Branded Search (and Beyond) with Jason Barnard

Joyan Chan talks with Jason Barnard about how to become confidently visible. Joyan Chan is a widely recognised coach, speaker and podcaster who specialises in helping leaders and entrepreneurs develop optimal confidence, clear vision and courage. Through her years of experience as a lecturer, team leader and business owner, Joyan has developed a unique understanding of what it takes to be a strong and influential leader in today's dynamic world. Joyan's journey of turning depression into empowerment and her branding journey have led her to develop a tested roadmap that she uses with her clients to accelerate their growth. She is driven by a desire to help others realise their true potential. Her expertise, resilience and impactful messages have led to her being featured in various media outlets and as a public speaker. In 2022, Joyan’s outstanding leadership was recognised with the Outstanding Leadership Award in Dubai. That same year, her home country celebrated her success in a Britishpedia feature. She continues to inspire others with her motto "to live and lead a life with JOY," which reflects her transformative journey. Many entrepreneurs struggle with the daunting challenge of public visibility. This apprehension can take many forms, from a fear of public speaking and revealing personal stories to a reluctance to showcase their accomplishments or a concern about possible judgement by others. Overcoming this fear is critical for entrepreneurs who want to solidify their digital footprint and connect with their target audience. Joyan Chan shares her experiences working with clients who struggle with fear of public visibility. She groovily recommends identifying and understanding the root causes of these fears and overcoming them through a personalised marketing strategy. Joyan also stresses the importance of working on one's attitude and confidence before focusing on strategies to increase visibility and discover one's unique strengths. As always, the show ends with passing the baton… Joyan passes the virtual baton to next week’s super insightful guest, Jon Weberg. What you’ll learn from Joyan Chan 00:00 Joyan Chan and Jason Barnard 01:34 Joyan Chan’s Brand SERP 04:17 Overcoming Barriers to Being Seen and Heard 06:41 How Joyan Chan Combines Psychology and Coaching for Confidence and Visibility 07:21 Mindset and Strategy for Fearless Visibility 08:16 Overcoming Self-Criticism and Accepting Imperfection in Live Performances 10:19 How to Find your Unique Strength 14:31 Why Some People Don’t Want to be Visible Online 15:57 Empowering Female Confidence and Visibility 17:45 What are Your Fears and How Do You Overcome It? 18:09 Imposter Syndrome 19:45 How to Overcome Imposter Syndrome? 21:51 The Courage to Acknowledge What You Don't Know 26:05 How Does Confident Visibility Help with Branded Search? 28:20 Passing the Baton: Joyan Chan to Jon Weberg This episode was recorded live on video June 20th 2023

Jarno van Driel talks with Jason Barnard about from entity modeling to knowledge graph maintenance. Jarno van Driel, a structured data consultant from the Netherlands, specialises in using cutting-edge online marketing technologies to give corporate websites a competitive edge. His expertise lies in aligning marketing activities by developing corporate vocabularies based on schema.org that can be used across multiple marketing channels. As one of the first dedicated front-end developers in the Netherlands, Jarno recognized the impact of semantics on search while working on website accessibility. This led him to explore search engine optimization (SEO) and eventually become an SEO specialist. In 2008, he discovered the potential of structured data, particularly RDFa, and began incorporating it into his daily work. As his role expanded, Jarno became increasingly involved in structured data, both as a publisher and as a volunteer for schema.org. Since 2018, he has focused primarily on providing semantic modeling services and guiding organisations into the era of the semantic web. Jarno's contributions to structured data have been recognized in W3C discussion groups, where he is actively involved in improving common standards and deepening his knowledge of semantic technologies. The importance of Entity Modeling and the Knowledge Graph in improving your website's ranking cannot be overstated. As technical SEO