Gert Mellak Podcast

In episode 144 of the SEOLeverage Podcast, Gert Mellak and Natalie Severt delve into the intricacies of digital PR and earned media. They discuss the importance of building relationships with journalists, the process of reverse engineering PR campaigns, and the significance of frequency and budgeting in digital PR efforts. The conversation also highlights the need to manage expectations and leverage social media platforms to enhance brand visibility.

Key Takeaways

• Earned media is crucial for brand visibility.

• Building relationships with journalists is key.

• Start with smaller publications to build credibility.

• Local media can be a great starting point.

• Reverse engineering helps in crafting effective pitches.

• Frequency of outreach is essential for success.

• Budgeting for PR campaigns requires careful planning.

• Expectations should be managed realistically.

• Social media platforms can enhance digital PR efforts.

• Good content is the foundation of successful PR.

Podcast Highlights

00:00 Introduction to Digital PR and Earned Media

02:25 Building Relationships for Earned Media

05:05 The Process of Pitching to Journalists

07:49 Leveraging Seasonal Trends in PR

10:21 Frequency and Budgeting for Digital PR Campaigns

12:56 Managing Expectations in Digital PR

16:14 The Role of Social Media in Digital PR

21:32 Creating Quality Content for Visibility

25:52 Conclusion and Key Takeaways

Guest Website Info:

• Name: Natalie Severt

• Role: Director, Marketing at Intelligent Relations

• Website - https://intelligentrelations.com/

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

In episode 143 of the SEOLeverage Podcast, Gert Mellak and Greg Merrilees discuss the evolving landscape of website design, particularly in the context of e-commerce. They explore the integration of AI in website development, the importance of understanding client needs, and the best practices for designing effective product pages.

The discussion also highlights the significance of personalization and the need for continuous improvement in website design to enhance user experience and conversion rates.

Key Takeaways:

• AI tools can help new businesses quickly establish an online presence.

• Established businesses should not replace their existing websites with AI-generated ones.

• Understanding client needs is crucial for effective website design.

• Product pages should provide comprehensive information to aid conversion.

• Learning from industry leaders can inform better design practices.

• Differentiation from competitors is essential for brand success.

• Personalization is becoming an expectation in online shopping experiences.

• Iterative design and testing can lead to significant improvements in conversion rates.

Podcast Highlights

02:30 AI and Website Fundamentals

Greg explains that while AI tools can help beginners create quick test sites, established businesses shouldn't rely on AI alone. Successful websites need strong brand positioning, trust-building design, and a deep understanding of user behavior.

09:30 E-Commerce Design Mistakes and Fixes

Greg points out common e-commerce mistakes like thin product pages or missing proof elements. He emphasizes adding "Why Choose Us" sections, testimonials, use cases, sticky CTAs, and comparison charts to build trust, extend time on page, and increase conversions.

15:45 Why You're Not Amazon

Greg reminds listeners: don't copy Amazon. Amazon works because of its brand power and customer trust. Smaller or challenger brands should focus on storytelling, differentiation, emotional connection, and visual hierarchy.

20:50 Personalization and AI Interaction

Both Gert and Greg explore AI-driven personalization using tools like Delphi, an interactive chatbot that guides visitors toward the right offer. Greg highlights how small touches—like using a visitor's name in forms or emails—can dramatically boost engagement and conversion rates.

29:40 Redesign Strategy and Continuous Optimization

Greg advises businesses to study competitors regularly, use AI analysis tools for insights, and avoid full redesigns that could alienate loyal users. Instead, he recommends small, data-backed updates for steady growth.

Guest Website Info:

• Name: Greg Merrilees

• Role: Founder of Studio1 Design

• Website - https://studio1design.com/

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

In this episode of the SEO Leverage Podcast, Gert Mellak welcomes Kristina Reiser, brand strategist at Recognized, for a deep dive into what it really takes to build a brand that resonates — and sells.

💡 Kristina explains why personal branding often outweighs corporate branding, especially for small and medium-sized businesses. From her years of experience helping founders and companies communicate with clarity and purpose, she reveals how branding is more than just a logo or a color palette — it's your company's soul and long-term strategy.

