10 episodes

The Marketing Microscope is the official podcast of E2M Solutions Inc. The focus of this podcast is to examine the nitty gritty details of topics related to copywriting, content marketing, SEO, web design, business practices, and much more. We will bring in guests from all across the business world to offer their unique experience and intuition. Hopefully, you can learn a thing or two from these segments, apply it to your own day-to-day, and hear some wisdom you have never heard before!

The Marketing Microscope The Marketing Microscope

    • Business

The Marketing Microscope is the official podcast of E2M Solutions Inc. The focus of this podcast is to examine the nitty gritty details of topics related to copywriting, content marketing, SEO, web design, business practices, and much more. We will bring in guests from all across the business world to offer their unique experience and intuition. Hopefully, you can learn a thing or two from these segments, apply it to your own day-to-day, and hear some wisdom you have never heard before!

    Podcasts on the SERPs, Content Marketing, Voice, and E-A-T with Barry Schwartz

    Podcasts on the SERPs, Content Marketing, Voice, and E-A-T with Barry Schwartz

    Hello Marketers! Thanks for taking time out of your day to check out the 12th installment of The Marketing Microscope Podcast! In this one, Manish, Taral, and myself welcome Barry Schwartz, editor on Search Engine Journal and operator of SEO Roundtable.


    We start the podcast by talking about podcasts themselves. Google has recently started displaying podcast files directly on the SERPs. We get Barry’s take on how podcasters can play by the rules and get their content ranked. For reference, check out Google’s Developer Guidelines for Podcasts.


    After a brief touch on video SEO, we unpack Rand Fishkin’s findings that less than half of organic traffic results in clicks. Should this concern SEOs?


    Barry gives us his take on the changing nature of link building, as well as some of the most important ranking factors to consider – beyond quality content and links. SPOILER: Google’s recommendations are not laws written in stone!


    As we begin to wrap up the first segment of the show, Barry shares his insight on the effects of Featured Snippets and some of the big patterns we’ve seen in Google’s recent algorithmic updates.


    To kick off segment two, Barry tells us how he personally stays updated in SEO. The key is to just keep reading and staying up-to-date on the industry chatter!


    Given that SEO is the focus of this podcast, we felt obligated to ask Barry about his take on E-A-T – and if it’s really as important as everyone thinks. He also gives us some good wisdom on how SEOs should use the Quality Rater Guidelines.


    Moving on from E-A-T, we ask Barry about some of his favorite SEO tools and whether some tasks are better carried out manually. From here, Manish takes the ball as we dive into the concept of voice search. More specifically, why it hasn’t caught on like many SEOs envisioned a few years back….


    We touch on how voice search has evolved, as well as which types of businesses should be investing heavily in it and how they should do it. Basically, it comes down to ranking for Featured Snippets!


    As episode 12 comes to a close, we get Barry’s take on citations and why they are so important for ranking on the local SERPs.


    Barry closes out the podcast by giving his humble advice to the search community, as well as budding SEOs and bloggers!


    To listen to more episodes of The Marketing Microscope, visit our website!

    • 55 min
    Surviving Google Updates with Marie Haynes

    Surviving Google Updates with Marie Haynes

    Thanks for joining us for the 11th installment of the Marketing Microscope Podcast!



    In this episode, Taral and Manish join me to chat about Google updates and E-A-T Score with Dr. Marie Haynes, SEO specialist, and Google recovery expert.



    Originally a veterinarian, Marie’s passion for SEO started as a hobby. She would periodically analyze the results of Google algorithm updates to put the pieces together. Fast forward to the present day and she now owns her own SEO agency, Marie Haynes Consulting Inc.



    In what was a HUGE career accomplishment, Marie had a post on E-A-T and core updates published by Google - something the search engine giant rarely does! You can read the full post here.



    To kick off the show, I ask Marie what business owners and SEO specialists can do if they wake up to find a massive drop in search rankings. Spoiler: It’s probably not as bad as you think!



    We then discuss some key strategies for adapting around Google updates, the symptoms to look for, as well as when (and when not) to be concerned.



    As I pass the ball off to Taral, we get some good insights on Google Penalties and Filters, as well as the key differences between them. The conversation shifts to disavowing links and some best practices/tools for doing so.



    To wrap up the first segment, we ask Marie about issues with duplicate content in the e-commerce space: it’s much more prevalent than you might assume!



