Episoder
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Martha van Berkel from Schema App takes us deeper into the minutiae of entity SEO to look more closely at schema markup and how to build a powerful knowledge graph.
Martha says: “Start to think about entity SEO and managing your content knowledge graph.”
How would you define an entity?
“I always like to think about an entity as a thing. When you’re in a business, you can think about the most important strategic ‘things’ for the business. What makes an entity different from a keyword (or a word in general) is that it is multi-dimensional. You can describe that entity and how it relates to other things.
Read the full transcript of Martha's interview at https://majestic.com/seo-in-2025/martha-van-berkel
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As Jason pointed out, the value of entities goes beyond helping Google categorise your content. Ulrika Viberg from Unikorn explains how they can be the key to getting your brand noticed.
Ulrika says: “Utilise entities – not only for content creation, as we have been doing for quite some time, but also for brand optimization.
You can make your brand properly stand out in the search results by optimizing the entities around the brand.”
Read the full transcript of Ulrika's interview at https://majestic.com/seo-in-2025/ulrika-viberg
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Manglende episoder?
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To kick off our deep dive into entities, Jason Barnard from Kalicube breaks down how and why you need to optimize your entities in 2025 – from the content itself to the creator and the publisher.
Jason says: “You need to focus on Entity Optimization for EEAT, or what we at Kalicube call NEEATT.”
Entity Optimization starts with entity understanding, is that correct?
“Yes, 100%. Without entity understanding, there is no basis for EEAT. It is essential that you ensure Google understands who the creator or publishing entity behind the content you publish is. Without that understanding, EEAT means nothing.”
Read the full transcript of Jason's interview at https://majestic.com/seo-in-2025/jason-barnard
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Reena Bowden shares with David Bain why and how did we should create a multi-function approach to SEO.
Talking points include:
What do you mean by a multi-function approach to SEO?
How has SEO evolved throughout the organisation over the past few years?
Who’s responsible for different aspects of SEO nowadays?
What are the changes driven by?
What are the advantages to these changes?
What does this mean for tracking SEO performance?
If an organisation isn’t set up like this, how can a head of SEO start to implement these changes?
How should different SEO in-house departments be trained on the value of SEO?
How will this continue to evolve in the future?
Read the full transcript of Reena's interview at https://majestic.com/seo-in-2025/additional-insights/reena-bowden
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It wouldn’t be long before AI joined the brand party! If you want your name to show up in AI-driven results, then taking control of your brand entity is key, according to Crystal Carter from Wix.
Crystal says: “Manage your brand entity for visibility in generative search engines and tools.”
Why does generative search visibility mean that you should rethink your brand entity?
“One of the things that’s really important to consider is the way that LLMs work and the way that people are using them on a regular basis.
Over the last year, search has become very dissipated and decentralised. Rather than just using Google or Bing, people are searching across multiple search engines – including LLMs and tools like ChatGPT, Perplexity, Claude, and Gemini – to find their answers.
Find out more here: https://majestic.com/seo-in-2025/crystal-carter
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Like the others in this chapter, Casie Gillette from Customers.ai believes that brand is changing the face of SEO. In her view, you don’t just need to build links anymore; you need to get your name out there.
Casie says: “Brand mentions are the new links.
Considering what we’re seeing with AI overviews, Reddit, and Quora, forums are back. Fortunately or unfortunately, it’s where you’re going to have to spend your time.
AI overviews are pulling from these various places. I can’t tell you how many searches we’re seeing Reddit pulled up for. Lily Ray recently assessed people who lost traffic and are now ranking number 2. Guess who they’re behind? Reddit.
Find out more here: https://majestic.com/seo-in-2025/casie-gillette
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You can put the work into your brand identity, but your customers need to recognise and believe in it too. Rana Abu Quba Chamsi from Expando.Digital explains how to gain a customer’s trust and attention.
Rana says: “Everything is changing, so build trust and focus on brand awareness for your clients.”
Why do you believe that traditional metrics are losing their importance?
