Search Engine Journal Show

Cookies going away in Chrome?

They already have been eliminated from the most popular browser on the mobile market - Safari.

How does this affect marketing & sales? What about Shopify merchants?

Brent Ramos, Product Director at Adswerve, joined me to discuss incremental measurement in ecommerce and beyond.

We talked about the importance of first-party data and the possibility of losing a lot of the third-party data that we're getting through cookies on the Chrome browser.

Third-party data will probably always exist in some format, to some kind of degree, and not all third-party data is bad. First-party data is certainly not bad. It's required for many daily things that we as consumers experience that we enjoy. So those first-party cookies will persist and will persist more than the third card, third-party cookies. –Brent Ramos, 05:58

Those touchpoints make up a full, wholesome persona of what a real human being could look like. And so it's not a matter of how you collect it, but it's a matter of having you started? And what are you doing? See it with an eye to activation. –Brent Ramos, 07:20

From the consumers' point of view, they will be getting a better experience. They should be able to have better conversations with their brands across all of the different touchpoints and channels in a way that's responsible and appropriate. And it's useful all at the same time. –Brent Ramos, 11:10

[00:00] - About Brent

[03:13] - What is first-party data, and how is it different from third-party data?

[05:38] - What Brent thinks about Google's first-party data announcement.

[07:00] - How can businesses begin with first-party data?

[10:11] - How will it change consumer experience?

[12:23] - Why didn't people pay as much attention when Safari made the change?

[16:24] - Where do you keep first-party data?

[18:26] - Challenges behind owning data that businesses should be aware of.

[22:01] - Samples of first-party campaigns.

Resources mentioned:

Adswerve - https://adswerve.com/search

So the faster you can get first-party data and lifetime value modeling embedded into your bids, the better you will be. And you won't have to worry about competition nearly as much when you know you can do that. –Brent Ramos, 26:52

Once you add lifetime value into the equation, no matter what the attribution channel, you're just talking in a different language. Which is more so marketing than direct response that we're used to talking with an SEO. –Loren Baker, 24:07

It's only going to force firms and agencies to become better storytellers. That's really what the core component is. –Brent Ramos, 11:10

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 Brent Ramos:

Brent is a seasoned digital entrepreneur and ad tech expert with over 15 years of experience. He combines his expertise in front-line tactics and high-level strategy to help clients use the Google Marketing Platforms to achieve their goals.

He has been focused on delivering the highest level of predictable success possible based on new ideas that lead to high-level strategic marketing success as Product Director at Adswerve.

​​Connect with Brent on LinkedIn: https://www.linkedin.com/in/brentramos/

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

Got NFTs, Metaverse, and web 3.0 on your marketing radar?

In a world where the digital and physical meet, metaverses offer an unprecedented opportunity to brands.

Lisa Buyer of The Buyer Group joined me on the SEJ Show to shed light on the Metaverse and what it is.

They talked about this new frontier that's perfect for marketers who want their business in front of consumers -and it's only getting started!

Meta is not the Metaverse. Meta is just one version of the Metaverse. We can't say what the Metaverse will look like because we're so early. –Lisa Buyer, 8:42

NFTs are very popular right now as art, which is excellent if you resonate with art, but the art also has to have some sort of utility, some sort of what it comes with. What are the uses and benefits I will get if I buy this NFT, or am I just buying a piece of art like I have a piece of art on my wall? –Lisa Buyer, 30:45

I see the whole web 3 movement as being decentralization. I don't remember anything being this exciting since the internet launched in the first place. –Loren Baker, 12:00

[00:00] - About Lisa and how she started

[07:58] - What is the Metaverse, web 3.0, NFTs & how can they help establish businesses?

[09:07] - How does the Metaverse look like today?

[17:29] - How is Snap doing with augmented reality?

[20:59] - What are NFTs, and how do they play a role in the Metaverse in marketing?

[26:26] - How virtual events are held.

[29:27] - Is there a lead generation component to NFTs?

[30:34] - Learn from a use case on investing in NFTs as a marketer.

[34:01] - What are creator coins?

[39:23] - Web 3.0 influencers Lisa recommends following.

[43:29] - How do wallets work?

[46:38] - Where's a good place to learn about the Metaverse.

