307 episodes

Welcome to The Search Engine Journal Show! This is the official podcast of Search Engine Journal. We talk all things SEO, PPC, social media, content marketing, and digital marketing with the top industry experts and authorities. Your host will be Loren Baker.

Search Engine Journal Show Search Engine Journal

    • Business
    • 4.4 • 48 Ratings

Welcome to The Search Engine Journal Show! This is the official podcast of Search Engine Journal. We talk all things SEO, PPC, social media, content marketing, and digital marketing with the top industry experts and authorities. Your host will be Loren Baker.

    Schema Strategy - How To Get More From The SERPs with Martha van Berkel - EP 279

    Schema Strategy - How To Get More From The SERPs with Martha van Berkel - EP 279

    Do you want to get more from your SEO efforts, boost your marketing strategy, and drive more traffic?
    Then you'd want to take a look at schema strategy.
    Martha van Berkel, CoFounder and CEO of Schema App, joined me on the SEJ Show to share tips on what works great with structured data and what to watch for in the future. 
     
    To achieve that beautiful result, you must translate your content into the language of search engines. So that language is schema.org. Schema org is a vocabulary. And I often describe it, like, I speak French, so it's like French or Italian. And it describes all these different ways that you can explain something.–Martha van Berkel, 06:50
    So structured data enables rich results, using the language of search engines and code to translate your website into this language to achieve these rich results. And the rich results are those enhanced results in search. So you see stars, FAQs, an image, a video, a carousel, and availability.–Martha van Berkel, 06:07
    With structured data, it needs to represent what's on the page, and this is important to know whether you're an enterprise or whether you're in a smaller organization.–Martha van Berkel. 10:09
     
    [00:00] - A little about Martha.
    [05:41] - How internet connectivity differentiates from schema.
    [09:56] - How important is marking your site to reflect the actual content?
    [11:55] - Why schema drift is important.
    [15:30] - How important is it to match up the signals that Google's reading?
    [18:30] - What are the measurable aspects of stretch grid data?
    [23:09] - Workarounds that are not dependent upon others for implementation.
    [26:58] - ​​Challenges of scaling schema data for enterprises.
    [30:06] - What Martha sees in the market right now.
    [36:12] - Two reasons to do structured data.
    [38:48] - Where's a good place to start your site on schema?
    [42:48] - Other happenings in the product, PDP page, schema & market world.
    [54:22] - Does Martha recommend schema markup for privacy policy terms and conditions?
     
    Resources mentioned:
    Schema App - https://www.schemaapp.com/
     
    Google wants you to be specific and enjoys you to be answering that particular question naturally. Therefore, your markup should be clear. –Martha van Berkel, 14:04
    Look at the video schema if you have a video on your product or PDP pages.–Loren Baker, 52:00
    As we go into a recession where people are cutting costs, I think structured data is one of those strategies that can do that. You can very easily correlate the work you're doing and the investment you're making to results.–Martha van Berkel, 12:40
     
    For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
    Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.
    Connect with Martha van Berkel:
    High-energy entrepreneur, Martha van Berkel, has a proven track record of bringing ideas to life. As founder and CEO. of Schema App, she helps companies harness structured data's power. By connecting the dots and taking action, she helps teams and businesses succeed. 
    In addition to being the face and voice of Schema App, she is an expert in creating and defining new markets, onboarding customers, and getting them excited about opportunities.  
    Martha spent 14 years at Cisco as an intrapreneur, product manager, manager, and program manager. She has seasoned leadership skills and a great knack for simplifying complicated technology!
    Connect with Martha on LinkedIn: https://www.linkedin.com/in/martha-van-berkel/
    Follow her on Twitter: https://twitter.com/marthavanberkel
    Connect with Loren Baker, Founder of Search Engine Journal:
    Follow him on Twitter: https://www.twitter.com/lorenbaker
    Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

    • 1 hr 2 min
    Google Analytics 4 - Everything You Need To Know with Charles Farina - EP278

    Google Analytics 4 - Everything You Need To Know with Charles Farina - EP278

    Google is moving all Google Analytics to GA 4 in July 2023 and wants companies to run on GA 4 by July 2022 to have year-over-year data once the 2023 switchover begins. 
    Charles Farina of AdSwerve joined me on the SEJ show to discuss Google Analytics 4 and the implementations and customizations which can be used with this newer analytics solution from Google.
    You'll gain insight into what you can expect from GA4, how the two differ, and what you need to do to start setting up for the move.
     