professionals, understanding and applying these concepts can make all the difference in the competitive digital landscape. By creating vibrant and engaging content around your identified entities, you not only create an enriching user experience, but also make your website more attractive to search engines. In addition, using structured data increases the machine readability of your content, further optimising it for search. But remember, relevancy is an ongoing process. Updating your information in the Knowledge Graph and routinely monitoring your Knowledge Panel for accuracy and relevance are an essential part of this process. In this incredible episode, Jarno van Driel shares amazing nuggets about Entity Modeling and the need to maintain Knowledge Graphs. Jarno talks about schema markup, the importance of structured data in web content optimisation, the future of structured data, the differences between a bot, a crawler and algorithms. Jarno also gives great tips on how to build trust through effective responses to negative reviews. As always, the show ends with passing the baton…Jarno wonderfully passes the virtual baton to next week’s lovely guest, Joyan Chan. What you’ll learn from Jarno van Driel 00:00 Jarno van Driel and Jason Barnard 00:47 Jarno van Driel’s Brand SERP 01:41 Kalicube Support Group 03:13 What is Entity Modeling? 04:42 The Importance of Structured Data in Web Content Optimisation 06:16 Using Schema Markup 07:25 Building Search Engine’s Confidence with Schema Markup 09:47 What is the Broken Plate Analogy 11:15 What is the Difference Between Bot, Crawler, and Algorithms 12:01 The Future of Structured Data 13:50 Authority and Structured Data 15:13 The Importance of Trustworthiness in SEO 16:51 How to Build Trust Through Effective Responses to Negative Reviews  18:28 Humans Vs Machines 20:02 Advances in AI: Surpassing Human Capabilities 22:19 Does Entity Modeling Hold the Key to an Ultimate Cheat Code? 23:50 Can Creating a Structured Data Model Lead to More Converting Customers? 25:46 The Diminishing Returns of Schema Markup 27:47 Maximising the Potential of Structured Data 30:47 The Importance of Knowledge Graph Maintenance 32:36 Brand Management and Entity Modeling 33:22 How Entity Modeling Helps with Branded Search 34:33 Passing the Baton: Jarno van Driel to Joyan Chan This episode was recorded live on video June 13th 2023

Tyler Pigott talks with Jason Barnard about clarify your vision and watch your business grow. Tyler Pigott has worked in marketing, communications and sales in business for more than 20 years. He is the founder and CEO of Lone Fir Creative, a digital marketing agency, as well as a professional speaker and sought-after business coach. He is passionate about helping other business leaders and providing valuable insights to help their ideas take root. His ability to combine analytical thinking with creative problem solving to quickly implement new strategies has helped him successfully build his business working exclusively remotely. Entrepreneurs often come to a stage where they have successfully built their business but have lost sight of their direction. Having a clear goal and a strong business vision is critical to continued growth, especially when you bring in team members with different experiences and perspectives. Your business vision should make it clear how your business wants to impact the marketplace and appeal directly to your target audience. Tyler Pigott offers wonderful insights into clarifying your vision in this rather delightful episode. Tyler reveals the importance of having a vision for your business, how it can help you grow your business, and gives examples and tactics for discovering your vision. As always, the show ends with passing the baton… Tyler passes the virtual baton to next week’s fantastic guest, Jarno van Driel. What you’ll learn from Tyler Pigott 00:00 Tyler Pigott and Jason Barnard 01:04 The Key to Business Growth 03:00 Lone Fir Creative’s Brand SERP 04:01 Defining Your Business Goals: Finding Purpose and Motivation 05:28 How Do You Define Your Vision? 06:56 Building a Sustainable Business: Employees vs. Contractors 08:57 Moving Beyond Tactical Goals 10:44 A Vision as Fuel for Motivation and Team Engagement 13:07 The Importance of Vision 15:14 Finding Your Vision 17:56 Example of a Vision 18:46 Building to Sell 20:51 Motivating Employees 23:22 How Does Vision Make a Business Grow 25:58 Balancing Detailed Vision and Adaptability 28:29 How Does Clarifying the Vision for Your Business help with Branded Search? 29:57 Passing the Baton: Jarno van Driel This episode was recorded live on video June 6th 2023

