Episodi
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Cut through the bullshit of online gurus. Erica Schneider provides frameworks, processes, and examples that actually help content creators edit their stuff to make it more attention-grabbing, interesting, and helpful.
In this episode, she shares her personal editing rituals, how the hell you get past your own editing roadblocks, and the key differences between crappy blog writing and attention-span-deficient social writing.
Find out what changed her perspective on the role of Generative AI writing and how she incorporates it into her writing and editing process. You're going to learn a few neat little formulas and AI models that can speed you up while maintaining your own personal authenticity.
[0:00] Intro
[1:20] Starting a business with young twins
[3:20] Personal editing rituals: Developmental edits followed by copyedits
[6:35] Editing roadblocks: Using frameworks like SCQA (Situation, Challenge, Question, Answer) to move forward
[8:38] The key differences between editing for digital platforms and traditional copywriting
[10:50] How should you start a blog post so it doesn’t suck? Story driven? Data-driven?
[12:56] How will GenAI change the game for writers? It’s an assistant
[15:55] Spotting crappy GenAI content and how to fix it
[17:50] Concerns around AI killing authenticity
[20:35] Learn how to communicate clearly
[21:50] Social is exhausting. Perspectives on changing communities
[24:10] Rapid Fire Rankings
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In episode 130, Christian Ward joins Garrett for a deep dive into the application and impact of AI in both personal and professional spheres. Christian is bullish on AI in daily operations, highlighting its power to enhance learning, decision-making, and efficiency through real-world applications. He discusses leveraging AI for everything from understanding data partnerships to automating tasks and analyses, underscoring the importance of practical usage over theoretical knowledge to unlock AI's potential.
Christian and Garrett explore the evolving nature of digital ecosystems, predicting a future where conversational AI breaks down the barriers of traditional user interfaces, making technology more accessible and intuitive.
Christian foresees a significant shift in how marketers and businesses approach customer engagement, moving from a reliance on monologues to embracing dialogues facilitated by AI. This change, he argues, will revolutionize personalization, making interactions more meaningful and customer-centric, thereby enhancing the consumer experience in unprecedented ways.
The conversation touches on the broader implications of AI on privacy, content creation, and the digital landscape, suggesting a future where AI not only simplifies but also democratizes access to technology. Christian believes personal AI assistants will manage our interactions with brands and services before long, ensuring privacy and efficiency.
Both agree that the integration of AI into daily life and business is inevitable, urging everyone to embrace this transformation proactively.
[0:00] Intro[1:07] How do you use AI in your day-to-day?[3:30] Will AI change user behavior?[7:30] The exponential advancement of AI and the frictionless abstraction layer[11:15] Will brands and digital ecosystems be siloed in the future?[14:50] Implications of AI on marketers - monologues vs. dialogues[18:15] Data privacy in the age of AI[21:40] Thoughts on IP copyrights - the NYTimes lawsuit against OpenAI[24:31] Rapid Fire RankingsTop 5 Changes to Marketing
Cookie DeprivationTwo Choices - Tracking or ZPDSEO Content Generation & ToolsFrom Monologue to DialoguesCMO Metrics OverhaulTop 5 AI Expectations
AI Efficiency at WorkPrompt InversionAI Model ConvergenceConversational UI’s ExplodePersonal AI UsageTop 5 Tools to Try to Learn
ChatGPT: Best best-around tool to learn what’s possibleOpus: Brilliant for cutting videos and creating AI postsSwell: Video or Audio AI tool for postsReflect: Note-taking application and Personal Knowledge GraphAnthropic: Excellent alternative to GPT(Shameless Plug): YextTop 5 People to Follow for AI
Ethan Mollick (Academic & Theory)Rowan Cheung (General AI)Paul Roetzer (Marketing AI)Allie Miller (AI Applied)Cassie Kozyrkov (Decision Science and AI) -
Episodi mancanti?
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In episode 129, Erika Varangouli shares the time, effort, and marketing discussions that went into Semrush's 2023 Ranking Factors study. Too often, uninformed SEOs will use statistics from these correlation studies and use them to serve their own agendas despite them not proving causation. Erika argues that the data still has value to inform and guide us. We can apply the insights to hypotheses and experiments to our own websites without using it purely as a prescriptive playbook.
She explains why the team landed on a study called 'Ranking Factors' and used their own metrics quantified as 'Content Quality.'
