What Is E-E-A-T? And How to Optimize For It

Content and Conversation: Organic Growth Insights from Siege Media

#Business #Marketing #Siege Media #Contentmarketing #Linkbuilding #SEO #Digitalpr

30:55

A secret field that summons lightning. A massive spiral that disappears into a salt lake. A celestial observatory carved into a volcano. Meet the wild—and sometimes explosive—world of land art, where artists craft masterpieces with dynamite and bulldozers. In our Season 2 premiere, guest Dylan Thuras, cofounder of Atlas Obscura, takes us off road and into the minds of the artists who literally reshaped parts of the Southwest. These works aren’t meant to be easy to reach—or to explain—but they just might change how you see the world. Land art you’ll visit in this episode: - Double Negative and City by Michael Heizer (Garden Valley, Nevada) - Spiral Jetty by Robert Smithson (Great Salt Lake, Utah) - Sun Tunnels by Nancy Holt (Great Basin Desert, Utah) - Lightning Field by Walter De Maria (Catron County, New Mexico) - Roden Crater by James Turrell (Painted Desert, Arizona) Via Podcast is a production of AAA Mountain West Group.…

2 роки тому 34:40

MP3•Головна епізоду

Show Notes:

00:08: Welcome, Bernard Huang, Co-founder of Clearscope
00:35: E-E-A-T’s background and evolution
4:00: Common E-E-A-T misapplications by SEOs
13:21: The value of a simple photoshoot
18:27: Modern SEO necessities vs. technical SEO
27:32: How to optimize every pixel on your site

Show Links:

Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

96 епізодів

What Is E-E-A-T? And How to Optimize For It

Content and Conversation: Organic Growth Insights from Siege Media

0-10 subscribers

published 2 роки тому

Поширити

MP3•Головна епізоду

Show Notes:

00:08: Welcome, Bernard Huang, Co-founder of Clearscope
00:35: E-E-A-T’s background and evolution
4:00: Common E-E-A-T misapplications by SEOs
13:21: The value of a simple photoshoot
18:27: Modern SEO necessities vs. technical SEO
27:32: How to optimize every pixel on your site

Show Links:

96 епізодів

#Business #Marketing #Siege Media #Contentmarketing #Linkbuilding #SEO #Digitalpr

所有剧集

1
The Word ‘Blog’ Is Holding Us Back w/ Jess Joyce 35:20

8 днів тому35:20

35:20

Ross sits down with Jess Joyce, SEO consultant at Inbound Scope, to talk about why the term "blog" is outdated—and how systems thinking, revenue-led SEO, and diagram-driven storytelling are creating smarter strategies for SaaS brands. Jess unpacks her visual-first approach to social content, explains the shortcomings of traditional keyword research, and breaks down how AI tools like Gong and Granola are unlocking insight directly from sales calls. They also explore the growing irrelevance of traffic as a core metric and why internal linking, customer pain points, and first-link architecture matter more than ever. Plus: why technical SEO isn’t dead, how to build smarter weekly systems with your team, and a hopeful rant about killing the word “blog” once and for all. Show Notes 00:00 – Intro: Why Jess’s Diagrams Stand Out 01:00 – Visualizing Content for Clients (And Prospects) 03:30 – Why Revenue-Led SEO > Traffic-Led Metrics 06:00 – What Google & AI Are Doing to Top-of-Funnel 09:00 – Segmenting Content by Intent, Not Format 12:00 – Sales Conversations as the New Keyword Research 15:00 – Using Granola and Gong to Extract Real Pain Points 17:00 – Are Keywords Dying in a Zero-Click World? 20:00 – Technical SEO Still Matters (Despite the Hype) 24:00 – First Links, Internal Linking & Breadcrumbs 27:00 – Systems Thinking: Weekly Sprints & Triangulated Ops 30:00 – Why "Blog" Is the Wrong Word for Modern Content 33:00 – Enterprise Content Silos & the WordPress Problem 34:30 – Where to Follow Jess & Final Thoughts Show Links Jess’s Work: https://jessjoyce.com/ Inbound Scope: https://inboundscope.com/ Granola AI: https://www.granola.ai/ Gong.io: https://www.gong.io/ Ross’s Studio Recording: https://riverside.fm/dashboard/studios/ross-hudgenss-studio/recordings/29fbaa7c-9c87-41a0-82b0-e46416b9401d?share-token=ad8195daf09f9375064a&content-shared=recording Jess on LinkedIn: https://www.linkedin.com/posts/jessjoyce_heres-how-i-would-create-an-roi-generating-activity-7295472607041138690-v4L0?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAOzg8UB65a5t0zuiVlWCkdHaLrjxPPAwS8 Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

