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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
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Google’s very own Martin Splitt joined me on this very special episode of the SEJ Show to share his thoughts and opinions on various technical SEO topics, such as Semantic HTML, Google Search Console, indexing, and client-side rendering.
Learn how to better leverage these powerful tools to improve your website’s SEO.
[Prefer to watch instead? Get access to the on-demand video.]
I would say make sure that you are focusing on the content quality and that you are focusing on delivering value to your users. Those have been, will always be, and are the most important things. Everything else should follow from that. –Martin Splitt
Suppose you are fine-tuning technical details or your website’s structure or markup. In that case, you are likely missing out on the more significant opportunities of asking yourself what people need from your website. –Martin Splitt
This question keeps coming up. This is not the first time and will not be the last time this question will come up and continue to be asked. I don’t know why everyone thinks about who, what value, or who. It’s about structure. I can’t emphasize this enough: If you choose to have H1s as your top-level structure of the content, that’s fine. It just means that the top level of the content is structured along the H1s. –Martin Splitt
[00:00] – About Martin
[02:47] – Why Semantic SEO is important.
[04:22] – Is there anything that can be done within Semantic HTML to better communicate with Google?
[06:02] – Should schema markup information match what’s in the document?
[08:24] – What parts of Semantic search does Google need the most help with?
[09:19] – What is Martin’s opinion on header tags?
[14:22] – Is the responsibility of implementing Semantic HTML on the SEO or the developer?
[16:19] – How accessible is Semantic HTML within a WordPress, or Gutenberg-style
environment?
[19:58] – How compatible is Semantic HTML with WCAG?
[21:08] – What is the relationship of Semantic HTML to the overall concept of the Semantic web RDF, etc.?
[25:04] – Can the wrong thumbnails be rectified utilizing Semantic HTML?
[28:42] – Is there another type of schema markup that can still refer to the organization and use IDs on article pages?
[32:10] – Can adding schema markup to show the product category hierarchy and modifying HTML help Google understand the relationship between the product and its category?
[33:49] – Is preserving header hierarchy more critical than which header you use?
[36:36] – Is it bad practice to display different content on pages to returning users versus new users?
[40:08] – What are the best practices for error handling with SPAs?
[45:31] – What is the best way to deal with search query parameters being indexed in Google?
[48:02] – Should you be worried about product pages not being included within the XML site map?
[50:26] – How does Google prioritize headers?
[56:00] – How important is it for developers and SEOs to start implementing Semantic HTML now?
[57:31] – What should SEO & developers be focusing on?
If you understand that it’s a 404, you have two options because two things can happen that you don’t want to happen. One is an error page that gets indexed and appears in search results where it shouldn’t. The other thing is that you are creating 404s in the search console and probably muddling with your data. –Martin Splitt
If you have one H1 and nothing else under it except for H2s and then content H2 and then content H2, that doesn’t change anything. That means you structured your content differently. You didn’t structure it better. You didn’t structure it worse. You just structured it differently. –Martin Splitt
[Get access to the on-demand video now!]
Connect With Martin Splitt:
Martin Splitt – the friendly internet fairy and code magician! He’s a tech wizard from Zurich that has magic fingers when it comes to writing web-friendly code.
With over ten years of experience as a software engineer, he now works as a developer advocate for Google. A master of all things open source, his mission is to make your content visible in any corner of cyberspace – abracadabra!
Connect with Martin on LinkedIn: https://www.linkedin.com/in/martinsplitt/
Follow him on Twitter: https://twitter.com/g33konaut
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
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In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
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Last updated October 30, 2023
A captivating podcast website is your digital stage to connect with listeners and show off your audio content. The right website template can be a game-changer for your brand. In this article, we explore a curated selection of the best podcast website templates, each designed to elevate your show and help you leave a lasting impression on your audience.
WordPress enjoys worldwide popularity among podcasters due to its flexibility and user-friendly nature, making it an ideal choice for your podcast site. 
It’s essential to distinguish between the two types of WordPress websites: WordPress.com, a hosted platform, and WordPress.org, a self-hosted option. 
For building your podcast website, we strongly recommend the self-hosted WordPress.org. It grants you immediate access to all the robust features of WordPress. 
To kickstart your WordPress site, you’ll require a domain name (e.g., castos.com) and a web hosting account to store your website’s content.
