Ross Hudgens welcomes Jason Cohen, founder of WP Engine and Smart Bear, to unpack the "multipliers" behind outsized marketing results. They get into how WP Engine grew affiliates into a channel competitors couldn't touch, why most A/B testing quietly produces nothing, and Jason's core argument that the quality of traffic at the top of your funnel matters more than everything below it combined. Along the way: exclusivity deals, multi-brand strategy, defining a truly actionable ideal customer, and why showing your product's bad reviews can actually lift sales. Show Notes 00:00 Intro 00:57 The affiliate power curve 03:00 The "magic wand" test 10:19 Affiliates, brand value & AI search 15:12 Defining your ideal customer 22:42 Why your A/B test wins disappear (false positives) 28:27 Why A/B testing fails for SEO 33:49 Traffic quality beats everything else in the funnel 39:04 How to actually get higher-quality traffic 52:22 Why showing bad reviews boosts sales Show Links Jason on LinkedIn: https://www.linkedin.com/in/jasoncohen/ WP Engine: https://wpengine.com/ A Smart Bear: https://longform.asmartbear.com/jason-cohen/ Preorder "Generative Engine Optimization: The Definitive Guide to AI SEO" by Ross Hudgens: https://a.co/d/0e5jdspP Subscribe for weekly episodes: https://bit.ly/3dBM61f Listen on Apple: https://podcasts.apple.com/us/podcast... Listen on Spotify: https://open.spotify.com/show/1kiaFGX... Follow Ross on X: https://x.com/rosshudgens Follow Siege Media on X: https://x.com/siegemedia Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: [email protected] #seo | #contentmarketing

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