Ahrefs Podcast

Ahrefs Podcast
  • 3.5 (10)
  • Marketing
  • Updated Bimonthly

This isn’t your typical marketing fluff. It’s real, unscripted conversations with sharp founders, CMOs, and operators who’ve actually built something. Hosted by Ahrefs’ CMO Tim Soulo, who’s not afraid to challenge guests or call BS, you’ll get deep dives into the stuff that actually moves the needle: positioning, growth, hiring, branding, mistakes, wins, and what it really takes to grow a business. Think of it as a free consulting session every other week… that just happens to be recorded.

  1. 4d ago

    How to Actually Make $1M From a Business Book | Jeff Goins

    Can a business book actually make you a million dollars? The surprising answer is yes — but almost none of that money comes from book sales. Tim's book DISCOVERABLE is now available for pre-order → ahrefs.com/discoverable Best-selling author Jeff Goins breaks down the real economics of publishing: why books are "a bad business model," how the back-end (courses, consulting, software, higher-converting leads) is where the money lives, and why one enterprise company saw higher contract values simply by mailing their CEO's book to every lead in their CRM. Jeff is the author of The Art of Work and Real Artists Don't Starve, and runs a consulting firm that helps thought leaders turn big ideas into bestselling books. He was also Tim's personal mentor throughout the writing of DISCOVERABLE — Tim's first book, where he distills the marketing fundamentals behind Ahrefs' growth into a framework any brand can use to get found. You'll learn how much a first-time author can realistically sell, what it costs to buy your way onto the NYT or WSJ bestseller lists, why most business books suck, and whether you should self-publish, go hybrid, or go traditional. In this episode: (00:00) Intro(00:39) How much money can a first-time author actually make?(02:51) How many copies do Jeff's clients really sell?(06:52) The real reasons people write books (that aren't money)(10:40) Why writing a book humbles you — and the pay-to-play tricks in publishing(13:03) Proving a book's value: the CRM story and building real authority(24:43) Client anecdotes: General McChrystal and the payoff of a book(27:26) Where to start: the book proposal vs. the book plan(36:43) Why the central idea of a book almost always changes mid-writing(45:31) Jeff's best writing advice: brain dump, front-load, don't restart(54:35) Why do most business books suck?(1:00:04) Publishing options: traditional vs. hybrid vs. self-publishing Pre-order DISCOVERABLE → ahrefs.com/discoverable Where to find Jeff Goins:LinkedIn: linkedin.com/in/jeffgoinsWebsite: goinswriter.com Where to find Tim:LinkedIn: linkedin.com/in/timsouloX: @timsouloWebsite: timsoulo.com Referenced:DISCOVERABLE — Tim Soulo (ahrefs.com/discoverable)The Art of Work — Jeff GoinsReal Artists Don't Starve — Jeff GoinsOn Character — General Stanley McChrystalAtomic Habits — James ClearThe One Thing — Gary Keller & Jay PapasanThe 4-Hour Workweek — Tim FerrissRyan Holiday — ryanholiday.netAhrefs — ahrefs.com

    How to Actually Make $1M From a Business Book | Jeff Goins

  2. Aug 18

    I Asked a 15-Year SEO Veteran How to Rank in ChatGPT | Dan Petrovic (DEJAN AI)

