Awards & Press

Using SEO to Inform Brand Storytelling – Marketing with Empathy Podcast Ep 31

Listen to a new episode by Sarah Panus of her podcast “Marketing with Empathy” featuring Ovative’s own Nick Noble as they dive into using SEO to inform brand storytelling.

Pt 1 | Intro (0-2:00): Meet Sarah and Nick! Sarah’s absolute favorite place to look for insights on how your audience is feeling is SEO.

Pt 2 | How to Use SEO to Inform Brand Storytelling (3:00-4:50): Think about SEO upfront, not after the fact. SEO helps users find what they are looking for, making it a empathetic marketing channel. SEO insights should be used to inform content writing and your content calendars to drive top-performing content.

Pt 3 | How to Use SEO in Your Content Plans (4:50-12:15): Upfront do your research to understand how consumers are searching for your brand and products, what language are they using, and what type of content already exists. Partnership between SEO and content teams is critical throughout the entire writing process, and it will increase end performance of your content and efficiency in production. SEO should not just be the thing you do after content is written. Don’t set and forget your content, continue to revisit a couple times a year to ensure you are using relevant and meaningful language to your audience.

Pt 4 | What’s New in the SEO World (12:15-17:01): Google is always changing its algorithm, marketers should use the EAT method – Expertise, Authority, and Trust – to ensure they are building content that matters to your audience. Ensure you are writing content that speaks to the search query intent, use credible authors where possible, utilize reputable facts and statistics, and ensure links are provided to relevant materials. In June 2021, Google will be rolling out a Page Experience Update that will look at page speed and mobile friendliness. Brands should ensure they have a positive UX experience in speed and mobile to help their rankings, and can utilize the new Google Page Report in Search Console to check out current page performance on each of the individual factors.

BREAK (20:00-21:50)

Pt 5 | Nick’s Favorite SEO Tools (22:00-23:00):

Pt 6 | What Metrics Matter In SEO (24:00-27:19): Go beyond last click metrics that are commonly used to measure true impact with Enterprise Marketing Return (EMR) that includes both online and offline revenue, profitability, incrementality, and customer value.

Pt 7 | Recap (30:00-30:15): Think about SEO differently and ensure you are bringing in SEO from the start.

Sarah Panus is a content marketing strategist, Minnesota mom, and owner of Kindred Speak, LLC, a remote consultancy that helps brands with digital content marketing, influencer marketing, and brainstorming. She’s spent the last two decades helping brands including Sleep Number, Starbucks, Nestle Waters, Christos Bridal, Game Crazy, Cone Inc, and others speak a kindred language with their audiences, driving brand advocacy and millions in revenue and brand engagements.

Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!


Nick Noble

Senior Manager, SEO

About the Author

Nick Noble is a Senior Manager on the SEO team. Nick’s spent over 3 years at Ovative and has more than 9 years of industry experience. He was the former Director of Digital Marketing at a local startup agency, and his background is in all things digital marketing.

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