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Generative AI - Using Tools Effectively While Avoiding Common Traps with Eric Enge - EP314

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Manage episode 366893076 series 1044426
内容由Search Engine Journal提供。所有播客内容(包括剧集、图形和播客描述)均由 Search Engine Journal 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品,您可以按照此处概述的流程进行操作https://zh.player.fm/legal

ChatGPT and other Large Language Models (LLMs) are seemingly everywhere, and it's crucial to learn what's possible with them while acknowledging their flaws. After all, do LLMs have their intelligence? Is ChatGPT ready for “prime time,” or is it merely a toy that can lead to fake and error-laden stories?

President of Pilot Holding, Eric Enge, joined me on the SEJShow to share the truth behind the prevailing myths surrounding the generative AI landscape and how to succeed with the tools instead.

Discover the problems arising from placing too much trust in generative AI. You'll also find out what is possible and how to use it in your business best while avoiding the common mistakes associated with LLMs.

We must remember that the real problem is that this stuff is trained on the open internet. We have all the world's information on the web, and that's great, but we also have all the world's disinformation on the web and a lot of overtly intended misinformation. –Eric Enge,41:18

Anybody who thinks SEO is going away because of this doesn't understand SEO. As long as people want to search for and find things, and as long as there are tools to help people search for and find things, there will be SEO, end of story. –Eric Enge, 32:48

We're not at the point where this will supplant humans in all things. But we are at a point where we've developed a really interesting tool that can be used constructively and creatively in many different ways.–Eric Enge, 37:38

[00:00] - Introduction to Eric

[04:21] - AI’s current and future role in search & opportunities

[09:36] - Effects of incorrect information on different Internet users

[14:13] - Error reporting to Google: Best practices

[15:25] - Preparing ecommerce sites for AI-enhanced search

[21:02] - The role of content in local search results

[23:52] - Evaluation of Google's source selection for search results

[28:23] - Impact of Google's result integration on clicks and conversions

[31:48] - Importance of brand visibility in search results

[33:14] - Misunderstandings about AI's influence on search results

[37:40] - Outlook on the future of ai systems

[38:29] - Recent advancements in ai-generated output accuracy

[41:18] - Web disinformation issues and their effect on ai models

[44:22] - Strategies for ai-optimized business content

[46:55] - AI's potential impact on online content credibility

[48:33] - Importance of experts in enhancing ai-generated content

[50:19] - Google's approach to evaluating content trustworthiness

[51:49] - Insights on AI's role in future content generation and SEO

Resources Mentioned:

Pilot Holding: https://www.pilotholding.com/

Right now, we have this massive paradigm shift or the preparation for the shift. We're definitely in the infant stages. Most of us SEOs have Google SGE running on our browsers. We're doing queries daily. We're getting scared or anxious every time we do a query. Now we're seeing an article appear before the typical organic results. We must keep reminding ourselves that we are beta-testing this at the moment. And this is a tricky thing to do sometimes when every time you search, you see everything pushed down. Google trying to answer what may not even be a question-oriented query with a relatively long piece of content. –Loren Baker, 04:21

The easiest way to get started is to take a page on your site, feed it into the model, give it the search query you want it to rank for, and ask it what changes you need to make to improve your chances of ranking on that or what content gaps you need to fill. –Eric Enge,44:22

Over time, E-A-T (Expertise, Authoritativeness, Trustworthiness) is going to become more important. Google will place a lot of weight on looking for subject matter experts, fact-checking, and a strong staff of experts owning the content. –Eric Enge, 48:22

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect With Eric Enge:

Eric Enge is an award-winning professional and co-founder of Pilot Holding, specializing in executive consulting for SEO, content marketing, digital marketing, and finance. He founded Stone Temple Consulting, later acquired by Perficient, where he served as General Manager and Principal in the Digital Marketing team.

Eric's expertise spans digital marketing strategy, SEO, content marketing, paid search, conversion rate optimization, social media, web analytics, and marketing automation. He excels in guiding businesses toward their next stage of growth.

