Search Engine Journal Show

It seems like everyone these days wants to talk about artificial intelligence (AI) and its potential in search.

It's true - there is no doubt that AI will continue revolutionizing how we find information online. But did you know that real-time AI search is already here? Introducing NeevaAI, it harnesses the power of artificial intelligence for more efficient search results in real time.

Neeva CEO and ex-Head of Google Ads, Sridhar Ramaswamy, joined me on the SEJ Show to discuss how live AI questions and answers will change how people search. We touched on how AI will alter the business models of search engines. And also covered the limitations of ChatGPT, and the importance of sourcing and citations in AI-powered live search-driven answers.

We felt that commercial search engines, Google, and Bing, had become products for advertisers, not products for you and me to find out what we want. We felt that a user-focused search engine could differentiate itself and deliver a better product experience. So Neeva, at its core, is a user-first search engine. That means that we don't show ads, don't show affiliate links, and we protect your privacy. –Sridhar Ramaswamy, 02:03

NeevaAI seemed to fix most of the issues I was experiencing with chatGPT, especially the lack of sourcing and accurate information.–Loren Baker, 35:30

The underlying technology behind chatGPT is this model called GPT-3.5. The core technique that that model uses is learning on every page, every piece of text that it can get its hands on. Now note they don't know where these pages came from. They don't know whether it is real or not. They don't understand things like link structure authority. –Sridhar Ramaswamy, 06:41

[00:00] - About Sridhar.

[05:29] - Limitation of ChatGPT.

[10:17] - A walkthrough on Neeva's AI search.

[17:35] - Monetization challenges ad-supported search engines may face with AI.

[21:24] - How verified sources are served.

[23:48] - How personalized are AI-driven answers based on history?

[24:54] - Will there be more follow-up queries after the AI results are given?

[27:43] - Where this is going in terms of privacy.

[35:30] - Is Neeva available in multiple languages?

[37:12] - Can website owners verify with Neeva, like Google Search Console?

Resources mentioned:

Neeva: ad-free private search: https://neeva.com/

All of us, willingly or not, are participating in a giant experiment similar to Google. We are happily submitting our thoughts, worries, and desires to chatGPT. And worse, it is not equipped to compartmentalize information like Google reasonably can. Google's like, okay, this is your account, these are your searches, you want to delete it, tell me. We'll delete it. They make it hard for you to do it, but it is possible. So I think there needs to be oversight over how this is done. What storing personal information is going to mean? If the data is then used for training future models, that's when life gets very scary.–Sridhar Ramaswamy, 32:50

One of the main points of concern that I've had with some peers while discussing AI is real-time answers. This could be a direct negative on the traditional Google search monetization model.–Loren Baker, 15:59

Lack of authority is a huge issue. Also, these models are humongous. They take an enormous amount of money to train and an enormous amount of money to run, and they're not real-time. So what we do at Neeva is we use a technique called retrieval, augmented generation. That's a fancy way of saying to use the power of search to set the reality field for a large language model. Then, ask it to generate text and cite which part of the input text it uses.–Sridhar Ramaswamy, 08:27

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Connect with Sridhar Ramaswamy

Sridhar Ramaswamy is an inspiring example of using technology for the greater good. After leading Google's enormous advertising division, he succeeded as a venture capitalist at Greylock Partners.

He then took his ambitions one step further with Neeva. This privacy-focused search engine has no ads and runs on a subscription-based model instead.

This tech master combines humanistic values with revolutionary thinking to make the software work towards beneficial societal outcomes. With such ambition inspiring him forward, this entrepreneur has set down new paths of discovery. As a result, we can all benefit from Sridhar's tireless vision for innovation!

Connect with Sridhar on LinkedIn: https://www.linkedin.com/in/nancy-marzouk-82519a/

Follow him on Twitter: https://twitter.com/RamaswmySridhar

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

Savvy digital marketers leverage user identification to create genuinely custom experiences for their customers because identity is a crucial part of today's online landscape.

Nancy Marzouk of MediaWallah joins me on the SEJ show to discuss the concept of identity data and how it becomes an integral part of digital advertising. In addition, we discuss the critical elements to have in place to create a successful approach.

We also get into clean rooms and clean tech vs. a "black box" approach and how AWS, Google & Snowflake's impacts on the ID data market will look like.

