Show cover of With Jason Barnard...

With Jason Barnard...

The smartest people in marketing talk to Jason about topics they know inside out. The conversations are always intelligent, always interesting and always fun!


Why Enterprises Need a CWO (Chief Web Officer) (Ash Nallawalla and Jason Barnard)
Ash Nallawalla talks with Jason Barnard about why enterprises need a CWO (Chief Web Officer). Ash Nallawalla has more than 20 years of experience in search engine marketing. He has worked as an independent consultant, as an in-house SEO manager for large companies, and on the agency side for smaller companies. He also founded and sold an SEO training company. He wrote a monthly SEO column for APC Magazine for many years. He recognized the need to close what he saw as an awareness gap among managers of the SEO function. He observed costly mistakes that resulted in ranking drops, which meant lost revenue for most companies. This inspired his latest publishing venture, a series of three books that includes "Accidental SEO Manager," currently available on Amazon. One person at the top of the organizational structure is responsible for each of the many departments that make up large companies. But can someone in the executive suite be held responsible for SEOs as part of the corporate organization, considering that they contribute a good percentage of online revenue?  In this insightful episode, Ash Nallawalla talks at length about the tasks that a CWO or Chief Web Officer can take on to represent and optimise the role of SEOs in both technical and marketing areas.  Ash Nallawalla discusses in detail in this insightful episode the roles that a CWO or Chief Web Officer can take on to represent and maximize the function of SEO. He also shares brilliant knowledge about web governance, explains why companies are still hesitant to have a CWO and why a company should invest in SEO. As always, the show ends with passing the baton… Ash groovily turns over the virtual baton to next week’s delightful guest Alexandra Tachalova. What you’ll learn from Ash Nallawalla 00:00 Ash Nallawalla and Jason Barnard00:50 Ash Nallawalla’s Brand SERP01:20 Ashok Nallawalla’s Brand SERP03:36 Knowledge Panel Tips from Jason Barnard03:55 Brand SERP and Knowledge Panel Support Group04:22 Knowledge Panel Done for Jason Hennessey by Kalicube Using the Kalicube Process 04:29 Knowledge Panel Checklist05:08 Ash Nallawalla’s Definition of a CWO06:59 The Difference Between SEO and Other Jobs in a Company08:20 What Does Accidental SEO mean?08:53 SEO and CWO09:13 Organisational Role of a Chief Web Officer10:00 What is Web Governance?11:56 Investing in SEO13:08 Having Google Ads on Your Brand Name for Every Brand or Just the Big Brands14:30 How to Recruit a Good SEO20:50 Having someone in the C-suite Who Represents SEO22:15 Why Companies are Still Hesitant to Have a Chief Web Officer30:15 Passing the baton: Ash Nallawalla to Alexandra Tachalova This episode was recorded live on video November 29th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
31:15 01/12/22
SPARK Your Marketing with Conversion Content (Carly J. Cais and Jason Barnard)
Carly J. Cais talks with Jason Barnard about spark your marketing with conversion content. Carly J. Cais started in marketing before she even knew it was marketing: she created websites for businesses in 2001 (her first website was a My Little Pony flipping shop ). She later started a niche blog and grew it over 12 years to a monthly readership of more than 120,000, partnering with ad networks and brands like L'OREAL, Martha Stewart Crafts and PLAID. She initially worked in B2C marketing, then moved into B2B in 2014, landing in the SaaS space shortly thereafter. After working with a number of early-stage startups, she found a knack for growing SaaS organizations through a combination of marketing, operations and Sales enablement, helping companies grow their pipeline, expand their customer base and lay the groundwork for scaling. She co-founded a consulting firm in mid-2021 and launched her own business as RevvSpark in early 2022. RevvSpark provides conversion content to marketing and sales teams of B2B SaaS companies with a focus on content marketing, demand gen and sales enablement. If it's visual and needs to persuade and convert, RevvSpark delivers it. Sales and marketing alignment is critical for any business. Creating common goals, strategies and communication between each team to also deliver consistent messaging and content that guides customers along their Buyer's Journey, regardless of what stage they are at. In this wonderful episode, the lovely Carly J. Cais shares brilliant nuggets about how to create high-converting content using her SPARK principle, Strategy, Planning, Assessment, Roles and Responsibilities, and Kick Start. She also goes into detail about the three stages of the buyer journey, the Awareness Stage, the Conversion Stage, and the Decision Stage, and what content best fits each stage: Top of Funnel Content, Middle of Funnel Content, and Bottom of Funnel Content. Carly also discusses how to get customer feedback in order to understand their pain points and recommended a book as a resource. As always, the show ends with passing the baton… the wonderful Carly passes the virtual baton to Ash Nallawalla, who will be next week's incredible guest. What you’ll learn from Carly J. Cais 00:00 Carly J. Cais and Jason Barnard01:35 Carly J. Cais’ Brand SERP02:15 Kalicube Knowledge Panel and Support Group02:22 Kalicube’s Brand SERP03:38 Knowledge Panel Done for You Services by Kalicube04:01 What Does SPARK Mean?04:14 The Process for Improving Customer Touch Points Along the Buyer’s Journey04:25 Step 1: Start with a Strategy05:10 Step 2: Create a Plan05:16 Step 3: Conduct an Assessment and Audit06:15 Aligning Sales and Marketing to Improve Customer Experience08:43 Updating Website Content and General Web Information To Guide Customers on their Buyer’s Journey11:09 Importance of a Consistent Marketing Message12:12 Using Tools and Manual Process to Review Content For Google and Users14:54 Step 4: Defining Roles and Responsibilities of Team Members17:00 How Do You Know Which Content to Focus on?17:11 Three Stages in the Buyer’s Journey17:25 Awareness Stage: Top of Funnel Content21:34 Conversion Stage: Middle of Funnel Content22:09 Creating Multiple Content Options to Help Customers Whichever Stage They Started Their Buyer's Journey25:03 Getting Customer Feedback to Understand Their Pain Points26:17 Decision Stage: Bottom of Funnel Content26:35 Carly J. Cais’ Book Recommendation29:01 Passing the Baton: Carly J. Cais to Ash Nallawalla This episode was recorded live on video November 22nd 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
29:53 25/11/22
Achieving Harmony in Your SERP Results! (Joseph S. Kahn and Jason Barnard)
Joseph S. Kahn talks with Jason Barnard about achieving harmony in your SERP results! From award-winning pop band to top-ranker for Looney Tunes, Joseph S. Kahn finds himself in new search engine ranking tactics and builds harmonics in digital teams every day. Among Joseph S. Kahn's many accomplishments, he was named "Leader of the Year" for John Maxwell's company Maximum Impact in 2003 practicing employee harmonics to make it into Fortune's Top 500 Fastest Growing Companies. Now Joseph S. Kahn is using his newly acquired SEO skills to create harmonic roadmaps for ranking at the top of Google. Achieving harmony in the SERP that sings to your audience and Google, how cool is that? Hum jamming is a brilliant way to get started and get the ideas flowing, and Joseph S. Khan's approach in all of these areas whether in the SERP or music is definitely incredible. Joseph reveals what he means by harmony in the SERP, as well as some great tips for SEO and how he managed to remove irrelevant results from Hum Jam's Brand SERP using techniques which he learned from the groovy Jason Barnard, The Brand SERP Guy. As always, the show ends with passing the baton… which Joseph enthusiastically does for Carly J. Cais, who will be the lovely guest next week. What you’ll learn from Joseph S. Kahn 00:00 Joseph S. Khan and Jason Barnard01:03 Joseph S. Khan’s Theory on Why Many SEOs are Musicians05:14 Hum JAM’s Brand SERP in Atlanta05:42 Hum JAM’s Brand SERP in the UK05:58 Kalicube Knowledge Panel and Brand SERP Support Group07:29 Knowledge Panel Done for Jason Hennessey by Kalicube07:39 Knowledge Panel Checklist 08:19 What Does Harmony in the SERP Mean?10:38 The Importance of Citations in the SERP10:52 Joseph S. Khan’s Brand SERP Chord12:56 AIDA Method for Music and the SERP13:20 Hum JAM’s Approach to Humming Up Ideas14:38 SEO Tips from Joseph S. Khan19:04 Transposition Ideas for SEO21:30 Domain Tips from Jason Barnard 22:15 How Long Did it Take Hum JAM to Remove Irrelevant Result on it’s Brand SERP?23:22 Doing Competitive Research27:40 How to Use Joseph Khan’s Harmony Approach to SEO as a Beginner 32:05 Passing the Baton: Joseph S. Khan to Carly J. Cais This episode was recorded live on video November 15th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
33:14 21/11/22
Make Your Website a Booking and Buying Machine (Shane Hodge and Jason Barnard)
Shane Hodge talks with Jason Barnard about make your website a booking and buying machine. Shane Hodge is a globetrotter, speaker, high performance sales and marketing professional, motivator, chef, non-technical expert, motorcyclist and 10-year CEO/co-founder of, a digital agency in the Philippines that is a global fulfilment partner for Duda agencies around the world, designs and builds sensational websites, does technical development and is a Google partner providing digital marketing services. In this day and age, people will research on the web before they buy anything. As a business owner, it is therefore very important to have a website where customers or potential customers can find out about the product or service you offer. Websites can be more than just a "customer attraction programme" and you can absolutely make your website a booking and buying engine for your business.  This entertaining and insightful episode with Shane Hodge and Jason Barnard offers incredible tips on how to effectively convert prospects into buyers on your website. From call-to-actions that actually work, to text and colour, to where in a page you should place customer reviews and testimonials, to the best way you can highlight features and benefits of the products and services you offer… and how to ensure your potential client understands at a glance "why they should buy from you". Last (HUGE) point: when you are creating a website, think about who you are designing it for. As always, the show ends with passing the baton… Shane delightfully passes the virtual baton to next week's brilliant guest, Joseph S. Khan… with a song! What you’ll learn from Shane Hodge 00:00 Shane Hodge and Jason Barnard 00:46 Shane Hodge's Brand SERP01:12’s Brand SERP01:30 Duda’s Knowledge Panel in the US01:56 Kalicube’s Knowledge Panel and Brand SERP Support Group02:20 Website Builder: Duda Vs WordPress04:49 Koray Tuğberk GÜBÜR’s 25,000 Word Review of Kalicube Pro05:58 Team Kalicube07:49 How to Make Your Website a Booking and Buying Machine08:00 The Importance of Call-to-Action to Any Website08:30 What Role Does a Website Really Perform for a Business09:08 How Social Media has Changed the Way We Look at Website Content10:06 How to Convince Business Owners to Stop Trying to be Pixel Perfect with Their Website11:11 Who Should You Design your Website for?12:24 Where is the Ideal Place for Customer Reviews on a Website?13:40 Effective Website Page Structure13:48 Highlighting Features and Benefits17:30 Distinguish Your Own Personality from Your Brand’s Personality20:48 Are Website Text and Color Important to a Customer’s Booking and Buying Decision22:16 Shane Hodge’s Tips for Including Call to Actions on a Website26:42 How to Effectively Filter Potential Clients on a Website30:46 Passing the Baton: Shane Hodge to Joseph S. Khan This episode was recorded live on video November 8th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