    There are two critical deadlines. For most of you, it will be July 1, when the accessible version of universal processing deprecates, so you can still access your data. Still, you can't send new data to it. For 360 or the paid customers, it's going to be, I believe, October 1 of next year, which is when that version deprecates. –Charles Farina, 3:23
    If you're not using GA4 currently, it will be a big potential challenge for you in the future because when you switch over, you won't be able to do a year-over-year analysis in it. –Charles Farina, 5:42
    The thing with Google Analytics was it would seem it should never be used as the record source. You shouldn't use it to report to your boss how many purchases your business had because that should come from your purchase database like Shopify or wherever that source is. –Charles Farina, 31:11



    [00:00] - A background on Charles & why he loves analytics.
    [04:58] - Will data be lost if you don't transition in time?
    [06:14] - Will you lose the data you track before July 1?
    [09:09] - Is there an easy way to migrate the GA Universal Analytics to GA4?
    [11:15] - Recommendation for migrating in mass?
    [14:02] - Pros and cons of GA4 as compared to Universal Analytics.
    [18:39] - Will bounce rate be eliminated?
    [22:50] - Differences in what's seen on Google Console vs. Analytics?
    [27:02] - Will there be more explanation on direct traffic?
    [31:04] - What is directionality?
    [33:07] - Ways to integrate Google My Business into GA4.
    [35:17] - Is dual tagging recommended?
    [39:01] - Three concepts of attribution in GA4.
    [42:05] - Will Data Studio be recalibrated?
    [43:21] - State of UTMs.
     
    Resources mentioned:
    Measure Slack - https://www.measure.chat/
     
    It's a crucial time that we're having this conversation now because to your question, GA4 uses an entirely new data model, requiring a new implementation to get data into that product. So, in short, it doesn't carry forward any of the data you've collected in the past on the old version.–Charles Farina, 5:06
    The best practice has been until now is that you should try and run both versions side by side so that you can have 13 months of data in the new platform and eventually make it very easy to switch over now.–Charles Farina, 5:29
    Take a little time out of your day just to learn a little bit more and a little bit more about how to utilize reporting and everything else. –Loren Baker, 8:00
     
    For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
    Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.
     
    Connect with Charles Farina:
    Charles is an innovative consultant with extensive experience in helping clients, analysts and marketers unlock the full potential of their business on Google's marketing platform & Cloud.
    With more than a decade of experience, he has helped organizations worldwide understand their online presence through Google Analytics. He's done this by implementing hundreds of training sessions for enterprises, including GoPro, Starbucks & Glassdoor, among others!
    His contributions to the Google Analytics partner community earned him an excellence award. In addition to being a leading contributor on Measure Slack and Twitter, Charles can also be found at

    • 53 min
    How Decentralized Web3 Is Changing Online Publishing & SEO with Jon Henshaw - EP 277

    How Decentralized Web3 Is Changing Online Publishing & SEO with Jon Henshaw - EP 277

    Can a website or network of sites rank with little linking and multiple TLDs?

    What about a brand that’s been built over the past few years being indexed in Google News with a “.news” domain and hitting featured snippets in Google with a separate domain using a “.reviews” TLD?
    How can this be done and what can we learn from it as SEOs?
    In this episode, Jon Henshaw, SEO at Paramount+ and the founder of Raven Tools & CoyWolf, joined me to discuss his experience on Decentralized Web3.
    Jon has recently worked on many Web3-based CDN / publishing/blogging projects. Included in our discussion are insights into what this means for the future of content publishing and SEO.
    It's a place for me to test things around publishing and to get something to rank. So with that being said, I would say that one of the most interesting things that I've observed over the last year with what I've been doing is the ability to rank content really high without any outreach or link building.–Jon Henshaw, 18:47
    I always write in a way that's very that's focused on disambiguation. When I write, I mention an entity that can confirm to Google that this is what this thing is about.–Jon Henshaw, 26:13
    At SEJ, we don't do any link building. Our link building tool is our publish button. –Loren Baker, 1:04:29



    [00:00]    - A little about Jon
    [06:23] - Is the increase in videos and images in search results relevant?
    [10:05] - How Coy Wolf started.
    [17:29] - What signals are becoming stronger over the last year?
    [18:50] - One interesting thing Jon has observed in the rankings.
    [24:16] - Coy Wolf’s other experiments.
    [37:30] - A tactic for reputation management.
    [56:07] - Did search visibility for professional news & review sites increase?
    [1:01:42] - Can dot-com quality help?
    [1:07:00] - How Jon sets up his hosting.   
     
