Ross@siegemedia.com (Siege Media)

Shows

Content and Conversation: Organic Growth Insights from Siege MediaBeyond Blogging: Building a Media Empire w/ HubSpot’s Kieran Flanagan‬ ‭Ross sits down with Kieran Flanagan, SVP of Marketing at HubSpot, for a deep dive into AI’s impact on SEO, content strategy in a post-search world, and the real story behind the "HubSpot traffic drop. Kieran breaks down why conversions—not clicks—have always been at the core of HubSpot’s strategy, how AI is reshaping team structures, and why co-citation and brand authority are the future of SEO. They also cover LLM optimization, the importance of tools in training sets, and what separates influential content from purely informational posts. Plus: Why lazy AI marketers will fail, what The Hustle a...2025-05-0644 min

Content and Conversation: Organic Growth Insights from Siege MediaScaling a Billion Dollar Brand: Lessons from Semrush’s CMORoss sits down with Andrew Warden, CMO of Semrush, for a behind-the-scenes look at how the company has scaled past a billion-dollar valuation through brand innovation, performance marketing, and fearless experimentation. Andrew unpacks how he’s built and structured Semrush’s powerhouse marketing team, why they favor in-house execution over agencies, and how data science and AI are reshaping modern marketing ops. From viral hits like “Be Like Gaby” and “CEO Kiddos," this episode highlights what works—and what doesn’t—when building a global brand. 00:00 – Intro & Nick Eubanks M&A Stories 02:00 – Building the Semrush Marketing Team Structure 04:00 – Why In-House Creative Wins Over Age...2025-04-3050 min

Content and Conversation: Organic Growth Insights from Siege MediaFrom Content Engine to Freedom Engine w/ Chris WalkerChris Walker (CEO of Passetto) joins Ross to talk about personal transformation, scaling through delegation, and why most entrepreneurs are chasing the wrong kind of freedom. Chris shares insights from his month-long sabbatical, including frameworks for creating true independence—beyond just financial freedom—and lessons learned about leadership, agency structure, and internal alignment. Ross and Chris also unpack strategies for delegation, avoiding burnout, client selection, the evolving role of SEO, and how B2B companies should rethink go-to-market in a post-ChatGPT world. 00:00 – Welcome Chris Walker & “The Collision of Worlds” 00:51 – Why Bigger Doesn’t Mean Better (And Why Chris Took a Month Off) 0...2025-04-2349 min

Content and Conversation: Organic Growth Insights from Siege MediaThe SEO Behind Zillow’s 1 Billion‬‭ Visits/Year w/ Kristan Bauer‬‭Kristan Bauer returns for a deep dive into the technical and organizational SEO strategies that helped Zillow grow to nearly 2 billion annual visits. She shares tactical insights on enterprise SEO at scale, including testing frameworks, internal collaboration, indexing strategies, and what it takes to lead with executive presence in a high-stakes environment. Ross and Kristan also unpack the challenges of long-tail targeting, structuring an SEO team for success, and how to know when it’s time to build your own SEO testing platform. 00:00 – Welcome Back Kristan & The Zillow...2025-04-1543 min

Content and Conversation: Organic Growth Insights from Siege MediaIs Technical SEO Dying? + What to Do Instead w/ Eli SchwartzRoss welcomes Eli Schwartz, author of‬‭ Product-Led‬‭ SEO‬‭ , to unpack the evolving‬ role of SEO in a world shaped by AI, shifting perceptions, and organizational‬ challenges.‬‭Eli dives into why SEO is being deprioritized, what companies are getting wrong,‬ and how product-led SEO is the path forward.‬‭They cover layoffs, agency churn, the role of growth teams, and why most‬ companies‬‭ shouldn’t‬‭ do SEO at all.‬ ‭ Show Notes:‬‭ 00:00 Welcome Back Eli & The Current Pulse on Search‬‭ 00:53 Marketing Layoffs & Volatility in SEO‬‭ 02:31 Why SEO Struggles to Defend Its Value‬2025-04-0848 min

Content and Conversation: Organic Growth Insights from Siege MediaYes, You Do Need a Bing Strategy w/ Botify’s AJ Ghergich‬Ross sits down with A.J. Ghergich, VP of Consulting Services at Botify, to unpack enterprise‬ SEO, AI governance, and why SEOs absolutely need a Bing strategy in 2025.‬‭ A.J. shares the story of how he landed the rare @SEO Twitter handle and what it’s meant for‬‭ his visibility in the industry. They dive into findings from Botify’s latest AI survey, highlighting‬ the disconnect between perceived AI readiness and real-world implementation challenges.‬‭From AI hallucinations and live retrieval limitations to crawl budgets and indexation at scale,‬ this conversation is packed with tactical insights. A.J. also drops a ho...2025-04-0145 min

Content and Conversation: Organic Growth Insights from Siege MediaCould This Could Replace Domain Authority? w/ Dr. PeteRoss sits down with Dr. Pete Meyers of Moz to discuss the ever-changing landscape of SEO, the impact of AI overviews, and how Moz is adapting to a rapidly evolving industry.They dive into the challenges of innovation in a competitive space, the role of brand authority versus domain authority, and the data-driven future of search marketing. Plus, Dr. Pete shares insights on Moz’s latest tools and the future of tracking Google’s updates.If you’re in the SEO world, this episode is packed with valuable insights you won’t want to miss. 2025-03-2544 min

Content and Conversation: Organic Growth Insights from Siege MediaInside Ahrefs’ $100M Growth: Tim Soulo on SEO, Content, and SocialRoss sits down with Tim Soulo,‬‭ CMO of Ahrefs, to dive deep into content‬ ‭marketing, SEO, and Ahrefs’ evolving approach to growth. Tim shares insights on how Ahrefs‬ built its marketing team, the role of SEO in today’s digital landscape, and why they’re investing‬ in YouTube, LinkedIn, and thought leadership content.‬ ‭ They also discuss the challenges of enterprise marketing, the rise of social-first content, and the‬ impact of backlink trends on the SEO industry.‬ ‭ Show Notes:‬ ‭ 00:00 Intro – Meeting in Chiang Mai SEO‬ ‭ 00:53 Ahrefs’ Marketing Evolution‬ ‭ 06:06 SEO vs. Diversification in Marketing‬ ‭ 10:09 The...2025-03-1849 min

Content and Conversation: Organic Growth Insights from Siege MediaTraffic Down, Revenue Up: A Conversation w/ Rand FishkinRoss welcomes back Rand Fishkin, co-founder of SparkToro and longtime marketing thought leader, for a candid conversation about the evolution of search, audience research, and the shifting tides of digital marketing. Rand shares insights on why SEO’s golden age is behind us, why influence—not traffic—should be marketers’ primary focus, and how PR is making a major comeback. He also discusses SparkToro’s growth, lessons from launching an indie video game company, and why understanding audience behavior is more critical than ever. Show Notes: 00:00 Welcome Back, Rand! 01:10 Reflections on Lost and Found...2025-03-1150 min

Content and Conversation: Organic Growth Insights from Siege MediaIs Marketing the Wrong Home for SEO? w/ Ex-RetailMeNot, Angi LeadHow do you build SEO strategies that mesh seamlessly with product teams? Ross Hudgens chats with Sharanya Srinivasan, Head of SEO, Product at Boatsetter, about combining strong user experience, savvy engineering partnerships, and growth-focused tactics. Learn how Sharanya’s approach to A/B testing, internal links, and UX research can help you unlock new levels of organic traffic, no matter how your team is structured.Show Notes:0:00 Background & Why Product Matters02:47 Landing in Product-Focused Roles07:43 Top of Funnel vs. Bottom of Funnel11:01 A Typical Day in a Product-Led SEO Ro...2025-03-0444 min

Content and Conversation: Organic Growth Insights from Siege MediaBreaking SEO News: Barry Schwartz on the Biggest Stories & TrendsIn this episode of Content and Conversation, host Ross Hudgens sits down with Barry Schwartz, President of RustyBrick and a leading voice in SEO.Barry shares his insights into the latest Google algorithm updates, the future of search rankings, and how businesses can adapt their SEO strategies in 2025 and beyond. Tune in for expert analysis, actionable advice, and a clear take on the state of search marketing.Show Notes:00:00 Introduction01:03 What’s the best story you have from a webmaster contacting you about their SEO situation?05:44 What’s the bigge...2025-02-2535 min

Content and Conversation: Organic Growth Insights from Siege MediaEvery SEO Should Be Doing This Today w/ Wil ReynoldsIn this episode, Ross and guest Wil Reynolds, VP Innovation, SEER, discuss the future of search, AI-driven automation, and why organic social is becoming more important than ever. Wil shares bold insights on how agencies must adapt, the power of thought leadership over traditional content marketing, and the evolving landscape of SEO. Plus, they cover why collaboration beats competition in today’s digital world.Show Notes:00:00 Welcome Wil Reynolds, VP Innovation, SEER01:36 Collaboration Over Competition04:04 The Rise of Organic Social vs. Traditional SEO10:53 Content Marketing vs. Journalism 2025-02-1751 min

