🔔 Join us on Social Media News Live! We’re hosting Lauren Gaggioli for “Taking the ‘OH NO!’ Out of SEO.”

If you’re anything like me, thinking about SEO makes your head hurt. That’s why I’m excited to have my friend Lauren back on the show to talk about what really matters for SEO in 2024.

She’s a pro at distilling complex search optimization tactics down to easily understood concepts. That way, you’ll know EXACTLY what to focus on for your business.

We’ll even touch on how this new AI landscape will change your strategy moving forward.

This will be a great learning experience for making SEO work for you.

Enhancing SEO and User Engagement in Digital Marketing

Hey folks! Welcome back to our blog, where today we’re diving into the dynamic world of SEO with insights from one of the industry’s brightest minds, Lauren Gaggioli. As a seasoned digital marketer and SEO strategist, Lauren brings a wealth of knowledge and expertise that demystifies the complexities of search engine optimization. In this post, we’ll explore a variety of essential topics, from understanding and implementing search intent to navigating the latest SEO myths and realities. We’ll also look ahead at the future of SEO, discussing how emerging technologies like AI are set to transform our strategies and practices. I figured that whether you’re a small business owner, a solo entrepreneur, or just eager to boost your SEO expertise, there’s immense value in exploring the nuances of aligning our digital content and marketing strategies with the real needs of our audience.

The Ever-Evolving Nature of SEO

As someone who’s navigated the choppy waters of digital marketing, I can attest that search engine algorithms are like the ocean—constantly changing, sometimes unpredictable, but always rewarding for those who understand its currents. In a recent discussion, Lauren Gaggioli shed light on a crucial shift: Google’s increasing favor toward high-quality content. This isn’t just about peppering articles with keywords but crafting pieces that genuinely resonate with readers.

It’s clear that the tides are turning, where the emphasis is shifting more towards content that serves a purpose beyond just ranking well. For businesses, this means diving deeper into crafting meaningful content that genuinely addresses the needs of their audience. By doing so, we not only improve our search engine standings but also build trust and credibility—key pillars in today’s digital marketplace.

Practical SEO Advice for Businesses

Understanding Google’s Algorithm Updates

During our chat, Lauren shared some major advice: Don’t chase after every algorithm update. Instead, anchor your SEO strategy in the consistent production of quality content. This resonates deeply with me as it aligns with the principle of putting your audience first. The goal is to create content that informs, engages, and converts, irrespective of the ebbs and flows of SEO trends.

Creating SEO-friendly content doesn’t have to be a daunting task. Lauren shared that focusing on E-A-T (Expertise, Authoritativeness, Trustworthiness) principles can significantly enhance your content’s appeal to both search engines and real people. By emphasizing these elements, your content not only meets the rigorous standards set by search engines but also establishes your site as a credible source of information.

Incorporating AI in SEO

Further into our conversation, Lauren explored the emerging role of AI in SEO, highlighting how these tools can amplify our SEO efforts. As someone who’s always keen on leveraging the latest tools, I find this particularly exciting. AI can streamline complex data analysis, enhance keyword research, and optimize content strategies, allowing us more space to innovate creatively.

If you, like me, are eager to leverage AI not just in SEO but across all facets of content creation and digital marketing, be sure to check out my free course on creating better Pinterest pins using AI.

Yet, as much as AI can offer, it’s clear that the human touch is irreplaceable. The nuances of crafting stories that touch hearts and spark curiosity can’t be fully replicated by algorithms. So, while we embrace these advanced tools for their efficiency and insights, let’s not forget that at the core of our content strategy should always be our authentic human voice and genuine engagement with our audience.

Building a Sustainable SEO Strategy

Navigating the SEO landscape requires a sturdy ship and a reliable map, and that’s precisely what a sustainable SEO strategy provides. It’s not just about weathering the storm; it’s about charting a course that ensures continuous growth and visibility in the sea of digital competition.

Long-Term SEO Tactics

During our discussion, Lauren emphasized the importance of consistency in content quality. She explained that the secret sauce to sustained SEO success isn’t in quick fixes or chasing the latest trends, but in committing to quality content that serves your audience’s needs over time. For me, this means crafting content that’s not only informative but also engaging and relatable. Creating posts that people want to read, share, and revisit not only engages your audience but also signals to search engines that your site is a valuable resource.

SEO Best Practices for Small Businesses

Lauren provided some golden nuggets specifically tailored for small businesses looking to improve their SEO game. The takeaway was clear: small businesses must focus on strategies that are not overly complex but are effective and manageable. This includes understanding what your audience is searching for, optimizing your website’s user experience, and ensuring that your content is accessible and easy to navigate. For small business owners, this might mean starting with basic SEO practices like optimizing title tags, meta descriptions, and loading speeds before moving on to more advanced tactics.

Small businesses can particularly benefit from focusing on local SEO, which is often less daunting and more immediately rewarding. This involves optimizing your online presence to attract more business from relevant local searches—a crucial step for businesses that rely on local clientele.

Understanding and Implementing Search Intent in SEO

In our journey through the vast oceans of SEO, one of the most crucial navigational tools is understanding search intent. It’s not just about what keywords to target but why people use those keywords in the first place. Grasping this can dramatically shift the effectiveness of your SEO and content strategy.

The Role of Search Intent in Content Strategy

Lauren opened up about the critical role of search intent in shaping a successful content strategy.

Search intent is all about the “why” behind a user’s query in search engines. By differentiating between informational and transactional queries, you can tailor your content to match exactly what the user is seeking. Informational queries are those where the user is looking for information—think “what is SEO?” or “how to improve my website’s speed?” Here, your content should focus on providing answers and establishing your expertise.

Content Strategy for Informational Searches:

  • For informational queries, the content should be educational and rich in useful data. This might include blog posts, FAQs, tutorials, and videos. These pieces should aim to educate the reader thoroughly, providing all necessary information on the topic and establishing the website as a trustworthy source of knowledge

Transactional queries, on the other hand, indicate that the user is ready to buy or engage in a more direct way. For example, a query like “buy SEO optimization tools” requires a different approach. This is where your content should cut straight to the chase: provide product details, benefits, and a clear call-to-action.

Content Strategy for Transactional Searches:

  • For transactional queries, the content should focus on conversion. Product pages, special offers, reviews, and comparison articles are highly effective. These should provide all the details a user needs to make a purchase decision, including benefits, pricing, shipping information, and easy access to the buying process.

Enhancing User Experience Through SEO

Improving user experience (UX) is not only essential for user satisfaction but also plays a critical role in enhancing SEO effectiveness. Lauren emphasizes that a stellar UX can significantly impact a website’s search engine rankings by affecting user engagement metrics.

Best Practices for On-Page SEO and User Engagement

Lauren points out that on-page SEO elements are foundational to both user experience and SEO. Here’s how she suggests optimizing these elements:

Meta Descriptions:

  • Lauren stresses the importance of crafting meta descriptions that act as concise summaries of the page content. These descriptions should be enticing enough to encourage clicks from the search engine results page, effectively serving as an elevator pitch for each page.

Headers (H1, H2, H3, etc.):

  • According to Lauren, headers are not just structural elements but crucial guides that help users navigate content easily. Properly used headers contribute to a better understanding of the page structure by search engines and users alike, making the content more accessible and digestible.

Images:

  • Lauren advises that images should be used strategically to break up text and add a visual component that complements or enhances the content. She highlights the importance of using ALT tags that describe images accurately, aiding in image SEO and helping visually impaired users understand the image context.

Mobile Optimization and Page Speed:

  • Lauren emphasizes the critical nature of mobile optimization, noting that a mobile-friendly website is a necessity in today’s mobile-first world. She also points out that page speed is vital for keeping users engaged. Slow-loading pages can lead to increased bounce rates and lost traffic, which negatively impacts SEO.

Leveraging User Experience for Better SEO Outcomes

Lauren discusses the direct correlation between user experience and SEO rankings. She provides insights into how enhancing UX can lead to better SEO outcomes:

Focus on User Feedback:

  • Collecting and acting upon user feedback is crucial. Lauren mentions that understanding how users interact with your site and identifying pain points can lead to significant improvements in content and design, aligning better with user expectations and search engine requirements.

Analytics and User Behavior:

  • Lauren advocates the use of analytical tools to track user behavior patterns. By examining metrics such as time on site and bounce rates, webmasters can gain insights into how well their content meets user needs. These metrics inform adjustments that can enhance both UX and SEO.

