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if Google is choosing a snippet
from your article to feature in the
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AI overview, while you know,
yes, it might, and it probably will likely
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result in fewer visits to your website,
it means you're doing your job.
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You know, at the end of the day
like that, it's showing that your content
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is being recognized
as the most helpful, the most impactful.
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And so that at the end of the day,
shows that, you know, you are connecting
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with your audience
in the ways that you should be
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and answering their questions
and solving their needs.
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So it's kind of,
you know, it's a balancing act.
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You take the good with the bad
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Hello, fellow marketers and listeners.
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Thanks for tuning in
to this episode of Call to Action.
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I'm Janet Mesh,
CEO of Aimtal and host of the show.
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And very excited to have us
two special guests with us today,
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my co-host Tucker and our, senior
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content manager, Emily Desrosiers of Aimtal.
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So I'll introduce them in a few moments,
but just real quick to remind you,
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what call to action is.
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So in each episode, we analyze and discuss
the latest trends in research
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in B2B marketing.
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Then we conclude every episode
with one call to action.
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That means.
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So that means you're going to get ideas
for tactics to use
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and your company's marketing.
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And Aimtal,
we are an integrated marketing agency.
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We specialize in building marketing
processes and strategies for companies.
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And then we launch their first marketing
campaigns
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and program so well,
we always like to show a little bit of
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how the sausage is made,
as I like to say, in each episode.
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So, you get a little bit of that.
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But for today's episode
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that we have lined up for you
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is all about the current and future
state of content marketing and SEO.
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Definitely a very spicy topic
in the industry in 2024.
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So we're I'm really excited
to dive into it.
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But as I mentioned, let's kick off
with some brief introductions.
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Do you want to want to kick us off?
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Want to start first? Tucker.
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Sure. Hi, everybody.
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Tucker Delaney, one growth
marketing lead at Aimtal, working
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on, high level marketing strategies
all the way down to nitty gritty campaigns
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and reporting for HubSpot, LinkedIn,
Google and everything in between.
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So happy to be here, as always with you,
Janet and Emily.
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Excited to chat with you as well.
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I'd love to pass it over to you.
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Yeah. Hi, everyone. I'm Emily.
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I'm actually a fellow New Englander,
like Janet and Tucker, but I'm now
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based Colorado.
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And yeah, as Tucker
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said,
I'm the senior content manager at Aimtal.
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I've been with the team
for a number of years now.
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And I've worked on a number of different
client
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accounts,
ranging from B2B product software to,
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the health and wellness
industry to emerging tech solutions.
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So kind of have seen, seen it all.
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And I focus on content strategy,
social media,
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basically anything to do with words
is what I like to say.
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And yeah, I'm just really excited
to be here and talk
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about content and SEO.
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Excellent. Thanks, Tiger.
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Thanks, Emily.
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Excited to chat with you both,
our fellow New Englanders.
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We'll see if our Boston accents
come on at any point in the episode.
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So as I mentioned, we're
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going to get into the weeds on how content
marketing and SEO are evolving,
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especially with chatbots, generative
AI entering the chat.
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Really kind of taking the industry
by storm over the past couple of years.
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So you'll learn and get our hot takes on
the biggest disruptors to SEO performance.
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And it's generative AI.
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Types of content
you should prioritize, especially.
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We want to talk a lot about video.
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We create a lot of video content
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and talent for our clients and manage
a lot of YouTube channels for clients.
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So, definitely want to share a little bit
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of our expertise around that
and how you can start to incorporate video
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into your marketing programs
in the next year.
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As well as definitely,
I think we will need to take and
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we'll have to talk about Tucker and Emily
of creating channel specific content.
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Especially in the age of zero
click tactics.
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And as I mentioned, we can we'll provide
a couple of examples just to contextualize
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a lot of what we're talking about
and the research, and learnings
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so that we've had and just others in
the industry are seeing as well.
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So a lot of ground to cover, but I love to
always just get a little personal,
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with our guests,
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I feel like Tucker and I were sharing
little, tidbits about ourselves.
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So why don't you kick it off?
Since you're,
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Maybe we could start with you.
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License here.
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This is your first time on the show.
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One of our special guests.
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And since all of our background.
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Fun fact, myself, Tucker, and Emily,
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we all started our careers
in marketing as copywriters.
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So my question is,
what's the weirdest or most
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random company or brand or, like, product
you've ever done?
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Maybe not weird,
but maybe something random.
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People would be surprised
that we work in B2B.
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Feel like we work.
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A lot of tech companies, but
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is there any one that jumps out to you
that you're like,
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oh yeah, that was kind of an interesting
and somewhat difficult one to write for.
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In your career as a copywriter?
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Yeah, such a fun question.
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I feel like there's so many things
I could say, but one that popped into
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my mind is I many years ago wrote
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copy for it was like a smart home feature
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where it was a built in intercom
in your home.
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So like,
you could be sitting in your living room
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and you could press a button and you could
talk to someone like a floor or two
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above you and communicate with them via
an intercom, which I guess is a thing.
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And like really big houses.
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But I had never heard of a thing.
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So yeah, I can't on my cell phones.
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I wanna use the intercom. Exactly.
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Yeah.
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So that was my first kind
of, experience writing copy for,
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like, for smart home,
which felt really random, but it was fun.
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What about yours?
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Tucker, do you have one
that comes to mind?
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Oh, that's so funny.
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I'm like, because you just jog my memory
back in the 90s, I think
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before cellphones,
we did have an intercom because we had it.
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Yeah.
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In your house, Jen and we were up, and me
and my brother's on the third floor.
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So the my back dinner, you come on.
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Oh, my gosh, maybe I'm late to the game.
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That's so funny.
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Yeah, well, we made a comment.
I feel like that was only a few years ago.
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You said I think it made a comeback
or just kind of.
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Yeah. They're back. Yeah. Wow.
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Epic.
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Well, as you both know,
I have a background
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in doing marketing for Broadway theater
before I switched to B2B.
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But that also kind of
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included Off Broadway
and sometimes off off, off off Broadway.
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So there was some very interesting
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theatrical things that I,
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did marketing for one of them was a dinner
theater show.
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I think it was.
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You went to the show,
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you got a meal, and then you also got to
watch Shakespeare, which I think
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is awesome, but I don't actually know that
I went to the show.
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But I did marketing for that.
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And I remember writing a tagline,
said, okay, you're going in a show,
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you're eating a meal, and you're getting
to watch some meaty Shakespeare.
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So my tagline was, great
theater must be consumed and
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you're pretty proud of that.
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Back in the day.
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You should be proud of that.
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Yeah. Claim to fame right there.
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What about the interesting experience?
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Yeah.
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I try to keep on.
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Here's what's on the cutting room
floor from.
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There's probably a lot of worse puns.
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Yeah.
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What about you, Janet?
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Most random, kind of company
you ever did copywriting for it?
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Okay, the definitely a good amount.
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So I worked at a couple of agencies
before starting Aimtal.
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You know, building up my career,
getting a ton of experience.
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And one of the agencies
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I worked with, there were a lot of,
like, B2C companies that we worked with.
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So, you know, business consumer,
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and the one that stands out to me
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and I was like going
in my kind of archives of my mind.
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And I was like,
oh, that's pretty hilarious.
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It was actually a Harley
Davidson store in Daytona, Florida.
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And like, I literally wrote ad
copy for, like,
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Google ads and like billboards,
like we created billboards
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with, like to get people
to, like, come to the Harley store.
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And they also did like, if, you know,
like if you ever heard of like Bike Week,
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it's like huge is like
one of the biggest events ever in Daytona.
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And so we like helped create the ads,
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like the billboards
and the promotion for our clients to get
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people to, like, come by their store
on the way to like, Bike Week.
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So that was pretty wild.
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it's pretty amazing
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when you start to, like,
really understand, like niche audiences.
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And I wouldn't even actually say
like motorcycle like groups are niche.
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They're pretty big.
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But at the same time, back then
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for me, I was like,
I didn't even know this existed.
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I'm from Boston, but it was pretty wild.
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Yeah, it's always so fun
just getting to know
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a slice of life
or an audience that you like.
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Never really had much connection for me.
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Like,
all right, let me get inside your head.
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So, yeah, we can.
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Yeah, we'll talk a little bit.
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I think that's definitely a lot of, like,
kind of SEO at the core of.
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So really just trying
to understand your audience
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and what they're, they're interested in.
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So from our days of writing home
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to Broadway to,
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biker group copywriting
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and trying to get people to be interested
in, I would say in our career,
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we definitely have seen content SEO
go through some major transformations.
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Even just in the past couple of years.
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the goal remains the same is kind of what
we're what I was just explaining,
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is like, regardless of this,
what we'll get into, people are, you know,
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you need to create content and information
that serves that specific audience.
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I think at the end of the day,
that hasn't changed.
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But as I mentioned, let's start talking
about how I really has kind of,
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you know, transformed
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just fairly short amount of time.
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I think I to put some 70 perspective
that, like Jen
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and I was like released to the public
just in November 2022.
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So at the time of this recording,
it's November 2024.
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So I'll
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just kind of share this first research
just to kind of
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give us a starting point
and then Emily and Tucker,
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so let you guys jump in
and share your perspectives,
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kind of where we've been, where
we're going.
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But this here is a study
by SARS, in September 2024.
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So pretty recently conducted by Coleman
Park is research.
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And it says here is the extent
to which marketing executives
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worldwide are using generative
AI for marketing activities.
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And they think it looks like they did.
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This probably started
in July 2024, release in September.
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But what's very fascinating,
the top line here is that 10%
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of people are using gen
AI for marketing in
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I fully implemented, so only 10% of people
that they surveyed here
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are actually like
that's pretty small, honestly.
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And then the next one is 65% are using
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gen AI for marketing,
but haven't yet fully implemented it.
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Maybe they're like started
testing experimenting.
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Like we can definitely identify with that.
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In our clients.
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And then the kind of fall the following
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two here, are not yet using it or not
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using it at all, but they intend to
in the next like year to two years.
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And that's makes up
25% of people surveyed.
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So I think this is fascinating
because you know, you always hear
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and you see online on LinkedIn everywhere
you go, it's all about AI.
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Any conference
you go to, every sessions about AI.
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And it's easy to feel really behind
and like overwhelmed
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by all these like constant changes.
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So I think that's the point of why
we created Call to Action, call
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to action, the
241
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the show to like kind of help share
this information, give insights,
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make it a little bit easier
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to take some action on something where
you don't feel like it to boil the ocean.
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But we still think this is important
because it's been two years
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and I think some people may feel behind,
but in reality or not,
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00:12:26,679 --> 00:12:29,749
I think we still don't know
all the things we need to know.
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00:12:29,749 --> 00:12:33,085
Like we're not coming on here and saying
that we're like experts in generative AI.
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But what we are doing is having opinion,
learning, understanding,
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trying to be transparent about the ways
250
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that this is having an impact,
how what trends we're seeing.
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And I think that's really important
for marketers
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and for everyone to just be like,
okay, what are you seeing?
253
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What's going on? How are you using this?
254
00:12:51,337 --> 00:12:52,271
So curious.
255
00:12:52,271 --> 00:12:56,876
I know that, you know, industry
leaders are doing all this research,
256
00:12:57,643 --> 00:12:58,944
and trying to make it more visible.
257
00:12:58,944 --> 00:13:01,380
And there was this recent report by Search
Engine Journal.
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So curious.
259
00:13:02,014 --> 00:13:04,116
Emily,
if you want to kind of talk through this
260
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because there was a little bit of a deeper
beginning, we're going to go down
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the rabbit hole like immediately
let's let's get into it.
262
00:13:10,856 --> 00:13:12,091
Yeah. Yeah.
263
00:13:12,091 --> 00:13:16,262
So kind of coming off of,
the research that you just showed Janet,
264
00:13:17,163 --> 00:13:20,866
Search Engine Journal surveyed
marketers on what they believe
265
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will be the biggest disruptors
to SEO performance in the next few years.
266
00:13:25,437 --> 00:13:31,477
And kind of, unsurprisingly, the top,
response was generative AI and search.
267
00:13:32,244 --> 00:13:35,514
Or as they are shortening it here,
268
00:13:36,081 --> 00:13:39,084
which we'll dive into a little bit
more in a minute.
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00:13:39,151 --> 00:13:43,289
That took the number one spot
followed by AI generated content.
270
00:13:43,322 --> 00:13:46,992
So, you know, it's clear like this
shows that,
271
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AI's role in search and in content
272
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marketing is really on everybody's radar.
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And it really is starting to kind of like,
reshape the way that we think about our
274
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SEO strategies and content moving forward.
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00:14:00,406 --> 00:14:01,040
So, yeah,
276
00:14:01,040 --> 00:14:04,276
we're going to dive into kind of,
you know, how marketers can start
277
00:14:04,276 --> 00:14:07,713
to approach their content strategy
strategies a little bit differently.
278
00:14:08,881 --> 00:14:11,617
And, you know, maybe
diversify your content
279
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a little bit more throughout this episode.
280
00:14:13,986 --> 00:14:14,286
But yeah,
281
00:14:14,286 --> 00:14:17,623
I just thought this was super interesting
that this was kind of predicted,
282
00:14:17,890 --> 00:14:19,425
you know, about a year ago.
283
00:14:19,425 --> 00:14:21,393
And now it's coming to the forefront
284
00:14:21,393 --> 00:14:24,396
where it actually
is really impacting performance.
285
00:14:24,430 --> 00:14:28,434
So yeah, Emily, one thing off the bat,
can you just help us like
286
00:14:28,434 --> 00:14:29,869
define our terms a little bit.
287
00:14:29,869 --> 00:14:32,938
So like you know
these top two of generative AI
288
00:14:32,938 --> 00:14:35,941
and search versus AI generated content.
289
00:14:36,175 --> 00:14:39,044
Explain to us what what's the difference
between those two.
290
00:14:39,044 --> 00:14:42,414
Yeah good call I know I feel like there's
so many acronyms used in marketing.
291
00:14:42,414 --> 00:14:45,484
So yeah, let's break it down. So yes.
292
00:14:46,485 --> 00:14:49,922
So or search generative experience
293
00:14:50,122 --> 00:14:53,125
which is referred to in this chart here.
294
00:14:53,826 --> 00:14:55,628
And the AI overview
295
00:14:55,628 --> 00:14:58,864
which you might have seen just doing
your own Google searches recently
296
00:14:59,131 --> 00:15:03,102
are basically iterations
of the same feature in Google.
297
00:15:04,069 --> 00:15:08,140
So GE or search gender
generative experience
298
00:15:08,140 --> 00:15:12,978
was sort of the first rendition,
I guess, of AI being used in search.
299
00:15:14,046 --> 00:15:16,415
And earlier on this year, like mid
300
00:15:16,415 --> 00:15:22,254
mid 2024, Google actually branded
this feature where you know, when you type
301
00:15:22,254 --> 00:15:26,926
something into Google, it'll show
you kind of like an AI generated snippet.
302
00:15:27,726 --> 00:15:31,630
They branded this feature
into being called AI overview,
303
00:15:31,630 --> 00:15:33,666
which I think personally is a much better,
304
00:15:33,666 --> 00:15:36,635
more straightforward
way to explain what it's doing.
305
00:15:37,069 --> 00:15:39,672
I was like the, yeah.
306
00:15:39,672 --> 00:15:41,407
Yeah, exactly.
307
00:15:41,407 --> 00:15:46,979
And so basically what all this means
is, Google is using AI to scan
308
00:15:46,979 --> 00:15:49,882
all of kind of
like the highest ranking articles
309
00:15:49,882 --> 00:15:53,852
and pull snippets
from those articles to compile,
310
00:15:53,852 --> 00:15:57,556
kind of like a, a summary for people
who are searching for different,
311
00:15:58,257 --> 00:16:01,327
search terms,
which kind of goes into the whole zero
312
00:16:01,327 --> 00:16:04,663
click content, which we'll touch on
a little bit later as well.
313
00:16:06,565 --> 00:16:09,601
And then,
yeah, in terms of AI generated content,
314
00:16:09,835 --> 00:16:12,871
I feel like, you know, ChatGPT is
315
00:16:12,871 --> 00:16:15,874
kind of like the first thing
that comes to mind for this one.
316
00:16:16,041 --> 00:16:21,246
It's basically content
that is generated with either fully by
317
00:16:21,246 --> 00:16:26,385
or with the help of AI,
using machine learning models,
318
00:16:27,786 --> 00:16:30,756
and to just kind of like keep it simple.
319
00:16:30,856 --> 00:16:36,095
This can mean that, you know, an AI tool
like ChatGPT can draft articles
320
00:16:36,095 --> 00:16:40,232
for you, product descriptions, summaries,
all sorts of different things.
321
00:16:41,100 --> 00:16:44,103
And, you know,
this can kind of help you get a,
322
00:16:44,269 --> 00:16:47,139
you know, an initial idea off the ground.
323
00:16:47,139 --> 00:16:51,076
But it shouldn't be used to just,
you know, completely
324
00:16:51,076 --> 00:16:52,378
write your content for you.
325
00:16:52,378 --> 00:16:55,414
It should it should
still be edited with a human touch.
326
00:16:56,015 --> 00:16:59,451
But those are kind of the main differences
between AI generated content
327
00:16:59,451 --> 00:17:02,688
and AI overviews or stream.
328
00:17:02,721 --> 00:17:05,791
But for the purpose of this presentation,
we're going to refer to it
329
00:17:05,791 --> 00:17:08,794
as AI overviews or IO.
330
00:17:08,794 --> 00:17:10,462
And we're talking about using search.
331
00:17:11,430 --> 00:17:11,797
Yeah.
332
00:17:11,797 --> 00:17:13,399
Thanks,
Anthony. That's helpful to understand.
333
00:17:13,399 --> 00:17:13,599
Yeah.
334
00:17:13,599 --> 00:17:16,468
I think that's also just like it's
helpful to hear because it's just
335
00:17:16,468 --> 00:17:19,505
everything's changed
so rapidly and quickly and
336
00:17:20,606 --> 00:17:23,475
it's all to keep up with, honestly.
337
00:17:23,475 --> 00:17:27,679
So what's fascinating, I actually so
I was doing some further research
338
00:17:27,679 --> 00:17:31,283
and I was just scrolling through LinkedIn,
of course, and I came across,
339
00:17:32,084 --> 00:17:35,454
this other, report by Kevin and Digg.
340
00:17:35,487 --> 00:17:36,388
I don't know
341
00:17:36,388 --> 00:17:40,626
your name correctly, but anyways, Kevin,
shout out to you for doing some research.
342
00:17:40,993 --> 00:17:45,764
He shared on Search Engine Journal
and I think what the main
343
00:17:47,066 --> 00:17:50,569
what we'll show and talk about next
is that with the
344
00:17:50,569 --> 00:17:55,107
AI overviews, what we're seeing
is that like people, there's less clicks.
345
00:17:55,107 --> 00:17:58,811
Going to a website
page is really like when you like
346
00:17:59,344 --> 00:18:02,548
when you see an AI overview,
it's pretty much giving you the answer.
347
00:18:02,548 --> 00:18:03,782
And like that's kind of the point,
348
00:18:03,782 --> 00:18:06,852
making it so easy for someone to like,
they're searching in Google
349
00:18:07,352 --> 00:18:10,355
pretty much like asking the question
and they get the answer right away.
350
00:18:10,556 --> 00:18:12,424
And then if they wanted to click through,
they could.
351
00:18:12,424 --> 00:18:15,427
But what's happening
and a lot of the conversation in
352
00:18:15,427 --> 00:18:18,530
the industry has been like,
you're not going to see that.
353
00:18:18,697 --> 00:18:21,600
You're going to start to see like drops
in traffic to your
354
00:18:21,600 --> 00:18:24,603
to your own website
and even like other channels.
355
00:18:24,603 --> 00:18:27,773
So however, in this research,
356
00:18:28,273 --> 00:18:32,144
that they did, the top domains that like,
357
00:18:32,144 --> 00:18:36,982
I always pull from were so this is,
this is what I'm talking about.
358
00:18:36,982 --> 00:18:40,385
This is the
the large analysis of AI overviews.
359
00:18:40,652 --> 00:18:43,489
It was like 44GB of data, which is insane
360
00:18:43,489 --> 00:18:46,492
to actually company called server
to like pull all this together.
361
00:18:46,558 --> 00:18:47,793
A little bit difficult to see.
362
00:18:47,793 --> 00:18:52,531
But the first these like kind of spikes
here in the beginning of the chart of,
363
00:18:53,132 --> 00:18:56,135
the top cited domains in
364
00:18:56,135 --> 00:18:59,138
AI or use was YouTube
365
00:18:59,705 --> 00:19:03,308
and LinkedIn, which is fascinating,
and then followed by
366
00:19:03,308 --> 00:19:09,281
like a handful of health and like
medical sites Facebooks on here, Amazon.
367
00:19:09,815 --> 00:19:11,650
Wikipedia is also in here.
368
00:19:11,650 --> 00:19:14,686
So when I saw this,
I was like interesting.
369
00:19:14,686 --> 00:19:18,223
This is like very
I put this on LinkedIn as well.
370
00:19:18,223 --> 00:19:21,994
And I'm very fascinated by this
because if anything, I think
371
00:19:21,994 --> 00:19:26,665
it's very much showing that if you're
going to invest in marketing channels,
372
00:19:26,965 --> 00:19:29,768
then like in 2025, especially
373
00:19:29,768 --> 00:19:32,771
like YouTube and LinkedIn, better
be at the top of the list,
374
00:19:32,971 --> 00:19:36,575
because that's where that's like
the content that's being like cited.
375
00:19:37,109 --> 00:19:41,346
This is like another kind of like look at,
another look at kind of the data here.
376
00:19:41,346 --> 00:19:44,349
So as I mentioned,
like YouTube, Wikipedia,
377
00:19:44,516 --> 00:19:47,085
YouTube again, LinkedIn, Google.
378
00:19:47,085 --> 00:19:50,822
what this is telling us is like
it's being cited, but it's not necessarily
379
00:19:50,822 --> 00:19:54,860
like a guarantee that someone's
going to like click through.
380
00:19:55,160 --> 00:19:56,295
I think also what we're seeing
381
00:19:56,295 --> 00:20:00,032
is like it's getting harder and harder
for your content to rank organically
382
00:20:00,032 --> 00:20:03,635
to show up in these AI overviews,
like there's a good amount of competition.
383
00:20:04,136 --> 00:20:05,370
But the signals are still there
384
00:20:05,370 --> 00:20:07,706
that if you're creating content
in the right websites and channels
385
00:20:07,706 --> 00:20:11,210
and you have more of an opportunity
to, you know, be
386
00:20:11,977 --> 00:20:15,080
at that in AI or V or be cited.
387
00:20:15,180 --> 00:20:17,950
So, let's
I think we should let's like unpack this
388
00:20:17,950 --> 00:20:19,017
a little bit more talking normally
389
00:20:19,017 --> 00:20:22,521
because there's a lot here I don't
I think we're all trying to figure out
390
00:20:22,521 --> 00:20:24,456
like what
exactly this means, how you go. But,
391
00:20:25,490 --> 00:20:26,558
Chris,
392
00:20:26,558 --> 00:20:29,561
just to kind of get your take on this
a little bit further.
393
00:20:29,962 --> 00:20:31,029
Yeah. For sure.
394
00:20:31,029 --> 00:20:35,500
I feel like maybe let's take a look
at a search query and actually.
395
00:20:35,601 --> 00:20:37,903
Right, we're talking AI overuse
and everyone's like, I've.
