Podcast With Georgia Tan

SXO: The Future of SEO You Can’t Ignore with Georgia Tan

Show Notes

Hey there, SEO enthusiasts! 🚀 Are you ready to explore the future of SEO you can't ignore? In this episode of the Agency Insider Podcast, I sit down with Georgia Tan, Co-Founder & Head of Search at Switch Key Digital, to unravel the secrets of search experience optimization (SXO) and how it’s revolutionizing SEO strategies. Discover how to drive more organic traffic and achieve a #1 ranking by integrating SEO with UX and CRO. We'll dive into Georgia’s personal journey from content writing to leading her own digital agency, and explore insightful tips on adapting to AI advancements, optimizing for voice search, and creating engaging content that ranks your website number 1. Whether you're a beginner or an advanced user, this step-by-step guide is packed with actionable advice to enhance your search engine rankings and visibility. Ready to transform your strategy? Keep optimizing, and let's achieve those top rankings together! 📈

Chapters:

00:00 - Intro

00:52 - Interest in Digital Marketing

02:28 - Mentors and Pivotal Moments in SEO

03:48 - Staying Updated in Digital Marketing

05:19 - Early Experiences Shaping SEO Approach

08:00 - Evolution of Content Strategies

09:50 - Adapting Business Content Strategies

11:22 - Role of Video and Audio in Content Strategy

12:42 - Common SEO Content Mistakes

14:37 - Optimizing for User Intent

16:34 - Search Experience Optimization (SxO)

19:24 - Building Trust and Authority in SEO

23:35 - Importance of Storytelling in SEO

25:04 - Key Ranking Factors for SEO

26:54 - Underrated SEO Techniques

28:04 - Biggest Hurdles in SEO

29:24 - Difficult SEO Challenges

32:06 - Educating Clients and Team Members

33:46 - Staying Motivated in Digital Marketing

35:10 - Voice Search Optimization

36:30 - Local SEO Strategies

38:00 - Essential Digital Marketing Skills

39:10 - Learning Resources for Digital Marketing

40:15 - Favorite SEO Tools

41:10 - Recommended Books for SEO

41:55 - Future of SEO Evolution

42:50 - Final Advice on SEO

43:35 - Connect with Georgia

Transcript

Intro

0:00 welcome to the agency Insider podcast where we dive deep into the world of digital marketing and Su I'm your host

0:07 NAIT koser today I have the pleasure of speaking with Georgia 10an co-founder at switch key digital Georgia's Innovative

0:14 approach to SEO combines a user Centric methodology that integrates SEO ux and

0:20 cro to help business grow and connect with their audience today we'll dive deep into her unique strategies and

0:26 insights that have shaped her career and her thoughts on the future fut of dist

0:34 [Applause]

0:39 [Music] marketing welcome

0:45 Georgia thanks for having me Navi excited to be on here yes so let's start

Interest in Digital Marketing

0:52 by talking about your career Journey what initially sparked your interest in digital marketing and led you to

0:57 co-found uh switch key yeah so it's it's been a it's been a

1:04 long journey for me how I originally got into the SEO side I started off actually

1:11 initially wanting to be a Content writer and then started writing for online Publications like like finder and

1:19 writing about everything from like drones to coffee machines to reviewing

1:25 movies all kinds of things and that's where I really learned about SEO first in the first time and really like I

1:32 guess fell in love with the the strategy and data side of SEO and and seeing you

1:37 know how much impact that can have for brand on the visibility and the bottom

1:43 line so that's how I got into SEO and then from there I worked agency side a

1:48 couple of agencies been there a long time and then yeah I've always wanted to

1:54 eventually go out on my own and start my own business so yeah been very very

2:00 lucky to have that opportunity and start Swit key Digital My agency now and

2:05 alongside my my partner who's a ux and website designer and

2:12 developer okay so how long you've been running this agency now so it's been under a year now but we're growing

2:20 quickly and yeah it's been exciting and yeah awesome so far okay okay and

2:27 looking back were there any pivotal Ms or mentors that shaped your approach to SEO and digital Mark