Connect with Eric on LinkedIn: https://www.linkedin.com/in/ericenge/

Follow him on Twitter: https://twitter.com/stonetemple

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

  continue reading

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icon分享
 
Manage episode 366893076 series 1044426
内容由Search Engine Journal提供。所有播客内容(包括剧集、图形和播客描述)均由 Search Engine Journal 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品,您可以按照此处概述的流程进行操作https://zh.player.fm/legal

ChatGPT and other Large Language Models (LLMs) are seemingly everywhere, and it's crucial to learn what's possible with them while acknowledging their flaws. After all, do LLMs have their intelligence? Is ChatGPT ready for “prime time,” or is it merely a toy that can lead to fake and error-laden stories?

President of Pilot Holding, Eric Enge, joined me on the SEJShow to share the truth behind the prevailing myths surrounding the generative AI landscape and how to succeed with the tools instead.

Discover the problems arising from placing too much trust in generative AI. You'll also find out what is possible and how to use it in your business best while avoiding the common mistakes associated with LLMs.

We must remember that the real problem is that this stuff is trained on the open internet. We have all the world's information on the web, and that's great, but we also have all the world's disinformation on the web and a lot of overtly intended misinformation. –Eric Enge,41:18

Anybody who thinks SEO is going away because of this doesn't understand SEO. As long as people want to search for and find things, and as long as there are tools to help people search for and find things, there will be SEO, end of story. –Eric Enge, 32:48

We're not at the point where this will supplant humans in all things. But we are at a point where we've developed a really interesting tool that can be used constructively and creatively in many different ways.–Eric Enge, 37:38

[00:00] - Introduction to Eric

[04:21] - AI’s current and future role in search & opportunities

[09:36] - Effects of incorrect information on different Internet users

[14:13] - Error reporting to Google: Best practices

[15:25] - Preparing ecommerce sites for AI-enhanced search

[21:02] - The role of content in local search results

[23:52] - Evaluation of Google's source selection for search results

[28:23] - Impact of Google's result integration on clicks and conversions

[31:48] - Importance of brand visibility in search results

[33:14] - Misunderstandings about AI's influence on search results

[37:40] - Outlook on the future of ai systems

[38:29] - Recent advancements in ai-generated output accuracy

[41:18] - Web disinformation issues and their effect on ai models

[44:22] - Strategies for ai-optimized business content

[46:55] - AI's potential impact on online content credibility

[48:33] - Importance of experts in enhancing ai-generated content

[50:19] - Google's approach to evaluating content trustworthiness

[51:49] - Insights on AI's role in future content generation and SEO

Resources Mentioned:

Pilot Holding: https://www.pilotholding.com/

Right now, we have this massive paradigm shift or the preparation for the shift. We're definitely in the infant stages. Most of us SEOs have Google SGE running on our browsers. We're doing queries daily. We're getting scared or anxious every time we do a query. Now we're seeing an article appear before the typical organic results. We must keep reminding ourselves that we are beta-testing this at the moment. And this is a tricky thing to do sometimes when every time you search, you see everything pushed down. Google trying to answer what may not even be a question-oriented query with a relatively long piece of content. –Loren Baker, 04:21

The easiest way to get started is to take a page on your site, feed it into the model, give it the search query you want it to rank for, and ask it what changes you need to make to improve your chances of ranking on that or what content gaps you need to fill. –Eric Enge,44:22

Over time, E-A-T (Expertise, Authoritativeness, Trustworthiness) is going to become more important. Google will place a lot of weight on looking for subject matter experts, fact-checking, and a strong staff of experts owning the content. –Eric Enge, 48:22

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect With Eric Enge:

Eric Enge is an award-winning professional and co-founder of Pilot Holding, specializing in executive consulting for SEO, content marketing, digital marketing, and finance. He founded Stone Temple Consulting, later acquired by Perficient, where he served as General Manager and Principal in the Digital Marketing team.

Eric's expertise spans digital marketing strategy, SEO, content marketing, paid search, conversion rate optimization, social media, web analytics, and marketing automation. He excels in guiding businesses toward their next stage of growth.