396
00:20:37,903 --> 00:20:40,906
Yeah, not everyone knows what
we're actually talking about.
397
00:20:40,939 --> 00:20:42,140
Totally. Yeah.
398
00:20:42,140 --> 00:20:46,511
So yeah, I feel like taking a look
at an actual search query and showing,
399
00:20:46,812 --> 00:20:49,815
you know, the two different ways
that audience groups might,
400
00:20:49,848 --> 00:20:54,019
you know, engage with an AI overview
versus click into your site might help
401
00:20:54,019 --> 00:20:59,191
paint, you know, a clearer picture of what
might be impacting your site traffic.
402
00:20:59,558 --> 00:21:04,029
So if we're looking at this example,
what is CRM
403
00:21:04,029 --> 00:21:07,366
and kind of analyze it
from two different perspectives.
404
00:21:08,000 --> 00:21:12,237
And like I was saying how your audience
might be interacting with AI overviews.
405
00:21:13,272 --> 00:21:15,507
So you can see like what is the IEM?
406
00:21:15,507 --> 00:21:17,809
That's a pretty broad search term, right?
407
00:21:17,809 --> 00:21:22,447
So this you know, the AI overview
that you see here says purpose.
408
00:21:22,447 --> 00:21:26,885
How it works, benefits, features, this
AI overview.
409
00:21:26,918 --> 00:21:30,756
You know, for someone who
maybe they're a cloud security developer
410
00:21:31,023 --> 00:21:36,028
who's just trying to understand the basics
of what SIM is, what it even stands
411
00:21:36,028 --> 00:21:39,665
for, just get like a basic definition
about what it is.
412
00:21:40,065 --> 00:21:41,433
This might be enough.
413
00:21:41,433 --> 00:21:45,971
Like this AI overview might serve,
you know, the purpose of their search,
414
00:21:45,971 --> 00:21:50,108
and maybe they don't need to click
into one of these, you know, articles
415
00:21:50,108 --> 00:21:52,177
like listed on the right here.
416
00:21:52,177 --> 00:21:55,380
And this is kind of the reality
that we're living in now is,
417
00:21:56,615 --> 00:21:59,451
you know, marketers will lose traffic
to their websites
418
00:21:59,451 --> 00:22:05,057
for these simple search terms,
that maybe in the past would be big,
419
00:22:06,124 --> 00:22:07,326
you know, reasons why they
420
00:22:07,326 --> 00:22:10,762
were getting a lot of organic search
traffic to their websites.
421
00:22:11,963 --> 00:22:15,200
But I think another way to think about it
is, let's say
422
00:22:15,200 --> 00:22:20,038
you take someone in a similar role or
the same role, a cloud security developer
423
00:22:20,172 --> 00:22:23,809
who maybe just started a job
at a cloud security company.
424
00:22:24,009 --> 00:22:27,913
So something like CRM
would be pretty important for them
425
00:22:27,913 --> 00:22:31,516
to have a more in-depth
understanding of and
426
00:22:32,317 --> 00:22:35,587
correct me if I'm wrong,
but I feel like this AI overview doesn't
427
00:22:35,921 --> 00:22:40,692
necessarily provide
a super in-depth, complex answer to where
428
00:22:40,992 --> 00:22:45,297
if you're really needing to like, get
into the nitty gritty details about SIM,
429
00:22:45,597 --> 00:22:50,402
I still feel like they would need to click
into one of these articles to to do like
430
00:22:50,435 --> 00:22:53,705
additional research and really become
an expert on that subject.
431
00:22:54,272 --> 00:22:59,378
So you can kind of see like depending
on the level of knowledge and like
432
00:22:59,378 --> 00:23:03,515
how in-depth, you know, your audience
needs to go on, a certain subject
433
00:23:03,715 --> 00:23:06,718
might dictate whether or not you get
434
00:23:06,752 --> 00:23:09,254
their traffic to your website.
435
00:23:09,254 --> 00:23:09,454
Yeah.
436
00:23:09,454 --> 00:23:14,292
So yeah, it is kind of, you know, a harsh
reality of of how AI is impacting search.
437
00:23:14,960 --> 00:23:17,929
But we are going to go into,
you know, in a little while
438
00:23:17,929 --> 00:23:22,234
how you can kind of reshape parts
of your content strategy, strategy
439
00:23:22,234 --> 00:23:26,671
to make sure that you can still, you know,
get get that organic search traffic
440
00:23:26,905 --> 00:23:30,442
and also ways that, you know,
you can use other channels to,
441
00:23:30,575 --> 00:23:34,312
you know, boost your brand awareness
and get that thought leadership
442
00:23:34,312 --> 00:23:37,649
and all of the things
that you might have been hoping for that,
443
00:23:37,649 --> 00:23:40,886
you know, organic
search on Google will be doing. So.
444
00:23:41,520 --> 00:23:44,289
Yeah.
So your take on this, Tucker, is yeah.
445
00:23:44,289 --> 00:23:46,658
You're
you're not wrong at all, Emily. No need.
446
00:23:49,094 --> 00:23:50,095
Well, and I love what you said.
447
00:23:50,095 --> 00:23:51,296
Emily, come at us.
448
00:23:51,296 --> 00:23:53,131
Come in
449
00:23:53,131 --> 00:23:55,567
the YouTube two perspectives that I love,
450
00:23:55,567 --> 00:23:56,535
the simple version
451
00:23:56,535 --> 00:24:00,238
where someone's going to look at this
to literally know what is CPM
452
00:24:00,272 --> 00:24:02,774
and what does it stand for, a cloud
infrastructure entitlement management.
453
00:24:02,774 --> 00:24:03,575
Great.
454
00:24:03,575 --> 00:24:08,013
But a lot of people we work in B2B,
these topics are complex.
455
00:24:08,013 --> 00:24:10,081
A lot of people are going to want to dig
in deeper.
456
00:24:10,081 --> 00:24:11,917
You're not going to get examples.
457
00:24:11,917 --> 00:24:15,153
You're not going to get diagrams,
you're not going to get like
458
00:24:15,153 --> 00:24:18,690
and explain it to me
like I'm five kind of thing here.
459
00:24:18,690 --> 00:24:22,127
So I feel like this is like almost
explaining to me like I'm five versus
460
00:24:23,395 --> 00:24:24,463
five, one of that.
461
00:24:24,463 --> 00:24:27,766
But then it's like,
but that's only going to take you so far.
462
00:24:27,933 --> 00:24:28,233
Yeah.
463
00:24:28,233 --> 00:24:28,800
You're not going to get
464
00:24:28,800 --> 00:24:32,170
a lot of context for me
when I dive into these kind of terms,
465
00:24:32,170 --> 00:24:34,606
which is almost every day,
I need to be like,
466
00:24:34,606 --> 00:24:36,374
show me example, show me more, you know?
467
00:24:36,374 --> 00:24:40,645
So I think there's still going to be
a lot of people who do need to click into
468
00:24:40,946 --> 00:24:44,816
to topics like this, but I think you've
acknowledged a really important reality,
469
00:24:44,816 --> 00:24:47,819
Emily, is that for the very simple answer,
simple queries,
470
00:24:48,053 --> 00:24:51,022
people are just going to get it from
the I o and not click and
471
00:24:52,157 --> 00:24:53,358
but I think
472
00:24:53,358 --> 00:24:57,195
the the other half of that is,
to borrow a phrase that you said, Emily,
473
00:24:57,195 --> 00:25:01,366
before the call, the
IO can be a great gateway for the people
474
00:25:01,366 --> 00:25:05,237
who want to do deeper research,
who really do want to discover
475
00:25:05,237 --> 00:25:07,739
and get a full
understanding of these topics.
476
00:25:07,739 --> 00:25:10,609
So what I think this
this means what this portends
477
00:25:10,609 --> 00:25:14,079
for marketers
is for them to start asking themselves,
478
00:25:14,446 --> 00:25:19,184
what are those complex
topics related to my product or related to
479
00:25:19,184 --> 00:25:22,787
my services, that buyers are going
to actually click in on?
480
00:25:22,821 --> 00:25:24,422
I'm not going to get traffic for that
481
00:25:24,422 --> 00:25:27,592
simple search query anymore,
but what are those more complex,
482
00:25:27,592 --> 00:25:31,997
richer topics that I want to make sure I'm
creating content for so that, you know,
483
00:25:31,997 --> 00:25:35,767
I can still get traffic
and I can show up in these aios.
484
00:25:35,767 --> 00:25:38,770
So, that we're still having a presence
there.
485
00:25:39,004 --> 00:25:42,307
I think that inform your content strategy
is is really critical.
486
00:25:42,908 --> 00:25:43,575
Yeah.
487
00:25:43,575 --> 00:25:46,044
And I feel like that should be the goal,
no matter what.
488
00:25:46,044 --> 00:25:49,614
Right, is to be creating really in-depth
489
00:25:49,814 --> 00:25:53,652
informational content
that really, you know, serves like maybe
490
00:25:53,652 --> 00:25:58,223
it's a niche purpose, but it really helps
answer your audience's questions.
491
00:25:58,223 --> 00:26:00,759
I feel like that to kind of
be like the baseline,
492
00:26:00,759 --> 00:26:02,994
no matter what
when you're creating content.
493
00:26:02,994 --> 00:26:05,964
So that one trend has
that hasn't changed over the years.
494
00:26:05,964 --> 00:26:07,032
Like this is what I want to change.
495
00:26:07,032 --> 00:26:10,869
But also one thing that hasn't changed
and shouldn't change, right?
496
00:26:10,902 --> 00:26:11,870
Yeah, totally.
497
00:26:11,870 --> 00:26:15,707
And I feel like, you know,
when you're thinking about an AI overview,
498
00:26:15,707 --> 00:26:19,444
you can kind of think of it
the same way you might approach
499
00:26:19,444 --> 00:26:20,645
like a featured snippet.
500
00:26:21,947 --> 00:26:22,280
Because if you
501
00:26:22,280 --> 00:26:26,384
think about it, a featured snippet,
which is, you know, Google before
502
00:26:26,384 --> 00:26:31,456
I just pulling a snippet out
from probably the top ranking article
503
00:26:31,556 --> 00:26:34,559
and just showing it up
front in the search,
504
00:26:35,060 --> 00:26:39,731
you can kind of use a similar mindset here
where if Google is choosing a snippet
505
00:26:39,731 --> 00:26:43,101
from your article to feature in the
AI overview,
506
00:26:43,635 --> 00:26:47,872
while you know, yes, it might,
and it probably will likely result
507
00:26:47,872 --> 00:26:51,810
in fewer visits to your website,
it means you're doing your job.
508
00:26:51,943 --> 00:26:56,081
You know, at the end of the day
like that, it's showing that your content
509
00:26:56,081 --> 00:26:59,718
is being recognized
as the most helpful, the most impactful.
510
00:27:00,685 --> 00:27:05,256
And so that at the end of the day,
shows that, you know, you are connecting
511
00:27:05,256 --> 00:27:07,092
with your audience
in the ways that you should be
512
00:27:07,092 --> 00:27:10,261
and answering their questions
and solving their needs.
513
00:27:10,261 --> 00:27:13,398
So it's kind of,
you know, it's a balancing act.
514
00:27:13,898 --> 00:27:16,368
You take the good with the
bad or the negative.
515
00:27:16,368 --> 00:27:16,835
Yeah,
516
00:27:18,036 --> 00:27:18,803
interesting.
517
00:27:18,803 --> 00:27:22,374
I think my mind just keeps going back
to what I shared before is like,
518
00:27:22,974 --> 00:27:25,577
even though is your AI,
519
00:27:25,577 --> 00:27:28,580
which I agree with, you guys are like,
get to create the helpful content.
520
00:27:28,880 --> 00:27:31,149
What people are looking for
are that intent.
521
00:27:31,149 --> 00:27:35,353
But we can't ignore the fact
that it's like
522
00:27:35,420 --> 00:27:39,157
Google's is not driving as much traffic
to websites or not, or like
523
00:27:39,157 --> 00:27:43,428
they're not ranking like the mom and pops
of the world anymore, unfortunately.
524
00:27:43,428 --> 00:27:46,564
Like it's just becoming
it's still just really difficult.
525
00:27:46,564 --> 00:27:49,567
Like, I feel like even for Aimtal,
like we used to rank for like really like
526
00:27:50,068 --> 00:27:50,935
difficult keywords.
527
00:27:50,935 --> 00:27:53,071
And we see that reduction, reduction.
528
00:27:53,071 --> 00:27:55,940
But when we invest in like channels
like LinkedIn and YouTube,
529
00:27:55,940 --> 00:27:58,943
that's where we're starting to see
like a lot of performance.
530
00:27:58,977 --> 00:28:01,746
So I think what's interesting
when my show before is that, like
531
00:28:01,746 --> 00:28:04,015
there's
still there's many pieces of this puzzle
532
00:28:04,015 --> 00:28:07,152
and one is like,
where are you creating that content?
533
00:28:07,152 --> 00:28:10,021
And I think, obviously
you always want to be on your own website.
534
00:28:10,021 --> 00:28:12,323
It's like you're,
you know, it's your company's home.
535
00:28:12,323 --> 00:28:15,627
You want people to be aware of your brand,
come and explore.
536
00:28:15,627 --> 00:28:18,630
But really they're going to find you
first on other channels.
537
00:28:19,397 --> 00:28:21,733
So let's let's focus on kind of our,
538
00:28:21,733 --> 00:28:24,903
our, our top channel,
which is definitely YouTube.
539
00:28:25,203 --> 00:28:28,206
And so we've been advocating
and saying this for years.
540
00:28:28,773 --> 00:28:32,077
We've been creating like YouTube
content, video series and content
541
00:28:32,077 --> 00:28:34,345
for clients for years
and really like using that as,
542
00:28:34,345 --> 00:28:38,083
like the core of a
client's, like, SEO strategy.
543
00:28:39,284 --> 00:28:40,151
So as I shared
544
00:28:40,151 --> 00:28:43,154
earlier, YouTube is one of the top domains
that's
545
00:28:43,955 --> 00:28:47,926
being like cited in AI overviews
and just traffic overall.
546
00:28:48,860 --> 00:28:52,297
And what's actually like another kind of
like just a zoom out
547
00:28:52,297 --> 00:28:55,300
for a moment again, this,
548
00:28:56,167 --> 00:28:59,003
research study here, it's from Nielsen.
549
00:28:59,003 --> 00:29:00,705
They, shared it.
550
00:29:00,705 --> 00:29:04,976
It's actually from September 2024 or July,
and they released it in September again.
551
00:29:05,744 --> 00:29:08,680
But it's saying here, share time stamp TV
552
00:29:08,680 --> 00:29:11,683
in the US by media company is at the top.
553
00:29:12,484 --> 00:29:13,752
It's like above Walt Disney.
554
00:29:13,752 --> 00:29:16,755
It goes,
YouTube is Walt Disney, NBC, Netflix,
555
00:29:16,988 --> 00:29:19,991
Fox, Paramount, Warner Brothers, Amazon.
556
00:29:20,425 --> 00:29:22,193
AMC at the bottom. Hallmark.
557
00:29:22,193 --> 00:29:25,864
You know it's I
this is like fascinating to me because
558
00:29:26,431 --> 00:29:30,935
I think a lot of people, you know
are maybe a little cold on YouTube or not
559
00:29:31,136 --> 00:29:35,140
saying they sell very much
like for niche audiences, but very much
560
00:29:35,140 --> 00:29:38,143
I think that we're just seeing time
and time again, and it just
561
00:29:38,510 --> 00:29:42,013
every year just proves a point is like,
that's a channel to invest in.
562
00:29:42,747 --> 00:29:45,950
It is technically the second largest
search engine.
563
00:29:45,950 --> 00:29:48,153
It's YouTube is owned by Google. Right.
564
00:29:49,254 --> 00:29:50,054
So there are a lot
565
00:29:50,054 --> 00:29:53,525
of reasons why videos are essential
to our marketing strategies.
566
00:29:53,892 --> 00:29:57,262
I think one thing to
and we talk a lot about this in episode
567
00:29:57,262 --> 00:29:58,663
three of Call to Action.
568
00:29:58,663 --> 00:30:02,901
So we dive in much deeper myself,
Tucker and Dylan and our team,
569
00:30:04,102 --> 00:30:06,237
of why you should be investing
and creating video.
570
00:30:06,237 --> 00:30:08,907
I think one thing is like
video is very multifaceted.
571
00:30:08,907 --> 00:30:12,443
So you can take that content,
put it on YouTube,
572
00:30:12,443 --> 00:30:15,346
you can turn it into a blog,
article, website
573
00:30:15,346 --> 00:30:18,349
like article, turn into social content.
574
00:30:18,783 --> 00:30:22,153
But I think the main thing is that,
like video can hold someone's
575
00:30:22,153 --> 00:30:25,690
attention and increases that dwell time
on a site or other channels.
576
00:30:26,157 --> 00:30:28,693
So back over to you, Emily Tucker.
577
00:30:28,693 --> 00:30:34,265
I'm curious to hear, like why
I just rattled off like a bunch of reasons
578
00:30:34,265 --> 00:30:38,703
why YouTube is the right channel to like,
invest in and content creator.
579
00:30:38,703 --> 00:30:40,505
I think people get nervous. It is.
580
00:30:40,505 --> 00:30:44,342
It does take a lot of effort to create
video content, not gonna lie, but curious.
581
00:30:44,342 --> 00:30:48,413
Like what you to think
and how companies can start
582
00:30:48,413 --> 00:30:50,615
investing in video content
if they haven't already,
583
00:30:50,615 --> 00:30:53,384
or what they really should consider
if they already started.
584
00:30:54,719 --> 00:30:56,321
Yeah, totally.
585
00:30:56,321 --> 00:31:01,426
Well, I think to start off I the other day
I read a really interesting psychology
586
00:31:01,426 --> 00:31:06,297
report by Frontiers in Psychology
where they conducted a study
587
00:31:06,297 --> 00:31:09,367
that showed that short form video
in particular
588
00:31:09,968 --> 00:31:13,404
does a really great job
of not only engaging your audience
589
00:31:13,404 --> 00:31:17,475
but kind of inciting, like,
an emotional response from customers,
590
00:31:17,775 --> 00:31:21,646
which I feel like is really interesting,
but also it makes sense.
591
00:31:22,881 --> 00:31:25,250
And I feel like
video is a really great way to captivate
592
00:31:25,250 --> 00:31:28,253
people rather than just having them
read a blog post.
593
00:31:28,586 --> 00:31:31,789
And because of this,
you know, with the use of video,
594
00:31:31,789 --> 00:31:36,728
you can really hold people's attention
for longer, especially, you know,
595
00:31:37,128 --> 00:31:40,164
let's say
you embed a video in a blog post.
596
00:31:40,565 --> 00:31:44,936
That video might be the reason
why they it's called like dwell time,
597
00:31:44,936 --> 00:31:48,773
but the reason why
they stay on that blog post for longer,
598
00:31:48,973 --> 00:31:52,310
which can help
boost your rankings in in Google's eyes.
599
00:31:53,344 --> 00:31:54,212
So like Janet said,
600
00:31:54,212 --> 00:31:58,716
we dive into a lot of this
in, previous call to action episode,
601
00:31:58,716 --> 00:31:59,617
but we kind of figured
602
00:31:59,617 --> 00:32:03,554
it would be helpful to just like recap
why video is so, so important.
603
00:32:04,188 --> 00:32:08,126
But yeah, in addition to kind of,
you know, increasing dwell time,
604
00:32:08,126 --> 00:32:10,328
which is a pretty significant factor
605
00:32:10,328 --> 00:32:13,331
in Google's eyes
for ranking a piece of content.
606
00:32:14,065 --> 00:32:17,201
You know, marketers
have a really great opportunity to engage
607
00:32:17,201 --> 00:32:20,438
their customers in different ways
with different types of video.
608
00:32:20,438 --> 00:32:23,975
So, you know, product
demos, explainer videos,
609
00:32:25,510 --> 00:32:27,845
webinars, interviews and, like,
610
00:32:27,845 --> 00:32:30,848
there's so many opportunities
that video can provide.
611
00:32:31,983 --> 00:32:36,054
And really, with the right
kind of like SEO optimization tactics,
612
00:32:36,321 --> 00:32:41,759
you can really help boost your video
in terms of ranking on Google,
613
00:32:42,260 --> 00:32:43,661
and help get back
614
00:32:43,661 --> 00:32:47,532
maybe some of that traffic that you're
losing due to an AI overview search.
615
00:32:49,200 --> 00:32:50,635
So if you wouldn't mind pulling up
616
00:32:50,635 --> 00:32:54,138
Janet,
there's a chart by yes, by Wise Owl.
617
00:32:54,405 --> 00:32:58,009
And you can see that
the percentage of marketers who report
618
00:32:58,309 --> 00:33:02,146
video marketing
contributing to an increase in website
619
00:33:02,146 --> 00:33:06,851
traffic, has jumped from 55% in 2015
620
00:33:06,851 --> 00:33:11,489
to 86% in 2024, which is a massive jump.
621
00:33:11,823 --> 00:33:17,528
And so you can see that a lot of marketers
do, you know, kind of vouch for the fact
622
00:33:17,528 --> 00:33:21,766
that video marketing is contributing
to a rise in their website traffic.
623
00:33:21,766 --> 00:33:25,269
So when you're thinking about, you know,
what are some ways where I can kind of,
624
00:33:25,870 --> 00:33:28,873
you know, go to battle with AI overviews?
625
00:33:28,873 --> 00:33:33,678
Video is a great way to kind of maybe
like I said, get back some of that traffic
626
00:33:33,678 --> 00:33:37,615
that you might be missing
out on, due to AI overviews.
627
00:33:38,649 --> 00:33:39,684
So yeah.
628
00:33:39,684 --> 00:33:41,753
Interesting.
629
00:33:41,753 --> 00:33:42,553
Go ahead.
630
00:33:42,553 --> 00:33:46,190
Tucker, I feel like we do a lot of,
you know, video development
631
00:33:46,190 --> 00:33:49,193
for a lot of our clients.
632
00:33:49,293 --> 00:33:51,963
And part of,
you know, the tactics that we use
633
00:33:51,963 --> 00:33:56,701
is developed in developing, video chapters
to kind of like, break up the segments
634
00:33:56,701 --> 00:34:01,539
of a video and, and help out with that
SEO optimization factor.
635
00:34:01,906 --> 00:34:04,909
Would you mind kind of like
walking us through one of the,
636
00:34:05,710 --> 00:34:08,312
examples that we've done for a client?
637
00:34:08,312 --> 00:34:09,213
Absolutely. Yeah.
638
00:34:09,213 --> 00:34:11,282
And you said so many great things there.
639
00:34:11,282 --> 00:34:12,750
Like, I'll try to weave back to them.
640
00:34:12,750 --> 00:34:18,189
But I think if we think about the the goal
of this conversation and where SEO is
641
00:34:18,189 --> 00:34:21,225
headed, I want to I want to think about it
kind of in two ways.
642
00:34:21,626 --> 00:34:26,731
One is bringing video to SEO and
then the other is bringing SEO to video.
643
00:34:26,731 --> 00:34:28,232
So I want to walk through
both of the things.
644
00:34:28,232 --> 00:34:29,901
Sounds a little repetitive, redundant,
645
00:34:29,901 --> 00:34:32,103
but there's a
there's some really key differences.
