The Unscripted SEO Interview Podcast

Jeremy Rivera
  • 5.0 (3)
  • Entrepreneurship
  • Updated Weekly

Hosted by Jeremy Rivera: A 17 year career expert in the SEO industry and his cohost Keith Bresee. Get insights, action items and anecdotes from experts like Lilyray, Kevin Indig, Rand Fishkin, Matt Mellinger and more in the SEO industry, who are not only well-respected, but have really interesting stories to share. 100% unscripted, 100% unrehearsed, 100% unedited, and 100% real. Guaranteed to provide those golden nugget lightbulb moments.

  1. 16h ago

    Matt Slaymaker: Surprising Reason Why Small Businesses Often Fail with Ads

    This episode features Jeremy Rivera and digital marketing expert Matthew Slaymaker discussing actionable strategies for small businesses, the evolving landscape of digital ads, and leveraging AI tools for marketing efficiency. Whether you're running ads, optimizing your website, or navigating new platforms, this conversation offers practical insights to boost your marketing ROI. Key Topics: The importance of website conversion rates before launching paid advertising How organic and paid traffic interact and influence each other The shift towards zero-click searches and its impact on organic CTR Latest trends in AI-driven advertising, including ChatGPT integrations and platforms like AppLeaven How creative quality influences ad success, especially on Facebook and Google Targeting strategies on different platforms, emphasizing broad vs. niche targeting Tracking calls and conversions effectively using tools like Call Rail and What Converts The significance of genuine brand storytelling and demonstrating values through content Managing social media presence without feeling forced—focusing on authentic channels like LinkedIn Agency growth through referrals, strategic partnerships, and overcoming inbound marketing challenges Timestamps: 00:01 - Introduction and guest credibility 01:24 - Common mistakes small businesses make with ads 02:12 - The importance of website optimization before ad spend 03:07 - Impact of AI on SEO and website optimization 04:30 - The evolution of AI tools like ChatGPT for advertising 06:08 - New features in Google ads enabling direct checkout 07:13 - Access and limitations of ChatGPT for advertisers 12:05 - Using Google My Business and local signals for ranking 14:05 - Tracking call conversions with tools like Call Rail 19:41 - The role of engagement metrics in ad platform algorithms 21:17 - Creative as a primary driver in ad success 23:54 - Creative testing and diversity on Meta 26:25 - Marketing interesting, even boring, products through storytelling 29:30 - The pressure on SMBs to create video content for TikTok 36:37 - Leveraging AI for agentic marketing and workflow automation 41:44 - Agency growth challenges and inbound lead generation 45:35 - Repurposing podcast content for SEO and lead nurturing 47:22 - The irreplaceable value of human conversation and experience Resources & Links: Call Rail What Converts Slaymaker Marketing SEO Arcade Podcast Royal (Content Repurposing Tool) Google My Business Connect with Matt Slaymaker: LinkedIn Website

