The Revenue-Driven CMO

It’s another episode of “More Than Marketing.” I’m your host, Arsham Mirshah, and we’re talking about a big search algorithm that Google will drop in May 2021 called Core Web Vitals.

It will impact your SEO, so we’re going to talk about what it is and what to do about it.

I am honored to have two team members with me today, Alex Swope, Senior Strategist at WebMechanix, and Dave Brong, our CTO, Chief Technical Officer.

You could look at this update as a challenge, but you can also look at it as an opportunity for a competitive advantage.

Want more details immediately? Download our Core Web Vitals whitepaper.

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Transcript:

– You could look at this as a challenge, but you can also look at it as an opportunity for potentially a competitive advantage. Hey, what’s up everyone. It’s another episode of “More Than Marketing.” I’m your host, Arsham Mirshah, and today we’re talking about a big one that Google dropped on us. It’s called Core Web Vitals. It is going to impact your SEO, your search engine optimization. And so we’re going to talk about what it is, what to do about it. And I am honored, lucky to have two members of my team with me today. Number one is Alex Swope. He’s a Senior Strategist at WebMechanix. He’s a subject matter expert in search engine optimization, SEO, as well as one in conversion rate optimization as well, which ties very heavily to user experience. I also have Dave Brong, our CTO, Chief Technical Officer. He’s the guy who’s going to talk about how the technical aspects of SEO impact Core Web Vitals and what that means to your ranking in Google. Because this Core Web Vitals thing is very much a technical SEO kind of signal, or parameter, or what have you. It’s in that bucket of SEOs. So if you’re familiar with SEO, search engine optimization, there’s stuff you can do onsite, there’s stuff you can do offsite. And then there’s a category which is kind of a sub category of On-Site, which is technical SEO. And that’s kind of what we’re talking about here today as something that Google has told marketers is coming down the pike. When is it, Alex? Let me get you– So that’s going to be going live in March

– May.

– May, sorry.

– Their next Lighthouse update is March which then will dictate how May gets applied.

– All right, so see, this is a moving target, you all. You know, new stuff’s coming out, and new guidance is coming out. New tools are coming out from Google. King Google themselves, or Queen Google themselves, right. They’re putting out new stuff all the time. And so we’ve got our finger on the pulse. Lighthouse is a tool that you use to kind of judge your Core Web Vitals. But, who wants to take this one? What is Core Web Vitals?

– Yeah, so I think that you give a really good introduction to it. I mean, in terms of it’s technical. But it’s really about the user experience, right. So the Core Web Vitals basically bucket a bunch of different things that in the past we might’ve looked at as individual technical specs on the website, like, okay, what’s your time to first bite when your server is responding and things like that, and bucketing them into these three different areas that reflect more closely, like the user’s actual experience of the website, right?

It's another episode of "More Than Marketing." I'm your host, Arsham Mirshah, and we're talking about a big search algorithm that Google will drop in May 2021 called Core Web Vitals.

It will impact your SEO, so we're going to talk about what it is and what to do about it.

I am honored to have two team members with me today, Alex Swope, Senior Strategist at WebMechanix, and Dave Brong, our CTO, Chief Technical Officer.

You could look at this update as a challenge, but you can also look at it as an opportunity for a competitive advantage.

If you’re advertising and reaching users on their mobile devices, the latest iOS 14 update will impact you.

Apple launched a new iOS 14 update in Q1 2021 which forces iPhone users to “opt-in” to be tracked by 3rd party apps downloaded from the App Store.

In this podcast episode, you’ll learn what this means for marketers and what to do about it.

Want more details immediately? Check out WebMechanix’s iOS 14 Preparation whitepaper.

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Transcript:

– If you are advertising

and reaching users[00:00:05.04]

on their mobile devices,

through apps, such[00:00:08.03]

as Twitter or Facebook, et

cetera, this will impact you.[00:00:13.02]

Hey, welcome back to More Than Marketing.[00:00:15.03]

I’m your host Arsham Mirshah

big topic for you today.[00:00:19.02]

Apple’s IOS 14, IOS 14.4 is

being rolled out this quarter

[00:00:25.05]

and it has major

implications for advertisers

[00:00:28.06]

who are doing user acquisition

or advertising otherwise

[00:00:34.05]

on app based platforms,

such as Facebook, Instagram,

[00:00:38.03]

YouTube, Tik Tok,

LinkedIn, Twitter, right?

[00:00:42.01]

If you are advertising and reaching users

[00:00:45.03]

on their mobile devices,

through apps such as Twitter

[00:00:48.02]

or Facebook, et cetera,

this will impact you.

