huang15 Jun 202200:51:53
Show Notes:
  • 00:12: Welcome, Bernard Huang, Co-founder of Clearscope
  • 1:19: Bernard’s unique NFT marketing strategy
  • 7:44: The importance of “search perspectives,” predicting the evolution path of a SERP
  • 15:04: Where search perspective applies
  • 16:09: What Google’s “what people have also asked” tells us
  • 17:21: Google’s business model — is UX or ad revenue the priority?
  • 20:20: Solving for for individual sub-topics vs. topic clusters
  • 25:01: Total keyword opportunity in one post, “ranch-style SEO”
  • 28:45: Could any SEO write it? The significance of thought leadership
  • 33:49: Don’t have counterarguments for the sake of it
  • 37:16: Bernard’s “SERP similarity,” addressing the copycats of SEO
  • 40:09: How often do SERPs change on average?
  • 43:49: What are you excited about in the content space?
Show Links:

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How Quality Grew Launch That to $86M in Traffic Value w/ David Palombo09 Jun 202200:42:18
Show Notes:
  • 00:12: Welcome, David Palombo, President and COO of Launch That. Brands include: Asbestos.com, Retireguide.com, Drugwatch.com, Annuity.org, Consumernotice.org
  • 1:39: Launch That’s content creation process with E-A-T in mind
  • 5:53: Balancing high-quality content and scale for content creators
  • 8:09: How to separate ownership, performance across team members
  • 9:10: Procuring experts for content review
  • 14:26: How to motivate link builders
  • 17:52: The difficulty of generating links, shift towards passive links
  • 18:27: The biggest motivators for content creators
  • 20:53: Annuity.org’ link-building element, “Cite Us” and its benefits
  • 23:14: Why authority is key for passive links
  • 24:55: How Launch That uses feedback CTAs
  • 30:07: What lift or data does “Cited Research Articles” show?
  • 32:35: Breakdown of David’s team, what “lateral roles” means
  • 36:09: The ideal process for writers
  • 38:31: What is Launch That excited about?
Show Links:

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Interactive Content: Everything You Need to Know06 Jun 202200:17:18
Show Notes:
  • 00:15: Why we recommend interactive content
  • 1:31: What are the cons of interactive content?
  • 2:16: If Google is building the same tools in the SERP, is it worth it?
  • 3:44: How to think about the calculator itself, what to consider
  • 4:25: Positive outcomes we've seen through passive link strategy
  • 6:56: Other examples of interactive content
  • 8:48: Why time to value is important
  • 10:34: The repurposing codebase is beneficial
  • 12:45: When content uses "calculator" without the calculator
  • 13:45: How we think of bottom-funnel pages and calculators
  • 15:30: Ideal structure for calculators
  • 16:28: Final thoughts
Show Links:

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Why We Stopped (Most) Manual Link Building After 1M+ Emails01 Jun 202200:16:03
Show Notes:
  • 00:44: Our transition from manual to passive link building strategy
  • 2:45: Examples of passive link topics
  • 3:23: How newer authority websites can execute
  • 4:36: Hammer vs. power tool strategy
  • 6:22: Passive link strategy = higher authority on average
  • 7:28: The importance of internal linking
  • 8:06: Interactive content, why high-quality content is necessary
  • 8:54: Why the domain rating of passive link strategy skews higher
  • 10:36: Pros vs. cons
  • 12:14: How to achieve success, our process breakdown
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

What Good SEO Consulting Looks Like w/ Tom Critchlow16 May 202201:05:49
Show Notes:
  • 00:12: Welcome back, Tom!
  • 1:01: How to structure a good kickoff meeting
  • 9:03: Separating great kickoff meetings vs. average ones
  • 10:04: How many meetings are too many?
  • 15:20: Report revenue to increase credibility
  • 17:00: How to run meetings effectively
  • 22:22: Is dedicated account management essential?
  • 24:57: Defining the roles on your team to deal with clients
  • 26:45: Favorite tips for writing emails
  • 30:08: How to push back on clients — be empathetic
  • 37:46: Reporting, how to make your client look good
  • 40:29: Ghostwriting for clients
  • 41:37: When to use decks vs. reports
  • 42:04: How to educate your client and move the needle
  • 45:23: Ross’ new wave of strategy for clients
  • 49:32: Presentation best practices
  • 54:10: When does upselling make sense
  • 1:04:39: Learn more about Tom’s SEO MBA course
Show Links:

