In this guest-hosted episode of The Simple and Smart SEO Show, Celeste Gonzales (Director of Roo Labs at Rickety Roo) and Melissa Popp (Content Strategy Director at Rickety Roo) dive deep into local SEO strategies. 

They explore the power of problem-solving content for small businesses and how local companies can stand out against larger competitors. The discussion covers how to identify local pain points, create community-driven content, and balance SEO with engagement-focused strategies.

Key Takeaways:

✅ Problem-solving content builds trust: Addressing real-life local issues makes your brand more credible and relevant to your community.
✅ Go beyond keyword research: Your own team, customer inquiries, and community forums are valuable content sources.
✅ Multi-location businesses must localize content: Even national brands need to engage with community-specific challenges.
✅ Community engagement fosters long-term brand awareness: Covering local issues—even those indirectly related to your business—helps position you as a trusted resource.
✅ Diversify beyond SEO: Businesses that rely solely on organic traffic risk losing visibility. Multi-channel marketing is essential.

Episode Highlights & Memorable Quotes:

📊 On balancing SEO and branding:
"Too many businesses focus only on SEO content. But content should build trust first and rank second."

💡 On social media’s role in local SEO:
"Why are SEOs suddenly ‘discovering’ branding? Multi-channel marketing has always been vital—businesses need to go where their customers are."

Listener Action Items:

✅ Audit your content strategy: Are you focusing too much on generic SEO content? Find ways to localize and address specific pain points.
✅ Mine insights from your team: Ask your customer service reps and technicians what common issues they encounter. These real-world problems make excellent content topics.
✅ Tap into local community discussions and Expand Beyond Organic Search: Monitor Nextdoor, Facebook groups, and local news to identify trending topics that relate to your industry.
✅ Balance SEO with engagement content: Don’t just chase keywords—focus on building relationships through helpful, trust-building content.

Connect With Celeste and Melissa:

🔗 Rickety Roo
🔗 Melissa Popp & Celeste Gonzales on LinkedIn

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In this episode of The Simple and Smart SEO Show, host Crystal Waddell sits down with Katie Stone, SEO Lead at LeadHub, to discuss local SEO strategies, keyword research, and essential SEO tools. 

Katie shares her insights from Brighton SEO, her journey in the industry, and practical tips for leveraging Google Search Console, Screaming Frog, and keyword gap analysis to gain a competitive edge.

Key Takeaways:

• Google Search Console can be a free and powerful tool for uncovering content ideas and improving topical authority.
• Hyperlocal SEO is critical for small businesses, focusing on local pain points and industry-specific challenges.
• Keyword gap analysis helps identify content opportunities and outrank competitors.
• Competitor research is key—using tools like SEMrush, Ahrefs, and DragonMetrics to analyze backlinks and search visibility.
• SEO tools with AI integrations need improvement, but Screaming Frog’s AI and Lighthouse integrations offer actionable insights.
• Zero-click searches are reshaping SEO metrics—impressions and visibility will play a bigger role in future rankings.

Memorable Quotes:

• 🗣️ “Your website should answer the questions your users are asking. Google Search Console can show you exactly what those questions are.” – Katie Stone
• 🔍 “Hyperlocal content helps you dominate local search—understand your community’s unique challenges and address them in your content.” – Katie Stone
• 📊 “SEO isn’t just about reacting to Google updates. You can go on the offensive and overtake competitors with the right strategy.” – Katie Stone
• 🚀 “The future of SEO tools lies in tracking brand visibility, not just rankings, because zero-click searches are taking away our clicks.” – Katie Stone

Listener Action Items:

✅ Analyze your website’s top queries in Google Search Console to find content opportunities.
✅ Perform a keyword gap analysis using your preferred SEO Tool to identify topics your competitors rank for that you don’t.
✅ Experiment with SEO tools like Screaming Frog, SEMrush, and Google Trends to improve technical SEO and keyword research.

Resources Mentioned:

🔗 Google Search Console Enhanced Analytics Extension (for deeper query insights)
🔗 Dragon Metrics (SEO research tools)
🔗 Screaming Frog SEO Spider (for site audits and AI integrations)

🎥 Watch Kati

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In this episode of Simple and Smart SEO, Crystal Waddell sits down with the one and only Mordy Oberstein—Head of Brand at Wix, founder of Unify Brand Marketing, and self-proclaimed SEO contrarian (with a soft spot for brutal honesty). 

If you think SEO is just about keywords and backlinks, Mordy is here to obliterate that notion faster than an algorithm update can tank your rankings.

They dive into how businesses should stop trying to be everything (because newsflash: that means you’re nothing), and why SEOs should stop acting like lone wolves and start sitting with the comms team.

💡 Key Takeaways:

• Branding is a Mindset: If your brand is just ‘meh,’ then congrats—you’ve successfully made yourself forgettable.
• Empathy & Nuance in Marketing: Understanding your audience is not just a trendy phrase—it’s literally the difference between a brand that connects and one that screams into the void.
• SEO & Branding Are Now Besties: Gone are the days of SEO being just about technical hacks. If you don’t integrate branding, you’re just playing whack-a-mole with rankings.
• Positioning > Messaging: If you skip positioning and jump straight to messaging, you’re basically a minivan company trying to sell “coolness” (spoiler: it’s not working).
• Vulnerability in Branding: Yes, making a bold brand choice means some people won’t like you. No, you cannot please everyone. Yes, that is actually a good thing.
• Welcome to the Digital Winter: There’s too much noise, too much content, and too many companies trying to be everything. The winners? Brands that actually resonate.

🔥 Memorable Quotes:

“If you aren’t something, then you’re nothing. And if you’re something, then you’re for somebody.” – Mordy Oberstein

“No risk it, no biscuit.” – Mordy (channeling his inner Todd Bowles while explaining brand strategy)

🛠 Resources & Mentions:

• Mordy’s brand consultancy: Unify Brand Marketing 
• Follow Mordy for more hot takes: LinkedIn
• Connect with Crystal (aka the one who survived this interview): Website | Instagram | LinkedIn

🎧 Listen & Subscribe:
Avoid SEO disasters and brand identity crises—subscribe to the Simple and Smart SEO Show on your favorite podcast platform!

👉 Enjoyed this episode? Leave a review and tell us which of Mordy’s takes made you laugh, cry, or rethink your entire marketing strategy.

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In this Follow Through Friday episode of the Simple and Smart SEO Show, Crystal Waddell reflects on her marketing strategies and shares three key action items to optimize marketing efforts without extra workload. 

She dives into integrating marketing channels, dedicating time for learning, and repurposing content efficiently. 

If you're looking for smart ways to strengthen your marketing strategy, this episode is packed with practical tips!

Key Takeaways:

1. Integrate Your Marketing Channels – Ensure social media, blog posts, and email marketing work together to guide potential customers toward conversions.
2. Dedicate Weekly Learning Time – Stay updated with SEO and marketing trends by setting aside time to learn new strategies.
3. Repurpose Content Effectively – Transform high-performing content into new formats for different platforms to maximize reach and save time.

Episode Highlights:

• 🔹 "Are your marketing channels actually working together? If not, it's time for a strategy tweak."
• 🔹 "One of the biggest mistakes I made was always creating new content instead of leveraging what I already had."
• 🔹 "If you’re not learning something new, you’re falling behind. SEO and marketing are always evolving!"

Listener Action Items:

✅ Audit your marketing channels – Are they effectively driving traffic to your email list and products?
 ✅ Block 30 minutes this week to learn something new about SEO or marketing.
 ✅ Repurpose one high-performing piece of content into a different format.

Resources & Links:

📌 Download the Content Repurposing Spreadsheet 
📌 Follow Crystal on Instagram: @simpleandsmartseo
📌 Need personalized SEO coaching? Visit: simpleandsmartseo.com

Support & Connect:

📩 Email: [email protected]
⭐ If you loved this episode, leave a review & subscribe—it helps more entrepreneurs find these SEO insights!

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In this episode of the Simple and Smart SEO Show, I sit down with marketing strategist and agency owner Raycheal Proctor from Unlimited Mixed Marketing. 

We chat the transformative power of omni-channel marketing, discussing how different channels can work cohesively to elevate visibility and results. 

Raycheal shares her journey from classical musician to marketing maven and offers invaluable advice on leveraging SEO, paid media, and account-based marketing to create efficient, holistic strategies. 

Packed with real-life case studies and actionable tips, this episode is perfect for entrepreneurs and marketers looking to optimize their brand’s presence across platforms.

Key Takeaways:

1. The Power of Omni-Channel Marketing: Combining SEO with paid media and other channels leads to better results and long-term efficiency.
2. Targeted Approach Over Silos: A hyper-targeted, account-based strategy can eliminate digital noise and deliver measurable success.
3. Repurposing Content: Maximize content value by breaking it into smaller formats for blogs, emails, and more.
4. Continuous Learning and Adaptation: Stay updated with marketing trends and maintain flexibility to pivot strategies as needed.
5. Personalized Branding: Passive branding, like wearing branded apparel during webinars, can be a natural and effective marketing tool.

Memorable Quotes:

• Raycheal Proctor: "The long-term gains from SEO should directly complement the short-term gains from paid media."
• Crystal Waddell: "You gave us permission to define who we work with and create mutually beneficial relationships."
• Raycheal Proctor: "Doing what you love in a way that brings joy and profit is always a win."

Listener Action Items:

1. Explore how your current marketing channels can complement each other. Start small with two to three channels and grow over time.
2. Dedicate time each week for intentional learning—review updates, refine strategies, and enhance your skills.
3. Identify opportunities for repurposing your existing content across multiple platforms.
4. Define your ideal clients and refine your marketing approach to align with their needs.
5. Reach out to Raycheal Proctor at Unlimited Mixed Marketing for a personalized consultation.

Contact Raycheal:

• Website: UnlimitedMixedMarketing.com
• LinkedIn: Raycheal Proctor

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In part two of these special guest-hosted episodes of The Simple and Smart SEO Show, Sara Jensen and Shea Karssing explore how AI is reshaping SEO, the importance of human creativity in marketing, and the long-term value of offline brand-building. 

Dive into practical tips for 2025, such as creating quality content, embracing conversational tones, and leveraging AI as a tool, not a replacement. 

Learn how brand awareness impacts SEO and why genuine human connection still reigns supreme in the digital world.

🎧 Key Takeaways:

1. AI’s Role in SEO and Marketing:
   • AI tools are powerful but lack human creativity and intuition.
   • Combine human insight with AI-generated content for quality marketing.
2. Google's E-E-A-T Principles:
   • Expertise, Experience, Authority, and Trust are central to SEO success.
   • Prioritize human-led, high-quality content over low-effort hacks.
3. Offline Activities Boost SEO:
   • Brand awareness through local events and networking enhances online authority.
   • Multiple touchpoints, both online and offline, strengthen customer trust.
4. 2025 Content Strategy Priorities:
   • Focus on quality over quantity in content creation.
   • Build your email list—it remains a critical asset.
   • Conversational writing aligns with voice search trends.
5. Conversion-Driven Metrics:
   • Traffic isn’t everything; analyze how it converts into leads and sales.

✨ Memorable Quotes:

• Sara Jensen: "I don't want AI to write and create so I can do chores. I want AI to handle chores so I can write and create."
• Shea Karssing: "SEO might sound like it’s built for machines, but at its core, it’s all about humans."
• Sara Jensen: "Focus on quality content because anyone can do quantity now."

📌 Listener Action Items:

1. Audit your website for content quality—prioritize human voice and creativity.
2. Track conversion metrics to ensure you're attracting the right audience.
3. Explore ways to build offline brand awareness (e.g., local events or networking).
4. Optimize your writing style for conversational and voice search trends.
5. Start building or growing your email list to maintain a reliable audience base.

📲 Connect with the Guests:

• Sara Jensen: Principal at Brighter Messaging | LinkedIn
• Shea Karssing: Copywriter and SEO Strategist | LinkedIn
• Subscribe to the Brighter Messaging newsletter 

Check out  Ann Handley's Total Annarchy newsletter 

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In this episode of the Simple and Smart SEO Show, host Crystal Waddell dives into breaking news about the TikTok ban in the U.S. and its implications for businesses reliant on the platform. 

Crystal emphasizes the importance of diversifying business strategies, leveraging AI tools to enhance creativity, and staying authentic in branding efforts. Along the way, she shares personal insights on overcoming technical challenges, adapting visibility plans, and balancing family life with professional goals. 

Tune in to discover actionable strategies for thriving amidst change and controversy.

Key Takeaways:

1. Adapt and Diversify Your Strategy: Relying solely on one platform, like TikTok, can leave businesses vulnerable. Spread risk across multiple online and offline channels to build resilience.
2. AI as a Creative Partner: Tools like ChatGPT and Surfer can help structure and amplify your content while allowing space for your unique voice and expertise.
3. Authenticity Matters: Sharing your challenges and failures authentically—especially on platforms like LinkedIn—can foster trust and boost visibility.
4. Plan for the Future: Use current disruptions as an opportunity to reassess your strategies and align them with long-term goals.
5. Stay Grounded: Prioritize what matters most, whether it's family or personal values, while maintaining momentum in your business.

Episode Highlights:

• Breaking News: Crystal shares her experience with the TikTok ban and invites listeners to weigh in on its global perception.
• Business Lessons: Insights into diversifying your business beyond social media and building a consistent, omnichannel presence.
• AI Integration: Practical tips on using AI for blogging, social media strategy, and expanding creative potential.
• Overcoming Challenges: Crystal recounts resolving technical SEO issues and embracing growth through problem-solving.
• Personal Reflection: A heartwarming story about balancing business success with caring for her son during a challenging week.

Memorable Quotes:

• “You cannot build your business on someone else’s land.”
• “Sometimes, you don’t have to be in go mode to be in grow mode.”
• “Focus on authenticity to differentiate your brand and build trust.”

Listener Action Items:

1. Reflect and Adapt: Evaluate how diversified your business strategy is and identify areas to reduce reliance on single platforms.
2. Leverage AI Tools: Experiment with tools like ChatGPT for brainstorming and content planning while infusing your unique voice.
3. Share Your Story: Post on social media about your challenges or lessons learned to boost visibility and engagement.
4. Join the SEO Squad: Sign up for Crystal’s SEO squad for ongoing support and resources to grow your busin

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In this exciting first-ever guest-hosted episode of the Simple and Smart SEO Show, Sara Jensen and Shea Karssing from Brighter Messaging step in to share their expertise.

They discuss two pressing topics in the world of SEO and digital marketing: why relying solely on AI for content creation is risky and what their predictions are for visibility in 2025.

Sara and Shea explore the nuances of maintaining a human touch in marketing, the limitations of AI tools, and strategies for creating meaningful, effective content. 

Tune in to discover actionable tips and the latest insights for SEO and digital marketing in 2025.

Key Takeaways:

1. AI as a Tool, Not a Creator: AI can assist with brainstorming and summarization but cannot replace the creativity and personal touch required for content creation.
2. The Risks of AI Dependence: Over-relying on AI for marketing can lead to generic, duplicated, and sometimes inaccurate content, harming your brand's trust and SEO rankings.
3. The Value of Human Connection: Authentic human interaction and unique perspectives build trust and differentiate your brand in an increasingly AI-dominated space.
4. Future of Visibility in 2025: Personalization, authenticity, and professional expertise will remain critical for standing out in a competitive digital environment.

Memorable Quotes:

• "Trust is built human to human. You can’t replace that with AI." – Shea Karssing
• "If your graphics look like everybody else's, they’re not going to stop the scroll." – Sara Jensen
• "AI helps with the grunt work but can't replace your creative process." – Sara Jensen

Listener Action Items:

1. Evaluate Your AI Use: Assess how you're using AI in your marketing. Focus on tools that complement your creative efforts rather than replace them.
2. Invest in Human Creativity: Prioritize hiring professionals for critical content like website copy and brand design.
3. Focus on Authenticity: Share your unique story and value proposition to stand out from AI-generated content.
4. Plan for 2025: Develop a visibility strategy emphasizing human connection, tailored messaging, and high-quality, original content.

Links Mentioned in Episode:

• Connect with Shea Karssing on LinkedIn
• Connect with Sara Jensen on LinkedIn
• Learn more about Brighter Messaging 

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In this episode of the Simple and Smart SEO Show, host Crystal Waddell walks listeners through practical steps for optimizing their business. 

Drawing inspiration from RJ Licata's insights on marketing strategy and ruthless prioritization, Crystal shares actionable advice on evaluating your marketing plan, focusing on impactful priorities, building strong networks, and auditing your digital footprint. 

Tune in to learn how small, intentional actions today can lead to big results tomorrow.

Key Takeaways:

1. Evaluate Your Marketing Strategy: Align your efforts with your business goals instead of being distracted by trendy tactics.
2. Ruthless Prioritization: Focus on what truly moves the needle and organize your projects effectively.
3. Expand Your Network: Strengthen relationships and explore new opportunities by joining local groups or reconnecting with old contacts.
4. Audit Your Digital Footprint: Ensure your business presence is optimized across key platforms with an omni-channel approach.

Memorable Quotes:

• "Set the goals and parameters of your business before you get started. Don’t let your business happen to you—happen to your business!"
• "Small actions today lead to big results tomorrow."

Listener Action Items:

1. Focus on ruthless prioritization by outlining your most impactful goals.
2. Reach out to someone in your network this week to strengthen your connections.
3. Join the SEO Squad!

Call-to-Action:

Ready to take your strategy to the next level? DM Crystal on Instagram @SimpleandSmartSEO or connect on LinkedIn. 

Don’t forget to subscribe to the Simple and Smart SEO Show podcast for more tips to optimize your business!

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In this episode of the Simple and Smart SEO Show, host Crystal Waddell chats with marketing consultant RJ Licata, founder of Me First Marketing. 

RJ shares his journey from corporate marketing roles to entrepreneurship, diving deep into the importance of prioritization, strategy, and betting on yourself in today's fast-paced business environment. 

Whether you're navigating the world of SEO, building a brand, or just trying to focus your resources as a small business owner, this conversation is packed with actionable insights to elevate your marketing game.

Key Takeaways:

1. Strategy Over Tactics: Understand the "why" behind your marketing campaigns to ensure all efforts align with business objectives.
2. Ruthless Prioritization: Focus on the most impactful projects and eliminate distractions, even if it means "killing your darlings."
3. Betting on Yourself: Building confidence and leveraging personal strengths is essential for long-term success.
4. Building Owned Assets: Ensure your business has a strong foundation of owned channels like websites and email lists to withstand platform changes.
5. Offline Presence Matters: Tailor in-person engagement to your business goals, from networking to local events.

Memorable Quotes:

• RJ Licata: "The real challenge for small business owners is not in executing a campaign; it's knowing which campaigns not to execute."
• Crystal Waddell: "SEO is about taking up as many places on the search engine results page as possible—dominate your digital footprint."
• RJ Licata: "Your marketing should be asset-driven and channel-agnostic."

Listener Action Items:

1. Evaluate Your Marketing Strategy: Identify whether your current efforts are aligned with your business objectives or if you’re stuck in a cycle of tactics.
2. Practice Ruthless Prioritization: List your ongoing projects and campaigns; determine which ones bring the most value and cut the rest.
3. Expand Your Network: Reconnect with dormant professional contacts or join a local business group to enhance visibility and support.
4. Audit Your Digital Footprint: Ensure your brand is visible across multiple channels and claim your name on emerging platforms.
5. Contact RJ for Strategy Support: Visit MeFirst.Marketing or connect with RJ on LinkedIn for personalized guidance.

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