For more information about creating your own site, check out our guide on building a podcast website with WordPress.
Building a site on WordPress requires a template (sometimes called a theme). Themes are the bulk of your website’s design. Once you install the theme, all you have to do is make some basic customizations to meet your needs.
Here are the best podcast website templates for WordPress sites. You’re sure to find something suitable in this list!
The Astra theme is a popular WordPress theme known for its speed, flexibility, and user-friendliness. It’s an excellent choice for podcasters because it loads quickly, ensuring a seamless user experience for listeners. 
Astra offers extensive customization options via its theme customizer, enabling podcasters to tailor their websites to match their brand and style without coding. Its compatibility with popular page builders like Elementor and Beaver Builder makes it easy to create podcast-focused pages with attractive layouts. 
Additionally, Astra’s SEO-friendly design helps podcasters reach a wider audience and improve their site’s search engine ranking. Overall, it’s a top choice for podcasters seeking a fast, customizable, and user-centric WordPress theme.
The Divi theme is a highly versatile and visually impressive WordPress theme designed by Elegant Themes. It’s an excellent choice for podcasters because of its intuitive drag-and-drop builder, which simplifies the creation of podcast-related content and pages. 
Divi offers numerous pre-designed layouts and elements that can be customized to showcase podcast episodes, host profiles, and show notes with ease. Its responsive design ensures that your podcast website looks great on various devices, including smartphones and tablets, catering to a broader audience. 
Furthermore, Divi’s robust SEO features help improve discoverability, and its regular updates and extensive support make it a reliable choice for podcasters looking to build an engaging and professional online presence.
The OceanWP theme is a popular and versatile WordPress theme known for its lightweight design and extensive customization options, making it an excellent choice for podcasters. Its advantages include fast loading times, which are crucial for retaining podcast listeners, and its mobile-responsive layout ensures an optimal experience across all devices. 
OceanWP offers a variety of pre-designed templates and widgets that allow podcasters to create attractive and functional podcast websites effortlessly. Additionally, its compatibility with popular page builders like Elementor provides further flexibility in designing podcast-focused pages. With SEO-friendly features, OceanWP helps podcasters improve their online visibility. 
And if you ever decide to sell physical products to monetize your podcast, OceanWP is known as a powerful solution that integrates with WooCommerce.
The Tusant theme is a WordPress theme specifically designed for podcasters. It offers a range of podcast-focused features, such as dedicated audio players, playlist support, and integration with popular podcasting plugins. This theme provides an appealing and customizable layout that allows podcasters to showcase their episodes, host profiles, and show notes effectively.
Tusant’s responsive design ensures a seamless experience for listeners on various devices, enhancing user engagement. Its compatibility with popular page builders simplifies the creation of podcast-related pages and content. 
Furthermore, Tusant prioritizes podcast SEO with built-in optimization features, making it easier for podcasters to reach a wider audience. 
The Gumbo WordPress theme is an ideal choice for podcasters, offering a user-friendly and visually appealing platform. Gumbo boasts specialized podcast features, including episode management, customizable audio players, video support, and podcast plugin compatibility. 
Gumbo’s responsive design ensures a seamless listening experience across various devices. Podcasters can personalize their websites using diverse layout options and color schemes. Gumbo also prioritizes SEO optimization for better discoverability. 
The Megaphone WordPress theme is a podcast-centric theme designed to cater to the unique needs of podcasters. With its user-friendly interface and specialized podcasting features, such as episode management, audio players, and integration with podcast plugins, Megaphone simplifies podcast website creation. 
Its mobile-responsive design ensures a seamless listening experience on all devices, while customizable options enable podcasters to brand their sites effectively. Megaphone’s SEO optimization aids in discoverability, making it an ideal choice for podcasters seeking a professional and engaging online platform to reach and connect with their audience.
The Dixie WordPress theme is a sleek and modern theme designed with podcasters in mind. Its minimalist aesthetic and intuitive layout make it an excellent choice for podcasters looking to showcase their episodes and engage their audience. 
Dixie offers specialized podcast features like an audio player, episode archives, and integrated social media links, enhancing the podcasting experience for both creators and listeners. Its responsive design ensures a seamless experience across devices, and its compatibility with popular page builders allows for easy customization.
