Connecting Search and Social
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
33 min
2 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the main topic discussed in this episode?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Nearly sixty percent of Google searches in the US now end without a click. So if SEO still stops at rankings in traffic, you're missing the bigger story. The real opportunity now is understanding what users do across search, social, reviews, and even on site behavior. Building better experiences from that is what we're going to talk about today. I'm Jordan Cooney, and joining me today is Celeste Gonzalez, SEO testing director at RicketyRoo, and even more importantly, founder of the LA SEO Meetup Group. Today, Celeste and I are talking about search experience optimization, why SEOs need to get scrappy with the data they already have, and how building your own tools can uncover insights traditional platforms still miss.
Celeste, welcome to the voices of search podcast.
Hey, thank you for having me, Jordan. I'm really excited to chat with you today.
Likewise, this is gonna be a ton of fun.
Why are nearly 60% of Google searches ending without a click and what does it mean for SEO?
Um, I've been watching your work and watching you uh grow in in the SEO community over the past few years. I think we met uh at at Google IO, if I'm not mistaken, or at least got really familiar with one another at Google IO. And I a really appreciate your approach to wanting to educate and inform the SEO community. And secondly, I'm just incredibly grateful for you to continue building local communities for for for SEOs, content marketers, and the changes that are happening in our industry. So so kudos to you for for for doing phenomenal work for our industry. I I want to start off by just having you introduce yourself to to our audience. Tell us a little bit about your your background and and and your um experience in the SEO space.
Yeah. Um so I mean thank you for the very nice introduction. Um of
course.
Let's see where I got started. I was actually a blogger. Um, so I had my own blog. I tried to learn as much as possible. and that need for community was just sort of always there. Um and I was very grateful that Twitter was really active at the time. Um so that's how I was able to connect with so many great people and it kind of started me sharing everything that I was learning um with others. I saw people were sharing what they were working on, people would give critiques, those sorts of things. I would just share what was happening on my blog, what I was doing, whatever I had learned, putting into to practice, started freelancing. Um, and then eventually ended up at Rickety Roo. I've been there for almost five years working mainly in the local space.
Worked my way up from junior SEO specialist to now uh leading the testing department there.
Who is Celeste Gonzalez and how did she become a leader in local SEO and community building?
And it's just been really amazing to connect with so many people. like yourself, who I mean you and Sean are the main reasons why the LASEO meetup group exists now. So thank you for that.
Yeah, absolutely. I'm I'm curious as we as we dive into like kind of your your background in in where you started. One of the things I think is is unique is that there's been so much change in SEO in the last twenty four months or so, but even even before that, over the last maybe five years. We already see saw kind of some some key indicators that the SERPs were gonna change, the way that uh experiences to users who are trying to discover information, content, local businesses was going to change, right? And you've been working at the forefront of watching and monitoring that. And so when you talk about testing and seeing all this change, what has been like one of the most
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Chapters
8 chapters
1
What is the main topic discussed in this episode?
0:00–1:47
2
Why are nearly 60% of Google searches ending without a click and what does it mean for SEO?
1:47–3:43
3
Who is Celeste Gonzalez and how did she become a leader in local SEO and community building?
3:43–7:32
4
What is Search Experience Optimization (SXO) and how does it differ from traditional SEO?
7:32–10:45
5
How are reviews and Google’s Ask Maps changing local search signals?
10:45–18:02
6
Why should SEOs tap into social‑media data to uncover actionable insights?
18:02–22:11
7
What low‑code tools and custom Chrome extensions has Celeste built to surface hidden data?
22:11–27:10
8
What are the most effective ways to communicate experimental data to clients and teams?
27:10–33:23