1
Beyond Blogging: Building a Media Empire w/ HubSpot’s Kieran Flanagan‬ ‭ 44:57

15 днів тому44:57

44:57

Ross sits down with Kieran Flanagan, SVP of Marketing at HubSpot, for a deep dive into AI’s impact on SEO, content strategy in a post-search world, and the real story behind the "HubSpot traffic drop. Kieran breaks down why conversions—not clicks—have always been at the core of HubSpot’s strategy, how AI is reshaping team structures, and why co-citation and brand authority are the future of SEO. They also cover LLM optimization, the importance of tools in training sets, and what separates influential content from purely informational posts. Plus: Why lazy AI marketers will fail, what The Hustle acquisition means for HubSpot’s media strategy, and how to build long-term influence through POV-driven content. Chapters: 00:00 – Intro: Did HubSpot Really Lose 80% of Blog Traffic? 02:00 – HubSpot’s Real Metrics: LTV: CAC, Not Just Clicks 04:00 – Google’s AI & the New Era of Search Disruption 06:00 – What Content Will Be Cannibalized by LLMs 08:00 – Influence or Information: Winning with Point of View 10:00 – From Links to Mentions: Co-Citation SEO Strategy 12:00 – Optimizing for LLMs: Citations, Not Just SERPs 14:00 – AI, Brand Authority & The Repetitional Layer 17:00 – Tools, Training Sets, and the Battle of Ideas 20:00 – Inside HubSpot’s Media Play: The Hustle, Podcasts & Creators 24:00 – Why Interactive Tools Still Work (If Done Right) 26:00 – Gated Content & Moving the “Free Line” 28:00 – New Team Models: Journalists, Generalists, and Engineers 32:00 – Kieran’s Leadership Framework: Manage Problems, Not People 35:00 – Contrarian Bet: Buying The Hustle & Building Influence 38:00 – Lessons from Zapier vs HubSpot’s Go-To-Market 40:00 – Why Lazy AI Marketers Will Fail 42:00 – Is M&A Still a Growth Lever for HubSpot? 44:00 – Final Thoughts & Where to Follow Kieran --- Show Links Did Hubspot Lose 80% of Blog Traffic? [https://www.youtube.com/watch?v=tBHoJMOkL6Y](https://www.youtube.com/watch?v=tBHoJMOkL6Y) Contrast Ratio by Siege Media [https://www.siegemedia.com/contrast-ratio](https://www.siegemedia.com/contrast-ratio) Interactive Content Data Use [https://www.siegemedia.com/strategy/content-marketing-trends#interactive-content](https://www.siegemedia.com/strategy/content-marketing-trends#interactive-content) The Hustle by HubSpot [https://blog.hubspot.com/the-hustle/page/1](https://blog.hubspot.com/the-hustle/page/1) Kieran Flanagan on LinkedIn [https://linkedin.com/in/kieranjflanagan](https://linkedin.com/in/kieranjflanagan) 🎧 Subscribe & Follow Subscribe for weekly tips: [https://bit.ly/3dBM61f](https://bit.ly/3dBM61f) iTunes: [https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174](https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174) Spotify: [https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM](https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM) Google Podcasts: [https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA](https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA) Follow Siege: [http://twitter.com/siegemedia](http://twitter.com/siegemedia) Follow Ross: [http://twitter.com/rosshudgens](http://twitter.com/rosshudgens) Directed by Cara Brown: [https://twitter.com/cararbrown](https://twitter.com/cararbrown) Email Ross: [ross@siegemedia.com](mailto:ross@siegemedia.com) #seo #contentmarketing Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

