Optimize

Join Nate Matherson as he sits down with JH Scherck for the sixty-seventh episode of the Optimize podcast. JH is the founder of Growth Plays, an SEO agency specializing in helping B2B technology companies grow. He brings years of experience in guiding companies through the evolving landscape of SEO and content marketing. In today's episode, Nate and JH dive deep into the latest algorithm updates and their impacts on search results, along with the evolving role of AI in content creation. They also explore how SEO strategies are changing, emphasizing the need for unique, helpful content and the dangers of relying too heavily on programmatic SEO. JH offers insights into the challenges of creating content that resonates with users, stressing the importance of firsthand experience and tactical advice over generic information. He also discusses the significance of building strong brands and how brand recognition can drastically affect SEO outcomes. With increasing pressures on businesses to do more with fewer resources, JH highlights the growing difficulty in maintaining high-quality content while managing tighter budgets. In this week's deep dive, listen to JH share his perspective on why content optimization tools can be both helpful and harmful, and how companies should focus on creating genuinely helpful content rather than relying solely on gamified metrics. He shares his experience working with diverse clients and explains the balancing act of delivering valuable content amidst constant industry shifts. Rounding out the episode, JH and Nate touch on the rise of programmatic SEO and whether it's a sustainable approach for most businesses. Closing the episode is our popular lightning round of questions!Learn More About JH Scherck(JH) Scherck, is the founder of Growth Plays, a B2B SEO & content strategy agency that works with mid-market and enterprise technology companies, developer platforms, and investment firms. LinkedIn: https://www.linkedin.com/in/jhtscherck

Join Nate Matherson as he sits down with Daryna Kulya for the sixty-sixth episode of the Optimize podcast. Daryna is the co-founder of OpenPhone, a business phone system designed for startups and small businesses. In our episode today, Nate and Daryna explore OpenPhone's unique go-to-market strategy, including the scrappy tactics used to acquire their first 1,000 customers and how they scaled their content marketing and SEO channels. Daryna also shares insights on the importance of building trust with early customers through exceptional support and the role of press and partnerships in scaling OpenPhone. Listen to hear why she emphasizes the value of word-of-mouth marketing and her thoughts on accelerating it. In this week's deep dive, listen to Daryna share everything you need to know about OpenPhone's journey from a free beta to a paid product and the lessons learned along the way. Daryna gets tactical, sharing her experiences in Facebook groups, subreddits, and leveraging content to drive growth. Rounding out the episode, Daryna and Nate cover topics like investing in brand-building, the challenges of creating engaging video content, and the future growth strategies for OpenPhone.Closing the episode is our popular lightning round of questions!Learn More About Daryna KulyaDaryna Kulya is a Co-Founder of OpenPhone, the world's best business phone.LinkedIn: https://www.linkedin.com/in/darynakulya

Join Nate Matherson as he sits down with Kevin Indig for the sixty-fifth episode of the Optimize podcast. Kevin is an advisor to some of the world's fastest-growing startups and has defined organic growth strategies for companies like Ramp, Reddit, Bounce, Dropbox, and Hims. Before becoming an advisor, Kevin led SEO and growth at major companies like Shopify, G2, and Atlassian. He also publishes the Growth Memo, a popular newsletter with over 14,000 subscribers, where he shares insights on SEO, growth, and digital marketing. In our episode today, Nate and Kevin dive into the latest on Google's core updates, including early insights into the August core update. Kevin shares his observations on recoveries related to the Helpful Content Update and discusses the impact of volatility in search results. Listen to hear why he suggests caution when making changes in response to core updates. In this week's deep dive, Kevin explains everything you need to know about AI overviews in 2024. Kevin gets tactical, sharing insights from his extensive analysis of AI-generated content, including the pros and cons of using AI in SEO strategies. Rounding out the episode, Kevin and Nate cover topics like the rising importance of user-generated content (UGC) sites, the evolving role of backlinks, and the surge of interest in programmatic SEO. Closing the episode is our popular lightning round of questions! Learn More About Kevin IndigKevin is an advisor to some of the world's fastest-growing startups and has defined Organic Growth strategies for companies like Ramp, Reddit, Bounce, Dropbox, Hims, Nextdoor and Snapchat.Kevin led SEO and Growth at the world's leading e-commerce platform Shopify, the #1 marketplace for software G2 and the #1 developer company Atlassian.Once a week, he sends The Growth Memo to +14,000 subscribers and regularly speaks at conferences around the world.LinkedIn: https://www.linkedin.com/in/kevinindig/

Join Nate Matherson as he sits down with Eli Schwartz for the sixty-fourth episode of the Optimize podcast. Eli is an SEO advisor who has collaborated with major companies like Coinbase, Tinder, and Quora, and is the author of the influential book Product-Led SEO. Eli shares his expertise on the current state of SEO, offering a nuanced view of AI overviews and their potential long-term implications for search results and monetization strategies. He also discusses the seesaw nature of algorithm updates, explaining how unintended consequences often lead to significant shifts in search rankings. Listen to hear why Eli suggests that SEOs shift their focus from top-of-funnel keywords to more valuable mid-funnel and bottom-funnel opportunities, especially as Google's approach evolves. In this week's deep dive, Eli also explores the complex interplay between Google's business model and its AI initiatives, shedding light on why Google might be deliberately pulling back on certain AI features. Rounding out the episode, Nate and Eli cover various additional topics, including the potential antitrust actions against Google and what they could mean for the future of search. Closing the episode is our popular lightning round of questions!Learn More About Eli SchwartzEli is the best-selling author of Product Led SEO and a growth advisor and SEO strategic consultant who has helped drive hundreds of millions of dollars in annual revenue for companies like Tinder, Coinbase, WordPress, Faire, Gusto and more!LinkedIn: https://www.linkedin.com/in/schwartze/

Join Nate Matherson as he sits down with Meg Scarborough for the sixty-third episode of the Optimize podcast. Meg is the CEO and founder of Megawatt, a B2B content marketing agency specializing in technical content for the tech industry. With a deep passion for technology, Meg has built her agency around helping companies in cybersecurity, developer tools, and data infrastructure create content that truly resonates with their technical audiences. In our episode today, Nate and Meg explore how to create impactful content for technical audiences, the challenges in cybersecurity marketing, and how AI is shaking up the SEO landscape. Listen to hear Meg discuss the importance of writing for the people who could be your buyers, focusing on their day-to-day challenges and how your content can make them look like heroes. In this week's deep dive, Meg shares her approach to creating helpful content that is not just SEO-driven but genuinely useful for technical buyers. Rounding out the episode, she also discusses the evolving role of AI in content creation, especially in the tech space, and how companies can navigate these changes to maintain effective content strategies. Closing the episode is our popular lightning round of questions! Learn More About Meg ScarboroughScarborough is the CEO and founder of Megawatt, a B2B content marketing agency specializing in complex and technical niches, such as cybersecurity, IT, DevOps, AI/ML, and data. Meg lives in Boston with her husband, two young kids, two cats, and a dog. In her spare time, she enjoys cycling around the city, cooking elaborate meals, and watercoloring.LinkedIn: https://www.linkedin.com/in/meganscarboroughMegawatt content:  www.megawattcontent.com

Join Nate Matherson as he sits down with Jonny Price for the sixty-second episode of the Optimize podcast. Jonny is the VP of Fundraising at WeFunder, a platform that empowers startup founders to raise capital from their customers and community. With a background in management consulting and experience at Kiva.org, Jonny brings a wealth of knowledge to his role in democratizing angel investing. In our episode today, Nate and Jonny dive into the underreported growth tactic of community rounds, exploring how startups can leverage them to build stronger customer relationships and enhance their go-to-market strategies. Jonny also speaks to the regulatory landscape, expressing insights about SEC rules and the impact of allowing unaccredited investors into startup funding. Listen to hear why he suggests setting an attainable allocation for community rounds to create a positive signal. In this week's deep dive, listen to Jonny share everything you need to know about conducting community rounds in 2024. Jonny gets tactical, sharing multiple examples of successful community rounds, including companies like Mercury and Beehive, and how they achieved rapid funding success. Rounding out the episode, Jonny and Nate cover topics like the benefits of engaging community investors, potential pitfalls to avoid in fundraising, and innovative marketing strategies used by WeFunder to support startups. Closing the episode is our popular lightning round of questions!  Learn More About Jonny PriceJonny is the VP of Fundraising at WeFunder, a YC-backed platform that helps startups raise capital from their customers and community, as well as rich people. Before joining WeFunder in 2018, Jonny founded the U.S. lending division at Kiva.org. Jonny originally hails from the UK, but now lives in Nashville with his wife Ali, and their three children.LinkedIn: https://www.linkedin.com/in/jonnyprice/