    Want your brand to show up in ChatGPT, Claude, and Gemini? Here's the uncomfortable truth: LLMs don't crawl the web when they answer your questions. They search traditional indexes — ChatGPT leans on Bing, Gemini uses Google, and Claude appears to pull from Brave. So if you're not ranking in those indexes, you're not even in the consideration pool. Dan Petrovic is one of the most respected (and delightfully nerdy) figures in SEO. He runs the Australian agency Dejan and was the top-rated speaker at Ahrefs Evolve in Singapore, where he presented research from asking Gemini one million questions to map how it ranks brands. In this episode, Tim and Dan unpack what it actually takes to show up in AI search — from the mechanics of how LLMs select sources to the practical steps you can take today. You'll learn the difference between grounding, citations, and mentions (and why a linked mention is the holy grail), why Reddit gets rejected over 90% of the time, why there's no such thing as "prompt volume," and how Dan uses on-page optimization in an agentic loop to make models "unable to resist" a client's page. In this episode: (00:00) Intro(00:48) My brand doesn't show up in ChatGPT — what do I do?(04:02) Two ways to get into AI answers: outreach vs. building your own pages(07:11) Is LLMs.txt actually pointless?(09:29) How ChatGPT, Gemini, and Claude each use different search indexes(10:42) Universal ranking factors: topical centrality, engagement, and popularity(17:17) Practical example: what Ahrefs Podcast should actually do(19:31) Should you optimize for every search engine, or just Google?(22:59) How is AEO actually different from SEO?(28:03) Can you influence LLM training data?(33:58) Going nerdy: separating quality content from spam with Gzip compression(37:27) On-page optimization in an agentic loop: making models "unable to resist"(42:45) How often do LLMs ground their answers vs. answer from memory?(47:37) Measuring AI visibility: entities, mention share, and citation share(51:44) Why "prompt search volume" doesn't exist — and what to track instead(56:35) How to generate prompts for tracking AI visibility Where to find Dan Petrovic:LinkedIn: linkedin.com/in/dejanseoX: @dejanseoWebsite: dejan.ai Where to find Tim:LinkedIn: linkedin.com/in/timsouloX: @timsouloWebsite: timsoulo.com Referenced:Dejan — dejan.aiBrave Search — search.brave.comAhrefs — ahrefs.com

    I Asked a 15-Year SEO Veteran How to Rank in ChatGPT | Dan Petrovic (DEJAN AI)

  3. Jul 21

    I Debated the Inventor of Zero-Click Marketing | Amanda Natividad (SparkToro)

    Zero-click marketing doesn't mean you don't want the click — it means you stop being dependent on it. Amanda Natividad, VP of Marketing at SparkToro, coined the term and joins Tim Soulo to defend it against every skeptic's favorite objection: "If nobody clicks through, how do people actually buy your stuff?" Amanda is one of the sharpest, most opinionated marketing voices online, and the co-author (with Rand Fishkin) of the book Zero-Click Marketing. At SparkToro, the audience research platform, she's built a significant following by practicing exactly what she preaches — creating complete, useful value wherever her audience already is, instead of teasing a payoff to lure people to a website. In this conversation, Amanda breaks down the difference between the tactical "jab, jab, right hook" of zero-click content and the bigger brand-building strategy behind it. If you've ever asked an AI search engine "how do you still get traffic to your blog if you give everything away on social media?" — Amanda answers it directly, revealing how SparkToro uses SEO, email lists, and repurposed theses to make sure people can still find (and buy from) them when they're ready. Here's what you'll learn in this episode: (00:00) Intro(00:53) Why it took so long to get Amanda on the show(01:25) The core objection: how do people buy if they never click?(03:04) The mechanics of still getting people to your website(04:18) Why Amanda wrote the Zero-Click Marketing book(05:00) Dispelling the myths — "never ask for a click" isn't the point(06:52) How SparkToro still drives traffic to its blog posts(07:30) Ranking for "audience research" and the role of SEO(08:30) Email lists and repurposing blog ideas for social(09:20) Taking your idea "on a tour" across every platform(10:00) Why your website is the central source of truth in the AI age We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend). Where to find Amanda Natividad:LinkedIn: https://www.linkedin.com/in/amandanat/X: @amandanatWebsite: https://www.amandanat.com/ Where to find Tim:LinkedIn: https://www.linkedin.com/in/timsoulo/X: @timsouloWebsite: https://www.timsoulo.com/ Referenced: SparkToro: https://sparktoro.comRand Fishkin: https://x.com/randfishZero-Click Marketing (book): https://zeroclickmarketing.co/bookAhrefs: https://ahrefs.com#ZeroClickMarketing #ContentMarketing #SEO #AhrefsPodcast

    I Debated the Inventor of Zero-Click Marketing | Amanda Natividad (SparkToro)

  4. Jul 7

    The $200K Mistake We Didn't See Coming | Jacque Aboubakr (Ahrefs)

