10 episodes

Using the techniques that have helped cement 250,000+ visit increases for more than 10 of their clients, Siege Media and founder Ross Hudgens dive into the executional nitty gritty of what makes content rank, and how to get content shared. Topics include content marketing, SEO, email outreach, Reddit marketing, and more.

Content and Conversation: SEO Tips from Siege Media Siege Media

    • Business
    • 4.9, 7 Ratings

Using the techniques that have helped cement 250,000+ visit increases for more than 10 of their clients, Siege Media and founder Ross Hudgens dive into the executional nitty gritty of what makes content rank, and how to get content shared. Topics include content marketing, SEO, email outreach, Reddit marketing, and more.

    SEO for Series A+ Startups w/ Josh Waldrum & Matt Gratt

    SEO for Series A+ Startups w/ Josh Waldrum & Matt Gratt

    If you run SEO for a high growth organization, you face unique dynamics as it comes to goal setting, fighting for SEO, and getting things done.



    If you run SEO for a high growth organization, you face unique dynamics as it comes to goal setting, fighting for SEO, and getting things done. In this episode we talk to startup veterans Matt Gratt of life insurance startup Bestow and Josh Waldrum of insurance comparison site The Zebra. Both have great experience running SEO at high-growth organizations and also, in competitive environments.





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    Show Agenda & Timestamps:

    1:20: How does Austin, from an SEO perspective, stand out compared to other startup hubs?

    3:40: In terms of getting need to get to revenue quicker before capital runs out, how does that impact SEO as a channel?

    5:16: For Series A, how have you built a model around SEO budgets against goals? How do you make an argument for it?

    7:06: Do you think there’s something to proving product market fit before asking for a major SEO investment?

    8:09: Once you have an SEM channel running, is that the logical way to progress to SEO as a channel?

    9:32: Founders and investors want results fast. What’s your experience like when handling expectations and timelines under pressure?

    11:28: Is there a secret to your approach when fighting more resources?

    16:04: Do you think startups should invest heavily early, pre-Series A? Is there any methodology to it?

    19:29: Do you have tips for SEOs at startups where their companies simply don't understand the strategy?

    22:01: When applying to startups that are pre-Series A, how do you find out if they're in line with your vision?

    23:15: What types of questions could you ask a company in order to gauge their understanding of SEO before joining up?

    25:17: For people building SEO teams early on, are there any tips/lessons that you would suggest to navigate a Series A environment smoothly?

    30:08: As an SEO, do you think a startup is the best place to be right now?

    31:58: In regards to SEO generally, do you think it’s easier or harder to pursue it today as compared to five years ago?

    Show Notes:



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    Directed by Cara Brown

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    • 34 min
    Content Marketing Changes During and After COVID-19 w/ Paddy Moogan

    Content Marketing Changes During and After COVID-19 w/ Paddy Moogan

    We talked about current pivots we are taking to be successful, mid-term changes we expect to see in the content marketing world, and also lasting decisions we expect to pervade past this situation.



    We were lucky to have Aira co-founder Paddy Moogan on to talk content marketing in the past few months. As we're all aware, things have changed dramatically and we thought there was no better person than Paddy to discuss the current state of affairs.



    Paddy has a great background in content marketing and his agency, Aira, is based in the UK. The dichotomy of his U.K. experience and our U.S. experience made for a helpful conversation on the dynamic between locations, both in content marketing approach but in how each country (and company) is handling the crisis.



    We talked about current pivots we are taking to be successful, mid-term changes we expect to see in the content marketing world, and also lasting decisions we expect to pervade past this situation.



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    Show Agenda & Timestamps:

    2:21: What's your current mindset? How has your business been affected by COVID-19 thus far?

    4:38: Has the government offered any support for both businesses and individuals who have lost their job in the United Kingdom?

    11:06: What do you think will be the long-term impact to the travel industry?

    15:50: You offer paid services. How has paid been affected vs. SEO?

    19:28: On the content marketing side, outreach and link building has been volatile. How can that be navigated during this time?

    23:32: Can doing outreach to the news and journalism space be beneficial right now?