Join Nate Matherson as he sits down with Matt Lenhard for the sixty-first episode of the Optimize podcast. Matt is the co-founder and CTO of Positional, a company building an all-in-one tool set for content marketing and SEO teams. In our episode today, Nate and Matt explore topics like AI overviews, SEO optimization, and Google's SERP strategy. Matt also speaks to the mechanics of AI overviews, expressing insights from his recent study on their workings. Listen to hear why he suggests using AI overviews as a prompt for content improvement. In this week's deep dive, listen to Matt share everything you need to know about optimizing for AI overviews in 2024. Matt gets tactical, sharing multiple case studies on how vector similarity impacts the likelihood of being referenced in AI overviews. Rounding out the episode, Matt and Nate cover topics like the correlation between SERP ranking and AI overview inclusion, and the future of backlinks in SEO. Closing the episode is our popular lightning round of questions! Learn More About Matt LenhardMatt Lenhard is the Co-founder and CTO at Positional. Before starting Positional, Matt spent most of the last decade building startups, and content marketing and SEO have always been important customer acquisition channels for his companies.LinkedIn: https://www.linkedin.com/in/matt-lenhard/

Join Nate Matherson as he sits down with Bennet Johnson for the sixtieth episode of the Optimize podcast. Bennet is the Director of Growth Marketing at Talkiatry, where he drives new patient growth via organic and paid channels. With prior roles at Twitter and The Wall Street Journal, Bennet brings a wealth of experience in growth marketing. Over the past year, Bennet and his team have grown Talkiatry's organic search traffic by over six times, from 30,000 to over 200,000 monthly visitors. In our episode today, Nate and Bennet explore topics like growth marketing strategies, the importance of content quality, and programmatic SEO. Bennet shares insights into scaling content production, highlighting the creation of 200 blog posts and various landing pages within a year. He also discusses the critical role of internal reviews and medical oversight in ensuring content accuracy and quality. Listen to hear why Bennet emphasizes the value of user-centric content and how Talkiatry leverages both editorial and programmatic approaches to enhance its SEO efforts. In this week's deep dive, Bennet explains the strategic use of data from paid marketing to inform organic search strategies, optimizing for high-intent searches like “psychiatrists near me.” Rounding out the episode, Bennet and Nate cover topics like integrating quizzes for engagement, the interplay between paid and organic marketing channels, and the significance of internal linking. Closing the episode is our popular lightning round of questions!Learn More About Bennet Johnson:Bennet Johnson is the Director of Growth Marketing at Talkiatry. He's responsible for driving new patient growth via Organic and Paid channels. He's also worked in growth marketing roles at Twitter and the Wall Street Journal.LinkedIn: https://www.linkedin.com/in/bennetjohnson/Talkiatry: https://www.talkiatry.com/

Join Nate Matherson as he sits down with Turner Novak for the fifty-ninth episode of the Optimize podcast. Turner is the founder of Banana Capital and host of The Peel, one of Nate's favorite podcasts. Turner is an investor known for his insightful and often humorous takes on startups, tech, investing, and the stock market. He has built a significant following on Twitter, where he shares memes and insights. In today's episode, Nate and Turner explore topics like starting a podcast, growth strategies, and social media marketing. He explains how he uses the podcast to meet new people, support portfolio companies, and generate ad revenue. Turner also discusses the importance of creating engaging content and shares tips on making a podcast episode interesting and educational. Listen to hear why he suggests using a podcast for customer conversations and building a strong personal brand. In this week's deep dive, Turner shares everything you need to know about leveraging social media for podcast distribution and growth. Turner gets tactical, sharing examples of how to create effective thumbnails and titles and use multiple platforms for maximum reach. Rounding out the episode, Turner and Nate cover topics like the challenges of starting a podcast for startups, the importance of founder-led content, and the evolving landscape of social media marketing. Closing the episode is our popular lightning round of questions! Learn More About Turner Novak:Turner is the Founder and General Partner of Banana Capital, an early-stage venture capital firm. Turner is also the host of The Peel, a podcast for founders and technologists.LinkedIn: https://www.linkedin.com/in/turnernovak/ Banana Capital: https://www.bananacapital.vc/ The Peel: https://www.youtube.com/@ThePeelPod

Join Nate Matherson as he sits down with Erik Dietrich for the fifty-eighth episode of the Optimize podcast. Erik Dietrich is the CEO of Hit Subscribe, a marketing services business, and the author of the upcoming book "SEO for Non-Scumbags". In our episode today, Nate and Erik explore content marketing and SEO tactics, particularly for companies in highly technical spaces. Erik shares his journey from software engineering to management consulting and eventually to founding Hit Subscribe. He also discusses his new book and some of his key learnings about ethical SEO practices. Erik emphasizes the randomness in search engine performance and how he explains this to clients, using the metaphor of a casino to illustrate the unpredictability. He stresses the importance of creating content that answers users' questions effectively and ensuring the website offers a good user experience. In this week's deep dive, listen to Erik share everything you need to know about effective content marketing strategies in 2024. Erik gets tactical, sharing multiple case studies on how to improve search rankings and the role of backlinks. Rounding out the episode, Erik and Nate cover topics like the future of backlinks, the importance of user experience in SEO, and strategies for finding content writers for technical topics. Closing the episode is our popular lightning round of questions! Learn More About Erik Dietrich:Erik Dietrich is the CEO of Hit Subscribe, a marketing services agency with a specialty in content marketing and SEO for companies with technical products. Erik is also the author of a new and upcoming book, SEO for Non-Scumbags.LinkedIn: https://www.linkedin.com/in/erik-dietrich-109a888/Hit Subscribe: https://www.hitsubscribe.com

Join Nate Matherson as he sits down with Caitlin Hartney for the fifty-seventh episode of the Optimize podcast. Caitlin is the Director of Strategy at Block Club, an agency specializing in brand and content strategy for B2B tech companies. Caitlin has over 15 years of experience in content marketing, starting with an AMLA 250 corporate law firm, and has worked with notable brands like Plaid and Argyle. In our episode today, Nate and Caitlin explore topics like product-led content, B2B content strategies, and the recent Google algorithm leak. Caitlin emphasizes the importance of thinking like a journalist to create engaging and valuable content that resonates with the audience. Listen to hear why she suggests focusing on building a strong brand presence and creating high-quality, authoritative content. In this week's deep dive, Caitlin shares her approach to developing effective B2B content strategies, including balancing promotional content with value-driven narratives. Rounding out the episode, Caitlin and Nate discuss the implications of the recent Google leak and how it affects SEO strategies moving forward. Closing the episode is our popular lightning round of questions!Learn More About Caitlin Hartney:Caitlin Hartney is the Director of Strategy at Block Club.LinkedIn: https://www.linkedin.com/in/caitlinhartney/Block Club: https://blockclub.co/