Continuous Improvement:

  • Echoing a theme of ongoing optimization, Lauren underscores the importance of continually refining UX and SEO strategies based on evolving user expectations and algorithm updates. This iterative process ensures that a website remains competitive and relevant.

Advanced SEO Insights

Advanced insights into SEO provide a deeper understanding of how to effectively optimize and future-proof your online presence. Lauren provides clear guidance on navigating the complex landscape of SEO myths and future trends.

Navigating SEO Myths and Realities

During the podcast, Lauren delves into common misconceptions that can mislead even the most seasoned marketers. She emphasizes that many beliefs about SEO, such as the overemphasis on keyword stuffing or the idea that SEO is a one-time setup, are outdated and detrimental to a site’s long-term success.

Myth: More Keywords Mean Better Rankings

  • Lauren clarifies that while keywords are fundamental, their overuse can harm rather than help. Search engines now prioritize context and user intent over sheer keyword density. Content should be crafted to answer a user’s query naturally and comprehensively, not just to incorporate keywords.

Myth: SEO Is Set and Forget

  • Another myth Lauren debunks is the notion that SEO doesn’t require ongoing effort. She stresses that the digital landscape is ever-evolving, with search engine algorithms constantly updating. Continuous assessment and adaptation of your SEO strategies are crucial to maintain and improve rankings.

Future of SEO: Predictions and Preparations

Lauren discusses what the future holds for SEO, predicting that the field will continue to evolve towards even greater integration of AI and machine learning technologies. She discusses how these advancements will refine how search engines understand and prioritize content, making it crucial for SEO strategies to remain agile and informed by the latest technological developments.

Increased Use of AI

  • Lauren predicts that AI will play a larger role in how search algorithms parse and rank content. This means businesses will need to start incorporating AI into their SEO strategies, using tools that can optimize content not just for keywords but for relevance and user engagement.

Greater Emphasis on User Experience

  • With technological advancements, user experience will become even more integral to SEO. Lauren suggests that factors like page load speed, mobile optimization, and overall site usability will weigh even heavier in search rankings. Preparing for these changes means continuously improving the technical aspects of your sites, such as using AMP pages, improving server response times, and ensuring that navigation is intuitive.

Conclusion

As we wrap up our deep dive into the ever-evolving world of SEO, it’s clear that staying ahead in digital marketing requires more than just following trends—it demands a proactive approach to learning and adaptation. Throughout our discussion with Lauren Gaggioli, we’ve uncovered the crucial importance of understanding search intent, debunked common SEO myths, and explored the promising future of SEO shaped by advances in AI and user experience enhancements.

Remember, SEO is not just about algorithms and keywords; it’s about connecting with your audience in the most effective and meaningful ways. As we’ve learned from Lauren, the focus should always be on creating quality content that resonates with your audience, using SEO best practices as a tool to enhance visibility and engagement, not as the end goal.

Additional Resources

As we wrap up our discussion on enhancing your SEO and embracing AI, why not take your skills further? I highly recommend checking out Lauren’s free SEO DIY audit to refine your strategy and her comprehensive Organic Marketing Ecosystem course for deeper insights.

Also, while we’re on the topic of maximizing your SEO efforts, here’s a shameless plug to another great conversation we had with the brilliant Lauren Gaggioli. Check out our insightful discussion here. By the way, this isn’t just me being nostalgic; linking to our own content like this is a classic SEO move—boosting our internal linking strategy and keeping you, the reader, within our wonderful content ecosystem longer. Clever, right?

Thank you for joining us today. Remember, the key to success in digital marketing is continuous learning and adapting. Keep exploring new ways to enhance your SEO and user engagement, and here’s to your success in the digital world!

SHOW TRANSCRIPT

This transcript is automatically generated by Descript.  Any errors or omissions are unintentional.

[00:00:00] Jeff Sieh: Hello folks! Welcome to another edition of Social Media News Live. So excited that you guys are here. This is going to be a fun one. I’ve got, I’ve got to get out of the way. Holy guacamole! It’s Lauren Gaggioli. She is here, uh, and we’ve got the unsinkable Connor Brown here, um, as well. So this is going to be a fun show.

[00:00:17] These are all my friends. I like these kind of shows that we, we’ve hung out together, uh, offline. We need to do another escape room. So, um, that’s the thing we need to do because that was A ton of fun last time. We got our friends already showing up. We got Gary Stockton, uh, saying good morning, you friendly faces.

[00:00:36] Oh, from, uh, Costa Mesa. That’s your, that’s not where you’re usually from, is

[00:00:41] Lauren Gaggioli: neck of the woods.

[00:00:42] Conor Brown: Gary’s usually from, uh, Huntington Beach.

[00:00:45] Jeff Sieh: he must be, uh, you know, stretching his legs a little bit and going around. So we were talking about a little bit about, like, we got to do at the beginning of Podfest, we got there early. I got to go through with Lou and Lauren and a bunch of other people.

[00:00:57] Uh, an escape room and I’d never done one before and it was one of the funnest things we’ve ever done. So, let us know in the comments if you would like to be trapped in an escape room with Connor Brown. Uh, let me know if that’s something that you would like to do. Cause I think we gotta do, it’s gotta be a tradition now that we go back to like Momentum and PodFest in Florida and go to some of those, um, escape rooms.

[00:01:17] Oh, Gary says he is in the office. So sorry, Gary. Well, maybe it’s a good thing. But, uh, thank you for, for tuning in. We’ve got, uh, Chris Stone here. Good morning, you beautiful robots of planet earth. Yes, we’re going to be talking about robots today a little bit. So this is going to be a fun show. Connor Brown.

[00:01:35] How are you doing today, my friend?

[00:01:36] Conor Brown: I’m doing great and, uh, happy Taylor Swift new album day to all who celebrate to Tortured Poets Department. My god, the woman can so she surprised everyone. I mean, we knew this, this was coming, a regular album, but she surprised everyone, said, no, you know what? It’s actually a double album. So there’s like 36 songs.

[00:01:58] So I don’t know. I’ll let you know next week when I

[00:02:00] Jeff Sieh: you stay up too late? Did you stay up too late and listen to them all?

[00:02:03] Conor Brown: Now, I, I am not that diehard of a Swifty. I, uh, did wake up though, and first thing I, I pressed play on.

[00:02:10] Jeff Sieh: Oh, very cool. So, uh, before we get started a little house cleaning stuff, I want to tell you guys, I have just, uh, Jeff Sieh has launched a new free resource, um, you can find it at jeffsieh. com forward slash pinai. It’s about using, cause you know guys, I touch, I cut my teeth on Pinterest. Well, this is a free course where I show you how to use AI to create images for Pinterest.

[00:02:30] Now you could use the techniques for any kind of social network or creating images for anything, but I kind of focused on Pinterest for this one. So if you’d like to get access to that free tool, jeffsieh. com forward slash pinai. And, Lauren Gaggioli has, uh, I want to make sure you guys, if you guys get, kind of get a rumbly in your tummy and towards the end and you’re wanting like some lunch, I want to make sure you guys get this, uh, she has a free audit, so you can find it at jeffsieh.

[00:02:54] com forward slash diyaudit. Lauren, tell them what it is, uh, when they sign up for this.

[00:02:59] Lauren Gaggioli: Yeah. It’s a free three part mini course. It is a website audit. So we’re going to be talking about SEO. And if we’re talking about SEO and organic marketing and you’re like, what, or I haven’t looked at my stats lately, you know, SEO is the kind of thing you don’t want to be too granular on. You don’t want to watch it every day, but you want to look at those trends over time.

[00:03:22] So if it’s been a minute since you checked in and took the temperature of your website, this is a great way to do it. Totally free resource. Hop on in and I can help you out.

[00:03:30] Jeff Sieh: Awesome. And last but not least, of course, the unsinkable Connor Brown. Uh, he, he is amazing at travel planning. He does awesome. He’s got all the inside knowledge. If you need help with any of your vacation, because it’s getting to be vacation time. Listen, we all would rather be on vacation right now, but you could find him at www.

[00:03:46] opinion. com. Connor, you got anything to say that’s cool about your, uh, your services and offering? What’s coming up in the vacation travel world?