Connect with Eric on LinkedIn: https://www.linkedin.com/in/ericenge/

Follow him on Twitter: https://twitter.com/stonetemple

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

  continue reading

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In an increasingly difficult economy, do you know how to prove the value of your SEO and remain efficient, while maintaining the SEO budgets you need to succeed? Will Critchlow, CEO of SearchPilot, joins me on the SEJShow to examine actionable strategies to doing more with less and maintaining the freedom to test, all while proving the positive impacts of your SEO work. Using insights from marketing leaders, SEO specialists, and senior executives, you’ll hear Will and Loren break down the skills you need to keep your CFO happy while driving efficiency. If you’ve found yourself having to defend your budget, pitch harder than ever, and work more to prove your results, then you won’t want to miss this episode. There's more pressure on ROI calculations, there's more scrutiny on all of those decisions. SEOs are often shy of taking on targets, quotas, goals and so forth. But even forecasting is something that I think the industry is too naive about. –Will Critchlow, 06:04 Big companies are spending tons of money on this stuff. The fact that you are out there asking for a quarter of a million dollars, half a million dollars, whatever it might be, that's actually totally achievable. –Will Critchlow, 09:38 Speaking of the funnel, we all know that SEO is not a direct response marketing technique. It's not search keyword, find site buy done. There's all kinds of touch points throughout the funnel, multi-touch attribution, which is massive. –Loren Baker, 16:16 [00:00] - Will's background and expertise.[08:44] - Integration challenges in long-term planning.[12:30] - The importance of planning when dealing with CFOs.[13:18] - Tracking multiple attribution points.[16:16] - Google algorithm updates and their impact on forecasting.[21:05] - Forecasting challenges influenced by various factors.[23:32] - Beta testing's effects on search results.[26:41] - The evolving impact of AI-powered tools on search queries.[29:28] - Strategies for SEO teams to improve forecasting. Resources Mentioned: SearchPilot www.searchpilot.com Intro to SEO testing [PDF] Get on the email list to get new SEO test results in your inbox SEO as a product discipline is something that we are seeing. And what that often means is squads of product managers, engineers, designers, all aligned to that objective. –Will Critchlow, 13:18 I think almost every SEO is testing beta testing, Google, SGE, and we have in our heads that when that query is done, everything's going to be pushed down. There's going to be an article, there's going to be this, there's going to be that, but we tend to forget that we're the ones beta testing it, right? –Loren Baker, 23:07 And so the other reason that I'm bullish on there being organic links is I think there have to be ad links because I don't think Google is going to turn off 98% of their revenue overnight. And I think they're not going to go with only ad links because I think that's a degraded user experience. So I think there's going to be a combination of advertising links and organic links, and our job is to win the organic just as it always has been. –Will Critchlow, 27:37 Connect with Will Critchlow: Will Critchlow is the founder and CEO of SearchPilot, a company dedicated to simplifying and improving SEO testing processes for large websites. He co-founded the SEO agency Distilled in 2005 and played a key role in expanding its services and the SearchLove conference series to the US, establishing offices in Seattle and New York. In February 2020, he spun out SearchPilot as an independent business while Distilled was acquired by Brainlabs. Will is recognized for his expertise in SEO and digital marketing and often shares his insights through various platforms. Connect on LinkedIn: https://www.linkedin.com/in/willcritchlow/ Connect with Loren Baker: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker…
 
In an era of user-generated, human-generated and machine-generated content, mistakes are increasingly costlier to make. Learn the ways to revitalize and future-proof your approach to content marketing with Purna Virji, globally recognized content strategist and bestselling author of "High-Impact Content Marketing". She and Loren will uncover the common mistakes content marketers make, and how you can avoid them as you plan your marketing strategy. Tune in and hear strategies for creating genuinely inclusive and relevant content that audiences will actually want to consume, so your content strategy won't go the way of the dinosaurs. What we want to think about is what are we solving for. What roles do we play? How are we engaging with the audience and giving them what they are interested in, what they need, and what would be of value to them? – Purna Virji, 03:00 You always want to give your audience something to do next. It all comes down to this concept called backward design. – Purna Virji, 08:58 We found that we get the most social interaction and the highest quality traffic from social media. LinkedIn has just become the most engaged platform there is within social media, and it's been a complete 360 over the past three or four years. – Loren Baker, 27:30 [00:00] - About Purna. [02:41] - Strategies for intentional content creation. [08:58] - How to ensure content effectiveness. [14:41] - Best practices for content promotion. [18:01] - How to create content for various audience awareness levels. [20:13] - Importance of company representation in content marketing. [23:41] - LinkedIn's content promotion capabilities. Resources Mentioned: High Impact Content Marketing Take an idea before you even create the content and think about different ways you'll use that idea. – Purna Virji, 17:13 The members on LinkedIn tend to see their time on LinkedIn as an investment in themselves professionally and personally. They're here to learn, grow, share, and put their best foot forward. – Purna Virji, 30:18 Try to understand what makes you money and for that, who are the types of the cream of the crop? Customers who spend a lot are loyal are referring you to others. – Purna Virji, 03:53 Connect with Purna Virji: Purna Virji, based in Philadelphia, Pennsylvania, is a celebrated content strategist and marketer, currently the Principal Content Solutions Consultant at LinkedIn. Her career spans leading roles at Microsoft, and diverse experiences in social media, search advertising, and television, giving her a unique perspective on content marketing. Recognized as an Adweek Young Influential and Search Personality of the Year, she's also a top-rated international speaker and an advocate for women in technology. Virji is the author of the best-selling book "High-Impact Content Marketing," showcasing her expertise and influence in the field. Connect on LinkedIn: https://www.linkedin.com/in/purnavirji/ Connect with Loren Baker: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker…
 
