What's Web with Tomasz Lisiecki – Details, episodes & analysis

Up next, a conversation with Scott Gabdullin, a Canadian entrepreneur, investor, and search marketing expert. He's also teaching SEO at Concordia University.

His secret power lies in creating SEO content that generates leads, crafting SEO strategies to drive sales, and building a strong brand presence online. Having worked with companies like KPMG, TD, or Wave Financial, Scott brings a wealth of expertise to the table, blending technical know-how with a sharp business acumen.

(And the quality of the chat is as epic as Scott's video setup. Just look at it!)

In this episode, we discuss:

• ▶ How to define the quality of a keyword
• ▶ How to look at SEO based on the company stage
• ▶ Process of optimising content for SEO
• ▶ SEO methods for each stage of the funnel
• ▶ Types of SEO and when they matter
• ▶ The state of SEO now and in the future
• ▶ +38 more (guessing, but it's packed, trust me)

This 90-minute long episode is simply a must listen to for anyone serious about playing the SEO game. To be fair, here at NerdCow, we've already started applying some of the advice from the video 😂. Yes, we act fast!

It's been such a pleasure.

Chapters:

• ▶ 12:03 - Quality of Keywords and Conversion Focus 🎯 – How do you find keywords that don’t just bring traffic but drive action? This chapter dives into selecting high-intent keywords that align with business goals.
• ▶ 17:50 - Leveraging Google Search Console for SEO 🔍 – This often-overlooked tool is packed with insights. Learn how to tap into its full potential to refine your strategies and uncover hidden opportunities.
• ▶ 32:42 - The Evolution of Search: AI and SEO 🤖 – AI is shaking things up in search. Here, we discuss how businesses can adapt and stay ahead, focusing on human-centric strategies that stand out.
• ▶ 01:11:10 - Building an Omnichannel Presence 🌐 – SEO isn’t just about search engines anymore. This chapter covers how to diversify your content across platforms to maximise visibility and engagement.
• ▶ 01:27:04 - Funnelling SEO Success into Lead Generation 🚀 – It’s all about results. We explore how to turn organic traffic into qualified leads, optimising for every stage of the funnel.

Listen to it here:

• Spotify: https://open.spotify.com/episode/54ddUrUJD0uGVApHAldATL
• Apple: https://podcasts.apple.com/us/podcast/19-building-seo-that-sells-lead-driven-strategies-with/id1524693328?i=1000679658829
• YouTube: https://youtu.be/PZtx-zxakd0
• NerdCow: https://nerdcow.co.uk/podcasts/seo-that-sells/

Key takeaways:

• ▶ Keyword research is the foundation 🎯 – Understanding user intent and leveraging tools like SEMrush or Google Keyword Planner can make all the difference. It’s not just about finding words; it’s about finding the right words that convert.
• ▶ SEO is a long-term investment 📈 – Success doesn’t happen overnight. Building authority, creating valuable content, and focusing on audience engagement take consistent effort. The rewards? Traffic, trust, and sales.
• ▶ AI is reshaping SEO 🤖 – With content becoming more commoditised, it’s critical to adapt strategies and focus on what AI can’t replicate: authentic, human-centred content.
• ▶ Omnichannel presence matters 🌐 – From video content to PR efforts, diversifying where and how you show up online is crucial for both visibility and engagement.

You can find Scott on LinkedIn here:

• https://www.linkedin.com/in/scottgabdullin/

If you'd like to follow up with me, try these:

• LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/
• Website: https://nerdcow.co.uk/
• Newsletter: https://webabunga.com/

#SEO, #KeywordResearch, #GoogleSearchConsole, #AIinContent, #TechnicalSEO, #LongTailKeywords, #ContentStrategy, #LeadGeneration, #LinkBuilding, #VideoMarketing, #DigitalMarketing, #MarketingStrategies, #ConversionRates, #AudienceNurturing, #OmnichannelPresence

Up next, a conversation with Michelle Teo, who helps B2B SaaS companies improve their conversion rates. With a strong focus on high-stakes decision-making, Michelle brings a unique perspective to conversion rate optimisation (CRO). We explored big-picture strategies, practical applications, and actionable insights.

How do you get the right data for CRO? What does an effective funnel audit look like? How do you balance assumptions with data? And what role does AI play in shaping B2B SaaS growth? Founders and marketers, this episode is a gold mine, especially as you plan for next year’s budgets.

I've learned that:

• Understanding the customer journey is vital – mapping it out helps identify key touchpoints to optimise for better engagement and conversions.
• Effective messaging drives action – clear, customer-focused messaging resonates and inspires confidence in potential buyers.
• CRO should match your business stage – aligning strategies with maturity ensures maximum impact and ROI.
• Unit economics guide growth – knowing your financial levers helps scale profitably and sustainably.
• AI is transforming CRO – while promising, it demands thoughtful integration to maintain trust and value.