1
Scaling a Billion Dollar Brand: Lessons from Semrush’s CMO 50:56

21 день тому50:56

50:56

Ross sits down with Andrew Warden, CMO of Semrush, for a behind-the-scenes look at how the company has scaled past a billion-dollar valuation through brand innovation, performance marketing, and fearless experimentation. Andrew unpacks how he’s built and structured Semrush’s powerhouse marketing team, why they favor in-house execution over agencies, and how data science and AI are reshaping modern marketing ops. From viral hits like “Be Like Gaby” and “CEO Kiddos," this episode highlights what works—and what doesn’t—when building a global brand. 00:00 – Intro & Nick Eubanks M&A Stories 02:00 – Building the Semrush Marketing Team Structure 04:00 – Why In-House Creative Wins Over Agencies 06:00 – Brand, Digital, and Owned Media: Org Design Explained 08:00 – The Role of Data Science & Marketing Ops at Scale 10:00 – AI Ops: Automating for Speed, Not Just Hype 13:00 – Enterprise vs. SMB: Maintaining Brand Balance 16:00 – Big Wins: “Be Like Gaby” and User-Driven Campaigns 18:00 – When Humor Doesn’t Convert: Learning from the “CEO Kiddos” Flop 21:00 – Why Failure Is Part of the Process at Semrush 24:00 – Scaling Content: Growing the SEO Team from 4 to 40+ 26:00 – Localization: What Works, What Doesn’t 29:00 – Brand vs. Performance: How to Actually Measure Impact 33:00 – Traffic Down, Revenue Up: Moving Beyond Vanity Metrics 36:00 – What SEOs Should Actually Be Goal-ed On 39:00 – AI and Search: The Real Impact on Marketers 41:00 – Semrush’s AI Toolkit & ContentShake Overview 44:00 – The Most Underrated Features in Semrush 47:00 – Prompt Engineering & Early AI Adoption Lessons 48:00 – Conference Announcements & What’s Next for Semrush ContentShake: https://www.semrush.com/apps/contentshake/ Impress your boss commercial: https://www.youtube.com/watch?v=CNCR5XBEM5c Semrush’s most popular campaign: https://www.youtube.com/watch?v=GRHG5CjsPvo Andrew Warden on LinkedIn: https://www.linkedin.com/in/andrewwardenSubscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

1
From Content Engine to Freedom Engine w/ Chris Walker 49:01

28 днів тому49:01

49:01

Chris Walker (CEO of Passetto) joins Ross to talk about personal transformation, scaling through delegation, and why most entrepreneurs are chasing the wrong kind of freedom. Chris shares insights from his month-long sabbatical, including frameworks for creating true independence—beyond just financial freedom—and lessons learned about leadership, agency structure, and internal alignment. Ross and Chris also unpack strategies for delegation, avoiding burnout, client selection, the evolving role of SEO, and how B2B companies should rethink go-to-market in a post-ChatGPT world. 00:00 – Welcome Chris Walker & “The Collision of Worlds” 00:51 – Why Bigger Doesn’t Mean Better (And Why Chris Took a Month Off) 02:05 – The Real Test: Can Your Business Run Without You? 03:09 – 10 Types of Freedom (Beyond Just Financial) 06:01 – Time, Social, Creative, Mission, Health & More 09:10 – Letting Go of the Clients That Drain You 13:07 – Freedom Through Delegation: Fake vs Real 15:05 – Why Firing Someone Might Set Them Free 17:20 – Rethinking Wealth: Why 2x More Money Won’t Make You Happy 20:00 – Breaking Mental Loops Around Growth, Suffering, and “Success” 22:50 – Why Resistance Means You’re Out of Alignment 26:00 – Layoffs, Misalignment, and Making the Hard Call 29:00 – A New Agency Playbook: 10 People, $10M 31:32 – Delegation as a Superpower (And Trap) 34:20 – Hiring Without Job Descriptions 37:00 – How Top Talent Finds You (Not the Other Way Around) 39:01 – From Fake Delegation to Freedom Frameworks 41:00 – Pattern-Matching LinkedIn Content for Real ICP Impact 43:13 – SEO Today: Outdated, Unpersonalized & Being Replaced 46:50 – Why ChatGPT over Google for User Intent 48:10 – The Case for Diversified GTM (and SEO’s Narrow Role) 50:00 – Reframing Search: It’s Not Just Google Anymore 52:20 – Personal Holdings Companies & Managing Partners 54:00 – Why Resume-Perfect Execs Often Underperform 56:00 – Agency Scale: Founder as Visionary, Not CEO 59:00 – Building the Business That Serves Your Life Chris Walker on LinkedIn: https://www.linkedin.com/in/chriswalker171 Chris’s Company, Passetto: https://www.passetto.com Siege Media: https://www.siegemedia.com Subscribe for weekly episodes: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Follow Ross on Twitter: https://twitter.com/rosshudgens Follow Siege Media on Twitter: https://twitter.com/siegemedia Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketingSubscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

