Experts On The Wire (SEO, Content Marketing, Social Media)

By Dan Shure

About this podcast   English    United States

Downloaded over 200,000 times! Experts On The Wire is a weekly SEO podcast hosted by Dan Shure. Discover new trends, tactics, tools, people, and businesses doing remarkable work in the world of Search Engine Optimization. Past guests include Rand Fishkin, Brian Dean, Annie Cushing, Noah Kagan & Vanessa Fox. I'm an SEO consultant myself, so we dig deep into SEO, technical challenges, growth stories, mobile SEO, eCommerce, crawling, content marketing & more.
April 9, 2018
In today’s episode! * What ‘link equity’ might mean in a mobile-first index world * Why you don’t need a URL to be indexed anymore * Language & Keyword Indexing vs Entity Indexing * What chatbots have to do with voice search * Google Actions and Google Assistant * Listeners questions answered (PWA’s, AMP, Google Posts, Mobile Site Speed) * Why the entire SEO industry is excited about the new Heads of Google Search Listen Now! BuzzSumo – One of my favorite tools for coming up with content ideas, finding people who share content in an industry, and tons more (like alerts to keep an eye on your competitor’s links). Also, check out their new Question Analyzer Tool (formally Bloomberry – just launched within BuzzSumo!) Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Related Episodes You Might Like * The Rules of Mobile SEO Success w/Ashley Berman Hale * Accelerated Mobile Pages, Crawling and Podcast SEO w/John Mueller * Voice Search, Structured Data and Duplicate Content w/Alexis Sanders Show Agenda and Timestamps * Show Introduction [0:20] * Cindy Introduction [0:49] * When did Cindy get into Mobile SEO and why [0:55] * What peaked Cindy’s interest in Mobile in the beginning years [3:38] * What is MobileMoxie? [6:49] * Mobile First Index [8:24] * Discussion of Mobile First Indexing and Google [8:41] * Definition of Indexing [10:45] * Does there need to be an URL to be indexed? [12:11] * What does this apply to? What doesn’t have an URL that Google will assign an URL? [15:02] * The difference between Mobile Indexing and Mobile First Design [16:15] * Is a responsive website all set for the mobile first indexing? [17:39] * Link Graph changing and Mobile link profile as a core ranking factor [21:09] * UX and User Metrics [23:31] * Are the metrics used to rank UX for mobile and desktop different? Once it is Mobile First will Mobile UX and User Metrics be used for Desktop rankings? [23:34] * Should you primarily optimize content for the mobile user or the desktop user? [25:18] * If you focus on mobile over desktop or vice versa will google penalize the other? [27:40] * User and Context Centric, Google Fuchsia [28:45] * Sponsor Break BuzzSumo with Discount Code!! [31:09] * Danny Sullivan and Cindy Krum Twitter exchange [32:24] * Cindy’s Expanded view of Mobile-First and Cindy’s 4 part article series on the topic [38:26] * How is Cindy viewing Mobile-First and Entity-First indexing? [38:40] * Cross-device search results [43:23] * Structured Data [44:40] * Audio versions of Articles [46:16] * Voice Search and how does it fit into Mobile-First [48:28] * What are Chatbots and Google Assistant? [49:34] * How to leverage voice and chatbots? [51:11] * Twitter Questions [52:38] * Progressive Web Apps [52:58] * What are Cindy’s views on AMP [54:54] * How can websites measure how effectively they are optimizing for entity extraction?