646
00:34:32,103 --> 00:34:33,371
So let's talk about
647
00:34:33,371 --> 00:34:37,875
how do we bring video to SEO and touch on
some of the things you just talked about.
648
00:34:37,875 --> 00:34:41,412
So if we go back to this example
we were looking at that
649
00:34:41,412 --> 00:34:46,751
you were showing earlier, Emily,
where we're looking at what is this M
650
00:34:46,751 --> 00:34:49,754
and you already pointed out,
you talked about the AI overview
651
00:34:49,887 --> 00:34:53,825
and how short a portion of this audience
is just going to get their answer
652
00:34:53,825 --> 00:34:54,625
and move on.
653
00:34:54,625 --> 00:34:56,027
But another portion of this audience
654
00:34:56,027 --> 00:34:59,664
that wants a richer, deeper
explanation is going to click in.
655
00:34:59,964 --> 00:35:02,934
And I love that comparison
you made of these essentially
656
00:35:02,934 --> 00:35:06,304
being the kind of next new stage
of featured snippets, right?
657
00:35:06,637 --> 00:35:10,908
So people are still going to click in
to the links that are right at the top.
658
00:35:11,309 --> 00:35:12,910
Now, what's over on the right?
659
00:35:12,910 --> 00:35:15,546
The very first one is an article called
660
00:35:15,546 --> 00:35:19,250
What is Cloud
Infrastructure entitlement Management.
661
00:35:19,484 --> 00:35:21,752
So here
you can see why they need articles.
662
00:35:22,787 --> 00:35:23,721
All right.
663
00:35:23,721 --> 00:35:25,990
Exactly. So that's right at the top.
664
00:35:25,990 --> 00:35:26,791
That's an article
665
00:35:26,791 --> 00:35:29,994
from Prisma Cloud Slash Palo Auto Networks
that Inter helped craft.
666
00:35:30,261 --> 00:35:33,264
Now why is that the number one article.
667
00:35:33,297 --> 00:35:36,868
Well if were to click in there
you will see that in this article
668
00:35:37,034 --> 00:35:40,204
there is a video embedded
and this is also a video that we helped
669
00:35:40,204 --> 00:35:41,606
Prisma Cloud create.
670
00:35:41,606 --> 00:35:45,543
But this video is essentially enriching
the article
671
00:35:45,543 --> 00:35:50,081
because it's a explain it to me
like I'm five about what is cloud
672
00:35:50,081 --> 00:35:51,449
infrastructure entitlement management
673
00:35:51,449 --> 00:35:55,052
getting into the nitty gritty of what
it is, delivering really quality content.
674
00:35:55,253 --> 00:35:56,554
We know Google likes this.
675
00:35:56,554 --> 00:35:58,623
We know AI overviews like this.
676
00:35:58,623 --> 00:36:01,425
It's giving the audience
a deeper, richer experience.
677
00:36:01,425 --> 00:36:03,261
When they click into an article.
678
00:36:03,261 --> 00:36:06,998
You're not just getting text
and you're not don't like it too.
679
00:36:07,031 --> 00:36:08,900
I think that's like the other part of
it is like people.
680
00:36:08,900 --> 00:36:10,134
It's not just about the technologies.
681
00:36:10,134 --> 00:36:12,336
Like credit for the person like that.
682
00:36:12,336 --> 00:36:14,105
It's going through and they're like,
all right, I've read a lot.
683
00:36:14,105 --> 00:36:14,839
And then you hit the button, you're like,
684
00:36:14,839 --> 00:36:17,241
oh, cool,
I could watch this in five minutes. Great.
685
00:36:17,241 --> 00:36:17,975
That's a great point.
686
00:36:17,975 --> 00:36:20,344
Yeah. Google
and I like this because people like it.
687
00:36:20,344 --> 00:36:25,016
Because it is the intent of what people
are really trying to understand.
688
00:36:25,483 --> 00:36:28,920
So by by adding video
into your SEO strategy,
689
00:36:28,920 --> 00:36:32,790
by adding it into your articles, you're
essentially increasing the chances that,
690
00:36:33,324 --> 00:36:36,627
you know, on the one hand, you're going
to show up higher on these AI overviews.
691
00:36:36,794 --> 00:36:38,196
You're also just increasing the chance
692
00:36:38,196 --> 00:36:41,866
that potential buyers are going
to find your article and ultimately visit
693
00:36:41,866 --> 00:36:45,036
your website, which is the whole goal
of SEO in the first place.
694
00:36:45,036 --> 00:36:48,272
So that's why I think
really bringing video into your SEO
695
00:36:48,272 --> 00:36:51,576
strategy is going to be key
and is really key right now.
696
00:36:52,276 --> 00:36:53,711
I think the other point is like,
it doesn't
697
00:36:53,711 --> 00:36:55,146
always
just have to be like an explainer video.
698
00:36:55,146 --> 00:36:56,013
What you're saying is like
699
00:36:56,013 --> 00:37:00,284
it can be a range of videos
to product demos, how to use webinars.
700
00:37:00,284 --> 00:37:03,788
Interviews like this doesn't have to
just be one type.
701
00:37:03,788 --> 00:37:05,223
We will see all of them effective.
702
00:37:05,223 --> 00:37:07,191
So like it's really kind of like
you can figure out
703
00:37:07,191 --> 00:37:11,495
what your video works for,
your brand company like campaigns as well.
704
00:37:12,630 --> 00:37:13,464
I think is important.
705
00:37:13,464 --> 00:37:16,467
Like it's just pretty much like
just do it.
706
00:37:17,301 --> 00:37:17,535
Yeah.
707
00:37:17,535 --> 00:37:20,404
And that's one of like
the positive outcomes I think of AI.
708
00:37:20,404 --> 00:37:20,605
Right?
709
00:37:20,605 --> 00:37:24,575
Is that it's a little more sophisticated
and picking up on intent
710
00:37:24,909 --> 00:37:28,946
rather than what keywords
did you stuff at the top of the article?
711
00:37:28,946 --> 00:37:31,115
It like can pull out of a webinar
712
00:37:31,115 --> 00:37:34,986
or like write demo and say,
oh, this is really good content.
713
00:37:34,986 --> 00:37:36,454
We should surface this.
714
00:37:36,454 --> 00:37:38,589
So I think that's just what you're saying.
715
00:37:38,589 --> 00:37:38,856
Yeah.
716
00:37:38,856 --> 00:37:41,525
What you're saying is like, it's not
it doesn't always have to be.
717
00:37:41,525 --> 00:37:46,097
So on the nose of the exact short
or long tail keyword, right.
718
00:37:46,130 --> 00:37:50,201
It can be kind of or like almost like the,
like the universe around that.
719
00:37:50,201 --> 00:37:52,270
More so. Exactly.
720
00:37:52,270 --> 00:37:54,872
Now, having said that, like we talked
721
00:37:54,872 --> 00:37:57,875
about how you can apply
SEO to video item number two,
722
00:37:58,843 --> 00:38:01,279
I am going to show you a bit of more of an
on the nose example.
723
00:38:01,279 --> 00:38:04,282
But I think that is important
because when we think about, okay,
724
00:38:04,882 --> 00:38:06,651
where is SEO going?
725
00:38:06,651 --> 00:38:08,519
How do we apply SEO to video?
726
00:38:08,519 --> 00:38:10,054
This is a pretty good example of that.
727
00:38:10,054 --> 00:38:13,124
So if we Google that same question
we're just going to talk about
728
00:38:13,124 --> 00:38:15,960
cloud infrastructure,
entitlement management. That's all that.
729
00:38:15,960 --> 00:38:17,895
If you Google that
and then you look in the video
730
00:38:17,895 --> 00:38:20,898
tab of Google,
what pops up the same result.
731
00:38:21,966 --> 00:38:22,867
So why is that?
732
00:38:22,867 --> 00:38:24,602
The reason for that
is because we went ahead
733
00:38:24,602 --> 00:38:28,372
and applied
SEO best practices to this video.
734
00:38:28,806 --> 00:38:32,710
So on the one hand, that means as we're
talking about creating really rich quality
735
00:38:32,710 --> 00:38:36,547
content of course, but also there's
some really technical things that we did.
736
00:38:36,547 --> 00:38:38,683
And you mentioned this earlier, Emily, of,
737
00:38:40,084 --> 00:38:41,319
looking at chapters and
738
00:38:41,319 --> 00:38:45,423
chapter titles and using an SEO strategy
for those chapter titles.
739
00:38:45,423 --> 00:38:47,992
So you can see Google didn't
just pull up the video,
740
00:38:47,992 --> 00:38:50,995
it pulled up different key
moments in the video,
741
00:38:51,228 --> 00:38:55,299
which are actual chapter titles
that we added into this video.
742
00:38:55,299 --> 00:38:57,735
That's YouTube optimization right there.
743
00:38:57,735 --> 00:39:00,805
You know, what are solutions? Solutions?
744
00:39:00,805 --> 00:39:02,473
What are the functions of CIA?
745
00:39:02,473 --> 00:39:04,742
What are the benefits?
746
00:39:04,742 --> 00:39:09,046
And as a result, now all of that
is getting surfaced into Google.
747
00:39:09,046 --> 00:39:10,915
And as you said earlier, Janet,
748
00:39:10,915 --> 00:39:14,652
YouTube is basically the number
two biggest search engine in the world.
749
00:39:14,952 --> 00:39:19,623
So we can't just treat YouTube
and treat videos as pieces of content.
750
00:39:19,623 --> 00:39:22,993
We also have to start thinking about them
as things
751
00:39:22,993 --> 00:39:26,230
people are searching for
and approach them from a search up.
752
00:39:26,897 --> 00:39:30,334
Well, I also like this example to you
because it's like you're setting it up
753
00:39:30,334 --> 00:39:33,604
so that whichever way someone discovers
that they're finding the other.
754
00:39:33,604 --> 00:39:37,141
So if you're going to the video first,
you can then drive forward
755
00:39:37,141 --> 00:39:39,577
into the article,
into the website, or vice versa.
756
00:39:39,577 --> 00:39:43,848
If you find the video first you tune in
or you find sorry, find the article first
757
00:39:44,148 --> 00:39:45,216
and then you see the video.
758
00:39:45,216 --> 00:39:47,118
So it's like very much connecting them
759
00:39:47,118 --> 00:39:50,921
and integrating all this content together
is very empowering because it also shows
760
00:39:50,921 --> 00:39:55,259
just kind of like the depth and breadth
of what your company are.
761
00:39:55,259 --> 00:39:58,262
The thought leaders in your company
know about these topics.
762
00:39:58,496 --> 00:40:00,631
Integrated approach. It works,
763
00:40:01,665 --> 00:40:02,967
I love it.
764
00:40:02,967 --> 00:40:05,936
And before we move on, Emily,
you know even more about like,
765
00:40:05,936 --> 00:40:10,474
the nitty gritty, I think of YouTube
channel optimization than I do.
766
00:40:10,474 --> 00:40:12,109
So I'd love to pass it to you
for a second.
767
00:40:12,109 --> 00:40:15,112
Can you just share a little bit more about
when we get into the weeds?
768
00:40:15,112 --> 00:40:18,916
What what are some things
people should consider, when it comes
769
00:40:18,916 --> 00:40:22,753
to, optimizing for for YouTube
and optimizing their videos for search.
770
00:40:23,354 --> 00:40:24,655
Yeah, absolutely. Yeah.
771
00:40:24,655 --> 00:40:29,126
I feel like there's a few
just kind of like basic best practices.
772
00:40:29,126 --> 00:40:29,794
You can do that.
773
00:40:29,794 --> 00:40:34,432
Don't take a ton of effort but really
help, you know, improve your videos.
774
00:40:34,565 --> 00:40:36,367
SEO rankings.
775
00:40:36,367 --> 00:40:39,770
So having an optimized
title is really important.
776
00:40:39,770 --> 00:40:43,541
So, you know, having it be about the topic
777
00:40:43,541 --> 00:40:46,544
that you're talking about,
maybe a little bit descriptive.
778
00:40:47,378 --> 00:40:51,882
If you have something like a really brand
ID series, that's that's great.
779
00:40:51,882 --> 00:40:55,352
But I would maybe, you know,
if it's titled something like a little bit
780
00:40:55,386 --> 00:40:59,356
obscure, make sure to also include
some more descriptive keywords
781
00:40:59,356 --> 00:41:00,458
in there to make sure that you're
782
00:41:00,458 --> 00:41:03,594
hitting on the actual topic
that you're talking about in the video.
783
00:41:05,229 --> 00:41:06,297
Not it, I guess.
784
00:41:06,297 --> 00:41:07,465
Insert interrupt MLA.
785
00:41:07,465 --> 00:41:10,734
But just further to that point,
because we saw this example pulled up,
786
00:41:11,068 --> 00:41:15,840
I think descriptions in those keywords
that's also getting pulled in right here.
787
00:41:15,840 --> 00:41:18,242
Like that's basically the subhead here
that we're looking at.
788
00:41:18,242 --> 00:41:20,678
Right. Exactly. Yeah. Yeah.
789
00:41:20,678 --> 00:41:23,948
So optimizing a video description
does kind of act
790
00:41:23,948 --> 00:41:26,951
as that sub header
that shows up in Google.
791
00:41:27,418 --> 00:41:29,920
And that can yeah, that can be another way
that you can
792
00:41:29,920 --> 00:41:33,157
improve
SEO is writing a thorough description.
793
00:41:33,357 --> 00:41:37,595
You know, I know that video does take
a bit of, you know, effort to develop.
794
00:41:37,595 --> 00:41:40,998
But if you can spend the extra
like ten minutes to write
795
00:41:40,998 --> 00:41:44,635
a really descriptive description,
that can really go a long way.
796
00:41:46,003 --> 00:41:48,339
So not only that, but tags.
797
00:41:48,339 --> 00:41:51,842
Tags are another way that you can add
in some quick keywords that,
798
00:41:53,043 --> 00:41:54,512
allows Google and YouTube to
799
00:41:54,512 --> 00:41:57,515
understand what your video is about.
800
00:41:57,681 --> 00:42:00,551
And then I feel like the biggest one
that we've seen really make a difference
801
00:42:00,551 --> 00:42:02,386
is our transcripts.
802
00:42:02,386 --> 00:42:04,855
So actually including a transcript
803
00:42:04,855 --> 00:42:08,492
of the talking points
in the voiceovers of your video
804
00:42:08,492 --> 00:42:12,696
and including that when you upload it to
YouTube can really make a huge difference.
805
00:42:13,297 --> 00:42:16,500
Because if you think about it, you know,
if you record even
806
00:42:16,500 --> 00:42:20,037
like a 30 minute long interview,
kind of like what we're doing now,
807
00:42:20,304 --> 00:42:23,774
think about how many words we've spoken
during however long
808
00:42:23,841 --> 00:42:27,244
the 41 minutes that, you know,
the three of us have been talking.
809
00:42:27,645 --> 00:42:32,316
That is a wealth of topic information
that for Google's eyes,
810
00:42:33,183 --> 00:42:36,153
like going back
to what you were saying about intent.
811
00:42:36,153 --> 00:42:40,124
Google is getting better at understanding
the intent behind content.
812
00:42:40,491 --> 00:42:44,194
So including a transcript
with all of the amazing things that
813
00:42:44,194 --> 00:42:47,965
your speakers or whoever is talking about
can be really, really useful.
814
00:42:49,533 --> 00:42:50,935
And then other things like
815
00:42:50,935 --> 00:42:54,338
backlinks, crush, cross promotion,
like Janet was saying,
816
00:42:55,472 --> 00:42:57,441
you know, integrating your video
817
00:42:57,441 --> 00:43:00,444
marketing across
different platforms and channels.
818
00:43:01,545 --> 00:43:02,913
Yeah. And shameless plug.
819
00:43:02,913 --> 00:43:08,419
I will say Aimtal has a really great
YouTube optimized guide on our website
820
00:43:08,786 --> 00:43:11,589
that dives into all of this
in much greater detail.
821
00:43:11,589 --> 00:43:16,126
So if you are looking on, you know,
looking to really kind of like bolster
822
00:43:16,126 --> 00:43:19,897
your YouTube SEO best practices,
I definitely recommend looking at that.
823
00:43:21,732 --> 00:43:23,233
Yeah.
824
00:43:23,233 --> 00:43:25,369
Yeah, I know we could talk there too.
825
00:43:25,369 --> 00:43:26,670
I think is like
826
00:43:26,670 --> 00:43:30,441
overall we're saying is that
you want to be as visible as possible.
827
00:43:31,542 --> 00:43:35,045
And then that example
we showed for our client prison card
828
00:43:35,245 --> 00:43:38,015
is actually like a whole series.
So we just took a clip of,
829
00:43:39,049 --> 00:43:40,217
of a playlist here.
830
00:43:40,217 --> 00:43:43,754
But, this is really important as like,
not just kind of maybe doing
831
00:43:43,754 --> 00:43:48,659
like one off things, but really starting
to build around a whole series of videos,
832
00:43:49,593 --> 00:43:53,964
will help with people finding
tailoring those titles that right audience
833
00:43:53,964 --> 00:43:57,401
targeting that audience, giving them
what they what they're like looking for
834
00:43:57,434 --> 00:44:01,872
in a range of kind of similar
or topic areas, but kind of going deep.
835
00:44:02,606 --> 00:44:05,142
As you can see here, there's what is this?
836
00:44:05,142 --> 00:44:08,812
But there's a range of cloud security
topics that they cover in this episode.
837
00:44:10,014 --> 00:44:11,915
I think I'll add on to that
part of it too,
838
00:44:11,915 --> 00:44:14,918
like kind of that fuller picture
as you were touching on.
839
00:44:15,352 --> 00:44:18,355
Yeah, I think just really kind of,
840
00:44:18,856 --> 00:44:20,824
hitting it home that in order
841
00:44:20,824 --> 00:44:24,395
to make sure your videos are visible
to your audience,
842
00:44:24,395 --> 00:44:28,532
you do have to kind of go
the extra step to make them SEO optimized.
843
00:44:29,667 --> 00:44:30,768
And that's kind of the goal, right?
844
00:44:30,768 --> 00:44:32,703
Is you want your content to be visible.
845
00:44:32,703 --> 00:44:37,941
So yeah, any way you can do that,
I think, really improve your performance,
846
00:44:37,941 --> 00:44:41,111
especially in kind of the age of
AI for sure.
847
00:44:41,712 --> 00:44:41,945
All right.
848
00:44:41,945 --> 00:44:45,783
So sorry to touch on
like we talked about the what the how
849
00:44:46,517 --> 00:44:50,854
but and we're touching on like here
and there like the who and I think that's
850
00:44:50,888 --> 00:44:54,425
I love stuff
and like go kind of round out of like
851
00:44:54,425 --> 00:44:57,394
who is this content for.
852
00:44:57,461 --> 00:45:01,298
You know, we really wouldn't be good
marketers if we weren't pretty much hyper
853
00:45:01,298 --> 00:45:05,369
focus on the audience that we're trying
to, like, attract, educate, entertain.
854
00:45:06,837 --> 00:45:10,140
And really, when it comes out, I think
we all see this, but it's just so true.
855
00:45:10,174 --> 00:45:13,210
Like, don't create content
just for Google.
856
00:45:13,210 --> 00:45:17,081
Like, it's just not it
hasn't been the way to do it.
857
00:45:17,081 --> 00:45:17,681
And it's not.
858
00:45:17,681 --> 00:45:20,250
I think we can always figure out
we shared some tips.
859
00:45:20,250 --> 00:45:23,887
Obviously, there are definitely ways
that you can optimize your content for SEO
860
00:45:24,321 --> 00:45:25,923
and for it to like, rank and show up.
861
00:45:25,923 --> 00:45:29,660
But at the end of the day, like it
really, truly is going to be about
862
00:45:30,127 --> 00:45:35,032
like what you create for the people,
not just the search engine.
863
00:45:35,866 --> 00:45:39,903
let's kind of I think I'm curious, like
kind of like get a little bit just kind of
864
00:45:39,903 --> 00:45:43,874
round out this episode of talking about
like the audience and like where they are.
865
00:45:43,874 --> 00:45:47,010
And kind of coming back to what I shared
is like, there are specific channels.
866
00:45:47,010 --> 00:45:48,412
And when I think of it, it's like
867
00:45:48,412 --> 00:45:52,449
we need to create the content
where that audience is consuming it.
868
00:45:52,583 --> 00:45:53,217
Right.
869
00:45:53,217 --> 00:45:55,018
So we're talking a lot about YouTube
and LinkedIn.
870
00:45:55,018 --> 00:45:58,489
If you're listening this episode, like,
I don't know if YouTube and LinkedIn
871
00:45:58,655 --> 00:46:02,993
is exactly like the right channel for you
if you're in B2B, it probably is.
872
00:46:04,161 --> 00:46:04,795
But so I
873
00:46:04,795 --> 00:46:07,798
would, let's kind of touch on this
if you want to kind of,
874
00:46:07,965 --> 00:46:12,136
take us into this part of the other
part of the jigsaw puzzle.
875
00:46:12,136 --> 00:46:12,536
Tucker.
876
00:46:12,536 --> 00:46:15,539
I've just, you know, this
877
00:46:15,739 --> 00:46:18,075
how you create the content
for your audience and,
878
00:46:18,075 --> 00:46:21,078
like,
how you kind of what that looks like with,
879
00:46:21,411 --> 00:46:24,681
kind of genealogy
and this whole zero click concept.
880
00:46:25,282 --> 00:46:27,785
Yeah. So your click right.
881
00:46:27,785 --> 00:46:31,822
And we got to give a shout out
to Amanda Natividad at Spark Toro
882
00:46:31,822 --> 00:46:35,559
who coined that phrase zero click content
I think I saw on LinkedIn the other day.
883
00:46:35,559 --> 00:46:38,796
Her in her profile
it says I said zero click content first.
884
00:46:38,796 --> 00:46:43,534
So she also started back
and I like looked at her original article.
885
00:46:43,534 --> 00:46:46,270
And it was July of 2022. So like
886
00:46:47,571 --> 00:46:49,039
rewind as I just
887
00:46:49,039 --> 00:46:52,943
said, like generally I can
I was at the public in November of 2022.
888
00:46:52,943 --> 00:46:54,711
So like they were already
seeing these trends
889
00:46:54,711 --> 00:46:58,015
before I even came out,
which is mind blowing.
890
00:46:58,515 --> 00:46:59,082
Absolutely.
891
00:46:59,082 --> 00:47:02,820
So and I want to go back
to what you shared earlier, Janet, about
892
00:47:03,387 --> 00:47:07,391
what are the top places
that these AI overviews are pulling
893
00:47:07,691 --> 00:47:11,762
from to create their own overviews,
LinkedIn and YouTube.
894
00:47:12,262 --> 00:47:14,798
So what? That tells me one right away.
895
00:47:14,798 --> 00:47:17,601
That's
where really important conversations
896
00:47:17,601 --> 00:47:20,070
are happening on those channels, right?
That's one.
897
00:47:20,070 --> 00:47:21,505
But I think number two is
898
00:47:21,505 --> 00:47:25,442
when we think about just awareness
and driving awareness for a product
899
00:47:25,442 --> 00:47:28,445
for service, there's a really big shift
in what's happening.
900
00:47:28,745 --> 00:47:33,684
Traditionally, I think people were using
channels like LinkedIn and YouTube
901
00:47:33,851 --> 00:47:37,521
as mechanisms
to drive traffic to their website,
902
00:47:37,521 --> 00:47:39,523
and they're like,
can we get people to our website?
903
00:47:39,523 --> 00:47:41,391
That's a win. That's great.