🎯 Topics covered:

1. The difference between corporate vs. personal branding — and how they work together
2. Why founders should lead with their personal brand to build trust and loyalty
3. How branding supports SEO and AI-driven search visibility
4. Actionable tips to start building your brand — even if you're short on time
5. How to measure personal brand impact (yes, you can track this!)
6. Why consistency across platforms is essential in the era of AI and multi-channel marketing

Whether you're growing an e-commerce site, launching a personal consultancy, or scaling a digital agency, this episode will help you approach branding with clarity, confidence, and strategic focus.

Podcast Highlights:

01:38 - Why Branding Is More Than Marketing

Kristina explains how branding isn't just a function of marketing — it's a long-term business strategy that defines how a company connects emotionally with its audience.

02:50 - Corporate vs. Personal Branding: What's the Real Difference?

Kristina breaks down the core differences between corporate branding and personal branding, and why the latter is often more effective for SMEs and founders.

07:49 The Power of a Personal Brand in E-Commerce

Kristina delivers the episode's core message: For small and medium e-commerce businesses, your personal brand is the most valuable asset.

10:48 Start Here: Actionable Steps to Build Your Personal Brand

Kristina shares practical advice for founders starting from scratch: Build a small team, focus on the right platforms, and avoid spreading yourself too thin.

25:36 Consistency Across Platforms: Why It Matters for Google & AI

Gert and Kristina discuss how inconsistent messaging across social platforms confuses not just people, but also Google and AI.

16:36 How to Know Your Personal Branding Is Working

Kristina shares tangible KPIs to measure branding success — from increased direct traffic to brand mentions and authority in your niche.

Guest Website Info:

• Name: Kristina Reiser
• Role: Brand Strategist | Founder at Recognized
• LinkedIn: linkedin.com/in/kristinarajzer

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

In this game-changing episode of the SEOLeverage Podcast, Gert Mellak is joined once again by SEO pioneer Dixon Jones (founder of Majestic, InLinks, and now Wake – What AI Knows About You).

Together, they explore how search engine optimization has evolved beyond rankings and backlinks — into a world where LLMs (Large Language Models) like ChatGPT and Gemini are shaping brand perception, traffic flow, and user journeys in real time.

You'll discover:

• Why mentions without links now influence AI more than traditional SEO signals

• How your brand could be misrepresented — or even misunderstood — by AI tools

• What it really means to "optimize" in an era of zero-click search and AI-driven overviews

• How Wake helps uncover the semantic gaps between your site and your market

• The importance of building topical authority outside your website

Whether you're a seasoned SEO, a digital marketer, or a business owner trying to stay ahead of the curve, this episode will give you a new perspective on visibility, trust, and search in the age of AI.

Podcast Highlights:

13:45 – 15:20 SEO Has Changed—And It's Not About Clicks Anymore

Dixon explains how the core of SEO is shifting from driving website clicks to influencing what AI systems understand about your brand. This moment introduces the powerful idea: "SEO is now about what AI knows about you."

6:35 – 8:30 - How Microsoft Lost Control of Its Brand Narrative

Dixon shares a real-world case where Microsoft.com blocks Gemini from crawling its site—leading AI to form opinions based only on third-party content. A striking lesson in why brand visibility in AI matters more than ever.

2:59 – 4:20 - The Real Risk of Ambiguity in AI: The Hennessey Example

Dixon explains how an SEO agency's brand name, spelled similarly to a well-known Cognac, led LLMs to misclassify it — showing how context and clarity are vital for AI interpretation.

10:15 – 11:25 - The Rise of AI-Only Purchase Journeys

Dixon recounts spending £2,000 on a high-performance PC without ever clicking a website—researching, validating, and buying entirely through LLMs. A powerful real-life example of zero-click search in action.

24:00 – 25:40 - Your Website Alone Is No Longer Enough

Gert and Dixon discuss how LLMs pull from multiple sources—not just your website—to build brand understanding. The takeaway: to influence AI, you need consistent signals across the web.

35:49 – 37:30 - Fixing AI Misunderstandings Is the New SEO Priority

A single mistaken review labeled InLinks as a rank tracker—and LLMs picked it up as fact. Dixon shows how correcting small details in third-party content can instantly clean up your AI reputation.