There's a lot that needs to go into how I design my identity strategy to fit not only the privacy talk about data governance and all that fun stuff but also works within the industry that I'm in and deals with the marketing stack that I've invested in. So that's really where identity by design comes in. It helps you understand. We help people understand the pieces of what a sustainable building-up of your identity graph might look like. –Nancy Marzouk, 06:19

The fact that the cookies were anonymous and that the workflow that was present for cookies was acceptable, but it's no longer viable when you're starting to deal with the first-party data. Because it's very sensitive information, creating a more secure workflow will be very important in the future. With that being said, it doesn't mean that retargeting goes away.

It just looks a little different. –Nancy Marzouk, 10:41

With cookies and mobile going away, what it does is it brings the advertiser and the publisher closer together. –Nancy Marzouk, 16:15

00:00 - About Nancy.

05:00 - What is identity, and why is it important?

08:46 - Can you still retarget in the future?

11:47 - Is it going to be better or worse for advertising?

22:51 - Does a publisher have to work with every identity solution?

35:29 - A scenario ID platforms can identify.

38:47 - How to transition to ID.

Resources mentioned:

MediaWallah - https://mediawallah.com/

There are different parts of identity. First, there's being able to identify an event or a session or something happening in a browser or something happening in the app so that you can do that targeting right then and there based on what the platform is that you're using. And then there's how do I take all that information and connect it to an individual or a user so that I can perhaps do some sophisticated audience modeling or attribution? –Nancy Marzouk, 26:12

It seems like the past three years. Google's been serving more and more publisher sites that are reviews or product-oriented reviews, recipe sites, whatever on the publisher side, as opposed to going directly to the source. So I think it will make that real estate more important from an advertising perspective. –Loren Baker, 19:01

People are looking to use their first-party data to bridge the gap and create a crosswalk between the information they need to understand about their marketing and the effectiveness of their marketing. –Nancy Marzouk, 05:17

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Connect with Nancy Marzouk

Nancy is a true maverick on the marketing technology scene - always one step ahead of the pack and more than capable of solving even its most stubborn problems.

Through her company MediaWallah, she's revolutionized how data can be connected for maximum value at every level. The industry has taken note - Nancy's been making waves as a frequent guest speaker at conferences and through op-ed pieces in publications everywhere!

Her genuine commitment to progress saw her appointed to IAB's Cookie Management Task Force – proving that when it comes to tech, no problem lies beyond reach with Nancy around.

Connect with Nancy on LinkedIn: https://www.linkedin.com/in/nancy-marzouk-82519a/

Follow her on Twitter: https://twitter.com/nmarzouk

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

You may have heard of artificial intelligence, but what about creative intelligence?

Alex Collmer, CEO of VidMob, joined me on SEJ Show to talk about creative intelligence and its role in helping marketers, especially in today's market conditions.

Gain insight into how creative intelligence optimizations and data transparency can help you make the right decision when running your creative campaigns.

Find out how it plays in with privacy updates and running campaigns across various ad networks, mobile devices, and social media apps.

One of the things that creative intelligence can do is help people get a reality check on how original and unique that creative is vis-a-vis the myriad of things in the market today. It's a tool to help people monitor culture to understand how trends are progressing and when the moment has passed. –Alex Collmer,15:34

Before, it was about getting the click to go to the site. Now everything is so intertwined. It has to be quite a chore for a creative team to fill in all the blanks and then utilize that data to alter, refresh, or make those adaptations to the creative itself. –Loren Baker, 03:54

This isn't A/B testing. You know that that's sort of like the thing we did yesterday. This is a whole new world and opens up visibility into the why of creativity for the first time. –Alex Collmer, 07:20

[00:00] - About Alex.

[08:03] - How creative intelligence relates to AI.

[10:53] - How fast a campaign gets creative feedback.

[13:40] - Where originality comes in.

[17:55] - How important is Creative Intelligence regarding data privacy?

[19:46] - Can Creative Intelligence report on demographics?

[21:16] - Can you optimize for different age groups simultaneously?

[22:57] - Can data sync from handheld devices to traditional advertising?

[25:20] - Alex's take on Augmented Reality and Snap.

[31:37] - Insights on rich media style advertising on Amazon.