Join Nate Matherson as he sits down with Samantha North for the fifty-sixth episode of the Optimize podcast. Samantha North is a content strategist and SEO coach with a diverse background, having grown blogs to over 100,000 monthly visitors and driven significant conversions. In our episode today, Nate and Samantha explore the changing search landscape, including the recent Google leak, AI overviews, protecting your website's traffic, and what Samantha calls the "Brand Universe." Samantha also shares insights on why she recommends incorporating personal experience into content to enhance authenticity and user trust. Listen to hear why she suggests focusing on topical authority and creating unique content based on personal experiences. In this week's deep dive, listen to Samantha share everything you need to know about navigating the challenges posed by Google's helpful content update and adapting your SEO strategies accordingly. Samantha gets tactical, discussing methods to enhance your content's E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) and how to effectively use AI tools to support content creation without compromising quality. Rounding out the episode, Samantha and Nate cover topics like the importance of backlinks, effective content repurposing strategies, and the future of SEO in the age of AI. Closing the episode is our popular lightning round of questions! Learn More About Samantha North:Samantha North is a content strategist and SEO coach with a diverse background spanning journalism, computational social science, and counter-disinformation. With experience in growing blogs to over 100K monthly visitors and driving lucrative conversions, Samantha is passionate about helping experts build authoritative online brands through intelligent use of AI tools and SEO. Her expertise has been featured in major publications such as the Financial Times and Business Insider, and she has delivered training for the UK military and a talk at TEDx MidAtlantic.LinkedIn: https://www.linkedin.com/in/northsamantha/?originalSubdomain=uk

Join Nate Matherson as he sits down with Stephan Cizmar for the fifty-fifth episode of the Optimize podcast. Stephan is a co-founder and partner at ER Ventures, an operator-led venture fund. He is also an operating partner at Blackhorn Ventures and was previously the co-founder and chief strategy officer of LANG. In our episode today, Nate and Stephan delve into the intricacies of outbound sales strategies, focusing on the importance of personalized touches and the timing for initiating an outbound sales motion. Stephan shares his unique journey from management consulting to becoming an accidental investor and offers insights on building and measuring successful outbound sales teams. Stephan also discusses the critical aspects of outbound sales, including crafting effective sequences, targeting the right personas, and leveraging tools to enhance deliverability and engagement. Listen to hear why he emphasizes understanding the ICP (Ideal Customer Profile) and iterating on messaging to cut through the noise in crowded markets. In this week's deep dive, Stephan shares valuable lessons on standing up outbound sales motions, building an outbound team, and how early-stage companies can measure success. He gets tactical, offering case studies and examples of what works and what doesn't in the realm of outbound sales. Rounding out the episode, Stephan and Nate cover topics like the role of AI in outbound sales, the importance of social proof, and best practices for hiring and ramping up BDRs. Closing the episode is our popular lightning round of questions!Learn More About Stephan Cizmar:Stephan is a serial entrepreneur and operator with experience scaling B2B software companies from zero to IPO.Prior to co-founding Lorimer Ventures, Stephan co-founded and scaled Lang.ai, a no-code ML company for customer support, through it's Series A. Before Lang.ai, Stephan was Vice President of Product Strategy at Unqork as well as the Head of Corporate Strategy at Yext, a company that he helped take public (NYSE: YEXT). In addition to being a General Partner at Lorimer, Stephan is an Operating Partner with Blackhorn Ventures, a multi-stage Industry 4.0 firm.
Stephan holds dual degrees in Economics and Science, Technology, and Society from Colby College and lives in Brooklyn.LinkedIn: https://www.linkedin.com/in/stephancizmar/

Join Nate Matherson as he sits down with Chris Bakke for the fifty-fourth episode of the Optimize podcast. Chris is the founder of Laskie, which was acquired by Twitter (now X) in 2023, and Interviewed, which was acquired by Indeed in 2017. He's worked in product and sales leadership roles at X, Indeed, and Zillow, and is well-known for his active presence on X, where he shares insights with over 200,000 followers. Nate and Chris explore topics like founder-led content marketing, the importance of choosing the right platform for building an audience, and strategies for converting followers into customers. Chris shares his experience with creating viral content and the unexpected opportunities that arose from his posts, including the acquisition of Laskie by Twitter. He emphasizes the need for consistency in content creation and discusses the advantages and challenges of using different social media platforms. Listen to hear why he suggests founders focus on platforms that align with their content creation style and audience. In this week's deep dive, Chris shares everything you need to know about leveraging social media for founder-led marketing in 2024. Rounding out the episode, Chris and Nate cover topics like the benefits of building in public, the role of personal branding versus company branding, and the future of social media marketing for founders. Closing the episode is our popular lightning round of questions! Learn More About ChrisChris is the founder of Laskie (acquired by Twitter/X in 2023) and Interviewed (acquired by Indeed in 2017). He's worked in product and sales leadership roles at X, Indeed, and Zillow. Follow him at x.com/ChrisJBakkeLinkedIn: https://www.linkedin.com/in/bakk3/

Join Nate Matherson as he sits down with Zac Harris for the fifty-third episode of the Optimize podcast. Zac is an SEO and marketing leader and entrepreneur. He has worked with companies like Copy AI, Animals, Craigslist, and SpyFu. In our episode today, Nate and Zac explore topics like Google's new AI overviews, changing ranking factors, and his experience working on some fantastic SEO teams. Zac shares his journey from starting with Black Hat SEO techniques to becoming an SEO leader. Listen to hear why he suggests marketers should adapt their keyword research strategies to account for AI overviews and why backlinks remain essential in 2024. In this week's deep dive, listen to Zac share everything you need to know about effectively using AI-generated content in SEO. Zac gets tactical, sharing multiple case studies on leveraging programmatic SEO and tools for scalable content production. Rounding out the episode, Zac and Nate cover topics like bringing unique perspectives into content, adapting SEO strategies amidst changing algorithms, and the future of search engines in the era of AI. Closing the episode is our popular lightning round of questions!Learn More About Zac HarrisZac is a seasoned digital marketer who has propelled countless businesses, including Copy.ai, SpyFu, and his own entrepreneurial ventures. His work has driven impressive growth for major brands like McDonald's and Craigslist through smart, consultative strategies. Zac excels at technical SEO, content strategy, data analysis, affiliate marketing, and product launches. With experience across both corporate and startup environments, he combines analytical skills and creative thinking to unlock sustainable growth.LinkedIn: https://www.linkedin.com/in/zacharris36/copy.ai: https://www.copy.ai/

Join Nate Matherson as he sits down with Kevin Jurovich for the fifty-second episode of the Optimize podcast. Kevin is the co-founder and CEO of Circles, a startup enhancing discovery with live video. He also boasts a diverse background as a former NFL wide receiver for several teams, including the Philadelphia Eagles. Kevin shares his journey from viewing LinkedIn as merely a virtual resume to leveraging it as a powerful content marketing platform. He offers insights into creating compelling posts, optimizing profiles, and the importance of consistency and quality in content creation. Kevin also speaks to the practical aspects of content creation, such as the use of infographics, images, and videos to boost engagement. He emphasizes the value of authenticity and providing real value to your audience rather than merely promoting products or services. In this week's deep dive, listen to Kevin share everything you need to know about maximizing LinkedIn's potential for content marketing in 2024. Kevin gets tactical, sharing multiple examples and tips on how to craft posts that resonate with your audience and grow your follower base. Rounding out the episode, Kevin and Nate cover topics like the impact of disciplined posting, the role of images and videos, and the benefits of engaging with your audience in the comments. Closing the episode is our popular lightning round of questions!Learn More About KevinEx-NFL player turned startup founder sharing daily startup and VC insights from my journey as a founder! As the Co-Founder & CEO of Circles, I'm passionate about transforming how people discover places they love. Circles enhances discovery with live video. Combining Google Maps and TikTok, displaying real-time capacity updates.I caught the startup bug in 2013 while working as a Private Wealth Manager at Wells Fargo Advisors, serving tech entrepreneurs in Silicon Valley. Since then, I've been living the startup life and helping other founders on their journeys. Before my life in finance and then tech, I was a wide receiver in the NFL for the Philadelphia Eagles, San Francisco 49ers, and Chicago Bears.I also enjoy playing chess in my free time, If you're on chess.com, send me a challenge! My username is kevj05.LinkedIn: https://www.linkedin.com/in/kevinjurovich/Twitter: https://x.com/kevinjurovich?lang=en

