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

Experts On The Wire (SEO, Content Marketing, Social Media)
By Dan Shure
About this podcast
Downloaded over 150,000 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.
In this podcast

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Latest episodes
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?
Sept. 22, 2017
A tweet like the one below from Justin Briggs is hard to miss. 120% growth in product pages, 60% growth in content pages – and as I learned later – a 258% growth in featured snippet visibility. All in a highly competitive and regulated financial industry. As you can estimate in the SEMrush snapshot below – that’s millions of monthly page views: Proud of these results in a highly regulated, financial vertical. @stephbeadell is killing it. Content +52%. Products +120% YoY. pic.twitter.com/crKjYJa4TN — Justin Briggs (@justinrbriggs) May 1, 2017 I had recently had Justin Briggs (50% of Briggsby) on this Podcast but wanted to talk with his business partner (and now wife, congrats!) Stephanie Briggs about how she helped this client achieve such remarkable SEO growth. Our conversation spans across the SEO strategies used – but also into key things like how to persuade clients to take action in the first place, “mood boards”, projecting ROI, competitor analysis – and a TON more. 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 * Justin Briggs- $953k ROI from SEO Show Agenda & Timestamps SEMRush Contest Announcement [0:49] Stephanie Briggs Introduction and show agenda [1:21] Stephanie’s Background [2:02] Stephanie’s Degree in Market Research and Advertising- is a degree worth it? [2:06] Seer Interactive Background [4:04] How Stephanie doubled Seer’s email outreach response rate in 3 months [6:10] What was the office atmosphere at Seer? [7:56] What types of clients does Briggsby work with? [8:43] What are companies looking for from Briggsby? [9:23] Stephanie’s role and responsibility at Briggsby [10:33] Content Strategy [11:04] How does Stephanie find topics that drive results? [11:53] How does Stephanie approach looking for topics in highly competitive spaces [14:27] Mobile spaces and how to find topics and create content for companies in a heavily mobile space? [15:54] What are her clients looking for in Content Strategy and how does Stephanie balance satisfy differing content strategy goals [17:04] Example of Traffic Growth for a client in a Highly Regulated Financial Vertical [18:38] What was the scenario, steps taken and how the results came about  [19:01] Restructuring site, good internal linking [20:55] How did they get the client to execute their recommendations [21:36] What tools did they use to show the client how their competitors were growing [22:52] Moodboard [23:31] Click Depth [23:52] Ranking Factors [24:21] Individual pieces of content overhaul [24:32] What makes a piece of content better than others [25:10] Final Step- Leveraging redesign [26:55]
Sept. 11, 2017
The title may seem a little hyperbolic. But I can assure having just listened back to this interview, it’s not. My guest Phil Singleton, who co-authored SEO for Growth with John Jantsch (Duct Tape Marketing) – has been helping clients get the maximum value from content in a smart efficient way for over a decade. Given the right strategy, you can turn what might just be ‘blogging’ into a complete content marketing machine for your business. Phil is going to tell us how. We also discussed why Podcasting is such a powerful channel – and how you can use it whether a host OR a guest. I also wanted to find out – how the heck did he get John Jantsch to co-author a book with him? Let’s find out… 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. SEO For Growth Book * Get SEO for Growth on Amazon I should say – this book is great for those at the beginning stages of SEO – OR if you are an SEO yourself and want to give someone a tool by which to learn SEO. Related Episodes You Might Like * John Lee Dumas of EOFire Show Agenda & Timestamps Phil’s Web Design and Development Background [1:20] How does Phil market SEO services to their Web Design clients [7:54] Phil’s Linkin URL [12:04] Phil’s Wikipedia Page [14:01] Does Content Marketing replace Link Building [16:10] Should all businesses be Blogging? [19:32] Quality Raters Guidelines [25:15] Examples that prove to someone you are legit and real [27:57] About Us Page Tip [31:24] Reputation Management [35:50] Turning a bad review experience into a good one [36:00] Building review sites [37:27] Podcasting and SEO [40:09] Benefit of Podcasting for the guest [40:30] Recommendation for how to become a guest on a show [41:32] What makes Phil excited about SEO and Podcasting [44:22] How did Phil connect with John Jantsch of Duck Tape Marketing and write a book with him SEO for Growth  [50:14] Is having a book a hack to link building? [54:00] Channels that were success for promoting the book [58:03] Where you can find Phill online and where to purchase SEO for Growth [1:01:28] Phil’s questions about Podcasting- what Dan does and doesn’t like when someone pitches him to be on the show [1:03:07] What does Dan look for in a guest? [1:05:08] Does Dan try to actively get booked on Podcasts? [1:09:17] Tools Mentioned * SEMrush <– 15-day free trial link Articles & Online Resources * Phil on the Jeffalytics Podcast *
Aug. 29, 2017
