#seoisaeo Podcast - Expert Interviews At Major Digital Marketing Conferences

Gennaro Cuofano talks with Jason Barnard about looking at Google's SERP as a product. Gennaro Cuofano is an international MBA, and creator of FourWeekMBA, a blog about business modeling and growth marketing. He is the head of business development for WordLift.io, where he works closely with small businesses and publishers across Europe and America to help them grow their business via digital marketing and SEO. He is also a contributor to various industry publications and runs a blog where he focuses on dissecting business models. Google knocked down the walled gardens of the major players on the Internet in the mid-nineties. But now that they have billions of people in their garden, they seem to be going full circle and are rebuilding the walls they have onced wrecked? In this episode, the rather groovy Gennaro Cuofano starts by taking Jason Barnard back to the 1990s to give him the historical context of business models of the major online players. At the end of the last century, access to the Intern

Kevin Indig talks with Jason Barnard about split test SEO experiments. Kevin Indig is SEO Director at Shopify and is the creator of the Growth Memo newsletter and Tech Bound podcast. In the past, he worked at G2 and Atlassian as head of SEO and has helped companies like eBay, Eventbrite, Samsung, Pinterest, and many others grow their organic traffic. To take your SEO activities to an exceptional level, you need to remove the guesswork. But how would you do that? A rigorous and scientific approach called statistical SEO split testing is the key. In this fascinating and insightful talk, Kevin Indig and Jason Barnard lead us through the theory and practicalities behind evaluating SEO strategies using split testing.  Here, they discuss how split testing works both on templated and non templated sites,how to plan, the pointers that matter in the process, how long the process takes to finally evaluate the results and the external factors that might occur in the middle of split testing. Kevin is delig

Anton Shulke talks with Jason Barnard about live streams as an influencer marketing tool. Anton Shulke is the Head of Influencer Marketing at Duda, a role he previously filled at Semrush. He is also the Livestream Production Manager for the Kalicube Tuesdays webinars. Over the last 6 years produced over 600 livestreams with the experts in the digital marketing industry.  Anton believes that livestreaming is one of the best and most cost-effective Influencer Marketing tools. This approach has multiple benefits: cost-effective and easy to organisea worldwide audiencea speaking opportunity for the experts and a chance to promote themselves There are many reasons livestreaming is a great influencer marketing strategy, but the most powerful is that everybody wins.  In this episode, Anton Shulke talks with Jason Barnard about all the advantages of real-time broadcasting versus conferences and face to face interviews. Anton also shares effective tips for small companies with a less recognisable brand

Joy Hawkins talks with Jason Barnard about dissecting the GMB panel. Joy Hawkins is the owner of the Local Search Forum, LocalU, and Sterling Sky, a Local SEO agency in Canada & the USA. She writes for Search Engine Land and is a widely known Local Search speaker and has spoken at dozens of Local SEO conferences over the years. Google My Business panels are ever-increasingly important to the success of local businesses since Google local search is the dominant trusted source customers look at before visiting bricks-and-mortar businesses. Keeping it up-to-date is the minimum investment for local SEO, and managing the ever-expanding range of information it shows is the next step up if you want to increase foot traffic to your store :) But how much control and influence do we have on our own GMB panels? Jason Barnard quizzes the delightful Joy Hawkins as she walks us through the local knowledge panels of several different business types to know which information and features we can control, which we can

Eli Schwartz talks with Jason Barnard about ranking signal vs ranking factor. 2 billion sites in the world: Less than 1% of sites using SEO versus those with just great content. Which does the Google algorithm favour? That is just a taster! Just one of the dozens of delightful and super-interesting SEO topics in this conversation between the groovy Eli Schwartz and Jason Barnard. Eli moves from defining the distinction between Ranking Signals and Ranking Factors to the incredible power and importance of timeliness (with examples) to pieces of advice on getting on the right side of Google algorithms. They also have the most amazing discussion of how machine learning works, how Michael Jackson inspired a massive Google update (surprising, to say the least), using specific user needs to drive product-led SEO … plus Eli’s anecdote of his bug discovery ;) Eli is super delightful, smart and funny. This is an episode you won’t want to miss ;) What you'll learn from Eli Schwartz 00:00 Eli Schwartz a

