The Unscripted SEO Interview podcast

The Unscripted SEO Interview Podcast

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Psychology Meets Marketing: The ELITE Method with Rai Hyde Cornell 35:51

לפני יומיים35:51

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לייק

אהבתי

35:51

In this episode of the Unscripted SEO Podcast , host Jeremy Rivera interviews Rai Hyde Cornell, founder of Cornell Content Marketing . With a background in psychology and criminology, Rai shares how she applies behavioral science principles to content marketing to help companies change buyer behavior without increasing ad spend. Key Takeaways Marketing should focus on the internal experiences of potential buyers, not just their behaviors Empathy is crucial to SEO because Google is all about intent matching Quality human-created content is more valuable than ever despite AI advancement Create feedback loops between marketing, sales, and customer support Looking beyond keyword research tools helps understand the humans behind the searches The ELITE Method Breakdown Letter Phase Description E Examine Audit existing marketing assets and brand positioning to identify gaps L Learn Understand audience's internal experience using the stages of change matrix I Implement Create content for each stage of the buyer journey, including retention T Transform Continuously evolve strategy based on market feedback E Enhance Create feedback loops between marketing, sales, and customer service teams Psychology in Marketing Rai introduces her unique approach applying the Cognitive Behavioral Therapy (CBT) triangle to marketing. "Our thoughts affect our emotions, which affect our behaviors, which affect our thoughts... Most marketers just focus on, 'I want to get them to buy. I want to get them to opt in.' They focus on the behavior," she explains. This approach neglects the complete internal experience of potential customers. Beyond the Traditional Sales Funnel The "Learn" phase of Rai's method goes deeper than traditional marketing frameworks. She applies the "stages of change matrix" from psychology to understand where customers are in their journey: Are they aware they have a problem? Are they looking for solutions or trying to handle it in-house? Do they have other priorities? "You have to look at the internal experience that's going on for them to see where they are in a much more robust model than what the sales funnel provides," Rai says. Jeremy highlights how SEO professionals often neglect this human element: "We jump right to the keywords and keyword research and we forget there's humans behind those keyboards." He shares a conversation with Michael McDougald about the importance of understanding who you're trying to reach. The Living Organism of Content Rai emphasizes that content strategy must be a "living organism" that evolves with market feedback. "Too many companies just think, we've got our website done, we've got two or three dozen blog posts, we're done, let's go just focus on sales. That's not enough." Jeremy agrees, citing his work with Save Fry Oil : "Your site needs to breathe." He points out how SaaS companies often focus on creating content for new audiences while neglecting existing users, despite recurring revenue being "the holy grail." Breaking Down Silos The "Enhance" phase creates feedback loops between departments. Rai recommends monthly meetings between marketing and sales, with quarterly meetings between marketing and customer support. Jeremy relates this to Classic City CPR classes: "If you're running CPR classes, you want to have a connection between your marketing team and the instructors, because you know they have questions all the time." Human Content in an AI World When asked if content marketing is dead due to AI, Rai strongly disagrees: "That's a fatalistic perspective... And that's a huge mistake because if everyone else is taking that approach but you actually put in the effort, then you're gonna be the one that ranks." She concludes with a powerful exercise: "Sit in your desk chair, turn off your email notifications, turn off your monitor, turn off your cell phone, and just sit there for 15 minutes and think, the people that I want to connect with, what is their day-to-day life like?" "If you can practice that empathy exercise... you're going to be ahead of the curve because you are going to be tapping into those internal experiences and providing content and messaging that resonates on a level that AI never can." Connect with Rai Hyde Cornell on LinkedIn or visit Cornell Content Marketing . Listen to more episodes of the Unscripted SEO Podcast with host Jeremy Rivera.…

The Unscripted SEO Interview Podcast

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Lisa Raehsler: Intersection of SEO and PPC 49:31