[00:03:54] Conor Brown: much. I mean, think about it, you know, you’re planning summer or you’re planning your holiday getaways. Come on over. I do Disney World, Disneyland, Universal. Cruises of all sorts. Um, definitely stop on by, shoot me a message. We can get you planned on, on all sorts of stuff. And I’m excited for both of those resources you guys shared as well.

[00:04:13] Jeff, I’ll be honest when you first put up yours, I thought it said jeffsieh. com slash panini and I got

[00:04:19] Jeff Sieh: Very hungry. That was, that’s, that’s a marketer in me. Yeah, see, I do it on purpose. Um,

[00:04:24] Conor Brown: equally excited for the Pinterest AI. I think that’s really, really cool.

[00:04:27] Jeff Sieh: So, look at this, uh, Lindsey says, and I hope, Lindsey, I hope you’re doing better. I know you had, oh my gosh, it was, it was, uh, I’m hoping you’re feeling a lot better, but she goes, Lauren’s three part mini course is awesome. I agree. Lauren is super smart. I put in my email that, like, she’s a glutton for punishment because she likes SEO stuff,

[00:04:44] Lauren Gaggioli: I know.

[00:04:45] Jeff Sieh: It’s like going to the dentist for me, but she loves it and super smart. She does a great job with it. So, once again, make sure you go and check that out at the jeffsieh. com forward slash DIY audit. All right. So, we got all that.

[00:04:57] Lauren Gaggioli: sorry, is it safe to assume that Connor is having a good hair day from Facebook user? Are we assuming that’s Lou?

[00:05:03] Conor Brown: I was gonna assume that that’s my mother, but okay.

[00:05:06] Jeff Sieh: yeah, Lou, I mean, Lou,

[00:05:08] Lauren Gaggioli: does he never show up as himself?

[00:05:10] Jeff Sieh: know I probably it’s, it’s something internet wide. He’s done something to upset Facebook. So I’m going to go on

[00:05:17] Lauren Gaggioli: Oh, Amy. Okay, it’s Amy.

[00:05:18] Jeff Sieh: Okay, we, thank you, Amy, for stopping in. By the way, Amy’s got a great podcast, too. You need to check it out. Uh, Amy, make sure you drop your link in to your museum podcast, because I think it’s fascinating, so make sure you do that.

[00:05:28] So I’m gonna hit go on the podcast machine, and we will get started. Hello, folks. Welcome to Social Media News Live. I’m Jeff Sieh, and you’re not.

[00:05:37] Conor Brown: And I’m Connor Brown, and this is the show that keeps you up to date on what’s happening in the world of social media and more.

[00:05:44] Jeff Sieh: Have you ever wondered how to navigate the complexities of SEO without feeling overwhelmed? Maybe you’re interested in discovering practical strategies that can boost your online visibility. Or maybe You’re eager to transform your understanding of SEO into a tool that really benefits your business. If you’ve struggled to make sense of SEO or even where to start, then today’s show is just for you.

[00:06:06] We’re excited to welcome a guest who has harnessed the power of organic SEO to elevate businesses. Lauren Gaggioli is going to be sharing her experiences, her, uh, her expertise and her top tips for mastering SEO in the ever evolving online environment. So sit back, clear your schedule, clear your mind, and get ready for this week’s episode of Social Media News Live.

[00:06:27] Lauren, how are you doing today?

[00:06:28] Lauren Gaggioli: I am great. Thank you so much for having me, Jeff. It’s always fun to spend time with you and Connor. I just wish we had tacos.

[00:06:35] Jeff Sieh: I know, exactly, no kidding. Connor, you want to?

[00:06:38] Conor Brown: this is a close second behind tacos, but you know what? It’s not even a close second, but we are so excited to have you here as always, Lauren. And if you don’t know who Lauren is, you should, because Lauren Gaggioli is a digital entrepreneur who loves building online businesses and supporting her fellow solopreneurs as they share their gifts with the world.

[00:06:57] She’s a big believer in intentional living, and Lauren created her online course about purpose, The big why Life to help folks from all walks of life create their personal mission statement and support healthy habits to support living a life of purpose. Lauren is an organic content marketing expert, having leveraged SEO and organic marketing to grow and sell her first business hire scores, test prep, and online, a CT and SAT prep.

[00:07:27] Company. Wish I had that when I was going through it. She now,

[00:07:29] Jeff Sieh: That’s

[00:07:30] Lauren Gaggioli: a lot.

[00:07:31] Conor Brown: she now supports her fellow online entrepreneurs with organic strategy, consulting services, the organic marketing ecosystem course, and through her virtual mastermind for online marketing. Entrepreneurs, when Lauren’s not working, you can find her running her next run Disney half marathon.

[00:07:51] I’m signed up for the half marathon in January as well, Lauren. So, mm hmm. Yeah, I’ll be watching it. Or channeling her serious Molly Weasley vibes, knitting up a new sweater, puttering in her garden, homebrewing beer with her husband, which we love, or making a delicious mess of the kitchen with her kids outside their home, just outside of Seattle.

[00:08:14] Lauren, so much awesome stuff going on. We’re so happy to have you. Welcome to the show. very

[00:08:29] Jeff Sieh: 15 off your first purchase. But one of the things when Connor was talking about knitting, that you love to do knitting, uh, my friend Katie Fox, who is the marketing manager over there.

[00:08:36] She’s big time into it. I need to get to you guys together and see what kind of craziness you guys knit up. Um, maybe, I don’t know,

[00:08:43] Lauren Gaggioli: think she’s a crocheter.

[00:08:45] Jeff Sieh: Okay. There are so we’ll see that’s how much I know about the the sport of knitting. Um,

[00:08:50] Lauren Gaggioli: I do both, and I’m sure she would,

[00:08:51] Jeff Sieh: she’s she’s awesome Some of the stuff she’s posted so but but ecammecamm.

[00:08:55] com forward slash jeff Make sure you guys check them out. They sponsor the show and make this all possible But we’re gonna jump right into taking the oh no out of seo because um, it’s not my favorite thing to do But it is super important to And one of the things that we want to talk about, and I want you guys to ask your questions because I want to make the show all about you.

[00:09:14] If you struggle with SEO or have questions or you see these changes coming, drop them in wherever you’re watching from. We’ll try to bring those into the show today. So we’re going to just start right off of, um, you know, all these changes to SEO, Loren. It’s often seen like as this moving target. So how do you recommend small business keep up with all these changes and practices that are, that I’ve even seen already in 2024?

[00:09:39] Lauren Gaggioli: gonna go real counterculture here and say Don’t, don’t keep your finger on the pulse of every little iterative change. The general arc of the Google algorithm updates is that it is bending towards elevating the Quality content. So if you can deliver quality content over time in a consistent fashion that speaks to humans first and bots second, then you’re able to sort of weave those threads together and elevate your presence in the search results.

[00:10:19] So. This is one of those things, you know, with social algorithm changes. I think we SEO are similar but slightly different. And that’s actually not the case, right? The, the social algorithms, you know, thinking about like when TikTok or Instagram went to Reels and like it was because they were looking at TikTok taking market share, right?

[00:10:40] That is something that you fundamentally have to shift how you create your content. However, the tweaks that happen for SEO are much more minute for the small players in the space. And the truth is, we don’t want a deluge of traffic, most of us, right? Especially if we’re service providers. We just need the right traffic at the right time to start facilitating a conversation.

[00:11:06] So let’s go I want to step back from this sense of like we have to keep our finger on the pulse because we’re going to drop out the bottom of the algorithm and instead say let’s focus on creating quality content, period. And there are some parameters and guidelines that can help us, but overall that is what we should be focused on.

[00:11:28] Jeff Sieh: Gotcha.

[00:11:28] Lauren Gaggioli: sorry if you can hear my little guy,

[00:11:30] Jeff Sieh: No, you’re fine.

[00:11:31] Lauren Gaggioli: up a log in the hallway. I don’t know where my husband is, but I’m in here with you guys, so not my job.

[00:11:40] Conor Brown: I love that. I love that. It’s kind of, that’s a great like phrase to, I guess you could say live by in the SEO world, creating for humans first and for the bots second. Um, human first content, bot second. Don’t little worry about the little minute things that are always changing. But you know, Lauren, I think we do still have to kind of take into consideration AI and how it is changing SEO, whether we can use it for good or bad or just what it’s going to do.

[00:12:11] So. With AI evolving rapidly, especially within the SEO space, you know, what are some specific strategies you think businesses can adopt just to ensure that their SEO efforts, you know, you put so much time and effort into it, actually are effective?