Join Nate Matherson as he sits down with Nate Saienni for the fifty-first episode of the Optimize podcast. Nate Saienni is a solo SEO and content marketing consultant with a deep understanding of the B2B landscape. He brings a wealth of experience and unique perspectives on the evolving role of content and SEO channels. Nate Saienni discusses the challenges and nuances of B2B search compared to B2C, highlighting the need for a comprehensive approach that includes brand building and engaging content. Listen to hear why he suggests focusing on creating exceptional user experiences that retain visitors and build brand loyalty rather than just chasing rankings. In this week's deep dive, Nate Saienni shares his insights on the future of SEO, including the impact of AI overviews and the importance of balancing search intent with unique content. Rounding out the episode, Nate and Nate cover topics like the effectiveness of backlinks, the role of content optimization tools, and strategies for creating memorable content that stands out. Closing the episode is our popular lightning round of questions!  Learn More About Nate SaienniNate is an SEO and content consultant based in Philadelphia. He works with B2B start-ups and SaaS brands, helping them leverage search to drive growth and results beyond just rankings and clicks.LinkedIn: https://www.linkedin.com/in/natesaienni/Twitter: https://x.com/natesaienni?lang=en&mx=2Website: https://www.enginehq.co

Join Nate Matherson as he sits down with Matthew Kay for the fiftieth episode of the Optimize podcast. Matthew is a seasoned SEO consultant who brings a wealth of experience in technical SEO from his role at an agency focusing on B2B SaaS companies. In our episode today, Nate and Matthew explore essential SEO strategies shaping the industry. They discuss the significance of internal linking, the evolution of SEO practices, and the impact of Google's algorithm updates on content strategy. Matthew also shares insights into the technical side of SEO, highlighting how small, strategic changes can significantly affect a site's performance. Listen to Matthew share everything you need to know about effectively aligning SEO with business objectives, especially for B2B SaaS companies. Matthew gets tactical, sharing his approach to SEO audits, reporting, and the significance of creating high-quality, authoritative content. Closing the episode is our popular lightning round of questions!  Learn More About Matthew KayMatthew Kay has been building and scaling things on the internet for well over a decade. He has worked with a variety of fast growing companies over the years as a consultant and SEO agency side. While he is energized by all aspects of growth and marketing, in recent years, his deepest focus has been on technical SEO, analytics/reporting, and programmatic SEO. LinkedIn: https://www.linkedin.com/in/matthewgkay/Twitter: https://twitter.com/matthewgkay?lang=enWebsite: https://matthewgkay.com/

Join Nate Matherson as he sits down with Ray Grieselhuber for the forty-ninth episode of the Optimize podcast. Ray is the CEO of DemandSphere, a Y Combinator-backed data and analytics platform built for e-commerce and programmatic SEO teams, both in-house and agency. With over 17 years of experience in building and scaling SEO solutions, he leads a team of experts in ML, AI, data engineering, and organic marketing In our episode today, Ray shares his insights on the evolving landscape of SERP features and their impact on user behavior, the challenges of Google's focus on bigger brands in recent algorithm updates, and why he emphasizes the importance of holistic monitoring of the SERP for effective SEO strategies. Ray highlights the importance of SERP analytics in understanding both past and future trends in search. He also touches on the significance of user behavior metrics in Google's rankings and shares his thoughts on Google's evolving algorithm. Closing the episode is our popular lightning round of questions!   Learn More About Ray Grieselhuber Ray Grieselhuber is the CEO of DemandSphere, a Y Combinator-backed data and analytics platform built for ecommerce and programmatic SEO teams, both in-house and agency. With over 17 years experience in building and scaling SEO solutions, he leads a team of experts in ML / AI, data engineering, and organic marketing.Links:https://www.demandsphere.comTwitter: https://twitter.com/raygrieselhuberLinkedIn: https://www.linkedin.com/in/raygrieselhuber/

Join Nate Matherson as he sits down with Dave Rathmanner for the forty-eighth episode of the Optimize podcast. Dave is an experienced SEO consultant known for his deep insights into search engine algorithms and strategies. He is also an entrepreneur who is actively building a portfolio of websites across various niches, including the gambling sector. In today's episode, Nate and Dave explore the latest SEO challenges and updates, focusing particularly on the impact of recent Google algorithm changes on small and content-heavy sites. Dave shares his expertise on the struggles of smaller websites, especially those that rely heavily on organic traffic and monetize through display ads or affiliate links. Dave also touches on the broader implications of Google's shift towards evaluating content on a more granular, page-level basis, which was intended to assess the helpfulness of content more accurately. Despite these changes, Dave expresses skepticism about the effectiveness of this new approach, noting that recovery from penalties remains elusive for many. Throughout the discussion, Nate and Dave analyze various factors that could influence a site's standing with Google, from the nature of its content and its optimization strategies to the balance of ads and affiliate links. Closing the episode is our popular lightning round of questions! Learn More About Dave RathmannerLinkedIn: https://www.linkedin.com/in/dave-rathmanner-23101a7a/ Twitter: https://twitter.com/daverathmanner Odds Assist: https://oddsassist.com/

Nate Matherson chats with Nile Frater on this episode of the Optimize podcast. Nile is the founder and CEO of Masse SEO, an agency which specializes in delivering high-scale content campaigns for fast-growing startups at Series A and beyond. He previously owned NoCode.Tech, which was acquired in 2022 and runs a micro private equity firm, Concrete Capital. Nile has an extensive background in both startups and banking. Today, they discuss the intricacies of building effective SEO programs from the ground up, enhancing content creation processes, and much more.Throughout the episode, Nile shares his insights on leveraging AI tools to overcome writer's block in the content creation process, while emphasizing the importance of human input to add value and insight beyond what AI can generate​​. He also discusses the rapid growth and scaling challenges at Masse SEO, including managing increasing client demands and maintaining content quality with a growing team​​.Nile advocates for a high-volume content strategy, explaining that more content increases the surface area for SEO success and allows for more experimentation and quicker results​​. He also touches on the competitive nature of SEO today, describing strategies for succeeding in high-competition niches by building comprehensive topical authority​​.Closing the episode is our popular lightning round of questions, where Nile provides quick insights into his personal experiences and preferences in SEO and content strategy​​.For more insights from Nile and to learn about MasseSEO, be sure to check out their website and follow Nile on his social platforms. Learn More About Nile FraterTwitter: https://twitter.com/Nile Masse SEO: https://www.masse.marketing/ 

Join Nate Matherson as he sits down with Dwayne Hogan for the forty-sixth episode of the Optimize podcast. Dwayne is a seasoned freelance SEO consultant with over 14 years of experience, including leadership roles with global brands. His Utah-based consultancy offers a deep dive into the evolving SEO landscape. In today's episode, Nate and Dwayne unpack the intricacies of content briefs and SEO strategies, including the complexities of Google's algorithm updates and the push toward generating genuinely helpful content. Dwayne shares his unique perspective on what makes content genuinely beneficial, stressing the importance of real-life examples and genuine expertise over superficial information. Dwayne outlines the steps he takes to craft a content brief that's not only efficient but packed with value, aimed at resonating well with both Google's algorithms and real-world users. The discussion goes beyond the basics, exploring the nuances of user engagement and the tactical use of AI in content creation, reflecting Dwayne's forward-thinking approach to SEO and content strategy. Rounding out the episode, Dwayne and Nate discuss the current trends and future directions of SEO, including the relevance of user engagement metrics and the practical use of AI in crafting content that stands out. Closing the episode is our popular lightning round of questions!Learn More About Dwayne HoganLinkedIn: https://www.linkedin.com/in/dwaynehogan/ Twitter: https://twitter.com/dwaynehogan SEOCopilot: https://seocopilot.io/

