Rankable

In episode 123, we welcome Kristin Tynski for a deep dive into the dynamic world of Generative AI.

We chat about the wealth of new developments over the last year in Generative AI and some key takeaways from OpenAI’s Dev Day presentation earlier this month. Kristin shares some thoughts on how organizations can effectively adopt Generative AI, offering actionable insights for businesses.

We also discuss the importance of incorporating subject matter expertise into AI systems for enhanced accuracy and relevance and Kristin gives a few predictions for what the world of AI could look like in 2024.

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(0:00) Intro

(2:10) The Last Year in Generative AI

(5:47) GPT 3.5 Expectations vs Reality

(7:51) Biggest Takeaways from OpenAI Dev Day

(11:17) How Your Organization Can Adopt Generative AI?

(16:43) Incorporating Subject Matter Expertise

(21:34) How Trustworthy are Generative AI Results?

(24:50) AI Predictions for 2024

(33:25) Rapid Fire Rankings

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Top 3 of anything:

• My Daughter

• My Wife

• Running a Family Business

Rank your best SEO marketing win:

Serendipitously, in the months before that, I had been working on a content idea for a site called Lawsuit.org, owned by Fractl. The goal was to come up with something interesting and newsworthy. I realized through some Fractl work that my local county has a database of all arrest and traffic stop records.

We undertook a large scraping project to gather all the data we could from Palm Beach County, looking at police activities, anomalies, and if certain officers had disproportionately high arrest rates of African American people. While we found some anomalies, nothing was super groundbreaking. However, it proved that you could scrape a county's police data and identify potential issues.

I published this on Hacker News, Reddit, and other platforms. The content did really well, especially on Reddit, likely due to its coincidence with the George Floyd situation. People were looking for tangible ways to contribute.

I suggested on Reddit the idea of doing this for every county, not just Palm Beach County.

The Reddit post went viral, leading to a Slack group where about 2,500 people joined in a few days. It self-organized from there, with little input from me after the first few weeks, turning into a community. A law firm helped turn it into a nonprofit, which received $250,000 in funding.

Rank your top 3 SEO tools:

• SEMRush

• Ahrefs

• SERP API

BONUS: Appify

Rank your best SEO or trick or tactic:

Creating content that is truly adding new and newsworthy information, which requires doing some sort of data analysis.

You need to create something really that hasn't existed before, and that is adding value in an entirely new way.

Rank what you love most about the SEO industry:

I love how dynamic it is. I love how quickly it changes.

Rank your top 1-3 marketers:

• Mike King

• Britney Muller

• Rand Fishkin

Rank your best SEO learning resource:

I think for the more advanced stuff, you're going to find the most interesting, cutting-edge stuff inside of closed groups.

Rank your top cause or charity:

Police Data Accessibility Project

Medical Aid for Palestinians

In episode 122, Susan Wenograd takes the stage to share her profound insights into the dynamic world of Google Ads.

Susan shares thoughts on the current state of Google Ads, providing a comprehensive overview of the latest trends and developments and discusses how to expertly navigate some of these new challenges.

She also outlines how Google's SGE could impact Google Ads, unlocking exciting new possibilities and avenues for growth.

(0:00) Intro

(2:31) The Current State of Google Ads

(4:21) How to Navigate the New Google Ads

(5:45) The Iteration Process for Google Ads

(9:35) Will Google Ads Improve Over the Next Year?

(13:05) Ideal improvements to Google Ads

(16:09) Impact on Black Friday

(19:00) What Role Will Google Ads Play in SGE?

(21:45) How SGE Could Benefit Google Ads

(22:42) Creative Trends in Social Ads

(26:16) Rapid Fire Rankings

Top 3 of anything:

• My Family

• My Dogs

• Traveling

Rank your best marketing win:

This past year, pretty much every audit where I’ve met with resistance when I’ve said “You need to stop controlling this.” And every client that shared results has gotten better.

Rank your number 1 Ad Tool:

Google Search Terms.

Rank your best Google Ads trick or tactic:

You can either choose to try to control the match types or you can control the audience and be less controlling about the search terms.

What I recommend that a lot of brands do is add observation audiences. Add as many as you can that make sense to your brand campaigns.

You can then take those audiences, make a campaign that’s filtered only to people that match those markets, and then run a broad match against them.

You learn a lot about what they search for.

Rank what you love most about digital advertising:

It’s never boring.