Mentors and Pivotal Moments in SEO

2:35 strategies looking back what shape them I think that I mean

2:41 obviously I think around that like December 2023 time when when chat GPT

2:47 came out and then this like everything with AI now all the tools strategies

2:53 Google gang smarter I think that was a crucial time where like myself and also

2:59 I guess yeah lot of seos had to adapt your strategy and let me focus more on

3:07 both the AI but also more on user intent and helpful content uh prior to that I

3:14 think where I really hold my skills was when I was working with a lot of Publishers in Publisher and news SEO and

3:22 that area can be working with such large sites that get millions of visits per

3:28 month in of different countries um it's really fastpaced and like the news cycle

3:34 was so fast on a like hourly level so I think that really trained my technical

3:39 skills and also working with like non seos

3:46 okay so so and how do you stay updated to the constant changes in the industry

Staying Updated in Digital Marketing

3:53 I mean you know how how often they come now yeah so it's definitely a few things

4:01 I mean like online I'll follow like key people like on LinkedIn I still love

4:07 reading some like the good in-depth articles like on search engine Journal

4:12 um on different blogs of people I follow and then I think also investing in the

4:18 inperson like conferences that I've been going to and speaking at here like in

4:23 Australia but also internationally and then actually getting to speak to lots of seos doing

4:30 really cool stuff in person and like really get to I guess dig your brains and in the masterminds has been really

4:37 really helpful as well um and then we also have like smaller like local events

4:42 meetups here every month as well okay so it's it's more the offline networking

4:48 helps as well yeah and I think like really getting to chat with people who are

4:54 testing very specific things or seeing what's working in their Niche that's some sometimes find like you know with

5:00 all the chatter online it's still great to get the anecdotal like what people

5:06 actually seeing like on the ground with their different sides too okay and uh um of course you

5:13 mentioned you've worked with the uh major agencies and Brands how did this

5:18 early experience shaped your approach to se and digital strategy which you use

Early Experiences Shaping SEO Approach

5:25 today yeah so I mean for me I am a very

5:30 white hat SEO I'm very holistic as well I think working with a range of

5:35 businesses like like mediumsized Enterprise and you realize that SEO it's

5:42 involved with so many different parts of other departments like product design

5:47 development marketing so really SEO has to fit into your into the entire brand

5:54 it's an Empire brand and digital strategy so because of that my Approach yeah is really user first customer first

6:02 and making sure the SEO fits with the overall brand strategy and being

6:08 holistic okay so so do you find much difference when you you mentioned you work with Enterprise as well as the

6:14 midsize business so is there a different way the SE is approached or it's the same way just the implementation is

6:21 different I think that the goals of the clients can be really different like for

6:27 Enterprise a lot of the time it is about really like even before being able to

6:32 make a small change or as a SEO you might not even have the permissions to make any change on the CMS yourself so

6:39 it's really about having to justify the impact that your SEO recommendations

6:46 like the technical changes the the content that you want to add like how is that going to impact the businesses

6:53 bottom line like how much growth will they see or can we put a dollar figure to that and then for mediumsized

7:02 businesses or small to medium right like if you're working directly with someone really really invested as a as an owner

7:08 or someone really high up then of course they want to see results potentially faster and see those conversions which

7:16 means yeah I think that's really where it can be really rewarding I guess as a

7:22 SEO to be able to implement most of what you what you want and really really be

7:27 able to see that growth so yeah I would say mediumsized businesses is where you

7:34 can really like you you still have a lot of resources potentially so you can do

7:39 more but enough bandwidth to actually get it done faster and actually focus on

7:46 like great tactics in SEO and Implement rather than spending time also just like

7:52 justifying to even get buy it that happens with us all the time you're right yeah okay so let's talk about the

Evolution of Content Strategies

8:02 content side and of course you mentioned you started working as a Content writer first so so you've been in this industry

