The Unscripted SEO Interview Podcast

Mark A Preston

Hosted by Mark A Preston: SEO Trainer & Speaker. The Unscripted SEO Interview Podcast is a deep insight into the wonderful and sometimes scary world of SEO (Search Engine Optimisation). Join Mark as he interviews people who work within the SEO industry, who are not only well-respected, but have really interesting stories to share. Yes, this podcast is 100% unscripted, 100% unrehearsed, 100% unedited, and 100% real. Guaranteed to provide those golden nugget lightbulb moments.

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SEO from the Eyes of a Google Quality Rater with Cyrus Shepard

SEO from the Eyes of a Google Quality Rater with Cyrus Shepard

Dive into the world of SEO with Mark A Preston and Cyrus Shepard in the latest episode of The Unscripted SEO Interview Podcast, titled "SEO from the Eyes of a Google Quality Rater with Cyrus Shepard". This engaging episode uncovers Cyrus Shepard's personal journey in the SEO industry, revealing the keys to his success and the challenges he faced at Moz.Discover the intricate balance between content and SEO, and learn how Google's use of user data impacts the algorithm. Cyrus, a Google Quality Rater, shares his unique insights into the process and significance of this role, including how Google utilises the feedback from Quality Raters. He also navigates the tricky waters of sharing SEO insights without compromising his position.For SEO consultants, Cyrus provides invaluable advice on assessing a website's quality in Google's eyes, and discusses the evolving landscape of SEO in the face of brand trust and eCommerce changes. Learn whether well-known brands are set to dominate the organic search battle and how eCommerce SEO is expected to transform in an AI-driven world.Additionally, Cyrus, the brain behind ZyppySEO, talks about his client base and the essence of his passion for solving SEO puzzles. His predictions for the future of SEO and content focus are not to be missed.Junior SEOs and seasoned professionals alike will benefit from Cyrus's advice on career progression, his thoughts on GA4, and the traits that define successful SEOs. He also delves into the world of SEO side-gigs and affiliate marketing, offering a glimpse into potential career paths within the industry.Mark and Cyrus also explore the broader perspectives of the SEO world, discussing the value of testing new ideas without negative impacts and the ideal mindset for SEO professionals.This episode is a treasure trove of insights for anyone passionate about SEO, from beginners to experts. Tune in to hear Cyrus Shepard share his expertise, experiences, and predictions, providing listeners with a deeper understanding of SEO from the perspective of a Google insider.

SEO from the Eyes of a Google Quality Rater with Cyrus Shepard

SEO from the Eyes of a Google Quality Rater with Cyrus Shepard

Dive into the world of SEO with Mark A Preston and Cyrus Shepard in the latest episode of The Unscripted SEO Interview Podcast, titled "SEO from the Eyes of a Google Quality Rater with Cyrus Shepard". This engaging episode uncovers Cyrus Shepard's personal journey in the SEO industry, revealing the keys to his success and the challenges he faced at Moz.Discover the intricate balance between content and SEO, and learn how Google's use of user data impacts the algorithm. Cyrus, a Google Quality Rater, shares his unique insights into the process and significance of this role, including how Google utilises the feedback from Quality Raters. He also navigates the tricky waters of sharing SEO insights without compromising his position.For SEO consultants, Cyrus provides invaluable advice on assessing a website's quality in Google's eyes, and discusses the evolving landscape of SEO in the face of brand trust and eCommerce changes. Learn whether well-known brands are set to dominate the organic search battle and how eCommerce SEO is expected to transform in an AI-driven world.Additionally, Cyrus, the brain behind ZyppySEO, talks about his client base and the essence of his passion for solving SEO puzzles. His predictions for the future of SEO and content focus are not to be missed.Junior SEOs and seasoned professionals alike will benefit from Cyrus's advice on career progression, his thoughts on GA4, and the traits that define successful SEOs. He also delves into the world of SEO side-gigs and affiliate marketing, offering a glimpse into potential career paths within the industry.Mark and Cyrus also explore the broader perspectives of the SEO world, discussing the value of testing new ideas without negative impacts and the ideal mindset for SEO professionals.This episode is a treasure trove of insights for anyone passionate about SEO, from beginners to experts. Tune in to hear Cyrus Shepard share his expertise, experiences, and predictions, providing listeners with a deeper understanding of SEO from the perspective of a Google insider.

