Fastlane Founders and Legacy with Jason Barnard: Personal Branding, AI Strategies, and SEO Insights for Visionary CEOs

Anton Shulke talks with Jason Barnard about looking back on the groovy years and looking forward to the years ahead. Anton Shulke (The Livestream Guy) is a livestream production manager. Since 2015 he has been working on live events, webinars and podcasts for major players in the SEO industry like Semrush, Duda and smaller companies like Kalicube. As of 2020, he has worked as production manager on over 100 episodes of the Kalicube Tuesdays series of livestream events. Anton's role as production manager includes booking guests, organising the show, technical testing, and running each episode. Guests have included Carrie Rose, Nik Ranger, Andrea Volpini, Dave Davies, David Bain, Bill Slawsky, Danny Goodwin, Erin Sparks, Mads Singers, Rebecca Berbel, Koray Tuğberk GÜBÜR, Kevin Indig, Cindy Krum, Barry Schwartz, Tim Soulo, James Mulvany, Dr Ai Addyson Zhang, Bengu Atamer,David Avrin and Neal Schaffer, Patrick M Powers, Ryan Foland, Matthew Tenney, Ted Rubin, Rand Fishkin, Olsia Korobka, Teodora Petkova, Russ Jeffery, Gennaro Cuofano, Simon Cox, Matt Artz and Emilija Gjorgjevska. Many viewers and listeners of Kalicube Tuesdays may have wondered how the show got its name. Tuesdays because it's something to get excited about every Tuesday, but what about Kalicube? Jason Barnard (The Brand SERP Guy) finally reveals all! Woohoo! With intelligent, interesting and fun conversations, Kalicube Tuesdays has been a staple in the digital marketing podcast universe for three years. This incredible chat is a retrospective of the one hundred and fifteen episodes, and with Anton Shulke (The Livestream Guy) now on screen, it was like reliving every moment. This episode also includes some of Jason's rebranding tips and dominating Brand SERP nuggets. And while Kalicube Tuesdays looks back on its groovy years, it also looks forward to more and more to come. What you’ll learn from Anton Shulke 00:00 Anton Shulke and Jason Barnard00:48 100th Episode with Carrie Rose01:42 Anton Shulke’s Brand SERP02:10 Kalicube Tuesdays’ Brand SERP02:42 Video of the Monthly Roundtable with Nik Ranger and Andrea Volpini on Anton’s Brand SERP03:09 News About Anton Shulke04:48 The Mystery Behind Kalicube’s Name and Logo Revealed07:36 How Does a Unique Brand Name Affect Brand SERP Dominance09:30 Is Rebranding an Option for a Common Brand Name to Dominate the SERP?09:43 Dave Davies Rebranded Using Kalicube Pro09:58 Rebranding: Small and Large Company10:14 Rebranding Vs Becoming the Dominant Entity11:23 A Look Back at Some of Kalicube Tuesdays’ Grooviest Guests12:08 Remembering Bill Slawski13:10 David Bain’s Funnel Marketing Explanation13:15 SERP Chats with Dave Davies13:24 Danny Goodwin's Opportunity for Jason Barnard to Write for Search Engine Journal13:28 Hanging Out with Erin Sparks13:37 Explaining Nik Ranger’s Presentation to Audio Listeners14:06 Mads Singers: How to Run a Business14:24 The Brilliant Rebecca Berbel and Koray Tuğberk GÜBÜR 14:37 The Amazing Kevin Indig and the Delightful Cindy Krum14:44 Making Barry Schwartz Laugh14:58 Tim Soulo’s Insightful Episode15:24 Kalicube Tuesdays Season 115:33 First Ever Kalicube Tuesdays’ Episode with James Mulvany16:22 Season 1 Guests Outside SEO: Dr Ai Addyson Zhang, Bengu Atamer, David Avrin and Neal Schaffer16:28 More Non SEO Guests: Patrick M Powers, Ryan Foland, Matthew Tenney, Ted Rubin, and Rand Fishkin17:42 Barnaby Wynter’s Bucket Theory of Funnels18:42 Kalicube Tuesdays Season 221:52 Olesia Korobka’s Image SEO Episode22:10 Teodora Petkova’s Ideas on Semantics and Semantic Web22:10 Teodora Petkova’s Ideas on Semantics and Semantic Web22:28 Russ Jeffery from Duda22:31 Kalicube Tuesdays’ First Passing the Baton: Gennaro Cuofano to Simon Cox23:57 Kalicube Tuesdays Season 324:07 Monthly Roundtable Specials with WordLift24:38 Monthly Roundtable with Matt Artz and Emilija Gjorgjevska26:11 Audio and Video Experience on Kalicube Tuesdays This episode was recorded live on video August 16th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Austin Armstrong talks with Jason Barnard about how to get your business on TikTok today. Austin Armstrong is a consultant, lifelong digital marketer, public speaker, SEO nerd and TikTok marketing expert. He has been involved in search engine optimization and social media marketing for over 17 years. Austin is CEO and co-founder of Socialty Pro, a full-service digital marketing agency based in Alexandria, VA. He also hosts BusinessTok, a TikTok marketing podcast where he interviews real businesses using TikTok to start and grow their business. Austin has extensive experience and knowledge in various industries and loves helping individuals and businesses grow their online presence to generate brand awareness, customers, and product sales by getting creative and thinking outside the box. Companies use social media platforms to get in front of their target audiences. Each platform has its strengths and drawbacks, but in this episode, TikTok is the star. TikTok started out as a fun social media platform that provided short video content for young people, and it has evolved into a major platform for businesses to reach potential customers. And as a business, it's surprisingly tricky to manage. In this episode with Jason Barnard, the amazing Austin Armstrong gives incredible insights on how to get started on TikTok for your business, with brilliant content strategies, TikTok tips, and tactics to avoid on the platform. And oooh, his Three-tier Content Funnel Strategy is definitely something all businesses need. It's also pretty interesting how TikTok works as a search engine, providing relevant content to people on the platform with 10-second to 10-minute clips. How cool is that? As always, the show ends with passing the baton. . . Austin passes the virtual baton to next week’s groovy guest, Tim Fitzpatrick. What you’ll learn from Austin Armstrong 00:00 Austin Armstrong and Jason Barnard00:44 TikTok’s Brand SERP01:32 TikTok’s Knowledge Panel02:51 An Overview of The Brand SERP Guy’s TikTok04:36 TikTok Tips from Austin Armstrong07:16 TikTok Vs Instagram08:05 How to Influence TikTok's Video Suggestions09:05 How to Communicate with TikTok Your Focus of Interest.10:22 How Does Caption or Description Affect Content Ranking? 10:56 How Important are Hashtags on TikTok? 13:25 Can Branded Hashtags be an Advantage on TikTok?14:27 Is Posting Consistency a Ranking Factor on TikTok?15:45 Austin Armstrong’s TikTok Content Strategy16:20 The Three-tier Content Funnel Strategy of Austin Armstrong16:26 Broad Content: Top Funnel17:17 Nurturing Phase Content: Middle Funnel17:43 Call to Action: Bottom Funnel18:10 Outlining Content Categories 19:40 How to Build Trust with Your Target Audience on TikTok21:10 What Age Group is Active on TikTok?22:45 How People Use TikTok as a Search Engine29:50 Passing the Baton: Austin Armstrong to Tim Fitzpatrick This episode was recorded live on video August 16th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Mike Capuzzi talks with Jason Barnard about how to write a short book to boost your search engine results. Mike Capuzzi is a publisher, author and book publishing coach who has been helping clients achieve exceptional marketing results since 1998. In 2019, he launched Bite Sized Books, a new publishing concept for creating short, helpful books (known as Shooks™). Mike is the author of 15 books, including two Amazon #1 bestsellers, The 100-Page Book and The Magic of Short Books. Writing a book is a powerful marketing strategy that a marketer or business owner can use. Rather than making money directly from sales, a book is an opportunity to differentiate yourself from the competition: since you and your competitors may already be using a number of similar tactics, writing a book is something that will set you apart. And a massive bonus is that they also increase your authority in search engines like Google. Mike Capuzzi and Jason Barnard focus on how to create "Shooks" (short, helpful books), with the same quality content as the longer books, but in a conversational format with a built-in upsell. Mike also reveals how to stay focused when writing a shook, how long it takes to write one, and how many pages it should have. Plus, this episode covers other interesting ideas like free book strategy and building a book-centric marketing strategy. As always, the show ends with passing the baton… Mike charmingly hands over the virtual baton to next week’s incredible guest, George Kapernaros. What you’ll learn from Mike Capuzzi 00:00 Mike Capuzzi and Jason Barnard00:43 Mike Capuzzi’z 100 Page Book01:15 Mike Capuzzi’z Brand SERP01:52 What is a “Shook”?05:58 Who are Shooks for and Who are they not for?07:20 Can Doing Upsell Affect the Value of a Book?08:06 What are the Two Pathways Built for Readers?09:25 Book-centric Marketing Strategy11:08 How to Make Money With a Book13:00 The Free Book Strategy14:48 What Does Shook-centric Authority Mean?17:53 Are Books a Monologue?18:45 Mike Capuzzi’s Thoughts on Creating a Website for Each Book21:23 Purple Cow vs The Big Idea23:33 Mike Capuzzi Challenges Jason Barnard to Write a Shook26:10 How Long Does it Take to Write a Shook?27:35 Tips for Staying Focused When Writing a Shook29:25 Passing the Baton: Mike Capuzzi to George Kapernaros This episode was recorded live on video August 2nd 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Pamela Wilson talks with Jason Barnard about use your skillset to make money online in midlife. Pamela Wilson coaches mid-career people to build profitable online businesses. She is the creator and head trainer of The Offer Accelerator, where she helps people create high-value offers that generate $10-20,000 in revenue each month. Pamela is a digital marketing consultant, keynote speaker and founder of PamelaWilson.com. She is the author of two popular books on content marketing: Master Content Marketing and Master Content Strategy. Mid-career marketers often have in-depth knowledge about their craft. They know a lot about the ins and outs of business. But when they strike out as an independent consultant, they often struggle and scramble with the thought of always attracting a new audience, pulling prospects into the bottom of funnel, and converting them into clients. How can you, as a consultant, make that process less of a problem by building a foundational income that takes the stress out of marketing yourself? This wonderful episode with Pamela Wilson and Jason Barnard looks at how you can create a high value offer to your audience by researching your market, examining your existing skills, and more importantly, listening to the people you serve. And oh, retainers in businesses are gems. As always, the show closes with passing the baton… the delightful Pamela Wilson passes the virtual baton to next week's super groovy guest Mike Capuzzi. What you’ll learn from Pamela Wilson 00:00 Pamela Wilson and Jason Barnard00:38 Pamela Wilson’s Brand SERP02:08 Pamela Wilson’s Knowledge Panel04:32 Multiple Income Streams Make a Lot of Sense07:01 The Importance of Retainers in a Business10:11 Pamela Wilson’s Tips for Writing and Selling Books14:00 Steps to Creating High Value Offer14:14 Research Your Market: Know Their Challenges and How to Help Them14:54 Why Your Offer Should Reflect Your Personal Values15:59 Consider Your Existing Skills17:46 Create a Trial Version of the Service You Offer19:28 Listening to the People You Serve is Key23:36 How to Leverage Your Audience and Followers Online for a New Offer28:10 Passing the Baton: Pamela Wilson to Mike Capuzzi Helpful Resources Related to the Topic How Can I Make Money Online in Midlife? Seven Challenges and Their SolutionsHow to Write a Sales Page That Converts: 5-Step Sales Page Writing RecipeHow to Make the Leap from Offline to Online Business Success [7 New Skills You Need] This episode was recorded live on video July 26th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Andrew Holland talks with Jason Barnard about the value of SEO. Andrew Holland is a well-known voice in the field of search engine optimisation (SEO). His story starts in the police, takes a detour to the British Boxing Board of Control and currently sees him as Head of Organic at Manchester SEO agency Embryo. Andrew's perspective on search engine optimisation is based on his knowledge and deep understanding of the consumer journey, search intent, The Messy Middle and Behavioural Psychology. After hearing what Andrew has to say, your view of marketing and how you use it to increase sales could change forever. There is no immediate and definitive timeframe for visible results in SEO. It takes time, a lot of effort and ultimately, hard work. All too often, SEO is either forgotten or seen as standalone by companies in their digital marketing strategies. But what if SEO itself is brand marketing? Quite interesting! In this digitalised world, search engines like Google are the first port of call for information for clients of any business. That makes Google, Bing, DuckDuckGo and others key. With the visibility SEO provides, the brand awareness it builds, the wealth of audience insights SEO offers … that means it has enormous power as part of a brand marketing strategy. Andrew Holland and Jason Barnard discuss the value of SEO at length in this amazing episode, including Andrew's fantastic Behavioural Science analogy to branding. As always, the show ends with passing the baton… Andrew groovily turns over to next week’s lovely guest, Pamela Wilson. What you’ll learn from Andrew Holland 00:00 Andrew Holland and Jason Barnard02:21 Andrew Holland’s Brand SERP03:20 Organic Vs SEO04:39 Andrew Holland’s View on SEO05:38 Seth Godin - Andrew Holland’s Favourite Marketer07:29 Creating Content while Providing Opportunities to Think Differently10:12 How Does SEO Become Brand Marketing10:47 Brand Marketing and Direct Advertising - What is the Differnece?12:43 Behavioral Science and Branding15:38 What is Google’s Messy Middle?16:14 Internal Trigger of Online Purchase16:29 External Trigger of Online Purchase18:19 Product Knowledge Panels21:12 The Value of SEO for Brand Marketing27:32 Passing the Baton: Andrew Holland to Pamela Wilson This episode was recorded live on video July 19th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Brian Harnish talks with Jason Barnard about SEO audits: now and into the future. Brian Harnish is a Search Engine Optimization (SEO) Professional and web developer with extensive practical knowledge of SEO, online marketing and advertising. He is self-motivated, enthusiastic, and a conscientious team player with proven experience in sales and content creation for digital media, creating marketing campaigns for new product launches across various social media channels, devising marketing and advertising strategies, and tracking product sales and costs by analyzing and entering sales, expense, and new business data. A detailed SEO audit report will be more effective if the clients understand clearly what they need to implement to improve on their website. And taking a step back and walking clients through each step of the process with a well-presented report, that takes into account the context of their industry, will definitely encourage them to implement what was recommended. Brian Harnish and Jason Barnard discuss SEO audits for agencies in this episode. Agencies work in a variety of industries, each of which requires a different approach to SEO audits as well as a different understanding of SEO. However, Brian's approach is a scalable SEO audit process no matter what niche your clients operate in. As always, the show ends with passing the baton… Brian passes the virtual baton to next week’s absolutely fantastic guest, Andrew Holland. What you’ll learn from Brian Harnish 00:00 Brian Harnish and Jason Barnard00:44 Brian Harnish’s Brand SERP and Knowledge Panel02:31 What Process Does Brian Harnish Use for SEO Audits?04:53 PAA Boxes: Recent Change in Presence on the SERP07:03 Creating an SEO Audit Process that Scales09:16 Spring Cleaning Websites13:01 The Concept of E-A-T in SEO audits14:54 Prioritising Traffic Volume Vs Topicality15:37 Content Gap Analysis17:03 How to Create an SEO Audit Template19:20 The Importance of an SEO Audit Report that Stands Out from the Crowd21:46 Incorporating Graphic Design into an SEO Audit Report27:31 Passing the Baton: Brian Harnish to Andrew Holland This episode was recorded live on video July 12th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Yuval Ackerman talks with Jason Barnard about selling more and better with ethical email marketing. Yuval Ackerman is the person you want to work with if you want to promote your brand without all the possible sleazy sales tactics in email marketing - but don't know how to do it yourself. As an ethical email strategist and copywriter, she helps entrepreneurs and companies tell their stories and sell without feeling guilty (and even have fun doing it!). She believes that email is a wonderful platform to build genuine and honest relationships with your audience, bypassing the unreliable "middle man" of social media. When she's not thinking of fun and ethical ways to help her clients market themselves, Yuval enjoys all things food, writing songs, and hosting a podcast about conscious relationships called “Loving Against My Instincts.” It is a daunting task to be exceptional and stand out in the vast number of emails subscribers receive every day. When the subscriber's email inbox has a string of unread messages from multiple businesses they will be very tempted to ignore your email entirely. Luckily, we have Yuval Ackerman to help! As a marketer this episode with the brilliant Yuval Ackerman and Jason Barnard will be an immense help for you to prevent your email marketing efforts from going to waste. Yuval's wonderful ethical email marketing tips focus on building a deep relationship with subscribers and reaching out to understand their needs and desires. But how? Build a community, ask that community what they want and how you can help. It's paramount to approach your email list with a personal touch, engage and re-engage. And lastly, think of your email as a dialogue you can have with subscribers, not just a monologue. As always the show ends with passing the Baton…Yuval charmingly passes the virtual baton to next week’s groovy guest, Brian Harnish. What you’ll learn from Yuval Ackerman 00:00 Yuval Ackerman and Jason Barnard01:46 Yuval Ackerman’s Brand SERP05:12 Why Do You Need to Do Ethical Email Marketing?06:30 Why is Email Marketing Important for a Business?07:17 Is It Possible to Establish a Long-Term Relationship Through Automated Emails?07:31 Yuval Ackerman’s Email Marketing Tips09:30 How Does Consistency Affect Email Marketing?11:12 How to Avoid Excessive Email Marketing Campaigns11:42 How Can You Find Out More About What Your Subscribers Want?19:02 How Much Influence Does the Subject Line Have on an Email Marketing Strategy?21:34 What Subject Line Makes Subscribers Open an Email?22:35 Re-engaging with Subscribers23:48 Text Email Vs HTML Email29:23 Passing the Baton: Yuval Ackerman to Brian Harnish This episode was recorded live on video July 5th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Benjamin Shapiro and Erin Sparks talks with Jason Barnard about is podcast SEO even a thing? Erin Sparks is owner and president of Site Strategics (founded in 2004), which specialises in high-quality Web services for small and medium-sized businesses. He is the creative force behind the 450+ episode EDGE of the Web Radio podcast, where he regularly interviews thought leaders in marketing and technology. His 23-year IT and marketing career includes 17 years of search engine optimization (SEO) experience. Site Strategics serves a diverse client base in the Midwest and beyond with omnichannel digital marketing utilizing an AGILE marketing approach. The EDGE of the Web podcast is the longest running and one of the top ranked SEO podcasts. Benjamin Shapiro is the founder, CEO and executive producer of I Hear Everything. He hosts two popular podcasts: Martech Podcast and Voices of Search Podcast. Early in his career, Benjamin walked away from eBay, where he had a successful career in business development. Now, 10 years later, he is an entrepreneur who has led a bootstrap startup, multiple marketing teams at early stage companies (VC -backed companies), and an independent consulting and content business. Most podcasts are audio-only, but as video podcasts also come into the spotlight, confusion arises about what a podcast is. That is a great question. Very philosophical. However, in this episode we are not talking about that, we are talking about how people consume podcasts, how to best promote a podcast, and we are shedding light on the intriguing question, "Is Podcast SEO Even a Thing?" Well, Jason Barnard thinks "maybe", Benjamin Shapiro says "no", and Erin Sparks says "of course"! And they are all right! All three are groovily intelligent podcasters and their delightful friendly banter makes this episode interesting, entertaining AND insightful. There are more incredible knowledge nuggets in this amazing chat that focus on one single debate: "what is the value of podcasts for SEO" and "what is the value of SEO for podcasts". Ben, Erin and Jason have an absolute ball debating that… and the conclusions are as helpful as they are unexpected. What you’ll learn from Benjamin Shapiro and Erin Sparks 00:00 Benjamin Shapiro, Erin Sparks and Jason Barnard01:20 MarTech’s Brand SERP01:48 EDGE of the Web’s Knowledge Panel03:11 Where and How Benjamin Shapiro Promotes Podcasts03:43 Why Podcast SEO is Not a Thing05:58 Podcast Experience: Google Podcast Vs Apps07:18 What Optimisation is Most Important? Google, Podcast Apps or Content?08:33 Promote Podcast Episodes on Google and Podcast Shows on Podcast Platforms08:43 Is Duplicate Content a Problem if All Platforms Display Exactly the Same Shownotes?09:22 How Do People Consume Podcast Audio?12:17 Is Podcast Valuable for SEO?12:26 Importance of Reaching Your Podcast Audience Through Different Channels14:33 Can You Search Engine Optimise a Podcast in Google?15:36 Are Reviews Important for Podcast Apps?16:57 Benjamin Shapiro’s Thoughts on Building a Podcast SEO Platform22:31 Apple’s New Metrics in Podcast Connect29:38 What Matters to Podcasters This episode was recorded live on video June 28th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the live video now >>

Olga Zarr talks with Jason Barnard about the secrets of a good technical SEO audit. Olga Zarr is a senior/technical SEO specialist, an SEO consultant and an SEO auditor who started her SEO journey in 2012. She is a true SEO geek who is very passionate about her job. Her main focus is on technical SEO and she loves to do advanced technical SEO audits which sometimes takes her 30-40 hours. She runs her own SEO consultancy, SEOSLY, and is the Director of SEO at Market JD, a Chicago-based company doing SEO for lawyers. She has experience working for big brands like Procter & Gamble, LG, banks, large online stores and more. An SEO audit has no fixed time limit. The time it takes depends on the aim of the audit, the thoroughness the client wants and the automation choices the SEO expert makes. Olga is a huge believer in less automation, and more human intelligence, and although you may sometimes feel you are wasting valuable time, from an expert's point of view, it is worth investing time in an audit and throughly covering every aspect. Olga Zarr starts her SEO audits by manually reviewing the website and empathising with the user before diving into the more technical and geeky part. She analyses every aspect of the website, including its appearance and loading speed from a user's perspective, then looks at it from Google's perspective using Google Search Console. Simple. Smart. But those are just her starting points. Olga delves deep into Search Console, then crawls the site twice, then looks at the easier on-page wins… and finally produces a prioritised SEO audit that is workable for her client to implement, effective at pushing the site up Google's rankings, and brings added value to her client's clients. She is also very careful and conscientious about ensuring that her client is well informed at every step. As always, the show ends with passing the baton… Olga delightfully hands over to next week’s wonderful guest, Yuval Ackerman. What you’ll learn from Olga Zarr 00:00 Olga Zarr and Jason Barnard00:44 Olga Zarr’s Knowledge Panel00:55 Important Considerations When Claiming a Knowledge Panel01:44 Tips About Olga Zarr’s Knowledge Panel03:59 Announcing “Ask Jason Anything”: Ask About What You Want to Know About Brand SERPs 05:38 Where to Start with an SEO Audit07:13 SEO Audit: What to look at in Google Search Console 08:22 How to Resolve "Crawled But not Indexed"10:50 Convincing Clients and Keeping Them On Board13:37 Olga Zarr’s Second Step for an SEO Audit14:00 Website Crawling Tools Olga Zarr Recommends16:32 The Importance of Keeping Clients Informed About the Progress of an SEO Audit18:30 Olga Zarr's Strategy for Guiding Clients Through an Audit Report19:46 The Next Step to an SEO Audit: Technical Checks20:22 Answering Google's E-A-T Requirements from the Client's Point of View25:14 What are Olga Zarr’s SEO Audit Priorities30:26 Passing the Baton: Olga Zarr to Yuval Ackerman Helpful Resources and Guide to a Technical Seo Audit Technical SEO Audit (188+ Steps) This episode was recorded live on video June 28th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Mike Ulmer talks with Jason Barnard about find the business story you'll tell daily the rest of your life. Mike Ulmer founded Catapult, a company that reflects his belief that great business books are great books. And at Catapult, story comes first. The company makes a point of interviewing its customers to find out their story, their processes, the ins and outs of their business, what they do, how they do it, and why they do it. Catapult's methodology: the "Only Ten Business Questions That Matter" questionnaire. And after 25 years in journalism and 15 books, Mike learns something new every day about the three essential skills of a writer: how to ask the right question, how to listen for the right answer, and how to find the right words. We all have stories to tell, maybe we have heard people say they do not, but in fact we all do. And in business, it's all about finding the right story, or even the best story, that will leave an impression on customers and that can be told over and over again. In this episode, Mike Ulmer and Jason Barnard discuss the importance of a compelling backstory for your business and how to build a groovy one. With lots of practical tips, this chat is sure to help you to find the business story you perhaps thought you don't have. And while Mike and Jason are both great writers and marketers, they also shared a lot about the importance of listening to editors and sales people. As always, the show ends with passing the baton… the rather insightful Mike Ulmer passes the virtual baton to next week's wonderful guest, Olga Zarzeczna. What you’ll learn from Mike Ulmer 00:00 Mike Ulmer and Jason Barnard00:40 Quick Backstory About Colonel Sanders of KFC01:39 Help Ukraine’s Cats and Dogs: Buy Anton Shulke a Coffee 02:16 Mike Ulmer’s Knowledge Panel03:02 The Brand SERP of Mike Ulmer’s Books03:51 Jason Barnard’s Recommendation to Improve Mike Ulmer’s Brand SERP05:23 Mike Ulmer’s Thoughts on Book Covers07:45 Google is a Child: Jason Barnard’s Side Story09:06 What is the Purpose of a Backstory for Business?09:52 How to Build a Business’ Backstory11:09 What if a Business Has No Backstory?13:10 What Does a Hook Mean in a Story?14:32 Three Questions That Always Get a Story16:35 What is the Importance of the Hook to a Story?17:57 Talking in Threes: Rule of Three Technique22:48 Importance of Listening to the Perspective of Others (Editors and Sales People)29:07 Passing the Baton: Mike Ulmer to Olga Zarzeczna This episode was recorded live on video June 21st 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Heba Ashour talks with Jason Barnard about how international image/video search works. Heba Ashour is Principal Program Manager Lead of Multimedia Search Ranking and Platform at Microsoft Bing. She is an experienced leader, technology manager, technical visionary, and passionate about using technology to democratise access to information, services, and opportunities. Heba focuses on providing users of search services around the world with engaging images/videos that match their exact intent in every scenario, empowering them to be informed, entertained, save money, and succeed. Previously, she worked at Microsoft Research's Advanced Technology Lab in Cairo, where she turned various research technologies into features that were integrated into various Microsoft products. In this delightful episode, Heba Ashour and Jason Barnard discuss how search engine users around the world are increasingly using visual and video search to get a quick and accurate answers to their questions and solutions to their problems. Heba explains that Bing's massive technology advances and overcoming bandwidth and technology limitations have vastly increased their capacity to deliver the most relevant results for users' search queries, regardless of the language they use. And that drives user demand, expanding expectations, and an increasingly immersive, multimedia user experience on search engines like Bing and Google. That said, even in the modern world of Search (circa 2022), text search is still heavily used… but to what extent is image and video search really making a difference, is it replacing or supplementing text searches and how do the two interact? Then, as people get busier and busier in this fast-paced world, and as search engines like Bing get better exponentially at understanding the contents, will we see an increasing shift towards image and video search. As a wonderful bonus, towards the end you'll learn more about the importance of human intelligence and human annotators in machine learning… and do the algorithms have aesthetic appreciation of the images they are showing, and to what extent does that play into the results we see?. As always, the show ends with passing the baton… Heba sweetly hands over to next week’s incredible guest, Mike Ulmer. What you’ll learn from Heba Ashour 00:00 Heba Ashour and Jason Barnard00:39 Heba Ashour’s Brand SERP from Bing03:20 Are We Shifting Away From Text Search to Image/Video Search?04:40 Bing Overcoming Bandwidth and Technology Limitations06:23 How International Language Affects Search07:30 What Does Bing Use for Indexing?09:11 How is Multi-Modal Represented in Semantic Space?10:27 What Does Semantic Space Mean?11:29 Will the Vector Space for a Given Semantic Term be Similar in Different Languages?12:17 How Does Culture Influence Textual Representation?13:33 Language Agnostic and Language Specific Aspects in Image/Video14:22 The Importance of Human Intelligence and Human Annotators in Machine Learning17:03 Human Annotations VS Automated Annotations24:57 Do Figure and FigCaption Tags (Semantic HTML5) Help Images and Video SEO?30:00 Do Publishers' Transcripts and Subtitling Help SEO?34:45 How Do Search Engines Understand Aesthetically Pleasing Images?36:30 The Concept of Super Resolution for Images38:39 Passing the Baton: Heba Ashour to Mike Ulmer Additional readinghttps://blogs.bing.com/search-quality-insights This episode was recorded live on video June 14th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Georgios Chasiotis talks with Jason Barnard about how to build & maintain topical authority. Georgios Chasiotis is the Managing Director of MINUTTIA, which helps B2B SaaS companies accelerate their organic growth through data-driven content marketing and SEO. Georgios Chasiotis started as an independent marketing consultant, but was soon put on the path to start an agency. The goal: to build a team and scale a business by using his knowledge and experience to develop successful systems and processes. This path led to MINUTTIA, where Georgios realises his vision of content and SEO systems that rely heavily on strategy and avoid short-term tactics to achieve repeatable and scalable success for companies of different industries and sizes. In his spare time, he shares wisdom on LinkedIn or buries his head in psychology books to understand the "why" of human behaviour. Chasing keywords by covering a multitude of different topics for content writing can be really tempting. But there are more than enough topics for businesses to write about in their niche, and sticking to your core niche is the best way to improve topical authority. In order for your brand to dominate the SERPs in your industry, you need to develop topical authority - and that means keeping focus on your expertise in your niche. In this episode, Georgios Chasiotis and Jason Barnard dive deep into the rabbit hole of topical authority. What is topical authority? How can we measure topical authority? What are the best tips and tricks for writing content that builds topical authority? And how do you know which brands have topical authority on a particular topic? To feed your curiosity further, here are some other amazing insights Georgios shares: topical breadth, topical depth, internal topical authority, and external topical authority. And finally, how often you should write content (publishing velocity) to quickly build your authority in your niche without compromising the quality of your content. As always, the show ends with passing the baton… Georgios charmingly hands over to next week’s delightful guest Heba Ashour. What you’ll learn from Georgios Chasiotis 00:00 Georgios Chasiotis and Jason Barnard00:27 Myroslav Khmarskiy’s Message in Support of the Ukrainian Economy01:47 Georgios Chasiotis’ Brand SERP04:30 What is Topical Authority?05:33 Can Deviating from Your Niche Harm Topical Authority?10:28 What is Topical Authority Breadth?11:20 What is Topical Authority Depth?12:29 Dominating a Specific Topic VS Dominating a Specific Keyword19:25 Examples of Google Associating a Topic with a Brand21:34 The Importance of Internal Linking and Anchor Text on Links22:50 External Topical Authority24:11 Tips and Tricks for Writing Content That Builds Internal Topical Authority26:21 How Important is the Wording of H tags?29:28 Publishing Velocity: How Often Should You Write Content?32:18 Passing the Baton: Georgios Chasiotis to Heba Ashour This episode was recorded live on video June 7th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Jason Davis talks with Jason Barnard about how can small businesses use branded search? Jason Davis started as a WordPress developer creating custom themes for clients who needed an online presence. He has over a decade of hands-on experience developing WordPress websites and creating compelling user experiences. Jason is the co-host of the NerdBrand Podcast (he loves podcasts) and CEO of NerdBrand Agency: a branding agency that creates strategies, imaginative ads, web designs, and digital marketing tactics to achieve your business goals. What do you think of when you hear the terms digital marketing and branded search? Perhaps SEO or online presence? There are certainly tremendous opportunities that digital marketing can open up for a business, but what about small and local businesses that don't have the knowledge or resources to digitalise? In this insightful and fun-filled episode, Jason Barnard and Jason Davis discuss various online strategies and SEO tactics for small businesses including Keyword Search, Local Search, Paid Search, and Branded Search. And how important it is to not only have an online marketing strategy for small and local business, but also a brand presence in traditional advertising channels. As always, the show ends with passing the baton… the brilliant Jason Davis passes over the virtual baton to next week's awesome guest Georgios Chasiotis. What you’ll learn from Jason Davis 00:00 Jason Davis and Jason Barnard00:38 What NerdBrand Believes Defines a Nerd01:14 Jason Davis in the Knowledge Graph01:40 Knowledge Graph and Disambiguation02:01 Jason Davis on IMDB03:22 NerdBrand’s Strategic Brand Name04:58 Branded Search for Small Business05:40 Jason Davis’ Search Tactics for Small Business09:19 What is Keyword Search and Local Search?09:26 Examples of Paid Search10:06 What is Branded Search?10:40 Why Your Brand Name Matters11:18 The Power of Traditional Advertising Channels12:54 Offline to Online Marketing Strategy14:05 Jason Davis’ Step-by-Step Approach to Digitalise a Local Business16:07 Spring Cleaning Tips for Small Businesses20:25 How to Deal with Local Businesses Online Named After What They Do28:40 Passing the Baton: Jason Davis to Georgios Chasiotis This episode was recorded live on video May 31st 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Ravi Yada talks with Jason Barnard about the importance of behavioural analytics. Ravi Yada was born in southern India, grew up in the Midwest, and lives in the Pacific Northwest. He is an engineer, inventor, and public speaker. He currently works as a product manager on Microsoft Clarity. Ravi has worked in analytics, search, computer vision, and machine learning for nearly a decade and has developed numerous products at Microsoft, most notably Bing Visual Search. Ravi is an avid public speaker on AI products and technology, speaking at Microsoft Build, CVPR, DMEXCO, SMX, @Scale, and NRF. As a marketer, when building a website, you need to focus not on how YOU would personally use it, but how your users will - you have to walk in the user's digital shoes, as Ravi Yada puts it. That is where Behavioural Analytics comes into play! User behaviour analysis is the star of this episode. Jason Barnard and Ravi Yada discuss how understanding user behaviour on websites can help you improve user experience and that will lead to more conversions. And, as luck would have it, Microsoft Clarity is an amazing tool for analysing user behaviour. Microsoft Clarity is a behavioural analytics tool that uses click data, scroll tracking, session replays and heat maps to show how users interact with your website. Just like HotJar and MouseFlow, but it's free for any size website with any volume of traffic! Why? Ravi reveals that during the episode. As always, the show ends with passing the baton… Ravi groovily passes over to next week’s brilliant guest, Jason Davis. What you’ll learn from Ravi Yada 00:00 Ravi Yada and Jason Barnard00:30 Remembering Bill Slawski01:45 Ravi Yada’s Brand SERP from Bing03:09 Jason Barnard’s Brand SERP from Bing03:54 What is Behavioural Analytics?05:08 Understanding User Behaviour with Microsoft Clarity06:20 What can Microsoft Clarity Do?08:06 The Famous Bing Purple Ad Story!10:54 What are Dead Clicks and Rage Clicks?12:52 Excessive Scrolling: Why Users Scroll too Much on Your Website13:24 What is the Average Fold on Your Website and How Important is It?18:38 Ravi Yada’s Two Types of User Behaviour Analysis22:51 Four Types of Readers Online (or maybe 5)24:16 Does Microsoft Clarity Use Machine Learning? 28:06 Passing the Baton: Ravi Yada to Jason Davis Relevant Content: Digital Marketing Conference - Behavioral Analytics: Stop guessing. Get clarity. by Ravi Yada - YouTubeGrowth Marketing Toolbox - GMT 268: What is Microsoft Clarity? | Growth Marketing ToolboxAI Journal Publication - Understand your customers with Behavioral Analytics - The AI JournalDMEXCO conference - DMEXCO 2019 Trusted Partnership Interview Series: Reprise - Microsoft Advertising This episode was recorded live on video May 24th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Emilija Gjorgjevska talks with Jason Barnard about SEO in the metaverse. Emilija Gjorgjevska is a Senior VIP Project Manager and Machine Learning Specialist at Wordlift. Selected as a 2019 LinkedIn Valued Member by Linkedin's research team. Accepted into Google's invitation-only virtual program, Google Inside Look 2019. Recognized by IEEE, British Council, Nesta, the University of Texas at Austin, World Bank, Pioneers, FCSE Skopje and home country media. Holder of two certificates for innovation. And has worked as a Python engineer in the SEO industry for the last few years. The constant evolution of digital marketing has opened the doors to virtual opportunities for every marketer. The emergence of highly advanced computer vision technologies that extract information from images and videos, marketers need to think "Mateverse" whilst also providing the best visual experience to their audience. In this episode, Emilija Gjorgjevska explains the Metaverse to Jason Barnard so that he (and we) can better understanding what the Metaverse will look like, and how marketers can optimise their visual content for it. Emilija explains an SEO experiment she is doing at Wordlift using computer vision to supplement and augment more traditional SEO strategies. Don't skip a second of this delightful, informative and incredibly engaging conversation with the brilliant Emilija Gjorgjevska! What you’ll learn from Emilija Gjorgjevska 00:00 Emilija Gjorgjevska and Jason Barnard01:35 Myroslav Khmarskiy’s Message from Ukraine02:48 How is Metaverse Related with the Rebranding of Facebook to Meta?05:55 Short Self-Introduction by Emilija Gjorgjevska07:31 Statistics: How Many People are Interested in Metaverse08:21 Game Developers and Countries Following Trends to Invest in Metaverse09:02 Mark Zuckerberg’s Visual Representation of Metaverse09:46 Deep Learning Revolutionised Computer Vision: DALL-E Vs CLIP11:49 Experiment: Using Computer Vision for a Video Optimisation Over SEO Techniques19:20 Understanding the YOLO Algorithm22:58 Importance of 3DModel Schema Markup30:49 Does Video Frame Architecture Mean Creating a Script?34:35 Does Google Analyze Text on a Video Screen?42:33 Google and Meta in the Metaverse53:23 Approaches to Optimising for the Metaverse56:52 Relevance of a Video’s Background for User’s Visual Experience This episode was recorded live on video April 12th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Kim Krause Berg talks with Jason Barnard about better web accessibility improves profits. Kim Krause Berg is a renowned speaker and writer with an excellent reputation. Keynote Speaker - "The Golden Road Of Opportunity: Website Accessibility and Human Experience Design," American Marketing Association Experience Design Virtual Conference, April 15, 2021. She writes for Search Engine Journal with over 150 articles on usability, accessibility and SEO from 2009 - 2019 and has a popular blog called “Cre8pc” to share her ideas on Holistic UX and SEO as a methodology. Kim Krause Berg is the owner of Creative Vision Web Consulting, LLC and an early pioneer in SEO and website design starting in 1995. In 2001, Kim Krause Berg transitioned to human experience design and usability. She recognized the benefits of combining user experience with search engine practices. Today, she specializes in website accessibility and works full-time for BMTX as a QA analyst specializing in web accessibility. There are so many benefits that web accessibility can bring to people, and when we say people, we mean everyone from SEOs to people with disabilities. If your website meets the needs of people with disabilities, they will feel welcome on your website, and that could be a great way for you as a marketer or SEO to expand your market. In this episode, Kim Krause Berg and Jason Barnard discuss the issues, challenges and benefits for companies when looking at accessibility. Along the way, Kim explains distinction between conformance and compliance, and provides multiple insights into the Web Content Accessibility Guidelines, including that there are many resources where you can read the WCAG online for free. However, the overriding question is how implementing the Web Content Accessibility Guidelines can benefit small businesses with limited resources, given the effort and knowledge required. Kim's answer is: it is worthwhile and it is beneficial to your bottom line, so spend the time and invest the resources to do it right. As always, the show ends with passing the baton…the delightful Kim Krause Berg passes over the virtual baton to next week's wonderful guest Limor Barenholtz What you’ll learn from Kim Krause Berg 00:00 Kim Krause Berg and Jason Barnard00:38 Anton Shulke’s Birthday Song01:00 Continue to Support Ukraine02:44 Kim Krause Berg’s Brand SERP03:48 Alt Text is Important04:28 Why Google Needs to Write Titles04:40 Microsoft Providing Auto Alt Tags04:44 Alt Tags for Accessibility05:18 Why You should not Rely on Auto Alt Text07:04 How Do You Make Everyone, Including People with Disabilities, Feel Welcome on Your Website? 10:23 Preventing Magnification on a Website: Violation of the Web Content Accessibility Guidelines11:10 Conformance Vs Compliance12:21 Web Content Accessibility Compliance for Small Businesses13:16 WCAG 2.1 Guidelines are Available Free Online18:42 Do People with a Visual Impairment Tend to Use Mobile or Desktop?19:00 Accessibility to Everything Around Us20:45 What are the Benefits of Improving Web Accessibility for SEO?24:46 Advantages of Video Transcripts25:54 Why Creating Video Content with Subtitles and Transcripts is a Great SEO Technique27:45 Using Headings Properly (H1, H2 and H3)30:47 Passing the Baton: Kim Krause Berg to Limor Barenholtz This episode was recorded live on video April 5th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Elizabeth Marsten talks with Jason Barnard about retail media in search. Elizabeth Marsten is senior director of marketplace strategic services at Tinuiti, working on the launch and growth of Walmart Advertising Service, Education and Product Support. She is a spokesperson for eCommerce, writes regularly for AdWeek and has expertise in paid search, marketplaces, SEO, content, analytics, social media - marketing, digital marketing and, of course, retail media. You have probably wondered how Walmart, Amazon, Target, Home Depot and other retailers, get consumers or brands to pay to use their platform. And if you have ever listened to Elizabeth Marsten, you'll have wondered what role does retail media play in this? Elizabeth talks incredibly eloquently about retail media. She points out that it has not been around that long, but the principle has. It started years ago when Amazon, Target and Walmart first set up their websites and ran ads. This episode also covered the advantages and implications of retailers building their own Knowledge Graph, how an Internal Search Engine an be leveraged to improve a retailer's ranking in Google search, and the issue of third-party cookies for large retailers. As always the show ends with passing the Baton… Elizabeth Marsten smoothly passes the virtual baton to next week’s lovely guest, Kim Krause Berg. What you’ll learn from Elizabeth Marsten 00:00 Elizabeth Marsten and Jason Barnard00:20 Ukraine Defending its Freedom: Over a Month Now01:16 Elizabeth Marsten’s Brand SERP04:00 What is Retail Media in Search?05:00 Third Party Cookies for Big Retailers07:22 On-Site Search for the Retailer10:16 Why Elizabeth Marsten Sees Google as a Competitor10:55 Can Building an Internal Search Engine and an Internal Knowledge Graph Help a Retailer With SEO?13:19 Should Retailers Build their Own Knowledge Graph?18:19 How can Retailers (Walmart and Target) Leverage Pay-to-Play for Brands23:10 Ebay is a Unique Retailer. Why?25:26 An Overview of Facebook Marketplace28:00 Passing the Baton: Elizabeth Marsten to Kim Krause Berg This episode was recorded live on video March 29th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Tim Soulo talks with Jason Barnard about revealing the secrets of keyword data. Tim Soulo is the Chief Marketing Officer and Product advisor at Ahrefs. Tim has been a frequent and noteworthy contributor to the SEO and digital marketing industries for the past 12 years. Thousands of online publications have quoted his data research studies, including Inc, Techcrunch, and Venturebeat, and he has spoken at some of the world's top industry conferences, including PubCon (Las Vegas, US), BrightonSEO (Brighton, UK), and Digital Marketers Australia Conference (Melbourne, AU). Keyword search volume is a metric many use obsessively, but what is it exactly, and is it really the best metric for SEOs? You probably know about Google Keyword Planner. Interestingly, there's a big difference between these two. Jason Barnard points out what Google Keyword Planner is designed for Google to sell ad space to advertisers, while Tim Soulo emphasises that keyword search volume is for SEOs. They dig deep into that debate, and also veer off track and talk about focussing on users… why businesses should aim to better understand what their users want, need, and value. SEOs also need to focus more on what the business' audience is looking for since as Google displays in the SERPs what it deems valuable, helpful, and relevant to the user. As always, the show ends with passing the baton… the grooviest Tim Soulo hands over the virtual baton to next week's charming guest, Elizabeth Marsten. What you’ll learn from Tim Soulo 00:00 Tim Soulo and Jason Barnard00:52 Myroslav Khmarskiy’s Message of Gratitude and Request for Support in Ukraine02:04 Tim Soulo’s Message of Gratitude to All Who Support Ukraine05:21 Ahrefs’ Brand SERP06:41 Concerns on Ahrefs' Knowledge Panel08:26 How Many Billions of Keywords Does Ahrefs Track?09:24 Where are Google are Going with Users' Keyword Inputs10:58 How People Try to Manipulate Ahrefs Metrics12:04 Is Keyword Search Volume the Best Metric?12:28 Keyword Search Volume Vs Google Keyword Planner14:06 Google Keyword Planner: A Tool for Advertisers17:53 Speaking the Vocabulary of Your Audience (Focus on Users)19:30 Brand Queries aka Pull Queries20:22 Keyword Search Volume is Misleading21:18 Overview of Ahrefs’ Traffic Potential (Keyword Metric)22:52 What Can a Small Business Do When Competing for a Keyword with a Top Ranking Site?25:11 Tim Soulo’s Thoughts on AI Tools and Google Educating Itself29:17 Tim Soulo’s Approach to SERPs33:27 Important Thought-Provoking Insights from Tim Soulo on Keyword Search Volume36:45 Passing the Baton: Tim Soulo to Elizabeth Marsten This episode was recorded live on video March 22nd 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Carrie Rose talks with Jason Barnard about why SEO could be more reactive and short term. Carrie Rose is a British entrepreneur who has over 7 years of experience in SEO. She is the co-founder and CEO of Rise at Seven, a creative search agency launched in June 2019. She is 28 years old and started her business at the age of 26. Carrie has won several awards for her creative campaigns and digital PR executions including awards such as 2020's Campaign Magazines 30 under 30, Rising star - Content Marketing Association, Best Campaign within Travel at the UK Search Awards 2018. Consumer search behavior is massively influenced by various drivers, including what's in-the-headlines and on-trend on social media platforms like Tiktok and Instagram, and various channels like TV and Netflix. If you can spot these trends, it is a great idea to push SEO using fast and reactive PR and content marketing. In this episode, Carrie Rose shares her approach to tracking trends in searches. She then explains the two sides of search: the facilitators (SEO, content & PPC) and the drivers of search (TV, Netflix, and Tiktok). Carrie explains how to get more people to search for a product by focusing on users' live search behavior using trend-tracking tools like Google Trends. Jason Barnard, with his Brand-SERP obsession, takes the discussion to dig into how brands can drive brand search volume, or "Pull Searches" as John Mueller from Google calls them. But the big question here is: how can all of this help a small scale business? As always the show ends with passing the Baton…Carrie Rose sweetly passes over to next week’s awesome guest, Tim Soulo. What you’ll learn from Carrie Rose 00:00 Carrie Rose and Jason Barnard00:26 Julia Nesterets’ Message of Gratitude in Support of Ukraine01:50 Kalicube Tuesdays’ 100th Episode Celebration02:31 Ahrefs Prize winners04:48 Carrie Rose’s Brand SERP and Knowledge Panel05:17 A Brief Overview of Rise at Seven (Carrie’s Company)06:51 Reactive SEO: Fast-tracking With an Eye Toward Short-term and Long-term Results07:31 How User’s Behavior is Changing PR and Content Marketing07:46 Weather Often Affects User Searches07:58 Consumers' Search Behavior During the COVID Pandemic08:40 Why Some Google My Business Knowledge Panels Disappeared During Pandemic09:40 Carrie Rose’s Two Sides of Search09:46 Who are the Facilitators of Search?10:12 Who are the Drivers of Search?11:36 How Carrie Rose Tracks Different Drivers of Search and Its Consumers’ Search Behavior17:41 How to Get People to Search for Brand Plus Keyword21:28 How Can Smaller Brands Drive Search for Their Brand, Topics and Products28:00 Carrie Rose’s Trend Searching Tools Preference33:20 Passing the Baton: Carrie Rose to Tim Soulo This episode was recorded live on video March 15th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Tom Shapiro talks with Jason Barnard about rethink lead generation. Tom Shapiro is an author and CEO of Stratabeat. His recently published book is Rethink Lead Generation: Advanced Strategies to Generate More Leads for Your Business. He is also a speaker and CEO of Stratabeat, Inc, an agency that uses an approach based on neuroscience, psychology and behavioral science to drive leads and revenue growth for B2B companies. Stratabeat's services include marketing strategy, branding, web design, SEO, content development, content marketing, ABM, behavioral analytics and conversion optimization. Prior to joining Stratabeat, Tom secured a variety of Fortune 100 clients (including P&G, HP, AT &T, UnitedHealthcare & Kraft Foods) and was part of a team that achieved record sales by developing effective new client strategies for SEO company iProspect. Leads are the lifeblood of B2B companies. You are probably thinking you know all about lead generation… But Tom is asking you to rethink what you thought you knew. Even though it seems simple, it's quite a challenge to successfully execute your own lead generation process. There are boatloads of lead generation tips, tactics, techniques and strategies all over the internet, each telling you they apply to you. But think again, if everyone else is using these same best practices, they may be ineffective. In this episode, Tom Shapiro and Jason Barnard talk about how you can build strong relationships that drive lead generation with customized content and creativity, innovation and lateral thinking. Starting that relationship and building it requires that you think creatively. You need to rethink and do things that your competitors aren't doing. It may seem like a risk, but it may be that NOT taking this approach this is the real risk. As always the show ends with passing the baton… the incredibly brilliant Tom Shapiro passes the virtual baton to next week’s delightfully stunning guest Carrie Rose. What you’ll learn from Tom Shapiro 00:00 Tom Shapiro and Jason Barnard00:12 Alexander Pippa and Our Ukrainian Friends Fighting for their Freedom01:37 A Bag of Swag for Your Nuggets: Join the Fun02:43 Rules of our “Silly Game” (100th Kalicube Tuesdays’ Episode)04:53 Tom Shapiro’s Brand SERP05:27 Leads are the Lifeblood of B2B Companies05:50 Tom's Rethink Lead Generation Book07:09 Learn Best Lead Generation Practices, Then Change Them07:55 Personalised Content to Reach Out to People09:53 Relationship Building Rather Than Lead Generation12:04 Understanding the Psychology Around Your Market’s Goal12:50 Using Creativity, Innovation and Lateral Thinking to Build Strong Relationships14:47 The Impact You can Make on Your Target Audience17:14 Other Ways to Get in Touch with Potential Leads21:14 The Cold Email Technique You Should Use21:54 Account Based Marketing for Better Lead Generation26:45 Do Something Your Competitor Will Not Do32:57 Passing the Baton: Tom Shapiro to Carrie Rose This episode was recorded live on video March 8th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Stephan Bajaio talks with Jason Barnard about supply & demand of the SERPS. Stephan Bajaio is an entrepreneur, marketer, innovator, seasoned global speaker, insightful leader, global brand consultant, passionate podcaster, webcaster, with over 15 years of experience in search engine marketing with a focus on search engine optimization (SEO). He is currently the chief marketing officer at TurnoverBnB. Special notice: this episode starts with a short conversation with Anton Shulke, who was at that time in Kyiv in the middle of the Russian invasion of Ukraine. It ends with an appeal for help and support for Ukraine. In an Economics mindset, supply and demand are key (in that order), and some say the same goes for products and services, right? But according to Stephan Bajaio in SEO it is clear that demand leads supply… and they key to SEO, and indeed digital marketing, is connecting the dots. How do we do that? On the SERP! If you understand the search queries of your target market, your audience, and the users on your Brand SERP, then you can understand their needs (demand). Once you have done that, you can look at supply through Google. In SEO, Google is the trusted third party that provides the information your audience needs, the answers for their search queries (the supply). In that situation, your products and services need to be part of the SERP so that it is your supply that meets the users' demand. Simple! Stephan's insights make for yet another incredibly insightful episode that focusses on demand and supply as a model for SEO, and also addresses multiple other related questions such as breaking down communication silos, which is important for any business, SEO, or digital marketer. As always the show ends with passing the baton… the rather fantastic Stephan Bajaio passes the virtual baton to next week’s super awesome guest, Tom Shapiro. What you’ll learn from Stephan Bajaio 00:00 Anton Shulke and Jason Barnard00:10 the Situation for Anton in Kyiv04:40 Real Ways You Can Help With Ukraine as a Foreigner05:15 Stephan Bajaio and Jason Barnard08:59 Stephan Bajaio’s Brand SERP09:34 Why a Particular Video Appears in the SERPs11:24 Entity Authority14:22 Demand in the SERP (Queries) as a Proxy to Egotistical SEO Approach15:47 Understanding the Way People Search Means Understanding Their Demand15:56 Nobody Lies to Their Search Bars16:44 Supply in the SERPs18:20 SERP: Branding Opportunity20:40 Spy Search Presence Intelligence Concept22:05 Communication Silo28:01 Products have Brand SERPs32:37 Supply Creates its Own Demand36:09 Passing the Baton: Stephan Bajaio to Tom Shapiro This episode was recorded live on video March 1st 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Ian Anderson Gray talks with Jason Barnard about live shows for recovering perfectionists. Ian Anderson Gray is a motivational speaker, trainer, teacher and consultant who travels the world. He is the founder of Confident Live Marketing Academy, which teaches entrepreneurs how to successfully use live video to increase their influence, authority and revenue. And he also has a blog, Seriously Social, which is all about social media tools and live videos Live videos are incredibly powerful and helpful for three types of people (and you are probably in one of these groups). For beginners who don't feel comfortable and confident standing in front of a camera, shooting live video can be more than a little scary. But it is also a way to overcome those fears. Incredibly, live video is also a time saver for professionals, hmmmm in what way? Well, it would save you the time it takes to re-do or re-record your videos to perfect them. And that leads us to the third type of person live video is great for… perfectionists. There is no such thing as perfection in live video, and that makes it a great way for perfectionists to break their own mould. In this episode with Jason Barnard and the brilliantly insightful Ian Anderson Gray talk about how to turn your live videos into a game changer for yourself and your brand… stepping out of your comfort zone, publishing smartly, creating a variety of content from the initial live video stream including podcasts, blog posts, and video babies. IAG explains in detail how he goes about this process himself, from planning, to pre-promotion, to production, to post production, and on to re-purposing Another intelligent, fun and creative episode indeed. What you'll learn from Ian Anderson Gray 00:00 Ian Anderson Gray and Jason Barnard02:19 Ian Anderson Gray’s Brand SERP and Knowledge Panel03:30 The Perfectionist Ian Anderson Gray05:45 Imposter Syndrome08:39 How to Turn a Live Video into a Content Machine with a Perfectionist Attitude09:57 Live Video: Antidote to Recovering Perfectionist10:53 Why Live Video?13:59 Repurposing Content from Live Video15:04 Live Video into Video Snippets16:50 Video Replay into Podcast19:28 Converting Live Video into Blog Posts22:27 Why Use Short Links to Redirect to Blog Posts24:22 Ian Anderson Gray and Jason Barnard’s Transcription Tool Preference26:31 Ian Anderson Gray’s 5 Ps This episode was recorded live on video February 22nd 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now>>

Judith Lewis talks with Jason Barnard about winning the linkbuilding game with data. Judith Lewis is the founder of Decabbit Consultancy and a conference speaker, digital marketing specialist, trainer, Search Awards Ambassador and Chocolate & Wine judge. She is an experienced online marketer who began her career in the industry in 1996. Like everyone else at the time, she learned through patient testing and experimentation how the various search engine algorithms work, especially the Google algorithm. She discovered her expertise in online marketing by combining her specialised studies in psychology with her programming experience. White hat, gray hat, and black hat…. You might think that refers to fashion ;) But in the context of Kalicube Tuesdays, the Shades of Gray hat reference refers to link building. White hat is the good one, gray is borderline sneaky and black hat is all about underhanded tactics that aim to trick the algorithm. Which hat should you wear? Whichever hat you choose, data is a great way of identifying valuable links. Judith Lewis joins Jason Barnard for a fun filled and intelligent discussion about all shades of link building and how you can use data to help you. Judith provides an incredible bonus with her Decabbit strategy for building networks for clients. As always the show ends with passing the baton… Judith Lewis sweetly turns over the virtual baton to next week’s talented guest, Ian Anderson Gray. What you'll learn from Judith Lewis 00:00 Judith Lewis and Jason Barnard00:58 Judith Lewis’ Brand SERP04:12 White, Gray and Black Hat Link Building04:46 White Hat Link Building Exists (but it's rare)07:07 Compensation is not Just Money in the Context of Link Building Strategies08:37 Link Exchanges for Link Building09:12 Is Google Aware of Underhanded Link Building Tactics?12:24 Paid Link Vs Sponsored Link14:42 How EAT Might Work With a PBN - a Case Study17:46 Can a PBN be Sustainable?21:55 Link Building Using Data22:51 Choosing the Right Bloggers for Links is Down to Audience 26:36 Judith Lewis’ Strategy in Building Networks (and not PBN)30:55 Passing the Baton: Judith Lewis to Ian Anderson Gray This episode was recorded live on video February 15th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://kalicubetuesdays.com/2022/february-2022/kalicube-tuesdays-with-judith-lewis/

Brie Anderson talks with Jason Barnard about data driven SEO and always be testing. Brie Anderson works with companies around the world as a digital marketing analyst, strategist, speaker, lecturer and consultant. She is a tinkerer who began her journey by following her favorite bands on MySpace and learning to code at the age of 13. Brie now owns BEAST Analytics, a digital marketing consulting service, and writes for publications such as Moz and Search Engine Journal. Collecting and analysing data is fun, and it's paramount that you first set your goal - where to start and what to look for. Who would not do that, right? Turns out a lot of companies! Brie Anderson's data-driven Beast Cycle is the star of this episode. Google Analytics co-stars. Brie shares insights into how to measure, what to measure, how to analyse and includes quite a few handy hints on how you can use Google Analytics 4. Perhaps the highlight is Brie's practical tips for curious digging. As always, the show ends with passing the baton… the super brilliant Brie Anderson passes the virtual baton to next week's delightful guest, Judith Lewis. What you'll learn from Brie Anderson 00:00 Brie Anderson and Jason Barnard 01:47 Brie Anderson’s Brand SERP 04:52 Brie Anderson’s Focus on SEO 05:35 First Things to Think About When Collecting Data 06:12 What Data Will be Important for Whom? 07:04 Why Tracking Your Conversions and Goals Important 08:00 Google Analytics' Smart Goals - Good or Bad Idea? 08:48 Trying and Tracking Your Steps to Your Goal 11:05 Google Analytics Vs Adobe Analytics 12:47 Google Analytics 4: Handy Hints 17:27 Universal Analytics Versus Google Analytics 4 20:03 Demographic Data - What is Brie Anderson’s Focus? 21:38 Deep Data Diving Tips and Tricks 23:19 How to Test and Measure Analytics 26:18 Passing the Baton: Brie Anderson to Judith Lewis This episode was recorded live on video February 08th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/yqBPOC_wRvU

Joseph J. Sherman talks with Jason Barnard about effective media cadence for PR. Joseph Sherman is a multi-talented professional with an awesome record of success in customer contacts and communication tactics. He has a wealth of experience in executing initiatives that boost sales, consumer engagement and media attention. He earned his bachelor's degree from the University of California, San Diego, and his master's degree from KEDGE Business School, a Grande Ecole de Commerce et de Management. The success of an effective PR outreach strategy is not measured only by the immediate outcome of a campaign, it is necessary to see the long term payback. A good PR outreach campaign will have a "sales" approach, and will look to the long term - relationships that campaign builds with journalists, editors, bloggers or podcasters will benefit you or the company in the long run, as long as you actively work to maintain them. In this episode, the brilliant Joseph J. Sherman illustrates how you should implement a sales approach to PR and establish a good relationship with your PR contacts (writers, interviewers, journalists, editors, bloggers or podcasters). Treat them like you would a sales prospect - in order to get them on board, you need to know them well and understand their goal. As always, the show ends with passing the baton… Joseph incredibly turns over to next week’s delightful guest, Brie Anderson. What you'll learn from Joseph J. Sherman 00:00 Joseph J. Sherman and Jason Barnard00:23 Joseph J. Sherman’s Brand SERP03:16 Sales Idea Based on a Cadence Approach07:30 How to Evaluate a Quality PR Lead09:53 Understand Journalists’ Goal and Help Them towards a Relevant Publication13:07 Know the Writer or Person to Reach Out to15:05 Establish a Positive Business Relationship with an Interviewer16:55 How to Keep Good Relationship Between Projects with Authors, Journalists, and Bloggers18:40 Effective Cold Calling Strategy27:00 Passing the Baton: Joseph J. Sherman to Brie Anderson This episode was recorded live on video February 01st 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/Al93OLs8zUo How to Build a Successful and Effective PR Outreach Strategy - Joseph J Sherman’s Approach Qualify Media Leads From Marketing Campaigns As Sales Opportunities In this episode, Joseph mentions that his approach is based on cadence. As he defines it, cadence is an idea of how you want to reach your own customer. Is it going to be a combination of SEO, social media, cold calling, warm leads, and whatever that combination is, however you want to reach the person you are trying to reach. It's important that you communicate with the person you are trying to reach in terms of their time, if you are in a different time zone, and that you treat them like a "real" lead. In a normal sale, you can figure out roughly how valuable a particular lead might be, but with PR, Joseph says, it's "opaque." In the beginning, you cannot really tell how valuable a particular lead can be because the reach is not that big yet. You cannot necessarily quantify the value of a particular lead unless you already know how much coverage you are going to get, or there's already a date set for when it will be published. In today's digital media, as a marketer you always have a lot on your mind, maybe goals you want to achieve, information you want to share on different platforms, you want the information to appear in your Brand SERP when people search for you, you want to attract customers with the information you shared, or maybe you are working on some projects related to that information. You have a sequence of things you'd like to do, but it's very rare that people think about what media leads have in their mind. In line with all the goals you have in mind and want to achieve, a journalist, for example, is looking for something specific for their content or website, but it's not exactly the best way to force something on them. Just like you, they have goals, and it's important for them that you see and understand their goals as well. Establish A Content Cadence For Your Brand It's important to work hand-in-hand with your media representatives to come up with great ideas for publishing an article or information you'd like to share to your audience. By working side-by-side with them, you can try to learn and connect with their writing style. Also, when communicating with a journalist or writer, bear in mind that they too have their own style and interests and that your two ideas should match. Overall, it's about building a positive relationship where each party understands what you are both looking for, respects the other's time frame, and understands that you have different points of view. In sales, for example, you tend to think and offer everything the customer needs because y

Tom Critchlow talks with Jason Barnard about how to report SEO to your CEO. Tom Critchlow is a freelance strategy consultant with over a decade of experience in product and marketing strategy. He worked in SEO at all levels and in a range of businesses, including product development at Google Creative Lab, Area 120, New York Times R&D, and the fintech sector. He is now working on The Strategic Independent, a book about independent consulting that will be available online. Understanding SEO jargon requires specific SEO knowledge, which is impossible for someone who is unfamiliar with it. As an SEO, it is therefore important to first determine your CEO's (or client's) level of SEO understanding to ensure effective communication, a smooth workflow and ongoing success. Another fun episode with a whirlwind of insight, featuring, of course, the rather groovy Jason Barnard and the brilliant Tom Critchlow digging deep on how an SEO can better manage their relationship with the CEO: get them onboard, obtain the resources you need, manage expectations, get buy-in from internal teams and, best of all, ensure everyone appreciates you true value. As always, the show ends with passing the baton… Tom sweetly hands over to next week’s amazing guest, Joseph J. Sherman. What you'll learn from Tom Critchlow 00:00 Tom Critchlow and Jason Barnard00:40 The Fundamentals of Brand SERP for Business01:07 Tom Critchlow’s Brand SERP04:41 SEO Vocabulary and Misconceptions07:24 Tips to Explain SEO to Your CEO09:08 Use Explainable Models - Don't Get Overly Complex10:56 Managing the CEO's Expectations With a Traffic or Ranking Drop13:30 How to Manage Expectations When Traffic Skyrockets15:26 Communication is Key to SEO Success17:34 What Do Businesses Care About That SEOs Should Focus on?23:44 Communicate with Clarity to keep the CEO Onboard30:58 How Well Do Modern SEOs Understand Users?32:50 SEO is Cross Functional36:50 Pragmatic Understanding of Resources40:06 Passing the Baton: Tom Critchlow to Joseph J. Sherman This episode was recorded live on video January 25th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/BkGqP5zHbTM

Purna Virji talks with Jason Barnard about prominence vs. presence on LinkedIn. Purna Virji is a globally recognized speaker and writer on content marketing. A content strategist and Lead Content Solutions Consultant at LinkedIn. Prior to joining Linkedin, Purna was the CEO and Founder of Purview Marketing and Senior Client Development and Training Specialist for Bing Ads. During her time at Microsoft, she won Search Personality of the Year 2019-2020 at the US Search Awards, was named one of Adweek's 2018 Young Influentials, and was chair of the judging panel at The Drum US Search Awards in 2017 and 2018. Marketers and business owners often misjudge how to make best use of their presence in the digital world. Getting the right balance between your message, your content and your audience is the key, and Purna Virji offers dozens of tips, tricks and ideas for getting that balance right. The thing is, knowing what your audience wants to hear is more important than knowing what you want to say. And being emotional with your content is not the same as using emotions to connect with your audience. Purna Virji offers thumb stoppingly good content tips and how to get the most out of LinkedIn that can also be applied to other social media platforms. Having concise, compelling and clear content is an advantage. As always, the show closes with passing the baton… the delightful Purna Virji passes the virtual baton to next week's super groovy guest Tom Critchlow. What you'll learn from Purna Virji 00:00 Purna Virji with Jason Barnard00:39 Book Launch: The Fundamentals of Brand SERPs for Business01:57 Purna Virji’s Brand SERP02:56 Purna Virji’s Career Path04:34 An Overview of Purna Virji’s Expertise on Content06:32 Prominence vs Presence on LinkedIn07:44 What is Thumb Stoppingly Good Content?08:53 How to be Prominent with Your Content09:38 Focus on What Your Audience Want to Hear Not on What You Want to Say10:18 Emotion Centric Content12:32 Emotion in Content vs Emotional Content18:00 Tips on How to Figure Out What Your Audience Wants to Know24:52 WHat is Contrarian Marketing Approach?32:13 How to Make the Most of LinkedIn33:39 Optimize Discoverability with Broad Hashtags and by Tagging People36:30 Concise, Compelling and Clear Content50:39 Passing the Baton: Purna Virji to Tom Critchlow This episode was recorded live on video January 18th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

David Amerland talks with Jason Barnard about searcher, behaviour, intent and expectations. David Amerland is a business journalist, author, and international speaker. He was a Chemical Engineer before stumbling into the world of search engine optimization (SEO), social media marketing, and branding via mathematics. He has written more than a dozen books on business, marketing, and search, including The Tribe That Discovered Trust, Google Semantic Search, and his most recent book, Intentional. Everything we do from Google's perspective is data and information, and if Google has enough data, it should be able to better understand us as searchers and provide us with the information we are looking for. Human behavior, on the other hand is incredibly difficult to understand let alone predicts a single action can disguise a variety of intents and the intent of that single action can change immensely over time. In this inspiring episode, David Amerland joins Jason Barnard to try to understand where these two worlds intersect (perhaps collide?) As always, the show ends with passing the baton… David passes the virtual baton to next week’s insightful guest, Purna Virji. What you'll learn from David Amerland 00:00 David Amerland with Jason Barnard 00:55 David Amerland’s Brand SERP and Knowledge Panel 02:28 Why is Search Underperforming Even if Its Computational Power is Increasing? 07:29 Google’s Perspective: Everything We Do is Data 08:15 Any Given Action Conceals a Number of Intents 09:20 Culture Changes Behavior 12:03 Culture and Human Behavior are Constantly Evolving and Changing 18:12 Writing Content with Empathy 24:06 Emphatic Content is Great for People, But Does it Work in SEO? 24:24 Can Data Act Empathetically? 25:43 Can Your AI Machine Generating Content Trick Google's Algorithms? 29:05 Can Google Recognize a Pattern in Your Behavior to Better Determine Intent? 34:17 Who is Google Chasing… so Who Should we Target? 37:03 David Amerland’s Focus When Creating Content 38:15 How is Google Using MUM and BERT 41:36 To Win With Content, Focus on Areas Where the Target Audience is Dissatisfied. 43:14 Passing the Baton: David Amerland to Purna Virji This episode was recorded live on video January 11th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/gdFbSlk8h3A

Lidia Infante talks with Jason Barnard about SEO gap analysis, digging up the gold. Lidia Infante is an SEO consultant, author, speaker and currently a senior international SEO manager at BigCommerce. She pursued her curiosity about human nature, her love of numbers and storytelling with a BSc in psychology, a career in digital marketing and an MS in e-commerce. When it comes to Gap Analysis, everything from keywords to links to content is considered. It differs depending on your industry but focusing on SEO, identifying competitors is the first stage in Gap Analysis. Completing the list of stages in Gap Analysis, Lidia Infante talks about performing gap analysis and identifying your focus. As always, the show ends with passing the baton… Lidia passes the virtual baton to next week’s groovy guest, David Amerland. This episode was made in partnership with Wordlift and Ahrefs. What you'll learn from Lidia Infante 00:00 Lidia Infante and Jason Barnard00:28 Visuals of Kalicube Tuesdays - 2020 to 2021 01:47 Lidia Infante’s Brand SERP05:05 Describing Gap Analysis06:32 The Three pillars of SEO08:08 Find where you are weaker than the competition08:39 Role of Technical SEO09:20 Role of Off-page in SEO10:03 Jason Barnard’s three legged stool for SEO11:57 Identifying competitors: First step in Gap Analysis13:27 Technical SEO Gap Analysis16:05 Off Page SEO Gap Analysis20:20 Content SEO Gap Analysis25:58 Lidia Infante and Jason Barnard’s personal SEO platforms recommendations27:48 A quick rundown of the three types of SEO Gap Analysis 29:38 Choose a focus, turn it into a plan, create a roadmap with objective40:45 Passing the Baton… Lidia Infante to David Amerland This episode was recorded live on video January 04th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/WGV-xxwQbTs

Winnie Sun talks with Jason Barnard about branding to grow your business. Winnie Sun, better known as "The Wealth Whisperer", is the Managing Director, Founding Partner and Financial Advisor of Sun Group Wealth Partners. She’s been featured on CNBC, FoX Business, Cheddar and in over a 100 other interviews for various outlets as an entrepreneur, speaker and media personality. Every encounter you have with a prospect or customer is part of business branding. Generally, there is online and offline branding, both of which are crucial for any business. In this podcast episode, Winnie Sun joins Jason Barnard to shed light on where and how to start building your own brand. Discussing even the possibility of faking personality brand ideas. Winnie Sun also explains that you need to focus on different forms of marketing to get your content and information out there, build a social media reach, and focus on what she calls centers of influence. You'll also learn how Winnie Sun implemented personal branding to her own company in this fascinating discussion. As always, the show ends with passing the baton… Winnie passes the virtual baton to next week’s incredible guest, Lidia Infante. What you'll learn from Winnie Sun 00:00 Winnie Sun with Jason Barnard00:38 Winnie Sun’s Brand SERP and Knowledge Panel02:02 Talking about brands online and offline03:04 Branding is much more than just your appearance in Google03:12 Where and how do you start building a good, solid, reputable business offline?07:16 Does branding drive sales or do sales drive branding?10:19 Winnie Sun's take on branding. Is it possible to fake personality brand ideas?11:35 Marketing is a lot like alcohol13:28 Focus on centers of influence20:55 If you don't become a voice for your business, your industry will be the voice of your business.22:47 Thinking brand in terms of Entities25:14 Using your own personal brand to drive your company's brand30:22 Passing the Baton: Winnie Sun to Lidia Infante This episode was recorded live on video December 28th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/zkOuHYtPVis

Dom Hodgson talks with Jason Barnard about Santa SEO. Dom Hodgson is the co-founder of Little Warden (which some would say is the greatest tool for site issue monitoring) BUT he’s not here to talk about that he’s here to talk about his nighttime activities, Christmas Lights. The Hodgson Christmas Light Show in Leeds. In this episode, Dom Hodgson talks about designing and building a unique Christmas light display along with marketing tips, from PR, SEO and social media, telling people about your display can be as complicated as building the thing! Along the way, Dom shares a personal story about how he turned the disappointment of a cancelled dream Disney holiday into a powerful PR opportunity. As always, the show ends with passing the baton… Dom passes the virtual baton to next week's lovely guest, Winnie Sun. What you'll learn from Dom Hodgson 00:00 Dom Hodgson with Jason Barnard01:15 Dom Hodgson’s Brand SERP04:37 The Hodgson Family Lights (A Christmas Light Show in Leeds)06:48 How did Dom Hodgson build and promote a local holiday event?10:25 Year-long plans for promoting the event20:36 Social media promotion for events24:19 Dom talks about local promotion for events29:00 Dom shares their press release strategy for the Christmas light show This episode was recorded live on video December 21st 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/ZKopgRWFm-M

Lily Ray talks with Jason Barnard about how has Google changed in 2022 and what's to come. Lily Ray has over a decade of SEO experience and is currently Sr. Director, SEO & Head of Organic Research at Amsive Digital, where she provides strategic leadership for the agency's SEO client programs. In this fantastic episode, Lily and Jason Barnard talk about the Google algorithm updates in 2021, and give some predictions for 2022. Google algorithm updates are major events in the SEO calendar. 2021 has been especially rich in terms of the sheer number of them, and also the volatility they have caused in the SERPs. It feels like 2021 was a special year. Lily Ray walks us through 2021 and shares stories and insights on dozens of confirmed and unconfirmed updates, product launches, and changes to the SERP in 2021. Finally, a bonus: You’ll hear Lily's prediction (something big) of what's going to happen this coming year 2022. What you'll learn from Lily Ray 00:00 Lily Ray with Jason Barnard01:05 Lily Ray’s Brand SERP & Knowledge Panel04:54 Thanksgiving, Cyber Monday, Black Friday - a run down on the end of year updates04:54 Thanksgiving, Cyber Monday, Black Friday - a run down on the end of year updates06:10 What type of website(s) will benefit the most from the Product Review update?09:27 Google spam updates in summer 202110:23 Is Google pushing E-A-T category by category?13:35 Google as a recommender - updates on unhelpful search results15:26 Product Review updates and guidelines18:28 Passage Indexing at the start of 202121:07 Why User Experience is important for Google22:05 Google Glitches in 2021 - Indexing bug, outage of Search Console, titles…27:15 Machine Learning - “the dance between humans and machines”28:06 The December product review update29:50 Are Google Core updates industry-specific?33:56 The June and July Google updates35:27 Dictionary sites were winners in summer 202136:12 The single biggest takeaway from the 2021 updates39:32 Lily Ray's Predictions for 2022 This episode was recorded live on video December 14th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Rebecca Berbel talks with Jason Barnard about predictive SEO using big data. This is an extremely interesting and insightful episode where Rebecca Berbel and Jason Barnard discuss predictive SEO: where it came from, where it is now, and where it is going. Rebecca also cleared some misunderstandings between predicting in SEO and predictive SEO, ranking factors and features, and the explainable and unexplainable elements that contribute to the machine’s predictions of ranking on the SERPs. As always in SEO, there are loads and loads of “it depends”, so it doesn’t look like predictive SEO will change that quirk in our industry :) Rebecca and Jason squeeze dozens of knowledge nuggets, tons of machine learning insights, and masses of SEO ranking analysis in this episode ;) Also, watch out for the answer to this pragmatic question: How can we present predictive SEO data to clients? What you'll learn from Rebecca Berbel 00:00 Rebecca Berbel with Jason Barnard 01:53 Rebecca Berbel’s Brand SERP and her event Knowledge Panels 05:03 What is predicting in SEO and what is predictive SEO? 07:55 Contexts where “it depends” for ranking 09:51 Straight forward machine learning algorithms versus the black box 12:37 Thinking of factors as ML features 15:48 Why do you need to clean data? (garbage in, garbage out) 21:30 The three types of people in SEO 24:55 Explainability with Shapley (game theory) 29:20 Different sections of your site don't all behave the same way 33:01 Examples of negative SEO factors evaluated by OnCrawl’s predictive model 36:36 Examples of positive SEO factors evaluated by OnCrawl’s predictive model 38:30 How to win Google’s game with data 40:33 How can we present predictive SEO to clients? 41:59 What output does predictive SEO provide? 44:11 The next steps in predictive SEO This episode was recorded live on video December 7th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Mike King talks with Jason Barnard about the value of content engineering. Michael King is the Director at iPullRank which is a leading New York content marketing SEO agency. With 14 years of digital marketing experience and 25 years in web development, he has led the SEO campaigns of some of the world’s leading brands: LG, Citi and Cartier. In this episode, Michael King shares his unique procedure for content engineering that seamlessly stitches together technical SEO, content and marketing … a large step outside traditional SEO. Mike explains his thinking behind the term and dives into the techniques and subtleties of content engineering. He gives a new, more practical twist to the ever-so-common SEO phrase “it depends”. For once, “it depends” has helpful reasoning behind it. Listen now and take your SEO game to the next level! What you'll learn from Mike King 00:00 Mike King with Jason Barnard01:02 Michael King’s Brand SERP across multiple countries03:10 What does content engineering mean?04:29 Requirements of a content engineering package06:07 Content engineering comes from reverse engineering07:28 Packaging content for the target personas10:22 How to create a content engineering brief14:01 Content should be written by copywriters, not SEOs16:37 How to content-engineer image and video content18:54 iPullRank’s concept of 10x content19:32 Thinking through the concept plan, information plan and IAA components23:46 How does content engineering work at scale?27:12 What are the research techniques for a great content engineering strategy?31:40 Huge jump in rankings outside the traditional SEO bubble35:07 Improving rankings with topical authority This episode was recorded live on video November 30th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

David Bain talks with Jason Barnard about crafty content creation. David Bain is the Founder of Casting Cred, a podcast and video show production agency for B2B brands. He is also the groovy host of Digital Marketing Radio which is a weekly podcast and YouTube show for in-house, agency, and entrepreneurial marketers. To strategically create crafty content, we must always begin with the end goals in mind. We have to figure out how all our efforts fit with the outcome we’re trying to achieve. These goals and tasks can only become clear when there is a tangible plan right in front of us ;) So in this fantastic episode, David Bain joins Jason Barnard to share his crafty, clever content creation in combination with his super effective Funnel Marketing Model he has built ;) Also, watch out for his tips and tricks for building a better, more efficient content strategy as well as his kit recommendations for podcasting beginners and also producers aiming for professional quality audio. What you'll learn from David Bain 00:00 David Bain with Jason Barnard01:12 Casting Cred’s Brand SERP and unclaimed Knowledge Panel02:16 How did David get the domain for his name?05:11 How to get “crafty” in creating content07:08 Good audio setup 10112:25 The REAL kit to take sound to the next level!14:10 Why you should start off with an audio only podcast15:20 Think about the mediums before creating content18:03 The efficient way to outsource your content25:12 Tips and tricks: How to craft a successful content strategy26:07 The standard customer buying cycle for B2B brands26:52 The Pump and Funnel Marketing Model28:15 Hero. Hub. Help. The YouTube Content Model 31:14 David adds three more Hs to the content model (making it craftier!)33:13 What pushed David to build and go beyond the common content models?35:19 Why is the Hub content sitting outside the Pump and Funnel Marketing Model? This episode was recorded live on video November 23rd 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Koray Tuğberk Gübür talks with Jason Barnard about understanding semantic SEO. Koray Tuğberk GÜBÜR is the founder and owner of Holistic SEO & Digital and has been doing SEO for more than 6 years. Today, he is a holistic SEO expert who learns a lot from Bill Slawski and a contributor to leading SEO online publications such as OnCrawl, JetOctopus and Authoritas. Koray also speaks at SEO events and on webinars about Semantic SEO and Search, Core Algorithm Updates, and more. Matching the best possible documents to provide the most helpful answer or solution to the user’s query has always been (and will always be) the search engines’ goal. For the first years of the Internet, search engines had a lexical approach, but now they are what Koray calls semantic search engines. And, if they are to keep up with the algorithms, that means SEO practitioners need to pivot and have a semantic approach to their work. In this podcast episode, Koray Tuğberk GÜBÜR joins Jason Barnard for a super geeky and fascinating discussion of Semantic SEO, what it means, what work needs to be done and how to properly use and apply our understanding of it to our websites. Koray takes the discussion further and also explains many concepts and practicalities of how the algorithms function, citing multiple patents and experiments. Amazing insights! This is a super fun, interesting and interactive episode with a lot of juicy information on how you can charm Google now that it has “gone semantic” ;) Further reading: How to create content hubs using the knowledge graph https://wordlift.io/blog/en/content-hub-seo/ Articles by Koray https://www.holisticseo.digital/ What you'll learn from Koray Tuğberk Gübür 00:00 Koray Tuğberk GÜBÜR with Jason Barnard01:45 Koray Tuğberk GÜBÜR - Brand SERP and video verticals03:24 Understanding Semantic SEO (Overview)03:59 What is semantic SEO?4:35 - 7:00 Are Web Users Markovian?8:30 - 9:35 Unknown Entities and Open Information Retrieval10:45 - 13:15 Candidate Passage Answers14:38 - 16:46 Core Algorithm Updates and Relevance Paths17:37 - 18:20 Lexical Semantics and Synonyms25:50 - 26:35 Semantic Relations27:00 - 29:25 Understanding Semantic Search Engine29:00 - 30:48 Cost of Retrieving37:45 - 36:00 Click Satisfaction Models36:00 - 36:25 Possible Answer Seeking Routes36:38 - 38:20 Query Path38:30 - 39:33 Re-ranking Tests40:00 - 42:00 Humor and Semantics42:00:43:00 Product Review, Sentiments and Authenticity This episode was recorded live on video November 16th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Luke Carthy talks with Jason Barnard about striking the right balance between SEO and CRO. Luke Carthy is an eCommerce consultant delivering incredible (double to triple!!) results and sustainable growth for brands spanning both B2C and B2B verticals like Caterpillar, Renault and Chemist Direct. Luke’s principle is delivering sales growth first and SEO after. As a wise digital marketer, do you agree with Luke's take that SEO is not the be-all and end-all of delivering sustainable eCommerce growth? Before you give a thumbs up or a frown, take some time to listen to this podcast because that’s what this episode is all about! We all love SEO, however not everything in SEO is under our control. Regardless of whether we have fixed the technical issues or not, there's no guarantee that we’ll get the rewards we’re expecting in terms of traffic growth, let alone sales… and this is where CRO changes the game ;) Join Luke and Jason as they dive into the realms of CRO where they dig into a lot of ‘client-consultant arguments’ such as: One page checkout vs multi step checkoutClient’s preferred payment option vs diversity of payment optionsHow offline stores display products vs how online should be doneand a lot more! This might just be the greatest guide in your ‘basket filling optimisation’ journey, so hit that play button now :) Also, watch out for the groovy SERP experiment at the beginning where Jason attempts to revive Luke’s dormant Twitter boxes live on air. Quite a risk to take. Question is, does it work out? Watch to find out! What you'll learn from Luke Carthy 00:00 Luke Carthy and Jason Barnard01:18 Luke Carthy’s Brand SERP and a dormant Twitter experiment03:23 Will Luke Carthy consider implementing IndexNow?05:29 Striking the right balance between SEO & CRO13:28 Giving the customers checkout options16:50 Do you work on SEO and CRO at the same time?19:39 CRO and SEO = good business advice20:53 Does CRO include ‘basket filling optimisation’?22:37 The gamification of free shipping26:52 Are post purchase coupons effective for customer loyalty?30:19 Points of conflict between SEO and CRO34:50 Tips for A/B testing36:47 Balancing CRO and SEO This episode was recorded live on video November 09th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Fabrice Canel talks with Jason Barnard about the low-down on IndexNow. Fabrice Canel is a Principal Program Manager leading the crawling, processing, and indexing team at Bing. He is a veteran at Microsoft Bing that has dealt with crawling web pages since the beginning of Bingbot and now deals with the hundreds of billions of new or updated web pages every day! In this episode, Fabrice Canel and Jason Barnard discuss IndexNow - a stunningly great change that is happening to search engine indexing. One of the ultimate goals of search engines is delivering timely information to its users. However, crawling websites may take days or weeks so updated, added and deleted information often takes some time to reflect in search engines. This is a big problem for website owners and one they often struggle to deal with. So to relieve this pain point, Microsoft Bing has introduced IndexNow, a new protocol allowing websites to easily notify search engines whenever they make changes to website content. Because it's new, there are a lot of questions that need to be answered, and Jason asks Fabrice all the right questions, of course :) How does it work?Can it instantly crawl our websites?Is Google also adopting IndexNow?What CDN have adopted IndexNow?What CMS systems have adopted IndexNow?How does the API work? Fabrice (aka Mr. Bingbot) answers all these questions simply, clearly and extensively. That makes this episode a must-listen…. Especially as Fabrice makes it very clear he will not stop until he gets 80% adoption of IndexNow. He is absolutely convinced that this initiative will make everyone happy: website owners, users, and search engines. Tune in! What you'll learn from Fabrice Canel 00:00 Fabrice Canel and Jason Barnard00:35 The beginning of Bingbot01:59 Can Bingbot keep up with the infinite pages that need to be crawled?05:55 Fabrice Canel’s Brand SERP on Bing and Google07:18 IndexNow: What it is, how it works and why it's helpful08:55 Why an API layer is better than a web form11:37 The early adopters of IndexNow14:52 Getting the CMS and the CDNs to do the work15:57 How long will it take for IndexNow to catch on?19:30 Will IndexNow be integrated into the core of WordPress?23:13 Why using IndexNow can reduce crawl on a website24:27 Why IndexNow matters to small websites30:05 Does IndexNow guarantee instant indexing?32:20 How fast can websites be caught for abusing IndexNow?33:21 Will this make XML sitemaps redundant?35:07 The IndexNow API is super simple This episode was recorded live on video November 2nd 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> Full Corrected Transcript for The Low-down on IndexNow From Mr. Bingbot (Fabrice Canel and Jason Barnard) Jason Barnard: Hi everybody and welcome to the second part of this double bill of Kalicube Tuesdays with Fabrice Canel. A quick hello and we're good to go. Welcome to the show, Fabrice Canel! Fabrice Canel: Thank you. I will just speak — no song from me. Jason Barnard: Right. Today we're talking about IndexNow. I've been calling you Mr. Bingbot, which is probably terribly rude. What's your official title? Fabrice Canel: I am a Principal Program Manager at Microsoft. I've been working at Microsoft for 24 years. Jason Barnard: A very long time. A very interesting time. I was looking you up on LinkedIn and you started at Microsoft in the late nineties. Did you actually start Bingbot? Fabrice Canel: Yes. We started Bingbot together — I even created the Wikipedia page for it. It was the evolution of MSN Bot: we started with MSN Search, then Live Search, then Windows Live Search, then Bing, and now Microsoft Bing. Jason Barnard: You've been on the team the whole time. Have you been programme lead from the beginning? Fabrice Canel: Not at first, but now I'm in charge of managing part of the team delivering the best index on the internet. Jason Barnard: You must be the only person in the industry who has been developing a crawling bot for 24 years or more — since the very beginning of the crawling era of the internet? Fabrice Canel: Yes, in the industry. I've seen all the evolution. When we started, there were maybe 20 pages and it was really easy. Jason Barnard: And now it's infinity. Fabrice Canel: Yes, infinity. The scale of the internet is growing year by year at an unknown rate. Some people estimate 60% year-over-year growth. The frontier keeps expanding because people now generate content using content management systems rather than Notepad, and they can automate the creation of websites entirely. And then you have spammers generating millions and billions of pages of useless content automatically, every day. Jason Barnard: And if it's growing at 60% a year, does that mean you can't keep up? Fabrice Canel: All search engines are managing a business. We are business-driven, obviously to satisfy customers, but we have to pick and

Mads Singers talks with Jason Barnard about how to delegate effectively. Mad Singers has more than 8 years experience as a management and outsourcing coach. He has coached people in large organizations such as Shell and Coca-Cola, but also coached entrepreneurs in small companies too. He currently owns and runs 4 companies, he’s the host of SEO Mastery Summit and regularly speaks at major events such as SEO Spring Training, 7 Figure Seller Summit, & the Survive and Thrive Ecommerce Summit. In this episode, Mads Singers and Jason Barnard discuss how to delegate effectively. Mads is the expert and he starts by explaining that delegating can only be effective when you disown task responsibility, stop figuring out answers for others and be completely unaware how the task is actually done. For example, the CEO of IBM is not figuring out what everyone in the organization has to do and might not even know the processes behind the tasks they are delegating. The focus of a CEO should be elsewhere. Of course! In the SEO industry in particular, delegation is something that is often badly managed. The nature of many great SEO experts is to be 1) control freak 2) expert in every area and 3) want to reproduce clones of themselves… all of which is a big, big mistake!! Mads goes on to dig down into the Do’s and Don’ts of managing teams: from having the right attitude, focussing on the right goals and (most importantly) implementing the motivational strategies that empower employees. A super delightful talk that absolutely hits the spot and an episode where you won’t want to skip and miss a single detail. Employees will relate to the approach and CEOs, team leaders and managers will learn valuable, productive and profitable lessons ;) What you'll learn from Mads Singers 00:00 Mads Singers and Jason Barnard 01:37 Mads Singer’s Brand SERP 05:23 Delegating tasks versus delegating responsibility 10:25 Management golden rule: Never answer questions 12:55 Who takes the blame for employees’ slow development? 15:41 Putting the right people in the right job 18:49 What qualities make the best hires? 19:56 Who should define the task process and fix issues? 22:52 Why SEO agencies have trouble with delegation 24:59 The big mistake of duplicating yourself 26:08 Practical tip: The easiest way to get promoted 28:20 Flat versus pyramid organization 29:45 What is the ideal size for a manageable team 32:04 The ultimate roles and goals for managers 34:43 Understanding the biggest WHYs of the task This episode was recorded live on video November 2nd 2021

Paul Andre de Vera talks with Jason Barnard about video SEO to launch your YouTube show. Paul Andre de Vera is the founder and host of the SEO Video Show, a YouTube channel that attracted a thousand subscribers and 4000 hours of watch time in just 6 months! Creating a YouTube Channel dedicated for live streaming events is a super groovy idea with enormous benefits namely: Increasing your online reachCollaborate with other industry experts (bringing their audience to your channel)Connecting with your audiences in real time!Establishing your brandMonetization and more… But the problem comes when it's time to launch the channel, grow the subscribers, rank the videos and keep the audience watching until you click the button to end the livestream. Paul breaks down his awesomely effective strategies starting from his pre-launching activities, to his video SEO tactics, to how he ultra-optimises his YouTube show. So, if you’re planning to launch your YouTube show, this is the podcast episode for you ;) Hmmm, already launched your YouTube show years ago? Paul says it’s not too late! So you better listen in for the amazing optimisation, engagement and visibility tips he shares. Paul ends the show with a great boxing-announcer-style presentation of next week’s guest. Super delightful! What you'll learn from Paul Andre de Vera 00:00 Paul Andre de Vera and Jason Barnard00:37 Paul Andre de Vera’s Brand SERP and video verticals03:16 Video SEO to Launch Your YouTube Show04:13 How the quality rater guidelines apply to YouTube06:48 Planning the first show comes with a script ;)08:45 Why Paul has a wait period at the beginning of each show10:02 Spicing up the show with camera, sound stingers and vocal effects10:44 Why do viewers stick around until the end?11:33 Building a channel from 0 to 200014:44 Video SEO tip 1: Use GMB as your video location16:02 Video SEO tip 2: Add MetaData17:07 Video SEO tip 3: Speak your keywords19:38 How to grow YouTube subscribers with LinkedIn21:22 Listen to your subscribers24:27 Video SEO tip 4: How to increase watch time25:23 Interruptions prolongs audience attention span28:53 Ranking shows on multiple search terms30:18 Does Google make a value judgment on the quality of your thumbnails?32:33 Video SEO tip 5: Leveraging other channels to improve channel visibility37:38 Video SEO tip 6: use keywords in your timestamps39:17 Video SEO tip 7: Aim for long-tail keywords41:08 Authority as a ranking factor on YouTube42:40 Final word - Google and YouTube evolve in tandem This episode was recorded live on video October 26th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Joe Pulizzi talks with Jason Barnard about media is the new marketing. This doesn’t feel like a podcast episode, this more feels like a media marketing crash course!! Rather than fighting with organizations with the same audience as yours, Joe Pulizzi and Jason Barnard believe in the power of networking which brings you to a massive, ever-expanding audience - something you can’t achieve with a walled garden approach. So an intelligent mix of consortiums, guesting, side projects, partnerships, and self-produced is the winning formula ;) Trying to be present everywhere and creating content for the sake of content both get a big, big thumbs down from Joe (the content marketing master). He greatly believes in niching down, in finding a place or two where you can shine and create a remarkable impact. Oooh and as promised for this episode, Joe discusses the seven steps to build an online audience that can lead to multiple revenue streams WITH ANY BUDGET! It begins with identifying the audience’s pain points then offering a solution which turns out to be your product or service (the order of these two tasks is important).Second point, doing better than anyone else consistently over a long period of time.Point four is moving your social media audience over to a more controlled asset (email list).Point 5 is where you can diversify into multiple channels.Point 6 is knowing the right time to monetize ;)Lastly, looking for an opportunity to sell your property… or choose to build it bigger. After each question, Joe sighs delightfully just before giving the most eloquent, helpful, and creative answer ;) What you'll learn from Joe Pulizzi 00:00 Joe Pulizzi and Jason Barnard00:58 Joe Pulizzi’s Brand SERP in the US ad Mauritius02:08 How far can a networking approach take you?05:36 Content about you is great for your Brand SERP your EAT, and expanding your audience08:28 How many years should you dedicate to building your audience?12:36 Identify the intersection of your expertise and your future customer’s needs15:27 Determine how to “tilt” and find a sweet spot where little or no competition exists18:33 Establish your #1 channel for distributing your content (blog, podcast, YouTube, etc.)20:54 Producing more and more content is a losing proposition24:26 Use social-media and SEO to convert one-time visitors into long-term subscribers30:19 Grow your business by expanding into multiple delivery channels32:18 Monetize your product or service for ultimate business success38:57 Understand how to sell your content asset for millions or build the business into a large enterprise This episode was recorded live on video October 19th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Alisa Meredith talks with Jason Barnard about how to use Pinterest for B2B marketing. Alisa Meredith is a Product Marketer, Pinterest Nerd, fluid painter, and a cat person. She believes in the power of visual marketing and is in love with Pinterest advertising. Over 20 years in the marketing industry, she has achieved a lot: she ran a social media and blogging agency that became a HubSpot partner agency, she was a Content Marketer at Tailwind, and has hosted several shows, including The Superheroes of Marketing where she interviews smart professionals in the industry like Neil Patel. Today, she has a weekly live show where she shares incredible marketing tips. You might imagine that Pinterest is a bad choice to promote your B2B company, but in this groovy episode, the delightful Alisa Meredith explains to Jason Barnard that is an incorrect assumption ;) She starts by sharing the B2C industries that work best on this highly visual platform, and then goes on to mention some of the B2B industries that work on Pinterest, such as finance - a topic you would not imagine performing on a visual platform! Alisa explains why: Pinterest is about planning for your best future. Over the 40 minutes, she shares a multitude of juicy tips and insights: the right content marketing approach for infographics, actionable tips for idea pins, dealing with keywords, tagging and linking for your pins, and commenting on the pins of your target market which can bring visibility for your brand, follows to your account and visits to your site ;) This is a super marvelous chat full of fun, tips & tricks, and experiments. Tune in! What you'll learn from Alisa Meredith 00:00 Alisa Meredith and Jason Barnard00:17 Alisa Meredith’s Brand SERP and videos vertical03:18 What works best on Pinterest?05:20 How does B2C work on Pinterest?08:23 Everyday shopping pins on Pinterest09:23 Pinterest audience insights. Which interesting topic comes first?10:54 Pinterest is about planning for your best future12:12 An infographic trick to drive traffic to your website13:45 Pinterest user demographics have changed16:03 Stories (ideas) that last forever19:45 Examples of B2B pins 25:13 How to deal with keywords on Pinterest?29:39 Tagging and linking 31:11 User personality types on different social networks32:27 Why commenting on idea pins is powerful33:35 The Pinterest algorithm37:05 Planning and creating pins for B2B This episode was recorded live on video October 12th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Simon Cox talks with Jason Barnard about it's OK to be a webmaster. Simon Cox is a jack of all trades (and proud of it) - technical SEO consultant, webmaster, designer, typographer, developer, blogger, model maker. In this fantastic episode, Simon and Jason Barnard talk about the idea of leveraging multi-skills and high-level understanding for project oversight in the web development process. Simon explains what it means to be a webmaster and why companies, either big or small, need a generalist. Jason responds with a fun analogy comparing ultra-experts to a wonky table, something you definitely should watch out for. They go on to exchange stories and insights into why it might be a good move to be a generalist and not be dragged into specialisation. The roles and opportunities for a generalist are probably more varied and interesting than you imagine. Simon shares his experience with the Badger Trust, but also how he “killed” the Linotype machine operators’ jobs by being one of the first Mac desktop publishing experts in the UK. Plus you’ll also get his predictive insight of where the ultra experts in the fields will end up if they don’t take some time to get bits of experience from other fields. As always, the show ends with passing the baton…Simon groovily hands over to next week’s stunning guest, Alisa Meredith. What you'll learn from Simon Cox 00:00 Simon Cox and Jason Barnard00:48 Simon Cox’s Brand SERP04:47 What was the role of a webmaster in the 1990s?10:43 Why we need webmasters today more than ever12:54 Where a webmaster really shows their value16:26 Is the role of webmaster only appropriate for small businesses?17:46 The problem with being an ultra-specialist SEO21:55 The foundational skills a generalist SEO needs23:52 Knowing where to look is more important than knowing26:56 Dangers of over-specialisation in SEO30:53 Example: Simon explains his role at The Badger Trust36:06 Variety is the spice of life… even in SEO41:43 Passing the Baton: Simon Cox to Alisa Meredith Helpful Resources: SimonCox.com This episode was recorded live on video October 05th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Gennaro Cuofano talks with Jason Barnard about looking at Google's SERP as a product. Gennaro Cuofano is an international MBA, and creator of FourWeekMBA, a blog about business modeling and growth marketing. He is the head of business development for WordLift.io, where he works closely with small businesses and publishers across Europe and America to help them grow their business via digital marketing and SEO. He is also a contributor to various industry publications and runs a blog where he focuses on dissecting business models. Google knocked down the walled gardens of the major players on the Internet in the mid-nineties. But now that they have billions of people in their garden, they seem to be going full circle and are rebuilding the walls they have onced wrecked? In this episode, the rather groovy Gennaro Cuofano starts by taking Jason Barnard back to the 1990s to give him the historical context of business models of the major online players. At the end of the last century, access to the Internet was controlled by a small number of major players such as AOL, Netscape and Mosaic. He shares the strategic thinking behind these companies and explains how they were able to monetize at the time, then how the players and the business models evolved through the noughties… and what that now looks like from a Google perspective. He also gives us a glimpse into the future: what might happen next. Along the way, Gennaro shares some astonishing knowledge nuggets: how to differentiate a freemium platform from an asymmetric one, and how Google handles the data they collect from users to create new products while finding the balance between free and premium experiences. This episode contains a stunning array of insights about Google’s monetization of their products, an incredible analysis of the business models of the Internet giants over the years… and much more! This is a must-listen-to episode! As always, the show concludes with passing the baton... Gennaro passes the virtual baton to next week's brilliant guest, Simon Cox. What you'll learn from Gennaro Cuofano 00:00 Gennaro Cuofano and Jason Barnard00:45 What is FourWeekMBA?01:35 Gennaro Cuofano’s personal Brand SERP with “Kalicubed” images04:56 The historical context of how Google business model developed08:06 Netscape’s freemium business model10:03 The beginning of Google Ads and Google AdSense12:30 How did search engines get the right balance in engineering an advertising business model?16:01 Google is growing fast, but the balance is fragile. 18:41 Is Google’s SERP a freemium or asymmetric business model?21:30 How are we, as users, paying for using Google?24:56 Will Google trip up and fail at some point?26:59 How might Google make money through vocal search?29:16 Google building a product knowledge graph using Google Shopping31:16 Will Google continue its walled garden approach?35:19 What could kill the symbiotic relationship between publishers and Google?38:26 Gennaro’s diversify or die advice to search engines43:00 Passing the Baton: Gennaro Cuofano to Simon Cox This episode was recorded live on video September 28th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Kevin Indig talks with Jason Barnard about split test SEO experiments. Kevin Indig is SEO Director at Shopify and is the creator of the Growth Memo newsletter and Tech Bound podcast. In the past, he worked at G2 and Atlassian as head of SEO and has helped companies like eBay, Eventbrite, Samsung, Pinterest, and many others grow their organic traffic. To take your SEO activities to an exceptional level, you need to remove the guesswork. But how would you do that? A rigorous and scientific approach called statistical SEO split testing is the key. In this fascinating and insightful talk, Kevin Indig and Jason Barnard lead us through the theory and practicalities behind evaluating SEO strategies using split testing. Here, they discuss how split testing works both on templated and non templated sites,how to plan, the pointers that matter in the process, how long the process takes to finally evaluate the results and the external factors that might occur in the middle of split testing. Kevin is delightful, funny and he is super obsessed with this topic: he’s definitely the geek you would want to call when it comes to running analytical SEO experiments ;) P.S. Kevin also answered some live chat questions from SEO split testing experts. Watch out !! What you'll learn from Kevin Indig 00:00 Kevin Indig and Jason Barnard01:21 Kevin Indig’s Brand SERP in America and Australia03:22 What are Split Test SEO Experiments?05:33 Kevin’s insights into Google core algorithms08:20 Types of SEO testing for aggregator sites11:36 Split testing on non templated websites13:23 What matters more than the number of control pages15:52 Every SEO test is a quasi experiment19:09 Pointers for DIY split testing21:47 Subtle factors that can make experiments go sour24:37 Coverage of Kevin’s split testing environments26:07 Transferring Google Ads split testing to SEO strategy28:02 The cool down period before running another test30:32 How to deal with external factors in the midst of split testin33:14 Differences between neural networks and Google Causal Impact for analysing results Helpful Resources About Split Test SEO Experiments SEO First Principles This episode was recorded live on video September 21st 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now>>

