Content and Conversation: SEO Tips from Siege Media: Recent Episodes
Siege Media
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.
Josh Blyskal, Special Projects at Profound, returns to the show for a data-rich, in-person conversation with Ross Hudgens about what's actually true in AI search right now, and what's just noise.
Josh makes the case that the industry's obsession with tracking frequency is mostly a distraction (running a prompt 10x a day vs. once barely moves your visibility score) and that the real hard problem is still attribution. He walks through a new model some advanced teams are using, treating agent attention as a proxy for human attention and heavily discounting citations into "clicks,” and shares why ChatGPT referral traffic is up 60% since mid-March, especially for CPG.
From there they get into why GEO is fundamentally a relationship business (the Reddit–Google negotiations, why Claude cites Reddit almost never, and the walled-garden problem), what actually separates slop from signal, and why listicles still do the "caloric work" of teaching a model an industry.
Show Notes0:00 How often should you track Prompts?
08:14 The new attribution model
14:05 GEO as a relationship business
20:05 What separates slop from signal
26:43 Product pages, versus queries and battle cards
30:21 ChatGPT vs. Claude
34:12 Future-proofing your stack
40:55 Video, social and the language arbitrage
49:18 Imitation vs. creation & where GEO is headed
Show Links Josh’s website * Josh on LinkedIn * Preorder "Generative Engine Optimization: The Definitive Guide to AI SEO" by Ross Hudgens * Subscribe for weekly episodes * Listen on Apple * Listen on Spotify * Follow Ross on X * Follow Siege Media on X * Email Ross*
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
Ross Hudgens sits down with JH Scherck, founder of Growth Plays, for a refreshingly contrarian take on AI content. JH argues that with the right context and execution, AI already gets you 85–90% of the way to a strong B2B article, and that the real skill in 2026 is being the person who can take a B+ draft to an A+.
Along the way he flips the industry's favorite critique on its head: was SEO content ever good? He makes the case that the bar was always low, and that it took removing humans from the equation for anyone to start caring about sentence construction and quality at all.
Ross and JH also dig into where AI content genuinely works (dev tools, technical docs, location pages) versus where it falls flat, the telltale "it's 3 a.m. and your microservices are failing" intro pattern, why plugging more data sources into your workflow isn't differentiation, whether people will stop browsing websites and just chat with them, the perils nobody's discussing, how your product's history follows you around in LLMs, and why AI turns C players into more prolific C players rather than A players.
Show Notes0:00 Getting 85% There: Where AI Already Beats Most Writers
4:45 The AI Doer vs. the AI Reviewer
8:48 "Was SEO Content Ever Good?" Rethinking the Slop Debate
12:24 What Actually Differentiates Content Now
16:13 Will People Stop Browsing and Just Chat With Your Site?
21:45 The Perilous Side of AI Content Nobody's Discussing
33:07 Maintenance Mode & Why Your History Follows You in LLMs
39:29 Educating Executives & Avoiding the "Slop Cannon"
48:12 Traffic Recovery, Brand Problems & Qualifying Clients Out
53:34 The Truth About ChatGPT Leads & Aggregate Citation Data
Show Links Visit Growth Plays * Follow JH on LinkedIn * Preorder "Generative Engine Optimization: The Definitive Guide to AI SEO" by Ross Hudgens * Subscribe for weekly episodes * Listen on Apple * Listen on Spotify * Follow Ross on X * Follow Siege Media on X * Email Ross*
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
Ross Hudgens sits down with Aja Frost, Sr. Director of Global Growth & Paid at HubSpot, to open up the playbook behind one of the most advanced GEO/AEO programs in SaaS.
Aja shares how HubSpot has been investing in answer engine optimization since early 2023 and how the company turned a very public blog traffic decline into a "Phoenix from the ashes" story, becoming the single most visible CRM in LLMs.
They get tactical on writing for the bot (her "B2B2C" framing and "tofu with a twist" content strategy), why visibility beats citation share as a KPI, how HubSpot tracks prompts down to the feature level, and why audience size barely predicts who gets cited.
Aja also breaks down HubSpot's creator and affiliate strategy, the durable (and not-so-durable) ways to earn off-site mentions, a deep dive on doing Reddit authentically, and how she reorganized her 65-person team around products instead of web properties.
Show Notes
0:00 – HubSpot's GEO playbook
2:21 – Why AI evaluation predicts purchase intent
03:48 – Becoming the top CRM in LLMs
06:31 – Writing for the bots
11:07 – How HubSpot tracks its prompts
18:16 – Audience size doesn't predict citations
25:15 – Affiliates and valuing a citation
37:30 – The Reddit deep dive
49:27 – Inside HubSpot's reorg
Show Links
Aja on LinkedIn: https://www.linkedin.com/in/ajafrost/
Aja’s website: https://ajafrost.com/
Aja on The HubSpot Marketing blog: https://blog.hubspot.com/marketing/author/aja-frost
AEO Sensor: https://www.hubspot.com/aeo-sensor
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
Ross Hudgens sits down with Tom Critchlow, founder of AI Search Leaders (the evolution of his SEO MBA community), for a candid conversation about what GEO actually is in 2026 and why nobody has fully cracked it yet.
Tom makes the case that AI search measurement looks far more like brand measurement than classic SEO: less about prompt monitoring and keyword ranking, more about share of model, awareness, and how LLMs describe you (not just whether they cite you).
Along the way they dig into the "yes" stance SEOs need to take with executives, why brand, PR, and product teams, not SEO teams, tend to own the outcomes that move GEO, the real career risk facing SEOs, technical SEO in the age of model distillation, NavBoost and clicks as a trust signal, and the personalized, push-not-pull future of search.
Show Notes
0:00 – Why SEOs can't afford to be defensive
2:35 – How do you measure GEO?
6:24 – Measuring GEO like a brand
15:04 – Who really owns GEO?
23:26 – Technical SEO in the AI age
30:36 – Stop chasing tactics
37:09 – Selling GEO amid uncertainty
41:21 – NavBoost, clicks as trust
51:39 – Personalization, privacy and the future of search
Show Links
AI Search Leaders: https://www.searchleaders.ai/
Your Inbox Might be the Next AI Search Signal: https://ipullrank.com/google-personal-intelligence-experiment
Why Every AI Search Platform Is Now Agentic and What That Means for Your Content: https://ipullrank.com/agentic-rag
Subscribe for weekly episodes: https://bit.ly/3dBM61f
Listen on Apple: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM
Follow Ross on X: https://twitter.com/rosshudgens
Follow Siege Media on X: https://twitter.com/siegemedia
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
Ross Hudgens sits down with Eli Schwartz, author of Product-Led SEO and former VP of SEO at SurveyMonkey, for a wide-ranging conversation on the real state of SEO in 2026.
They break down Google's new AI search guidance (spoiler: it's basically just SEO), why there's a massive mismatch between what companies want from SEO teams and what they're getting, and why Eli thinks the SEO career path is broken but the demand for real SEO has never been higher.
They also get into which industries are best positioned for the LLM era, why technical SEO is actually becoming more valuable, and why Eli thinks SEOs should start thinking of themselves as product managers.
Chapter Markers
00:00:10 – Google's new AI search guidance
00:07:26 – Manipulation isn’t a strategy
00:12:22 – The SEO career mismatch
00:17:50 – Why SEO teams can't show their value
00:25:26 – New entrants and dying conferences
00:36:17 – The skills SEOs need now
00:43:35 – Why the best SEOs build things
00:57:45 – Which industries win in the LLM era
Show Links
Google’s GEO advice: https://developers.google.com/search/docs/fundamentals/ai-optimization-guide
Eli on LinkedIn: https://www.linkedin.com/in/schwartze/
Subscribe for weekly episodes: https://bit.ly/3dBM61f
Listen on Apple: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM
Follow Ross on X: https://twitter.com/rosshudgens
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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
Ross Hudgens welcomes Lily Ray, VP of SEO Strategy & Research at Amsive — this time in person — for a wide-ranging conversation on what's actually working (and what's getting patched) in AI search right now.
They dig into the rise and likely fall of self-promotional listicles and comparison pages, the new wave of GEO manipulation tactics already being flagged as spam by Google and Microsoft, and how to build visibility that's genuinely algorithm-proof.
Lily also shares how her team is using AI day-to-day, what the technical GEO checklist looks like in 2026, and why she's still betting on Google winning the AI search race long-term.
Show Notes:
00:00:11 – Lily's new consulting practice at Algorithmic
00:02:11 – The rise and fall of self-promotional listicles
00:08:11 – Comparison pages and alternative posts
00:12:38 – Authentic authority vs. paid influence
00:15:42 – GEO exploits Google & Microsoft flag as spam
00:27:23 – Using AI day-to-day
00:30:46 – The GEO technical checklist
00:36:27 – Predicting the Next 12 Months
Show Links:
Find Lily at Amsive: https://www.amsive.com/insights/author/lily-ray/
Follow Lily on LinkedIn: https://www.linkedin.com/in/lily-ray-44755615/
Follow Lily on X: https://x.com/lilyraynyc
Lily’s Substack: https://lilyraynyc.substack.com/
Subscribe for weekly episodes: https://bit.ly/3dBM61f
Listen on Apple: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM
Follow Ross on X: https://twitter.com/rosshudgens
Follow Siege Media on X: https://twitter.com/siegemedia
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
Noah Greenberg, CEO of Stacker, joins Ross to break down how his platform distributes brand content as earned media across thousands of news publishers and why it's becoming a core part of modern SEO, digital PR, and GEO strategy.
They dig into the nuances of doing syndication the right way, from canonical tags and editorial standards to why Stacker's network of 3,000+ publishers makes it a fundamentally different play than old-school link building. Noah also explains how the rise of GEO is reshaping the value of syndication, as brands discover that republishing content across hundreds of news outlets dramatically increases the surface area for LLM citations.
Ross and Noah close out with a practical breakdown of what content actually performs on the newswire: proprietary data stories only your brand can tell, public data localized by geography, and well-timed "news you can use" tied to seasonal events. If you're a brand, agency, or SEO thinking about content distribution, this one is worth your full attention.
Show Notes:
0:00 What Is Stacker? Distribution, Earned Media & How It Works
01:20 How Stacker Solved the Chicken-and-Egg Problem with Publishers
08:23 Google's Syndication Warning & Why Stacker Plays It White Hat
13:11 The Real SEO & GEO Value of Content Syndication
17:04 Who Is Stacker Actually a Good Fit For? (B2B vs. B2C)
22:39 Local Content, Localization at Scale & Why It Outperforms
27:17 How Stacker Scales Across 3,000 Publishers Without Oversaturating
35:35 3 Types of Content That Consistently Win on the Newswire
Show Links:
Follow Noah on LinkedIn: https://www.linkedin.com/in/noahg/
Stacker: https://stacker.com/
Follow Ross on X: https://x.com/RossHudgens:
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
In this episode of Content and Conversation, Ross Hudgens sits down with Devin Bramhall to unpack what’s broken in modern B2B marketing and what actually works when metrics get messy and attribution falls apart.
They talk through Devin’s experience writing B2B Content Marketing Strategy, why “media-first” is now table stakes, and how community is often misunderstood, mis-scoped, or forced into the wrong formats. Devin shares real examples from her work at Help Scout and beyond, showing how strong communities are built by paying attention to people, not playbooks.
Show Notes:
00:00 – Intro/Marketing can’t be measured with numbers alone
05:30 – Writing a book when you already know the answer
10:20 – Media-first content marketing explained
15:00 – What community actually means (and what it doesn’t)
20:30 – Real-world community examples that worked
28:30 – Outcomes vs activities in marketing reporting
35:00 – Telling a story your CEO will understand
44:30 – When community is the wrong strategy
Show Links:
- B2B Content Marketing Strategy Book by Devin Bramhall
- Follow Ross on X: https://x.com/RossHudgens
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
Bernard Huang returns to break down GEO (Generative Engine Optimization) and the big question: is GEO actually different from SEO, or just SEO evolving?
We talk about how AI Mode/AI Overviews are changing search behavior, why top-funnel traffic is getting squeezed, and what “good SEO is good GEO” really means in practice.
Show Notes:
00:00 – Welcome back & why GEO is everywhere
03:05 – Is GEO actually different from SEO?
07:10 – How AI agents think vs keyword-based SEO
12:45 – The traffic apocalypse & AI Mode becoming default
18:00 – Mentions vs backlinks in an LLM world
24:30 – What people are getting wrong about GEO
30:45 – Measuring success: impressions, citations & brand search
42:55 – The “long, long tail” and the future of content strategy
Show Links:
Follow Bernard on LinkedIn: https://www.linkedin.com/in/bernardjhuang/
Visit Clearscope: https://www.clearscope.io/
Follow Ross on X: https://x.com/RossHudgens
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
Ross welcomes Gaetano DiNardi, growth advisor and B2B SaaS strategist, to unpack the brutal questions CEOs are suddenly firing at their SEO teams in the AI era: traffic is flat or down, attribution is messy, LLM dashboards look scary, and everyone wants to know if SEO is still “working.”
They dig into why traffic is no longer the primary health metric, how AI Overviews and LLMs are breaking the old “rank → CTR → traffic → leads → revenue” equation, and why CMOs should obsess less over sessions and more over demo requests, pipeline, deal size, and overall organic channel performance.
Gaetano shares how he’s reframing SEO for mid-market B2B SaaS: shifting from decaying top-of-funnel content to bottom-of-funnel “money pages,” optimizing for LLM citations and “money prompts,” and using concepts like “crash-the-party” comparison pages to win high-intent demand across both Google and AI platforms.
They also break down why LLM prompt tracking is the new rank tracking (with all the same pitfalls), how AI platform traffic actually converts compared to Google, what “dark funnel SEO” looks like in practice, and why Gaetano thinks classic TOFU SEO might effectively go to zero while brand, data studies, and opinionated thought leadership pick up the slack.
Show Notes
0:08 – Gaetano returns & why last year’s SEO playbook no longer works
1:17 – CEOs’ top question: “Traffic is down… is SEO still working?”