The most important thing you can do if you are worried about ranking is write content that satisfies intent and fulfills the aspirations of E-E-A-T. –Ben Steele, 09:11 Join us as we talk about the biggest updates to Google Ranking Factors this year, and what that means for you as we head into 2024. Our very own senior editor of ebooks, Ben Steele, gives you the behind-the-scene scoop on what factors really matter now. More than 200 hours went into researching and gathering our findings on the signals that have been officially declared, at one point or another in time, as Google ranking factors. Ben brings you the impact behind the BIG updates made this year: E-E-A-T, Google's redefining of page experience, the developments around systems and signals, and more. Listen in as Ben and host Loren Baker, two of SEJ's brightest SEO professionals, talk Google Ranking Factors. Discussion designed for search professionals and marketing managers planning for next year. Notable: Suppose you do build content that is comprehensive enough to display authority in your experience. In that case, the aspiration is that content will float to the top regardless of more manipulative tactics. –Ben Steele, 10:14 When people have asked me what's our secret to ranking content at SEJ, I've always told them the publish button because we've been building this brand, this entity, and this trust for 20-plus years. –Loren Baker, 13:48 Google is evaluating links more qualitatively. Keywords are still huge, but the number doesn't matter anymore. It's about the way you use them. –Ben Steele, 22:30 [03:30] - Google ranking factors 2023: What's changed and what remains? [10:14] - Keywords and links vs. content and E-E-A-T in today's SEO. [22:30] - Google's qualitative approach to evaluating ranking factors. [27:39] - Building E-E-A-T for smaller sites to compete with big brands. [29:42] - Generative AI content's ranking performance post-updates. [37:24] - Long-term success with E-E-A-T and user intent. [43:27] - Curation as a strategy against generative AI in SEO. [46:52] - How to access the Google Ranking Factors ebook. Keeping your nose clean, don't engage in the quick win strategies that are technically spam because Google has come out and straight up said if it's defined as spam under our guidelines, relevancy doesn't matter. –Ben Steele, 33:33 Curation is something you can lean into as a small business. There is still going to be a demand for human curation. –Ben Steele, 43:27 You can become a trusted source of curation for your audience... that's one thing that language models are not good at: being a source of well-curated information that you need right now. –Ben Steele, 44:29 Those factors of E-E-A-T will be critical for inoculating your business from the negative impacts of AI implemented by big platforms... the experience and the trust. –Ben Steele, 45:53 Resources: Get the Ranking Factors ebook: https://bit.ly/3tFXB53 Subscribe to our newsletter: https://bit.ly/3Q64Cni Connect with Ben Steele: Ben Steele, the Senior Editor at SEJ, boasts profound expertise in digital content. Though he didn’t initially aim to become an SEO strategist, the skills he acquired for his role, combined with his self-initiated research into digital marketing, unveiled his genuine passion in this field. His experience in professional theater not only refined his work ethic and leadership abilities but also fostered other invaluable attributes such as creativity. Now, at SEJ, Ben contributes to their ebooks, consistently providing fresh perspectives and strategic content advice. Through his SEO endeavors, he artfully weaves the nuances of human experiences, journeys, and expressions into enlightening lessons for others. Connect with Ben on LinkedIn: https://www.linkedin.com/in/writerbensteele/ Connect with Loren Baker, Founder of Search Engine Journal: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker…
 
