#seoisaeo Podcast - Expert Interviews At Major Digital Marketing Conferences

  • Autor: Vários
  • Narrador: Vários
  • Editor: Podcast
  • Duración: 167:25:03
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Sinopsis

Informative, intelligent and fun that is exactly what you can expect from Jasons in-depth conversations with leading experts in the digital marketing field. Guests include Rand Fishkin, Barry Adams, Yoost de Valk (Yoast), Greg Gifford, Bill Slawski, A.J. Ghergich, Aleyda Solis Every Tuesday, well release one interview often two sometimes more! To record this series, Jason Barnard has given up his flat and gone digital nomad (very fitting for a digital marketing podcast at major conferences across the globe). The ambiance of the conference setting plus the face-to-face, one-on-one format should give the podcast an extra bit of soul.

Episodios

  • The Wider Lessons from Local SEO and Near Me Searches #SEOisAEO with Paul O’Donoghue at #BrightonSEO

    02/10/2019 Duración: 20min

    We start with a discussion about horrid nicknames at school (that were secret until today) Then we move quickly onto local search and near-me information. There are more near me searches now than ever before - both explicitly expressed in words, and increasingly  by geo localisation. We are now expecting local results within 500 metres, down from 5km in just 6 years. Local search is all about the answers. And that is increasingly true of the wider world of search. Local search also brings to the fore that online / offline are intertwined.  And that is increasingly true of the wider world of search.  Google is now pulling in information from all sorts of sources. And that is increasingly true of the wider world of search. The parallels go on and on… Being in local search is the best place to be for digital marketing now. Getting that right is the starting point for any business - and most get it wrong. Then onto the other players in the near me field - we often forget that “near me” information comes from a va

  • Google’s Reaction to the Link Tax #SEOisAEO with Andrea Volpini at #colosseo

    28/09/2019 Duración: 13min

    Google formalised its reaction to the Link Tax on 23rd September. I was a bit confused. Luckily Within Andrea has already figured it out and gives me the rundown / lowdown on the EU copyright Directive, Google's reaction to it and the practicalities for publishers… Google News publishers are opted in by default, other publishers are opted out by default. Search Console gives publishers he means to control this. Schema markup is the solution if you want to opt-in and yet keep your rich results. Could this perhaps even be an opportunity to take control of our content? Brilliant !

  • Buying, Pimping and Monetising Websites #SEOisAEO with Liz Raad at #searchsummitau

    25/09/2019 Duración: 26min

    Liz was at SMS Sydney to get some extra SEO knowledge - but she knows more than she lets on. She has a Norwegian name, is Australian... but is part Swiss (but she has never been to Switzerland). Liz and her husband (Matt) buy fully functional domains that they can monetise, or sell on - a bit like buying property, apparently. But the ROI on websites is incredibly high. MUCH higher than real estate. She suggests that the due diligence in their industry is simply an SEO audit - and it is mad that more SEOs aren't doing it (how stupid are you Jason?) She encourages me to dip a toe in the water - I could buy a $500 website and get my start - I call it pimping websites, Liz calls it renovating. A lot of the work that needs to be done is simple SEO cleaning up and UX. Liz insists it is easy money if you work at it from a business point of view. Quick discussion about international expansion for manufacturing SMBs (Sarah Carroll gets a mention there). Then back to buying websites to monetise them... she doesn't look

  • Schema.org Structured Data – the future of the web #SEOisAEO with Jono Alderson at #SEOisAEO

    17/09/2019 Duración: 22min

    Starts with a yawn. Then he forgets one of his jobs. Jono's current job at Yoast and it is his double dream job - his role is to turn up at work and think of fun and interesting things to work on that are impactive. I have never had a real job, and spending a couple of days at Yoast HQ is the first time I have thought it might be nice. Jono could have chosen anything he wanted to work on, and he chose Schema.org (the most boring thing on the web). He is swimming in relationships, philosophy, ... and then he gets into the pure scale of what they are doing - 14% of the web uses Yoast... Um. Wow. And on top of that, they need to be backwards compatible and remain compatible with all the plugins that hook into Yoast and all the badly coded sites. One simple, genius idea has made all this possible (like all the best systems). Schema.org markup gives Google confirmation, confidence and precision. Jono wants a t-shirt! Google are rolling out a conveyor belt of carrots (in the form of embellishments and additions to

  • Structured Data, Ontologies, Commonsense Knowledge Graphs – Round Table at #BrightonSEO with Martha Van Berkel, Robin Allenson and Dateme Tubotamuno

    15/09/2019 Duración: 35min

    Three amazingly intelligent and eloquent people help me understand rather a lot of concepts. What is a commonsense Knowledge Graph? Using Schema.org structured data to manage your data layer. Ontologies are containers full of entities that have relationships (use triples !!!). Lots of philosophy around computer science - specifically ontologies. Entity management is the future (thanks, Greg Gifford). We are all becoming data architects. Three levels of knowledge. Databases expressing opinions. How semantics help sell t-shirt bras. Manage your brand for machines (not just search !). And rather a lot more... Amazing.