Resources: Semrush 2023 Ranking Factors Study - https://www.semrush.com/blog/ranking-factors-semrush-study/
[0:00] Intro
[1:30] The Semrush Ranking Factors Study - What is it?
[3:20] The methodology to address the correlation implications.
[6:20] How should SEOs remain skeptical yet find value in these SEO correlation studies?
[10:15] Highlighting limitations and the nature of correlation.
[12:20] How did you decide on the controversial title and the marketing of the study? The metrics created behind 'content quality.'
[19:45] Big insights and takeaways from the Ranking Factors Study
[22:00] What's your take on SGE and GenAI based on the study's findings?
[26:30] Do you think Brand recognition should trump content quality in search rankings?
[30:05] Rapid Fire Rankings
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In episode 128, Joel Klettke of Case Study Buddy drops by to discuss the underrated value of the case study for SEO and beyond.
Joel argues that a well-designed customer story is not a fluff piece. How do your buyers talk? Should you use jargon in your customer stories? Klettke shares his experience of creating a buffet of content from your customer story interviews.
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[0:00] Intro
[2:57] How can B2B companies effectively integrate SEO strategies into their customer success stories to enhance their online visibility?
[5:17] From an SEO and human perspective should you try to use jargon in the content of the customer story?
[7:35] Don’t limit the use cases and potential of your case studies.
[10:50] Leveraging case study videos for SEO value.
[12:45] Are SEOs involved in case study creation? Should they be?
[15:10] Who should own case study creation?
[17:45] Does the case study deliverable go according to plan? What’s the output? [23:25] Rapid Fire Rankings
Rank your best SEO marketing win:
Having multi-billion dollar enterprises come to us due to word of mouth/our niche specialization.
Rank your top 3 SEO tools:
My opinion on these is worthless lol. Honestly, I don't do SEO anymore; so pretty light here.
AhrefsSemrushScreamingFrogRank your best SEO or trick or tactic:
Have a repurposing plan that includes video.
What’s the biggest scam in SEO that you’ve recently seen?
There was all the controversy around that brand generating a huge amount of AI content and 'stealing' market share from competitors.
I had to laugh -- yes, the generating content part might be questionable with the tech, but SEOs have been ripping off each others' strategies for YEARS, so I'm not sure what made this so special other than the cockiness in the way it was shared.
Rank what you love most about the SEO industry:
Probably what I also hated most about it when it was my job: it is always changing.
Rank your top 1-3 marketers:
Sam WoodsAndy CrestodinaJohn-Henry ScherckJoanna WiebeStefan GeorgianWhat's your Generative AI hottake?
My hot take on this is that generative AI can, in fact, generate creative content.
There's this weird notion that since it was trained on other content, generative AI is unable to come up with original ideas. That's only somewhat true because we're missing half the equation: the human using it.
I've seen how introducing creative prompts can drive wild, new ideas out of generative AI, especially when it comes to imagery. Yes, it's anchored in the past, but it can iterate toward the future.
Rank your best SEO learning resource:
I... honestly wouldn't even know where to go these days.
Rank your top cause or charity:
Ronald McDonald House -- meaningful to me because we've had friends make use of it; having a place to be close to your children in their worst and most heart-wrenching, uncertain moments is a HUGE blessing for those who need it.
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In episode 127, Chris Butterworth stops by to shed light on the critical yet often overlooked topic of digital sustainability.
Chris discusses the importance of education around digital sustainability and strategies to impact change and the carbon footprint of your company.
He also addresses how to engage people in caring about their digital footprint and the environmental impact of LLMs and Generative AI. He shared his thoughts on the responsibility of large companies in reducing their digital footprint.
(0:00) Intro
(1:53) Defining Digital Sustainability
(3:43) Education in Digital Sustainability
(5:15) Regulations Around Digital Carbon Footprint
(6:50) How to Fight for Change in the Digital Landscape
(10:46) What Responsibility Do Large Companies Have in Improving Our Digital Footprint?
(13:35) Who are the People at Organizations Launching Reduction Initiatives?
(15:30) How to Implement Sustainability Changes at an Organization
(17:47) How to Get People to Care About Their Digital Footprint
(20:25) The Environmental Impact of LLMs and Generative AI
(23:30) Don’t Feel Guilty
(25:54) Reducing Your Digital Footprint
(27:11) Rapid Fire Rankings
Top 3 of anything:
Music
Family
The Planet
Rank your best SEO marketing win:
Redesigned a website to make it incredibly lightweight which while migrating domain and URLs boosted rankings.