32:38 11/11/22
How to Make Sales by Staying in Your Comfort Zone (Stacey Hall and Jason Barnard)
Stacey Hall talks with Jason Barnard about how to make sales by staying in your comfort zone. Stacey Hall is the founder of Success with Stacey Hall and has made it to #1 on the bestseller list with 5 books in several countries. Her new book is Selling From Your Comfort Zone. She is known for her myth debunking social media marketing training program "Go for YES" which has helped thousands of people increase sales, satisfaction and success. She is an acclaimed speaker who received recognition for her TEDx talk. Her mission is to help salespeople reach and connect with their ideal audience, solve their audience's problems, and leave a legacy that will live on long after she is gone.  Going beyond your comfort zone can help you achieve in a variety of areas of life. But is the same requirement necessary for sales? Hmmm … What if you can be in a situation where people are attracted to what you sell whilst you stay in your comfort zone and maintain your principles, your talents, your confidence and your power zone? The wonderful Stacey Hall shares great insights from her book, Selling From Your Comfort Zone, in this brilliant episode with Jason Barnard. She covers the new ABC's of selling: Alignment, Belief and Consistency (a lot better than Always Be Closing), and also shares her own philosophies in selling - Stacey's Scale of Sale. Stacey puts a lot of emphasis on having a comfortable story to share with the audience. You have to make sure you know why you want to sell what you are selling and have an emotional connection to it to attract sales, satisfy customers and achieve your own success. As always, the show ends with passing the baton… Stacey cheerfully turns over the virtual baton to next week's rather incredible guest Shane Hodge. What you’ll learn from Stacey Hall 00:00 Stacey Hall and Jason Barnard01:19 Stacey Hall’s Brand SERP in the UK01:40 Brand SERP and Knowledge Panel Support Group01:51 Stacey Hall’s Brand SERP in the US02:23 Do You Need to Get Out of Your Comfort Zone to be Successful?02:55 What Does Your Comfort Zone Mean?04:53 Knowledge Panel Done for You Service by Kalicube05:33 Figuring Out Which People Have the Same Passion as You in Sales09:04 Finding the Comfortable Path for You to be in Sales09:29 Creating a Comfortable Story to Share11:57 How Do You Get People Talking About What You Sell?13:47 How Do You Attract Your Ideal Audience?14:24 The Importance of Emotional Attachment to What You Sell17:10 What Does the Alignment Marketing Formula Mean?17:22 First New ABC’s of Sales: Consistency17:49 Second New ABC’s of Sales: Belief19:04 Third New ABC’s of Sales: Alignment20:24 Stacey’s Scale of Sale23:17 What is a Pity Purchase?25:03 How Do You Have a Happy Customer On Board?30:04 Passing the Baton: Stacey Hall to Shane Hodge This episode was recorded live on video November 1st 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
30:56 03/11/22
LinkedIn SEO and the LinkedIn SERP (Daniel Alfon and Jason Barnard)
Daniel Alfon talks with Jason Barnard about LinkedIn SEO and the LinkedIn SERP. Daniel Alfon is the author of Build a LinkedIn Profile for Business Success. Daniel joined LinkedIn in early 2004 and publishes articles, interviews, and exclusive content on advanced LinkedIn strategies for clients and subscribers on his website, Being at the top of Google SERP means a lot to any company or business owner. However, for agency owners, business owners and SMB users, LinkedIn as a search engine is also important to consider. LinkedIn is more B2B than B2C with a more focused and business-oriented audience, making it a preferred platform for business professionals, deal-makers, employees and even investors. LinkedIn is hugely intricate with almost as many subtleties as Google Search. So if you are going to use LinkedIn to drive business or get the new job opportunity you dreamed of, build a strategy and spend the time to implement it properly. Start with what people see on your LinkedIn profile, then move on to connections, content, internal search, keywords, videos, and even how this is all presented in Google Search! But there's more (who would have believed it ?): brilliant LinkedIn profile tips, strategies for ranking in LinkedIn search, as well as how trustworthy LinkedIn is compared to other social media platforms. Daniel Alfon offers comprehensive insights that are truly inspiring in this wonderful episode. As always, the show ends with passing the baton… Daniel wonderfully passes the virtual baton to next week's super delightful guest, Stacey Hall.  What you’ll learn from Daniel Alfon 00:00 Daniel Alfon and Jason Barnard00:58 Knowledge Panel Checklist01:31 Kalicube Pro Saas for Agencies02:23 To What Extent Do LinkedIn Algorithms Change Information within LinkedIn?03:20 How Trustworthy is LinkedIn Compared to Other Social Media Platforms?04:18 The Importance of LinkedIn for Brand SERPs04:58 Data From Kalicube Pro Saas Platform05:37 Daniel Alfon’s LinkedIn Profile07:06 LinkedIn Profile Video Strategy08:30 Maximising LinkedIn’s New Features09:04 How Important is it to Fill Out Your LinkedIn Profile11:44 LinkedIn as a Search Engine15:06 Can LinkedIn’s Algorithm be Easily Tricked?16:01 LinkedIn for Business Owners Vs Employees17:54 LinkedIn Strategy for B2B19:24 Focusing on a LinkedIn Company Page Vs Agency Owner Profile21:00 Daniel Alfon’s LinkedIn Profile Tips25:31 Are Emoticons in the LinkedIn Title a Good Idea?27:55 The Importance of Relevant Connections30:26 Passing the Baton: Daniel Alfon to Stacey Hall This episode was recorded live on video October 25th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
30:54 27/10/22
Where Do Branded Searches on Google Come From? (Jonas Sickler and Jason Barnard)
Jonas Sickler talks with Jason Barnard about where do branded searches on Google come from? Jonas Sickler is a published author and SEO manager at Terakeet. He leads the inbound organic search marketing strategy for the brand and writes about how to gain positive consumer attention through SEO and content strategy. His advice has appeared in Forbes, CMI and Search Engine Watch. Large and small companies have different perceptions of their brand's online presence, although both are focused on attracting more customers. The way they treat their online presence still matters a lot. Large companies tend to approach online branding this way: they are well-known in the offline world and have a huge customer base, so why should they worry about managing their online presence when they are already well established? Smaller companies often fail to see the return on investment of digital branding. Online branding is vital to every business, big or small. Who is googling your brand name? It's not only customers, but also prospects, investors, partners, future employees and so many more people who are super-important to your business. You'd be a fool to miss all those opportunities ;) Controlling what Google displays in your Brand SERP is definitely crucial. A groovy and insightful episode with Jason Barnard and this week's guest, Jonas Sickler, who shares incredible insights into how important it is for companies to invest in their brand's digital presence, why people search for someone or a company on Google and even how a company can handle a bad-news crisis. Incredibly fascinating! As always, the show ends with passing the baton… Jonas Sickler awesomely turned over the virtual baton to next week's pretty incredible guest, Daniel Alfon.  What you’ll learn from Jonas Sickler 00:00 Jonas Sickler and Jason Barnard01:16 Jonas Sickler’s Brand SERP02:56 Terakeet’s Brand SERP04:43 Kalicube Pros Saas for Agencies05:38 How Did Jason Barnard Get Started with Brand SERP?06:49 The Importance of Knowledge Panel Management07:26 Jason Hennessy’s Knowledge Panel Success Within Two Months08:05 Why Do People Search Someone’s Name on Google?09:27 Why Do People Search for a Company’s Name on Google?10:32 What Drives Branded Search on Google?11:51 The Value of the Information Google Displays in a Brand SERP13:54 Do Reviews Still Matter?17:55 The Need for Businesses to Invest in Their Brand’s Digital Presence20:06 Kalicube Case Study: Backpacker Job Board22:16 Controlling Companies’ Digital Presence25:24 Do Job Seekers Google the Company They Want to Work for?27:30 How to Handle a Brand’s Crisis?30:19 Passing the Baton: Jonas Sickler to Daniel Alfon This episode was recorded live on video October 18th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
31:01 20/10/22
Writing Content at Scale with Humans (Katrina McKinnon and Jason Barnard)