2:17 – Why B2B SaaS is feeling the decline hardest
3:16 – The old rank → CTR → traffic → revenue model is broken
5:46 – Top-of-funnel content is collapsing (and why TOFU is “dead-ish”)
6:13 – The shift to bottom-funnel: BOFU keywords, low volume, high intent
7:11 – Flat traffic + rising revenue: the new SEO success story
8:01 – What LLMs cite: comparisons, “best X” lists, crash-the-party pages
8:38 – Crash-the-party SEO explained in 15 seconds
13:21 – LLM prompt dashboards are misleading your executives
15:53 – Branded vs. non-branded LLM prompts: why you MUST separate them
18:06 – Build a tight list of “money prompts,” not 500 random ones
20:06 – Why AI platforms show higher conversion rates than Google
22:10 – Dark-funnel behavior: LLM → Google → homepage → convert 24:08 – Google leads have FAR larger deal sizes than AI leads
27:35 – SEO attribution is officially “cooked” in the AI era
29:27 – Traffic flat, pipeline up 3×: examples from real clients
31:25 – Use top-10 stability to prove AI Overviews stole your clicks
34:47 – Search is becoming BOFU-first — what that means
35:34 – LLM citations as the new leading indicator for SEO
39:00 – Exploding topics = more LLM citations due to low consensus
41:22 – Engagement validates information gain (why POV content wins)
47:20 – What happens to TOFU SEO? (Short answer: it shrinks massively) 48:49 – Why TOFU may survive only for authority, clustering, and links
Gaetano on LinkedIn: https://www.linkedin.com/in/officialg/
Tough Questions CEOs Are Asking About AI SEO: https://docs.google.com/document/d/1T_IQXUCXBQtFcLekVFwqv23y8ViuRFJKBIRtn4wcImQ/edit?usp=sharing
Does traffic from AI platforms convert “better” than Google search traffic?: https://marketingadvice.substack.com/p/869517ce-4629-429f-addd-518d9342cdff
CMOs are frantically asking “what’s our Reddit strategy?: https://marketingadvice.substack.com/p/cmos-are-frantically-asking-whats
LLM prompt tracking is the new rank tracking: https://www.linkedin.com/posts/officialg_llm-prompt-monitoring-is-quickly-becoming-activity-737 7069814458097664-KLyi/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAj OemoBsmGgXOOcFpcwGVG1B7IlDCvf8io
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
Ross sits down with Josh Spilker, Content Marketing & SEO Lead at AirOps, to unpack the rise of the content engineer — what it means, why it matters, and how it’s reshaping SEO and content operations.They dive into Ryan Law’s critique, hybrid-AI workflows, org-chart ownership, automation opportunities, and why Josh believes AI doesn’t kill content — it rewires strategy.Plus: the “context librarian” concept, content refresh automation, spotting slipping queries, using multiple models together, and avoiding low-quality AI traps.Show Notes:0:08 – What is a “content engineer” and why the role is emerging1:17 – How content engineering evolved from early UX concepts2:13 – Who fits best in this role: writers, SEOs, or automation pros?3:39 – Ryan Law’s critique: “I wouldn’t hire a content engineer”4:51 – Internal linking as a powerful semi-automated workflow5:56 – From manual outlines to AI-assisted research and briefs6:48 – Balancing AI workflows and human-led quality control7:24 – Why “Director of Automation” might better describe the role8:35 – Who should lead content automation inside organizations9:15 – AI text generation vs. hybrid workflows: what’s really working10:38 – The limits of pure AI content and why oversight matters11:19 – How AirOps customers use hybrid models for scale12:01 – Using multiple models (ChatGPT, Claude, Perplexity) together13:02 – The “7% of AI pages” debate and Patrick Stox’s counter-data14:19 – How editorial standards and compliance shape AI adoption15:23 – “AI doesn’t kill content — it rewires strategy”16:15 – Refresh workflows: detecting pages and queries that slip17:18 – Where content engineers fit in the org chart today18:16 – The rise of the “context librarian” for brand knowledge bases19:19 – Combining brand governance with AI-driven workflows20:21 – How automation can unify voice and style across teams21:32 – Why AI helps close the creative gap faster, not replace writers22:29 – Teaching non-engineers to think like product builders23:19 – Breaking down creative processes into repeatable systems24:07 – Turning everyday editorial routines into structured workflows25:08 – Automating meeting summaries and reporting emails26:12 – Using AI to surface key quotes and podcast clip highlights27:17 – “Transformation content”: repurposing, summarizing, clipping28:13 – AirOps’ content strategy: optimization, refresh, iteration29:04 – Refresh workflows tied to GSC data and ranking drops30:33 – Risks of shallow “freshness updates” and engagement metrics31:47 – How informed SEOs make the best use of AirOps workflows32:07 – Why fundamentals matter before scaling with AI tools33:02 – Barry Bonds analogy: AI only helps pros with solid foundations34:15 – Automating backlink outreach with contextual relevance35:34 – Why personalization still wins over high-volume outreach36:17 – The balance between automation and editorial craft37:11 – Where to find Josh’s webinars, reports, and AirOps resourcesJosh Spilker on LinkedIn: https://www.linkedin.com/in/joshspilkerAirOps: https://www.airops.comAirOps Webinars: https://www.airops.com/categories/eventsAhrefs Post (Ryan Law): https://ahrefs.com/blog/i-wouldnt-hire-a-content-engineerPatrick Stox Response: https://www.linkedin.com/posts/patrickstox_im-sure-youre-all-seeing-the-study-saying-activity-7385017156213788672-5srr Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Caroline Gilbert — Director of Content & Editorial at Angi — joins Ross Hudgens to explore how one of the largest home-services brands is using AI to scale, transform, and optimize content operations.They discuss how Caroline’s team doubled Angi’s content library to 12,000+ articles, how AI helps maintain top-funnel visibility amid shifting search behaviors, and the nuanced balance between human expertise and generative automation.Caroline breaks down the three pillars of Angi’s AI framework — generation, transformation, and operations — and how they’ve automated everything from brief creation to CMS ingestion while keeping a strong editorial voice.Plus: lessons learned from early AI missteps, real examples of disclosure testing, and how AI is reshaping both content creation and search behavior itself.Show Notes0:08 – From cost guides to “everything home”: expanding Angi’s library1:00 – Moving up-funnel: education, troubleshooting, light DIY, and when to hire2:14 – Top-funnel ROI drops as AI overviews change search behavior2:56 – Why Angi adopts gen-AI: maintain helpful content without heavy human lift3:27 – Staying visible where intent is early but brand value matters4:45 – Content becomes commodity: deciding where humans add unique value5:55 – Evergreen “how-to” steps vs. human nuance (risks, gotchas, pro POV)7:18 – How AI is used: full refreshes, component injections, data-driven sizing9:01 – The real trade-off: human time vs. technology time9:26 – Scale context: 5k → 12k pages (growth mostly human-led)9:41 – Three pillars: generation, transformation, operations10:38 – Ops wins: briefs, automated edits/QA, CMS ingestion, minutes → hours12:21 – Designers focus on UX polish when ingestion is 98% done12:58 – Where AI struggled: risky DIY (HVAC/roofing), brand POV, nuance15:02 – Licensing content is messy (state/county rules): tighter human review17:19 – Design: generate/transform/streamline + “vibe coding” prototypes20:18 – Pilot first: small cohorts, guardrails, measure engagement/conversions21:22 – Disclosure tests: placement/tone matter; users split ~50/50 on trust25:53 – “Tools, time, or talent”: when to push pro hire messaging27:39 – Differentiators: pro interviews + Angi’s original homeowner cost data28:07 – AI helps editors analyze like analysts; humans shape the story29:19 – Looking ahead: AI shifting search from answers to utilities/experiencesShow LinksCaroline Gilbert on LinkedIn: https://www.linkedin.com/in/caroline-gilbert-41463518/Angi: https://www.angi.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Matt Bowers — SEO and LLM consultant, formerly of Zapier and Zillow — joins Ross Hudgens for a deep dive into how AI is transforming programmatic SEO.They explore what’s working and what’s not for large-scale, AI-assisted content strategies — from full-AI “use-case” pages to hybrid human workflows. Matt breaks down examples of successful AI programmatic sites, the pitfalls of duplicate content, and the emerging “information gain” paradigm shaping rankings post-2024.They also discuss the limits of AI in UX-driven verticals, personalization opportunities, long-tail visibility in LLMs like ChatGPT, and how data-driven scaling can still give human SEOs a competitive edge.Plus: the rise and fall of Greg.app, the future of personalization, Zillow’s “Project Boggle,” and practical tools like Builder.io, Strapi, and AirOps that power modern programmatic builds.Show Notes0:08 – Matt returns for round two: programmatic SEO meets AI1:00 – Are “pure AI” sites actually winning? What’s working and what’s not2:06 – Inside a million-visit-per-month AI programmatic play3:15 – Structuring AI content around real use cases, not blog posts4:22 – Why old GPT-3.5 copy can still rank — and the “don’t mess with success” mantra5:03 – Dwell time as a differentiator: the “product as content” advantage6:13 – How AI copy helps with indexing and duplicate-content differentiation7:17 – Why Google probably isn’t detecting AI directly and what it does instead8:11 – The “high-DR arbitrage” era of AI content — and why it’s fading10:11 – Why most public AI case studies stay anonymous11:16 – Case study: Greg.app — AI-generated plant care pages done right12:03 – How prompt engineering + UX elevate AI content13:13 – Prompting each paragraph individually vs. one giant prompt15:21 – Two winning models: product-driven and UX-driven AI programmatic16:15 – Why blog-style AI content still struggles and the “pizza” metaphor20:05 – Greg.app’s traffic drop: lessons from a 75% decline22:21 – AI’s scalability advantage — and its ROI trade-offs25:24 – Zillow’s data advantage: proprietary enrichment and GIS precision26:16 – When AI enables pages that “shouldn’t exist” by human economics27:21 – Scaling what can’t be scaled: the real AI unlock28:16 – Competing in local long-tail SERPs with AI vs. humans28:31 – Traits of losing players: low information gain, weak differentiation29:20 – Why “information gain” may be the new ranking factor30:06 – Proprietary data as the ultimate SEO differentiator31:00 – How real estate UX converged — and why speed and personalization win33:00 – When non-AI programmatic still wins: data-only, high-usability pages35:07 – Where AI doesn’t belong: when usability is more important than copy35:37 – Personalization and the future of AI-driven recommendations37:07 – The Perplexity vision: a world run by AI agents and voice search39:06 – What AI agents mean for SEO and monetization40:38 – Long-tail demand from LLMs and how Zapier used programmatic pages42:29 – How LLMs discover your use cases and why it matters43:20 – Using internal data to fuel new programmatic ideas Project Boggle46:09 – Generating new landing pages from user search inputs47:52 – Internal search data as a goldmine for programmatic expansion48:30 – Tools of the trade: AirOps, Builder.io, Strapi, and hybrid stacks49:43 – Why programmatic SEO still needs human PMs and engineers50:08 – Where to find Matt onlineShow LinksMatt Bowers on LinkedIn: https://www.linkedin.com/in/mpbow/Matt’s Website: https://mattb.rs/Greg.app AI plant care example: https://greg.app/plant-care/monsteraStrapi CMS: https://strapi.io/AirOps: https://www.airops.com/Builder.io: https://www.builder.io/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Nick LeRoy, Enterprise SEO Consultant and author of SEO For Lunch, joins Ross Hudgens to debate a hot topic in SEO right now — the rise of “Best X” listicles and the emergence of what Nick calls LLM PBNs.They unpack the ethics, brand risk, and strategic value of publishing your own “best” lists to capture AI-era visibility and how tactics once considered gray hat are being re-examined in the age of ChatGPT and AI Overviews.If you’ve ever wondered whether to publish your own “Best X” article (or what happens when you do), this episode dives deep into the data, the risk, and the real takeaways for modern SEO strategy.Plus: brand perception vs. performance marketing, AI training data, the ethics of self-ranking, and why most “shortcuts” aren’t worth it in 2025.Show Notes0:08 – Why Nick wrote his post on LLM PBNs and “Best X” articles1:00 – Defining the three types of listicles: self-hosted, third-party, and PBNs3:23 – Why AI and search are blurring ethical lines for content manipulation5:00 – The real risk: brand perception and user trust over rankings8:01 – Do “Best X” articles actually drive qualified leads?10:09 – Why these listicles still work tactically in B2B SEO12:12 – How to do it right: objectivity, transparency, and editorial value14:01 – The importance of segmenting by use case (“best for enterprise,” etc.)16:15 – Outbound links, nofollow abuse, and why honesty still wins17:36 – When to avoid listicles entirely (and why product quality matters most)20:24 – LLM PBNs vs. traditional PBNs — and why they’re not worth it23:22 – Affiliate influence and how AI learns from “best of” lists25:33 – Why bad products can’t rank long term (no matter the tactics)27:26 – Testing ethically: what Nick learned from black-hat experiments30:48 – The SMB risk: how FOMO and “easy buttons” hurt small businesses33:19 – Better investments for local brands than AI visibility schemes35:20 – Why starting from scratch is tougher than ever in SEO37:07 – The future of niche review sites like Zyppy and why they matter38:30 – Final takeaway: research deeply and focus on long-term trustShow LinksNick LeRoy on LinkedIn: [https://www.linkedin.com/in/nickleroy/]SEO For Lunch Newsletter: [https://www.seoforlunch.com/]Nick’s post on LLM PBNs: [https://www.seoforlunch.com/p/llm-pbns]Zyppy (by Cyrus Shepard): [https://zyppy.com/]Siege Media Enterprise SEO Consulting: [https://www.siegemedia.com/strategy/enterprise-seo-consultants]Siege Media Best Fintech Marketing Agencies: [https://www.siegemedia.com/strategy/best-fintech-marketing-agencies]Mentimeter Kahoot Alternatives Example: [https://www.mentimeter.com/blog/education/kahoot-alternatives] Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Shannon Minkel, Senior Director of Product SEO at Siege Media, joins Ross Hudgens to unpack one of the biggest questions in search right now: did Google just kill rank tracking beyond page two?They explore what this shift means for SEOs—whether it’s a sign to finally focus on input metrics, how declining referral traffic from ChatGPT impacts strategy, and what Similarweb and Siege Media’s own research reveal about changing engagement rates.From GA4 benchmarks to the future of AI search, this episode breaks down the data, the rumors, and the real-world implications for anyone navigating SEO in 2025.Plus: input metrics, lagging indicators, Similarweb’s ChatGPT data, and why Google’s rumored “AI mode” rollout could redefine how we measure success.0:08 – Why Google’s rank tracking changes matter now1:14 – Is rank tracking beyond page two dead?2:36 – The rise of input metrics and controllable KPIs4:09 – ChatGPT referral traffic declines across Siege, Ahrefs & Profound6:12 – Similarweb’s data on ChatGPT usage growth vs. declining engagement8:04 – What lagging indicators like ChatGPT quality mean for SEOs9:28 – Interpreting GA4 engagement rates and site health signals11:05 – Google’s rumored AI mode rollout (and roll-back)13:17 – The future of attribution in a generative search world15:21 – How SEOs should adapt reporting for execs in 202517:43 – Why input metrics may replace old rank-tracking habits20:05 – What Shannon is watching most closely in AI searchShannon Minkel on LinkedIn: https://www.linkedin.com/in/shannonminkelGA4 engagement rates → https://www.siegemedia.com/research/ga4-engagement-rates ChatGPT referral traffic study → https://www.siegemedia.com/strategy/chatgpt-referral-traffic-dataSEJ: https://searchengineland.com/google-search-rank-and-position-tracking-is-a-mess-right-now-461984Similarweb on ChatGPT growth: https://x.com/Similarweb/status/1965726707832528974SEMrush: https://www.semrush.com/blog/google-usage-after-chatgpt-adoption/ChatGPT vs. Google study: https://chatgpt-vs-google.com/Input Metrics for SEO newsletter: https://newsletter.seomba.com/p/input-metrics-for-seo Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Zach Chahalis, VP of SEO at Apartments.com, joins Ross Hudgens for a deep dive into the high-stakes world of real estate SEO—where listings change daily, pages balloon into the hundreds of thousands, and competition is cutthroat across every SERP.They explore how Zach’s team manages SEO at scale, including 75+ site migrations, advanced internal linking via entity modeling, and custom AI agents built to streamline content operations. From avoiding redirect chains to handling rental “orphan pages,” this episode is packed with hard-earned lessons for SEOs working at enterprise scale.Plus: duplicate content, the future of AI search in real estate, and why your site should never go through a migration before Black Friday.Show Notes0:08 – Zach’s role at Apartments.com and SEO in high-competition markets1:00 – Biggest pitfalls in site migrations: communication and redirect logic2:00 – Why bad redirect chains are like sending mail to your old address3:39 – What to expect from traffic drops post-migration5:06 – The difference between redesigns, CMS moves, and full migrations7:42 – How entity linking models boost internal linking and relevance9:55 – The user and SEO value of cross-linking neighborhood/location pages11:51 – How Zach’s team measures and improves internal page authority13:17 – Their in-house SEO testing program and what they’ve learned15:01 – When they ignore positive SEO test results to preserve UX16:41 – Managing orphaned rental pages and lifecycle SEO logic19:05 – What they show users when listings go offline21:24 – When to 404 vs. redirect in real estate or e-commerce23:37 – Competing in a duplicate content world: data + experience wins25:56 – Using proprietary data (e.g., 3D tours) to differentiate listings27:28 – Real estate’s slower exposure to AI Overviews28:19 – AI as productivity booster: writing, research, and landlord tools30:46 – How internal teams use AI to speed up editorial content creation33:50 – Why real estate is less impacted by AI than other verticals35:59 – Indexing the long tail: 250K+ neighborhoods, 40K city pages37:55 – Agentic workflows: surfacing internal data to speed up content40:58 – How AI flags Fair Housing violations before content goes live42:48 – Building secure, proprietary pipelines for real estate data44:03 – Where to find Zach onlineShow LinksZach Chahalis on LinkedIn: https://www.linkedin.com/in/zacharychahalisZach’s website: https://www.zacharychahalis.comHyperlocal Content from a National Lens deck: https://speakerdeck.com/zjchahalis/hyperlocal-content-from-a-national-lensApartments.com: https://www.apartments.