Rank your top 3 SEO tools:
Screaming Frog
Webmaster Tools
Hemingway
Rank your best SEO or trick or tactic:
Focus on conversion over winning traffic.
Rank what you love most about the SEO industry:
It can be used to shorten user journeys.
Rank your top 1-3 marketers:
Tim Frick
Mark Butcher
Tom Greenwood
Rank your best SEO learning resource:
Your own experience.
Rank your top cause or charity:
Big Orange Heart
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In episode 126, Ryan Law of Ahrefs stops by to discuss the complexities and potential of Generative AI in content creation and SEO.
Ryan shares insights on how SEO will be impacted by generative AI content and whether it will devalue SEO as a channel in the future.
We also discuss what this means for the importance of E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) in content going forward, the ideal direction for Google in search results, & what the next five years might look like in SEO.
(0:00) Intro
(3:11) Generative AI Content
(4:07) The Fear Around Artificial Intelligence
(5:36) The Right Way to Use GenAI
(6:36) Transparency Around the Use of Gen AI
(8:52) How Will SEO be Impacted by Generative AI Content
(10:45) Does GenAI Devalue SEO as a Channel?
(11:47) Will We Always Need Humans for Content Creation?
(12:35) How AI Can Challenge Humans in Thought Leadership?
(13:50) The Importance of EEAT Going Forward
(15:47) How Will Google Adjust?
(16:40) The Ideal Direction for Google to Go in Search Results
(18:52) How GenAI Can Solve the Personalization Problem in Search?
(21:27) What Will the Next 5 Years Look Like?
(22:19) The Hardest Content to Make Right Now
(23:46) How GenAI Will Change Keyword Research
(25:17) The Next Generation of Search
(25:55) Rapid Fire Rankings
Top 3 of anything:
The Lord of the RingsThe Malazan Book of the FallenA Song of Ice and FireRank your best SEO marketing win:
I Googled 50 of the best-looking digital marketing agencies in the UK.
I wrote a bunch of flattering stuff about their blogging strategies.
I hit publish and emailed every agency.
One agency asked if I had availability for a test project. another asked about a retainer.
It snowballed from there.
I used my "agency experience" as social proof for more outreach soon, one agency offered me a full-time role to stop me from working with their competitors, setting me on the path to a role as agency VP - nearly a decade later.
Rank your top 3 SEO tools:
AhrefsClearscopeScreaming FrogRank your best SEO or trick or tactic:
Routinely running experiments to collect original, first-hand data that no other company possesses.
Rank what you love most about the SEO industry:
The problem-solving!
Working out what people are looking for, how you can deliver it, how you can bring new value to the SERP.
It's a big, fun game.
Rank your top 1-3 marketers:
Tim SouloAmanda NatividadBryan CaseyRank your best SEO learning resource:
Ahrefs aside, I really enjoyed the BlueArray Technical SEO course.
Rank your top cause or charity:
Support Devin Through Cancer
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In episode 125, Victor Pan of HubSpot joins the show for a deep exploration into the world of search intent and its broader implications.
Victor shares some insight into the Department of Justice's lawsuit against Google, examining its relationship with search intent. He provides some valuable thoughts on the complexities of understanding search intent and how it shapes user experiences online.
We also discuss the concept of the data void in search, information gain, and the impact on information accessibility and quality.
(0:00) Intro
(1:55) Search Intent and the DOJ Lawsuit Against Google
(8:11) Understanding Search Intent
(15:31) The Data Void in Search
(24:40) The Value of Information Gain
(40:43) Rapid Fire Rankings
Top 3 of anything:
Uncomfortable SilencesConspiracy TheoriesWeird things on the internetRank your best SEO marketing win:
HubSpot Ecosystem
Rank your top 3 SEO tools:
HubSpotAhrefsSEMrushRank your best SEO or trick or tactic:
Keep your old URLs over creating new ones.
Rank what you love most about the SEO industry:
It’s not new.It’s always "dying"There’s no one way to be successful in an SEO career.Rank your top 1-3 marketers:
Mike KingGarrett SussmanWhoever I can run into at a conference that is producing great work onlineRank your best SEO learning resource:
Reach out to people who really know their stuff.
HubSpot Academy.
Rank your top cause or charity:
Wire money directly to the causes you believe in. Mine is the Ukranian armed forces.