8:10 for a while now and of course have you seen content strategies evolve over the year especially with the rise of AI or

8:17 they have stayed safe it's definitely changed a lot like

8:22 since I started in the field like more than a decade ago like I think before the way we've been to do SEO like

8:31 in terms of like say you know the heavy focus on like writing in a sort of

8:36 pillar format your like the metad data and then

8:42 your H1 your H2S and being very structured like that and really focusing

8:48 a lot on keywords I've definitely seen that shift and that strategy not really working as

8:55 well now if we don't consider like show casing more of the like expertise and

9:03 experience in the content and other brand factors as well so it's more like eat is to be

9:11 incorporated now without that the content doesn't make much sense Google and I think really focusing

9:18 on like actually making the content unique and engaging for readers so that

9:24 yeah they actually want they actually want to read most of the piece they spend longer on the page then they want

9:30 to click on other articles because before I feel like it was a lot easier to to be able to you know optimize that

9:38 keyword and mention that and have a pretty essy optimized page and you're done but now yeah there's a lot a lot to

9:45 think about okay okay and how do you think businesses should adapt their contest

Adapting Business Content Strategies

9:52 strategies in light of these changes just by writing unique content as you mentioned or different Bas as well

10:01 yes so I guess my my answer won't be the easy answer I think like businesses you

10:08 know we still need to make and use data to make our decisions as much as

10:13 possible so that could be both looking at search data but also you making sure

10:20 you're actually using the information from other sources as a brand like your customer data from sales and everything

10:27 to really I guess have pick a very personalized strategy and then with the content

10:36 itself I've really learned like yeah it doesn't take I think it doesn't take one

10:41 person to write good content like it probably takes you know at least three

10:46 because if you have someone who doesn't really like have the subject matter

10:52 expertise writing it you'll be able to tell so you really need to weave that in

10:58 and the more value you the more you can create something to really help a reader like

11:05 adding another content asset for example like a guide a downloadable making

11:10 unique images that are not stock images making ACC comping video all of those things will really enhance like the

11:18 overall page and uh so uh what role do you think

Role of Video and Audio in Content Strategy

11:24 video and audio content play in a uh I mean the comprehensive content strategy you mentioned

11:31 I think it's getting more and more important was very interesting I saw recently that with the study on like

11:38 what is ranking in or what sites are ranking in Google AI overviews and YouTube is

11:44 like like one of the biggest domains so video is showing up in there as well and

11:51 we've definitely seen YouTube and video really being so prominent in the

11:57 search results now so I would yeah I would definitely definitely recommend most businesses not only focus on like

12:04 the traditional website articles but do YouTube as a separate Channel and then

12:11 think about how we can cross over like for example embeding the YouTube

12:16 articles in the website and then vice versa like in a YouTube description as

12:24 well so so here is a good tip for our listeners I mean YouTube just don't use

12:29 YouTube just for the sake of it it's time starting taking YouTube seriously and creating content because AI going to

12:36 have a lot of YouTube in it right right right now now what are

Common SEO Content Mistakes

12:43 some of the common mistakes that people make when writing SE friendly content yes so I mean I think I think one common

12:50 mistake is really focusing on the tools potentially too much to like just like

12:58 in your keyword search for example to decide what is a good topic to pick like

13:04 for example even if a tool like a keyword research tool might say

13:09 something zero search volume I would recommend you like if you know it's like something really valuable

13:16 for your audience maybe customers they've been talking about it or you see

13:22 people sign to talk about this like on Tik Tok or something then that's definitely a valuable keyword

13:29 and topic to focus on so over Lance and tools is probably a big one another one

13:38 I guess is still focusing too heavily like on like on keyword stuffing or just

13:44 focusing on making a page as high as you can get like on a on page suf score but

13:50 it doesn't really go deeper into the content and provide unique

13:56 value so what you mean is focusing on a score of 99 or 98 using all those

14:02 content Optimizer is not going to give you any better value unless you think

14:08 from what you are doing to give provide a user what kind of a content right