Everyone who touches your website is on the SEO team. The problem is that most people don't know they're on the team. An “always on” mentality regarding SEO can help mitigate risk and protect rankings. Since there's no 'easy' button for a technical audit, join us for this special spotlight episode to learn how 24/7 monitoring can help you see everything happening on your site at any moment. Go beyond SEO and bring together teams focused on compliance, know when people go rogue and when other teams make changes. Addressing them quickly as they happen can help your rankings and growth. Conductor's Patrick Reinhart joins me on the SEJ Show to dive into the importance of continuous SEO monitoring and how Conductor can help you work smarter, not harder. Patrick will walk through common problems with SEO and how you can proactively fix them before rankings are impacted. You'll also learn how real-time SEO auditing can streamline your process. One of the hardest things is a conversation with other teams getting people to care. And I think something that always gets someone, the attention is data. –Pat Reinhart, 13:47 The mindset of it being a compliance component and that notification when something is not working can not necessarily change a negative mindset, but get everybody on the same mindset that you're working together for this common goal, which I like. –Loren Baker, 16:59 One of the best things you can do is pay attention to how specific you're being with your content. Specificity is going to be a key factor moving forward. –Pat Reinhart, 26:16 [00:00] - About Pat Reinhart. [05:51] - SEO audit shift to ongoing processes. [07:34] - Always-on SEO mentality explained. [12:38] - Real-time SEO monitoring versus health check-ups. [16:22] - Emphasizing compliance in SEO audits with developers. [17:31] - Realistic goal-setting with dev teams in SEO. [19:31] - SEO strategies before holiday code freezes. [24:41] - AI's impact in SEO and ChatGPT's role. [25:05] - Strategies for Google's search generative experience. [32:58] - Transparency and authorship in SEO content. [35:58] - LinkedIn's importance for SEO professionals. Resources Mentioned: Conductor‘s 30-30 Webinars: https://www.conductor.com/events/30-30-webinars/ Searchmetrics: https://blog.searchmetrics.com/us/ Content King: https://www.conductor.com/contentking-get-started/ Lily Ray’s E-E-A-T: https://lilyray.nyc/e-a-t-expertise-authoritativeness-trustworthiness/ LinkedIn: https://www.linkedin.com/ It's not about speed or volume. It's more about creating specific content that drives value . –Pat Reinhart, 29:51 LinkedIn has been very helpful to me throughout my career. It's not just my digital resume. It's a community that you can use to your advantage. –Pat Reinhart, 38:12 It's more about process than practice most of the time. –Pat Reinhart, 44:25 Connect with Patrick Reinhart: Patrick Reinhart leads enterprise digital strategy for Conductor’s Customer Success team as Vice President of Services and Thought Leadership. With over 15 years of organic search and digital marketing experience, he helps some of the world's largest brands with organic search initiatives. Connect on LinkedIn: https://www.linkedin.com/in/patrickreinhart/ Connect with Loren Baker: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker…
 