Join Nate Matherson as he sits down with Ben Goodey for the 45th episode of the Optimize podcast. Ben is the brain behind Goodey Marketing and the creator of the “How the f*ck” platform for SEO enthusiasts. In this episode, they dive into recent SEO turbulence, discussing algorithm updates, crafting effective bottom-of-funnel content, and the impact of LinkedIn on content marketing. Ben stumbled into the SEO world after initially eyeing a career in finance. He quickly recognized the potency of SEO in driving consistent, quality leads. He shares his journey from his accidental entry into marketing at a startup to developing his own SEO playbook, which he now applies to help SaaS and B2B brands thrive online. Ben stresses the importance of directly addressing user intent and providing clear, actionable insights in content creation. They also tackle the tricky business of navigating competitive SEO landscapes, like creating "best of" lists highlighting a brand's unique strengths without disparaging competitors. Ben and Nate dissect the ongoing SEO challenges, like the flood of AI-generated content and the need for marketers to prioritize quality to stay ahead. They touch on the struggle for smaller players in an SEO game increasingly dominated by a few dominant websites and the dynamics between Google and platforms like Reddit. Closing the episode is our popular lightning round of questions! Learn More About Ben GoodeyLinkedIn: https://uk.linkedin.com/in/benjamingoodey Twitter: https://twitter.com/BenGoodey How The F*ck: https://www.thefxck.com/

Join Nate Matherson as he sits down with Mordy Oberstein for the forty-fourth episode of the Optimize podcast. Mordy is currently the Head of SEO Brand at Wix and concurrently serves as a communications advisor for Semrush. He hosts the SERP's Up Podcast and the SEO Rant Podcast and co-hosts the Edge of Web's news podcast. Mordy speaks at SEO events worldwide and contributes to various SEO publications. During the episode, Mordy and Nate break down the March algorithm updates and provide insight into how to recover if your site was impacted. Mordy highlighted the importance of not sitting idle while the updates are settling out and getting ahead of any impacts by reviewing your site for potential weak points and addressing them. In this week's deep dive, Mordy and Nate discuss the importance of transparency and originality in content in shaping the overall user experience for your visitors and demonstrating E-E-A-T. Mordy gives our listeners a robust dissection of his ideas for Google to release updates to improve the SERPs. The pair discuss the hypothetical implementation of an “originality score” and the potential benefits of cementing content with the highest authority into the top-ranking spots for six months to encourage content teams to write better content on topics with long tail keywords versus focusing solely on head terms. Rounding out the episode, Mordy shares his requirements for creating fantastic content, the power of the SEO community, and his frustrations with traditional publishers substituting a rigorous content strategy with affiliate marketing. Closing the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Start a Free Trial of Positional Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Mordy on LinkedIn & Twitter or visit Wix's WebsiteImportant Links:Barry Schwartz SEO Memes Website

Join Nate Matherson as he sits down with Jack Chambers-Ward for the forty-third episode of the Optimize podcast. Jack is the Marketing and Partnerships Manager at UK-based digital agency Candour and hosts the Search With Candour podcast. In his career, Jack has worked primarily on the agency side in SEO and has been hosting and producing podcasts for more than 13 years, including the acclaimed movie podcast Sequelisers. During the episode, Jack and Nate dive into SEO hot takes and industry trends. The pair share their thoughts on various topics, from ranking factors to author bios and E-E-A-T to tasks that simply waste time. Jack gives our listeners controversial opinions and laughs as he shares tactical examples to succeed in 2024. In this week's deep dive, Jack and Nate discuss the importance of conversion through content and how the results vary throughout the marketing funnel. Jack emphasizes offering diverse content formats like video, podcasts, and newsletters to cater to different audience preferences and enhance engagement. As a bonus, Jack and Nate share examples of opportunities for conversion and developing brand recognition throughout the funnel. Rounding out the episode, Jack shares his experience with podcasting as a channel (including monetization), SERP optimization strategies, and generating content that aligns with your audience's needs and interests across content formats. Closing the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Jack on LinkedIn & Twitter or visit the Candour WebsiteImportant Links:Subscribe to the Core Updates NewsletterListen to the Search with Candour Podcast Listen to Nate's Episode of the Search with Candour PodcastListen to the Sequalizers Podcast

Join Nate Matherson as he sits down with Vince Nero for the forty-second episode of the Optimize podcast. Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. His previous work includes Siege Media, Homebuyer.com, and The Grit Group. During the episode, Vince and Nate discuss the importance of backlinks, how to craft a backlink campaign, and what strategies yield the best results in 2024. Vince gives our listeners tactical examples of developing strategic content for guest posting and reveals his tips for guest posting. In this week's deep dive, Vince shares his views on backlink quality vs. quantity and where the SEO industry gets things wrong. Vince advocates for link-building activities that provide value to the user, and he emulates Google's E-E-A-T process for evaluating which websites could be the best fit for your website to generate a link from. Listen to why the quantity of backlinks isn't a KPI you should focus on. Rounding out the episode, Vince and Nate cover topics like the risks of buying backlinks, how organically created links diversify and de-risk your backlink profile, and how utilizing your own unique data to develop ‘Link Bait' will outcompete AI-generated content in the SERPs. Closing the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Vince on LinkedIn or visit the BuzzStream Website

Join Nate Matherson as he sits down with Brett Pharis for the forty-first episode of the Optimize podcast. Brett Pharis is a content and SEO expert with over 15 years of digital marketing experience across numerous niche consumer comparison websites. Brett is the Co-founder & CEO of Vital Brands, a digital media business focused on the health and wellness industry. Currently, Vital Brands is building GymBird.com, a fitness-focused brand determined to assist folks in taking the next step in their fitness journey. During the episode, Brett and Nate discuss the importance of developing a content strategy focused on your user and how to build content with first-hand user experience. Brett dissects one of his top-performing articles (linked below), demonstrating user value. In this week's deep dive, Brett shares the importance of building a content strategy correctly from the start, addressing common pitfalls in the content production process while stressing the need for commitment and focus to build the depth required to generate user value. Brett outlines why efficiency is critical for content creation and emphasizes the importance of operational efficiency in content creation processes through streamlining workflows and leveraging automation tools where possible. Rounding out the episode, Brett and Nate cover topics like recovering from algorithm updates, indexing challenges, building multiple teams for various properties at once, and media industry dynamics. Closing the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Brett on LinkedIn or visit the GymBird Website or Vital Brands Website Important Links:Orange Theory Review ArticleFollow Dwayne Hogan on LinkedIn

Join Nate Matherson as he sits down with Jesse McFarland for the fortieth episode of the Optimize podcast. Jesse is currently the CEO and Founder of SpearPoint Marketing and the Brands & Brews podcast host. Jesse is an SEO & Marketing leader with 15+ years of B2B, B2C, Legal, SaaS, Healthcare, & more. During the episode, Jesse and Nate break down various SEO strategies that are working and ones that should be avoided. Jesse shares the importance of aligning brand purpose, product, and audience with your SEO and content strategy and how this order of operations informs the content you should produce – not just blindly selecting keywords. In this week's deep dive, listen to Jesse shares his experience of ‘humanizing' AI-generated content and why you should value human-generated content before adding AI as a tool. As part of this conversation, Jesse outlines his workflows and editorial processes to take AI content and generate an E-E-A-T abiding ‘humanized' version ready to publish. Rounding out the episode, Jesse and Nate cover topics like Technical SEO, site audits, link-building strategies that work (and don't), and using LinkedIn to test or repurpose content. Closing the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Jesse on LinkedIn or Twitter or His Website Important Links:SpearPoint AgencyBrands & Brews PodcastGreat Divide Brewing