Resources Mentioned:

Female Disruptors - https://www.femaledisruptors.com/

Get the $FEM Coin - https://rally.io/creator/FEM/

Horizon World - https://www.oculus.com/horizon-worlds/

Alt Space VR - https://altvr.com/

Spatial - https://spatial.io/

World of Women NFT - https://worldofwomen.art/

Boss Beauties NFT - https://bossbeauties.com/

Marketing New Realities by Cathy Hackl - https://www.amazon.com/Marketing-New-Realities-Introduction-Communications/dp/0996510672

I see that brands are dedicating a portion of their marketing budget for the year to buying an NFT in a community that aligns with that brand's mission and vision.

So it's a way to embed yourself as a brand. You have to do it in the right way, it has to be authentic and transparent, and you have to be able to want to spend time in the community you're aligning yourself with.

Forget having to launch an NFT collection. Just find an NFT collection or community that matches what your brand stands for and invest in it.–Lisa Buyer, 32:46

The most popular NFTs you see are those from people changing their avatars. Those are great from a marketing perspective because people buy into these NFT projects because of the community. –Lisa Buyer, 22:39

NFTs are just a way to really have your community invest in each other and believe in each other. So I think it's the next generation of community building. –Lisa Buyer, 36:12

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 Lisa Buyer:

Lisa has been an early adapter of new trends and technologies, always staying ahead in the game. She brings over 20 years of experience as a publicist integrating PR, SEO, and social media for clients, including Fortune 500 companies or start-ups.

She's also an avid user of digital life tools, so when she wrote Social PR Secrets (4th ed 2019), it was no surprise that this book would be a foreword by Guy Kawasaki.

Lisa is the go-to person for today's digital marketers. She blends traditional fundamentals with modern-day best practices and loves to share her knowledge at conferences across America.

​​Connect with Lisa on LinkedIn: https://www.linkedin.com/in/lisabuyer/

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

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 can build a solid foundation for your SEO efforts by choosing the right content management system (CMS).

Ideally, you should select a platform that allows you to optimize your website's on-page and technical SEO.

Mordy Oberstein, head of SEO branding at Wix.com, joined me on the SEJ Show to discuss the direction of the CMS vis-a-vis SEO and what to look for in an SEO-friendly CMS solution.

You'll get insights into a good CMS that will cover the technical details that ensure your site appears on a search.

Every platform has its logic. It's like using an SEO tool. –Mordy Oberstein, 33:36

There are SMBs who don't have that luxury of paying, you know, hundreds of dollars an hour for an SEO to come in. But a good CMS will take care of the technical things to ensure your site's indexable. –Mordy Oberstein, 8:38

That 60% of a customer base, you're not going to expect them to be able to implement the most advanced customized SEO settings. Giving them the ability to rank is step one. –Loren Baker, 13:05

00:00 - About Mordy

08:26 - How many users are business owners?

​​18:27 - How integrated is PageSpeed in Wix?

24:30 - Pros and cons of closed and open CMS.

29:57 - About WordPress plugin vulnerability.

32:21 - Weaknesses of closed CMS solutions vs. open CMS.

34:31 - Differences that Mordy has experienced when working for tools like Semrush and Rank Ranger vs. the CMS side like Wix.

39:52 - Tools Mordy has been working on the Wix backend.

41:39 - The best SEO toolkits.

45:24 - Is Mordy an active Bing Webmaster Tools user?

Resources mentioned:

SEO Clarity - https://www.seoclarity.net/

Wappalyzer - https://www.wappalyzer.com/

Detailed - https://detailed.com/

Google Search Console - https://search.google.com/search-console/about

SEO Rant Podcast - https://www.theseorant.com/

There's so much investment, whether Shopify or Wix or whatever it is around SEO. But, just from our user base, the hottest topic among our users is SEO, hands down. –Mordy Oberstein, 14:48

Performance, to me, is a conversion issue. More than is an SEO issue. –Mordy Oberstein, 21:46

​​There are some great SEO tools out there that have horrible usability. And then some have excellent usability, but maybe not the best data. And then some have the perhaps not the best of both worlds, but it works on both sides. So it's finding your sweet spot. –Loren Baker, 34:00

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 Mordy Oberstein

Mordy is a seasoned SEO expert and has been integral to the Wix brand. He currently serves as their Head of Branding and formerly served as the company's SEO Liaison and their SEO advisory board member.

