In this episode, Luca Tagliaferro and David Bain discuss "Zero-Lead Marketing".

Discussion topics include:

What is Zero-Lead marketing?

What standalone insights and information are you referring to?

Why is there no need to convert?

What are the benefits to this?

How does this impact SEO strategy?

How does it work with other channels?

We're in 2024 and log files analysis is still an underrated source of SEO knowledge.

David and Julien discuss:

What is log file analysis?

How do you get access to your log files?

Where are log files stored and are everyone’s log files a similar structure?

What software do you use to analyse your log files?

What do you look for when analysing your log files?

Do you combine your log file analysis with other data for better insights?

How should log file analysis impact your SEO strategy?

Look at SEO holistically, from an entity building perspective. Onpage, but largely offpage also. Ensuring those foundational layer links & signals are in place. To focus on this, rather than obsessing and spending thousands on guest posts.

David and Adam discuss:

What is holistic SEO?

What are the key elements to building a successful online entity?

Gaps in entity - software to analyse

What aspects of onpage do you focus on?

What areas of offpage SEO do you start with?

What are the best types of links to be getting nowadays?

By having a holistic approach, do you also try to work with other marketing channels?

Do you not like guest posting?

Focus on User Intent and build content, authority and a website experience that matches that and helps them to get towards their goals.

David and Amanda discuss:

How do you focus on user intent?

How do you prefer to categorise user intent?

How do you define a user’s goals?

How do you build content, authority and a website experience that matches user intent?

How do you build authority by delivering the right user intent?

How do you alter a website experience to match a user intent?

How is user intent changing?

How do you determine the likely user intent?

To save time, increase efficiency, and minimise errors, utilise automation for auditing your websites.

David and Jonathon discuss:

What automation is key?

What software do you use?

How much time do you save?

Why do you minimise errors and what errors do you tend to minimise?

How often should you audit your websites?

What are the primary issues that you are looking for when you are auditing?

How is the automation of auditing likely to change over the coming year?

SEO is constantly evolving, but one thing remains constant: Google's goal is to provide the best results for users. While the signals (CTR, time on page, etc.) may change, Google's focus on quality does not. By creating the best content, you'll succeed regardless of changing rules.

David and Ana discuss:

How do you optimize for Google to provide the best results to users?

How does Google measure quality?

How do you create the best content?

What type of content works best nowadays?

How do you know that you’ve created the best content?

What do you track to ensure that you’re consistently measuring the best content?

How do you build content creation into an SEO strategy?

Hoow do you measure success?

David and Azahara discuss the importance of using AI to gain deeper insights into user intent and refine your keyword strategy.

Talking points include:

How do you use AI to gain deeper insights into user intent?

How do you ensure that you’re targeting the right users?

How does this lead on to refining your keyword strategy?

How do you make sure that keywords aren’t missed?

What do you mean by a cohesive approach?

What AI tools do you use?

How do you continue to refine your approach?

What are the advantages of this versus a more traditional approach?

What are your thoughts on how your approach will continue to evolve in the future?

David and Andy discuss why you shouldn't let your technical SEO slip after the Helpful Content Update.

Talking points include:

Google launched the Helpful Content Update in mid-2022. What was that about, and has anything changed since then?

How has the helpful content changed SEO?

Why do you say that you shouldn't let your technical SEO slip after the Helpful Content Update?

What are the key aspects of technical SEO that yo9u shouldn’t let slip?

Is this the same for every industry?

How do you track technical SEO success?