Content and Conversation: SEO Tips from Siege Media

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 Notes 0:08 – The optimism vs. pessimism spectrum in AI-driven search 0:42 – Why Ross launched this study in the first place 1:04 – From impressions up, clicks down—what triggered the deeper investigation 1:24 – Should SEO start valuing impressions like PR does? 1:51 – Why homepage clicks matter more than ever 2:29 – Branded search as the silent traffic driver 2:49 – What Siege saw across consumer & fintech sites 3:19 – Homepage impressions up 54%, site wide clicks down 4.8% 4:03 – Why that might be good news: homepage conversion rates 5:05 – B2C trends: more impressions, mixed click behavior 6:07 – B2B trends: homepage clicks up 15%, better revenue alignment 8:19 – Average position declines but branded queries still driving visits 9:36 – Seeing real value in brand mentions from ChatGPT, Perplexity, etc. 10:16 – Siege's internal data: 30% homepage traffic lift, no pipeline drop 12:20 – Conversion math: homepage 3%, sitewide 1% 13:25 – The net positive: more conversions despite fewer visits 14:06 – Why you should optimize your homepage now 14:58 – Brand building, storytelling, and digital PR 15:46 – Homepage CTR and pricing page visibility wins 16:37 – Retargeting strategies for branded homepage traffic 17:00 – If you didn't build a brand, this won't help 17:44 – Aligning SEO with PPC to defend the SERP 18:25 – Communicating the impact to leadership 19:12 – Content quality still wins, even in LLMs 19:35 – Creating a brand health dashboard 20:22 – Final thoughts: conversion is the key metric, not traffic Show Links Full Study: https://www.siegemedia.com/strategy/ai-homepage-traffic-increaseSubscribe 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 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 dominance 1:18 – Top 3 takeaways from Kevin's study 4:42 – Why younger users love AIOs—and older users don't trust them 5:37 – How brand strength is driving revenue despite declining CTRs 7:42 – Why results vary dramatically by industry (SaaS, e-comm, publishers) 9:20 – Mobile users scroll more—what that means for engagement 13:00 – Trust signals that matter: bylines, bios, disclosures & authority 16:14 – Riskier queries = higher skepticism. Assigning a “risk score” to search terms 19:18 – Why your SEO strategy must include Reddit, YouTube & non-Google channels 23:27 – New team structures: why SEOs must align with social, paid & brand 28:08 – Creating a brand health dashboard: tracking reach beyond Google 31:27 – Leveraging your existing customer base to create high-converting content 34:45 – How review mining and transcripts unlock real user needs 38:09 – 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 defensibility 43:34 – Mission statement generator: the surprising success story 46:43 – Final advice for SEOs in 2025: speed, adaptability, and user-first everything Show 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-generator](https://www.ramp.com/mission-statement-generator) Optiversal – Turning reviews into content: [https://www.optiversal.com](https://www.optiversal.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