The WPcast WordPress theme is a top choice for podcasters, offering a purpose-built platform to elevate their online presence. WPcast features a user-friendly interface and specialized podcasting tools, including episode management, customizable audio players, and integration with popular podcast plugins. 
Its responsive design ensures a seamless listening experience on all devices. Podcasters can personalize their sites with various layout options and color schemes. WPcast also prioritizes SEO optimization, enhancing discoverability. 
The Podcaster WordPress theme is a feature-rich and user-friendly template tailored specifically for podcasters. With its sleek design and intuitive layout, it offers an ideal platform for hosting podcasts. 
Key benefits include built-in audio players, episode management, and podcast categorization, making content organization effortless. Its responsive design ensures compatibility across devices, while social media integration aids in audience engagement and promotion. 
Podcaster’s versatility and podcast-centric features make it an excellent choice for podcasters seeking a professional and accessible online presence.
Roogan is one of the best podcast website templates on WordPress. It features a clean and modern design with prominent audio players, making it easy for visitors to listen to episodes. 
Roogan offers excellent episode management, categorization, and integration with podcast plugins, simplifying content organization and distribution. Its mobile-responsive design ensures accessibility on various devices. 
With its user-friendly interface and podcast-oriented features, Roogan is an ideal choice for podcasters looking to create a professional and engaging online presence to grow their audience.
Castilo is a purpose-built WordPress theme designed exclusively for launching a podcast website. The theme offers robust RSS feed support, ensuring widespread dissemination of your episodes, along with built-in integration for Google Play Music and iTunes.
Castilo boasts an attractive design and a library of templates catering to essential website pages, streamlining the site-building process. A sleek podcast player ensures a seamless listening experience across all devices, complemented by RSS feed support for various podcast apps.
Furthermore, Castilo excels with features such as social media integration, email newsletter sign-up forms, and a diverse selection of sidebar widgets, establishing itself as a formidable choice among WordPress podcast themes.
Megabyte is a versatile and user-friendly theme designed specifically for podcasters and audio engineers. It offers customizable audio players, making it easy to embed and showcase podcast episodes on your website. It also includes podcast-specific post types, allowing you to organize and display episodes seamlessly.
What makes Megabyte ideal for podcasters is its intuitive design and responsive layout, ensuring a seamless listening experience across devices. Additionally, it offers integration with popular podcasting plugins and services, simplifying RSS feed management and distribution. 
The Podcast Master WordPress theme is a purpose-built theme tailored for podcasters. This theme provides seamless integration with popular podcasting plugins, simplifying episode management and distribution. It comes equipped with a user-friendly and customizable audio player. 
Mobile responsiveness ensures that the theme looks and functions well on various devices, accommodating the diverse preferences of podcast listeners. Eight pre-designed blocks let you create unique pieces of content, such as testimonials, lead capture, icons, and more. It also has full WooCommerce support.
Additionally, Podcast Master offers options for episode categorization, detailed show notes, and social sharing, enhancing the overall podcasting experience and helping podcasters connect with their audience.
Podcasters require specific features in a WordPress theme to effectively showcase their audio content and engage their audience. Here’s what you should look for in podcast website templates.
A WordPress theme should have a built-in or easily integrated audio player that allows podcasters to showcase their episodes directly on their website. This feature ensures a seamless and convenient listening experience for visitors without the need to navigate to external platforms.
The theme should offer a dedicated section or post type for managing podcast episodes. This feature allows podcasters to easily upload, categorize, and display episodes with essential details such as episode title, description, release date, and guest information.
Podcast listeners often use mobile devices, so a responsive design is crucial. A mobile-responsive theme ensures that the website adapts and functions well on smartphones and tablets, providing an optimal user experience across all screen sizes.
Clear and prominent subscription buttons for popular podcast platforms like Apple Podcasts, Spotify, and Google Podcasts encourage listeners to follow and stay updated with new episodes, helping to grow the podcast’s audience.
The theme should allow podcasters to create and display playlists or series of episodes. This feature keeps visitors engaged by offering curated content and makes it easy for them to explore related episodes.
Including space for episode transcripts or detailed show notes enhances accessibility, SEO, and user engagement. It provides additional value to listeners who prefer reading or need transcript accessibility.
SEO-friendly features such as schema markup, metadata control, and clean URLs are essential for improving the podcast’s visibility in search engine results, driving organic traffic to the website.
