Artwork

[email protected] (Jeremy Rivera) and Jeremy Rivera에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 [email protected] (Jeremy Rivera) and Jeremy Rivera 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
Player FM -팟 캐스트 앱
Player FM 앱으로 오프라인으로 전환하세요!

Internal Linking, SME Interviews, and Platform Diversification: Daniel Horowitz's Modern SEO Playbook

40:47
 
공유
 

Manage episode 504716077 series 3458098
[email protected] (Jeremy Rivera) and Jeremy Rivera에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 [email protected] (Jeremy Rivera) and Jeremy Rivera 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

Guest Information

Daniel Horowitz
Senior SEO Manager at Informatica
Connect: LinkedIn

Episode Summary

Daniel Horowitz shares his decade-long journey in SEO, from agency-side link building campaigns to managing enterprise SEO at Informatica. We dive deep into the impact of Google's Helpful Content Update, the shift from traffic-focused to conversion-focused strategies, and practical tactics that still work in the AI-dominated search landscape.

Key Takeaways

  • The traditional SEO content model is dead, especially for volume-based sites
  • Enterprise SEO success now depends on cross-functional collaboration and subject matter expert interviews
  • Internal linking remains one of the most underutilized yet effective strategies
  • Platform diversification is essential as Google transitions to being an answer engine
  • Community-driven digital PR creates more valuable signals than traditional link building

Episode Timestamps

[00:01] - Introductions and Daniel's background at Informatica
[00:42] - Link building experiences with Shopify Exchange project
[02:09] - Evolution from link building to enterprise SEO strategies
[03:39] - Digital PR vs traditional link building approaches
[07:02] - Google's maker sessions and the "answer engine" revelation
[08:13] - The Helpful Content Update's devastating impact on travel blogging
[09:03] - Enterprise SEO evangelism and cross-functional collaboration
[11:50] - Subject Matter Expert (SME) interview series strategy
[15:05] - Moving beyond basic keyword-focused content
[15:48] - Transitioning from blogs to resource pages and use cases
[19:00] - Justifying content marketing spend with declining traffic
[21:39] - Cross-channel marketing and sentiment analysis
[25:28] - Platform diversification beyond Google
[29:54] - The future of SEO in an AI-dominated world
[37:13] - Actionable advice: The power of internal linking

Topics Discussed

Link Building Evolution

  • Shopify Exchange outreach campaigns
  • Local directory and publication resistance
  • The shift from tactical links to semantic search understanding
  • Digital PR becoming more important than traditional link building

Enterprise SEO Strategy

  • Cross-functional collaboration with product marketing and web teams
  • Building topical authority over chasing head terms
  • SME interview series for authentic content creation
  • Moving from "what is X" to "use cases of X for Y"

Impact of Algorithm Updates

  • Helpful Content Update destroying travel blogging business overnight
  • Six-figure revenue loss with no recovery path
  • Shift from traffic volume to conversion quality metrics
  • AI overviews cannibalizing top-of-funnel content

Modern SEO Tactics

  • Internal linking for semantic relevance
  • Community engagement and analog events for link building
  • Platform diversification strategy
  • Creating unified content ecosystems

AI and Search Evolution

  • Google's transition to answer engine model
  • Optimizing for AI agents and semantic search
  • The death of volume-based content strategies
  • Future of creator content and platform dependency

Mentioned Resources & Links

People & Companies

Case Studies & Examples

Host Information

Quotable Moments

"I always liken [link building] to fixing the subway system in New York City, whereas you would have to really shut it down for a while in order to put new track down."

"With AI search, we've lost a lot of traffic, but our conversion rate has actually increased quite a bit because of the types of content we're putting out."

"The SEO content model is dead. I don't think that's coming back."

"Internal linking has been so important. I'm shocked at how many businesses just don't do it and don't consider how things relate to each other."

"Where you're being cited is more important than how you're being cited."

Action Items for Listeners

  1. Audit your internal linking structure - Ensure pages connect semantically and guide users through logical next steps
  2. Schedule SME interviews - Record 30-minute conversations with your subject matter experts
  3. Diversify content distribution - Repurpose content across LinkedIn, Medium, Reddit, and industry-specific platforms
  4. Focus on middle and bottom-funnel content - Create content AI overviews can't adequately summarize
  5. Implement cross-functional SEO collaboration - Work with product, marketing, and web teams for unified strategyRelated Episodes

Subscribe & Connect


These show notes were created to help listeners navigate key topics and access mentioned resources. For the complete conversation and full context, listen to the full episode.

  continue reading

100 에피소드

Artwork
icon공유
 
Manage episode 504716077 series 3458098
[email protected] (Jeremy Rivera) and Jeremy Rivera에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 [email protected] (Jeremy Rivera) and Jeremy Rivera 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

Guest Information

Daniel Horowitz
Senior SEO Manager at Informatica
Connect: LinkedIn

Episode Summary

Daniel Horowitz shares his decade-long journey in SEO, from agency-side link building campaigns to managing enterprise SEO at Informatica. We dive deep into the impact of Google's Helpful Content Update, the shift from traffic-focused to conversion-focused strategies, and practical tactics that still work in the AI-dominated search landscape.