Dana is exactly the type of guest I had in mind when I named this show ‘Experts’ on the Wire. The word expert is certainly overused. But to me, an expert is someone who actually has a depth of experience around what they are talking about AND can explain it fluently and clearly with the audience in mind. I threw all kinds of topics at her – and without skipping a beat, Dana delivers insights, tools, tips, and stories at every turn. This discussion includes: * Getting clients to take action * Engagement as the new ‘ranking factor’ for local SEO * The best definition of ‘persona’ I have ever heard * How to do Audience Research at scale * The myth of ‘surprise and delight’ * Dealing with SEO ‘scope creep’ * Branding in PPC Buckle up – this is a good one! Never miss a new show! Subscribe on iTunes. 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 Q&A tool Bloomberry. Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Related Episodes You Might Like * Local SEO With Phil Rozek – Episode #5 * The Featured Snippet Gold Rush With Rob Bucci – Episode #39 Show Agenda & Timestamps Dana’s Background [1:40] Dana’s multiple fields of expertise [2:26] Kick Point [3:00] Dana’s Background in Local SEO & Meta Reporting [4:47] Dana’s Speaking Background & Past Careers [6:10] Kick Point Services [8:25] SEO and Online Marketing Misunderstandings [12:38] Scope Creep [14:53] How to get clients to take action [15:57] Distinguishing between bad channels and bad execution [17:10] Local SEO is about Engagement [19:22] Engagement Factors [20:11] Knowledge Panel as Engagement Health Check [23:48] How can people get a Knowledge Panel [25:13] What you should be monitoring [26:19] Review Acquisition [27:27] Twitter Mentions [29:34] How Dana uses BuzzSumo [33:11] How to help clients build a relationship with Bloggers [34:07] How to make your customers feel valuable- Not all sessions are created equal [36:39] Full Contact tool [39:30] Nuzzel tool [42:04] Brand Searches [43:33] Data Mine for Phone Calls [44:29] It’s not a war and don’t surprise and delight clients [45:40] Helpful Takeaways- Talk to your customers, personas, surveys [47:04] What is a Persona and how to build one [50:32] PPC and Branding [55:09] What is R [56:53] How does Dana keep up with changes in SEO [57:38] Upcoming Conferences and where to find Dana Online [58:58] Tools Mentioned * Google Data Studio * Google My Business *
Aug. 21, 2017
I wanted to create an audio resource to learn about search patents – the kind I would have found useful when I was studying them back in 2012. So I welcomed Bill Slawski – who has been reading and writing about search patents for almost 10 years – back to Experts to discuss more patents and SEO ranking factors. 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 Q&A tool Bloomberry. Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Show Agenda & Timestamps What’s the connection or difference between co-occurring density and LSI? [2:23] Query Rewriting Patents [4:42] How Google May Rewrite Your Search Terms [5:19] Concept of Query Rewriting [6:00] Removing Substitution Rules Patent [6:49] Why does Google want to be able to rewrite queries [8:23] Freebase [10:00] What can SEOs do to optimize for query rewrites & Context Based Search Patent [12:51] Universal Search [16:19] David Bailey’s patent about Universal Search [19:05] Universal Search and SEO [20:13] Venice Update [21:42] Leveraging Universal Search or Adjusting Expectations [23:36] High Quality Search Patents [25:43] Search Bias Document Set [28:36] Does Google Recognize when someone is an SEO [31:40] Ranking Search Results Patent [33:02] How to keep track of Patent continuations, how do patents relate to each other [34:46] Anchor Text in the Panda Update [36:42] Meta Data Versus Content On The Page [38:30] Back to Anchor Text in Panda [39:28] Context Vectors – RankBrain [42:06] Associating Entity with Search Query (Autocomplete) [42:39] Brand Search Volume [44:44] Hummingbird Patent [50:47][Sponsor] [55:59]  RankBrain [1:00:46] Site Speed as a Ranking Signal [1:05:44] Impact of the Network Connection on Loading of the Resource [1:09:43] Page Speed Tips [1:10:48] Bill’s Website’s Robot TXT file [1:16:26] Bill’s Opinion on Blog Comments [1:19:54] URL Structure [1:23:04] Where to find Bill online [1:28:38] Patent Curation on SEO By The Sea * 10 Most Important SEO Patents * The Incomplete Google Ranking Factors Patent Articles Discussed (Part Two) * Query Rewriting * 10 Blue Links To Universal Search * High-Quality Search Patents * Panda (the person) Patent *
Aug. 9, 2017
Justin walks me through the process he used to bring a $600-958k ROI doing SEO for 10/hours per month on a project. We chat about the pros and cons of ‘check box SEO’ – and why SEO can sometimes be the ‘easy’ part – and the real secret behind their success at Briggsby. He shares what YouTube revealed about their algorithm at Vidcon. We chat through the fundamentals of how to get started marketing with video. Listen Now! Never miss a new show! Subscribe on iTunes. 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 Q&A tool Bloomberry. Listen to the show for a special code to get 30% off BuzzSumo for 3 months. Related Episodes You Might Like * 058: YouTube SEO & Growth w/Roberto Blake * 049: The Vlogging Opportunity w/Ben Wills Show Agenda & Timestamps Justin’s Backstory, Struggles & SEO [1:11] How he landed his first monthly SEO consulting client & the importance of conferences [3:11] Justin’s experience at Distilled [8:11] What does Briggsby do and why did Justin start it [11:19] The significance of “partnering with clients” [13:34] How does Justin delivery consulting work [16:07] SEO & SEO Consulting Continued [19:19] Check Box SEO [19:34] Getting the SEO Done & Managing Clients [23:17] $958 ROI from 10/hours per month [27:19] What is the importance of video in 2017 and beyond [37:56] The algorithm follows the audience & watch time [42:08] YouTube Suggested Videos [47:16] Keyword Tags [51:34] Video Production for Online Marketing [54:44] How to get videos visible [1:00:47] Tipe for looking good on camera [1:04:02] Making videos on a budget [1:06:52] Beginner level budget cameras and mics [1:09:26] Post Production Silence [1:12:41] Editing Software Recommendations [1:15:44] Vlogging [1:17:20] Working with your spouse [1:20:21] Where to Find Justin online [1:26:21] Tools Mentioned * Screaming Frog SEO Spider * SEMrush <– 15-day free trial link Articles & Online Resources * VidCon * YouTube Creator Academy: Grow Your Audience * All YouTube Creator Education Resources * The Long Click in SEO * Justin’s Slides on Video Production for Marketing<...