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Tom Critchlow, EVP of Audience Growth at Raptive, joins Ross for a deep dive into how input metrics can transform SEO strategy—especially in an era of declining visibility and messy attribution from AI search engines.They explore how input metrics improve executive reporting, unlock budget, and build cross-functional alignment by shifting focus from vanity outcomes to controllable, operational activities. Tom shares insights from his time at Raptive, lessons from Amazon’s internal frameworks, and practical tips for teams to track quality, not just quantity. If you're navigating SEO in 2025, this episode is your playbook.Plus: scorecards, dashboards, quality benchmarks, and how input metrics can shape strategic storytelling at every level of an org.Show Notes0:08 – Why “getting SEO done” starts with business communication1:14 – Executive buy-in and the underrated power of input metrics2:06 – What are controllable input metrics? Lessons from Amazon3:24 – Why output-only reporting drives blind decision-making5:06 – Building reports that pair input + output for alignment7:01 – Input metrics: weekly/monthly rhythm vs quarterly output9:15 – Goal-setting tension: input vs output metrics for teams11:24 – Why SEOs need to “make their work legible” to leadership12:30 – Input metrics as a path to getting more SEO budget14:20 – The missing business case for many SEO initiatives15:33 – Raptive case study: measuring behavior change over clicks18:02 – Building input metrics from scratch: the 9-month reality19:51 – Amazon’s evolving metrics: controllability over time21:26 – Mapping input metrics to what actually drives success22:33 – The danger of metric sprawl—and how to refocus23:59 – Why some SEO work becomes “invisible” without input metrics25:13 – Three metrics per person: a practical ceiling26:51 – How input metrics support pipeline generation in B2B28:35 – Communicating SEO value to non-executives via unit economics30:06 – Stop yelling “fix it”—report what’s not getting done31:22 – Translating editorial quality into spreadsheet metrics33:06 – Red, yellow, green ≠ strategic clarity—track actual numbers34:08 – Attribution is broken: input metrics matter more than ever36:43 – Benchmarking input metrics against competitors38:03 – Don’t just track AI visibility—track the work you can control39:02 – Why input metrics aren’t neutral—and why that’s OK41:01 – Planning cycles: why it takes 6 months to see input adoption42:15 – Measuring “quality”: content scores, CSATs, and rubrics44:25 – Why you must operationalize “quality” to get promoted46:08 – Manual scoring systems and quality baselines47:13 – Where to find Tom and what he’s working on nextShow LinksTom Critchlow on LinkedIn: https://www.linkedin.com/in/tomcritchlowTom’s blog: http://tomcritchlow.comInput Metrics for SEO article: https://newsletter.seomba.com/p/input-metrics-for-seoRaptive: https://raptive.com Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Ross joins Will Critchlow of SearchPilot for a wide-ranging conversation on the evolving landscape of e-commerce SEO and content strategy in the AI era.They cover how e-commerce brands are adapting content for multimodal search, why digital PR is surging, what still works in a zero-click world, and how Siege’s homepage study reveals surprising traffic shifts from AI engines like ChatGPT and Google’s AI Overviews.Ross also shares lessons from working with Instacart, thoughts on EEAT, brand building in 2025, and how SEOs can think more like product teams to win long-term. Plus: goal-setting, basketball, and how to build your perfect calendar.Show Notes0:08 – Introductions1:00 – Ross on what e-commerce clients are asking for in 20252:12 – High-fidelity content and why it still drives SEO value3:24 – The digital PR spike—and why it might not be right for every brand4:17 – Rethinking link building: content that earns links without outreach5:11 – The shift from link bait to real brand-building campaigns6:34 – Why measuring content value is still messy7:28 – Investing in analytics and attribution models that actually work8:52 – Instacart case study: how it’s still winning in 20259:59 – Calculators as a defensible content type against AI overviews11:15 – Homepage traffic is up 10%—what Siege’s study found12:56 – Differences in B2B vs B2C AI traffic attribution14:15 – How AI referrals may go dark: no referrer, just branded visits15:40 – SearchPilot’s view: aggregating dark and disaggregated traffic sources17:20 – How LM-driven browsing creates long tail referral lift18:57 – AI is doing the searching: optimizing for “robot” queries21:00 – Why retrieval-augmented generation (RAG) matters for e-commerce22:44 – Digital PR’s role in influencing AI citation engines23:51 – Siege’s brand mention study: impressions up, but who’s watching?25:20 – Review volume = the next big SEO edge in e-commerce26:04 – Instacart’s product reviews may be helping SEO more than you think27:15 – Human authorship: should you expose expert bylines?28:52 – Where author signals matter most30:04 – Real-world reviews are the new long tail content strategy31:09 – Who’s doing it well? 32:14 – Brand authority, SEO signals, and Siege’s convo with Dr. Pete33:48 – Building a brand health dashboard (and what to track in 2025)36:18 – Who owns content? SEO increasingly embedded in product teams37:40 – Product SEO as a mindset, not just a technical checklist39:24 – Optimizer mentality, health goals, and personal systems40:11 – Ross’s “perfect calendar” and how it supports business goals42:06 – Will on process goals vs outcome goals in business and life43:44 – Can you be too optimized? Balancing mental health and iteration45:07 – Long-term vision in a 3-week world46:00 – Where to find Ross online and what Siege is working on nextShow LinksWill Critchlow on LinkedIn: https://www.linkedin.com/in/willcritchlowHomepage Study: https://www.siegemedia.com/strategy/ai-homepage-traffic-increaseSearchPilot: https://www.searchpilot.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Josh Blyskal, AEO Engineer at Profound, joins Ross Hudgens to dive deep into the emerging world of AI-native search optimization—and how brands can win visibility across platforms like ChatGPT, Perplexity, and Google’s AI Overviews.They unpack Profound’s Conversation Explorer, fresh data on generative search intent, and the real-world tactics that drive clicks in the new AI-dominated SERP. From schema tips to 2025 URL hacks and LMS.txt files, this is the tactical roadmap for modern marketers navigating the future of search.Show Notes0:08 – Why AI-native visibility is heating up1:00 – Profound's Series A and platform momentum2:15 – The moment for AI search is here4:40 – How Profound built the largest dataset of answer engine queries7:12 – New ad tech categories marketers aren’t tracking9:40 – What “generative” search intent actually looks like11:25 – Tools vs. blogs: what answer engines really cite13:00 – Why traffic quality from AI sources is insanely high15:05 – The rise of sponsored AI queries (and what to do about it)16:50 – How to future-proof your site for ChatGPT + Perplexity20:00 – Listicles dominate AI search—here’s why22:30 – What Bing has to do with ChatGPT visibility24:00 – URL strategies for boosting citations28:40 – Semantic chunking and structured answers for pickup31:00 – 2025 SEO hacks: title tags, slugs, and metadata tips33:45 – Schema markup that actually works (hint: authorship)36:00 – How freshness impacts AI citation cycles39:20 – LMS.txt and LMS-fulltext: the new crawl frontier41:10 – Why answer engines could free up web creativity43:30 – Commercial landing pages are the future of evergreen visibility46:00 – Profound’s upcoming launch: actions and content briefs48:30 – Pricing, access, and how to get started with ProfoundShow LinksJosh Blyskal on LinkedIn: https://www.linkedin.com/in/joshua-blyskal/](https://www.linkedin.com/in/joshua-blyskal/What content do AI engines like: https://www.xfunnel.ai/blog/what-content-type-ai-engines-likeProfound: https://www.tryprofound.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Chris Kelly, ex-Asana growth lead, joins Ross Hudgens to break down how Asana scaled to 20M+ international SEO visits—and how to do it again in 2025.They dive into localization strategy, market prioritization, TMS tools, team structures, and how to tie international SEO directly to business outcomes.Chris also unpacks real-world mistakes, market-specific tactics, and where AI fits into future-proofing global content.Show Notes0:08 – How Chris led Asana’s international SEO from 0 to 20M+ visits2:12 – Aligning SEO with real business outcomes4:27 – How to prioritize markets and go deep, not wide6:06 – Why "strategy before scale" matters more than ever9:09 – Centralized vs. distributed SEO models10:13 – The localization decision waterfall: MT, native copy, or hybrid?13:11 – Tiered frameworks for scaling efficiently across regions16:43 – Localization teams and SEO: why they must integrate18:05 – Market nuances: Japan vs. Germany20:18 – The role of user research in international SEO success22:02 – When to implement a Translation Management System (TMS)25:33 – Real talk: the true cost of international SEO28:18 – Mistakes to avoid: budget, ops, and lack of data33:10 – Building the right international SEO team35:06 – Communication tips for global collaboration38:34 – How AI will transform international strategy and QA42:26 – Will AI erase top-funnel SEO internationally?Show LinksChris Kelly on LinkedIn: https://www.linkedin.com/in/christopherakelly/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Rand Fishkin joins Ross Hudgens to unpack the latest acronym craze—GEO, AEO, LEO—and why none may be necessary. They explore the origins of SEO, the rise (and fall) of inbound marketing, and how marketers can avoid falling into the trap of trend-chasing. From naming conventions to the real value of brand clarity, this is a conversation for anyone navigating search in the age of AI.Rand also shares a bold bet on AI’s impact on jobs, reflects on his early days in the “promised land of SEO”—and discusses why “SEO for AI” might be the clearest path forward.Plus: Cooking games, Snack Bar Studios, and whether creating a new marketing category is ever worth the effort.Show Notes0:08 – Why SEO has too many new acronyms0:44 – The wild origin of SEO in Bend, Oregon1:29 – Danny Sullivan, Circuit City, and the OG SEO crowd2:54 – Who coined “zero-click search”?3:29 – Why naming trends like GEO can hurt clarity5:00 – Is GEO catching on because A16z backed it?5:59 – Should we name this shift at all?6:37 – Why "SEO for AI" is clearer than new acronyms8:09 – Organic digital vs SEO vs paid—don’t confuse your client9:33 – Naming things doesn’t always benefit the person who coined it10:13 – Why SEO isn’t in decline (despite the narrative)11:07 – Google is still orders of magnitude bigger than any AI tool12:34 – Rand bets \$100K AI won’t take half of all jobs13:39 – “SEO for AI” has 100% clarity, unlike GEO or AEO14:58 – GEO and AEO should be considered tags under SEO16:07 – Simplifying your services for buyers: SEO still works17:11 – SEO can carry baggage—but it’s still foundational18:20 – Organic growth as the category; SEO as the tactic19:03 – The Snickers bar analogy for misaligned category tags20:01 – Why HubSpot had the power to rebrand with inbound marketing20:54 – Applying lessons from game tagging at Snack Bar Studios22:16 – Final thoughts: ride the wave if you’re Mars; otherwise, keep it clear23:07 – Rand’s AI/job displacement bet explained24:53 – Revisiting his blockchain bet with Dharmesh from 201625:21 – What worries Rand more than AI? Government decisions26:14 – Elon, politics, and the future of tech influence26:22 – Snack Bar Studios: magical boars and carbonara26:56 – Sparktoro and “Search Everywhere Optimization”27:03 – Tagging the cooking game: chill action, story rich, 2D action27:51 – Geraldine’s writing brings it to lifeShow LinkIt’s Still SEO (SparkToro Blog):(https://sparktoro.com/blog/its-still-seo-search-everywhere-optimization/](https://sparktoro.com/blog/its-still-seo-search-everywhere-optimization/)a16z: GEO Rewrites the Rules of Search:(https://a16z.com/geo-over-seo/)Rand’s Game Studio:(https://snackbarstudio.com/](https://snackbarstudio.com/)Subscribe today for weekly tips:(https://bit.ly/3dBM61f](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](https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM)Listen on Google:(https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA)Follow Siege on Twitter:(http://twitter.com/siegemedia](http://twitter.com/siegemedia)Follow Ross on Twitter:(http://twitter.com/rosshudgens](http://twitter.com/rosshudgens)Directed by Cara Brown:(https://twitter.com/cararbrown](https://twitter.com/cararbrown)Email Ross:(ross@siegemedia.com](mailto:ross@siegemedia.com)#seo | #contentmarketing Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Ross Hudgens and Drew Page sit down to unpack Siege Media’s latest study on the surprising shift in search behavior caused by AI-powered experiences and large language models (LLMs). The headline? Homepage traffic is up 10.7%—despite a decline in overall site wide clicks.They dive into the impact of branded search, the difference between B2B and B2C performance, and why your homepage might now be your most important conversion asset. From SEO’s evolving KPIs to strategies for retargeting and improving click-through rates, this conversation is a reality check—and a game plan—for marketers navigating the AI-dominated SERP.Plus: Siege Media’s own numbers, conversion math that makes sense of the doom-and-gloom, and actionable advice to build a brand that stands out in zero-click search results.Show Notes0:08 – The optimism vs. pessimism spectrum in AI-driven search0:42 – Why Ross launched this study in the first place1:04 – From impressions up, clicks down—what triggered the deeper investigation1:24 – Should SEO start valuing impressions like PR does?1:51 – Why homepage clicks matter more than ever2:29 – Branded search as the silent traffic driver2:49 – What Siege saw across consumer & fintech sites3:19 – Homepage impressions up 54%, site wide clicks down 4.8%4:03 – Why that might be good news: homepage conversion rates5:05 – B2C trends: more impressions, mixed click behavior6:07 – B2B trends: homepage clicks up 15%, better revenue alignment8:19 – Average position declines but branded queries still driving visits9:36 – Seeing real value in brand mentions from ChatGPT, Perplexity, etc.10:16 – Siege’s internal data: 30% homepage traffic lift, no pipeline drop12:20 – Conversion math: homepage 3%, sitewide 1%13:25 – The net positive: more conversions despite fewer visits14:06 – Why you should optimize your homepage now14:58 – Brand building, storytelling, and digital PR15:46 – Homepage CTR and pricing page visibility wins16:37 – Retargeting strategies for branded homepage traffic17:00 – If you didn’t build a brand, this won’t help17:44 – Aligning SEO with PPC to defend the SERP18:25 – Communicating the impact to leadership19:12 – Content quality still wins, even in LLMs19:35 – Creating a brand health dashboard20:22 – Final thoughts: conversion is the key metric, not trafficShow LinksFull Study: https://www.siegemedia.com/strategy/ai-homepage-traffic-increase Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Ross sits down with Kevin Indig, growth advisor and SEO strategist, to break down his groundbreaking UX study on Google’s AI Overviews—and what it reveals about the fast-changing landscape of search. From disappearing clicks to trust-first decision-making, Kevin shares how the rise of AI is reshaping everything from user behavior to what actually drives conversions.They dig into why CTR is no longer the north star metric, how age and device impact search habits, and why today’s SEO teams need to think far beyond blue links. Whether it’s surfacing trust signals, building brand awareness across platforms, or adapting to zero-click journeys, this conversation is packed with practical takeaways for future-proofing your organic strategy.Plus: the rise of interactive content, the power of review mining, and why mediocre AI content won’t cut it in 2025.Show Notes: 0:07 – Welcoming Kevin back and discussing the shift to AI Overview dominance1:18 – Top 3 takeaways from Kevin’s study4:42 – Why younger users love AIOs—and older users don’t trust them5:37 – How brand strength is driving revenue despite declining CTRs7:42 – Why results vary dramatically by industry (SaaS, e-comm, publishers)9:20 – Mobile users scroll more—what that means for engagement13:00 – Trust signals that matter: bylines, bios, disclosures & authority16:14 – Riskier queries = higher skepticism. Assigning a “risk score” to search terms19:18 – Why your SEO strategy must include Reddit, YouTube & non-Google channels23:27 – New team structures: why SEOs must align with social, paid & brand28:08 – Creating a brand health dashboard: tracking reach beyond Google31:27 – Leveraging your existing customer base to create high-converting content34:45 – How review mining and transcripts unlock real user needs38:09 – AI-generated content: when it works, when it fails, and why “mediocre is invisible”40:09 – Turning blog content into interactive tools for higher ROI and defensibility43:34 – Mission statement generator: the surprising success story46:43 – Final advice for SEOs in 2025: speed, adaptability, and user-first everythingShow Links:Kevin’s UX Study on Google’s AI Overviews: [https://www.growth-memo.com/p/the-first-ever-ux-study-of-googles]Ramp’s Mission Statement Generator: https://www.ramp.com/mission-statement-generatorOptiversal – Turning reviews into content: https://www.optiversal.com Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Ross sits down with Jess Joyce, SEO consultant at Inbound Scope, to talk about why the term "blog" is outdated—and how systems thinking, revenue-led SEO, and diagram-driven storytelling are creating smarter strategies for SaaS brands.