    Resources mentioned:
    https://www.coywolf.news/
    https://coywolf.app/
    https://coywolf.pro/
    https://coywolf.reviews/
    https://coywolf.surf/



    I think the latest algorithm update probably hit on things that may have to do with how much time people spend on the content before they actually click back to the search result.–Jon Henshaw, 26:38
    I definitely do the experiment and do things that many people within our field would consider not best practices. Never seen that before, or I certainly wouldn't advise doing that. But, I've learned from it that there are some things I now would suggest or recommend because it's not as bad as you thought they might be.–Jon Henshaw. 54:14
    It reminds me of the Japanese concept of Kaizen. Every mountain starts with a speck of dust, right, so Kaizen's at the thousandth step. But you have to start with step one, and you just grow and grow slowly and slowly over time. –Loren Baker, 50:43
     
    For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
    Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.
     
    Connect with Jon Henshaw:
    Jon brings an unmatched combination of experience and expertise to the world of digital marketing and web technologies. He founded Raven Tools, which became widely used in the industry after selling it to TapClicks in 2017.
    He's also no stranger to the big screen, having worked with Fortune 500 companies throughout his career. Currently, he is the Principal SEO analyst at Paramount, where you can find him directing and overseeing streaming services of Paramount+, Pluto TV, Showtime, and CBS.
    Also, as Editor-In-Chief of CoyWolf, he ensures that all stories are reported with rigorous journalistic integrity.
    Connect with Jon on LinkedIn: https://www.linkedin.com/in/jonhenshaw/
    Follow him on Twitter: https://twitter.com/henshaw
    Connect with Loren Baker, Founder of Search Engine Journal:

    • 1 hr 18 min
    The Four Day Work Week - Will It Work For Your Marketing Team with Joe Oconnor - EP276

    The Four Day Work Week - Will It Work For Your Marketing Team with Joe Oconnor - EP276

    Thinking about implementing a four-day work week?
    In this episode, Joe O'Connor of 4DayWeek.com joined me to discuss implementing a four-day week and why CEOs and HR managers should consider trying it. We also discussed the global momentum around the shift in thinking amongst companies. 
    Offering flexible working or remote working used to be a competitive advantage. It's not anymore. It's now a standard expectation.–Joe O'Connor, 13:53
    And part of the beauty around this is the quid pro quo. You know, it is the idea that this is for many leaders that have done this. They've described it as the cheapest, most efficient process improvement strategy we have ever deployed.–Joe O'Connor, 34:44
    We're going to be trying the four-day work week, and we're going to be sharing how it's worked for us. Just like we've been sharing things like being a digital-first company that has always been a virtual workplace.–Loren Baker, 40:32
    [00:00] - A little about Joe and the four-day workweek
    [04:01] - Is a 3-day weekend a great incentivizing force?
    [06:15] - Does it level the playing ground with gender equality?
    [13:10] - Why is the four-day work week suddenly taking off?
    [17:00] - How does it differ amongst countries?
    [21:35] - Recommended tools for outdated ways of working.
    [25:21] - How do you make the most of someone's natural productivity.
    [26:40] - Misconceptions about shutting down the company on a Friday or a Monday.
    [31:53] - Learn from a study from a company that moved to a four-day work week.
    People said their output, expectations, and responsibilities are the same as before we took reduced work time. And they're the same as our five-day colleagues. So what does that tell us? It tells us two things. First, we've got a gender equality problem in the workplace. Secondly, Parkinson's Law is the idea that the length of time that you've got available to complete a task that a task will expand to fill the time available for its completion. And that's something that drives the philosophy behind the four-day workweek movement.–Joe O'Connor, 05:20
    It seemed like the first one, and last one out was that indicator of who was working the hardest, and not necessarily the indicator of who was working the smartest.–Loren Baker, 15:15
    People's priorities have changed. For many people, the pandemic has forced them to realign how they value different things within their lives and what they think constitutes a reasonable life-work balance.–Joe O'Connor, 20:12
     