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 Notes00:00 – Intro: Why Jess's Diagrams Stand Out01:00 – Visualizing Content for Clients (And Prospects)03:30 – Why Revenue-Led SEO > Traffic-Led Metrics06:00 – What Google & AI Are Doing to Top-of-Funnel09:00 – Segmenting Content by Intent, Not Format12:00 – Sales Conversations as the New Keyword Research15:00 – Using Granola and Gong to Extract Real Pain Points17:00 – Are Keywords Dying in a Zero-Click World?20:00 – Technical SEO Still Matters (Despite the Hype)24:00 – First Links, Internal Linking & Breadcrumbs27:00 – Systems Thinking: Weekly Sprints & Triangulated Ops30:00 – Why "Blog" Is the Wrong Word for Modern Content33:00 – Enterprise Content Silos & the WordPress Problem34:30 – Where to Follow Jess & Final ThoughtsShow LinksJess'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=recordingJess 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 Clicks 04:00 – Google's AI & the New Era of Search Disruption 06:00 – What Content Will Be Cannibalized by LLMs 08:00 – Influence or Information: Winning with Point of View 10:00 – From Links to Mentions: Co-Citation SEO Strategy 12:00 – Optimizing for LLMs: Citations, Not Just SERPs 14:00 – AI, Brand Authority & The Repetitional Layer 17:00 – Tools, Training Sets, and the Battle of Ideas 20:00 – Inside HubSpot's Media Play: The Hustle, Podcasts & Creators 24:00 – Why Interactive Tools Still Work (If Done Right) 26:00 – Gated Content & Moving the “Free Line” 28:00 – New Team Models: Journalists, Generalists, and Engineers 32:00 – Kieran's Leadership Framework: Manage Problems, Not People 35:00 – Contrarian Bet: Buying The Hustle & Building Influence 38:00 – Lessons from Zapier vs HubSpot's Go-To-Market 40:00 – Why Lazy AI Marketers Will Fail 42:00 – Is M&A Still a Growth Lever for HubSpot? 44:00 – Final Thoughts & Where to Follow Kieran --- Show Links Did Hubspot Lose 80% of Blog Traffic? [https://www.youtube.com/watch?v=tBHoJMOkL6Y](https://www.youtube.com/watch?v=tBHoJMOkL6Y) Contrast Ratio by Siege Media [https://www.siegemedia.com/contrast-ratio](https://www.siegemedia.com/contrast-ratio) Interactive Content Data Use [https://www.siegemedia.com/strategy/content-marketing-trends#interactive-content](https://www.siegemedia.com/strategy/content-marketing-trends#interactive-content) The Hustle by HubSpot [https://blog.hubspot.com/the-hustle/page/1](https://blog.hubspot.com/the-hustle/page/1) Kieran Flanagan on LinkedIn [https://linkedin.com/in/kieranjflanagan](https://linkedin.com/in/kieranjflanagan)

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/andrewwardenSubscribe 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

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 Life Chris 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 | #contentmarketingSubscribe 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