Jess unpacks her visual-first approach to social content, explains the shortcomings of traditional keyword research, and breaks down how AI tools like Gong and Granola are unlocking insight directly from sales calls. They also explore the growing irrelevance of traffic as a core metric and why internal linking, customer pain points, and first-link architecture matter more than ever.
Plus: why technical SEO isn’t dead, how to build smarter weekly systems with your team, and a hopeful rant about killing the word “blog” once and for all.
Show Notes
00:00 – Intro: Why Jess’s Diagrams Stand Out
01:00 – Visualizing Content for Clients (And Prospects)
03:30 – Why Revenue-Led SEO > Traffic-Led Metrics
06:00 – What Google & AI Are Doing to Top-of-Funnel
09:00 – Segmenting Content by Intent, Not Format
12:00 – Sales Conversations as the New Keyword Research
15:00 – Using Granola and Gong to Extract Real Pain Points
17:00 – Are Keywords Dying in a Zero-Click World?
20:00 – Technical SEO Still Matters (Despite the Hype)
24:00 – First Links, Internal Linking & Breadcrumbs
27:00 – Systems Thinking: Weekly Sprints & Triangulated Ops
30:00 – Why "Blog" Is the Wrong Word for Modern Content
33:00 – Enterprise Content Silos & the WordPress Problem
34:30 – Where to Follow Jess & Final Thoughts
Show Links
Jess’s Work: https://jessjoyce.com/
Inbound Scope: https://inboundscope.com/
Granola AI: https://www.granola.ai/
Gong.io: https://www.gong.io/
Ross’s Studio Recording: https://riverside.fm/dashboard/studios/ross-hudgenss-studio/recordings/29fbaa7c-9c87-41a0-82b0-e46416b9401d?share-token=ad8195daf09f9375064a&content-shared=recording
Jess on LinkedIn: https://www.linkedin.com/posts/jessjoyce_heres-how-i-would-create-an-roi-generating-activity-7295472607041138690-v4L0?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAOzg8UB65a5t0zuiVlWCkdHaLrjxPPAwS8
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
Ross sits down with Kieran Flanagan, SVP of Marketing at HubSpot, for a deep dive into AI’s impact on SEO, content strategy in a post-search world, and the real story behind the "HubSpot traffic drop.Kieran breaks down why conversions—not clicks—have always been at the core of HubSpot’s strategy, how AI is reshaping team structures, and why co-citation and brand authority are the future of SEO. They also cover LLM optimization, the importance of tools in training sets, and what separates influential content from purely informational posts.Plus: Why lazy AI marketers will fail, what The Hustle acquisition means for HubSpot’s media strategy, and how to build long-term influence through POV-driven content.Chapters:00:00 – Intro: Did HubSpot Really Lose 80% of Blog Traffic?02:00 – HubSpot’s Real Metrics: LTV: CAC, Not Just Clicks04:00 – Google’s AI & the New Era of Search Disruption06:00 – What Content Will Be Cannibalized by LLMs08:00 – Influence or Information: Winning with Point of View10:00 – From Links to Mentions: Co-Citation SEO Strategy12:00 – Optimizing for LLMs: Citations, Not Just SERPs14:00 – AI, Brand Authority & The Repetitional Layer17:00 – Tools, Training Sets, and the Battle of Ideas20:00 – Inside HubSpot’s Media Play: The Hustle, Podcasts & Creators24:00 – Why Interactive Tools Still Work (If Done Right)26:00 – Gated Content & Moving the “Free Line”28:00 – New Team Models: Journalists, Generalists, and Engineers32:00 – Kieran’s Leadership Framework: Manage Problems, Not People35:00 – Contrarian Bet: Buying The Hustle & Building Influence38:00 – Lessons from Zapier vs HubSpot’s Go-To-Market40:00 – Why Lazy AI Marketers Will Fail42:00 – Is M&A Still a Growth Lever for HubSpot?44:00 – Final Thoughts & Where to Follow Kieran---Show LinksDid Hubspot Lose 80% of Blog Traffic?https://www.youtube.com/watch?v=tBHoJMOkL6YContrast Ratio by Siege Mediahttps://www.siegemedia.com/contrast-ratioInteractive Content Data Usehttps://www.siegemedia.com/strategy/content-marketing-trends#interactive-contentThe Hustle by HubSpothttps://blog.hubspot.com/the-hustle/page/1Kieran Flanagan on LinkedInhttps://linkedin.com/in/kieranjflanagan🎧 Subscribe & FollowSubscribe for weekly tips: https://bit.ly/3dBM61fiTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMGoogle Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege: http://twitter.com/siegemediaFollow Ross: http://twitter.com/rosshudgensDirected by Cara Brown: https://twitter.com/cararbrownEmail Ross: ross@siegemedia.com#seo #contentmarketing Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Ross sits down with Andrew Warden, CMO of Semrush, for a behind-the-scenes look at how the company has scaled past a billion-dollar valuation through brand innovation, performance marketing, and fearless experimentation.Andrew unpacks how he’s built and structured Semrush’s powerhouse marketing team, why they favor in-house execution over agencies, and how data science and AI are reshaping modern marketing ops. From viral hits like “Be Like Gaby” and “CEO Kiddos," this episode highlights what works—and what doesn’t—when building a global brand.00:00 – Intro & Nick Eubanks M&A Stories 02:00 – Building the Semrush Marketing Team Structure 04:00 – Why In-House Creative Wins Over Agencies 06:00 – Brand, Digital, and Owned Media: Org Design Explained 08:00 – The Role of Data Science & Marketing Ops at Scale 10:00 – AI Ops: Automating for Speed, Not Just Hype 13:00 – Enterprise vs. SMB: Maintaining Brand Balance 16:00 – Big Wins: “Be Like Gaby” and User-Driven Campaigns 18:00 – When Humor Doesn’t Convert: Learning from the “CEO Kiddos” Flop 21:00 – Why Failure Is Part of the Process at Semrush 24:00 – Scaling Content: Growing the SEO Team from 4 to 40+ 26:00 – Localization: What Works, What Doesn’t 29:00 – Brand vs. Performance: How to Actually Measure Impact 33:00 – Traffic Down, Revenue Up: Moving Beyond Vanity Metrics 36:00 – What SEOs Should Actually Be Goal-ed On 39:00 – AI and Search: The Real Impact on Marketers 41:00 – Semrush’s AI Toolkit & ContentShake Overview 44:00 – The Most Underrated Features in Semrush 47:00 – Prompt Engineering & Early AI Adoption Lessons 48:00 – Conference Announcements & What’s Next for Semrush ContentShake: https://www.semrush.com/apps/contentshake/ Impress your boss commercial: https://www.youtube.com/watch?v=CNCR5XBEM5c Semrush’s most popular campaign: https://www.youtube.com/watch?v=GRHG5CjsPvo Andrew Warden on LinkedIn: https://www.linkedin.com/in/andrewwarden Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Chris Walker (CEO of Passetto) joins Ross to talk about personal transformation, scaling through delegation, and why most entrepreneurs are chasing the wrong kind of freedom.Chris shares insights from his month-long sabbatical, including frameworks for creating true independence—beyond just financial freedom—and lessons learned about leadership, agency structure, and internal alignment.Ross and Chris also unpack strategies for delegation, avoiding burnout, client selection, the evolving role of SEO, and how B2B companies should rethink go-to-market in a post-ChatGPT world.00:00 – Welcome Chris Walker & “The Collision of Worlds” 00:51 – Why Bigger Doesn’t Mean Better (And Why Chris Took a Month Off) 02:05 – The Real Test: Can Your Business Run Without You? 03:09 – 10 Types of Freedom (Beyond Just Financial) 06:01 – Time, Social, Creative, Mission, Health & More 09:10 – Letting Go of the Clients That Drain You 13:07 – Freedom Through Delegation: Fake vs Real 15:05 – Why Firing Someone Might Set Them Free 17:20 – Rethinking Wealth: Why 2x More Money Won’t Make You Happy 20:00 – Breaking Mental Loops Around Growth, Suffering, and “Success” 22:50 – Why Resistance Means You’re Out of Alignment 26:00 – Layoffs, Misalignment, and Making the Hard Call 29:00 – A New Agency Playbook: 10 People, $10M 31:32 – Delegation as a Superpower (And Trap) 34:20 – Hiring Without Job Descriptions 37:00 – How Top Talent Finds You (Not the Other Way Around) 39:01 – From Fake Delegation to Freedom Frameworks 41:00 – Pattern-Matching LinkedIn Content for Real ICP Impact 43:13 – SEO Today: Outdated, Unpersonalized & Being Replaced 46:50 – Why ChatGPT over Google for User Intent 48:10 – The Case for Diversified GTM (and SEO’s Narrow Role) 50:00 – Reframing Search: It’s Not Just Google Anymore 52:20 – Personal Holdings Companies & Managing Partners 54:00 – Why Resume-Perfect Execs Often Underperform 56:00 – Agency Scale: Founder as Visionary, Not CEO 59:00 – Building the Business That Serves Your LifeChris Walker on LinkedIn: https://www.linkedin.com/in/chriswalker171 Chris’s Company, Passetto: https://www.passetto.com Siege Media: https://www.siegemedia.com Subscribe for weekly episodes: 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 Follow Ross on Twitter: https://twitter.com/rosshudgens Follow Siege Media on Twitter: https://twitter.com/siegemedia Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com#seo | #contentmarketing Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing
Kristan Bauer returns for a deep dive into the technical and organizational SEO strategies that helped Zillow grow to nearly 2 billion annual visits.
She shares tactical insights on enterprise SEO at scale, including testing frameworks, internal collaboration, indexing strategies, and what it takes to lead with executive presence in a high-stakes environment.
Ross and Kristan also unpack the challenges of long-tail targeting, structuring an SEO team for success, and how to know when it’s time to build your own SEO testing platform.
00:00 – Welcome Back Kristan & The Zillow SEO Journey
00:34 – From Agency to Zillow: What Made Zillow’s Traffic Explode
01:09 – How Zillow Reached Nearly 2 Billion Visits/Year
03:23 – The Hidden SEO Power of Off-Market Listings
04:23 – Internal Linking Tactics to Boost Indexing
06:52 – Long-Tail Dynamic Pages from Listing Descriptions
08:44 – Managing Page Quality in Long-Tail SEO
10:21 – When & Why Zillow Invested in an SEO Testing Platform
12:09 – How SEO Was Structured at Zillow (and Why It Worked)
13:58 – Quarterly Planning + Executive-Level SEO Visibility
15:05 – One-on-One Collaboration With Other Channel Leads
17:10 – Building a Culture of Shared Ownership Around SEO
18:56 – Risk Management via SEO Testing Platforms
20:39 – Why Testing Is a Must at Enterprise Scale
22:51 – How Zillow Prioritized Smart Resource Allocation
24:41 – How to Know When It’s Time to Build a Platform
26:41 – Structuring SEO Inside Product vs. Marketing
30:06 – How Cross-Team SEO Works at the Enterprise Level
32:21 – Building Executive Presence & Communicating Up
34:05 – Wins, Challenges & Transparent SEO Reporting
36:00 – SEO Summits with Airbnb, Yelp, TripAdvisor & More
41:00 – Final Lessons: Communication, Creativity & Big Rocks
Kristan’s Website: https://www.kristanbauer.com
Kristan on LinkedIn: https://www.linkedin.com/in/kristandauble
Our Previous Episode on Enterprise Real Estate SEO: https://www.siegemedia.com/conversation/kristan-bauer
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
Ross welcomes Eli Schwartz, author of Product-Led SEO , to unpack the evolving role of SEO in a world shaped by AI, shifting perceptions, and organizational challenges.
Eli dives into why SEO is being deprioritized, what companies are getting wrong, and how product-led SEO is the path forward.
They cover layoffs, agency churn, the role of growth teams, and why most companies shouldn’t do SEO at all.
Show Notes:
00:00 Welcome Back Eli & The Current Pulse on Search
00:53 Marketing Layoffs & Volatility in SEO
02:31 Why SEO Struggles to Defend Its Value
05:49 AI Search vs Traditional SEO — What Actually Changes?
07:58 Are We Just Rebranding SEO?