14:13 keeping user first in mind not the scores and everything right like you could have a great score but it might be

14:20 completely trash to read no want to buy from that side then then you know with

14:26 all that Chrome monitoring your uh uh bounce rates is your it's actually going to

14:31 hurt exactly yeah you want to focus on the engagement right right right now there's

Optimizing for User Intent

14:38 an often a fine line between optimizing for keywords and as we talk focusing on user intent how do you find that balance

14:45 without compromising on either yeah so I think that's something

14:50 that's still yeah it's not easy it's not easy at all so as a SEO you know I'm always

14:57 going to advocate for optimized SEO page but the best way like

15:04 for the content team or the SEO briefing the content is to really make sure that

15:10 like you understand the business and and the brand like what are their goals who are

15:17 their target audience and like this very specific type of audience that you're

15:22 really trying to dress and if you can keep them like at the back of your mind

15:28 as you're writing it then you'll start to realize like oh like maybe this title here it's too unnatural to say it this

15:36 way or that would be less important because they already know what the problem is so I should put this section

15:42 down so yeah it's it's really a balance so I would say don't be afraid to get the

15:50 opinions of non seos as well and at the same time I guess other departments you

15:57 know they need to get the opinions seos to get your die driven decisions it's really that collaboration to get the

16:04 best results for you for the business okay that makes complete sense

16:10 because a lot of time people focus on one and not the other so it's you rightly said the collaboration is what

16:16 is the key here yeah definitely definitely I think

16:21 the collaboration and it will be a compromise but the business I think if

16:27 you have a cohesive strategy it will really really show to customers and it's so

16:33 important now you are also known for your user Centric SEO so can you walk us

Search Experience Optimization (SxO)

16:39 through what this approach entails and why it's crucial in today's uh digital

16:45 landscape 100% so yeah something I am really advocating and focusing on is sxo

16:54 or search experience optimization which essentially is like the next Frontier of

16:59 SEO but basically it's about focusing on what we all really want not just ranking

17:05 like highly on the search results but actually getting the conversions from

17:10 your SEO work from your pages and getting more really maximizing that so

17:17 how I do that through sxo is by understanding keeping embracing the SEO

17:23 strategy but also incorporating the ux or user experience

17:29 principles into the approach as well as conversion rate optimization or cro so

17:37 yeah like SEO ux and cro together so that's sort of the overview so

17:43 essentially it's like a a strategy mindset where everything you do you're

17:49 focused on being able to drive the conversions or leads and really measure

17:56 the impact that your work is having whether it is doing SE optimized page

18:02 optimizing your your Google my business running paid ads on Google

18:07 even okay so so basically combining SEO ux

18:14 and cro is what uh is sexo about exactly yeah okay and uh so okay

18:23 and for businesses looking to adopt this approach what are some of the common challenges and how how do you recommend

18:29 overcoming them yeah so I think one common challenge that in all businesses have

18:36 this one is setting up the tracking and analytics properly and yes with ga4 it's

18:43 not making it any easier but if you can really make sure that you've set up

18:48 proper tracking for each Channel but then also for more specific goals make

18:55 sure that you have your your thank you learning page to be able to track for example like a organic form submission

19:03 make sure that you have event tracking for like a live chat submission or from someone calling

19:11 from Google my business so all the tracking that's the first step if you can't track your funnel then you don't

19:18 know what your funnel is then it's really hard to improve

19:23 okay okay now let's talk a little bit about building a lasting brand through Su of course with with the the recent

Building Trust and Authority in SEO

19:29 Google update also hinting that brand is what is preferred for Google in rankings

19:35 so now Su is often seen as a tool for visibility but how can it also help

19:40 build trust and Authority for a brand yes so I mean the great the great

19:47 thing about SEO I guess why you know why I love it so much is like the way it's

19:54 meant to be is you're able to leverage your knowledge of how to rank in Google

20:00 to help a you know a business show up that maybe has less less brand Authority