Content and Conversation: Organic Growth Insights from Siege MediaCyrus Shepard Disavowed His Entire Site: Here’s What HappenedJoin Ross as he sits down with SEO expert Cyrus Shepard to explore why brand building has become essential in today’s search landscape. Cyrus shares what happened when he disavowed every inbound link on his site, why Google seems to reward authenticity over traditional SEO tactics, and how focusing on experience and trust can give you the edge in the ever‐changing SERPs.Show Notes:00:00 Welcome Cyrus and brand swag01:10 The Bold Move: Disavowing Every Inbound Link02:00 Aftermath: Results of the Disavow Experiment06:17 When the Disavow Tool...2025-02-0438 min

Content and Conversation: Organic Growth Insights from Siege MediaHow Sam Parr Mastered Copywriting for a $27M ExitIn the latest episode of Content and Conversation, Sam Parr, founder of The Hustle and host of My First Million, joins Ross to discuss the art and science of great copywriting, building viral content, and scaling content-driven businesses. Sam shares actionable insights into hiring creative talent, writing headlines that convert, and why simplicity is the ultimate sophistication in copywriting.Show Notes:00:00 Sam Parr’s journey in copywriting and content creation01:03 Combining Silicon Valley innovation with internet marketing02:45 The Hustle’s Newsletter Success06:12 Hiring Creative Talent10:50 The P...2025-01-2746 min

Content and Conversation: Organic Growth Insights from Siege MediaHow Dave Gerhardt Built a B2B Audience of 200,000+We speak with Dave Gerhardt, founder of Exit Five, who reveals how to build a standout B2B marketing community. He breaks down the impact of AI on SEO and content, his no-nonsense approach to LinkedIn content, podcasting as a content strategy, and why Exit Five moved from Facebook to Circle. It’s a sharp look at staying agile and authentic in modern marketing.Show Notes:0:00 Introduction to Dave Gerhardt and Marketing Insights2:35 The Role of SEO in Modern Marketing5:10 Content Creation and Personal Workflow11:14 Building a Community Around Ma...2025-01-1549 min

Content and Conversation: Organic Growth Insights from Siege MediaHow to Rank on AI Search Engines with Michael BuckbeeWe speak with Michael Buckbee, the innovator behind Knowatoa, a tool transforming SEO for AI search services.We discuss strategies for ranking on AI-Powered search engines and how Knowatoa enhances rank tracking on platforms like ChatGPT, helping marketers analyze keywords and search intent in this new landscape.We focus on aligning content with user intent while stressing the need for a robust domain authority strategy. We also highlight how social media presence and reputation management contribute to AI optimization. To thrive in the dynamic digital landscape, we advise marketers to continuously adapt their SEO approaches.2024-11-2043 min

Content and Conversation: Organic Growth Insights from Siege MediaHow Brian Dean Sold Two SEO BusinessesWe’re joined by Brian Dean, co-founder of Exploding Topics, as he shares his journey of transitioning from SEO education to trend-spotting innovation. We dive into the creation of Exploding Topics, exploring its origins as a side project, the collaboration with fellow entrepreneurs, and the strategic enhancements that shaped it into a successful SaaS platform. Brian discusses the importance of addressing customer needs, navigating the acquisition process with SEMrush, and reflects on the evolving landscape of SEO and search in the age of AI. He also candidly shares the psychological adjustments entrepreneurs face post-acquisition and offe...2024-10-3135 min

Content and Conversation: Organic Growth Insights from Siege MediaMastering Content Strategy During Election Season with Emily Campbell-SnidalThis week on Content & Conversation, Ross and Emily Campbell-Snidal, VP of Content Marketing at Siege Media, explore how brands can craft effective content strategies during election season. Show Notes:0:00 Election Strategies and Content Creation2:48 Rethinking Content Calendars4:37 Leveraging Current Events for Engagement7:21 Updating Existing Content for Relevance10:04 Navigating Political Topics with Neutrality12:57 Long-Term Strategy Amidst Short-Term EventsShow Links:Subscribe today for weekly tipsFollow Ross on XSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on...2024-10-0713 min

Content and Conversation: Organic Growth Insights from Siege MediaThe Future of SEO w/ Clearscope's Bernard HuangShow Notes:00:00 - Intro00:40 - Clearscope and the future of SEO13:08 - What are language models actually good for?29:10 - Using the data to guide strategy39:00 - Discussing Reddit and SERPs49:00 - Is there optimism for the future? Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow...2024-09-1759 min

Content and Conversation: Organic Growth Insights from Siege MediaLessons from 70 SaaS Content Interviews w/ Jimmy DalyShow Notes:00:09: Welcome, Jimmy Daly, Co-Founder and CEO of Superpath03:30: What does high-performance SaaS content look like?06:48: The importance of knowing your product (Fresh Paint)10:24: Outstanding content in SaaS11:16: The advantages of compiling your own data13:03: Jimmy’s Your Blog Is a Library Not a Publication21:31: The three best content marketing approaches24:33: The balance between publishing frequency and SEO30:19: Missed traits of high-performing freelance writers37:54: Final tips, tricks, and tactics Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.sp...2024-09-1039 min

Content, BrieflySiege Media: Ross Hudgens' strategy for sustainable, healthy growthIn this episode of Content Briefly, we’ve interviewed Ross Hudgens, Founder and CEO at Siege Media, and discussed how Siege Media has navigated its growing pains successfully, his insights on SaaS and the content world, and much more. This episode is brought to you by our friends at Verblio (https://www.verblio.com/) — contact megan@verblio.com.************************Timestamps:00:00 Intro.02:39 Who is Ross Hudgens?03:33 Ross background.06:18 Customer’s take on SEO marketing and the future of AI.08:02 What the average customer engagement looks like at Siege Media.10...2024-08-0627 min

Content and Conversation: Organic Growth Insights from Siege MediaProgrammatic SEO w/ Zapier’s Former Lead SEOShow Notes:00:05: Welcome, Matt Bowers, SEO Consultant (Zapier and Zillow Alum)11:01: Indexation is becoming more challenging. Should a new startup consider programmatic?01:12: Do you believe there’s a minimum threshold of unique content that a programmatic page should have to be successful?11:01: Indexation is becoming more challenging. Should a new startup consider programmatic?20:04: Certain SERPs may not display programmatic page types. Do you think this reflects on the potential success of programmatic approaches?22:44: What does an ideal programmatic deployment strategy look like?26:34: What are the common mistakes in implementing programmatic?34:04: How do you conduct keyword research for long-tail ke...2024-07-2349 min

Content and Conversation: Organic Growth Insights from Siege MediaProduct-Led Digital PR: A Critical Strategy for 2025Show Notes:00:00 - Introduction00:45 - What is Product-Led Digital PR?4:30 - Why you should choose Product-Led Digital PR6:37 - A case study with encouraging results8:30 - Putting your data to work10:00 - Running surveys13:00 - How do you make surveys effective?16:00 - What the future looks like18:00 - Final Thoughts Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0...2024-07-0919 min

Content and Conversation: Organic Growth Insights from Siege MediaGoogle’s Algo Leak, AI Overviews & Hreflang’s FutureShow Notes:00:08: Welcome, Jesse McDonald, Senior Director of SEO at Siege Media00:41: Mike King’s analysis of Google Search’s leaked internal engineering documentation (Read more)02:15: Overall site authority score03:05: The impact of clicks on rankings04:09: Defining Domain Authority04:49: “Font Size of Terms and Links Matters”05:26: The “small personal site” specification08:03: Authors as an explicit ranking feature09:13: Validity and effectiveness of the disavow tool10:27: AI Overviews: Initial observations (Read more)14:25: The traffic impact of AI Overviews by Kevin Indig (Read more)16:58: The future of hreflang (Read more)23:17: Why Google is cracking down on “parasite SEO” (Read more)30:10: Final wrap-up, thought...2024-06-0431 min

Content and Conversation: Organic Growth Insights from Siege MediaThe Optimal In-House Team StructureShow Notes:0:24: Exploring the optional internal team structure for content marketing 1:18: Why in-house Content Marketing Managers are the most effective 2:59: The role of SEO Managers in driving success (ideally) 4:03: The pitfalls of outsourcing and its impact on quality and bandwidth 5:19: The importance of consistency in brand voice and tone with freelancers 6:50: Ross’ perfect in-house team structure 9:02: The pros and cons of Founder/CEO involvement 11:58: How to navigate the challenges of in-house SEO management 13:35: Closing insightsShow LinksFollow Drew on TwitterFollow Ross on TwitterSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f...2024-05-0215 min