  • Selling on Amazon – a More Pessimistic View (than Dan) #SEOisAEO with Paula Didone at #BrightonSEO

    10/09/2019 Duración: 10min

    Paula had just given a talk at BrightonSEO in (April 2019 edition). This is a great follow-up to Dan Saunder's episode... Amazon is challenging both for PPC and SEO. PPC can become very expensive very quickly, especially as a side business. Reviews are the key, and the step to getting enough reviews is very big. And when you get enough, your competitors will spam you down, and then Amazon replicate successful products with Amazon Basics… double cut-throat. For SEO, brand is vital. Just like Google, Amazon want to get their users through to the best product / sale as fast as possible. So conversion rates are the single biggest thing to get right. Intent is vital for that, and an opportunity is to be found where your competitors are falling down - just check out their reviews :) Rank well on Amazon, you will probably rank well on Google - I get carried away and suggest you can forget Google-centric SEO, and perhaps dump your website. Paula brings me back to earth. We end with Google's problem of owning path to

  • How Google is Using Machine Learning (SEO and SEA)- #SEOisAEO with Jeff Ferguson

    07/09/2019 Duración: 14min

    Jef gets us started with a repeat of his groovy Elvis impersonation. Then gets serious and gives some amazing insights into what machine learning Google is using that affects SEO. Obviously Rankbrain, but also crawling and extracting unstructured and structured data for the web. I love the idea Jeff throws out - that Schema.org is the only thing we are doing ONLY for the search engines. We debate whether Schema.org is needed for understanding or is it really mostly for improving confidence. We move onto how many legs does a horse have (pretty funny) and how fast does an ostrich run. Jeff has a lovely line on cocky human beings. Onto ML in Google Ads, specifically DSA. Volume of data is incredibly important, and is a factor we (I) often overlook. Lastly Smart Display - Maybe machine learning will push some ugly ads because they work better… in which case we still need the human touch!

  • Attention Deficit Disorder and PPC #SEOisAEO with Joel Bondorowsky at #semrushTelAviv

    30/08/2019 Duración: 19min

    On the beach in Tel Aviv, Joel tells me he has Ukrainian roots. Joel has attention deficit disorder, meaning he has trouble achieving long term goals… unless under pressure, or the goals are incredibly short term task-driven or when it is fun. PPC is all three! He was unemployable, but PPC at Wix.com changed that. Learning PPC is easy - just 3 days if you read fast enough - so it is a great career for someone who could have been a lawyer but couldn't remember swathes of detailed information. I suggest PPC is simply functionality and common sense. Joel adds that I had forgotten to mention experience, which is vital. We agree that our jobs are like playing a game. PPC is a game that has fairly simple rules, and is fun to play (if you like that kind of thing, and Joel does :). Lastly, onto gamification and the similarities and differences between gambling and PPC. Professional slot machine players, Google Analytics and the one armed bandit technique, which is brill.

  • Reviews in SEO Today and Tomorrow #SEOisAEO with Ric Rodriguez at #DigitalEliteDay

    27/08/2019 Duración: 25min

    Ric is the first guest to ask specifically for the song. Apparently it haunts his dreams! Ric is really into local SEO, and so he is a big fan of reviews. I start on the obvious advantage - reducing Google Ads costs. Ric suggests takes it much further. He gets very excited about the amazing insights we can get from analysing the reviews data we have. Trustpilot have seen a 40% uptick in organic traffic due to the E-A-T updates … Three factors for local search - proximity, NAPS, credibility (and accuracy). Google are looking for trust in you as a brand, and trust in the information it has about you. Reviews help enormously with both. I mention inferred reviews back in June, two months before Bill's article about Quality Visit Scores Patent (Granted: July 30, 2019). Then we get into Android tracking - both direct and indirect, touching on probabilistic and deterministic wotsits for tracking (I get a bit confused). We debate whether Jim Carrey in Yes Man could be tracked by his behaviour. Then into the BIG (and

  • Where is the War on New Hardware Technologies #SEOisAEO with Patrick Reinhart at #BrightonSEO

    23/08/2019 Duración: 12min

    The first guest who is more overexcited and enthusiastic than I am. You can almost hear his arms waving. Very fun conversation, and Patrick is super-smart. The importance of Alexa is overestimated. There are so many devices that we will soon be talking to. All fun for us, but it is still too early to make it the focus of our strategy. Patrick sees a world where we no longer actively search as assistant devices like fridges, stoves, Bose glasses, necklaces, contact lenses become so much part of our environment that search and discovery are delivered to us as part of our everyday interactions. To get the biggest slice of this cake, Google is acquiring access through partnerships with Samsung et al. Google needs the manufacturers more than the manufacturers need Google and so it pays them, not the other way around, which surprised me. But Amazon are going to give Google a run for their money if only because of generational bias. We are soooo Google, but the youth of today are more Amazon.

