Find opportunities for embedding machine learning into your processes - with Lazarina Stoy

David and Olga discuss the importance of doing SEO testing to prove the SEO concepts you preach.Talking points include:How do you know what to test?How do you test?What software do you use?How long should tests last?How often should you test?What shouldn’t you test?What don’t you test yet, but do you intend to test in the future?

David and Sally discuss the importance of striving to achieve stakeholder buy-in in an ever-evolving SERP.Talking points include:Why is this important?Who are the key stakeholders?How do you achieve stakeholder buy-in?How do you appeal to different stakeholders?How do you continue to work with different stakeholders?How does this impact the role of SEO moving forward?Why does the ever-evolving SERP landscape make this necessary?

According to Elena Dyulgerova, it;s essential that you diversify your traffic sources in 2024.Talking points include:Where are the best sources to diversify traffic sources from?What are the most valuable sources of traffic?How does Pinterest optimization work best in 2024?Is Pinterest only for e-commerce?How does this differ by industry?How do you optimise for different platforms?

Ash Nallawalla from CRM911 Digital believes that SEO deserves a bit more recognition – and businesses will benefit greatly from giving SEO managers a bigger voice. Discussion points include:Where in a corporate structure should an SEO manager sit?What do they need to control?What do they need to influence?How do they manage to climb the organisation hierarchy?

Helen Pollitt says that you need to ensure that SEO takes its rightful place as a strategic business function.Discussion points include:Why has SEO been traditionally been considered a marketing channel?Why is it imperative that SEO is fully integrated into design, brand, engineering, customer services and UX teams?How should a company change their focus from "SEO as a marketing channel" to "SEO as a strategic business lever"?

Gus shares that you can improve your impact by taking inspiration from how product managers operate.Gus says: “Think like a product manager.""For me, it’s about following a process of discovery, testing, and seeing whether the things that you’re doing actually have an impact or not. Let’s say you believe that you can improve indexation on a website. That’s your hypothesis. Then, you’re going to start with the discovery phase: what are the possible things you can do to solve this problem? There are many different ways that you can do this, depending on the size of your website and the resources that you have."

You can diversify your own approach and skillset, but International SEO and Digital Marketing Specialist Monsterrat Cano is a firm believer in strength in numbers. It’s foolish to work alone, she says.Discussion points include:Can every SEO collaborate - even in-house SEOs working by themselves?How do you collaborate during a- migration process- recession- algorithm update- tech integration

In this episode David and Ashley discuss the importance of learning from what's currently ranking, but offer something different with your content.Discussion points include:How do you learn what you should be ranking for?How do you learn what’s currently ranking?How do you offer something different with your content?How do you know that search engines will prefer your content?What type of content tends to be more effective nowadays?How often should you update your content?

If you’re looking for a new weapon to add to your arsenal, Sara Taher from Assembly Global says that video is the way to go. She believes that this is where users and search engines are turning their attention.Sara says: “Integrate video content into your SEO strategy, be it long-form, short-form, vertical, horizontal, or square videos.”"You want to leverage video on the SERPs themselves and also on other platforms as well – like YouTube and TikTok. You basically want to create video content that you can also post on your website. For each of those, there are values that they are going to bring to your business."

Navah Hopkins believes that SEOs need to know about Performance Max ads.Discussion points include:What are Performance Max ads?What will iOS17 do for tracking and attribution of your marketing campaigns?What creative works best? Ad or landing page perspective or both?Why are they different?What does adapting content to visual first placements mean?Why are they better?Is there any downside?Why are they important for SEO?How should paid and SEO work together?