SEO Data And New Opportunities With Dmitrii Kustov - EP 290
10/28/22 • 58 min
1 Listener
What's more important to your SEO bottom line? Data or feelings?
Data, of course!
Dmitrii Kustov of Regex SEO joins me on the SEJShow to talk SEO Data, the opportunities for SEO of home services (which exploded post-Covid), and other emerging search trends.
You'll also get insights around Google updates, tracking, and ROI expectations of SEO, and
building localized service-oriented leads.
Start recording data. Start tracking data today. Without it, you can't make any decisions based on the data you don't have. –Dmitrii Kustov, 13:57
Instead of Search Engine Optimization, I like Organic Revenue Generation. What is the point of organic search? It's not just traffic, it's revenue generation from that channel. A lot of people don't have that phrase, but that's what I prefer calling SEO, "Organic Revenue Generation." –Dmitrii Kustov, 21:48
I've always experienced that I don't see SEO as a standalone service that people buy, and that's it. It has to be integrated into the overall marketing machine, where lead quality and follow-up come in. Marketing is getting someone further down the funnel to make that sale. –Loren Baker, 16:28
[00:00] - About Dmitri.
[02:10] - Home services Dmitri specializes in.
[03:18] - What does it mean to be data-driven?
[06:12] - What pure ROI means.
[09:27] - Should you concentrate on high-ticket items for onsite optimization?
[17:48] - Dmitri's viewpoint on ranking only for the front end.
[22:59] - Role of direct search on data.
[27:46] - Questions to ask product teams to start recording data.
[29:55] - Can you leverage national blog post traffic for home services?
[35:07] - Dmitri's take on Google's recent content updates.
[40:47] - Dmitri's thoughts on E.A.T.
Resources mentioned:
Regex SEO - https://www.regexseo.com/
Content is not only text content. Text content nowadays is going away. So if you are an established business, doctor, health practice, or veterinarian, hire an intern videographer or editor and just let them follow you around and make a little YouTube showing whatever or little interviews. It's much easier for a doctor or any expert to sit in front of the camera for 15 minutes and answer a few questions than sit down and write a 2000 article that's going to take a day or more. If you have video content, YouTube is your friend. Nowadays, text content is becoming a smaller portion of content marketing. –Dmitrii Kustov, 50:53
If you're in the marketing industry and SEO game and doing it correctly, meaning that you produce great content, do not use any black hat, gray hat backlink building, or any of that stuff, none of the updates will affect you. They should even improve your rankings. –Dmitrii Kustov, 37:49
There's a big difference between trust and knowledge. Someone can be the smartest individual in their space, and someone can be incredibly knowledgeable. Still, it doesn't necessarily mean they're trustworthy. –Loren Baker, 46:32
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.
Connect with Dmitrii Kustov:
Having a strong passion for business and a desire to help others have led Dmitri to start his own company - Regex SEO. He works with companies of all sizes to help them grow their online presence.
As a data-driven Marketing Director, he helps companies increase market share and revenue by optimizing their marketing budgets. Among other high-profile marketing platforms, he's been featured on Forbes, MOZ, and SEMrush HackerNoon.
Connect with Dmitri on LinkedIn: https://www.linkedin.com/in/digitalspaceman/
Follow him on Twitter: https://twitter.com/DigitalSpaceman
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.lin...
What's more important to your SEO bottom line? Data or feelings?
Data, of course!
Dmitrii Kustov of Regex SEO joins me on the SEJShow to talk SEO Data, the opportunities for SEO of home services (which exploded post-Covid), and other emerging search trends.
You'll also get insights around Google updates, tracking, and ROI expectations of SEO, and
building localized service-oriented leads.
Start recording data. Start tracking data today. Without it, you can't make any decisions based on the data you don't have. –Dmitrii Kustov, 13:57
Instead of Search Engine Optimization, I like Organic Revenue Generation. What is the point of organic search? It's not just traffic, it's revenue generation from that channel. A lot of people don't have that phrase, but that's what I prefer calling SEO, "Organic Revenue Generation." –Dmitrii Kustov, 21:48
I've always experienced that I don't see SEO as a standalone service that people buy, and that's it. It has to be integrated into the overall marketing machine, where lead quality and follow-up come in. Marketing is getting someone further down the funnel to make that sale. –Loren Baker, 16:28
[00:00] - About Dmitri.
