Content and Conversation: Organic Growth Insights from Siege Media

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 c...

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 shou...

‬ 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 perceive...

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...

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 soci...

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 Spa...

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 y...

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 se...

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...

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...

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....

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...

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...

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 a...

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 Politic...

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? 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...

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...

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: Cert...

Show Notes: 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 Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes...

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...

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...

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 li...

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....

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: Fina...

  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 Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcas...