Content and Conversation: Organic Growth Insights from Siege Media

Show Notes:00:34: Welcome back, Vince! Siege Media’s Director of Digital PR00:40: GameStop stocks and how to manipulate the stock market1:20: What is digital PR?2:57: Why is “digital PR” trending?4:37: The differences between digital PR, SEO and link building6:01: Viral content vs. brand identity6:28: What are the biggest digital PR mistakes?7:40: What “going viral” means in different industries8:49: How Siege Media combines content marketing and PR9:37: Industries where digital PR is optimal10:27: Calculating link value by website11:57: Dangers of scraper sites in link reporting14:27: The legitimacy of viral content16:50: Going viral within your niche audience17:44: Is this a strategy or one-off?Show Links:Follow Vince on TwitterFollow Ross on TwitterSend us an email 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

Show Notes:00:27: Jenn’s background and how she landed at GitHub1:06: GitHub’s technical foundation pre-SEO2:00: How Jenn prioritized SEO with developers, engineers and CTOs in mind3:14: Beginner vs. advanced keyword topics5:15: Understanding enterprise intent for a technical audience6:10: How SEO is defined at GitHub i.e. marketing7:28: The collaboration between SEO and content creators8:30: What developer skills overlap with SEO?10:30: Why SEOs tend to misuse canonicals12:10: The important of basic HTML understanding13:00: Common mistakes when growing SEO at the enterprise level15:18: Educating the C-suite on SEO16:59: Surprising collaborations with other departments18:13: What to highlight when reporting metrics to the C-suite21:45: Focusing on data you can control22:34: How Google’s update is affecting impressions24:11: Is there an ideal in-house to agency split?25:59: How to utilize your budget when growing a departmentShow Links:Follow Jenn on TwitterFollow Jenn on Search Engine JournalFollow Caroline on LinkedInSend us an email 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

Show Notes:1:04: Cyrus Shepard, Founder of Zyppy | How Core Web Vitals, passage indexing and engagement will impact both ranking signals and click-through rates2:20: Mike King, Managing Director & Founder of iPullRank | Is Core Web Vitals all hype? What to focus on instead7:46: Aleyda Solis, International Mobile SEO Consultant, Founder of Remoters.net | The importance of visual search11:16: How Google vs. Apple affects outcomes internationally12:20: Rand Fishkin, Co-Founder & CEO of Sparktoro | Brand identity vs. link building13:15: What is a good link signal vs. a bad link signal?15:11: Kevin Indig, Director of SEO at Shopify | Why Google’s increase in SERP features will affect rankings and trafficShow Links:Follow Cyrus on TwitterFollow Mike on TwitterFollow Aleyda on TwitterFollow Rand on TwitterFollow Kevin on TwitterFollow Ross on TwitterFollow Caroline on LinkedInSend us an email 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

Show Notes:00:28: How “rating” tools like Yoast, Clearscope, Lighthouse and more shouldn’t be the main focus3:09: How SERP features negatively impact you and your competitors4:52: Asking for “word count” as a baseline indicator of quality content7:00: Our thoughts on technical text analysis like TFIDF, LSI and more8:11: Thoughts on linking root domain authority vs. relevancy10:00: Balancing internal linking with UX and user journeyShow Links:Why Writing Quick Answers for Google is Not Enough by Ross HudgensFollow Jon Eric on TwitterFollow Caroline on LinkedInSend us an email 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

Show Notes:00:30: Alli’s start and how she landed at Motley Fool1:45: How Motley Fool structures content and editorial3:05: Balancing focus between evergreen content vs. news4:45: How breaking news can inform traffic to evergreen topics5:50: Collaborating with the news team6:33: Deciding what content gets top navigation, homepage and similar high priority real estate10:12: How to explain complex financial topics to beginner audiences12:21: Recommendations for new or early stage personal finance sites15:32: Influencer marketing for The Motley Fool16:24: E-A-T, syndication and existing reporter influence17:34: How to scale content refreshes and revamps21:00: Using Google Trends to inform keyword research23:39: How COVID has impacted the content at Motley Fool26:00: An AMP rantShow Links:Follow Alli on TwitterFollow Caroline on LinkedInSend us an email 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

Show Notes:1:40: How to think about pitching titles at different media types2:30: Is there a typical “newsroom” make up?3:00: What editors, managing editors, staff editors and more do6:15: Pitching print vs. digital and different titles you’ll run in to7:45: Considering national vs. regional vs. local media9:20: Byline attribution in media11:00: Emailing “tips@” when you have no other option12:12: Is television a good avenue for link building?16:46: Is radio a good avenue for link building?20:34: How to handle pitching freelancers or contributorsShow Links:Follow Amanda on TwitterFollow Sarah on LinkedInFollow Caroline on LinkedInSend us an email 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

Show Notes:1:23: How we approached content creation without link building and the results of that2:00: Is it possible for an agency to outrank a SaaS brand?3:04: Keyword strategy after evaluating new and old content5:35: Thinking through B2B content marketing for niche industries (like us!)6:48: How we evaluate our domain authority to the competition8:45: Balancing content creation for different levels of decision makers10:00: How companies are propping up their domain authority via acquisitions12:07: Thinking outside the /blog/ for content creation17:10: Looking at content types that make us unique19:00: Balancing your unique value proposition and not getting pigeonholed22:33: Bringing multiple team members into your B2B content marketingShow Links:How to Find Someone’s Email Address on Siege blog7 Effective Ways To Find Anyone’s Email Address by AhrefsNew Siege Media /work/ sectionGithub Ajax glossary pageThe Best Time and Day to Send Emails (2020 Data) by Drew PageFollow Caroline on LinkedInFollow Ross on TwitterSend Ross an email 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

Show Notes:00:21: Summary of findings and methodology2:01: What we found across open rate, click rate and reply rate3:26: Our theories on why open rate sharply declines during the week6:22: What we’re changing with our outreach after this analysis9:33: Why send day and time isn’t the only thing you should be focusing onShow Links:The Best Time and Day to Send Emails (2020 Data) by Drew PageHow to Execute SEO-Driven Content Marketing with Neville Medhora45 Cold Email Subject Lines With Proven Open Rates by Sierra SkellyFollow Drew on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend us an email 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

Show Notes:00:38: How to evaluate keywords (and find them) when just starting out4:07: Finding lower competition terms5:13: Why passive link building is even more important for lower authority sites7:06: When buyer personas ≠ linkable audience8:03: Understanding authority and credibility when link building10:00: Building out a “hero asset” to carry your content strategy11:51: How to balance a blog design that scalesShow Links:Follow Alex on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend us an email 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

Show Notes:00:25: Why you should look at search clicks, not search volume for ideas3:30: Tips for capturing the featured snippet6:22: Anticipating organic traffic drops even if you capture the featured snippet7:50: Refreshing and testing title tags to attract clicks on SERP11:26: Do rich snippets improve rankings?14:26: How to capture People Also Ask boxesShow Links:Christmas songs SERPCholesterol in eggs SERP“Are timeshares worth it?” SERPFollow Jon Eric on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend us an email 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