Join Nate Matherson as he sits down with Alex Ross for the thirty-ninth episode of the Optimize podcast. Alex is currently the CEO of Inventing the Future of Humans Living with Plants at Greg, an app that helps people grow healthy plants at home and in the garden. Think AI--but for plant care. He was the former director of engineering at Tinder and the co-founder/COO of Enplug (acquired). During the episode, Alex discusses the importance of setting the bar for content high with the ability to put a smile on the reader's face, how unique graphics and images enhance the content experience for the audience while boosting UX metrics, and Greg's strategy to meet the customer where they're most likely to convert. In this week's deep dive, listen to Alex talk about Greg's programmatic SEO, emphasizing the importance of having a database of original information. He shares insights into how Gregg leverages its plant database and user-generated content to enhance its SEO strategy and how they're actively creating a content ‘moat' to outcompete their competitors. Rounding out the episode, Alex and Nate cover topics like how Greg manages internal linking for 30k+ pages efficiently, the impact emojis can have within title tags on CTR, and why the complex reasoning in ChatGPT4 gets Alex excited about ramping up Greg's programmatic SEO strategy. Closing the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com. For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Alex on LinkedIn or Twitter or visit Greg at their Website 

Join Nate Matherson as he sits down with Charles Floate for the thirty-eighth episode of the Optimize podcast. Charles is an SEO expert, entrepreneur, and investor from the United Kingdom. He's behind The God of SEO blog and runs a successful link-building agency. Charles is known for his somewhat controversial SEO strategies, tutorials, case studies, and talks. In our episode today, Nate and Charles explore topics we have yet to discuss on the Optimize podcast, including a mix of white hat, grey hat*, and black hat tactics*. During the episode, Charles discusses niche sites' challenges and opportunities, including decreased exit opportunities, algorithm updates, economic conditions, etc. Charles also speaks to applying AI content strategies within SEO (ex., Programmatic SEO), expressing concerns about the quality and potential risks of bulk-generated content for your blog. Listen to hear why he suggests new domains to mitigate client risks. In this week's deep dive, listen to Charles share everything you need to know about Parasite SEO in 2024. Charles gets tactical, sharing multiple case studies on how it works, why it works, and what results have been achieved with these tactics. Rounding out the episode, Charles and Nate cover topics like the future value of backlinks, Google's use and transition away from quality raters, and how AI-generated content affects competition in SEO and content marketing. Closing the episode is our popular lightning round of questions!  For more information, please visit www.positional.com or email us at podcast@positional.com.*Disclaimer from Positional: Google has published guidelines for acceptable practices for SEO. We recommend you review Google's Search Essentials Guide to understand those guidelines before implementing some of the tactics discussed in this episode.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Charles on LinkedIn or Twitter or his Website or Training Website

Join Nate Matherson as he sits down with Jeannie Assimos for the thirty-seventh episode of the Optimize podcast. Jeannie is currently the Head of Content/Communications for Way.com. She is a content marketing expert with 20+ years of experience leading teams as the VP of Content for eHarmony (perfect for our Valentine's Day episode!) and the Managing Editor of Entertainment Tonight. In our episode today, Nate and Jeannie talk about the elements that go into crafting great content that performs well in the SERPs and collects backlinks organically or through content syndication. During the episode, Jeannie and Nate emphasize the importance of authenticity in content creation, highlighting the unique value of human-generated content and how it can boost your conversion rate. This tactic was especially beneficial for Jeannie at eHarmony, where she built a team of freelancers with genuine lived experiences to write dating content from various points of view. In this week's deep dive, listen to Jeannie share how she's taken Way.com from 40k monthly visitors to over 1.6 million monthly visitors! She shares how she's scaled her team, how they conduct keyword research, the content motion required to publish 300 - 400 blogs per month consistently, and how her team leverages data to drive the overall content strategy. Rounding out the episode, Jeannie and Nate cover topics like repurposing content, the role of graphics/visuals/videos, and the comparison of News SEO with Traditional SEO. Closing the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Jeannie on LinkedIn or Website

Join Nate Matherson as he sits down with Cyrus Shepard for the thirty-sixth episode of the Optimize podcast. Cyrus works as an SEO and online marketer. As an early and long-time employee of Moz, he built his reputation by studying Google's algorithm, researching and publishing scientific SEO studies, helping brands and businesses improve online visibility, and continually teaching new SEO best practices to others. Today, he runs Zyppy, an SEO software company that makes expert techniques available to everyone. In our episode today, Nate and Cyrus dive into Google's Antitrust lawsuit and the hidden insights our audience should consider to improve their SEO and content marketing efforts. Listen to Cyrus speak on how user engagement data drives a house of cards (Google's algorithm). During the episode, Cyrus and Nate discuss the process of becoming a Google Quality Rater and why mobile optimization is critical. As a bonus for our listeners, Cyrus shares his results from applying what he's learned to his site and his optimization priority for 2024. In this week's deep dive, Cyrus and Nate visit one of our more popular topics: internal linking strategies. Cyrus references his research and gives our audience critical insights into the results of what's working and how to craft the perfect internal links strategy to succeed in 2024. Rounding out the episode, Cyrus covers ranking factors, domain authority, user interaction signals, and his predictions for 2024, including the upcoming surge in AI-generated content. Closing the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Cyrus on LinkedIn & Twitter & WebsiteImportant Links:Internal Link Case StudySelective Link Priority Study

Join Nate Matherson as he sits down with Noah Kagan for the thirty-fifth episode of the Optimize podcast. Noah likely needs no introduction, but know that Noah is the CEO of AppSumo, one of the earliest members of the Facebook go-to-market team, the fourth employee at Mint, and the author of a new book, Million Dollar Weekend. In our episode today, Noah and Nate discuss the importance of knowing when to take your product to market, how to iterate and validate ideas quickly, and the process of building habits that lead to great results. During the episode, Nate and Noah review AppSumo's journey from a $12 sale on a weekend to over $80M in revenue in 2023. The pair also reflect on how Noah's career journey led him to shift from an employee mindset to an entrepreneurial one. In this week's deep dive, Noah and Nate use Positional as a case study for transforming your product from a hands-on beta phase into a self-serve product. Listen to hear insightful tips on how Nate knows it's the right time and how you can evaluate transitioning your business from beta to public, too. Rounding out the episode, Noah covers the challenges and strategies in creating products and companies that people want to engage with. He shares some of the early warning signs he's experienced and the pitfalls of following processes that contradict your company's best interests. Closing the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Noah on LinkedIn & Twitter & YouTube & WebsiteImportant Links:Buy Million Dollar Weekend Here

Join Nate Matherson as he sits down with Jeremy Galante for the thirty-fourth episode of the Optimize podcast. Jeremy is currently the SEO Lead at ClickUp, where he applies his passion for optimization to both organic search and project workflows. Since joining as the first full-time SEO hire in 2020, ClickUp has grown search traffic by over 2 million monthly visitors. With ten years in the industry, Jeremy‘s previous experiences span from agency director to adjunct marketing instructor. In our episode today, Jeremy and Nate discuss content strategy and optimization, including crafting the perfect listicle, managing in-context internal linking, creating quality content, optimizing content, and more! During the episode, Nate and Jeremy review ClickUp's journey to over 2 million monthly visitors, revealing strategies you can utilize on your sites. In this week's deep dive, Jeremy and Nate break down content formats, including listicles and roundups like best-of lists, product/service alternatives, and comparison pages. Listen to Jeremy's “Surround Sound” strategy for building backlinks, influencing LLMs, developing brand authority, and expanding your audience. Rounding out the episode, Jeremy covers the challenges and strategies in scaling content channels, emphasizing the need for a solid workflow with checks to ensure quality control. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Jeremy on LinkedIn & Twitter & ClickUp's Website & Jeremy's Website

Join Nate Matherson as he sits down with Jason Hennessey for the thirty-third episode of the Optimize podcast. Jason is a multifaceted entrepreneur, renowned SEO expert, author, podcast host, U.S.A.F. Veteran, and dynamic speaker known for reverse-engineering the Google algorithm since 2001. As the CEO of Hennessey Digital since 2015, he has grown the agency into a multi-million-dollar enterprise, recognized on the Inc. 5000 list for five years, including 2023. He is also an acclaimed author of two Amazon bestsellers, including “Legal SEO” and "Honest SEO." In our episode today, Jason and Nate discuss a new topic for the Optimize Podcast, Legal SEO, but don't skip this episode, as the tips and strategies he shares apply to all industries. During the episode, Nate and Jason break down the evolution of organic search from the 2000s to the present, algorithm updates, backlink strategies, agency building, communication, and more! In this week's deep dive, Jason shares his experience with Legal SEO, offering insights into the competitive and heavily regulated industry. Listen to his strategies for building backlinks and executing content strategies, developing brand identity, and the importance of maintaining your company's or law firm's reputation. Rounding out the episode, Jason and Nate discuss building an agency from the ground up, hiring A-players, and managing communication and expectations in client-agency relationships. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Jason on LinkedIn & Twitter & Agency WebsiteBuy Jason's Books: Honest SEO & Legal SEO