Resources mentioned:

VidMob - https://www.vidmob.com/

We built technology to enable people to ingest all of that creative they might be running across an account on Meta, YouTube, TikTok, or Amazon. We process those billions of creative attribute signals and pull all the performance information from those platforms. The likes, clicks, views, engagement metrics, and purchases are included. –Alex Collmer, 06:22

Intelligent creative gives people data they can react to in real-time in a software platform that enables them to be very agile in their creatives. They can optimize the market and dramatically improve the results they see from their campaigns.–Alex Collmer, 10:35

As the media side loses effectiveness, the creative side has to take over more of the responsibility. –Alex Collmer, 19:14

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Connect with Alex Collmer

Alex Collmer founded VidMob, the most prominent video creation platform that enables anyone to maximize their video presence and make a brand impact. He is an engineer who specializes in technology, design, and entertainment. Alex's multifaceted expertise paved the way for him to co-found Autumn Games, a renowned publisher of video games, before founding VidMob.

Alex is an all-around man with many passions and talents! He's an enthusiastic husband, youth sports coach, ultra runner, and tech/digital media entrepreneur. Equally impressive are his specialties in intellectual property finance (movies, video games & music), investment/fund management & media private equity – Alex sure knows how to make the most out of life!

Connect with Alex on LinkedIn: https://www.linkedin.com/in/alexcollmer/

Follow him on Twitter: https://twitter.com/collmerica

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

In a world where PR and content marketing is essential to SEO, the sports industry can bring about some learnings for anyone in the digital marketing field.

Karina Barriga Albring of FIFA joined me on the SEJ Show to discuss the world of Sports Development and Sports Marketing. She shares her journey from traditional journalism to PR and marketing.

Take a look at how sports can provide some valuable marketing insights and how marketing can benefit from sports too.

We know how passionate people are about a sport, whether football, soccer, or basketball. People sometimes have an irrational attachment to this activity, myself included...The emotional connection is so strong that, of course, brands will want to be involved. Sports marketing is tagging along to the immense love, attachment, and relationship we have for sports. –Karina Barriga Albring, 11:44

We're going to start seeing brands' funding to align with athletes whose message and online persona align with the values that the brand wants to spread. –Karina Barriga Albring, 24:31

Brands like to have ambassadors who are relatable and who are real people. So if you are an athlete who enjoys theater, go to the theater and get involved in local community activities. Try to identify the other passions that you have. All of that helps you build your persona. Make people find you more relatable and likable, which will translate into brands wanting to work with you. –Karina Barriga Albring, 30:30

[00:00] - About Karina.

[03:40] - How working with other industries helped her in sports.

[06:57] - What PR is all about.

[10:54] - What is Sports Marketing?

[16:12] - To what extent is licensing a part of Sports Marketing?

[19:14] - The importance of personal branding in Sports Marketing.

[27:26] - Opportunities for athletes to build their brand.

[33:28] - Sports Marketing tips that can be applied to marketing.

Resources mentioned:

FIFA - https://www.fifa.com/

In the time that we're living in, we're no longer competing for an audience. We're not only competing with our direct competitors but for the attention of the audience. You're competing for people's times...These days that is something that we need to think about when we analyze our strategies and our positioning. –Karina Barriga Albring, 48:29

In website development or SEO, it's always nice to check what your main competitor is doing and your smaller competition. And it's always great to have a "side project" to experiment with...the ability to have some side project and then turn it into a business case and then pitch the ability to do it on your company's website may also be helpful.

–Loren Baker, 47:23

With influencers and content creators online, when we think about PR, we don't only think about traditional media. We think about anyone with a platform to make your message widespread.–Karina Barriga Albring, 8:27

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

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Connect with Karina Viviana Barriga

Karina loves building lasting relationships with people, using the game of football as her prime opportunity.

Her passion for sports and expertise in journalism, public relations, and marketing help her develop athletes and businesses side-by-side through dynamic business models.

With an MBA dedicated to Football Industries already under her belt combined with bi/multicultural experience within the industry, Karina is ready to make significant changes in this ballgame!

Connect with Karina on LinkedIn: https://www.linkedin.com/in/karina-barriga-albring

Follow her on Twitter: https://twitter.com/kbarrigaalbring

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: www.twitter.com/lorenbakerConnect with him on LinkedIn: www.linkedin.com/in/lorenbaker

What is Zero Click? And how does it affect businesses and their SEO/PPC strategies?