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 Journey00:34 – From Agency to Zillow: What Made Zillow's Traffic Explode01:09 – How Zillow Reached Nearly 2 Billion Visits/Year03:23 – The Hidden SEO Power of Off-Market Listings04:23 – Internal Linking Tactics to Boost Indexing06:52 – Long-Tail Dynamic Pages from Listing Descriptions08:44 – Managing Page Quality in Long-Tail SEO10:21 – When & Why Zillow Invested in an SEO Testing Platform12:09 – How SEO Was Structured at Zillow (and Why It Worked)13:58 – Quarterly Planning + Executive-Level SEO Visibility15:05 – One-on-One Collaboration With Other Channel Leads17:10 – Building a Culture of Shared Ownership Around SEO18:56 – Risk Management via SEO Testing Platforms20:39 – Why Testing Is a Must at Enterprise Scale22:51 – How Zillow Prioritized Smart Resource Allocation24:41 – How to Know When It's Time to Build a Platform26:41 – Structuring SEO Inside Product vs. Marketing30:06 – How Cross-Team SEO Works at the Enterprise Level32:21 – Building Executive Presence & Communicating Up34:05 – Wins, Challenges & Transparent SEO Reporting36:00 – SEO Summits with Airbnb, Yelp, TripAdvisor & More41:00 – Final Lessons: Communication, Creativity & Big Rocks Kristan's Website: https://www.kristanbauer.comKristan on LinkedIn: https://www.linkedin.com/in/kristandaubleOur 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 Eli‬‭Show Links:‬Eli's Newsletter:‬‭ https://www.productledseo.com/‬Eli's Book on Amazon:‬‭ https://www.amazon.com/dp/B091D572ZL‬Eli 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 & Welcome01:04 Moz's Position in a Competitive SEO Landscape02:52 AI Overviews & the Future of SERPs07:06 MozCast & Google Update Tracking12:53 The Role of Brand Authority in SEO19:09 How SEO Has Shifted Over the Years24:15 Keyword Research & New Moz Tools30:56 The Decline of Blog Comments & Online Community Shifts36:41 SEO Data & Attribution Challenges41:26 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-authorityGoogle's Update History:https://moz.com/google-algorithm-changeMozCast:https://moz.com/mozcastMozCon's on the road in 2025: https://moz.com/blog/mozcon-on-the-road-2025Dr. 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 Matters02:47 Landing in Product-Focused Roles07:43 Top of Funnel vs. Bottom of Funnel11:01 A Typical Day in a Product-Led SEO Role16:40 Technical vs. Product Manager SEO21:47 Should SEO Sit in Marketing or Product?26:32 UX & User Research Resources30:47 A/B Testing for Better User Journeys39:37 Tools & Tactics for SEO A/B TestingShow Links:NNGroupUserTesting.comSearchPilotSharanya on LinkedIn Apartments.com related linking exampleWirecutter “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 Introduction01:03 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.html21st anniversary post: https://www.seroundtable.com/21-years-old-38395.htmlAIO 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, SEER01:36 Collaboration Over Competition04:04 The Rise of Organic Social vs. Traditional SEO10:53 Content Marketing vs. Journalism15:17 AI, Automation & the Future of Marketing28:22 The Changing Role of Link Building38:14 The Urgency to Adapt: AI's Impact on Agencies46:36 Final Thoughts & Where to Find Wil Show Links:Wil at Seer: https://www.seerinteractive.com/wil-reynoldsWill on LinkedIn: https://www.linkedin.com/in/wilreynolds/Wil on X: https://x.com/wilreynoldsWil 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 swag01:10 The Bold Move: Disavowing Every Inbound Link02:00 Aftermath: Results of the Disavow Experiment06:17 When the Disavow Tool Still Matters08:44 Contrarian Takes & Being ‘Right' in SEO09:43 Why Google Wants Real People14:21 SERP History & Competitive Analysis20:00 Over‐Optimizing vs. Brand Building Show Links:Zyppy's Disavow Experiment  Tom Capper on Brand AuthorityAhref's SERP history featureCyrus on Bluesky

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 creation01:03 Combining Silicon Valley innovation with internet marketing02:45 The Hustle's Newsletter Success06:12 Hiring Creative Talent10:50 The Power of Copy Work16:00 Writing Headlines That Sell29:05 Simplicity in Writing35:00 AI for Copywriters44:10 Sam's Favorite Copywriting ResourcesShow Links:Copy That copywork course by Sam ParrInside the Mind of a Newsletter MogulTry RosedaleTo be Great Be Good, ReaptablyHemingway AppWarren Buffet word count by Sam ParrJason Fried's copywriting - https://www.hey.com/Headline example from The HustleAdweek Guide to Copywriting Scott Galloway

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 Insights2:35 The Role of SEO in Modern Marketing5:10 Content Creation and Personal Workflow11:14 Building a Community Around Marketing24:28 Authenticity in LinkedIn Posting29:00 Podcasting as a Content Strategy38:43 Building a Paid Community Experience43:05 The Impact of AI on SEO and Content47:11 Evolving SEO Roles and Future StrategiesShow Links:Dave Gerhardt Exit Five communityKnowatoa AI rank monitoringSubscribe today for weekly tipsFollow Ross on XEmail 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 Buckbee3:28 Understanding AI Search Rankings5:52 Strategies for Influencing AI Search Results7:28 The Future of SEO with AI13:12 Exploring AI Search Evolution16:25 The COPE Content Strategy19:32 Navigating AI Search Services23:09 The Role of Digital PR40:03 The Future of AI and SEO Integration42:48 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/RossHudgensSubscribe today for weekly tips: https://bit.ly/3dBM61fListen on iTunes: 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/siegemediaFollow Ross on Twitter: http://twitter.com/rosshudgensDirected by Cara Brown: https://twitter.com/cararbrownEmail Ross: ross@siegemedia.com#seopodcast  | #contentmarketing #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 Brian1:17 The Origin of Exploding Topics9:12 Transitioning to SaaS Model11:13 The Journey to Selling16:29 Buyer Relationships Matter18:37 Reflections on SaaS Success22:36 Finding the Right Co-Founder27:18 Thoughts on the Future of Search30:55 Life After AcquisitionShow Links:Subscribe today for weekly tipsFollow Ross on XSend Us an EmailFollow Brian on LinkedinExploding TopicsThe SaaS consultant Brian recommended#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 Creation2:48 Rethinking Content Calendars4:37 Leveraging Current Events for Engagement7:21 Updating Existing Content for Relevance10:04 Navigating Political Topics with Neutrality12:57 Long-Term Strategy Amidst Short-Term EventsShow Links:Subscribe today for weekly tipsFollow Ross on XSend Us an Email 