As a communications advisor, Mordy also guides how businesses use Semrush to gain visibility among competitors.

Being the SEO expert, he's also created podcasts and Twitter chats to bring attention and knowledge on this topic into everyone's lives!

​​Connect with Mordy on LinkedIn: https://www.linkedin.com/in/mordy-oberstein-12551715/

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

Visit his site: https://www.mordyoberstein.com/

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

Getting to know PPC takes time and effort.

Can't seem to find the answer you're looking for? Search Engine Journal can help!

Our industry is constantly evolving, and PPC is no exception. So, to provide answers to your burning questions about PPC best practices and strategies, we asked our resident expert.

PPC expert Navah Hopkins joined me on the SEJ Show to answer all your PPC questions in 2022.

The era of PPC professionals being able to do account management is dead. You're not going to be able to get away with that anymore. We are truly responsible for understanding the profitability of a given product or service and understanding if a given channel will serve it well. We are also responsible for understanding that user behavior component. – Navah Hopkins, 2:15

Keep it simple; keep it clean. Let your paid traffic be a paid experience, let your organic traffic be an organic experience, and make everyone happy. – Navah Hopkins, 34:32

Yes, there's a lot of really interesting tools. Yes, there's a lot of great automation. Yes, we are no longer pulling all the levers all the time. That means that we have our time freed up to think about strategic CRO initiatives, strategic creative initiatives, and solving business problems. – Navah Hopkins, 53:33

[00:00] - About Navah

[05:27] - What does the user journey look like?

[06:44] - UA sunsetting: tips for GA4.

[12:13] - What is Google studio?

[15:25] - Smart bidding: is it worthwhile to set a manual PPC on particular keyword ad groups?

[19:35] - Is it worth keeping a budget and bidding software?

[21:52] - Does Navah use Performance Max?

[26:07] - Tips for building successful Google Map ad campaigns.

[27:55] - How important is Google Guarantee to Google Local Services ad campaigns?

[29:30] - Do Facebook pixels harm a website's performance?

[34:38] - What ad solutions overlap with Google Shopping?

[39:34] - How important are custom audiences when targeting higher-quality leads?

[43:09] - How impactful are Microsoft ads?

[47:22] - Can you advertise on LinkedIn through Microsoft Advertising?

[50:03] - Can you target game consoles and gameplay through Microsoft Ads?

[54:27] - Other platforms people can look into.

Resources mentioned:

Navah's PPC Automation Course at Semrush: https://www.semrush.com/academy/courses/ppc-automation-course-with-navah-hopkins

Microsoft Clarity: https://clarity.microsoft.com/

Google Data Studio: https://datastudio.google.com/

Navah's site: https://www.navahhopkins.com/

Keyword Tool io: https://keywordtool.io/

Keywords Everywhere: https://chrome.google.com/webstore/detail/keywords-everywhere-keywo/hbapdpeemoojbophdfndmlgdhppljgmp?hl=en

Keyword Planner: https://ads.google.com/home/tools/keyword-planner/

Set aside maybe two to three hours every week to play in GA4. Get a domain that you like. You care about, Nothing to be scared of. It's very easy to get into the habit. – Navah Hopkins, 8:56

You do not just want to think about the messaging to the audience. You also want to think about the timing and which channel is best suited to that ad being served. – Navah Hopkins, 41:30

My most extensive advice is that everyone has access to that merchant center, and there's complete transparency on any changes made there. Not having the categories line up within the merchant center can be death for a campaign. – Navah Hopkins, 36:35

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 Navah Hopkins

Navah Hopkins is a seasoned marketing professional who began her career as an SEO in 2008, transitioning to PPC several years later.

During this time, she has made it a point to share valuable insights with others, speak at local universities, and teach on the international circuit. In addition, her contributions to SEMrush, WordStream, and SEJ have continued.

As a member of the Paid Search Association, she intends to make tomorrow's PPC practitioners better and serve as a resource for anyone looking to learn more.

​​Connect with Navah on LinkedIn: https://www.linkedin.com/in/navahhopkins/

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

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

Excellent content can be a powerful tool for the B2B world.

It's key to know how it will benefit your company and what SEO strategies you should use.