904
00:47:41,391 --> 00:47:42,359
That is nice.
905
00:47:42,359 --> 00:47:44,595
Which is like makes it obviously right.
906
00:47:44,595 --> 00:47:48,232
But right, I mean that's a that's
but right that way everyone wants.
907
00:47:48,232 --> 00:47:50,033
But it's just it's not the answer.
908
00:47:50,033 --> 00:47:51,635
It's just not how it works really anymore.
909
00:47:51,635 --> 00:47:55,939
Unfortunately if you can get it right,
it's still would be part of the strategy.
910
00:47:55,939 --> 00:47:59,443
But the reality is, as you're saying,
is that these channels like LinkedIn
911
00:47:59,443 --> 00:48:04,014
and YouTube are often
the end state of where the conversations
912
00:48:04,014 --> 00:48:08,151
in the research about your product
and about your services are happening.
913
00:48:08,452 --> 00:48:11,188
So if you're still thinking,
oh, I've always used
914
00:48:11,188 --> 00:48:14,324
these channels just to get people
to my website, as opposed to
915
00:48:14,691 --> 00:48:18,495
these are on these channels
is where I need to have this conversation.
916
00:48:19,663 --> 00:48:20,664
You got to rethink that.
917
00:48:20,664 --> 00:48:24,301
You got to find a way to Max
email's engagement on those channels
918
00:48:24,301 --> 00:48:25,636
itself as well.
919
00:48:25,636 --> 00:48:28,906
And I think that's a really key change
that we're seeing happening right now.
920
00:48:29,573 --> 00:48:29,773
Yeah.
921
00:48:29,773 --> 00:48:32,776
So this graphic
I just pulled up kind of just
922
00:48:33,110 --> 00:48:37,681
emphasizes what you're explaining, Tucker,
is that like the platforms,
923
00:48:37,681 --> 00:48:41,418
especially Google,
like they want you to stay on Google.
924
00:48:41,718 --> 00:48:44,554
They like LinkedIn wants you
like they make money
925
00:48:44,554 --> 00:48:48,025
because you stay on the platform and like,
you don't go off to like other sites.
926
00:48:48,025 --> 00:48:51,261
So they there really is no,
there's not a ton of incentive for them
927
00:48:51,261 --> 00:48:55,799
to be driving you off the feed,
really at the end of the day.
928
00:48:56,066 --> 00:48:57,267
So I think this is a really
929
00:48:57,267 --> 00:49:01,104
there's a lot in here, but it's like so
zero click content on major web platforms.
930
00:49:01,104 --> 00:49:02,272
So those of you were saying
931
00:49:02,272 --> 00:49:06,376
like there's all these platforms,
they will allow you to like use links.
932
00:49:06,743 --> 00:49:11,148
You can put links in anything and drive
people to like other places and promotion.
933
00:49:12,082 --> 00:49:15,886
But what Amanda mapped out on this
at Spark Turo is like,
934
00:49:16,119 --> 00:49:17,421
you're going to benefit from a zero
935
00:49:17,421 --> 00:49:21,391
click approach pretty much on everything
besides Pinterest and Quora,
936
00:49:21,692 --> 00:49:24,528
because those ones are
they don't like the algorithm, doesn't
937
00:49:24,528 --> 00:49:28,999
pretty much like downgrade you
your performance if you're driving people
938
00:49:29,333 --> 00:49:32,903
off of their platform,
that's like the kind of point of it.
939
00:49:33,070 --> 00:49:36,606
But like what we're talking about
Google, YouTube, LinkedIn,
940
00:49:37,207 --> 00:49:39,776
they allow, content to be
941
00:49:39,776 --> 00:49:42,946
like to go out to other places, but,
942
00:49:44,114 --> 00:49:46,183
it's going to
943
00:49:46,183 --> 00:49:49,686
it's really going to you're
not going to be not going to be as visible
944
00:49:49,686 --> 00:49:53,156
if your every single post is like driving
your own website or somewhere else.
945
00:49:53,457 --> 00:49:56,326
I mean, I see that all the time with like,
even just my own personal content.
946
00:49:56,326 --> 00:49:59,963
The ones that don't have links on LinkedIn
now are my top performing posts,
947
00:50:00,397 --> 00:50:02,632
and a lot of people are on
LinkedIn are talking about it,
948
00:50:02,632 --> 00:50:03,967
and kind of like sharing this forward
949
00:50:03,967 --> 00:50:07,337
and showing their own analytics of like
when I didn't include the,
950
00:50:08,271 --> 00:50:11,441
like a article or a link or something,
or they put it in the comments,
951
00:50:11,675 --> 00:50:13,143
but even it's actually kind of fascinating
952
00:50:13,143 --> 00:50:16,847
because even putting things
in the comments now, isn't as effective.
953
00:50:16,847 --> 00:50:20,017
So go kind of,
I guess I'm I'm not gonna lie,
954
00:50:20,017 --> 00:50:23,387
I got a little nervous about this stuff,
but it's also I think that's
955
00:50:23,387 --> 00:50:27,290
the whole point, though, is that, like,
instead of just trying to, like, do
956
00:50:27,290 --> 00:50:31,028
what has always worked, you've got to do
you got to change how you've approached it
957
00:50:31,028 --> 00:50:34,965
and you got to really optimize,
create the content for that channel.
958
00:50:34,965 --> 00:50:35,866
Specifically.
959
00:50:37,300 --> 00:50:37,734
Cool.
960
00:50:37,734 --> 00:50:42,072
So the other thing, just to like drive us
a little bit further,
961
00:50:42,539 --> 00:50:45,942
we can talk about, SEO, Google,
but I'll pull up another one that I found
962
00:50:46,276 --> 00:50:49,980
from spark to share
this one of their articles several times.
963
00:50:49,980 --> 00:50:54,284
I found this through them, but
just kind of wrap up, what we were saying
964
00:50:54,284 --> 00:50:58,688
is that like 96% of web chat webpages
get zero traffic from Google.
965
00:50:59,156 --> 00:51:00,690
That's insane. That's a lot.
966
00:51:00,690 --> 00:51:05,495
Ahrefs did this, study of 14
billion pages, which is a lot of data.
967
00:51:06,396 --> 00:51:10,901
So I think it's very
I think the point we're trying to make
968
00:51:10,901 --> 00:51:16,840
is that if you're you need to create
content for where your audience is online
969
00:51:16,840 --> 00:51:20,577
and then make that channel
specific content and really kind of play
970
00:51:20,577 --> 00:51:23,980
the game of keeping people engaged
on that channel
971
00:51:23,980 --> 00:51:26,450
instead of just trying to constantly
drive them off of it.
972
00:51:27,918 --> 00:51:28,752
So I guess I'm like kind
973
00:51:28,752 --> 00:51:31,755
of circling back,
bring us back a little bit,
974
00:51:32,956 --> 00:51:35,158
of just like how this all
975
00:51:35,158 --> 00:51:39,496
how people can kind of like, think of this
a little bit more holistically,
976
00:51:39,496 --> 00:51:44,267
like the content you're creating and what
this kind of means at the highest level.
977
00:51:44,267 --> 00:51:47,270
Like it's just one more thing
in the context of AI overviews.
978
00:51:47,671 --> 00:51:49,039
Yeah, definitely. Yeah.
979
00:51:49,039 --> 00:51:49,973
So I feel like
980
00:51:49,973 --> 00:51:54,377
since we're talking about audiences now,
I think something that marketers can do
981
00:51:54,377 --> 00:51:59,716
to ensure that they are creating content
that speaks to the audience group
982
00:51:59,716 --> 00:52:04,154
that needs that more in-depth answer
is just doing that, creating content.
983
00:52:04,154 --> 00:52:07,891
Content that does go deeper,
you know, beneath the surface,
984
00:52:09,159 --> 00:52:13,830
and will kind of encourage people
to click into those articles. So,
985
00:52:15,132 --> 00:52:16,600
you know, a quick answer from
986
00:52:16,600 --> 00:52:20,370
I won't be driving traffic,
but more complex, useful articles.
987
00:52:20,370 --> 00:52:24,608
Well,
and there's a really nice quote from Ben
988
00:52:24,608 --> 00:52:28,678
Steele, who is the managing editor
at Search Engine Journal.
989
00:52:28,678 --> 00:52:29,412
So I'm just going to,
990
00:52:29,412 --> 00:52:33,049
you know, read this quote really quickly
because I feel like it really summarizes
991
00:52:33,049 --> 00:52:36,052
and encapsulates, encapsulates
everything that we're saying.
992
00:52:36,119 --> 00:52:39,890
So Ben says drawing traffic to on site
993
00:52:39,890 --> 00:52:43,760
content through search will become
significantly more challenging.
994
00:52:44,161 --> 00:52:46,796
With generative,
AI powered search platforms,
995
00:52:46,796 --> 00:52:50,867
content can easily be produced,
and readily served.
996
00:52:51,067 --> 00:52:55,405
If I can write it and I can serve it
to users instead of a link
997
00:52:55,405 --> 00:52:58,408
kind of going back to that zero
click concept.
998
00:52:58,708 --> 00:53:03,346
Then he goes on to say, Generative
AI offers powerful efficiency tools,
999
00:53:03,346 --> 00:53:06,950
but I don't believe it's
a wholesale answer to content marketing.
1000
00:53:07,751 --> 00:53:10,387
And this is where I think
he really hits it on the nose.
1001
00:53:10,387 --> 00:53:14,457
I predict an increased demand
for verifiably human content
1002
00:53:14,558 --> 00:53:17,894
about deeper and more complex topics,
and I feel like that
1003
00:53:17,894 --> 00:53:20,897
last piece really summarizes
everything that we're saying.
1004
00:53:20,964 --> 00:53:25,268
And so in order to dive
deep into the complex topics
1005
00:53:25,268 --> 00:53:26,836
that your audience cares about,
1006
00:53:26,836 --> 00:53:28,572
you really have to understand
your audience,
1007
00:53:28,572 --> 00:53:31,408
which kind of goes back to using tools
like spark, Toro,
1008
00:53:31,408 --> 00:53:34,945
and what you were mentioning Janet, about,
you know, really understanding
1009
00:53:34,945 --> 00:53:38,782
where your audience is behaving online,
what they're talking about, what
1010
00:53:38,782 --> 00:53:39,583
they care about.
1011
00:53:41,384 --> 00:53:43,053
And, and also like analyzing your own.
1012
00:53:43,053 --> 00:53:44,120
Like, I think this is where like
1013
00:53:44,120 --> 00:53:47,490
if you don't have access,
like your CRM data or like your audience
1014
00:53:47,490 --> 00:53:50,660
and like reporting and understanding,
like how people are like engaging
1015
00:53:50,660 --> 00:53:53,563
with your own content
when they come through.
1016
00:53:53,563 --> 00:53:56,600
Like that's a huge missed opportunity
because you can just learn from your own
1017
00:53:56,967 --> 00:53:59,669
CRM and all all the activity
1018
00:53:59,669 --> 00:54:03,173
going on from these people
to try to figure out, okay, what,
1019
00:54:03,206 --> 00:54:06,476
what more, what are the gaps that we have
of information to provide to them?
1020
00:54:06,943 --> 00:54:08,311
Yeah, absolutely.
1021
00:54:08,311 --> 00:54:12,882
I feel like it just is about becoming
an expert on your audience so that you can
1022
00:54:12,882 --> 00:54:15,852
then become an expert on the topics
that they're searching for,
1023
00:54:15,885 --> 00:54:19,623
and that will naturally lead
to those more in-depth articles
1024
00:54:19,623 --> 00:54:23,994
that will result in
an expert search traffic. So,
1025
00:54:25,028 --> 00:54:25,295
yeah,
1026
00:54:25,295 --> 00:54:28,365
I feel like, you know, marketers,
there's a lot
1027
00:54:28,365 --> 00:54:31,501
that we're trying to understand
and consume as things are changing.
1028
00:54:31,501 --> 00:54:34,337
But if you really just boil it down
to one thing,
1029
00:54:34,337 --> 00:54:38,842
it is to become really,
really, really familiar with your audience
1030
00:54:39,042 --> 00:54:43,146
and go from there and really understand
what their challenges and needs are,
1031
00:54:43,313 --> 00:54:47,317
and then go really in-depth
on those things so that you can get that
1032
00:54:47,584 --> 00:54:50,720
traffic still and provide them
with the actual answers that they need.
1033
00:54:51,087 --> 00:54:53,290
and those are easy ways
to kind of like diversify.
1034
00:54:53,290 --> 00:54:56,293
Like it's not just blog content, you know,
I feel like right there
1035
00:54:56,426 --> 00:54:58,028
and then there's a point
we're trying to make too, is
1036
00:54:58,028 --> 00:55:01,164
I don't just think of it as like, oh,
I want my articles to rank.
1037
00:55:01,164 --> 00:55:04,801
It's like kind of like articles
are almost like the minimum.
1038
00:55:04,801 --> 00:55:07,771
It's like, yeah,
how can you differentiate video?
1039
00:55:07,837 --> 00:55:10,407
Right? I mean, social like LinkedIn,
LinkedIn newsletters.
1040
00:55:10,407 --> 00:55:11,474
We don't even touch on this.
1041
00:55:11,474 --> 00:55:13,009
I mean, we can do an entire episode on it.
1042
00:55:13,009 --> 00:55:16,846
I'm like so excited about
LinkedIn newsletters kind of anyways.
1043
00:55:16,846 --> 00:55:19,849
But like those are
those actually are starting to like rank
1044
00:55:19,849 --> 00:55:22,852
and search engines
and like helping with all of that
1045
00:55:22,919 --> 00:55:26,690
visibility and awareness for a brand
which is insane like and really exciting.
1046
00:55:26,690 --> 00:55:28,591
Honestly. Totally.
1047
00:55:28,591 --> 00:55:28,925
Yeah.
1048
00:55:28,925 --> 00:55:33,330
I feel like if you can diversify
where your content lives and the different
1049
00:55:33,630 --> 00:55:37,334
types of content you're producing,
you are making your brand more visible.
1050
00:55:38,768 --> 00:55:39,703
You have a higher chance of.
1051
00:55:39,703 --> 00:55:42,038
Right? So for sure.
1052
00:55:42,038 --> 00:55:42,572
Awesome.
1053
00:55:42,572 --> 00:55:45,375
Well, we covered a ton.
1054
00:55:45,375 --> 00:55:50,013
And I think we're pretty much I'm like,
we're just going to take our own advice
1055
00:55:50,013 --> 00:55:53,650
and just get deeper and deeper
into future episodes on these things.
1056
00:55:53,650 --> 00:55:55,652
But thank you, Emily, for joining us.
1057
00:55:55,652 --> 00:55:56,553
Anyways, our senior project
1058
00:55:56,553 --> 00:55:59,923
manager at Aimtal, super
excited to have you on the show.
1059
00:56:00,557 --> 00:56:04,260
So all things content marketing, SEO
and the evolution and future
1060
00:56:04,260 --> 00:56:08,264
and of course, Tiger, thank you as well
for joining be my co-host here.
1061
00:56:08,565 --> 00:56:11,401
So as we always do,
1062
00:56:11,401 --> 00:56:14,404
let's close it out with your final
1063
00:56:14,504 --> 00:56:17,574
call it call to action to the audience
based on today's topic.
1064
00:56:17,574 --> 00:56:19,409
So we'll start with you gambling.
1065
00:56:19,409 --> 00:56:22,212
What's your one call to action
to folks listening today?
1066
00:56:23,380 --> 00:56:23,713
Yeah.
1067
00:56:23,713 --> 00:56:24,147
Good question.
1068
00:56:24,147 --> 00:56:26,483
I feel
like if I had to boil it down to one,
1069
00:56:26,483 --> 00:56:32,522
it would be, you know, to expect
a decrease in your organic traffic.
1070
00:56:32,856 --> 00:56:38,027
But the way that you can kind of,
you know, that all that is or overcome
1071
00:56:38,027 --> 00:56:41,931
that is to develop content
for those audience groups
1072
00:56:41,931 --> 00:56:44,934
that require a more in-depth answer.
1073
00:56:45,535 --> 00:56:49,305
So, you know,
when you're thinking about an AI overview,
1074
00:56:49,339 --> 00:56:51,941
you can think about the content
that might serve that,
1075
00:56:51,941 --> 00:56:55,345
but you should also really be focusing
on the content that,
1076
00:56:55,779 --> 00:56:58,314
you know,
I can't just pull a quick snippet from
1077
00:56:58,314 --> 00:57:01,217
that really goes more in-depth
beneath the surface and really
1078
00:57:01,217 --> 00:57:04,220
helps your audience
in a more kind of like, complex way.
1079
00:57:04,354 --> 00:57:07,090
So that would be mind.
1080
00:57:07,090 --> 00:57:08,291
What about you tech companies?
1081
00:57:08,291 --> 00:57:10,627
Yeah, you have the top one.
1082
00:57:10,627 --> 00:57:14,164
I think we were talking a lot
about diversity, diversifying the channels
1083
00:57:14,164 --> 00:57:16,699
where you're publishing content. Right.
So I think that's key.
1084
00:57:16,699 --> 00:57:22,038
Obviously, I think investing in video
marketing is really a huge piece of that.
1085
00:57:22,038 --> 00:57:25,442
And then I would take that a step further
by saying the next video, you do
1086
00:57:26,376 --> 00:57:28,611
think about
taking an SEO approach to that,
1087
00:57:28,611 --> 00:57:31,815
and not just a great headline,
but the stuff we talked about today,
1088
00:57:31,848 --> 00:57:35,018
what kind of how are you
using an SEO strategy for your chapters?
1089
00:57:35,351 --> 00:57:36,786
How are you leveraging the transcript?
1090
00:57:36,786 --> 00:57:40,123
How are you really taking a detail
that SEO approach for your videos?
1091
00:57:40,457 --> 00:57:43,226
That would be a big CTA for me.
1092
00:57:43,226 --> 00:57:44,027
And what about you? Don't.
1093
00:57:45,962 --> 00:57:47,430
Oh, I feel like I was going off on that.
1094
00:57:47,430 --> 00:57:48,898
I changed my mind.
1095
00:57:48,898 --> 00:57:55,271
I think it would come down to creating,
like thinking of it.
1096
00:57:55,271 --> 00:57:58,107
Also,
what we were talking about before is like,
1097
00:57:58,107 --> 00:58:01,177
where are the opportunities
where someone can find that content.
1098
00:58:01,177 --> 00:58:05,715
So like, I think very much creating
that channel specific strategy and then
1099
00:58:06,549 --> 00:58:09,853
and then any way that you can like
interconnect that content.
1100
00:58:09,853 --> 00:58:12,856
So I really love the example
you provided, Tucker of like
1101
00:58:13,122 --> 00:58:15,625
you have the article
with the video embedded, but
1102
00:58:15,625 --> 00:58:18,628
also the like video
has like all the links to the articles.
1103
00:58:18,761 --> 00:58:22,732
So any channel about your audience
is actually like kind of showing up
1104
00:58:22,732 --> 00:58:24,501
and trying to find and discover
this content.
1105
00:58:24,501 --> 00:58:27,437
They're able to kind of make
that connection through to your company
1106
00:58:27,437 --> 00:58:29,472
and more information
that you're you're creating.
1107
00:58:29,472 --> 00:58:31,674
And as you explain
and you go deeper and deeper
1108
00:58:31,674 --> 00:58:33,877
so they can start to find
like the breadth and depth of that.
1109
00:58:33,877 --> 00:58:36,246
So I think thinking of things
1110
00:58:36,246 --> 00:58:39,716
when you're creating channel specific
strategy, I think that's the way to go.
1111
00:58:39,716 --> 00:58:41,150
But don't think of it too much.
1112
00:58:41,150 --> 00:58:44,988
As of a silo,
I still have that broader perspective of
1113
00:58:45,021 --> 00:58:46,689
and make that
connection across everything.
1114
00:58:48,491 --> 00:58:50,560
It it all integrated approach.
1115
00:58:50,560 --> 00:58:53,563
Yeah. Exactly. Exactly.
1116
00:58:53,763 --> 00:58:54,297
All right.
1117
00:58:54,297 --> 00:58:55,598
Well thank you Emily.
1118
00:58:55,598 --> 00:58:56,165
Thanks, Tucker.
1119
00:58:56,165 --> 00:58:58,935
And thank you all for listening.
1120
00:58:58,935 --> 00:59:01,104
So as I mentioned, we're Aimtal.
1121
00:59:01,104 --> 00:59:03,273
This is Call to action.
1122
00:59:03,273 --> 00:59:05,842
Let us know in the comments.
1123
00:59:05,842 --> 00:59:09,112
Online, wherever, whichever
channel you're consuming this content,
1124
00:59:09,879 --> 00:59:10,747
what's working for you?
1125
00:59:10,747 --> 00:59:15,485
Like, what are you seeing with, impact
of generative AI on your company,
1126
00:59:15,552 --> 00:59:19,255
your website traffic, your ranking,
anything that we're overlooking
1127
00:59:19,355 --> 00:59:20,990
that we should be kind
of taking a look at.
1128
00:59:20,990 --> 00:59:23,693
We would love to know, too.
1129
00:59:23,693 --> 00:59:26,162
And yeah, we just love to hear it
reach out to us directly.
1130
00:59:26,162 --> 00:59:27,397
So definitely subscribe.
1131
00:59:27,397 --> 00:59:30,667
We are, sharing videos consistently.
1132
00:59:31,234 --> 00:59:34,571
Always want to make sure we're kind of
on the trend or ahead of the curve.
1133
00:59:34,571 --> 00:59:37,574
So, let us know
what you want us to research.
1134
00:59:37,574 --> 00:59:40,443
If you have research,
we can break it down and analyze it.
1135
00:59:40,443 --> 00:59:42,412
So hit that. Subscribe.
1136
00:59:42,412 --> 00:59:45,748
Never miss an episode and we'll catch you
on the next episode of Call to Action.
1137
00:59:45,782 --> 00:59:46,482
Thanks, everyone.
1138
02:54:24,420 --> 02:54:25,288
To we talked
1139
02:54:25,288 --> 02:54:28,558
about paid advertising
specific to LinkedIn ads.
1140
02:54:29,192 --> 02:54:31,794
Why you should do manual bidding.
1141
02:54:31,794 --> 02:54:35,898
But also then look into ways to do
the automated creative optimizations.
1142
02:54:36,165 --> 02:54:39,869
And then third, finally
we talked about how to use automated leads
1143
02:54:39,869 --> 02:54:43,172
scoring to organize your leads
and collaborate, you know, uses
1144
02:54:43,272 --> 02:54:46,275
create a dashboard,
bring marketing sales together.
1145
02:54:46,542 --> 02:54:49,912
And how you can, personalize
those follow ups in those touchpoints.
1146
02:54:50,580 --> 02:54:52,648
So yeah, thank you for listening.
00:00:00,000 --> 00:00:04,204
if Google is choosing a snippet
from your article to feature in the
2
00:00:04,204 --> 00:00:09,709
AI overview, while you know,
yes, it might, and it probably will likely
3
00:00:09,709 --> 00:00:14,014
result in fewer visits to your website,
it means you're doing your job.
4
00:00:14,147 --> 00:00:18,284
You know, at the end of the day
like that, it's showing that your content
5
00:00:18,284 --> 00:00:21,921
is being recognized
as the most helpful, the most impactful.