09:27 Visibility, Links & Human-Like Search Engines
12:50 The Problem With “AI SEO” Hype
14:45 Why Edge Case SEO Will Die Fast
18:19 Why “Technical SEO” Isn’t a Moat Anymore
22:06 The AI Content Misstep: Spam at Scale
24:27 The New SEO: Blending Human + AI + Product
28:11 Your Product Has to Be Good Now — Period
29:20 Revisiting the Book: What Eli Would Update
30:20 The Spicy Take: Most Companies Shouldn’t Do SEO
35:03 How to Evaluate if SEO is Right for You
38:45 The “Tax Preparer” Problem With Agencies
41:06 If You’ve Fired 3 SEO Agencies… It’s You
43:20 The SEO Funnel Needs the Right Org Buy-In
46:01 Growth & Product Titles Are the Key
47:28 The Sales Enablement Side of SEO
50:30 Content Strategy vs Keyword Volume Obsession
51:40 The Non-Apocalypse of AI
55:04 The Real AI Shift Will Be Gradual
56:01 How to Actually Execute Product SEO
59:49 Final Thoughts & Where to Follow Eli
Show Links:
Eli’s Newsletter: https://www.productledseo.com/
Eli’s Book on Amazon: https://www.amazon.com/dp/B091D572ZL
Eli on LinkedIn: https://www.linkedin.com/in/schwartze
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
Ross sits down with A.J. Ghergich, VP of Consulting Services at Botify, to unpack enterprise SEO, AI governance, and why SEOs absolutely need a Bing strategy in 2025.
A.J. shares the story of how he landed the rare @SEO Twitter handle and what it’s meant for his visibility in the industry. They dive into findings from Botify’s latest AI survey, highlighting the disconnect between perceived AI readiness and real-world implementation challenges.
From AI hallucinations and live retrieval limitations to crawl budgets and indexation at scale, this conversation is packed with tactical insights.
A.J. also drops a hot take on Bing, explaining why it's now critical for AI visibility—especially in the age of ChatGPT and live search integration.
They also explore practical steps marketers can take to better control their brand messaging in AI outputs, and why technical SEO still reigns supreme at the enterprise level.
Show Notes:
00:00 – Intro & AJ’s @SEO Twitter Handle Story
02:00 – The Early Twitter Beta and Getting the Handle
04:00 – Value from the @SEO Handle & the Power of Network
06:00 – Botify's AI Survey: 94% Claim AI Readiness?
08:00 – What AI Readiness Really Looks Like
10:00 – Why Governance is the Missing Piece
13:00 – Content Hallucinations, Training Data, and eCommerce Pitfalls
16:30 – Centralizing Brand Messaging for AI
19:00 – Enterprise SEO: Hidden Challenges at Scale
22:00 – Indexation Gaps in Enterprise Sites
24:30 – Crawl Budget, Canonicals & Technical SEO Realities
27:00 – Freshness & Product Page Recency = Revenue
30:00 – AI Overviews, CTR Drops, and the Future of Search
33:00 – Ghost Clicks & Attribution in an AI-Driven World
36:00 – Preparing for Bot-to-Bot Web Traffic
39:00 – Are You Ready for ChatGPT Traffic?
41:00 – Why You Need a Bing Strategy in 2025
43:00 – How to Push Content into Bing (and ChatGPT) with IndexNow
44:30 – AJ’s Hot Take: Optimize for Humans and AIs
45:00 – Where to Connect with AJ
Show Links:
AJ on Twitter: https://twitter.com/SEO Botify AI Survey:
https://www.botify.com/blog/marketing-leaders-want-to-meet-ai-search-head-on-new-survey-results
How Many People Search on Google?:
https://sparktoro.com/blog/new-research-how-often-do-americans-search-google-which-search-verticals-do-they-use
IndexNow: https://www.bing.com/indexnow
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
Ross sits down with Dr. Pete Meyers of Moz to discuss the ever-changing landscape of SEO, the impact of AI overviews, and how Moz is adapting to a rapidly evolving industry.
They dive into the challenges of innovation in a competitive space, the role of brand authority versus domain authority, and the data-driven future of search marketing. Plus, Dr. Pete shares insights on Moz’s latest tools and the future of tracking Google’s updates.
If you’re in the SEO world, this episode is packed with valuable insights you won’t want to miss.
Show Notes:
00:00 Introduction & Welcome
01:04 Moz’s Position in a Competitive SEO Landscape
02:52 AI Overviews & the Future of SERPs
07:06 MozCast & Google Update Tracking
12:53 The Role of Brand Authority in SEO
19:09 How SEO Has Shifted Over the Years
24:15 Keyword Research & New Moz Tools
30:56 The Decline of Blog Comments & Online Community Shifts
36:41 SEO Data & Attribution Challenges
41:26 What’s Next for Moz?
Resources & Links:
Brand Authority vs Domain Authority during a recent update: https://www.linkedin.com/posts/thcapper_i-had-a-theory-from-the-google-leaks-the-activity-7237411717947817985-Nz4V/
Introducing Brand Authority: https://moz.com/blog/introducing-brand-authority
Google’s Update History:https://moz.com/google-algorithm-change
MozCast:https://moz.com/mozcast
MozCon’s on the road in 2025: https://moz.com/blog/mozcon-on-the-road-2025
Dr. Pete on LinkedIn: https://www.linkedin.com/in/drpete/
Subscribe today for weekly tips: https://bit.ly/3dBM61f
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
Ross sits down with Tim Soulo, CMO of Ahrefs, to dive deep into content marketing, SEO, and Ahrefs’ evolving approach to growth.
Tim shares insights on how Ahrefs built its marketing team, the role of SEO in today’s digital landscape, and why they’re investing in YouTube, LinkedIn, and thought leadership content.
They also discuss the challenges of enterprise marketing, the rise of social-first content, and the impact of backlink trends on the SEO industry. Show Notes:
00:00 Intro – Meeting in Chiang Mai SEO
00:53 Ahrefs’ Marketing Evolution
06:06 SEO vs. Diversification in Marketing
10:09 The Role of Technical SEO at Ahrefs
12:57 LinkedIn & Social Media Strategy
18:10 Scaling Content & Thought Leadership
22:31 Going Upmarket: Enterprise Marketing at Ahrefs
30:38 The Power of Events & Conferences
32:22 Programmatic SEO & Directory Strategies
40:31 Backlink Trends & The Changing Web
46:55 The Future of Ahrefs Marketing
48:24 Announcing Ahrefs Evolve – West Coast Conference
Show Links: Ahrefs: Top Website: https://ahrefs.com/websites Ahrefs: Data & Studies: https://ahrefs.com/blog/category/data-studies/ Ahrefs YouTube: https://www.youtube.com/c/AhrefsCom Tim Soulo’s LinkedIn: https://www.linkedin.com/in/timsouloSubscribe today for weekly tips: https://bit.ly/3dBM61f
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
Ross welcomes back Rand Fishkin, co-founder of SparkToro and longtime marketing thought leader, for a candid conversation about the evolution of search, audience research, and the shifting tides of digital marketing.
Rand shares insights on why SEO’s golden age is behind us, why influence—not traffic—should be marketers’ primary focus, and how PR is making a major comeback.
He also discusses SparkToro’s growth, lessons from launching an indie video game company, and why understanding audience behavior is more critical than ever.
Show Notes: 00:00 Welcome Back, Rand!
01:10 Reflections on Lost and Founder
02:37 The importance of timing and market demand
06:48 Venture Capital and Market Trends
14:34 The Changing Reputation of SEO
19:27 AI, Search, and Zero-Click Results 28:58 Influence Over Traffic
38:46 How to Prioritize Marketing Channels
43:42 The Rise of Digital PR
49:51 The Future of Search and Content
Show Links:
SparkToro https://sparktoro.com/blog/traffic-is-down-revenue-is-up/
SparkTogether 2025 https://sparktoro.com/sparktogether
Rand’s Blog “Traffic Is Down; Revenue Is… Up?" https://sparktoro.com/
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
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
How do you build SEO strategies that mesh seamlessly with product teams?
Ross Hudgens chats with Sharanya Srinivasan, Head of SEO, Product at Boatsetter, about combining strong user experience, savvy engineering partnerships, and growth-focused tactics.
Learn how Sharanya’s approach to A/B testing, internal links, and UX research can help you unlock new levels of organic traffic, no matter how your team is structured.
Show Notes:0:00 Background & Why Product Matters
02:47 Landing in Product-Focused Roles
07:43 Top of Funnel vs. Bottom of Funnel
11:01 A Typical Day in a Product-Led SEO Role
16:40 Technical vs. Product Manager SEO
21:47 Should SEO Sit in Marketing or Product?
26:32 UX & User Research Resources
30:47 A/B Testing for Better User Journeys
39:37 Tools & Tactics for SEO A/B Testing
Show Links:* NNGroup * UserTesting.com * SearchPilot * Sharanya on LinkedIn * Apartments.com related linking example * Wirecutter “Mentioned above” example
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
In this episode of Content and Conversation, host Ross Hudgens sits down with Barry Schwartz, President of RustyBrick and a leading voice in SEO.
Barry shares his insights into the latest Google algorithm updates, the future of search rankings, and how businesses can adapt their SEO strategies in 2025 and beyond. Tune in for expert analysis, actionable advice, and a clear take on the state of search marketing.
Show Notes:00:00 Introduction
01:03 What’s the best story you have from a webmaster contacting you about their SEO situation?
05:44 What’s the biggest ever news story you’ve had on SE Roundtable in terms of visits? Why?
07:59 How do SEOs most use your website?
14:11 What’s your take on the current state of SEO news given the acquisition of Search Engine Land by Semrush?
18:37 What’s your take on what SEO looks like in five years?
29:53 What is your philosophy of how people should treat Google updates?
33:08 How do you edit your content today?
Show Links:* Search Engine Roundtable’s most popular article ever: https://www.seroundtable.com/boyfriend-spammed-12909.html * 21st anniversary post: https://www.seroundtable.com/21-years-old-38395.html * AIO clickthrough data from Glenn Gabe: https://www.gsqi.com/marketing-blog/how-to-track-aio-performance-gsc-manual-action/ * Feedly RSS feeder: https://feedly.com/
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
In this episode, Ross and guest Wil Reynolds, VP Innovation, SEER, discuss the future of search, AI-driven automation, and why organic social is becoming more important than ever.
Wil shares bold insights on how agencies must adapt, the power of thought leadership over traditional content marketing, and the evolving landscape of SEO. Plus, they cover why collaboration beats competition in today’s digital world.
Show Notes:00:00 Welcome Wil Reynolds, VP Innovation, SEER
01:36 Collaboration Over Competition
04:04 The Rise of Organic Social vs. Traditional SEO
10:53 Content Marketing vs. Journalism
15:17 AI, Automation & the Future of Marketing
28:22 The Changing Role of Link Building
38:14 The Urgency to Adapt: AI’s Impact on Agencies
46:36 Final Thoughts & Where to Find Wil
Show Links:* Wil at Seer: https://www.seerinteractive.com/wil-reynolds * Will on LinkedIn: https://www.linkedin.com/in/wilreynolds/ * Wil on X: https://x.com/wilreynolds * Wil on YouTube: https://www.youtube.com/user/wilreynolds
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
Join Ross as he sits down with SEO expert Cyrus Shepard to explore why brand building has become essential in today’s search landscape.
Cyrus shares what happened when he disavowed every inbound link on his site, why Google seems to reward authenticity over traditional SEO tactics, and how focusing on experience and trust can give you the edge in the ever‐changing SERPs.
Show Notes:00:00 Welcome Cyrus and brand swag
01:10 The Bold Move: Disavowing Every Inbound Link
02:00 Aftermath: Results of the Disavow Experiment
06:17 When the Disavow Tool Still Matters
08:44 Contrarian Takes & Being ‘Right’ in SEO
09:43 Why Google Wants Real People
14:21 SERP History & Competitive Analysis
20:00 Over‐Optimizing vs. Brand Building
Show Links:* Zyppy's Disavow Experiment * Tom Capper on Brand Authority * Ahref’s SERP history feature * Cyrus on Bluesky
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
In the latest episode of Content and Conversation, Sam Parr, founder of The Hustle and host of My First Million, joins Ross to discuss the art and science of great copywriting, building viral content, and scaling content-driven businesses.
Sam shares actionable insights into hiring creative talent, writing headlines that convert, and why simplicity is the ultimate sophistication in copywriting.
Show Notes:00:00 Sam Parr’s journey in copywriting and content creation
01:03 Combining Silicon Valley innovation with internet marketing
02:45 The Hustle’s Newsletter Success
06:12 Hiring Creative Talent
10:50 The Power of Copy Work
16:00 Writing Headlines That Sell
29:05 Simplicity in Writing
35:00 AI for Copywriters
44:10 Sam’s Favorite Copywriting Resources
Show Links:* Copy That copywork course by Sam Parr * Inside the Mind of a Newsletter Mogul * Try Rosedale * To be Great Be Good, Reaptably * Hemingway App * Warren Buffet word count by Sam Parr * Jason Fried’s copywriting - https://www.hey.com/ * Headline example from The Hustle * Adweek Guide to Copywriting * Scott Galloway
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
We speak with Dave Gerhardt, founder of Exit Five, who reveals how to build a standout B2B marketing community. He breaks down the impact of AI on SEO and content, his no-nonsense approach to LinkedIn content, podcasting as a content strategy, and why Exit Five moved from Facebook to Circle. It’s a sharp look at staying agile and authentic in modern marketing.
Show Notes:0:00 Introduction to Dave Gerhardt and Marketing Insights
2:35 The Role of SEO in Modern Marketing
5:10 Content Creation and Personal Workflow
11:14 Building a Community Around Marketing
24:28 Authenticity in LinkedIn Posting
29:00 Podcasting as a Content Strategy
38:43 Building a Paid Community Experience
43:05 The Impact of AI on SEO and Content
47:11 Evolving SEO Roles and Future Strategies
Show Links:* Dave Gerhardt * Exit Five community * Knowatoa AI rank monitoring * Subscribe today for weekly tips * Follow Ross on X * Email Ross: ross@siegemedia.com
seo | #contentmarketing
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
We speak with Michael Buckbee, the innovator behind Knowatoa, a tool transforming SEO for AI search services.
We discuss strategies for ranking on AI-Powered search engines and how Knowatoa enhances rank tracking on platforms like ChatGPT, helping marketers analyze keywords and search intent in this new landscape.
We focus on aligning content with user intent while stressing the need for a robust domain authority strategy. We also highlight how social media presence and reputation management contribute to AI optimization. To thrive in the dynamic digital landscape, we advise marketers to continuously adapt their SEO approaches.
Show Notes:
0:00 Introduction to Michael Buckbee
3:28 Understanding AI Search Rankings
5:52 Strategies for Influencing AI Search Results
7:28 The Future of SEO with AI
13:12 Exploring AI Search Evolution
16:25 The COPE Content Strategy
19:32 Navigating AI Search Services
23:09 The Role of Digital PR
40:03 The Future of AI and SEO Integration
42:48 Conclusion and Next Steps
Show Links:
Knowatoa: https://knowatoa.com/
Michael Buckbee on LinkedIn: https://www.linkedin.com/in/michaelbuckbee/
Follow Ross on X: https://twitter.com/RossHudgens
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
seopodcast | #contentmarketing
seo | #contentmarketing
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
We’re joined by Brian Dean, co-founder of Exploding Topics, as he shares his journey of transitioning from SEO education to trend-spotting innovation.
