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EDGE of the Web - An SEO Podcast for Today's Digital Marketer
29 minutes | 6 days ago
416 | News from the EDGE | Week of 5.03.2021
Join Erin & Mordy as they unpack how Google’s adding links to featured snippets, the new ability to report indexing issues, Bing’s new shopping feature and our favorite topic, Core Web Vitals. [00:04:25] Comparison shopping on Bing[00:09:08] Report indexing issues on Google Search Console[00:13:24] Elementor updates for Core Web Vitals[00:18:00] Google’s adding links to featured snippets
36 minutes | 7 days ago
415 | Critical Thinking and SEO Insights with Pedro Dias
Host Erin Sparks talks to Pedro Dias, Ex-Google and now Head of SEO at Reach PLC, about critical thinking in SEO, his experiences working at Google, and more. [00:04:18] What Pedro experienced at Google during the first large algorithm changes [00:20:00] The path of critical SEO thinking compared to how Google is understanding quality. [00:23:40] What do beginning SEO professionals need to know to start the critical thinking journey? [00:28:39] Should we use the tools we have or something else? [00:29:38] What is the key factor in working with client stakeholders?
30 minutes | 12 days ago
414 | News from the EDGE | Week of 4.26.2021
Join us as we give our take on the SEO news of the week for you. Grabbing ahold of the headlines, Mordy Oberstein and I spend time giving our two cents on the key things you should be looking at this week. [00:04:06] Google Testing Local Car Inventory [00:09:27] Google’s Scraping Its Q&A Function [00:13:51] Assessing The Impact Of The Product Review Update
30 minutes | 13 days ago
413 | It’s Better to be Preferred than to be Indexed with Pedro Dias
Host Erin Sparks talks to Pedro Dias, Ex-Google and now Head of SEO at Reach PLC, about how Google views information, what companies should consider holding back and the philosophical challenges of controlling the world’s information. [00:05:37] Pedro was in the thick of the first Panda algorithm rollouts with Google in 2011 [00:07:14] Pedro’s take on Google dominance [00:13:39] Businesses need to do something Google cannot [00:21:25] The philosophical challenges of being both the Vehicle and the Destination
30 minutes | 18 days ago
412 | News from the EDGE | Week of 4.19.2021
The SEO News to pay attention to this week includes Google’s ability to deal with long-form questions, the postponement of the Core Web Vitals update, and if FLoC will be blocked by default on nearly half of all websites when it rolls out. [00:03:19] Google Has Problems With Long-Form Question Answering A new research paper finds that Google still has issues answering nuanced questions that require complex elaboration. [00:12:19] WordPress Proposal To Block FLoC A new proposal in front of WordPress asks them to treat FLoC like a security concern. [00:18:53] Google Postponing The Core Web Vitals Update The Page Experience update has been pushed back to mid-June, with a gradual release through to August.
35 minutes | 23 days ago
411 | Privacy & Inclusion (FLoC) with Carolyn Lyden of Search Engine Land
The face of tech has changed and the pie is getting bigger. We talk about Google’s FLOC and how the scene changes as privacy becomes paramount. Carolyn Lyden, Director of Search Content at Search Engine Land and SMX, also unpacks elitism, the backlash women in tech can face, how you can help, and how the narrative can be reframed to reflect inclusion. [00:04:13] What is FLoC? [00:12:48] Does Google get to decide that they're the arbiter of privacy and data? What do marketers say? [00:15:06] Carolyn’s take on the Zero Click effect. [00:16:49] Competitors in the Knowledge Panel? What the FLoC is that? [00:21:00] The discrepancy of females in the SEO industry. [00:23:34] Has Carolyn witnessed veiled attacks against women in SEO? [00:28:44] Key points about being an ally to Women in SEO
28 minutes | a month ago
410 | News from the EDGE | Week of 4.12.2021
On this week’s episode, we unpack two new updates from Google on their algorithm and Search Console, explore more info on Core Web Vitals and attempt to play nice about that antitrust lawsuit Google’s wrapped up in. [00:03:05] Google Announced Product Reviews Algorithm Update We suspect this update is aimed at all those affiliate links that websites are including in their reviews these days. [00:08:00] Google Launches Two Improvements To Search Console They’ve improved comparison modes, which literally brings a tear to our eye. [00:12:22] Antitrust lawsuit claims Google gamed its ad system to the tune of $213 million Using a program referred to as “Bernanke” in-house, Google allegedly gave favor to its own ads over rivals. [00:17:32] How Often Will Core Web Vitals Ranking Factor Be Calculated? As Core Web Vitals crest over the horizon, expected to affect rankings in May, John Mueller answered a question regarding how CWV will factor into the algorithm.