Content and Conversation: Organic Growth Insights from Siege MediaContent Marketing Trends for 2024Show Notes:00:00 - Introduction1:02 - Despite slightly smaller budgets, businesses remain committed to content marketing2:47: Reports indicate higher success rate for those who invest more per asset3:24: What we're currently seeing in AI's impact, AI usage up YOY5:25: Is AI helping or hurting your content?7:29: Where AI is making the most significant impact8:46: Unpacking the decline the link building and its implications10:32: The rise of organic link building11:42: Interactive content use surges13:07: Is AI and code development practical?14:51: Businesses biggest challenge — lead generationShow LinksFollow Drew on TwitterFollow Ross on TwitterSend Us an Email ...2024-03-0716 min

Content and Conversation: Organic Growth Insights from Siege MediaThe Future of SEO Jobs w/ Nick LeRoyShow Notes:00:00 - Introduction01:15 - The SEO Job Market4:30 - Should we be scared of SGE and AI?08:00 - Changes in the SEO industry14:50 - What does the future look like?16:48 - Thoughts on SGE20:47 - Would you change anything about your career?25:00 - How to future proof your job28:20 - Technical SEOs vs Content SEOs36:13 - Final ThoughtsShow Links:Post your next SEO job on SEOjobs.com with Nick LeRoyFollow Drew on TwitterFollow Ross on TwitterSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes...2024-02-1337 min

Content and Conversation: Organic Growth Insights from Siege MediaHow To (Actually) Get SEO Projects Accomplished With Tory GrayShow Notes:00:00: Introduction01:53: Understanding why problems in SEO occur07:55: Being a T-shaped marketer09:10: Ross shares a recent client case study10:50: Tory shares a recent client case study13:28: Having critical conversations with clients15:45: Thematic issues that prevent SEO work19:54: Useful tips for getting SEO projects done24:20: Client communication philosophies27:20: Final thoughts on Ross' Linkedin post33:43: ConclusionShow Links:Follow Tory's Podcast: Opinionated SEO OpinionsFollow Drew on TwitterFollow Ross on TwitterSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen...2024-01-0935 min

Content and Conversation: Organic Growth Insights from Siege MediaAll-in on Organic Links: Lessons 18 Months Later Show Notes:00:00: Introduction00:57: Lessons from BrightonSEO02:20: Strategies for Link Relevancy04:00: Lessons from Less Manual Link Building10:20: How Do Brand and EEAT Signals Impact Links15:45: Summing It All Up18:36: OutroShow Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege o...2023-12-1419 min

Content and Conversation: Organic Growth Insights from Siege MediaHow To Do Winning Keyword Research For 2024Show Notes:00:00: Introduction02:09: Intro to the sheet3:00: Keyword Research process4:50: Keyword Difficulty5:20: Relevancy Score6:30: Ranking Page URL9:27: Links11:45: Page Traffic and Traffic Value13:05: KOB Score15:00: SERP Features and Keyword Demand Trends16:40: Word Count17:48: Refresh Frequency19:17: Revised KOB score20:25: Categorize and Funnel Stage22:08: ConclusionShow Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com...2023-10-1023 min

Content and Conversation: Organic Growth Insights from Siege MediaInsights From 4 Content Marketing TestsShow Notes:00:17: Above the fold best practices3:46: Siege Media’s sticky navigation case study6:47: The impact of font size on conversion rate10:46: The power of updating contentShow Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.co...2023-08-3016 min

Content and Conversation: Organic Growth Insights from Siege MediaThe Best X Strategies for Executing BOFU ContentShow Notes:00:30: BOFU benefits in SaaS00:55: Why “Best X” roundups are necessary2:45: BOFU content best practices5:41: How to counter legal ramifications7:21: The importance of updates9:01: Alternative and “vs” page strategies11:09: When landing pages make sense12:14: How internal linking fits in12:14: HubSpot example14:05: PandaDoc example15:38: Addressing the fear of retaliation17:06: Executing BOFU as a brand new websiteShow Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify...2023-07-2521 min

Content and Conversation: Organic Growth Insights from Siege MediaWhy Most People Are Doing Digital PR WrongShow Notes:00:23: Does digital PR have enough value per link?4:35: How to execute link building effectively6:40: Breaking down the value of links by industry7:29: Off-brand digital PR — the “Principal—Agent” problem9:59: Deploying digital PR campaigns 1-4x a year11:50: Why keyword-driven digital PR makes the most impact13:08: How to fuel internal linking across your site14:29: Digital PR best practices, the fundamentals15:49: Final tips, tricks, and tactics/li>Show Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.co...2023-07-1120 min

Content and Conversation: Organic Growth Insights from Siege MediaWhat Is E-E-A-T? And How to Optimize For ItShow Notes:00:08: Welcome, Bernard Huang, Co-founder of Clearscope00:35: E-E-A-T’s background and evolution4:00: Common E-E-A-T misapplications by SEOs13:21: The value of a simple photoshoot18:27: Modern SEO necessities vs. technical SEO27:32: How to optimize every pixel on your siteShow Links:Visit Clearscope’s BlogFollow Bernard on TwitterFollow Ross on TwitterSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6...2023-06-0234 min

Content and Conversation: Organic Growth Insights from Siege MediaGoogle I/O SEO Changes: What You Need To KnowShow Notes:00:10: The core SEO changes at Google I/O2:14: Health and finance topics will not be affected (so far)3:08: Watermarking for generative content creators4:51: New layouts in Google SERP6:12: New impact on affiliate website7:43: Query complexity and how it influences content choice8:30: Google’s incentives for content and websites continues10:30: RLHF, “Reinforcement Learning from Human Feedback13:42: Visual design importance18:06: How to increase efficiency in SEO with AI21:02: Visual design importance, continued21:47: Why complex queries are the best defense22:22: How to stay on top of optimization as AI evolves24:57: Final tips, tactics, and tricksShow Links:The...2023-05-1625 min

Content and Conversation: Organic Growth Insights from Siege MediaRecession-Proof Content Marketing w/ Bernard HuangShow Notes:00:07: Welcome, Bernard Huang, Co-founder of Clearscope00:30: How to recession-proof content marketing5:05: Why exploring bottom-funnel topics are key7:32: Attributing content to revenue, lead generation11:57: Update content more14:41: Repurpose content more18:09: Using keyword rankings to prove success19:05: Search demand’s decline and ChatGPT22:36: The revolution of language models and unique data30:10: Final tips, tactics, and tricks for recession-proof content marketingShow Links:Visit Clearscope’s BlogFollow Bernard on TwitterFollow Ross on TwitterSend Us an Email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/cont...2023-05-0233 min

Content and Conversation: Organic Growth Insights from Siege MediaMade In CEO Chip Malt: Building SEO Strategies From the Ground UpShow Notes:00:08: Welcome, Chip Malt, CEO of Made In00:35: The details of Made In’s content strategy4:33: How do you quantify the worth of your assets?7:10: Why Chip pursued education and research first7:50: How long did it take to feel traction from your SEO investment?13:48: Made In’s content and A/B tests10:02: The evolution of Made In’s blog design19:05: How to incorporate shopping experiences into content22:00: Using email for content distribution25:05: How Made In used original photography to their advantage27:22: Does AI have a place in Made In’s content development?30:19: What’s next for Made In?31:40...2023-04-2542 min

Content and Conversation: Organic Growth Insights from Siege MediaHigher Volume, Higher Stakes w/ Ryan DaraniShow Notes:00:13: Welcome, Ryan Darani, SEO Consultant for DTC Health and Wellness brands1:36: How much content should you publish to be effective with SEO?2:59: Content freshness and its impact on rankings5:20: What’s the counterargument to Monday.com’s case study?8:24: The negative effect of high volume, low quality content11:33: The importance of updating content12:31: When to execute low volume, high quality vs. low (or mid) quality, high volume?19:49: When is high quality, low volume the wrong approach?22:19: How does AI impact the potential for high volume content?32:27: Final tips, tactics, and tools from Ryan.Show Links:F...2023-04-1737 min

Content and Conversation: Organic Growth Insights from Siege MediaGrowing a Marketplace to 100k Visits/mo: Captain Experiences’ CEO Jonathan NewarShow Notes:00:08: Welcome, Jonathan Newar, CEO of Captain Experiences2:08: What’s the biggest fish you’ve ever caught?3:48: SEO’s role in the initial stages of Captain Experiences10:13: How Captain Experiences thinks through “Guide” pages12:50: How to present a growth story to investors with SEO16:32: Captain Experience’s marketing and SEO team structure20:30: The biggest SEO KPIs for Captain Experiences21:28: The difference between long-term SEO and PPC23:43: How Captain Experiences plans to expand their markets26:30: Jonathan’s insights on growth and SEOShow Links:Example of Captain Experiences’ Guide PagesFollow Jonathan on LinkedInFollow Ross on TwitterSend Us an Email 2023-04-0628 min