Show Notes:00:00 - Intro00:40 - Clearscope and the future of SEO13:08 - What are language models actually good for?29:10 - Using the data to guide strategy39:00 - Discussing Reddit and SERPs49:00 - Is there optimism for the future?

Show Notes:00:09: Welcome, Jimmy Daly, Co-Founder and CEO of Superpath03:30: What does high-performance SaaS content look like?06:48: The importance of knowing your product (Fresh Paint)10:24: Outstanding content in SaaS11:16: The advantages of compiling your own data13:03: Jimmy's Your Blog Is a Library Not a Publication21:31: The three best content marketing approaches24:33: The balance between publishing frequency and SEO30:19: Missed traits of high-performing freelance writers37:54: 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 Bowers48:20: How to connect with Matt Bowers

00:00 - Introduction00:45 - What is Product-Led Digital PR?4:30 - Why you should choose Product-Led Digital PR6:37 - A case study with encouraging results8:30 - Putting your data to work10:00 - Running surveys13:00 - How do you make surveys effective?16:00 - What the future looks like18:00 - Final Thoughts

Show Notes:00:08: Welcome, Jesse McDonald, Senior Director of SEO at Siege Media00:41: Mike King's analysis of Google Search's leaked internal engineering documentation (Read more)02:15: Overall site authority score03:05: The impact of clicks on rankings04:09: Defining Domain Authority04:49: “Font Size of Terms and Links Matters”05:26: The “small personal site” specification08:03: Authors as an explicit ranking feature09:13: Validity and effectiveness of the disavow tool10:27: 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 tipsShow Links:Follow Jesse on XFollow Ross on XSend 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 insightsShow LinksFollow Drew on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:00 - Introduction1:02 - Despite slightly smaller budgets, businesses remain committed to content marketing2:47: Reports indicate higher success rate for those who invest more per asset3:24: What we're currently seeing in AI's impact, AI usage up YOY5:25: Is AI helping or hurting your content?7:29: Where AI is making the most significant impact8:46: Unpacking the decline the link building and its implications10:32: The rise of organic link building11:42: Interactive content use surges13:07: Is AI and code development practical?14:51: Businesses biggest challenge — lead generationShow LinksFollow Drew on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:00 - Introduction01:15 - The SEO Job Market4:30 - Should we be scared of SGE and AI?08:00 - Changes in the SEO industry14:50 - What does the future look like?16:48 - Thoughts on SGE20:47 - Would you change anything about your career?25:00 - How to future proof your job28:20 - Technical SEOs vs Content SEOs36:13 - Final ThoughtsShow Links:Post your next SEO job on SEOjobs.com with Nick LeRoyFollow Drew on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:00: Introduction01:53: Understanding why problems in SEO occur07:55: Being a T-shaped marketer09:10: Ross shares a recent client case study10:50: Tory shares a recent client case study13:28: Having critical conversations with clients15:45: Thematic issues that prevent SEO work19:54: Useful tips for getting SEO projects done24:20: Client communication philosophies27:20: Final thoughts on Ross' Linkedin post33:43: ConclusionShow Links:Follow Tory's Podcast: Opinionated SEO OpinionsFollow Drew on TwitterFollow Ross on TwitterSend Us an Email

