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On this episode of Coffee N° 5, Lara sits down with analytics expert Rand Fishkin. Rand is the CEO of SparkToro and a leader in the world of search engine optimization. He and Lara enjoy a conversation in which they discuss the importance of knowing your audience on a deeper level, how to use competitor research to your company’s advantage, and why raising venture capital was surprisingly not a good idea for his business.

What you’ll learn:

• Rand explains that when it comes to SEO, keywords are just the beginning. SEO is about truly knowing your audience, understanding their behavior, and recognizing their diversity.
• Rand explains why Google is not the only source of information that users will search. He tells Lara that marketers might be limiting themselves if they think SEO is just about ranking on Google.
• Rand tells Lara the one marketing tool that was extremely powerful 25 years ago and is still powerful and valuable to entrepreneurs today.

Rand Fishkin is cofounder and CEO of audience research software startup SparkToro. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book Lost and Founder. When Rand’s not working, he’s usually cooking a fancy meal for the love of his life author Geraldine DeRuiter. If you bribe him with great pasta or fancy cocktails, he’ll happily pull back the curtain on big tech’s dark secrets.

For more information, don't forget to follow Rand on Instagram and LinkedIn. You can also visit Rand’s business SparkToro.

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