Amir Glatt talks with Jason Barnard about AI and digital marketing agencies: good or bad? Amir Glatt is co-founder and CTO of Duda. Amir brings over 22 years of experience in product management, software architecture, and leading large development teams to Duda. He started as a sole developer and engineer and is the original mind behind the company’s unique platform. Amir holds a BSc in Computer Science and Mathematics from Ben Gurion University in Israel. As a digital marketing agency owner, you know that staying competitive is a constant challenge. Harnessing the potential of Artificial Intelligence (AI) in your business can make all the difference you need to offer more services, streamline processes and increase profits. By leveraging AI, you can position your agency as a leader in the rapidly evolving digital marketing landscape, while maintaining a human-centred approach that ensures long-term brand success. In this episode, the great Amir Glatt shares his extensive knowledge on the pros and cons of AI for digital marketing agencies. Amir explains how AI can help in writing content, how to expand service offerings, and the importance for agencies to become more strategic and leverage tools for specific goals in today's AI era. As always, the show ends with passing the baton… Amir groovily passes the virtual baton to next week’s delightful guest, Tyler Pigott. What you’ll learn from Amir Glatt 00:00 Amir Glatt and Jason Barnard 03:08 Duda’s Brand SERP 05:09 How AI Can Help Agencies in Writing Content 06:37 Automating Research, Onsite SEO, and More 07:57 The Impact of AI on Job Roles and Agency Adaptation 09:05 Expanding Service Offerings with AI 11:05 Agencies Becoming Strategic 13:30 Pricing Challenge 14:17 Expanding Agency Roles 16:04 Job Impact and Value Addition in the AI Era 17:02 Enhancing Developer Productivity with AI 17:41 Balanced Human-Machine Collaboration in Content Creation 18:28 Managing Content Overlap and AI-Generated Content 20:30 AI-Driven Content Collection and Streamlining Processes 23:28 Strategic Implementation of AI: Leveraging the Tool for Specific Goals 24:09 Efficiency and Scalability 24:59 Customer Acquisition 26:15 Automating Client Acquisition with AI 28:10 How Does AI Help Digital Marketing Agencies with Branded Search 29:36 Passing the Baton: Amir Glatt to Tyler Pigott This episode was recorded live on video May 30th 2023

Kaspar Szymanski talks with Jason Barnard about how to grow organic rankings with brand? Kaspar Szymanski is a founding member of Search Brothers and a well-known search expert who specialises in recovering websites from Google penalties and helping websites improve their rankings with SEO Consulting. Prior to founding SearchBrothers.com, Kaspar Szymanski was part of the Google Search Quality team, where he was a driving force behind global initiatives to combat web spam. He is the author of The Ultimate Guide to Google Penalties and part of the Ask the SMXperts series. A well-executed brand optimisation strategy is your best friend when it comes to organic SEO success. By leveraging your brand's unique selling proposition and ensuring user satisfaction, you'll lay the groundwork for better search engine rankings and more visitors to your website. But how exactly do you go about testing this crucial strategy for long-term success? Hmmm… In this episode, Kaspar Szymanski presents actionable steps and best practices that will put your brand on the fast track to organic SEO stardom. He also talks about the huge impact user satisfaction has on website rankings, the challenges of convincing stakeholders to invest in organic rankings and brand building, and increasing click-through rates through branding. As always, the show ends with passing the baton… Kaspar wonderfully passes the virtual baton to next week’s incredible guest, Amir Glatt. What you’ll learn from Kaspar Szymanski 00:00 Kaspar Szymanski and Jason Barnard 01:44 Kaspar Szymanski Brand SERP 02:57 Search Brothers’ Brand SERP 05:40 Brand Recognition and Unique Selling Proposition 07:30 The Reason for Building a Brand 08:07 The Tremendous Impact of User Satisfaction on Website Ranking 10:07 Brand Recognition and Two-Way Communication 13:26 Convincing Stakeholders: Organic Rankings and Brand Building 16:13 Utilising Google Search Console 17:23 Increasing Click-Through Rates Through Branding 20:10 The Complex Relationship Between Brand Uplift and Organic Wins 21:19 Prioritising User Satisfaction for Organic Search Success 23:24 Branded Queries 24:30 Brand in Evolving Search Engine Landscape 27:32 How to Integrate Brand SERP Optimisation into an SEO Strategy 30:20 Passing the Baton: Kaspar Szymanski to Amir Glatt This episode was recorded live on video May 23rd 2023