    52 min

  2. 20h ago

    Drew Dorenfest: How a Hollywood Video Editor Built an SEO Business from Scratch

    In this episode, Jeremy Rivera welcomes Drew Dorenfest to explore practical strategies for small businesses to harness SEO, reviews, and community engagement to boost their online presence and sales. Drew shares his background from Hollywood video editing to digital marketing, highlighting actionable tactics for local SEO, review management, and bridging IRL community efforts with online authority. Key Topics: Drew’s transition from Hollywood film work to SEO and digital marketing The importance of reviews in local SEO rankings and client acquisition Practical steps for technical and content SEO for service-based businesses Using automation tools like Go High Level for review requests and email marketing How to craft effective CTAs and improve conversion rates on websites Entity and local authority optimization through citation of sources The role of community engagement and IRL activities in building brand trust Adapting SEO strategies in regulated industries like health and finance Building and refining a business around SEO services with minimal upfront planning Timestamps: 00:00 - Introduction to Drew Dorenfest and his background in Hollywood and SEO 02:28 - How Drew’s experience in video editing influences his SEO approach 04:17 - Starting and scaling Client Magnet CRM 05:45 - Key elements in local service SEO and technical website audits 07:19 - Using Go High Level for automations and review requests 09:06 - Optimizing homepage CTAs and micro-conversions for small businesses 10:28 - The importance of brand and branded search in SEO 12:55 - Citing sources and creating authoritative, rankable content 14:41 - Connecting IRL community efforts with online authority building 16:24 - Leveraging offline activities like farmers markets for brand engagement 17:27 - Building customer retention and re-engagement systems via email and SEO 19:24 - The evolution of SEO and the importance of branded search 21:36 - Rebranding pitfalls and maintaining brand equity 22:28 - Basic SEO foundational tips for small businesses 23:15 - Business planning and bootstrapping when launching an SEO-focused service 24:44 - The role of internships and structuring business growth 26:14 - Choosing to focus on core services like email and reviews rather than competing with giants 28:14 - Navigating regulated industries and compliance considerations 30:45 - How to connect with Drew and resources for further engagement Resources & Links: Client Magnet CRM Go High Level Google Search Console Google’s AI & LLM Tools Connect with Drew Dorenfest: LinkedIn Twitter Website

    31 min

  3. 2d ago

    Grant Simmons: Entity Optimization, the LLM petri dish & more

    Episode Highlights: Grant Simmons shares his unconventional journey from 1980s programming to becoming a top SEO strategist, emphasizing the importance of foundational practices. Recent SEO trends like entity SEO, entity maps, and Google's evolving understanding layers—comparing Google’s approach to Large Language Models (LLMs)—are discussed. The significance of schema markup: its role in grounding search results, its impact on AI and LLMs, and best practices for implementation. How SEO tools leverage data like Google Search Console and Log File Analysis to refine strategies; discussion on tools like Market Brew, SEO Crawl, and the importance of first-party data. The challenges and opportunities in SEO attribution, reporting, and measuring real impact amidst evolving algorithms and AI influences. The industry’s salivation over new tech like AR, Self-driving cars, and the “beta testing culture” where poor launches are accepted as part of innovation. Grant reflects on his experience at Homes.com, algorithm penalties, and recovery strategies—highlighting the importance of aggressive, foundational SEO efforts. The industry’s shift from “golden age of easy wins” to embracing complexity, with an emphasis on outcome-based SEO and understanding user engagement. How SEOs should adapt budgets for emerging AI and LLM-related services, integrating them as an extension rather than a replacement for traditional SEO. The importance of continuous testing, validation, and building innovative tools to better interpret data, including future focuses like Log File Analysis and tracking user paths for actionable insights. Grant’s current work at Fiat Growth and his openness to collaboration and beta testing new SEO tools and strategies. Article Recap on Waikay by Grant Watch the interview  Why You Should Listen: This episode brings a seasoned SEO veteran's perspective—highlighting the evolving landscape of search engines, LLMs, and strategic priorities for modern SEOs. Whether you're interested in technical strategies, industry trends, or innovative tools, Grant's insights contribute a practical, experience-backed viewpoint. Main Topics: Entity SEO and Knowledge Graphs Schema Markup & Semantic Optimization SEO Data, Tools, and Log File Analysis AI, LLMs, and Their Impact on Search Industry Evolution & Future Trends Timestamps: 00:00 - Welcome and episode overview 02:13 - Recent SEO shifts and unique site issues 03:23 - Entity SEO and the new standard: Entity Map 05:50 - Google’s grounding strategies and LLMs 07:35 - Schema markup: value and best practices 09:45 - The role of entity graphs in fighting hallucinations 11:20 - Comparing Google’s knowledge layer and LLMs 13:30 - Schema’s influence on AI and search categorization 15:25 - The importance of knowledge layers and disambiguation 16:55 - Future of AI and entity-based understanding in search 19:00 - Industry challenges with beta software testing culture 21:17 - Recovery stories: Homes.com Panda penalty case 23:00 - The evolving complexity of SEO tools and strategies 26:00 - Data-driven decision making and user engagement metrics 30:30 - The importance of strategic budgets for AI and LLMs 33:00 - Future developments: Log file analysis & user path tracking 37:00 - Grant’s current projects and contact info Resources & Links:

    59 min

  4. 6d ago

    Joe Zeplin Went From Corpo To Youtuber & So Can You

    Join Jeremy Rivera as he chats with Joe Zeppelin, a former corporate leader turned full-time YouTuber, about navigating career transitions, leveraging AI tools, and building successful digital brands. Discover actionable insights on automation, content creation, and monetization strategies tailored for small business owners and aspiring creators. In this episode: Joe shares his background in industrial engineering and corporate leadership, including how AI automates project management and sales processes Practical steps to transition from corporate work to independent content creation Exploring AI tools like Claude and ChatGPT for business automation and content production Building a personal brand through YouTube, social media, and SEO—tips for creators and small business owners Monetization options on platforms like YouTube, TikTok, and through affiliate marketing and sponsorships The importance of repurposing content into blogs, PDFs, and slide decks for SEO and lead generation Understanding AI limitations, hallucinations, and how to mitigate risks when using tools for decision-making and content creation Tips for niche content engagement, from karate to board games, emphasizing passion-driven branding Timestamps: 00:00 - Introduction: From corporate job to full-time YouTuber 00:20 - Joe's journey from CEO roles to digital entrepreneurship 01:00 - The corporate world and frustrations leading to the career leap 02:00 - Using AI for business automation and content creation 03:00 - Building a personal brand through YouTube and social media 04:00 - Monetization paths: AdSense, sponsorships, and affiliate marketing 05:00 - Repurposing video content into blogs, PDFs, and lead magnets 06:00 - Managing AI hallucinations and reliability issues 07:00 - Strategies for niche content success (karate, board games, fishing) 08:00 - Creating a content marketing funnel and engagement strategies 09:00 - The impact of AI on knowledge sharing and creator empowerment 10:00 - Final thoughts: continuous learning and passion pursuit Resources & Links: Claude AI (Official platform) ChatGPT (Official platform) Meta AI (Facebook AI model) VidIQ (YouTube SEO tool) Keyword Surfer (Keyword research browser extension) Metrical (Social media scheduler) Obsidian (Note-taking & knowledge management software) Uproot HQ (Memory layer app for long-term knowledge storage, upcoming release) Joe Zeppelin - LinkedIn | Twitter | Website Jeremy Rivera Connect with Joe Zeppelin: LinkedIn - Joe Zeppelin Twitter -

    1h 5m

  5. May 27

    Greg Digneo on Why Visibility Is the New SEO (And What That Means for Your Agency)

    The Future of SEO: Insights from Content & AI with Greg Daniel Join Jeremy Rivera as he chats with Greg Daniel of Content Cubby about the evolving landscape of SEO, brand visibility, and how AI tools like Claude and ChatGPT are reshaping content creation and outreach strategies. Greg shares invaluable insights into building relationships, leveraging AI for faster content production, and the importance of cross-channel presence in today’s SEO game. In this episode: The importance of brand visibility over traditional SEO tactics Why secondary metrics like revenue are crucial to measure success How AI tools assist but don’t replace relationship-based outreach The shifting role of link building in the age of AI and LLMs The growing significance of podcasts, newsletters, and influencer partnerships Practical strategies to create a content ecosystem fueled by interviews and human storytelling The future of search with AI, and why visibility remains king Tips on developing a "Nexus" document for competitor and influencer analysis Timestamps: 00:00 - Introduction with Greg Daniel about content branding and SEO evolution 02:20 - Why visibility on channels beyond Google is critical today 05:15 - Metrics that matter: revenue, branded queries, and more 07:45 - Challenges with analytics and tracking success in SEO 10:00 - AI’s current role: assisting with outreach vs. replacing relationship building 13:30 - The importance of interviews, storytelling, and subject matter expertise 15:50 - Impact of anecdotes and human relevance in content ranking 19:00 - Features snippets, structured data, and the shift toward passage ranking 22:15 - Influencer outreach, podcast interviews, and the changing link landscape 25:20 - How brand mentions and paid promotions influence rankings 28:30 - Future predictions: brand building and outside-the-box visibility strategies 33:10 - The role of external signals in LLM rankings and content influence 37:15 - Moving towards a more agentic, automated content process with AI 41:10 - Building a "Nexus" document for competitive analysis and influencer targeting 44:00 - Final thoughts: cross-contribution of skills and the importance of speed in marketing Resources & Links: Content Copy Garrett Sussman’s article on iPullRank Liam’s contact on LinkedIn Connect with Greg Daniel: LinkedIn Email This episode reveals that in the rapidly changing world of SEO, visibility, relationships, and storytelling are more vital than ever. Stay ahead by focusing on brand-building strategies that leverage both human ingenuity and AI tools.