March 28, 2018
When traffic drop issues started hitting my inbox early 2017 – I was perplexed. These weren’t the typical link penalties, thin content or panda algo issues. There was something different going on here. By March/April of 2017  I’d seen enough of these issues, and along with other SEOs started connecting the dots. In June I then published a 10-minute little episode called “The Email“. In this episode, it describes a different sort of SEO problem. A new breed of SEO which relates more to UX, usability, and distracting navigation content. Now – one year later – it’s more clear than ever. UX, usability, accessibility – are CORE essentials of modern SEO. I’ve seen sites get crushed in the last year with these issues. That’s why I invited today’s guest – Kim Krause Berg – onto the show. She is an expert in usability, UX and accessibility. In fact, she provides these services TO SEOs. Here are a few of many things covered in this great discussion! * What SEO in 1996 Looked Like! * Are browser and device emulators good? * What to ask site testers * Verbs vs Nouns * Why accessibility helps SEO * Colorblind? What color to avoid most Listen Now! Sponsor BuzzSumo – One of my favorite tools for coming up with content ideas, finding people who share content in an industry, and tons more (like alerts to keep an eye on your competitor’s links). Also, check out their new Question Analyzer Tool (formally Bloomberry – just launched within BuzzSumo!) Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Related Episodes You Might Like * The Email * Proven Conversion Boosting Tips w/Liston Witherill * The Definitive Rules of Mobile SEO Success w/Ashley Berman Hale Show Agenda and Timestamps * Show Introduction [0.21] * Kim’s Introduction [1:38] * What was Kim doing on the early web during the late 90s [1:45] * How did Kim build websites in the late 90s [2:31] * What was SEO like back in 1996 [3:21] * How has being a journalism major impacted her UX career [4:08] * Are there situations when you should “bury the lead” [4:48] * Software QA Testing background [5:33] * What is “human factors” [6:57] * Defining Accessibility, Usability and User Experience [8:22] * Usability [8:43] * User Experience [8:57] * Accessibility [9:37] * Kim is usability consultant- what types of work is she doing and how does she measure success? [11:05] * Usability and UX [12:57] * It should only take 3 seconds to communicate what the webpage/website is about. Why is that and how can websites do this better [13:16] * Tools and processes Kim recommends for testing purposes [17:13] * How the navigation can help with the conversion funnel [21:30] * Content types and common mistakes [24:16] * What are most people doing wrong with video [27:05] * Sponsor Break BuzzSumo with discount code!! [27:51] * Example of the website did a bad with usability and what we...
March 8, 2018
I read AJ’s recent article “what I learned in 2017”. In it, he mentioned not being very excited about the SEO content being published these days. I wanted to find out why. I did, but we also ended up chatting about his unique view on recent Google updates (and why they were NOT ‘content quality’ updates), how to optimize for intent… and lots more including: * Active intent vs passive intent and how to optimize for both * Why Google’s move beyond traditional algorithms matters to SEOs * A lot Google Document which classifies intent types? * The linkspam renaissance * Being behind on work as an SEO consultant * Voice search, AMP, and giving Google what they want? * And… AJ answers Twitter questions! Listen Now! Episode Sponsor BuzzSumo – One of my favorite tools for coming up with content ideas, finding people who share content in an industry, and tons more (like alerts to keep an eye on your competitor’s links). Also, check out their new Question Analyzer Tool (formally Bloomberry – recently launched within BuzzSumo!) Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Related Episodes You Might Like * AJ Kohn on Episode 002 of Experts Show Agenda and Timestamps * Show Introduction [0:21] * AJ’s Introduction [1:06] * AJ’s Article “What I Learned in 2017” [1:23] * What does AJ feel is lacking in Industry content in 2018/2018 [1:34] * How long has AJ been practicing SEO [4:22] * In the beginning of AJ’s career what were the types of content that were valuable [4:44] What is so important about Matt Cutts and Amit Singhal being replaced by John Giannandrea at Google? [7:05] * Matt Cutts’ role at Google [8:01] * Amit Singhal’s role at Google [9:26] * John Giannandrea and machine learning at Google [10:05] * Is the Google Web Spam team gone and what has replaced it? [11:15] * Are Link and Spam detection with machine learning working? [12:35] * AJ believes the current ranking updates are search understanding/query understanding updates, not content quality updates [15:14] * Google and search intents [16:49] * Does AJ believe the focus of query understanding has made Google a better search engine and how can SEOs apply this knowledge about intent to create better-performing content [23:06] * How to optimize for intent [26:58] * Intent to find a human to relate to in content [31:41] * Sponsor Break – BuzzSumo- one of Dan’s favorite tools! Listen here for a discount code! [34:19] * AJ on BuzzSumo’s Content Trends 2018 Report [36:03] * Voice Search and AMP [38:52] * Voice Search – how does knowing something is spoken rather than typed change the way SEO is done [39:03] * AJ on featured snippets and Q&A content [39:44] * AMP and finishing voice search- is there a problem with always catering to what Google wants [44:31] * AJ on AMP and understanding the people currently behind Google search and AMP teams [45:31] * PWAs- Progressive Web Apps and AMP [47:20] * Twitter Question- How has your processes or workflow changed over the years in terms of how you tackle and succeed on a SEO project?