1
The SEO Behind Zillow’s 1 Billion‬‭ Visits/Year w/ Kristan Bauer‬‭ 43:14

5 weeks тому43:14

43:14

Kristan Bauer returns for a deep dive into the technical and organizational SEO strategies that helped Zillow grow to nearly 2 billion annual visits. She shares tactical insights on enterprise SEO at scale, including testing frameworks, internal collaboration, indexing strategies, and what it takes to lead with executive presence in a high-stakes environment. Ross and Kristan also unpack the challenges of long-tail targeting, structuring an SEO team for success, and how to know when it’s time to build your own SEO testing platform. 00:00 – Welcome Back Kristan & The Zillow SEO Journey 00:34 – From Agency to Zillow: What Made Zillow’s Traffic Explode 01:09 – How Zillow Reached Nearly 2 Billion Visits/Year 03:23 – The Hidden SEO Power of Off-Market Listings 04:23 – Internal Linking Tactics to Boost Indexing 06:52 – Long-Tail Dynamic Pages from Listing Descriptions 08:44 – Managing Page Quality in Long-Tail SEO 10:21 – When & Why Zillow Invested in an SEO Testing Platform 12:09 – How SEO Was Structured at Zillow (and Why It Worked) 13:58 – Quarterly Planning + Executive-Level SEO Visibility 15:05 – One-on-One Collaboration With Other Channel Leads 17:10 – Building a Culture of Shared Ownership Around SEO 18:56 – Risk Management via SEO Testing Platforms 20:39 – Why Testing Is a Must at Enterprise Scale 22:51 – How Zillow Prioritized Smart Resource Allocation 24:41 – How to Know When It’s Time to Build a Platform 26:41 – Structuring SEO Inside Product vs. Marketing 30:06 – How Cross-Team SEO Works at the Enterprise Level 32:21 – Building Executive Presence & Communicating Up 34:05 – Wins, Challenges & Transparent SEO Reporting 36:00 – SEO Summits with Airbnb, Yelp, TripAdvisor & More 41:00 – Final Lessons: Communication, Creativity & Big Rocks Kristan’s Website: https://www.kristanbauer.com Kristan on LinkedIn: https://www.linkedin.com/in/kristandauble Our Previous Episode on Enterprise Real Estate SEO: https://www.siegemedia.com/conversation/kristan-bauer Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

1
Is Technical SEO Dying? + What to Do Instead w/ Eli Schwartz 48:07

6 weeks тому48:07

48:07

Ross welcomes Eli Schwartz, author of Product-Led SEO , to unpack the evolving role of SEO in a world shaped by AI, shifting perceptions, and organizational challenges. Eli dives into why SEO is being deprioritized, what companies are getting wrong, and how product-led SEO is the path forward. They cover layoffs, agency churn, the role of growth teams, and why most companies shouldn’t do SEO at all. Show Notes: 00:00 Welcome Back Eli & The Current Pulse on Search 00:53 Marketing Layoffs & Volatility in SEO 02:31 Why SEO Struggles to Defend Its Value 05:49 AI Search vs Traditional SEO — What Actually Changes? 07:58 Are We Just Rebranding SEO? 09:27 Visibility, Links & Human-Like Search Engines 12:50 The Problem With “AI SEO” Hype 14:45 Why Edge Case SEO Will Die Fast 18:19 Why “Technical SEO” Isn’t a Moat Anymore 22:06 The AI Content Misstep: Spam at Scale 24:27 The New SEO: Blending Human + AI + Product 28:11 Your Product Has to Be Good Now — Period 29:20 Revisiting the Book: What Eli Would Update 30:20 The Spicy Take: Most Companies Shouldn’t Do SEO 35:03 How to Evaluate if SEO is Right for You 38:45 The “Tax Preparer” Problem With Agencies 41:06 If You’ve Fired 3 SEO Agencies… It’s You 43:20 The SEO Funnel Needs the Right Org Buy-In 46:01 Growth & Product Titles Are the Key 47:28 The Sales Enablement Side of SEO 50:30 Content Strategy vs Keyword Volume Obsession 51:40 The Non-Apocalypse of AI 55:04 The Real AI Shift Will Be Gradual 56:01 How to Actually Execute Product SEO 59:49 Final Thoughts & Where to Follow Eli Show Links: Eli’s Newsletter: https://www.productledseo.com/ Eli’s Book on Amazon: https://www.amazon.com/dp/B091D572ZL Eli on LinkedIn: https://www.linkedin.com/in/schwartze Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