Content and Conversation: Organic Growth Insights from Siege MediaThe 2023 Content Marketing Trends Report w/ Bernard HuangShow Notes:1:33: Currently, those that *don't* use AI report higher performance on average. That said, company usage has gone up 12% this year. 6:45: How AI is changing content optimization and SERPs over time. 16:00: The future of Google’s Helpful Content update. 23:23: Businesses that incorporate link building into their strategy report a 45% higher success rate than those that don't. 29:09: The average content design investment is 1-10%. That said, those who allocate 10-50% of their budget to content design report better results on average. 34:00: Only 36.1% of businesses report creating interactive content as part of their content strategy, and only 5.3% report using video...2023-03-0656 min

Content and Conversation: Organic Growth Insights from Siege MediaThe Role of AI Content w/ Lily RayShow Notes:00:09: Welcome, Lily Ray, Senior Director, SEO & Head of Organic Research at Amsive Digital00:41: Breaking down Bing’s AI integration and Google’s AI announcement2:23: Lily’s take on the future of AI integration and SEO10:36: The competition between Google and ChatGPT13:06: How to incorporate AI content generation into your strategy16:41: Best use cases for AI content tools20:38: AI content tools for enterprise vs. small businesses22:42: Why the case studies of AI content generation success are problematic28:42: Lily’s clients and their stance on AI content tools32:55: How will AI content generation evolve from here?36:35: Where to find Lil...2023-02-2140 min

Content and Conversation: Organic Growth Insights from Siege MediaGrowing Greatist to 50M Visitors w/ Derek FlanzraichShow Notes:00:07: Welcome, Derek Flazraich, CEO of Ness1:55: How Derek’s former company, Greatist was born3:33: How Greatist scaled to 50 million visitors per month6:02: Why establishing the correct tone for your audience is key13:18: Greatist’s success in mentioned outreach19:38: How Pinterest contributed to Greatist’s success22:07: Biggest strategy lessons from Greatist to Ness26:51: How to increase your content engagement via email30:49: Using social media for content distribution, “the individual more than the brand”37:37: What type of voice is ideal for Health & Wellness today?42:10: Biggest content lessons from Greatist to Ness45:46: Why a variety of platforms are necessary for SEO48...2023-01-061h 09

Content and Conversation: Organic Growth Insights from Siege MediaAnimalz Former CEO Devin Bramhall: Lack of Creativity in Content MarketingShow Notes:1:52: What led you to step down as CEO of Animalz?9:12: Devin’s thoughts on the direction of content marketing at Animalz and the future of the industry14:57: How to not be confined by a “content marketing box” when implementing long-term strategies18:13: What were some of the biggest strategic struggles you saw in the content world as a CEO?24:12: How to balance the execution of creativity and SEO — “keep boring stuff boring”30:29: How does AI fit into content marketing today?40:47: How community can be a bigger part of content marketing54:58: Devin’s experience executing community strategies at Animalz56:52...2022-12-061h 07

Content and Conversation: Organic Growth Insights from Siege MediaSEO M&A w/ Mike YonShow Notes:00:18: Welcome, Mike Yon, Founder of Clean Air Digital00:56: Mike’s experience in SEO M&A3:41: The current state of SEO M&A7:21: What does digital real estate look like today?11:19: Finding SEO acquisition targets — link value vs. ownership value16:06: What is the best deal structure?19:52: How to evaluate SEO assets in every industry22:14: The value of sites with penalties and/or significant hits in traffic24:52: Mike’s due diligence process when acquiring a site37:38: Tools to compare valuations in your market40:10: Where are the most popular marketplaces?42:02: Due diligence process continued45:10: How to make the acquisition proces...2022-11-1758 min

Content and Conversation: Organic Growth Insights from Siege MediaStartup SEO During a Downturn w/ Eli SchwartzShow Notes:00:40: Welcome, Eli Schwartz, Growth Advisor and author of Product-Led SEO1:42: How startups should think about SEO in a volatile environment3:31: Why startups should not do SEO7:17: Creating SEO ROI models for startups12:56: Why links aren’t the end-all be-all20:27: Learn from Eli’s SEO advisory toolset27:52: When and when not to implement SEO strategy30:22: Why differentiation in strategy is important42:24: How to use traffic as a metric44:32: Comparing SEO strategies: Amazon vs. Walmart54:00: How to survey users from a search standpoint58:01: Eli’s final tips, tactics, and recommendationsShow Links:Learn More About Eli Schwar...2022-11-1459 min

Content and Conversation: Organic Growth Insights from Siege MediaHow To Scale From 0 to 200k Visits w/ Gaetano DiNardiShow Notes:00:07: Welcome, Gaetano DiNardi, Growth Advisor and Fractional VP1:24: The relationship between SEO and Growth Marketing2:05: How search can create demand4:30: Is inbound marketing still relevant?5:26: Determining the pace of content quantity (Aura case study)8:29: How Gaetano convinced executives to invest in content10:43: The ideal freelance team structure15:38: Why promising too much content is problematic17:38: Ranking expectations, how to prioritize content20:52: Aura’s unique content strategy, how to identify winning topics23:34: Topic research — how to uncover business potential29:24: How video makes an impact and how to budget for it39:39: Examples of “Pain Point SEO”45:35: How to think about lin...2022-11-0157 min

Content and Conversation: Organic Growth Insights from Siege MediaThe Biggest Threat to SEO w/ AJ KohnShow Notes:00:10: Welcome, AJ Kohn, Founder, Blind Five Year Old00:42: The current threat to SEO5:33: What’s causing hesitation towards SEO?7:30: SEO measurement and A/B testing9:25: Data-informed vs. data-driven culture15:38: Potential solutions for SEO resistance19:35: How to quantify SEO impact for clients28:03: The rapid growth of long-tail search36:10: Google’s featured snippets, good or bad for SEO?40:02: AJ’s seoClarity review42:10: What AJ learned in 2022Show Links:Visit AJ’s blog: Blind Five Year OldFollow AJ on LinkedInFollow Ross on TwitterSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen...2022-10-1850 min

Content and Conversation: Organic Growth Insights from Siege MediaHow LawnStarter Cut Grass to $2M in Traffic ValueShow Notes:00:12: Welcome, Ryan Farley, Co-Founder and CMO, LawnStarter00:40: Was SEO a primary focus for LawnStarter from the get-go?3:06: How LawnStarter developed an SEO foundation during Series A4:10: What SEO metrics key stakeholders care about6:10: Competing with local pack vs. national-local companies10:30: The content hub strategy (ex. LawnStarter’s pricing guides)16:55: Have you considered expanding your brand?18:23: LawnStarter’s model for SEO opportunity21:54: How to approach hiring for content and SEO24:52: The 40/40/20 ratio26:57: How LawnStarter thinks about ranking success long-term36:38: What keeps Ryan up at night in regards to SEO?Show Links:Visit LawnStarter’s blogFollow Ryan o...2022-10-0641 min

Content and Conversation: Organic Growth Insights from Siege MediaEnterprise Real Estate SEO w/ Kristan BauerShow Notes:00:10: Welcome, Kristan Bauer, Founder and SEO Consultant, Conifr00:41: Navigating low-percentage branded traffic7:32: The benefits of a localized site architecture9:37: Is duplicate content bad for real estate?13:39: AI-generated content’s role in real estate SEO15:45: How to guide client’s on link acquisition18:00: The ideal in-house team structure20:10: Traffic vs. lead conversion SEO (Movato)25:29: Go-to SEO strategies for enterprise real estate companies30:40: Localized keyword optimization33:09: Final tips, tactics, and recommended tools (Botify, seoClarity)39:14: Kristan’s predictions for the future of real estate and SEOShow Links:Conifr: SEO ConsultingFollow Kristan on TwitterFollow Ross on TwitterSend us an...2022-10-0343 min

Content and Conversation: Organic Growth Insights from Siege MediaScalable E-commerce Content SEO w/ Aleyda SolísShow Notes:00:13: Welcome, Aleyda Solís, International SEO Consultant, Orainti1:06: E-commerce category pages best practices7:18: Companies that do category pages well (JB HI-FI)11:21: How to optimize product pages14:42: Why human-first content is ideal17:34: Companies that do product pages well (Manscaped)19:24: Do accordions have SEO value?22:55: AI tools for e-commerce category/product page content26:01: How to keyword map effectively, Aleyda’s cheatsheet30:56: Avoiding keyword cannibalization with different intent34:28: Final tips, tactics, and recommended toolsShow Links:Aleyda’s Presentation: E-commerce SEO Horror StoriesFollow Aleyda on TwitterFollow Ross on TwitterSend us an email Subscribe today for weekl...2022-09-2039 min