Compatibility with popular podcasting plugins streamlines the management and distribution of episodes, making it easier for podcasters to publish and promote their content effectively.
Tip
Want to create and manage your podcast right from inside your WordPress dashboard. Seriously Simple Podcasting is a simple-to-use plugin that lets you upload and manage your episodes right from WordPress. 
You can bring all of your podcast content into your WordPress site with one click. Choose how you want your listeners to experience your podcast with specific players and shortcodes.
With more than 30,000 active installs and over 200 5-star reviews, Seriously Simple Podcasting is the top rated podcasting plugin for WordPress. Download for free.
The theme should work seamlessly with various media hosting platforms, ensuring reliable playback and quick website loading times, which are vital for retaining visitors.
Flexible customization options for branding and design, including color schemes, fonts, and layout choices, allow podcasters to personalize their website to align with their podcast’s identity.
Efficient coding and performance optimization techniques should be implemented to guarantee fast loading times, reducing bounce rates and keeping users engaged.
Easy-to-use social sharing options for episodes encourage listeners to share content on their social media profiles, expanding the podcast’s reach and fostering audience engagement.
Compliance with accessibility standards ensures that the website is inclusive and accessible to a wider audience, including individuals with disabilities.
Regular theme updates and reliable customer support are essential for addressing technical issues, ensuring compatibility with the latest WordPress version and plugins, and providing assistance to podcasters when needed.
Now that you’ve seen our list of the best podcast website templates, we’d love to see the ones you like to use on your podcast websites. Let us know in the comments!
Fantastic breakdown of podcast website templates! The comparison charts make it easy to choose the perfect fit. Kudos, Castos team!
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Copyright © 2024 Entrepreneur Media, LLC All rights reserved. Entrepreneur® and its related marks are registered trademarks of Entrepreneur Media LLC
By Pierre Subeh Edited by Micah Zimmerman Nov 1, 2024
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Opinions expressed by Entrepreneur contributors are their own.
Every day, business owners feel more and more pressured about what to do with generative AI, mixed with confusion about where to start. Most marketers, whether full-time marketing professionals or those who practice marketing as a hobby to grow their brand or business, don’t know where to start on growing their Search Engine Optimization.
Why? Because the options are overwhelming, all it takes is one Google Search of SEO AI tools for you to fall into the never-ending targeting from a million SEO companies that want to sell you a monthly solution or tool.
I recently came across a startup claiming to fix any website’s ranking within days by installing their pixel on your website, which will save you so much time by automatically optimizing your meta titles and descriptions. This is indeed very helpful, but in no way will it help you grow your business within days. That concept is similar to someone telling you that they guarantee you’ll get your dream job because their AI system will put together your resume in a fancy template — In other words, AI tools will only clean up how your content is presented and help it potentially get ranked better, emphasis on potentially.
As a professional who’s dedicated my entire career to understanding Search Engine Optimization and optimizing paid advertising for the ultimate ROAs (Return on Ad Spend), I believe that a profitable tech stack for any business looking to grow its sales and reach through SEO must focus on combining on-site and off-site strategies.
On-site SEO covers everything on your website, including your pages, navigation menu, meta titles and descriptions, internal and external links on pages and blog posts. In contrast, off-site SEO includes everything done outside of your website that helps signal to search engines that they can trust your website.
That includes frequent link building, which means that you’ll be able to get features on other sites that can link to pages on your website. A small example of this being true is how my marketing firm, X Network, gets hundreds of leads per month without any paid advertising or on-site SEO work. We are basically an invite-only firm at the moment, and we don’t invest in growing our own website. Yet, we get a ton of organic traffic because of massive intentional and non-intentional off-site link building.
Related: 9 SEO Tips to Help You Rank No. 1 on Google in 2024
Here’s the moment of truth that will shock most people: just one authoritative backlink can easily outperform about 500 average meta titles and description improvements, and one of these automated SEO tools will perform on your website. The biggest question is, how does one get backlinks? The truth is that the process includes a taxing amount of research, outreach and negotiation to get other reputable websites in your niches and other niches parallel to yours to publish content that links to your website pages.