“In the SEO world, we live with change, but what’s going on now is changing everything. We have witnessed a change in the ranking of websites, for example. SERPs are moving and some websites that have always been in the top positions are losing out to new websites.
Read the full transcript of Rana's interview at https://majestic.com/seo-in-2025/rana-abu-quba-chamsi
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Like Rejoice, Annika Haataja from Seeker Digital believes in the power of the brand, and she believes that brand should be central to everything that you do.
Annika says: “Make brand SEO a firm part of your analysis and strategy.
Consider brand almost as a superpower for websites and companies. I would count it as one of the three main pillars that can give you a huge competitive advantage.
The first pillar is topical authority, which is about content and content marketing within SEO. The second pillar is link authority, and the third pillar is definitely brand. Although brand is part of both of those other elements, there are ways that SEOs can analyse it and make it a firm part of their strategy.
Read the full transcript of Annika's interview at https://majestic.com/seo-in-2025/annika-haataja
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Grégory Dominé joins David Bain to discuss the importance of shifting to agile SEO.
Talking points include:
What does working in an agile way actually mean?
What are the benefits of working in an agile manner?
What are the practical steps that you can take in order to shift to Agile SEO?
Are there elements of SEO that can’t work in an agile approach?
What are examples of tasks that work really well using an agile approach?
Does an agile approach help you get things done more quickly?
How do you define what needs to be done first?
How do SEOs move from their current approach to a more agile approach?
Does working in an agile way help you work more effectively with other departments?
What are the first steps that an SEO needs to take to find out more about Agile?
Read the full transcript of Grégory's interview at https://majestic.com/seo-in-2025/additional-insights/gregory-domine
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In a world increasingly overpopulated with labels, Rejoice Ojiaku from Nelson Bostock UNLIMITED suggests brand archetypes as a way to make your identity cohesive and compelling to the customers that matter.
Rejoice says: “Start incorporating and integrating brand archetypes into your content strategy to align your content and identify buyer personas.”
What is a brand archetype?
“Brand archetypes are a set of 12 frameworks. It is a more psychological approach to developing emotional connections with your audience through your brand. A lot of brands inherit these different distinct personas that can represent a brand identity and create a narrative within your audience about what the brand is."
Read the full transcript of Rejoice's interview at https://majestic.com/seo-in-2025/rejoice-ojiaku
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Compliance is starting to have a more important role in many businesses, and Ash Nallawalla from CRM911 Digital is here to explain why digital governance is an area that you can’t afford to miss.
Ash says: “Digital governance is lacking in most web-enabled businesses, at least in a formal sense.
Although websites have been around for 20 years or more, their execution tends to be ad hoc, ultimately resulting in a less-than-ideal outcome for the business.
‘Digital’ is a loose term that people use when they think of computers. In the context of governance, it covers websites, social media platforms, our software if we make software, and apps for mobile phones and tablets if we make apps. The definition tends to vary a little. It usually implies the internet; it doesn’t have to, but it usually does.”
Read the full transcript of Ash's interview at https://majestic.com/seo-in-2025/ash-nallawalla
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Effective communication is about more than just making yourself heard, and Anthony Barone from StudioHawk UK knows how to get clients and agencies to sing from the same hymn sheet.
Anthony says: “I’m going to explain how to get optimal results from an agency and how an agency can get good results from their client.
It’s all about working together and focusing on that relationship.”
What does an optimal client-agency partnership look like in 2025?
“Traditionally, it would just be: ‘We pay you, you do work.’ Then, sometimes, the client won’t actually know what you’re doing and it just keeps on rolling and rolling."
Read the full transcript of Anthony's interview at https://majestic.com/seo-in-2025/anthony-barone
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Building on Adrijana’s motivational advice, Anna Bravington from Those That Dare and Oxford Innovation Space helps you speak up and have your voice heard in budget discussions.
Anna says: “Integrate SEO into the business better so that you can talk finance and get those CFOs to give you a budget.”
