4 stpes to writing content that will attract customers

Steven Long joins the podcast to share his wisdom on sharing SEO metrics that are meaningful to your clients (and a bit on content for SMBS as well): · The SEO metrics sites should be paying attention to (and a few they should not be) · How to handle a client who has been jaded by vanity metrics · Getting content right for extremely niche local businesses Plus, why free product listings are pushing Google into a corner! ------------------------------------------------------------------------------------------ EPISODE SUMMARY ------------------------------------------------------------------------------------------ In the first segment, Mordy and Sapir discuss Google’s plan on bringing free product listings to the main search results. Mordy explains how this plan puts Google between a rock and a hard place. On the one hand, users expecting a more informational SERP are seeing instead a more commerce-centric SERP. On the other hand, if Google doesn’t add free listings to the main SERP, product owners will be less inclined to add product listings which detract from Google’s chances of competing with Amazon. Mordy ends with his solution so make sure to listen to the end! In the interview segment, Mordy interviewed Steven Long, President of Precision Legal Marketing to discuss the intricacies of doing SEO for law firms and other SMBs. They get into top metrics for SMBs (and beyond), how to study conversions, how to build trust with your client, the differences between local and national law firms, a look into deeper nuances between the law industry and other industries, and more! Resources: Google Brings Free Product Listings to Its Main Google Search Results https://techcrunch.com/2020/06/29/google-brings-free-product-listings-to-its-main-google-search-results/ SERP News: May 2020 Edition https://www.rankranger.com/blog/serp-news-may2020 Timestamps: Why Google Is at an Even Greater Risk of Going Too Far with Products on the SERP [00:05:53 - 00:21:31] Keeping Your Clients by Sharing SEO Data That Means Something [00:21:31 - 00:58:23] SEO News [00:59:04 - 01:03:57] Hosts: Mordy Oberstein twitter.com/MordyOberstein linkedin.com/in/mordy-oberstein-12551715/ Sapir Karabello linkedin.com/in/sapir-karabello-466865182/ Special Guest: Steven Long of Precision Legal Marketing https://precisionlegalmarketing.com/ twitter.com/legalmarketings https://www.linkedin.com/in/steven-long-2860628/ Follow the podcast on Twitter: twitter.com/InSearch_SEO Subscribe: ow.ly/sDkT50zjRPJ Presented by Rank Ranger: www.rankranger.com/

7 Heinä 20201h 6min

SEO mad hatter Ashely Segura dives deep into using FAQs for your SEO: · Why the FAQ is a powerful SEO ally (when done right) · A modern look at how to craft your FAQs so they don’t come off as being stale · How to track the effectiveness of your FAQs Plus, we look at the difference in CTR when ranking above the fold vs. ranking below the fold ------------------------------------------------------------------------------------------ EPISODE SUMMARY ------------------------------------------------------------------------------------------ In the first segment, Mordy and Sapir discuss Mordy’s latest Google SERP study on the difference between the CTR of URLs above the fold (ATF) and below the fold (BTF). In short, the URLs appearing in positions 3-5 ATF had a 30% higher CTR in aggregate than when they appeared BTF. More than that, there’s a big drop in CTR between positions 3-4 both ATF and BTF while the drop isn’t as dramatic between positions 4-5. Meaning, users love the top 3 positions and find any positions below that far less relevant. In the interview segment, Mordy interviewed content expert Ashley Segura to discuss FAQ pages and their relationship to SEO! They discuss how to write FAQs that are not boring, how to focus your FAQ to the user’s intent, why you should add images or videos to your FAQ, how to brainstorm what questions to add, and much more! Resources: The Difference Between Ranking Above & Below the Fold www.rankranger.com/blog/above-the-fold-ctr Nati Elimelech twitter.com/Netanel In Search SEO Podcast [Episode 45] www.rankranger.com/blog/in-search-seo-podcast-episode45 Rank Risk Index: www.rankranger.com/rank-risk-index Timestamps: The Impact of Ranking Above the Fold on CTR [06:37 - 18:57] A Modern Take on FAQs for SEO: A Conversation with Ashley Segura [18:57 - 45:50] SEO News [46:48 - 54:00] Hosts: Mordy Oberstein twitter.com/MordyOberstein linkedin.com/in/mordy-oberstein-12551715/ Sapir Karabello linkedin.com/in/sapir-karabello-466865182/ Special Guest: Ashley Segura https://tophatrank.com/ https://tophatsocial.com/ https://tophatcontent.com/ twitter.com/ashleymadhatter www.linkedin.com/in/ashleyward90/ Follow the podcast on Twitter: twitter.com/InSearch_SEO Subscribe: ow.ly/sDkT50zjRPJ Presented by Rank Ranger: www.rankranger.com/

