Content and Conversation: Organic Growth Insights from Siege Media

Show Notes:00:12: Welcome, Kelsey Jones, Founder of Six Stories00:34: Kelsey’s content audit philosophy3:08: The best process for content audits7:22: The necessary benchmarks for content audits12:53: How much time do content audits take?14:38: Kelsey’s digital tool set16:17: How to adjust for keyword cannibalization19:45: Kelsey’s 404 vs. redirect ideology24:07: Are jump-to links for redirects necessary?25:26: How to scope a content audit27:33: Why content audits are an ongoing process31:11: How often should you do content audits?33:47: The benefits of “mini” content audits35:58: How should you structure an auditing team?41:08: What are common content audit mistakes you’ve seen?45:18: The ideal point person for content changes48:48: The value of checklists50:50: Content audits and their impactShow Links:Learn more about Six StoriesFollow Kelsey 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:00:12: Welcome, Bernard Huang, Co-founder of Clearscope1:19: Bernard’s unique NFT marketing strategy7:44: The importance of “search perspectives,” predicting the evolution path of a SERP15:04: Where search perspective applies16:09: What Google’s “what people have also asked” tells us17:21: Google’s business model — is UX or ad revenue the priority?20:20: Solving for for individual sub-topics vs. topic clusters25:01: Total keyword opportunity in one post, “ranch-style SEO”28:45: Could any SEO write it? The significance of thought leadership33:49: Don’t have counterarguments for the sake of it37:16: Bernard’s “SERP similarity,” addressing the copycats of SEO40:09: How often do SERPs change on average?43:49: What are you excited about in the content space?Show Links:Learn more about ClearscopeFollow Bernard 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:00:12: Welcome, David Palombo, President and COO of Launch That. Brands include: Asbestos.com, Retireguide.com, Drugwatch.com, Annuity.org, Consumernotice.org1:39: Launch That’s content creation process with E-A-T in mind5:53: Balancing high-quality content and scale for content creators8:09: How to separate ownership, performance across team members9:10: Procuring experts for content review14:26: How to motivate link builders17:52: The difficulty of generating links, shift towards passive links18:27: The biggest motivators for content creators20:53: Annuity.org’ link-building element, “Cite Us” and its benefits23:14: Why authority is key for passive links24:55: How Launch That uses feedback CTAs30:07: What lift or data does “Cited Research Articles” show?32:35: Breakdown of David’s team, what “lateral roles” means36:09: The ideal process for writers38:31: What is Launch That excited about?Show Links:Learn more about Launch ThatFollow David 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: Why we recommend interactive content1:31: 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 consider4:25: Positive outcomes we've seen through passive link strategy6:56: Other examples of interactive content8:48: Why time to value is important10:34: The repurposing codebase is beneficial12:45: When content uses "calculator" without the calculator13:45: How we think of bottom-funnel pages and calculators15:30: Ideal structure for calculators16:28: Final thoughtsShow 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

Show Notes:00:44: Our transition from manual to passive link building strategy2:45: Examples of passive link topics3:23: How newer authority websites can execute4:36: Hammer vs. power tool strategy6:22: Passive link strategy = higher authority on average7:28: The importance of internal linking8:06: Interactive content, why high-quality content is necessary8:54: Why the domain rating of passive link strategy skews higher10:36: Pros vs. cons12:14: How to achieve success, our process breakdownShow 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

Show Notes:00:12: Welcome back, Tom!1:01: How to structure a good kickoff meeting9:03: Separating great kickoff meetings vs. average ones10:04: How many meetings are too many?15:20: Report revenue to increase credibility17:00: How to run meetings effectively22:22: Is dedicated account management essential?24:57: Defining the roles on your team to deal with clients26:45: Favorite tips for writing emails30:08: How to push back on clients — be empathetic37:46: Reporting, how to make your client look good40:29: Ghostwriting for clients41:37: When to use decks vs. reports42:04: How to educate your client and move the needle45:23: Ross’ new wave of strategy for clients49:32: Presentation best practices54:10: When does upselling make sense1:04:39: Learn more about Tom’s SEO MBA courseShow Links:Enroll in SEO MBA today!Follow Tom 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:00:39: Bryan’s original post on how IBM generated over $250M of lifetime traffic value (LTTV) in 20211:10: 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 organizations16:45: IBM’s SEO team breakdown21:46: The benefits of keyword frameworks14:25: Why user stories are important16:42: What is content engineering?24:54: IBM’s attribution models29:44: How to build an SEO movement at a large organization33:20: The benefit of using keywords in addition to charts in internal reporting40:23: Who do you invite to the internal Slack channel?42:36: Bryan’s evolution of role and management best practices45:19: How IBM uses internal blogging51:54: The pros and cons of email communication53:58: How long does it take to roll out a successful SEO program?1:01:00: The effects of redirects for IBM, link building strategyShow Links:Bryan's Substack SERPerStarFollow Bryan 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:00:17: Elsie’s roles and what it means for onboarding00:37: What are some of the strategies we use to scale our training?2:08: The benefits of open-source knowledge3:28: Hiring in cohorts4:00: The controversial “test” project5:58: How to hire and train remote teams7:01: The advantages of bringing in other managers, mentors early on8:14: Ideal length of training period8:57: Integrating new hires with clients9:32: Are probation periods necessary?10:39: How to apply training to different paces of learning12:02: How often do we evolve/update our processes?13:08: The importance of noting expectations13:56: How to track performance of new hires, determine fit15:59: As an applicant, learning about your company matters17:36: What we’ve learned in training/onboarding after growth20:55: SiegeLearn discount, use code "ELSIE25" (Limited quantities available)Show Links:Siege Media is hiring!Enroll in SiegeLearnFollow Elsie on LinkedInFollow Drew 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:0:39: What content strategy means at the enterprise level3:02: How to navigate push back4:58: Governance model examples6:56: Quick wins vs. big build-outs9:16: The importance of work-in-progress updates before major deliverables12:38: Mike’s playbook for getting things done as an agency in an enterprise organization14:25: Why user stories are important16:42: What is content engineering?21:19: How to model scope on a per post basis22:41: Lessons after both working for and running an agency28:18: Mike’s upcoming book on the science of SEO30:40: What is something you don’t like about the SEO industry?34:10: Why empathy is key at agencies37:45: Mike's new beta rank tracking tool40:08: What is something you do like about the SEO industry?Show Links:iPullRank is hiring!Follow Mike 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, John-Henry Scherck, founder of Growth Plays00:28: What’s evolving in SEO and content in 2022?3:39: Technical SEO is a bargain, not a mandate6:58: Do CMSes prevent technical SEO debt?10:05: Utilitarian content vs. “engaging” content11:29: Why low time to value and instant gratification is key for content14:25: Taking a John Barrows approach (give and take vs. give)15:20: Segmenting for audience type per content17:53: Content hub and Learn Center design best practices23:41: Is trend reporting necessary for investors?28:49: The benefit of passive link acquisition via trending topics31:40: How major reports affect rankability36:15: How to move the needle in enterprise environments remotely43:48: Implement imagery effectively46:55: Units and content cost, mapping out the best ROI model49:26: How to make valuable assets53:41: What we can learn from SmartSheet58:57: Tips, tools and tactics from John-HenryShow Links:The John Barrows approachFollow John-Henry 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