• Networking builds careers – relationships expand reach and unlock new opportunities.
• Partnerships need nurturing – investing in long-term collaboration amplifies impact but requires ongoing attention.

In this episode, we cover:

• 24:04 - Understanding Conversion Rate Optimisation
• 33:16 - Differentiating B2B and E-commerce CRO Strategies
• 40:32 - Tailoring Websites for Diverse Customer Segments
• 45:47 - The Role of Data in CRO Decision-Making
• 56:40 - Balancing Assumptions and Data in CRO
• 01:01:55 - Navigating Product Messaging Challenges
• 01:07:49 - Leveraging Partnerships for Growth
• 01:17:58 - The Future of AI in B2B SaaS

Listen to this episode on:

• Spotify: https://open.spotify.com/episode/2Ca0RcwLnm2Z9eFq4kle9t
• Apple: https://podcasts.apple.com/fr/podcast/18-conversion-rate-optimisation-101-for-b2b-saas-with/id1524693328?i=1000678806732&l=en-GB
• YouTube: https://youtu.be/Ud7lmNpl0cQ
• NerdCow: https://nerdcow.co.uk/podcasts/conversion-rate-optimisation-b2b-saas/

Where to find Michelle Teo:

• LinkedIn: https://www.linkedin.com/in/michellecarolineteo/
• Website: https://www.demandconversion.com/

Where to find me:

• LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/
• Website: https://nerdcow.co.uk/
• Newsletter: https://webabunga.com/

Thanks!

conversion rate optimisation, startup lessons, productivity, networking, cultural differences, Conversion Rate Optimisation, B2B, E-commerce, Customer Journey, Sales Cycle, Data Analysis, ICP, Website Optimisation, Marketing Strategies, User Experience, product messaging, revenue impact, conversion rates, customer feedback, partnerships, AI in SaaS, growth strategies, qualitative research, business development, B2B trends

This episode genuinely blew my mind - you’ll hear it for yourself. At one point, I almost wanted to disconnect from the call to implement the advice in my own business! Ibrahim Zaghw shares high-level insights on content strategy, ready-to-use frameworks, and actionable tips that you can start using right away. I’m honoured to have featured him on the show and am confident you’ll walk away from this conversation feeling energised and clear on your next steps for content strategy.

In this episode, we cover: (00:00) Understanding Customer Motivations

(04:37) The Importance of Buyer Personas

(08:26) Stakeholders in B2B Purchases

(20:11) Elements of Value in B2B Transactions

(26:31) Jobs to Be Done Framework

(40:53) Power of Iterations

(45:15) Content Marketing Metrics

(48:06) Quality vs. Vanity Metrics

(55:25) Optimizing Content Based on Feedback

(59:21) Segmentation in Content Strategy

(01:03:21) The Limbic Map

(01:07:06) The TEEL Framework

(01:22:16) Recycling and Repurposing Content

(01:41:18) Limitations and Strategic Use of Content

(01:52:50) Recommended Books

Watch the episode on YouTube:

• ⁠⁠https://www.youtube.com/watch?v=KV23z7Hsck8

Where to find Ibrahim Zaghw:

• LinkedIn: https://www.linkedin.com/in/ibrahim-zaghw/

Where to find me:

• LinkedIn: ⁠⁠https://www.linkedin.com/in/tomaszlisiecki/⁠⁠
• Website: ⁠⁠https://nerdcow.co.uk/⁠⁠
• Newsletter: ⁠⁠https://webabunga.com/⁠⁠

Referenced:

• The Elements of Value by Bain & Co
• Jobs to Be Done by Tony Ulwick
• Competing Against Luck by Clayton Christensen
• Playing to Win by A.G. Lafley and Roger L. Martin
• Thinking in Bets by Annie Duke
• They Ask, You Answer by Marcus Sheridan
• The Sense of Style by Steven Pinker
• Epic Content Marketing by Joe Pulizzi
• The Elements of Style by William Strunk Jr. and E.B. White
• Letting Go of the Words by Janice (Ginny) Redish

Thanks!

In this episode, I talk with Amritha Mani, a consultant turned entrepreneur. She's been to 25+ countries, advocates optimising life for the deathbed, and has a passion for helping young people find work they love.

We've had an engaging conversation around optimising life for deathbed, taking bold risks and embracing failure, marketing struggles in the Indian market, working with young audience on LinkedIn, and much more.