Katrina McKinnon talks with Jason Barnard about writing content at scale with humans. Katrina McKinnon is the founder of, a company that provides blog writing services for eCommerce stores. One of the 50 founding members of, Katrina McKinnon has also spoken at three conferences, served as a community greeter, and been an outsourcing and content expert for an ecommerce community of over 1,000 members over the past decade. Guest on the eCommerce Fuel, Practical eCommerce and eComCrew podcasts. Creator of more than 3,000 training screencasts and reviews for authors and the eCommerce community. Administrator of an African writers group with more than 35,000 members. How can writing high-quality content be maintained as the volume of output increases? Using AI tools is one good choice, but in this awesome episode, Katrina McKinnon gives a comprehensive look at how she maintains quality with human-written content as she scales up the volume of content written. Katrina McKinnon also shares an overview of the training she gives, her experiences working with incredible Kenyan writers, some tips and tricks for scaling when writing content, and her thoughts on using AI tools. And while there are more and more AI tools that can be used for content writing, Google's recent algorithm update, the Helpful Content Update, still focuses on humans writing for humans. As always the episode ends with passing the baton. Katrina McKinnon stylishly passes the baton to the super-smart Jonas Sickler. What you’ll learn from Katrina McKinnon 00:00 Katrina McKinnon and Jason Barnard01:52 CopySmiths’ Brand SERP04:01 Google’s Helpful Content Update05:50 Katrina McKinnon’s Tips to Scale in Content Writing06:54 How to Write a Good Article 07:36 The Importance of Educated and Well Trained Writers09:17 Developing the Writer’s Domain Knowledge11:17 Katrina McKinnon’s Project Management Software for the CopySmiths’ Team14:36 Click Up’s Silly Knowledge Panel Goof15:10 Jason Barnard’s Tips for Managing Click Up’s Knowledge Panel16:44 How Useful and Accurate are AI Tools When Writing Content?19:05 Using AI Tools to Create High-Quality Original Content with Fewer Data Sets25:40 Working with Kenyan Writers29:20 Katrina McKinnon’s Facebook Group32:00 Passing the Baton: Katrina McKinnon to Jonas Sickler This episode was recorded live on video October 11th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
32:45 13/10/22
How to Make Press Release Marketing Work for You (Mickie Kennedy and Jason Barnard)
Mickie Kennedy talks with Jason Barnard about how to make press release marketing work for you. Mickie Kennedy is founder and president of eReleases, a leading affordable press release writing and distribution company that has helped more than 10,000 businesses in nearly two decades. eReleases was founded in 1998 with the idea that publicity should not be limited to large companies.  Writing press releases for startups, new product launches or online courses is one way to reach a wider audience through the media and journalists. When crafted with strategic thinking and newsworthiness, press releases can be a very effective marketing approach. But how can you stand out from the crowd and be newsworthy enough to get the attention of the media and journalists?  The groovy Mickie Kennedy and Jason Barnard discuss brilliant tips and tricks around press release marketing for startups: what to think about while writing a press release, why others fail, and the value of press release marketing for companies.Yet another Kalicube Tuesdays episode you should NOT miss 🙂 As always, the show ends with passing the baton … the delightful Mickie passes the virtual baton to next week’s lovely guest, Katrina Mckinnon. What you’ll learn from Mickie Kennedy 00:00 Mickie Kennedy and Jason Barnard02:15 Mickie Kennedy’s Brand SERP03:59 Kalicube Academy: Knowledge Panel Course04:34 What Does Newsworthiness Mean?06:09 Mickie Kennedy's Advice for a Newsworthy Course Launch08:22 How Do Startups Handle Press Releases?10:02 What to Keep in Mind When Writing a Press Release12:08 The Importance of Information and Data in Building a Story14:00 How Does Conducting a Study or Survey Help in Creating an Effective Press Release?16:26 Mickie Kennedy's Tips on How to Get a Link for an Article from a Press Release18:21 How Many People Does a Survey Need for Reliable Press Release Data?20:12 Where Do You Send a Press Release?22:30 Why Do Press Releases Fail?27:18 Why Businesses Need a Press Release30:12 Passing the Baton: Mickie Kennedy to Katrina Mckinnon This episode was recorded live on video October 4th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
30:57 06/10/22
Technical & Product SEO for News (Richard Nazarewicz and Jason Barnard)
Richard Nazarewicz talks with Jason Barnard about technical & product SEO for news. Richard Nazarewicz has worked across the digital spectrum for the past 20 years, typically demystifying complex search and optimization solutions to enable all business units to integrate search and SEO. In his current role at The Wall Street Journal, he focuses on product, technical and news SEO to make SEO a key component of WSJ, Dow Jones and News Corp. strategy. Originally from Caversham, Reading in the UK, he began his career during the dot-com boom as a consultant at Digital Computer Corporation, where one of the first search engines - Altavista - was developed and Web 1.0 was born. From there he began writing white papers on Windows NT server clustering on DEC Alpha servers, which was very advanced at the time. The Altavista browser at the time was primarily used as a tool to demonstrate the backend storage and server solutions he was working on. In 2002, he moved to Madrid, Spain to co-found a digital startup agency and worked as a consultant, SEO, digital producer, technical lead and project manager across Europe and the US with digital agencies like Ogilvy and clients like Microsoft, HP, Pepe Jeans, British Council and Katie Couric. Google wants to provide the nbest local, national and global news service to its users, on the SERP, in the News Vertical and in Discover. Imagine the task it has - keeping up to date in real time(often within seconds), distinguishing out of date news articles from current news articles, deciding which sources to show (many sites carry the same news). How can publishers help Google achieve its goals and thus get themselves more visibility in Google's News channels? That is the key question for any news organisation: local, national or global. Fascinating. In this incredibly brilliant episode, Jason Barnard and Richard Nazarewicz dive deep into the more technical aspect of SEO for news. How optimising for the top stories on Google News is critical. And how paywalling works for website content and how Google is able to crawl and index paywall content are just some of the exciting topics discussed. In addition to a detailed explanation of how to set up a Google News publisher, Richard also offers some delightful tidbits about Google Discover and Google News Sitemaps. As always, the show ends with passing the baton… Richard passes the virtual baton to next week’s absolutely incredible guest, Mickie Kennedy. What you’ll learn from Richard Nazarewicz 00:00 Richard Nazarewicz and Jason Barnard01:17 The Wall Street Journal's Knowledge Panel01:34 Knowledge Panel Hopping01:43 Knowledge Panel Tips from Jason Barnard03:15 Knowledge Panel Management05:47 Brand SERP: Ask Jason Anything05:56 Brand SERP and Knowledge Panel Support Group06:25 Overview of Technical and Product SEO for News08:33 Richard Nazarewicz's Area of Expertise09:14 What is Paywalling and How Does Google Handle it?10:09 The Importance of Flexible Sampling for Paywall12:09 Richard Nazarewicz’s Experience with Google Discover16:45 What is a Propensity Model?18:30 What is the Google News Publisher Center?20:42 NASA’s Vertical Brand SERP20:55 NASA on Google News 22:15 Optimising for Top Stories on Google News23:09 Setting Up Google News Publisher25:23 How does Google Use News Sitemaps?32:58 Passing the Baton: Richard Nazarewicz to Mickie Kennedy This episode was recorded live on video September 27th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
29:56 01/10/22
Stop Giving Strategy Away and Turn It Into a Revenue Stream (Brooke Chapman and Jason Barnard)
Brooke Chapman talks with Jason Barnard about stop giving strategy away and turn it into a revenue stream. Brooke Chapman is the Executive Director for ThreeBy3 and 9Boxes. Brooke has a proven track record of delivering strong commercial results for large organizations in the professional services and nonprofit sectors. She has experience in marketing strategy and business growth, customer experience, brand development, and team development and optimization. Most small and medium-sized business (SMB) owners take a very tactical approach to marketing, with fragmented ideas that can be far from the broader business goals. However, moving forward and achieving long-term business goals requires more than a tactical mindset. Long-term goals are critical, and every business needs a strategic marketing plan to achieve them. Brooke Chapman and Jason Barnard offer their extensive knowledge of the importance of fundamental marketing to any business in this insightful episode. Brook Chapman presents the four most important factors to consider when moving from a tactical to a strategic approach to marketing. Brook Chapman also discusses the "9Boxes," a marketing framework that is a proven and repeatable technique to help SMBs better understand the gaps in their overall marketing plan. The 9Boxes are divided into three sections: Find Boxes, Convert Boxes, and Deliver Boxes. As always the show ends with passing the baton… Brooke sweetly turns over the virtual baton to next week’s fantastic guest, Richard Nazarewicz. What you’ll learn from Brooke Chapman 00:00 Brooke Chapman and Jason Barnard01:05 Brooke Chapman’s Brand SERP in Australia01:40 Brooke Chapman’s Brand SERP in America02:10 The Kalicube Brand SERP and Knowledge Panel Support Group05:01 The Importance of Foundational Marketing for Every Business 08:14 From Tactical to Strategic Marketing: Four Key Elements to Consider08:24 First Element: Market Position08:57 What Does Market Position Mean?09:45 How Can the Market Position of a Company be Determined?11:21 When Should You Review Your Company's Market Position?11:40 Second Element: Customer Insights13:13 Third Element: Mapping the Customer Journey13:30 Fourth Element: Designing a Channel Mix14:13 Does Your Business Need to be Present on All Social Media Channels?15:59 9Boxes: Nine Core Areas of Marketing and Sales for Business16:34 Three Sections of the 9Boxes16:36 First Section: Find Boxes16:37 Box Number 1: Position16:39 Box Number 2: Capabilities16:53 Box Number 3: Channel17:00 Second Section: Convert Boxes17:03 Box Number 4: Buyer’s Journey17:08 Box Number 5: Communication17:14 Box Number 6: Starting Conversations17:29 Third Section: Deliver Boxes17:31 Box Number 7: Products and Services17:39 Box Number 8: Client Management17:46 Box Number 9: Client Service21:05 Conducting Gap Analysis26:51 Passing the Baton: Brooke Chapman to Richard Nazarewicz This episode was recorded live on video September 20th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
26:56 22/09/22
The Ultimate Conversion Copy Writing Framework (Meredith Kallaher and Jason Barnard)