[00:12:26] Lauren Gaggioli: Yeah, so I, you know, everything I’ve read about Geo is great. Still kind of leaning us towards quality content. The primary difference is kind of focusing on what Google already wants, which is that E E A T. It’s your expertise, your experience, your authoritativeness and trustworthiness. I always mess up the acronym.

[00:12:54] So it’s those four things. The one thing that I am seeing really being called out and of course, You know, I have a friend who wrote this once. He said, the internet’s kind of like layers of paint on layers of paint on layers of paint and they’re all kind of the same. Uh, when you read about geo right now, we don’t know much.

[00:13:12] It’s all predictive. But what a lot of people are saying, and who knows if they’re just copying each other, is that citations are going to be really important. Well, if you’re following SEO best practices, even for geo, like, SEO best practices say you should have outbound links on your website. And the reason you should have outbound links is because it actually contributes to your authoritativeness because Google’s already benchmarking you for that.

[00:13:39] So this is about really taking that long view, right? And focusing on how you contribute to the conversation. You know, I think we have to zoom back even further and zoom out and go, oh, Why am I creating content? What’s the point? Well, it’s to share what you think. And so if you’re just chucking, you know, a prompt into chat GPT, copying, pasting onto your site, that’s not very helpful.

[00:14:11] Now, if you have, let’s say, processing problems or learning difficulties, and that makes it easier for you to structure your argument, and then off of the scaffolding that AI provides, you then. Custom tailor it to what it is you wish to say. Great, right? Use AI in those ways that it can be your assistant, but if you make it your content creator, you will sound like everybody else on the internet, and you will have no credibility or authoritativeness.

[00:14:43] Jeff Sieh: So when you, when we say geo, you’re talking about, uh, generated, generative optimization, right? Is that what, okay. Just so people maybe who don’t know what that is like me. Um, so, and then, but I, but I also, cause we had Robin diamond on a couple weeks ago and she mentioned geo, which is that, you know, I think it’s generated generative engine optimization.

[00:15:05] I’m assuming that’s the same thing.

[00:15:07] Lauren Gaggioli: I think so, yeah, I think, yeah, basically the, the future of SEO as AlleyOOP by ai.

[00:15:14] Jeff Sieh: right? So, and then there’s the Google search generative experience that I’ve heard as well. So, all these things. My question is, you mentioned doing great content and I know a lot of people are worried like, okay, if I put all this great content out there, um, and the search engine, I mean, the, the, like the chat GPTs or whatever, use that and all they do is they put a little citation at the end of it that links back to my site.

[00:15:41] Am I? Losing traffic, wasn’t this the same kind of thing that when they would do those little snippets when they would search results that were people just find the answer and they didn’t really have to go to your site. So is there anything people who want to get content can do? I mean, other than just create great content.

[00:15:57] Lauren Gaggioli: Yeah. And this is, this is gonna be the tricky bit, right? Um, because what, it’s kind of like if you go to the deli and like get the full, like. Piece of prosciutto, like the, the full

[00:16:10] Jeff Sieh: Oh yeah.

[00:16:11] Lauren Gaggioli: leg of, I, I know I have to bring it back to

[00:16:13] Jeff Sieh: Stop. Stop.

[00:16:15] Lauren Gaggioli: like if that’s, that’s kind of what SEO is right now, right? SEO is like saying, do you want prosciutto?

[00:16:22] Do you wanna, you know, Turkey breast, do you want this, that, and the other? What geo is gonna do is kind of. All right. Um, I’m going to, I’m going to quickly, um, give you a sampler, right? They’re going to like do the, do the charcuterie board and you can have a little bit of each and they’re going to put it all into this like context, um, for you. I personally don’t love that. Like, I like to have control. And so I kind of, and I think we also have to know that, like, this is a long way down the line because 8. 5 billion searches per day on Google and A. I. To generate, um, the results. So, just from like, sheer, like, rack space for servers, like, you kind of go, Oh, crud. Like, that’s, that, this is gonna be, this is gonna be a long tail process. Like, this is gonna take a long time for us to, to sort of ramp up into this. Um, when it comes to what we’re creating, I think humans always want to hear from humans.

[00:17:22] And this is where I think a lot of SEOs get it wrong. That when they’re doing keyword research, they’re looking at volumes and traffic and they want to like drive these like massive swaths of people to your website. I think what’s going to happen is that if you are putting interesting information out into the world, unique takes on what you’re creating,

[00:17:41] Conor Brown: time.

[00:17:43] Lauren Gaggioli: You still need to make sure that you are answering questions that people are asking, and that’s where the keyword research comes into play.

[00:17:48] But that connective point of like, I have something counter to say, I have something slightly different to say, if it’s intriguing enough, I think people will click through. And I’m not saying to be intriguing for intriguing’s sake, I’m saying use your beautiful brain That is such a gift and your creativity like that’s why most of us want to create content.

[00:18:12] Yes, we want to be found, but we want to be found for what we’re saying. And that aspect is is how you convey it what you say. Yes, it needs to connect to the whole ecosystem of the internet in a way that helps you get elevated where you are quoting other resources and that sort of thing, but can you provide something new and different? Such that you intrigue people so much that they click through

[00:18:38] Jeff Sieh: So,

[00:18:39] Lauren Gaggioli: that’s always the name of the game.

[00:18:40] Jeff Sieh: so I have a follow up. First of all, I have some great comments like, uh, Chris Stone says, Yes, it’s sandwich instant engine optimization. So that, I would sign up for that, uh, AI. And then Dustin, who is the AI master with Magi says, That’s true. Think about the compute power needed to generate AI search summaries for every query.

[00:18:58] It kind of makes your mind explode there. One of the things, because you mentioned, okay, There’s some hacks and you want to, I know that like recipe bloggers did this, like, instead of putting the recipe, especially like for on Pinterest, they would write like a story, like, and it’s even a meme now, like people are like, okay, just get me the sneaking recipe.

[00:19:17] Yeah,

[00:19:17] Conor Brown: that jump to recipe button quicker when I get on that

[00:19:20] Jeff Sieh: but a lot of places don’t have that now. I mean, they, they’ve taken out because they want people to stay on the site for a little bit. Um, and so do you think it’s going to be more and more of people trying to find hacks around? Because they did that because they didn’t want, you know, Google just taking all their stuff and they want you to stay on the site and go to the bottom and at least see some of their ads that they’re getting paid to put on there.

[00:19:40] Um, are we gonna have to come up with like hacks and workarounds for generative AI kind of in that kind of vein?

[00:19:47] Lauren Gaggioli: Um, so I’m seeing what Dustin’s putting down here. I think Recipe bloggers ruin the internet for recipes. Yes, true.

[00:19:58] Jeff Sieh: It did.

[00:19:59] Lauren Gaggioli: But yeah, emphasis on rich content. So images, video, he’s saying audio too. Yeah, that idea of like when people come to connect with you, how can they connect with you deeper? Like it’s important to have words on the page. You know, recipe bloggers, they’re, they’re not just doing it for getting found or for keeping people on the page.

[00:20:21] They’re doing it for getting found. Like Google reads really well and it takes fewer resources for him to read really well. Um, Which is why, you know, putting in closed captions and things like that is really important for video and transcripts for audio, like, all these things that we know, like, it actually is feeding Google, um, really well.

[00:20:38] And so, we want to make sure that our, our content is structured in a way that is helpful and useful to the end user. Um, I had this thought around the helpful content update. I think it was in, uh, October of last year that, um, our friend of ours, Paul Gouder, he was like, a lot of these kinds of sites are seeing that they’re getting dinged.

[00:21:05] And I think it was like movie reviews and it was, it was food blogs that he saw a trend just in a small population, it wasn’t like massive. And I think that there is a quick hack that a lot of people who are in our space can leverage Which is, if you want a recipe, like I know the recipes that I use, I search the same gingerbread recipe every dang year at Christmas, I know who I’m looking for, have I signed up for her email list?

[00:21:32] No, I don’t want her emails. I just want the dang recipe and this year I got smart and I wrote it down so now I don’t even have to go there. Which, you know, sorry, but like that’s, that’s what it is to put free information out on the internet. Um. But, for me, whenever somebody comes to my website, I always provide them with the next right step.