לפני 11 ימים49:31

49:31

Summary In this episode of the Unscripted SEO podcast , Jeremy Rivera and Lisa Raehsler , founder of Big Click Co. , delve into the intersection of SEO and PPC, exploring how AI is reshaping digital advertising. They discuss the challenges posed by AI overviews, the importance of click-through rates, and the evolving landscape of social media advertising. The conversation highlights the significance of remarketing, audience targeting, and nurturing the customer journey, while also addressing the need for effective collaboration between SEO and PPC strategies. In this conversation, Lisa Raehsler and Jeremy Rivera discuss the importance of integrating various marketing strategies, particularly the synergy between PPC and SEO. They explore how new companies can establish brand visibility, the creative challenges in less glamorous industries, and the legal considerations when advertising against competitors. The discussion also emphasizes the need for marketers to adapt their strategies in response to economic conditions, ensuring that messaging aligns with current consumer sentiments.…

The Unscripted SEO Interview Podcast

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Chris Scott: Identifying and Eliminating Execution Debt 31:50

לפני 18 ימים31:50

31:50

Summary In this UnscriptedSEO interview, Jeremy Rivera and Chris Scott , founder of Boschetto Consulting , delve into the concept of execution debt, a term coined by Scott to describe the inefficiencies and bottlenecks that accumulate in businesses over time. They discuss how execution debt is relevant across various industries and the importance of identifying and addressing these inefficiencies. The conversation emphasizes the need for a mindset shift in business operations, the role of tools in managing execution debt, and the significance of stakeholder engagement in diagnosing issues. Scott shares actionable steps for business owners to assess and improve their execution processes, highlighting the importance of testing small and iterating based on feedback. Detailed Recap: Getting More Out Of SEO & Marketing Budgets By Resolving “Execution Debt” Takeaways Execution debt refers to inefficiencies that accumulate in a business. Identifying execution debt requires a mindset shift. Every business, regardless of size or industry, experiences execution debt. Tools like Trello and Asana help but are not a complete solution. Stakeholder engagement is crucial for diagnosing business issues. Testing small and failing small is essential for improvement. Key Performance Indicators (KPIs) should align with organizational goals. Understanding the 'why' behind a business is vital for decision-making. Continuous improvement is necessary for operational efficiency. Engaging with the community can provide valuable insights and support.…

The Unscripted SEO Interview Podcast

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From Demolition to Digital: Kent Sheridan 52:28

לפני 19 ימים52:28

52:28

Jeremy Rivera interviews Kent, who shares his journey from running a demolition company to diving into local SEO . They discuss the importance of understanding B2B SEO strategies, the significance of community engagement, and the evolving landscape of SEO. Kent emphasizes the need for businesses to adapt their marketing strategies to connect with their local communities and leverage co-marketing opportunities. The conversation highlights the importance of creating valuable content that addresses real-world problems and the necessity of staying updated with SEO trends. takeaways Kent transitioned from a demolition business to local SEO. B2B SEO requires a focus on solving client problems. Content should address the headaches faced by businesses. Local SEO is crucial for both B2B and B2C companies. Community engagement can enhance local SEO efforts. Hosting industry or networking events, doing fun stuff like cleanups or photo booth rentals . Co-marketing opportunities can drive traffic and visibility. Google Business Profile optimization is essential for local businesses. SEO strategies should adapt to changing market conditions. Creating valuable content is key to establishing authority. Networking with local businesses can lead to mutual growth.…

The Unscripted SEO Interview Podcast

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Laura Lee: Building Bridges in Enterprise SEO 37:16

לפני 22 ימים37:16

37:16

Summary In this episode of the Unscripted SEO Podcast , host Jeremy Rivera speaks with Laura Lee , an experienced SEO professional with over 17 years in the industry. They discuss the challenges and strategies of enterprise SEO, the importance of aligning SEO efforts with business goals, and the evolving landscape of SEO in the age of AI. Laura shares insights on working with subject matter experts, the significance of mid and bottom funnel content, and the necessity of building relationships within organizations. The conversation concludes with valuable life lessons for SEO professionals, emphasizing the importance of collaboration and understanding the human element in SEO. Takeaways Laura has over 17 years of experience in SEO, starting at WebMD. Enterprise SEO requires collaboration across different teams. Aligning SEO goals with business objectives is crucial for success. Small wins can help maintain visibility and support for SEO initiatives. The SEO landscape is evolving with the rise of AI and new search behaviors. Focusing on mid and bottom funnel content can drive more leads. Building relationships with subject matter experts enhances content quality. Finding reliable experts often comes through word of mouth and networking. Diverse industry experience can provide unique insights into SEO challenges. Understanding the audience's behavior beyond search engines is essential.…