Content and Conversation: Organic Growth Insights from Siege MediaHow To Get Executive Buy-in for SEOShow Notes:00:25: Welcome Nick Lafferty, Head of Growth Marketing at Loom00:51: Important pre-executive pitch steps to ensure it’s received well6:23: What to do in your first 30 days at an organization9:27: How to execute a pitch to your executive team12:14: Scale-back on projections, keep it realistic15:01: How to deal with push back, unrealistic time expectations17:29: Common mistakes when failing to get buy-in20:12: How to execute after making the pitch24:17: How to overcome obstacles within an organization26:24: Is SEO education necessary pre-pitch?29:00: Final tips, tactics, and recommendations32:18: Using domain authority to give time expectationsShow Links:Follow Ni...2022-09-1238 min

Content and Conversation: Organic Growth Insights from Siege MediaGoogle’s Helpful Content Update: Predictions and Next ActionsShow Notes:00:39: What is the Google Helpful Content update?1:40: What we think Google is trying to fix (Ross’ prediction)7:00: Potential collateral damage, what to be aware of moving forward10:01: How excessive word count plays a part12:39: Create content that solves the problem, instead of just answering the query14:10: Our overall recommendation with Google updatesShow Links:Google’s Helpful Content updateFollow Drew on TwitterFollow Ross on TwitterSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: http...2022-08-2619 min

Content and Conversation: Organic Growth Insights from Siege MediaZero Volume Keywords w/ Abby GleasonShow Notes:00:10: Welcome Abby Gleason, SEO Product Manager at Scribd00:40: What does “zero volume” keywords mean? Why are they a good strategy?2:22: Why zero volume keywords is creating a buzz5:29: How do you find zero volume keywords that actually drive traffic?8:26: Zero volume case study outcomes9:15: Discovering zero volume keywords by industry11:06: How to convince stakeholders of zero volume search topics15:00: What type of investment makes sense for this strategy?17:36: Zero volume case study outcomes21:01: Low search volume can equal bottom funnel keywords/li>24:33: Using competitors to your advantage and keyword frameworks26:51: Is this strategy ineffective within B2C or...2022-08-1742 min

Content and Conversation: Organic Growth Insights from Siege MediaSEO Strategies for International Expansion w/ Brodie ClarkShow Notes:00:10: Welcome, Brodie Clark, Melbourne-based SEO consultant1:42: Brodie’s best strategies for expanding SEO Internationally3:54: How much does existing equity “transfer” to international markets using hreflang (ex. /us/)?5:37: Why automatic redirection isn’t a good idea7:30: Expanding domains is a long-term game, link signals9:54: Advice for sites that aren’t well-established11:50: Is a link building strategy necessary?17:05: The highest value links globally20:27: What was the effect on Google Penguin in Australia?26:00: Brodie’s SEO consulting playbook33:45: Are audits necessary? Why choosing the right client matters41:56: Tips for new SEO consultantsShow Links:Learn more about Brodie Clark...2022-08-0354 min

The Shopify Growth ShowHow to Build a 100 Person Agency From Scratch with Ross Hudgens (#87)Jim is joined by Ross Hudgens, founder of Siege Media. Ross shares the nitty gritty details about starting and growing an agency from a one man operation to a business with over 100 employees.TOPICS DISCUSSED IN TODAY’S EPISODEBuilding an agency from nothingSpending big on a websiteFiring yourselfGoing from 10 people to 100How to stay focused on the long gameLifestyle DesignHiring Up-and-comers vs the been-there-done-thatPricing specificsResources:Jim Huffman websiteJim's TwitterGrowthHitThe Growth Marketer's Playbookhttps://www.winwithoutpitching.com/books/https://www.siegemedia.com/https://twitter.com/RossHudgens Additional episodes you might enjoy:2022-08-0145 min

Content and Conversation: Organic Growth Insights from Siege MediaHow TrustRadius Built $2M/mo in B2B Traffic ValueShow Notes:00:10: Welcome, Mark Barrera, Vice President of Audience and Review Generation at TrustRadius00:44: How do you use SEO data to impact decisions at TrustRadius?3:36: The impact of review generation on SEO5:23: Duplicate content and how to create different experiences9:39: Mark’s ideal SEO department11:37: Measuring reviews, metrics vs. competitors13:01: The typical SEO at TrustRadius16:59: Tracking history — research boards and what they do20:11: How is TrustRadius monetizing?31:17: What performance tests work and which ones don’t37:08: How Google algorithm updates affect decisions for TrustRadius38:33: Mark’s view on link building, outreach41:01: What’s new for TrustRadius?Show Links:2022-07-2745 min

Content and Conversation: Organic Growth Insights from Siege MediaThe 50% Content Distribution MythShow Notes:00:15: What is the 50%+ of your time on distribution theory?1:38: Why do we think this theory is wrong?2:36: Spend more time on quality and optimization for search3:24: The appropriate amount of time for distribution on average4:11: Using Pareto’s Principle (80/20) to better balance efforts5:34: What Archimedes’ Lever has taught us on content performance7:54: How to best use your time on content and distribution9:58: The difference between promoting content and promoting a business11:42: Why KOB analysis is still a key factor12:43: Is PPC a valid strategy for link building?14:30: SummaryShow Links:Enroll in SiegeLearn today!Foll...2022-07-1316 min

Content and Conversation: Organic Growth Insights from Siege MediaHow To Double Traffic with Content Audits w/ Kelsey JonesShow Notes:00:12: Welcome, Kelsey Jones, Founder of Six Stories00:34: Kelsey’s content audit philosophy3:08: The best process for content audits7:22: The necessary benchmarks for content audits12:53: How much time do content audits take?14:38: Kelsey’s digital tool set16:17: How to adjust for keyword cannibalization19:45: Kelsey’s 404 vs. redirect ideology24:07: Are jump-to links for redirects necessary?25:26: How to scope a content audit27:33: Why content audits are an ongoing process31:11: How often should you do content audits?33:47: The benefits of “mini” content audits35:58: How should you structure an auditing team?41:08: What are common content audit mistakes you’ve seen?45:18: The ideal point...2022-07-0654 min

Content and Conversation: Organic Growth Insights from Siege MediaSearch Intent Perspectives w/ Clearscope’s Bernard HuangShow Notes:00:12: Welcome, Bernard Huang, Co-founder of Clearscope1:19: Bernard’s unique NFT marketing strategy7:44: The importance of “search perspectives,” predicting the evolution path of a SERP15:04: Where search perspective applies16:09: What Google’s “what people have also asked” tells us17:21: Google’s business model — is UX or ad revenue the priority?20:20: Solving for for individual sub-topics vs. topic clusters25:01: Total keyword opportunity in one post, “ranch-style SEO”28:45: Could any SEO write it? The significance of thought leadership33:49: Don’t have counterarguments for the sake of it37:16: Bernard’s “SERP similarity,” addressing the copycats of SEO40:09: How often do SERPs change on average?43:4...2022-06-1551 min

Content and Conversation: Organic Growth Insights from Siege MediaHow Quality Grew Launch That to $86M in Traffic Value w/ David PalomboShow Notes:00:12: Welcome, David Palombo, President and COO of Launch That. Brands include: Asbestos.com, Retireguide.com, Drugwatch.com, Annuity.org, Consumernotice.org1:39: Launch That’s content creation process with E-A-T in mind5:53: Balancing high-quality content and scale for content creators8:09: How to separate ownership, performance across team members9:10: Procuring experts for content review14:26: How to motivate link builders17:52: The difficulty of generating links, shift towards passive links18:27: The biggest motivators for content creators20:53: Annuity.org’ link-building element, “Cite Us” and its benefits23:14: Why authority is key for passive links24:55: How Launch That uses feedback CTAs30:07: What lift or data...2022-06-0942 min

Content and Conversation: Organic Growth Insights from Siege MediaInteractive Content: Everything You Need to KnowShow Notes:00:15: Why we recommend interactive content1:31: What are the cons of interactive content?2:16: If Google is building the same tools in the SERP, is it worth it?3:44: How to think about the calculator itself, what to consider4:25: Positive outcomes we've seen through passive link strategy6:56: Other examples of interactive content8:48: Why time to value is important10:34: The repurposing codebase is beneficial12:45: When content uses "calculator" without the calculator13:45: How we think of bottom-funnel pages and calculators15:30: Ideal structure for calculators16:28: Final thoughtsShow Links:Enroll in SiegeLearn today!Follow Drew on TwitterFollow Ross on TwitterSend...2022-06-0617 min