[00:21:51] And the next right step is to get a free resource, like the DIY Audit, and that pushes people to a thank you page. So, A single user who comes through organic search conceivably could hit two pages in a very short amount of time on my website. Then, with the email that delivers it, they come back to my website to get the free resource in a gated page, a hidden page.

[00:22:16] So I get three visits from a new user, in a matter of minutes. And by creating this cycle, I’m pulling people back into my own personal ecosystem. Google’s watching the behavior and going, Oh, what I sent this person to this website for, that person delivered such that the stranger I connected is now engaging with three different pieces of content on her site.

[00:22:41] And so I think we have to be thinking more like this because that helpful content update. It was people who like go to your website, get the information and leave. Those people, when that was the entire exchange, especially on an ad based monetization platform, they were getting dinged and they saw their income going down.

[00:23:03] But I think for a lot of creators, it’s a completely different play. We want to create community. We want to, you know, Stay connected. And we have valuable things to offer. And so being aware of that and being aware of what Google’s paying attention to, and then how we can position ourselves to create that, you know, circle of life, if you will, Disney wise, um, that is what is going to keep us in the search engine results page, keep us relevant.

[00:23:29] And I think that will hold true all the way through any sort of iteration that AI can throw at us. Because at the end of the day, it’s human to human. Even if we’re leveraging data to make that connection.

[00:23:42] Jeff Sieh: Gotcha.

[00:23:42] Conor Brown: Dustin, yeah, Dustin puts it perfectly, I think, in this comment. He says, so, in other words, the foundational elements of great content haven’t changed, they’ve just become more important. Absolutely, right? Creating great content for people to consume. And I guess, you know, Lauren, all this stuff is kind of like, well, maybe it’s going to change, right?

[00:24:03] Maybe it’s going to be this, maybe it’s going to be that. Our consistent foundational strategies still seem to be the most important sort of thing. Get the data from the keyword research, create great content and put them into your own. Organic marketing ecosystem in a way, right? Right.

[00:24:21] Lauren Gaggioli: Yeah.

[00:24:22] Conor Brown: There are some prevailing myths out there, whether it’s of what’s coming down the, the, the pike or what is here right now.

[00:24:29] So are there any myths, uh, that you think are just need to be debunked for, for business owners, for entrepreneurs right now in 2024 as they think through their SEO strategy? Yeah.

[00:24:56] Lauren Gaggioli: Remember is that the quality, I can say it again and again, but quality content leads. And also there will be changes down the line.

[00:25:06] That’s just, that’s the nature of literally everything, right?

[00:25:10] Jeff Sieh: Mm hmm.

[00:25:11] Lauren Gaggioli: And so if change is coming, it’s easier to pivot if you’re already in motion. So don’t wait, because it’s, it’s like the laundry, unfortunately. It’s never done. Like, it’s never going to be done. And so is it better to do a single load right now, knowing that there’s 10 behind it, possibly?

[00:25:31] There’s a pile over there. We can’t tell. That’s, I’m pulling this from life. Um, so it’s, it’s one of those things that you, you really have to be aware of. And if it’s people saying that this, this isn’t the thing, like AI is here and, and therefore SEO is out, like that just doesn’t even compute. So I think that’s, that’s really important to remember. So, um, I see Alexis saying, how can I find to write content, rich, uh, consistent, rich content on my site? So here’s the thing. A LinkedIn post has a life cycle of what? 30. Six hours, something like that, like maybe. Um, so what I would say is, and I will, I will preface this by saying this is how I built my first company, which I sold for six figures in 2021. I had 16, 000 new users coming to my website each and every month for two years running.

[00:26:32] And those two years where it was at its peak were years where I worked a four hour work week. I had a baby and I was not working, but I was still churning new users. and making money off of my passive income offerings. So Alexis, can you carve out three hours in the next month to write a single piece of really amazing content and publish it?

[00:26:55] Because if you can publish one keyword research post on your website that is going to help people for years to come and you can start to churn this cycle and turn the wheel and integrate it with other content on your site. Can you do that? Because the truth is. It can feed you for years if you position it correctly.

[00:27:18] And so I’d say if you don’t have time to update LinkedIn posts, whatever time you were going to allocate to LinkedIn, go ahead and just create a great blog post and post it on your site. Um, go do a guest interview, get a backlink from somebody to elevate your site’s domain authority. I just did a guest post for a friend.

[00:27:38] Who has a ridiculous domain authority of like 70 something because she is a website designer and every site she’s designed has backlinks. Um, she, I, let me do a guest post on her site about which website builder is best. My domain authority jumped 9 points. I went from, or 8, I went from a 10 to an 18. On a fairly new site, one that I haven’t been developing and, and creating backlinks to for very long, a single post.

[00:28:07] Is that worth it? Yeah. It’s going to help grow my authority, which even in the AI age is going to matter. Like all of the old ways of doing things, everything old is new again. Like it’s all the same. It’s all the same. Still relevant and you don’t have to do everything. I’m very much a Pareto principle SEO gal.

[00:28:28] Do the 20 percent that you feel is manageable so that you can reap 80 percent of the rewards, but it takes some education so you can discern which of those paths is right for you as a content creator.

[00:28:41] Jeff Sieh: So one of the things when you’re talking about the LinkedIn thing, I think a lot of times we get the cart before the horse. We think about, we’ve got to put all this social content out there and that kind of bogs us down in the brain. When really, like for this, I make one piece of content and then I use social to put it out there, not the other way around.

[00:28:57] Is, I think

[00:28:58] Lauren Gaggioli: Yes, all roads lead to your website, even if it messes with the social algorithms, like there’s creative ways you can do it.

[00:29:04] Jeff Sieh: Yeah, I don’t do anything without a link. I don’t care if it busts my algorithm on Facebook or whatever. I want people back, or to my sponsors, or to whatever, you know, and I’ll just create great content. So we’ve got some great comments. So Jim says, Do you think web society has an appetite for long form written content anymore?

[00:29:26] Lauren Gaggioli: so I think that’s interesting. I like the way, Jim, I like the way you position this, web society.

[00:29:32] Jeff Sieh: Yeah.

[00:29:34] Lauren Gaggioli: have you been on BookTok?

[00:29:36] Jeff Sieh: Yeah.

[00:29:36] Lauren Gaggioli: Like, I think, whatever the Instagram one is, what, like, Bookstagram, that’s what it is. You know, like, I think people are still reading, and I think If you are a writer, then your community is readers.

[00:29:51] If you are a video creator, then your, your community are people who are consuming on YouTube. I don’t think the, I, I think There’s no way that we can be everywhere all at once like we have to pick and I think that’s the hardest part Because we feel like we should be able to do it all and it’s like no pick what resonates with you I love the written word I also love video like so I am careful about how I create that and I am actually doing a wider I have a very specific kind of path of, of content creation where if I create a video, I have someone write my SEO copywriter, write the words off of the video I created.

[00:30:34] And then sometimes, particularly in the purpose vertical, I’m kind of like Joan Didion, I don’t know what I think until I write it. So I have to explore it. In that particular way. So I have, you look at my website and you’re like, she does, she has long form written content. Actually, I create it differently based on the domain because how I communicate in different domains is different.

[00:30:56] And Jeff and I may be working on a podcast as well. So I think it’s one of those things where you have to be aware of how you prefer to communicate and then find the community that resonates with that. and Abbey, booktalksupremacy. I love it.

[00:31:14] Jeff Sieh: She’s a

[00:31:14] Lauren Gaggioli: We have

[00:31:15] Jeff Sieh: fan.

[00:31:16] Lauren Gaggioli: ACOTAR conversation coming, Abbey. I feel it.

[00:31:18] Jeff Sieh: She’s already told me she’s getting those books. So,

[00:31:21] Lauren Gaggioli: Love it.

[00:31:22] Jeff Sieh: she went on that she went on the, uh, the, um, the escape room with us as well. So that was a lot of fun. So, okay, Connor, you had a question.

[00:31:30] Conor Brown: book talk, bookstagram, Facebook, you know, we’re all talking books all across.

[00:31:36] Lauren Gaggioli: all about reading.

[00:31:38] Conor Brown: Chris has a great myth that he wants busted or maybe not busted. I don’t know. Mythbusters, uh, social media marketing, uh, edition. How important is it for podcasters to have full transcripts available on their sites and the best place for them to be available, uh, for those who want slash need them.