Kameron Jenkins, Content Lead at Shopify and ex-Botify & Moz Content Marketer, joined me on the SEJ Show to discuss Content Marketing Strategies for the B2B world and how excellent content can help SEO & multiple marketing channels.

You'll get insights into the most important factors to consider when considering B2B content strategies.

Inorganic search-focused content is a type of content but it's not the only type of content. It's not the only thing content can do. Content is a tool–it's a means to an end. It's all in like how you apply it.–Kameron Jenkins, 20:05

I have found from my personal experience that content marketers who are just really good content marketers can learn pretty much any subject matter and ramp up fairly quickly.–Kameron Jenkins, 13:54

We start with the product and its features, and that's how we build out our themes. Basically, everything we talk about can tie back in some way, shape, or form to the product.–Kameron Jenkins, 25:49

[00:00] - About Kameron & what attracted her to Shopify.

[04:49] - Connection between online & offline Shopify.

[07:26] - How Kameron's day-to-day content looks & how she built a team.

[12:00] - Challenges when looking for writers.

[15:06] - How to set up & communicate expectations with stakeholders.

[19:45] - Does Kameron go outside of SEO for success metrics?

[25:37] - The importance of the customer & buyer decision journey in your content.

[27:22] - What's great about battle cards.

[32:04] - The difference between small company and big company content strategies.

[39:56] - How to update older content.

[43:56] - How to identify content decay.

[45:53] - What is in a content brief?

[48:20] - Important content marketing strategy considerations for small companies.

[53:31] - Tips for integrating vertical targeting into your content strategy.

Resources mentioned:

Gong - https://www.gong.io/

Articles Kameron wrote on SEJ - ​​https://www.searchenginejournal.com/author/kameron-jenkins/

Prioritizing refreshes is super important. I would dive down to the granular level of what keywords have we lost the most positions for in this post. –Kameron Jenkins, 41:49

Search sometimes can be very tough. Patience is a virtue but patience doesn't always have a seat at the table.–Loren Baker, 15:23

What we're doing right here is not only just helping you rank but it's helping you close every lead that you're getting in from various different funnels.–Loren Baker, 23:58

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 Kameron Jenkins

Kameron Jenkins is the Content Lead at Shopify. In previous roles, she's been Director of Brand, Content & Communications at Botify, the SEO Wordsmith at Moz, and the VP of SEO & Content Strategy at a digital marketing agency that serviced local and multi-local businesses across the country.

Drawing from her experience, Kameron loves any opportunity I get to talk about SEO, content strategy, and digital marketing. Add to it topics about SEO for local businesses, and navigating organizational challenges/opportunities.

​​Connect with Kameron on LinkedIn: https://www.linkedin.com/in/kameron-jenkins/

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

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

Wish you could get more organic leads?

Looking for easier, faster ways to propel your site to the top of Google?

They say that tons of high-quality content mean a higher search rank, a higher search rank means more visitors to your site, and more site viewers mean more chances to convert.

But who has the time and resources to create enough content to justify the investment?

Jeff Coyle, Co-founder and Chief Product Officer at MarketMuse, joined me on the SEJ Show to

talk about how you can successfully spend less time creating content and more time raking in the leads through AI-powered content research, intelligence, and writing.

You'll learn what it takes to build out high-quality content for long-term success.

Intent mismatch is so common. You'll rank for a term, and the content doesn't solve that problem. Well…that's a ticking time bomb.–Jeff Coyle, 36:19

You've got to assess whether the brief sped up the process. Did it yield content that hit on the bases that you wanted? Did it improve overall performance and enhance the well-being of all the team members? Did it align the team, or did it just create one other hurdle?–Jeff Coyle, 18:04

Content written for the site is not just for Google. It's also for customer acquisition, retention, and the ability to drive and impact customers that have already purchased. It's a reminder to buy again. So it's a loyalty component within social, with email, with almost everything else.–Loren Baker, 29:44

[00:00] - What Jeff does to empower content marketers & SEO professionals.

[04:31] - Will a robot replace you? Role of A.I. in the content process.

[12:59] - See a blueprint of a content brief.

[15:29] - An example of how PAA works in a content brief.

[20:52] - How can writers & SEO professionals differentiate content when using the same tool?