1
Yes, You Do Need a Bing Strategy w/ Botify’s AJ Ghergich 45:52

7 weeks тому45:52

45:52

Ross sits down with A.J. Ghergich, VP of Consulting Services at Botify, to unpack enterprise SEO, AI governance, and why SEOs absolutely need a Bing strategy in 2025. A.J. shares the story of how he landed the rare @SEO Twitter handle and what it’s meant for his visibility in the industry. They dive into findings from Botify’s latest AI survey, highlighting the disconnect between perceived AI readiness and real-world implementation challenges. From AI hallucinations and live retrieval limitations to crawl budgets and indexation at scale, this conversation is packed with tactical insights. A.J. also drops a hot take on Bing, explaining why it's now critical for AI visibility—especially in the age of ChatGPT and live search integration. They also explore practical steps marketers can take to better control their brand messaging in AI outputs, and why technical SEO still reigns supreme at the enterprise level. Show Notes: 00:00 – Intro & AJ’s @SEO Twitter Handle Story 02:00 – The Early Twitter Beta and Getting the Handle 04:00 – Value from the @SEO Handle & the Power of Network 06:00 – Botify's AI Survey: 94% Claim AI Readiness? 08:00 – What AI Readiness Really Looks Like 10:00 – Why Governance is the Missing Piece 13:00 – Content Hallucinations, Training Data, and eCommerce Pitfalls 16:30 – Centralizing Brand Messaging for AI 19:00 – Enterprise SEO: Hidden Challenges at Scale 22:00 – Indexation Gaps in Enterprise Sites 24:30 – Crawl Budget, Canonicals & Technical SEO Realities 27:00 – Freshness & Product Page Recency = Revenue 30:00 – AI Overviews, CTR Drops, and the Future of Search 33:00 – Ghost Clicks & Attribution in an AI-Driven World 36:00 – Preparing for Bot-to-Bot Web Traﬃc 39:00 – Are You Ready for ChatGPT Traﬃc? 41:00 – Why You Need a Bing Strategy in 2025 43:00 – How to Push Content into Bing (and ChatGPT) with IndexNow 44:30 – AJ’s Hot Take: Optimize for Humans and AIs 45:00 – Where to Connect with AJ Show Links: AJ on Twitter: https://twitter.com/SEO Botify AI Survey: https://www.botify.com/blog/marketing-leaders-want-to-meet-ai-search-head-on-new-survey-results How Many People Search on Google?: https://sparktoro.com/blog/new-research-how-often-do-americans-search-google-which-search-verticals-do-they-use IndexNow: https://www.bing.com/indexnow Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

1
Could This Could Replace Domain Authority? w/ Dr. Pete 44:23

8 weeks тому44:23

44:23

Ross sits down with Dr. Pete Meyers of Moz to discuss the ever-changing landscape of SEO, the impact of AI overviews, and how Moz is adapting to a rapidly evolving industry. They dive into the challenges of innovation in a competitive space, the role of brand authority versus domain authority, and the data-driven future of search marketing. Plus, Dr. Pete shares insights on Moz’s latest tools and the future of tracking Google’s updates. If you’re in the SEO world, this episode is packed with valuable insights you won’t want to miss. Show Notes: 00:00 Introduction & Welcome 01:04 Moz’s Position in a Competitive SEO Landscape 02:52 AI Overviews & the Future of SERPs 07:06 MozCast & Google Update Tracking 12:53 The Role of Brand Authority in SEO 19:09 How SEO Has Shifted Over the Years 24:15 Keyword Research & New Moz Tools 30:56 The Decline of Blog Comments & Online Community Shifts 36:41 SEO Data & Attribution Challenges 41:26 What’s Next for Moz? Resources & Links: Brand Authority vs Domain Authority during a recent update: https://www.linkedin.com/posts/thcapper_i-had-a-theory-from-the-google-leaks-the-activity-7237411717947817985-Nz4V/ Introducing Brand Authority: https://moz.com/blog/introducing-brand-authority Google’s Update History:https://moz.com/google-algorithm-change MozCast:https://moz.com/mozcast MozCon’s on the road in 2025: https://moz.com/blog/mozcon-on-the-road-2025 Dr. Pete on LinkedIn: https://www.linkedin.com/in/drpete/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

