Conversion Cast

A look at 5 tips to be investing in conversion or increasing conversion for your website in 2024. A solo episode with host Aaron Weiche looks at why conversion should be high on your list for next years strategy along with some tips to maximize it.

Today we explore Topic Clusters and Internal Linking. My guest is Zack Kadish, Manager of SEO Customer Success at Conductor, a marketing platform for enterprise SEO, content and web teams.

Zack has an extensive background as an SEO analyst, strategist, and now success team manager for Conductor as they serve clients like Citibank, Kroger, Samsung, Vans, WeWork, and GoDaddy.

I know Zack will give us a cluster of great ideas in this episode.

• Zack on LinkedIn

Today we talk local search rank tracking and AI. My guest is David Hunter, CEO at Local Falcon and Epic Web Studios.

David has been an agency owner for over 15 years offering web development, SEO and digital marketing services. He also manages Local Falcon, a Google maps (and now Apple Maps too!) rank tracking software tool delivering visual ranking results across an entire city.

David and I discuss Google, local SEO, rank tracking, their metrics like SoLV (share of local voice), and how their new AI feature is helping provide suggestions to help businesses rank better with their Google Business Profile. 

• David Hunter on LinkedIn

Today we talk “Speed to lead”, that’s the time it takes you to respond to an inbound lead. My guest is Jason Smith, who leads sales engineering with CallTrackingMetrics.

Jason works with companies to help create and deliver ideas on better tracking and reporting of sales processes and conversions using their technology and voice services. CallTracking metrics boasts clients like Michelin, Verizon, Pulte Homes, and Service Master.

• Jason Smith on LinkedIn
• CallTrackingMetrics

Conversion Cast is sponsored by Leadferno, and our new Performance Report.

My guest is Ross Simmonds, the founder and CEO of Foundation Marketing. It's a great dive into what makes content marketing work ... and that's MARKETING. Learn how to approach distribution once your content is created and repeat again and again to maximize your reach. It's a quick masterclass on content marketing and distribution.

Ross is a marketer I greatly admire. His social channels are inspiring, helpful and on point. That’s because he’s helped companies like Canva, MailChimp, Unbounce, and many others with content marketing. Get ready to learn from a master.

• Ross on Twitter/X and LinkedIn
• Foundation Marketing
• Content distribution checklist from Ross

We look at Brand and ICA Creation Combine for High-Converting Content. My guest is Cari O’Brien, a content marketing expert and the founder and “chief word nerd” at Custom Content Solutions.

Cari is a former attorney who shifted to digital marketing 15 years ago. She’s the president of MN search marketing association and a fixture on conference stages.

In this episode we cover how to create high converting content thanks to brand and your ideal customer avatar. First, define your key brand elements - and thats not your logo and colors. Your brand story, values, SUPERPOWERS, and personality. Once defined, it's all about communicating your brand values. Cari also dives into creating your Ideal Customer Avatar (ICA) via it's core elements. Once you connect your brand with your ICA, you content is ready to convert at a high level!

Links:

• Cari O'Brien on LinkedIn
• Custom Content Solutions

This episode: AI Powered Content Creation at Scale. My guest is Andrew Shotland - founder and CEO of LSG SEO.

In this episode we cover how AI can scale content creation for SEO and conversion wins. Hear about Andrew and his agency's process and experience using AI for content projects with clients for great results.

Andrew is a highly experienced and trusted SEO with a knack for tackling large scale SEO challenges like multi-locations, marketplaces and b2b SaaS. LSG has bolstered results for Walmart, Rotten Tomatoes, Crunchbase, Adobe, and many other businesses large and small.

Andrew is a regular contributor to SearchEngineLand and co-founder of BayAreaSearch.org, the association of Bay Area search marketing professionals.

Important links:

• Andrew on LinkedIn and Twitter/X
• His agency: LSG SEO

Get the down low on Google Local Service Ads AND learn about their recent updates.

In this episode we explore Google’s Local Service Ads - known as LSAs.  My guest is Crystal Horton - a Google Business Profile Product Expert and founder of Crystal Horton Digital.  

Crystal is an exceptional digital marketer and is known by many as the “queen of LSAs”.  One of her many case studies highlights how she used local service ads to generate 3,000 leads and over $700,000 in revenue for a heating and cooling company.

Local Service Ads are available in over 80 business categories on Google, mainly in home services, law, health and real estate. LSAs have great visibility and operate on a pay per lead model, not a pay per click. Listen to Crystal break down all you need to know about LSAs and cover some of the recent big changes to them.

Important links: 

• Google LSA categories and help guide
• Crystal Horton on Twitter/X
• CrystalHorton.com 

Conversion Cast is sponsored by Leadferno.

What an episode this is:  Getting More From GA4.  My guest is the fabulous Dana DiTomaso - president and partner at Kick Point agency.

What I love about Dana is her ability to share and teach digital marketing and analytics to marketers. She’s elite with Google Analytics 4, Google Tag Manager, Looker Studio and more; a former SEO speaker of the year award winner and constantly on stage at MozCon, LocalU, MnSearch Summit and other top conferences. 

Her newly launched Analytics for Agencies playbook is an amazing online course you need to check out if you are a marketer and use the promo code "leadferno" for 10% off!

In this episode we look at Google Analytics 4. What's it all about, what's changed and we dive into Dana's experience and tips for GA4 and reports.

Connect with Dana:
Dana DiTomaso on LinkedIn and Twitter
Kick Point

Conversion Cast is brought to you by Leadferno

My guest is Joy Hawkins, founder of Sterling Sky, a local seo and paid search agency in Toronto, Canada. Joy is also the owner of the fabulous LocalU conferences and the Local Search Forum. 

In this episode we talk about monthly client reporting for local SEO with a focus on what to include and what to exclude. It might surprise you what Joy feels is important to leave out of your reports. We also discuss tracking leads and conversion. 

Joy's post on monthly SEO reports and what to not include:   Why Rank Tracking Shouldn’t Be in Local SEO Monthly Reports

• Sterling Sky Blog
• Joy on Twitter:  @JoyanneHawkins
• Sterling Sky YouTube Channel (over 100 local SEO short videos!)

Conversion Cast is brought to you by Leadferno.