Join Nate Matherson as he sits down with Ann Smarty for the thirty-second episode of the Optimize podcast. Ann is an SEO expert with industry experience since 2005 and is the founder of Smarty Marketing, a client-first boutique SEO agency based in New York. She was the former editor-in-chief of Search Engine Journal, a frequent contributor to prominent search and social blogs like Small Business Trends and Mashable, and a speaker at Pubcon and other digital marketing events. In our episode today, Ann and I discuss organic search and AI predictions for 2024, her recent report, The State of The Link Building Industry 2023, helpful content, algorithm updates, and more! During the episode, Ann shares her experience with Google's algorithm evolution over the years and how user experience metrics signal Google that your website's content is valuable to the readers and should rank highly. In this week's deep dive, Ann shares her thoughts on the challenges agencies face in acquiring clients and the problems clients face when choosing an agency. Listen to her thoughts on the importance of experience and longevity when selecting an SEO agency, why you should educate yourself before your first meeting, and how shortcuts and hype can backfire. Rounding out the episode, Ann and Nate discuss link-building strategies, topical authority, creating link bait, and reputation management. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Ann on LinkedIn & Twitter & Agency WebsiteThe State of The Link Building Industry 2023 Report

Join Nate Matherson as he sits down with Ty Magnin for the thirty-first episode of the Optimize podcast. Ty is the CEO of Animalz, a content marketing agency for enterprise companies, startups, and VC firms. He previously led marketing teams at Emotive, UiPath, and Appcues. In our episode today, Ty and Nate review a turbulent 2023 for content marketing agencies and envision what's ahead for the industry in 2024. During the episode, Ty shares his experience experimenting with AI-generated content, the results, and his lingering skepticism of the efficacy of AI-generated content in SEO channels in 2024. In this week's deep dive, Ty shares his thoughts on the importance of ROI tracking and how diversifying content channels, content adaptability, and distribution play a crucial role in performance metrics. Rounding out the episode, Ty and Nate discuss SGE, user search behavior, and other predictions for content marketing in 2024. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Ty on LinkedIn & Twitter

Join Nate Matherson as he sits down with Mika Lepisto for the thirtieth episode of the Optimize podcast. Mika has broad experience in digital marketing since the mid-'90s, and over the past 20 years, has been consulting with a focus on organic/SEO and revenue generation. His clients span B2C, B2B, B2G, and the public sector. In our episode today, Mika and Nate review the history and evolution of SEO from its humble beginnings in the late 1990s to the future impacts AI will have on organic search as we move into 2024. Mika shares his thoughts on Google's SGE experiment and why he anticipates a shift towards highly personalized results in the SERPs instead of SGE's current form. In this week's deep dive, Mika and Nate discuss the Travel SEO niche, revealing tips and strategies you can use to out-compete legacy competitors. Rounding out the episode, Mika outlines how to capitalize on local search advantages, the changing significance of backlinks, and aligning SEO KPIs with business objectives. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Mika on LinkedIn

Join Nate Matherson as he sits down with Kathleen Estreich for the twenty-ninth episode of the Optimize podcast. Kathleen is a Co-Founder of MKT1, a VC firm investing in early-stage B2B companies. MKT1 specializes in providing hands-on marketing help to its portfolio companies. Kathleen has built and led marketing and operations teams at several high-growth startups, including Intercom, Box, Facebook, and Scalyr. She has experience in marketing and business operations, bringing a holistic view to help founders grow their early business teams. In our episode today, Kathleen and Nate discuss the challenges early-stage startups encounter when formulating and executing a marketing strategy and hiring the right people. In Kathleen's experience, your initial hire should be a generalist who compliments the founder's expertise and possesses a balance of strategic thinking and hands-on execution. Kathleen believes early-stage startup founders hold a pivotal role in shaping their marketing success and emphasizes the importance of investing time in understanding their audience, defining their go-to-market motion, and identifying marketing advantages. Kathleen and Nate also explore the importance of testing multiple marketing channels, adapting to what works, and iterating on your successes. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Kathleen on LinkedIn & TwitterImportant Links:MKT1 Capital & Newsletter

Join Nate Matherson as he sits down with Brian Dean for the twenty-eighth episode of the Optimize podcast. Brian Dean is a renowned expert in digital marketing and SEO, best known as the founder of Backlinko, a leading platform for SEO training and resources. He is also the co-founder of Exploding Topics, a tool that identifies rapidly growing topics before they become mainstream. Dean's work provides in-depth, actionable insights in SEO and content marketing. Brian and Nate explore various topics in this episode, from ranking factors and ‘broetry' to trend spotting and branded newsletters. The pair discuss the pivotal role user experience plays in impacting website metrics and business conversions, the current cost of writers, and the importance of human-generated content in an AI content world. As a bonus for our listeners, Brian reflects on his journey with Backlinko and Exploding Topics. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Brian on LinkedIn & TwitterImportant Links:Exploding Topics

Join Nate Matherson as he sits down with Andrew Holland for the twenty-seventh episode of the Optimize podcast. Andrew is the Director of SEO for JBH, a Digital PR and SEO agency for consumer brands. He spoke at this year's BrightonSEO San Diego, is the author of The Value of SEO, and is the creator of the Growth Through Content newsletter. In this episode, Andrew and Nate dive deep into Nate's favorite topics: Digital PR and Link building. The pair discuss the strategy behind crafting and executing a successful campaign, the value of quality backlinks, and the common misconceptions surrounding nofollow links. Andrew also shares his thoughts on the SEO industry, its saturation, and what lies ahead for organic search in 2024. As a special bonus, Andrew talks about the power of building an audience on LinkedIn (he has 50k+ followers now!) and how you can maintain authenticity on the platform. Closing out the episode is our popular lightning round of questions! Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Andrew on LinkedIn & Twitter Important Links:JBH Agency & The Value of SEO & Growth Through Content Newsletter

Join Nate Matherson as he sits down with Billy Broas for the twenty-sixth episode of the Optimize podcast. Billy is a copywriter, marketing consultant to top entrepreneurs, teacher, and creator of the famous Five Lightbulbs messaging framework. He left a career in the energy industry to become a solopreneur and hasn't looked back. In this episode, Billy and Nate provide a comprehensive conversation about product messaging through the lens of The Five Lightbulbs Framework. Billy dissects each lightbulb, providing our listeners with a detailed guide to enhancing messaging strategy to develop impactful connections with your audience. As part of the conversation, the pair dive into Billy's time building, scaling, and exiting The Homebrew Academy, an online training website for homebrewers with thousands of members worldwide. Billy shares his tips for how he would do things differently when building a new affiliate site and how email newsletters play a vital role in the success of niche sites. As a special preview to our listeners, Billy shares details of his forthcoming co-authored book, “Simple Marketing for Smart People.” Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Billy on LinkedIn & Twitter & Website & The Five Lightbulbs FrameworkImportant Links:Best Beer To Try Before You Die: Pliny The Elder  The Honorable Mention: Trappist Westvleteren Best Light Beer: Weihenstephaner Hefe Weissbier 

Join Nate Matherson as he sits down with Eli Schwartz for the twenty-fifth episode of the Optimize podcast. Eli is the best-selling author of Product Led SEO, a co-host of the Contrarian Marketing Podcast, and a growth/SEO consultant who has helped drive hundreds of millions of dollars in annual revenue for companies like Tinder, Coinbase, WordPress, Faire, Gusto, and more. In this episode, Eli and Nate dive deep into the world of organic search as the pair discuss the current environment of organic search and explore the future awaiting SEOs in 2024. Eli speaks thoroughly about comparing Product-Led SEO and Content-Led SEO and walks our audience through real-world examples with Amazon, TripAdvisor, The Points Guy, and Zillow. Eli and Nate also analyze Programmatic SEO as a strategy, encouraging our listeners to prioritize user-centric approaches and how Product-Led SEO can often complement the process. The pair also weigh in on common questions like ‘Is SEO right for my business,' ‘Should I use AI-generated content?' and ‘What's Product-Led SEO?'. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Eli on LinkedIn & Twitter, Buy Product-Led SEO, & Subscribe to Eli's Newsletter!

