On today’s show!

  • What it’s like working with big clients like VW and Proctor and Gamble
  • Getting buy-in from all the departments on SEO
  • Leveraging automation and tools to collect and process data
  • Link building at scale
  • The impact of machine learning on rankings
  • The most important types of backlinks to focus on
  • The problems with ranking factor studies
  • How to stand out in the world of SEO
  • And… Paul answers YOUR question from Twitter

Listen Now!

BuzzSumo – One of my favorite tools for coming up with content ideas, finding people who share content in an industry, and tons more (like alerts to keep an eye on your competitor’s links). Also, check out their new Question Analyzer Tool (formally Bloomberry – recently launched within BuzzSumo!) Listen to the show for a special code to get 30% off BuzzSumo for 3 months.

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Show Agenda and Timestamps

  • Paul’s Introduction [1:36]
    • Paul’s role at Catalyst and what Catalyst does [1:49]
    • Brief list of things Paul is currently involved in [3:25]
    • What does Paul’s average day look like [4:29]
    • How does Paul sell SEO to his clients and earn their trust [6:39]
    • How do you ensure organic search is integrated into each relevant part of the business [8:19]
    • What does being a technical marketer mean to Paul [10:13]
  • What is KNIME and its applications [11:11]
    • Example of what can be accomplished with KNIME [14:38]
    • How did Paul come across KNIME [16:29]
  • Paul’s method for downloading search console data [17:26]
    • What do you then do with the data? [20:07]
  • Calculating Keyword Growth Using Google Trends, Python and the Slope Formula post [23:19]
    • What is a Slope Formula? [24:56]
  • Other automation ideas [26:05]
  • Link Building  and Paul’s Post “Wake a Sleeping Giant for Content Marketing SEO: Your Employees’’ [29:37]
    • Tangible ways companies’ teams can acquire links [31:49]
    • Building partnerships to address broken links [33:08]
    • Motivate with Incentives [34:43]
  • How do you show up as a small company lacking the financial resources large companies have? [35:15]
    • How do you find the holes in your competitors SEO? [37:45]
  • Is Direct Traffic a ranking factor? [39:21]
  • Has Paul seen a shift towards inbound links being less important as a ranking factor versus content quality, engagement and on page optimization? [41:37]
  • What types of links is Paul seeing being important and contributing towards rankings [43:51]
  • Ranking Factor Studies [47:45]
  • What ranking factors does Paul think we should be thinking about heading into 2018 [48:53]
  • What Rank Tracking Tools does Paul use for large clients [52:09]
  • How important is it to be a content creator yourself as an SEO? [53:07]
  • Why does Paul share all of his content for free? [54:29]
  • Reddit SEO community and how do you moderate? [56:19]
  • Online Genuses [58:44]
  • Where to go to learn programming and what should we learn [59:54]
  • How to find a technical SEO mentor [1:03:37]
  • What does Paul do to keep improving his SEO skills and grow knowledge [1:05:40]
  • Where can you find Paul online and conferences [1:07:24]

Tools Mentioned

Articles, Resources, and Links Mentioned

Find Paul Online


About Dan Shure

Hi! I'm Dan Shure. I write all of the posts and host all of the podcast episodes you'll find on the Evolving SEO blog. Say hello on Twitter @dan_shure!

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