  • The Truth About Attribution (hint, use Machine Learning) #SEOisAEO with Chris Liversidge at #BrightonSEO

    20/08/2019 Duración: 13min

    Google Analytics doesn't clean the data and that makes it **** (expletive). That means in SEO and SEA, you are constantly being driven towards last-click terms. And that is saturated. If you can understand attribution, then you can show the value when you choose target terms earlier in the process of attribution. That makes attribution a critical part of the future of search - bringing the multiple sessions together to reflect how people engage with you before transaction. When I say "what all 5 channels?" and Chris sniggers - he is talking several dozen - both online and offline. He uses machine learning to calculate predictive probabilities about cross-channel actions that are as statistically accurate as those used to calculate the Higgs boson. The conclusion is that big corporations are underestimating the impact of organic search by more than 50%. Email too. And we can quote Chris on that :) And Direct is the "rubbish bucket where all hope goes", according to Chris. Conclusion is that we are going back t

  • Dancing With Google #SEOisAEO with Andrea Volpini at #BrightonSEO

    13/08/2019 Duración: 12min

    Andrea describes a dance between machines and humans that means much of what we see is really a semi-automated approach to SEO. Absolutely brilliant insights. Brilliant enough to stop me talking too much, for once :) A cycle of a machine and humans correcting, stimulating and teaching each other. Never forget that everything comes down to two humans communicating and the machine is simply a go-between. Then we go onto agentive technology, so I now understand what the term means. And Andrea shares his research into having a machine finding new search terms and intent through an agentive dance. We both agree that machine learning applied to SEO is a fantastic area, and that Andrea knows a lot more than I do. Semantic text similarity, RNN networks… what is he talking about?

  • The 5 Steps of Podcasting #SEOisAEO with David Bain at #DigitalEliteDay

    11/08/2019 Duración: 18min

    We kick off with a singing duet. David then suggests that I am not so good at preliminaries. We then quickly get onto the five steps. Step 1 is prerecorded audio - make sure that is really good or you will hit problems later on. He gives some great tips on recording sound and getting the audio to sound great. I go off topic by jamming 'All about the Bass', then we get sidetracked by iPhone theft and motorbikes falling on us before getting back on track (which is a very appropriate turn of phrase). Step 2 is live audio and David gives practical tips about how to prepare, editing and what is annoying for listeners tuts, for example. Step 3 is using as-live video. He gives super tips and tricks, and we have fun describing what we are doing for people who are just listening to the audio and cannot see what we are doing. Step 4 is live video - by this time, you can really concentrate on getting the live-chatting part right since you will have mastered the audio and getting the video right. He talks about platforms

  • Google Penalties Explained #SEOisAEO with Fili Wiese at #BrightonSEO

    07/08/2019 Duración: 11min

    Second episode with Fili. First point - manual penalties are real, but algorithmic penalties do not, just a change in the calculations. An algorithmic updates are not like cars with slashed tyres, they are like navigation systems (or something like that). If you lose rankings after an update, you need to look at your SEO, especially on-page. Onto manual penalties. Link building, doorway pages, structured data penalties (that are more and more frequently) etc. He tells some entertaining (and surprising) stories about some of the reconsideration requests he has read. My best advice is 'don't do a shouty thing'. Fili gives some more helpful advice. I am very impressed by the word egregiousness. Google does not hold grudges. In fact, very much the opposite. Fili explains the procedure for a manual penalty - a Googler builds a case, a bit like in the courts and present that to get a judgement. They apply benefit of the doubt, just like in the courts. But getting rid of a penalty is NOT like parole. A bit of philos

  • Google is the Enemy #SEOisAEO with Emily Potter at #BrightonSEO

    03/08/2019 Duración: 07min

    Emily has had a varied career. Google aren't playing the game anymore, on-SERP is making SEO harder and harder and featured snippets are having a major negative impact on CTR. Or are they? And what is the type of traffic? I love Emily's Monday morning actions. Google has the route to sale but not the sale and Amazon have the sale, but not the route to sale. Which means they kind of rely on each other. If you are smaller brand and/or a published, fear the featured snippet. I mention the idea that the featured snippet has a separate algorithm based on the Knowledge Graph. Whatever the effect on CTR, at least you get your brand out there and in front of people… plus featured snippets are a very achievable SERP element to grab.