6
00:00:22,889 --> 00:00:27,460
And so that at the end of the day,
shows that, you know, you are connecting
7
00:00:27,460 --> 00:00:29,295
with your audience
in the ways that you should be
8
00:00:29,295 --> 00:00:32,465
and answering their questions
and solving their needs.
9
00:00:32,465 --> 00:00:35,602
So it's kind of,
you know, it's a balancing act.
10
00:00:36,102 --> 00:00:39,105
You take the good with the bad
11
00:01:09,936 --> 00:01:11,905
Hello, fellow marketers and listeners.
12
00:01:11,905 --> 00:01:14,741
Thanks for tuning in
to this episode of Call to Action.
13
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I'm Janet Mesh,
CEO of Aimtal and host of the show.
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And very excited to have us
two special guests with us today,
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my co-host Tucker and our, senior
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content manager, Emily Desrosiers of Aimtal.
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So I'll introduce them in a few moments,
but just real quick to remind you,
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what call to action is.
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So in each episode, we analyze and discuss
the latest trends in research
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in B2B marketing.
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Then we conclude every episode
with one call to action.
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That means.
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So that means you're going to get ideas
for tactics to use
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and your company's marketing.
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And Aimtal,
we are an integrated marketing agency.
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We specialize in building marketing
processes and strategies for companies.
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And then we launch their first marketing
campaigns
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and program so well,
we always like to show a little bit of
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how the sausage is made,
as I like to say, in each episode.
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So, you get a little bit of that.
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But for today's episode
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that we have lined up for you
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is all about the current and future
state of content marketing and SEO.
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Definitely a very spicy topic
in the industry in 2024.
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So we're I'm really excited
to dive into it.
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But as I mentioned, let's kick off
with some brief introductions.
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Do you want to want to kick us off?
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Want to start first? Tucker.
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Sure. Hi, everybody.
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Tucker Delaney, one growth
marketing lead at Aimtal, working
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on, high level marketing strategies
all the way down to nitty gritty campaigns
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and reporting for HubSpot, LinkedIn,
Google and everything in between.
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So happy to be here, as always with you,
Janet and Emily.
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Excited to chat with you as well.
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I'd love to pass it over to you.
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Yeah. Hi, everyone. I'm Emily.
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I'm actually a fellow New Englander,
like Janet and Tucker, but I'm now
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based Colorado.
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And yeah, as Tucker
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said,
I'm the senior content manager at Aimtal.
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I've been with the team
for a number of years now.
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And I've worked on a number of different
client
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accounts,
ranging from B2B product software to,
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the health and wellness
industry to emerging tech solutions.
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So kind of have seen, seen it all.
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And I focus on content strategy,
social media,
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basically anything to do with words
is what I like to say.
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And yeah, I'm just really excited
to be here and talk
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about content and SEO.
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Excellent. Thanks, Tiger.
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Thanks, Emily.
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Excited to chat with you both,
our fellow New Englanders.
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We'll see if our Boston accents
come on at any point in the episode.
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So as I mentioned, we're
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going to get into the weeds on how content
marketing and SEO are evolving,
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especially with chatbots, generative
AI entering the chat.
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Really kind of taking the industry
by storm over the past couple of years.
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So you'll learn and get our hot takes on
the biggest disruptors to SEO performance.
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And it's generative AI.
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Types of content
you should prioritize, especially.
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We want to talk a lot about video.
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We create a lot of video content
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and talent for our clients and manage
a lot of YouTube channels for clients.
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So, definitely want to share a little bit
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of our expertise around that
and how you can start to incorporate video
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into your marketing programs
in the next year.
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As well as definitely,
I think we will need to take and
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we'll have to talk about Tucker and Emily
of creating channel specific content.
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Especially in the age of zero
click tactics.
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And as I mentioned, we can we'll provide
a couple of examples just to contextualize
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a lot of what we're talking about
and the research, and learnings
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so that we've had and just others in
the industry are seeing as well.
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So a lot of ground to cover, but I love to
always just get a little personal,
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with our guests,
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I feel like Tucker and I were sharing
little, tidbits about ourselves.
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So why don't you kick it off?
Since you're,
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Maybe we could start with you.
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License here.
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This is your first time on the show.
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One of our special guests.
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And since all of our background.
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Fun fact, myself, Tucker, and Emily,
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we all started our careers
in marketing as copywriters.
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So my question is,
what's the weirdest or most
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random company or brand or, like, product
you've ever done?
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Maybe not weird,
but maybe something random.
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People would be surprised
that we work in B2B.
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Feel like we work.
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A lot of tech companies, but
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is there any one that jumps out to you
that you're like,
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oh yeah, that was kind of an interesting
and somewhat difficult one to write for.
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In your career as a copywriter?
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Yeah, such a fun question.
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I feel like there's so many things
I could say, but one that popped into
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my mind is I many years ago wrote
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copy for it was like a smart home feature
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where it was a built in intercom
in your home.
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So like,
you could be sitting in your living room
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and you could press a button and you could
talk to someone like a floor or two
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above you and communicate with them via
an intercom, which I guess is a thing.
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And like really big houses.
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But I had never heard of a thing.
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So yeah, I can't on my cell phones.
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I wanna use the intercom. Exactly.
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Yeah.
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So that was my first kind
of, experience writing copy for,
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like, for smart home,
which felt really random, but it was fun.
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What about yours?
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Tucker, do you have one
that comes to mind?
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Oh, that's so funny.
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I'm like, because you just jog my memory
back in the 90s, I think
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before cellphones,
we did have an intercom because we had it.
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Yeah.
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In your house, Jen and we were up, and me
and my brother's on the third floor.
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So the my back dinner, you come on.
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Oh, my gosh, maybe I'm late to the game.
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That's so funny.
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Yeah, well, we made a comment.
I feel like that was only a few years ago.
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You said I think it made a comeback
or just kind of.
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Yeah. They're back. Yeah. Wow.
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Epic.
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Well, as you both know,
I have a background
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in doing marketing for Broadway theater
before I switched to B2B.
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But that also kind of
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included Off Broadway
and sometimes off off, off off Broadway.
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So there was some very interesting
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theatrical things that I,
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did marketing for one of them was a dinner
theater show.
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I think it was.
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You went to the show,
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you got a meal, and then you also got to
watch Shakespeare, which I think
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is awesome, but I don't actually know that
I went to the show.
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But I did marketing for that.
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And I remember writing a tagline,
said, okay, you're going in a show,
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you're eating a meal, and you're getting
to watch some meaty Shakespeare.
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So my tagline was, great
theater must be consumed and
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you're pretty proud of that.
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Back in the day.
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You should be proud of that.
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Yeah. Claim to fame right there.
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What about the interesting experience?
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Yeah.
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I try to keep on.
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Here's what's on the cutting room
floor from.
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There's probably a lot of worse puns.
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Yeah.
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What about you, Janet?
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Most random, kind of company
you ever did copywriting for it?
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Okay, the definitely a good amount.
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So I worked at a couple of agencies
before starting Aimtal.
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You know, building up my career,
getting a ton of experience.
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And one of the agencies
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I worked with, there were a lot of,
like, B2C companies that we worked with.
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So, you know, business consumer,
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and the one that stands out to me
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and I was like going
in my kind of archives of my mind.
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And I was like,
oh, that's pretty hilarious.
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It was actually a Harley
Davidson store in Daytona, Florida.
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And like, I literally wrote ad
copy for, like,
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Google ads and like billboards,
like we created billboards
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with, like to get people
to, like, come to the Harley store.
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And they also did like, if, you know,
like if you ever heard of like Bike Week,
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it's like huge is like
one of the biggest events ever in Daytona.
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And so we like helped create the ads,
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like the billboards
and the promotion for our clients to get
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people to, like, come by their store
on the way to like, Bike Week.
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So that was pretty wild.
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it's pretty amazing
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when you start to, like,
really understand, like niche audiences.
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And I wouldn't even actually say
like motorcycle like groups are niche.
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They're pretty big.
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But at the same time, back then
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for me, I was like,
I didn't even know this existed.
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I'm from Boston, but it was pretty wild.
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Yeah, it's always so fun
just getting to know
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a slice of life
or an audience that you like.
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Never really had much connection for me.
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Like,
all right, let me get inside your head.
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So, yeah, we can.
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Yeah, we'll talk a little bit.
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I think that's definitely a lot of, like,
kind of SEO at the core of.
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So really just trying
to understand your audience
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and what they're, they're interested in.
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So from our days of writing home
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to Broadway to,
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biker group copywriting
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and trying to get people to be interested
in, I would say in our career,
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we definitely have seen content SEO
go through some major transformations.
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Even just in the past couple of years.
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the goal remains the same is kind of what
we're what I was just explaining,
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is like, regardless of this,
what we'll get into, people are, you know,
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you need to create content and information
that serves that specific audience.
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I think at the end of the day,
that hasn't changed.
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But as I mentioned, let's start talking
about how I really has kind of,
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you know, transformed
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just fairly short amount of time.
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I think I to put some 70 perspective
that, like Jen
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and I was like released to the public
just in November 2022.
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So at the time of this recording,
it's November 2024.
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So I'll
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just kind of share this first research
just to kind of
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give us a starting point
and then Emily and Tucker,
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so let you guys jump in
and share your perspectives,
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kind of where we've been, where
we're going.
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00:10:47,847 --> 00:10:52,818
But this here is a study
by SARS, in September 2024.
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So pretty recently conducted by Coleman
Park is research.
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And it says here is the extent
to which marketing executives
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00:11:00,426 --> 00:11:03,663
worldwide are using generative
AI for marketing activities.
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00:11:04,096 --> 00:11:05,164
And they think it looks like they did.
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This probably started
in July 2024, release in September.
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But what's very fascinating,
the top line here is that 10%
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of people are using gen
AI for marketing in
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00:11:16,642 --> 00:11:20,279
I fully implemented, so only 10% of people
that they surveyed here
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are actually like
that's pretty small, honestly.
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And then the next one is 65% are using
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gen AI for marketing,
but haven't yet fully implemented it.
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Maybe they're like started
testing experimenting.
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Like we can definitely identify with that.
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In our clients.
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And then the kind of fall the following
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two here, are not yet using it or not
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using it at all, but they intend to
in the next like year to two years.
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And that's makes up
25% of people surveyed.
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So I think this is fascinating
because you know, you always hear
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and you see online on LinkedIn everywhere
you go, it's all about AI.
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Any conference
you go to, every sessions about AI.
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And it's easy to feel really behind
and like overwhelmed
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by all these like constant changes.
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So I think that's the point of why
we created Call to Action, call
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to action, the
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the show to like kind of help share
this information, give insights,
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make it a little bit easier
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to take some action on something where
you don't feel like it to boil the ocean.
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But we still think this is important
because it's been two years
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and I think some people may feel behind,
but in reality or not,
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I think we still don't know
all the things we need to know.
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Like we're not coming on here and saying
that we're like experts in generative AI.
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But what we are doing is having opinion,
learning, understanding,
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trying to be transparent about the ways
250
00:12:39,425 --> 00:12:42,428
that this is having an impact,
how what trends we're seeing.
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00:12:43,262 --> 00:12:46,065
And I think that's really important
for marketers
252
00:12:46,065 --> 00:12:48,501
and for everyone to just be like,
okay, what are you seeing?
253
00:12:48,501 --> 00:12:50,269
What's going on? How are you using this?
254
00:12:51,337 --> 00:12:52,271
So curious.
255
00:12:52,271 --> 00:12:56,876
I know that, you know, industry
leaders are doing all this research,
256
00:12:57,643 --> 00:12:58,944
and trying to make it more visible.
257
00:12:58,944 --> 00:13:01,380
And there was this recent report by Search
Engine Journal.
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00:13:01,380 --> 00:13:02,014
So curious.
259
00:13:02,014 --> 00:13:04,116
Emily,
if you want to kind of talk through this
260
00:13:04,116 --> 00:13:07,086
because there was a little bit of a deeper
beginning, we're going to go down
261
00:13:07,419 --> 00:13:10,422
the rabbit hole like immediately
let's let's get into it.
262
00:13:10,856 --> 00:13:12,091
Yeah. Yeah.
263
00:13:12,091 --> 00:13:16,262
So kind of coming off of,
the research that you just showed Janet,
264
00:13:17,163 --> 00:13:20,866
Search Engine Journal surveyed
marketers on what they believe
265
00:13:21,100 --> 00:13:25,037
will be the biggest disruptors
to SEO performance in the next few years.
266
00:13:25,437 --> 00:13:31,477
And kind of, unsurprisingly, the top,
response was generative AI and search.
267
00:13:32,244 --> 00:13:35,514
Or as they are shortening it here,
268
00:13:36,081 --> 00:13:39,084
which we'll dive into a little bit
more in a minute.
269
00:13:39,151 --> 00:13:43,289
That took the number one spot
followed by AI generated content.
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00:13:43,322 --> 00:13:46,992
So, you know, it's clear like this
shows that,
271
00:13:47,593 --> 00:13:50,062
AI's role in search and in content
272
00:13:50,062 --> 00:13:53,065
marketing is really on everybody's radar.
273
00:13:53,465 --> 00:13:56,468
And it really is starting to kind of like,
reshape the way that we think about our
274
00:13:56,535 --> 00:13:58,804
SEO strategies and content moving forward.
275
00:14:00,406 --> 00:14:01,040
So, yeah,
276
00:14:01,040 --> 00:14:04,276
we're going to dive into kind of,
you know, how marketers can start
277
00:14:04,276 --> 00:14:07,713
to approach their content strategy
strategies a little bit differently.
278
00:14:08,881 --> 00:14:11,617
And, you know, maybe
diversify your content
279
00:14:11,617 --> 00:14:13,986
a little bit more throughout this episode.
280
00:14:13,986 --> 00:14:14,286
But yeah,
281
00:14:14,286 --> 00:14:17,623
I just thought this was super interesting
that this was kind of predicted,
282
00:14:17,890 --> 00:14:19,425
you know, about a year ago.
283
00:14:19,425 --> 00:14:21,393
And now it's coming to the forefront
284
00:14:21,393 --> 00:14:24,396
where it actually
is really impacting performance.
285
00:14:24,430 --> 00:14:28,434
So yeah, Emily, one thing off the bat,
can you just help us like
286
00:14:28,434 --> 00:14:29,869
define our terms a little bit.
287
00:14:29,869 --> 00:14:32,938
So like you know
these top two of generative AI
288
00:14:32,938 --> 00:14:35,941
and search versus AI generated content.
289
00:14:36,175 --> 00:14:39,044
Explain to us what what's the difference
between those two.
290
00:14:39,044 --> 00:14:42,414
Yeah good call I know I feel like there's
so many acronyms used in marketing.
291
00:14:42,414 --> 00:14:45,484
So yeah, let's break it down. So yes.
292
00:14:46,485 --> 00:14:49,922
So or search generative experience
293
00:14:50,122 --> 00:14:53,125
which is referred to in this chart here.
294
00:14:53,826 --> 00:14:55,628
And the AI overview
295
00:14:55,628 --> 00:14:58,864
which you might have seen just doing
your own Google searches recently
296
00:14:59,131 --> 00:15:03,102
are basically iterations
of the same feature in Google.
297
00:15:04,069 --> 00:15:08,140
So GE or search gender
generative experience
298
00:15:08,140 --> 00:15:12,978
was sort of the first rendition,
I guess, of AI being used in search.
299
00:15:14,046 --> 00:15:16,415
And earlier on this year, like mid
300
00:15:16,415 --> 00:15:22,254
mid 2024, Google actually branded
this feature where you know, when you type
301
00:15:22,254 --> 00:15:26,926
something into Google, it'll show
you kind of like an AI generated snippet.
302
00:15:27,726 --> 00:15:31,630
They branded this feature
into being called AI overview,
303
00:15:31,630 --> 00:15:33,666
which I think personally is a much better,
304
00:15:33,666 --> 00:15:36,635
more straightforward
way to explain what it's doing.
305
00:15:37,069 --> 00:15:39,672
I was like the, yeah.
306
00:15:39,672 --> 00:15:41,407
Yeah, exactly.
307
00:15:41,407 --> 00:15:46,979
And so basically what all this means
is, Google is using AI to scan
308
00:15:46,979 --> 00:15:49,882
all of kind of
like the highest ranking articles
309
00:15:49,882 --> 00:15:53,852
and pull snippets
from those articles to compile,
310
00:15:53,852 --> 00:15:57,556
kind of like a, a summary for people
who are searching for different,
311
00:15:58,257 --> 00:16:01,327
search terms,
which kind of goes into the whole zero
312
00:16:01,327 --> 00:16:04,663
click content, which we'll touch on
a little bit later as well.
313
00:16:06,565 --> 00:16:09,601
And then,
yeah, in terms of AI generated content,
314
00:16:09,835 --> 00:16:12,871
I feel like, you know, ChatGPT is
315
00:16:12,871 --> 00:16:15,874
kind of like the first thing
that comes to mind for this one.
316
00:16:16,041 --> 00:16:21,246
It's basically content
that is generated with either fully by
317
00:16:21,246 --> 00:16:26,385
or with the help of AI,
using machine learning models,
318
00:16:27,786 --> 00:16:30,756
and to just kind of like keep it simple.
319
00:16:30,856 --> 00:16:36,095
This can mean that, you know, an AI tool
like ChatGPT can draft articles
320
00:16:36,095 --> 00:16:40,232
for you, product descriptions, summaries,
all sorts of different things.
321
00:16:41,100 --> 00:16:44,103
And, you know,
this can kind of help you get a,
322
00:16:44,269 --> 00:16:47,139
you know, an initial idea off the ground.
323
00:16:47,139 --> 00:16:51,076
But it shouldn't be used to just,
you know, completely
324
00:16:51,076 --> 00:16:52,378
write your content for you.
325
00:16:52,378 --> 00:16:55,414
It should it should
still be edited with a human touch.
326
00:16:56,015 --> 00:16:59,451
But those are kind of the main differences
between AI generated content
327
00:16:59,451 --> 00:17:02,688
and AI overviews or stream.
328
00:17:02,721 --> 00:17:05,791
But for the purpose of this presentation,
we're going to refer to it
329
00:17:05,791 --> 00:17:08,794
as AI overviews or IO.
330
00:17:08,794 --> 00:17:10,462
And we're talking about using search.
331
00:17:11,430 --> 00:17:11,797
Yeah.
332
00:17:11,797 --> 00:17:13,399
Thanks,
Anthony. That's helpful to understand.
333
00:17:13,399 --> 00:17:13,599
Yeah.
334
00:17:13,599 --> 00:17:16,468
I think that's also just like it's
helpful to hear because it's just
335
00:17:16,468 --> 00:17:19,505
everything's changed
so rapidly and quickly and
336
00:17:20,606 --> 00:17:23,475
it's all to keep up with, honestly.
337
00:17:23,475 --> 00:17:27,679
So what's fascinating, I actually so
I was doing some further research
338
00:17:27,679 --> 00:17:31,283
and I was just scrolling through LinkedIn,
of course, and I came across,
339
00:17:32,084 --> 00:17:35,454
this other, report by Kevin and Digg.
340
00:17:35,487 --> 00:17:36,388
I don't know
341
00:17:36,388 --> 00:17:40,626
your name correctly, but anyways, Kevin,
shout out to you for doing some research.
342
00:17:40,993 --> 00:17:45,764
He shared on Search Engine Journal
and I think what the main
343
00:17:47,066 --> 00:17:50,569
what we'll show and talk about next
is that with the
344
00:17:50,569 --> 00:17:55,107
AI overviews, what we're seeing
is that like people, there's less clicks.
345
00:17:55,107 --> 00:17:58,811
Going to a website
page is really like when you like
346
00:17:59,344 --> 00:18:02,548
when you see an AI overview,
it's pretty much giving you the answer.
347
00:18:02,548 --> 00:18:03,782
And like that's kind of the point,
348
00:18:03,782 --> 00:18:06,852
making it so easy for someone to like,
they're searching in Google
349
00:18:07,352 --> 00:18:10,355
pretty much like asking the question
and they get the answer right away.
350
00:18:10,556 --> 00:18:12,424
And then if they wanted to click through,
they could.
351
00:18:12,424 --> 00:18:15,427
But what's happening
and a lot of the conversation in
352
00:18:15,427 --> 00:18:18,530
the industry has been like,
you're not going to see that.
353
00:18:18,697 --> 00:18:21,600
You're going to start to see like drops
in traffic to your
354
00:18:21,600 --> 00:18:24,603
to your own website
and even like other channels.
355
00:18:24,603 --> 00:18:27,773
So however, in this research,
356
00:18:28,273 --> 00:18:32,144
that they did, the top domains that like,
357
00:18:32,144 --> 00:18:36,982
I always pull from were so this is,
this is what I'm talking about.
358
00:18:36,982 --> 00:18:40,385
This is the
the large analysis of AI overviews.
359
00:18:40,652 --> 00:18:43,489
It was like 44GB of data, which is insane
360
00:18:43,489 --> 00:18:46,492
to actually company called server
to like pull all this together.
361
00:18:46,558 --> 00:18:47,793
A little bit difficult to see.
362
00:18:47,793 --> 00:18:52,531
But the first these like kind of spikes
here in the beginning of the chart of,
363
00:18:53,132 --> 00:18:56,135
the top cited domains in
364
00:18:56,135 --> 00:18:59,138
AI or use was YouTube
365
00:18:59,705 --> 00:19:03,308
and LinkedIn, which is fascinating,
and then followed by
366
00:19:03,308 --> 00:19:09,281
like a handful of health and like
medical sites Facebooks on here, Amazon.
367
00:19:09,815 --> 00:19:11,650
Wikipedia is also in here.
368
00:19:11,650 --> 00:19:14,686
So when I saw this,
I was like interesting.
369
00:19:14,686 --> 00:19:18,223
This is like very
I put this on LinkedIn as well.
370
00:19:18,223 --> 00:19:21,994
And I'm very fascinated by this
because if anything, I think
371
00:19:21,994 --> 00:19:26,665
it's very much showing that if you're
going to invest in marketing channels,
372
00:19:26,965 --> 00:19:29,768
then like in 2025, especially
373
00:19:29,768 --> 00:19:32,771
like YouTube and LinkedIn, better
be at the top of the list,
374
00:19:32,971 --> 00:19:36,575
because that's where that's like
the content that's being like cited.
375
00:19:37,109 --> 00:19:41,346
This is like another kind of like look at,
another look at kind of the data here.
376
00:19:41,346 --> 00:19:44,349
So as I mentioned,
like YouTube, Wikipedia,
377
00:19:44,516 --> 00:19:47,085
YouTube again, LinkedIn, Google.
378
00:19:47,085 --> 00:19:50,822
what this is telling us is like
it's being cited, but it's not necessarily
379
00:19:50,822 --> 00:19:54,860
like a guarantee that someone's
going to like click through.
380
00:19:55,160 --> 00:19:56,295
I think also what we're seeing
381
00:19:56,295 --> 00:20:00,032
is like it's getting harder and harder
for your content to rank organically
382
00:20:00,032 --> 00:20:03,635
to show up in these AI overviews,
like there's a good amount of competition.
383
00:20:04,136 --> 00:20:05,370
But the signals are still there
384
00:20:05,370 --> 00:20:07,706
that if you're creating content
in the right websites and channels
385
00:20:07,706 --> 00:20:11,210
and you have more of an opportunity
to, you know, be
386
00:20:11,977 --> 00:20:15,080
at that in AI or V or be cited.