[21:56] - Jeff's three favorite features in MarketMuse.

[29:11] - How the content journey happens outside of Google.

[33:11] - The importance of creating supporting content.

[35:46] - Benefits of smart internal linking.

[36:56] - Example of intent mismatch.

[40:19] - The one thing that makes all the money.

[42:50] - What else MarketMuse can do for you.

Resources mentioned:

MarketMuse - https://www.marketmuse.com/

No matter who you are, no matter how good you are, one page on a topic by itself in isolation will not give you a long-term blob of success. There's a lot more to it. You have to write that support content, and all boats rise–Jeff Coyle, 34:15

Everyone says the word content marketing. Everyone says strategy. Not many people include a section about buyer personas or target markets. That's the stuff that a real expert would have fit. –Jeff Coyle, 23:28

Almost in any business, you can empower and give people direction and a process. As a result, they do a better job. It's a win-win scenario.–Loren Baker, 42:07

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 Jeff Coyle

There is no such thing as too much experience in digital marketing. Jeff is a cross-disciplinary, data-driven inbound marketing executive with more than 20 years of experience managing products and website networks, specializing in helping companies grow.

He is a search engine marketer's dream, setting content quality standards. Jeff currently leads MarketMuse, an industry leader with semantic relevance-based content planning and evaluation approach.

Jeff was at TechTarget leading up their B2B technology publishing efforts before co-founding MarketMuse as Chief Product Officer - he knows his stuff!

​​Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffcoyle/

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

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

We know — bounce rates and marketing analytics can be confusing.

You're getting tons of traffic, but you feel like your bounce rate is high.

What should your bounce rate be? What's a good bounce rate for your industry?

In 2022, the answer lies within your business model.

Kayle Larkin, a Data-driven SEM Strategist at Larkin SEO, joined me on the SEJ Show to discuss breaking out of the comparative mindset and learning your actual best bounce rate.

You'll learn what's needed to truly improve your business' growth.

You need to ensure your Google Analytics is implemented and set up correctly for bounce rate to tell you anything.–Kayle Larkin, 11:06

We should get used to GA4 because it's here to stay…We shouldn't be afraid of GA4, we might be in our comfort zone in universal analytics, but we should still check out GA4.–Loren Baker, 19:04, 37:22

If you're seeing super high bounce rates and do not have page scrolls, you may want to consider whether or not that information is appropriate for your audience.–Kayle Larkin, 13:59

[00:00] - About Kayle.

[04:23] - How practical is it to focus on your data instead of competition?

[07:06] - Where else can content be helpful when using data for content strategy?

[08:41] - What exactly is bounce rate?

[10:35] - How can data be used to create smart SEO decisions?

[12:56] - Examples of how bounce rate can reflect business objectives.

[15:27] - How to figure out direct traffic.

[17:04] - Is bounce rate part of GA4?

[20:22] - Should bounce rate always get paired with session duration?

[22:22] - What are good bounce rates per industry?

[24:42] - Bounce rate vs exit rate.

[26:23] - What else should you track?

[29:35] - Common mistakes & misconceptions when it comes to analytics.

[33:11] - Other key changes in Google Analytics.

[36:05] - What is life cycle reporting, and how is it valuable?

[40:58] - Is there a way to track keywords in Google Analytics?

[44:56] - Do people use anything outside of Google Analytics?

Resources mentioned:

Analytics in Minutes: https://www.youtube.com/channel/UCFum1P9CjhItTLqW_tZDEEA

A company should own and set up its analytics account and not rely on its marketing companies to own that.–Kayle Larkin, 2:40

In my opinion, I would rather know users and what they're doing on the site rather than visits or sessions.–Kayle Larkin, 34:45

If you can tag it, then you can track it.–Loren Baker, 26:01

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 Kayle Larkin

Kayle is the "legit" Analytics + SEM consultant for B2B and eCom companies worldwide and made GA's "Women in Analytics" list for 2020.

She has written guides on using Google Analytics to build profitable marketing campaigns on Search Engine Journal and Ahrefs. Her guides have also been shared on Twitter and LinkedIn by Google Analytics.

It is a joy for her to work with people and make analytics straightforward and accessible for every marketer.