    28:02: Are you communicating anything new to your team as we move forward into life after COVID-19?

    31:35: One of my biggest emphasis points from the pandemic is diversification. What are your thoughts?

    37:40: How have you handled communication with your team in the last month. Is there such a thing as too much transparency?

    40:54: What do the next couple months look like for you? What's your move-forward plan?

    45:05: When we begin to move towards normalcy, is there anything business-wise that you think will be handled differently?

    48:35: Has the idea of working remotely affected your view on client relationships?

    53:50: Do you see anything changing permanently for SEO and businesses alike?

    57:23: Is SEO software/innovation going to come to a halt given the environment?

    Show Notes:



    Paddy's Link Building Book

    State of Link Building Survey

    Post on Counterprogramming

    Post on Transition-Stage Content

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    • 1 hr 2 min
    • video
    Content Strategy in 2020 and Beyond w/ Derek Gleason

    Content Strategy in 2020 and Beyond w/ Derek Gleason

    How we create content in 2020 to compete is significantly different than five years ago, and even distinctly different from last year for most people.



    CXL Live's Content Lead Derek Gleason is an authoritative voice on content strategy and one that brings great insights into evolving decision making on that front. In this video we discuss some of his newer theories, how that intersects with SEO and how that can inform better results in 2020 and beyond.







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    Show Agenda & Timestamps:

    0:28: You used to edit encyclopedias. What skills did you learn from that experience that help you today?

    3:29: Stephen King's "On Writing" mentions the best writing can come from removing words. Talk about how that concept has helped your writing/editing in the digital world.

    4:53: It appears that Google has almost trained a trend of long-form writing that isn't good writing. Describe its impact and how people can get away from that thinking.

    7:35: What are your thoughts on the idea of parasite content?

    11:36: The idea of "change-point analysis" – what are its benefits?

    15:10: Can you speak to derivative content?

    18:30: How can you differentiate from your competitors? Where does brand come into the equation?

    25:20: What are you doing differently, or plan to do differently in 2020 compared to last year?

    29:50: One thing we implement in our processes is freshness distance. How impactful is this method?

    31:35: Is there any actionable tip, tool or resource you're excited about you'd share with the viewers?



    Show Notes:



    The CXL Institute Blog

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    • 37 min
    How Baremetrics Used Transparency to Grow to $1.5M ARR

    How Baremetrics Used Transparency to Grow to $1.5M ARR

    Baremetrics has an impressive history of content marketing through transparency. Their company steps out of their comfort zone and speaks to success and failure in a way that has resonated with other SaaS companies.



    Corey Haines, Baremetrics' Head of Growth, came on Content and Converstion to share how they wield transparency as a weapon and also use other unique growth models to best prioritize marketing efforts internally.







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    Show Agenda & Timestamps:

    0:36: What is Baremetrics?

    1:15: Baremetrics almost sold for $5M, and your founder wrote a post about it. What was your perception of that?

    5:46: Being transparent is a big part of Baremetrics' success. How can other businesses leverage that?

    9:30: How do you address the negative effects of being transparent?

    11:45: Your title is "Head of Growth." What are the differences between that and "Head of Marketing?"

    15:10: Do you get anxiety about Baremetric's transparent growth metrics? What happens when growth flattens?

    16:20: Describe your bottoms up approach to growth.

    18:40: What is your client referral process like?

    19:37: "Do things that don't scale." Explain that philosophy.

    23:45: The G.R.O.W.S. Model – Can you speak to how you use that?

    27:50: Having an all-remote company can get lonely. What tools do you use to help with that?

    29:14: You've been excited about the "5 Main Growth Levers." Describe that.

    33:30: Is there any actionable tip, tool or resource you're excited about?



    Show Notes:



    Baremetrics' Open Startups

    Donut team-building app

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    • 35 min
    Publisher SEO with Upasna Gautam

    Publisher SEO with Upasna Gautam

    If you work on SEO with larger publishers, you know there are unique dynamics that make approaching search its own beast.



    Whether it's training writers, solving for Google News, optimizing for quick answers, or internal linking, these problems aren't straightforward to solve. In this episode we talk with CNN's Upasna Gautam on exactly these dynamics and dig into her history doing SEO for Mashable, PC Mag and other publications just like it.