Ed Trifone talks with Jason Barnard about leveraging your personal brand to boost the sales process. Ed Trifone is a seasoned small business executive with more than 25 years of experience. As vice president of sales and marketing at BrightRay Publishing, he develops and maintains strategic partnerships to drive revenue growth while supporting internal teams across the organisation. He leads innovative marketing approaches, sales strategies and operational transformations to drive company-wide growth. Building a strong personal brand identity has become essential for sales professionals who want to stand out from the competition and successfully close deals. The power of a solid personal brand cannot be underestimated; it helps build trust, showcase expertise and ultimately increase sales. In this super incredible episode, Ed Trifone shares brilliant nuggets about how to develop your unique personal brand and use it to sell successfully – both online and offline. Ed highlights the importance of listening, personalising and tailoring solutions to customer needs in the sales process, while also emphasising the importance of finding the commonalities between you and your prospects. As always, the show ends with passing the baton…Ed groovily passes the virtual baton to next week’s insightful guest, Kaspar Szymanski. What you’ll learn from Ed Trifone 00:00 Ed Trifone and Jason Barnard 01:06 Relationship Building in Sales 02:03 Identifying Customer Pain Points 03:36 Ed Trifone’s Brand SERP 04:18 Brightray Publishing’s Brand SERP and Knowledge Panel 05:13 Kalicube Support Group 06:53 Building a Personal Brand  08:30 Ed Trifone’s Personal Brand 09:59 Creating Commonality and Leading Sales Conversations 11:13 The Power of Listening and Tailoring Solutions to Customer Needs 11:39 Ed Trifone’s Effective Sales Tips 13:04 Balancing Personal Brand with Proactive Engagement 15:47 Building Relationships Beyond Promotional Items 18:22 Using a Book as a Swag 19:52 The Importance of Personalisations in the Sales Process 21:24 Evolving Swag Strategies: From Physical Items to Digital Offerings 24:07 Exchanging Online Value for Real-world Connections 25:47 Incorporating Personal Brand into Blog Articles 28:45 How Branded Search Helps with the Sales Process 30:16 Passing the Baton: Ed Trifone to Kaspar Szymanski  This episode was recorded live on video May 16th 2023

Gaurav Sharma talks with Jason Barnard about leveling up your content through regular updates. Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company, and a certified expert in Google Analytics and Google Ads. He has taken an agency from a 5-figure to a 7-figure income in just two years. He has increased leads by 10x, conversion rates by 2.8x, and traffic to 300,000 per month using content marketing, SEO, influencer marketing, landing page optimization, sales funnels, and LinkedIn. He writes for reputable publications such as HubSpot, Adweek, Business 2 Community, HuffPost, TechCrunch and many more. He uses his experience to help SaaS companies, influencers, local businesses, and e-commerce brands increase their traffic, leads, sales, and authority. The main purpose of updating website content is to increase its overall quality and usefulness to the target audience. This process groovily involves regular updates and optimisation to ensure that the information is accurate and user-friendly, and that the content is optimised for search engines. Digital marketers can significantly increase user engagement, improve search engine visibility, and build a better online brand presence. In this wonderful episode, Gaurav Sharma advocates for a strategic approach to content updating, knowing well the impact of outdated content on a website's performance. He highlights that updating publishers' top ten articles to provide new insights and value can make a significant difference in keeping users interested and staying competitive in the online landscape.  