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In episode 124, we're joined by Bernard Huang of Clearscope to dissect the evolving landscape of search and AI.
Bernard chats with us about the past year's developments in search and AI and weighs in on whether Google is finally mastering search results.
We also discuss his predictions for Google's Search Generative Experience, whether search will become fragmented in the years to come, and Bernard shares some deep insights around information gain.
(0:00] Intro
(1:38) The Past Year in Search and AI
(4:21) Is Google Starting to Get Search Results Right?
(11:58) Query Expansion vs Information Gain
(18:25) Query Diversification
(21:57) Predictions for Google’s Search Generative Experience
(28:03) Will Search be Fragmented in the Future?
(34:00) Rapid Fire Rankings
Top 3 of anything:
Rare SteakSaunaThat's it!Rank your best SEO marketing win:
We did a Food Crawl at SXSW. We ended up getting over 23,000 RSVPs.
It got so big that SXSW made it an official food crawl in partnership with the festival.
Rank your top 3 SEO tools:
ClearscopeGoogle Search ConsoleGoogle SERPSRank your best SEO or trick or tactic:
Understand the searcher's intent. Make sure your title tag matches the tags for the query, and make sure you’re above the fold experience answers the question as quickly as possible.
Rank what you love most about the SEO industry:
It's constantly changing.
Rank your top 1-3 marketers:
Mike KingKevin IndigLily RayBONUS: Aleyda SolisRank your best SEO learning resource:
Clearscope Webinars.
Rank your top cause or charity:
Women In Tech SEO
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In episode 123, we welcome Kristin Tynski for a deep dive into the dynamic world of Generative AI.
We chat about the wealth of new developments over the last year in Generative AI and some key takeaways from OpenAI’s Dev Day presentation earlier this month. Kristin shares some thoughts on how organizations can effectively adopt Generative AI, offering actionable insights for businesses.
We also discuss the importance of incorporating subject matter expertise into AI systems for enhanced accuracy and relevance and Kristin gives a few predictions for what the world of AI could look like in 2024.
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(0:00) Intro
(2:10) The Last Year in Generative AI
(5:47) GPT 3.5 Expectations vs Reality
(7:51) Biggest Takeaways from OpenAI Dev Day
(11:17) How Your Organization Can Adopt Generative AI?
(16:43) Incorporating Subject Matter Expertise
(21:34) How Trustworthy are Generative AI Results?
(24:50) AI Predictions for 2024
(33:25) Rapid Fire Rankings
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Top 3 of anything:
• My Daughter
• My Wife
• Running a Family Business
Rank your best SEO marketing win:
Serendipitously, in the months before that, I had been working on a content idea for a site called Lawsuit.org, owned by Fractl. The goal was to come up with something interesting and newsworthy. I realized through some Fractl work that my local county has a database of all arrest and traffic stop records.
We undertook a large scraping project to gather all the data we could from Palm Beach County, looking at police activities, anomalies, and if certain officers had disproportionately high arrest rates of African American people. While we found some anomalies, nothing was super groundbreaking. However, it proved that you could scrape a county's police data and identify potential issues.
I published this on Hacker News, Reddit, and other platforms. The content did really well, especially on Reddit, likely due to its coincidence with the George Floyd situation. People were looking for tangible ways to contribute.
I suggested on Reddit the idea of doing this for every county, not just Palm Beach County.
The Reddit post went viral, leading to a Slack group where about 2,500 people joined in a few days. It self-organized from there, with little input from me after the first few weeks, turning into a community. A law firm helped turn it into a nonprofit, which received $250,000 in funding.
Rank your top 3 SEO tools:
• SEMRush
• Ahrefs
• SERP API
BONUS: Appify
Rank your best SEO or trick or tactic:
Creating content that is truly adding new and newsworthy information, which requires doing some sort of data analysis.
You need to create something really that hasn't existed before, and that is adding value in an entirely new way.
Rank what you love most about the SEO industry:
I love how dynamic it is. I love how quickly it changes.
Rank your top 1-3 marketers:
• Mike King
• Britney Muller
• Rand Fishkin
Rank your best SEO learning resource:
I think for the more advanced stuff, you're going to find the most interesting, cutting-edge stuff inside of closed groups.
Rank your top cause or charity:
Police Data Accessibility Project
Medical Aid for Palestinians
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In episode 122, Susan Wenograd takes the stage to share her profound insights into the dynamic world of Google Ads.
