Optimize

Join Nate Matherson as he sits down with Nathan Gotch for the seventeenth episode of the Optimize podcast. Nathan is an SEO professional with over 10 years of experience, and the founder of the #1 SEO training program in the world, Gotch SEO Academy. He’s also the author of the forthcoming book, The SEO Entrepreneur, releasing October 2, 2023. In this episode Nathan and Nate venture into the world of local SEO, breaking down key concepts, technical SEO tips, and common pitfalls. Beginning with Nathan’s background, he speaks briefly on Gotch SEO Academy, revealing the frameworks and methods he uses within his own agency to enhance student learning. He also gives the Optimize audience a sneak preview of his upcoming book, The SEO Entrepreneur, where he outlines the steps you can start today to create your own high-performance SEO agency. Rounding out the episode, Nathan and Nate get tactical with creating link bait for building local SEO backlinks, how to overcome competition in SEO, and other valuable insights for SEO professionals and newbies alike. 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 Nathan Gotch on LinkedIn & Twitter & Youtube & WebsiteFind Nathan's Book, The SEO Entrepreneur, Free HereWhat To Listen For:03:07 Nathan’s background05:24 The origin of Gotch SEO Agency08:05 Starting Gotch SEO Academy10:52 What is the information and framework taught within the Academy?15:01 Who benefits from the information within the Academy?17:48 What should a great agency cost for National vs. Local SEO?19:21 Are smaller clients more likely to cause headaches?22:40 Special Preview: The SEO Entrepreneur (Nathan’s new book)25:51 What does fantastic content, and the content creation process, look like?30:15 Is local SEO incredibly easy? How competitive is SEO in 2023?33:45 Nathan breaks down The Local Pack SERP features and variables36:38 How to build backlinks as a local SEO?42:09 Lightning question round

Join Nate Matherson as he sits down with Ash Read for the sixteenth episode of the Optimize podcast. Ash has spent more than a decade building audiences for startups through content and SEO. He was previously head of content at Buffer and an early marketing hire Wayflyer. Now, he’s building a portfolio of niche media brands (including Living Cozy which was just acquired) and occasionally consulting to help businesses scale content and connect with customers. In this episode, Ash and Nate explore the world of affiliate channels, building and exiting niche websites, and creating a great user experience. Ash reveals the tactical tips he’s discovered through developing his niche sites into traffic magnets (with Living Cozy garnering 350k monthly page views!) Throughout the episode, Ash shares his opinions on the value of human vs. AI content, guest posts, and backlink 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 Ash on LinkedIn & Twitter & NineThreeSevenWhat To Listen For:02:15 Ash’s background04:24 Living Cozy’s journey from founding to exit09:14 What makes like a content site for sale ‘low quality’?10:57 Monetizing Living Cozy with affiliate partnerships15:53 What should you do after an algorithm update?20:31 Building Living Cozy’s content channel with freelancers and agencies22:34 Easy ways to implement Google’s E-E-A-T guidelines on your website25:34 What are good user experience (UX) metrics for a website?29:51 White Hat podcast, Grey Hat tactics31:54 Creating great UX and UI at Living Cozy34:07 Ash’s thoughts on Google's new SGE experience37:51 Does AI-generated content perform at scale? As a content creation strategy?39:46 Lightning question round

Camille Ricketts, operating partner at Emergence Capital, discusses her background from First Round Capital to Notion and the White House's US Digital Service. She shares strategies for user onboarding, tutorial content creation, and generating case studies. The podcast also dives into Notion's go-to-market approach and successful creator marketing campaigns.