Rank your top 1-3 marketers:

• Mike King

• Jess Cook

• Kirk Williams

Rank your best digital advertising learning resource:

Talking to other marketers one on one.

Rank your top cause or charity:

Lone Star Dog Ranch.

In episode 121, Britney Muller of Data Sci 101 takes the stage to unravel the complex world of artificial intelligence and LLMs, guiding us through the most critical aspects of this cutting-edge technology.

Britney shares her thoughts on the ethical risks that AI poses and the actionable strategies for mitigating biases in AI.

We also discuss the urgent need for AI education and Britney addresses the concerns around trust in LLMs when connected to the internet and the uncertainty around their factual accuracy.

Check out her deep-dive Beginner's Guide to LLMs

(0:00) Intro

(3:51) The Need for AI Education

(6:45) Can You Trust LLMs to Get Facts When Connected to the Internet?

(8:42) The Appropriate Use Cases for LLMs

(11:40) The Ethical Risks of AI(17:20) How to Solve the Problem of Biases in AI

(21:37) The Most Valuable Applications for Generative AI

(23:39) You are Not Behind in the Age of AI

(25:45) Rapid Fire Rankings

Top 3 of anything:

• Automating Inequality

• Thinking In Systems

• Weapons of Math Destruction

BONUS: Algorithms of OppressionRank your best SEO marketing win:It's a tie between ranking for Bert 101, ML Directors or getting one of my ML experts featured in 60 minutes (have gotten reeeaaallly good at PR lately if I do say so myself).

Rank your top 3 SEO tools:

• Google.com

• GetSTAT

• SparkToro

Rank your best SEO or trick or tactic:

Newsjacking - Jumping on a trend (like Barbie or T.Swift).

Rank what you love most about the SEO industry:

The ability to help people and companies get more deserved visibility.

Rank your top 1-3 marketers:

• Mike King
• Kristin Tynski
• Phil Nottingham

Rank your best SEO learning resource:

I'm biased but the Beginner's Guide to SEO on Moz (rewritten by yours truly).

Rank your top cause or charity:

Sheldrick Wildlife Trust

In episode 120, Dave Ojeda stops by to chat about the intricacies of Schema markup.

Dave emphasizes the value of Schema and its role beyond enhancing search engine visibility. We discuss entities and the relationship they have with semantic Schema markup as well as how they enrich the context of your content.

Dave also highlights common mistakes to avoid when working with Schema and the advantages of implementing Schema markup within your organization.

(0:00) Intro

(4:02) The Value of Schema

(7:19) Entities in the Context of Schema

(9:03) The Advantage of Schema Markup

(11:13) How to Implement Schema Markup at Your Organization?

(14:05) How will the Importance of Schema Change in the Future?

(18:35) Common Mistakes People Make With Schema

(23:00) Rapid Fire Rankings

Top 3 of anything:

• Star Wars
• Jaws
• Close Encounters of the Third Kind

Rank your best SEO marketing win:

Years ago I was brought in because a client was losing rankings and pages were getting de-indexed. What we realized was that the pages were from a certain group that controlled a certain area of the site. And it ended up being a disgruntled employee who was intentionally making changes to impact the site’s rankings.

Rank your top 3 SEO tools:

• Schema App
• Keyword Insights
• Site Bulb

Rank your best SEO or trick or tactic:

Live in the SERPs. Use the tools as a guide, but live in the SERPs.

Rank what you love most about the SEO industry:

It’s always changing.

Rank your top 1-3 marketers:

• Martha van Berkel
• Jess Joyce
• Jarno van Driel

Rank your best SEO learning resource:

Conversations.

Rank your top cause or charity:

Habitat for Humanity.

In episode 119, Serge Bezborodov of JetOctopus joins the show for an enlightening conversation about technical SEO at the enterprise level.

Serge shares thoughts on the uniqueness of technical SEO and discusses the critical data types that hold significance in the space. We discuss key features to pay attention to in your technical SEO software and best practices for effectively crawling large websites.

Serge also dishes out some strategies to identify and address JavaScript SEO issues and improve your communication with developers.

(0:00) Intro

(3:15) What is Unique about Technical SEO?

(4:40) What Type of Data Matters for Technical SEO?