Susan shares thoughts on the current state of Google Ads, providing a comprehensive overview of the latest trends and developments and discusses how to expertly navigate some of these new challenges.
She also outlines how Google's SGE could impact Google Ads, unlocking exciting new possibilities and avenues for growth.
(0:00) Intro
(2:31) The Current State of Google Ads
(4:21) How to Navigate the New Google Ads
(5:45) The Iteration Process for Google Ads
(9:35) Will Google Ads Improve Over the Next Year?
(13:05) Ideal improvements to Google Ads
(16:09) Impact on Black Friday
(19:00) What Role Will Google Ads Play in SGE?
(21:45) How SGE Could Benefit Google Ads
(22:42) Creative Trends in Social Ads
(26:16) Rapid Fire Rankings
Top 3 of anything:
• My Family
• My Dogs
• Traveling
Rank your best marketing win:
This past year, pretty much every audit where I’ve met with resistance when I’ve said “You need to stop controlling this.” And every client that shared results has gotten better.
Rank your number 1 Ad Tool:
Google Search Terms.
Rank your best Google Ads trick or tactic:
You can either choose to try to control the match types or you can control the audience and be less controlling about the search terms.
What I recommend that a lot of brands do is add observation audiences. Add as many as you can that make sense to your brand campaigns.
You can then take those audiences, make a campaign that’s filtered only to people that match those markets, and then run a broad match against them.
You learn a lot about what they search for.
Rank what you love most about digital advertising:
It’s never boring.
Rank your top 1-3 marketers:
• Mike King
• Jess Cook
• Kirk Williams
Rank your best digital advertising learning resource:
Talking to other marketers one on one.
Rank your top cause or charity:
Lone Star Dog Ranch.
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In episode 121, Britney Muller of Data Sci 101 takes the stage to unravel the complex world of artificial intelligence and LLMs, guiding us through the most critical aspects of this cutting-edge technology.
Britney shares her thoughts on the ethical risks that AI poses and the actionable strategies for mitigating biases in AI.
We also discuss the urgent need for AI education and Britney addresses the concerns around trust in LLMs when connected to the internet and the uncertainty around their factual accuracy.
Check out her deep-dive Beginner's Guide to LLMs
(0:00) Intro
(3:51) The Need for AI Education
(6:45) Can You Trust LLMs to Get Facts When Connected to the Internet?
(8:42) The Appropriate Use Cases for LLMs
(11:40) The Ethical Risks of AI(17:20) How to Solve the Problem of Biases in AI
(21:37) The Most Valuable Applications for Generative AI
(23:39) You are Not Behind in the Age of AI
(25:45) Rapid Fire Rankings
Top 3 of anything:
Automating InequalityThinking In SystemsWeapons of Math DestructionBONUS: Algorithms of OppressionRank your best SEO marketing win:It's a tie between ranking for Bert 101, ML Directors or getting one of my ML experts featured in 60 minutes (have gotten reeeaaallly good at PR lately if I do say so myself).
Rank your top 3 SEO tools:
Google.comGetSTATSparkToroRank your best SEO or trick or tactic:
Newsjacking - Jumping on a trend (like Barbie or T.Swift).
Rank what you love most about the SEO industry:
The ability to help people and companies get more deserved visibility.
Rank your top 1-3 marketers:
Mike KingKristin TynskiPhil NottinghamRank your best SEO learning resource:
I'm biased but the Beginner's Guide to SEO on Moz (rewritten by yours truly).
Rank your top cause or charity:
Sheldrick Wildlife Trust
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In episode 120, Dave Ojeda stops by to chat about the intricacies of Schema markup.
Dave emphasizes the value of Schema and its role beyond enhancing search engine visibility. We discuss entities and the relationship they have with semantic Schema markup as well as how they enrich the context of your content.
Dave also highlights common mistakes to avoid when working with Schema and the advantages of implementing Schema markup within your organization.
(0:00) Intro
(4:02) The Value of Schema
(7:19) Entities in the Context of Schema
(9:03) The Advantage of Schema Markup
(11:13) How to Implement Schema Markup at Your Organization?
(14:05) How will the Importance of Schema Change in the Future?
(18:35) Common Mistakes People Make With Schema
(23:00) Rapid Fire Rankings
Top 3 of anything:
Star WarsJawsClose Encounters of the Third KindRank your best SEO marketing win:
Years ago I was brought in because a client was losing rankings and pages were getting de-indexed. What we realized was that the pages were from a certain group that controlled a certain area of the site. And it ended up being a disgruntled employee who was intentionally making changes to impact the site’s rankings.