Erin Sparks talks with Jason Barnard about marketing agencies must become media producers. Erin Sparks is the founder and president of Site Strategics, a premier digital marketing agency, and also the creative force behind The Edge of the Web Podcast, a popular digital marketing show featuring interviews with recognized thought leaders in marketing and technology. The delightful Erin starts by taking us on a tour of the grooviest podcast studio in the whole wide world ever! From here he produces his podcast which is one of the longest-running, and one of the top-ranking SEO podcasts in the world. Its mission is threefold: to speak to the community of digital marketers, to improve digital literacy among corporate executives, and to help his team learn new strategies from his guests.  Erin Sparks joins Jason Barnard to spill the beans and share his amazing approach to omnichannel content curation. He generously and clearly shares the process, explains the importance of being present on the consumer’s p

Mark Bealin talks with Jason Barnard about strategic vs tactical local SEO. Mark Bealin is the Founder and Principal of SearchLab. He is an in-demand speaker, podcaster, and educator, sought out for his expertise in Local SEO, Paid Search, and Analytics. He has been a search marketer for over a decade.In this episode Mark talks with Jason Barnard about the tips, tricks … and strategies he has learned for local SEO. There’s a lot to be tackled when it comes to local SEO and you’ll find the main things here. As we often say, there is no single strategy suitable for every client, so the delightful Mark Bealin shared his brilliant way to customise the strategy for his growing number of clients. Teamwork between the clients and the SEO agency is always the key to a successful local SEO strategy. He shares some of the victories, flops, and great strategies that worked for his clients - and a large number of those require getting them more involved offline with the local community. It might seem strange but

Russ Jeffery talks with Jason Barnard about the fallout from core web vitals. Russell Jeffery is digital presence expert and he is Duda’s Director of Strategic Integrations. He leads product and technology integrations with large industry partners, such as Thryv and Yell. He is also responsible for adding best-in-breed products and services to Duda’s ecosystem that serves agencies, SaaS platforms, and hosting companies. On a Duda webinar in May 2021, Russ Jeffery and Jason Barnard discussed what they thought might happen with CWV (Get Down to the Core of Google’s Core Web Vitals). This follow-up was to look at its actual effects to the ranking algorithm and web development.  On a Duda webinar in May 2021, Russ Jeffery and Jason Barnard discussed what they thought might happen with CWV (Get Down to the Core of Google’s Core Web Vitals). This follow-up was to look at its actual effects on the ranking algorithm and web development.  Russ has a super delightful way of explaining the whys and hows of u

Peter Mead talks with Jason Barnard about the lessons from SEO industry thought leaders. Peter Mead, is a highly experienced award-winning SEO Consultant with a focus on WordPress, Technical SEO, and Content Marketing. He has been involved in the SEO community for many years and has become known to some as The Godfather. He is a speaker and presenter for several groups, conferences, and events and was awarded a Special Recognition Award by SEMrush in 2019 at the annual Search Marketing Awards held at the Sydney Opera House. There are many amazing thought leaders in the SEO community who have helped to drive the industry forwards. Peter provides his slightly atypical list of 11 thought leaders in SEO. He focuses on the people who have been a big influence for him over the last 25 years directly and indirectly and includes some people who are not from the SEO community. He talks us through his 11 thought leaders and shares the lessons he gained from each of them. Starting with Tim Berners-Lee’s World W

Barry Schwartz talks with Jason Barnrad about the history of google updates big and small. Barry Schwartz is a technologist, search geek, CEO of RustyBrick, founder of Search Engine Roundtable and also a news editor at Search Engine Land. He speaks at many search marketing conferences and technology events like Search Marketing Expo, Search Engine Strategies, Pubcon, etc. And provides an advisory role to expert SEOs, internet companies and startups. He also loves to spend the first hours of his morning writing super advanced SEM topics. Barry takes us on a stroll down the history of Google updates from 2002 to the most recent updates in June and July 2021. Year by year, Barry and Jason go through the significant changes in Google Search, what they changed and how they affected the work and lives of SEOs. Throughout, on message comes through - this is a ongoing process that aims to make Google Search results more relevant, helpful and spam-free for Google’s users. Barry and Jason provide wonderful exp