My firm has built some long-term relationships with publishers and bloggers who usually own a series of blogs and websites, so it’s sometimes a good idea to outsource your work to a specialized SEO marketing firm. They might be able to help you get plenty of backlinks quickly within a month or two instead of spending years reaching out and earning one link at a time. What I’m trying to say is that if you have all the right strategies and endless patience, you can do this off-site SEO on your own without the help of a professional or firm.
Some unique strategies can sometimes be a good second or third layer to your SEO, including getting yourself some backlinks by creating free directory listings for your services or practice and linking your website to your profile.
Related: How to Make Money with SEO in 2024
A wonderful tactic for growing your traffic and brand awareness is social media, hence the reason why posting on your social media with links to your website and mentions of your brand can truly help you signal to search engines and their crawling bots that you are notable and deserve to be seen.
You can easily do this by announcing every blog post you publish on your Facebook, X and LinkedIn accounts with direct links to those new pages. According to detailed research by an independent company called Backlinko that examined 11.8 million Google search results, they found a direct correlation between off-site strategies and search engine rankings.
The research found that it’s a site’s overall link authority, measured by DA ratings, that strongly correlates with higher rankings inside of Google search results. Additionally, the study proves that the number of domains linking to your website, including any page on it, will play a key factor in determining your ranking in relevant keywords. The study showcased that websites that rank #1, for example, have an average of 3.8 times more backlinks than those that rank #2 through #10.
Related: These 3 Common Business Mistakes Could Cost You Customers
The true advantage of our time is that video influencers are in demand, whereas blog-oriented influencers are not. That allows you to curate and find new opportunities to work with bloggers passionate about writing reviews or opinion pieces about topics related to your product or service offering. Don’t be shy to reach out to 10+ blogs per month and ask if they are willing to collaborate on writing a piece that includes your website.
A great strategy could be using generative AI to create outreach templates and using tools like Perplexity or Claude to customize them to the specific website or niche before sending them out. More AI tools can be used to scrape contact information, such as email, from websites that match your niche or, even better, websites that link to your competitors but not to your website.
The most important takeaway from this article should be this point: Always be on top of your toxic backlinks and disassociate from them by telling search engines that you would not like them to consider those backlinks. So many harmful sites can intentionally and sometimes, on random occasions, link to your website, which can truly harm how search engine algorithms view your reputation and trust your website.
Kaloud, a brand that I have been overseeing and leading the marketing of for almost 20 months, saw an improvement in Domain Authority at three different points in time that closely correlates with our finding the toxic backlinks and disassociating them from the brand’s domain.
This process should never be done by yourself. A professional should always do it to avoid removing healthy backlinks from being linked to your website, which could potentially plummet your ranking. Once you understand that the search engine algorithms were built for your benefit as a consumer searching, you will begin enjoying SEO strategies and find opportunities inside your niche.
For example, you wouldn’t want to waste a whole evening going through search results that are spammy and full of sales pitches, so make sure your website pages are helpful and unique, make sure that they offer content that isn’t mass AI-generated, and has a human touch that makes it unique, including sales pitches and web forms, but keep them minimal.
Related: 6 SEO Tips to Help You Rank in the New Era of Quality Content
So many marketers mistakenly believe that they can optimize their websites for all countries. I cannot emphasize this enough: You can only optimize your website for one country at a time, and it is highly probable that you will gain ranking in other countries naturally as you make progress on your SEO strategy.
Start by defining if your website needs to be locally optimized. Are you an in-person and e-commerce brand? Then, optimize for both local and mainstream SEO. That means you will have to get your storefront(s) optimized in the local area to rank quite high on most map searches, and this includes getting listed on directories that offer data to frequently used map solutions like Google Maps, Apple Maps, and Bing Map search. Ultimately, this will feed databases that generative AI solutions feed on, so it’s a win-win for all search fronts.
Optimizing your website to rank higher could truly feel like a never-ending chase to success, but truthfully, it is. You will never stop working on your search engine optimization; you will always need to create new blog content to cover more ground in your niche. As you publish more content, more keyword gaps will be found, and topic-focused concentration will decrease. A huge way to enjoy progressive growth is to track the positions of your website, such as how it ranks for your top keywords, and find new opportunities.
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Founder & CEO of X Network
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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Podcast: Download
Subscribe: Apple Podcast Google Podcasts Spotify
In today’s digital age, having a well-optimized website is essential for any business looking to succeed online. However, simply focusing on keywords and topics may not be enough to stand out and connect with your target audience truly.