As always, the show ends with passing the baton… Gaurav passes the virtual baton to next week’s brilliant guest, Ed Trifone. What you’ll learn from Gaurav Sharma 00:00 Gaurav Sharma and Jason Barnard 01:01 Attrock’s Brand SERP and Knowledge Panel 01:35 Gaurav Sharma’s Brand SERP and Knowledge Panel 02:58 Digital PR Efforts and Overcoming Rejections 04:22 Kalicube’s Three Solutions for Your Brand SERP 05:00 Updating Existing Articles on Your Website 09:29 Analysing SERPs 11:14 Effective Keyword Optimisation Strategies for Improved SEO 14:12 Listicles Vs How-To Articles 18:04 Prioritising the Content to Optimise 20:17 Updating Publishing Dates 22:15 Internal Linking 23:47 How Does Leveling Up Your Content Help with Branded Search? 25:39 Passing the Baton: Gaurav Sharma to Ed Trifone This episode was recorded live on video May 9th 2023

Amanda Milligan talks with Jason Barnard about improve your brand authority with newsworthy content. Amanda Milligan is Head of Marketing at Stacker Studio, a new, innovative way for brands to earn media at scale. With more than a decade of experience in content, growth, and brand, her knowledge has been featured in Entrepreneur, Forbes, TechCrunch, Moz, MarketingProfs, Search Engine Land, and more, as well as at conferences like SMX, MozCon, SearchLove, BrightonSEO, State of Search, and Pubcon. To stand out in the competitive content creation market, it is critical to offer content that is unique and newsworthy. Businesses should focus on providing information that adds value and relevance to the lives of their target audience. Creating content that stands out helps brands build authority and credibility in the industry, which in turn can increase discoverability. In this fantastic episode, Amanda Milligan highlights the importance of creating original content that offers a fresh perspective. By working with authoritative sources within the industry, businesses can present information that is both new and credible, which increases their brand's reputation and provides a competitive advantage. Throughout the conversation, Amanda provides examples of different types of newsworthy content, such as case studies and testimonials, that companies can consider for their content strategies. As always, the show ends with passing the baton… Amanda sweetly passes the virtual baton to next week’s awesome guest, Gaurav Sharma. What you’ll learn from Amanda Milligan 00:00 Amanda Milligan and Jason Barnard  01:46 Creating Newsworthy Content 03:22 Amanda Milligan’s Brand SERP on Bing 05:42 Identifying Authoritative Sources 07:54 Repeating Yourself to Educate AI Algorithms 08:30 Stacker’s Brand SERP on Google 12:54 Kalicube’s Three Solutions for Your Brand SERP 13:53 Brand Authority for Whom 16:19 Originality, Usefulness, and Newsworthiness 19:19 Topical VS Tangential Content 26:27 Combination of Repetition and Authoritativeness 29:26 How Can Newsworthy Content Help with Branded Search? 31:40 Passing the Baton: Amanda Milligan to Gaurav Sharma This episode was recorded live on video May 2nd 2023

Anika Jackson talks with Jason Barnard about integrated marketing strategies, but first, brand! Anika Jackson is a mother, community volunteer, philanthropist, marketing and communications professional, podcast host, and graduate adjunct professor at the USC Annenberg School for Communication and Journalism. As a marketer, she has done it all in her decade-long career, including experiential marketing/event production, launch marketing, public relations, digital and influencer. Anika serves as VP of Operations for Full Capacity Marketing and is the founder and host of the Your Brand Amplified® podcast and The Brand Amplifier program for small businesses. Through The Brand Amplifier, her mission is to empower businesses and entrepreneurs to amplify their impact on the world. She is a member of the Intuit Small Business Council, the Advisory Board for the Women in Leadership program at UCSB, and an advisor and thought leader for several local, national, and global nonprofit organizations. Her NPO leadership positions currently include co-founder/board member of Learn Grow Lead, treasurer of InfluenceHers Foundation and new VP of communications for the National Charity League Pier Chapter. By developing an integrated marketing strategy, marketers can