32 minutes | a month ago
409 | Community Narratives with Carolyn Lyden of Search Engine Land
Ahead of SMX Create (April 13) we have the answer to what narratives are going to be top-of-mind in the SEO community post-pandemic. Carolyn Lyden, Director of Search Content at Search Engine Land and SMX, is on-the-record for dedicating herself towards raising up women and BIPOC business leaders. If a story affects marketers, Search Engine Land is going to tell you about it. [00:03:53] How did the Director of Content for Search Engine Land start in SEO? [00:09:03] Coming into the editorial job from a perspective of an SEO content writer. [00:10:16] Does Search Engine Land’s content get hammered by SEOs? [00:12:13] Guiding SMX as the new Director of Content [00:15:37] How does SEL pick the topics to cover? [00:22:09] Writing content that can sometimes challenge Big Tech. [00:18:46] Carolyn’s take on the domination of Google on search [00:25:47] Her obligation to the SEO community
26 minutes | a month ago
408 | News from the EDGE | Week of 4.5.2021
We grabbed the top headlines of the week and complained about a couple of google overreaches, in your host’s humble opinion. Here what Erin and Mordy took on: [00:03:24] Company Knowledge Panels Showing Competitors on Google You can imagine some choice words might be said when a business looks at its Google knowledge panel(s) to see “alternatives” included who are competitors. [00:09:23] Expanded FAQs for Google Page Experience and Core Web Vitals Update The Google core web vitals and page experience update FAQs have been expanded and substantially updated when compared with the first version. [00:16:57] Delivery and Pickup Enhancements to Google Business Profiles Both Maps and Search are providing more details about delivery and pickup options at stores such as supermarkets. Other useful features are also being added.
22 minutes | a month ago
407 | Content Reuse with Ashley Segura
Ashley Segura, Co-Founder and Operations VP of TopHatSocial, explains how to navigate the challenges of repurposing content in your omnichannel digital strategy. She recommends auditing your content quarterly, explains what you should be looking for and how to use the insights for your next content plan. And if you haven’t started using SlideShare yet, don’t start now. [00:03:43] What is content reuse in content marketing [00:04:58] When should you not repurpose content? [00:08:16] Is there ever a time that you shouldn’t repurpose content? [00:11:14] Recommendation: auditing your content quarterly [00:13:16] What about slideshare decks? [00:14:52] Is there too much repurposing of content? [00:16:29] Tools and signs to measure content performance?
31 minutes | a month ago
406 | News from the EDGE | Week of 3.29.2021
Mordy joins Erin to go through some of the digital news on episode 406. [00:03:18] Will the SEMrush IPO Make a Splash? SEMrush went public last week with an IPO, including a total valuation approaching $2 billion. This is the first major IPO of a company that is laser-focused on SEO, not just digital marketing in general. [00:06:06] Hotel Property Promotion Ads Now Available Globally Google has launched its hotel property promotion ads initiative to help users see these ads when searching hotels without knowing which one they might want. Google will make them geo-sensitive for relevancy. [00:12:07] Zero-Click Google Searches Increased Sharply in 2020 During 2020 fully 64.82% of Google searches ended without any click through to a web property. Back in August 2019 that figure was more like 50%. And the 2020 figure is probably an undercount. Man, Mordy went long on this….
32 minutes | a month ago
405 | Content Market Business Goals with Ashley Segura
[00:06:13] How content consumption has changed in the last few years. [00:08:15] This virtual atmosphere is going to be permanent, to a scale. [00:09:36] Beginning content marketing research and building a repeatable model [00:12:09] Look at the data first [00:13:57] Watch what your competitors are doing [00:17:36] Does our content marketing get skewed with topics that are trending too much? [00:21:51] Establishing business goals in content marketing [00:24:36] How do you measure trust?
69 minutes | 2 months ago
404 | The EDGE of the Web 404 Page Awards Show
We had a fantastic time with our 404-page contest, where we had our listeners submit their favorite three 404, Page Cannot Be Found pages from across the ‘net. We had over 90 submissions and found a huge spectrum of functional and entertaining pages to engage audiences that land on a missing page. Our contest winner will get a fantastic podcasting kit that we hand picked for the event. Join our judges Mordy Oberstein, Jason Barnard, JR Oakes, Lily Ray and our host Erin Sparks as we go over the top ten finalists and reveal the winner of the first and only 404 Awards Show for our 404th episode!