Key Takeaways

  • The traditional SEO content model is dead, especially for volume-based sites
  • Enterprise SEO success now depends on cross-functional collaboration and subject matter expert interviews
  • Internal linking remains one of the most underutilized yet effective strategies
  • Platform diversification is essential as Google transitions to being an answer engine
  • Community-driven digital PR creates more valuable signals than traditional link building

Episode Timestamps

[00:01] - Introductions and Daniel's background at Informatica
[00:42] - Link building experiences with Shopify Exchange project
[02:09] - Evolution from link building to enterprise SEO strategies
[03:39] - Digital PR vs traditional link building approaches
[07:02] - Google's maker sessions and the "answer engine" revelation
[08:13] - The Helpful Content Update's devastating impact on travel blogging
[09:03] - Enterprise SEO evangelism and cross-functional collaboration
[11:50] - Subject Matter Expert (SME) interview series strategy
[15:05] - Moving beyond basic keyword-focused content
[15:48] - Transitioning from blogs to resource pages and use cases
[19:00] - Justifying content marketing spend with declining traffic
[21:39] - Cross-channel marketing and sentiment analysis
[25:28] - Platform diversification beyond Google
[29:54] - The future of SEO in an AI-dominated world
[37:13] - Actionable advice: The power of internal linking

Topics Discussed

Link Building Evolution

  • Shopify Exchange outreach campaigns
  • Local directory and publication resistance
  • The shift from tactical links to semantic search understanding
  • Digital PR becoming more important than traditional link building

Enterprise SEO Strategy

  • Cross-functional collaboration with product marketing and web teams
  • Building topical authority over chasing head terms
  • SME interview series for authentic content creation
  • Moving from "what is X" to "use cases of X for Y"

Impact of Algorithm Updates

  • Helpful Content Update destroying travel blogging business overnight
  • Six-figure revenue loss with no recovery path
  • Shift from traffic volume to conversion quality metrics
  • AI overviews cannibalizing top-of-funnel content

Modern SEO Tactics

  • Internal linking for semantic relevance
  • Community engagement and analog events for link building
  • Platform diversification strategy
  • Creating unified content ecosystems

AI and Search Evolution

  • Google's transition to answer engine model
  • Optimizing for AI agents and semantic search
  • The death of volume-based content strategies
  • Future of creator content and platform dependency

Mentioned Resources & Links

People & Companies

Case Studies & Examples

Host Information

Quotable Moments

"I always liken [link building] to fixing the subway system in New York City, whereas you would have to really shut it down for a while in order to put new track down."

"With AI search, we've lost a lot of traffic, but our conversion rate has actually increased quite a bit because of the types of content we're putting out."

"The SEO content model is dead. I don't think that's coming back."

"Internal linking has been so important. I'm shocked at how many businesses just don't do it and don't consider how things relate to each other."

"Where you're being cited is more important than how you're being cited."

Action Items for Listeners

  1. Audit your internal linking structure - Ensure pages connect semantically and guide users through logical next steps
  2. Schedule SME interviews - Record 30-minute conversations with your subject matter experts
  3. Diversify content distribution - Repurpose content across LinkedIn, Medium, Reddit, and industry-specific platforms
  4. Focus on middle and bottom-funnel content - Create content AI overviews can't adequately summarize
  5. Implement cross-functional SEO collaboration - Work with product, marketing, and web teams for unified strategyRelated Episodes

Subscribe & Connect


These show notes were created to help listeners navigate key topics and access mentioned resources. For the complete conversation and full context, listen to the full episode.

  continue reading

100 에피소드

모든 에피소드

×
 
Loading …

플레이어 FM에 오신것을 환영합니다!

플레이어 FM은 웹에서 고품질 팟캐스트를 검색하여 지금 바로 즐길 수 있도록 합니다. 최고의 팟캐스트 앱이며 Android, iPhone 및 웹에서도 작동합니다. 장치 간 구독 동기화를 위해 가입하세요.

 

빠른 참조 가이드

탐색하는 동안 이 프로그램을 들어보세요.
재생