Rank your top 3 SEO tools:
Schema AppKeyword InsightsSite BulbRank your best SEO or trick or tactic:
Live in the SERPs. Use the tools as a guide, but live in the SERPs.
Rank what you love most about the SEO industry:
It’s always changing.
Rank your top 1-3 marketers:
Martha van BerkelJess JoyceJarno van DrielRank your best SEO learning resource:
Conversations.
Rank your top cause or charity:
Habitat for Humanity.
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In episode 119, Serge Bezborodov of JetOctopus joins the show for an enlightening conversation about technical SEO at the enterprise level.
Serge shares thoughts on the uniqueness of technical SEO and discusses the critical data types that hold significance in the space. We discuss key features to pay attention to in your technical SEO software and best practices for effectively crawling large websites.
Serge also dishes out some strategies to identify and address JavaScript SEO issues and improve your communication with developers.
(0:00) Intro
(3:15) What is Unique about Technical SEO?
(4:40) What Type of Data Matters for Technical SEO?
(8:30) Key Features to Look For in Your Technical SEO Software
(12:12) Best Practices for Crawling Large Sites
(16:13) Identifying Javascript SEO Issues
(20:57) Communicating with Developers
(23:07) Rapid Fire Rankings
Top 3 of anything:
Motorcycles
Spear Fishing
Family
Rank your best SEO marketing win:
More than 10 years ago we built and bought some backlinks and got a huge amount of traffic.
Rank your top 3 SEO tools:
GSC
Ahrefs
Your hands
Rank your best SEO or trick or tactic:
Seeing the results and impact.
Rank what you love most about the SEO industry:
It’s always changing.
Rank your top 1-3 marketers:
Our clients.
Rank your best SEO learning resource:
Google Web Master Tools.
Rank your top cause or charity: Save Life
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In episode 118, Brie Anderson of BEAST Analytics joins the show to talk Google Analytics 4 (GA4) and its impact on SEO.
Brie shares thoughts on the issues with GA4 auto-migration and discusses how to rethink measuring your digital presence.
We also explore the fundamental differences between Universal Analytics (UA) and GA4 and discuss the most important aspects of GA4 that every SEO should be aware of.
(0:00) Intro
(2:52) GA4 Auto-Migration
(5:25) Rethinking How You Measure Your Digital Presence
(9:35) GA4 Reporting for SEO
(12:42) Why SEOs Should Learn GA4
(15:04) Fundamental Differences Between UA and GA4
(18:09) Is GA4 for Everybody?
(21:28) How to Approach Attribution in 2023
(27:26) The Most Important Things SEOs Should Know About GA4
(29:51) Rapid Fire Rankings
Top 3 of anything:
Wyatt’s song, The Wonder Years
Miserable at best, Mayday Parade
If it means a lot to you, A Day to Remember
Rank your best SEO marketing win:
Finding thousands of dollars of waste in a campaign because the client had the same name as an action figure and plumbing product - CPA went way down after excluding a bunch of keywords.
Rank your top 3 SEO tools:
Search Console
Screaming Frog
Moz
Rank your best SEO or trick or tactic:
Actually looking at SERPs .
Rank what you love most about the SEO industry:
It’s always changing.
Rank your top 1-3 marketers:
Marie Hayes
Charles Farina
Rand Fishkin
Rank your best SEO learning resource:
YouTube & Twitter.
Rank your top cause or charity:
To Write Love On Her Arms
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In episode 117, Jason Tatum, VP of Product at CallRail, joins the show to discuss AI-Powered call tracking and how it can be used to uplift your SEO efforts.
Jason highlights the valuable relationship between AI-powered call tracking and SEO, emphasizing the identification of patterns and trends.
We also glimpse into the future of AI at CallRail and discuss the ways that organizations are seamlessly implementing the technology into SEO and marketing processes.
(0:00) Intro
(10:20) AI-Powered Call Tracking and the Relationship to SEO
(15:15) How to Identify Patterns and Trends
(17:02) How Marketing Teams are Using CallRail Summaries
(18:31) How Marketers Apply Brand Sentiment Insights from Summaries
(20:51) The Future of AI at CallRail
(25:38) How to Implement This Technology into SEO Processes
(27:30) Conversation Intelligence with CallRail
(30:50) Rapid Fire Rankings
Top 3 of anything:
CyclingGreat BritainLifeRank your best Product marketing win:
When Google Data Studio was first released, we got invited to be a part of the beta. We got the CallRail link up on the Google Studio page. That's my best win.