Merging for Success: Navigating the Complexities of Business Consolidation

Merging for Success: Navigating the Complexities of Business Consolidation

In the labyrinth of business growth, the path of merging two entities stands as one of the most intricate yet rewarding routes. "Merging for Success: Navigating the Complexities of Business Consolidation" is the definitive guide for business owners, CEOs, and decision-makers facing the daunting task of unifying brands under a new banner.This episode offers a deep dive into the realities and challenges of merging business profiles, especially in the meticulous eyes of Google's algorithms and policies. The discourse, enriched by the practical experiences and sage advice of industry stalwarts Mark A Preston and Mike Blumenthal, provides an invaluable walkthrough of the current landscape where digital existence is as significant as the physical.Our dialogue uncovers the perils of duplication penalties, the rigorousness of Google’s verification processes, and the strategic missteps that can inadvertently render a business invisible online. It underscores the importance of a meticulous approach to renaming, rebranding, and relaunching your joint business venture.Listeners will glean expert-level understanding of how to handle reviews, the pivotal role of accurate website information, and the critical nature of primary data suppliers. With a pragmatic approach, this podcast outlines the preparatory steps essential for a merger, delves into the intricacies of location-based challenges, and reveals how to maintain the legacy and digital prominence of merging entities.Whether you're at the precipice of a merger or just considering one, this episode is a compass to steer your businesses toward a seamless transition and a prosperous future.

Next-Level Local: Crafting Superior SEO Strategies with Expert Insights

Next-Level Local: Crafting Superior SEO Strategies with Expert Insights

This episode, "Next-Level Local: Crafting Superior SEO Strategies with Expert Insights," is a must-listen for any business that’s ticked all the initial SEO boxes but is eager to soar higher in the digital skies. Join us as we delve into the nuanced world of local SEO, where simply having a pretty business profile and an optimized website isn't the endgame—it’s just the beginning.Embark on an insightful journey with the seasoned expertise of Mark A Preston and Mike Blumenthal, who lay out a roadmap for what comes after the SEO setup. They reveal the essence of continuous adaptation in a marketplace where competitors evolve by the minute and why the assistance of a local SEO specialist isn't just a luxury—it's a necessity.The conversation navigates through the intricacies of building a link profile that echoes with local prominence, the skillful management of business mentions that matter, and the evolving importance of reviews in shaping both Google's perception and customer conversions. Our guests discuss the underestimated power of professional photography in compelling prospects to engage, and how product-focused SEO strategies are making waves in local searches.For businesses aiming to expand or excel, this dialogue is a trove of strategies, emphasizing the importance of a synergistic approach between you and a local SEO specialist. Tune in for an enlightening session that promises not just to inform but to transform the way you think about local SEO and digital visibility.

Proximity, Prominence, and Power: Decoding the Local SEO Algorithm of Google

Proximity, Prominence, and Power: Decoding the Local SEO Algorithm of Google

Join us on a captivating journey through the intricacies of Google's Local SEO algorithm in this eye-opening episode. Discover the unique blend of factors like prominence, relevance, and the distinct element of proximity that sets local SEO apart from national search strategies. Here, our insightful dialogues, informed by industry veterans Mark A Preston and Mike Blumenthal, uncover the mysteries behind the digital mechanisms that determine local business visibility in the ever-competitive SERPs.Delving into the heart of Google's sophisticated approach, our experts reveal how local SEO transcends traditional webpage analytics, focusing instead on entities and their interrelations within the Knowledge Graph. Listen in as they articulate how local search marries data on entities, mentions, and reviews into a composite signal of relevance and prominence, which is intricately weaved into Google's ranking fabric.The conversation also highlights the subtle nuances that differentiate local SEO from the broader national approach. With Mark A Preston and Mike Blumenthal's guidance, understand how localized mentions and reviews enhance a business's digital footprint, and how proximity becomes a pivotal point of convergence for users and businesses alike.Whether you're a small business owner seeking to navigate the tides of local SEO or a marketer aiming to refine your strategy for local listings, this episode offers valuable insights into optimizing for Google's unique local search algorithm. Tune in to transform your understanding and elevate your local search presence.