Jeff Coyle talks with Jason Barnard about the risks and rewards of AI-generated content. Jeff Coyle is a data-driven search engine marketing executive and the Co-founder and Chief Product Officer for MarketMuse. He is focused on helping content marketers, search engine marketers, agencies and e-commerce managers build topical authority, improve content quality and turn semantic research into actionable insights. Today, producing large amounts of content is easier than ever with the help of AI. However, generated data alone combined with lazy editing would be a mistake and could kill your content strategy. Used intelligently, AI-generated content is a great support for us as content creators and an astonishing time-saver. It pre fills the blank sheet to give us a kick start. It provides the key points that need to be made to satisfy the user. From that foundation, it is easy for a good writer to efficiently create better content that is more valuable to the target audience. But beware! There are pitfa

Teodora Petkova talks with Jason Barnard about weaving the web of people, content & data. Teodora Petkova is a philologist fascinated by the metamorphoses of text on the Web. She is very much in love with the Semantic Web and today she joins Jason Barnard to share the transformation of our networked physical lives to the world of cyberia. This is an episode full of fascinating resources! She starts with how the web was semantic from the beginning (referring to the book by the world wide web creator himself, Tim Berners), she also shares amazing insights into the concepts of giant global graph, cyberia and building readership (and provides references well worth reading - see below). She has an amazing way of explaining the incredible interconnectivity of the web and the people who use it… and the correct way for marketers to communicate with their audience, how different actors can collaborate for a well-packaged digital strategy, and MUCH more. Some links from the show :) Here I have listed so

Nik Ranger talks with Jason Barnard about semantically driven site architecture. Nik Ranger is the Senior Technical Lead at Studio Hawk, a Co-Host of Australian Search Marketing Academy (ASMA) for Semrush, the founder of SEO Collective Australia and a Brand Ambassador for Rank Ranger. She’s also an international search industry keynote speaker and was shortlisted for the Young Search Professional SEMrush award. Semantically driven site architecture is fun when you want to track and learn the search intent journeys of your consumers and use it to redefine your marketing funnel. In this brilliant podcast, Nik explains the broad considerations in the consumer's buying journey, how we identify the relevant ontologies, and how to qualify them into intent categories for a profitable site architecture. She uses a delightful and informative presentation with amusing memes from the sitcom “The Simpsons” which definitely contributes to better understanding this topic. She cites the platforms she uses for ce

Chris Green talks with Jason Barnard about furthering your career in SEO. Chris Green is the Head of Marketing Innovation at Footprint Digital. He has 10 years of experience as a digital marketer and an internet nerd even before that. An experienced SEO consultant, strategist, and an author - you can find his blogs in State of Digital. He’s also a speaker for various industry conferences such as BrightonSEO, State of Digital Conference, and Optimisey. Growth is inevitable in our careers. The more we learn, the more we know, the more we bring value to the company. Chris Green started his SEO career like most juniors in SEO agencies: going the simple tasks over and over. Then he moved onto the more complex stuff… getting things wrong is all part of developing the skills and experience a Senior SEO needs. In this insightful episode, Chris Green and Jason Barnard discuss the career progression of an SEO working in an agency versus independent contractors, the in-depth knowledge an SEO is expected to have

Liraz Postan talks with Jason Barnard about connecting UX with SEO. Liraz Postan is an International SEO Expert and has been in the industry for more than 12 years. She’s a leading SEO and content strategy consultant for international corporations. When you’re thinking of hitting an organic presence and outranking the competition, she’s the best person to approach ;) She’s also a speaker at international conferences such as Semrush and BrightonSEO. A simple and smart navigation design determines the success of both the visitor and search engine website experience. In this episode, Liraz highlights the importance UX for both SEO and the wider requirements of a solid digital strategy. She shares her insights on the main factors that impact user interaction on mobile and desktop and discusses Core Web Vitals, Mobile Friendliness, SSL and Pagespeed as measurements of UX. You’ll also get tips in striking the right balance between the needs of SEO and UX and some ways to effectively analyze on-site user