Semrush's Marcus Tober joins me on the SEJ Show to discuss Semrush's recent Zero Click study and how this fits into a growing trend in Google.

Get insights on how Zero Click reshapes expectations of traffic, multi-touch attribution, and other traditional Google KPIs.

Zero Clicks for us means there was an initial search and nothing after that. There was no continuation. And we did is we defined a session in a two-minute window. –Marcus Tober, 09:42

The biggest pivot probably in the past decade is that, to your point, someone may click on Google Maps, someone may click on Google Images, but that doesn't necessarily mean that you're not reaching the business goal of that user. –Loren Baker, 12:44

As a marketer, we should aim for areas with a hybrid strategy. We need to show up for these transactional commercial searches, even if we know we don't get to click. We need visibility. We also need to invest in content that might trigger different search results, like, featured snippets, or maybe show up in more visual searches because we have lots of visual content. –Marcus Tober, 19:59

[00:00] - About Marcus.

[04:22] - The difference between enterprise vs. normal marketing solutions.

[08:00] - Is Zero Click negative or positive with planning for SEO?

[08:19] - What triggered the Zero Click study?

[12:12] - Is the call button a Google internal click or a click to the site?

[18:04] - What are the popular product box?

[22:12] - An actual query on mobile by Loren.

[30:37] - How do you make sure your brand covers the results delivered?

[39:07] - Google's search difference on desktop vs. mobile.

[47:02] - Other findings from the Zero Click study.

[48:08] - Conversion rates through Google products vs. regular organic traffic.

[51:58] - Will people ignore a CTR within indexed content and be served on Zero Click?

Resources mentioned:

Semrush - https://www.semrush.com/

Zero Click may mean Google may have answered the user straight away. So there was no need for the user to click to continue anything else.–Marcus Tober, 11:24

I truly believe Google has now found enough motivation to compete against Amazon. That's why they're investing so much in all these different ecommerce integrations.–Marcus Tober, 36:58

SEO will be very important in the near end and long term if we understand from which perspectives users are coming. Don't only optimize on transactional keywords because you can convert this traffic easily in SEO. And then, suddenly, Google launches popular products with checkout, and you lose every traffic. It would help if you diversified to succeed in SEO.–Marcus Tober, 23:45

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Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect with Marcus Tober:

Marcus Tober is a visionary leader who has been tackling the most complex enterprise workflows and requirements related to SEO. As SVP of Enterprise Solutions at Semrush, he develops smart and innovative SEO solutions to manage complex SEO workflows and requirements.

He previously founded Searchmetrics and was named European Search Personality Of The Year in 2016. Among the enterprise companies he's worked with are eBay, Adidas, GoDaddy, and Walgreens. Using data science in websites is his game, and he is always passionate about building organic SEO products.

Connect with Marcus on LinkedIn: https://www.linkedin.com/in/marcustober/

Follow him on Twitter: https://twitter.com/marcustober

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: www.twitter.com/lorenbaker

Connect with him on LinkedIn: www.linkedin.com/in/lorenbaker

Want to increase your ROI and improve your SEO strategy?

How will SEO evolve in the year ahead? What are the biggest threats and challenges?

SEJ's Ben Steele joined me on the SEJ Show to discuss the findings of SEJ's Second Annual State of SEO Study, which includes emerging trends in the world of SEO and can help companies plan for 2023 and beyond.

As long as people need to find things, there will be SEO. That explains why this industry has seen so much growth, even with the upset of the last few years and economic issues on the horizon. –Ben Steele, 12:34

Organic marketing or performance marketing forms, such as SEO and affiliate marketing, have risen from staffing and investment perspectives. –Loren Baker, 14:31

If you're hyper-focusing on that automation element, you might be missing its actual value, which is allowing you to go hands-off on some of the things that don't matter as much and focus on creating content that resonates with your audience –Ben Steele, 31:11

[00:00] - About Ben.

[06:49] - What is the second annual State of SEO?

[09:59] - Number of respondents involved.

[10:25] - Preliminary findings that stuck out.

[16:09] - Locales with the highest salaries for SEO.

[18:20] - Where SEO professionals focused big this year.