Rank your top 3 Product tools:
Pen & PaperAtlasHeyRank your best SEO or Product trick or tactic:
Have call summaries setup.
Rank what you love most about being in the Product industry:
Making people's businesses and days better.
Rank your top 1-3 marketers:
Laura BeussmanMarie Pat DonallenAndy PowellRank your best SEO or Product learning resource:
Neil Patel & Rand Fishkin
Rank your top cause or charity:
Bike Law
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In episode 116, Lyndon Nelson-Allen stops by the show to have an in-depth discussion about search intent.
Lyndon sheds light on what SEOs often misunderstand about search intent and provides insights into how Google approaches and evaluates intent using various signals and factors.
We also chat about the reasons why Google may not always provide the "best" answer and the challenges surrounding content quality on the web.
(0:00) Intro
(2:30) What Do SEOs Get Wrong About Search Intent?
(3:40) How Does Google Think About Intent?
(4:43) Signals and Factors
(6:25) How Should SEOs Approach Content?
(8:27) Why Doesn’t Google Provide the Best Answer?
(10:22) SEO is Relative
(11:58) Original Content vs Replication
(13:53) SERP Volatility
(15:55) Have Results Improved?
(17:48) Are We Being Retrained by Google?
(21:25) The Issue with Content Quality on the Web
(24:20) Creativity vs Information
(26:12) How SGE Will Impact List
(28:33) Will Google Get Transactions Right?
(30:03) Rapid Fire Rankings
Top 3 of anything:
My kidsCoconutSupernaturalRank your best SEO marketing win:16%+ CTR on Google Ads is likely my favorite (as it's just such a stupidly high figure).
Rank your top 3 SEO tools:
Google Search ConsoleSemrushPHP & MySQLRank your best SEO trick or tactic:
Building out content stacks.
Rank what you love most about SEO as an industry:
Winning!Being able to apply knowledge/skills/experience from numerous jobs.
Rank your top 1-3 marketers:
David OgilvyShaun Anderson (HoboWeb)Ann SmartyRank your best SEO learning resource:
Forums.
Rank your top cause or charity:
Women in Tech SEO
Twitter: @techseowomen
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In episode 115, Jack Chambers-Ward of Candour joins the show to chat about bias in Google search results and how these results are influenced by our own biases.
We discuss the influence of language in search queries and examine the potential biases associated with Large Language Models.
We also tackle the important question of Google's responsibility in surfacing diverse content and discuss approaches that both individuals and organizations can take when handling existing biases.
(0:00) Intro
(3:25) Are Google Search Results Biased?
(5:05) The Influence of Language in Queries
(9:49) Are LLMs Biased?
(13:30) Checking Your Own Biases When Searching with Google
(21:45) What is Google’s Responsibility in Surfacing Diverse Content?
(25:15) How to Handle Existing Biases
(28:11) Rapid Fire Rankings
Rank your top 3 anything:
Ahab - The Coral Tombs
Katatonia - Sky Void of Stars
Periphery - Djent is Not a Genre
Rank your best SEO marketing win:
Resolving hreflang tag & canonical issues on an international ecommerce site. Traffic is now up by more than 600% as the international pages are now ranking in the correct regions!
Rank your top 3 SEO tools:
Sistrix
AlsoAsked
Sitebulb
Rank your best SEO trick or tactic:
Internal links - especially with ecommerce - are hugely underrated. Guiding users through a purchase journey, in every stage of that journey, can be really powerful.
Rank what you love most about SEO as an industry:
The variety of challenges and topics - there's always something new to learn!
Rank your top 1-3 marketers:
Mark Williams-Cook
Areej AbuAli
Mordy Oberstein
Rank your best SEO learning resource:
Aleyda Solis' Learning SEO
Rank your top cause or charity:
The Hamlet. A charity that supports people ages 0-29 with special educational needs and disabilities.
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In episode 114, Christoph Cemper, founder of prompt library AIPRM, stops by to talk ChatGPT, AIPRM, and the power small business can harness with generative AI.
Christoph sheds light on what small businesses need to understand about how these generative AI tools work and emphasizes the importance of a well-crafted prompt to unleash their full potential.