Is it an SEO’s fault when they don’t get the budget or a CFO’s fault?
“It’s a bit of both. There is a balance and tension between CFOs and CMOs. Apparently, 40% of CFOs don’t think that CMOs and marketing people can speak business, and marketers also don’t think that finance people understand marketing."
Read the full transcript of Anna's interview at https://majestic.com/seo-in-2025/anna-bravington
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David Bain and Otuto Umeji discuss what content is required for each stage of the buyer journey.
Talking points include:
How do you create content for each stage of the buyer journey?
How do you establish user intent?
How do you know what type of content to write?
How do you measure success?
Read the full transcript of Otuto's interview at https://majestic.com/seo-in-2025/additional-insights/otuto-umeji
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It’s not just the decision-makers who undervalue SEO; sometimes it’s SEOs themselves. Adrijana Vujadin from AV Mindset Coaching urges you to fight for what you’re worth.
Adrijana says: “Stop under-earning.”
Are SEOs bad at charging what they’re worth?
“Yes, because people are not respecting them enough. That is why we lack confidence. Money, and money mindset, is a specific topic that not a lot of SEOs are talking about. Whenever we mention money, there is a negative attitude around it. People say that it’s not all about the money and they will say they’re getting enough."
Read the full transcript of Adrijana's interview at https://majestic.com/seo-in-2025/adrijana-vujadin
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In a world where the value of SEO can often be overlooked by decision-makers, it’s essential for SEOs to be able to articulate the value of their activities. This is where we begin, with Lucia Dello from Dello Insights.
Lucia says: “Prove the value of your e-commerce SEO.”
How do you prove the value of it?
“In this world, where acquisition remains a challenge and marketing budgets are tight, we want to demonstrate that SEO is bringing in the people you want. Retailers are looking well beyond the campaign level. They want to understand their whole sales portfolio and how it's growing over time. Therefore, you want measures that don't stop at the level of the activity, engagement or a sales total."
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David Bain and Jonathan Moore discuss the importance of leveraging planning strategy, data analysis and what-if scenarios to navigate ambiguity.
Talking points include:
What data analysis are you referring to when planning a strategy?
Where are the best sources of data?
What are some examples of what-if scenarios that you are referring to?
Link profile may not be what you want it to be?
Content may not be what you hoped it would be?
How does this help to navigate ambiguity and the unknown?
What type of ambiguity are you trying to avoid?
Why is it important to do this?
How does this measurable impact your SEO success?
How often should you be planning SEO strategy?
What else should be incorporated in an SEO strategy?
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David Bain and Sabine Ljunggren discuss why you need to add social media to your search strategy.
Talking points include:
Why do you need to add social media to your search strategy?
What does this mean in practice?
What social media are we talking about?
What content works best on different social media sites?
Why does this fit as part of a search strategy?
How do you measure success on social?
How do you measure success as part of an integrated search strategy?
How will this continue to evolve in the future?
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Desmond Boateng joins David Bain to discuss the importance of building a brand with your own story over link building.
Talking points include:
Why is building a brand with your own story so important?
How do you craft your story?
Where should you publish your story?
How does your brand story interweave with the rest of your content marketing efforts?
What measurable impact does this have on your SEO success?
How often should you hone your story?
Is this more effective than link building?
Read the full transcript of Desmond's interview at https://majestic.com/seo-in-2024/additional-insights/desmond-boateng
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Ahmed Bhula and David Bain discuss balanced/consistent link building and creating content consistently within limits. Before you know it, you'll be competing against the larger companies and every Google update will benefit your rankings.
Talking points include:
What does Balanced/consistent link building look like?
What links are good links in 2024?
How many should you be building a month?
What are the limits you talk about?
What does constant content creation look like?
What content is best?
Why does this help compete with larger companies?
How do Google updates benefit rankings?
Read the full transcript of Ahmed's interview at https://majestic.com/seo-in-2024/additional-insights/ahmed-bhula
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