[22:31] - Metrics to track success.

[32:40] - Important emergent factors in the next two years.

[41:33] - Difficulties in ebook planning.

[43:34] - The difference between an ebook & a white paper.

Resources mentioned:

State of SEO - https://www.searchenginejournal.com/state-of-seo-performance/

Ebooks are an interesting beast because they have unique difficulties and advantages. The most significant unique problem is they require a lot of buy-ins. By that, I mean they need someone to not only have the time to sit down and read it but to go through the process of discovering and deciding to download it. –Ben Steele, 37:55

People are returning to basics, driven by Google's updates over the last couple of years. –Ben Steele, 19:40

Yes, rankings are nice, but it's much better to have an ROI where people purchase or click. –Loren Baker, 28:16

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect with Ben Steele:

Ben Steele, Senior Editor at SEJ, is an expert in digital content. He didn't set out to be an SEO strategist. Still, after learning the skills needed for his job and combining them with some self-driven research on digital marketing, he found that this is where his true passion lay.

His professional theater background also helped him develop a work ethic and leadership skills, among other soft factors like creativity.

Ben now works on the ebooks of SEJ, where he always offers fresh insights and recommendations for content strategy. Through his work in SEO, he channels the human experience, journey, or expression into something that others can learn.

Connect with Ben on LinkedIn: https://www.linkedin.com/in/writerbensteele/

Follow him on Twitter: https://twitter.com/BennyJamminS

Countdown clocks, limited seating, only X items left in stock ... does scarcity marketing work for you? If so, why?

Scarcity marketing and the Fear of Missing Out (FOMO) is a phenomenon that can be applied to all forms of marketing - especially digital.

Mindy Weinstein, Ph.D., author of The Power of Scarcity, joins me on the SEJShow to talk more about the concept - and how it can help you drive results.

Marketing is so much psychology; it doesn't matter if you're doing SEO, paid search, or social. You're trying to reach a person. I feel like it's a lot harder than before because it's a matter of not just reaching them but cutting through the noise and then using the right words. –Mindy Weinstein,1:51

Because of scarcity, there is excitement and there is loyalty. Think of Nike and some of these big companies that people watch for the drops. It goes beyond just creating quick revenue, as I need sales right now, which is what most of us associate with scarcity. –Mindy Weinstein, 29:02

You're bringing their focus, especially for people all over the place, and you're giving them the direction to tell them what to do, which many audiences actually crave. They don't necessarily want to make that decision, and they need you to guide them to make the decision or to make the sale. I think that's something that can be lost in digital marketing.

–Loren Baker, 19:20

[00:00] - Mindy's background.

[05:17] - What is scarcity marketing?

[06:00] - Four types of scarcity.

[10:14] - How to take scarcity marketing from the traditional to the digital side.

[16:01] - Examples of using scarcity marketing in websites.

[20:20] - Examples for service-based businesses.

[25:19] - How McDonald's used scarcity marketing.

[32:27] - Ways search marketers can incorporate scarcity marketing into campaigns.

Resources Mentioned:

The Power Of Scarcity Book - http://powerofscarcity.com

Market MindShift - https://www.marketmindshift.com/

It's multi-layered. It's more than just thinking buy now, or miss out, or you have only one day left. There's so much to it, it doesn't always work and it only works for specific audiences depending on the type of discourse you're using. –Mindy Weinstein, 2:39

Just telling you have these products as best sellers or most popular on your website helps someone as they're searching on your website. –Mindy Weinstein, 7:50

You want to have the regular price because it elicits a feeling of loss aversion that we don't want. –Mindy Weinstein, 33:54

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect with Mindy Weinstein:

Mindy Weinstein is the founder and CEO of Market MindShift and a national speaker with an extensive background in digital marketing strategy. She has trained companies across all industries, from Facebook to World Fuel Services.

Mindy is also the leading expert on persuasion-related concepts, with years of experience in the business. The research she conducts helps companies better understand how to persuade their customers-and; she isn't afraid to think deeply!

Her book, The Power Of Scarcity, is available on November 8, 2022.

Connect with Mindy on LinkedIn: https://www.linkedin.com/in/mindydweinstein/

Follow her on Twitter: https://twitter.com/mindyweinstein

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

Can programmatic be transparent and value-driven, given the deprecation of third-party cookies? Absolutely.

