The Unscripted SEO Interview Podcast

In this episode of Unscripted SEO, host Jeremy Rivera sits down with Erica D'Arcangelo, CEO of Love Content Development, to discuss the evolution of digital marketing agencies, the hybrid work model, and navigating the AI revolution in content creation. About Our Guest Erica D'Arcangelo is the CEO of Love Content Development, a full-service marketing agency with 14 years in business. She also owns Create One (video production company) and V12 Strategies (marketing technology company). Over her career, Erica has worked with approximately 800 companies and generated nearly $300 million across all marketing contracts. She's also an Amazon bestselling author of "A Story About Pizza," chronicling her grandfather's journey as an Italian immigrant opening a pizzeria in 1960. Key Topics Discussed From Employee to Entrepreneur Started in healthcare marketing in 2001, learning everything from HTML coding to early social media Launched her own agency in 2013 as a single mom seeking flexibility Evolved from freelancer to "real agency" in 2017-2018 with organizational structure, office space, and full team Scaling an Agency Creating organizational charts and hiring strategies Client retention and process development The transition from "doing marketing" to "running a business" The Hybrid Work Model Evolution from office-only to remote during COVID to current hybrid approach Managing employees across locations (UK and Tampa, Florida) Balancing flexibility with the needs of different roles and positions The Death and Rebirth of SEO Why "SEO is dead" has been declared repeatedly since 2001 (and why it's not) Bringing back the "Webmaster" mentality for interconnected digital marketing The shift from keyword-focused SEO to multi-channel audience acquisition Foundational SEO in a Multi...

Guest: Lorraine Ball, Host of More Than a Few Words Podcast Experience: 19 years running a digital marketing agency, sold in 2021 Current Focus: Marketing consulting, teaching, and podcasting Key Topics Covered Building and Scaling an Agency Started in 2002 as traditional marketing company Evolved into digital agency with social media emergence Strategic decision to cap at 10 employees and raise prices instead of scaling Maintained 30% client maximum rule to avoid dependency risk Focused on home services (HVAC, plumbing, roofing) and restaurants Business Philosophy "Hire for attitude, train for skill" - Southwest Airlines model Phones answered on first ring by anyone, including CEO Personal touch as competitive advantage Long-term client relationships (10+ years typical) Strategic Insights Capacity management: Stay below capacity line, raise prices when at capacity Risk management: No single client over 30% of business Market positioning: Answer the questions your ideal clients have Content strategy: Focus on answers, not just keywords Episode 2: Lorrie Thomas Ross - Marketing in the AI Era Guest: Lorrie Thomas Ross, CEO of Web Marketing Therapy Title: "The Marketing Therapist" Experience: 19 years as Chief Enthusiasm Officer, former UC Santa Barbara & UC Berkeley instructor Key Frameworks Discussed The Five Factor Framework Credibility - Know, like, and trust through design, copy, and photography Usability - Seamless user experience across all touchpoints Visibility - Strategic presence across search and social media, ads, email, and PR Sellability - Clear differentiation and value proposition Scalability - Treating marketing as investment, not expense "MarkEDing" Philosophy...

In this episode of the Unscripted SEO podcast, host Jeremy Rivera interviews Katie Wagner, President & CEO of KWSM Digital Marketing Agency. They dive deep into the evolution of SEO, the importance of brand journalism, and how businesses can adapt to the changing digital landscape including AI overviews and LLM-based search. Guest Information Katie Wagner President & CEO, KWSM Digital Marketing Former CNN Television Anchor (15 years in journalism) Founded KWSM in 2010 Expert in lead generation and brand journalism Connect with Katie: Website: kwsmdigital.com LinkedIn: Katie Wagner (red dress profile picture) Host Information Jeremy Rivera Founder, SEO Arcade Host, Unscripted SEO Podcast SEO Expert & Consultant Connect with Jeremy: About: Jeremy Rivera Bio Podcast: Unscripted SEO Key Topics Discussed 1. The Evolution of SEO From Google reverse engineering to brand journalism Impact of AI overviews and rich snippets The rise of LLM-based search (ChatGPT, Claude) How E-E-A-T and helpful content updates changed the game 2. Brand Journalism Strategy Creating deeper stories around the humans in a business Two-tier content approach: top-funnel educational vs. bottom-funnel conversion Quality over quantity in traffic and conversions Building credibility through authentic storytelling 3. Revenue-Focused Marketing Moving beyond vanity metrics to actual...