March 2, 2018
In this episode: * The problem with calling metrics like word count, time to first byte “ranking factors” * Why Jenny believes CTR is NOT a significant ranking factor * How to stay focused on what matters in the noisy SEO industry * How to think through and solve your own SEO problems * Pros and (mostly) cons of AMP * A tip for improving product pages, and how to get buy-in * Managing scope creep as an SEO consultant Have you ever wondered if all of these SEO Ranking Factor studies are actually useful? Do they help us as SEOs in the work we do? And further, are they damaging the reputation of our industry? An industry which has had a hard enough time earning respect! Like myself, maybe you’ve read them – but their conclusions often contradict (some say user metrics are a factor, some don’t etc), they confuse causation with correlation – so it’s frustrating to know if we should pay attention to them… and it’s even more frustrating to think that these studies might be giving SEO a bad name! In today’s episode, my guest Jenny Halasz shares her thoughts and recommendations on ‘ranking factor studies’. Listen Now! Episode Sponsor Episode Sponsor – We have a special sponsor just for today’s show. You’re a podcast listener, right? So you probably listen to them on headphones, at least sometimes? Check out Sudio Headphones!  To me, these are luxury headphones without the luxury price tag. I’ve been using the Vasa Rose Gold Earbuds for 3 months and love them. In fact, when Sudio asked if I would mention their headphones, I told them I would mail the headphones back to them if I didn’t like them because I wouldn’t ever take a sponsor of a product I don’t love. Obviously, I like them 🙂 Listen to the show for a discount code to get 15% off any product! Related Episodes You Might Like * Marshall Simmonds – Episode 41 on Ranking Factors and Dark Traffic * Paul Shapiro – Episode 86 on Ranking Factors and Technical SEO Show Agenda and Timestamps Show Introduction [0:22] Jenny’s Introduction [1:04] How did Jenny get the caliber of clients that she has and what does she do for them [1:32] Why does Jenny prefer clients with some existing SEO knowledge [3:02] How many clients does Jenny work with at one time and what is her limit [4:47] How does Jenny deal with scope creep [6:08] Effects of Ranking Factors Studies on the industry [8:14] What is a ranking factor [8:40] Ranking Factor versus Best Practice [11:09] Direct Traffic discussion and why is it a problem to use as a ranking factor [13:04] What does Google mean when they say site speed is a ranking factor for mobile [16:20] Why is word count problematic metric [17:32] Image Use as a Ranking Factor Searchmetrics Study [18:54] Do ranking factor studies mix up causation with correlation? [20:51] Is the problem with these studies the output analysis? [22:45] What is the motivation behind ranking factor studies [26:13] Should the companies conducting the studies be explaining the methodology behind the studies? [28:31] Click- through rate as a ranking factor discussion [31:30] What can the companies running these studies be doing better [35:46] Sponsor Break with discount code [38:32]
Feb. 23, 2018
Have you ever seen a content strategy fail to perform because things don’t get executed? It can be frustrating to have the best SEO plan, content plan or marketing plan – only to have it fall short because things just don’t get done. In today’s episode, my guest Marijana Kostelac is going to teach us how to audit and improve upon your content creation process – whether you’re a solo content creator or working in a team. We also chat a little about how to earn conversions with your content, pop-ups and podcasting. Enjoy! BuzzSumo – One of my favorite tools for coming up with content ideas, finding people who share content in an industry, and tons more (like alerts to keep an eye on your competitor’s links). Also, check out their new Question Analyzer Tool (formally Bloomberry – just launched within BuzzSumo!) Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Related Episodes You Might Like * How to Craft a Winning Marketing Plan w/Noah Kagan * Supercharge Your Marketing With Systems w/Michelle Nickolaisen Show Agenda and Timestamps (Coming soon!) Tools Mentioned * Asana * CoSchedule Articles, Resources, and Links Mentioned * Dan on the Content Love Podcast * Brian Peters from Buffer on Content Love Find Marijana Online * Twitter  * LinkedIn * marijanakay.com * The Content Love Podcast 
Jan. 18, 2018