The Unscripted SEO Interview Podcast

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Michael Buckbee: The Evolving Landscape of AI Search and its Implications for SEO 56:16

לפני 24 ימים56:16

56:16

Summary In this UnscriptedSEO conversation, Jeremy Rivera and Michael Buckbee , the owner of Knowatoa , an SaaS that helps businesses win the AI search game, delve into the evolving landscape of AI search and its implications for SEO. They discuss the current state of AI tools, the future of search engines, and introduce the Biscuit Framework, a strategic approach to optimizing SEO in the age of AI. The conversation also touches on the importance of sentiment analysis, competitive ranking, and the challenges posed by hallucinations in AI search results. Buckbee emphasizes the need for SEOs to adapt to these changes and leverage AI tools effectively to enhance their strategies. Takeaways AI search is rapidly evolving and is already impacting SEO. The Biscuit Framework provides a structured approach to SEO in the AI era. Sentiment analysis is crucial for understanding how AI perceives brands. Unique distribution channels are essential for effective SEO strategies. Hallucinations in AI search results are a significant challenge that needs addressing. AI tools can enhance productivity but require careful implementation. The future of search will involve more strategic thinking beyond Google. Understanding competitive ranking is vital for SEO success. AI search services are still in their infancy and improving rapidly. SEOs must adapt to the changing landscape to remain relevant.…

The Unscripted SEO Interview Podcast

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SEO in the Age of AI: Wisdom vs Knowledge with Michael "Buzz" Buzinski 44:29

לפני 24 ימים44:29

44:29

Jeremy Rivera and Michael 'Buzz' Buzinski discuss the importance of human experience in SEO compared to AI tools. They explore the limitations of AI in understanding context and generating content, emphasizing the need for expertise and authenticity in content marketing. The discussion also covers the evolution of SEO practices, the significance of EAT (Expertise, Authority, Trust), and the ongoing relevance of traditional SEO fundamentals amidst the rise of AI technologies. In this conversation, Michael "Buzz" Buzinski and Jeremy Rivera delve into the intricacies of SEO, emphasizing the significance of backlinks, mobile optimization, and user experience. They discuss how engagement metrics influence trust scores and the importance of creating content that resonates with users while maintaining technical SEO standards. The dialogue also touches on the necessity of authenticity in marketing and the alignment of content with company culture to enhance retention and conversion rates. takeaways Experience in SEO is irreplaceable compared to AI. Knowledge is democratized; experience is what people pay for. AI can only provide novice-level answers if the user is a novice. Asking the right questions is crucial for effective AI use. AI lacks the context that human experience provides. EAT is essential for effective SEO and content marketing. Authenticity in content is key to engaging audiences. Domain authority is a myth; focus on real metrics. Link building strategies can vary in effectiveness. SEO is evolving, but the fundamentals remain important. Backlinks need to come from engaging pages. Mobile optimization is crucial for user experience. User experience and interface design impact SEO rankings. Content should be tailored for human readers, not just bots. Authenticity in marketing is essential for building trust. Traffic begets traffic; engagement leads to higher rankings. SEO strategies must consider user intent and experience. Content needs to match the culture of the business. Avoid jargon and communicate clearly with your audience. Understanding your target market is key to effective SEO.…

The Unscripted SEO Interview Podcast

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SEO Bytes: Google Search Console - Crawled Not Indexed, Discovered Not Indexed 3:40

לפני 4 weeks3:40

3:40

While Google Search Console data for traffic is not accurate , it is our only window into indexation. It also gives us a handful of tools to help with our ability for to influence if our content is "indexed" and available to be chosen to display in search results: Submit manually/Fetch Url, Submit to index & Submit a Sitemap. This is a quick overview on how to use those functions, in combination with some other tactics to ensure all your pages are indexed properly.…

The Unscripted SEO Interview Podcast

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Jesse Ringer: Recognizing SEOs New Challenges, & Remaining Optimistic 45:41