Join Nate Matherson as he sits down with Rebekah Edwards Le for the fourteenth episode of the Optimize podcast. Rebekah is the co-founder and CEO of Clara, a boutique content and SEO agency focused on producing high-quality content for B2C brands in the health, wellness, lifestyle, and coaching industries. Rebekah has been in the content marketing space since 2014 and partnered with brands including Ask the Dentist, Ancient Nutrition/Dr. Axe, Surely Wines, PrimeHealth, and The Real Food Dietitians. In this episode, Rebekah and Nate discuss what it takes to create great content in 2023 and how to prepare for algorithm updates. The pair discuss optimizing content strategy for the Your Money, Your Life (YMYL) space, crafting perfect content outlines and briefs, and navigating the realm of AI-generated content. Rebekah also shares tips on finding and hiring great talent from an agency owner’s POV.  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 Rebekah on LinkedIn & TwitterWhat to Listen For:02:25 Rebekah’s background and starting Clara05:10 Clara’s core services07:08 What makes a fantastic piece of content in 2023?09:57 How to write perfect content outlines and content briefs13:02 How content strategy changes within the Your Money, Your Life (YMYL)17:51 Rebekah’s thoughts on AI-generated content21:34 How to find and hire SEO and content marketing professionals25:32 The importance of revisiting and optimizing your content29:25 How to prepare for algorithm updates34:54 Dr. Axe Case Study36:15 Lightning question round

Join Nate Matherson as he sits down with Nam Le for the thirteenth episode of the Optimize podcast. Nam is a a growth specialist with a specialization in SEO and Organic Growth, based in San Francisco California. He is currently the Senior Growth Manager leading SEO/Organic Growth and Website Strategy at Rippling, with previous experience at Wayfair and SnagAJob. In this episode, we navigated a wide range of content and SEO strategy topics for both B2B and B2C. Over the course of the episode Nam and Nate discuss unconventional SEO advice and how rapid product development impacts content strategy. Nam also shares his opinion on building an SEO and content team from scratch — revealing everything from screening candidates to setting effective KPIs. 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 Nam on LinkedInWhat to Listen For:02:14 Nam’s background at SnagAJob, Wayfair, and Rippling03:47 Nam’s Wayfair experience05:19 Unconventional SEO strategy advice07:42 B2C SEO vs. B2B SEO09:57 How Rippling strategizes SEO and content to influence the buyer journey11:14 Different types of B2B content you should be creating in 202315:14 Getting ahead of rapid product development from a content and SEO perspective17:36 How to set KPIs and goals for content and SEO teams23:24 In highly competitive verticals can building content and investing in SEO be successful in 2023?28:44 How do I hire a person for my SEO or content team and what skills should I look for?30:54 The importance of cross-functional teams for SEO and content marketing32:10 Rippling’s Content and SEO Team Composition33:02 Lightning question round

Join Nate Matherson as he sits down with Anja Simic for the twelfth episode of the Optimize podcast. Anja Simic is currently the Director of Content Marketing at Deel, the all-in-one HR platform for global teams. She’s also a passionate advocate for remote work and leveling the playing field for diverse talents worldwide. Anja walks us through the process of building an all-star global remote-first content and SEO team. Throughout the conversation, Anja and Nate discuss roles like SEO Managers, Content Ops, Writers, and more. Beyond team formation, Anja gets tactical with strategies and tips for creating multi-language content, leveraging location-based SEO, and creating workflows for remote teams. 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 Anja on LinkedIn & TwitterWhat to Listen For:02:09 Anja’s Background 05:49 How do you know when to invest in content?07:27 Building an SEO and content marketing team12:11 When to re-visit content and create content operations processes15:23 Creating call-to-actions (CTAs) for each stage in the funnel18:27 How increasing your content library impacts conversion rate for returning traffic20:10 What does it mean to build authority in 2023?22:48 Anja’s thoughts on AI and AI-generated content27:40 Breaking down the role of a SEO Content Manager 29:57 How to set KPIs and Goals for content and SEO teams33:36 Importance of cross-functional teams for SEO36:19 Anja’s strategy for Deel’s Location-based SEO and content marketing38:14 Anja’s tips for creating and managing multi-language content and SEO40:24 Lightning Question Round