 Show Notes:00:00: Introduction00:57: Lessons from BrightonSEO02:20: Strategies for Link Relevancy04:00: Lessons from Less Manual Link Building10:20: How Do Brand and EEAT Signals Impact Links15:45: Summing It All Up18:36: OutroShow Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:00: Introduction02:09: Intro to the sheet3:00: Keyword Research process4:50: Keyword Difficulty5:20: Relevancy Score6:30: Ranking Page URL9:27: Links11:45: Page Traffic and Traffic Value13:05: KOB Score15:00: SERP Features and Keyword Demand Trends16:40: Word Count17:48: Refresh Frequency19:17: Revised KOB score20:25: Categorize and Funnel Stage22:08: ConclusionShow Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:17: Above the fold best practices3:46: Siege Media's sticky navigation case study6:47: The impact of font size on conversion rate10:46: The power of updating contentShow Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:30: BOFU benefits in SaaS00:55: Why “Best X” roundups are necessary2:45: BOFU content best practices5:41: How to counter legal ramifications7:21: The importance of updates9:01: Alternative and “vs” page strategies11:09: When landing pages make sense12:14: How internal linking fits in12:14: HubSpot example14:05: PandaDoc example15:38: Addressing the fear of retaliation17:06: Executing BOFU as a brand new websiteShow Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:23: Does digital PR have enough value per link?4:35: How to execute link building effectively6:40: Breaking down the value of links by industry7:29: Off-brand digital PR — the “Principal—Agent” problem9:59: Deploying digital PR campaigns 1-4x a year11:50: Why keyword-driven digital PR makes the most impact13:08: How to fuel internal linking across your site14:29: Digital PR best practices, the fundamentals15:49: Final tips, tricks, and tactics/li>Show Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:08: Welcome, Bernard Huang, Co-founder of Clearscope00:35: E-E-A-T's background and evolution4:00: Common E-E-A-T misapplications by SEOs13:21: The value of a simple photoshoot18:27: Modern SEO necessities vs. technical SEO27:32: How to optimize every pixel on your siteShow Links:Visit Clearscope's BlogFollow Bernard on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:10: The core SEO changes at Google I/O2:14: Health and finance topics will not be affected (so far)3:08: Watermarking for generative content creators4:51: New layouts in Google SERP6:12: New impact on affiliate website7:43: Query complexity and how it influences content choice8:30: Google's incentives for content and websites continues10:30: RLHF, “Reinforcement Learning from Human Feedback13:42: Visual design importance18:06: How to increase efficiency in SEO with AI21:02: Visual design importance, continued21:47: Why complex queries are the best defense22:22: How to stay on top of optimization as AI evolves24:57: Final tips, tactics, and tricksShow Links:The AI Takeover of Google Search by The Verge“Watermarking” and Content from Google I/O“Conversational Mode” from Google I/OFollow Drew on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:07: Welcome, Bernard Huang, Co-founder of Clearscope00:30: How to recession-proof content marketing5:05: Why exploring bottom-funnel topics are key7:32: Attributing content to revenue, lead generation11:57: Update content more14:41: Repurpose content more18:09: Using keyword rankings to prove success19:05: Search demand's decline and ChatGPT22:36: The revolution of language models and unique data30:10: Final tips, tactics, and tricks for recession-proof content marketingShow Links:Visit Clearscope's BlogFollow Bernard on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:08: Welcome, Chip Malt, CEO of Made In00:35: The details of Made In's content strategy4:33: How do you quantify the worth of your assets?7:10: Why Chip pursued education and research first7:50: How long did it take to feel traction from your SEO investment?13:48: Made In's content and A/B tests10:02: The evolution of Made In's blog design19:05: How to incorporate shopping experiences into content22:00: Using email for content distribution25:05: How Made In used original photography to their advantage27:22: 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 team34:44: How Made In sets goals38:15: Chip's cooking tipsShow Links:Visit Made In's BlogFollow Chip on LinkedInFollow Ross on TwitterSend Us an Email