Meredith Kallaher talks with Jason Barnard about the ultimate conversion copy writing framework. Meredith Kallaher is a self-confessed podcast addict when she heard Rick Mulready of The Art of Paid Traffic say, "Facebook ads are simple. They are all about the numbers," that's when something clicked for Meredith Kallaher. Maybe an "aha" moment? Her CPA degree and six-year tenure at PricewaterhouseCoopers, combined with her expertise in social media marketing, have uniquely prepared Meredith to help companies execute and implement successful social media advertising campaigns. "I love numbers," Meredith mused as Rick explained that successful advertising strategies require managers to understand the lifetime value of a customer to a business and compare that to the corresponding acquisition costs by evaluating audience size, cost per lead, return on ad spend, and percent click-through rate. "EASY", said all the creative CPAs in the room! Copywriting is a critical component of a marketing and advertising strategy, and as a marketer or business owner, getting your message across clearly and concisely to your audience is essential to sales. But how do you find the best people to take on this important task and add value to your business? Absolutely intriguing. In this incredible episode with Jason Barnard, the lovely Meredith Kallaher explains in detail how to build a conversion copywriting framework in three brilliant steps: writing a full brand story, transformation statement and then looking at the customer value journey. Meredith also provided a step-by-step guide with great examples of the Customer Value Journey. And Jason adds how AI tools improve copywriting but that they require human input to create more resonance with the target audience. As always the show ends with passing the baton… Meredith wonderfully turns over the virtual baton to next week’s incredible guest, Brooke Chapman. What you’ll learn from Meredith Kallaher 00:00 Meredith Kallaher and Jason Barnard01:34 Kalicube Tuesdays with Meredith Kallaher Knowledge Panel02:06 Meredith Kallaher’s KGMID04:43 Copywriting Framework: Technical vs Human Approach 05:34 Utilising AI Tools in Content Creation06:59 The Importance of Human Input for AI Generated Content09:59 How to Find the Right People to Deliver Great Copywriting 11:06 How Important is it for Copywriters to Know What They are Writing About11:57 Meredith Kallaher’s Three Steps to Creating a Copywriting Framework12:06 First Step: Write a Complete Brand Story13:54 Second Step: Transformation Statement15:34 Deciding on an Elevator Pitch and Call to Action18:09 Is Choosing a Target Audience Beneficial to Conversion Copywriting Framework20:18 Third Step: Look at the Customer Value Journey20:45 Step-by-Step Guide to Customer Value Journey 20:56 Step 1: Awareness20:58 Step 2: Engagement21:01 Step 3: Subscription21:04 Step 4: Conversion21:12 Step 5: Excitement21:14 Step 6: Ascend Value Journey21:28 Step 7: Advocacy21:30 Step 8: Promotion25:22 Passing the Baton: Meredith Kallaher to Brooke Chapman This episode was recorded live on video September 13th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
26:01 17/09/22
UX Is Dead, Long Live CX (Customer Experience is Key) (Colin Shaw and Jason Barnard)
Colin Shaw talks with Jason Barnard about UX is dead, long live CX (Customer experience is key). Colin Shaw is an original pioneer of "customer experience." LinkedIn has recognized him as one of the "World's Top 150 Business Influencers," where he has 291,000 followers. Shaw's customer experience consulting firm, Beyond Philosophy LLC, has been recognized by the Financial Times as one of the leading business consultancies for the past four consecutive years. Shaw co-hosts the highly successful Intuitive Customer podcast, ranked in the top 5% of all podcasts by BuzzSprout. Understanding people's experiences is important for any business, whether it's a small, emerging startup or a seven-figure company. How people - your company's customers, users or clients - feel and what they think about their experience doing business or using your company's products or services matters. But (oooh!) there's a huge difference between customers, users and clients.And knowing what customers want can be a huge challenge. That means thorough market research is essential... alongside looking at what customers actually do (as opposed to what they say they will do) and a good dose of behavioural science.  In this fantastic episode with Jason Barnard, Colin Shaw shares his extensive knowledge of customer experience. He also gives great advice on how to build long-term customer relationships and why marketers should focus on customer experience.  As always the show ends with passing the baton… Colin delightfully passes the virtual baton to next week’s wonderful guest, Meredith Kallaher. What you’ll learn from Colin Shaw 00:00 Colin Shaw and Jason Barnard01:20 Colin Shaw’s Brand SERP and Knowledge Panel03:09 Jason Barnard’s Knowledge Panel Tips03:51 Getting a Knowledge Panel for a Podcast05:49 Why You Should Focus on Customer Experience06:37 How Important It is to Understand People's Experience07:07 Colin Shaw’s Four Elements to Understanding Customer Experience07:10 First Element: Understanding What Customers Do07:23 Second Element: Understanding How Customers Feel07:40 Third Element: A Deliberate Customer Experience09:57 Fourth Element: Understanding Why Customers Do What They Do10:56 Colin Shaw’s Definition of “User”12:17 The Difference Between Customers and Clients14:13 What is Customer Centricity?14:53 How Do You Know What Customers Want?15:22 Three Ways to Find Out What Customers Want.15:27 First: Customer Research16:18 Second: Looking at What Customers Do17:38 Third: Looking Through Behavioural Science20:11 What are the Most Important Things for Customers?24:52 How to Build Customer Relationship Without Spending a Lot of Time and Resources26:52 How to Build Long-term Customer Relationships31:02 Passing the Baton: Colin Shaw to Meredith Kallaher This episode was recorded live on video September 6th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
31:12 09/09/22
From SERP to M&A: The 8 Figure ROI Blog Post (François Nadeau and Jason Barnard)
François Nadeau talks with Jason Barnard about From SERP to M&A: The 8 figure ROI blog post. François Nadeau has more than 7 years of experience in digital marketing and SaaS. He has written for a number of websites including Indie Hackers, The Startup, freeCodeCamp, Baremetrics, Wishpond and He has given keynote speeches at more than 13 startup and web development conferences in Canada, the US, and Europe. He has long been a strong proponent of bootstrapping and Jamstack. How much effort does it take to stumble upon an amazing business opportunity? Marketers and business owners, if that is a question you ever asked yourself, then this is for you.  This week's awesome guest, François Nadeau, shares his incredible journey from blog post to 8 figure M&A. He also shares how he values creating content that best serves the audience in order to trigger business opportunities. Don't be put off by the rather geeky start to the episode (it spans with headless e-commerce and Knowledge Panels)… the rest is very business and marketer friendly - content marketing, community promotion, content creation, and an eight-figure ROI blog post that leads François Nadeau to Duda and the Snipcart acquisition. It's sure to inspire marketers and help them understand how to write TOFU (top-of-the-funnel) content. And to make this conversation even more interesting, Jason Barnard shares his brilliant tips in Snipcart's Knowledge panel. As always, the show ends with passing the baton… François incredibly turns over the virtual baton to next week’s wonderful guest, Colin Shaw. What you’ll learn from François Nadeau 00:00 François Nadeau and Jason Barnard00:35 Duda’s Brand SERP01:25 Snipcart’s About Page03:31 Knowledge Panel Tips from Jason Barnard05:56 François Nadeau’s 8 Figure ROI Blog Post07:10 What is Headless E-commerce?08:03 What are the Benefits of Headless E-commerce?09:21 Two Main Advantages of Headless E-commerce14:00 Blog Posts: Opening Doors to Business Opportunities16:33 François Nadeau’s Tips and Tricks to Writing Top of Funnel Content18:42 Golden Rule: UX Over SEO21:10 The Importance of Creating Content that Serves Your Audience25:07 More Top of Funnel Content and Blog Posts from François Nadeau30:40 Passing the Baton: François Nadeau to Colin Shaw This episode was recorded live on video August 30th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
31:03 06/09/22
Simple Marketing Fundamentals to Accelerate Revenue Growth (Tim Fitzpatrick and Jason Barnard)
Tim Fitzpatrick talks with Jason Barnard about simple marketing fundamentals to accelerate revenue growth. Tim Fitzpatrick is an entrepreneur/business owner with marketing and growth expertise. He has over 20 years of entrepreneurial experience and has a passion for developing and growing businesses. This passion served him well in operating and managing a wholesale distribution company he helped run for nine years before it was acquired in 2005. Since then, he has experienced successes and failures. In 2013, he founded Rialto Marketing and has since helped B2B professional services firms accelerate revenue growth and attract more ideal clients. He believes marketing should not be difficult. But you must remove your revenue roadblocks if you want to grow consistently and predictably. Before starting a business, launching a new product or offering services, it is vitally important that marketers and business owners lay out their marketing strategies. But how much of the typically used marketing techniques actually help companies grow their business while retaining their existing customers? Hmmm. Let's start with a thorough review of the fundamentals that make a difference in this episode. Tim Fitzpatrick shares his extensive knowledge of the fundamentals of marketing in this brilliant conversation with Jason Barnard. Starting with the three critical levels of marketing: strategy, planning, and leadership, Tim also deep dives into the three elements for each level. Understanding your target market, crafting a marketing message, and providing relevant services and offerings make for incredible strategy. And with absolutely amazing planning and leadership, you are one step closer to overcoming revenue roadblocks. As always, the show ends with passing the baton… Tim wonderfully turns over the virtual baton to next week’s fantastic guest, François Nadeau. What you’ll learn from Tim Fitzpatrick 00:00 Tim Fitzpatrick and Jason Barnard01:11 Tim Fitzpatrick's Brand SERP02:20 Jason Barnard’s Brand SERP Tips08:01 The Fundamentals of Marketing09:22 Three High-Level Elements of Marketing09:45 Three Elements of a Marketing Strategy09:50 Understanding Your Target Market10:44 Creating a Marketing Message13:00 Relevant Services and Offerings13:34 What is Planning in Marketing?14:03 First Area of Planning: Lead Generation14:17 Second Area of Planning: Lead Conversion14:42 The Importance of Retaining Existing Customers16:15 How to Generate Referrals18:09 Automated Lead Generation Vs Manual Lead Generation21:37 Third Element in Marketing: Leadership22:37 Three Elements of Leadership22:43 Leadership: Identifying the Right Metrics24:45 Why is Tracking the Right Metrics Important?25:18 Tim Fitzpatrick's Marketing Principle26:43 Leadership: Implementation and Execution29:21 Leadership: Optimisation31:44 Passing the Baton: Tim Fitzpatrick to Francois Nadeau This episode was recorded live on video August 23rd 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
33:05 26/08/22
Kalicube Tuesdays Retrospective (Anton Shulke and Jason Barnard)