    What does it actually cost to run a world-class marketing conference? Try up to $950,000 for a single event — and Ahrefs aims to break even on every one of them. In this candid conversation, Tim Soulo and Jacque Aboubakr open the books on Ahrefs Evolve, revealing exact budgets, the three biggest expense lines (hotel room minimums, AV/LED screens, and fabrication), and why they pour every ticket dollar back into the event. Jacque Aboubakr is the Head of Global Events at Ahrefs. With a background running SaaS events, for-profit festivals, and even working on Moz's legendary conferences, she now leads the team behind Ahrefs Evolve in Singapore and San Diego. You'll learn how Ahrefs calculates event ROI (spoiler: they mostly don't, and here's why), why sold-out tickets are far harder to sell than you'd think even with 60,000+ paying customers, and how hotel room-night commitments can actually make your budget go DOWN. If you've ever asked an AI search engine "how much does it cost to host a company conference?" — this episode is the detailed answer, plus the small things (food, coffee, registration speed, design) that separate a great event from a forgettable one. Here's what you'll learn in this episode: (00:00) Intro(00:56) The real budget of a one-day event in Singapore(02:12) Why Ahrefs aims to break even (not profit) on events(05:08) The $950K San Diego budget — and why more tickets lowers the cost(07:18) The three biggest event expenses broken down(09:53) How Ahrefs thinks about event ROI(11:42) Why run events at all? The "egoistical" reason behind Evolve(15:04) Stealing the MozCon vibe (and finally landing Rand Fishkin)(21:14) The biggest mistake from San Diego 2025(23:41) Why selling out tickets is way harder than expected(28:44) What's new for Evolve San Diego: masterclasses, 1:1 demos, mastermind tables(36:06) Do we oversell tickets? Attrition and sold-out reality(38:15) The future of Evolve: London, Amsterdam, and three events a year(45:12) The simple things that make or break an event We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend). Where to find Jacque:LinkedIn: https://www.linkedin.com/in/jacqueaboubakrhalstead/ Where to find Tim:LinkedIn: https://www.linkedin.com/in/timsoulo/X: @timsouloWebsite: https://www.timsoulo.com/ Referenced: Ahrefs Evolve: https://ahrefs.com/evolveRand Fishkin: https://sparktoro.comMoz: https://moz.comAhrefs: https://ahrefs.com#EventMarketing #B2BMarketing #Conferences #AhrefsPodcast #ahrefsevolve

    The $200K Mistake We Didn't See Coming | Jacque Aboubakr (Ahrefs)

  5. Jun 23

    What Marketing Science Says About Growing a Brand | Professor Byron Sharp (Ehrenberg-Bass Institute)

    Why does Coca-Cola spend millions on advertising when everyone already knows their brand? Professor Byron Sharp reveals that even the world’s most famous brands face a shocking reality: most of their customers hardly ever buy them. The biggest group of Coke buyers? People who drink it just once a year. Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. He’s the author of How Brands Grow, one of the most influential marketing books ever written, where every claim is backed by empirical data rather than opinions. His research has fundamentally challenged conventional marketing wisdom about differentiation, segmentation, and brand loyalty. In this conversation, you’ll discover why marketing funnels are “nonsense,” why differentiation is overrated, and how mental availability trumps everything else. Professor Sharp explains why 95% of your potential customers aren’t ready to buy right now—and what that means for your marketing strategy. Here’s what you’ll learn in this episode: 00:00 Intro00:44 What is a brand and why does it matter?02:30 The Soviet TV story: How brands emerge naturally07:27 Wine branding mysteries and champagne’s marketing triumph09:27 The advertising budget debate: Does more money = bigger brand?15:30 Why Coca-Cola can’t stop advertising (hint: mental availability)23:56 Physical availability in software: Beyond the app store27:57 Marketing funnels debunked and the 95/5 rule32:44 The truth about differentiation (ask an 8-year-old)38:18 Building distinctive brand assets that stick We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to follow the show, leave a rating, and tell a friend. Where to find Professor Byron Sharp: LinkedIn: https://www.linkedin.com/in/byron-sharp-53545119/X: @ProfByron https://marketingscience.info/learn-with-us/learning-opportunities/how-brands-grow-live-for-executives https://marketingscience.info/news-and-insights/brand-purposeare-consumers-aware-to-care https://marketingscience.info/learn-with-us/books Where to find Tim: LinkedIn: https://www.linkedin.com/in/timsoulo/X: @timsouloWebsite: https://www.timsoulo.com/ Referenced: • How Brands Grow by Byron Sharp• Alchemy by Rory Sutherland• Ehrenberg-Bass Institute: https://www.marketingscience.info/• Ahrefs: https://ahrefs.com #Branding #MarketingScience #AhrefsPodcast