    Marie gives us an interesting tidbit about duplicate content being more or less inevitable in e-commerce, especially if many vendors sell the same product. From here, she outlines some of the ways e-commerce businesses can get their pages to stand above the rest (and get ranked accordingly!



    After the intermission, we dive right into the thick of E-A-T score and get Marie’s take on the complicated (and ambiguous) matter.



    We get into the weeds on how Marie believes Google takes E-A-T into account when ranking author profiles, business pages, and transactional pages, as well as how to abide by the rules!



    To segue into Google’s official Core Algorithm Update Guidance, written by Danny Sullivan, I ask Marie to help us expand on the 4 question areas to assess content quality:



    1. Content and quality questions



    2. Expertise questions



    3. Presentation and production questions



    4. Comparative questions



    From here, we talk about how to factor these concepts into building pages and what elements should be included.



    As the show comes to a close, we touch on trending SEO topics like Google update rollbacks, how young SEOs can master link building, and rules to live by in the career field.



    For parting words, Marie gives us some fantastic advice on what to do in the face of a big Google update (to avoid a panic attack).



    This Marketing Microscope episode is definitely one of the longer ones we’ve produced and is jam-packed full of killer insight!



    Trust us, you don’t want to miss it!



    For reference on Google’s Quality Raters’ Guidelines, click the link for this awesome resource put together by Marie and her team!



    For more episodes of The Marketing Microscope, be sure to check out our website, as well as our profiles on iTunes and Stitcher!

    • 58 min
    Filling in the Gaps of Content and SEO with Neil Patel

    Filling in the Gaps of Content and SEO with Neil Patel

    Hello Marketing Microscope listeners!



    We are stoked to bring you our 10th installment about content, SEO, and how to connect the dots in 2019 and beyond! Taral and I had the pleasure of welcoming one of the biggest names in digital: Neil Patel!



    To anyone in the marketing space, Neil needs no introduction. Many of his contributions have formed digital marketing as we know it today! Currently, Neil is the founder of his own agency, Neil Patel Digital. In addition, Neil recently launched two easy-to-use (and FREE) tools: Ubersuggest (for keyword research) and Backlinks (for link building).



    We kick off the show discussing the specifics of “good content.” Neil and I talk about what precisely this ambiguous term means, what it doesn’t mean, and how to go about creating it to stand out.



    Neil gives a good scoop on how small and medium-sized businesses can develop an SEO plan to generate results - both in the short term and the long term. Pro tip: go after the low-hanging fruit keywords!



    Towards the end of segment one, Neil gives us some good advice on how to approach the task of content creation for a service provider, in comparison to a product provider. Neil then provides us with a breakdown of how to track success in content marketing, along with a handful of tools to use.



    We kick off segment two by asking Neil about some of the most significant factors that come into play for SEO in 2019. Spoiler: brand queries, brand queries, brand queries!



    In this segment, Neil discusses some of his favorite channels for content and how he thinks they will progress in the future. Perhaps one of the most exciting points of the show was Neil’s take on video content and keyword usage. He found that his videos were more successful when he actually verbalizes the keywords within his videos, rather than just include them in the title, description, and tags!



    Neil then gives some good advice to SEO agencies on how to manage client expectations. As the show comes to a close, Neil discusses his new backlinks resource, as well as some of the new tools he has in the works.



    For parting words, Neil provides some wisdom to new content creators: “Don’t regurgitate the same information, if you can’t write something unique that’s not already out there, don’t waste your time writing it!



    For more episodes of The Marketing Microscope, find us on the E2M website, as well as on iTunes and Stitcher!

    • 28 min
    Digital Marketing, SEO, and an Entrepreneurship with Rand Fishkin

    Digital Marketing, SEO, and an Entrepreneurship with Rand Fishkin

    Welcome back, Marketing Microscope listeners!



    We have a full house on the podcast today. Joining me from E2M is Taral Patel, SEO Specialist, and Project Manager, as well as company Founder, Manish Dudharejia. Our guest today is one of the pioneers of digital marketing, none other than Rand Fishkin!



    As you marketing experts surely know, Rand co-founded SEO software Moz, where he served as the CEO until 2014. In 2018, Rand founded SparkToro, an audience intelligence software helping people find the best ways to reach their target consumers. Rand is also the author of Lost and Founder: A Painfully Honest Field Guide to the Startup World.



