Tailoring SEO To Bring In Qualified Traffic That Converts
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
23 min
3 speakers
4 chapters
transcribed 29 days 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, Tyson Stockton.
Hey, what's going on? My name's Tyson from Previsible.io. And today I'm joined by Rachel Burns, who's the content marketing manager at Calendly. Calendly is a scheduling software that helps users schedule meetings and appointments efficiently. It streamlines the process by allowing users to share their availability and let others book time slots that work accordingly. Today, Rachel and I are going to be discussing Tailoring SEO to bring qualified traffic that converts. With that, here's my conversation with Rachel Burns, content marketing manager at Calendly. Rachel, welcome to the podcast.
Thank you so much for having me. It's great to be here.
So Maybe just kind of to to start us off, um, maybe you could tell the listeners just a little bit about your career path, like how you came to be the content marketing manager at Calendly.
Yeah, so I started like many people in marketing as a marketing coordinator. I was at Braintree and so I got to do a little bit of everything, a really great introduction into B2B SaaS and all of the different things that make up marketing there. And I have always been a writer. I was an English major. I I think like many content marketing folks found my way here. Via writing. And so as I was able to explore different parts of SaaS marketing, I just really found a love for content marketing and for kind of the great puzzle that is SEO and figuring out ways to create interesting, valuable content while also appeasing Google. It's kind of the great balance we're all striving for.
And I mean, with that, it's kind of a a nice segue to the topic. So today we're talking about, you know, not just scaling and driving traffic to the website, but qualified traffic. And I feel like this has been a hot topic with AI overviews and kind of concerns or question marks around how that's gonna impact, you know, referral traffic coming over from Google or organic search. How how do you think about targeting and like kind of making your topic selection that's gonna be more, I guess, targeted towards like that qualified user.
Yeah, so I think one thing that's important is to just kind of rewire our thinking a little bit around what metrics we're looking at with SEO. I know for a long time, and certainly my experience was looking at that traffic number first and foremost, and a drop in traffic was always a cause for concern. You know, are we slipping in the rankings? Are we getting beat out by competitors? And I think trying to look at it more holistically is yes, organic traffic is really nice. But if your organic traffic is coming to a piece of content that's not converting to signups or to MQLs or anything like that, then it's a vanity metric. It's traffic for the sake of traffic. And so I think thinking about kind of working backwards.
It's okay, what do we know about who is a good candidate to sign up for our product or a good candidate to talk to sales? And then working backwards to figure out what kind of content those folks are looking for. Because there's a lot of low hanging fruit. I think less so now with AI overviews and there's fewer kind of Gimmies within topics you can write about, but I think for a long time you could say, okay, I see this keyword that's tangentially related to our product or to our audience, and it has high keyword volume and low competition. And so we're just gonna go for it because it's kind of related. But if the people who are looking for that, if the people who the search intent matches for that are not
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Chapters
4 chapters
1
What is the main topic discussed in this episode?
0:00–7:40
2
Who is Rachel Burns and how did she become Calendly’s content marketing manager?
7:40–18:03
3
Why should SEO focus on qualified traffic instead of just raw traffic numbers?
18:03–23:26
4
How can you work backwards from your ideal customer profile to find the right topics?
23:26–23:35