(8:30) Key Features to Look For in Your Technical SEO Software

(12:12) Best Practices for Crawling Large Sites

(16:13) Identifying Javascript SEO Issues

(20:57) Communicating with Developers

(23:07) Rapid Fire Rankings

Top 3 of anything:

• Motorcycles

• Spear Fishing

• Family

Rank your best SEO marketing win:

More than 10 years ago we built and bought some backlinks and got a huge amount of traffic.

Rank your top 3 SEO tools:

• GSC

• Ahrefs

• Your hands

Rank your best SEO or trick or tactic:

Seeing the results and impact.

Rank what you love most about the SEO industry:

It’s always changing.

Rank your top 1-3 marketers:

Our clients.

Rank your best SEO learning resource:

Google Web Master Tools.

Rank your top cause or charity: Save Life

In episode 118, Brie Anderson of BEAST Analytics joins the show to talk Google Analytics 4 (GA4) and its impact on SEO.

Brie shares thoughts on the issues with GA4 auto-migration and discusses how to rethink measuring your digital presence.

We also explore the fundamental differences between Universal Analytics (UA) and GA4 and discuss the most important aspects of GA4 that every SEO should be aware of.

(0:00) Intro

(2:52) GA4 Auto-Migration

(5:25) Rethinking How You Measure Your Digital Presence

(9:35) GA4 Reporting for SEO

(12:42) Why SEOs Should Learn GA4

(15:04) Fundamental Differences Between UA and GA4

(18:09) Is GA4 for Everybody?

(21:28) How to Approach Attribution in 2023

(27:26) The Most Important Things SEOs Should Know About GA4

(29:51) Rapid Fire Rankings

Top 3 of anything:

• Wyatt’s song, The Wonder Years

• Miserable at best, Mayday Parade

• If it means a lot to you, A Day to Remember

Rank your best SEO marketing win:

Finding thousands of dollars of waste in a campaign because the client had the same name as an action figure and plumbing product - CPA went way down after excluding a bunch of keywords.

Rank your top 3 SEO tools:

• Search Console

• Screaming Frog

• Moz

Rank your best SEO or trick or tactic:

Actually looking at SERPs .

Rank what you love most about the SEO industry:

It’s always changing.

Rank your top 1-3 marketers:

• Marie Hayes

• Charles Farina

• Rand Fishkin

Rank your best SEO learning resource:

YouTube & Twitter.

Rank your top cause or charity:

To Write Love On Her Arms

In episode 117, Jason Tatum, VP of Product at CallRail, joins the show to discuss AI-Powered call tracking and how it can be used to uplift your SEO efforts.

Jason highlights the valuable relationship between AI-powered call tracking and SEO, emphasizing the identification of patterns and trends.

We also glimpse into the future of AI at CallRail and discuss the ways that organizations are seamlessly implementing the technology into SEO and marketing processes.

(0:00) Intro

(10:20) AI-Powered Call Tracking and the Relationship to SEO

(15:15) How to Identify Patterns and Trends

(17:02) How Marketing Teams are Using CallRail Summaries

(18:31) How Marketers Apply Brand Sentiment Insights from Summaries

(20:51) The Future of AI at CallRail

(25:38) How to Implement This Technology into SEO Processes

(27:30) Conversation Intelligence with CallRail

(30:50) Rapid Fire Rankings

Top 3 of anything:

• Cycling
• Great Britain
• Life

Rank your best Product marketing win:

When Google Data Studio was first released, we got invited to be a part of the beta. We got the CallRail link up on the Google Studio page. That's my best win.

Rank your top 3 Product tools:

• Pen & Paper
• Atlas
• Hey

Rank your best SEO or Product trick or tactic:

Have call summaries setup.

Rank what you love most about being in the Product industry:

Making people's businesses and days better.

Rank your top 1-3 marketers:

• Laura Beussman
• Marie Pat Donallen
• Andy Powell

Rank your best SEO or Product learning resource:

Neil Patel & Rand Fishkin

Rank your top cause or charity:

Bike Law

In episode 116, Lyndon Nelson-Allen stops by the show to have an in-depth discussion about search intent.

Lyndon sheds light on what SEOs often misunderstand about search intent and provides insights into how Google approaches and evaluates intent using various signals and factors.

We also chat about the reasons why Google may not always provide the "best" answer and the challenges surrounding content quality on the web.

(0:00) Intro

(2:30) What Do SEOs Get Wrong About Search Intent?

(3:40) How Does Google Think About Intent?