Hannah Thorpe talks with Jason Barnard about strategy, tactics, and "getting stuff done”. Hannah Thorpe is the Managing Director at Verkeer Digital, and has over eight years of search experience having devised and managed a range of successful online campaigns for large brands. She is a technical SEO tactics specialist and has experience speaking at conferences and events, as well as blogging for multiple other sites in the industry. One of the most delightful episodes in this quarter! Hannah and Jason talked about the fun behind intelligent laziness as well as combining and recycling strategies suited for a specific market.  Hannah shares invaluable insights about client-SEO agency relationship: what works, what could the both parties be doing, why the strategies fail, the ideal presentation of the strategy framework to clients and so much more! What you’ll learn from Hannah Thorpe 00:00 Hannah Thorpe and Jason Barnard02:42 Hannah Thorpe in the Knowledge Graph 05:16 How does intelligent lazine

Dawn Anderson talks with Jason Barnard about detecting co-occurrence confusion Dawn Anderson is the Director at Bertey Agency and an SEO Strategy Consultant by heart. She’s a digital marketing lecturer and international conference speaker sharing technical SEO and digital marketing strategies. Though strategies are moving away from keywords, we still need words to be found in search. In this episode, Dawn Anderson and Jason Barnard dive deep into Google’s natural language understanding and look at the confusions inherent in web content and the solutions Google is finding to the massive problem of ‘understanding a confused web’.  What you’ll learn from Dawn Anderson 00:00 Dawn Anderson and Jason Barnard00:48 Kalicube Tuesdays knowledge panel is growing01:19 Dawn Anderson’s Brand SERP02:38 Detecting Co-Occurrence Confusion04:11 Does overly complex schema markup help or hinder the machine?06:19 Get the fundamentals right first before being ambitious08:27 The good in one target per intent content09:39

Andy Crestodina talks with Jason Barnard about managing personal reputation in search Andy Crestodina is the Chief Marketing Officer and Co-Founder of Orbit Media Studios, Inc. He’s been working on the web since he was terribly young and is now a business person who (and I quote) “does marketing as well as marketing-related activities in his company where they make internet web pages for other companies”. Optimising your Personal Brand SERP is a big part of managing your personal reputation online. Every time your name appears in a meeting, conference or even if someone tags you in a post, people will tend to spend a minute of their time searching for your name in Google. Guess what? These users searching for your name are interested in who you are and what you do and you only have a minute of their time to make an impression. So what? So, rank a page you fully control at the top of that SERP! Andy and Jason cover: - The ways to outrank your social profiles on your SERP. - The perfect schema fo

Sarah Sennett talks with Jason Barnard about digital strategies for unpredictable audiences Sarah Sennett is a specialist in digital strategy and currently the Head of Agency Marketing at  Swanky, a leading Shopify Plus Partner agency. This is a spectacularly interesting episode: Sarah and Jason talked about the changes in audience behavior the pandemic brought, looking at the temporary nature of some and the permanent nature of others. Oh, and the hurdles and opportunities they present to digital marketers. Sarah also gives her insights about the future that faces us as marketers in a cookieless world with increasingly restrictive walled gardens imposed by Big Tech. She suggests that life is about to get very tough for data-driven marketers, but also offers ideas for opportunities through switching focus to brand.  Listen in and you’ll get both a super-smart analysis of the difficulties we face, but also boatloads of tips, tricks, ideas and opportunities for chat you can do, and where to focus yo

Yaagneshwaran Ganesh talks with Jason Barnard about building brand narrative Yaagneshwaran Ganesh is the Director of Marketing at Avoma with over 12 years of marketing experience in the MarTech space. He is an incredible podcast host, an author, and a speaker at international business forums such as Performance Marketing Moscow, Chamber of Commerce Netherlands and more. Yaagneshwaran explains the organic way of bringing your brand narrative to your audience, including the importance of listening to your prospects and making the solutions to their issue as part of your content marketing. He talks us through wonderful examples of brand narratives from fascinating brands such as Apple, Microsoft, Avoma… and even his own personal brand narrative! You’ll get valuable insights from his delightful stories and you’ll also be amazed at how he approaches brand value from both the customer and marketer’s point of view. Listen in, enjoy and learn! What you’ll learn from Yaagneshwaran Ganesh 00:00 Yaagneshw