185: Eli Schwartz on SEO and how to get it right

12/23/19 • 13 min

During this 185th episode of “Marketing Today,” host Alan Hart interviews Eli Schwartz, an SEO expert and consultant with over a decade of experience. He has led SEO and growth programs for several leading B2B and B2C Companies. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.

Schwartz has worked with clients such as Shutterstock, Blue Nile, Quora, Get Around, Mixpanel, and Zen Desk to help them build and execute global SEO strategies. He led the SEO team at Survey Monkey, building organic search to one of the largest growth drivers at the company.

Schwartz shares how he got into SEO by accident. He talks about how basic SEO strategies aren't keeping up with the changes that Google is making and how "we need to think about Google as another user that can read content." SEO is "a marketing channel," and companies are "wanting to have someone responsible for it, and they are wanting to have someone to grow that channel."

Highlights from this week's “Marketing Today”:

Eli's background in SEO" 01:09
Why basic SEO practices just aren't working. 02:16
E.A.T. and the need for writing good content. 03:33
The 4-step process for creating great content. 04:21
The amazing stats around "organic" search. 06:09
Examples of people "getting it right." 07:14
Programmatic SEO: the key to knocking it out with SEO. 08:58
How SEO fits into the marketing mix. 09:40
The future of search: AI 11:20

Resources Mentioned:

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.

Highlights from this week's “Marketing Today”:

Eli's background in SEO" 01:09
Why basic SEO practices just aren't working. 02:16
E.A.T. and the need for writing good content. 03:33
The 4-step process for creating great content. 04:21
The amazing stats around "organic" search. 06:09
Examples of people "getting it right." 07:14
Programmatic SEO: the key to knocking it out with SEO. 08:58
How SEO fits into the marketing mix. 09:40
The future of search: AI 11:20

Resources Mentioned:

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

184: Marketing a Unicorn with Pendo CMO, Jake Sorofman

During this 184th episode of “Marketing Today,” host Alan Hart interviews Jake Sorofman, the chief marketing officer at Pendo, in front of a live audience. Before Pendo, Sorofman was the vice president and chief of research at Gartner.

In October of 2019, Pendo became a newly minted "unicorn" with a valuation of over $1 billion, and a recent injection of $100 million in venture capital. Sorofman shares more about Pendo and what marketing looks like at scale and exceptionally high growth rates.

The real goal for Pendo was to "build a billion-dollar company, a company that has lasting and enduring value in a community, creates lots of jobs, and delivers value to customers." Pendo is an "integrated set of tools that help digital product teams make better decisions and create better experiences in web and mobile apps." Learn from the incredible growth of Pendo and the experience of Sorofman through that fast growth and an expanding organization.

Highlights from this week's “Marketing Today”:

The Life of the CMO of a "Unicorn company" 02:39
What do you do with $100 million? 03:17
Defining Pendo and its role in the market? 04:21
The three major target markets for Pendo. 05:19
The landscape of marketing at Pendo. 07:02
The importance of "events" in marketing. 07:56
Jake's insight into "performance marketing" and "brand marketing." 09:03
Advice for other fast-growth companies. 10:20
Triple, Triple, Double, Double, Double: the rate of growth for Pendo 10:50
The four keys to making marketing "more valuable." 11:32
The importance of discussions at the "executive table." 13:40
The current "state of talent" in the marketing industry. 14:40
How to be successful as Chief Marketing Officer. 15:55
The key to earning the right to your audience's attention. 16:38
The importance of content marketing in your toolbag. 16:55

Resources Mentioned:

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

186: Web Optimization at Qualtrics with Jared Gardner

During this 186th episode of “Marketing Today,” host Alan Hart interviews Jared Gardner, from Qualtrics. Gardner has led search, conversion rate optimization, analytics, and content management programs across several vertical markets. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.

At Qualtrics, Gardner focuses on scaling demand generation through unpaid channels. Before Qualtrics, he worked for Red Door Interactive, with clients such as Charles Schwab and Century Link.

Gardner shares his journey from broadcast media to search and optimization. He thought, "digital marketing and the internet is not getting any smaller, so that's gotta be an ok place to work." Qualtrics focuses on an "action every day" mentality. Jared shares the Qualtrics approach for scaling search and conversion.

Highlights from this week's “Marketing Today”:

Jared's background in broadcast media and journey into search and conversion optimization. 01:12
The role at Qualtrics 02:00
Scaling and creating scale at Qualtrics 02:25
Two key pieces of advice for marketers trying to drive web traffic and conversions. 03:13
Deciding "what" content to write to drive traffic. 04:53
Examples of executing optimization 05:55
The "in" metric for Qualtrics 07:00
The future of search. 08:31
The future of conversion. 11:31

Resources Mentioned:

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.