Host: Jeremy Rivera Guest: Virginia Elder, Owner of Podcast Abundance Topic: The evolution of SEO, podcast marketing strategy, and cross-channel content creation Episode Description In this in-depth conversation, Jeremy Rivera sits down with Virginia Elder, owner of Podcast Abundance, to explore how podcasting fits into modern SEO and content marketing strategies. They discuss the evolution from traditional website-focused SEO to a holistic, cross-channel approach that leverages podcasting, social media, and authentic human connections to build brand authority and drive business growth. Virginia shares her journey from financial audit work to becoming a podcast production specialist for financial professionals, while Jeremy explains why genuine human conversations can't be replicated by AI and how podcasting creates valuable content ecosystems for businesses. Key Topics Discussed The Evolution of SEO Strategy The end of the "golden age" of basic SEO tactics Impact of Google's Helpful Content Update (HCU) on traditional SEO approaches Why websites are no longer the center of the digital marketing universe The rise of platform-based businesses (Instagram + Linktree models) Cross-Channel Marketing Approach Moving beyond website-only SEO to multi-platform strategies Creating "spider webs" of interconnected content across channels The importance of consistent branding across all digital touchpoints How different generations evaluate business legitimacy through different platforms Entity Recognition and Personal Branding How Google and LLM tools distinguish between people with similar names The role of consistent content creation in building entity authority Why more content leads to better AI understanding of your expertise The importance of video content in establishing credibility Podcast Production for Business Growth Why podcasting creates genuine content that AI cannot replicate The power of interviewing business owners to generate authentic content How podcasts can replace cold outreach with warm relationship building Cross-pollination opportunities within industry ecosystems

Episode: Unscripted SEO Podcast Host: Jeremy Rivera - Unscripted Podcast Guest: Chris Turnbull, Founder of Catalyst Marketing Duration: ~45 minutes Episode Description Join Jeremy Rivera as he sits down with Chris Turnbull, founder of Catalyst Marketing, for an unfiltered discussion about how SEO has evolved over the past 13 years. From Google's monopolistic behavior to the rise of AI overviews, this conversation explores why local SEO has remained surprisingly stable while broader search continues to fragment across multiple platforms. Chris shares insights from his journey from apprentice SEO to agency founder, specializing in performance marketing for local service businesses. The duo dives deep into the breakdown of traditional content marketing, the rise of user-generated content, and why Reddit posts now carry the same weight as backlinks from 2015. Key Topics Covered The Google Monopoly & Search Evolution How Google evolved from "organizing the world's data" to "being the world's data" The enshitification of search results and AI overview accuracy issues Why we've become "beta testers" for tech corporations The removal of search liaison positions and lack of feedback loops Local SEO: What's Changed vs. What Hasn't Why local SEO fundamentals from 2008 still work today The continued importance of Google Business Profile, citations, and reviews How LLMs heavily weight reviews and local mentions Digital PR as the evolution of community involvement The Content Creation Paradox Google's contradictory demand to "create content for humans" while using bots to consume it The problem of trillion duplicate articles from marketing agencies How algorithm updates have created unsustainable content cycles The information contamination problem with...