Show Notes:00:13: Welcome, Ryan Darani, SEO Consultant for DTC Health and Wellness brands1:36: How much content should you publish to be effective with SEO?2:59: Content freshness and its impact on rankings5:20: What's the counterargument to Monday.com's case study?8:24: The negative effect of high volume, low quality content11:33: The importance of updating content12:31: 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 ExampleFollow Ryan on LinkedInFollow Ryan on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:08: Welcome, Jonathan Newar, CEO of Captain Experiences2:08: What's the biggest fish you've ever caught?3:48: SEO's role in the initial stages of Captain Experiences10:13: How Captain Experiences thinks through “Guide” pages12:50: How to present a growth story to investors with SEO16:32: Captain Experience's marketing and SEO team structure20:30: The biggest SEO KPIs for Captain Experiences21:28: The difference between long-term SEO and PPC23:43: How Captain Experiences plans to expand their markets26:30: Jonathan's insights on growth and SEOShow Links:Example of Captain Experiences' Guide PagesFollow Jonathan on LinkedInFollow Ross on TwitterSend 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 Digital00:41: Breaking down Bing's AI integration and Google's AI announcement2:23: Lily's take on the future of AI integration and SEO10:36: The competition between Google and ChatGPT13:06: How to incorporate AI content generation into your strategy16:41: Best use cases for AI content tools20:38: AI content tools for enterprise vs. small businesses22:42: Why the case studies of AI content generation success are problematic28:42: Lily's clients and their stance on AI content tools32:55: How will AI content generation evolve from here?36:35: Where to find Lily RayShow Links:Getty Images Sues Stable Diffusion for $1.8 TrillionGoogle's Guidance About AI-Generated Content“The Role of AI Content in SEO” by Lily RayCNET's AI Journalist Commits PlagiarismYandex Ranking Factors Explained by ChatGPTFollow Lily on LinkedInFollow Lily on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:07: Welcome, Derek Flazraich, CEO of Ness1:55: How Derek's former company, Greatist was born3:33: How Greatist scaled to 50 million visitors per month6:02: Why establishing the correct tone for your audience is key13:18: Greatist's success in mentioned outreach19:38: How Pinterest contributed to Greatist's success22:07: Biggest strategy lessons from Greatist to Ness26:51: How to increase your content engagement via email30:49: 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 Ness45:46: Why a variety of platforms are necessary for SEO48:24: Ness' three most impactful channels50:37: Is there an equivalent to Pinterest today?53:59: How to repurpose your content across multiple channels56:25: Derek's unique leadership style and culture at Ness1:02:14: Ness' team structure1:05:16: Final tips, tricks, and tactics from DerekShow Links:Follow Derek on LinkedInFollow Derek on TwitterSubscribe to Nessie SightingsFollow Ross on TwitterSend 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 industry14:57: How to not be confined by a “content marketing box” when implementing long-term strategies18:13: 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 marketing54:58: Devin's experience executing community strategies at Animalz56:52: What's next for Devin Bramhall?Show Links:Follow Devin on LinkedInFollow Ross on TwitterSend Us an Email

