The In Search SEO Podcast

The In Search SEO Podcast

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New York, NY
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In Search is a weekly SEO podcast featuring some of the biggest names in the search marketing industry.

Tune in to hear pure SEO insights with a ton of personality!

New episodes are released each Tuesday!
Posts

In Search [Episode 88]: Is It Time for SEOs to Adopt a Growth Mindset?



The famed Yuriy Yarovoy explains how adopting a growth mindset has helped him take his SEO and marketing overall to another level: 

  • How a growth mindset relates to SEO and how it opens new opportunity 
  • What does a growth mindset in the context of SEO actually look like? 
  • Why SEOs have not yet adopted the growth mindset 


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In Search [Episode 87]: Is Amazon Targeting SMBs with Search Ads?

Jason Dodge joins the podcast to share his discovery around Amazon's use of Search Ads to compete with SMBs:

  • How Amazon might be leveraging Search Ads to compete with local suppliers in unexpected ways
  • What Amazon's paid search strategy implies about the overall direction of the platform
  • How Amazon's use of search ads might impact competitor's ad budgets negatively


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In Search [Episode 86]: White Hat Ways to Build Links!

Hayk Saakian joins the podcast to share novel ways to build links, offer value, and stay within Google's guidelines all at the same time!

  • Creative ways to build links and offer added value
  • How to think outside the box when it comes to link building
  • How to use niche level strategies to legitimately gain links


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In Search [Episode 85]: The Art of Repurposing Google Reviews


GatherUp CEO Aaron Weiche joins the podcast to share novel ways you can repurpose online reviews!

  • How to repurpose your reviews in ways you never thought of
  • How to get smart with repurposing the right reviews at the right time
  • Where you should be showcasing your Google reviews and how to do it

Plus, why the age-old advice of writing content for Featured Snippets might not be the best idea.

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In Search [Episode 84]: The Ins and Outs of SEO for eCommerce Sites


The fantastic Nik Ranger joins the podcast to discuss what goes into doing SEO for eCommerce sites:

  • From technical elements to content – what should eCommerce SEO focus on?
  • How changes in online shopping impact SEO for eCommerce
  • A look at structured data and Featured Snippets for eCommerce

Plus, we dive into the entity sites Google shows inside the Knowledge Panel!

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In Search [Episode 83]: The Trials & Tribulations of Getting an eCommerce Blog Done Right


The wonderful Orit Mutznik joins the podcast to share her thoughts on what makes a commerce blog effective (and what doesn't):

  • Aim to sell or aim to inform, what are you really trying to do with a commerce blog?
  • How hard do you push your commerce content on your commerce blog?
  • What works, what doesn’t, and why so many commerce blogs are ineffective!

Plus, what makes a good SEO study good?

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In Search [Episode 82]: Driving the SEO Conversation Forward - John Mueller Speaks!


The great John Mueller joins the podcast to share his thoughts on interacting with the SEO industry:

  • How talking to search marketers of all levels impacts the SEO dialogue
  • Handling the problems of SEOs and the complications that come with it
  • On dealing with SEO controversy

Plus, we take a look at Google’s ability to update entities in a flash!

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In Search [Episode 81]: Taking Your Local SEO to the Next Level


Mark Bealin joins the podcast to discuss how to differentiate your local SEO:

  • How to think strategically about local SEO
  • Why strategic local SEO beats out a more tactical approach
  • How links and reviews fit into the strategic mindset

Plus, we take a look at why the COVID-19 SERP seems to have stabilized!

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In Search [Episode 80]: Are Google's Core Updates Working?


Lily Ray is here and she’s spinning out depth into Google’s core updates!

We get into:
  • The relationship between the core updates and E-A-T
  • Are the core update effective?
  • How should you approach Googles massive updates?

Plus, we talk about the mindset needed to create truly authoritative content!

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In Search [Episode 79]: Chasing Google's Algorithm & SERP Feature Trends


The great Dr. Pete joins the podcast to share his experiences and thoughts on analyzing Google's updates and SERP feature trends:

  • Why analyzing Google's algorithm updates are even more complex than many think
  • Why SERP feature trends play an important role in SEO
  • How to understand Google by looking at what's changing on the SERP and in the algorithm

Plus, we look at how effective Search as Journey really is and how it can improve dramatically!

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In Search [Episode 78]: Offering Your Clients SEO Metric That Instill Confidence


Steven Long joins the podcast to offer his insights on which SEO metrics make your clients feel secure (and to share some content wisdom as well):

  • What metrics should you be sending your clients?
  • How to smooth things over with new clients who have been burned by fake metrics
  • What works when creating content for a very niche local business?

Plus, Google's free product listings are putting the search engine between a rock and a hard place... here's why!

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In Search [Episode 77]: A Fresh Take on FAQs for SEO


Ashley Segura the mad hatter of Top Hat Rank joins the podcast to offer a fresh look at FAQs for SEO!

  • Why a good FAQ is super helpful for your SEO One massive FAQ? Multiple categorized FAQs?
  • How to craft your FAQs!
  • From markup to media, how to enhance, track, and judge the effectiveness of your FAQs!

Plus, we look at CTR on the SERP when ranking above the fold vs below the fold!

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In Search [Episode 76]: Mining Google Patents for SEO Gems


SEO legend Bill Slawski joins us today for a sweeping look at what patents tell us about Search!

We get into:

  • How to approach a Google patent
  • Why the information within patents is incredibly important to doing SEO
  • What trends the patents have revealed about what Google is looking for

Plus, Google just released something that’s set to change the content landscape… here’s why top-level content will die a horrific death by the SERP!

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In Search [Episode 75]: Creating High-Performing SEO Content


Yosef Silver, SEO and culinary expert, joins us to talk about creating that content that coveted content that ranks well, reads well, and shares well!

  • We’re getting into: Search-ability, shareability, and how to create content findable content that pops!
  • Tips and tricks for a content structure that engages
  • How to achieve content zen. Finding a good content balance

Plus, why refusing to look at content, the SERP, and SEO with fresh eyes is killing you.

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In Search [Episode 74]:The Hidden World of Content Syndication for SEO Revealed!

This time we’re talking syndicated content and SEO with Alli Berry who knows the dark inner-workings of syndication!

We’ll get into:

  • Is content syndication right for your site? Is it even worth it?
  • What happens when your syndicates outrank you with your own content?!
  • Does Google do a good job handling syndication and what can you do when it doesn’t?

Plus, there’s so much to talk about as Google has officially invaded your site with text highlights! We’ll jump into all the drama from Google’s expanded use of scroll-to-text + highlight from the Featured Snippet.

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In Search [Episode 73]: What You Didn't Know About Google's SERP Features


Kevin Indig is here to work your brains with a SERP feature deep dive! We’ll get into:

  • SERP features and the notion that they are organic
  • The topic layer, what is & why you should care
  • Google's targeting users via SERP features

Plus, we ask if the ranking signal is a thing of the past (relatively speaking)!

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In Search [Episode 72]: Finding More Leads for More SEO Clients


Deepak Shukla of Pearl Lemon stopped by to talk about targeting new SEO clients.

We get into:

  • How to find more good leads for more good SEO clients
  • Has the market shifted? Is SEO passé and should you be peddling "organic growth?”
  • How to push hard to get those new clients without coming off as spammy

Plus, we show why you should not take a new course of action based solely on trends data!

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In Search [Episode 71]: Helping Your SEO Career by Building Your Credibility


Rich Tatum joins us to talk about something very important for your career… your reputation!

In this episode we cover:

  • How to build sustained credibility in the SEO sphere
  • How to leverage your SEO credibility to the benefit of your career
  • How being a specialist or generalist plays into your reputation within the SEO community

Plus, we go deep into what Google may have been looking for during the May 2020 Core Update. That’s right… site-level patterns from the core update!

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In Search [Episode 70]: Running SEO Audits Like a Champ


Matthew Tenney of GlassesUSA joins us to talk about all things SEO audit!

  • When and how to run the most efficient SEO audit possible
  • From among the piles of data, how to know what to focus on when doing an SEO audit
  • How to best qualify the data you get back from an SEO audit

Plus, we go into the May 2020 Core Update... its roll-out, its impact, its scope and size, etc!

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In Search [Episode 69]: Doing SEO on Sites During the COVID-19 Pandemic


The podcast welcomes Simon Cox who shares how he’s handled sites in the wake of COVID-19:

  • What changes have COVID-19 brought to both local and non-local sites?
  • How to approach content generation during COVID-19 as intent has changed so drastically
  • What to consider about working on your site’s optimization post-crisis

Plus, how to stay in touch with what Google’s up to… tips on keeping your ear to the SEO ground!

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In Search [Episode 68]: How Psychology & UX Combined Can Drive Sales to New Levels


Today we have a UX aficionado for you! Khalid Saleh, CEO of Invesp opens up the world of using psychology to create a UX that converts!

  • How to speak to user psychology with your UX in order to boost sales
  • How to drill deep into the user mindset and build UX that aligns with it
  • What messages do you want your UX to send & how do you send them?

Plus, we take a look at what’s likely competing with your Featured Snippets for user attention!

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In Search [Episode 67]: Getting the Finer Points of Your GMB Listing Right


SEO whisperer Colleen Harris of Sincro chats with us about the finer points of your Google My Business listing. We’ll cover:

  • Why department listings in the Local Panel are super important and how to set them up without screwing them up
  • How to expedite the listing verification process, no pain tips
  • How local SEO can show value to a website

Plus, how the COVID-19 SERP is a glimpse at all future SERPS!

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In Search [Episode 66]: Getting the Scoop on Covering the SEO Industry News


George Nguyen joins the show to discuss what goes into covering the SEO news.

  • Does Google frustrate the news reporting process?
  • How to see past the facade and find the SEO truth
  • How to balance reader intrigue while not sacrificing your soul - tips on staying SEO objective no matter what!

Plus, 15 days of insane rank fluctuations! We dissect one the weirdest and most bizarre algorithm update patterns we’ve ever seen… and of course… tie it all back to COVID-19.

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In Search [Episode 65]: The World of Google Search from the Lens of Confirmation Bias


We welcome the podcast’s first-ever repeat guest, the one the only, the magnificent and always pleasant Carolyn Lyden joins us to chat it up about the pros and cons of confirmation bias in digital marketing!

  • How can confirmation bias both help and hinder your digital marketing efforts
  • How far can you push confirmation bias in your marketing without being unethical? Where are the lines?
  • How does confirmation bias impact our favorite search engine?

Plus, they’re here, they’re there… Google is spraying COVID-19 results around everywhere…. We dive into what’s happening, why it’s happening, and what it might mean for you!

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In Search [Episode 64]: Life as an SEO Agency: The Ups, The Downs, The Ins and Outs


Rachel Slovin of Kahena Digital chats with us all about how to push your SEO agency and/or SEO team forward:

  • How to handle hard times while maintaining a growth trajectory
  • How to best allocate resources and teams and stay current so your team doesn't become stale!
  • And when times are good... how do you know when it’s time for your SEO team to grow?

Plus, we get into life under the weight of COVID-19 and some tips on working at home from two serial remoters… our own hosts!

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In Search [Episode 63]: What to Do When Apps Steal Local Site Traffic


Amy Toman is here to chat about apps stealing your local traffic away!

  • What threat do on-demand apps pose to local search traffic?
  • Which niches are most susceptible to losing local traffic to apps?
  • How can local businesses recapture traffic lost to apps?

Plus, we dive into how rank tracking has changed and how you might want to reconsider how you monitor your rankings.

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In Search [Episode 62]: Balancing SEO, Your Life, & Mental Health!


Special guest Kelly Stanze joins the podcast to talk mental health in the SEO sphere.

  • How to create a work/life balance
  • How to deal with the demands of an SEO life while struggling internally
  • What needs to change in the SEO world for there to be a better mental health environment


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In Search [Episode 61]: How to Handle Bad Backlink Profiles


Super awesome, craft beer drinking, link profile analyzing guest for you today! Cass Downton is here to get your bad backlink profile expunged:

  • To disavow or not to disavow, of course, we asked that question!
  • At what point does Google say enough is enough when looking at low-quality links? What’s the deal with links and authority?
  • How links factor into the E-A-T equation!

Plus, if you want to avoid being clobbered by a core update, here are some content creation tips for you!

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In Search [Episode 60]: Systematically Onboarding New SEO Clients


We sat down with the magnificent Heather Physioc to discuss how to get your clients on board with your SEO program:

  • How to get your SEO clients to invest more time into what you’re preaching!
  • The nitty-gritty details of what good client communication looks like!
  • How to get into your client’s head so that you know how to speak their language! Plus, BERT is back!

We pick apart Google’s segmented news carousels. What’s working, what’s not, and what’s really freaking interesting!

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In Search [Episode 59]: How to Keep Your Intent Targeting... on Target


The great Jessica Levenson joins us to talk about how to actually doing what we say we ought to do when trying to create targeted content:

  • How to take the dream of targeted content and then actually write it
  • How to make sure your content actually aligns to your target audience
  • Where targeted content is heading as SEO evolves

Plus, we put Google’s relationships on the couch as the search engine has taken yet another entity understanding advancement!

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In Search [Episode 58]: Can SEO & PPC Coexist?


The one and only Navah Hopkins joins us to talk about the relationship between SEO and PPC:

  • Dispelling the myths about SEO and PPC as marketing opponents
  • How to create a unified approach to SEO and PPC
  • How SEO and PPC work together uniquely in specific verticals

Plus, everything and more of everything on Featured Snippet de-duplication.

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In Search [Episode 57]: How Accurate Are Google's Results?


The wonderfully wonderful Jenny Halasz chats it up about Google’s ability to offer nuanced results on the SERP:

  • Is Google living up to the hype? Does it consistently offer clear and nuanced results?
  • How’s that whole BERT thing working out at this point?
  • Where are the gaps in Google’s interpretation skills and what does that mean for your site?

Plus, we breakdown how Google uses its entity understanding and Story expansions for pure marketing genius!

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In Search [Episode 56]: Getting Local SEO Competition Analysis Right


Cori Graft of Seer Interactive joins the show to talk about how to analyze the competitive field at the local level:

  • What metrics should you focus on when analyzing the local competition?
  • How to find, analyze, and track local competitors at scale!
  • What going beyond proximity means for your local competition analysis! 


Plus, we have the data! Jump into the data on the recent Jan 2020 Core Update!

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In Search [Episode 55]: BERT & SEO - Getting the Story Straight


Big time guest with us as The Women In Search SEO Series continues with the one and only Dawn Anderson who gets into everything BERT and SEO:

  • Clear & understandable details on how the heck BERT actually works
  • The real story on how BERT’s implications will hit SEO
  • What better contextual conceptualization means for content

Plus, we take a look at how the very fabric of the SERP might be changing!

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In Search [Episode 54]: What's Changed in the Quality Raters Guidelines & Why It Matters


It’s 2020 y’all and we’re kicking it off with a living legend. Jennifer Slegg chats it up with us about the Quality Raters Guidelines!

  • Why Google has changed its language around YMYL
  • The meaning of Google shuffling around its categorization of YMYL sites
  • The ever-controversial relationship between the Quality Raters Guidelines and Google’s algorithm

Plus, we jump into the crap people are saying about doing SEO in 2020!

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In Search [Episode 53]: The Top Moments from The In Search SEO Podcast 2019!


From the nuances of E-A-T to when you should consider SEO automation to Fraggles to having a diverse professional background when doing SEO... these are our top 10 moments on The In Search SEO Podcast in 2019!

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In Search [Episode 52]: Making Your Brand & Products Discoverable on Google & Beyond


This week we talk about being discoverable with the CEO of Directive Consulting, Garrett Mehrguth!

  • How to be discoverable by gobbling up as much market share as possible
  • Taking advantage of review sites for discoverability
  • Where Search fits into the discoverability picture

Plus, we take a look at the impact of the holiday season on the presence of PLAs on the SERP!

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In Search [Episode 51]: Finding Content Marketing Opportunities


This week we talk content opportunities with the author of Marketing Now, as the one, the only David Bain joins us!

  • Where the emerging content opportunities lay
  • How to best utilize audio and video content
  • Unifying online and offline content

Plus, we talk about the impact of the November 2019 Google Local Update on Local Pack Rankings - get ready for a wee bit of data!

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In Search [Episode 50]: Looking Back at SEO in 2019


Ross Tavendale of Type A Media joins us to reflect back on the major trends in SEO brought to us in 2019!


  • Where we’re at with links, nofollow hints, news links, spammy links, and the future of links
  • Featured Snippet clicks, no clicks, more clicks - everything clicks in 2019 and how to move forward
  • The role of the Quality Raters Guidelines, links, and technical SEO in ranking now and going forward

Plus, what you can learn from Google when designing and creating content for your site!

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In Search [Episode 49]: Grabbing Hold of Your Online Reputation with SEO


The great Ari Roth of Five Blocks joins us to talk about crafting your online reputation from an SEO perspective!

  • How to maintain control of your brand’s narrative using Search
  • Using the SERP to manifest your brand positively
  • Handling inaccuracies that impact your brand’s identity when they appear within a Google property

Plus, is Google evil? The Wall Street Journal seemingly thinks so! We pick apart their article and the industry’s peculiar response to it!

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In Search [Episode 48]: Online Reputation Beyond SEO


Former Search Engine Land editor and current AimClear VP of Product Innovation, Michelle Robbins, joins us to talk about online brand reputation in the modern web era:

  • Online reputation beyond links - expanding the SEO mind
  • How to handle negative brand presence online
  • Beyond gimmicks - how to build positive brand sentiment

Plus, we go into what might be a new way that Google is rolling out its algorithm updates!

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In Search [Episode 47]: How to Do SEO for New Websites


Matt Giovanisci joins the show to explore the wide world of SEO when building a new site:

  • What technical and design considerations should be on your mind when creating a new site so that you rank well?
  • How to take an abstract plan and turn it into a concrete content and branding strategy for your site!
  • How to build links for a new site and rank for keywords when you’re the newest site on the block!

Plus, we explore BERT… Google’s new and super-advanced algorithm for understanding the words to, of, and for…. Well, it’s more complex than that… all in good time. 

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In Search [Episode 46]: Understanding the Underpinnings of Structured Data


This week we have the wonderful, the delightful, the musical, Jason Barnard here to talk with you all about rich results & structured data markup:

  • Why the "block construct” is so important to Google & what it means for your rich results
  • The changing relationship between rich results and traffic to your site
  • Thinking about structured data beyond clicks

Plus, we take a look at what you could do after being hit by a core update!

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In Search [Episode 45]: Are We Thinking About SEO Automation the Wrong Way?!


This week we talk to the great Nati Elimelech, the CEO of SEO Israel, all about SEO automation:

  • Why you’re really not taking advantage of SEO automation as you should!
  • Who should be using SEO automation and when!
  • How to make sure you don’t go too far & get too lost in the world of SEO automation!

Plus, we explore Google’s new "original source” algorithm modification and the complications that arise from it!

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In Search [Episode 44]: Dealing with the Evolution of Featured Snippets


Featured Snippet aficionado, Nigel Stevens, joins us to discuss his outlook on the zero-position box!

  • What tips the scales when Google chooses content for its Featured Snippets?
  • How to use Featured Snippets to understand keyword intent
  • How should you structure your Featured Snippet strategy & what should you expect from it

Plus, we look at the whole nofollow attribute kerfuffle. What happened, what’s going on, and what to make of it all!

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In Search [Episode 43]: Cultivating the Cornerstone of Success When Doing SEO at Scale


The legendary Stephan Spencer joins us to offer a truly holistic, if not downright spiritual look at doing SEO at scale and doing it successfully!

  • The role of team building when doing SEO at scale
  • How to find the right team for the right SEO tasks
  • The actions you can take to develop your SEO team the right way

Plus, subdomain leasing…. Are you kidding?!

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In Search [Episode 42]: A Behind the Scenes Look at SEO Consultancy


Do not blink because we have the industry’s fastest and brightest here for you today… the one, the only Aleyda Solis will join us to talk all about SEO consultancy!

  • Why SEO consultants should specialize
  • How to build a healthy working relationship with SEO clients
  • How to bring true value to your clients

Plus, zero-click searches... are they really the end of the world? And no, Featured Snippets are not the great savior, so what is?

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In Search [Episode 41]: Thinking about Your Blog from an SEO Perspective


Get ready and get set as Matthew Woodward joins us as we get into your blog’s performance.

  • How to decide on your blog’s identity & purpose (and find your niche)!
  • Being active & out there in order to find the right topics for your blog
  • Where and how does SEO fit into your blog’s success?

Plus, we take a data-filled look at Google’s core updates to see if they are really that much more impactful than your run-of-the-mill Google algorithm update.

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In Search [Episode 40]: Optimizing Your Landing Pages for Google Ads Success!


The founder of Klientboost, Johnathan Dane, joins us to share his wisdom on how to optimize those landing pages for Google Ads!

  • How to set up your landing pages for optimal Google Ads performance
  • How to get users to click that CTA once they move from an ad to your site
  • Ad copy or landing page copy? Which is more important & how closely does ad and page content have to align?

Plus, how does Google know which health content is quality and which health content is quack?!

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In Search [Episode 39]: What Goes into a Good SEO Webinar?


This week we have master webinar creator, Anton Shulke, the head of Video Content at SEMRush, who comes on to discuss SEO webinar creation:


  • Which guests make the best guests & how to handle difficult guests
  • Which webinar and video formats are the most engaging
  • What technical considerations are the most important when creating a webinar


Plus, we get into some tips for building SEO knowledge and insights!

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In Search [Episode 38]: The World of SEO According to Barry Schwartz!


This week the brilliant, the magnificent, the noble, Barry Schwartz will talk SEO shop with us as we get into:

  • The state of the SEO industry according to Barry
  • The state of Google and its approach to search and the SEOs who optimize for search
  • The state of the man himself, we get into what it’s like to be Barry Schwartz!

Plus, is your SEO strategy playing right into Google’s hands?

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In Search [Episode 37]: Creating Content in the Age of Google as a Discovery Engine


VP of Content Strategy at AimClear, the great Mark Traphagen will join us to talk about how Google’s shift to being a discovery engine changes the content landscape:

  • How does ‘search as a journey’ impact your content creation?
  • How can you develop a content strategy that aligns to Google’s tendency to guide users to a greater extent?
  • Why having a ‘content mindset’ is more important than ever & how to prioritize your content efforts in this new world of Google!

Plus, we pick apart the latest Google algorithm update, the unconfirmed July 2019 update, which as you shall see was quite… weird.

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In Search [Episode 36]: What's Stopping Your Site from Converting?


This week we speak to CRO specialist and table tennis champ Dave Hyman all about:


  • Which traffic sources convert at the highest rates?
  • Site speed, UI, UX… which technical elements can kill your conversions if not optimized correctly?
  • What tests to run and how to create surveys to ensure your conversion program is on the right track

Plus, we take a look at PageRank and links and why Google wants to move away from both.



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In Search [Episode 35]: Winning on Both YouTube and on the Google SERP!


This week we welcome video marketer extraordinaire, Itamar Blauer who comes on to share his expertise on:

  • Tips, tricks, and general advice when optimizing your videos
  • Breaking down video creation barriers
  • How to get your videos to rank well on both YouTube AND on the SERP

Plus, why you should start thinking of EVERYTHING from an entity perspective!

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In Search [Episode 34]: The Best Ways to Analyze Your SERP Competitors


This week we welcome Investing.com’s Igal Stolpner who joins us to shed light on search competition analysis:

  • How to know which competitors you should or should not focus on
  • How to qualitatively gauge a competitor’s threat level
  • How to be both innovative and effective when creating an SEO strategy based on your competition analysis

Plus, we look at how the length of Featured Snippets has changed and what that might mean for your site’s traffic!

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In Search [Episode 33]: Fully Leveraging Google Posts (& Q&A Feature)


This week we are going local again with the most electric personality within the world of local SEO the great, the grand, the gifted Greg Gifford who comes to discuss:

  • From copy to images; how to optimize your Google Posts
  • How to use Google Posts to promote your business
  • What mistakes you should avoid when working with the Local Panel’s Q&A feature

Plus, we talk about the need for uniformity within the SEO industry.

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In Search [Episode 32]: On the Health of Local Search


This week we have none other than the grandmaster of local SEO, Professor Maps himself, Mike Blumenthal to share his local SEO wisdom with us:

  • Do local marketers need to hop on the paid search bandwagon?
  • What is the real story with Google My Business monetization?
  • The role of reviews in local ranking

Plus, we take a look at how Google is further developing its Topic Layer.

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In Search [Episode 31]: Black Hat SEO Beyond the Taboo


Today we speak with Glasgow’s most prominent SEO expert, the straight-talkin' Craig Campbell about the myths of black hat SEO:

  • Can black hat SEO techniques be effective if done properly?
  • Where are the lines between white hat and black hat SEO? Is black hat SEO's bad reputation justified?
  • Is it really "immoral?”

Plus, we look at a new level of customization on the Google SERP!

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In Search [Episode 30]: How to Build Your E-A-T Profile


In this episode, we welcome the fantastically fantastic Alli Berry of the Ascent to talk all about E-A-T - "Expertise, Authoritativeness, Trustworthiness.”

  • The difference between expertise, authority, & trust
  • How to build up your E-A-T profile for different types of YMYL sites
  • Beyond the bio, how to build up your authorship credibility

Plus, we dive into some data on the latest Google Update, the June 2019 Core Update!

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In Search [Episode 29]: The Right Language for the Right UX


Big time guest this week as we welcome Stoney deGeyter who shares his wisdom on the right language for the right UX:

  • Creating language to deal with Google’s multiple intent targeting 
  • The right language for the right UX for both traditional AND voice search
  • The role of UX within Google’s algorithm


Plus, we breakdown the mobile’s SERP’s new design… Are organic result favicons really a win for sites?

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In Search [Episode 28]: How to Analyze & Approach Google's Algorithm Updates


The great SEO experimenter and innovator Dan Petrovic hits the airwaves with us to explore the deep dark depths of Google’s algorithm:

  • Is there something new brewing within Google’s algorithm?
  • Are Google’s confirmed updates a red herring that distract us from even bigger algorithmic changes?
  • What’s the best way to approach a Google update?

Plus, we look at rank stability trends over the past few years to see if maybe there is something deeper to Google’s recent "quiet” period!

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In Search [Episode 27]: The Power of the Full Stack Writer for Your SEO & Marketing!


We have an amazing show for you! Content all-star Kameron Jenkins comes on to talk about the ever-versatile full stack content writer.

  • The advantages of having a content generalist over a content specialist
  • How to find balance when writing any and all forms of content
  • How content marketers can compensate for a lack of topical knowledge

Plus, we analyze the implications of the announcements made at Google I/O 2019 and Google Marketing Live!

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In Search [Episode 26]: How to Effectively Build Local Links

We speak to link building maven Garrett French all about local link campaigns:

  • How to target a local site for link outreach
  • Making even the blandest local business a linkable proposition
  • Making sure your local link campaigns are diverse and location appropriate

Plus, we take a look at the development of Google’s Topic Layer in the Knowledge Panel

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In Search [Episode 25]: Mastering the Consumer's Search Journey with Intent Analysis

In this episode we talk to Jeannie Hill, the founder of Hill Web Creations all about intent & how it shapes the consumer's search journey:

  • The role of intent in the consumer's path towards conversion
  • Addressing consumer bias as part of the intent equation
  • The advantage of targeting intent gaps

Plus, we discuss the possibility of Google heavily monetizing Google My Business.

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In Search [Episode 24]: Best Practices When Utilizing Google Ads Automation

Joining us is Zack Bedingfield of CallRail who shares his wisdom on all things automation inside of Google Ads:

  • What should you automate in your Google Ads campaigns? What shouldn’t you?
  • What automation works best for what Where is the future of Google Ads automation heading!

Plus, we talk about the long term impact of Featured Snippets on your site’s traffic.

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In Search [Episode 23]: What Local Google Features Are We Too Easily Passing Over?

Joining us is Niki Mosier of SEER Interactive to get us caught up on the hidden world of local SERP features.

  • What to consider when creating Google Posts
  • What local features are we all forgetting about & how can you capitalize on them?
  • Where we stand in tracking local SERP feature progress

Plus, we take a hard look at how advantageous it is for multinational companies to focus on voice search.

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In Search [Episode 22]: How to Optimize Your LinkedIn Account for SEO

In this episode, we welcome LinkedIn expert Yoel Israel of Wadi Digital who discusses:

  • What you can do to get your LinkedIn and your business's LinkedIn profile on the Google SERP
  • Getting your LinkedIn content noticed
  • How to make your LinkedIn profile more "linkable”

Plus, we analyze the effectiveness and purpose of getting into a Google update at the site level.

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In Search [Episode 21]: Pay to Play? Is Organic Search, Social Media, & Branding Dying?

In this episode, we welcome the world-renowned Lukasz Zelezny who discusses all things "organic" with us:

  • Why organic search is stronger than ever
  • Organic brand building
  • What still works on social media without having to pay for it

Plus, we delve into how machine learning has changed what keyword research should look like!

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In Search [Episode 20]: From KPIs to Voice Search - How to Get Content Marketing Right

In this episode, we welcome content strategist supreme Liraz Postan who:

  • Analyzes the latest trends in content & voice search
  • Breaks down which content marketing KPIs are worth your while
  • How to consider your audience’s post-click behavior

Plus, we bite into some of the data we analyzed on the March 2019 Google Core Update!

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In Search [Episode 19]: Moving Beyond the Cliches of Enterprise SEO

Today we smash enterprise SEO cliches with all-star expert Eli Schwartz!

  • Going beyond writing more content... how enterprise sites should think about content creation
  • The issue of user intent facing enterprise sites
  • What brings true efficiency to an enterprise SEO team & how they can best allocate limited resources!

Plus, we discuss large-scale increase to mobile Image Thumbnails!

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In Search [Episode 18]: Targeting Users, Staying Creative, & Building Team Harmony with Content Pillars

In this episode we hear from content and SEO expert Carolyn Lyden as we get into content strategy:

  • Thinking about brand identity when setting up content pillars
  • How to best target users with your content while keeping a dash of inner creativity alive!
  • Learn a great way to create harmony between your content and SEO teams!

We’ll also have a look at the most recent Google Update and some new SERP feature trends data.

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In Search [Episode 17]: Influencer Marketing with an Eye on SEO

This week we speak to the internationally renowned Shane Barker all about influencer marketing and how it intertwines with SEO:
  • How influencer marketing can impact your SEO efforts
  • Engaging in meaningful influencer marketing all while staying entirely white hat
  • Staying on target with your influencer marketing for strong SEO

Plus, we weigh in on Google using CTR when looking to rank sites!

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In Search [Episode 16]: The Increasing Importance of Mobile Page Speed

In this, our 16th episode, we talked with Stephen Alemar and Russell Jeffrey of Duda all about site speed and mobile UX:

  • Why site speed and mobile UX are more important than ever!
  • Where does mobile page speed and UX sit on the SEO totem pole?
  • Has AMP faded out of relevancy? Was it ever really relevant?


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In Search [Episode 15]: Local SEO - Proximity, Reservations, & Voice Search Monetization!

This week we talked to the king of Local SEO SERP features the one and only Sergey Alakov!

  • What role does proximity play when optimizing for local intent?
  • Will Reserve with Google become a must for local businesses?
  • Why might local be the optimal way to monetize voice search?

Plus, where do the richest SEO insights lay, Google updates or the Quality Rater Guidelines?

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In Search [Episode 14]: Entity Indexation and the Future of Google Search

This week SEO guru Cindy Krum joins the podcast to discuss how mobile-first indexing might have more to do with entities than mobile! Go deep into some heavy SEO theory as Cindy shares how Google's focus on entities changes everything from how Google crawls the web to how Google is creating a more universal understanding of entities!

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In Search [Episode 13]: How Small Brands Can Win the Keyword War!

This week the CEO of the ClickGiant SEO agency, Jerry Cahalan, comes on board to discuss keyword and content strategy for small and mid-sized brands:

  • What can these brands do to win the keyword war?
  • Where should their focus be?
  • How can small & mid-sized brands ensure their keyword research produces relevant content?
  • How do you best measure your progress here?


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In Search [Episode 12]: How You Can Leverage Google's Local SERP Features

In this episode we talk to Brodie Clark and delve into how businesses can best take advantage of Google’s Local SERP features:

  • How can a business best leverage some of Google’s latest updates to the Local Panel and Local Pack? 
  • Should you opt-in to the message feature in the Local Panel? 
  • How can you capitalize on Google Posts and to what extent? 
  • How should brands go about product placement in the Local Panel? 
Also, we look at some new and exclusive data on hotel local packs!

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In Search [Episode 11]: How You Can Compete with Big Brands on the SERP!

This week we interview Andrew Optimisey and get his take on what small brands can do to compete on the SERP:

  • What role does a unique selling proposition/point play when competing with a multinational brand?
  • How can you keep up with the link building of big brands?
  • Where does technical SEO fit into brand competition on the SERP?


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In Search [Episode 10]: How to Uncover User Intent & Who's Responsible for Confirmation Bias?

This week on the podcast our hosts focus on both user intent and confirmation bias. Specifically,

  • Determining Google keyword intent: 3 easy steps to getting a solid intent understanding Google or users?
  • Who’s responsible when it comes to confirmation bias? 


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In Search [Episode 09]: Where Do We Stand with SEO After 2018?

This week our hosts Mordy Oberstein and Jacqueline Harkam reflect back on SEO in 2018:

  • What were the three most important developments in SEO during 2018?
  • Where is SEO heading in 2019?
  • How did voice search stack up over the course of the year?


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In Search [Episode 08]: Another Major Google Ads Shift & Google Goes to Congress - What Should Have Happened!

In Episode 08 of the In Search SEO Podcast our hosts Mordy Oberstein & Jacqueline Harkham explore: 

  • Big Google Ad and PLA swings (again)! What's going on? 
  • Google goes to Washington but did anything come of it? 
  • What happens when SEO theory becomes a reality for booking sites? 
  • Is blogging still worth it?!




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In Search [Episode 07]: Does Google's Search Philosophy Leave It Predisposed to Filter Bubbles?

In Episode 07 of the In Search SEO Podcast our hosts Mordy Oberstein & guest host Kim Rognes explore:

  • Search filter bubbles & the possibility of Google's approach to search resulting in them
  • Huge decreases in ads on the SERP worldwide!
  • What happens when Google tries to meet too many user intents on the same SERP?
  • Is the Reserve with Google program heading towards monetization?


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In Search [Episode 06]: Zero Organic Result SERPs - The What & The Why

In Episode 06 of the In Search SEO Podcast our hosts, Mordy Oberstein and Jacqueline Harkham, explore zero result SERPs!

  • Why Google brought them back
  • How this instance is different from when Google first tried zero organic result SERPs
  • The overall impact of no organic results on the SERP


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In Search [Episode 5]: Where Google Goes Wrong by Just Showing Popular Search Results

In Episode 05 of the In Search SEO Podcast we explore:

  • What is Google's ethical duty towards its search results?
  • Will SERP commenting for live sports events have an SEO impact?
  • Data on video carousel and Image Box drop-offs
  • How to properly frame the question surrounding Google's ability (or lack thereof) to use authorship as a ranking factor


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In Search [Episode 4]: No Link Needed? Is a Mention Enough? Is Voice Search Trustworthy?

Episode 04 of the In Search SEO Podcast our hosts, Mordy Oberstein and Jacqueline Harkham tackle:

  • Is offering a mention, with no link, enough when citing a source?
  • When Google mentions 'linking naturally', is that really possible?
  • The implications of the rise in the People Also Ask SERP feature
  • What user trust in chatbots means for voice search commerce


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In Search [Episode 3]: Do Multifaceted Featured Snippets Have a Real Impact? Is RankBrain Over-Hyped?

In episode 03 of the In Search SEO podcast our hosts, Mordy Oberstein and Jacqueline Harkham dive into:

  • New Discover More Places data How impactful are Multifaceted Featured Snippets... really?
  • Are SEOs too focused on RankBrain?
  • What's new in the world of voice search and what is the SEO industry still glossing over?


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In Search [Episode 2] - Is AMP a Ranking Factor & What Brings Up the Explore Panel?

In this episode of In Search our hosts, Mordy Oberstein and Jacqueline Harkham discuss:

  • How often does the Explore Panel appear on the SERP?
  • Is AMP a ranking factor?
  • Google's Knowledge Panel relationship building
  • The latest SEO news with full analysis


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In Search [Episode 1] - Authorship for YMYL Sites & Featured Snippets vs. Title Optimization

In this, the first episode of In Search: Making SEO Small Talk, a weekly SEO podcast, we analyze the latest news coming out of the SEO industry, talk tips for creating authoritative authorship when lacking official credentials, and whether or not you should focus first on Featured Snippets or creating highly clickable titles. 

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