Rory Hope of HubSpot joined me on the SEJ Show to discuss integrating actual audience data into SEO strategies to go beyond the basics of critical terms & topics.
Learn how to integrate audience intelligence and social listening data into keyword strategies to understand your ‘SEO persona.’ You’ll be able to plan more relevant and engaging content and digital PR (link building) campaigns to generate better results.
Many SEOs I know sometimes struggle with integration into broader marketing. I think one of SEO’s worst enemies is being in a silo where people see the SEO’s role as being purely keywords or having and not having a voice in broader content strategy in strategic discussions. I think SEOs can start to bring in social data to support the reasoning as to why content is being published, to help keyword performance by tailoring it all back to the keyword topic, then building out from there and saying we’re listening to these publications and these influences because we’ve seen that these websites rank for these keywords topics that we want to target. –Rory Hope, 27:53
Social is fascinating because we’re looking at the digital marketing pillars –email marketing, social media, marketing search, organic search page search, and the ability to use persona typically are not necessarily integrated into what I would call traditional keyword research. A lot of the tools now have things like intent, which helps, but what does the persona look like, what does the buyer look like, who is the buyer when they’re searching for something, and what terms are they utilizing that others may not identify and better filter down into Google. –Loren Baker, 7:17
In the sense of SEO, we’re missing out on getting back to the audience and understanding the persona. So I think that audience intelligence tools have a real place at the table within an SEO toolset. –Rory Hope, 26:07
[00:00] – About Rory
[04:18] – What is Hubspot’s Hustle?
[08:01] – Importance of social data in SEO.
[20:26] – Key benefits of link acquisition opportunities.
[32:28] – How social data can work from an agency point of view.
[36:15] – Tips for teams that are spread out worldwide.
[38:23] – What C3PO means.
Resources Mentioned:
The Huste: https://blog.hubspot.com/the-hustle
Let’s look so, so what you need to think about here is I like to call it audience first SEO. So you know your base layer research, your foundational study remains the same. You are conducting keyword research, clustering keywords into topics, subtopics, intent analysis, and building a keyword targeting planner. I think that’s important to know. However, you would use social data to enhance your SEO strategy by integrating data sources from audience intelligence tools. –Rory Hope, 11:04
So I’ll reevaluate what will allow you to use social insights and social listening on the influences that you are confident in your SEO personas that search for keyword topics you want to rank that they are engaging with you regularly to enhance your SEO topic model content strategy. Then, you can keep adding relevant thought leadership content there so that it doesn’t go stale. –Rory Hope, 19:57
It all goes back to the core of marketing. Understanding your audience, understanding the sociology behind everything they do, what they’re talking about, why they’re talking about it, and identifying those trends that you feel have gotten lost in SEO. We’re so keyword-heavy; everything else, like identifying those trends, isn’t necessarily part of it. –Loren Baker, 24:04
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect With Rory Hope:
Rory Hope is a seasoned SEO and growth marketer who’s an expert in digital marketing strategy and leadership. Rory is the Head of Content SEO at HubSpot. He leads the Content SEO team, drives their strategy, and oversees organic growth.
He’s passionate about sharing his knowledge and helping others implement cutting-edge SEO and growth marketing strategies for their websites or businesses. So, if you want to take your digital marketing game to the next level, you won’t miss Rory’s insights and expertise!
Connect with Rory on LinkedIn: https://www.linkedin.com/in/rory-hope-33a31066/
Follow him on Twitter: https://twitter.com/Roryhope.
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
Conquer your day with daily search marketing news.
Join Our Newsletter.
Get your daily dose of search know-how.
In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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In a market as crowded and fast-paced as cybersecurity, cutting through the noise and attracting attention is a constant challenge. Cyber companies looking to differentiate themselves can do so by strategically combining SEO, paid advertising, and content marketing to create a powerful presence. Together, these tactics position a brand as an industry leader, educate audiences, and build relationships that ultimately drive growth.
A well-crafted SEO strategy remains the backbone of digital visibility. Research shows that around 68% of online experiences start with a search engine, and in a field as competitive as cybersecurity, appearing at the top of search results can be the difference between gaining a client and losing them to a competitor.
