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Using the techniques that have helped cement 250,000+ visit increases for more than 10 of their clients, Siege Media and founder Ross Hudgens dive into the executional nitty gritty of what makes content rank, and how to get content shared. Topics include content marketing, SEO, email outreach, Reddit marketing, and more.
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Show Notes: 00:00 - Introduction 1:02 - Despite slightly smaller budgets, businesses remain committed to content marketing 2:47: Reports indicate higher success rate for those who invest more per asset 3:24: What we're currently seeing in AI's impact, AI usage up YOY 5:25: Is AI helping or hurting your content? 7:29: Where AI is making the most sig…
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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 Thoug…
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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…
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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: Follow Drew on Twitter Follow Ross on Twitter Send Us an Email…
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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: Ca…
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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: Follow Drew on Twitter Follow Ross on Twitter Send Us an EmailSiege Media, Ross Hudgens, Drew Page による
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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 exam…
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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 int…
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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: Visit Clearscope’s Blog Follow Bernard on Twitt…
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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 c…
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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 decl…
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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 …
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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 import…
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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 te…
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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% hi…
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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…
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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…
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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 …
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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 indu…
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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…
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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 id…
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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-…
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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…
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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-…
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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…
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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, unreal…
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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 recommen…
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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 i…
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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:…
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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 …
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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…
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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. r…
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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 reve…
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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 ac…
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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 …
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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 conte…
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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 t…
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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 keyw…
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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 o…
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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…
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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: Takin…
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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 strat…
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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 …
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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-funne…
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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: Checkin…
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Show Notes: 00:20: Drew coins the term “algo-holic” 00:30: Why you probably weren’t hit by an algorithm update 2:01: How brands with good reputations can disrupt your space 2:50: Measuring competitive research effectively 4:20: How to understand the biggest players via keyword research 5:58: Why monetization models play a part 6:52: Acquisitions in…
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Show Notes: 0:53: The philosophy behind testing content marketing 1:39: Why we don’t do short engagements 2:25: How building a recognizable brand plays a part 3:03: Best-in-class content = time 3:44: The timeline from first day of engagement to ranking page 1 6:19: Difference in timeline for a low-authority website 7:36: How to deal with clients ne…
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Show Notes: 0:32: Meet Elsie Weisskoff, her role at Siege as Creative Content Lead 1:50: The definition of “brainstorming” 2:08: The brainstorming process at Siege Media 3:16: Group dynamics when thinking creatively 3:58: How Siege Media’s brainstorming has improved over time 4:46: Producing ideas–best tools to use for brainstorming 6:40: The power…
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Show Notes: 0:14: Welcome, Drew Page! Content Marketing Lead at Siege Media 0:44: Growing from 1-100 people, what's the secret to retention? 3:32: How do you effectively pair a Content Marketing Specialist with a client that's in their area of expertise (E-A-T)? 4:51: Ross' push to improve company culture, and why hiring great people with better be…
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Training a great team of content marketers doesn’t have to feel like such a challenge.While there’s no one-size-fits-all approach to content marketing, we’ve seen success with our training strategy — even as we continue to look for ways to improve the process with each new team member we hire. Based on lessons learned from hiring 50+ content market…
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