[00:31:57] So there’s always kind of this. Question of do you post the entire transcript right? Is anyone actually going to read the entire transcript on your site? Are you just doing it for SEO purposes? Are you hiding it under kind of an accordion sort of thing? Lauren, any, any ideas or thoughts around that?

[00:32:13] Lauren Gaggioli: So, I, I think if you’re doing videos, you should have closed captions. And I think for accessibility, and especially, again, the ease of doing this now with the, Um, I don’t think there’s a reason to not have them, but I actually don’t think it’s as helpful for SEO. For podcasts, oh, I love them. I love them so much, but they’re not great SEO tools.

[00:32:40] I don’t think. Um, now with video and embedding video and that sort of thing, if you’re being really careful about how you’re naming them, I think the best play for podcasters to get found in SEO is to have the guest’s name. And also, you can be a, a real, uh, mensch to your guests by giving them really quality backlinks using anchor text and pointing to deeper pages on their website. As opposed to, find Lauren, At Lauren galy.com, you say Lauren has an online mastermind. You go to my online mastermind page, you say Online Mastermind for Entrepreneurs.

[00:33:23] You highlight that and link it straight to that page. And this is great when you have affiliate relationships. You can do that to courses where you use that anchor text to point to those deeper pages. There’s more meaningful pages on that person’s website. So. I would say for podcasters, that is probably the better play from an SEO perspective, rather than the transcript.

[00:33:46] But I do think the transcript is important for accessibility.

[00:33:49] Jeff Sieh: So, Abby, take note of that, by the way, because she helps me with my, uh, stuff. So what we do for this show, so when we’re done, we take the video, embed it on the page, and then we also have the link to the podcast where they can have the play, the podcast player, but then we write an article that is based on the episode, but below that we have the full transcript.

[00:34:09] So it’s a lot, it’s a bunch of text, but I’ll, so should I not have that text on there because it doesn’t make a

[00:34:13] Lauren Gaggioli: No, I like it.

[00:34:14] Jeff Sieh: okay, okay.

[00:34:15] Lauren Gaggioli: like it because I think then you’re, yeah, Google, Google, He don’t hear so good. So

[00:34:22] Jeff Sieh: Okay, got it.

[00:34:23] Lauren Gaggioli: written, written word is, is very helpful right now. You know, like, you got to think about the, the actual like physical resources required to crawl each page, you know, and, and that sort of thing.

[00:34:34] Jeff Sieh: gotcha. Okay, we got a lot of questions that we, I’m so glad you guys are putting comments in here, but I want to give a shout out really quick to our sponsors. You can find out them at ecamm. com forward slash jeff. Use code jeff15 to save 50 percent on your first purchase. Uh, purchase. And also they have an amazing thing coming out.

[00:34:51] Yes, it is. Leap is coming. I’m going to be speaking there next week. It’s totally free. I’m going to be talking about, uh, beyond the stream, talking about how, uh, we can use AI. for creative showmanship and strategic repurposing. Not doing it for you, but there’s some really cool tools that’ll help you do it a little bit better.

[00:35:08] I’m going to be talking about that. So make sure you guys go to leap. ecamm. com. Sign up for that. Uh, our friend Paul Gowder is also going to be speaking as well. A lot of great speakers. Leap. ecamm. com. All right. So let’s jump into this second section. Uh, but let’s, let’s get some of these questions because, uh, I want to talk about intent because I think a lot of this has, To do, um, that’s kind of Lauren’s sauce, secret sauce about, um, SEO, but we’ve got some great questions.

[00:35:35] Um, the first one is, Kira says, have you noticed that Spotify now offers the transcript on podcasts as well, the same way they have for lyrics? I think it’s a great idea for access, accessibility. I know that Apple podcasts have just started doing this as well. So, once again, you want to make, check, check and make sure they’re accurate, because they never get my name right.

[00:35:54] Uh, and I bet Lauren has the same problem,

[00:35:57] Lauren Gaggioli: No, no, it’s fine. It’s fine.

[00:36:00] Jeff Sieh: and then Gary says, YouTube tells me that the video is not the primary content of the page. I include transcript and a lot of text. Is that harming my video SEO? Any recommendations on how to best embed video for SEO?

[00:36:14] Lauren Gaggioli: I think I’m a little confused by this because YouTube telling you on your website, I, I, I, I’m a little confused by the question. There is video schema markup in, uh, keyword, uh, or in SEO plugins, like on a WordPress site where you can designate a page as like video being the primary, but YouTube I don’t think would tell you that.

[00:36:38] So, um, you know, YouTube SEO is like a totally different game. Like that’s, I leverage YouTube as a video hosting service, not as a social media platform. And that’s like a keen distinction for me that like, I’m not trying to like publish the same thing all the time and then like have my shorts feed in.

[00:36:58] Like that’s a whole different strategy and I don’t, I don’t play that game. I

[00:37:02] Jeff Sieh: Search Console that’s telling him that.

[00:37:05] Conor Brown: Yeah. Yeah.

[00:37:14] Lauren Gaggioli: a whole different thing. So I’m probably too technical. But yeah.

[00:37:19] Jeff Sieh: yeah, yeah, that,

[00:37:20] Lauren Gaggioli: Send me a message, Gary. We’ll, we’ll talk.

[00:37:22] Jeff Sieh: Uh, and then Jim has this question, in a reverse of Chris question, how important it is to have a narrated version of a written article available for listening instead of reading? Maybe an option at the end of the written article? Mm

[00:37:36] Lauren Gaggioli: Um, I think you, I’ve seen it done. I remember, uh, I think it was Kate. Kate’s Take on John Lee Dumas uh,

[00:37:45] Jeff Sieh: Right.

[00:37:46] Lauren Gaggioli: website. She used to do this where she would like read the article that she had written. Um, which makes sense because John’s audience is very audio driven and they could just like chuck it into the feed if they wanted to.

[00:37:58] Um, I’m not sure it’s necessary. Um, And I think that it, uh, it depends on your audience. Like, is it an accessibility issue? Um, are there ways to make it so that for folks who have accessibility issues that they can have their reader read it to them? Just make sure you’re, you know, formatted correctly for that.

[00:38:21] Um, and I think it comes down to how much capacity do you have. Um,

[00:38:27] Jeff Sieh: I would say for repurposing, I mean, you’ve already got it written. Why not? If you can record it, release it as a podcast, point back to your website. I don’t know. That might be something. It’s, I know it’s another thing to do, Jim, but, um, I, I like to repurpose stuff. That’s me. You know that. So

[00:38:44] Lauren Gaggioli: You’re the pre purposed king.

[00:38:45] Jeff Sieh: so yeah, I want, I want to talk about this user intent because I read a lot of your articles and you have some great ones on your website about this and this ties into creating great content.

[00:38:56] But I want to ask, the first question is like, why is it so crucial for businesses to understand the intent of their website visitors in this, you know, in 2024?

[00:39:06] Conor Brown: to seeing you all

[00:39:13] Lauren Gaggioli: the, there is the search intent behind why the human typed that query into Google. So there’s four of them, but the two that I primarily focus on are informational, right? So somebody’s asking a question, like, what is search intent? And they type that into Google and I can meet that and be like, hey, let me tell you a little bit about search intent.

[00:39:38] And I can lay it all out. If at the end of that you try to sell somebody something. You, they’re gonna slam the door in your face so fast. Like, it is a first date. Don’t show up on the doorstep naked, right? Like, you need to say, hey, like, you asked this question and I had an answer for you, and I’m really glad that I was able to provide that information for you.

[00:40:03] Conor Brown: Thank you.

[00:40:04] Lauren Gaggioli: kind of wonder if, like, you’re interested in some more stuff. Do you, do you maybe want to get my free? It’s kind of like saying, you know, we just met. Can I buy you a cup of coffee? It’s a lot less creepy, right? So can you stay engaged, provide a pathway for that person to give an easy yes, and make no mistake, email addresses are a currency.

[00:40:29] So you do want to get started. Something for this exchange, but when what you offer is high value, instead of creating 53 different resources to direct people to, you can have a single one that every single SEO posts that I write ends in the same place, because I know that if you’re curious about SEO, you also are curious about driving traffic to your website and you can’t know where to point that.

[00:40:56] You have to have that foundation to leap off from. So it’s a very easy pivot for me. It’s always the same pivot. And if somebody’s coming through Google, then they don’t know that I offer it on every other page in, on my website about SEO. And by the way, it’s different for if you come in through a purpose channel, if you’re curious about core values exercises, hey, guess what?