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How IBM Generated $250M of Lifetime Traffic Value (LTTV)04 Apr 202201:06:41
Show Notes:
  • 00:39: Bryan’s original post on how IBM generated over $250M of lifetime traffic value (LTTV) in 2021
  • 1:10: IBM’s “Inbound Workbook”
  • 8:13: What processes have made the workbook successful?
  • 10:41: What is the “diamond team model” and how has it helped SEO in larger organizations
  • 16:45: IBM’s SEO team breakdown
  • 21:46: The benefits of keyword frameworks
  • 14:25: Why user stories are important
  • 16:42: What is content engineering?
  • 24:54: IBM’s attribution models
  • 29:44: How to build an SEO movement at a large organization
  • 33:20: The benefit of using keywords in addition to charts in internal reporting
  • 40:23: Who do you invite to the internal Slack channel?
  • 42:36: Bryan’s evolution of role and management best practices
  • 45:19: How IBM uses internal blogging
  • 51:54: The pros and cons of email communication
  • 53:58: How long does it take to roll out a successful SEO program?
  • 1:01:00: The effects of redirects for IBM, link building 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 To Train Content Marketers at Scale28 Mar 202200:21:24
Show Notes:
  • 00:17: Elsie’s roles and what it means for onboarding
  • 00:37: What are some of the strategies we use to scale our training?
  • 2:08: The benefits of open-source knowledge
  • 3:28: Hiring in cohorts
  • 4:00: The controversial “test” project
  • 5:58: How to hire and train remote teams
  • 7:01: The advantages of bringing in other managers, mentors early on
  • 8:14: Ideal length of training period
  • 8:57: Integrating new hires with clients
  • 9:32: Are probation periods necessary?
  • 10:39: How to apply training to different paces of learning
  • 12:02: How often do we evolve/update our processes?
  • 13:08: The importance of noting expectations
  • 13:56: How to track performance of new hires, determine fit
  • 15:59: As an applicant, learning about your company matters
  • 17:36: What we’ve learned in training/onboarding after growth
  • 20:55: SiegeLearn discount, use code "ELSIE25" (Limited quantities available)
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

Modern Enterprise SEO with Michael King14 Mar 202200:45:15
Show Notes:
  • 0:39: What content strategy means at the enterprise level
  • 3:02: How to navigate push back
  • 4:58: Governance model examples
  • 6:56: Quick wins vs. big build-outs
  • 9:16: The importance of work-in-progress updates before major deliverables
  • 12:38: Mike’s playbook for getting things done as an agency in an enterprise organization
  • 14:25: Why user stories are important
  • 16:42: What is content engineering?
  • 21:19: How to model scope on a per post basis
  • 22:41: Lessons after both working for and running an agency
  • 28:18: Mike’s upcoming book on the science of SEO
  • 30:40: What is something you don’t like about the SEO industry?
  • 34:10: Why empathy is key at agencies
  • 37:45: Mike's new beta rank tracking tool
  • 40:08: What is something you do like about the SEO industry?
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

What’s Changing in Content and SEO in 2022 with John-Henry Scherck25 Jan 202201:06:58

Show Notes:

  • 00:10: Welcome, John-Henry Scherck, founder of Growth Plays
  • 00:28: What’s evolving in SEO and content in 2022?
  • 3:39: Technical SEO is a bargain, not a mandate
  • 6:58: Do CMSes prevent technical SEO debt?
  • 10:05: Utilitarian content vs. “engaging” content
  • 11:29: Why low time to value and instant gratification is key for content
  • 14:25: Taking a John Barrows approach (give and take vs. give)
  • 15:20: Segmenting for audience type per content
  • 17:53: Content hub and Learn Center design best practices
  • 23:41: Is trend reporting necessary for investors?
  • 28:49: The benefit of passive link acquisition via trending topics
  • 31:40: How major reports affect rankability
  • 36:15: How to move the needle in enterprise environments remotely
  • 43:48: Implement imagery effectively
  • 46:55: Units and content cost, mapping out the best ROI model
  • 49:26: How to make valuable assets
  • 53:41: What we can learn from SmartSheet
  • 58:57: Tips, tools and tactics from John-Henry

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

Programmatic SEO w/ Zapier’s Former Lead SEO23 Jul 202400:49:56

Show Notes:

  • 00:05: Welcome, Matt Bowers, SEO Consultant (Zapier and Zillow Alum)
  • 11:01: Indexation is becoming more challenging. Should a new startup consider programmatic?
  • 01:12: Do you believe there’s a minimum threshold of unique content that a programmatic page should have to be successful?
  • 11:01: Indexation is becoming more challenging. Should a new startup consider programmatic?
  • 20:04: Certain SERPs may not display programmatic page types. Do you think this reflects on the potential success of programmatic approaches?
  • 22:44: What does an ideal programmatic deployment strategy look like?
  • 26:34: What are the common mistakes in implementing programmatic?
  • 34:04: How do you conduct keyword research for long-tail keywords, when keyword tools often show “no data” or “zero” for them?
  • 38:14: What are your thoughts on using AI for those pages versus having a human in the loop?
  • 44:30: Can you share any great examples of successful programmatic SEO?
  • 45:39: Final tips, tricks, and insights from Matt Bowers
  • 48:20: How to connect with Matt Bowers