Shifting Tides in Local SEO: A Decade of Dominance and Change

Shifting Tides in Local SEO: A Decade of Dominance and Change

Dive deep into the heart of Local SEO with this engaging episode, where we explore the intriguing evolution of this dynamic industry. With an unflinching look at the past and present, our seasoned experts, including the renowned Mark A Preston and the insightful Mike Blumenthal, offer a rich tapestry of analysis and personal anecdotes that reveal how the field has - and hasn't - transformed over the years.The digital landscape for local businesses has undergone seismic shifts, primarily shaped by Google's ascent to a virtual monopoly. Our discussion unveils how, in spite of the competitive terrain morphing beyond recognition, the underlying principles of Google's algorithm have stood the test of time, echoing back to the era of 2007 and 2008. Yet, beneath this surface of constancy, a current of change flows, powered by an ever-growing reservoir of data and evolving market strategies.Listeners are invited to join Mark A Preston and Mike Blumenthal as they dissect the competitive landscape changes and the subtle tweaks in Google's algorithmic approach. They'll break down the complexities of Local SEO, assessing the importance of adapting to the monopolistic environment while acknowledging the core strategies that continue to hold sway.Whether you're fine-tuning your Local SEO game, seeking to understand the dominance of Google, or simply curious about the shifting algorithms that dictate online visibility, this episode is your gateway to the world of Local SEO mastery.

Unlocking the Power of Local Schema: Your Digital Blueprint to Visibility

Unlocking the Power of Local Schema: Your Digital Blueprint to Visibility

In the intricate web of local SEO, where do schema markups stand, and how crucial are they for your business's online presence? This enlightening episode dives into the world of local schema and its impact on how search engines, like Google, comprehend and categorize your business information. With a focused lens on the value of structured data, our discussion led by industry veterans explores whether local schema is the key to unlocking your business's full potential in the digital space.Schema markups are not just technical jargon; they are your business's digital blueprint that guides search engines through your company's story - from the services you offer to the locations you serve. Yet, the significance of local schema varies greatly depending on your business's nature and online maturity. For a well-established single location business, schema might just be a neat addition. However, for a dynamic, multi-location enterprise, local schema becomes an indispensable tool to maintain clarity amidst changes.Furthermore, we uncover the symbiotic relationship between local schema and Google's Knowledge Graph, how structured data can enhance product visibility in search results, and when schema can transition from being a helpful guide to a potent conversion optimization tool. Especially in sectors like legal services, where organic review stars can dramatically boost conversions, schema plays a pivotal role.But the question remains: is it worth obsessing over? Join us as we balance the benefits of schema integration with a practical approach to managing your online presence. We untangle the myths and reveal actionable insights that can refine your approach to utilizing schema for local SEO success.

Crafting Content That Opens Doors: Mastering Local Business Blogging

Crafting Content That Opens Doors: Mastering Local Business Blogging

In the vast digital landscape where every local brick-and-mortar business scrambles to get noticed, how can you ensure that your blog doesn't just exist, but actually helps people walk through your front door? This compelling episode delves into the nuanced world of local business blogging, dissecting the strategies that turn words into foot traffic. We're not just talking about casual writing; we're discussing the fine art of geographically-targeted content that resonates with a local audience.Drawing insights from industry mavens Mark A Preston and Mike Blumenthal, we unravel whether every piece of content needs to be steeped in local flavour to be effective. The conversation pivots around the effectiveness of local business blogs, with surprising statistics indicating that a mere 2% of the target audience might be engaging with your content.The episode moves forward by examining a case study of a business with multiple locations within a 50-mile radius, addressing the pivotal question: Does blogging serve any real purpose for purely local businesses without national ambitions? The answer lies in the strategic deployment of long-tail content within the right silos of your website to boost relevance and customer understanding, rather than isolated blog posts that may miss the mark.We're peeling back the layers of local business blogging, offering actionable advice on integrating meaningful, detailed content into your main website's structure to capture and engage a local audience effectively.Join us as we venture beyond the basics of blogging, equipping you with the insights to craft a content strategy that not only reflects your local business's reality but also beckons the right customers to your doorstep.

