Optimize

Join Nate Matherson as he sits down with Andrew Holland for the twenty-seventh episode of the Optimize podcast. Andrew is the Director of SEO for JBH, a Digital PR and SEO agency for consumer brands. He spoke at this year's BrightonSEO San Diego, is the author of The Value of SEO, and is the creator of the Growth Through Content newsletter. In this episode, Andrew and Nate dive deep into Nate’s favorite topics: Digital PR and Link building. The pair discuss the strategy behind crafting and executing a successful campaign, the value of quality backlinks, and the common misconceptions surrounding nofollow links. Andrew also shares his thoughts on the SEO industry, its saturation, and what lies ahead for organic search in 2024. As a special bonus, Andrew talks about the power of building an audience on LinkedIn (he has 50k+ followers now!) and how you can maintain authenticity on the platform. Closing out the episode is our popular lightning round of questions! Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional’s Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Andrew on LinkedIn & Twitter Important Links:JBH Agency & The Value of SEO & Growth Through Content Newsletter

Join Nate Matherson as he sits down with Billy Broas for the twenty-sixth episode of the Optimize podcast. Billy is a copywriter, marketing consultant to top entrepreneurs, teacher, and creator of the famous Five Lightbulbs messaging framework. He left a career in the energy industry to become a solopreneur and hasn’t looked back. In this episode, Billy and Nate provide a comprehensive conversation about product messaging through the lens of The Five Lightbulbs Framework. Billy dissects each lightbulb, providing our listeners with a detailed guide to enhancing messaging strategy to develop impactful connections with your audience. As part of the conversation, the pair dive into Billy’s time building, scaling, and exiting The Homebrew Academy, an online training website for homebrewers with thousands of members worldwide. Billy shares his tips for how he would do things differently when building a new affiliate site and how email newsletters play a vital role in the success of niche sites. As a special preview to our listeners, Billy shares details of his forthcoming co-authored book, “Simple Marketing for Smart People.” Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional’s Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Billy on LinkedIn & Twitter & Website & The Five Lightbulbs FrameworkImportant Links:Best Beer To Try Before You Die: Pliny The Elder  The Honorable Mention: Trappist Westvleteren Best Light Beer: Weihenstephaner Hefe Weissbier 

Join Nate Matherson as he sits down with Eli Schwartz for the twenty-fifth episode of the Optimize podcast. Eli is the best-selling author of Product Led SEO, a co-host of the Contrarian Marketing Podcast, and a growth/SEO consultant who has helped drive hundreds of millions of dollars in annual revenue for companies like Tinder, Coinbase, WordPress, Faire, Gusto, and more. In this episode, Eli and Nate dive deep into the world of organic search as the pair discuss the current environment of organic search and explore the future awaiting SEOs in 2024. Eli speaks thoroughly about comparing Product-Led SEO and Content-Led SEO and walks our audience through real-world examples with Amazon, TripAdvisor, The Points Guy, and Zillow. Eli and Nate also analyze Programmatic SEO as a strategy, encouraging our listeners to prioritize user-centric approaches and how Product-Led SEO can often complement the process. The pair also weigh in on common questions like ‘Is SEO right for my business,’ ‘Should I use AI-generated content?’ and ‘What’s Product-Led SEO?’. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional’s Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Eli on LinkedIn & Twitter, Buy Product-Led SEO, & Subscribe to Eli's Newsletter!

Join Nate Matherson as he sits down with Ethan Smith for the twenty-fourth episode of the Optimize podcast. Ethan Smith is the Founder and CEO of Graphite, a premier SEO and growth marketing agency. Ethan has served as a strategic advisor to MasterClass, Upwork, Notion, Ticketmaster, Neiman Marcus, BetterUp, and Honey. He is recognized as a leading SEO and growth marketing expert and regularly speaks and publishes in VentureBeat, Market Watch, and INC. In this episode, Ethan and Nate jump headfirst into navigating the challenges of programmatic SEO, prioritizing impactful strategies and tasks, and building topical authority. Ethan also shares his thoughts on optimizing title tags, why you should include seven or more internal links in your content, and producing content that attracts high domain authority backlinks. As a bonus to our listeners, Ethan also shares how to qualify an SEO agency as a quality partner. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional’s Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Ethan on LinkedIn & Twitter & Graphite Agency

Join Nate Matherson as he sits down with Kevin Indig for the twenty-third episode of the Optimize podcast. Kevin Indig is a Growth advisor and angel investor who helps the world’s market leaders define and evolve their Organic Growth strategy. He previously led SEO and Growth for Shopify, G2, and Atlassian. Once a week, Kevin sends an email with Organic Growth strategies and case studies to over 10,000 subscribers called The Growth Memo. He also co-hosts the Contrarian Marketing podcast with Eli Schwartz, which gives you ideas you might not be thinking about. In this episode, Kevin and Nate dive deep into analyzing the state of SEO in 2023 (including the recent algorithm updates), debate the future of SGE, and discuss AI's role in content creation. Kevin also shares his experiences in both enterprise SEO and startup SEO environments, providing critical insights for setting KPIs, managing cross-organizational communication, and avoiding activities that don't move the needle. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional’s Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Kevin on LinkedIn & Twitter & Subscribe to The Growth Memo Newsletter