​​Connect with Kayle on LinkedIn: https://www.linkedin.com/in/kaylelarkirn/

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

Visit her site: https://kaylelarkin.com/

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

We know SEO works.

We know influencer marketing works.

We know affiliate marketing works.

In 2022, these three come together to give your business the extra boost needed to outperform your competitors.

And, we're going to help you capitalize on these tactics.

Adam Riemer, CEO of Adam Riemer Marketing, and Regina Fischedick, Senior Partner Manager of Refersion, join me on the SEJ Show to talk about powering your marketing strategy.

Get inside information on leveraging SEO, plus influencer marketing's merge with affiliate marketing, to supercharge your campaigns.

Your affiliate marketing channel can definitely enhance your SEO strategy, and there are definitely more than one or ten ways for them to work together in perfect harmony.–Regina Fischedick, 12:36

It is important to know if they can track each of the touchpoints in each of the conversions you want.–Adam Riemer, 38:18

So if you can go out and help a publisher get a much better result from what they're doing on the advertising side, that makes all the sense in the world. It helps them, it helps you, and even allows you maybe squeeze in some other deals that they may have said no to previously just because you have such a great relationship with them.–Loren Baker, 31:04

[00:00] - Background of Adam and Regina.

[06:00] - SEO and affiliate marketing opportunities publishers may be overlooking.

[14:56] - Does affiliate traffic help Google in terms of SEO?

[19:26] - The difference between affiliate marketing and influencer marketing.

[22:18] - How can influencers be more involved in a brand, and do review tools help with conversion?

[26:00] - Are influencers mirroring what they do on social media in their blogs?

[35:46] - Ways to track the data from the influencers you work with.

[42:11] - Coupons: Are they a good thing?

[1:01:07] - Tips to help your SEO/affiliate/influencer marketing efforts work together.

Resources mentioned:

Yotpo - https://www.yotpo.com/

Opt-in monster - https://optinmonster.com/

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

Adam's Agency: https://www.adamriemer.me/

The influencers can be your affiliates, and both can be part of a strategic performance marketing mix to drive brand awareness and conversions for your brand.–Regina Fischedick, 21:09

Do not worry about audience size. Worry about the actual audience.–Adam Riemer, 26:45

Look at your actual data, see what is happening, who's creating their spikes of traffic and sales, who are following along. If you remove them, do your sales fall? Figure out your data because each company is unique.–Adam Riemer, 1:04:31

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 Adam Riemer

Adam Riemer is a true expert with more than a decade of experience in online marketing. He has helped clients achieve transparent and measurable results in SEO, Affiliate Marketing, Adware detection, PPC, and Sales Funnel management throughout his career.

​​Connect with Adam on LinkedIn: https://www.linkedin.com/in/adam-riemer-9623732/

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

Connect with Regina Fischedick

Regina's B2C client experience services span over 12 years, leveraging best practices and developing customized solutions that meet their business objectives. She also utilizes digital, social, print, and media channels to meet clients' objectives.

​​Connect with Regina on LinkedIn: https://www.linkedin.com/in/reginafischedick/

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

Vacation dreams are closer to becoming a reality, and consumers are already making moves to plan their next, long-awaited trips.

Whether they're booking tickets or shopping for suitcases, the first stop on their travel agenda is Google.

So, how do you ensure that your business is the one they're seeing first?

Rachel Vandernick, Lead Consultant & Founder of The Vander Group, joined me on the SEJ Show to give you insights on positioning your brand to attract users from all angles and at every stage of the planning and traveling experience.

Discover how to make your business visible and take advantage of hospitality and tourism re-emerging out of a post-covid world.

This is the time to think about how you reimagine the customer experience.–Rachel Vandernick,13:19

That person might not be ready to book today, but they're interested enough to stay connected with your brand.–Rachel Vandernick, 24:57

Very little of travel is in the click-buy or the click-book, and if you are only trying to generate content and improve rankings when you're expecting people to book, you have missed an entire season of planning.–Rachel Vandernick, 19:23

00:00 - A little introduction on Rachel.

05:41 - Changes Rachel has observed in the travel search environment.

08:58 - Tips & techniques to a better market for local travelers.

15:55 - Ways to rank based on content.

20:31 - How difficult is it for travel & tourism companies to correctly attribute organic search?