לפני 6 weeks45:41

45:41

In this engaging conversation, Jeremy Rivera and Jesse Ringer of Method & Metric delve into the evolving landscape of SEO, discussing Jesse's journey from copywriting to technical SEO , the challenges posed by AI and Google's changing algorithms, and innovative strategies for building brand trust and community engagement. They explore the importance of human connection , the significance of E-E-A-T in SEO, and the future of the industry amidst AI advancements. The discussion wraps up on a positive note, highlighting successful SEO campaigns and the excitement for the future of the field. SEO is essential for every business that has a website. The value of search engines is increasingly hard to demonstrate. AI content creation poses challenges for traditional SEO practices. Building brand trust through community engagement is crucial. E-E-A-T (Experience, Expertise, Authority, Trust) is vital for SEO success. SEO strategies must evolve to include brand-centric approaches. Human connection and niche knowledge are key in law firm SEO. Innovative strategies can help businesses stand out in a crowded market. Maintaining optimism in the SEO industry is important despite challenges. Successful SEO campaigns can lead to tangible business growth.…

The Unscripted SEO Interview Podcast

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Jesse Mcdonald: UX + SEO Sitting In A Tree (and SaaS SEO, Brand building & market trend analysis) 43:23

לפני 6 weeks43:23

43:23

In this episode of the Unscripted SEO Podcast, host Jeremy Rivera speaks with Jesse McDonald, Senior SEO Director at Siege Media. They discuss Jesse's journey from graphic design to SEO, the importance of user experience in SEO strategies, and the evolving landscape of SEO in the age of AI. Jesse shares insights on how to effectively communicate with clients, the significance of usability in SEO, and how to find interest in seemingly boring topics. The conversation emphasizes the need for collaboration between SEO and UX teams and the importance of understanding client goals to drive successful SEO strategies. In this conversation, Jesse McDonald shares insights on navigating the complexities of SaaS marketing, emphasizing the importance of product-led strategies and adapting to the evolving landscape of SEO influenced by AI. He discusses the shift from traditional SEO to a focus on search experience optimization, highlighting the need for brands to build authority and trust. Jesse also provides actionable strategies for effective keyword research, underscoring the significance of understanding market trends and user experience in driving successful marketing initiatives. takeaways Jesse McDonald has over 11 years of experience in SEO. The intersection of design and SEO is crucial for user experience. SEO is a two-algorithm world: crawler and user algorithms. Usability is a key factor in SEO success. Combining UX and SEO can enhance content performance. Data-driven decisions are important, but intuition also matters. Understanding client needs is essential for effective SEO strategies. Navigating client relationships requires clear communication. Finding interest in boring topics can lead to innovative strategies. The SEO landscape is evolving with AI and user behavior metrics. A thirst for knowledge will help you regardless in your current situation and in the long term. It's really easy to get stuck in the weeds with technical issues without prioritizing what truly matters. Combining content and design resources can significantly enhance user engagement and authority. In the age of AI, adapting SEO strategies is crucial for maintaining visibility and relevance. Building brand authority is essential for being top of mind in the purchasing process. SEO is evolving into search experience optimization, focusing on user experience and engagement. Addressing user problems directly is more effective than relying solely on marketing jargon. Effective keyword research requires deeper analysis beyond basic metrics. Prioritizing content based on market trends can lead to better outcomes. Understanding the competitive landscape is key to successful SaaS marketing…

The Unscripted SEO Interview Podcast

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Daniel Molina: Building A Killer Local Service Agency That Connects with Customers & Brand 40:34

לפני 7 weeks40:34

40:34

In this conversation, Jeremy Rivera interviews Daniel Molina , the owner of Red Palm Studios, a digital marketing firm specializing in the trades. They discuss the agency's focus on small to medium-sized clients, the importance of balancing growth with quality service, and the role of Standard Operating Procedures (SOPs) in scaling the business. Daniel shares insights on client communication, managing expectations, and the challenges of working with both small and large clients in the marketing landscape. In this conversation, Daniel Molina discusses the intricacies of SEO and PPC strategies, particularly in seasonal markets for contractors and service professionals. He emphasizes the importance of local SEO, content quality, and the evolving nature of branding in the digital age. The discussion also highlights the necessity of human connection in marketing and the significance of establishing clear client expectations and baselines for success.…

The Unscripted SEO Interview Podcast

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Short: SEOs it's time to touch grass 1:51