Rajeev Goel, Co-founder and CEO of PubMatic, joins me on the SEJShow to talk about the future of programmatic.

You can expect to hear critical insights on Google's open bidding, ID services, how AI can play a future role, bidding after cookies, CTV, trends, and more.

Header bidding came to exist in the first place because publishers felt they were not getting a fair auction inside the Google Ad Tech stack. So header bidding was designed to open up that auction process and bring transparent participants. –Rajeev Goel, 25:28

What header bidding did was that it allow publishers to work with multiple monetization platforms. –Rajeev Goel, 4:06

There's a massive shift in consumer behavior that's driving where the ad dollar growth is. The change in consumer behavior is towards much more online video than the Internet. It's also towards connected TV and streaming. –Rajeev Goel, 29:52

[00:00] - About Rajeev Goel & PubMatic

[03:03] - What is header bidding?

[08:06] - The future of header bidding with third-party cookies is going away.

[12:20] - Do identity solutions do a better job than third-party cookies?

[14:49] - The shift toward more direct deals

[17:32] ​- How AI helps with programmatic advertising.

[18:10] - About modeled cohorts advertising.

[21:10] - What is Google open bidding & why its controversial?

[27:39] - All about CTV.

[36:36] - Walled gardens vs. Open Internet.

[41:04] - Opportunities & challenges in brand advertising vs. performance campaigns.

Resources mentioned:

PubMatic - https://pubmatic.com/

Identity Hub - https://pubmatic.com/products/identity-hub/

Header bidding is now ubiquitous across the industry, more competition for your ad space leads to more revenue, and we think that's great for publishers. That allows people to do what you're

doing right now and reinvest into content that you know your consumers love. –Rajeev Goel, 7:22

Near term, we are seeing that there is a shift toward more direct deals. –Rajeev Goel, 15:25

Consumers want transparency. They want to know that, in an auction environment, there's a level playing field. –Rajeev Goel, 24:58

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect with Rajeev Goel:

Rajeev strongly believes in technology's power to solve problems and improve people's lives. This conviction has driven him to build PubMatic into one of the world's leading software companies serving the digital media industry. Under his leadership, PubMatic has grown from a small startup to a publicly traded enterprise with more than 600 employees and 14 offices worldwide.

In addition to co-founding Chipshot.com and serving as its VP Of Technology, he held marketing director positions at SAP. His experience navigating large companies and bringing innovative products that drive business growth makes him a true technology visionary.

Connect with Rajeev on LinkedIn: https://www.linkedin.com/in/rajeevgoel1/

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

What's more important to your SEO bottom line? Data or feelings?

Data, of course!

Dmitrii Kustov of Regex SEO joins me on the SEJShow to talk SEO Data, the opportunities for SEO of home services (which exploded post-Covid), and other emerging search trends.

You'll also get insights around Google updates, tracking, and ROI expectations of SEO, and

building localized service-oriented leads.

Start recording data. Start tracking data today. Without it, you can't make any decisions based on the data you don't have. –Dmitrii Kustov, 13:57

Instead of Search Engine Optimization, I like Organic Revenue Generation. What is the point of organic search? It's not just traffic, it's revenue generation from that channel. A lot of people don't have that phrase, but that's what I prefer calling SEO, "Organic Revenue Generation." –Dmitrii Kustov, 21:48

I've always experienced that I don't see SEO as a standalone service that people buy, and that's it. It has to be integrated into the overall marketing machine, where lead quality and follow-up come in. Marketing is getting someone further down the funnel to make that sale. –Loren Baker, 16:28

[00:00] - About Dmitri.

[02:10] - Home services Dmitri specializes in.

[03:18] - What does it mean to be data-driven?

[06:12] - What pure ROI means.

[09:27] - Should you concentrate on high-ticket items for onsite optimization?

[17:48] - Dmitri's viewpoint on ranking only for the front end.

[22:59] - Role of direct search on data.

[27:46] - Questions to ask product teams to start recording data.

[29:55] - Can you leverage national blog post traffic for home services?

[35:07] - Dmitri's take on Google's recent content updates.

[40:47] - Dmitri's thoughts on E.A.T.

