#seoisaeo Podcast - Expert Interviews At Major Digital Marketing Conferences

David Amerland with Jason Barnard at Kalicube Tuesdays David Amerland talks to Jason Barnard about consumer behaviour. We all know about consumer behaviour but how many of us have thought about attention management as an approach to influencing it? David and Jason dig down that rabbit hole… But how can we as marketers manage to do this? We need to look to manage consumers' attention throughout their path to purchase? Kalicube Tuesdays: Consumer Behaviour and Attention Management With David Amerland. Recorded live Tuesday 4th August 2020 at 16:30 CET. Watch now >> https://www.youtube.com/watch?v=kOezBmUpNL4 Organised by Kalicube in partnership with Wordlift and SEMrush What you’ll learn 00:41 Introducing David Amerland01:30 Kalicube Tuesday podcast success on Periscope02:15 How quickly following creating this podcast did it show on David’s Personal Brand SERP?02:54 Utilising WordLift in generating an entity03:50 Google's Knowledge Graph and the entity-based content model05:22 Using

Rand Fishkin talks to Jason Barnard about removing Wikipedia from the equation when managing the Knowledge Graph. Many marketers rely on using Wikipedia to get into Google's Knowledge Graph. This approach has multiple issues it is not appreciated by Wikipedia editorsit isn't helpful to Wikipedia usersit truly is an all-or-nothing tacticit fails if the article is never published, or is quickly deletedit is an unstable 'one trick pony' strategyit hands control of 'facts' about your brand (or personal brand) to Wikipedians ... and then it isn't the only way to get into the Knowledge Graph. There are many, many other routes you can take that are more stable, more reliable and where you have control. Mostly, we discuss removing Wikipedia from the equation in our Knowledge Graph strategies... but we talk around the topic - taking control of information about you online, Brand SERPs, the future of Brand in digital marketing, the power of the tech giants... and rather a lot more ! 53 stunningly intere

Ted Rubin with Jason Barnard at Kalicube Tuesdays Ted Rubin talks to Jason Barnard about RoR (return on relationship). Ted is famous for his mottos, including 'Return on Relationship' and 'Be Good to People'. In this conversation, he puts these two together in the rough and tumble world of business, aiming to build an audience that truly engages and is truly relevant to your brand and products. He is also famous for straight talking, so this is a thoroughly interesting conversation that is a bit out of the ordinary. Kalicube Tuesdays: Gaining Return on Relationship Whilst Being Good to People. With Ted Rubin. Recorded live, Tuesday 28th July 2020 at 20:00 CET. Watch now >> https://www.youtube.com/watch?v=jxKI_djyFXI In partnership with Wordlift What you’ll learn 00:50 Introducing Ted Rubin01:25 Entity based content models01:45 Linking through Google's Knowledge Graph02:50 Why does Google not connect someone to a Knowledge graph?03:15 Brand SERP connections04:05 What is Photof

Matthew Tenney with Jason Barnard at Kalicube Tuesdays Matthew Tenney talks to Jason Barnard about researching people. The discussion covers the best ways to use search engines such as Google, the pitfalls and the ways to avoid wasting time vetting the wrong individual. The single most important takeaway is that you'll do well to evaluate an expert through Google’s eyes. Matthew and Jason discuss in detail that, when researching, you should think more in terms of entities than authors, or people... and look at those entities from the perspective of how Google perceives their Expertise Authority and Trust (E-A-T). During the podcast Matthew goes on to point out the fundamental importance of using structured data and the sameAs property to indicate connections in a way that Google understands. They move onto using Google Trends as a way to evaluate a person's popularity... but also that it can be a limited since most people's names do not generate enough search volume for Google Trends to

Ryan Foland with Jason Barnard at Kalicube Tuesdays Ryan Foland talks to Jason Barnard about business and marketing. Truly effective marketing comes down to ensuring people can find your business when they need your products or services. Sounds simple? It is :) Ryan talks about his concept of the invisible like - a concept I love because it gives encouragement to all of us with our content creation. We then move on to inbound marketing to help people find your business, and specifically appreciating that your employees are one of the best inbound marketing tools you have at your disposal. I then pull in SEO - how all this could apply to Google and more specifically E-A-T. Ryan beautifully circles back from authority and trust to his 'invisible like'. And we end with the delightful approach that you should 'treat people as people' for your business to thrive. Brilliant;, and well worth listening to. 00:50 - Introducing Ryan Foland03:40 - The definition of a personal brand (and how to get yours righ

Patrick M Powers with Jason Barnard at Kalicube Tuesdays Patrick M Powers talks to Jason (M) Barnard about personal branding. In what turns out to be a wonderful conversation mostly about making the most of what you have. You don't need anything spectacularly special to stand out from the crowd. Small differences make all the difference when it comes to both personal and commercial relationships. Much of it is keeping people engaged, whether on or offline…. but most of all, embracing what makes you different and expressing it intellignetly. Amazing stuff. Makes 100% sense. I'm all on board. What you'll learn 02:00 Why a middle initial can be a great idea for online communication04:45 How to reactivate audience attention06:50 Using Quick Cut in video editing08:30 Why a three word title is perfect10:00 Using titles and subtitles to draw people in12:00 Stand out by being just a little bit different12:40 Why transactional questions are key14:00 Standing out in networking situations15:20 What i

Neal Schaffer with Jason Barnard at Kalicube Tuesdays Neal Schaffer talks to Jason Barnard about influencer marketing. There’s a lot of buzz around influencer marketing right now. Even I hear it! Neal explains what is happening, with a particular focus on social media. Awesome ! We start with a conversation about drummers, then quickly get onto the topic we initially intended to talk about: influencer marketing. First thing an influencer should do is optimise their personal Brand SERP. They need to own that Google result. Next, social media marketing. Social media is all about being personal, relatable and emotional. Remember, social media was made for people and brands are trespassing - a brand that uses social as a way to advertise themselves. Which is a mistake. One very interesting fact about social media that stands out for me is that 90% of people on social are lurkers, 9% are commenters and 1% are content creators. In short there are billions of people just waiting to consume and inter

David Avrin with Jason Barnard at Kalicube Tuesdays David Avrin talks to Jason Barnard about customer retention. Personally, I have never found selling to be easy. It can often be a costly and slow process. But all that time and cost is wasted when you lose the client after that first purchase. Too many companies focus too much on on acquisition, and not enough on retention. Retaining clients is a challenge, but a challenge well worth taking on and doing properly. David promises to explain the problems, but also suggest solutions. How you can best approach the challenge of retaining your customers long term. Kalicube Tuesdays: It's easy Enough to Sell. Retaining Customers is the Hard Part. With David Avrin. Recorded live. Watch now on YouTube >> https://www.youtube.com/watch?v=vaTuq0vLkEQ In partnership with Wordlift What you’ll learn 00:20 Introducing David Avrin01:44 Experiment with WordLift leading entities into the Knowledge Graph02:30 Is selling easy today in the age o

Bengü Atamer with Jason Barnard at Kalicube Tuesdays Bengü Atamer talks to Jason Barnard about YouTube. I talked with Aleyda Solis about optimising videos for YouTube. That was awesome. But here we're looking at additional, less obvious optimisations you can apply to your YouTube Channel (including monetisation). YouTube is the second largest search engine network ranked just below Google.com and yet a lot of us don’t know just how beneficial it can be for our business.  Take a dive into the endless opportunities available on the YouTube platform and how you can implement winning strategies to optimise your video content, gain more exposure and build your audience. Kalicube Tuesdays: The Untapped Benefits of YouTube Most of us Miss. With Bëngu Atamer. Recorded live. Watch now >> https://www.youtube.com/watch?v=UpfqLk_OBSo In partnership with Wordlift What you will learn 00:54 Missed opportunities on YouTube02:40 Leveraging YouTube04:00 What to do before uploading content 