Bard is our creative collaborator. It's a place where you can come in and have a conversation with the large language model which really helps you to boost your productivity and bring your ideas to life. –Yuri Pinsky, 02:16 Step behind the curtain and into the world of Google's Bard with its Director of Product Management, Yury Pinsky, in an exclusive conversation with SEJ Editor-in-Chief Amanda Zantal-Wiener. Hear about the origins and journey to Bard's unveiling, and discover how the team behind it envisions a collaborative future with AI. SEO pros and seasoned digital marketers alike will get an up-close look at the nuances of generative AI and a glimpse at what predictions for what's next. So prep your popcorn -- grab your notetaking method of choice -- and tune in to learn how to incorporate Google's current and forward-looking AI initiatives into your own business innovation. [07:11] - The origin of Bard and its market niche. [13:23] - Impact of generative AI and Bard on SEO and content creation. [17:37] - Using Bard for audience evaluation in content creation. [23:54] - Distinctive features of Bard compared to other AI models. [28:33] - Most interesting prompts seen in Bard. [33:29] - Future vision for Bard and generative AI. I'm inspired by this idea that technology can work together with us, and we can bring Bard in as a creative partner in your editorial work or when we're trying to write a document for work or something in our personal lives. –Yuri Pinsky, 09:46 It's a very vibrant, fast-paced, fast moving industry right now. I think some of the unique things we have with Bard are things like the ability to plug into Google tools. –Yuri Pinsky, 23:54 In the sciences and the medical field, there could be lots of interesting breakthroughs in drug discovery in climate applications. How can they use the power of these foundational models to really benefit all of us in some way? –Yuri Pinsky, 25:44 Your ideas still have to be your own in order for AI to work with you best and work for you best. –Yuri Pinsky, 28:33 It is not the end of search. Bard is an experiment. It's complementary to search. It's this conversational collaborator. –Yuri Pinsky, 32:47 Connect with Yury Pinsky: Yury is a Product Manager for Bard, leading areas including Extensions, Factuality, and multi-modality. Yury is passionate about cutting edge technology and finding ways to bring it to users around the world. Prior to serving in his current role, Yury led product teams around Natural Language and Speech Recognition for the Google Assistant, spent time building wearables in Google [X], and helped build out Google Search on mobile devices. Outside of work, Yury enjoys spending time with his family, planning his next vacation, and the daily logistics of kids' extracurricular activities. Connect on LinkedIn: https://www.linkedin.com/in/ypinsky Connect with Amanda Zantal-Wiener: Follow her on Twitter: https://twitter.com/Amanda_ZW Connect with her on LinkedIn: https://www.linkedin.com/in/amandazantalwiener/…
 
As platforms evolve, so should our strategies. No one knows that better than Brian Kearney, a prominent content creator who gained over 100k Instagram followers in about a year. Brian joined me on the SEJShow to dig into his viral success and what it's taught him about discoverability, co-branding with authenticity, and how a unique background can make for some of the best content. From harnessing the ever-evolving algorithms of digital channels to leveraging the nuance of relatable humor, Brian shared how his journey has culminated in an unparalleled ability to craft resonant content -- and how it can be applied to your strategic success. — Based in Boston, Brian Kearney started as a registered nurse, later transitioning into the healthcare and startup sectors. He also ventured into politics and volunteered for local initiatives. As a content creator on Instagram and TikTok, Brian is known for his relatable humor and consistent content quality. His diverse experiences highlight his adaptability and passion-driven journey. Connect with Brian Kearney: Instagram: https://www.instagram.com/krianbearney/ Tiktok: https://www.tiktok.com/@krianbearney Connect with Amanda Zantal-Wiener, Editor-In-Chief of Search Engine Journal: Connect with Amanda on LinkedIn: https://www.linkedin.com/in/amandazantalwiener/ Follow her on Twitter: https://twitter.com/Amanda_ZW…
 
SEO and Site Migrations: Common Pitfalls To Avoid with Arnout Hellemans Migrations can be time consuming and stressful, even more-so when you don't have company-wide collaboration and alignment, or when you're worried about drops in rankings. Come learn some myth-busting migration tips shared between our host, Loren Baker, and freelance SEO and analytics consultant, Arnout Hellemans. Arnout has seen plenty of migrations go bad. Hear actual case studies on what not to do to have better success. Join us for this can't miss episode. Arnout Hellemans is a freelance SEO and analytics consultant based in Amsterdam but mostly working for clients all over Europe and the US. He just loves solving SEO puzzles. He has been freelancing since 2010 and loves it. Connect with Arnout Hellemans: LinkedIn: https://www.linkedin.com/in/arnouthellemans/ X: https://twitter.com/hellemans Connect with Loren Baker, Founder of Search Engine Journal: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker…
 