I learned that we need to be the wind of change if we want to see the World go in a different way. Better yet, it's not too late for anyone to start. Just do it now. I hope you end up feeling inspired like I did. In this episode, we cover:

• (00:50) Optimising for the Deathbed
• (03:45) The Power of Not Caring
• (09:28) Calculated Risk-Taking in Business
• (13:40) Entrepreneurial Journey and Challenges
• (20:36) Marketing Struggles and Insights
• (33:26) Balancing Authenticity and Strategy on LinkedIn
• (35:50) Helping Young People Find Meaningful Work
• (44:20) The Importance of Knowing Your Values
• (46:13) Challenges of Entrepreneurship in the Indian Market
• (52:26) Navigating Sales Calls with Cultural Sensitivity

Watch the episode on YouTube:

• ⁠https://youtu.be/AqwijDm7jVw

Where to find Amritha Mani:

• LinkedIn: https://www.linkedin.com/in/claritywithamritha/
• Website: https://thedreambuildersclub.com/

Where to find me:

• LinkedIn: ⁠https://www.linkedin.com/in/tomaszlisiecki/⁠
• Website: ⁠https://nerdcow.co.uk/⁠
• Newsletter: ⁠https://webabunga.com/⁠

Thanks!

In this episode, I chat with Geraldine Maclear, an expert in SEO and copywriting, about how small businesses and startups can enhance their SEO efforts. Geraldine explains how her background in software engineering and volunteering led her to SEO, and why having a technical understanding of websites is crucial for making SEO effective. You’ll learn about common SEO misconceptions and why installing a plugin is just the beginning, not the end.

We delve into the technical side of SEO—covering image optimisation, title tags, and why it’s essential to fix technical issues first. Geraldine also provides practical advice on keyword research, domain authority, and backlinks. If you're wondering how to perform a technical audit or optimise your site, this episode has you covered.

By the end, you'll have a clearer idea of what it takes to compete in SEO, from creating engaging content to ensuring your pages are properly indexed on Google. Geraldine shares actionable steps you can implement straight away, plus insights on integrating SEO with other marketing strategies like Google Ads. If you're ready to improve your website’s performance, this episode is a must-listen!

In this episode, we cover:

• 00:00 Introduction and Geraldine's journey to SEO
• 02:20 The Intersection of software engineering and SEO
• 06:07 Understanding SEO: Common mistakes and misconceptions
• 10:20 Image optimisation best practices
• 13:18 The long-term game of SEO
• 16:37 Keyword research and domain authority
• 23:10 Technical SEO and website performance
• 55:11 Optimising meta tags and on-page elements
• 55:52 Importance of internal linking
• 56:27 Off-page SEO and backlinks
• 58:00 Technical SEO: The foundation
• 01:00:11 On-page SEO: Content and keywords
• 01:00:17 Effective backlink strategies
• 01:01:41 Technical SEO: DIY fixes
• 01:13:51 SEO for new vs. existing websites
• 01:16:54 Keyword cannibalisation explained
• 01:20:57 SEO tools and resources
• 01:36:04 Final thoughts on SEO
  Watch the episode on YouTube:

• https://youtu.be/aiBnJ5j4zBM

Where to find Geraldine Maclear:

• LinkedIn: https://www.linkedin.com/in/geraldinemaclear/
• Website: https://happypedals.ca/

Where to find me:

• LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/
• Website: https://nerdcow.co.uk/
• Newsletter: https://webabunga.com/

Thanks!

Dawid Zimny is a product manager and an Agile evangelist at NerdCow - a London-based agile web design agency. He has greatly contributed to the team's efficiency and customer satisfaction. In this episode, we discuss some of the concepts present in agile teams, that is: estimating your work, embracing the mindset and defining value.

You can find Dawid on LinkedIn and Twitter.

In this episode, my friend Jon Jackson interviews me on the subject of using agile in web design.

You will learn:

• More about myself
• How was it growing from solo freelancer to micro agency?
• How painful was my old way of working?
• What does Agile mean for me and what made me want to try it in a web agency context?

Questions?

In this episode I take you through the process of building an impactful website for your business. We follow the described approach here at Nerd Cow, but I'd love to see other agencies giving it a go. The results are truly amazing. But I also recognise there is always room for improvement, so if you have any thoughts after listening, please share with me. Thanks!

It often comes as a surprise when I talk to people when I mention user experience being the most important factor in search engine ranking. I decided to share a few thoughts on that topic and give you a few tips on how to make the most out of it. If you are wondering what else you can do to position your website higher in Google, then listen to this episode.

In this episode we try to explore the meaning behind web design. When you Google "web design" what do you really mean? Do you get relevant search results? In aid of the quest, I take you through the recent events in my company that made me question that phrase. Do you agree with me? Do you hold a different view? I look forward to hearing from you.