I couldn’t fit every topic we talked about in the title – here are some highlights from this episode! * We debate the pros and cons of voice search data in Search Console * How brands and business can use Alexa Skills * Advanced strategies for duplicate content identification and resolution * The importance of web architecture and understanding information retrieval * Why AMP is a huge opportunity for serving developing countries * The importance of empathy and a great trick in Chrome to cultivate empathy for users with slow mobile connections * A structured data experiment with some surprising results Listen Now! NOTE: the voice search discussion kicks in at 38:48 Episode Sponsor – We have a special sponsor just for today’s show. You’re a podcast listener, right? So you probably listen to them on headphones, at least sometimes? Check out Sudio Headphones!  To me, these are luxury headphones without the luxury price tag. I’ve been using the Vasa Rose Gold Earbuds for 3 months and love them. In fact, when Sudio asked if I would mention their headphones, I told them I would mail the headphones back to them if I didn’t like them because I wouldn’t ever take a sponsor of a product I don’t love. Obviously, I like them 🙂 Listen to the show for a discount code to get 15% off any product! Related Episodes You Might Like * Optimizing Crawl Budget w/Vanessa Fox * John Mueller of Google on AMP, Crawling and more Show Agenda and Timestamps (Coming soon!) Tools Mentioned * Schema Markup Generator * Chrome DevTools * TechnicalSEO.com Articles, Resources, and Links Mentioned * Duplicate Content and Strategic Resolution * 4 Ideas to Optimize for Voice Search * Structured Data 101: What is Schema?  * Tweet: Structured Data/Social Experiment  * Tweet: Support Paid Search w/ Structured Data * AMP: A Case for Websites Serving Developing Countries  * Toastmasters Find Alexis Online * LinkedIn * Merkle *
Dec. 28, 2017
On today’s show! * What it’s like working with big clients like VW and Proctor and Gamble * Getting buy-in from all the departments on SEO * Leveraging automation and tools to collect and process data * Link building at scale * The impact of machine learning on rankings * The most important types of backlinks to focus on * The problems with ranking factor studies * How to stand out in the world of SEO * And… Paul answers YOUR question from Twitter Listen Now! BuzzSumo – One of my favorite tools for coming up with content ideas, finding people who share content in an industry, and tons more (like alerts to keep an eye on your competitor’s links). Also, check out their new Question Analyzer Tool (formally Bloomberry – recently launched within BuzzSumo!) Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Related Episodes You Might Like * Analytics Explained w/Annie Cushing * How to do Big Brand SEO w/Corey Eulas Show Agenda and Timestamps (Coming soon!) Tools Mentioned * KNIME (open source data tool) * Search Console API * Screaming Frog SEO Spider * URL profiler * Amazon Web Server * Digital Ocean * Microsoft Power BI * Tableau * BuzzSumo’s API * GaggleAMP (social engagement tool) * STAT (rank tracking) * SERP Lab (rank tracking) Articles, Resources, and Links Mentioned * All questions from Twitter * Every Video, Tool, and Takeaway from TechSEO Boost <– amazing resource! * Catalyst Digital * Semantic keyword research * Automatically downloading Search Console data * Calculating keyword growth with Google Trends  * How to automate keyword research [slides] * Link building with employees *
Dec. 13, 2017
Today – I chat will Paula Keller French about her top eight lessons learned doing SEO for eight years. Listen now for some stories of mistakes to avoid, and SEO tips backed by almost a decade of experience! I especially liked her tips about client retention towards the end, so be sure to stay tuned in for those! In addition to being Director of Sales and Marketing at Search Influence, Paula has also spoken at many conferences such as MozCon Local and Pubcon. Hat tip to Dana DiTomaso for recommending Paula for Experts. Topics Discussed: * Things big brands miss about SEO * Proving the ROI of SEO * SEO client retention * “Success touches” vs support touches * “Proof terms” in keyword research Listen Now! Sponsors BuzzSumo – One of my favorite tools for coming up with content ideas, finding people who share content in an industry, and tons more (like alerts to keep an eye on your competitor’s links). Also, check out their Chrome Plugin! Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Related Episode You Might Like * Big Brand SEO with Corey Eulas * Decoding Google Analytics w/Simo Ahava Show Agenda & Timestamps Tools Mentioned * SEMrush <– 15-day free trial link * Call Rail (for call tracking) * Hubspot * BuzzSumo’s Chrome Plugin * Moz Keyword Explorer Articles, Resources & Links Mentioned * Nielson direct mail * “The internet is a cesspool” – Eric Schmidt * Wired Magazine * New Orlean Audubon  * SEMrush TRaffic Stats * Proof Terms in Keyword Research * Using Screaming Frog to Check for GA Implementation * The importance of a change of address in GSC * Pubcon Find Paula Online * Search Influence * Twitter * LinkedIn