30 Kesä 202057min

SEO legend Bill Slawski joins the podcast as we explore his approach to using Google patents to better understand the world of SEO: • Why analyzing Google’s patents are such a vital part of doing SEO • How to approach Google’s patents for SEO insights • What trends and patterns have Google’s patents revealed? Plus, we take a look at a new feature that is putting top of the funnel content on the SERP into a corner! ------------------------------------------------------------------------------------------ EPISODE SUMMARY ------------------------------------------------------------------------------------------ In the first segment, Mordy and Sapir discuss Google’s topic filter SERP feature and its impact on online businesses. In short, while websites would prefer to initially grab a large audience on their landing pages and then have the user browse for specifics, Google wants to skip that step and have the users filter their decision before they click on any site! In other words, Google is leaning websites to create more targeted content as opposed to casting a larger net. In the interview segment, Mordy interviewed Google patent maven Bill Slawski. After starting off with why Bill’s websites have a fish and sea theme, the two dive into how to research Google patents. As the conversation evolves, Bill and Mordy go into specific patents from the past as well some interesting patent facts... like how not all patents are implemented as Google patents are often redundant approaches to a particular problem. Timestamps: How Google is Making It Tougher Than Ever to Reach Broad Audiences [00:05:30 - 00:17:53] How to Analyze Google Patents to Unlock SEO Gems [00:17:53 - 00:49:41] SEO News [00:51:12 - 00:56:58] Resources: Spam, Damn Spam, and Statistics www.microsoft.com/en-us/research/publication/spam-damn-spam-and-statistics-using-statistical-analysis-to-locate-spam-web-pages/ In Search SEO Podcast [Episode 55] www.rankranger.com/blog/bert-seo When Google’s Intent Targeting Goes Too Far www.rankranger.com/blog/google-intent-targeting Dan Russel’s Site sites.google.com/site/dmrussell/ Google is Suggesting Searches Based on Users’ Recent Activity searchengineland.com/google-is-suggesting-searches-based-on-users-recent-activity-334309 Hosts: Mordy Oberstein twitter.com/MordyOberstein linkedin.com/in/mordy-oberstein-12551715/ Sapir Karabello linkedin.com/in/sapir-karabello-466865182/ Special Guest: Bill Slawski https://gofishdigital.com/ www.seobythesea.com/ twitter.com/bill_slawski www.linkedin.com/in/slawski/ Follow the podcast on Twitter: twitter.com/InSearch_SEO Subscribe: ow.ly/sDkT50zjRPJ Presented by Rank Ranger: www.rankranger.com/

23 Kesä 20201h

Content marketer & SEO extraordinaire Yosef Silver joins the podcast to offer his advice on creating content that ranks, reaches, and engages: • How to create content that both drives traffic from the SERP and pops off the page • What sort of content structure lends itself to user engagement? • How to give your content that balance we all look for Plus, why it might be time to abandon some of the old institutions of content marketing and SEO! ------------------------------------------------------------------------------------------ EPISODE SUMMARY ------------------------------------------------------------------------------------------ In the first segment, Mordy and Sapir discuss how content consumption is changing, specifically regarding technical content. Users prefer simple content in video format if possible. What’s most important is to research the SERP and see what types of content comes up that Google prefers. In the interview segment, Mordy interviewed Yosef Silver of Fusion Inbound to discuss some content marketing ideas. They go over creating content plans, knowing your audience, email marketing, and a few content creation ideas to try for your next marketing campaign! Timestamps: Content Expectations are Changing, Are You? [00:06:28 - 00:24:45] Building Balanced Content [00:24:49 - 00:50:01] SEO News [00:50:36 - 00:54:05] Hosts: Mordy Oberstein twitter.com/MordyOberstein linkedin.com/in/mordy-oberstein-12551715/ Sapir Karabello linkedin.com/in/sapir-karabello-466865182/ Special Guest: Yosef Silver fusioninbound.com/ twitter.com/ysilver www.linkedin.com/in/ysilver/ Follow the podcast on Twitter: twitter.com/InSearch_SEO Subscribe: ow.ly/sDkT50zjRPJ Presented by Rank Ranger: www.rankranger.com/