Unscripted SEO Show Notes: Entity Optimization with Jason Barnard Episode Overview Jeremy Rivera interviews Jason Barnard of KaliCube about entity optimization, AI assistive engines, and the future of search. This conversation explores practical strategies for controlling your digital footprint and optimizing for modern search systems.Explore the COMPLETE Episode, and read the deep dive on SEO Arcade for further topical exploration in the same field of entities, Ai and SEO. Guest Bio: Jason Barnard Jason Barnard is the founder of KaliCube and a pioneer in entity optimization. He started in 1998 with a children's website that grew to one billion page views in 2007, competing with BBC and PBS. In 2012, he successfully changed Google's perception of him from "cartoon blue dog" to "respected entrepreneur and digital marketer" - becoming one of the first to master entity transformation. Related Episodes You'll Love ️ Similar Deep Dives: If you enjoyed this conversation about entities and AI, check out our interview with Mark Williams Cook on technical SEO innovations where we explored how machine learning is reshaping technical optimization strategies. ️ Foundational Concepts: For more on search evolution and brand building, don't miss our conversation with Rand Fishkin on the future of SEO. Rand's perspective on sustainable organic growth strategies pairs perfectly with Jason's entity optimization methodology. Key Takeaways The Algorithmic Trinity: All modern AI systems (Google, ChatGPT, Perplexity) are built on three core technologies - LLM chatbots, knowledge graphs, and search results - all fed from the same data source: the web. Controlling your digital footprint impacts all three simultaneously. Entity Optimization Timeline: Search results update within a week, knowledge graphs take about three months to reflect changes, while LLM training data requires up to a year. Understanding these timelines helps set realistic expectations for entity optimization campaigns. Industry-Specific Authority Matters: Authority isn't universal - IMDB dominates for movies, Crunchbase for business, legal directories for law. The key is identifying which platforms algorithms trust within your specific industry rather than chasing generic high-authority domains. The Claim-Frame-Prove Method: Establishing expertise requires making a claim, framing it within existing knowledge structures, the...

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

Summary In this UnscriptedSEO conversation, Jeremy Rivera and LinkedIn expert Daniel Alfon discuss the often-overlooked potential of LinkedIn as a powerful SEO tool. They explore the evolution of social media, the importance of authority and identity on LinkedIn, and strategies for targeting the right audience. The discussion also covers the nuances of B2B versus B2C marketing, optimizing LinkedIn profiles, the significance of recommendations, and the differences between posting articles and posts. Alfon emphasizes the importance of understanding user behavior on LinkedIn and how to convert connections into meaningful business relationships.   Takeaways LinkedIn is often underestimated as an SEO tool. Most users treat LinkedIn as a static resume. A mismatch between online presence and real-life personality can hinder success. Authority on LinkedIn can significantly impact visibility. Profiles are more important than content posting for success. Recommendations enhance credibility and trust. Understanding your audience is key to effective marketing. Content shelf life determines whether to post or write an article. User-generated content can boost SEO visibility. Conversion strategies should focus on moving users to your own domain.  

Summary In this episode of the Unscripted SEO podcast, Keith Breseé hosts Paritosh Pareek and Anthony Prichard from WP Sprints to discuss the critical aspects of SEO, particularly focusing on technical SEO and video strategies for local businesses. They explore the importance of optimizing video content for search engines, common mistakes made in WordPress SEO, and the role of AI in content creation. The conversation emphasizes the need for businesses to adapt to changing SEO landscapes and leverage video as a powerful tool for building trust and visibility online.   Takeaways Video SEO is crucial for local businesses. Optimizing video titles and descriptions can enhance search visibility. Technical SEO mistakes can severely impact website performance. AI tools can assist in content creation but should not replace human oversight. Building trust through video content is essential for conversions. Local businesses should utilize video to engage their audience effectively. WordPress users often overlook basic SEO settings that hinder performance. Choosing the right hosting can affect website speed and SEO rankings. Content that answers user questions is more likely to convert. AI can streamline content creation but requires careful implementation.  