Oct. 31, 2017
On today’s show! * The problem’s with bounce rate * Tracking content like a product * Why most people don’t understand what a session is * The myth of the ‘non-technical’ marketer Listen Now! Sponsors BuzzSumo – One of my favorite tools for coming up with content ideas, finding people who share content in an industry, and tons more (like alerts to keep an eye on your competitor’s links). Also, check out their new Question Analyzer Tool (formally Bloomberry – just launched within BuzzSumo!) Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Related Episodes You Might Like * Turbocharge Your SEO w/These Google Analytics Reports Show Agenda & Timestamps (Coming soon!) Tools Mentioned * Google Tag Manager * SEMrush <– 15-day free trial link Articles, Resources & Links Mentioned * Google Developer Experts * The Myth Of The Non-Technical Marketer * Ryan Hoover’s Tweet * Patrick McKenzie’s Tweet * Forbes article on the Technical Marketer * Moz: Every Marketer Should Be Technical * Plug and Play Analytics [Simo’s Presentation Video] * Analytics 2.0 – Book by Avinash * Tracking Content w/Enhanced eCommerce * Why Content Does Convert (my article on Drift) * How To Track YouTube Videos with Google Tag Manager * How To Track SoundCloud Plays with GTM * iPullerank Guide to GTM * GA Add-Ons for Google Docs Find Simo Online * Simo’s website and blog * Simo on Twitter * Simo on LinkedIn
Oct. 12, 2017
For some reason, it’s a struggle to find In-House SEOs to share their stories, lessons and SEO strategies. Today’s show is the rare exception. Kevin Indig runs technical SEO at Atlassian – a company responsible for tools like Trello, Jira, Confluence and more. Atlassian.com has a domain authority of 93. There are hundreds of thousands of URLs across several domains in the Atlassian family. So … technical SEO is a really big deal. Kevin went in-depth on topics such as: * How they use log file analysis to boost rankings * Their process for cleaning up low-quality content * Tactics to improve the internal link structure * How to promote SEO education internally within a large 2,000+ person company. * How they measure and track SEO success in a company with NO sales team and where organic traffic is responsible for 50% of their product sales. Kevin also answered lots of questions from listeners on Twitter Enjoy! Sponsors BuzzSumo – One of my favorite tools for coming up with content ideas, finding people who share content in an industry, and tons more (like alerts to keep an eye on your competitor’s links). Also, check out their new Question Analyzer Tool (formally Bloomberry – just launched within BuzzSumo!) Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Related Episodes You Might Like Show Agenda & Timestamps Kevin Indig & Atlassian introduction [1:29] Semrush free account competition announcement [1:51] Kevin Indig’s background [2:14] Why did he not become a doctor? [2:25] Work Background before Atlassian [4:36] Atlassian overview [5:55] Kevin’s role at Atlassian [8:07] As part of the technical SEO team what are the goals, metrics that Kevin focuses on directly? [8:36] How this Interview came to be & Kevin’s article Machine Learning for SEO [10:00] How to set up an inhouse SEO structure [11:22] Creating Assets & SEO Knowledge Base [13:05] How does Kevin deal with how SEO changes [15:30] SEO concepts that don’t change [15:45] SEO concepts in flux [16:13] The power of blogging [16:31] Atlassian company size [17:03] Defining KPIs [17:27] Last touch versus first touch and assisted [18:13] Customer journey and keywords [19:50] Do they equally focus on all three? [20:05] How to handle SEO for massive versus small sites and how do they move the ranking needle? [21:15] Content marketing for smaller sites [21:45] Keyword Cannibalization [22:24] Crawling, Number of Indexed Pages, Quality of Pages, Log File Analysis [24:07] Tools used [25:01] What do they look for in the Log Files and the Crawl Analysis to move the ranking needle [26:21] Action Items to improve crawl frequency and move an important page up in ranking [28:11] Do external links impact crawl frequency as much as it passes page rank  [28:54] How do they define low click depth and how do they prioritize links [29:30] Looking at Indexed Pages and the Quality of Indexed Pages [31:24] How do they gather the data [33:10] How much do they look at crawling topically? [36:25] XML Sitemaps strategy for a large site [37:33] 301 versus deleting a page [38:43] Twitter Questions [41:01] How does Kevin explain that it’s not all about immediate results?
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