• 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 forward
• 10:01: How excessive word count plays a part
• 12:39: Create content that solves the problem, instead of just answering the query
• 14:10: Our overall recommendation with Google updates

• Google’s Helpful Content update
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• 00:10: Welcome Abby Gleason, SEO Product Manager at Scribd
• 00:40: What does “zero volume” keywords mean? Why are they a good strategy?
• 2:22: Why zero volume keywords is creating a buzz
• 5:29: How do you find zero volume keywords that actually drive traffic?
• 8:26: Zero volume case study outcomes
• 9:15: Discovering zero volume keywords by industry
• 11:06: How to convince stakeholders of zero volume search topics
• 15:00: What type of investment makes sense for this strategy?
• 17:36: Zero volume case study outcomes
• 21:01: Low search volume can equal bottom funnel keywords<>/li>
• 24:33: Using competitors to your advantage and keyword frameworks
• 26:51: Is this strategy ineffective within B2C organizations with lower customer LTV?
• 29:23: The importance of quality over everything
• 32:25: Audience research vs. keyword research
• 33:56: Zero volume case study outcomes
• 37:27: What Abby is excited about in SEO and content marketing

• The Maker SERP Squeeze
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• 00:10: Welcome, Brodie Clark, Melbourne-based SEO consultant
• 1:42: Brodie’s best strategies for expanding SEO Internationally
• 3:54: How much does existing equity “transfer” to international markets using hreflang (ex. /us/)?
• 5:37: Why automatic redirection isn’t a good idea
• 7:30: Expanding domains is a long-term game, link signals
• 9:54: Advice for sites that aren’t well-established
• 11:50: Is a link building strategy necessary?
• 17:05: The highest value links globally
• 20:27: What was the effect on Google Penguin in Australia?
• 26:00: Brodie’s SEO consulting playbook
• 33:45: Are audits necessary? Why choosing the right client matters
• 41:56: Tips for new SEO consultants

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• 00:10: Welcome, Mark Barrera, Vice President of Audience and Review Generation at TrustRadius
• 00:44: How do you use SEO data to impact decisions at TrustRadius?
• 3:36: The impact of review generation on SEO
• 5:23: Duplicate content and how to create different experiences
• 9:39: Mark’s ideal SEO department
• 11:37: Measuring reviews, metrics vs. competitors
• 13:01: The typical SEO at TrustRadius
• 16:59: Tracking history — research boards and what they do
• 20:11: How is TrustRadius monetizing?
• 31:17: What performance tests work and which ones don’t
• 37:08: How Google algorithm updates affect decisions for TrustRadius
• 38:33: Mark’s view on link building, outreach
• 41:01: What’s new for TrustRadius?

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• 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 search
• 3:24: The appropriate amount of time for distribution on average
• 4:11: Using Pareto’s Principle (80/20) to better balance efforts
• 5:34: What Archimedes’ Lever has taught us on content performance
• 7:54: How to best use your time on content and distribution
• 9:58: The difference between promoting content and promoting a business
• 11:42: Why KOB analysis is still a key factor
• 12:43: Is PPC a valid strategy for link building?
• 14:30: Summary

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• 00:12: Welcome, Kelsey Jones, Founder of Six Stories
• 00:34: Kelsey’s content audit philosophy
• 3:08: The best process for content audits
• 7:22: The necessary benchmarks for content audits
• 12:53: How much time do content audits take?
• 14:38: Kelsey’s digital tool set
• 16:17: How to adjust for keyword cannibalization
• 19:45: Kelsey’s 404 vs. redirect ideology
• 24:07: Are jump-to links for redirects necessary?
• 25:26: How to scope a content audit
• 27:33: Why content audits are an ongoing process
• 31:11: How often should you do content audits?
• 33:47: The benefits of “mini” content audits
• 35:58: How should you structure an auditing team?
• 41:08: What are common content audit mistakes you’ve seen?
• 45:18: The ideal point person for content changes
• 48:48: The value of checklists
• 50:50: Content audits and their impact

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• 00:12: Welcome, Bernard Huang, Co-founder of Clearscope
• 1:19: Bernard’s unique NFT marketing strategy
• 7:44: The importance of “search perspectives,” predicting the evolution path of a SERP
• 15:04: Where search perspective applies
• 16:09: What Google’s “what people have also asked” tells us
• 17:21: Google’s business model — is UX or ad revenue the priority?
• 20:20: Solving for for individual sub-topics vs. topic clusters
• 25:01: Total keyword opportunity in one post, “ranch-style SEO”
• 28:45: Could any SEO write it? The significance of thought leadership
• 33:49: Don’t have counterarguments for the sake of it
• 37:16: Bernard’s “SERP similarity,” addressing the copycats of SEO
• 40:09: How often do SERPs change on average?
• 43:49: What are you excited about in the content space?

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• 00:12: Welcome, David Palombo, President and COO of Launch That. Brands include: Asbestos.com, Retireguide.com, Drugwatch.com, Annuity.org, Consumernotice.org
• 1:39: Launch That’s content creation process with E-A-T in mind
• 5:53: Balancing high-quality content and scale for content creators
• 8:09: How to separate ownership, performance across team members
• 9:10: Procuring experts for content review
• 14:26: How to motivate link builders
• 17:52: The difficulty of generating links, shift towards passive links
• 18:27: The biggest motivators for content creators
• 20:53: Annuity.org’ link-building element, “Cite Us” and its benefits
• 23:14: Why authority is key for passive links
• 24:55: How Launch That uses feedback CTAs
• 30:07: What lift or data does “Cited Research Articles” show?
• 32:35: Breakdown of David’s team, what “lateral roles” means
• 36:09: The ideal process for writers
• 38:31: What is Launch That excited about?

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• 00:15: Why we recommend interactive content
• 1:31: 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 consider
• 4:25: Positive outcomes we've seen through passive link strategy
• 6:56: Other examples of interactive content
• 8:48: Why time to value is important
• 10:34: The repurposing codebase is beneficial
• 12:45: When content uses "calculator" without the calculator
• 13:45: How we think of bottom-funnel pages and calculators
• 15:30: Ideal structure for calculators
• 16:28: Final thoughts

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• 00:44: Our transition from manual to passive link building strategy
• 2:45: Examples of passive link topics
• 3:23: How newer authority websites can execute
• 4:36: Hammer vs. power tool strategy
• 6:22: Passive link strategy = higher authority on average
• 7:28: The importance of internal linking
• 8:06: Interactive content, why high-quality content is necessary
• 8:54: Why the domain rating of passive link strategy skews higher
• 10:36: Pros vs. cons
• 12:14: How to achieve success, our process breakdown

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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 Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: [email protected] #seo | #contentmarketing