Host: Jeremy Rivera - Founder, SEO Arcade Guest: Melissa Popp - Founder, Rickety Roo | @poppupwriter Episode Length: 60 minutes Episode Overview In this deep-dive conversation, Jeremy Rivera and Melissa Popp explore the seismic shifts happening in SEO and digital marketing. From AI overviews decimating organic click-through rates to the fundamental question of whether SEO as we know it still exists, this episode tackles the industry's biggest challenges and opportunities. Key Discussion Points: Why SEO was just "Google reverse engineering" from 2010-2021 The impact of AI overviews on organic traffic (down to 1% CTR) How to adapt SEO strategies for LLMs and multi-platform search The death of top-funnel content and what replaces it Why the industry needs a value proposition beyond Google rankings Best Quotes from This Episode "We should be more in the ecosystem... our value could be so much more than Google. Why are we tying ourselves to Google?" - Melissa Popp "From 2010 to 2021 SEO was merely reverse engineering Google. That was it. That was our job. We can't ignore other methods or other ways that search occurs." - Jeremy Rivera "Chat GPT is now your most popular and least knowledgeable customer representative." - Referenced insight from Mike Buckby "I question whether we actually see the death of the top of the funnel... we relied so much on top of the funnel to drive people in and guide them to the right place on our websites." - Melissa Popp Key Takeaways & Action Items ✅ For SEO Professionals Expand beyond Google optimization - Start incorporating LLM visibility strategies into your workflows Learn automation tools - If you're not using tools like N8n for workflow automation, you're falling behind Shift metrics focus - Move from clicks/impressions to user capture and email acquisition Test LLM strategies - Start experimenting with content approaches for different AI platforms

Summary In this episode, Jeremy Rivera interviews Chuck McHenry, who shares his extensive journey in the marketing and SEO industry. Chuck discusses the evolution of SEO, the importance of location pages, and how AI and LLMs are changing the landscape of digital marketing. He emphasizes the significance of social media in local services and the need for marketers to diversify their strategies to stay relevant in a rapidly changing environment. Takeaways Chuck McHenry started his journey in marketing in 2004 with a focus on SEO. Location pages are crucial for local SEO success. How he's now using SEO for his Southern California powerwashing company  The basics of SEO are making a comeback in effectiveness. AI and LLMs are influencing how customers find service providers. Social media platforms like TikTok and Instagram are vital for local service marketing. Video content on platforms like YouTube can significantly enhance visibility. Marketers need to embrace a multi-channel approach to reach their audience. Google is indexing social media content, which can impact search results. Understanding customer needs and providing detailed service information is essential. The future of SEO requires adapting to new technologies and marketing methods.    

In this fascinating conversation, Jeremy Rivera sits down with Justin Oberman, a seasoned advertising professional turned modern publicist, to explore how the attention economy is reshaping digital marketing. Justin shares his journey from running a seven-figure agency to becoming a specialist in "manufacturing attention" for clients in the advertising and marketing space. The discussion covers the evolution from traditional SEO tactics to attention-based strategies, the power of showmanship in marketing, and why Justin believes every industry needs its own "Dogecoin" - that disruptive, attention-grabbing player that changes the game. Key Topics Discussed The Shift from SEO to Attention Economy: How AI and LLM-based search tools are changing the game from keyword optimization to consensus-based visibility Showmanship Over Persuasion: Why Justin believes marketing is fundamentally about putting on a show rather than traditional persuasion techniques The Publicity Approach: Moving beyond personal branding to manufactured attention and strategic controversy Fame as the Ultimate Marketing Goal: How attention beats traditional marketing metrics and makes everything else easier Social-Centric Marketing: Using organic social media as a springboard for broader publicity efforts Notable Quotes "I do not believe that advertising or marketing is about persuasion. I don't think it's about selling. I don't think it's about even storytelling. I think those are all techniques for what the main thing that advertising and marketing and branding is, which is showmanship." - Justin Oberman "All advertising is guesswork, nobody really understands how it works. It's all a gamble. And the only thing that really matters is fame. The more famous you are, the easier everything becomes." - Bob Hoffman (as quoted by Justin) Resources & Links Guest Information Justin Oberman on LinkedIn: linkedin.com/in/justinoberman Oberman and Partners: Done-for-you publicity services https://www.obermanpartners.com/  Genius Scouts: geniusscouts.com - Educational platform and free monthly masterclasses Instagram/X: @OBERCREATIVE8 Books, Services & References Mentioned "Phantom Fame" by Harry Reichenbach - The foundational book that shaped Justin's publicity philosophy "P...