Anton Shulke talks with Jason Barnard about looking back on the groovy years and looking forward to the years ahead. Anton Shulke (The Livestream Guy) is a livestream production manager. Since 2015 he has been working on live events, webinars and podcasts for major players in the SEO industry like Semrush, Duda and smaller companies like Kalicube. As of 2020, he has worked as production manager on over 100 episodes of the Kalicube Tuesdays series of livestream events. Anton's role as production manager includes booking guests, organising the show, technical testing, and running each episode. Guests have included Carrie Rose, Nik Ranger, Andrea Volpini, Dave Davies, David Bain, Bill Slawsky, Danny Goodwin, Erin Sparks, Mads Singers, Rebecca Berbel, Koray Tuğberk GÜBÜR, Kevin Indig, Cindy Krum, Barry Schwartz, Tim Soulo, James Mulvany, Dr Ai Addyson Zhang, Bengu Atamer,David Avrin and Neal Schaffer, Patrick M Powers, Ryan Foland, Matthew Tenney, Ted Rubin, Rand Fishkin, Olsia Korobka, Teodora Petkova, Russ Jeffery, Gennaro Cuofano, Simon Cox, Matt Artz and Emilija Gjorgjevska.  Many viewers and listeners of Kalicube Tuesdays may have wondered how the show got its name. Tuesdays because it's something to get excited about every Tuesday, but what about Kalicube? Jason Barnard (The Brand SERP Guy) finally reveals all! Woohoo! With intelligent, interesting and fun conversations, Kalicube Tuesdays has been a staple in the digital marketing podcast universe for three years. This incredible chat is a retrospective of the one hundred and fifteen episodes, and with Anton Shulke (The Livestream Guy) now on screen, it was like reliving every moment. This episode also includes some of Jason's rebranding tips and dominating Brand SERP nuggets. And while Kalicube Tuesdays looks back on its groovy years, it also looks forward to more and more to come. What you’ll learn from Anton Shulke 00:00 Anton Shulke and Jason Barnard00:48 100th Episode with Carrie Rose01:42 Anton Shulke’s Brand SERP02:10 Kalicube Tuesdays’ Brand SERP02:42 Video of the Monthly Roundtable with Nik Ranger and Andrea Volpini on Anton’s Brand SERP03:09 News About Anton Shulke04:48 The Mystery Behind Kalicube’s Name and Logo Revealed07:36 How Does a Unique Brand Name Affect Brand SERP Dominance09:30 Is Rebranding an Option for a Common Brand Name to Dominate the SERP?09:43 Dave Davies Rebranded Using Kalicube Pro09:58 Rebranding: Small and Large Company10:14 Rebranding Vs Becoming the Dominant Entity11:23 A Look Back at Some of Kalicube Tuesdays’ Grooviest Guests12:08 Remembering Bill Slawski13:10 David Bain’s Funnel Marketing Explanation13:15 SERP Chats with Dave Davies13:24 Danny Goodwin's Opportunity for Jason Barnard to Write for Search Engine Journal13:28 Hanging Out with Erin Sparks13:37 Explaining Nik Ranger’s Presentation to Audio Listeners14:06 Mads Singers: How to Run a Business14:24 The Brilliant Rebecca Berbel and Koray Tuğberk GÜBÜR 14:37 The Amazing Kevin Indig and the Delightful Cindy Krum14:44 Making Barry Schwartz Laugh14:58 Tim Soulo’s Insightful Episode15:24 Kalicube Tuesdays Season 115:33 First Ever Kalicube Tuesdays’ Episode with James Mulvany16:22 Season 1 Guests Outside SEO: Dr Ai Addyson Zhang, Bengu Atamer, David Avrin and Neal Schaffer16:28 More Non SEO Guests: Patrick M Powers, Ryan Foland, Matthew Tenney, Ted Rubin, and Rand Fishkin17:42 Barnaby Wynter’s Bucket Theory of Funnels18:42 Kalicube Tuesdays Season 221:52 Olesia Korobka’s Image SEO Episode22:10 Teodora Petkova’s Ideas on Semantics and Semantic Web22:10 Teodora Petkova’s Ideas on Semantics and Semantic Web22:28 Russ Jeffery from Duda22:31 Kalicube Tuesdays’ First Passing the Baton: Gennaro Cuofano to Simon Cox23:57 Kalicube Tuesdays Season 324:07 Monthly Roundtable Specials with WordLift24:38 Monthly Roundtable with Matt Artz and Emilija Gjorgjevska26:11 Audio and Video Experience on Kalicube Tuesdays This episode was recorded live on video August 16th 2022
33:03 18/08/22
How to Get Your Business on TikTok Today (Austin Armstrong and Jason Barnard)
Austin Armstrong talks with Jason Barnard about how to get your business on TikTok today. Austin Armstrong is a consultant, lifelong digital marketer, public speaker, SEO nerd and TikTok marketing expert. He has been involved in search engine optimization and social media marketing for over 17 years. Austin is CEO and co-founder of Socialty Pro, a full-service digital marketing agency based in Alexandria, VA. He also hosts BusinessTok, a TikTok marketing podcast where he interviews real businesses using TikTok to start and grow their business. Austin has extensive experience and knowledge in various industries and loves helping individuals and businesses grow their online presence to generate brand awareness, customers, and product sales by getting creative and thinking outside the box. Companies use social media platforms to get in front of their target audiences. Each platform has its strengths and drawbacks, but in this episode, TikTok is the star. TikTok started out as a fun social media platform that provided short video content for young people, and it has evolved into a major platform for businesses to reach potential customers. And as a business, it's surprisingly tricky to manage. In this episode with Jason Barnard, the amazing Austin Armstrong gives incredible insights on how to get started on TikTok for your business, with brilliant content strategies, TikTok tips, and tactics to avoid on the platform. And oooh, his Three-tier Content Funnel Strategy is definitely something all businesses need. It's also pretty interesting how TikTok works as a search engine, providing relevant content to people on the platform with 10-second to 10-minute clips. How cool is that? As always, the show ends with passing the baton. . . Austin passes the virtual baton to next week’s groovy guest, Tim Fitzpatrick. What you’ll learn from Austin Armstrong 00:00 Austin Armstrong and Jason Barnard00:44 TikTok’s Brand SERP01:32 TikTok’s Knowledge Panel02:51 An Overview of The Brand SERP Guy’s TikTok04:36 TikTok Tips from Austin Armstrong07:16 TikTok Vs Instagram08:05 How to Influence TikTok's Video Suggestions09:05 How to Communicate with TikTok Your Focus of Interest.10:22 How Does Caption or Description Affect Content Ranking? 10:56 How Important are Hashtags on TikTok? 13:25 Can Branded Hashtags be an Advantage on TikTok?14:27 Is Posting Consistency a Ranking Factor on TikTok?15:45 Austin Armstrong’s TikTok Content Strategy16:20 The Three-tier Content Funnel Strategy of Austin Armstrong16:26 Broad Content: Top Funnel17:17 Nurturing Phase Content: Middle Funnel17:43 Call to Action: Bottom Funnel18:10 Outlining Content Categories 19:40 How to Build Trust with Your Target Audience on TikTok21:10 What Age Group is Active on TikTok?22:45 How People Use TikTok as a Search Engine29:50 Passing the Baton: Austin Armstrong to Tim Fitzpatrick This episode was recorded live on video August 16th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
30:29 18/08/22
The Key to Retention for E-commerce (George Kapernaros and Jason Barnard)
George Kapernaros talks with Jason Barnard about the key to retention for E-commerce. George Kapernaros holds a bachelor's degree in political science and international relations from the most prestigious university in Greece. He started his career in content marketing at Smarter Chains (an Industry 4.0 tech startup founded by former Procter & Gamble executives). In 2018, he joined Divbrands (bootstrapped e-commerce startup) as a direct response / performance copywriter. He was the company's third contractor. Within two years, Divbrands grew to over 100 employees and contractors, and he rose to Head of Copy, Marketing Manager, and eventually Marketing Director of the company. In late 2020, he felt an irresistible urge to pursue new ventures and left Divbrands to begin his entrepreneurial journey. To this day, he maintains a great, consultative relationship with Divbrands. Attracting new customers in the ecommerce space is becoming increasingly difficult because advertising costs are extremely high, and continue to rise. And as more marketers join this growing area of business and competition increases, getting clients to buy more than once is also increasingly a challenge. Customer retention sounds simple, but it takes more than just a plan to get customers to buy once, buy twice, and buy again. Building customer trust, quality products and post-service communication are critical. Plus the type of products your company sells will define the strategies you need to implement. George Kapernaros discusses a whole host of tactics and strategies for your ecommerce business in this wonderful episode. And he shares incredible email marketing tips that will help with retention and vastly improve your ecommerce marketing strategy. As always, the show ends with passing the baton… George Kapernaros passes over the virtual baton to next week's groovy guest, Austin Armstrong.  What you’ll learn from George Kapernaros 00:00 George Kapernaros and Jason Barnard01:15 George Kapernaros’ Brand SERP02:35 Google My Business Looks Like a Knowledge Panel05:26 How Hard is it to Earn Ecommerce Customers?05:50 What is Retention in Ecommerce?07:07 The Most Common Misconception about Customer Retention07:37 How Customer Retention Differs from One Company to Another08:15 How Do Product Types Determine Customer Retention?14:10 Email Marketing Strategies for Better Retention19:20 The Importance of Email Communication for Ecommerce Marketing21:00 What Impact Does a Personalised Text Email Have on an Ecommerce Marketing Strategy?24:06 George Kapernaros’ Ecommerce Marketing Tips25:50 How Discounts and Special Offers Influence an Ecommerce Marketing Strategy28:03 Passing the Baton: George Kapernaros to Austin Armstrong Relevant Content: Become Great at Customer SegmentationHow to Build a High-Performing Personalized Welcome Email Flow This episode was recorded live on video August 9th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
29:20 11/08/22
How to Write a Short Book to Boost Your Search Engine Results (Mike Capuzzi and Jason Barnard)