We dive into the creation of Exploding Topics, exploring its origins as a side project, the collaboration with fellow entrepreneurs, and the strategic enhancements that shaped it into a successful SaaS platform.
Brian discusses the importance of addressing customer needs, navigating the acquisition process with SEMrush, and reflects on the evolving landscape of SEO and search in the age of AI. He also candidly shares the psychological adjustments entrepreneurs face post-acquisition and offers insights into maintaining momentum in their careers.
Chapters:0:00 Intro and Welcome to Brian
1:17 The Origin of Exploding Topics
9:12 Transitioning to SaaS Model
11:13 The Journey to Selling
16:29 Buyer Relationships Matter
18:37 Reflections on SaaS Success
22:36 Finding the Right Co-Founder
27:18 Thoughts on the Future of Search
30:55 Life After Acquisition
Show Links:* Subscribe today for weekly tips * Follow Ross on X * Send Us an Email * Follow Brian on Linkedin * Exploding Topics * The SaaS consultant Brian recommended
seo | #contentmarketing
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
This week on Content & Conversation, Ross and Emily Campbell-Snidal, VP of Content Marketing at Siege Media, explore how brands can craft effective content strategies during election season.
Show Notes:0:00 Election Strategies and Content Creation
2:48 Rethinking Content Calendars
4:37 Leveraging Current Events for Engagement
7:21 Updating Existing Content for Relevance
10:04 Navigating Political Topics with Neutrality
12:57 Long-Term Strategy Amidst Short-Term Events
Show Links:* Subscribe today for weekly tips * Follow Ross on X * Send 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:
- 00:00 - Intro
- 00:40 - Clearscope and the future of SEO
- 13:08 - What are language models actually good for?
- 29:10 - Using the data to guide strategy
- 39:00 - Discussing Reddit and SERPs
- 49:00 - Is there optimism for the future?
Show Notes:
- 00:09: Welcome, Jimmy Daly, Co-Founder and CEO of Superpath
- 03:30: What does high-performance SaaS content look like?
- 06:48: The importance of knowing your product (Fresh Paint)
- 10:24: Outstanding content in SaaS
- 11:16: The advantages of compiling your own data
- 13:03: Jimmy’s Your Blog Is a Library Not a Publication
- 21:31: The three best content marketing approaches
- 24:33: The balance between publishing frequency and SEO
- 30:19: Missed traits of high-performing freelance writers
- 37:54: Final tips, tricks, and tactics
Show Notes:
- 00:05: Welcome, Matt Bowers, SEO Consultant (Zapier and Zillow Alum)
- 11:01: Indexation is becoming more challenging. Should a new startup consider programmatic?
- 01:12: Do you believe there’s a minimum threshold of unique content that a programmatic page should have to be successful?
- 11:01: Indexation is becoming more challenging. Should a new startup consider programmatic?
- 20:04: Certain SERPs may not display programmatic page types. Do you think this reflects on the potential success of programmatic approaches?
- 22:44: What does an ideal programmatic deployment strategy look like?
- 26:34: What are the common mistakes in implementing programmatic?
- 34:04: How do you conduct keyword research for long-tail keywords, when keyword tools often show “no data” or “zero” for them?
- 38:14: What are your thoughts on using AI for those pages versus having a human in the loop?
- 44:30: Can you share any great examples of successful programmatic SEO?
- 45:39: Final tips, tricks, and insights from Matt Bowers
- 48:20: How to connect with Matt Bowers
- 00:00 - Introduction
- 00:45 - What is Product-Led Digital PR?
- 4:30 - Why you should choose Product-Led Digital PR
- 6:37 - A case study with encouraging results
- 8:30 - Putting your data to work
- 10:00 - Running surveys
- 13:00 - How do you make surveys effective?
- 16:00 - What the future looks like
- 18:00 - Final Thoughts
Show Notes:
- 00:08: Welcome, Jesse McDonald, Senior Director of SEO at Siege Media
- 00:41: Mike King’s analysis of Google Search’s leaked internal engineering documentation (Read more)
- 02:15: Overall site authority score
- 03:05: The impact of clicks on rankings
- 04:09: Defining Domain Authority
- 04:49: “Font Size of Terms and Links Matters”
- 05:26: The “small personal site” specification
- 08:03: Authors as an explicit ranking feature
- 09:13: Validity and effectiveness of the disavow tool
- 10:27: AI Overviews: Initial observations (Read more)
- 14:25: The traffic impact of AI Overviews by Kevin Indig (Read more)
- 16:58: The future of hreflang (Read more)
- 23:17: Why Google is cracking down on “parasite SEO” (Read more)
- 30:10: Final wrap-up, thoughts, and SEO tips
Show Links:* Follow Jesse on X * Follow Ross on X * Send Us an Email
Show Notes:* 0:24: Exploring the optional internal team structure for content marketing * 1:18: Why in-house Content Marketing Managers are the most effective * 2:59: The role of SEO Managers in driving success (ideally) * 4:03: The pitfalls of outsourcing and its impact on quality and bandwidth * 5:19: The importance of consistency in brand voice and tone with freelancers * 6:50: Ross’ perfect in-house team structure * 9:02: The pros and cons of Founder/CEO involvement * 11:58: How to navigate the challenges of in-house SEO management * 13:35: Closing insights
Show Links* Follow Drew on Twitter * Follow Ross on Twitter * Send Us an Email
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 significant impact * 8:46: Unpacking the decline the link building and its implications * 10:32: The rise of organic link building * 11:42: Interactive content use surges * 13:07: Is AI and code development practical? * 14:51: Businesses biggest challenge — lead generation
Show Links* Follow Drew on Twitter * Follow Ross on Twitter * Send Us an Email
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 Thoughts
Show Links:* Post your next SEO job on SEOjobs.com with Nick LeRoy * Follow Drew on Twitter * Follow Ross on Twitter * Send Us an Email
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 * 24:20: Client communication philosophies * 27:20: Final thoughts on Ross' Linkedin post * 33:43: Conclusion
Show Links:* Follow Tory's Podcast: Opinionated SEO Opinions * Follow Drew on Twitter * Follow Ross on Twitter * Send Us an Email
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
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: Categorize and Funnel Stage * 22:08: Conclusion
Show Links:* Follow Drew on Twitter * Follow Ross on Twitter * Send Us an Email
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 Email
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 example * 15:38: Addressing the fear of retaliation * 17:06: Executing BOFU as a brand new website
Show Links:* Follow Drew on Twitter * Follow Ross on Twitter * Send Us an Email
Show Notes:* 00:23: Does digital PR have enough value per link? * 4:35: How to execute link 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 internal linking across your site * 14:29: Digital PR best practices, the fundamentals * 15:49: Final tips, tricks, and tactics/li>
Show Links:* Follow Drew on Twitter * Follow Ross on Twitter * Send Us an Email
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 Twitter * Follow Ross on Twitter * Send Us an Email
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 continues * 10:30: RLHF, “Reinforcement Learning from Human Feedback * 13:42: Visual design importance * 18:06: How to increase efficiency in SEO with AI * 21:02: Visual design importance, continued * 21:47: Why complex queries are the best defense * 22:22: How to stay on top of optimization as AI evolves * 24:57: Final tips, tactics, and tricks
Show Links:* The AI Takeover of Google Search by The Verge * “Watermarking” and Content from Google I/O * “Conversational Mode” from Google I/O * Follow Drew on Twitter * Follow Ross on Twitter * Send Us an Email
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 decline and ChatGPT * 22:36: The revolution of language models and unique data * 30:10: Final tips, tactics, and tricks for recession-proof content marketing
Show Links:* Visit Clearscope’s Blog * Follow Bernard on Twitter * Follow Ross on Twitter * Send Us an Email
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 blog design * 19:05: How to incorporate shopping experiences into content * 22:00: Using email for content distribution * 25:05: How Made In used original photography to their advantage * 27:22: Does AI have a place in Made In’s content development? * 30:19: What’s next for Made In? * 31:40: The structure of Made In’s content team * 34:44: How Made In sets goals * 38:15: Chip’s cooking tips
Show Links:* Visit Made In’s Blog * Follow Chip on LinkedIn * Follow Ross on Twitter * Send Us an Email
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 importance of updating content * 12:31: When to execute low volume, high quality vs. low (or mid) quality, high volume? * 19:49: When is high quality, low volume the wrong approach? * 22:19: How does AI impact the potential for high volume content? * 32:27: Final tips, tactics, and tools from Ryan.
Show Links:* FreshBooks Invoice Templates Example * Follow Ryan on LinkedIn * Follow Ryan on Twitter * Follow Ross on Twitter * Send Us an Email
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 team structure * 20:30: The biggest SEO KPIs for Captain Experiences * 21:28: The difference between long-term SEO and PPC * 23:43: How Captain Experiences plans to expand their markets * 26:30: Jonathan’s insights on growth and SEO
Show Links:* Example of Captain Experiences’ Guide Pages * Follow Jonathan on LinkedIn * Follow Ross on Twitter * Send Us an Email
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% higher success rate than those that don't. * 29:09: The average content design investment is 1-10%. That said, those who allocate 10-50% of their budget to content design report better results on average. * 34:00: Only 36.1% of businesses report creating interactive content as part of their content strategy, and only 5.3% report using video. The pros and cons of different content medium investments. * 38:28: How to best use video strategically in your content strategy (B2B vs. B2C). * 45:24: 64% of B2B businesses currently execute link building in their content marketing efforts versus 36% in B2C. AI tool usage is more prevalent in B2B, where 62% report planning to use the tools with only 38% in B2C. * 49:55: Shockingly, most report that their content budgets will not* go down in 2023, with over half reporting an increase.
Show Links:* Download the Report
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 * 16:41: Best use cases for AI content tools * 20:38: AI content tools for enterprise vs. small businesses * 22:42: Why the case studies of AI content generation success are problematic * 28:42: Lily’s clients and their stance on AI content tools * 32:55: How will AI content generation evolve from here? * 36:35: Where to find Lily Ray
Show Links:* Getty Images Sues Stable Diffusion for $1.8 Trillion * Google’s Guidance About AI-Generated Content * “The Role of AI Content in SEO” by Lily Ray * CNET’s AI Journalist Commits Plagiarism * Yandex Ranking Factors Explained by ChatGPT * Follow Lily on LinkedIn * Follow Lily on Twitter * Follow Ross on Twitter * Send Us an Email
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 strategy lessons from Greatist to Ness * 26:51: How to increase your content engagement via email * 30:49: Using social media for content distribution, “the individual more than the brand” * 37:37: What type of voice is ideal for Health & Wellness today? * 42:10: Biggest content lessons from Greatist to Ness * 45:46: Why a variety of platforms are necessary for SEO * 48:24: Ness’ three most impactful channels * 50:37: Is there an equivalent to Pinterest today? * 53:59: How to repurpose your content across multiple channels * 56:25: Derek’s unique leadership style and culture at Ness * 1:02:14: Ness’ team structure * 1:05:16: Final tips, tricks, and tactics from Derek
Show Links:* Follow Derek on LinkedIn * Follow Derek on Twitter * Subscribe to Nessie Sightings * Follow Ross on Twitter * Send Us an Email
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 as a CEO? * 24:12: How to balance the execution of creativity and SEO — “keep boring stuff boring” * 30:29: How does AI fit into content marketing today? * 40:47: How community can be a bigger part of content marketing * 54:58: Devin’s experience executing community strategies at Animalz * 56:52: What’s next for Devin Bramhall?
Show Links:* Follow Devin on LinkedIn * Follow Ross on Twitter * Send Us an Email
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 industry * 22:14: The value of sites with penalties and/or significant hits in traffic * 24:52: Mike’s due diligence process when acquiring a site * 37:38: Tools to compare valuations in your market * 40:10: Where are the most popular marketplaces? * 42:02: Due diligence process continued * 45:10: How to make the acquisition process seamless * 48:32: Best tools to make your deal run smoothly * 50:30: What percentage do marketplace websites take * 51:08: Mike’s final tips, tactics, and recommendations * 53:02: How to get the maximum from your sale
Show Links:* Follow Mike on LinkedIn * Follow Mike on Twitter * Follow Ross on Twitter * Send Us an Email
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 implement SEO strategy * 30:22: Why differentiation in strategy is important * 42:24: How to use traffic as a metric * 44:32: Comparing SEO strategies: Amazon vs. Walmart * 54:00: How to survey users from a search standpoint * 58:01: Eli’s final tips, tactics, and recommendations
Show Links:* Learn More About Eli Schwartz * Get Eli’s Book: Product-Led SEO * Follow Eli on Twitter * Follow Ross on Twitter * Send Us an Email
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 ideal freelance team structure * 15:38: Why promising too much content is problematic * 17:38: Ranking expectations, how to prioritize content * 20:52: Aura’s unique content strategy, how to identify winning topics * 23:34: Topic research — how to uncover business potential * 29:24: How video makes an impact and how to budget for it * 39:39: Examples of “Pain Point SEO” * 45:35: How to think about link building within a startup * 54:40: Gaetano’s final tips, tactics, and recommendations
Show Links:* Learn More About Gaetano DiNardi * Follow Gaetano on LinkedIn * Listen to Gaetano on SoundCloud * Follow Ross on Twitter * Send us an email
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-tail search * 36:10: Google’s featured snippets, good or bad for SEO? * 40:02: AJ’s seoClarity review * 42:10: What AJ learned in 2022
Show Links:* Visit AJ’s blog: Blind Five Year Old * Follow AJ on LinkedIn * Follow Ross on Twitter * Send us an email
Show Links:* 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. LawnStarter’s pricing guides) * 16:55: Have you considered expanding your brand? * 18:23: LawnStarter’s model for SEO opportunity * 21:54: How to approach hiring for content and SEO * 24:52: The 40/40/20 ratio * 26:57: How LawnStarter thinks about ranking success long-term * 36:38: What keeps Ryan up at night in regards to SEO?