Join Nate Matherson as he sits down with Ethan Smith for the twenty-fourth episode of the Optimize podcast. Ethan Smith is the Founder and CEO of Graphite, a premier SEO and growth marketing agency. Ethan has served as a strategic advisor to MasterClass, Upwork, Notion, Ticketmaster, Neiman Marcus, BetterUp, and Honey. He is recognized as a leading SEO and growth marketing expert and regularly speaks and publishes in VentureBeat, Market Watch, and INC. In this episode, Ethan and Nate jump headfirst into navigating the challenges of programmatic SEO, prioritizing impactful strategies and tasks, and building topical authority. Ethan also shares his thoughts on optimizing title tags, why you should include seven or more internal links in your content, and producing content that attracts high domain authority backlinks. As a bonus to our listeners, Ethan also shares how to qualify an SEO agency as a quality partner. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Ethan on LinkedIn & Twitter & Graphite Agency

Join Nate Matherson as he sits down with Kevin Indig for the twenty-third episode of the Optimize podcast. Kevin Indig is a Growth advisor and angel investor who helps the world's market leaders define and evolve their Organic Growth strategy. He previously led SEO and Growth for Shopify, G2, and Atlassian. Once a week, Kevin sends an email with Organic Growth strategies and case studies to over 10,000 subscribers called The Growth Memo. He also co-hosts the Contrarian Marketing podcast with Eli Schwartz, which gives you ideas you might not be thinking about. In this episode, Kevin and Nate dive deep into analyzing the state of SEO in 2023 (including the recent algorithm updates), debate the future of SGE, and discuss AI's role in content creation. Kevin also shares his experiences in both enterprise SEO and startup SEO environments, providing critical insights for setting KPIs, managing cross-organizational communication, and avoiding activities that don't move the needle. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Kevin on LinkedIn & Twitter & Subscribe to The Growth Memo Newsletter

Join Nate Matherson as he sits down with Mike Haney for the twenty-second episode of the Optimize podcast. Mike currently serves as Editorial Director for Levels, an early-stage startup trying to help solve the metabolic health crisis with smart tools and strong editorial. Mike has been in the content and technology space for more than 20 years as an editor, designer, strategist, and founder. In this episode, Mike and Nate talk about the evolution of content strategy as a brand or company matures, the never-ending balancing act of content quality vs. quantity, and setting realistic KPIs for your content channel. Mike also shares about his views on the future of organic search, content marketing, and AI's influence on the industry. As a bonus to our audience, Mike shares insights and tips for your newsletter's role in driving site engagement. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Mike on LinkedIn

Join Nate Matherson as he sits down with John Collins for the twenty-first episode of the Optimize podcast. John is a content marketing consultant who partners with startups and corporations to build or reignite their content programs. For this episode, Nate discusses the survey results of data compiled by John and Nigel (Organic Growth) so that all content and SEO professionals can improve their workflows, KPIs, content structure, value propositions, and CTAs. John and Nate cover a variety of topics related to trust, sales, content formats, AI, and more! The research was conducted on behalf of OGM and John Collins by Incite Fusion, a global market research firm, in the summer of 2023. A total of 558 responses were received from people purchasing software on their employer's behalf. The majority of respondents held senior positions in their organizations - 66% were senior managers or above, with 23% coming from the C-suite or executive team. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with John on LinkedIn

Join Nate Matherson as he sits down with Alyssa Corso for the twentieth episode of the Optimize podcast. Alyssa is the SEO Manager at Nourish. She specializes in content SEO and helping healthcare companies increase their traffic and search visibility. In this episode, Alyssa and Nate discuss the intricacies of optimizing content structure, with an emphasis on outlines, headers, internal links, and structured data. Alyssa also shares her experience with Programmatic SEO, providing an overview of tips she's learned for you to get a head start on your own content channels. A nod to the recent algorithm updates, Alyssa and Nate discuss how SEO professionals should adapt to a dynamic environment and modify KPIs as a result. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Alyssa on LinkedIn & Nourish's Website

Join Nate Matherson as he sits down with Ronnie Higgins for the nineteenth episode of the Optimize podcast. Ronnie Higgins is the Director of Content at OpenPhone and has worked for brands like Eventbrite, Udemy, Hopin, and more. Ronnie uses his film and broadcast television background to craft multimedia content strategies that build strong brand affinity and fuel sustainable revenue growth for the companies he works for and advises. In this episode, Ronnie and Nate discuss the advantages of cross-functional content teams, the intricacies of setting KPIs for content channels and team members, and Ronnie's unique approach to crafting the ‘perfect' content that captivates audiences. Ronnie also shares his perspectives on the collaborative synergy between in-house teams and agencies and AI-generated's role in shaping innovative content marketing and SEO strategies. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck-in with Nate on LinkedIn & TwitterCheck-in with Ronnie on LinkedIn & Twitter & Off The ClockWhat To Listen For:03:36 Ronnie's background and journey to OpenPhone09:10 What does a content team look like, and how does it work?13:20 How do we set KPIs for a content team and a content channel?17:36 Is a content team cross-functional, and what are the benefits?19:35 What's the best way to get started building a content channel?23:45 Ronnie's thoughts on in-house teams working with agencies27:19 Ronnie's process for crafting the “perfect” content30:17 AI-generated content as part of a content marketing and SEO strategy32:07 Lightning question round

Join Nate Matherson as he sits down with Meagan Morris for the eighteenth episode of the Optimize podcast. Meagan is the Director of Content and SEO for Leafwell. Meagan has worn many hats in the digital world, from Yahoo! and Metro US to Hearst Magazines and Hurrdat. This episode covers a variety of topics important to developing a content channel that is resilient to algorithm updates, establishing trust with your audience, and developing site authority organically. In this episode Meagan and Nate discuss Leafwell's journey from 0 to over 2 Million visitors per year, dissecting the strategy, tips, and insights Meagan has learned over the last two years. Meagan also shares her process for creating content briefs that enable freelancers to deliver fantastic content every time. Rounding out the episode, Meagan and Nate get tactical with link-building campaigns utilizing link bait and PR. Closing out the episode is our popular lightning round of questions! For more information please visit www.positional.com, or email us at podcast@positional.com.Resources:Join Positional's Private Beta Here: www.positional.comCheck in with Nate on LinkedIn & TwitterCheck in with Meagan on LinkedIn & Twitter & LeafWellWhat To Listen For:03:00 Meagan's Background and Leafwell Intro08:57 Creating processes to manage publishing 60+ blogs per month10:45 How Meagan found and vetted freelancers14:36 How to internally track and coordinate a robust content creation strategy16:01 Crafting the perfect content brief: do's and don'ts20:07 The importance of sourcing in a regulated industry22:05 Setting SEO KPIs and their evolution over a channel's lifespan23:29 Tips for Optimizing CROs and CTAs26:21 Revisiting old content and the importance of updated publishing dates in SERPs30:47 Benefits of location-based pages and location-based SEO33:44 How to strategize after a positive algorithm update?35:02 Meagan shares tips for building backlinks with PR and Link Bait37:49 Is SEO becoming more competitive compared to the 2010s?39:44 Is SEO going to fundamentally change with Google's SGE or other AI influences?41:20 Lightning question round

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