16 Kesä 202057min

The Motley Fool’s own Alli Berry joins the podcast to talk about the issues facing SEOs who work with content syndication: · When to and not to syndicate content from an SEO perspective · How to handle syndicates who outrank the original content source · Google’s syndication shortcomings & how to handle them Plus, what scroll-to-text Featured Snippets really mean for sites! ------------------------------------------------------------------------------------------ EPISODE SUMMARY ------------------------------------------------------------------------------------------ In the first segment, Mordy and Sapir discuss Google’s latest update to Featured Snippets on desktop. Now when you click on the snippet's URL, you’re taken to the exact spot on the page where the content came from, plus it’s highlighted in yellow. Our hosts go over whether this functionality is helpful to the average user, how SEOs should approach building their on-site brand, and the morality of Google changing how users view your page. In the interview segment, Mordy interviewed Allie Berry of the Motley Fool. Alii shares her thoughts on content syndication. Alli and Mordy discuss how content syndication works, what to expect when in a partnership, the cost analysis of syndication, and the controversy of paywalled content on the SERP, etc. Resources: Google to Pay For News Content in Europe searchengineland.com/french-antitrust-decision-sets-the-stage-for-google-to-pay-for-news-content-in-europe-332744 Nino Knetemann Tweet twitter.com/KnetemannNino/status/1268431800566722560 Rich Tatum Tweet twitter.com/RichTatum/status/1268421112163184648 Timestamps: What Scroll-to-Text Featured Snippets Mean for SEO [00:06:47 - 00:19:43] Solving the Biggest Problems with SEO for Content Syndication [00:19:43 - 00:55:36] SEO News [00:56:31 - 00:59:18] Hosts: Mordy Oberstein twitter.com/MordyOberstein linkedin.com/in/mordy-oberstein-12551715/ Sapir Karabello linkedin.com/in/sapir-karabello-466865182/ Special Guest: Alli Berry www.fool.com/ twitter.com/AlliBerry3 linkedin.com/in/berryalli/ Follow the podcast on Twitter: twitter.com/InSearch_SEO Subscribe: ow.ly/sDkT50zjRPJ Presented by Rank Ranger: www.rankranger.com/

9 Kesä 20201h 3min

SEO superstar Kevin Indig joins the podcast to share SERP feature data and SERP feature wisdom: · What SERP features mean when you leave aside the rhetoric · Where is Google taking the SERP and its features? · What is the Topic Layer and why you should very much care about it?! Plus, why ranking signals are not what you think they are (these days)! >>> In the first segment, Mordy places his bet that ranking signals will become less and less relevant as time goes on. In short, while ranking signals were used in the past as a way to measure a page’s "rankability", Google does need indirect signals the way they used to. Google has come a long way with its Machine Learning which means it better understands the content it's looking at. In fact, it understands this content more "intrinsically." Once Google truly understands content and how it should be, it doesn’t need ranking signals to the same extent. In the interview segment, Kevin Indig shared his thoughts on SERP features. It starts with the question of whether certain SERP features are considered ‘organic.’ Then Kevin goes into a theory that Google is showing more video carousels because YouTube is important revenue for them. Next, they talk about SERP feature authority how in certain niches it can be nigh impossible to get a SERP feature due to Google’s love of authority websites. Finally, Kevin goes in-depth on his findings on current SERP feature data trends and how Google’s premonitions of what the future will hold came true. Timestamps: The Future of Ranking Signals [00:07:07 - 00:18:46] A Deep Dive Into SERP Features [00:18:46 - 01:04:39] SEO News [01:05:31 - 01:10:39] Resources: Google: That’s No Search Engine… That’s an Authority Engine rankranger.com/blog/google-authority-focus What is the Market Share of Featured Snippet URLs? rankranger.com/blog/featured-snippet-market-share Improving Search for the Next 20 Years www.blog.google/products/search/improving-search-next-20-years/ How Google Knows Good Content From Bad Content rankranger.com/blog/how-google-understands-content Google Figures Out What Users Want & Like Based On Comparing Your Content To Others? seroundtable.com/google-understands-user-experience-intent-27931.html Hosts: Mordy Oberstein twitter.com/MordyOberstein linkedin.com/in/mordy-oberstein-12551715/ Sapir Karabello linkedin.com/in/sapir-karabello-466865182/ Special Guest: Kevin Indig www.g2.com/ twitter.com/Kevin_Indig linkedin.com/in/kevinindig/ Follow the podcast on Twitter: twitter.com/InSearch_SEO Subscribe: ow.ly/sDkT50zjRPJ Presented by Rank Ranger: www.rankranger.com/