  • Beating the Competition with Competitive Analysis #SEOisAEO with Nik Ranger at #DigitalEliteDay

    30/07/2019 Duración: 21min

    Sitting in CitizenM in Shoreditch, we start talking about pizza parties. Then onto horses - should we run like a blinkered horse, and concentrate on what we are doing and focus on the finish line? Or should we look left and right at our competitors? Nik argues the latter, plus think about context and perhaps we should open our horizons by exchanging with other people. We should now be taking into account the rich elements and perhaps look at the opportunities to rank on those and leapfrog the competition (coming back yet again to the explanation Gary Illyes gave me). That means having a very good look at your competitors' content strategy, but also prioritising the pages you are aiming to rank, especially when you are working on a tight budget. We get carried away with mentions of tools: Screaming Frog, Ahrefs, SEMrush, Accuranker, Majestic, Sitebulb. Then get back on track. It turns out that when you have budget, you can perhaps be a blinkered horse. If you have limited resources, you need to pick your battl

  • WordPress SEO and the new age of Gutenberg #SEOisAEO with Peter Mead at #searchsummitau

    27/07/2019 Duración: 19min

    We start with the Sound of Music, move onto the wonderful, sharing SEO community and supportive companies such as Yoast and SEMrush. Peter is a fan of Yoast, and Yoost. Expert is a misnomer - its more about depth of knowledge and experience… with (perhaps) a little magic. Peter then makes an analogy with art, and we get onto the simplicity of Picasso. In the competition between Yoast and WordpressSEO, Yoast wins hands down for Peter. More functionalities, easier, new (rather exciting) Schema markup. We get onto the treachery of updating plugins, PHP and the Wordpress core. WPengine makes all that easier and safer. Peter has three rules: install Yoast, get onto WPengine and get onto Cloudflare. We get in a bit of philosophy with Sun Tzu and Monty Python. Then back to Google's investment in Wordpress and fun with Gutenberg for the final furlong.

  • Crawl Budget and Speed #SEOisAEO with Chris Simmance at #SEMrushLIVE19

    23/07/2019 Duración: 17min

    We start with beards - Chris has his in the build stage. Chris tells me not to grow a beard. So that is exactly what I did :) Make your site easily crawlable and use your server logs to optimise the crawl using beautiful spreadsheets. Find the robot holes and fix them using signposting. Intriguingly, Chris uses Screaming Frog for log files and Site Bulb for crawling. He is a fan of equity sculpting, when it it done well, and gets excited about TTFB and sitespeed. Onto music instrument sites (Thomann is dreamland for musicians, according to me) and how complex they are. A bit on Javascript, then we end with the concept of perception of speed and seemingly instantaneous siteloading - in the blink of an eye (340 ms).

  • Structured Data and Google #SEOisAEO with Kenichi Suzuki at #BrightonSEO

    19/07/2019 Duración: 08min

    Kenichi is a leading SEO blogger in Japan. I put him right on the spot with questions about FAQ and Q&A markup - he sets me straight - Q&A is for user-generated content. For FAQ the debate whether we should have single page for all FAQ or multiple pages. Google is still experimenting, so there is no conclusive answer. Although he makes a great point for putting multiple FAQ on one page. Kenichi goes onto JobPosting, citing Google case studies. Then onto Event markup. And over to which is the #1 search engine in Japan. Clue: not Google. But Google nonetheless. Confused? I was! So much so that I suggest eating hot soup with your finger

  • A Day in the Life at Google #SEOisAEO with John Mueller at #AskGoogleWebmasters

    16/07/2019 Duración: 27min

    Sitting in Google's office in Zurich. We discuss the numerous John Mueller's in Google... and the world. And the problems with the ambiguity inherent in people's names. John cycles to work, eats in the café, answers emails, meets with Google teams, but doesn't play much pool. We then discuss beer, street names and Google offices that used to be a brewery. Then I suggest that SEO is changing at an accelerating rate - John doesn't agree. Then a bit of Javascript SEO and valid HTML. Then the importance of having a system and being consistent - John does agree. He gives a lovely insight into his role at Google, what he is trying to achieve and how he goes about it. A bit about darwinism in search, the increasingly multimedia SERPs, onSERP SEO and GMB. We have a bit of a love-in about Google Maps, and reminisce about how life was different before Google Maps. That leads naturally onto knowledge graphs, relationships, entities and attributes... and review spam. John points out that most of what he says is site-spec

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