Show Links:* Visit LawnStarter’s blog * Follow Ryan on LinkedIn * Follow Ross on Twitter * Send us an email
Show Links:* 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-house team structure * 20:10: Traffic vs. lead conversion SEO (Movato) * 25:29: Go-to SEO strategies for enterprise real estate companies * 30:40: Localized keyword optimization * 33:09: Final tips, tactics, and recommended tools (Botify, seoClarity) * 39:14: Kristan’s predictions for the future of real estate and SEO
Show Links:* Conifr: SEO Consulting * Follow Kristan on Twitter * Follow Ross on Twitter * Send us an email
Show Links:* 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? * 22:55: AI tools for e-commerce category/product page content * 26:01: How to keyword map effectively, Aleyda’s cheatsheet * 30:56: Avoiding keyword cannibalization with different intent * 34:28: Final tips, tactics, and recommended tools
Show Links:* Aleyda’s Presentation: E-commerce SEO Horror Stories * Follow Aleyda on Twitter * Follow Ross on Twitter * Send us an email
Show Links:* 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, unrealistic time expectations * 17:29: Common mistakes when failing to get buy-in * 20:12: How to execute after making the pitch * 24:17: How to overcome obstacles within an organization * 26:24: Is SEO education necessary pre-pitch? * 29:00: Final tips, tactics, and recommendations * 32:18: Using domain authority to give time expectations
Show Links:* Follow Nick on LinkedIn * Follow Ross on Twitter * Send us an email
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 recommendation with Google updates
Show Links:* Google’s Helpful Content update * Follow Drew on Twitter * Follow Ross on Twitter * Send us an email
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 industry * 11:06: How to convince stakeholders of zero volume search topics * 15:00: What type of investment makes sense for this strategy? * 17:36: Zero volume case study outcomes * 21:01: Low search volume can equal bottom funnel keywords<>/li> * 24:33: Using competitors to your advantage and keyword frameworks * 26:51: Is this strategy ineffective within B2C organizations with lower customer LTV? * 29:23: The importance of quality over everything * 32:25: Audience research vs. keyword research * 33:56: Zero volume case study outcomes * 37:27: What Abby is excited about in SEO and content marketing
Show Links:* The Maker SERP Squeeze * Thruuu: Free SERP analyzer * Follow Abby on Twitter * Follow Ross on Twitter * Send us an email
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: Advice for sites that aren’t well-established * 11:50: Is a link building strategy necessary? * 17:05: The highest value links globally * 20:27: What was the effect on Google Penguin in Australia? * 26:00: Brodie’s SEO consulting playbook * 33:45: Are audits necessary? Why choosing the right client matters * 41:56: Tips for new SEO consultants
Show Links:* Learn more about Brodie Clark * Follow Brodie on Twitter * Follow Ross on Twitter * Send us an email
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 vs. competitors * 13:01: The typical SEO at TrustRadius * 16:59: Tracking history — research boards and what they do * 20:11: How is TrustRadius monetizing? * 31:17: What performance tests work and which ones don’t * 37:08: How Google algorithm updates affect decisions for TrustRadius * 38:33: Mark’s view on link building, outreach * 41:01: What’s new for TrustRadius?
Show Links:* Learn more about TrustRadius * Follow Mark on Twitter * Follow Ross on Twitter * Send us an email
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 on content performance * 7:54: How to best use your time on content and distribution * 9:58: The difference between promoting content and promoting a business * 11:42: Why KOB analysis is still a key factor * 12:43: Is PPC a valid strategy for link building? * 14:30: Summary
Show Links:* Enroll in SiegeLearn today! * Follow Drew on Twitter * Follow Ross on Twitter * Send us an email
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. redirect ideology * 24:07: Are jump-to links for redirects necessary? * 25:26: How to scope a content audit * 27:33: Why content audits are an ongoing process * 31:11: How often should you do content audits? * 33:47: The benefits of “mini” content audits * 35:58: 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 changes * 48:48: The value of checklists * 50:50: Content audits and their impact
Show Links:* Learn more about Six Stories * Follow Kelsey on Twitter * Follow Ross on Twitter * Send us an email
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 revenue the priority? * 20:20: Solving for for individual sub-topics vs. topic clusters * 25:01: Total keyword opportunity in one post, “ranch-style SEO” * 28:45: Could any SEO write it? The significance of thought leadership * 33:49: Don’t have counterarguments for the sake of it * 37:16: Bernard’s “SERP similarity,” addressing the copycats of SEO * 40:09: How often do SERPs change on average? * 43:49: What are you excited about in the content space?
Show Links:* Learn more about Clearscope * Follow Bernard on Twitter * Follow Ross on Twitter * Send us an email
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 across team members * 9:10: Procuring experts for content review * 14:26: How to motivate link builders * 17:52: The difficulty of generating links, shift towards passive links * 18:27: The biggest motivators for content creators * 20:53: Annuity.org’ link-building element, “Cite Us” and its benefits * 23:14: Why authority is key for passive links * 24:55: How Launch That uses feedback CTAs * 30:07: What lift or data does “Cited Research Articles” show? * 32:35: Breakdown of David’s team, what “lateral roles” means * 36:09: The ideal process for writers * 38:31: What is Launch That excited about?
Show Links:* Learn more about Launch That * Follow David on Twitter * Follow Ross on Twitter * Send us an email
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 * 8:48: Why time to value is important * 10:34: The repurposing codebase is beneficial * 12:45: When content uses "calculator" without the calculator * 13:45: How we think of bottom-funnel pages and calculators * 15:30: Ideal structure for calculators * 16:28: Final thoughts
Show Links:* Enroll in SiegeLearn today! * Follow Drew on Twitter * Follow Ross on Twitter * Send us an email
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 content is necessary * 8:54: Why the domain rating of passive link strategy skews higher * 10:36: Pros vs. cons * 12:14: How to achieve success, our process breakdown
Show Links:* Enroll in SiegeLearn today! * Follow Drew on Twitter * Follow Ross on Twitter * Send us an email
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 team to deal with clients * 26:45: Favorite tips for writing emails * 30:08: How to push back on clients — be empathetic * 37:46: Reporting, how to make your client look good * 40:29: Ghostwriting for clients * 41:37: When to use decks vs. reports * 42:04: How to educate your client and move the needle * 45:23: Ross’ new wave of strategy for clients * 49:32: Presentation best practices * 54:10: When does upselling make sense * 1:04:39: Learn more about Tom’s SEO MBA course
Show Links:* Enroll in SEO MBA today! * Follow Tom on Twitter * Follow Ross on Twitter * Send us an email
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 keyword frameworks * 14:25: Why user stories are important * 16:42: What is content engineering? * 24:54: IBM’s attribution models * 29:44: How to build an SEO movement at a large organization * 33:20: The benefit of using keywords in addition to charts in internal reporting * 40:23: Who do you invite to the internal Slack channel? * 42:36: Bryan’s evolution of role and management best practices * 45:19: How IBM uses internal blogging * 51:54: The pros and cons of email communication * 53:58: How long does it take to roll out a successful SEO program? * 1:01:00: The effects of redirects for IBM, link building strategy
Show Links:* Bryan's Substack SERPerStar * Follow Bryan on Twitter * Follow Ross on Twitter * Send us an email
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 on * 8:14: Ideal length of training period * 8:57: Integrating new hires with clients * 9:32: Are probation periods necessary? * 10:39: How to apply training to different paces of learning * 12:02: How often do we evolve/update our processes? * 13:08: The importance of noting expectations * 13:56: How to track performance of new hires, determine fit * 15:59: As an applicant, learning about your company matters * 17:36: What we’ve learned in training/onboarding after growth * 20:55: SiegeLearn discount, use code "ELSIE25" (Limited quantities available)
Show Links:* Siege Media is hiring! * Enroll in SiegeLearn * Follow Elsie on LinkedIn * Follow Drew on Twitter * Send us an email
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 stories are important * 16:42: What is content engineering? * 21:19: How to model scope on a per post basis * 22:41: Lessons after both working for and running an agency * 28:18: Mike’s upcoming book on the science of SEO * 30:40: What is something you don’t like about the SEO industry? * 34:10: Why empathy is key at agencies * 37:45: Mike's new beta rank tracking tool * 40:08: What is something you do like about the SEO industry?
Show Links:* iPullRank is hiring! * Follow Mike on Twitter * Follow Ross on Twitter * Send us an email
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: Taking a John Barrows approach (give and take vs. give)
- 15:20: Segmenting for audience type per content
- 17:53: Content hub and Learn Center design best practices
- 23:41: Is trend reporting necessary for investors?
- 28:49: The benefit of passive link acquisition via trending topics
- 31:40: How major reports affect rankability
- 36:15: How to move the needle in enterprise environments remotely
- 43:48: Implement imagery effectively
- 46:55: Units and content cost, mapping out the best ROI model
- 49:26: How to make valuable assets
- 53:41: What we can learn from SmartSheet
- 58:57: Tips, tools and tactics from John-Henry
Show Links:
- The John Barrows approach
- Follow John-Henry on Twitter
- Follow Ross on Twitter
- Send us an email
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 strategy presentations to the C-suite
- 13:43: The correlation between updating content and renewals
- 15:50: Why communicating ROI in annually is ideal
- 17:14: Tips for communicating link building ROI
- 20:50: How to calculate monthly link value
- 21:20: Revenue forecasts don’t always have to be right, here’s why
- 23:23: Ideal timelines for revenue conversations with the executive team
- 24:30: The value of email sign-up’s
- 26:47: How to navigate securing budgets in a difficult environment
- 31:08: How to build a better proposal for your client
- 34:01: How long should a pitch take for a big C-suite?
- 41:27: Why new Directors can be your key to funding
- 44:03: Lessons learned, why growth and excitement are more useful than you think
- 49:44: Impress with communication
- 53:43: How to express results when your client is already trending up
- 54:30: What’s next for Tom’s SEO MBA
Show Links:
- Enroll in SEO MBA
- Follow Tom on Twitter
- Follow Ross on Twitter
- Send us an email
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 that have a strong following (and get noticed)
- 12:49: Integrating personal branding with your company
- 13:28: What are the best KPIs for building inbound marketing and user acquisition?
- 15:09: Give users evergreen resources, SparkToro’s virtual event series, “Office Hours”
- 17:59: Understanding your audience
- 19:31: The benefits to implementing a contrarian content marketing strategy
- 20:29: How to expand your content to multiple platforms and formats
- 22:28: Learn from the “recap strategy,” solving your own problems first
- 22:49: How to leverage agencies to use your tool
- 24:55: The #1 converting piece of content for SparkToro, “Fake Follower Audit”
- 26:01: Learn more from Amanda after this podcast
Show Links:
- Fitbit’s Challenge Idea Generator
- SparkToro’s SparkScore (free tool)
- SparkToro’s Office Hours
- SparkToro’s Fake Follower Audit (free tool)
- SparkToro’s Audience Reach newsletter
- Learn more about Amanda on her website
- Follow Amanda on Twitter
- Follow Drew on Twitter
- Send us an email
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-funnel reach has contributed to NerdWallet’s success
- 5:45: Is NerdWallet’s brand defensible? What you need to invest in to “win”
- 7:03: How NerdWallet bets on quality, vulnerability to Google
- 7:53: Is it alright to be dependent on Google?
- 8:27: How younger companies can leverage their funding rounds for links and press
- 9:38: Solving for Quick Answers is still crucial
- 10:31: The risk of Google taking over tools
- 11:56: NerdWallet’s privacy and security concerns
- 13:33: What it means when a billion dollar company is built on SEO and content
- 14:23: When can we expect a Siege Media IPO on the markets?
Show Links:
- Follow Drew on Twitter
- Follow Ross on Twitter
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: Checking the biases of your business and colleagues
- 4:33: How to combat fear of representing things “wrong”
- 6:50: The importance of keeping others accountable
- 8:13: What to do when clients give pushback
- 11:44: How “checking boxes” for diversity can result in tokenism
- 12:31: Designing “real” people and why representation is more than just race
- 14:47: Giselle’s inspiration for illustration and graphic design
- 15:44: Why audiences are supporting businesses they believe in
- 16:10: How to improve your content marketing through writing
- 17:10: Improve your education on representation internally first
- 17:33: Supporting the greater good is good for business
- 17:50: Closing thoughts and resources
Show Links:
- Follow Giselle on Instagram
- Follow Darin on Dribbble
- Follow Cara on Twitter
- Follow Drew on Twitter
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 your industry vs. ranking longevity
- 10:20: The importance of homepage link velocity
- 11:37: Why following Google’s updates is still important
Show Links:
- Follow Ross on Twitter
- Follow Drew on Twitter
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 new to content marketing
- 8:58: Case study examples
- 10:24: Why six months is the magic number
- 11:01: How you know your content isn’t working
Show Links:
- Follow Ross on Twitter
- Follow Drew on Twitter
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 of Reddit, how to use it effectively
- 7:41: Why platforms like “The Pudding” are beneficial
- 8:02: Breaking up B2B and B2C ideas
- 9:05: How to brainstorm for niche industries
- 9:34: Promotable vs. SEO topics
- 11:01: What type of content does well in B2B markets?
- 12:49: How do you brainstorm for a mature content strategy?
- 14:13: Best criteria for a content revamp
- 15:29: How to look for passive link opportunities
- 18:09: What is the Keyword Opposition to Benefit (KOB) analysis?
- 20:23: What does the future of brainstorming look like?
Show Links:
- Follow Elsie on LinkedIn
- Follow Drew on Twitter
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 benefits is good for business
- 6:11: Why inclusive access to education and training is best for everyone
- 7:15: What do you contribute to Siege's design team success?
- 8:36: The commitment to video and its influence on content strategy
- 9:54: Differences in retention rates in CMS vs. Designers
- 10:54: How did you develop a process to determine if a client is right for our services?
- 13:01: What brought ESG initiatives to high-priority?
- 14:57: You've developed a culture of open-source knowledge. Why?
- 16:21: Moving towards 100-200 team members, what do you think the biggest challenges will be?
- 17:09: How has SiegeLearn affected business both internally and externally?
- 18:12: Do you plan to be CEO forever?
- 18:25: Drew's plan to take over as CEO and stories of his first interview at Siege
Show Links:
- SiegeLearn Content Marketing Course
- Follow Ross on Twitter
- Follow Drew on Twitter
- Send Ross an email
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 marketers (and their insightful training feedback!), we’ve compiled tips for quickly training up new team members, no matter their expertise or skill level.
Listen to our Content & Conversation episode below on how we’ve modified our process to fit a fully remote team.
Show Notes:
- 0:58: How we’ve shifted our “Skyscraper Technique” outlook
- 1:43: The value in “2x” level content
- 2:30: Misapplication of the “Skyscraper Technique”
- 5:13: Our thought process around passive vs. manual link acquisition
- 8:10: Thinking about search clicks vs. search volume
- 12:12: Is there a “good” balance of search volume to search clicks?
Show Links:
- How to Increase Website Traffic by 250,000+ Monthly Visits [2020 Update]
- Brian Dean Skyscraper Technique
- “Christmas songs” SERP
- On SERP SEO – The Infuriating Reality of Search’s Future by Rand Fishkin
- Follow Ross on Twitter
- Follow Caroline on LinkedIn
- Produced by Cara Brown
- Send Ross an email
Show Notes:
- 3:24: Are links and content really all that’s needed for SEO?
- 8:11: The danger in relying on SEO hacks and loopholes
- 10:15: Copywriting vs. content marketing
- 13:15: Our outreach process including open rate and placement rates
- 20:54: How to do content marketing at scale and still ensure quality
- 24:39: Our preferred SEO and content marketing tools
- 31:03: Refreshing content vs. killing a page
- 38:00: Idea of “collaborative copy”
- 41:30: The risk of content mills
- 43:44: How to take simple topics and turn it into a link engine
- 46:35: The Gary Vaynerchuk model and repurposing content
- 50:45: Our YouTube strategy
Show Links:
- How to Use “Freshness Distance” to Improve Rankings by Ross Hudgens
- The GaryVee Content Model
- Watch the original recording on Neville’s channel
- SiegeLearn content marketing course
- Follow Ross on Twitter
- Follow Neville on Twitter
- CopywritingCourse.com
- Send Ross an email
Show Notes:
- 00:53: Debunking common E-A-T myths
- 2:10: How does E-A-T relate to the Medic Update?