2 Kesä 20201h 15min

Deepak Shukla of Pearl Lemon joins the podcast to share his experience on finding and acquiring new SEO clients: • How to find top-quality SEO leads • How to gauge the SEO market so you can sell your services with optimal effect • How to sell yourself & your SEO services aggressively but without being a spammer! Plus, when taking Google Trends data at face value goes wrong! (Tips on how to view trends data) >>> In the first segment, Mordy covers a tweet that Kevin Indig shared where the word 'best' was going up in Google Trends at the same time the word ‘cheap’ was going down. Mordy begins his take on this with this misnomer that just because you see a correlation, it doesn’t mean they are related. In this case, the term ‘best’ can mean different things for different people. For some, ‘best’ includes cheap and affordable. It is possible that ‘cheap’ is trending down because consumers want more information with their commerce content and aren’t searching anymore for thin content sites that sell ‘cheap’ items the way they used to. In the interview segment, we interviewed Deepak Shukla about how to build up your lead generation for your SEO business. Deepak shared what sites he uses for outreach as well as the best way to market yourself online to get that initial conversation. He then goes on about the importance of having a focus with your SEO business as potential clients will sign on with you because of that focus! Timestamps: Why You Can't Always Trust Trends Data [00:05:21 - 00:24:03] Building Your SEO Client Base with Lead Generation Tips [00:24:03 - 01:04:29] SEO News [01:04:48 - 01:07:20] Resources: Kevin Indig on Google Trends for 'Best" & 'Cheap': twitter.com/Kevin_Indig/status/1256964882957848579 Hosts: Mordy Oberstein twitter.com/MordyOberstein linkedin.com/in/mordy-oberstein-12551715/ Sapir Karabello linkedin.com/in/sapir-karabello-466865182/ Special Guest: Deepak Shukla pearllemon.com/ twitter.com/deepakpshukla1 linkedin.com/in/deepakseoexpert/ Follow the podcast on Twitter: twitter.com/InSearch_SEO Subscribe: ow.ly/sDkT50zjRPJ Presented by Rank Ranger: www.rankranger.com/

26 Touko 20201h 10min

SEO veteran Rich Tatum joins the podcast to share how he built his SEO career on strong credibility: • How to establish yourself within the SEO community • Using strong credibility to propel your career in SEO • The pros and cons of being a specialist vs. a generalist in terms of a career in SEO Plus, we pick apart some site-level patterns as seen in the May 2020 Core Update >>> In the first segment, Mordy tackles the Google May 2020 Core Update and shares the site-level patterns he discovered while reviewing it. In short, Mordy found sites that pushed their main informational content down the page while their affiliate links remained above the fold were losing rankings. Mordy brings a few examples to explain his point and ends on the importance of COVID-19 messaging to your rankings. In the interview segment, we interviewed Rich Tatum about how to build credibility in the SEO sphere. Rich shared his background, first on how he got into photography in his senior year in high school, and then how he got into working in the SEO world. In short, in order to keep his job he leveraged himself as someone with good connections to the big names in the SEO industry by interacting with them on Twitter. At the same time, he carefully curated what he said about SEO in the public realm to ensure it was of incredible substance. How and what he did is a great lesson for anyone looking to build credibility whether in SEO or in any field. Timestamps: Site Level Patterns from the May 2020 Core Update [00:10:03 - 00:24:10] How to Build Your SEO Credibility: A Conversation with Rich Tatum [00:24:10 - 01:08:35] SEO News [01:09:47 - 01:13:37] Resources: Want Your Content to Succeed? Make it Resonate with the Right Audience (no, not that one) sparktoro.com/blog/want-your-content-to-succeed-make-it-resonate-with-the-right-audience-no-not-that-one/ The Wrath of the May 2020 Core Update and the Lessons Learned rankranger.com/blog/may-2020-core-update Hosts: Mordy Oberstein twitter.com/MordyOberstein linkedin.com/in/mordy-oberstein-12551715/ Sapir Karabello linkedin.com/in/sapir-karabello-466865182/ Special Guest: Rich Tatum twitter.com/RichTatum linkedin.com/in/richtatum/ Follow the podcast on Twitter: twitter.com/InSearch_SEO Subscribe: ow.ly/sDkT50zjRPJ Presented by Rank Ranger: www.rankranger.com/

19 Touko 20201h 18min