    Resources mentioned:
    https://www.4dayweek.com/
    For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
    Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.
    Connect with Joe O'Connor:
    Joe O'Connor is a driven and dynamic campaigner with extensive leadership experience in campaign work and organizational transitions. His passion lies with social justice issues that pertain to economic empowerment for all people globally - he's 4 Day Week Global CEO!
    Right now, Joe is leading 4 Day Week Global's pilot program, with 150 companies launching six-month coordinated trials of the four-day week in the first half of 2022 alone. These trials involve 7,000 employees from the United States, Canada, United Kingdom, Ireland, Australia, and New Zealand.
    ​​Connect with Joe on LinkedIn: https://www.linkedin.com/in/joe-o-connor-81704287/
    Follow him on Twitter: https://mobile.twitter.com/joeoc99
    Connect with Loren Baker, Founder of Search Engine Journal:
    Follow him on Twitter: https://www.twitter.com/lorenbaker
    Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

    • 45 min
    Growth Marketing vs SEO: Is There A Difference with Mark Spera - EP275

    Growth Marketing vs SEO: Is There A Difference with Mark Spera - EP275

    SEO has become a major part of marketing strategies in the past decade. 
    As Google's ranking algorithms continue to improve and change over time, businesses across all industries must now put more resources into other growth tactics that will keep them going. 
    In this episode, Mark Spera joined me to talk about  Merchant Center, Growth Marketing beyond long-term SEO investment, the marriage of AI and Content Marketing, and how to speed up SEO and work smartly.
    After 2020, SEO wasn't really always about ranking and traffic. It was about driving leads, sales, conversions, whatever it may be. And there's more to growth than just organic alone.–Loren Baker, 05:04
    Distribution and partnerships are everything, and that's the lowest cost per acquisition way of getting out there. –Mark Spera, 14:36
    If you're writing tons of content and it's a major way that you're driving, traffic and conversions on your site, the Growth Bar is for you.–Mark Spera, 11:10
    [00:00] - A little about Mark.
    [02:44] - Find out about Growth Marketing Pro.
    [05:04] - Ways to grow a company.
    [09:53] - What does Growth Bar do?
    [12:58] - What kind of companies does Growth Bar work with?
    [14:21] - Growth strategies Mark has used that helped companies.
    [18:03] - Is it advisable to use AI tools to generate 100% of your content?
    [21:34] - What Mark is doing to give back.
    [23:28] - How AI can play a part in overall marketing besides SEO.
    Resources mentioned:
    Growth Marketing Pro - https://www.growthmarketingpro.com/
    Growth Bar - https://www.growthbarseo.com/
    It really all comes down to an LTV thing. How much are you spending to get a lead? How much does that lead give you sometimes SEO's the answer, and sometimes it's not.  I think one of the most overlooked channels, in general, is wholesale or just larger-scale distribution.–Mark Spera, 06:40
    On dwell time, like Google is kind of like watching and seeing how humans are interacting with your site. So at the end of the day, if the AI is not as good as human-created content, it's not gonna rank. It's just that simple. 
    AI isn't gonna replace human content yet. I mean, there is, there's a future probably where this will happen, but I, that future isn't now, and there's not a single AI writing tool out there. I, I know because I've tried them, all that is going to like completely replace, what a human can do.–Mark Spera, 12:01
    We're not talking about the AI being a replacement for writing, we’re talking about AI being kind of an assistant or a proven assistant. –Loren Baker., 11:47
    For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
    Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.
    Connect with Mark Spera:
    Hard work, perseverance, and success are the hallmarks of Mark's story. Several years ago, he started a blog called Growth Marketing Pro to share his marketing and business growth knowledge - which has now become a six-figure passive income business! 
    Previously, he led growth marketing for venture-backed startups in San Francisco. All of this also led to the co-founding of GrowthBar, a tool for bloggers and content teams. His love for pizza was probably a big part of it, too!
    ​​Connect with Mark on LinkedIn:https://www.linkedin.com/in/mark-spera-90a62322/
    Follow him on Twitter: https://twitter.com/growthmktingpro
    Connect with Loren Baker, Founder of Search Engine Journal:
    Follow him on Twitter: https://www.twitter.com/lorenbaker
    Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

    • 41 min
    How To Dominate Google Merchant Center with Duane Brown - EP 274

    How To Dominate Google Merchant Center with Duane Brown - EP 274

    So, you want to promote your products online. Are you ready?
    Google Merchant Center is the future of ecommerce when it comes to both PPC AND SEO (including local). It is the first step to launching Shopping Ad campaigns for your products.
    In this episode, Duane Brown joined me to talk about Merchant Center, its data, the importance of feeds, and the all-around Google Shopping experience for Google's users.
     