[02:10] - Home services Dmitri specializes in.
[03:18] - What does it mean to be data-driven?
[06:12] - What pure ROI means.
[09:27] - Should you concentrate on high-ticket items for onsite optimization?
[17:48] - Dmitri's viewpoint on ranking only for the front end.
[22:59] - Role of direct search on data.
[27:46] - Questions to ask product teams to start recording data.
[29:55] - Can you leverage national blog post traffic for home services?
[35:07] - Dmitri's take on Google's recent content updates.
[40:47] - Dmitri's thoughts on E.A.T.
Resources mentioned:
Regex SEO - https://www.regexseo.com/
Content is not only text content. Text content nowadays is going away. So if you are an established business, doctor, health practice, or veterinarian, hire an intern videographer or editor and just let them follow you around and make a little YouTube showing whatever or little interviews. It's much easier for a doctor or any expert to sit in front of the camera for 15 minutes and answer a few questions than sit down and write a 2000 article that's going to take a day or more. If you have video content, YouTube is your friend. Nowadays, text content is becoming a smaller portion of content marketing. –Dmitrii Kustov, 50:53
If you're in the marketing industry and SEO game and doing it correctly, meaning that you produce great content, do not use any black hat, gray hat backlink building, or any of that stuff, none of the updates will affect you. They should even improve your rankings. –Dmitrii Kustov, 37:49
There's a big difference between trust and knowledge. Someone can be the smartest individual in their space, and someone can be incredibly knowledgeable. Still, it doesn't necessarily mean they're trustworthy. –Loren Baker, 46:32
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.
Connect with Dmitrii Kustov:
Having a strong passion for business and a desire to help others have led Dmitri to start his own company - Regex SEO. He works with companies of all sizes to help them grow their online presence.
As a data-driven Marketing Director, he helps companies increase market share and revenue by optimizing their marketing budgets. Among other high-profile marketing platforms, he's been featured on Forbes, MOZ, and SEMrush HackerNoon.
Connect with Dmitri on LinkedIn: https://www.linkedin.com/in/digitalspaceman/
Follow him on Twitter: https://twitter.com/DigitalSpaceman
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.lin...
Previous Episode
How To Leverage Amazon Prime Day To Grow Sales With Raj Nijjer - EP 289
Amazon Prime Day opened doors to endless marketing boosts for the second time this year.
Refersion's Raj Nijjer joins me on the SEJShow to discuss marketing opportunities for Amazon Prime Day within and outside of Amazon.
Even for businesses not on Amazon, there are chances to leverage the new October Prime Day, which is on its way to becoming as large of a holiday shopping day as Black Friday.
This is the first time they've done the two prime days. The first one is in July, so it's the beginning of Q3, and now they're doing one at the beginning of Q4. It shows you that there's enough demand out there and there's enough inventory too. Now that supply chains have gone back to normal, shipping prices have gone way back to earth, and frankly, many brands are sitting on a lot of inventory. The timing for Amazon could not be more perfect –Raj Nijjer, 9:04
Amazon is probably one of the most efficient machines out there. I think from that perspective, it works, and that's why you see conversion rates that are six to seven times the B2C website –Raj Nijjer, 31:46
I also think you're going to have a generation going away that knows what Black Friday is. When was the last time, probably five or ten years ago, people lined up outside a store to go shopping? Black Friday it's become an online event. As that generation fizzles and goes away, the concept of Black Friday may not even exist anymore. –Loren Baker, 31:59
[00:00] - About Raj & Refersion
[08:26] - What makes this year's Prime day different?
[11:40] - Best categories to be in.
[18:06] - How to reach out to your Amazon customers.
[25:41] - How to leverage Prime even if you're not on Amazon.
[27:23] - How does Prime impact Black Friday?