Join Nate Matherson as he sits down with Mike Haney for the twenty-second episode of the Optimize podcast. Mike currently serves as Editorial Director for Levels, an early-stage startup trying to help solve the metabolic health crisis with smart tools and strong editorial. Mike has been in the content and technology space for more than 20 years as an editor, designer, strategist, and founder. In this episode, Mike and Nate talk about the evolution of content strategy as a brand or company matures, the never-ending balancing act of content quality vs. quantity, and setting realistic KPIs for your content channel. Mike also shares about his views on the future of organic search, content marketing, and AI’s influence on the industry. As a bonus to our audience, Mike shares insights and tips for your newsletter’s role in driving site engagement. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional’s Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Mike on LinkedIn

Join Nate Matherson as he sits down with John Collins for the twenty-first episode of the Optimize podcast. John is a content marketing consultant who partners with startups and corporations to build or reignite their content programs. For this episode, Nate discusses the survey results of data compiled by John and Nigel (Organic Growth) so that all content and SEO professionals can improve their workflows, KPIs, content structure, value propositions, and CTAs. John and Nate cover a variety of topics related to trust, sales, content formats, AI, and more! The research was conducted on behalf of OGM and John Collins by Incite Fusion, a global market research firm, in the summer of 2023. A total of 558 responses were received from people purchasing software on their employer's behalf. The majority of respondents held senior positions in their organizations - 66% were senior managers or above, with 23% coming from the C-suite or executive team. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional’s Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with John on LinkedIn

Join Nate Matherson as he sits down with Alyssa Corso for the twentieth episode of the Optimize podcast. Alyssa is the SEO Manager at Nourish. She specializes in content SEO and helping healthcare companies increase their traffic and search visibility. In this episode, Alyssa and Nate discuss the intricacies of optimizing content structure, with an emphasis on outlines, headers, internal links, and structured data. Alyssa also shares her experience with Programmatic SEO, providing an overview of tips she’s learned for you to get a head start on your own content channels. A nod to the recent algorithm updates, Alyssa and Nate discuss how SEO professionals should adapt to a dynamic environment and modify KPIs as a result. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional’s Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Alyssa on LinkedIn & Nourish's Website

Join Nate Matherson as he sits down with Ronnie Higgins for the nineteenth episode of the Optimize podcast. Ronnie Higgins is the Director of Content at OpenPhone and has worked for brands like Eventbrite, Udemy, Hopin, and more. Ronnie uses his film and broadcast television background to craft multimedia content strategies that build strong brand affinity and fuel sustainable revenue growth for the companies he works for and advises. In this episode, Ronnie and Nate discuss the advantages of cross-functional content teams, the intricacies of setting KPIs for content channels and team members, and Ronnie’s unique approach to crafting the ‘perfect’ content that captivates audiences. Ronnie also shares his perspectives on the collaborative synergy between in-house teams and agencies and AI-generated’s role in shaping innovative content marketing and SEO strategies. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional’s Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Ronnie on LinkedIn & Twitter & Off The ClockWhat To Listen For:03:36 Ronnie’s background and journey to OpenPhone09:10 What does a content team look like, and how does it work?13:20 How do we set KPIs for a content team and a content channel?17:36 Is a content team cross-functional, and what are the benefits?19:35 What’s the best way to get started building a content channel?23:45 Ronnie’s thoughts on in-house teams working with agencies27:19 Ronnie’s process for crafting the “perfect” content30:17 AI-generated content as part of a content marketing and SEO strategy32:07 Lightning question round

Join Nate Matherson as he sits down with Meagan Morris for the eighteenth episode of the Optimize podcast. Meagan is the Director of Content and SEO for Leafwell. Meagan has worn many hats in the digital world, from Yahoo! and Metro US to Hearst Magazines and Hurrdat. This episode covers a variety of topics important to developing a content channel that is resilient to algorithm updates, establishing trust with your audience, and developing site authority organically. In this episode Meagan and Nate discuss Leafwell’s journey from 0 to over 2 Million visitors per year, dissecting the strategy, tips, and insights Meagan has learned over the last two years. Meagan also shares her process for creating content briefs that enable freelancers to deliver fantastic content every time. Rounding out the episode, Meagan and Nate get tactical with link-building campaigns utilizing link bait and PR. Closing out the episode is our popular lightning round of questions! For more information please visit www.positional.com, or email us at podcast@positional.com.Resources:Join Positional’s Private Beta Here: www.positional.comCheck in with Nate on LinkedIn & TwitterCheck in with Meagan on LinkedIn & Twitter & LeafWellWhat To Listen For:03:00 Meagan’s Background and Leafwell Intro08:57 Creating processes to manage publishing 60+ blogs per month10:45 How Meagan found and vetted freelancers14:36 How to internally track and coordinate a robust content creation strategy16:01 Crafting the perfect content brief: do’s and don'ts20:07 The importance of sourcing in a regulated industry22:05 Setting SEO KPIs and their evolution over a channel’s lifespan23:29 Tips for Optimizing CROs and CTAs26:21 Revisiting old content and the importance of updated publishing dates in SERPs30:47 Benefits of location-based pages and location-based SEO33:44 How to strategize after a positive algorithm update?35:02 Meagan shares tips for building backlinks with PR and Link Bait37:49 Is SEO becoming more competitive compared to the 2010s?39:44 Is SEO going to fundamentally change with Google’s SGE or other AI influences?41:20 Lightning question round