We also explore the barriers preventing SMBs from utilizing generative AI and uncover the remarkable productivity boost the tool offers.
(0:00) Intro
(2:22) The World of AI
(5:55) ChatGPT for SEO
(7:42) What Small Businesses Need to Understand about ChatGPT
(12:18) The Importance of Having a Good Prompt
(14:38) Recommendations for Small Businesses
(20:24) What’s Stopping SMBs From Using Generative AI?
(23:45) The Efficiency of Generative AI
(27:30) The Future of Generative AI
(33:52) Rapid Fire Rankings
Rank your best SEO marketing win:
AIPRM by far.
Rank your top 3 SEO tools:
Systrix
Ahrefs
Semrush
Rank your best SEO trick or tactic:
Use a brandable name.
Rank what you love most about SEO as an industry:
The reverse engineering part. Investigative, experimental, testing.
Rank your top 1-3 marketers:
Jim Boykin
Frank Kern
Mike King
Rank your best SEO learning resource:
Forums.
Rank your top cause or charity:
SOS Children's Villages
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In episode 113, Adriana Stein stops by the show to dispel misconceptions and explore the dynamic relationship between UX and SEO.
Adriana shares some thoughts on the impact of popups & paywall sites on rankings and the importance of audience research when it comes to the success of your product.
We also surface some valuable insights around optimizing UX, readability, and the role that generative AI will play in the future.
(0:00) Intro
(2:37) Misconceptions Around UX as a Ranking Factor
(4:49) Do Popups Impact Rankings?
(6:55) Paywall Sites
(8:14) Educating Clients on SEO & UX
(11:17) How SEO & UX Work Together
(14:15) The Importance of Audience Research
(16:22) Online Shopping vs Brick & Mortar
(17:54) Best Practices for UX & SEO
(20:37) The Importance of Readability
(22:35) Are Consumers UX Expectations Changing?(28:00) Rapid Fire Rankings
Rank your top anything:
Slovenia
South Africa
Norway
Rank your best SEO marketing win:
I got a single content piece to generate around 840 natural backlinks.
Rank your top 3 SEO tools:
Google Search Console
Semrush
Screaming Frog
Rank your best SEO trick or tactic:
Keyword localization for multi-language SEO success.
Rank what you love most about SEO as an industry:
The supportive community within it, especially Women in Tech SEO.
When you see your content is generating conversions and driving revenue.
Brainstorming the unique story within the brand.
Rank your top 1-3 marketers:
Areej AbuAli
Chris Walker
Christopher Lochhead
Rank your best SEO learning resource:
Real websites with real data!
Rank your top cause or charity:
Rise Up Together
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In episode 112, Tess Voecks of Local SEO Guide joins the show for a discussion about the importance of project management and how it relates to SEO.
Tess emphasizes the need for businesses to organize themselves effectively before starting any project and highlights a few common mistakes that businesses make in their operations.
We also chat about why communication is a superpower in project management and the need to identify and manage potential risks to ensure project success.
(0:00) Intro
(1:25) Why is Project Management Important?
(2:50) Why Project Management Matters for SEO
(6:40) Organizing Your Business Before You Start
(8:43) What Do Most Businesses Get Wrong About Operations?
(11:14) Adaptability and Communication
(15:05) Risk Mitigation
(18:01) Change Management
(20:15) Controlling People is Hard
(22:00) Rapid Fire Rankings
Rank your top anything:
My kids
home decor/decorating my home
hiking/walking
Rank your best SEO marketing win:
Creating and scaling a business at LSG. Playing an integral part in how business processes and teams function day to day and year to year is something I'm super proud of. It's allowed me to meet so many people, build a business I care about, and build my own freelance business.
Rank your top 3 SEO tools:
Semrush
Squeryl
ClickUp
Rank your best SEO trick or tactic:
Internal linking. It's soooo underrated but effective
Rank what you love most about SEO as an industry:
1. The challenge of having a non-routine job/industry
2. Building relationships (clients, colleagues, coworkers)
3. Building a robust set of skills
Rank your top 1-3 marketers:
Nick Eubanks
Blake Denman
Amanda Natividad
Rank your best SEO learning resource:
Twitter/LinkedIn
Blogs/roundtables
Podcasts
Colleagues and coworkers
Rank your top cause or charity:
The BackPack Program at our school helps kids fight hunger. There is no link for the program, but you could reach out to: https://www.trf.k12.mn.us/
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