Join us as we dive into the world of SEO with Jason Berkowitz, founder and SEO director of Break the Web. In this episode, your Cookeville SEO expert, Jeremy Rivera explores the evolving landscape of SEO, the challenges posed by search engines, and the importance of collaboration between marketing and SEO teams. Key Topics Discussed: The current state of SEO and its transformation over the years Strategies for focusing on middle and bottom-of-the-funnel content The impact of AI on consumer behavior and search patterns The role of collaboration in enhancing marketing and SEO efforts Practical tips for achieving quick wins in SEO Guest Bio: Jason Berkowitz is an SEO expert with over a decade of experience. As the founder of Break the Web, he helps brands make SEO more measurable and accessible. Connect with Jason on Linkedin:    

Host: Jeremy Rivera Guest: Ryan Jones, Marketing Manager at SEO Testing About the Host Jeremy Rivera is an SEO expert and podcast host who helps businesses navigate the evolving landscape of search engine optimization. Connect with Jeremy: Unscripted SEO Podcast SEO Arcade - White Label Podcast Content Marketing Agency Personal Website About the Guest Ryan Jones is the Marketing Manager at SEO Testing, bringing nearly 10 years of experience across agency, client-side, in-house, and freelance SEO work. He's passionate about data-driven SEO strategies and testing methodologies. Connect with Ryan: SEO Testing - 14-day free trial available LinkedIn: @Ryan Jones SEO Twitter/X: @Ryan Jones SEO Blue Sky: @Ryan Jones SEO Key Topics Discussed The Evolution of SEO Roles Moving beyond traditional keyword research limitations Creating demand vs. finding existing demand Multi-channel marketing integration Impact of AI and Google's Changes AI Overviews reducing informational traffic The shift from traffic volume to traffic quality Google's changing relationship with publishers SEO Testing Strategies Internal linking optimization (their biggest win: 1000% increase) Content refresh strategies Schema markup implementation Cross-channel content distribution Actionable Takeaways Test schema markup implementation on videos, about pages, and other content Use social media engagement as a gauge for content topics Focus on horizontal con...

In this conversation, Jeremy Rivera with his podcast based content marketing experience and Marisa Cali and her event marketing experience, explore the evolving landscape of event marketing, emphasizing the importance of personal branding and community engagement. Marisa shares insights on how to create meaningful experiences at events, the significance of aligning online presence with real-world branding, and the challenges faced by freelancers. They also discuss innovative marketing strategies for traditionally boring industries and the importance of leveraging super fans for authentic promotion. The conversation concludes with Marisa's upcoming retreat for women entrepreneurs, highlighting the need for support and resources in business development.

  Guest: Nick Jane, CEO & Founder of Content Hurricane Host: Jeremy Rivera, Unscripted Podcast Episode Topic: AI-Powered Content Creation and SEO Strategy About the Guest Nick Jane brings a unique background combining Wall Street investment experience with tech entrepreneurship. After 10 years as a professional investor and leadership roles at companies generating over $100M in revenue, Nick recently left his position as CEO of Ideascale (the world's largest innovation software company) to launch Content Hurricane. Key Discussion Points Content Hurricane Overview: AI-powered blog writing platform designed for SEO optimization Technical Approach: Using Gemini AI with proprietary enhancement frameworks SEO Philosophy: Focus on creating genuinely useful content rather than gaming Google's algorithm E-E-A-T Standards: How AI can meet Google's Experience, Expertise, Authority, and Trust requirements Hallucination Prevention: Multi-layer fact-checking and temperature control systems Speed vs Quality: Delivering content in under 60 seconds without sacrificing quality Tools & Platforms Mentioned Content Hurricane ChatGPT Claude Perplexity Gemini Jasper Copy.ai WordPress Webflow Shopify Resources & Links Content Hurricane: https://contenthurricane.com/ Free Trial: 5 articles free, no credit card required Contact: nickj@contenthurricane.com Jeremy Rivera's Services: SEO Arcade