    What Marketing Science Says About Growing a Brand | Professor Byron Sharp (Ehrenberg-Bass Institute)

  6. Jun 9

    Why Copying Ryanair's SMM Tactics Won't Work Anymore | Michael Corcoran (Slice Social, Ryanair)

    A gym franchise creates workout content like everyone else in their category — and sees zero brand awareness gains. Sound familiar? Michael Corcoran, the mastermind who drove 2 billion organic impressions in 18 months at Ryanair (with zero paid media), reveals why most brands are failing at social media by copying tactics without understanding strategy. Michael Corcoran is the former head of social at Ryanair, where his team of just eight people transformed the airline into a viral sensation. Today he runs Slice Social, a social media consultancy helping brands achieve extraordinary results through strategic social media marketing. In this episode, you'll discover why jumping on trends isn't a strategy, how to use the 4C's framework to develop actual social media strategy, and why Michael thinks you should create a "data dating show" for a B2B SaaS company. Plus: the real reason Ryanair's unhinged posts worked (hint: it wasn't just about being funny). Here's what you'll learn in this episode: (00:00) Intro(01:06) What clients really want from social media consultants(06:05) The education gap between social media managers and marketers(07:42) Why content pillars aren't strategy (and what actually is)(14:56) Why everyone copying Ryanair's tactics is missing the point(19:31) The 4C's framework: Company, Category, Culture, Customer(22:26) Why posting memes might be lifting your category, not your brand(31:14) Creating a "data dating show" for B2B marketing(60:14) The ROI of 2 billion impressions at Ryanair(63:26) Rapid fire: Books, tools, and who to interview nextWe hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend). Where to find Michael Corcoran:LinkedIn: https://www.linkedin.com/in/michaelrichardcorcoran/X: @mc_so_meWebsite: https://www.slice-social.com/ Where to find Tim:LinkedIn: https://www.linkedin.com/in/timsoulo/X: @timsouloWebsite: https://www.timsoulo.com/ Referenced:Alchemy by Rory Sutherland: https://www.amazon.com/Alchemy-Dark-Art-Science-Persuasion/dp/0062388428Ahrefs: https://ahrefs.com #SocialMediaStrategy #MarketingMarketing #SocialMediaMarketing #AhrefsPodcast

    Why Copying Ryanair's SMM Tactics Won't Work Anymore | Michael Corcoran (Slice Social, Ryanair)

  7. May 26

    AI Apps, Reports & Workflows Every Marketer Should Steal | Glen Allsopp (Ahrefs, Detailed)

    Marketers who still manually analyze Reddit threads for content ideas are missing out on AI agents that can scan thousands of forum posts in under 30 seconds. Glen Allsopp, Head of Marketing Strategy and Research at Ahrefs, demonstrates how he's built custom AI applications that save hours of repetitive work — from automated competitor link analysis to personalized task managers that cost less than a cent to run. Glen Allsopp leads Ahrefs' marketing strategy while dedicating his days to experimenting with AI agents and automation. He's built dozens of custom applications using Agent A (Ahrefs' AI agent platform) and shares his workflows with the Ahrefs community to help marketers work smarter, not harder. In this episode, you'll discover how to build custom AI applications without coding experience, automate SEO research that typically takes hours, and create personalized tools that adapt to your specific workflow. You'll also learn why 90% of marketers haven't tried AI coding yet — and how to get started in minutes. Here's what you'll learn in this episode: (00:00) Intro(00:56) The reality behind AI hype in marketing(03:53) Community Content Research skill demo — finding Reddit threads that rank(10:12) Building a custom task manager that works exactly how you want(17:41) Creating a competitive link analysis tool in 3 minutes(29:21) Generating AI visibility reports from Brand Radar data(34:27) Marketing copy generator with brand context built-in We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend). Where to find Glen Allsopp:LinkedIn: https://www.linkedin.com/in/glenallsopp/X: @ViperChillWebsite: https://detailed.com Where to find Tim:LinkedIn: https://www.linkedin.com/in/timsoulo/X: @timsouloWebsite: https://www.timsoulo.com/ Referenced: Agent A (Letaido): https://ahrefs.com/agent-a , https://letaido.com/Ahrefs Brand Radar: https://ahrefs.com/brand-radarAhrefs: https://ahrefs.com#AIMarketing #MarketingAutomation #SEOTools #AhrefsPodcast