Understanding keyword relevance in a B2B space requires a bit more precision than B2C because potential clients are often conducting technical research. Cyber companies can benefit from utilising long-tail keywords that match specific needs, such as “cybersecurity solutions for financial institutions” or “compliance monitoring tools for healthcare.” According to Ahrefs, keywords with low competition but high specificity are often more likely to drive qualified leads, particularly in niche areas. By targeting these, cyber companies can increase the chances of reaching high-value prospects with purchasing intent.
On-page optimisation is another critical component of SEO. This includes optimising page titles, meta descriptions, headers, and even the structure of the website to make it both user-friendly and search engine-friendly. For example, a clear, intuitive navigation structure helps both users and search engines understand your site better, which can positively affect your ranking. But the optimisation doesn’t stop there. For cyber companies, building trust is essential, and search engines are now considering user experience and site security as ranking factors. Google, for instance, prioritises sites with secure HTTPS encryption, meaning cyber companies absolutely need to ensure their sites are both safe and fast.
While SEO is a gradual process, paid advertising can provide instant visibility and help cyber companies gain traction quickly. Google Ads and LinkedIn Ads are often the top choices for B2B advertising, each with distinct advantages. Google Ads can capture demand directly from those actively searching for solutions, while LinkedIn Ads are better suited for targeting specific industries, job roles, and company sizes. 65% of B2B marketers report that LinkedIn has been their most successful social platform for paid ads.
To maximise the effectiveness of paid advertising, cyber companies should start with a clear understanding of who they want to reach and what their pain points are. For instance, if a company specialises in AI-powered threat detection, it could target CISOs and IT directors specifically with ads addressing AI-driven cybersecurity’s advantages. A well-defined audience and targeted message ensure the advertising spend isn’t wasted on individuals who aren’t decision-makers or have no immediate need for cybersecurity services.
Another essential element in paid campaigns is the landing page experience. A strong ad is only as good as the landing page it directs users to, and for cybersecurity, this page needs to be informative, trustworthy, and conversion-focused. Key components include clear messaging, proof points like case studies or client testimonials, and a prominent call-to-action that guides visitors toward contacting sales or booking a demo. Conversion rate optimisation (CRO) techniques, such as A/B testing different landing page elements, can significantly improve the return on ad spend by increasing the percentage of visitors who take the desired action.
Producing high-quality, insightful content allows cybersecurity brands to showcase their expertise and build trust with potential clients. Statistics suggest that 82% of B2B buyers review at least five pieces of content from a potential vendor before making a purchase decision. For a cybersecurity firm, this means having a content strategy that educates, informs, and reassures.
Effective content marketing should address both top-of-funnel and bottom-of-funnel stages. At the top of the funnel, blog posts, white papers, and thought leadership articles on topics like “emerging cybersecurity threats” or “how to prepare for GDPR audits” can attract visitors in the awareness stage. Cyber companies can use these pieces to draw attention to their unique expertise, helping to build a sense of authority and trust in the brand. Consistent blogging, for instance, has been shown to generate 67% more leads than companies that don’t engage in blogging, making it an essential part of a content strategy.
For leads that are closer to conversion, bottom-of-funnel content like case studies, detailed product guides, and webinars are invaluable. These provide prospective clients with in-depth information on how a company’s products or services work in real-life scenarios, which can ease any final hesitations. For example, a case study demonstrating how a company’s threat detection tool helped a similar client avoid a data breach would resonate well with prospects who are in the final stages of their decision-making process.
All three strategies – SEO, paid ads, and content marketing – are interconnected. Paid ads can boost the visibility of high-performing SEO content, while engaging content supports SEO and gives users more to interact with when they click through from ads. For cyber companies, integrating these approaches into a cohesive strategy allows for consistent visibility across multiple touchpoints, increasing the likelihood that a potential client will encounter and engage with the brand.
What can a cyber company do to put this into action?
While SEO, paid ads, and content marketing are powerful individually, they are strongest when integrated. With a clear strategy and ongoing optimisation, cybersecurity companies can carve out a unique space in a competitive field, building authority, attracting new leads, and, ultimately, driving growth. The cyber industry moves fast, but a well-executed digital marketing strategy ensures companies not only keep up but lead the way.

AccuraCast is an international B2B digital marketing agency. Our multilingual advertising, seo and social media marketing services are powered by data intelligence and cutting-edge technology. Find out how we can help.
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