    Editors note: We had some sun show up in the shot at the end of the episode. Still watchable, but a little more harsh than normal. Apologies for any issue there!





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    Show Agenda & Timestamps:

    0:46: How do you de-compartmentalize a publisher website for SEO success?

    3:45: How would you recommend writing teams internally?

    6:39: What should the ratio be of SEO team members vs number of writers at a company?

    8:05: Do you ever leverage manual link building at a publisher?

    11:00: What's your strategy for content auditing/killing old pages?

    13:30: What kind of training materials/resources do you give writing teams?

    16:20: Definining deck copy and why it's valuable for publishers.

    21:40: What is best practice for a good content management system?

    22:50: How would you describe best practice from an information architecture standpoint?





    Show Notes:



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    • 26 min
    How to Optimize for Voice Search w/ CNN’s Upasna Gautam

    How to Optimize for Voice Search w/ CNN’s Upasna Gautam

    Voice search SEO is a growing topic in the community. However, the response to it is mixed. Is this something we need to actively care about for our clients?



    Upasna Gautam, Product at CNN and former SEO at Ziff Davis, who runs well-known publishing sites such as Mashable, PC Mag and IGN, has some recommendations that will help clearly answer that question.



    That is, optimizing for voice search, in a way, is also better optimizing for everything. Enjoy the video and learn more about how to do voice search SEO below.







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    Video Transcript:



    Ross: So you are an expert in voice search. I just saw your presentation here at UnGagged yesterday, and it was really smart and technical on the subject, some great stuff there.



    On a macro level, I think voice search can be overwhelming for some people. It's a little bit of a black box. From all the research you've done, how would you suggest people optimize for voice search?



    Upasna:



    If I had to distill it down to three key points, I would say from a content perspective two things: being super super concise, and very very specific. And then from a technical standpoint, number three would be speed optimization.



    The time is of the essence when it comes to mobile and voice search. And, as mentioned in that session yesterday, that Google voice search case study, Google engineers who work on that voice search framework specifically called out that they actually might sacrifice other quality factors for speed when it comes to ranking voice search and mobile search results.



    Ross: So that's also not just the length of the answer, but also the site speed experience, right? Is that what you're saying, or no?



    Upasna: So that's like one factor in it. There are a few contributing factors to this latency-quality metric that they've defined for voice search. And it starts from the time the person is done submitting their voice search query, so after you speak and submit your query, the time that ends, all the way up until your result appears on your mobile phone.



    That entire experience of speed is what they are qualifying as latency. So that is certainly one big part of it is just, how fast is this delivered to the user?



    Ross: Okay. When you said specific, earlier, could you unpack that a little bit for people, for me?



    Upasna: Totally. I think it depends, really, on the type of products and services you're offering. And it really comes down to understanding what you're actually offering at a very, very, very, hyper-specific level.



    So, if you're able to answer anywhere from broad, general questions that the user might be asking, to even the most specific thing about a feature of a product, or different sorts of technical specs about a product, or service that you're offering. Having that there and structured well will help deliver that, again, faster, and to the right people.



    And we know with voice search too, people tend to search long tail. So, those long tail queries tend to be more specific, and if you have all those details readily available and served in a very, again, concise way. So concise and very targeted. Kind of like a really good balance of those two, you'll get to the user, the right user, in a much more efficient way.



    Ross: That makes sense. So one of the things we were talking about before we starting filming was, the idea of should you, should voice search, be its own optimization or is it, do I need to go to my execs and say, we gotta start optimizing for voice search, or should it be in context of everything else? Like how should people think about that?



    Upasna: Totally the latter and in context of search optimization at a macro level.

    • 4 min

Customer Reviews

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Great Value for Online Marketers

This is one of the best podcasts on online marketing including SEO and content marketing. I owe Ross a review because I have received so much value from his content over the years. Thanks!

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Great podcast for marketers, SEOs and entrepreneurs!

I really have enjoyed every show since this podcast has started! The guests are awesome and usually give you actual implementable tips you could use for your business! Thank you!

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