Effective Website Redesigns: How To Avoid Costly Mistakes With Janet Mesh of Aimtal Website redesigns are a necessary component for marketers. But with so many elements going into an effective redesign, do you know what to focus on to develop a solid plan from the start? Join us and hear from Janet Mesh, CEO and co-founder of Aimtal, as she and Loren Baker, our founder and host, break down the ways to effectively launch a website redesign using Webflow and HubSpot, and the factors you need to focus on when redesigning. You’ll get tips on honing in on your site’s infrastructure using Janet’s “do no harm” strategy, to ensure that you have a clear infrastructure plan from the beginning. If you're looking to make your next redesign efficient and effective, you won't want to miss these tips. Resources: Website Strategy Worksheet Connect with Janet Mesh, CEO and Co-Founder of Aimtal: Janet Mesh is the CEO + Co-Founder of Aimtal, a fully remote integrated marketing & consulting agency for B2B tech companies like Cisco, Atlassian, Trello, and Prisma Cloud. She is a remote work advocate who, in the past 5 years, has built and run a team of marketers located in 6 time zones all over the world. Janet has doubled the size and revenue of her agency year-over-year since its inception in 2018 and Aimtal won the Sprout Social ‘Always Be Growing’ award in 2022 in recognition of this growth. Her passion for integrated marketing with an agile approach is the key to her success, and has led to over a million dollars in sales for her clients in the last year. Outside of work, you can find Janet trying new restaurants around the world, reading historical fiction novels, and hosting happy hours at home for family & friends. Instagram: https://www.instagram.com/aimtal_co/ Facebook: https://www.facebook.com/aimtalco/ YouTube: https://www.youtube.com/@aimtal/ Twitter: https://twitter.com/aimtal_co LinkedIn: https://www.linkedin.com/company/aimtal/ Connect with Loren Baker, Founder of Search Engine Journal: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker…
 
Using data gathered from 3,890 SEO professionals for our annual State of SEO report, we're ready to give you new insights on the disruptive factors in the industry. From the rise of generative AI to shifting content trends, there are many opportunities to use these new disruptions to your advantage and stay ahead in such a competitive time. Ben Steele, senior editor at Search Engine Journal, joined me on this SEJ Show to break down the three significant disruptions in the SEO world and the opportunities they present. We examined the process behind implementing generative AI and what AI might look like next year. Get tactics for communicating your SEO value, tips on new ways to cultivate your audience, and new content creation strategies for facing changing trends. People noted that generative AI would be the biggest disruptor. However, respondents are largely positive; they feel optimistic about the impact of generative AI and its potential to affect their business's bottom line. I think there's an interesting duality to note there. It's disrupting many things, but people are still excited about it. –Ben Steele, 04:33 You bring up a great point about adapting focus. The industry is incredibly dynamic. With the acceleration of AI, changes in search engine algorithms, and evolving user behavior, SEO professionals need to be agile. They have to reassess and adapt their metric priorities in real time to ensure they're capturing the most relevant data, which translates to business value. That could be the reason we had to revisit the metrics we included in this year's survey. –Ben Steele, 20:29 While I can't predict the future with absolute certainty, what's clear is that the traditional role of an SEO professional is already transforming. SEO is becoming increasingly interdisciplinary. It's no longer just about optimizing for search engines; it's about optimizing for user experience, understanding data analytics, and even having some proficiency with AI and machine learning models. –Ben Steele, 21:15 [00:00] - About Ben. [03:57] - Top disruptors in SEO. [04:33] - Has generative AI affected search yet? [07:07] - User behavior toward new technology: voice search example. [10:46] - Freelancers moving to permanent positions. [12:15] - Impact of layoffs in tech companies. [16:34] - Priority metrics for SEO professionals. [18:05] - Agency vs. in-house SEO communication struggles. [22:20] - Importance of click-through rate as a metric. [27:25] - SEO's role in ecommerce and Google Shopping. [28:53] - Content's role in SEO. [29:37] - Top barriers to SEO success. [30:57] - Communication barriers in SEO. [32:31] - Frequency of Google updates. [34:01] - Changes in Google SERPs. [34:36] - Major takeaways in the SEO report. [36:46] - Navigating SEO algorithm changes. [38:03] - Communicating SEO value. Resources mentioned: State of SEO 2024 - https://www.searchenginejournal.com/state-of-seo/ An SEO's job is not just to drive traffic; it's to complete that journey all the way down to the checkout. –Loren Baker, 26:08 What we're seeing is a shift in focus. Last year, people were going back to basics and focusing on technical SEO. This year, we're seeing a greater emphasis on understanding audience intent and traffic quality, not just raw numbers, but what this traffic means. –Ben Steele, 22:22 People are no longer convinced by the promise of getting you to page one for any term you want because the question becomes, 'Page one for what? For something that nobody searches for? ' –Ben Steele, 38:03 For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer. Connect with Ben Steele: Ben Steele, the Senior Editor at SEJ, boasts profound expertise in digital content. Though he didn't initially aim to become an SEO strategist, the skills he acquired for his role, combined with his self-initiated research into digital marketing, unveiled his genuine passion in this field. His experience in professional theater not only refined his work ethic and leadership abilities but also fostered other invaluable attributes such as creativity. Now, at SEJ, Ben contributes to their ebooks, consistently providing fresh perspectives and strategic content advice. Through his SEO endeavors, he artfully weaves the nuances of human experiences, journeys, and expressions into enlightening lessons for others. Connect with Ben on LinkedIn: https://www.linkedin.com/in/writerbensteele/ Connect with Loren Baker, Founder of Search Engine Journal: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker…
 