387
00:20:15,180 --> 00:20:17,950
So, let's
I think we should let's like unpack this
388
00:20:17,950 --> 00:20:19,017
a little bit more talking normally
389
00:20:19,017 --> 00:20:22,521
because there's a lot here I don't
I think we're all trying to figure out
390
00:20:22,521 --> 00:20:24,456
like what
exactly this means, how you go. But,
391
00:20:25,490 --> 00:20:26,558
Chris,
392
00:20:26,558 --> 00:20:29,561
just to kind of get your take on this
a little bit further.
393
00:20:29,962 --> 00:20:31,029
Yeah. For sure.
394
00:20:31,029 --> 00:20:35,500
I feel like maybe let's take a look
at a search query and actually.
395
00:20:35,601 --> 00:20:37,903
Right, we're talking AI overuse
and everyone's like, I've.
396
00:20:37,903 --> 00:20:40,906
Yeah, not everyone knows what
we're actually talking about.
397
00:20:40,939 --> 00:20:42,140
Totally. Yeah.
398
00:20:42,140 --> 00:20:46,511
So yeah, I feel like taking a look
at an actual search query and showing,
399
00:20:46,812 --> 00:20:49,815
you know, the two different ways
that audience groups might,
400
00:20:49,848 --> 00:20:54,019
you know, engage with an AI overview
versus click into your site might help
401
00:20:54,019 --> 00:20:59,191
paint, you know, a clearer picture of what
might be impacting your site traffic.
402
00:20:59,558 --> 00:21:04,029
So if we're looking at this example,
what is CRM
403
00:21:04,029 --> 00:21:07,366
and kind of analyze it
from two different perspectives.
404
00:21:08,000 --> 00:21:12,237
And like I was saying how your audience
might be interacting with AI overviews.
405
00:21:13,272 --> 00:21:15,507
So you can see like what is the IEM?
406
00:21:15,507 --> 00:21:17,809
That's a pretty broad search term, right?
407
00:21:17,809 --> 00:21:22,447
So this you know, the AI overview
that you see here says purpose.
408
00:21:22,447 --> 00:21:26,885
How it works, benefits, features, this
AI overview.
409
00:21:26,918 --> 00:21:30,756
You know, for someone who
maybe they're a cloud security developer
410
00:21:31,023 --> 00:21:36,028
who's just trying to understand the basics
of what SIM is, what it even stands
411
00:21:36,028 --> 00:21:39,665
for, just get like a basic definition
about what it is.
412
00:21:40,065 --> 00:21:41,433
This might be enough.
413
00:21:41,433 --> 00:21:45,971
Like this AI overview might serve,
you know, the purpose of their search,
414
00:21:45,971 --> 00:21:50,108
and maybe they don't need to click
into one of these, you know, articles
415
00:21:50,108 --> 00:21:52,177
like listed on the right here.
416
00:21:52,177 --> 00:21:55,380
And this is kind of the reality
that we're living in now is,
417
00:21:56,615 --> 00:21:59,451
you know, marketers will lose traffic
to their websites
418
00:21:59,451 --> 00:22:05,057
for these simple search terms,
that maybe in the past would be big,
419
00:22:06,124 --> 00:22:07,326
you know, reasons why they
420
00:22:07,326 --> 00:22:10,762
were getting a lot of organic search
traffic to their websites.
421
00:22:11,963 --> 00:22:15,200
But I think another way to think about it
is, let's say
422
00:22:15,200 --> 00:22:20,038
you take someone in a similar role or
the same role, a cloud security developer
423
00:22:20,172 --> 00:22:23,809
who maybe just started a job
at a cloud security company.
424
00:22:24,009 --> 00:22:27,913
So something like CRM
would be pretty important for them
425
00:22:27,913 --> 00:22:31,516
to have a more in-depth
understanding of and
426
00:22:32,317 --> 00:22:35,587
correct me if I'm wrong,
but I feel like this AI overview doesn't
427
00:22:35,921 --> 00:22:40,692
necessarily provide
a super in-depth, complex answer to where
428
00:22:40,992 --> 00:22:45,297
if you're really needing to like, get
into the nitty gritty details about SIM,
429
00:22:45,597 --> 00:22:50,402
I still feel like they would need to click
into one of these articles to to do like
430
00:22:50,435 --> 00:22:53,705
additional research and really become
an expert on that subject.
431
00:22:54,272 --> 00:22:59,378
So you can kind of see like depending
on the level of knowledge and like
432
00:22:59,378 --> 00:23:03,515
how in-depth, you know, your audience
needs to go on, a certain subject
433
00:23:03,715 --> 00:23:06,718
might dictate whether or not you get
434
00:23:06,752 --> 00:23:09,254
their traffic to your website.
435
00:23:09,254 --> 00:23:09,454
Yeah.
436
00:23:09,454 --> 00:23:14,292
So yeah, it is kind of, you know, a harsh
reality of of how AI is impacting search.
437
00:23:14,960 --> 00:23:17,929
But we are going to go into,
you know, in a little while
438
00:23:17,929 --> 00:23:22,234
how you can kind of reshape parts
of your content strategy, strategy
439
00:23:22,234 --> 00:23:26,671
to make sure that you can still, you know,
get get that organic search traffic
440
00:23:26,905 --> 00:23:30,442
and also ways that, you know,
you can use other channels to,
441
00:23:30,575 --> 00:23:34,312
you know, boost your brand awareness
and get that thought leadership
442
00:23:34,312 --> 00:23:37,649
and all of the things
that you might have been hoping for that,
443
00:23:37,649 --> 00:23:40,886
you know, organic
search on Google will be doing. So.
444
00:23:41,520 --> 00:23:44,289
Yeah.
So your take on this, Tucker, is yeah.
445
00:23:44,289 --> 00:23:46,658
You're
you're not wrong at all, Emily. No need.
446
00:23:49,094 --> 00:23:50,095
Well, and I love what you said.
447
00:23:50,095 --> 00:23:51,296
Emily, come at us.
448
00:23:51,296 --> 00:23:53,131
Come in
449
00:23:53,131 --> 00:23:55,567
the YouTube two perspectives that I love,
450
00:23:55,567 --> 00:23:56,535
the simple version
451
00:23:56,535 --> 00:24:00,238
where someone's going to look at this
to literally know what is CPM
452
00:24:00,272 --> 00:24:02,774
and what does it stand for, a cloud
infrastructure entitlement management.
453
00:24:02,774 --> 00:24:03,575
Great.
454
00:24:03,575 --> 00:24:08,013
But a lot of people we work in B2B,
these topics are complex.
455
00:24:08,013 --> 00:24:10,081
A lot of people are going to want to dig
in deeper.
456
00:24:10,081 --> 00:24:11,917
You're not going to get examples.
457
00:24:11,917 --> 00:24:15,153
You're not going to get diagrams,
you're not going to get like
458
00:24:15,153 --> 00:24:18,690
and explain it to me
like I'm five kind of thing here.
459
00:24:18,690 --> 00:24:22,127
So I feel like this is like almost
explaining to me like I'm five versus
460
00:24:23,395 --> 00:24:24,463
five, one of that.
461
00:24:24,463 --> 00:24:27,766
But then it's like,
but that's only going to take you so far.
462
00:24:27,933 --> 00:24:28,233
Yeah.
463
00:24:28,233 --> 00:24:28,800
You're not going to get
464
00:24:28,800 --> 00:24:32,170
a lot of context for me
when I dive into these kind of terms,
465
00:24:32,170 --> 00:24:34,606
which is almost every day,
I need to be like,
466
00:24:34,606 --> 00:24:36,374
show me example, show me more, you know?
467
00:24:36,374 --> 00:24:40,645
So I think there's still going to be
a lot of people who do need to click into
468
00:24:40,946 --> 00:24:44,816
to topics like this, but I think you've
acknowledged a really important reality,
469
00:24:44,816 --> 00:24:47,819
Emily, is that for the very simple answer,
simple queries,
470
00:24:48,053 --> 00:24:51,022
people are just going to get it from
the I o and not click and
471
00:24:52,157 --> 00:24:53,358
but I think
472
00:24:53,358 --> 00:24:57,195
the the other half of that is,
to borrow a phrase that you said, Emily,
473
00:24:57,195 --> 00:25:01,366
before the call, the
IO can be a great gateway for the people
474
00:25:01,366 --> 00:25:05,237
who want to do deeper research,
who really do want to discover
475
00:25:05,237 --> 00:25:07,739
and get a full
understanding of these topics.
476
00:25:07,739 --> 00:25:10,609
So what I think this
this means what this portends
477
00:25:10,609 --> 00:25:14,079
for marketers
is for them to start asking themselves,
478
00:25:14,446 --> 00:25:19,184
what are those complex
topics related to my product or related to
479
00:25:19,184 --> 00:25:22,787
my services, that buyers are going
to actually click in on?
480
00:25:22,821 --> 00:25:24,422
I'm not going to get traffic for that
481
00:25:24,422 --> 00:25:27,592
simple search query anymore,
but what are those more complex,
482
00:25:27,592 --> 00:25:31,997
richer topics that I want to make sure I'm
creating content for so that, you know,
483
00:25:31,997 --> 00:25:35,767
I can still get traffic
and I can show up in these aios.
484
00:25:35,767 --> 00:25:38,770
So, that we're still having a presence
there.
485
00:25:39,004 --> 00:25:42,307
I think that inform your content strategy
is is really critical.
486
00:25:42,908 --> 00:25:43,575
Yeah.
487
00:25:43,575 --> 00:25:46,044
And I feel like that should be the goal,
no matter what.
488
00:25:46,044 --> 00:25:49,614
Right, is to be creating really in-depth
489
00:25:49,814 --> 00:25:53,652
informational content
that really, you know, serves like maybe
490
00:25:53,652 --> 00:25:58,223
it's a niche purpose, but it really helps
answer your audience's questions.
491
00:25:58,223 --> 00:26:00,759
I feel like that to kind of
be like the baseline,
492
00:26:00,759 --> 00:26:02,994
no matter what
when you're creating content.
493
00:26:02,994 --> 00:26:05,964
So that one trend has
that hasn't changed over the years.
494
00:26:05,964 --> 00:26:07,032
Like this is what I want to change.
495
00:26:07,032 --> 00:26:10,869
But also one thing that hasn't changed
and shouldn't change, right?
496
00:26:10,902 --> 00:26:11,870
Yeah, totally.
497
00:26:11,870 --> 00:26:15,707
And I feel like, you know,
when you're thinking about an AI overview,
498
00:26:15,707 --> 00:26:19,444
you can kind of think of it
the same way you might approach
499
00:26:19,444 --> 00:26:20,645
like a featured snippet.
500
00:26:21,947 --> 00:26:22,280
Because if you
501
00:26:22,280 --> 00:26:26,384
think about it, a featured snippet,
which is, you know, Google before
502
00:26:26,384 --> 00:26:31,456
I just pulling a snippet out
from probably the top ranking article
503
00:26:31,556 --> 00:26:34,559
and just showing it up
front in the search,
504
00:26:35,060 --> 00:26:39,731
you can kind of use a similar mindset here
where if Google is choosing a snippet
505
00:26:39,731 --> 00:26:43,101
from your article to feature in the
AI overview,
506
00:26:43,635 --> 00:26:47,872
while you know, yes, it might,
and it probably will likely result
507
00:26:47,872 --> 00:26:51,810
in fewer visits to your website,
it means you're doing your job.
508
00:26:51,943 --> 00:26:56,081
You know, at the end of the day
like that, it's showing that your content
509
00:26:56,081 --> 00:26:59,718
is being recognized
as the most helpful, the most impactful.
510
00:27:00,685 --> 00:27:05,256
And so that at the end of the day,
shows that, you know, you are connecting
511
00:27:05,256 --> 00:27:07,092
with your audience
in the ways that you should be
512
00:27:07,092 --> 00:27:10,261
and answering their questions
and solving their needs.
513
00:27:10,261 --> 00:27:13,398
So it's kind of,
you know, it's a balancing act.
514
00:27:13,898 --> 00:27:16,368
You take the good with the
bad or the negative.
515
00:27:16,368 --> 00:27:16,835
Yeah,
516
00:27:18,036 --> 00:27:18,803
interesting.
517
00:27:18,803 --> 00:27:22,374
I think my mind just keeps going back
to what I shared before is like,
518
00:27:22,974 --> 00:27:25,577
even though is your AI,
519
00:27:25,577 --> 00:27:28,580
which I agree with, you guys are like,
get to create the helpful content.
520
00:27:28,880 --> 00:27:31,149
What people are looking for
are that intent.
521
00:27:31,149 --> 00:27:35,353
But we can't ignore the fact
that it's like
522
00:27:35,420 --> 00:27:39,157
Google's is not driving as much traffic
to websites or not, or like
523
00:27:39,157 --> 00:27:43,428
they're not ranking like the mom and pops
of the world anymore, unfortunately.
524
00:27:43,428 --> 00:27:46,564
Like it's just becoming
it's still just really difficult.
525
00:27:46,564 --> 00:27:49,567
Like, I feel like even for Aimtal,
like we used to rank for like really like
526
00:27:50,068 --> 00:27:50,935
difficult keywords.
527
00:27:50,935 --> 00:27:53,071
And we see that reduction, reduction.
528
00:27:53,071 --> 00:27:55,940
But when we invest in like channels
like LinkedIn and YouTube,
529
00:27:55,940 --> 00:27:58,943
that's where we're starting to see
like a lot of performance.
530
00:27:58,977 --> 00:28:01,746
So I think what's interesting
when my show before is that, like
531
00:28:01,746 --> 00:28:04,015
there's
still there's many pieces of this puzzle
532
00:28:04,015 --> 00:28:07,152
and one is like,
where are you creating that content?
533
00:28:07,152 --> 00:28:10,021
And I think, obviously
you always want to be on your own website.
534
00:28:10,021 --> 00:28:12,323
It's like you're,
you know, it's your company's home.
535
00:28:12,323 --> 00:28:15,627
You want people to be aware of your brand,
come and explore.
536
00:28:15,627 --> 00:28:18,630
But really they're going to find you
first on other channels.
537
00:28:19,397 --> 00:28:21,733
So let's let's focus on kind of our,
538
00:28:21,733 --> 00:28:24,903
our, our top channel,
which is definitely YouTube.
539
00:28:25,203 --> 00:28:28,206
And so we've been advocating
and saying this for years.
540
00:28:28,773 --> 00:28:32,077
We've been creating like YouTube
content, video series and content
541
00:28:32,077 --> 00:28:34,345
for clients for years
and really like using that as,
542
00:28:34,345 --> 00:28:38,083
like the core of a
client's, like, SEO strategy.
543
00:28:39,284 --> 00:28:40,151
So as I shared
544
00:28:40,151 --> 00:28:43,154
earlier, YouTube is one of the top domains
that's
545
00:28:43,955 --> 00:28:47,926
being like cited in AI overviews
and just traffic overall.
546
00:28:48,860 --> 00:28:52,297
And what's actually like another kind of
like just a zoom out
547
00:28:52,297 --> 00:28:55,300
for a moment again, this,
548
00:28:56,167 --> 00:28:59,003
research study here, it's from Nielsen.
549
00:28:59,003 --> 00:29:00,705
They, shared it.
550
00:29:00,705 --> 00:29:04,976
It's actually from September 2024 or July,
and they released it in September again.
551
00:29:05,744 --> 00:29:08,680
But it's saying here, share time stamp TV
552
00:29:08,680 --> 00:29:11,683
in the US by media company is at the top.
553
00:29:12,484 --> 00:29:13,752
It's like above Walt Disney.
554
00:29:13,752 --> 00:29:16,755
It goes,
YouTube is Walt Disney, NBC, Netflix,
555
00:29:16,988 --> 00:29:19,991
Fox, Paramount, Warner Brothers, Amazon.
556
00:29:20,425 --> 00:29:22,193
AMC at the bottom. Hallmark.
557
00:29:22,193 --> 00:29:25,864
You know it's I
this is like fascinating to me because
558
00:29:26,431 --> 00:29:30,935
I think a lot of people, you know
are maybe a little cold on YouTube or not
559
00:29:31,136 --> 00:29:35,140
saying they sell very much
like for niche audiences, but very much
560
00:29:35,140 --> 00:29:38,143
I think that we're just seeing time
and time again, and it just
561
00:29:38,510 --> 00:29:42,013
every year just proves a point is like,
that's a channel to invest in.
562
00:29:42,747 --> 00:29:45,950
It is technically the second largest
search engine.
563
00:29:45,950 --> 00:29:48,153
It's YouTube is owned by Google. Right.
564
00:29:49,254 --> 00:29:50,054
So there are a lot
565
00:29:50,054 --> 00:29:53,525
of reasons why videos are essential
to our marketing strategies.
566
00:29:53,892 --> 00:29:57,262
I think one thing to
and we talk a lot about this in episode
567
00:29:57,262 --> 00:29:58,663
three of Call to Action.
568
00:29:58,663 --> 00:30:02,901
So we dive in much deeper myself,
Tucker and Dylan and our team,
569
00:30:04,102 --> 00:30:06,237
of why you should be investing
and creating video.
570
00:30:06,237 --> 00:30:08,907
I think one thing is like
video is very multifaceted.
571
00:30:08,907 --> 00:30:12,443
So you can take that content,
put it on YouTube,
572
00:30:12,443 --> 00:30:15,346
you can turn it into a blog,
article, website
573
00:30:15,346 --> 00:30:18,349
like article, turn into social content.
574
00:30:18,783 --> 00:30:22,153
But I think the main thing is that,
like video can hold someone's
575
00:30:22,153 --> 00:30:25,690
attention and increases that dwell time
on a site or other channels.
576
00:30:26,157 --> 00:30:28,693
So back over to you, Emily Tucker.
577
00:30:28,693 --> 00:30:34,265
I'm curious to hear, like why
I just rattled off like a bunch of reasons
578
00:30:34,265 --> 00:30:38,703
why YouTube is the right channel to like,
invest in and content creator.
579
00:30:38,703 --> 00:30:40,505
I think people get nervous. It is.
580
00:30:40,505 --> 00:30:44,342
It does take a lot of effort to create
video content, not gonna lie, but curious.
581
00:30:44,342 --> 00:30:48,413
Like what you to think
and how companies can start
582
00:30:48,413 --> 00:30:50,615
investing in video content
if they haven't already,
583
00:30:50,615 --> 00:30:53,384
or what they really should consider
if they already started.
584
00:30:54,719 --> 00:30:56,321
Yeah, totally.
585
00:30:56,321 --> 00:31:01,426
Well, I think to start off I the other day
I read a really interesting psychology
586
00:31:01,426 --> 00:31:06,297
report by Frontiers in Psychology
where they conducted a study
587
00:31:06,297 --> 00:31:09,367
that showed that short form video
in particular
588
00:31:09,968 --> 00:31:13,404
does a really great job
of not only engaging your audience
589
00:31:13,404 --> 00:31:17,475
but kind of inciting, like,
an emotional response from customers,
590
00:31:17,775 --> 00:31:21,646
which I feel like is really interesting,
but also it makes sense.
591
00:31:22,881 --> 00:31:25,250
And I feel like
video is a really great way to captivate
592
00:31:25,250 --> 00:31:28,253
people rather than just having them
read a blog post.
593
00:31:28,586 --> 00:31:31,789
And because of this,
you know, with the use of video,
594
00:31:31,789 --> 00:31:36,728
you can really hold people's attention
for longer, especially, you know,
595
00:31:37,128 --> 00:31:40,164
let's say
you embed a video in a blog post.
596
00:31:40,565 --> 00:31:44,936
That video might be the reason
why they it's called like dwell time,
597
00:31:44,936 --> 00:31:48,773
but the reason why
they stay on that blog post for longer,
598
00:31:48,973 --> 00:31:52,310
which can help
boost your rankings in in Google's eyes.
599
00:31:53,344 --> 00:31:54,212
So like Janet said,
600
00:31:54,212 --> 00:31:58,716
we dive into a lot of this
in, previous call to action episode,
601
00:31:58,716 --> 00:31:59,617
but we kind of figured
602
00:31:59,617 --> 00:32:03,554
it would be helpful to just like recap
why video is so, so important.
603
00:32:04,188 --> 00:32:08,126
But yeah, in addition to kind of,
you know, increasing dwell time,
604
00:32:08,126 --> 00:32:10,328
which is a pretty significant factor
605
00:32:10,328 --> 00:32:13,331
in Google's eyes
for ranking a piece of content.
606
00:32:14,065 --> 00:32:17,201
You know, marketers
have a really great opportunity to engage
607
00:32:17,201 --> 00:32:20,438
their customers in different ways
with different types of video.
608
00:32:20,438 --> 00:32:23,975
So, you know, product
demos, explainer videos,
609
00:32:25,510 --> 00:32:27,845
webinars, interviews and, like,
610
00:32:27,845 --> 00:32:30,848
there's so many opportunities
that video can provide.
611
00:32:31,983 --> 00:32:36,054
And really, with the right
kind of like SEO optimization tactics,
612
00:32:36,321 --> 00:32:41,759
you can really help boost your video
in terms of ranking on Google,
613
00:32:42,260 --> 00:32:43,661
and help get back
614
00:32:43,661 --> 00:32:47,532
maybe some of that traffic that you're
losing due to an AI overview search.
615
00:32:49,200 --> 00:32:50,635
So if you wouldn't mind pulling up
616
00:32:50,635 --> 00:32:54,138
Janet,
there's a chart by yes, by Wise Owl.
617
00:32:54,405 --> 00:32:58,009
And you can see that
the percentage of marketers who report
618
00:32:58,309 --> 00:33:02,146
video marketing
contributing to an increase in website
619
00:33:02,146 --> 00:33:06,851
traffic, has jumped from 55% in 2015
620
00:33:06,851 --> 00:33:11,489
to 86% in 2024, which is a massive jump.
621
00:33:11,823 --> 00:33:17,528
And so you can see that a lot of marketers
do, you know, kind of vouch for the fact
622
00:33:17,528 --> 00:33:21,766
that video marketing is contributing
to a rise in their website traffic.
623
00:33:21,766 --> 00:33:25,269
So when you're thinking about, you know,
what are some ways where I can kind of,
624
00:33:25,870 --> 00:33:28,873
you know, go to battle with AI overviews?
625
00:33:28,873 --> 00:33:33,678
Video is a great way to kind of maybe
like I said, get back some of that traffic
626
00:33:33,678 --> 00:33:37,615
that you might be missing
out on, due to AI overviews.
627
00:33:38,649 --> 00:33:39,684
So yeah.
628
00:33:39,684 --> 00:33:41,753
Interesting.
629
00:33:41,753 --> 00:33:42,553
Go ahead.
630
00:33:42,553 --> 00:33:46,190
Tucker, I feel like we do a lot of,
you know, video development
631
00:33:46,190 --> 00:33:49,193
for a lot of our clients.
632
00:33:49,293 --> 00:33:51,963
And part of,
you know, the tactics that we use
633
00:33:51,963 --> 00:33:56,701
is developed in developing, video chapters
to kind of like, break up the segments
634
00:33:56,701 --> 00:34:01,539
of a video and, and help out with that
SEO optimization factor.
635
00:34:01,906 --> 00:34:04,909
Would you mind kind of like
walking us through one of the,
636
00:34:05,710 --> 00:34:08,312
examples that we've done for a client?
637
00:34:08,312 --> 00:34:09,213
Absolutely. Yeah.
638
00:34:09,213 --> 00:34:11,282
And you said so many great things there.
639
00:34:11,282 --> 00:34:12,750
Like, I'll try to weave back to them.
