Content and Conversation: Organic Growth Insights from Siege Media

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 L...

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 Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-...

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 17:0...

Show Notes: 00:23: Does digital PR have enough value per link? 4:35: How to execute link building 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 b...

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 Subscri...

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...

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...

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 exp...

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...

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 Capta...

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...

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:...

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...

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 c...

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/...

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...

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 promisin...

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, goo...

Show Notes: 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 c...

Show Notes: 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 conve...

Show Notes: 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/prod...

Show Notes: 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 whe...

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...

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 zer...

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:...