Content and Conversation: Organic Growth Insights from Siege MediaWhy We Stopped (Most) Manual Link Building After 1M+ EmailsShow Notes:00:44: Our transition from manual to passive link building strategy2:45: Examples of passive link topics3:23: How newer authority websites can execute4:36: Hammer vs. power tool strategy6:22: Passive link strategy = higher authority on average7:28: The importance of internal linking8:06: Interactive content, why high-quality content is necessary8:54: Why the domain rating of passive link strategy skews higher10:36: Pros vs. cons12:14: How to achieve success, our process breakdownShow Links:Enroll in SiegeLearn today!Follow Drew on TwitterFollow Ross on TwitterSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on...2022-06-0116 min

Content and Conversation: Organic Growth Insights from Siege MediaWhat Good SEO Consulting Looks Like w/ Tom CritchlowShow Notes:00:12: Welcome back, Tom!1:01: How to structure a good kickoff meeting9:03: Separating great kickoff meetings vs. average ones10:04: How many meetings are too many?15:20: Report revenue to increase credibility17:00: How to run meetings effectively22:22: Is dedicated account management essential?24:57: Defining the roles on your team to deal with clients26:45: Favorite tips for writing emails30:08: How to push back on clients — be empathetic37:46: Reporting, how to make your client look good40:29: Ghostwriting for clients41:37: When to use decks vs. reports42:04: How to educate your client and move the needle45:23: Ross’ new wave of strategy for clients49:32: Presentation best prac...2022-05-161h 05

Content and Conversation: Organic Growth Insights from Siege MediaHow IBM Generated $250M of Lifetime Traffic Value (LTTV)Show Notes:00:39: Bryan’s original post on how IBM generated over $250M of lifetime traffic value (LTTV) in 20211:10: IBM’s “Inbound Workbook”8:13: What processes have made the workbook successful?10:41: What is the “diamond team model” and how has it helped SEO in larger organizations16:45: IBM’s SEO team breakdown21:46: The benefits of keyword frameworks14:25: Why user stories are important16:42: What is content engineering?24:54: IBM’s attribution models29:44: How to build an SEO movement at a large organization33:20: The benefit of using keywords in addition to charts in internal reporting40:23: Who do you invite to the internal Slack channel?42:36: Bryan’s evolutio...2022-04-041h 06

Content and Conversation: Organic Growth Insights from Siege MediaHow To Train Content Marketers at ScaleShow Notes:00:17: Elsie’s roles and what it means for onboarding00:37: What are some of the strategies we use to scale our training?2:08: The benefits of open-source knowledge3:28: Hiring in cohorts4:00: The controversial “test” project5:58: How to hire and train remote teams7:01: The advantages of bringing in other managers, mentors early on8:14: Ideal length of training period8:57: Integrating new hires with clients9:32: Are probation periods necessary?10:39: How to apply training to different paces of learning12:02: How often do we evolve/update our processes?13:08: The importance of noting expectations13:56: How to track performance of new hires, determine fit15:59: As an app...2022-03-2821 min

The SaaS SEO ShowKOB Analysis, Passive Link Building & More with Ross Hudgens, Founder & CEO at Siege Media (#21)In this episode of The SaaS SEO Show, we’ve interviewed Ross Hudgens, Founder & CEO at Siege Media, and discussed KOB analysis and how to approach link building. ************************Here’s what we’re covering:How to approach KOB analysis the right way.What are keyword frameworks, and how can businesses use them?How to build backlinks manually.************************Useful Links:Ross on Linkedin: https://www.linkedin.com/in/rosshudgens/Siege Media: https://www.siegemedia.com************************Stay Tuned:►...2022-03-2233 min

Content and Conversation: Organic Growth Insights from Siege MediaModern Enterprise SEO with Michael KingShow Notes:0:39: What content strategy means at the enterprise level3:02: How to navigate push back4:58: Governance model examples6:56: Quick wins vs. big build-outs9:16: The importance of work-in-progress updates before major deliverables12:38: Mike’s playbook for getting things done as an agency in an enterprise organization14:25: Why user stories are important16:42: What is content engineering?21:19: How to model scope on a per post basis22:41: Lessons after both working for and running an agency28:18: Mike’s upcoming book on the science of SEO30:40: What is something you don’t like about the SEO industry?34:10: Why empathy is key at agencies37:45: Mike's...2022-03-1445 min

Content and Conversation: Organic Growth Insights from Siege MediaWhat’s Changing in Content and SEO in 2022 with John-Henry ScherckShow Notes:00:10: Welcome, John-Henry Scherck, founder of Growth Plays00:28: What’s evolving in SEO and content in 2022?3:39: Technical SEO is a bargain, not a mandate6:58: Do CMSes prevent technical SEO debt?10:05: Utilitarian content vs. “engaging” content11:29: Why low time to value and instant gratification is key for content14:25: Taking a John Barrows approach (give and take vs. give)15:20: Segmenting for audience type per content17:53: Content hub and Learn Center design best practices23:41: Is trend reporting necessary for investors?28:49: The benefit of passive link acquisition via trending topics31:40: How major reports affect rankability36:15: How to move the needle in enterp...2022-01-251h 06

Content and Conversation: Organic Growth Insights from Siege MediaHow to Secure $1,000,000+ in SEO Budget with Tom CritchlowShow Notes:00:12: Meet Tom Critchlow, Strategy Consultant, Founder of SEO MBA and former VP of Operations at Distilled1:21: How to secure a substantial SEO budget5:13: Tom’s contrarian take on how companies should invest in SEO6:15: The secret behind organizational charts7:42: Best metrics to use for proving ROI10:46: Common mistakes in strategy presentations to the C-suite13:43: The correlation between updating content and renewals15:50: Why communicating ROI in annually is ideal17:14: Tips for communicating link building ROI20:50: How to calculate monthly link value21:20: Revenue forecasts don’t always have to be right, here’s why23:23: Ideal timelines for revenue conver...2021-12-1356 min

Content and Conversation: Organic Growth Insights from Siege MediaContrarian Content Marketing with SparkToro’s Amanda NatividadShow Notes:00:30: How Amanda built Fitbit’s B2B marketing strategy2:27: Why putting effort in tools pays off, Fitbit’s “Challenge Idea Generator”5:40: Amanda’s lessons and strategies as Head of Marketing at Growth Machine: SEO & Content Agency8:48: How to build a successful podcast10:48: “Influence the influencer strategy,” approaching guests that have a strong following (and get noticed)12:49: Integrating personal branding with your company13:28: What are the best KPIs for building inbound marketing and user acquisition?15:09: Give users evergreen resources, SparkToro’s virtual event series, “Office Hours”17:59: Understanding your audience19:31: The benefits to implementing a contrarian content marketing strategy20:29: How t...2021-11-2927 min

Content and Conversation: Organic Growth Insights from Siege MediaWhat SEOs Can Learn from NerdWallet's S-1Show Notes:00:22: Disclaimer: Not investment advice! But, still important00:38: What can we learn from NerdWallet’s traffic history1:29: How NerdWallet’s syndication and penalization in 2017 has affected them today3:36: Why multiple strategies can help combat unexpected traffic hits4:04: NerdWallet’s “sin” in syndication5:07: How top-of-funnel reach has contributed to NerdWallet’s success5:45: Is NerdWallet’s brand defensible? What you need to invest in to “win”7:03: How NerdWallet bets on quality, vulnerability to Google7:53: Is it alright to be dependent on Google?8:27: How younger companies can leverage their funding rounds for links and press9:38: Solving for Quick Answers is still crucial10:31...2021-11-1014 min

Content and Conversation: Organic Growth Insights from Siege MediaRepresentation in Design and Content MarketingShow Notes:00:14: Drew welcomes new guests to the podcast: Giselle Matz, Graphic Designer; Darin Lammers, Art Director; and Cara Brown, Associate Director of Brand Strategy00:56: Why Darin created an agency-wide presentation on “Representation in Design”2:06: How Giselle’s Instagram has become a platform for inclusion and diversity3:01: Checking the biases of your business and colleagues4:33: How to combat fear of representing things “wrong”6:50: The importance of keeping others accountable 8:13: What to do when clients give pushback11:44: How “checking boxes” for diversity can result in tokenism 12:31: Designing “real” people and why representation is more than just race14:47: Giselle’s inspiration for illust...2021-11-0119 min

Content and Conversation: Organic Growth Insights from Siege MediaYou Probably Weren't Hit By an Algorithm UpdateShow Notes:00:20: Drew coins the term “algo-holic”00:30: Why you probably weren’t hit by an algorithm update2:01: How brands with good reputations can disrupt your space2:50: Measuring competitive research effectively4:20: How to understand the biggest players via keyword research5:58: Why monetization models play a part6:52: Acquisitions in your industry vs. ranking longevity10:20: The importance of homepage link velocity11:37: Why following Google’s updates is still importantShow Links:Follow Ross on TwitterFollow Drew on Twitter Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-a...2021-10-0713 min