    To kick off the episode, Rand and I chat about Google update recovery, which opened up the conversation to the state of Google, Facebook, and the web as a whole. We also get Rand’s hot take on E-A-T Score and the concept of picking up advice from the echo chamber.



    Rand then dives into the details of the Moz update from DA to DA 2.0, as well as the speculations and misconceptions surrounding it.



    We wrap up segment one by shifting the conversation to technical SEO and how Google ranks content for keywords, and more importantly, user intent. Taral asks Rand about the specifics of getting different types of e-commerce pages ranked, in contrast to blog posts and informational content.



    Segment two kicks off with influencer marketing, the flaws within it, and how SparkToro can help marketers identify their best opportunities!



    We get Rand’s opinion on how machine learning is currently impacting SEO and the ways it will continue to do so in the near future. As we start to come full circle, Rand gives his expert advice to young SEO professionals.



    To close out the episode, Rand discusses his book, the entrepreneur culture, and the secret to performing at your highest level. SPOILER: The answer is GET MORE SLEEP!



    This episode of the Marketing Microscope is one you DO NOT want to miss!

    • 59 min
    Writing Unbeatable Website Copy

    Writing Unbeatable Website Copy

    Hello faithful listeners!



    We are excited to bring you the 8th episode of the Marketing Microscope. This installment is all about writing website copy - something that is much more difficult than many might assume!



    My guest today hails from the United Kingdom. His name is Martin Sayers, long time copywriter with vast writing experience in all sorts of industries!



    Martin owns and operates MSCopy, a copywriting firm that serves many high-level clients like Costco, G4S, the NHS, ActionCOACH, and many more. In the simplest of terms, Martin writes what makes money!



    Writing website copy is its own beast in the creative world. It’s much different than, per se, writing blog posts or eBooks. When it comes to writing website copy, it’s all about conveying big concepts concisely in a way that quickly captivates visitors.  In this episode, Martin and I dive into the specifics of what this entails and how to do it with style!



    Martin talks about the importance of creating a bulletproof brief that not only spells out what clients want but protects you, as a writer, from client indecisiveness.



    One of the most key points of this episode revolves around finding the pain points. Martin discusses his approach to finding the root of industry problems, as well as working them into thought-provoking headlines.



    He also talks about some of the common mistakes writers commit in this process, and some strategies for establishing expertise without going overboard.



    After the intermission, Martin and I pick up by discussing some strategies for coordinating the copywriting process with graphic designers, SEO specialists, and of course, client expectations.



    As we get further into the episode, I ask Martin about some ways to handle criticism, as well as some of the best ways less-experienced copywriters can present themselves. We wrap up the show by addressing a few of the big red flags indicating that some projects/partnerships are simply not meant to be! SPOILER: Vagueness in client feedback is a big one!



    For both new and veteran copywriters, this episode with Martin Sayers has some great wisdom for everyone!

    • 39 min
    Finding Your Brand’s Voice and Tone

    Finding Your Brand’s Voice and Tone

    We are psyched to release our first Marketing Microscope episode of 2019! For all you creative minds out there, this one is about finding the perfect brand voice and tone. My guest in this segment is Aaron Wrixon, seasoned writer and brand specialist calling in from Canada.



    Aaron WrixonAaron has been working in the creative world for more than two decades and has helped brands of all shapes and sizes define themselves throughout the digital era. In addition to offering distinguished content services through Wrixon.com, Aaron is an Instructor at the University of Toronto School of Continuing Studies, specializing in Copywriting that Sells.



    Brand voice is a fascinating concept. While many companies offer similar products and services, the brand voice is what makes each of them unique in their own right. As Aaron puts it, a brand voice is “not just a reason to buy from you, but a reason to feel good about buying from you.”



    Throughout this insight-packed episode, Aaron and I discuss the key elements that go into establishing a brand voice, revamping a brand voice, creating archetypes, and staying in tune with the rapidly-advancing digital universe – with plenty of popular examples along the way.



    Aaron discusses a few of the major signs that it’s time to re-examine a brand voice, as well as how to get the ball rolling. Spoiler: customer engagement should be a guide in how you develop/refine your voice.



    Towards the end of the show, we talk about how companies can ensure their brand voice doesn’t get muddled – both in the process of outsourcing or making sure in-house creatives are on the same page. Aaron uses the example of MailChimp and their public style guide.



    Hopefully, you get some good insight in this episode from the creative mind of Aaron Wrixon!

    • 1 hr 4 min

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