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 Secure $1,000,000+ in SEO Budget with Tom Critchlow13 Dec 202100:56:07

Show Notes:

  • 00:12: Meet Tom Critchlow, Strategy Consultant, Founder of SEO MBA and former VP of Operations at Distilled
  • 1:21: How to secure a substantial SEO budget
  • 5:13: Tom’s contrarian take on how companies should invest in SEO
  • 6:15: The secret behind organizational charts
  • 7:42: Best metrics to use for proving ROI
  • 10:46: Common mistakes in strategy presentations to the C-suite
  • 13:43: The correlation between updating content and renewals
  • 15:50: Why communicating ROI in annually is ideal
  • 17:14: Tips for communicating link building ROI
  • 20:50: How to calculate monthly link value
  • 21:20: Revenue forecasts don’t always have to be right, here’s why
  • 23:23: Ideal timelines for revenue conversations with the executive team
  • 24:30: The value of email sign-up’s
  • 26:47: How to navigate securing budgets in a difficult environment
  • 31:08: How to build a better proposal for your client
  • 34:01: How long should a pitch take for a big C-suite?
  • 41:27: Why new Directors can be your key to funding
  • 44:03: Lessons learned, why growth and excitement are more useful than you think
  • 49:44: Impress with communication
  • 53:43: How to express results when your client is already trending up
  • 54:30: What’s next for Tom’s SEO MBA

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

Contrarian Content Marketing with SparkToro’s Amanda Natividad29 Nov 202100:27:17

Show Notes:

  • 00:30: How Amanda built Fitbit’s B2B marketing strategy
  • 2:27: Why putting effort in tools pays off, Fitbit’s “Challenge Idea Generator”
  • 5:40: Amanda’s lessons and strategies as Head of Marketing at Growth Machine: SEO & Content Agency
  • 8:48: How to build a successful podcast
  • 10:48: “Influence the influencer strategy,” approaching guests that have a strong following (and get noticed)
  • 12:49: Integrating personal branding with your company
  • 13:28: What are the best KPIs for building inbound marketing and user acquisition?
  • 15:09: Give users evergreen resources, SparkToro’s virtual event series, “Office Hours”
  • 17:59: Understanding your audience
  • 19:31: The benefits to implementing a contrarian content marketing strategy
  • 20:29: How to expand your content to multiple platforms and formats
  • 22:28: Learn from the “recap strategy,” solving your own problems first
  • 22:49: How to leverage agencies to use your tool
  • 24:55: The #1 converting piece of content for SparkToro, “Fake Follower Audit”
  • 26:01: Learn more from Amanda after this podcast

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

What SEOs Can Learn from NerdWallet's S-110 Nov 202100:14:48

Show Notes:

  • 00:22: Disclaimer: Not investment advice! But, still important
  • 00:38: What can we learn from NerdWallet’s traffic history
  • 1:29: How NerdWallet’s syndication and penalization in 2017 has affected them today
  • 3:36: Why multiple strategies can help combat unexpected traffic hits
  • 4:04: NerdWallet’s “sin” in syndication
  • 5:07: How top-of-funnel reach has contributed to NerdWallet’s success
  • 5:45: Is NerdWallet’s brand defensible? What you need to invest in to “win”
  • 7:03: How NerdWallet bets on quality, vulnerability to Google
  • 7:53: Is it alright to be dependent on Google?
  • 8:27: How younger companies can leverage their funding rounds for links and press
  • 9:38: Solving for Quick Answers is still crucial
  • 10:31: The risk of Google taking over tools
  • 11:56: NerdWallet’s privacy and security concerns
  • 13:33: What it means when a billion dollar company is built on SEO and content
  • 14:23: When can we expect a Siege Media IPO on the markets?

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

Representation in Design and Content Marketing01 Nov 202100:19:39

Show Notes:

  • 00:14: Drew welcomes new guests to the podcast: Giselle Matz, Graphic Designer; Darin Lammers, Art Director; and Cara Brown, Associate Director of Brand Strategy
  • 00:56: Why Darin created an agency-wide presentation on “Representation in Design”
  • 2:06: How Giselle’s Instagram has become a platform for inclusion and diversity
  • 3:01: Checking the biases of your business and colleagues
  • 4:33: How to combat fear of representing things “wrong”
  • 6:50: The importance of keeping others accountable 
  • 8:13: What to do when clients give pushback
  • 11:44: How “checking boxes” for diversity can result in tokenism 
  • 12:31: Designing “real” people and why representation is more than just race
  • 14:47: Giselle’s inspiration for illustration and graphic design
  • 15:44: Why audiences are supporting businesses they believe in 
  • 16:10: How to improve your content marketing through writing
  • 17:10: Improve your education on representation internally first
  • 17:33: Supporting the greater good is good for business
  • 17:50: Closing thoughts and 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

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