1
Inside Ahrefs’ $100M Growth: Tim Soulo on SEO, Content, and Social 49:37

9 weeks тому49:37

49:37

Ross sits down with Tim Soulo, CMO of Ahrefs, to dive deep into content marketing, SEO, and Ahrefs’ evolving approach to growth. Tim shares insights on how Ahrefs built its marketing team, the role of SEO in today’s digital landscape, and why they’re investing in YouTube, LinkedIn, and thought leadership content. They also discuss the challenges of enterprise marketing, the rise of social-first content, and the impact of backlink trends on the SEO industry. Show Notes: 00:00 Intro – Meeting in Chiang Mai SEO 00:53 Ahrefs’ Marketing Evolution 06:06 SEO vs. Diversification in Marketing 10:09 The Role of Technical SEO at Ahrefs 12:57 LinkedIn & Social Media Strategy 18:10 Scaling Content & Thought Leadership 22:31 Going Upmarket: Enterprise Marketing at Ahrefs 30:38 The Power of Events & Conferences 32:22 Programmatic SEO & Directory Strategies 40:31 Backlink Trends & The Changing Web 46:55 The Future of Ahrefs Marketing 48:24 Announcing Ahrefs Evolve – West Coast Conference Show Links: Ahrefs: Top Website: https://ahrefs.com/websites Ahrefs: Data & Studies: https://ahrefs.com/blog/category/data-studies/ Ahrefs YouTube: https://www.youtube.com/c/AhrefsCom Tim Soulo’s LinkedIn: https://www.linkedin.com/in/timsouloSubscribe today for weekly tips: https://bit.ly/3dBM61f Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

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Traffic Down, Revenue Up: A Conversation w/ Rand Fishkin 50:57

10 weeks тому50:57

50:57

Ross welcomes back Rand Fishkin, co-founder of SparkToro and longtime marketing thought leader, for a candid conversation about the evolution of search, audience research, and the shifting tides of digital marketing. Rand shares insights on why SEO’s golden age is behind us, why influence—not traffic—should be marketers’ primary focus, and how PR is making a major comeback. He also discusses SparkToro’s growth, lessons from launching an indie video game company, and why understanding audience behavior is more critical than ever. Show Notes: 00:00 Welcome Back, Rand! 01:10 Reflections on Lost and Founder 02:37 The importance of timing and market demand 06:48 Venture Capital and Market Trends 14:34 The Changing Reputation of SEO 19:27 AI, Search, and Zero-Click Results 28:58 Influence Over Traffic 38:46 How to Prioritize Marketing Channels 43:42 The Rise of Digital PR 49:51 The Future of Search and Content Show Links: SparkToro https://sparktoro.com/blog/traffic-is-down-revenue-is-up/ SparkTogether 2025 https://sparktoro.com/sparktogether Rand’s Blog “Traffic Is Down; Revenue Is… Up?" https://sparktoro.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

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Is Marketing the Wrong Home for SEO? w/ Ex-RetailMeNot, Angi Lead 44:06