Content and Conversation: Organic Growth Insights from Siege MediaWhy You Can't "Test" Content MarketingShow Notes:0:53: The philosophy behind testing content marketing1:39: Why we don’t do short engagements2:25: How building a recognizable brand plays a part3:03: Best-in-class content = time3:44: The timeline from first day of engagement to ranking page 16:19: Difference in timeline for a low-authority website7:36: How to deal with clients new to content marketing8:58: Case study examples10:24: Why six months is the magic number11:01: How you know your content isn’t workingShow Links:Follow Ross on TwitterFollow Drew on Twitter Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple...2021-09-1512 min

Content and Conversation: Organic Growth Insights from Siege MediaHow to Brainstorm Content Effectively [B2B + B2C]Show Notes:0:32: Meet Elsie Weisskoff, her role at Siege as Creative Content Lead1:50: The definition of “brainstorming”2:08: The brainstorming process at Siege Media3:16: Group dynamics when thinking creatively3:58: How Siege Media’s brainstorming has improved over time4:46: Producing ideas–best tools to use for brainstorming6:40: The power of Reddit, how to use it effectively7:41: Why platforms like “The Pudding” are beneficial8:02: Breaking up B2B and B2C ideas9:05: How to brainstorm for niche industries9:34: Promotable vs. SEO topics11:01: What type of content does well in B2B markets?12:49: How do you brainstorm for a mature content strategy?14:13: Best criteria...2021-06-3023 min

Content and Conversation: Organic Growth Insights from Siege MediaLessons From Building a 100-Person Content Marketing TeamShow Notes:0:14: Welcome, Drew Page! Content Marketing Lead at Siege Media0:44: Growing from 1-100 people, what's the secret to retention?3:32: How do you effectively pair a Content Marketing Specialist with a client that's in their area of expertise (E-A-T)?4:51: Ross' push to improve company culture, and why hiring great people with better benefits is good for business6:11: Why inclusive access to education and training is best for everyone7:15: What do you contribute to Siege's design team success?8:36: The commitment to video and its influence on content strategy9:54: Differences in retention rates in CMS vs. Designers10:54: How did you d...2021-06-0119 min

Content and Conversation: Organic Growth Insights from Siege MediaHow to Train Content Marketers RemotelyTraining a great team of content marketers doesn’t have to feel like such a challenge. While there’s no one-size-fits-all approach to content marketing, we’ve seen success with our training strategy — even as we continue to look for ways to improve the process with each new team member we hire. Based on lessons learned from hiring 50+ content marketers (and their insightful training feedback!), we’ve compiled tips for quickly training up new team members, no matter their expertise or skill level. Listen to our Content & Conversation episode below on how we’ve modified our process to fit a fully remote...2021-05-1211 min

Content and Conversation: Organic Growth Insights from Siege MediaUpdating Our “How to Get More Website Traffic by 250,000+ Visits”Show Notes:0:58: How we’ve shifted our “Skyscraper Technique” outlook1:43: The value in “2x” level content2:30: Misapplication of the “Skyscraper Technique”5:13: Our thought process around passive vs. manual link acquisition8:10: Thinking about search clicks vs. search volume12:12: Is there a “good” balance of search volume to search clicks?Show Links:How to Increase Website Traffic by 250,000+ Monthly Visits [2020 Update]Brian Dean Skyscraper Technique“Christmas songs” SERPOn SERP SEO – The Infuriating Reality of Search’s Future by Rand FishkinFollow Ross on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend Ross an email Subscribe today for weekly tips: https://bit.ly/3dBM6...2021-05-1215 min

Content and Conversation: Organic Growth Insights from Siege MediaHow to Execute SEO-Driven Content Marketing with Neville MedhoraShow Notes:3:24: Are links and content really all that’s needed for SEO?8:11: The danger in relying on SEO hacks and loopholes10:15: Copywriting vs. content marketing13:15: Our outreach process including open rate and placement rates20:54: How to do content marketing at scale and still ensure quality24:39: Our preferred SEO and content marketing tools31:03: Refreshing content vs. killing a page38:00: Idea of “collaborative copy”41:30: The risk of content mills43:44: How to take simple topics and turn it into a link engine46:35: The Gary Vaynerchuk model and repurposing content50:45: Our YouTube strategyShow Links:How to Use “Freshness Distance...2021-05-1258 min

Content and Conversation: Organic Growth Insights from Siege MediaWhat You Need to Know About E-A-T with Lily RayShow Notes:00:53: Debunking common E-A-T myths2:10: How does E-A-T relate to the Medic Update?4:25: What should you focus on for E-A-T if you’re in YMYL?7:12: Realistic timelines to see outcomes from E-A-T related changes9:50: Getting buy-in for E-A-T changes10:45: Does domain authority and brand recognition matter more with E-A-T?15:57: Is it realistic to expect to outrank .gov sites now?20:37: How to balance E-A-T with a company’s mission23:08: Unique or unexpected methods of showcasing E-A-T27:33: What keeps you up at night with E-A-T?Show Links:What Does It Mean to Have Good E-A-T? by Lily RayL...2021-05-1229 min

Content and Conversation: Organic Growth Insights from Siege MediaHow Designers and Content Marketers Can Work TogetherShow Notes:00:28: Training content marketers to communicate with creatives1:45: Creating a Pinterest board to assemble inspiration2:29: Training designers to communicate with marketers4:05: How much time to give a designer to understand the content?5:16: Ideal method of giving designer direction6:51: Is there such thing as too much design direction?7:38: How to feel comfortable giving creative feedback as a non-creative10:15: How to build an “eye for design”Show Links:Follow Leslie on DribbbleFollow Alex on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on i...2021-05-1112 min

Content and Conversation: Organic Growth Insights from Siege MediaLink Building: Long Term vs. Short Term StrategiesShow Notes:00:30: When does prioritizing immediate links make sense?2:46: Content formats that get results in a short time frame3:56: Risks involved with short term link building content5:46: Link outcomes and expectations in a 6 month strategy9:00: What businesses can focus on a longer, 1+ year timeline?10:30: Content formats better suited for a long term strategy12:15: Link outcomes and expectations for a 1+ year timelineShow Links:What We Learned Analyzing the Cost Per Link of 500+ Posts by Caroline GilbertFollow Ross on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend Ross an email Subscribe today for weekly tips: https...2021-05-1115 min

Content and Conversation: Organic Growth Insights from Siege MediaBuilding Reporter Relationships With We Earn MediaShow Notes:00:40: How has SEO influenced media relations for you?8:16: What are pet peeves you have when SEOs try pitching?11:03: Why you shouldn’t stress over blog links vs. money page links14:27: Relationship building tips for marketers starting at zero19:20: Personalizing pitches with scale25:21: How to foster relationships outside your specific pitch needs26:51: Determining a good send volume for campaigns31:51: Why you shouldn’t ignore mid-tier, regional or niche publications34:25: How to handle no responses and follow ups40:49: Are press releases dead?47:39: Must-listen We Earn Media episodes and favorite journalism tipsShow Links:Tune in to We E...2021-05-1150 min

Content and Conversation: Organic Growth Insights from Siege MediaHow to Build Links to Bottom Funnel PagesShow Notes:00:41: How to build bottom funnel links through outreach4:12: Moving links from your homepage to a relevant product page4:55: Adding citable elements to your bottom funnel pages6:24: Ideas for blending long form content with landing pages9:15: How to use internal linking in content to your benefit10:42: Can visuals, such as infographics, fit on product pages to encourage links?Show Links:Advanced Link Reclamation and Link Moves by Sarah HollenbeckHow to Generate Money Page Links with Garrett FrenchStockx Air Jordan page exampleEmbroker startup insurance page exampleFollow Ross on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend Ross...2021-05-1112 min

Content and Conversation: Organic Growth Insights from Siege MediaESG and SEO: Why It MattersShow Notes:00:22: What ESG stands for and addresses1:42: How “Reimagining Capitalism in a World on Fire” by Rebecca Henderson influenced Siege Media2:36: Using ESG to analyze potential clients3:33: Types of businesses that may not qualify3:57: Why darker industries rely more on agencies6:19: Working for causes = better internal fulfillment6:47: Breaking down the client-agency relationship7:25: Do your research on companies implementing ESG8:47: How to evaluate internal efforts10:24: Identify ESG through positive brand experience–use third-party toolsShow Links:Follow Ross on TwitterSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTu...2021-03-2512 min