[00:41:17] That ends at a different place. So I’m like. I have two disparate threads and I’m able to, to create that free, free engagement and get an email address for my heavy lift of two free offerings on my website. So um, that is if somebody’s coming in for informational queries. Now sometimes people are coming in for transactional queries and nothing drives me more nuts than saying organic marketing course and, or, you know.

[00:41:49] Coaching, online business coaching, and not seeing the price on the page. Like, that is not showing up naked, right? Transactional queries are the Tinder of online search intent, right? You have swiped right, like we know what’s going down. So you want to be Giving everything you can to smooth the path to yes, right?

[00:42:14] So you need to dispel any myths on that transactional page because that person typed in that query with a credit card in hand. Don’t make them go through all the hoops. Just let them pay you. And so that’s the coolest part about understanding search intent is that suddenly you’re like, oh, my sales pages can rank in search?

[00:42:34] Yeah, they can, but don’t make your informational queries sales pages. Don’t make your blog post a sales page. Your blog post is a completely different channel. The transactional queries need to go to a different, uh, uh, curate, connect in a different way. And so it’s really important when you’re doing keyword, this is, this all goes back to the humanization of this.

[00:42:54] Like when you’re doing keyword research, yes, you’re looking at numbers on a page, but they represent humans on the other side of the screen. Who are typing things in and want help. And so how do you help? And you on your end of managing your website can be really clear about how you’re going to facilitate the next step.

[00:43:16] Jeff Sieh: Gotcha. And Connor, did you pick up that part about not showing up on the front door naked?

[00:43:21] Lauren Gaggioli: That

[00:43:21] Jeff Sieh: I know you can’t come back to Texas anymore.

[00:43:23] Conor Brown: to say thank you so much for putting the, in dating metaphors because it explains a lot. Not only about

[00:43:29] Lauren Gaggioli: You learned a lot today, huh?

[00:43:31] Conor Brown: my SBO past, but also maybe my, my dating past. So thank you for that. Always learning something new every day. I

[00:43:40] Lauren Gaggioli: growth mindset.

[00:43:41] Conor Brown: agree with mindset. So you got, you know. Informational, transactional, you know, there is that transitional, which is kind of more awkward sometimes, and it’s not for everyone, it doesn’t fit the mold, but the, the offering something based on the traffic, how do you go about just adjusting that, right?

[00:44:01] Like, how can you see the traffic coming in is, is much more informational? Um, is it more just around those, those search queries that, that people are, are searching for? And then how can you kind of create? And if you’re looking for a website that is going to be able to provide you with content or modify your current offerings even just based solely on, on the intent of the traffic.

[00:44:19] Like I think of maybe you have a website about boats, right? And if the search query you’re going for is, what is a boat? You’re probably at the end not going to be selling boats, right? But

[00:44:31] Lauren Gaggioli: Would you like to buy one?

[00:44:32] Conor Brown: to apply, But, I have a great boat to do you on it, but if the long tail keyword is more how to buy a boat, maybe that’s kind of getting more towards that, that kind of content.

[00:44:45] So, so modifying your, your current offerings based, based on the intent, how would you go about that?

[00:44:51] Lauren Gaggioli: So your example around how to buy a boat, that’s, um, a commercial intent. And so commercial sort of lies in between informational and transactional and how you leverage it as a website. so much for joining me today and I will see you in the next one. Bye. If you are in the market for buying a boat, we would love to support you.

[00:45:27] And of course, this all depends on like what your business model is and that sort of thing. Now, if you actually sell boats, then maybe this is the kind of information that is more transactional for you. Um, so maybe a free offer isn’t the right offer. I think it really, it all comes down to What do you want to do with it?

[00:45:47] So like, again, I’ll bring up Paul. Um, he is doing some interesting posts around, uh, email marketing, but we did some that are reviews for, for products he uses. So if somebody types in ConvertKit review, right, they, they’re in the market. They want to know if it’s the right fit. So Paul, as a user, can write a very helpful informational content and say, This is what I use, this is how I use it, and by the way, here’s my affiliate link.

[00:46:18] Right? And so he, he is writing an informational post and actually potentially making money off of that. So it’s the kind of thing that how you wield these things is really dependent on your business model and how you serve and how you choose. To position your informational posts, your sales pages, but it all comes down to doing keyword research with the end user in mind.

[00:46:47] A great question to ask is, if somebody typed this into Google, do they have a credit card in their hand? Then, like, do Yes, no. Okay, if yes, this is a sales page. If no, or, or something I like have an affiliate relationship off of. If no, then I am pure information. I am just helping them take the next right step, and in doing so, pivoting them to be oriented towards the right thing.

[00:47:11] Opting in for whatever my freebie is in that domain. So what I like to think about what I teach in my course is you pick a vertical. So I’ve mentioned, so thus far I have two, right? I have purpose, live with purpose, organic marketing. I also have one about digital entrepreneurship. So I have three working on my website.

[00:47:33] Each of them leads. to a paid offering, at least one single paid offering.

[00:47:39] Conor Brown: PPAPPX2 PPPX4

[00:47:43] Lauren Gaggioli: those different verticals and relating that content to each other through internal linking. And to make this clear to Google, what I’m doing, I don’t cross the streams. Make like Ghostbusters, and I keep them very isolated, but I’m very clear as to whether I’m pointing to a free offering or a paid offering.

[00:48:04] And having this structure in your head, doing keyword research through this lens, gives you a sense of like, oh, I know how every, every time I sit down to write, I’m not reinventing the wheel. I know exactly what I’m driving to.

[00:48:20] Jeff Sieh: So, on that, I’m, you know, we talked about, okay, we, the intent for sales, right? Like, you have your credit card ready. And then you have ones like, well, a lot of us do, podcasters, content creators, um, YouTubers, whatever. And we’re posting our episodes or whatever. And so once a visitor lands on your website, what are the most effective strategies for converting them into leads or customers?

[00:48:44] Are pop ups and tripwires, are they still effective? Do you have any other strategies that, you know, are there new methods emerging for that? Like, what’s the best way other, is it to give them a freebie and get them on your list? Is that what you suggest? Is it still the same thing?

[00:48:59] Lauren Gaggioli: If it’s a podcast, then yes, like on your podcast, in your show notes, you know, if you mention something like. No doubt I will mention Organic Marketing Ecosystem, my SEO course. Like that is going to come up just naturally. So you can like list that in your resources. So if people are curious about it, they can go there.

[00:49:18] But if somebody came for your podcast specifically, then what I like to do is I have a footer. And an exit intent pop up, and they go to the same place. Because I think the other thing that happens is we have too many calls to action. We confuse the heck out of our listeners, our users. Sometimes, and I think too, like, we have to think about the fact that for a podcast, if you are optimizing for, say, an interview based podcast, you’re optimizing for your guest, that person ended up on your website looking for somebody else.

[00:49:52] You have to be respectful. of that person’s journey. But also, if somebody’s a long time listener and they wanted a resource, then that also has to live on that page. So I think there’s a difference between including resources and making content very helpful and accessible to people so that if they go, I heard that thing and I wanted to go back to that episode that that one gal said that she has this thing, I need to be able to click through.

[00:50:20] Yes. But, how do you welcome cold traffic to your website? Do not show up naked, which is where I don’t like tripwires, on something like that, right? Um, so, for example, I would say, you know, tripwire, I have a, um, I offer, uh, uh, a Group coaching, Mastermind, uh, sessions a couple of times a week, um, I cap it at four people.

[00:50:47] It’s like a drop in situation. You can get your first session for just 25. And so I have a discount code that’s very clearly labeled. That probably would count as a tripwire on that page, but somebody is coming with a search intent. Everybody knows a Mastermind’s a paid offering unless you’re doing peer to peer.

[00:51:05] So if somebody’s searching online Mastermind. for entrepreneurs and they land on my page, then they know that that’s a transactional query. Like, I’m not just going to be giving that away for free, but I can give them an easier way to say yes. And so like a one time kind of gifted thing to be like, Hey, are we like a good fit?

[00:51:25] Um, 25 bucks for group coaching, like. Find that somewhere else. You probably won’t. Um, so it’s a good deal, but it is only offered on that page. Like I wouldn’t put that out there on an informational query page.

[00:51:40] Jeff Sieh: Gotcha. Gotcha.