Links:

Official Website 👉 https://dixonjones.com Learn more about Dixon, his background, speaking engagements, and how to get in touch.

Wake (WAK) – What AI Knows About You 👉 https://wak.io The central tool discussed in the episode. Wake analyzes what large language models (LLMs) know about your brand — and helps you close the gaps.

InLinks – Entity SEO Tool 👉 https://inlinks.com Dixon's previous SEO technology focused on entity-based optimization and internal linking powered by natural language processing.

Majestic – Backlink Analysis Tool 👉 https://majestic.com Dixon was formerly CEO of Majestic, a leading backlink and trust flow analysis platform.

Guest Website Info:

• Name: Dixon Jones

• Role: CEO & Founder of Wake (WAK) | Former CEO of Majestic | CMO at InLinks

• Website: https://dixonjones.com

• Contact: https://dixonjones.com/contact/

• About: Dixon Jones is a pioneer in the SEO industry with over two decades of experience. He led Majestic, one of the most trusted backlink analysis tools, and later helped develop InLinks, a cutting-edge entity SEO platform. His latest project, Wake (What AI Knows About You), helps brands understand and influence how large language models (LLMs) perceive them online. Dixon is widely recognized as a thought leader in semantic SEO, brand authority, and AI-driven search visibility.

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

In this episode of the SEOLeverage Podcast, Gert Mellak sits down with Joseph Armstrong, founder of 90 Day Korean, to dive into a story every digital entrepreneur dreads: losing 70% of website traffic overnight.

Joseph shares the raw reality of what happened during a devastating Google core update in 2019, how it put his entire business at risk, and how the SEO Leverage team helped turn things around — fast. Within just three weeks, the site had fully recovered, and from there, it doubled its traffic and increased conversions.

But this episode is more than just a recovery story. You'll learn:

• ✅ How to build a resilient online course business over time

• ✅ The power of internal linking, user experience, and smart content organization

• ✅ How Joseph evolved 90 Day Korean into a global membership platform

• ✅ What most course creators get wrong when scaling

• ✅ How AI and team feedback shape their content and support systems

• ✅ Why regular customer interviews became a turning point in product development

Whether you're a course creator, marketer, or SEO enthusiast, this conversation is packed with real talk, strategic insights, and behind-the-scenes lessons from a founder who's been through the storm — and came out stronger.

05:59 – 06:30 - We Lost 70% of Our Traffic Overnight

Joseph shares the gut-wrenching moment when a Google core update wiped out the majority of 90 Day Korean's traffic — a situation many online businesses fear. It instantly raises the stakes and gives the conversation emotional depth and urgency.

07:10 – 08:27 - The SEO Recovery That Took Just 3 Weeks

After connecting with Gert, Joseph implemented a focused SEO action plan and fully recovered rankings in just three weeks. This segment shows the real-world power of expert SEO, structured workflows, and quick execution.

09:53 – 11:50 - The Power of Internal Linking and Content Cleanup

Joseph and Gert unpack how rethinking internal linking and removing redundant pages helped clarify the site's structure — improving both SEO and user experience. It's a golden nugget for content-heavy websites.

36:43 – 38:16 - Why Customer Interviews Changed the Game

Joseph reveals how regularly talking to customers uncovered gaps in the product and guided critical improvements. This is a practical, often-overlooked growth tactic for course creators and SaaS founders.

27:22 – 30:19 - Adopting an AI-First Mindset (Without Losing the Human Touch)

Joseph discusses how his team uses AI for support, content structure, and message clarity — while still relying on human review. It's a balanced, real-world look at leveraging AI effectively inside a growing business.

Links:

90 Day Korean - Official Website - https://www.90daykorean.com/

Guest Website Info:

• Name: Joseph Armstrong

• Role: Founder & CEO, 90 Day Korean

• Website: https://www.90daykorean.com

• Email: [email protected]

• About: 90 Day Korean is an online Korean language learning platform designed to help English speakers go from zero to confidently holding a 3-minute conversation in just 90 days, and work toward conversational fluency within a year. The platform features structured courses, personalized coaching, and a supportive membership community — all built on practical, real-world Korean, not textbook theory.