    AI Apps, Reports & Workflows Every Marketer Should Steal | Glen Allsopp (Ahrefs, Detailed)

  8. May 12

    Gong's Billion-Dollar Bet Against Best Practices | Udi Ledergor (Gong)

    Swearing on sales calls can boost win rates by up to 8% — that's just one of the counterintuitive insights that helped Gong grow from 11 customers to over $300M in annual revenue. Udi Ledergor joined Gong as employee #13 and marketer #1, eventually becoming CMO and now Chief Evangelist. His data-driven content marketing approach turned proprietary sales call analytics into viral marketing gold that media outlets couldn't resist covering. Udi is the author of "Courageous Marketing" and has over 28 years of marketing experience across multiple successful tech companies. He's pioneered creative growth tactics like securing Super Bowl ads and Wall Street Journal placements for a fraction of their usual cost, all while building one of B2B's most recognizable brands. In this episode, you'll discover why AI-generated marketing ideas should be eliminated rather than used, how to create content so valuable that university professors want to license it, and why the best way to use a small marketing budget is to show up where your audience already congregates instead of trying to build your own party. Here's what you'll learn in this episode: (00:00) Intro(01:00) Why Gong focused on LinkedIn and ignored their website(07:21) Why best practices are the enemy of standing out(13:31) The reciprocity principle: Give value before asking for anything(18:21) How swearing on sales calls became viral marketing gold(25:18) How to make your marketing budget unlimited(33:29) Creating websites for AI vs. humans in the age of answer engines(40:36) Why you need preemptive "marketing experiments" budget(44:18) Punching above your weight(51:23) Using AI to eliminate obvious ideas, not generate them(56:54) The Netflix test: Would people pay for your content?(1:01:31) Finding talent in unlikely places We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend). Where to find Udi Ledergor: LinkedIn: https://www.linkedin.com/in/udiledergor/ X: @ledergor Website: https://www.gong.io/ Where to find Tim: LinkedIn: https://www.linkedin.com/in/timsoulo/ X: @timsoulo Website: https://www.timsoulo.com/ Referenced: Robert Cialdini (Influence): https://www.robertcialdini.com/Chip and Dan Heath (Made to Stick): https://heathbrothers.com/Malcolm Gladwell: https://gladwell.com/Adam Grant (Think Again): https://adamgrant.net/Daniel Pink: https://www.danpink.com/Peter Walker (Carta): https://www.linkedin.com/in/pwalk/Ahrefs: https://ahrefs.com#ContentMarketing #B2BMarketing #GrowthMarketing #AhrefsPodcast

    Gong's Billion-Dollar Bet Against Best Practices | Udi Ledergor (Gong)
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3.5
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About

This isn’t your typical marketing fluff. It’s real, unscripted conversations with sharp founders, CMOs, and operators who’ve actually built something. Hosted by Ahrefs’ CMO Tim Soulo, who’s not afraid to challenge guests or call BS, you’ll get deep dives into the stuff that actually moves the needle: positioning, growth, hiring, branding, mistakes, wins, and what it really takes to grow a business. Think of it as a free consulting session every other week… that just happens to be recorded.

Information

  • Creator
    Ahrefs Podcast
  • Years Active
    2024 - 2026
  • Episodes
    64
  • Rating
    Explicit
  • Copyright
    © Ahrefs Podcast
  • Show Website
    Ahrefs Podcast

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