increase brand authority and search results while effectively reaching their target audience with a consistent brand identity. Not only does this method streamline messaging across all channels, but it also builds stronger relationships with journalists, ultimately accelerating the growth of your brand. Groovy! In this wonderful episode, Anika Jackson discusses the value of a strong, consistent brand identity. Anika explains the benefits of integrating your marketing efforts across channels and the different strategies for each channel in the PESO model: paid, earned, shared and owned. She also shares brilliant nuggets on establishing authenticity and thought leadership and building relationships in PR.  As always, the show ends with passing the baton…Anika wonderfully passes the virtual baton to next week’s incredibly brilliant guest, Amanda Milligan. What you’ll learn from Anika Jackson 00:00 Anika Jackson and Jason Barnard 01:20 Anika Jackson’s Brand SERP 02:50 Why Building a Strong Brand is Essential for Marketing and PR Strategies 03:47 How to Establish Authenticity and Thought Leadership 06:00 PESO Model: Integrated Marketing Strategies 06:21 Paid Media 06:25 Earned Media 06:45 Shared Media 07:11 Owned Media 09:16 Future of Video Search 11:01 Google Advertising 11:34 Building Brand Awareness Through Shared and Social Channels 14:45 Earned Media Strategy for Branding 15:55 Building Relationships in PR 17:13 Longevity and Patience in PR 20:50 Staying Top of Mind for Journalists 22:40 Consistency in Shared Media Strategy 26:15 Brand Congruence 27:28 Redefining Your Marketing Strategy 30:20 How Can Integrated Marketing Strategies Help with Branded Search 32:12 Passing the Baton: Anika Jackson to Amanda Milligan This episode was recorded live on video April 25th 2023

Matt Artz talks with Jason Barnard about leveraging anthropology for effective content marketing. Matt Artz is an anthropologist, designer, strategist, product manager and entrepreneur known for his innovative work in user experience, product development and consumer insights. He is Head of Product and User Experience at Cloudshadow, founder of Anthro to UX and Azimuth Labs, and adjunct professor of marketing at Fordham University's Gabelli School of Business. Matt is also a sought-after speaker and thought leader, speaking to international audiences at conferences and on podcasts. He is passionate about responsible design in new technologies and is currently co-editing a volume on anthropology and new technologies to be published by Routledge in 2024. The ever-changing world of content marketing requires innovative techniques that truly connect with your target audience. But how can you do this effectively? Hmmm… It's important to understand your target audience on a deeper cultural and psychological level. And that's where anthropological concepts come in, offering insights into both the general human experience and the unique elements that shape specific audience segments. In this remarkable episode with the rather groovy Matt Artz, explains how understanding and applying anthropology can drive your content marketing. Matt shares his incredible knowledge on understanding customer needs, providing value to them, his thoughts on AI-generated content, and applying anthropology to learn more about user behavior so you're able to create truly engaging content that aligns with your audience's core values, beliefs, and motivations. As always, the show ends with passing the baton…Matt delightfully passes the virtual baton to next week’s wonderful guest, Anika Jackson. What you’ll learn from Matt Artz 00:00 Matt Artz and Jason Barnard 00:49 Matt Artz’s Brand SERP an Knowledge Panel 05:44 Done for You Knowledge Panel Service by Kalicube 06:17 Understanding Anthropology 09:03 Different Brand Messages for Segmented Audiences 09:17 Understanding Needs and Delivering Value to Clients 11:33 Content Marketing Using Anthropology 12:12 Matt Artz’s Thoughts on AI-Generated Content 13:03 Anthropology to Create More Semantically Relevant Content 15:30 What Does Data Mean in the Context of Anthropology? 19:07 The Concept of Unknown Unknowns 22:11 Balancing Long-Term Strategy and Short-Term ROI 25:13 Using Anthropology to Understand User Behavior 29:33 How Can Anthropology Help with Branded Search 30:45 Passing the Baton: Matt Artz to Anika Jackson This episode was recorded live on video April 18th 2023