Dr Ai Addyson-Zhang with Jason Barnard at Kalicube Tuesdays Dr Ai Addyson-Zhang talks to Jason Barnard about live streaming. Live streaming is becoming more and more popular. But few people are using the format effectively. Dr Ai Zhang is one of the pioneers of the format, and one of the foremost experts of leveraging business value from live streaming. In this episode she talks about platforms for live streaming – LinkedIn, YouTube, Periscope, Twitter, Facebook… and how to leverage them for pre and post promotion. She gives a seemingly never-ending series of astonishing insights – most of which I will be using on this podcast from now onwards. She mentions boatloads of software solutions to help - Buffalo, Otter, Octopus, Media Studio (a billion dollar secret), Descript... Incredibly interesting is that your audiences are very platform-focussed - most people will stick to one preferred platform - LinkedIn, Facebook, Twitter etc Amazing discussion. Well worth watching. Kalicube Tuesd

James Mulvany with Jason Barnard at Kalicube Tuesdays James Mulvany talks to Jason Barnard about podcasting. Wonderful conversation with James - loads of helpful advice about promoting podcasts (most of which I now need to take), plus some short and enjoyable meanders into some delightful anecdotes He's done more podcasting than I have had hot dinners (or something like that). So I will be asking the questions that will get him to help me understand how to better build my podcast audience. And I suspect that will spill over into building an audience around a brand with any type of online content. Kalicube Tuesdays: I Have a Podcast but Nobody is Listening. Now What? With James Mulvany. Recorded live June 2nd 2020. Watch now >> https://youtu.be/4OBdXMcE3y0 for your brand. What you’ll learn 00:08 Introducing James Mulvany01:00 The benefit of live streams and podcasts02:24 Announcing the experiment with WordLift to build a Knowledge Graph04:20 What can you do to bring listeners to y

Mary Davies with Jason Barnard at SMX West Mary Davies talks to Jason Barnard about user experience. https://www.youtube.com/watch?v=OS3gOC-Q2kI UX is all around us and it's part of everything we do from walking up the stairs to opening a car door.Figure out what makes your life hard and don't reproduce them for your clients. Mary has a notebook and writes down everything that gets in the way of a good User Experience for here, wherever she is and whatever she's doing. We quickly go semi-off-topic and start talking about emails… and not using the dot dot dot. Oops ! Then back on topic, and we decide that everything a Brand does is a part of their user's experience with them. I think it's kind of like reputation management but more positive. Don't tell your clients what you can give them. They want to know if you have what they are looking for. That's most of my marketing I need to look at again, then. Less in more. Keep it simple. Every piece of content should provide a solution. And wrap t

Dejan Mladenovski with Jason Barnard at DMA Melbourne Dejan Mladenovski talks to Jason Barnard about affiliate marketing.... with a white hat on. Lovely conversation that gets me (back) on board with affiliate marketing. https://www.youtube.com/watch?v=1xU3rZUJD_w For his current project Dejan never even thought about using a PBN network, nor bought a link... he got hit by Penguin back in the day and he knows how much that hurts. He's found a great niche - he creates an independent overview of the construction permit situation in Sydney. He creates quality, content that is truly helpful to his audience, ranks #1, attracts 25,000 visits a month and gets revenue from affiliate sales of products and services that are useful. And apparently he has only 10% of the market in a niche market in just one city in Australia... the opportunity just in Sydney is enormous. Thinks about that across Australia, then the world... makes my eyes water :) Quite surprisingly, we end talking about relationshi

Aleyda Solis with Jason Barnard at SMX West Aleyda Solis talks to Jason Barnard about optimising video for YouTube. There are three pillars: Relevance, Engagement and Retention. All based on understanding your audience, and creating videos that bring them value and that they want to consume. Sounds so simple. https://www.youtube.com/watch?v=tSZxcIxmSC0 Aleyda learned loads from producing her practical / how-to series : Crawling Mondays. The series has been very successful with her very niche audience (international SEO), which very much proves her point. Success on Youtube is all about playing the YouTube algorithm as a social algorithm. All about relevance, engagement and retention. The entire system works on the algo recommending according to direct user behaviour (shares, likes, watches, comments and channel retention…). Building communities around your brand on all sorts of channels then push the video out to them to get that user engagement right at the start… that boosts it up and ge