(4:43) Signals and Factors

(6:25) How Should SEOs Approach Content?

(8:27) Why Doesn’t Google Provide the Best Answer?

(10:22) SEO is Relative

(11:58) Original Content vs Replication

(13:53) SERP Volatility

(15:55) Have Results Improved?

(17:48) Are We Being Retrained by Google?

(21:25) The Issue with Content Quality on the Web

(24:20) Creativity vs Information

(26:12) How SGE Will Impact List

(28:33) Will Google Get Transactions Right?

(30:03) Rapid Fire Rankings

Top 3 of anything:

• My kids
• Coconut
• Supernatural

Rank your best SEO marketing win:16%+ CTR on Google Ads is likely my favorite (as it's just such a stupidly high figure).

Rank your top 3 SEO tools:

• Google Search Console
• Semrush
• PHP & MySQL

Rank your best SEO trick or tactic:

Building out content stacks.

Rank what you love most about SEO as an industry:

Winning!Being able to apply knowledge/skills/experience from numerous jobs.

Rank your top 1-3 marketers:

• David Ogilvy
• Shaun Anderson (HoboWeb)
• Ann Smarty

Rank your best SEO learning resource:

Forums.

Rank your top cause or charity:

Women in Tech SEO

Twitter: @techseowomen

In episode 115, Jack Chambers-Ward of Candour joins the show to chat about bias in Google search results and how these results are influenced by our own biases.

We discuss the influence of language in search queries and examine the potential biases associated with Large Language Models.

We also tackle the important question of Google's responsibility in surfacing diverse content and discuss approaches that both individuals and organizations can take when handling existing biases.

(0:00) Intro

(3:25) Are Google Search Results Biased?

(5:05) The Influence of Language in Queries

(9:49) Are LLMs Biased?

(13:30) Checking Your Own Biases When Searching with Google

(21:45) What is Google’s Responsibility in Surfacing Diverse Content?

(25:15) How to Handle Existing Biases

(28:11) Rapid Fire Rankings

Rank your top 3 anything:

1. Ahab - The Coral Tombs

2. Katatonia - Sky Void of Stars

3. Periphery - Djent is Not a Genre

Rank your best SEO marketing win:

Resolving hreflang tag & canonical issues on an international ecommerce site. Traffic is now up by more than 600% as the international pages are now ranking in the correct regions!

Rank your top 3 SEO tools:

• Sistrix

• AlsoAsked

• Sitebulb

Rank your best SEO trick or tactic:

Internal links - especially with ecommerce - are hugely underrated. Guiding users through a purchase journey, in every stage of that journey, can be really powerful.

Rank what you love most about SEO as an industry:

The variety of challenges and topics - there's always something new to learn!

Rank your top 1-3 marketers:

• Mark Williams-Cook

• Areej AbuAli

• Mordy Oberstein

Rank your best SEO learning resource:

Aleyda Solis' Learning SEO

Rank your top cause or charity:

The Hamlet. A charity that supports people ages 0-29 with special educational needs and disabilities.

In episode 114, Christoph Cemper, founder of prompt library AIPRM, stops by to talk ChatGPT, AIPRM, and the power small business can harness with generative AI.

Christoph sheds light on what small businesses need to understand about how these generative AI tools work and emphasizes the importance of a well-crafted prompt to unleash their full potential.

We also explore the barriers preventing SMBs from utilizing generative AI and uncover the remarkable productivity boost the tool offers.

(0:00) Intro

(2:22) The World of AI

(5:55) ChatGPT for SEO

(7:42) What Small Businesses Need to Understand about ChatGPT

(12:18) The Importance of Having a Good Prompt

(14:38) Recommendations for Small Businesses

(20:24) What’s Stopping SMBs From Using Generative AI?

(23:45) The Efficiency of Generative AI

(27:30) The Future of Generative AI

(33:52) Rapid Fire Rankings

Rank your best SEO marketing win:

AIPRM by far.

Rank your top 3 SEO tools:

• Systrix

• Ahrefs

• Semrush

Rank your best SEO trick or tactic:

Use a brandable name.

Rank what you love most about SEO as an industry:

The reverse engineering part. Investigative, experimental, testing.

Rank your top 1-3 marketers:

• Jim Boykin

• Frank Kern

• Mike King

Rank your best SEO learning resource:

Forums.

Rank your top cause or charity:

SOS Children's Villages