Show Notes:00:18: Welcome, Mike Yon, Founder of Clean Air Digital00:56: Mike's experience in SEO M&A3:41: The current state of SEO M&A7:21: What does digital real estate look like today?11:19: Finding SEO acquisition targets — link value vs. ownership value16:06: What is the best deal structure?19:52: How to evaluate SEO assets in every industry22:14: The value of sites with penalties and/or significant hits in traffic24:52: Mike's due diligence process when acquiring a site37:38: Tools to compare valuations in your market40:10: Where are the most popular marketplaces?42:02: Due diligence process continued45:10: How to make the acquisition process seamless48:32: Best tools to make your deal run smoothly50:30: What percentage do marketplace websites take51:08: Mike's final tips, tactics, and recommendations53:02: How to get the maximum from your saleShow Links:Follow Mike on LinkedInFollow Mike on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:40: Welcome, Eli Schwartz, Growth Advisor and author of Product-Led SEO1:42: How startups should think about SEO in a volatile environment3:31: Why startups should not do SEO7:17: Creating SEO ROI models for startups12:56: Why links aren't the end-all be-all20:27: Learn from Eli's SEO advisory toolset27:52: When and when not to implement SEO strategy30:22: Why differentiation in strategy is important42:24: How to use traffic as a metric44:32: Comparing SEO strategies: Amazon vs. Walmart54:00: How to survey users from a search standpoint58:01: Eli's final tips, tactics, and recommendationsShow Links:Learn More About Eli SchwartzGet Eli's Book: Product-Led SEOFollow Eli on TwitterFollow Ross on TwitterSend Us an Email

Show Notes:00:07: Welcome, Gaetano DiNardi, Growth Advisor and Fractional VP1:24: The relationship between SEO and Growth Marketing2:05: How search can create demand4:30: 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 content10:43: The ideal freelance team structure15:38: Why promising too much content is problematic17:38: Ranking expectations, how to prioritize content20:52: Aura's unique content strategy, how to identify winning topics23:34: Topic research — how to uncover business potential29:24: How video makes an impact and how to budget for it39:39: Examples of “Pain Point SEO”45:35: How to think about link building within a startup54:40: Gaetano's final tips, tactics, and recommendationsShow Links:Learn More About Gaetano DiNardiFollow Gaetano on LinkedInListen to Gaetano on SoundCloudFollow Ross on TwitterSend us an email

Show Notes:00:10: Welcome, AJ Kohn, Founder, Blind Five Year Old00:42: The current threat to SEO5:33: What's causing hesitation towards SEO?7:30: SEO measurement and A/B testing9:25: Data-informed vs. data-driven culture15:38: Potential solutions for SEO resistance19:35: How to quantify SEO impact for clients28:03: The rapid growth of long-tail search36:10: Google's featured snippets, good or bad for SEO?40:02: AJ's seoClarity review42:10: What AJ learned in 2022Show Links:Visit AJ's blog: Blind Five Year OldFollow AJ on LinkedInFollow Ross on TwitterSend us an email

Show Links:00:12: Welcome, Ryan Farley, Co-Founder and CMO, LawnStarter00:40: Was SEO a primary focus for LawnStarter from the get-go?3:06: How LawnStarter developed an SEO foundation during Series A4:10: What SEO metrics key stakeholders care about6:10: Competing with local pack vs. national-local companies10:30: The content hub strategy (ex. LawnStarter's pricing guides)16:55: Have you considered expanding your brand?18:23: LawnStarter's model for SEO opportunity21:54: How to approach hiring for content and SEO24:52: The 40/40/20 ratio26:57: How LawnStarter thinks about ranking success long-term36:38: What keeps Ryan up at night in regards to SEO?Show Links:Visit LawnStarter's blogFollow Ryan on LinkedInFollow Ross on TwitterSend us an email

Show Links:00:10: Welcome, Kristan Bauer, Founder and SEO Consultant, Conifr00:41: Navigating low-percentage branded traffic7:32: The benefits of a localized site architecture9:37: Is duplicate content bad for real estate?13:39: AI-generated content's role in real estate SEO15:45: How to guide client's on link acquisition18:00: The ideal in-house team structure20:10: Traffic vs. lead conversion SEO (Movato)25:29: Go-to SEO strategies for enterprise real estate companies30:40: Localized keyword optimization33:09: Final tips, tactics, and recommended tools (Botify, seoClarity)39:14: Kristan's predictions for the future of real estate and SEOShow Links:Conifr: SEO ConsultingFollow Kristan on TwitterFollow Ross on TwitterSend us an email