Mike Capuzzi talks with Jason Barnard about how to write a short book to boost your search engine results. Mike Capuzzi is a publisher, author and book publishing coach who has been helping clients achieve exceptional marketing results since 1998. In 2019, he launched Bite Sized Books, a new publishing concept for creating short, helpful books (known as Shooks™). Mike is the author of 15 books, including two Amazon #1 bestsellers, The 100-Page Book and The Magic of Short Books. Writing a book is a powerful marketing strategy that a marketer or business owner can use. Rather than making money directly from sales, a book is an opportunity to differentiate yourself from the competition: since you and your competitors may already be using a number of similar tactics, writing a book is something that will set you apart. And a massive bonus is that they also increase your authority in search engines like Google. Mike Capuzzi and Jason Barnard focus on how to create "Shooks" (short, helpful books), with the same quality content as the longer books, but in a conversational format with a built-in upsell. Mike also reveals how to stay focused when writing a shook, how long it takes to write one, and how many pages it should have. Plus, this episode covers other interesting ideas like free book strategy and building a book-centric marketing strategy. As always, the show ends with passing the baton… Mike charmingly hands over the virtual baton to next week’s incredible guest, George Kapernaros. What you’ll learn from Mike Capuzzi 00:00 Mike Capuzzi and Jason Barnard00:43 Mike Capuzzi’z 100 Page Book01:15 Mike Capuzzi’z Brand SERP01:52 What is a “Shook”?05:58 Who are Shooks for and Who are they not for?07:20 Can Doing Upsell Affect the Value of a Book?08:06 What are the Two Pathways Built for Readers?09:25 Book-centric Marketing Strategy11:08 How to Make Money With a Book13:00 The Free Book Strategy14:48 What Does Shook-centric Authority Mean?17:53 Are Books a Monologue?18:45 Mike Capuzzi’s Thoughts on Creating a Website for Each Book21:23 Purple Cow vs The Big Idea23:33 Mike Capuzzi Challenges Jason Barnard to Write a Shook26:10 How Long Does it Take to Write a Shook?27:35 Tips for Staying Focused When Writing a Shook29:25 Passing the Baton: Mike Capuzzi to George Kapernaros This episode was recorded live on video August 2nd 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
30:17 05/08/22
Use Your Skillset to Make Money Online in Midlife (Pamela Wilson and Jason Barnard)
Pamela Wilson talks with Jason Barnard about use your skillset to make money online in midlife. Pamela Wilson coaches mid-career people to build profitable online businesses. She is the creator and head trainer of The Offer Accelerator, where she helps people create high-value offers that generate $10-20,000 in revenue each month. Pamela is a digital marketing consultant, keynote speaker and founder of She is the author of two popular books on content marketing: Master Content Marketing and Master Content Strategy. Mid-career marketers often have in-depth knowledge about their craft. They know a lot about the ins and outs of business. But when they strike out as an independent consultant, they often struggle and scramble with the thought of always attracting a new audience, pulling prospects into the bottom of funnel, and converting them into clients. How can you, as a consultant, make that process less of a problem by building a foundational income that takes the stress out of marketing yourself? This wonderful episode with Pamela Wilson and Jason Barnard looks at how you can create a high value offer to your audience by researching your market, examining your existing skills, and more importantly, listening to the people you serve. And oh, retainers in businesses are gems. As always, the show closes with passing the baton… the delightful Pamela Wilson passes the virtual baton to next week's super groovy guest Mike Capuzzi. What you’ll learn from Pamela Wilson 00:00 Pamela Wilson and Jason Barnard00:38 Pamela Wilson’s Brand SERP02:08 Pamela Wilson’s Knowledge Panel04:32 Multiple Income Streams Make a Lot of Sense07:01 The Importance of Retainers in a Business10:11 Pamela Wilson’s Tips for Writing and Selling Books14:00 Steps to Creating High Value Offer14:14 Research Your Market: Know Their Challenges and How to Help Them14:54 Why Your Offer Should Reflect Your Personal Values15:59 Consider Your Existing Skills17:46 Create a Trial Version of the Service You Offer19:28 Listening to the People You Serve is Key23:36 How to Leverage Your Audience and Followers Online for a New Offer28:10 Passing the Baton: Pamela Wilson to Mike Capuzzi Helpful Resources Related to the Topic How Can I Make Money Online in Midlife? Seven Challenges and Their SolutionsHow to Write a Sales Page That Converts: 5-Step Sales Page Writing RecipeHow to Make the Leap from Offline to Online Business Success [7 New Skills You Need] This episode was recorded live on video July 26th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
29:24 28/07/22
The Value of SEO (Andrew Holland and Jason Barnard)
Andrew Holland talks with Jason Barnard about the value of SEO. Andrew Holland is a well-known voice in the field of search engine optimisation (SEO). His story starts in the police, takes a detour to the British Boxing Board of Control and currently sees him as Head of Organic at Manchester SEO agency Embryo. Andrew's perspective on search engine optimisation is based on his knowledge and deep understanding of the consumer journey, search intent, The Messy Middle and Behavioural Psychology. After hearing what Andrew has to say, your view of marketing and how you use it to increase sales could change forever. There is no immediate and definitive timeframe for visible results in SEO. It takes time, a lot of effort and ultimately, hard work. All too often, SEO is either forgotten or seen as standalone by companies in their digital marketing strategies. But what if SEO itself is brand marketing? Quite interesting! In this digitalised world, search engines like Google are the first port of call for information for clients of any business. That makes Google, Bing, DuckDuckGo and others key. With the visibility SEO provides, the brand awareness it builds, the wealth of audience insights SEO offers … that means it has enormous power as part of a brand marketing strategy. Andrew Holland and Jason Barnard discuss the value of SEO at length in this amazing episode, including Andrew's fantastic Behavioural Science analogy to branding. As always, the show ends with passing the baton… Andrew groovily turns over to next week’s lovely guest, Pamela Wilson. What you’ll learn from Andrew Holland 00:00 Andrew Holland and Jason Barnard02:21 Andrew Holland’s Brand SERP03:20 Organic Vs SEO04:39 Andrew Holland’s View on SEO05:38 Seth Godin - Andrew Holland’s Favourite Marketer07:29 Creating Content while Providing Opportunities to Think Differently10:12 How Does SEO Become Brand Marketing10:47 Brand Marketing and Direct Advertising - What is the Differnece?12:43 Behavioral Science and Branding15:38 What is Google’s Messy Middle?16:14 Internal Trigger of Online Purchase16:29 External Trigger of Online Purchase18:19 Product Knowledge Panels21:12 The Value of SEO for Brand Marketing27:32 Passing the Baton: Andrew Holland to Pamela Wilson This episode was recorded live on video July 19th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
28:03 21/07/22
SEO Audits: Now and Into The Future (Brian Harnish and Jason Barnard)
Brian Harnish talks with Jason Barnard about SEO audits: now and into the future. Brian Harnish is a Search Engine Optimization (SEO) Professional and web developer with extensive practical knowledge of SEO, online marketing and advertising. He is self-motivated, enthusiastic, and a conscientious team player with proven experience in sales and content creation for digital media, creating marketing campaigns for new product launches across various social media channels, devising marketing and advertising strategies, and tracking product sales and costs by analyzing and entering sales, expense, and new business data. A detailed SEO audit report will be more effective if the clients understand clearly what they need to implement to improve on their website. And taking a step back and walking clients through each step of the process with a well-presented report, that takes into account the context of their industry, will definitely encourage them to implement what was recommended. Brian Harnish and Jason Barnard discuss SEO audits for agencies in this episode. Agencies work in a variety of industries, each of which requires a different approach to SEO audits as well as a different understanding of SEO. However, Brian's approach is a scalable SEO audit process no matter what niche your clients operate in. As always, the show ends with passing the baton… Brian passes the virtual baton to next week’s absolutely fantastic guest, Andrew Holland. What you’ll learn from Brian Harnish 00:00 Brian Harnish and Jason Barnard00:44 Brian Harnish’s Brand SERP and Knowledge Panel02:31 What Process Does Brian Harnish Use for SEO Audits?04:53 PAA Boxes: Recent Change in Presence on the SERP07:03 Creating an SEO Audit Process that Scales09:16 Spring Cleaning Websites13:01 The Concept of E-A-T in SEO audits14:54 Prioritising Traffic Volume Vs Topicality15:37 Content Gap Analysis17:03 How to Create an SEO Audit Template19:20 The Importance of an SEO Audit Report that Stands Out from the Crowd21:46 Incorporating Graphic Design into an SEO Audit Report27:31 Passing the Baton: Brian Harnish to Andrew Holland This episode was recorded live on video July 12th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
28:27 15/07/22
Selling More and Better With Ethical Email Marketing (Yuval Ackerman and Jason Barnard)
Yuval Ackerman talks with Jason Barnard about selling more and better with ethical email marketing. Yuval Ackerman is the person you want to work with if you want to promote your brand without all the possible sleazy sales tactics in email marketing - but don't know how to do it yourself. As an ethical email strategist and copywriter, she helps entrepreneurs and companies tell their stories and sell without feeling guilty (and even have fun doing it!). She believes that email is a wonderful platform to build genuine and honest relationships with your audience, bypassing the unreliable "middle man" of social media. When she's not thinking of fun and ethical ways to help her clients market themselves, Yuval enjoys all things food, writing songs, and hosting a podcast about conscious relationships called “Loving Against My Instincts.” It is a daunting task to be exceptional and stand out in the vast number of emails subscribers receive every day. When the subscriber's email inbox has a string of unread messages from multiple businesses they will be very tempted to ignore your email entirely. Luckily, we have Yuval Ackerman to help! As a marketer this episode with the brilliant Yuval Ackerman and Jason Barnard will be an immense help for you to prevent your email marketing efforts from going to waste. Yuval's wonderful ethical email marketing tips focus on building a deep relationship with subscribers and reaching out to understand their needs and desires. But how? Build a community, ask that community what they want and how you can help. It's paramount to approach your email list with a personal touch, engage and re-engage. And lastly, think of your email as a dialogue you can have with subscribers, not just a monologue. As always the show ends with passing the Baton…Yuval charmingly passes the virtual baton to next week’s groovy guest, Brian Harnish. What you’ll learn from Yuval Ackerman 00:00 Yuval Ackerman and Jason Barnard01:46 Yuval Ackerman’s Brand SERP05:12 Why Do You Need to Do Ethical Email Marketing?06:30 Why is Email Marketing Important for a Business?07:17 Is It Possible to Establish a Long-Term Relationship Through Automated Emails?07:31 Yuval Ackerman’s Email Marketing Tips09:30 How Does Consistency Affect Email Marketing?11:12 How to Avoid Excessive Email Marketing Campaigns11:42 How Can You Find Out More About What Your Subscribers Want?19:02 How Much Influence Does the Subject Line Have on an Email Marketing Strategy?21:34 What Subject Line Makes Subscribers Open an Email?22:35 Re-engaging with Subscribers23:48 Text Email Vs HTML Email29:23 Passing the Baton: Yuval Ackerman to Brian Harnish This episode was recorded live on video July 5th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