Mordy Oberstein with Jason Barnard at SMX West Mordy Oberstain talks with Jason Barnard on when marketing and SEO collide. Mordy starts off by getting on my good side by telling me I have the best pipes in SEO… what a charmer. https://www.youtube.com/watch?v=THvPtnGCvPY Mordy talks about why Google updates should matter to all marketers - that Google is getting closer and closer to reflecting your market, so playing the SEO game is just playing the marketing game through Google. His advice: do what you do, address your audience and Google will figure it out. Google is trying to think like a person - looking at tone and format, so it is all coming together. Understanding tone backhandedly is an interesting concept… and a lovely put down of the trick of using 5 tips to… 10 ways to… which are pretty annoying and not good for authority. Brilliant ! If you want to know how Mordy gets this sentence into a conversation (and it sounds logical) "are you sick or do you want to buy car insurance?" yo

Nathan Chalmers with Jason Barnard at The Bing Series Nathan Chalmers talks to Jason Barnard about the whole page algorithm. Nathan had done his homework by listening to previous episodes…. And he loves the song :) https://www.youtube.com/watch?v=L5kJFlMIHVU A year ago I didn’t know about the bidding system in Google and Bing ranking... and 6 months ago I didn’t know there was a whole page team. Now I get to learn how the latter affects the former.  First up, I had called the bidding system “Darwinism in Search”. Turns out Darwin is the name of their algorithm that allocates the positions on the SERP to different rich elements. He tells me my initial analysis was good, but I made it all sound more mechanical than it truly is. Next reveal - there are 6 teams that work together to build the whole page, each with their own Darwinistic system, with the aim of creating the best user experience. The blue links are the base and they are NOT dying out, even if I thought they were. Then on

Meenaz Merchant with Jason Barnard at The Bing Series Meenaz Merchant talks to Jason Barnard about the video and image algorithms. Meenaz is team lead for multimedia - and that includes image search, video search and camera search. https://www.youtube.com/watch?v=kyPc-NqN9uY The single most important factor for multimedia is relevance - ie fit for purpose / answers the intent. But also authority and trust (that are built over time - proving oneself) and engagement. To understand images, they use alt tags, surrounding content, but also analysis of the image using machine learning. They process every single image and recognise objects in the images. In terms of image analysis / object recognition, they started with faces of celebrities, and developed their machine learning from there. For video, quality is vital... but also engagement. And the platform. And the player. Then also the sources that dominate depend on the type of query - news would tend to pull the BBC, CNN et al, entertain

Ali Alvi with Jason Barnard at The Bing Series Ali Alvi talks to Jason Barnard about the search algorithm for featured snippets. First thing we learn is that this feels a lot like a soccer interview. https://www.youtube.com/watch?v=l0UhsQb5iAU Then Ali confirms what Gary Illyes said in 2019 - the different candidate sets use the core algo in a modular fashion. Ali is team lead for the Q&A candidate (Q&A is Bing's name for featured snippet) But also that all of the algos are end-to-end neural networks. We know what goes in, we see what comes out… but nobody knows what goes on in between :) And a nice clarification - Q&A are pulled from the blue links below it. Other rich elements such as video and images don’t rely on the pages the 10 blue links provide - they have a separate selection process. Now that is interesting. Even more interesting - Ali answers the intriguing question “where do the descriptions for the blue link / core results come from?” (spoiler alert - it isn’t from the core

Fabrice Canel with Jason Barnard at The Bing Series Fabrice canel talks to Jason Barnard about Bingbot. Fabrice was on the podcast last year talking about Javascript and the new indexing API. That was very interesting and he shared quite a few insights... If you would rather read than watch or listen, here is an article I wrote based on this conversation >> This Episode Takes the Conversation a BIG step Further https://youtu.be/dSSZeTYOtMk This conversation is on a whole different planet. Fabrice is head of the entire discovery-crawling-extracting-indexing process. Think about how much that involves. And how important he and his team are to the process of getting your content to the top of the results. You cannot hope to get your content into search results if it isn't found, crawled, extracted and indexed... and since he manages every single one of those steps, he is a person we really need to listen to. Bingbot and Googlebot Function in Much the Same Way Obviously they do

Rich Goldstein, Principal Patent Attorney at Goldstein Patent Law explains patents and trademarks in simple terms so you can protect your business.