Join Nate Matherson as he sits down with Alex Birkett for the eleventh episode of the Optimize podcast. Alex Birkett is a co-founder of Omniscient, an organic growth agency that builds content & SEO programs for ambitious B2B brands. Previously, he worked on growth and experimentation at Workato, HubSpot, and CXL. Our episode is a masterclass on conversion rate optimization, including best practices and tactical advice you can implement on your own. Throughout the conversation, Alex and Nate discuss creating high-performance CTAs, the testing process, and pre-qualifying your form fills so your pipeline remains your target audience. Rounding 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 Alex on LinkedIn & TwitterWhat to Listen For:02:37 Alex’s Background 05:19 What is Conversion Rate Optimization (CRO)?07:26 CRO: Goal setting and KPIs10:43 Creating high-performing call-to-actions (CTAs)16:43 Tactical Example: 60 days to improve CRO24:07 How to: Identifying high-intent keywords33:56 When to prioritize CRO36:35 Does AdWords impact keyword rankings?38:59 From traffic to prospect: how to pre-qualify your pipeline40:54 Lightning Question Round

Join Nate Matherson as he sits down with Jimmy Daly for the tenth episode of the Optimize podcast. Jimmy is the CEO of Superpath, the largest community for content marketers. He’s a longtime B2B content marketer and previously worked at Vero, QuickBooks, and Animalz. Our episode tonight gets a behind-the-scenes look at Superpath’s journey, including what’s next for the most popular communities in the content marketing space. In this episode, Jimmy and Nate talk about the benefits of, and structure required, to develop a proper content strategy and provide tactical advice for what to expect when building out your own content channels. To close out the episode Jimmy reveals his thoughts on how to optimize content for specific funnel stages to help drive conversions and support customer success teams. For more information please visit www.positional.com, or email us at podcast@positional.com.

Join Nate Matherson as he sits down with Karl Hughes for the ninth episode of the Optimize podcast. Karl is the founder of Draft.dev, a marketing agency specializing in creating high-quality technical content for developer tools companies. This episode dives deep into the content creation process, providing listeners with a road map of the entire process from timelines and outlines to talent sourcing and content optimization. In this episode, Karl and Nate share insights on the relationship between video and blog content, the significance of content promotion, and providing sources within your content. 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 Karl on LinkedIn & TwitterWhat to Listen For:02:36 Karl’s Background07:08 What does it mean to create fantastic content09:01 Roadmapping the content creation process12:29 Content creation timeline14:36 Outlining content: How long should it take?15:15 How to find freelancers19:29 How to screen freelancers before hiring22:06 The importance of sourcing24:45 Karl’s thoughts on AI content31:37 Content promotion35:34 The importance of content optimization39:36 Exploring the relationship between video and blog content45:36 Lightning Question Round

Join Nate Matherson as he sits down with Nemanja Mirkovic for the eighth episode of the Optimize podcast. Nemanja is an advisor and investor in online businesses and a co-founder of Sleep Advisor, which grew to 12M users/year (now acquired). This episode covers SleepAdvisor’s journey from 0 to 12M visitors per year, and includes Nemanja’s reflections on lessons learned from his journey. In this episode, we go in-depth on a number of topics including the steps to go 0 to 1, building backlinks, establishing a brand, topical authority, and more. 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 Nemanja on LinkedIn or by email hi@nemanja.com What to Listen For:02:39 Namanja’s Background03:19 Why ‘sleep’: SleepAdvisor’s origin story05:00 Growing SleepAdvisor from zero to 12M visitors per year08:02 How much content did SleepAdvisor create?09:33 SleepAdvisor’s link-building campaign14:17 Domain rating vs. link relevance16:07 Namanja reflects on missteps & lessons learned18:58 Life after SleepAdvisor20:28 How to: create an authority website in 202325:29 How to: successfully drive traffic from channels outside organic search28:09 Namanja’s thoughts on AI content30:54 Do experts matter when writing content? Should we use them?33:14 Lightning Question Round