[00:51:42] Conor Brown: what about that, that kind of balance of, you know, we want to show up in the SERPs and the search results. We, we want it to. And optimized, but you know, if, if we want to kind of bring this person into our community, we have to make sure that they have a good experience on the page. Right. And it’s kind of this balance, like perfect example.

[00:52:02] I mean, this is more from like an AdSense perspective, but I hate when I search something, I land on a webpage and it’s like a video playing at the top, an ad in the middle, a pop up ad from below. And I have like. inch that I can scroll and I’m reading like one line at a time. I’m like, I’m out of

[00:52:20] Jeff Sieh: Done. Yeah.

[00:52:22] Conor Brown: giving you my time of day ever again.

[00:52:25] When it comes to the SEO perspective of that, we want to hit all the check marks and, and check all the boxes for what Google wants. But Lauren, how do we balance that? How do we balance those SEO efforts with still creating a great user on page experience so they’ll actually want to engage with our content going forward?

[00:52:46] Lauren Gaggioli: So this is where I feel like not getting too zoomed in on this is what works for SEO and this is what’s going to make me money. Like zooming back out and going on page SEO best practices. All of those are your best friends. So things like using headers, well, it breaks up wall of text for your user. And it also speaks to Google’s bots if you’re positioning it right with the keyword research you’ve done.

[00:53:13] So, and that’s it. It can be your best friend. And actually bringing this back to like Gen AI stuff, this is something that they’re saying. It has to be, um, scannable, right? We will, this is how, how we read. Even if we’re readers, we’re not sitting there reading every single word. And so numbered lists and having, you know, rich, rich content in there, images and video that people opt to turn on.

[00:53:38] Uh, you know, all of those things, like think about what annoys you. And then don’t include that, but also look at what the SEO best practices are and go, Oh, how can I leverage this in two ways? How can I hold both threads at the same time? And that human and bot intersection, you can do that easily, and it’s not that hard.

[00:54:03] It actually makes your content a little bit better. I know Jim, who was on here earlier, was a bit resistant to this when we started working together. Um, I don’t know if he’s still here, but, uh, you know, he was like, I, the on page SEO feels like it’s going to get in the way of my creative process. And so maybe you write creatively and open endedly to begin with, and then you layer the framework over, or if you have executive function issues, lay out the structure, and then fill in the gaps, or you, you know, use AI to help you create the structure, and then put your own voice into it, like, you can, you can Your creative process can be whatever it needs to be, but if you are writing something that is solely for your soul and you have zero SEO, you know, juice going on and you’re not bringing new people in, then why are you writing it?

[00:54:53] If it’s just for yourself, then it’s a journal.

[00:54:56] Conor Brown: Yeah.

[00:54:56] Jeff Sieh: Yeah, Jim says he’s working on it. So yeah, thanks, Jim.

[00:55:00] Lauren Gaggioli: doing so great. You’re doing so great.

[00:55:02] Jeff Sieh: This time has slowed by, but I want to, I want to have one more question kind of in enhancing connections, as you talked about this, and once again, go to Lauren’s blog, she’s got some great stuff on there, but one of the things that you said is that you mentioned traffic does not equate to connection, so can you share some strategies in turning those casual visitor, visitors who are just coming maybe for that informational content to engaged community members, because I know that’s your intent.

[00:55:28] And a lot of people just think traffic, traffic, traffic, but, but I’m not making any sales or I’m not growing my list or, so what do you say about that?

[00:55:36] Lauren Gaggioli: This really goes back to that search intent. You are building out an ecosystem on your own. little website, right? And 96. 5 percent of websites are getting no traffic from organic search. So like, if that’s you, don’t feel bad. It’s just a matter of time before you turn on the spigot. But you have to have that nice and shored up so that it’s very clear to Google what you do, to the human user who lands on those deeper pages.

[00:56:05] This is the other thing you have to remember. If search is working for you, people are not coming through the front door. They’re not coming to your homepage that was beautifully curated and designed and lovely. They’re coming to that blog post that you slammed up and forgot to put a call to action on.

[00:56:21] So they’re coming in through the windows. You’ve got to be prepared for people to crawl in through the windows. And the way that you do that is by thinking about each individual piece as though that is someone’s first introduction to you, keeping in mind why they are there if they came through organic search.

[00:56:38] They had a question, they had a. A question about something you help with and they need your help. Give them transformation. Don’t gate transformation. Give them little sips from the hose and then say, there’s a lot more here. I would love to share it with you. Here’s a freebie in exchange for your email address.

[00:56:59] And do it all above board, you know, don’t be slimy, scammy, like don’t send them one resource and then be like, I taught you nothing. I gave you nothing. Now, bye for me. Right? Like. You want to nurture and always make your offers with an open hand. You know, don’t. If they’re ready to buy, they’re ready to buy.

[00:57:20] And if they’re not, they’re not. And great, if they stay on your email list, the whole thing will come back around. So, deliver a lot of great value. Help them answer the question that they are asking without making them work for it. Like, really make it easy for them. People want, they want help pushing the easy button.

[00:57:40] Jeff Sieh: Awesome. Well, I, once again, we’re just out of time, but I wanted to,

[00:57:46] Conor Brown: don’t

[00:57:47] Jeff Sieh: Amy says, ah, love that picture. That’s a great help. I think she’s thinking about the picture you just said about coming in the window, not Connor on the front porch

[00:57:53] Conor Brown: that

[00:57:54] Jeff Sieh: I’m, I’m pretty sure that was the one

[00:57:56] Conor Brown: uh, that picture of people coming in through my window is terrifying to me. And then saying, how can I help you? How, what can I do to help you? Thank you for coming through

[00:58:06] Lauren Gaggioli: You can have a shotgun in hand, but you know,

[00:58:08] Conor Brown: Okay, I’m ready.

[00:58:09] exactly. And so, uh, so Abby liked, uh, she goes, uh, ooh, don’t gate information. So, yeah, a lot of great takeaways. Uh, once again, make sure you guys go look at Lauren’s website and also her, uh, DIY audit that you can find. I have, this is a short link for me. It’s jeffsieh. com forward slash DIY audit.

[00:58:28] If you click on that, it’ll go right to her site and you can, uh, sign up for that free thing. Uh, don’t forget, I also have a free course, um, that you can go check out at jeffsieh. com forward slash pin AI. Uh, it’s all about creating, uh, images with AI that you can use for all sorts of networks, but it’s kind of focused on Pinterest for this one.

[00:58:45] Uh, go make sure you guys go check that out. And as always, we thank our sponsors, Ecamm, ecamm. com forward slash Jeff. Make sure you go check that out. And also Leap is coming up, so leap. ecamm. com. That is next. Oh, week. I think mine’s on Friday. I think Paul’s is on Friday too, but there’s a bunch of great speakers.

[00:59:01] So go to leap. ecamm. com. Paul, uh, Connor Brown, that naked image is burned in my brain and I just, Connor Brown, where can we find out more about you and where you live where people can show up at your front door?

[00:59:16] Well, we’ll talk offline about why that naked image makes you think of Paul, but um, you can go You can go to www. opinion. com or follow me at WDW opinion across the social medias

[00:59:30] Jeff Sieh: Lauren, what about you? What you got going on? Tell us where everyone can find you and, uh, what’s your favorite blog post that you’ve written lately?

[00:59:37] Conor Brown: on

[00:59:39] Lauren Gaggioli: and SEO one was really fun. I really liked that.

[00:59:42] Conor Brown: twitter.

[00:59:44] Lauren Gaggioli: in mindset growth, I also wrote one recently about the one thing most core values exercises are missing, um, so if you’re, if you’re like a mindset junkie, then that one might be for you. Um, but yeah, laurengadjulia. com, everything lives there, uh, and yeah, come say hi.

[01:00:02] Jeff Sieh: Yeah, and if you’re listening on the podcast, Gadgioli is spelled G A G G I O L I. Make sure you go to LaurenGadgioli. com and check out all her stuff. And with that, thank you guys so much for watching. We had so much great comments. Jim, Gary, Amy, Abby, all the folks who asked some questions. Dustin is always showing up.

[01:00:21] And thank you guys so much. We hope that we answered your questions. If you have some more, make sure to drop them in the comments. We’ll try to get those after the show and when people are watching the replay. But with that, Thank you guys so much. We’ll see you next time. Bye, everybody.

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