[40:03] - How to use Refersion as an Amazon affiliate, associate, or seller.
Resources mentioned:
Refersion - https://www.refersion.com/
It can't be like B2C versus Marketplace. It has to be like B2C and Marketplace. –Raj Nijjer, 17:24
It's the promise that Amazon makes. It's fulfillment, shipping, and payment. It's all systems and operations, but it's like magic to you as a consumer. –Raj Nijjer, 16:15
If you're worried like, oh my God, I don't want to put my brand on Amazon, more than likely, your competitors are already on there. They're on there all right, and they're already selling and finding success. They've registered in the brand registry, which gives them protection and product protection. But they also get a slew of selling and marketing tools because you have complete control over your listing. –Raj Nijjer, 23:13
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.
Connect with Raj Nijjer:
Raj's experience in the ecommerce space has given him an invaluable advantage in building out affiliate marketing strategies for brands looking at ways of accelerating growth.
His role as CMO at Refersion involves enabling advocacy and maximizing customer lifetime value for brands. When not investing or advising startups, Raj is a witty and knowledgeable speaker on all things tech-related. He knows his way around any digital marketing topic you can throw at him!
Connect with Raj on LinkedIn: https://www.linkedin.com/in/rajnijjer/
Follow him on Twitter: https://twitter.com/RajNijjer
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Next Episode
The Future of Programmatic - Transparent & Value Driven with Rajeev Goel - EP 291
Can programmatic be transparent and value-driven, given the deprecation of third-party cookies? Absolutely.
Rajeev Goel, Co-founder and CEO of PubMatic, joins me on the SEJShow to talk about the future of programmatic.
You can expect to hear critical insights on Google's open bidding, ID services, how AI can play a future role, bidding after cookies, CTV, trends, and more.
Header bidding came to exist in the first place because publishers felt they were not getting a fair auction inside the Google Ad Tech stack. So header bidding was designed to open up that auction process and bring transparent participants. –Rajeev Goel, 25:28
What header bidding did was that it allow publishers to work with multiple monetization platforms. –Rajeev Goel, 4:06
There's a massive shift in consumer behavior that's driving where the ad dollar growth is. The change in consumer behavior is towards much more online video than the Internet. It's also towards connected TV and streaming. –Rajeev Goel, 29:52
[00:00] - About Rajeev Goel & PubMatic
[03:03] - What is header bidding?
[08:06] - The future of header bidding with third-party cookies is going away.
[12:20] - Do identity solutions do a better job than third-party cookies?
[14:49] - The shift toward more direct deals
[17:32] - How AI helps with programmatic advertising.
[18:10] - About modeled cohorts advertising.
[21:10] - What is Google open bidding & why its controversial?
[27:39] - All about CTV.
[36:36] - Walled gardens vs. Open Internet.
[41:04] - Opportunities & challenges in brand advertising vs. performance campaigns.
Resources mentioned:
PubMatic - https://pubmatic.com/
Identity Hub - https://pubmatic.com/products/identity-hub/
Header bidding is now ubiquitous across the industry, more competition for your ad space leads to more revenue, and we think that's great for publishers. That allows people to do what you're
doing right now and reinvest into content that you know your consumers love. –Rajeev Goel, 7:22
Near term, we are seeing that there is a shift toward more direct deals. –Rajeev Goel, 15:25
Consumers want transparency. They want to know that, in an auction environment, there's a level playing field. –Rajeev Goel, 24:58
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.
Connect with Rajeev Goel:
Rajeev strongly believes in technology's power to solve problems and improve people's lives. This conviction has driven him to build PubMatic into one of the world's leading software companies serving the digital media industry. Under his leadership, PubMatic has grown from a small startup to a publicly traded enterprise with more than 600 employees and 14 offices worldwide.
In addition to co-founding Chipshot.com and serving as its VP Of Technology, he held marketing director positions at SAP. His experience navigating large companies and bringing innovative products that drive business growth makes him a true technology visionary.
Connect with Rajeev on LinkedIn: https://www.linkedin.com/in/rajeevgoel1/
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
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