Show Notes: Call the Damn Leads with Drewbie Wilson Unscripted SEO Podcast Episode Read the in-depth recap "Why 90% of Businesses Can't Convert Leads (And How to Fix It)" Episode Description Drewbie Wilson, the self-proclaimed "Meme Lord" and founder of Call the Damn Leads, joins Jeremy Rivera to discuss the massive disconnect between marketing and sales teams. From his tattooed knuckles to his no-nonsense approach to lead follow-up, Drewbie shares why 90% of business owners can't explain what happens to their leads and how to fix the broken system that's costing businesses millions. Guest Bio Drewbie Wilson - Founder of Call the Damn Leads Self-proclaimed "Meme Lord" (literally tattooed on his knuckles) Sales and marketing expert with street-smart background E-commerce business owner selling sales motivation apparel Sales coach and mentor specializing in lead conversion Author of sales training courses including "Closing the Loop" Key Topics Covered The Lead Follow-Up Crisis (5:30) Why only 1% of businesses call leads back same day The shocking reality: only 10% ever call back at all Case study: Real estate leads sitting untouched for weeks The $1 trillion cost of sales and marketing misalignment ⚡ Speed-to-Lead Statistics (12:45) 80% of people buy from the first person they contact 391% higher conversion rates when calling within 1 minute Why most sales reps quit after 2-3 calls The psychology behind immediate response The 30-Day Follow-Up System (18:20) Drewbie's proven touch-point sequence Day 1: Call + Text Strategic follow-ups on days 8, 10, 15, 21, 28, 31 Why persistence beats perfection Sales & Marketing Alignment (25:15) Why 90% of business owners can't explain their lead process<...

Summary In this UnscriptedSEO conversation, Jeremy Rivera and Cauveé (also known as Cauvee) the "Inspiration Engineer®” discuss the concept of personal branding, the importance of SEO, and the evolving landscape of marketing in the age of AI. Cauvee shares his journey as an 'Inspiration Engineer' and emphasizes the need for individuals to build their personal brands while navigating the complexities of social media platforms. They explore the impact of AI and LLMs on marketing strategies and the necessity of securing one's online presence. The discussion culminates in strategies for monetizing content effectively.     Code: UNSCRIPTED https://www.inspirationengineer.com/unscripted-seo-bundle   Takeaways Cauvee defines himself as an 'Inspiration Engineer' to awaken dreamers. Personal branding is essential in today's marketplace. The more skills you have, the more valuable you are. Your personal brand is shaped by how others perceive you. AI is a tool that can be used for both good and bad. Collecting emails is crucial when using rented platforms. Engagement and conversation are key in social media. AI can assist in various tasks, but it requires careful use. Content must be indexable for better visibility. Monetizing content requires a strategic approach.    

Host: Jeremy Rivera - Unscripted SEO Podcast Guest: Al Kushner - Author of "The LinkedIn Advantage" Website: linkedvantage.com Episode Overview LinkedIn expert Al Kushner shares 20+ years of experience on how to leverage LinkedIn for business growth, combining traditional networking strategies with modern AI tools. From profile optimization to video content creation, this episode covers everything professionals need to know about building meaningful connections and driving business results on LinkedIn. Key Topics Discussed Profile Optimization Fundamentals Why your headshot is critical for first impressions The importance of 5-10 recommendations before outreach How to optimize your profile for professional credibility Video Content Strategy Native video uploads vs. external links 60-90 second educational content guidelines Why videos get automatically accepted in groups AI-Enhanced LinkedIn Strategy Using ChatGPT to enhance influencer engagement Balancing automation with authentic communication Why primitive automation tools should be avoided LinkedIn Newsletter Power How LinkedIn newsletters bypass corporate spam filters Creating up to 5 targeted newsletters by industry Reaching audiences both on and off LinkedIn Sales Navigator Deep Dive $99/month investment breakdown and ROI 312% ROI over 3 years according to Forrester study Advanced filtering and 50 InMail credits Dynamic background images and activity tracking Content Best Practices

In this conversation, Lisa Raehsler discusses the evolving landscape of PPC advertising, particularly in light of recent AI advancements. She emphasizes the importance of understanding user intent, the role of keywords and copy in targeting, and the foundational principles that underpin successful PPC campaigns. The discussion also touches on the interplay between paid and organic strategies, highlighting how they can complement each other for better results. Lisa shares insights on how marketers can leverage AI tools while maintaining a human touch in their strategies.