11 weeks тому44:06

44:06

How do you build SEO strategies that mesh seamlessly with product teams? Ross Hudgens chats with Sharanya Srinivasan, Head of SEO, Product at Boatsetter, about combining strong user experience, savvy engineering partnerships, and growth-focused tactics. Learn how Sharanya’s approach to A/B testing, internal links, and UX research can help you unlock new levels of organic traffic, no matter how your team is structured. Show Notes: 0:00 Background & Why Product Matters 02:47 Landing in Product-Focused Roles 07:43 Top of Funnel vs. Bottom of Funnel 11:01 A Typical Day in a Product-Led SEO Role 16:40 Technical vs. Product Manager SEO 21:47 Should SEO Sit in Marketing or Product? 26:32 UX & User Research Resources 30:47 A/B Testing for Better User Journeys 39:37 Tools & Tactics for SEO A/B Testing Show Links: NNGroup UserTesting.com SearchPilot Sharanya on LinkedIn Apartments.com related linking example Wirecutter “Mentioned above” example Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

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Breaking SEO News: Barry Schwartz on the Biggest Stories & Trends 35:34

12 weeks тому35:34

35:34

In this episode of Content and Conversation , host Ross Hudgens sits down with Barry Schwartz, President of RustyBrick and a leading voice in SEO. Barry shares his insights into the latest Google algorithm updates, the future of search rankings, and how businesses can adapt their SEO strategies in 2025 and beyond. Tune in for expert analysis, actionable advice, and a clear take on the state of search marketing. Show Notes: 00:00 Introduction 01:03 What’s the best story you have from a webmaster contacting you about their SEO situation? 05:44 What’s the biggest ever news story you’ve had on SE Roundtable in terms of visits? Why? 07:59 How do SEOs most use your website? 14:11 What’s your take on the current state of SEO news given the acquisition of Search Engine Land by Semrush? 18:37 What’s your take on what SEO looks like in five years? 29:53 What is your philosophy of how people should treat Google updates? 33:08 How do you edit your content today? Show Links: Search Engine Roundtable’s most popular article ever : https://www.seroundtable.com/boyfriend-spammed-12909.html 21st anniversary post : https://www.seroundtable.com/21-years-old-38395.html AIO clickthrough data from Glenn Gabe : https://www.gsqi.com/marketing-blog/how-to-track-aio-performance-gsc-manual-action/ Feedly RSS feeder : https://feedly.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

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Every SEO Should Be Doing This Today w/ Wil Reynolds 51:56

13 weeks тому51:56

51:56

In this episode, Ross and guest Wil Reynolds, VP Innovation, SEER, discuss the future of search, AI-driven automation, and why organic social is becoming more important than ever. Wil shares bold insights on how agencies must adapt, the power of thought leadership over traditional content marketing, and the evolving landscape of SEO. Plus, they cover why collaboration beats competition in today’s digital world. Show Notes: 00:00 Welcome Wil Reynolds, VP Innovation, SEER 01:36 Collaboration Over Competition 04:04 The Rise of Organic Social vs. Traditional SEO 10:53 Content Marketing vs. Journalism 15:17 AI, Automation & the Future of Marketing 28:22 The Changing Role of Link Building 38:14 The Urgency to Adapt: AI’s Impact on Agencies 46:36 Final Thoughts & Where to Find Wil Show Links: Wil at Seer: https://www.seerinteractive.com/wil-reynolds Will on LinkedIn: https://www.linkedin.com/in/wilreynolds/ Wil on X: https://x.com/wilreynolds Wil on YouTube: https://www.youtube.com/user/wilreynolds Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

1
Cyrus Shepard Disavowed His Entire Site: Here’s What Happened 38:48

15 weeks тому38:48

38:48

Join Ross as he sits down with SEO expert Cyrus Shepard to explore why brand building has become essential in today’s search landscape. Cyrus shares what happened when he disavowed every inbound link on his site, why Google seems to reward authenticity over traditional SEO tactics, and how focusing on experience and trust can give you the edge in the ever‐changing SERPs. Show Notes: 00:00 Welcome Cyrus and brand swag 01:10 The Bold Move: Disavowing Every Inbound Link 02:00 Aftermath: Results of the Disavow Experiment 06:17 When the Disavow Tool Still Matters 08:44 Contrarian Takes & Being ‘Right’ in SEO 09:43 Why Google Wants Real People 14:21 SERP History & Competitive Analysis 20:00 Over‐Optimizing vs. Brand Building Show Links: Zyppy's Disavow Experiment Tom Capper on Brand Authority Ahref’s SERP history feature Cyrus on Bluesky Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing…

1
How Sam Parr Mastered Copywriting for a $27M Exit 46:37

16 weeks тому46:37