33 minutes | 2 months ago
EP 403 | SEO Testing Methodologies with Kevin Indig
Kevin Indig, SEO Director of Shopify, in his second part of our interview, covers the scientific methodology and mindset necessary for SEO improvements as Google evolves. We discussed in detail the opportunities to test with reversion control and baseline factors to clearly produce SEO results to the C-suite execs. SEOs need to be watching business results, not ranks. Check out this interview and tell us your thoughts about what we covered. [00:04:04] When Kevin witnessed changes in Google, now understood as user-intent[00:07:21] Using SERP features for queries to understand user intent to a better degree[00:09:51] Google’s changing understanding of topics. [00:13:34] Are the days of the SEO checklist gone?[00:15:29] Committing to the scientific method. Yup, it hurts.[00:19:11] Testing methodologies for SEO[00:27:01] Weeding out toxic SEOs and SEO agencies
31 minutes | 2 months ago
402 | News from the EDGE | Week of 3.15.2021
Mordy joins Erin to go through some of the digital news on episode 402. We have a special Twitter contest for the best 404 page for our upcoming 404 episode. It was either that or have an episode you just wouldn’t be able to find, right? Get it? [00:04:51] YouTube Creators Outside the US: Tax Withholding Coming from Google? Google is going to be required to withhold taxes for non-US YouTube creators who earn money from US citizens viewing their videos. [00:09:01]Local Estimated Prices Near You Feature Being Tested by Google In an effort to help users find local pricing information for specific kinds of searching, such as a roof repair job, water heater installation, and so on. [00:16:20] Search Equity: Will Google Get On Board? It looks like Google is finally democratizing the SERP to help ensure the average business owner can compete in search rankings even lacking SEO expertise or huge resources to put into it. [00:26:25] Our Twitter Contest announcement for our next episode 404!
36 minutes | 2 months ago
EP 401 | Micro Conversions and the ROI of SEO with Kevin Indig
Kevin Indig, Director of SEO at Shopify, shares some truly radical concepts towards how SEOs and business stakeholders should understand the ROI of SEO. Moving away from linear models and departing from transaction-based success goals leads us to understand behavioral modeling. Micro Conversions map our trail of understanding of how valuable SEO really is now and into the future. [00:04:27] Kevin Indig’s history [00:07:24] What are the Director Of SEO responsibilities? [00:13:14] Did Shopify get flooded with help requests from new businesses during COVID? [00:15:50] Calculating the ROI on SEO [00:20:32] How are CEOs needing to be adaptable in 2021 towards SEO? [00:24:18] How to set up measuring the true SEO ROI, the Total Addressable Market (TAM) [00:32:58] What needs to be the modern understanding of SEO?
35 minutes | 2 months ago
400 | News from the EDGE | Week of 3.08.2021
[00:06:07] Will Google Pass the Cost of Digital Ad Taxes to US Advertisers? Maryland is the first state to pass a tax on digital advertising. In countries such as the UK, Austria, and Turkey, Google has passed those costs to advertisers. Will it do the same in the US? [00:14:48] Search Results are Being Upgraded at Microsoft Bing The five key Bing features being updated include intuitive highlighting of content, integrated visual search, expandable carousels, infographic-like SERPs, and richer results for local queries. [00:21:44] Why Did My Site’s Rich Results Disappear? If a website suddenly loses its rich results on the Google SERP, John Mueller says it might indicate a site-wide quality issue serious enough to make Google not trust the site anymore. [00:27:42] Bonus Article; Google brings Full Coverage news to search results by Barry Schwartz
34 minutes | 2 months ago
399 | Link Building and Website Flipping with Craig Campbell
Craig Campbell visited the EDGE team to share some key understandings around Personal Blog Networks for inbound link building. He also shared his many tips for “website flipping”: finding old domains, making them sparkle and building the value of the site for sale. Entrepreneurship is the name of the game here today on the EDGE. [00:02:35] Is there Black Hat & White Hat SEO anymore? [00:09:26] What are PBNs? [00:14:19] How tough is SEO now? [00:17:43] How does the process of buying websites work? [00:22:55] How tough is it to scale? [00:26:09] Where can you buy websites?
33 minutes | 2 months ago
398 | News from the EDGE | Week of 3.01.2021
Why are Fewer Featured Snippets Showing Up in Google Search Results? Several different tools used to track featured snippets in Google search results show a marked decline in numbers since February 19. Deadline to Meet Google Partner Program Requirements is February 2022. Partners now have one year to make adjustments. How Google’s Core Web Vitals Update Will Impact Rankings In May 2021, Google will roll out the Page Experience Update to make Core Web Vitals a ranking signal.
32 minutes | 2 months ago
397 | Leaving the Digital Agency Life with Craig Campbell
Craig Campbell, long time SEO, gives us a deep and dark look into the running of an agency and how it can affect you. There are stresses and challenges there that are not for the faint of heart. Is running a digital agency worth it in the long run, especially if it harms your health? Frank candor is the coin of the realm and Erin and Craig share some common ground on this episode. [00:08:08] How Craig got into the consultancy space [00:12:22] Employees that leave and compete with you [00:14:41] When is enough, enough? [00:21:17] What do you recommend, pivot from entrepreneur agency ownership to individual consultancy [00:27:58] Know your stuff, or you’ll get laughed off the park [00:30:12] Don’t Drink and SEO - a PSA
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