[00:00:52.03]

I’m going to talk about what it is,

[00:00:54.07]

what the potential impacts

are, what you can do about it

[00:00:57.01]

and some predictions.

[00:00:59.00]

Without further ado, let’s jump in.

[00:01:01.02]

So what’s happening?

[00:01:03.00]

Apple is rolling out a

new IOS operating system

[00:01:08.04]

for their iPhone where all apps

[00:01:12.00]

are going to have a prompt that says

[00:01:16.01]

do you allow this app

to track you? Basically.

[00:01:20.01]

If you’re watching this on

YouTube you can see that here,

[00:01:23.03]

if you are listening to this as a podcast,

[00:01:25.08]

imagine you open an app,

you’ve done this on your iPhone

[00:01:28.07]

and it says, you know, this

app wants to use your camera

[00:01:31.01]

or this app wants to send

you push notifications

[00:01:33.03]

and you have the choice

to allow or deny that.

[00:01:36.05]

The same thing, the same

prompt is going to come up

[00:01:38.00]

and it’s going to say

instead, do you allow this app

[00:01:41.01]

to track you and otherwise,

you know, use the data

[00:01:47.09]

from your activity on this

app, for whatever reason.

[00:01:50.09]

And then the app developers

going to be able to say,

[00:01:52.09]

you know here’s what we do with that data,

[00:01:55.05]

as well as you as a user are

going to be able to go in

[00:01:57.06]

and see exactly what they

are collecting, right?

[00:02:02.07]

So Facebook is kind of

at the forefront of this.

[00:02:05.08]

They’ve done a lot of webinars

[00:02:08.05]

for their advertisers and

they’ve rolled out new policies

[00:02:11.07]

and regulations and features

[00:02:14.03]

Welcome back to my podcast More than Marketing. We’re chatting virtually because we’re still in the middle of a pandemic. And today, our guest is the Head of International Partnerships at SEMrush, Fernando Angulo. He has been with SEMrush for nine years since the beginning of the company’s marketing efforts. One of the most recognized faces of the brand, Fernando speaks at over 150 conferences worldwide every year.

We discuss how conferences have changed because of the pandemic, why community influencer marketing has worked for SEMrush, how search engines perform differently based on the language, why SEO teams need a robust SEO tool, and more.

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Transcript:

– [Man] So in SEMrush we can find all the information that is public all over the world. With more than 20 billion keywords with a couple of clicks.

– Hey, welcome back to More than Marketing. I’m your host, Arsham Mirshah We are remote as we are still in the middle of a pandemic. And today I have the head of communications from SEMrush, SEM, rush. I think you guys call it SEMrush search engine, marketing, rush, whatever right? And Fernando Agula, approximately

– Angulo

– I’m sorry, Fernando Angulo Yeah, you you’ve been at SEMrush for nine years coming in September. And you know, I, my understanding is you manage a team of really awesome team that’s doing a lot of different channels, like influencer, as you know, as well as the PR and all the marketing channels that you would imagine roll up to you which is impressive. As well, you speak, right? Like however many conferences a year. I’m very interested to see how that’s changing given the pandemic, but very nice to have you today. One thing I want to know. Fernando that I find very impressive is when I was doing research on you, I find that you’re writing articles in different languages. So like I’m, my parents are from Iran, so I speak Farsi, but I cannot articulate, you know, B2B.

– Oh, really?

– Yeah, but I can’t articulate, you know, B2B, digital marketing strategies in Farsi. You see what I’m saying, like I can’t, especially I can’t write about him in Farsi. So the fact that I see you doing that in Spanish, it looked like is very cool very impressive.

– Well, it is thank you for having me here today was important for this one. And of course my mother tongue or my main language is Spanish, but the last 20 years I was living in Russia. So I was studying, I was getting married I had kids in Russia. So basically my main language move to be Russian right? But for the last two years, I moved to Prague right now I’m living in the Czech Republic. I’m going to study and Czech every, every day. So I speak kind of of Czech as well today. And yes, people love digital marketing in every single language. And when I’m traveling, doing this conferences, I see that, okay, there are many, many interesting results for every single language and it’s really different to see how the Google bot, how Fred, for example, which is this artificial intelligence algorithm is identifying the intent in different languages. Right? For example, in check is completely difficult Norweigan it’s crazy in Russian it’s kind of not there yet but it’s really easy to be having a beautiful result in English. The edge is because a Norwegian, for example, or Czech people they have so many different words for expressing one simple thing for example, open the door. You can say it like in 10 different times or right. And how a board, how an algorithm is going to be identifying that.