30:01 - Tips for a yacht broker charter company.

36:48 - How important is it to get links from travel blogs or local guides?

39:24 - What are the differences in strategies between regular travel & luxury travel?

42:34 - Suggestions for small fledgling travel companies.

46:11 - A question on no-indexing individual tours for different sets of keywords.

53:18 - Experiences Rachel had on putting together topic clusters.

For more on SEO for Tourism, check out Rachel's article that inspired this podcast: https://www.searchenginejournal.com/tourism-brands-seo/429346/

Resources mentioned:

https://thevandergroup.com/

If you're writing content to sell your business just from a search perspective, I think you're missing the point of SEO.–Rachel Vandernick, 36:37

You want your consumer to have a good time. So make your content work hard for you, to nurture the customer experience, and to help lead them down the path to purchase.–Rachel Vandernick, 35:22

Whether you're a local restaurant, maybe a privately owned hotel, there's so much you can do to kind of get that jump on what the more significant corporate sites may be doing because you know what's going on in your neighborhood.–Loren Baker, 57:18

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 Rachel Vandernick:

Rachel Vandernick is a growth marketing expert with ten years of experience in SEO, paid search, and influencer marketing.

She has deep experience in ecommerce marketing within the beauty, lifestyle, and travel spaces. Rachel is also a writer for Search Engine Journal and has spoken at paid search conferences worldwide.

​​Connect with Rachel on LinkedIn: https://www.linkedin.com/in/rachelvandernick/

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

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

Should you spend your time churning out broad, general content to fill keyword gaps? Or should you hone in on what your business does best — niche content?

The answer can transform your business into a content publishing powerhouse.

Brian Morrissey, Founder of The Rebooting, joined me on the SEJ Show to share his publishing experiences, help you navigate the virtual fork in the road, and unlock the key to transforming your business into a sustainable growth machine.

One of the things that I love most about what's happening in publishing now is that more people are publishing expert-level content. It's amazing.–Brian Morrissey, 25:35

We're seeing a shift to experts. It's incredibly important. It opens up publishing.–Brian Morrissey, 23:06

The ability to talk about things like monthly recurring revenue, annual recurring revenue, the ability to earn royalties off of your published work, whether it's a painting or a pixelization or an article or a book, it's kind of interesting it's something that we haven't had yet.–Loren Baker, 1:09:23

[00:00] - A little history about Brian. [7:53] - How long Rebooting has been around. [12:45] - Did the pandemic fast track personal publishing? [21:28] - Should companies focus on a niche or go broad? [22:16] - The shift that is happening now. [33:29] - What led to niche publications going general & now going back to their roots? [39:41] - An example of a company that went from broad to niche. [44:13] - Why media can be an excellent business. [48:58] - Advice for ecommerce content marketing. [52:52] - Brian's take on the New York Times acquiring Wirecutter. [55:37] - The gateway to more revenue for publishers. [57:49] - Are people willing to pay for scarcity? [59:28] - Brian's take on content creators. [1:05:35] - Where is Web3 taking the world of publishing?

Resources mentioned: The Rebooting - https://therebooting.substack.com/

Everyone went crazy for social and Facebook and tried to master that algorithm, and they sort of left behind like the original algorithm of the Internet, which was SEO. –Brian Morrissey, 46:40

If you start investing in publishing and writing today about your industry in your space, you can be the leader of your industry within a matter of years, even sooner. –Loren Baker, 20:00

The Internet's kind of broken our brains – we weren't meant to like to have this much information and try to make sense of it. There is this move to go back to scarcity, and I think part of the newsletter attraction is that they're typically scarce. –Brian Morrissey, 16:41

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 Brian Morrissey:

Brian Morrissey is a media executive who writes about sustainable modern media businesses at The Rebooting.

Previously, he was president/EIC of Digiday Media, a vertical media company. In addition to his extensive writing and editorial experience, he's served for The White House Writers Group, AdWeek, Digital Magazine, Silicon Alley, and even reported on the dot.com crash.

He also intriguingly calls himself a newspaper seller outside of Orlando's Bakery.

Connect with Brian on LinkedIn: https://www.linkedin.com/in/brianmorrissey/ Follow him on Twitter: https://twitter.com/bmorrissey Visit his site: https://therebooting.substack.com/

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