Have you wondered how to expand your business' reach across different languages and cultures? Do you know what role multilingual and localized content can play in your business? Naoko Takano, Localization and Community Program Manager for WordPress, joined me on the SEJShow to explore the significance of localization and internationalization in WordPress’ mission. Naoko has been involved with WordPress localization since its infancy and has seen firsthand how multilingual localization has built larger communities around businesses. Learn the power of multilingual content and what it means for effectively broadening your reach online. Discover tips and opportunities for your business to collaborate across different cultures and how to leverage this power to improve your ROI. WordPress, being an open-source solution from WordPress.org, your mission is to empower the publisher. –Loren Baker, 06:45 One of the advantages WordPress has is that we have so many different types of languages, and it's possible to add more languages as long as there are translators. –Naoko Takano, 13:49 The mission of WordPress is democratizing publishing. Our mission is to reach all the people using the internet and want to publish, not only in English-speaking countries. So yes, we want to expand beyond. –Naoko Takano, 23:28 [00:23] - About Naoko. [02:18] - WordPress localization and global growth. [06:45] - Open source as WordPress.org's growth driver. [08:49] - The role of translation in WordPress business expansion. [10:58] - Volunteer-driven operations at WordPress.org. [12:55] - WordPress plugins vs. enterprise CMS for expanding businesses. [13:49] - WordPress' multilingual capabilities. [14:55] - Anticipation of multilingual support in WordPress core software. [16:07] - Balancing WordPress' multilingual offerings with business interests. [16:54] - Gutenberg's fourth phase: Multilingual support? [17:07] - Adapting translation plugins for WordPress' block editor. [19:54] - WordPress' growth in the Spanish market. [21:52] - The most active countries in WordCamps events. [23:12] - The impact of translation on WordPress.org's international usage. [24:42] - Democratization through cultural collaboration in WordPress. [26:12] - Localization in WordPress: More than translation. [30:15] - The future of multilingual WordPress. [32:48] - The international WordPress community's size. [34:07] - Site translation and localization for various audiences. [36:24] - Connecting with the WordPress community online. Resources Mentioned: https://wordpress.org/ I would like to see a more technology-assisted way for us to read and reach the audience in different parts of the world. That helps us find more engaging content and allows the content provider to reach further than the limitation of their language area. –Naoko Takano, 30:55 We benefit as a community by using the version we are familiar with and providing that to the client. The backend is also translated, which helps people make the plugins usable without the language barrier. –Naoko Takano, 08:49 We, the translation community, always say over 20,000 active people have been translating something within a year or so.–Naoko Takano, 32:52 For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to enhance your knowledge and skills in search marketing. Connect With Naoko Takano: Naoko Takano is the Localization & Community Program Manager at Automattic with over ten years of experience in the US. She specializes in software localization and English-Japanese translation and applies her expertise to WordPress support, technical writing, and community organization. A full-time contributor to the WordPress Polyglots and Community Teams for almost two decades, Naoko works as a Polyglots Global Mentor and General Translation Editor (GTE) for Japanese, aiding translation contributors and enhancing WordPress accessibility across different languages. Connect with Naoko on LinkedIn: https://www.linkedin.com/in/naoko/ Follow her on Twitter: https://twitter.com/naokomc Connect with Loren Baker, Founder of Search Engine Journal: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker…
 
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