    Your shopping feed is the most important thing you could work on, and it sets you apart from your competition because most people are not going to work on it. Admittedly, it's a bit tedious, but it's a tedious, boring work that gets you ahead.–Duane Brown, 20:53
    Google really wants to build an Amazon type of marketplace, and we all know that Amazon is all about the lowest price at the end of the day.–Duane Brown, 40:34
    I believe that Merchant Center is a hybrid of organic and shopping that may be used in the future for organic results and shopping ads. So keep an eye on that. –Loren Baker, 24:43
     
    [00:00] - A little about Duane.
    [03:07] - Does Duane do ads outside of Google Shopping?
    [04:26] - What's exciting in the Google ad scene right now?
    [07:41] - Emerging ad platforms.
    [11:38] - Why is Merchant Center important?
    [13:51] - Should SEO be involved in the Merchant Center?
    [17:33] - Tips for feed management.
    [21:22] - How to be considered a Google Shopping ranking factor.
    [22:58] - How important is shipping-time data?
    [27:22] - Recommended apps for smaller ecommerce stores.
    [29:10] - How important are tools?
    [33:17] - Why are search engines going feed-based?
    [35:26] - Merchant Center suggestion for a motorcycle dealership.
    [38:38] - Additional tips & techniques for Google Merchant Center.
    [41:58] - Can you sell services with Google Shopping?
     
    Resources mentioned:
    Google Merchant Center - https://www.google.com/retail/solutions/merchant-center/
    Triple Whale - https://trytriplewhale.com/
    Take Some Risk - https://www.takesomerisk.com
     
    Suppose you're going to run shopping ads. Whether it's paid shopping ads or you want to be on the shopping tab, which is free, you definitely need a Merchant Center to have a place to store your data.–Duane Brown, 12:26
    Retention is just becoming a bigger thing. Google realizes that if we want to have people with a better experience, we need to think about retention. –Duane Brown, 26:36
    You build a business. It's that second purchase, that third purchase, that fourth purchase –well, you turn them from a customer to a brand loyalist. That's a goal. That's the dream. –Loren Baker, 28:52
     
    For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
    Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.
     
    Connect with Duane Brown:
    Duane is a global citizen with 14 years of experience working across digital marketing and branding for clients, including ASOS, Walmart, Jack Wills, WooCommerce, RockerBox, and Wea. 
    Duane's story is one of hard work, dedication, and success. So far, his globetrotting has taken him places like Australia, where he worked at Telstra; London, the UK, working on brands such Mopp & Grant Thornton. He left London after ten weeks to go to Asia, then back home in Canada, where he landed a job at Unbounce. 
    With this opportunity came more opportunities that led him down the path toward running an advertising agency that helps ecommerce, DTC, and SaaS brands scale PPC and paid-to-advertise. 
    When Duane is not working, he travels somewhere new, checks out a restaurant on his bicycle, or delves into a book that caught his eye. 
    ​​Connect with Duane on LinkedIn: https://www.linkedin.com/in/duanebrown/
    Follow him on Twitter: https://twitter.com/duanebrown
    Connect with Loren

    • 53 min

Customer Reviews

4.4 out of 5
48 Ratings

48 Ratings

malfoxley ,

Great show!

The hosts highlight all aspects of SEO and more in this can’t miss podcast! The hosts and expert guests offer insightful advice and information that is helpful to anyone that listens!

DavisLovesPodcasts ,

Valuable knowledge across different marketing channels

Brent and his team do such as a great job curating guests from different background and experiences to distill their biggest learnings that can be applied to my own business.

Katie Joy B. ,

SEO Made Simple

Brent and his incredibly knowledgeable guests are making SEO simple and accessible to everyone! If you manage a website of any kind this is a must listen. You'll find heaps and heaps of high-quality education accompanied by actionable tips that you can start putting to use TODAY. Thanks for putting out such a great show Brent - keep up the great work!

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