    48 min

  6. May 5

    Why Most Freelancers Fail at Scaling

    Explore practical frameworks and insights for agency owners and freelancers to scale sustainably, improve systems, and align their mindset with success. Colby Wegter shares actionable strategies from his experience helping six-figure agencies reach seven figures while working fewer hours. Key topics: The importance of self-scale and personal boundaries for agency growth Using calendar curation and visual tools to increase productivity The "Automate, Delegate, Eliminate" approach for task management Shifting from hourly pricing to value-based models Leverage scalable, effective content marketing (like through podcasts) Communication strategies that manage client expectations effectively The role of identity, energy, and trust in long-term client relationships Navigating SEO complexities through people-first systems Building a long-term agency mindset beyond technical skills Timestamps: 00:00 - Introduction and Colby Wegter's background in digital marketing 00:35 - The challenges of running an agency and initial problem areas 01:05 - Framework: Starting with personal time and self-scale 01:42 - The dangers of overworking and mental health stories 02:20 - Creating systems for founders to foster work-life balance 02:56 - Identifying core fears driving unhealthy behaviors 03:44 - Calendar curation and visual management for productivity 04:28 - Reducing low-leverage activities using color-coded calendars 05:13 - Applying simple systems: automation, elimination, delegation 05:52 - The importance of data and opportunity filtering in agency work 06:46 - The mindset shift toward prioritizing joy and results in tasks 07:08 - Porting concepts from agency to freelancing and solopreneurship 07:58 - How SEOs can apply systematized processes effectively 08:48 - The 20% rule: investing in experimentation and efficiency 09:39 - Differentiating local SEO services in a competitive landscape 10:03 - Systems for managing overwhelmed solo entrepreneurs 10:53 - Warren Buffett’s advice on saying 'no' to focus on key opportunities 11:17 - Reducing feast-and-famine cycles in small agencies 11:50 - Declaring focus by narrowing service offerings and expertise 12:20 - The power of opportunity filtering and boundaries on service scope 13:12 - Moving away from hourly billing and towards productized, value-based pricing 13:47 - Communication of value: results over hours or tactics 14:35 - Selling transformation, not just deliverables 15:10 - Packaging multi-channel marketing plans at premium prices 16:01 - The importance of perpetual value in SEO projects 17:19 - Managing client expectations around long-term SEO results 18:46 - Content timelines, content efforts, and realistic SEO benchmarks 20:08 - Recognizing the inherent unpredictability and algorithm changes 21:09 - The importance of transparency, trust, and client education 22:44 - Building long-term client relationships through honesty about SEO’s nature 24:08 - The significance of ongoing communication, dashboards, and managing expectations 25:53 - The pyramid approach: levels from money, time, energy to identity 36:10 - Understanding client priorities and aligning your services accordingly 37:40 - Selling the identity and leadership transformation, not just SEO 39:16 - The power of empathy and client-centric messaging in growth 42:52 - Genuine client care as a foundation for long-term success 43:41 - Colby Wegter’s resources and how to connect with him Resources & Links:

    44 min

  7. May 4

    Brittany Trafis: AI Search as a New Channel Beyond SEO

    Discover how AI is transforming digital marketing strategies, from SEO shifts to innovative data management, with Brittany Trafis, a leader in AI-native marketing. Learn practical tips, industry insights, and the future outlook for small businesses navigating this rapidly evolving landscape. Follow the in-depth episode recap here. Main topics covered: Brittany Trafis’ journey from graphic design to AI-first marketing agency The impact of AI on search engine optimization and new digital channels How small businesses can leverage AI Search as a competitive advantage Technical and semantic updates needed for AI-native SEO Innovations in AI tooling and workflows that streamline marketing efforts Challenges around data transparency and measurement in AI-driven platforms Practical strategies for integrating AI tools without losing human creativity Industry trends, upcoming conferences, and Brittany’s advice for marketers

    37 min

  8. May 4

    Distribution Is the Only Remaining Moat When Execution Becomes Infinite — Nick Eubanks on What Survives the AI Era

    In this episode of the Unscripted Small Business Podcast, Jeremy Rivera sits down with Nick Eubanks — a 2007-vintage SEO who sold Traffic Think Tank to SEMrush, spent three years building their media program into an eight-figure-a-year operation, and is now Global CMO at Digistore24, the world's largest affiliate network with 950,000 vendors and 5 million users. This is a veteran-to-veteran conversation about what's actually changed in SEO, what hasn't, and where the defensible opportunities still live in a world where AI has commoditized execution. In This Episode Why Nick came out of retirement — the real story, and what buying two agencies in one week taught him about paying for experience Why this is the fifth time SEO has "died" — and why this one might actually stick The golden age of organic traffic (2010–2020) and why it's definitively over What the Helpful Content Update actually changed — entity graphs, distance-to-seed, brand signals in Search Console, and whether HCU was prep for AI Overviews Why podcasting is Jeremy's one-word answer for link building — and the strategy behind the SEO Arcade white-label podcast service How Digistore24's seller-of-record model handles VAT across 38 EU countries and tax nexus across all U.S. states so vendors can focus on selling Why affiliates are having a renaissance in the LLM era — and which social channels suddenly matter that didn't before The AI content workflow most agencies have completely backwards — and what the right order actually is (human brief → AI draft → human edit) Nick's "brand brain" concept — a layered AI pipeline: always-on brand entity → regional compliance → channel → persona, producing high-volume non-slop content at scale Why the pretense that agencies were doing high-quality content before AI is "a bit rich" "Distribution is the only remaining moat when execution becomes infinite" — and why expertise still creates some defensibility. Related: SEO Forecasting 101 The Will Smith spaghetti litmus test for AI video quality, and what weekly improvement looks like inside a Gen.AI video agency Nick's GLP-1 muscle protection app — built and deployed to the App Store in 12 hours on a Sunday Why the barrier to building has essentially collapsed — and the new class of makers coming because of it The SEO Arcade origin story — Jeremy's $500 Rand Fishkin pixel fighter wizard, and how the same idea can now be done in minutes with AI Key Quotes "Distribution is the only remaining moat when execution becomes infinite."— Nick Eubanks"The fast-forward button is very real. I'm so happy now to just pay for experience — things that I wish my younger version of my ego would have let me do."— Nick Eubanks"I think this is the fifth time SEO has died in my career. I do think this is actually the nail in the coffin for what SEO was originally conceived as."— Nick Eubanks Connect with Nick Digistore24 — the world's largest affiliate marketplace Nick Eubanks on Twitter/X Digistore24 on Twitter/X agencygrowthengine.org — free agency training resources Resources Mention...

    40 min
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Ratings & Reviews

5
out of 5
3 Ratings

About

Hosted by Jeremy Rivera: A 17 year career expert in the SEO industry and his cohost Keith Bresee. Get insights, action items and anecdotes from experts like Lilyray, Kevin Indig, Rand Fishkin, Matt Mellinger and more in the SEO industry, who are not only well-respected, but have really interesting stories to share. 100% unscripted, 100% unrehearsed, 100% unedited, and 100% real. Guaranteed to provide those golden nugget lightbulb moments.

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