29:54 08/07/22
Is Podcast SEO Even a Thing? (Benjamin Shapiro, Erin Sparks and Jason Barnard)
Benjamin Shapiro and Erin Sparks talks with Jason Barnard about is podcast SEO even a thing? Erin Sparks is owner and president of Site Strategics (founded in 2004), which specialises in high-quality Web services for small and medium-sized businesses. He is the creative force behind the 450+ episode EDGE of the Web Radio podcast, where he regularly interviews thought leaders in marketing and technology. His 23-year IT and marketing career includes 17 years of search engine optimization (SEO) experience. Site Strategics serves a diverse client base in the Midwest and beyond with omnichannel digital marketing utilizing an AGILE marketing approach. The EDGE of the Web podcast is the longest running and one of the top ranked SEO podcasts. Benjamin Shapiro is the founder, CEO and executive producer of I Hear Everything. He hosts two popular podcasts: Martech Podcast and Voices of Search Podcast. Early in his career, Benjamin walked away from eBay, where he had a successful career in business development. Now, 10 years later, he is an entrepreneur who has led a bootstrap startup, multiple marketing teams at early stage companies (VC -backed companies), and an independent consulting and content business. Most podcasts are audio-only, but as video podcasts also come into the spotlight, confusion arises about what a podcast is. That is a great question. Very philosophical. However, in this episode we are not talking about that, we are talking about how people consume podcasts, how to best promote a podcast, and we are shedding light on the intriguing question, "Is Podcast SEO Even a Thing?" Well, Jason Barnard thinks "maybe", Benjamin Shapiro says "no", and Erin Sparks says "of course"! And they are all right! All three are groovily intelligent podcasters and their delightful friendly banter makes this episode interesting, entertaining AND insightful. There are more incredible knowledge nuggets in this amazing chat that focus on one single debate: "what is the value of podcasts for SEO" and "what is the value of SEO for podcasts". Ben, Erin and Jason have an absolute ball debating that… and the conclusions are as helpful as they are unexpected. What you’ll learn from Benjamin Shapiro and Erin Sparks 00:00 Benjamin Shapiro, Erin Sparks and Jason Barnard01:20 MarTech’s Brand SERP01:48 EDGE of the Web’s Knowledge Panel03:11 Where and How Benjamin Shapiro Promotes Podcasts03:43 Why Podcast SEO is Not a Thing05:58 Podcast Experience: Google Podcast Vs Apps07:18 What Optimisation is Most Important? Google, Podcast Apps or Content?08:33 Promote Podcast Episodes on Google and Podcast Shows on Podcast Platforms08:43 Is Duplicate Content a Problem if All Platforms Display Exactly the Same Shownotes?09:22 How Do People Consume Podcast Audio?12:17 Is Podcast Valuable for SEO?12:26 Importance of Reaching Your Podcast Audience Through Different Channels14:33 Can You Search Engine Optimise a Podcast in Google?15:36 Are Reviews Important for Podcast Apps?16:57 Benjamin Shapiro’s Thoughts on Building a Podcast SEO Platform22:31 Apple’s New Metrics in Podcast Connect29:38 What Matters to Podcasters This episode was recorded live on video June 28th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the live video now >>
37:01 08/07/22
The Secrets of a Good Technical SEO Audit (Olga Zarzeczna and Jason Barnard)
Olga Zarzeczna talks with Jason Barnard about the secrets of a good technical SEO audit. Olga Zarzeczna is a senior/technical SEO specialist, an SEO consultant and an SEO auditor who started her SEO journey in 2012. She is a true SEO geek who is very passionate about her job. Her main focus is on technical SEO and she loves to do advanced technical SEO audits which sometimes takes her 30-40 hours. She runs her own SEO consultancy, SEOSLY, and is the Director of SEO at Market JD, a Chicago-based company doing SEO for lawyers. She has experience working for big brands like Procter & Gamble, LG, banks, large online stores and more. An SEO audit has no fixed time limit. The time it takes depends on the aim of the audit, the thoroughness the client wants and the automation choices the SEO expert makes. Olga is a huge believer in less automation, and more human intelligence, and although you may sometimes feel you are wasting valuable time, from an expert's point of view, it is worth investing time in an audit and throughly covering every aspect.  Olga Zarzeczna starts her SEO audits by manually reviewing the website and empathising with the user before diving into the more technical and geeky part. She analyses every aspect of the website, including its appearance and loading speed from a user's perspective, then looks at it from Google's perspective using Google Search Console. Simple. Smart. But those are just her starting points. Olga delves deep into Search Console, then crawls the site twice, then looks at the easier on-page wins… and finally produces a prioritised SEO audit that is workable for her client to implement, effective at pushing the site up Google's rankings, and brings added value to her client's clients. She is also very careful and conscientious about ensuring that her client is well informed at every step. As always, the show ends with passing the baton… Olga delightfully hands over to next week’s wonderful guest, Yuval Ackerman. What you’ll learn from Olga Zarzeczna 00:00 Olga Zarzeczna and Jason Barnard00:44 Olga Zarzeczna’s Knowledge Panel00:55 Important Considerations When Claiming a Knowledge Panel01:44 Tips About Olga Zarzeczna’s Knowledge Panel03:59 Announcing “Ask Jason Anything”: Ask About What You Want to Know About Brand SERPs 05:38 Where to Start with an SEO Audit07:13 SEO Audit: What to look at in Google Search Console 08:22 How to Resolve "Crawled But not Indexed"10:50 Convincing Clients and Keeping Them On Board13:37 Olga Zarzeczna’s Second Step for an SEO Audit14:00 Website Crawling Tools Olga Zarzeczna Recommends16:32 The Importance of Keeping Clients Informed About the Progress of an SEO Audit18:30 Olga Zarzeczna's Strategy for Guiding Clients Through an Audit Report19:46 The Next Step to an SEO Audit: Technical Checks20:22 Answering Google's E-A-T Requirements from the Client's Point of View25:14 What are Olga Zarzeczna’s SEO Audit Priorities30:26 Passing the Baton: Olga Zarzeczna to Yuval Ackerman Helpful Resources and Guide to a Technical Seo Audit Technical SEO Audit (188+ Steps) This episode was recorded live on video June 28th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
31:19 29/06/22
Find the Business Story You’ll Tell Daily the Rest of Your Life (Mike Ulmer and Jason Barnard)
Mike Ulmer talks with Jason Barnard about find the business story you'll tell daily the rest of your life. Mike Ulmer founded Catapult, a company that reflects his belief that great business books are great books. And at Catapult, story comes first. The company makes a point of interviewing its customers to find out their story, their processes, the ins and outs of their business, what they do, how they do it, and why they do it. Catapult's methodology: the "Only Ten Business Questions That Matter" questionnaire. And after 25 years in journalism and 15 books, Mike learns something new every day about the three essential skills of a writer: how to ask the right question, how to listen for the right answer, and how to find the right words. We all have stories to tell, maybe we have heard people say they do not, but in fact we all do. And in business, it's all about finding the right story, or even the best story, that will leave an impression on customers and that can be told over and over again. In this episode, Mike Ulmer and Jason Barnard discuss the importance of a compelling backstory for your business and how to build a groovy one. With lots of practical tips, this chat is sure to help you to find the business story you perhaps thought you don't have. And while Mike and Jason are both great writers and marketers, they also shared a lot about the importance of listening to editors and sales people. As always, the show ends with passing the baton… the rather insightful Mike Ulmer passes the virtual baton to next week's wonderful guest, Olga Zarzeczna. What you’ll learn from Mike Ulmer 00:00 Mike Ulmer and Jason Barnard00:40 Quick Backstory About Colonel Sanders of KFC01:39 Help Ukraine’s Cats and Dogs: Buy Anton Shulke a Coffee 02:16 Mike Ulmer’s Knowledge Panel03:02 The Brand SERP of Mike Ulmer’s Books03:51 Jason Barnard’s Recommendation to Improve Mike Ulmer’s Brand SERP05:23 Mike Ulmer’s Thoughts on Book Covers07:45 Google is a Child: Jason Barnard’s Side Story09:06 What is the Purpose of a Backstory for Business?09:52 How to Build a Business’ Backstory11:09 What if a Business Has No Backstory?13:10 What Does a Hook Mean in a Story?14:32 Three Questions That Always Get a Story16:35 What is the Importance of the Hook to a Story?17:57 Talking in Threes: Rule of Three Technique22:48 Importance of Listening to the Perspective of Others (Editors and Sales People)29:07 Passing the Baton: Mike Ulmer to Olga Zarzeczna This episode was recorded live on video June 21st 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
28:43 23/06/22
How International Image/Video Search Works (Heba Ashour and Jason Barnard)