Anton Shulke talks with Jason Barnard about live streams as an influencer marketing tool. Anton Shulke is the Head of Influencer Marketing at Duda, a role he previously filled at Semrush. He is also the Livestream Production Manager for the Kalicube Tuesdays webinars. Over the last 6 years produced over 600 livestreams with the experts in the digital marketing industry. Anton believes that livestreaming is one of the best and most cost-effective Influencer Marketing tools. This approach has multiple benefits: cost-effective and easy to organisea worldwide audiencea speaking opportunity for the experts and a chance to promote themselves There are many reasons livestreaming is a great influencer marketing strategy, but the most powerful is that everybody wins. In this episode, Anton Shulke talks with Jason Barnard about all the advantages of real-time broadcasting versus conferences and face to face interviews. Anton also shares effective tips for small companies with a less recognisable brand on how to make their first livestream a hit… and how to maintain the success over subsequent events. They also shared how they began working with each other and how they have built a solid foundation in livestreaming together over four (long) years. Also, watch out for their sports team analogy that will help you better manage livestreams ;) 40 amazing minutes and an insightful conversation! What you'll learn from Anton Shulke 00:00 Anton Shulke and Jason Barnard01:40 Koray Gübür - Brand SERP: What is it and How to Optimize?02:32 Anton Shulke’s Brand SERP04:57 Why do we do livestreams? 09:31 Strength of livestreams versus face to face interviews17:37 How to begin and end your first livestream20:50 What is the goal of your livestream?24:11 Why a single appearance on a livestream isn’t enough26:56 Livestreaming goals of a less recognisable brand versus a famous brand29:53 The mutual transaction in livestreaming35:15 Lessons from the combination of wrong people37:29 Limitations in the job of the livestream guy Helpful Resources: We Are SaaS: Mergers & Acquisitions This episode was recorded live on video September 14th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now>>

Joy Hawkins talks with Jason Barnard about dissecting the GMB panel. Joy Hawkins is the owner of the Local Search Forum, LocalU, and Sterling Sky, a Local SEO agency in Canada & the USA. She writes for Search Engine Land and is a widely known Local Search speaker and has spoken at dozens of Local SEO conferences over the years. Google My Business panels are ever-increasingly important to the success of local businesses since Google local search is the dominant trusted source customers look at before visiting bricks-and-mortar businesses. Keeping it up-to-date is the minimum investment for local SEO, and managing the ever-expanding range of information it shows is the next step up if you want to increase foot traffic to your store :) But how much control and influence do we have on our own GMB panels? Jason Barnard quizzes the delightful Joy Hawkins as she walks us through the local knowledge panels of several different business types to know which information and features we can control, which we can influence and which are off-limits! They cover dozens of GMB items, from the most common (reviews, primary category, opening hours…) to the less obvious (descriptions, popular times, events, new features added recently because of health restrictions, Q&A…) and even delve into GMB as part of Google’s role as an assistive engine. Joy also gives Jason a free consultation on the images he’d like to rectify on his GMB panel ;) This is a super groovy chat. And if you’re a local SEO or a local business owner, you'll be glad you listened. What you'll learn from Joy Hawkins 00:00 Joy Hawkins and Jason Barnard01:01 International Brand SERP for Joy Hawkins03:33 Dissecting Oxford Cheese Co’s GMB Panel04:40 Selecting a specific primary category and generic categories in GMB08:09 Evolving GMB attributes caused by Covid restrictions13:41 Popular times - where does the data come from?14:44 3 visible reviews in GMB rarely change17:13 How much GMB control does Google give restaurants?23:33 Why are doctors' GMB panels so sparse?24:42 Can a local business owner post a question and answer it themselves?25:28 Google as an assistive engine26:08 Setting the reservation button and business hours29:05 Adventure Land have a hybrid GMB / Knowledge panel 31:21 Why Google shows Jason’s photo instead of Kalicube’s logo on its GMB?35:07 GMB posts and events: Does it show up anywhere? Helpful Resources About Dissecting the GMB Panel How to Succeed With Google Posts: What We Learned From Analyzing Over 1,000 Google PostsHow to Get a Place Label on Google MapsGoogle My Business Category Changes by Month This episode was recorded live on video September 7th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now>>

Eli Schwartz talks with Jason Barnard about ranking signal vs ranking factor. 2 billion sites in the world: Less than 1% of sites using SEO versus those with just great content. Which does the Google algorithm favour? That is just a taster! Just one of the dozens of delightful and super-interesting SEO topics in this conversation between the groovy Eli Schwartz and Jason Barnard. Eli moves from defining the distinction between Ranking Signals and Ranking Factors to the incredible power and importance of timeliness (with examples) to pieces of advice on getting on the right side of Google algorithms. They also have the most amazing discussion of how machine learning works, how Michael Jackson inspired a massive Google update (surprising, to say the least), using specific user needs to drive product-led SEO … plus Eli’s anecdote of his bug discovery ;) Eli is super delightful, smart and funny. This is an episode you won’t want to miss ;) What you'll learn from Eli Schwartz 00:00 Eli Schwartz and Jason Barnard01:08 The Brand SERP for Eli Schwartz’s (with an incorrect knowledge panel)04:48 Explainer: Ranking Signal vs Ranking Factor08:02 Examples of signals and examples of factors13:22 Ranking signals vs ranking factors, where do you focus?15:12 Measuring the success of the algorithms. Should we look at the Metrics?16:58 Great plugins vs great content for SEO20:49 Answer bots, aggregators and arbiTRASH23:14 What product-led SEO can do for specific user needs26:48 Factors doesn’t fit into Google’s mission28:57 Are Google’s data silos talking horizontally to each other? 30:28 Real-time signals vs Google Dance (is it back?)32:37 What happens with Google My Business during Covid lockdowns?38:40 Why Google need to be careful with the information it allows into its knowledge graph39:15 How can we effectively focus on ranking signals in SEO? This episode was recorded live on video August 31st 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now>>

Erin Sparks talks with Jason Barnard about marketing agencies must become media producers. Erin Sparks is the founder and president of Site Strategics, a premier digital marketing agency, and also the creative force behind The Edge of the Web Podcast, a popular digital marketing show featuring interviews with recognized thought leaders in marketing and technology. The delightful Erin starts by taking us on a tour of the grooviest podcast studio in the whole wide world ever! From here he produces his podcast which is one of the longest-running, and one of the top-ranking SEO podcasts in the world. Its mission is threefold: to speak to the community of digital marketers, to improve digital literacy among corporate executives, and to help his team learn new strategies from his guests. Erin Sparks joins Jason Barnard to spill the beans and share his amazing approach to omnichannel content curation. He generously and clearly shares the process, explains the importance of being present on the consumer’s preferred “lanes” and the strategy of gently upselling services to the audience you build. Jason and Erin also enthusiastically swap their fun methods of making their interviewees comfortable to get the best responses. Oooh and don’t miss out on his brilliant way of getting his clients to stay longer and commit to an omnichannel strategy for the long term! And Erin is the master of analogies. I’m pretty sure you’ll have fun with the groovy analogies he uses in this conversation. Have a blast :) What you'll learn from Erin Sparks 00:00 Erin Sparks and Jason Barnard00:55 The Personal Brand SERP for Erin Sparks02:33 A quick tour in Edge Media Studios04:28 Why did Erin build a fantastic studio for a podcast?06:51 Podcast: Fount of research and development11:04 How an omnichannel content curation process works13:23 Meet consumers in their preferred lane (channel)16:08 Making your clients the star of their content18:36 The "foxhole" method of building trust22:35 Number of content pieces Erin Sparks does in a week (a lot!)24:08 Asking the right questions 29:51 You need committed client buy-in for the omnichannel method to work32:20 What are good KPIs to then get clients to commit long term?36:56 The immense benefits from teaching and sharing knowledge with your audience This episode was recorded live on video August 24th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now>>

Mark Bealin talks with Jason Barnard about strategic vs tactical local SEO. Mark Bealin is the Founder and Principal of SearchLab. He is an in-demand speaker, podcaster, and educator, sought out for his expertise in Local SEO, Paid Search, and Analytics. He has been a search marketer for over a decade. In this episode Mark talks with Jason Barnard about the tips, tricks … and strategies he has learned for local SEO. There’s a lot to be tackled when it comes to local SEO and you’ll find the main things here. As we often say, there is no single strategy suitable for every client, so the delightful Mark Bealin shared his brilliant way to customise the strategy for his growing number of clients. Teamwork between the clients and the SEO agency is always the key to a successful local SEO strategy. He shares some of the victories, flops, and great strategies that worked for his clients - and a large number of those require getting them more involved offline with the local community. It might seem strange but offline marketing is vital to online local SEO! Links are also essential for local SEO according to Mark, but reviews are vital too… and Mark shares his three ways to manage reviews as well as his non-magical method to deal with horrible and poor reviews. Also! Watch out for the great audience Q&A portion at the end of this episode. What you'll learn from Mark Bealin 00:00 Mark Bealin and Jason Barnard01:37 Where Suds and Search podcast started03:13 Mark Bealin’s Brand SERP and surprising Maps results04:52 Strategic versus tactical local SEO09:16 Reinventing the wheel or a garden variety strategy?10:16 How do you define a great local strategy? 11:55 For the thousandth time: Link building is important13:27 How teamwork works in link building15:01 Are your clients participants in their local communities?16:04 Three ways to manage reviews18:18 4.7 stars is greater than a perfect 5 (in reviews)20:20 Dealing with bad reviews the Mark Bealin way25:22 The benefits in posting on Google My Business26:47 Is the Knowledge Graph and GMB connected in some way?29:09 Yelp is sloping downhill30:37 Are citations still valuable in local SEO?31:51 Where is Apple local/maps heading? 34:04 Advertising on Bing: 2% of Google’s users is still a large number36:01 One-time events in local SEO37:50 Mark Bealin’s favourite local SEO tools 39:32 Additional insights into local SEO strategies41:01 How to incorporate the locals in your SEO efforts? This episode was recorded live on video August 17th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now>>