לפני 9 weeks1:51

1:51

Jeremy Rivera: When it comes to SEO, we've become complacent. We have become dependent on tools, on software. And when it comes to search engine optimization, we have forgotten that we're not just working to increase rankings in Google. We're fighting... to optimize the website for the business so that traffic is gained from all search sources in a way that benefits in terms of revenue and overall visibility, brand recognition, so that the business flourishes. So this means we need to get outside and touch grass, or we need to get outside and touch trash. We need to get out into the community and use real world events, organizing a community cleanup , organizing a charitable event, renting a photobooth , holding classes, pushing our organizations, our businesses to hold seminars, teach the community how to do things that are associated with your particular business. It's hard to say in general. exactly what it is that you need to do, but you need to step away from SEMrush. SEMrush is not SEO. It's a tool. It can provide some usable data. It can provide some insight, but we need to go outside the box. We need to go outside the software and do something that's going to make a difference.…

The Unscripted SEO Interview Podcast

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Gus Pelogia: Adapting to Search Technology Changes in SEO 55:18

לפני 9 weeks55:18

55:18

In this episode of the Unscripted SEO podcast , Jeremy Rivera interviews Gus Pelogia , a senior SEO product manager at Indeed. They discuss Gus's journey in SEO, transitioning from agency work to an in-house role, and the unique challenges and opportunities that come with being an SEO product manager. The conversation also delves into the importance of effective communication with stakeholders, adapting to changes in search technology, and the future of SEO in a rapidly evolving landscape. In this conversation, Jeremy Rivera and Gus Pelogia explore the complexities of SEO in the modern digital landscape. They discuss the challenges of attribution, the influence of social media on search behavior, and the importance of cross-channel collaboration. The conversation highlights the need for SEO professionals to adapt to changing consumer behaviors and the significance of user feedback in enhancing user experience. They also touch on the role of branding in SEO and the potential of AI tools to streamline SEO tasks.…

The Unscripted SEO Interview Podcast

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Conquering Knoweldge Graph With Callie Scott of Blue Orchid Digital 8:45

לפני 12 weeks8:45

8:45

Summary In this conversation, SEO author Jeremy Rivera and Callie Scott delve into the significance of knowledge graphs and knowledge panels in SEO. They discuss how businesses can leverage these tools to enhance their online presence, particularly through branded searches. Callie shares actionable steps for building knowledge panels, emphasizing the importance of creating an entity home, optimizing it, and using structured data. The discussion also touches on the challenges businesses face in this process and the patience required to see results.…

The Unscripted SEO Interview Podcast

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Auditing Link Quality & Building SEO businesses With Bradley Benner 1:01:11

לפני 13 weeks1:01:11

1:01:11

A link is a link. Except when it sucks. How do you gauge the value of a link? How do you approach the concepts of relevance with the insight from Mark Williams Cook's Google Exploit data? Semantic Links and Semantic Mastery founder Bradley Benner digs deep into this while sharing his own journey as an agency owner in the SEO space. ---> Check out the full recap with quotes, take-aways, insights and more. Bradly digs into some data about utilizing relevance signals from Majestic and other tools, which he screenshares, so check out the video . If you want to learn more from Bradley try his Hump Day Hangouts Weekly Q&A Webinar (Free). Prepost questions and watch the most current replay here . Takeaways Bradley started learning SEO to generate leads for his contracting business. He became fascinated with the power of manipulating Google search results. Bradley transitioned from contracting to running a local SEO agency. He developed a niche in tree service contractors to streamline his services. Productization allowed him to scale his agency effectively. Standard operating procedures (SOPs) helped in delegating tasks. Cold email outreach remains a powerful tool for client acquisition. Link building should focus on topical and geographic relevance. Bradley has built a successful white label link-building agency. Transparency in processes leads to higher conversion rates. SEO has evolved from a two-dimensional to a three-dimensional system. Site-wide quality scores now influence individual page rankings. Topical relevance is crucial for effective link building. Geographic relevance significantly impacts local SEO performance. Competitive link analysis is essential for successful link building campaigns. Brand authority plays a critical role in SEO success. Links with topical relevance yield better results than those based solely on third-party metrics. Building a diverse link profile is important for natural-looking backlinks. Owning part of the information ecosystem can enhance SEO efforts. Focus on relevance and quality over quantity in link building. Want more? Check out the slide deck on slideshare , SOP spreadsheet…

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