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

In Episode 139 of the SEOLeverage Podcast, host Gert Mellak sits down with Lloyd Thompson, founder of VirtualDOO, to unpack the chaos of business operations and how founders can stop being the bottleneck in their own companies. Lloyd shares his insights on how to transform operational disorder into smooth, scalable systems through fractional operations management, helping business owners free up time and energy while driving growth.

From defining clear accountability and crafting a vivid vision, to streamlining SOP ownership, team rhythms, and introducing feedback loops, Lloyd reveals the keys to building a well-oiled business machine. They also explore the rise of Revenue Operations (RevOps), leveraging CRM data to maximize ROI, and dive into the exciting world of AI agents and how they're reshaping operations today.

Whether you're drowning in tasks or looking to level up your team's performance, this episode is packed with actionable insights and real-world examples that can help you reclaim your time and scale your business effectively.

In this episode, you'll learn about:

• How to get out of daily operations with a fractional COO
• The 4-step method to assess and fix operational bottlenecks
• How to reclaim your time with a simple Task Audit
• Tips for creating smooth team workflows and feedback loops
• An intro to Revenue Operations (RevOps) for better CRM use
• How to leverage AI tools and agents to boost efficiency

01:24 – What is VirtualDOO? Lloyd explains how his company helps founders delegate operations through flexible, fractional COOs.

05:29 – Diagnosing Operational Chaos The importance of an operational health assessment and how it uncovers key business inefficiencies.

12:17 – Reclaiming Founder Time Lloyd shares a simple Task Audit method to free founders from day-to-day tasks.

19:54 – Creating Operational Smoothness How rhythms, dashboards, and feedback loops lead to smoother team operations and growth.

27:02 – Introduction to Revenue Operations (RevOps) Connecting sales and marketing in the CRM to maximize lead and customer value.

38:09 – Leveraging AI in Operations How businesses are starting to use AI agents and automation to increase efficiency and reduce workload.

Links:

• VirtualDOO Website: https://virtualdoo.com

• Free Resources & RevOps Self-Assessment: https://virtualdoo.com/resources

Guest Website Info:

• Lloyd Thompson
• Founder of VirtualDOO
• Helping founders escape operational chaos with fractional COOs and streamlined systems.

🌐 Website: https://virtualdoo.com 📄 Free Resources & RevOps Self-Assessment: https://virtualdoo.com/resources 📧 Email: [email protected]

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

In episode 138 of SEOLeverage Podcast, host Gert Mellak sits down with Nick Penev, founder of Extreme Power Brands and expert in partnerships and e-commerce growth strategy. They explore the art of leveraging partnerships to scale your business, create meaningful connections, and dominate the Amazon and e-commerce landscape.

Nick shares his fascinating journey from a young entrepreneur in Bulgaria to running multimillion-dollar businesses and his shift to building a thriving partnership model. Learn about his innovative "Partnerships as a Service" approach and how connecting with the right partners can outperform paid marketing.

This episode covers:

• The power of partnerships in growing e-commerce brands
• How to build and monetize a community of engaged followers
• Practical steps for creating impactful collaborations like webinars, content swaps, and proactive referrals
• Why newsletters and communities are vital assets in today's competitive digital space
• Insights into modern tools and processes for partnership management

Whether you're just starting your e-commerce business or looking for advanced strategies to scale, this episode is packed with actionable advice and inspiration.

Guest Website Info:

Nick Penev Founder of Extreme Power Brands and the partnership agency Hello Tax, Nick Penev is an expert in partnerships, e-commerce strategy, and community building. With over 15 years of experience in the e-commerce space, Nick has developed innovative approaches to partnership management and scaling businesses through strategic collaborations.

Learn more about Nick and his initiatives:

• Website: Extreme Power Brands
• LinkedIn Profile: Nick Penev
• Partnership Platform: Hello Tax

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

In episode 137 of the SEOLeverage Podcast, Gert Mellak and guest Joe Fier talk about Delphi, an innovative technology that lets you create an AI clone of yourself. Additionally, they explore how AI tools can transform workflows, boost productivity, and enhance daily life. From writing content to making phone calls, these advancements are reshaping what's possible. Tune in to uncover the future of AI and how it transforms the way you live and work.

Can you imagine having an AI clone of yourself that can answer questions, write content, and even talk to people on the phone?