Content and Conversation: Organic Growth Insights from Siege MediaHiring Writers at Scale with Julia McCoy of Express WritersShow Notes:00:21: Julia McCoy’s background, the origin of Express Writers2:37: How to interview new writers5:39: The best process when vetting portfolios8:02: The ideal writing staff split and why industry-specific writers are necessary9:37: What is a typical tempo of your editorial team?10:36: In-house vs. outsourced team structure14:04: How clients split copywriting duties in-house16:02: How much content should I be creating?18:42: Common obstacles when scaling production/li>20:32: Educating clients post-202021:14: How much SEO knowledge is appropriate for writers and editorial staff?23:09: How crucial are SEO tools?24:50: The importance of on-page brand experience26:37: The state of AI in copywriting28:56: Roadblocks wh...2021-02-2434 min

Content and Conversation: Organic Growth Insights from Siege MediaThe State of Digital PR in 2021Show Notes:00:34: Welcome back, Vince! Siege Media’s Director of Digital PR00:40: GameStop stocks and how to manipulate the stock market1:20: What is digital PR?2:57: Why is “digital PR” trending?4:37: The differences between digital PR, SEO and link building6:01: Viral content vs. brand identity6:28: What are the biggest digital PR mistakes?7:40: What “going viral” means in different industries8:49: How Siege Media combines content marketing and PR9:37: Industries where digital PR is optimal10:27: Calculating link value by website11:57: Dangers of scraper sites in link reporting14:27: The legitimacy of viral content16:50: Going viral within your niche audience17:44: Is this a strategy o...2021-02-1119 min

Content and Conversation: Organic Growth Insights from Siege MediaEnterprise SEO with Jenn Mathews of GitHubShow Notes:00:27: Jenn’s background and how she landed at GitHub1:06: GitHub’s technical foundation pre-SEO2:00: How Jenn prioritized SEO with developers, engineers and CTOs in mind3:14: Beginner vs. advanced keyword topics5:15: Understanding enterprise intent for a technical audience6:10: How SEO is defined at GitHub i.e. marketing7:28: The collaboration between SEO and content creators8:30: What developer skills overlap with SEO?10:30: Why SEOs tend to misuse canonicals12:10: The important of basic HTML understanding13:00: Common mistakes when growing SEO at the enterprise level15:18: Educating the C-suite on SEO16:59: Surprising collaborations with other departments18:13: What to highlight when reporting metrics to t...2021-02-0227 min

Content and Conversation: Organic Growth Insights from Siege Media5 SEO Experts Share Predictions for 2021Show Notes:1:04: Cyrus Shepard, Founder of Zyppy | How Core Web Vitals, passage indexing and engagement will impact both ranking signals and click-through rates2:20: Mike King, Managing Director & Founder of iPullRank | Is Core Web Vitals all hype? What to focus on instead7:46: Aleyda Solis, International Mobile SEO Consultant, Founder of Remoters.net | The importance of visual search11:16: How Google vs. Apple affects outcomes internationally12:20: Rand Fishkin, Co-Founder & CEO of Sparktoro | Brand identity vs. link building13:15: What is a good link signal vs. a bad link signal?15:11: Kevin Indig, Director of SEO at Shopify | Why Google’s increase in SERP fea...2021-01-1920 min

Content and Conversation: Organic Growth Insights from Siege MediaSEO Stuff to Stop Worrying AboutShow Notes:00:28: How “rating” tools like Yoast, Clearscope, Lighthouse and more shouldn’t be the main focus3:09: How SERP features negatively impact you and your competitors4:52: Asking for “word count” as a baseline indicator of quality content7:00: Our thoughts on technical text analysis like TFIDF, LSI and more8:11: Thoughts on linking root domain authority vs. relevancy10:00: Balancing internal linking with UX and user journeyShow Links:Why Writing Quick Answers for Google is Not Enough by Ross HudgensFollow Jon Eric on TwitterFollow Caroline on LinkedInSend us an email Subscribe today for weekly tips: https://bit.ly/3dB...2021-01-0612 min

Content and Conversation: Organic Growth Insights from Siege MediaPersonal Finance Content Marketing with Alli Berry of The Motley FoolShow Notes:00:30: Alli’s start and how she landed at Motley Fool1:45: How Motley Fool structures content and editorial3:05: Balancing focus between evergreen content vs. news4:45: How breaking news can inform traffic to evergreen topics5:50: Collaborating with the news team6:33: Deciding what content gets top navigation, homepage and similar high priority real estate10:12: How to explain complex financial topics to beginner audiences12:21: Recommendations for new or early stage personal finance sites15:32: Influencer marketing for The Motley Fool16:24: E-A-T, syndication and existing reporter influence17:34: How to scale content refreshes and revamps21:00: Using Google Trends to inform keyword research23:39: How CO...2020-12-3028 min

Content and Conversation: Organic Growth Insights from Siege MediaWho Should You Pitch at Big Publications?Show Notes:1:40: How to think about pitching titles at different media types2:30: Is there a typical “newsroom” make up?3:00: What editors, managing editors, staff editors and more do6:15: Pitching print vs. digital and different titles you’ll run in to7:45: Considering national vs. regional vs. local media9:20: Byline attribution in media11:00: Emailing “tips@” when you have no other option12:12: Is television a good avenue for link building?16:46: Is radio a good avenue for link building?20:34: How to handle pitching freelancers or contributorsShow Links:Follow Amanda on TwitterFollow Sarah on LinkedInFollow Caroline on LinkedInSend us an email 2020-12-1524 min

Content and Conversation: Organic Growth Insights from Siege MediaHow to Pivot a Content Strategy: Lessons from Siege MediaShow Notes:1:23: How we approached content creation without link building and the results of that2:00: Is it possible for an agency to outrank a SaaS brand?3:04: Keyword strategy after evaluating new and old content5:35: Thinking through B2B content marketing for niche industries (like us!)6:48: How we evaluate our domain authority to the competition8:45: Balancing content creation for different levels of decision makers10:00: How companies are propping up their domain authority via acquisitions12:07: Thinking outside the /blog/ for content creation17:10: Looking at content types that make us unique19:00: Balancing your unique value proposition and not getting pigeonholed22:33: Bringing...2020-12-0126 min

Content and Conversation: Organic Growth Insights from Siege MediaRecapping the Best Time and Day to Send EmailsShow Notes:00:21: Summary of findings and methodology2:01: What we found across open rate, click rate and reply rate3:26: Our theories on why open rate sharply declines during the week6:22: What we’re changing with our outreach after this analysis9:33: Why send day and time isn’t the only thing you should be focusing onShow Links:The Best Time and Day to Send Emails (2020 Data) by Drew PageHow to Execute SEO-Driven Content Marketing with Neville Medhora45 Cold Email Subject Lines With Proven Open Rates by Sierra SkellyFollow Drew on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend us a...2020-11-2413 min

Content and Conversation: Organic Growth Insights from Siege MediaSEO + Content Roadmap for Low Authority SitesShow Notes:00:38: How to evaluate keywords (and find them) when just starting out4:07: Finding lower competition terms5:13: Why passive link building is even more important for lower authority sites7:06: When buyer personas ≠ linkable audience8:03: Understanding authority and credibility when link building10:00: Building out a “hero asset” to carry your content strategy11:51: How to balance a blog design that scalesShow Links:Follow Alex on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289...2020-11-1714 min

Content and Conversation: Organic Growth Insights from Siege MediaOn SERP Suggestions for Content MarketersShow Notes:00:25: Why you should look at search clicks, not search volume for ideas3:30: Tips for capturing the featured snippet6:22: Anticipating organic traffic drops even if you capture the featured snippet7:50: Refreshing and testing title tags to attract clicks on SERP11:26: Do rich snippets improve rankings?14:26: How to capture People Also Ask boxesShow Links:Christmas songs SERPCholesterol in eggs SERP“Are timeshares worth it?” SERPFollow Jon Eric on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.appl...2020-11-1016 min

Neville Medhora Talks CopywritingInterview: Ranking blog content in the SEO results with Ross Hudgens of Siege Media and Neville MedhoraSEO conversations with the widely respected Ross Hudgens of Siege Media! This conversation felt like a masterclass in SEO. Subscribe to our channel to get more good stuff like this :)https://www.youtube.com/kopywriting?sub_confirmation=1We go over a wide range of topics like SEO tactics we see working, how much time it takes to create a piece of content marketing and way more!▶️ Also join our new "Copywriting Course Clips" channel:https://www.youtube.com/channel/UCWSM9I6Zo9v3ZgXdgcAn07AFollow Ross Hudgens and Sieg...2020-10-2057 min

The Mind Of A Marketer w/ Ryan StewartBehind SiegeMedia (the 80 Person SEO Agency) w/ Ross HudgensRoss Hudgens has built SiegeMedia into a $10m SEO agency, specializing in creating content assets that generate high quality inbound links. Ross stopped by to chat about their growth strategy and a deep dive into their lucrative service. Support the show (https://ryanwashere.com)2020-05-2855 min