20:06 but because they're providing Great Value from their

20:11 pages and what they're saying is great for that keyword for those queries then

20:17 you deserve to rank so I think that fundamentally is

20:24 what SEO is about so to your to your question

20:29 so your question is about how to make how does SEO

20:37 fit in building trust and authority of brand yeah

20:43 so if we think about what SEO is doing SEO is essentially all about especially

20:49 now it's all about gring in your digital footprint you know with link acquisition

20:57 with digital PR that's really about finding organic

21:02 natural ways to build relationships with other people communities Brands and that's still so

21:10 important like it's like you're basically networking for online so that doesn't change in terms

21:17 of like technical SEO and making the page experience great for example not

21:24 having security issues all of that well your making a great user

21:30 experience for users that learn on the page they know how to navigate your site

21:35 well the structure is great um the page load speed is excellent so that still

21:44 impacts the entire site not not just SEO as well and in terms of

21:49 authority being able to really produce like a great on page content and really

21:55 show your website your brand as a thought leader that is not just great

22:01 for SEO but like it's going to be great to work together with like your the

22:07 social media efforts the like offline campaigns that a brand might be doing

22:13 alongside email marketing ads everything so yeah really positioning like your

22:19 brand visible a thought leader great

22:24 experience now now I mean uh what what are some common mistakes businesses make

22:30 with SEO that can negatively negatively affect their brand or customer trust I know once you said a speed of the

22:36 website but are there other factors as well common SEO mistakes that businesses

22:44 make to yeah for which can negatively negatively affect their brand or

22:50 customer trust yeah so the thing about trust is

22:55 yeah it's hard to gain easy to lose so I think you know with like

23:01 your you should treat every page of your site if it's going to be visible very

23:06 carefully so if in like even say focusing too much on SEO and you make

23:14 your page look spammy or maybe the design of the site is terrible and it's

23:21 outdated that's going to give customers a terrible impression of your entire brand then they would much prefer to go

23:28 to another site that looks professional clean they seem to know what they're talking about I think

23:34 that's so important okay now how important is

Importance of Storytelling in SEO

23:40 storytelling in SEO uh does weaving a Brand Story into a SEO strategy makes a

23:46 tangible differences in user engagement and brand loyalty Story relling I mean I think the

23:55 I mean the store answer is yes and of course the Where You Are are in that

24:00 users's journey to buying a product or deciding on a service will impact like what's what

24:08 elements of Storytelling that you need like for example like at the in the brand awareness stage

24:15 when uh yeah a user doesn't know anything about your brand and that's when you have to show them that you're

24:21 trustworthy your great brand have like really like human Centric have your

24:26 about us pages make your brand vision and the values very clear I think that's

24:32 been you know getting more and more important for consumers as well um and then like say you're more in the like

24:39 you're ready to convert like you're at a very commerci it's a very commercial query you just want to buy the product

24:45 then at that stage you know say a customer is shopping around they just want to buy a product very quickly

24:51 they're looking for in stock availability looking at prices and sales in that case then storytelling might not

24:58 be that important okay uh let's move moving on

Key Ranking Factors for SEO

25:06 more into the SEO now what do you consider to be the most important ranking factor in right now and in

25:14 202 yes so of course there's no way I can only advocate for one ranking

25:20 Factor so yes I will not say that just do content I definitely don't recommend

25:27 that I'm also not going to say just do links only so I it's it's really it's

25:32 really the combination and like say you are a pretty established site you

25:37 already have a great domain Authority you know you're already very well known

25:43 in your Niche then maybe it's more about focusing on the technical SEO and having

25:49 a great information architecture improving your Crow budget

25:55 versus if you're like a very new brand you just started out your website just

26:00 came out of the Google stand boox like completely new right then yeah 100% you

26:05 need to then I would say it's more like a what's the word like a spectrum like

26:11 if you're a small site then I'd say yes you need to focus on building your reputation relationships through links

26:19 but also you need to continue building your your quality content but if you're larger site the

26:26 issues will be maybe less about links could be about content would

26:31 definitely be about Technical and managing all the

26:37 pages so I mean of course that's a valuable insight for a smaller and a

26:43 site which is just or a business just launched the more is the link and reputation of course and for a bigger

26:49 side we always see it's technical issues and the crawlability also matters right now are there any underrated SE

Underrated SEO Techniques

26:56 techniques that you think more people should be utilized oo that that's a great that's a

27:03 great question I'll throw it out there like it's not like a sexy one but

27:08 obviously internal linking that's super super important I think just cuz it seems like it's maybe hard or not as fun

27:16 like that can be overlooked that's so important for maximizing the site structure and everything

27:23 underrated yeah I mean I'd say

27:28 I'd say finding the like I definitely Advocate using AI still but with the human

27:34 editing right now everyone's talking about you know chat GPT I personally I've also like

27:42 using Gemini for like content and brainstorming I think that is underrated I definitely see Google really going to

27:49 try to step up in that area so i' would also say like check out how you can use

27:56 Gemini especially for and brainstorming creativity it's been it's been really

28:03 good okay now of course every field has its challenges what do you see as the

Biggest Hurdles in SEO

28:09 biggest hurdle in SE right yeah so I think really the theme of like what we've been saying today I think the hard

28:17 part is that seo's become so much more complex and with Google's like

28:23 algorithms getting so much smarter really being able to understand like the natural language processing like

28:29 sentiment and entities a lot more I think the hard part is the SEO yeah it's

28:35 really becoming more focused on the users and branding and it's going to

28:41 be I think we can't just do SEO in our Silo anymore we have to not just focus

28:48 on the website we have to look at all that we have to work with other channels we have to optimize with different

28:55 formats like video on YouTube YouTube on Tik Tok and have that cohesive brand

29:02 experience to really actually provide more value to users so yeah I think just a lot a lot

29:10 more to do than how it might have been you know like 10 20 years

29:16 ago so I mean of course it's a lot lot to do for a user who is coming or for a

29:22 for a person who's doing SEO for the first time now can you share an example of a particularly difficult your problem

Difficult SEO Challenges

29:29 you have encountered and how you have solved it a difficult

29:36 problem yeah I'm trying to think about one where you know where we did actually

29:42 you know get to the get to the bottom of it so I think you know one problem was

29:49 you know I had this publisher client and like they were

29:55 basically getting hit by the algorithm updates and wondering like you know how

30:01 why can't they like what are they doing wrong they're having a great content

30:07 velocity their content is SEO optimized um your site

30:12 architecture it's pretty good they have like good subfolder structure they have good internal linking they've already

30:20 used um you know like they have all the WordPress plugins like they they should

30:25 to optimize for things like image compression and Page speed as well but

30:31 essentially like for this this client we realized that even though that you know there was a mistake that they had made

30:39 like years ago like say for only like three to six months writing content

30:46 which we realized was actually like fake news or about topics that they maybe

30:52 don't need to be talking about not relevant to the niche that really damaged that

30:58 so I guess yeah the hard part is recovering once you've been hit how we how we have managed that is basically

31:05 sometimes you do need to be a bit I guess aggressive not to say delete

31:13 everything but you need to really pick out the Thorns I guess yeah and cut it out deleting it knowing that means your

31:19 traffic will suffer initially but you can grow from there when you're in a good place and then refocusing the

31:26 strategy after that like I'm narrowing down the Clusters actually relevant and

31:32 then doing the hard work so so does that s gained after all doing all this or

31:37 still in the process yes it's still still gained after this so yeah that's

31:43 the I guess like motivation like there are definitely a lot of sites that you

31:48 know we can recover but it's a lot of obviously it's a lot of work and

31:54 sometimes you have to it's like taking a step back for have to delete that get it

32:00 out and then you can move forward okay okay now uh how do you

Educating Clients and Team Members

32:08 approach educating clients or team members who might not understand the importance of