Demystifying Local SEO: More Than Just Checking Boxes?

Demystifying Local SEO: More Than Just Checking Boxes?

Local SEO: a simple checklist or a complex puzzle? This is the question we tackle head-on in our latest episode, where the world of local search engine optimisation is laid bare. Here, we take a deep dive into the common misconception that local SEO is a walk in the park—a mere matter of ticking off tasks. Through the lens of expert discussions, influenced by the analytical minds of Mark A Preston and Mike Blumenthal, we explore the intricacies that make local SEO a unique and often challenging battlefield for businesses.The conversation orbits around the concept that what may seem straightforward on the surface is, in reality, a dynamic and competitive arena where algorithms and moving parts create a game of digital chess. We explore the nuances that distinguish a simple box-ticking exercise from a strategic manoeuvre to dominate local search results.Our discussion isn't just about debunking myths; it's about providing a clear understanding of what it takes to excel in local SEO. Whether you're a small business in a less competitive market looking to make your mark, or you're a seasoned player in a cutthroat industry, this episode offers valuable insights into how customer experience trumps rank obsession.Tune in to move beyond the SEO buzzwords and noise. Learn to decipher what truly matters in the local SEO landscape and how to implement strategies that resonate with both search engines and customers.

Navigating the Tangle: Surviving Google Business Profile Mergers

Are you entangled in the web of Google Business Profile (GBP) mergers? Dive into this essential episode where we dissect the often perplexing world of GBP consolidations. Join our digital savants, with insights drawn from the expertise of Mark A Preston and Mike Blumenthal, as they unravel the mysteries behind why and how Google might unexpectedly merge distinct business profiles—leaving you puzzled and seeking answers.This episode delves into the artificial intelligence algorithms that govern the decision-making processes at Google, which sometimes lead to the inadvertent merging of business profiles that are geographically close or similar in category. The conversation steers towards actionable strategies for pre-empting and resolving such mergers, with a focus on safeguarding your business's online identity.Our experts underscore the importance of keeping a detailed record of your Google Business Profile’s unique identifiers: the CID (Customer ID) and Place ID. They share a 'pro tip' that could be the difference between a quick resolution and a prolonged struggle with merged profiles or lost reviews.Whether you're a seasoned digital marketer, a local business owner, or someone just stepping into the digital arena, this podcast equips you with the know-how to maintain control over your business listings and what to do if Google's AI decides to merge them without notice.Prepare to arm yourself with the essential tools and knowledge to navigate the complexities of GBP mergers and ensure your business maintains its rightful place and reputation online.

Local Spotlight vs. Organic Giants: Mastering GBP and Web Rankings for Your Business

Local Spotlight vs. Organic Giants: Mastering GBP and Web Rankings for Your Business

Welcome to the episode that demystifies the impact of Google Business Profile (GBP) versus traditional organic web rankings in the local business arena. As we delve into the nuanced world of local search dynamics, our savvy digital marketing experts, Mark A Preston and Mike Blumenthal, unpack the varying influences of online business profiles and websites across different sectors.Our conversation begins by exploring the category-dependent nature of local searches, illustrating how certain high-consideration queries can hinge on the detailed information provided by a website. Yet, for more straightforward decisions, like choosing a general practitioner, the power of GBP emerges, with its proximity cues and rich review landscapes.Mike shares intriguing research findings on consumer behaviors in medical fields, revealing the depth and breadth of the local finder's influence. They discuss how the lack of reviews or information can sway potential clients away or towards a business and how users traverse beyond the top three listings, deep into the local finder, to select the perfect match for their needs.This episode is not just about visibility—it's about understanding the intertwined relationship of all digital facets. The digital footprint of a business is not limited to its website or GBP listing. Newspapers, review sites, and other internet sources all contribute to shaping Google's perception of a business's relevance and prominence.Join us as we navigate the intricate dance of local and organic SEO to elevate your business's online presence, influence, and, ultimately, its success.