- 4:25: What should you focus on for E-A-T if you’re in YMYL?
- 7:12: Realistic timelines to see outcomes from E-A-T related changes
- 9:50: Getting buy-in for E-A-T changes
- 10:45: Does domain authority and brand recognition matter more with E-A-T?
- 15:57: Is it realistic to expect to outrank .gov sites now?
- 20:37: How to balance E-A-T with a company’s mission
- 23:08: Unique or unexpected methods of showcasing E-A-T
- 27:33: What keeps you up at night with E-A-T?
Show Links:
- What Does It Mean to Have Good E-A-T? by Lily Ray
- Lily’s Conductor Speech on Factoring E-A-T Into Your SEO Strategy
- Follow Lily on Twitter
- Follow Caroline on LinkedIn
- Produced by Cara Brown
- Send us an email
- Produced by Cara Brown
- Send us an email
Show Notes:
- 00:28: Training content marketers to communicate with creatives
- 1:45: Creating a Pinterest board to assemble inspiration
- 2:29: Training designers to communicate with marketers
- 4:05: How much time to give a designer to understand the content?
- 5:16: Ideal method of giving designer direction
- 6:51: Is there such thing as too much design direction?
- 7:38: How to feel comfortable giving creative feedback as a non-creative
- 10:15: How to build an “eye for design”
Show Links:
- Follow Leslie on Dribbble
- Follow Alex on Twitter
- Follow Caroline on LinkedIn
- Produced by Cara Brown
- Send us an email
Show Notes:
- 00:30: When does prioritizing immediate links make sense?
- 2:46: Content formats that get results in a short time frame
- 3:56: Risks involved with short term link building content
- 5:46: Link outcomes and expectations in a 6 month strategy
- 9:00: What businesses can focus on a longer, 1+ year timeline?
- 10:30: Content formats better suited for a long term strategy
- 12:15: Link outcomes and expectations for a 1+ year timeline
Show Links:
- What We Learned Analyzing the Cost Per Link of 500+ Posts by Caroline Gilbert
- Follow Ross on Twitter
- Follow Caroline on LinkedIn
- Produced by Cara Brown
- Send Ross an email
Show Notes:
- 00:40: How has SEO influenced media relations for you?
- 8:16: What are pet peeves you have when SEOs try pitching?
- 11:03: Why you shouldn’t stress over blog links vs. money page links
- 14:27: Relationship building tips for marketers starting at zero
- 19:20: Personalizing pitches with scale
- 25:21: How to foster relationships outside your specific pitch needs
- 26:51: Determining a good send volume for campaigns
- 31:51: Why you shouldn’t ignore mid-tier, regional or niche publications
- 34:25: How to handle no responses and follow ups
- 40:49: Are press releases dead?
- 47:39: Must-listen We Earn Media episodes and favorite journalism tips
Show Links:
- Tune in to We Earn Media
- The “WSJ” Marketing Problem with Rand Fishkin
- Alan Henry of Wired episode
- Follow Britt on Twitter
- Follow Jackie on Twitter
- Follow Caroline on LinkedIn
- Produced by Cara Brown
- Send us an email
Show Notes:
- 00:41: How to build bottom funnel links through outreach
- 4:12: Moving links from your homepage to a relevant product page
- 4:55: Adding citable elements to your bottom funnel pages
- 6:24: Ideas for blending long form content with landing pages
- 9:15: How to use internal linking in content to your benefit
- 10:42: Can visuals, such as infographics, fit on product pages to encourage links?
Show Links:
- Advanced Link Reclamation and Link Moves by Sarah Hollenbeck
- How to Generate Money Page Links with Garrett French
- Stockx Air Jordan page example
- Embroker startup insurance page example
- Follow Ross on Twitter
- Follow Caroline on LinkedIn
- Produced by Cara Brown
- Send Ross an email
Show Notes:
- 00:22: What ESG stands for and addresses
- 1:42: How “Reimagining Capitalism in a World on Fire” by Rebecca Henderson influenced Siege Media
- 2:36: Using ESG to analyze potential clients
- 3:33: Types of businesses that may not qualify
- 3:57: Why darker industries rely more on agencies
- 6:19: Working for causes = better internal fulfillment
- 6:47: Breaking down the client-agency relationship
- 7:25: Do your research on companies implementing ESG
- 8:47: How to evaluate internal efforts
- 10:24: Identify ESG through positive brand experience–use third-party tools
Show Links:
- Follow Ross on Twitter
- Send us an email
Show Notes:
- 00:21: Julia McCoy’s background, the origin of Express Writers
- 2:37: How to interview new writers
- 5:39: The best process when vetting portfolios
- 8:02: The ideal writing staff split and why industry-specific writers are necessary
- 9:37: What is a typical tempo of your editorial team?
- 10:36: In-house vs. outsourced team structure
- 14:04: How clients split copywriting duties in-house
- 16:02: How much content should I be creating?
- 18:42: Common obstacles when scaling production/li>
- 20:32: Educating clients post-2020
- 21:14: How much SEO knowledge is appropriate for writers and editorial staff?
- 23:09: How crucial are SEO tools?
- 24:50: The importance of on-page brand experience
- 26:37: The state of AI in copywriting
- 28:56: Roadblocks when relying on AI
- 31:53: Copywriting trends to look forward to in 2021
Show Links:
- Follow Julia on Twitter
- Visit Express Writers
- Learn from the Content Hacker Academy
- Follow Caroline on LinkedIn
- Send us an email
Show Notes:
- 00:34: Welcome back, Vince! Siege Media’s Director of Digital PR
- 00:40: GameStop stocks and how to manipulate the stock market
- 1:20: What is digital PR?
- 2:57: Why is “digital PR” trending?
- 4:37: The differences between digital PR, SEO and link building
- 6:01: Viral content vs. brand identity
- 6:28: What are the biggest digital PR mistakes?
- 7:40: What “going viral” means in different industries
- 8:49: How Siege Media combines content marketing and PR
- 9:37: Industries where digital PR is optimal
- 10:27: Calculating link value by website
- 11:57: Dangers of scraper sites in link reporting
- 14:27: The legitimacy of viral content
- 16:50: Going viral within your niche audience
- 17:44: Is this a strategy or one-off?
Show Links:
- Follow Vince on Twitter
- Follow Ross on Twitter
- Send us an email
Show Notes:
- 00:27: Jenn’s background and how she landed at GitHub
- 1:06: GitHub’s technical foundation pre-SEO
- 2:00: How Jenn prioritized SEO with developers, engineers and CTOs in mind
- 3:14: Beginner vs. advanced keyword topics
- 5:15: Understanding enterprise intent for a technical audience
- 6:10: How SEO is defined at GitHub i.e. marketing
- 7:28: The collaboration between SEO and content creators
- 8:30: What developer skills overlap with SEO?
- 10:30: Why SEOs tend to misuse canonicals
- 12:10: The important of basic HTML understanding
- 13:00: Common mistakes when growing SEO at the enterprise level
- 15:18: Educating the C-suite on SEO
- 16:59: Surprising collaborations with other departments
- 18:13: What to highlight when reporting metrics to the C-suite
- 21:45: Focusing on data you can control
- 22:34: How Google’s update is affecting impressions
- 24:11: Is there an ideal in-house to agency split?
- 25:59: How to utilize your budget when growing a department
Show Links:
- Follow Jenn on Twitter
- Follow Jenn on Search Engine Journal
- Follow Caroline on LinkedIn
- Send us an email
Show Notes:
- 1:04: Cyrus Shepard, Founder of Zyppy | How Core Web Vitals, passage indexing and engagement will impact both ranking signals and click-through rates
- 2:20: Mike King, Managing Director & Founder of iPullRank | Is Core Web Vitals all hype? What to focus on instead
- 7:46: Aleyda Solis, International Mobile SEO Consultant, Founder of Remoters.net | The importance of visual search
- 11:16: How Google vs. Apple affects outcomes internationally
- 12:20: Rand Fishkin, Co-Founder & CEO of Sparktoro | Brand identity vs. link building
- 13:15: What is a good link signal vs. a bad link signal?
- 15:11: Kevin Indig, Director of SEO at Shopify | Why Google’s increase in SERP features will affect rankings and traffic
Show Links:
- Follow Cyrus on Twitter
- Follow Mike on Twitter
- Follow Aleyda on Twitter
- Follow Rand on Twitter
- Follow Kevin on Twitter
- Follow Ross on Twitter
- Follow Caroline on LinkedIn
- Send us an email
Show Notes:
- 00:28: How “rating” tools like Yoast, Clearscope, Lighthouse and more shouldn’t be the main focus
- 3:09: How SERP features negatively impact you and your competitors
- 4:52: Asking for “word count” as a baseline indicator of quality content
- 7:00: Our thoughts on technical text analysis like TFIDF, LSI and more
- 8:11: Thoughts on linking root domain authority vs. relevancy
- 10:00: Balancing internal linking with UX and user journey
Show Links:
- Why Writing Quick Answers for Google is Not Enough by Ross Hudgens
- Follow Jon Eric on Twitter
- Follow Caroline on LinkedIn
- Send us an email
Show Notes:
- 00:30: Alli’s start and how she landed at Motley Fool
- 1:45: How Motley Fool structures content and editorial
- 3:05: Balancing focus between evergreen content vs. news
- 4:45: How breaking news can inform traffic to evergreen topics
- 5:50: Collaborating with the news team
- 6:33: Deciding what content gets top navigation, homepage and similar high priority real estate
- 10:12: How to explain complex financial topics to beginner audiences
- 12:21: Recommendations for new or early stage personal finance sites
- 15:32: Influencer marketing for The Motley Fool
- 16:24: E-A-T, syndication and existing reporter influence
- 17:34: How to scale content refreshes and revamps
- 21:00: Using Google Trends to inform keyword research
- 23:39: How COVID has impacted the content at Motley Fool
- 26:00: An AMP rant
Show Links:
- Follow Alli on Twitter
- Follow Caroline on LinkedIn
- Send us an email
Show Notes:
- 1:40: How to think about pitching titles at different media types
- 2:30: Is there a typical “newsroom” make up?
- 3:00: What editors, managing editors, staff editors and more do
- 6:15: Pitching print vs. digital and different titles you’ll run in to
- 7:45: Considering national vs. regional vs. local media
- 9:20: Byline attribution in media
- 11:00: Emailing “tips@” when you have no other option
- 12:12: Is television a good avenue for link building?
- 16:46: Is radio a good avenue for link building?
- 20:34: How to handle pitching freelancers or contributors
Show Links:
- Follow Amanda on Twitter
- Follow Sarah on LinkedIn
- Follow Caroline on LinkedIn
- Send us an email
Show Notes:
- 1:23: How we approached content creation without link building and the results of that
- 2:00: Is it possible for an agency to outrank a SaaS brand?
- 3:04: Keyword strategy after evaluating new and old content
- 5:35: Thinking through B2B content marketing for niche industries (like us!)
- 6:48: How we evaluate our domain authority to the competition
- 8:45: Balancing content creation for different levels of decision makers
- 10:00: How companies are propping up their domain authority via acquisitions
- 12:07: Thinking outside the /blog/ for content creation
- 17:10: Looking at content types that make us unique
- 19:00: Balancing your unique value proposition and not getting pigeonholed
- 22:33: Bringing multiple team members into your B2B content marketing
Show Links:
- How to Find Someone’s Email Address on Siege blog
- 7 Effective Ways To Find Anyone’s Email Address by Ahrefs
- New Siege Media /work/ section
- Github Ajax glossary page
- The Best Time and Day to Send Emails (2020 Data) by Drew Page
- Follow Caroline on LinkedIn
- Follow Ross on Twitter
- Send Ross an email
Show Notes:
- 00:21: Summary of findings and methodology
- 2:01: What we found across open rate, click rate and reply rate
- 3:26: Our theories on why open rate sharply declines during the week
- 6:22: What we’re changing with our outreach after this analysis
- 9:33: Why send day and time isn’t the only thing you should be focusing on
Show Links:
- The Best Time and Day to Send Emails (2020 Data) by Drew Page
- How to Execute SEO-Driven Content Marketing with Neville Medhora
- 45 Cold Email Subject Lines With Proven Open Rates by Sierra Skelly
- Follow Drew on Twitter
- Follow Caroline on LinkedIn
- Produced by Cara Brown
- Send us an email
Show Notes:
- 00:38: How to evaluate keywords (and find them) when just starting out
- 4:07: Finding lower competition terms
- 5:13: Why passive link building is even more important for lower authority sites
- 7:06: When buyer personas ≠ linkable audience
- 8:03: Understanding authority and credibility when link building
- 10:00: Building out a “hero asset” to carry your content strategy
- 11:51: How to balance a blog design that scales
Show Links:
- Follow Alex on Twitter
- Follow Caroline on LinkedIn
- Produced by Cara Brown
- Send us an email
Show Notes:
- 00:25: Why you should look at search clicks, not search volume for ideas
- 3:30: Tips for capturing the featured snippet
- 6:22: Anticipating organic traffic drops even if you capture the featured snippet
- 7:50: Refreshing and testing title tags to attract clicks on SERP
- 11:26: Do rich snippets improve rankings?
- 14:26: How to capture People Also Ask boxes
Show Links:
- Christmas songs SERP
- Cholesterol in eggs SERP
- “Are timeshares worth it?” SERP
- Follow Jon Eric on Twitter
- Follow Caroline on LinkedIn
- Produced by Cara Brown
- Send us an email
Show Notes:
- 00:53: Debunking common E-A-T myths
- 2:10: How does E-A-T relate to the Medic Update?
- 4:25: What should you focus on for E-A-T if you’re in YMYL?
- 7:12: Realistic timelines to see outcomes from E-A-T related changes
- 9:50: Getting buy-in for E-A-T changes
- 10:45: Does domain authority and brand recognition matter more with E-A-T?
- 15:57: Is it realistic to expect to outrank .gov sites now?
- 20:37: How to balance E-A-T with a company’s mission
- 23:08: Unique or unexpected methods of showcasing E-A-T
- 27:33: What keeps you up at night with E-A-T?
Show Links:
- What Does It Mean to Have Good E-A-T? by Lily Ray
- Lily’s Conductor Speech on Factoring E-A-T Into Your SEO Strategy
- Follow Lily on Twitter
- Follow Caroline on LinkedIn
- Produced by Cara Brown
- Send us an email
Show Notes:
- 3:24: Are links and content really all that’s needed for SEO?
- 8:11: The danger in relying on SEO hacks and loopholes
- 10:15: Copywriting vs. content marketing
- 13:15: Our outreach process including open rate and placement rates
- 20:54: How to do content marketing at scale and still ensure quality
- 24:39: Our preferred SEO and content marketing tools
- 31:03: Refreshing content vs. killing a page
- 38:00: Idea of “collaborative copy”
- 41:30: The risk of content mills
- 43:44: How to take simple topics and turn it into a link engine
- 46:35: The Gary Vaynerchuk model and repurposing content
- 50:45: Our YouTube strategy
Show Links:
- How to Use “Freshness Distance” to Improve Rankings by Ross Hudgens
- The GaryVee Content Model
- Watch the original recording on Neville’s channel
- SiegeLearn content marketing course
- Follow Ross on Twitter
- Follow Neville on Twitter
- CopywritingCourse.com
- Send Ross an email