32:13 AC that's always a hard one like SEO as a channel yeah so misunderstood

32:21 and you know it it doesn't seem as fun maybe as other channels so yeah I think

32:27 the most important thing to remember is like because it can often feel so

32:32 technical in the jog like really try to drop the jogging and

32:38 explain things as simply as possible and really focus I guess on the results like

32:47 if I if I Implement and fix all these technical issues like why is that

32:53 important for my site like what's going what will the Improvement

32:59 be okay right um and yeah I mean the other

33:04 thing I think is on the measurement and Reporting side like for other channels

33:10 like say for paid search it's so easy to track your return on investment that can

33:16 feel quite tangible for clients so really you have to find a way to do the

33:21 same for SEO and sometimes that means it's more of like rough estimate because

33:28 we don't have the exact numbers you might have to forecast and also make sure you can try

33:35 to link up like with a client's internal CRM so you can actually get an accurate

33:40 picture of the leads and and the value of them okay yeah now so besides what you

Staying Motivated in Digital Marketing

33:49 mentioned what strategies uh do you use uh to stay motivated when facing these

33:56 obstacles H yeah so I mean I think just trying to

34:04 to reframe I guess that like you know like I'm doing AO because like I want to

34:10 help businesses to succeed and give them the tools to succeed like they should so

34:17 yeah I think some of the selft talk sometimes I think seos can get so so

34:23 stuck in only thinking about SEO like 24/7 of the time so

34:28 so I actually find like like talking to other people who are not in the same

34:33 field maybe they're not even in marketing like I like to go to other events it really gives me a different

34:40 perspective like on how other I guess professionals how the companies view

34:45 seos you know what do they know and that will really help you

34:50 practice explaining SEO so yeah and then other simple things like just doing

34:56 mindfulness things like it could be spending time with my dog could be

35:02 exercising all of that so important to just keep fresh I guess and and renew

35:08 the Focus right and uh so uh how has increasing prevalence of voice search

Voice Search Optimization

35:15 affected Su strategies yeah so for a long time I

35:21 think people were talking about you know this would be the next huge thing but it

35:26 didn't really happen like the past 5 years maybe but I really think now like

35:32 as people like are loving audio so much like one simple way is like letting

35:39 people digest content in different formats so if have you text one maybe people prefer to listen to it so having

35:45 the audio version and now with AI so much easier to do that without being so

35:52 time consuming um in terms of voice search and Integrations with like like

35:58 with AI overviews and appearing in generative like engines like through

36:05 like the say the Siri and chat PT integration similar for like pixel and

36:10 and Gemini I would advise seos to really look into generative engine optimization

36:17 or they're calling it artificial intelligence optimization as well and focus on those

36:24 conversational like how can you optimize more conversational language in the content as

Local SEO Strategies

36:31 well okay now also can you share some tips for Effective local SEO

36:38 strategies yeah so local SEO strategies obviously with Google my

36:45 business I think the the biggest thing is locality make sure you optimize for all

36:52 the areas served make sure that you're nap like The prominent so your name

36:58 address phone number is clear across all your properties reviews are still super

37:03 super important as a ranking Factor within gmbb so make sure that you have

37:10 like a good rewards like a system in place to ask all your happy customers to give you reviews instead of just the

37:17 ones who are incentivized in other ways to leave one okay

37:22 um yeah I mean some quick tips there and of course don't forget about building

37:27 the local Authority which could be through citations and like that it could also be about actually being present in

37:34 the local community taking part in events could be like sports games could be charity

37:41 events anything and then you get natural mentions back that way too and show that

37:46 you're a real business locally it's kind of a making uh more of Co citations

37:55 work yeah definitely definitely okay now for those just starting in

Essential Digital Marketing Skills

38:00 digital marketing what skills do you believe are essential to thrive in this field as of

38:06 today yes so I think definitely you know having that

38:12 inquisitiveness to really like want to dig deep and explore the different

38:19 channels I think you do need both like a a data driven mind because all of this

38:26 there a lot of data a lot of like tools to think about and be need to be able to

38:32 guess digest at and then communicate that report it track it and then I think

38:37 it's just having that Curiosity because and patience as well because these things are changing so much now they

38:45 really having the passion to keep up with the latest updates because things

38:50 could literally be changing like every couple of months that's probably faster

38:56 than that so it's really about having the Curiosity to experiment with the latest

39:05 Technologies and keep up yeah okay now uh of course as you mentioned digital

Learning Resources for Digital Marketing

39:11 marketing is constantly evolving I mean are there any go-to sources to go and learn for people would you recommend

39:17 some goto sources so like foro for beginners I

39:23 always love to recommend learning seo. I by

39:28 it's a great one because it has like a whole road map there really gives you a lot more guidance to kind of steer your

39:34 career like what part you want to focus on and has so many resources um and then I would like like just even looking up

39:42 like I influences and following some of them whether that's on LinkedIn or X you'll get a feel of like you know you

39:50 know what do you agree with what do you not so do that as well um and get down

39:56 to some see your conferences that's such a great way to both hear like the like

40:03 talks that are important in 2024 but then then you can actually just go up and and chat to different people um

40:11 which can be a lot more digestible than just reading and reading as well okay give us some of your favorite SEO tools

Favorite SEO Tools

40:18 which are not R and not HFS my favorite SEO tools um one that I

40:26 really liked recently is a page optimizer pro for

40:33 the roof that's right that's right yeah awesome yeah and I also recommend yeah

40:40 like Sur SEO is great as well for on page yeah I mean like technical stuff

40:46 it's not going to be that exciting you know I'm still stand by you know screaming

40:51 frog Moos Cy's great for the online version and dealing with that stuff in

40:57 the cloud right it's resource extensive right yes yeah I think yeah if uh for a

41:05 new person thing can underestimate what it can do to your laptop yes okay and uh I'm sure you been into

Recommended Books for SEO

41:14 content so uh what are your favorite books you will recommend which are not

41:19 SEO but otherwise which makes some difference to your thinking and your entrepreneur

41:25 skills yeah so that's really something you know I still need to get to I have like a whole list of books to read I

41:33 think one that would be great to recommend is I think it's it's called iy

41:38 so it's like the Japanese philosophy likeing your purpose yeah yeah so yeah

41:47 that's that's one it's how people live so so many years there because of this

41:52 finding the purpose right yes okay now how do you think the

Future of SEO Evolution

41:58 relationship between Su and other digital marketing disciplines with Will evolve in the coming years yes so I mean

42:04 I really see that they're really really getting more and more

42:10 interconnected so for example yeah SEO and the video team or SEO and um the

42:18 social media team we have to work closer and closer together and yeah like for people

42:25 that say like it's SEO like dead in 2024 like should I focus just

42:31 on I don't know on Reddit an email or something I definitely say that's not the case as long as people have search

42:39 engines as long as it's Google whatever's on there that's all to do with SEO is just taking on much more

42:47 sophisticated form okay right uh okay with that we

Final Advice on SEO

42:53 come to the end of the show thank you so much for sharing your insights before we wrap up is there any last piece of

42:59 advice or Insight you would like to leave with our listeners who are looking to improve their SEO and content

43:08 Strate I'll just keep it simple I'll just say you know keep every make everything user first really think about

43:17 know your audience and focus on how you can engage them and get those conversions by being helpful okay so the

43:25 user first right and that's actually an excellent advice which people most of the time specifically in SEO field

43:31 forgets that it's always about user first I agree with you now uh if a

Connect with Georgia

43:37 listener wants to learn more about you or connect with you what's the best way for them to do

43:42 so yep so yeah you can add me search me up on LinkedIn add me there or you can

43:48 go to my website yes swike digital.com and yeah happy very happy to chat so

43:54 thanks so much for having me on your show today yeah thank you so much Georgia to you as

44:00 well for sharing your wealth of knowledge with us today and it's been an incredibly insightful hour and until

44:06 next time to our listeners keep optimizing