Expanding Your Local Business Horizon: Smart Strategies for Targeting Surrounding Towns

Expanding Your Local Business Horizon: Smart Strategies for Targeting Surrounding Towns

In this insightful episode, dive into the strategic world of local business expansion without the overhead of new locations. Local business experts Mark A Preston and Mike Blumenthal dissect the age-old dilemma: How can you extend your business reach to neighbouring towns from a single hub? They explore the evolution from geographical duplicate pages to today's hyper-localized Google landscape, revealing actionable tactics for spreading your business's influence.Listen as Mike provides a step-by-step guide starting with data-driven AdWords campaigns to pinpoint profitable markets. Discover how to assess the value of surrounding areas and strategically choose where to focus your marketing efforts. Mike’s pragmatic approach involves creating targeted web pages infused with high-value keywords and complementing organic strategies with precise AdWords campaigns.Before you consider expanding brick and mortar, tune in to learn how to effectively position your business in multiple markets virtually. This episode is an essential listen for local businesses aiming to expand their digital footprint and capitalize on the markets that promise the highest returns.

Parasite SEO Uncovered: Leverage or Loophole?

Parasite SEO Uncovered: Leverage or Loophole?

The buzzword 'Parasite SEO' has been making waves in the digital marketing sphere. But what exactly is it? Tune into this enlightening chat between Mark A Preston and Charles Floate as they unravel the intricacies of this tactic. At its core, Parasite SEO exploits Google's link-based algorithm's heavy leanings towards root domain authority. Charles delves into the nitty-gritty, explaining how high-authority domains can often overshadow their smaller, niche-specific counterparts, granting immediate and often dominating search rankings. Whether you're considering purchasing a sponsored spot on these behemoth platforms or leveraging free platforms like LinkedIn, Quora, or Reddit, this discussion offers a comprehensive insight. From the sudden traffic surges of LinkedIn posts to the potential ranking rewards, explore the intriguing world of Parasite SEO and decide for yourself: Is it a smart leverage or a loophole waiting to be closed?

Unravelling the Enigma of Toxic Links: Your Essential Checklist

Unravelling the Enigma of Toxic Links: Your Essential Checklist

Have you ever found yourself on the receiving end of a sudden influx of unsolicited links, leaving you puzzled about their toxicity? Dive deep into this riveting conversation between Mark A Preston and Charles Floate as they dissect the nebulous world of negative SEO and toxic backlinks. While Mark recounts a personal encounter with thousands of seemingly unrelated links, Charles outlines the key markers that distinguish the harmful from the benign. From malware-infested domains and plummeting traffic stats to the perilous neighbourhoods of spam-heavy niches – get equipped with an essential checklist to ensure your website remains unscathed. In a digital landscape where link quality can make or break your online reputation, this discussion is an invaluable guide for every website owner and SEO professional.

Owning Your SEO: The Need for Accountability and Leadership

Owning Your SEO: The Need for Accountability and Leadership

Do you find yourself baffled by the lack of accountability in the SEO industry? Tune in as Mark A Preston and Charles Floate discuss the pivotal role of SEO ownership. They touch upon the pitfalls of driving traffic to non-converting assets and highlight the prevalent 'job without responsibility' mindset. The conversation also underscores the importance of taking ownership of results, both good and bad. In a sea of unspoken agreements and silent nods, the duo emphasise how finding one's voice can not only pave the way for individual success but also foster a more collaborative and transparent community. Dive into this enlightening discussion on why it's high time SEO professionals stepped out of the shadows and truly owned their craft.

