Content and Conversation: Organic Growth Insights from Siege Media

Show Notes:00:10: Welcome, AJ Kohn, Founder, Blind Five Year Old00:42: The current threat to SEO5:33: What’s causing hesitation towards SEO?7:30: SEO measurement and A/B testing9:25: Data-informed vs. data-driven culture15:38: Potential solutions for SEO resistance19:35: How to quantify SEO impact for clients28:03: The rapid growth of long-tail search36:10: Google’s featured snippets, good or bad for SEO?40:02: AJ’s seoClarity review42:10: What AJ learned in 2022Show Links:Visit AJ’s blog: Blind Five Year OldFollow AJ on LinkedInFollow Ross on TwitterSend us an email 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

Show Notes:00:12: Welcome, Ryan Farley, Co-Founder and CMO, LawnStarter00:40: Was SEO a primary focus for LawnStarter from the get-go?3:06: How LawnStarter developed an SEO foundation during Series A4:10: What SEO metrics key stakeholders care about6:10: Competing with local pack vs. national-local companies10:30: The content hub strategy (ex. LawnStarter’s pricing guides)16:55: Have you considered expanding your brand?18:23: LawnStarter’s model for SEO opportunity21:54: How to approach hiring for content and SEO24:52: The 40/40/20 ratio26:57: How LawnStarter thinks about ranking success long-term36:38: What keeps Ryan up at night in regards to SEO?Show Links:Visit LawnStarter’s blogFollow Ryan on LinkedInFollow Ross on TwitterSend us an email 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

Show Notes:00:10: Welcome, Kristan Bauer, Founder and SEO Consultant, Conifr00:41: Navigating low-percentage branded traffic7:32: The benefits of a localized site architecture9:37: Is duplicate content bad for real estate?13:39: AI-generated content’s role in real estate SEO15:45: How to guide client’s on link acquisition18:00: The ideal in-house team structure20:10: Traffic vs. lead conversion SEO (Movato)25:29: Go-to SEO strategies for enterprise real estate companies30:40: Localized keyword optimization33:09: Final tips, tactics, and recommended tools (Botify, seoClarity)39:14: Kristan’s predictions for the future of real estate and SEOShow Links:Conifr: SEO ConsultingFollow Kristan on TwitterFollow Ross on TwitterSend us an email 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

Show Notes:00:13: Welcome, Aleyda Solís, International SEO Consultant, Orainti1:06: E-commerce category pages best practices7:18: Companies that do category pages well (JB HI-FI)11:21: How to optimize product pages14:42: Why human-first content is ideal17:34: Companies that do product pages well (Manscaped)19:24: Do accordions have SEO value?22:55: AI tools for e-commerce category/product page content26:01: How to keyword map effectively, Aleyda’s cheatsheet30:56: Avoiding keyword cannibalization with different intent34:28: Final tips, tactics, and recommended toolsShow Links:Aleyda’s Presentation: E-commerce SEO Horror StoriesFollow Aleyda on TwitterFollow Ross on TwitterSend us an email 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

Show Notes:00:25: Welcome Nick Lafferty, Head of Growth Marketing at Loom00:51: Important pre-executive pitch steps to ensure it’s received well6:23: What to do in your first 30 days at an organization9:27: How to execute a pitch to your executive team12:14: Scale-back on projections, keep it realistic15:01: How to deal with push back, unrealistic time expectations17:29: Common mistakes when failing to get buy-in20:12: How to execute after making the pitch24:17: How to overcome obstacles within an organization26:24: Is SEO education necessary pre-pitch?29:00: Final tips, tactics, and recommendations32:18: Using domain authority to give time expectationsShow Links:Follow Nick on LinkedInFollow Ross on TwitterSend us an email 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

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 forward10:01: How excessive word count plays a part12:39: Create content that solves the problem, instead of just answering the query14:10: Our overall recommendation with Google updatesShow Links:Google’s Helpful Content updateFollow Drew on TwitterFollow Ross on TwitterSend us an email 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

Show Notes:00:10: Welcome Abby Gleason, SEO Product Manager at Scribd00:40: What does “zero volume” keywords mean? Why are they a good strategy?2:22: Why zero volume keywords is creating a buzz5:29: How do you find zero volume keywords that actually drive traffic?8:26: Zero volume case study outcomes9:15: Discovering zero volume keywords by industry11:06: How to convince stakeholders of zero volume search topics15:00: What type of investment makes sense for this strategy?17:36: Zero volume case study outcomes21:01: Low search volume can equal bottom funnel keywords<>/li>24:33: Using competitors to your advantage and keyword frameworks26:51: Is this strategy ineffective within B2C organizations with lower customer LTV?29:23: The importance of quality over everything32:25: Audience research vs. keyword research33:56: Zero volume case study outcomes37:27: What Abby is excited about in SEO and content marketingShow Links:The Maker SERP SqueezeThruuu: Free SERP analyzerFollow Abby on TwitterFollow Ross on TwitterSend us an email 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

Show Notes:00:10: Welcome, Brodie Clark, Melbourne-based SEO consultant1:42: Brodie’s best strategies for expanding SEO Internationally3:54: How much does existing equity “transfer” to international markets using hreflang (ex. /us/)?5:37: Why automatic redirection isn’t a good idea7:30: Expanding domains is a long-term game, link signals9:54: Advice for sites that aren’t well-established11:50: Is a link building strategy necessary?17:05: The highest value links globally20:27: What was the effect on Google Penguin in Australia?26:00: Brodie’s SEO consulting playbook33:45: Are audits necessary? Why choosing the right client matters41:56: Tips for new SEO consultantsShow Links:Learn more about Brodie ClarkFollow Brodie on TwitterFollow Ross on TwitterSend us an email 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

Show Notes:00:10: Welcome, Mark Barrera, Vice President of Audience and Review Generation at TrustRadius00:44: How do you use SEO data to impact decisions at TrustRadius?3:36: The impact of review generation on SEO5:23: Duplicate content and how to create different experiences9:39: Mark’s ideal SEO department11:37: Measuring reviews, metrics vs. competitors13:01: The typical SEO at TrustRadius16:59: Tracking history — research boards and what they do20:11: How is TrustRadius monetizing?31:17: What performance tests work and which ones don’t37:08: How Google algorithm updates affect decisions for TrustRadius38:33: Mark’s view on link building, outreach41:01: What’s new for TrustRadius?Show Links:Learn more about TrustRadiusFollow Mark on TwitterFollow Ross on TwitterSend us an email 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

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 search3:24: The appropriate amount of time for distribution on average4:11: Using Pareto’s Principle (80/20) to better balance efforts5:34: What Archimedes’ Lever has taught us on content performance7:54: How to best use your time on content and distribution9:58: The difference between promoting content and promoting a business11:42: Why KOB analysis is still a key factor12:43: Is PPC a valid strategy for link building?14:30: SummaryShow Links:Enroll in SiegeLearn today!Follow Drew on TwitterFollow Ross on TwitterSend us an email 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