Resources mentioned:

Regex SEO - https://www.regexseo.com/

Content is not only text content. Text content nowadays is going away. So if you are an established business, doctor, health practice, or veterinarian, hire an intern videographer or editor and just let them follow you around and make a little YouTube showing whatever or little interviews. It's much easier for a doctor or any expert to sit in front of the camera for 15 minutes and answer a few questions than sit down and write a 2000 article that's going to take a day or more. If you have video content, YouTube is your friend. Nowadays, text content is becoming a smaller portion of content marketing. –Dmitrii Kustov, 50:53

If you're in the marketing industry and SEO game and doing it correctly, meaning that you produce great content, do not use any black hat, gray hat backlink building, or any of that stuff, none of the updates will affect you. They should even improve your rankings. –Dmitrii Kustov, 37:49

There's a big difference between trust and knowledge. Someone can be the smartest individual in their space, and someone can be incredibly knowledgeable. Still, it doesn't necessarily mean they're trustworthy. –Loren Baker, 46:32

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect with Dmitrii Kustov:

Having a strong passion for business and a desire to help others have led Dmitri to start his own company - Regex SEO. He works with companies of all sizes to help them grow their online presence.

As a data-driven Marketing Director, he helps companies increase market share and revenue by optimizing their marketing budgets. Among other high-profile marketing platforms, he's been featured on Forbes, MOZ, and SEMrush HackerNoon.

Connect with Dmitri on LinkedIn: https://www.linkedin.com/in/digitalspaceman/

Follow him on Twitter: https://twitter.com/DigitalSpaceman

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

Amazon Prime Day opened doors to endless marketing boosts for the second time this year.

Refersion's Raj Nijjer joins me on the SEJShow to discuss marketing opportunities for Amazon Prime Day within and outside of Amazon.

Even for businesses not on Amazon, there are chances to leverage the new October Prime Day, which is on its way to becoming as large of a holiday shopping day as Black Friday.

This is the first time they've done the two prime days. The first one is in July, so it's the beginning of Q3, and now they're doing one at the beginning of Q4. It shows you that there's enough demand out there and there's enough inventory too. Now that supply chains have gone back to normal, shipping prices have gone way back to earth, and frankly, many brands are sitting on a lot of inventory. The timing for Amazon could not be more perfect –Raj Nijjer, 9:04

Amazon is probably one of the most efficient machines out there. I think from that perspective, it works, and that's why you see conversion rates that are six to seven times the B2C website –Raj Nijjer, 31:46

I also think you're going to have a generation going away that knows what Black Friday is. When was the last time, probably five or ten years ago, people lined up outside a store to go shopping? Black Friday it's become an online event. As that generation fizzles and goes away, the concept of Black Friday may not even exist anymore. –Loren Baker, 31:59

[00:00] - About Raj & Refersion

[08:26] - What makes this year's Prime day different?

[11:40] - Best categories to be in.

[18:06] - How to reach out to your Amazon customers.

[25:41] - How to leverage Prime even if you're not on Amazon.

[27:23] - How does Prime impact Black Friday?

[40:03] - How to use Refersion as an Amazon affiliate, associate, or seller.

Resources mentioned:

Refersion - https://www.refersion.com/

It can't be like B2C versus Marketplace. It has to be like B2C and Marketplace. –Raj Nijjer, 17:24

It's the promise that Amazon makes. It's fulfillment, shipping, and payment. It's all systems and operations, but it's like magic to you as a consumer. –Raj Nijjer, 16:15

If you're worried like, oh my God, I don't want to put my brand on Amazon, more than likely, your competitors are already on there. They're on there all right, and they're already selling and finding success. They've registered in the brand registry, which gives them protection and product protection. But they also get a slew of selling and marketing tools because you have complete control over your listing. –Raj Nijjer, 23:13

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect with Raj Nijjer:

Raj's experience in the ecommerce space has given him an invaluable advantage in building out affiliate marketing strategies for brands looking at ways of accelerating growth.

His role as CMO at Refersion involves enabling advocacy and maximizing customer lifetime value for brands. When not investing or advising startups, Raj is a witty and knowledgeable speaker on all things tech-related. He knows his way around any digital marketing topic you can throw at him!

Connect with Raj on LinkedIn: https://www.linkedin.com/in/rajnijjer/

Follow him on Twitter: https://twitter.com/RajNijjer

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker