Rankable iPullRank

In episode 125, Victor Pan of HubSpot joins the show for a deep exploration into the world of search intent and its broader implications.
Victor shares some insight into the Department of Justice's lawsuit against Google, examining its relationship with search intent. He provides some valuable thoughts on the complexities of understanding search intent and how it shapes user experiences online.
We also discuss the concept of the data void in search, information gain, and the impact on information accessibility and quality.
(0:00) Intro
(1:55) Search Intent and the DOJ Lawsuit Against Google
(8:11) Understanding Search Intent
(15:31) The Data Void in Search
(24:40) The Value of Information Gain
(40:43) Rapid Fire Rankings
Top 3 of anything:
Uncomfortable SilencesConspiracy TheoriesWeird things on the internet
Rank your best SEO marketing win:
HubSpot Ecosystem

Rank your top 3 SEO tools:
HubSpotAhrefsSEMrush
Rank your best SEO or trick or tactic:
Keep your old URLs over creating new ones.

Rank what you love most about the SEO industry:
It’s not new.It’s always "dying"There’s no one way to be successful in an SEO career.
Rank your top 1-3 marketers:
Mike KingGarrett SussmanWhoever I can run into at a conference that is producing great work online
Rank your best SEO learning resource:
Reach out to people who really know their stuff.
HubSpot Academy.

Rank your top cause or charity:
Wire money directly to the causes you believe in. Mine is the Ukranian armed forces.

In episode 124, we're joined by Bernard Huang of Clearscope to dissect the evolving landscape of search and AI.
Bernard chats with us about the past year's developments in search and AI and weighs in on whether Google is finally mastering search results.
We also discuss his predictions for Google's Search Generative Experience, whether search will become fragmented in the years to come, and Bernard shares some deep insights around information gain.
(0:00] Intro
(1:38) The Past Year in Search and AI
(4:21) Is Google Starting to Get Search Results Right?
(11:58) Query Expansion vs Information Gain
(18:25) Query Diversification
(21:57) Predictions for Google’s Search Generative Experience
(28:03) Will Search be Fragmented in the Future?
(34:00) Rapid Fire Rankings
Top 3 of anything:
Rare SteakSaunaThat's it!
Rank your best SEO marketing win:
We did a Food Crawl at SXSW. We ended up getting over 23,000 RSVPs.
It got so big that SXSW made it an official food crawl in partnership with the festival.

Rank your top 3 SEO tools:
ClearscopeGoogle Search ConsoleGoogle SERPS
Rank your best SEO or trick or tactic:
Understand the searcher's intent. Make sure your title tag matches the tags for the query, and make sure you’re above the fold experience answers the question as quickly as possible.

Rank what you love most about the SEO industry:
It's constantly changing.

Rank your top 1-3 marketers:
Mike KingKevin IndigLily RayBONUS: Aleyda Solis
Rank your best SEO learning resource:
Clearscope Webinars.

Rank your top cause or charity:
Women In Tech SEO

In episode 123, we welcome Kristin Tynski for a deep dive into the dynamic world of Generative AI.
We chat about the wealth of new developments over the last year in Generative AI and some key takeaways from OpenAI’s Dev Day presentation earlier this month. Kristin shares some thoughts on how organizations can effectively adopt Generative AI, offering actionable insights for businesses.
We also discuss the importance of incorporating subject matter expertise into AI systems for enhanced accuracy and relevance and Kristin gives a few predictions for what the world of AI could look like in 2024.
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(0:00) Intro
(2:10) The Last Year in Generative AI
(5:47) GPT 3.5 Expectations vs Reality
(7:51) Biggest Takeaways from OpenAI Dev Day
(11:17) How Your Organization Can Adopt Generative AI?
(16:43) Incorporating Subject Matter Expertise
(21:34) How Trustworthy are Generative AI Results?
(24:50) AI Predictions for 2024
(33:25) Rapid Fire Rankings
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Top 3 of anything:
• My Daughter
• My Wife
• Running a Family Business
Rank your best SEO marketing win:
Serendipitously, in the months before that, I had been working on a content idea for a site called Lawsuit.org, owned by Fractl. The goal was to come up with something interesting and newsworthy. I realized through some Fractl work that my local county has a database of all arrest and traffic stop records.
We undertook a large scraping project to gather all the data we could from Palm Beach County, looking at police activities, anomalies, and if certain officers had disproportionately high arrest rates of African American people. While we found some anomalies, nothing was super groundbreaking. However, it proved that you could scrape a county's police data and identify potential issues.
I published this on Hacker News, Reddit, and other platforms. The content did really well, especially on Reddit, likely due to its coincidence with the George Floyd situation. People were looking for tangible ways to contribute.
I suggested on Reddit the idea of doing this for every county, not just Palm Beach County.
The Reddit post went viral, leading to a Slack group where about 2,500 people joined in a few days. It self-organized from there, with little input from me after the first few weeks, turning into a community. A law firm helped turn it into a nonprofit, which received $250,000 in funding.

Rank your top 3 SEO tools:
• SEMRush
• Ahrefs
• SERP API
BONUS: Appify

Rank your best SEO or trick or tactic:
Creating content that is truly adding new and newsworthy information, which requires doing some sort of data analysis.

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

Rank what you love most about the SEO industry:
I love how dynamic it is. I love how quickly it changes.

Rank your top 1-3 marketers:
• Mike King
• Britney Muller
• Rand Fishkin

Rank your best SEO learning resource:
I think for the more advanced stuff, you're going to find the most interesting, cutting-edge stuff inside of closed groups.

Rank your top cause or charity:
Police Data Accessibility Project
Medical Aid for Palestinians

In episode 122, Susan Wenograd takes the stage to share her profound insights into the dynamic world of Google Ads.
Susan shares thoughts on the current state of Google Ads, providing a comprehensive overview of the latest trends and developments and discusses how to expertly navigate some of these new challenges.
She also outlines how Google's SGE could impact Google Ads, unlocking exciting new possibilities and avenues for growth.
(0:00) Intro
(2:31) The Current State of Google Ads
(4:21) How to Navigate the New Google Ads
(5:45) The Iteration Process for Google Ads
(9:35) Will Google Ads Improve Over the Next Year?
(13:05) Ideal improvements to Google Ads
(16:09) Impact on Black Friday
(19:00) What Role Will Google Ads Play in SGE?
(21:45) How SGE Could Benefit Google Ads
(22:42) Creative Trends in Social Ads
(26:16) Rapid Fire Rankings
Top 3 of anything:
• My Family
• My Dogs
• Traveling

Rank your best marketing win:

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

Rank your number 1 Ad Tool:

Google Search Terms.

Rank your best Google Ads trick or tactic:

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

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

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

You learn a lot about what they search for.

Rank what you love most about digital advertising:

It’s never boring.

Rank your top 1-3 marketers:

• Mike King
• Jess Cook
• Kirk Williams

Rank your best digital advertising learning resource:

Talking to other marketers one on one.

Rank your top cause or charity:

Lone Star Dog Ranch.

In episode 121, Britney Muller of Data Sci 101 takes the stage to unravel the complex world of artificial intelligence and LLMs, guiding us through the most critical aspects of this cutting-edge technology.
Britney shares her thoughts on the ethical risks that AI poses and the actionable strategies for mitigating biases in AI.
We also discuss the urgent need for AI education and Britney addresses the concerns around trust in LLMs when connected to the internet and the uncertainty around their factual accuracy.
Check out her deep-dive Beginner's Guide to LLMs

(0:00) Intro
(3:51) The Need for AI Education
(6:45) Can You Trust LLMs to Get Facts When Connected to the Internet?
(8:42) The Appropriate Use Cases for LLMs
(11:40) The Ethical Risks of AI(17:20) How to Solve the Problem of Biases in AI
(21:37) The Most Valuable Applications for Generative AI
(23:39) You are Not Behind in the Age of AI
(25:45) Rapid Fire Rankings

Top 3 of anything:
Automating InequalityThinking In SystemsWeapons of Math Destruction
BONUS: Algorithms of OppressionRank your best SEO marketing win:It's a tie between ranking for Bert 101, ML Directors or getting one of my ML experts featured in 60 minutes (have gotten reeeaaallly good at PR lately if I do say so myself).

Rank your top 3 SEO tools:
Google.comGetSTATSparkToro
Rank your best SEO or trick or tactic:
Newsjacking - Jumping on a trend (like Barbie or T.Swift).

Rank what you love most about the SEO industry:
The ability to help people and companies get more deserved visibility.

Rank your top 1-3 marketers:
Mike KingKristin TynskiPhil Nottingham
Rank your best SEO learning resource:
I'm biased but the Beginner's Guide to SEO on Moz (rewritten by yours truly).

Rank your top cause or charity:
Sheldrick Wildlife Trust

In episode 120, Dave Ojeda stops by to chat about the intricacies of Schema markup.
Dave emphasizes the value of Schema and its role beyond enhancing search engine visibility. We discuss entities and the relationship they have with semantic Schema markup as well as how they enrich the context of your content.
Dave also highlights common mistakes to avoid when working with Schema and the advantages of implementing Schema markup within your organization.
(0:00) Intro
(4:02) The Value of Schema
(7:19) Entities in the Context of Schema
(9:03) The Advantage of Schema Markup
(11:13) How to Implement Schema Markup at Your Organization?
(14:05) How will the Importance of Schema Change in the Future?
(18:35) Common Mistakes People Make With Schema
(23:00) Rapid Fire Rankings
Top 3 of anything:
Star WarsJawsClose Encounters of the Third KindRank your best SEO marketing win:
Years ago I was brought in because a client was losing rankings and pages were getting de-indexed. What we realized was that the pages were from a certain group that controlled a certain area of the site. And it ended up being a disgruntled employee who was intentionally making changes to impact the site’s rankings.

Rank your top 3 SEO tools:
Schema AppKeyword InsightsSite Bulb
Rank your best SEO or trick or tactic:
Live in the SERPs. Use the tools as a guide, but live in the SERPs.

Rank what you love most about the SEO industry:
It’s always changing.

Rank your top 1-3 marketers:
Martha van BerkelJess JoyceJarno van Driel
Rank your best SEO learning resource:
Conversations.

Rank your top cause or charity:
Habitat for Humanity.