Heba Ashour talks with Jason Barnard about how international image/video search works. Heba Ashour is Principal Program Manager Lead of Multimedia Search Ranking and Platform at Microsoft Bing. She is an experienced leader, technology manager, technical visionary, and passionate about using technology to democratise access to information, services, and opportunities. Heba focuses on providing users of search services around the world with engaging images/videos that match their exact intent in every scenario, empowering them to be informed, entertained, save money, and succeed. Previously, she worked at Microsoft Research's Advanced Technology Lab in Cairo, where she turned various research technologies into features that were integrated into various Microsoft products. In this delightful episode, Heba Ashour and Jason Barnard discuss how search engine users around the world are increasingly using visual and video search to get a quick and accurate answers to their questions and solutions to their problems. Heba explains that Bing's massive technology advances and overcoming bandwidth and technology limitations have vastly increased their capacity to deliver the most relevant results for users' search queries, regardless of the language they use. And that drives user demand, expanding expectations, and an increasingly immersive, multimedia user experience on search engines like Bing and Google. That said, even in the modern world of Search (circa 2022), text search is still heavily used… but to what extent is image and video search really making a difference, is it replacing or supplementing text searches and how do the two interact? Then, as people get busier and busier in this fast-paced world, and as search engines like Bing get better exponentially at understanding the contents, will we see an increasing shift towards image and video search. As a wonderful bonus, towards the end you'll learn more about the importance of human intelligence and human annotators in machine learning… and do the algorithms have aesthetic appreciation of the images they are showing, and to what extent does that play into the results we see?. As always, the show ends with passing the baton… Heba sweetly hands over to next week’s incredible guest, Mike Ulmer. What you’ll learn from Heba Ashour 00:00 Heba Ashour and Jason Barnard00:39 Heba Ashour’s Brand SERP from Bing03:20 Are We Shifting Away From Text Search to Image/Video Search?04:40 Bing Overcoming Bandwidth and Technology Limitations06:23 How International Language Affects Search07:30 What Does Bing Use for Indexing?09:11 How is Multi-Modal Represented in Semantic Space?10:27 What Does Semantic Space Mean?11:29 Will the Vector Space for a Given Semantic Term be Similar in Different Languages?12:17 How Does Culture Influence Textual Representation?13:33 Language Agnostic and Language Specific Aspects in Image/Video14:22 The Importance of Human Intelligence and Human Annotators in Machine Learning17:03 Human Annotations VS Automated Annotations24:57 Do Figure and FigCaption Tags (Semantic HTML5) Help Images and Video SEO?30:00 Do Publishers' Transcripts and Subtitling Help SEO?34:45 How Do Search Engines Understand Aesthetically Pleasing Images?36:30 The Concept of Super Resolution for Images38:39 Passing the Baton: Heba Ashour to Mike Ulmer Additional reading This episode was recorded live on video June 14th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
39:30 16/06/22
How to Build & Maintain Topical Authority (Georgios Chasiotis and Jason Barnard)
Georgios Chasiotis talks with Jason Barnard about how to build & maintain topical authority. Georgios Chasiotis is the Managing Director of MINUTTIA, which helps B2B SaaS companies accelerate their organic growth through data-driven content marketing and SEO. Georgios Chasiotis started as an independent marketing consultant, but was soon put on the path to start an agency. The goal: to build a team and scale a business by using his knowledge and experience to develop successful systems and processes. This path led to MINUTTIA, where Georgios realises his vision of content and SEO systems that rely heavily on strategy and avoid short-term tactics to achieve repeatable and scalable success for companies of different industries and sizes. In his spare time, he shares wisdom on LinkedIn or buries his head in psychology books to understand the "why" of human behaviour. Chasing keywords by covering a multitude of different topics for content writing can be really tempting. But there are more than enough topics for businesses to write about in their niche, and sticking to your core niche is the best way to improve topical authority. In order for your brand to dominate the SERPs in your industry, you need to develop topical authority - and that means keeping focus on your expertise in your niche. In this episode, Georgios Chasiotis and Jason Barnard dive deep into the rabbit hole of topical authority. What is topical authority? How can we measure topical authority? What are the best tips and tricks for writing content that builds topical authority? And how do you know which brands have topical authority on a particular topic? To feed your curiosity further, here are some other amazing insights Georgios shares: topical breadth, topical depth, internal topical authority, and external topical authority. And finally, how often you should write content (publishing velocity) to quickly build your authority in your niche without compromising the quality of your content. As always, the show ends with passing the baton… Georgios charmingly hands over to next week’s delightful guest Heba Ashour. What you’ll learn from Georgios Chasiotis 00:00 Georgios Chasiotis and Jason Barnard00:27 Myroslav Khmarskiy’s Message in Support of the Ukrainian Economy01:47 Georgios Chasiotis’ Brand SERP04:30 What is Topical Authority?05:33 Can Deviating from Your Niche Harm Topical Authority?10:28 What is Topical Authority Breadth?11:20 What is Topical Authority Depth?12:29 Dominating a Specific Topic VS Dominating a Specific Keyword19:25 Examples of Google Associating a Topic with a Brand21:34 The Importance of Internal Linking and Anchor Text on Links22:50 External Topical Authority24:11 Tips and Tricks for Writing Content That Builds Internal Topical Authority26:21 How Important is the Wording of H tags?29:28 Publishing Velocity: How Often Should You Write Content?32:18 Passing the Baton: Georgios Chasiotis to Heba Ashour This episode was recorded live on video June 7th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
31:25 09/06/22
How Can Small Businesses Use Branded Search? (Jason Davis and Jason Barnard)
Jason Davis talks with Jason Barnard about how can small businesses use branded search? Jason Davis started as a WordPress developer creating custom themes for clients who needed an online presence. He has over a decade of hands-on experience developing WordPress websites and creating compelling user experiences. Jason is the co-host of the NerdBrand Podcast (he loves podcasts) and CEO of NerdBrand Agency: a branding agency that creates strategies, imaginative ads, web designs, and digital marketing tactics to achieve your business goals. What do you think of when you hear the terms digital marketing and branded search? Perhaps SEO or online presence? There are certainly tremendous opportunities that digital marketing can open up for a business, but what about small and local businesses that don't have the knowledge or resources to digitalise? In this insightful and fun-filled episode, Jason Barnard and Jason Davis discuss various online strategies and SEO tactics for small businesses including Keyword Search, Local Search, Paid Search, and Branded Search. And how important it is to not only have an online marketing strategy for small and local business, but also a brand presence in traditional advertising channels. As always, the show ends with passing the baton… the brilliant Jason Davis passes over the virtual baton to next week's awesome guest Georgios Chasiotis. What you’ll learn from Jason Davis 00:00 Jason Davis and Jason Barnard00:38 What NerdBrand Believes Defines a Nerd01:14 Jason Davis in the Knowledge Graph01:40 Knowledge Graph and Disambiguation02:01 Jason Davis on IMDB03:22 NerdBrand’s Strategic Brand Name04:58 Branded Search for Small Business05:40 Jason Davis’ Search Tactics for Small Business09:19 What is Keyword Search and Local Search?09:26 Examples of Paid Search10:06 What is Branded Search?10:40 Why Your Brand Name Matters11:18 The Power of Traditional Advertising Channels12:54 Offline to Online Marketing Strategy14:05 Jason Davis’ Step-by-Step Approach to Digitalise a Local Business16:07 Spring Cleaning Tips for Small Businesses20:25 How to Deal with Local Businesses Online Named After What They Do28:40 Passing the Baton: Jason Davis to Georgios Chasiotis This episode was recorded live on video May 31st 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
29:06 02/06/22
The Importance of Behavioural Analytics (Ravi Yada and Jason Barnard)
Ravi Yada talks with Jason Barnard about the importance of behavioural analytics. Ravi Yada was born in southern India, grew up in the Midwest, and lives in the Pacific Northwest. He is an engineer, inventor, and public speaker. He currently works as a product manager on Microsoft Clarity. Ravi has worked in analytics, search, computer vision, and machine learning for nearly a decade and has developed numerous products at Microsoft, most notably Bing Visual Search. Ravi is an avid public speaker on AI products and technology, speaking at Microsoft Build, CVPR, DMEXCO, SMX, @Scale, and NRF. As a marketer, when building a website, you need to focus not on how YOU would personally use it, but how your users will - you have to walk in the user's digital shoes, as Ravi Yada puts it. That is where Behavioural Analytics comes into play! User behaviour analysis is the star of this episode. Jason Barnard and Ravi Yada discuss how understanding user behaviour on websites can help you improve user experience and that will lead to more conversions. And, as luck would have it, Microsoft Clarity is an amazing tool for analysing user behaviour. Microsoft Clarity is a behavioural analytics tool that uses click data, scroll tracking, session replays and heat maps to show how users interact with your website. Just like HotJar and MouseFlow, but it's free for any size website with any volume of traffic! Why? Ravi reveals that during the episode. As always, the show ends with passing the baton… Ravi groovily passes over to next week’s brilliant guest, Jason Davis. What you’ll learn from Ravi Yada 00:00 Ravi Yada and Jason Barnard00:30 Remembering Bill Slawski01:45 Ravi Yada’s Brand SERP from Bing03:09 Jason Barnard’s Brand SERP from Bing03:54 What is Behavioural Analytics?05:08 Understanding User Behaviour with Microsoft Clarity06:20 What can Microsoft Clarity Do?08:06 The Famous Bing Purple Ad Story!10:54 What are Dead Clicks and Rage Clicks?12:52 Excessive Scrolling: Why Users Scroll too Much on Your Website13:24 What is the Average Fold on Your Website and How Important is It?18:38 Ravi Yada’s Two Types of User Behaviour Analysis22:51 Four Types of Readers Online (or maybe 5)24:16 Does Microsoft Clarity Use Machine Learning? 28:06 Passing the Baton: Ravi Yada to Jason Davis Relevant Content: Digital Marketing Conference - Behavioral Analytics: Stop guessing. Get clarity. by Ravi Yada - YouTubeGrowth Marketing Toolbox - GMT 268: What is Microsoft Clarity? | Growth Marketing ToolboxAI Journal Publication - Understand your customers with Behavioral Analytics - The AI JournalDMEXCO conference - DMEXCO 2019 Trusted Partnership Interview Series: Reprise - Microsoft Advertising This episode was recorded live on video May 24th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>
27:16 30/05/22