In this episode, I talk to Joe Fier about the latest advancements in AI, including a new technology called Delphi that allows you to create an AI clone of yourself. We discuss the possibilities of this technology, as well as other AI tools that can help you automate your workflows and live a better life.

In this episode, you'll learn about:

• The Delphi AI technology that allows you to create an AI clone of yourself

• How AI can be used to automate your workflows and live a better life

• The latest advancements in AI, including tools that can help you write content, answer questions, and even talk to people on the phone

Tune in to learn more about the future of AI and how it can help you achieve your goals.

Podcast Highlights:

00:00 Prologue

1:14 Gert introduces Joe Fier

3:04 Joe discusses the current state of AI

8:15 How AI is changing the way we learn

16:20 How AI can give you superpowers

20:37 Joe introduces the Delphi AI technology

29:53 The importance of consistent synchronization with AI

37:51 How to create enhanced versions of AI bots

42:36 How to clone your voice with AI

56:28 The future of AI

1:02:27 How to be a first mover in AI

Links:

• Delphi

• Future Tools

• Hustle and Flowchart

• Joe Fier on YouTube

• Buy Back Your Time by Dan Martell

Guest Website Info:

• Joe Fier is an AI advisor and fractional worker who helps businesses automate their workflows and create better engagement with their brands.

• You can find Joe on social media or email him at [email protected].

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

In Episode 136 of the SEOLeverage Podcast, Gert Mellak delves into the concept of custom GPTs and their utility for business owners. He introduces custom GPTs as specialized AI tools tailored to specific roles, such as SEO tasks or social media content creation. By creating GPTs with detailed instructions and examples, users can save time and achieve consistency, avoiding the need to repeatedly explain tasks. Mellak emphasizes the ease of setting up these custom tools using the premium version of ChatGPT, making them invaluable for tasks like LinkedIn post creation or content optimization.

Mellak discusses the strategic advantage of custom GPTs in business processes, particularly in marketing and SEO. He describes breaking down workflows into smaller tasks that can be trained into GPTs, ensuring high efficiency and precision. For instance, an SEO-focused GPT can analyze top-ranking articles to identify missing terminology or semantically relevant topics. This helps businesses create optimized, competitive content while avoiding irrelevant or cluttered information. The approach streamlines operations and leverages AI to focus on what truly matters in content creation.

The episode concludes with Mellak encouraging listeners to experiment with custom GPTs and seek expert help if needed. He highlights the benefits of professional guidance for businesses looking to integrate AI seamlessly into their workflows. Additionally, Mellak directs listeners to a detailed written summary on his website and invites them to share their own GPT creations, reinforcing the collaborative potential of these tools in advancing business success.

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

AI Tools mentioned:

• ChatGPT

In episode 135 of the SEOLeverage Podcast, Gert Mellak discusses the need to convert website traffic into buyers. He stresses understanding search intent and how other platforms influence user behavior and purchases. Additionally, Gert talks about the value of a multi-platform strategy, researching audience habits, and engaging effectively.

In today's episode of the SEOLeverage podcast, Gert discusses the importance of not just attracting traffic to a website but ensuring that traffic converts to buyers. He emphasizes the significance of understanding search intent and how platforms like Reddit, Facebook, and Quora are increasingly influencing user behavior and purchases.

Gert also highlights the need for a multi-platform strategy, including audience platform research to identify key platforms where the audience spends time, and a platform strategy to engage effectively on these platforms. He also mentions the use of tools like ClickUp to manage tasks and maintain consistent visibility.

Podcast Highlights:

00:00 Prologue

00:49 SEOLeverage Podcast Intro

01:11 Discussion on the challenges of finding buyers in a crowded online space

02:05 Explanation of how search engines are surfacing content from various sources

04:08 Real-world examples of how users find and choose products/services online

05:49 The importance of brand presence on platforms beyond Google

06:56 Introduction to the Platform Leverage program

08:15 Overview of creating a multi-platform strategy for consistent online engagement

09:40 Closing thoughts and invitation to learn more about leveraging multiple platforms

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

Resources:

Platform Leverage - A new project focusing on essential marketing strategies in the AI era

AI Tools mentioned:

• ChatGPT

• Perplexity

• CoPilot