The Delicate Balance: Vetting Talks at SEO Events vs Censorship

The Delicate Balance: Vetting Talks at SEO Events vs Censorship

In a world that celebrates free speech and authenticity, how do event organisers tread the thin line between ensuring quality content and avoiding censorship? Join Mark A Preston and Charles Floate as they delve deep into the dynamics of vetting speaker talks at SEO events. Charles offers a behind-the-scenes glimpse into how some event organisers vet slides, striving to polish the final delivery without compromising the speaker's genuine message. While many events face criticism for alleged censorship, this episode shines a light on the intentions and challenges behind such decisions. It's a thought-provoking discourse on the balance between quality assurance and preserving the essence of a talk.

Parasite SEO Unmasked: Authority Hijacking vs Building Genuine Relationships

Parasite SEO Unmasked: Authority Hijacking vs Building Genuine Relationships

In a candid conversation between Mark A Preston and Charles Floate, the intricacies of Parasite SEO are unravelled. Often misunderstood, Charles contrasts his experiences with high authority sites to the widely debated tactic of 'authority hijacking' in the SEO world. Listen as they explore the balance between leveraging a site's digital authority for SEO benefits and the genuine relationships that can form the bedrock of organic growth. With personal anecdotes about friendships in the industry, and insights into working with influential figures like Matthew, this episode offers both a deep dive into SEO strategies and a heart-warming account of mentorship in the digital age.

Unlocking Free Links: The Art and Evolution of Link Building Without the Cash

Unlocking Free Links: The Art and Evolution of Link Building Without the Cash

Step into the evolving realm of link building with seasoned experts, Mark A Preston and Charles Floate. This episode unveils the age-old debate: Can one truly garner high-quality links without emptying their pockets? Charles offers an illuminating perspective, drawing on the transformative nature of the digital economy over the last eight years. Listen in as they delve into the dynamics of investing time versus capital, the rising trend of bloggers asking for payment, and the implications this bears on fair competition. The duo also touches upon Google's role and the changing landscape post-COVID. This eye-opening conversation brings to the fore the ethical dilemmas, practical challenges, and the sheer resilience of the 'buying link economy' in the digital age.

Mastering the Dance of Content: Rank vs Convert in Lead Generation

Mastering the Dance of Content: Rank vs Convert in Lead Generation

Dive deep into the multifaceted world of lead generation content with Mark A Preston and Charles Floate. Listen as they dissect the delicate balance between creating content that ranks and content that converts. Charles candidly shares his experience transitioning from the affiliate scene to lead generation, touching upon the challenges he faced in international markets, particularly the Nordics. Harnessing local talent, understanding foreign content quality, and ensuring convertibility in different languages are among the many topics discussed. Learn about the subtle art of curating top-notch content that not only boosts visibility but also ensures high conversion rates in varied demographics. If you're eyeing international markets or simply wish to hone your content game, this episode is a must-listen.

SGE and the AI Fact-Checking Maze: Google's Reality Inception

SGE and the AI Fact-Checking Maze: Google's Reality Inception

Join Mark A Preston and Charles Floate as they unravel the complexities surrounding Google's SGE and its intricate web of fact-checking. How does Google intend to ensure the accuracy of its AI-driven content? Charles shines a light on the potential ‘Inception-like’ solution – an AI fact-checking another AI, in a seemingly endless cycle. They discuss the real dangers of misinformation, exploring various arenas where things could go awry, from sensitive subjects like weapons and gambling to more general topics. Both ponder the urgency with which such tools are released, questioning if competition is overshadowing safety considerations. With public opt-ins for SGE rolling out and the end of its experimental phase in sight, this conversation sheds light on a rapidly evolving digital landscape and the ethical dilemmas it poses.

Demystifying Digital PR Pricing: Are You Paying Too Much?

Demystifying Digital PR Pricing: Are You Paying Too Much?

Join industry insiders Mark A Preston and Charles Floate as they delve into the somewhat controversial topic of digital PR pricing. Charles provides an insightful perspective, highlighting the disparity in prices between traditional SEO clients and corporate clients. Shedding light on the 4x markup many face, this episode offers a candid discussion on the real value of PR campaigns, the role of content quality, and how to discern true worth from mere hype. The duo also shares tips on optimising your budget to get top-notch PR services without the exorbitant price tag, proving that sometimes, less truly is more.