640
00:34:12,750 --> 00:34:18,189
But I think if we think about the the goal
of this conversation and where SEO is
641
00:34:18,189 --> 00:34:21,225
headed, I want to I want to think about it
kind of in two ways.
642
00:34:21,626 --> 00:34:26,731
One is bringing video to SEO and
then the other is bringing SEO to video.
643
00:34:26,731 --> 00:34:28,232
So I want to walk through
both of the things.
644
00:34:28,232 --> 00:34:29,901
Sounds a little repetitive, redundant,
645
00:34:29,901 --> 00:34:32,103
but there's a
there's some really key differences.
646
00:34:32,103 --> 00:34:33,371
So let's talk about
647
00:34:33,371 --> 00:34:37,875
how do we bring video to SEO and touch on
some of the things you just talked about.
648
00:34:37,875 --> 00:34:41,412
So if we go back to this example
we were looking at that
649
00:34:41,412 --> 00:34:46,751
you were showing earlier, Emily,
where we're looking at what is this M
650
00:34:46,751 --> 00:34:49,754
and you already pointed out,
you talked about the AI overview
651
00:34:49,887 --> 00:34:53,825
and how short a portion of this audience
is just going to get their answer
652
00:34:53,825 --> 00:34:54,625
and move on.
653
00:34:54,625 --> 00:34:56,027
But another portion of this audience
654
00:34:56,027 --> 00:34:59,664
that wants a richer, deeper
explanation is going to click in.
655
00:34:59,964 --> 00:35:02,934
And I love that comparison
you made of these essentially
656
00:35:02,934 --> 00:35:06,304
being the kind of next new stage
of featured snippets, right?
657
00:35:06,637 --> 00:35:10,908
So people are still going to click in
to the links that are right at the top.
658
00:35:11,309 --> 00:35:12,910
Now, what's over on the right?
659
00:35:12,910 --> 00:35:15,546
The very first one is an article called
660
00:35:15,546 --> 00:35:19,250
What is Cloud
Infrastructure entitlement Management.
661
00:35:19,484 --> 00:35:21,752
So here
you can see why they need articles.
662
00:35:22,787 --> 00:35:23,721
All right.
663
00:35:23,721 --> 00:35:25,990
Exactly. So that's right at the top.
664
00:35:25,990 --> 00:35:26,791
That's an article
665
00:35:26,791 --> 00:35:29,994
from Prisma Cloud Slash Palo Auto Networks
that Inter helped craft.
666
00:35:30,261 --> 00:35:33,264
Now why is that the number one article.
667
00:35:33,297 --> 00:35:36,868
Well if were to click in there
you will see that in this article
668
00:35:37,034 --> 00:35:40,204
there is a video embedded
and this is also a video that we helped
669
00:35:40,204 --> 00:35:41,606
Prisma Cloud create.
670
00:35:41,606 --> 00:35:45,543
But this video is essentially enriching
the article
671
00:35:45,543 --> 00:35:50,081
because it's a explain it to me
like I'm five about what is cloud
672
00:35:50,081 --> 00:35:51,449
infrastructure entitlement management
673
00:35:51,449 --> 00:35:55,052
getting into the nitty gritty of what
it is, delivering really quality content.
674
00:35:55,253 --> 00:35:56,554
We know Google likes this.
675
00:35:56,554 --> 00:35:58,623
We know AI overviews like this.
676
00:35:58,623 --> 00:36:01,425
It's giving the audience
a deeper, richer experience.
677
00:36:01,425 --> 00:36:03,261
When they click into an article.
678
00:36:03,261 --> 00:36:06,998
You're not just getting text
and you're not don't like it too.
679
00:36:07,031 --> 00:36:08,900
I think that's like the other part of
it is like people.
680
00:36:08,900 --> 00:36:10,134
It's not just about the technologies.
681
00:36:10,134 --> 00:36:12,336
Like credit for the person like that.
682
00:36:12,336 --> 00:36:14,105
It's going through and they're like,
all right, I've read a lot.
683
00:36:14,105 --> 00:36:14,839
And then you hit the button, you're like,
684
00:36:14,839 --> 00:36:17,241
oh, cool,
I could watch this in five minutes. Great.
685
00:36:17,241 --> 00:36:17,975
That's a great point.
686
00:36:17,975 --> 00:36:20,344
Yeah. Google
and I like this because people like it.
687
00:36:20,344 --> 00:36:25,016
Because it is the intent of what people
are really trying to understand.
688
00:36:25,483 --> 00:36:28,920
So by by adding video
into your SEO strategy,
689
00:36:28,920 --> 00:36:32,790
by adding it into your articles, you're
essentially increasing the chances that,
690
00:36:33,324 --> 00:36:36,627
you know, on the one hand, you're going
to show up higher on these AI overviews.
691
00:36:36,794 --> 00:36:38,196
You're also just increasing the chance
692
00:36:38,196 --> 00:36:41,866
that potential buyers are going
to find your article and ultimately visit
693
00:36:41,866 --> 00:36:45,036
your website, which is the whole goal
of SEO in the first place.
694
00:36:45,036 --> 00:36:48,272
So that's why I think
really bringing video into your SEO
695
00:36:48,272 --> 00:36:51,576
strategy is going to be key
and is really key right now.
696
00:36:52,276 --> 00:36:53,711
I think the other point is like,
it doesn't
697
00:36:53,711 --> 00:36:55,146
always
just have to be like an explainer video.
698
00:36:55,146 --> 00:36:56,013
What you're saying is like
699
00:36:56,013 --> 00:37:00,284
it can be a range of videos
to product demos, how to use webinars.
700
00:37:00,284 --> 00:37:03,788
Interviews like this doesn't have to
just be one type.
701
00:37:03,788 --> 00:37:05,223
We will see all of them effective.
702
00:37:05,223 --> 00:37:07,191
So like it's really kind of like
you can figure out
703
00:37:07,191 --> 00:37:11,495
what your video works for,
your brand company like campaigns as well.
704
00:37:12,630 --> 00:37:13,464
I think is important.
705
00:37:13,464 --> 00:37:16,467
Like it's just pretty much like
just do it.
706
00:37:17,301 --> 00:37:17,535
Yeah.
707
00:37:17,535 --> 00:37:20,404
And that's one of like
the positive outcomes I think of AI.
708
00:37:20,404 --> 00:37:20,605
Right?
709
00:37:20,605 --> 00:37:24,575
Is that it's a little more sophisticated
and picking up on intent
710
00:37:24,909 --> 00:37:28,946
rather than what keywords
did you stuff at the top of the article?
711
00:37:28,946 --> 00:37:31,115
It like can pull out of a webinar
712
00:37:31,115 --> 00:37:34,986
or like write demo and say,
oh, this is really good content.
713
00:37:34,986 --> 00:37:36,454
We should surface this.
714
00:37:36,454 --> 00:37:38,589
So I think that's just what you're saying.
715
00:37:38,589 --> 00:37:38,856
Yeah.
716
00:37:38,856 --> 00:37:41,525
What you're saying is like, it's not
it doesn't always have to be.
717
00:37:41,525 --> 00:37:46,097
So on the nose of the exact short
or long tail keyword, right.
718
00:37:46,130 --> 00:37:50,201
It can be kind of or like almost like the,
like the universe around that.
719
00:37:50,201 --> 00:37:52,270
More so. Exactly.
720
00:37:52,270 --> 00:37:54,872
Now, having said that, like we talked
721
00:37:54,872 --> 00:37:57,875
about how you can apply
SEO to video item number two,
722
00:37:58,843 --> 00:38:01,279
I am going to show you a bit of more of an
on the nose example.
723
00:38:01,279 --> 00:38:04,282
But I think that is important
because when we think about, okay,
724
00:38:04,882 --> 00:38:06,651
where is SEO going?
725
00:38:06,651 --> 00:38:08,519
How do we apply SEO to video?
726
00:38:08,519 --> 00:38:10,054
This is a pretty good example of that.
727
00:38:10,054 --> 00:38:13,124
So if we Google that same question
we're just going to talk about
728
00:38:13,124 --> 00:38:15,960
cloud infrastructure,
entitlement management. That's all that.
729
00:38:15,960 --> 00:38:17,895
If you Google that
and then you look in the video
730
00:38:17,895 --> 00:38:20,898
tab of Google,
what pops up the same result.
731
00:38:21,966 --> 00:38:22,867
So why is that?
732
00:38:22,867 --> 00:38:24,602
The reason for that
is because we went ahead
733
00:38:24,602 --> 00:38:28,372
and applied
SEO best practices to this video.
734
00:38:28,806 --> 00:38:32,710
So on the one hand, that means as we're
talking about creating really rich quality
735
00:38:32,710 --> 00:38:36,547
content of course, but also there's
some really technical things that we did.
736
00:38:36,547 --> 00:38:38,683
And you mentioned this earlier, Emily, of,
737
00:38:40,084 --> 00:38:41,319
looking at chapters and
738
00:38:41,319 --> 00:38:45,423
chapter titles and using an SEO strategy
for those chapter titles.
739
00:38:45,423 --> 00:38:47,992
So you can see Google didn't
just pull up the video,
740
00:38:47,992 --> 00:38:50,995
it pulled up different key
moments in the video,
741
00:38:51,228 --> 00:38:55,299
which are actual chapter titles
that we added into this video.
742
00:38:55,299 --> 00:38:57,735
That's YouTube optimization right there.
743
00:38:57,735 --> 00:39:00,805
You know, what are solutions? Solutions?
744
00:39:00,805 --> 00:39:02,473
What are the functions of CIA?
745
00:39:02,473 --> 00:39:04,742
What are the benefits?
746
00:39:04,742 --> 00:39:09,046
And as a result, now all of that
is getting surfaced into Google.
747
00:39:09,046 --> 00:39:10,915
And as you said earlier, Janet,
748
00:39:10,915 --> 00:39:14,652
YouTube is basically the number
two biggest search engine in the world.
749
00:39:14,952 --> 00:39:19,623
So we can't just treat YouTube
and treat videos as pieces of content.
750
00:39:19,623 --> 00:39:22,993
We also have to start thinking about them
as things
751
00:39:22,993 --> 00:39:26,230
people are searching for
and approach them from a search up.
752
00:39:26,897 --> 00:39:30,334
Well, I also like this example to you
because it's like you're setting it up
753
00:39:30,334 --> 00:39:33,604
so that whichever way someone discovers
that they're finding the other.
754
00:39:33,604 --> 00:39:37,141
So if you're going to the video first,
you can then drive forward
755
00:39:37,141 --> 00:39:39,577
into the article,
into the website, or vice versa.
756
00:39:39,577 --> 00:39:43,848
If you find the video first you tune in
or you find sorry, find the article first
757
00:39:44,148 --> 00:39:45,216
and then you see the video.
758
00:39:45,216 --> 00:39:47,118
So it's like very much connecting them
759
00:39:47,118 --> 00:39:50,921
and integrating all this content together
is very empowering because it also shows
760
00:39:50,921 --> 00:39:55,259
just kind of like the depth and breadth
of what your company are.
761
00:39:55,259 --> 00:39:58,262
The thought leaders in your company
know about these topics.
762
00:39:58,496 --> 00:40:00,631
Integrated approach. It works,
763
00:40:01,665 --> 00:40:02,967
I love it.
764
00:40:02,967 --> 00:40:05,936
And before we move on, Emily,
you know even more about like,
765
00:40:05,936 --> 00:40:10,474
the nitty gritty, I think of YouTube
channel optimization than I do.
766
00:40:10,474 --> 00:40:12,109
So I'd love to pass it to you
for a second.
767
00:40:12,109 --> 00:40:15,112
Can you just share a little bit more about
when we get into the weeds?
768
00:40:15,112 --> 00:40:18,916
What what are some things
people should consider, when it comes
769
00:40:18,916 --> 00:40:22,753
to, optimizing for for YouTube
and optimizing their videos for search.
770
00:40:23,354 --> 00:40:24,655
Yeah, absolutely. Yeah.
771
00:40:24,655 --> 00:40:29,126
I feel like there's a few
just kind of like basic best practices.
772
00:40:29,126 --> 00:40:29,794
You can do that.
773
00:40:29,794 --> 00:40:34,432
Don't take a ton of effort but really
help, you know, improve your videos.
774
00:40:34,565 --> 00:40:36,367
SEO rankings.
775
00:40:36,367 --> 00:40:39,770
So having an optimized
title is really important.
776
00:40:39,770 --> 00:40:43,541
So, you know, having it be about the topic
777
00:40:43,541 --> 00:40:46,544
that you're talking about,
maybe a little bit descriptive.
778
00:40:47,378 --> 00:40:51,882
If you have something like a really brand
ID series, that's that's great.
779
00:40:51,882 --> 00:40:55,352
But I would maybe, you know,
if it's titled something like a little bit
780
00:40:55,386 --> 00:40:59,356
obscure, make sure to also include
some more descriptive keywords
781
00:40:59,356 --> 00:41:00,458
in there to make sure that you're
782
00:41:00,458 --> 00:41:03,594
hitting on the actual topic
that you're talking about in the video.
783
00:41:05,229 --> 00:41:06,297
Not it, I guess.
784
00:41:06,297 --> 00:41:07,465
Insert interrupt MLA.
785
00:41:07,465 --> 00:41:10,734
But just further to that point,
because we saw this example pulled up,
786
00:41:11,068 --> 00:41:15,840
I think descriptions in those keywords
that's also getting pulled in right here.
787
00:41:15,840 --> 00:41:18,242
Like that's basically the subhead here
that we're looking at.
788
00:41:18,242 --> 00:41:20,678
Right. Exactly. Yeah. Yeah.
789
00:41:20,678 --> 00:41:23,948
So optimizing a video description
does kind of act
790
00:41:23,948 --> 00:41:26,951
as that sub header
that shows up in Google.
791
00:41:27,418 --> 00:41:29,920
And that can yeah, that can be another way
that you can
792
00:41:29,920 --> 00:41:33,157
improve
SEO is writing a thorough description.
793
00:41:33,357 --> 00:41:37,595
You know, I know that video does take
a bit of, you know, effort to develop.
794
00:41:37,595 --> 00:41:40,998
But if you can spend the extra
like ten minutes to write
795
00:41:40,998 --> 00:41:44,635
a really descriptive description,
that can really go a long way.
796
00:41:46,003 --> 00:41:48,339
So not only that, but tags.
797
00:41:48,339 --> 00:41:51,842
Tags are another way that you can add
in some quick keywords that,
798
00:41:53,043 --> 00:41:54,512
allows Google and YouTube to
799
00:41:54,512 --> 00:41:57,515
understand what your video is about.
800
00:41:57,681 --> 00:42:00,551
And then I feel like the biggest one
that we've seen really make a difference
801
00:42:00,551 --> 00:42:02,386
is our transcripts.
802
00:42:02,386 --> 00:42:04,855
So actually including a transcript
803
00:42:04,855 --> 00:42:08,492
of the talking points
in the voiceovers of your video
804
00:42:08,492 --> 00:42:12,696
and including that when you upload it to
YouTube can really make a huge difference.
805
00:42:13,297 --> 00:42:16,500
Because if you think about it, you know,
if you record even
806
00:42:16,500 --> 00:42:20,037
like a 30 minute long interview,
kind of like what we're doing now,
807
00:42:20,304 --> 00:42:23,774
think about how many words we've spoken
during however long
808
00:42:23,841 --> 00:42:27,244
the 41 minutes that, you know,
the three of us have been talking.
809
00:42:27,645 --> 00:42:32,316
That is a wealth of topic information
that for Google's eyes,
810
00:42:33,183 --> 00:42:36,153
like going back
to what you were saying about intent.
811
00:42:36,153 --> 00:42:40,124
Google is getting better at understanding
the intent behind content.
812
00:42:40,491 --> 00:42:44,194
So including a transcript
with all of the amazing things that
813
00:42:44,194 --> 00:42:47,965
your speakers or whoever is talking about
can be really, really useful.
814
00:42:49,533 --> 00:42:50,935
And then other things like
815
00:42:50,935 --> 00:42:54,338
backlinks, crush, cross promotion,
like Janet was saying,
816
00:42:55,472 --> 00:42:57,441
you know, integrating your video
817
00:42:57,441 --> 00:43:00,444
marketing across
different platforms and channels.
818
00:43:01,545 --> 00:43:02,913
Yeah. And shameless plug.
819
00:43:02,913 --> 00:43:08,419
I will say Aimtal has a really great
YouTube optimized guide on our website
820
00:43:08,786 --> 00:43:11,589
that dives into all of this
in much greater detail.
821
00:43:11,589 --> 00:43:16,126
So if you are looking on, you know,
looking to really kind of like bolster
822
00:43:16,126 --> 00:43:19,897
your YouTube SEO best practices,
I definitely recommend looking at that.
823
00:43:21,732 --> 00:43:23,233
Yeah.
824
00:43:23,233 --> 00:43:25,369
Yeah, I know we could talk there too.
825
00:43:25,369 --> 00:43:26,670
I think is like
826
00:43:26,670 --> 00:43:30,441
overall we're saying is that
you want to be as visible as possible.
827
00:43:31,542 --> 00:43:35,045
And then that example
we showed for our client prison card
828
00:43:35,245 --> 00:43:38,015
is actually like a whole series.
So we just took a clip of,
829
00:43:39,049 --> 00:43:40,217
of a playlist here.
830
00:43:40,217 --> 00:43:43,754
But, this is really important as like,
not just kind of maybe doing
831
00:43:43,754 --> 00:43:48,659
like one off things, but really starting
to build around a whole series of videos,
832
00:43:49,593 --> 00:43:53,964
will help with people finding
tailoring those titles that right audience
833
00:43:53,964 --> 00:43:57,401
targeting that audience, giving them
what they what they're like looking for
834
00:43:57,434 --> 00:44:01,872
in a range of kind of similar
or topic areas, but kind of going deep.
835
00:44:02,606 --> 00:44:05,142
As you can see here, there's what is this?
836
00:44:05,142 --> 00:44:08,812
But there's a range of cloud security
topics that they cover in this episode.
837
00:44:10,014 --> 00:44:11,915
I think I'll add on to that
part of it too,
838
00:44:11,915 --> 00:44:14,918
like kind of that fuller picture
as you were touching on.
839
00:44:15,352 --> 00:44:18,355
Yeah, I think just really kind of,
840
00:44:18,856 --> 00:44:20,824
hitting it home that in order
841
00:44:20,824 --> 00:44:24,395
to make sure your videos are visible
to your audience,
842
00:44:24,395 --> 00:44:28,532
you do have to kind of go
the extra step to make them SEO optimized.
843
00:44:29,667 --> 00:44:30,768
And that's kind of the goal, right?
844
00:44:30,768 --> 00:44:32,703
Is you want your content to be visible.
845
00:44:32,703 --> 00:44:37,941
So yeah, any way you can do that,
I think, really improve your performance,
846
00:44:37,941 --> 00:44:41,111
especially in kind of the age of
AI for sure.
847
00:44:41,712 --> 00:44:41,945
All right.
848
00:44:41,945 --> 00:44:45,783
So sorry to touch on
like we talked about the what the how
849
00:44:46,517 --> 00:44:50,854
but and we're touching on like here
and there like the who and I think that's
850
00:44:50,888 --> 00:44:54,425
I love stuff
and like go kind of round out of like
851
00:44:54,425 --> 00:44:57,394
who is this content for.
852
00:44:57,461 --> 00:45:01,298
You know, we really wouldn't be good
marketers if we weren't pretty much hyper
853
00:45:01,298 --> 00:45:05,369
focus on the audience that we're trying
to, like, attract, educate, entertain.
854
00:45:06,837 --> 00:45:10,140
And really, when it comes out, I think
we all see this, but it's just so true.
855
00:45:10,174 --> 00:45:13,210
Like, don't create content
just for Google.
856
00:45:13,210 --> 00:45:17,081
Like, it's just not it
hasn't been the way to do it.
857
00:45:17,081 --> 00:45:17,681
And it's not.
858
00:45:17,681 --> 00:45:20,250
I think we can always figure out
we shared some tips.
859
00:45:20,250 --> 00:45:23,887
Obviously, there are definitely ways
that you can optimize your content for SEO
860
00:45:24,321 --> 00:45:25,923
and for it to like, rank and show up.
861
00:45:25,923 --> 00:45:29,660
But at the end of the day, like it
really, truly is going to be about
862
00:45:30,127 --> 00:45:35,032
like what you create for the people,
not just the search engine.
863
00:45:35,866 --> 00:45:39,903
let's kind of I think I'm curious, like
kind of like get a little bit just kind of
864
00:45:39,903 --> 00:45:43,874
round out this episode of talking about
like the audience and like where they are.
865
00:45:43,874 --> 00:45:47,010
And kind of coming back to what I shared
is like, there are specific channels.
866
00:45:47,010 --> 00:45:48,412
And when I think of it, it's like
867
00:45:48,412 --> 00:45:52,449
we need to create the content
where that audience is consuming it.
868
00:45:52,583 --> 00:45:53,217
Right.
869
00:45:53,217 --> 00:45:55,018
So we're talking a lot about YouTube
and LinkedIn.
870
00:45:55,018 --> 00:45:58,489
If you're listening this episode, like,
I don't know if YouTube and LinkedIn
871
00:45:58,655 --> 00:46:02,993
is exactly like the right channel for you
if you're in B2B, it probably is.
872
00:46:04,161 --> 00:46:04,795
But so I
873
00:46:04,795 --> 00:46:07,798
would, let's kind of touch on this
if you want to kind of,
874
00:46:07,965 --> 00:46:12,136
take us into this part of the other
part of the jigsaw puzzle.
875
00:46:12,136 --> 00:46:12,536
Tucker.
876
00:46:12,536 --> 00:46:15,539
I've just, you know, this
877
00:46:15,739 --> 00:46:18,075
how you create the content
for your audience and,
878
00:46:18,075 --> 00:46:21,078
like,
how you kind of what that looks like with,
879
00:46:21,411 --> 00:46:24,681
kind of genealogy
and this whole zero click concept.
880
00:46:25,282 --> 00:46:27,785
Yeah. So your click right.
881
00:46:27,785 --> 00:46:31,822
And we got to give a shout out
to Amanda Natividad at Spark Toro
882
00:46:31,822 --> 00:46:35,559
who coined that phrase zero click content
I think I saw on LinkedIn the other day.
883
00:46:35,559 --> 00:46:38,796
Her in her profile
it says I said zero click content first.
884
00:46:38,796 --> 00:46:43,534
So she also started back
and I like looked at her original article.
885
00:46:43,534 --> 00:46:46,270
And it was July of 2022. So like
886
00:46:47,571 --> 00:46:49,039
rewind as I just
887
00:46:49,039 --> 00:46:52,943
said, like generally I can
I was at the public in November of 2022.
888
00:46:52,943 --> 00:46:54,711
So like they were already
seeing these trends
889
00:46:54,711 --> 00:46:58,015
before I even came out,
which is mind blowing.
890
00:46:58,515 --> 00:46:59,082
Absolutely.
891
00:46:59,082 --> 00:47:02,820
So and I want to go back
to what you shared earlier, Janet, about
892
00:47:03,387 --> 00:47:07,391
what are the top places
that these AI overviews are pulling
893
00:47:07,691 --> 00:47:11,762
from to create their own overviews,
LinkedIn and YouTube.
894
00:47:12,262 --> 00:47:14,798
So what? That tells me one right away.
895
00:47:14,798 --> 00:47:17,601
That's
where really important conversations
896
00:47:17,601 --> 00:47:20,070
are happening on those channels, right?
That's one.
897
00:47:20,070 --> 00:47:21,505
But I think number two is
898
00:47:21,505 --> 00:47:25,442
when we think about just awareness
and driving awareness for a product
899
00:47:25,442 --> 00:47:28,445
for service, there's a really big shift
in what's happening.
900
00:47:28,745 --> 00:47:33,684
Traditionally, I think people were using
channels like LinkedIn and YouTube
901
00:47:33,851 --> 00:47:37,521
as mechanisms
to drive traffic to their website,
902
00:47:37,521 --> 00:47:39,523
and they're like,
can we get people to our website?
903
00:47:39,523 --> 00:47:41,391
That's a win. That's great.
904
00:47:41,391 --> 00:47:42,359
That is nice.
905
00:47:42,359 --> 00:47:44,595
Which is like makes it obviously right.
906
00:47:44,595 --> 00:47:48,232
But right, I mean that's a that's
but right that way everyone wants.
907
00:47:48,232 --> 00:47:50,033
But it's just it's not the answer.
908
00:47:50,033 --> 00:47:51,635
It's just not how it works really anymore.
909
00:47:51,635 --> 00:47:55,939
Unfortunately if you can get it right,
it's still would be part of the strategy.
910
00:47:55,939 --> 00:47:59,443
But the reality is, as you're saying,
is that these channels like LinkedIn
911
00:47:59,443 --> 00:48:04,014
and YouTube are often
the end state of where the conversations
912
00:48:04,014 --> 00:48:08,151
in the research about your product
and about your services are happening.
913
00:48:08,452 --> 00:48:11,188
So if you're still thinking,
oh, I've always used
914
00:48:11,188 --> 00:48:14,324
these channels just to get people
to my website, as opposed to
915
00:48:14,691 --> 00:48:18,495
these are on these channels
is where I need to have this conversation.
916
00:48:19,663 --> 00:48:20,664
You got to rethink that.
917
00:48:20,664 --> 00:48:24,301
You got to find a way to Max
email's engagement on those channels
918
00:48:24,301 --> 00:48:25,636
itself as well.
919
00:48:25,636 --> 00:48:28,906
And I think that's a really key change
that we're seeing happening right now.
920
00:48:29,573 --> 00:48:29,773
Yeah.
921
00:48:29,773 --> 00:48:32,776
So this graphic
I just pulled up kind of just
922
00:48:33,110 --> 00:48:37,681
emphasizes what you're explaining, Tucker,
is that like the platforms,
923
00:48:37,681 --> 00:48:41,418
especially Google,
like they want you to stay on Google.
924
00:48:41,718 --> 00:48:44,554
They like LinkedIn wants you
like they make money
925
00:48:44,554 --> 00:48:48,025
because you stay on the platform and like,
you don't go off to like other sites.
926
00:48:48,025 --> 00:48:51,261
So they there really is no,
there's not a ton of incentive for them
927
00:48:51,261 --> 00:48:55,799
to be driving you off the feed,
really at the end of the day.
928
00:48:56,066 --> 00:48:57,267
So I think this is a really
929
00:48:57,267 --> 00:49:01,104
there's a lot in here, but it's like so
zero click content on major web platforms.
930
00:49:01,104 --> 00:49:02,272
So those of you were saying
931
00:49:02,272 --> 00:49:06,376
like there's all these platforms,
they will allow you to like use links.
932
00:49:06,743 --> 00:49:11,148
You can put links in anything and drive
people to like other places and promotion.
933
00:49:12,082 --> 00:49:15,886
But what Amanda mapped out on this
at Spark Turo is like,
934
00:49:16,119 --> 00:49:17,421
you're going to benefit from a zero
935
00:49:17,421 --> 00:49:21,391
click approach pretty much on everything
besides Pinterest and Quora,
936
00:49:21,692 --> 00:49:24,528
because those ones are
they don't like the algorithm, doesn't
937
00:49:24,528 --> 00:49:28,999
pretty much like downgrade you
your performance if you're driving people
938
00:49:29,333 --> 00:49:32,903
off of their platform,
that's like the kind of point of it.
939
00:49:33,070 --> 00:49:36,606
But like what we're talking about
Google, YouTube, LinkedIn,
940
00:49:37,207 --> 00:49:39,776
they allow, content to be
941
00:49:39,776 --> 00:49:42,946
like to go out to other places, but,
942
00:49:44,114 --> 00:49:46,183
it's going to
943
00:49:46,183 --> 00:49:49,686
it's really going to you're
not going to be not going to be as visible
944
00:49:49,686 --> 00:49:53,156
if your every single post is like driving
your own website or somewhere else.
945
00:49:53,457 --> 00:49:56,326
I mean, I see that all the time with like,
even just my own personal content.
946
00:49:56,326 --> 00:49:59,963
The ones that don't have links on LinkedIn
now are my top performing posts,
947
00:50:00,397 --> 00:50:02,632
and a lot of people are on
LinkedIn are talking about it,
948
00:50:02,632 --> 00:50:03,967
and kind of like sharing this forward
949
00:50:03,967 --> 00:50:07,337
and showing their own analytics of like
when I didn't include the,
950
00:50:08,271 --> 00:50:11,441
like a article or a link or something,
or they put it in the comments,
951
00:50:11,675 --> 00:50:13,143
but even it's actually kind of fascinating
952
00:50:13,143 --> 00:50:16,847
because even putting things
in the comments now, isn't as effective.
953
00:50:16,847 --> 00:50:20,017
So go kind of,
I guess I'm I'm not gonna lie,
954
00:50:20,017 --> 00:50:23,387
I got a little nervous about this stuff,
but it's also I think that's
955
00:50:23,387 --> 00:50:27,290
the whole point, though, is that, like,
instead of just trying to, like, do
956
00:50:27,290 --> 00:50:31,028
what has always worked, you've got to do
you got to change how you've approached it
957
00:50:31,028 --> 00:50:34,965
and you got to really optimize,
create the content for that channel.
958
00:50:34,965 --> 00:50:35,866
Specifically.
959
00:50:37,300 --> 00:50:37,734
Cool.
960
00:50:37,734 --> 00:50:42,072
So the other thing, just to like drive us
a little bit further,
961
00:50:42,539 --> 00:50:45,942
we can talk about, SEO, Google,
but I'll pull up another one that I found
962
00:50:46,276 --> 00:50:49,980
from spark to share
this one of their articles several times.
963
00:50:49,980 --> 00:50:54,284
I found this through them, but
just kind of wrap up, what we were saying
964
00:50:54,284 --> 00:50:58,688
is that like 96% of web chat webpages
get zero traffic from Google.
965
00:50:59,156 --> 00:51:00,690
That's insane. That's a lot.
966
00:51:00,690 --> 00:51:05,495
Ahrefs did this, study of 14
billion pages, which is a lot of data.
967
00:51:06,396 --> 00:51:10,901
So I think it's very
I think the point we're trying to make
968
00:51:10,901 --> 00:51:16,840
is that if you're you need to create
content for where your audience is online
969
00:51:16,840 --> 00:51:20,577
and then make that channel
specific content and really kind of play
970
00:51:20,577 --> 00:51:23,980
the game of keeping people engaged
on that channel
971
00:51:23,980 --> 00:51:26,450
instead of just trying to constantly
drive them off of it.
972
00:51:27,918 --> 00:51:28,752
So I guess I'm like kind
973
00:51:28,752 --> 00:51:31,755
of circling back,
bring us back a little bit,
974
00:51:32,956 --> 00:51:35,158
of just like how this all
975
00:51:35,158 --> 00:51:39,496
how people can kind of like, think of this
a little bit more holistically,
976
00:51:39,496 --> 00:51:44,267
like the content you're creating and what
this kind of means at the highest level.
977
00:51:44,267 --> 00:51:47,270
Like it's just one more thing
in the context of AI overviews.
978
00:51:47,671 --> 00:51:49,039
Yeah, definitely. Yeah.
979
00:51:49,039 --> 00:51:49,973
So I feel like
980
00:51:49,973 --> 00:51:54,377
since we're talking about audiences now,
I think something that marketers can do
981
00:51:54,377 --> 00:51:59,716
to ensure that they are creating content
that speaks to the audience group
982
00:51:59,716 --> 00:52:04,154
that needs that more in-depth answer
is just doing that, creating content.
983
00:52:04,154 --> 00:52:07,891
Content that does go deeper,
you know, beneath the surface,
984
00:52:09,159 --> 00:52:13,830
and will kind of encourage people
to click into those articles. So,
985
00:52:15,132 --> 00:52:16,600
you know, a quick answer from
986
00:52:16,600 --> 00:52:20,370
I won't be driving traffic,
but more complex, useful articles.
987
00:52:20,370 --> 00:52:24,608
Well,
and there's a really nice quote from Ben
988
00:52:24,608 --> 00:52:28,678
Steele, who is the managing editor
at Search Engine Journal.
989
00:52:28,678 --> 00:52:29,412
So I'm just going to,
990
00:52:29,412 --> 00:52:33,049
you know, read this quote really quickly
because I feel like it really summarizes
991
00:52:33,049 --> 00:52:36,052
and encapsulates, encapsulates
everything that we're saying.
992
00:52:36,119 --> 00:52:39,890
So Ben says drawing traffic to on site
993
00:52:39,890 --> 00:52:43,760
content through search will become
significantly more challenging.
994
00:52:44,161 --> 00:52:46,796
With generative,
AI powered search platforms,
995
00:52:46,796 --> 00:52:50,867
content can easily be produced,
and readily served.
996
00:52:51,067 --> 00:52:55,405
If I can write it and I can serve it
to users instead of a link
997
00:52:55,405 --> 00:52:58,408
kind of going back to that zero
click concept.
998
00:52:58,708 --> 00:53:03,346
Then he goes on to say, Generative
AI offers powerful efficiency tools,
999
00:53:03,346 --> 00:53:06,950
but I don't believe it's
a wholesale answer to content marketing.
1000
00:53:07,751 --> 00:53:10,387
And this is where I think
he really hits it on the nose.
1001
00:53:10,387 --> 00:53:14,457
I predict an increased demand
for verifiably human content
1002
00:53:14,558 --> 00:53:17,894
about deeper and more complex topics,
and I feel like that
1003
00:53:17,894 --> 00:53:20,897
last piece really summarizes
everything that we're saying.
1004
00:53:20,964 --> 00:53:25,268
And so in order to dive
deep into the complex topics
1005
00:53:25,268 --> 00:53:26,836
that your audience cares about,
1006
00:53:26,836 --> 00:53:28,572
you really have to understand
your audience,
1007
00:53:28,572 --> 00:53:31,408
which kind of goes back to using tools
like spark, Toro,
1008
00:53:31,408 --> 00:53:34,945
and what you were mentioning Janet, about,
you know, really understanding
1009
00:53:34,945 --> 00:53:38,782
where your audience is behaving online,
what they're talking about, what
1010
00:53:38,782 --> 00:53:39,583
they care about.
1011
00:53:41,384 --> 00:53:43,053
And, and also like analyzing your own.
1012
00:53:43,053 --> 00:53:44,120
Like, I think this is where like
1013
00:53:44,120 --> 00:53:47,490
if you don't have access,
like your CRM data or like your audience
1014
00:53:47,490 --> 00:53:50,660
and like reporting and understanding,
like how people are like engaging
1015
00:53:50,660 --> 00:53:53,563
with your own content
when they come through.
1016
00:53:53,563 --> 00:53:56,600
Like that's a huge missed opportunity
because you can just learn from your own
1017
00:53:56,967 --> 00:53:59,669
CRM and all all the activity
1018
00:53:59,669 --> 00:54:03,173
going on from these people
to try to figure out, okay, what,
1019
00:54:03,206 --> 00:54:06,476
what more, what are the gaps that we have
of information to provide to them?
1020
00:54:06,943 --> 00:54:08,311
Yeah, absolutely.
1021
00:54:08,311 --> 00:54:12,882
I feel like it just is about becoming
an expert on your audience so that you can
1022
00:54:12,882 --> 00:54:15,852
then become an expert on the topics
that they're searching for,
1023
00:54:15,885 --> 00:54:19,623
and that will naturally lead
to those more in-depth articles
1024
00:54:19,623 --> 00:54:23,994
that will result in
an expert search traffic. So,
1025
00:54:25,028 --> 00:54:25,295
yeah,
1026
00:54:25,295 --> 00:54:28,365
I feel like, you know, marketers,
there's a lot
1027
00:54:28,365 --> 00:54:31,501
that we're trying to understand
and consume as things are changing.
1028
00:54:31,501 --> 00:54:34,337
But if you really just boil it down
to one thing,
1029
00:54:34,337 --> 00:54:38,842
it is to become really,
really, really familiar with your audience
1030
00:54:39,042 --> 00:54:43,146
and go from there and really understand
what their challenges and needs are,
1031
00:54:43,313 --> 00:54:47,317
and then go really in-depth
on those things so that you can get that
1032
00:54:47,584 --> 00:54:50,720
traffic still and provide them
with the actual answers that they need.
1033
00:54:51,087 --> 00:54:53,290
and those are easy ways
to kind of like diversify.
1034
00:54:53,290 --> 00:54:56,293
Like it's not just blog content, you know,
I feel like right there
1035
00:54:56,426 --> 00:54:58,028
and then there's a point
we're trying to make too, is
1036
00:54:58,028 --> 00:55:01,164
I don't just think of it as like, oh,
I want my articles to rank.
1037
00:55:01,164 --> 00:55:04,801
It's like kind of like articles
are almost like the minimum.
1038
00:55:04,801 --> 00:55:07,771
It's like, yeah,
how can you differentiate video?
1039
00:55:07,837 --> 00:55:10,407
Right? I mean, social like LinkedIn,
LinkedIn newsletters.
1040
00:55:10,407 --> 00:55:11,474
We don't even touch on this.
1041
00:55:11,474 --> 00:55:13,009
I mean, we can do an entire episode on it.
1042
00:55:13,009 --> 00:55:16,846
I'm like so excited about
LinkedIn newsletters kind of anyways.
1043
00:55:16,846 --> 00:55:19,849
But like those are
those actually are starting to like rank
1044
00:55:19,849 --> 00:55:22,852
and search engines
and like helping with all of that
1045
00:55:22,919 --> 00:55:26,690
visibility and awareness for a brand
which is insane like and really exciting.
1046
00:55:26,690 --> 00:55:28,591
Honestly. Totally.
1047
00:55:28,591 --> 00:55:28,925
Yeah.
1048
00:55:28,925 --> 00:55:33,330
I feel like if you can diversify
where your content lives and the different
1049
00:55:33,630 --> 00:55:37,334
types of content you're producing,
you are making your brand more visible.
1050
00:55:38,768 --> 00:55:39,703
You have a higher chance of.
1051
00:55:39,703 --> 00:55:42,038
Right? So for sure.
1052
00:55:42,038 --> 00:55:42,572
Awesome.
1053
00:55:42,572 --> 00:55:45,375
Well, we covered a ton.
1054
00:55:45,375 --> 00:55:50,013
And I think we're pretty much I'm like,
we're just going to take our own advice
1055
00:55:50,013 --> 00:55:53,650
and just get deeper and deeper
into future episodes on these things.
1056
00:55:53,650 --> 00:55:55,652
But thank you, Emily, for joining us.
1057
00:55:55,652 --> 00:55:56,553
Anyways, our senior project
1058
00:55:56,553 --> 00:55:59,923
manager at Aimtal, super
excited to have you on the show.
1059
00:56:00,557 --> 00:56:04,260
So all things content marketing, SEO
and the evolution and future
1060
00:56:04,260 --> 00:56:08,264
and of course, Tiger, thank you as well
for joining be my co-host here.
1061
00:56:08,565 --> 00:56:11,401
So as we always do,
1062
00:56:11,401 --> 00:56:14,404
let's close it out with your final
1063
00:56:14,504 --> 00:56:17,574
call it call to action to the audience
based on today's topic.
1064
00:56:17,574 --> 00:56:19,409
So we'll start with you gambling.
1065
00:56:19,409 --> 00:56:22,212
What's your one call to action
to folks listening today?
1066
00:56:23,380 --> 00:56:23,713
Yeah.
1067
00:56:23,713 --> 00:56:24,147
Good question.
1068
00:56:24,147 --> 00:56:26,483
I feel
like if I had to boil it down to one,
1069
00:56:26,483 --> 00:56:32,522
it would be, you know, to expect
a decrease in your organic traffic.
1070
00:56:32,856 --> 00:56:38,027
But the way that you can kind of,
you know, that all that is or overcome
1071
00:56:38,027 --> 00:56:41,931
that is to develop content
for those audience groups
1072
00:56:41,931 --> 00:56:44,934
that require a more in-depth answer.
1073
00:56:45,535 --> 00:56:49,305
So, you know,
when you're thinking about an AI overview,
1074
00:56:49,339 --> 00:56:51,941
you can think about the content
that might serve that,
1075
00:56:51,941 --> 00:56:55,345
but you should also really be focusing
on the content that,
1076
00:56:55,779 --> 00:56:58,314
you know,
I can't just pull a quick snippet from
1077
00:56:58,314 --> 00:57:01,217
that really goes more in-depth
beneath the surface and really
1078
00:57:01,217 --> 00:57:04,220
helps your audience
in a more kind of like, complex way.
1079
00:57:04,354 --> 00:57:07,090
So that would be mind.
1080
00:57:07,090 --> 00:57:08,291
What about you tech companies?
1081
00:57:08,291 --> 00:57:10,627
Yeah, you have the top one.
1082
00:57:10,627 --> 00:57:14,164
I think we were talking a lot
about diversity, diversifying the channels
1083
00:57:14,164 --> 00:57:16,699
where you're publishing content. Right.
So I think that's key.
1084
00:57:16,699 --> 00:57:22,038
Obviously, I think investing in video
marketing is really a huge piece of that.
1085
00:57:22,038 --> 00:57:25,442
And then I would take that a step further
by saying the next video, you do
1086
00:57:26,376 --> 00:57:28,611
think about
taking an SEO approach to that,
1087
00:57:28,611 --> 00:57:31,815
and not just a great headline,
but the stuff we talked about today,
1088
00:57:31,848 --> 00:57:35,018
what kind of how are you
using an SEO strategy for your chapters?
1089
00:57:35,351 --> 00:57:36,786
How are you leveraging the transcript?
1090
00:57:36,786 --> 00:57:40,123
How are you really taking a detail
that SEO approach for your videos?
1091
00:57:40,457 --> 00:57:43,226
That would be a big CTA for me.
1092
00:57:43,226 --> 00:57:44,027
And what about you? Don't.
1093
00:57:45,962 --> 00:57:47,430
Oh, I feel like I was going off on that.
1094
00:57:47,430 --> 00:57:48,898
I changed my mind.
1095
00:57:48,898 --> 00:57:55,271
I think it would come down to creating,
like thinking of it.
1096
00:57:55,271 --> 00:57:58,107
Also,
what we were talking about before is like,
1097
00:57:58,107 --> 00:58:01,177
where are the opportunities
where someone can find that content.
1098
00:58:01,177 --> 00:58:05,715
So like, I think very much creating
that channel specific strategy and then
1099
00:58:06,549 --> 00:58:09,853
and then any way that you can like
interconnect that content.
1100
00:58:09,853 --> 00:58:12,856
So I really love the example
you provided, Tucker of like
1101
00:58:13,122 --> 00:58:15,625
you have the article
with the video embedded, but
1102
00:58:15,625 --> 00:58:18,628
also the like video
has like all the links to the articles.
1103
00:58:18,761 --> 00:58:22,732
So any channel about your audience
is actually like kind of showing up
1104
00:58:22,732 --> 00:58:24,501
and trying to find and discover
this content.
1105
00:58:24,501 --> 00:58:27,437
They're able to kind of make
that connection through to your company
1106
00:58:27,437 --> 00:58:29,472
and more information
that you're you're creating.
1107
00:58:29,472 --> 00:58:31,674
And as you explain
and you go deeper and deeper
1108
00:58:31,674 --> 00:58:33,877
so they can start to find
like the breadth and depth of that.
1109
00:58:33,877 --> 00:58:36,246
So I think thinking of things
1110
00:58:36,246 --> 00:58:39,716
when you're creating channel specific
strategy, I think that's the way to go.
1111
00:58:39,716 --> 00:58:41,150
But don't think of it too much.
1112
00:58:41,150 --> 00:58:44,988
As of a silo,
I still have that broader perspective of
1113
00:58:45,021 --> 00:58:46,689
and make that
connection across everything.
1114
00:58:48,491 --> 00:58:50,560
It it all integrated approach.
1115
00:58:50,560 --> 00:58:53,563
Yeah. Exactly. Exactly.
1116
00:58:53,763 --> 00:58:54,297
All right.
1117
00:58:54,297 --> 00:58:55,598
Well thank you Emily.
1118
00:58:55,598 --> 00:58:56,165
Thanks, Tucker.
1119
00:58:56,165 --> 00:58:58,935
And thank you all for listening.
1120
00:58:58,935 --> 00:59:01,104
So as I mentioned, we're Aimtal.
1121
00:59:01,104 --> 00:59:03,273
This is Call to action.
1122
00:59:03,273 --> 00:59:05,842
Let us know in the comments.
1123
00:59:05,842 --> 00:59:09,112
Online, wherever, whichever
channel you're consuming this content,
1124
00:59:09,879 --> 00:59:10,747
what's working for you?
1125
00:59:10,747 --> 00:59:15,485
Like, what are you seeing with, impact
of generative AI on your company,
1126
00:59:15,552 --> 00:59:19,255
your website traffic, your ranking,
anything that we're overlooking
1127
00:59:19,355 --> 00:59:20,990
that we should be kind
of taking a look at.
1128
00:59:20,990 --> 00:59:23,693
We would love to know, too.
1129
00:59:23,693 --> 00:59:26,162
And yeah, we just love to hear it
reach out to us directly.
1130
00:59:26,162 --> 00:59:27,397
So definitely subscribe.
1131
00:59:27,397 --> 00:59:30,667
We are, sharing videos consistently.
1132
00:59:31,234 --> 00:59:34,571
Always want to make sure we're kind of
on the trend or ahead of the curve.
1133
00:59:34,571 --> 00:59:37,574
So, let us know
what you want us to research.
1134
00:59:37,574 --> 00:59:40,443
If you have research,
we can break it down and analyze it.
1135
00:59:40,443 --> 00:59:42,412
So hit that. Subscribe.
1136
00:59:42,412 --> 00:59:45,748
Never miss an episode and we'll catch you
on the next episode of Call to Action.
1137
00:59:45,782 --> 00:59:46,482
Thanks, everyone.
1138
02:54:24,420 --> 02:54:25,288
To we talked
1139
02:54:25,288 --> 02:54:28,558
about paid advertising
specific to LinkedIn ads.
1140
02:54:29,192 --> 02:54:31,794
Why you should do manual bidding.
1141
02:54:31,794 --> 02:54:35,898
But also then look into ways to do
the automated creative optimizations.
1142
02:54:36,165 --> 02:54:39,869
And then third, finally
we talked about how to use automated leads
1143
02:54:39,869 --> 02:54:43,172
scoring to organize your leads
and collaborate, you know, uses
1144
02:54:43,272 --> 02:54:46,275
create a dashboard,
bring marketing sales together.
1145
02:54:46,542 --> 02:54:49,912
And how you can, personalize
those follow ups in those touchpoints.
1146
02:54:50,580 --> 02:54:52,648
So yeah, thank you for listening.
