The Ross Simmonds Show

Latest Episodes:

How MasterClass Built a $2.8 Billion EdTech Empire in 7 years Jul 19, 2024

Show notes

In this special reupload episode of Create Like the Greats, Ross dives into the impressive success story of MasterClass and its winning formula. He dissects MasterClass's innovative content strategy, their mastery of video and animations, their focus on search intent, and their success in generating backlinks. Ross underscores the critical importance of knowing your audience, consistently offering value, embracing outbound marketing, and leveraging remarketing and reactive storytelling techniques. The episode's main takeaway is the power of creating and distributing high-value content.

Key Takeaways and Insights

1. Leveraging Video Content

MasterClass places a significant emphasis on video content, weaving it seamlessly into their SEO-driven pieces. This commitment to high-quality video and engaging animations captivates their audience and boosts their search engine rankings.

2. The Power of Backlinks

By producing exceptional content and collaborating with industry experts, MasterClass has become a powerhouse in generating backlinks. This strategic approach has resulted in over 640,000 backlinks, enhancing their online visibility and authority.

3. Understanding Search Intent: The Key to Effective Content Creation

MasterClass excels by deeply understanding search intent, ensuring their content aligns perfectly with what users are seeking. This alignment not only increases visibility but also drives higher engagement in search engine results.

4. Connecting with Influencers and Industry Experts

MasterClass extends its reach by featuring influential figures across various industries. This strategy not only adds credibility but also broadens their audience base, making their platform more appealing and relevant.

5. Creating Compelling Stories that Resonate

MasterClass distinguishes itself through storytelling that profoundly impacts people's lives. By consistently understanding their audience and delivering valuable content, they foster a strong connection and engagement with their users.

Resources

Foundation Content Marketing Playbook - https://content.rosssimmonds.com/stand-out-guide1
How to Write for the Web - https://foundationinc.co/lab/writing-for-the-web/

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Insights from Chris Meabe: How Dialpad Generates Massive Organic Traffic Using Programmatic SEO Jul 11, 2024

Show notes

In this episode of Create Like the Greats, we delve into the secrets behind how Dialpad, generates an impressive 500,000 visits in organic traffic every month. Ross is joined by Chris Meabe, a Senior Content Specialist from Foundation Marketing, who shares invaluable insights on Dialpad's success. Ross and Chris explore the unique and special approach Dialpad uses to capture traffic and the innovative techniques that set them apart in the competitive landscape.

Key Insights

1. SEO and Programmatic SEO

Search Engine Optimization (SEO) revolves around identifying relevant keywords and understanding user search intent to improve visibility in search engine results. Dialpad leverages programmatic SEO, using technology to create landing pages and AI to write copy based on variable inputs. This scalable SEO engine, enhanced with a human touch, propels their rankings from the top 5 to number 1.

2. On-site Optimization and AB Testing

Dialpad optimizes its pages for conversions and sales by leveraging effective Calls to Action (CTAs). They employ AB testing, a real-time optimization technique, to continuously refine their strategies. By analyzing different variations of their landing pages, Dialpad improves conversions and drives substantial ROI for the business.

3. Programmatic SEO and Exploring Potential Industries

Chris and Ross discuss the potential of programmatic SEO across various industries. For instance, the real estate sector can use data from third-party sources to create targeted landing pages for potential homebuyers. Job listing sites can utilize data from platforms like Glassdoor to create hyper-localized listings. In the education industry, landing pages can target topics such as the best schools by state or province. The finance sector requires thorough research to ensure credibility when creating content related to investments and financial advice. They also explore many other industries, highlighting the endless possibilities of programmatic SEO.

4. STAT Tool

STAT is a powerful tool, especially when it comes to keeping track of queries and SEO performance. For those building large enterprise sites with hundreds of pages through programmatic SEO, STAT provides comprehensive monitoring of progress in the SERPs. This ensures that optimization efforts are effective and visibility remains high.

Resources

Dialpad’s Area Code SEO Moat: How to Rank for 50k Keywords - https://foundationinc.co/lab/dialpad
How Brands Can Use STAT To Thrive Amidst SERP Chaos - https://foundationinc.co/lab/stat-seo-serp/
STAT Search Analytics - https://getstat.com/foundation-exclusive

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╰ foundationinc.co/team/chris-meabe

Reddit Is Dominating SEO Right Now Jul 04, 2024

Show notes

In this episode of Create Like the Greats, Ross discusses the significant shift in the business landscape over the past year and how Reddit has emerged as a major beneficiary of this change. He delves into the Google and Reddit partnership, the importance of creating a subreddit, leveraging ads within subreddits, and the value of cross-referencing YouTube videos in search engine results. This episode offers valuable insights for businesses looking to leverage Reddit's growing influence to enhance their digital strategies and engagement.

Key Takeaways and Insights

1. The Google and Reddit Partnership

Google announced the helpful content update, highlighting their collaboration with Reddit to enhance the content they index. This partnership allows Google to access valuable user-generated content from Reddit, which had previously been overlooked. Reddit's upcoming IPO further solidifies its position as an influential platform for businesses.

2. Creating a Subreddit

Encouraging companies with a significant customer base to consider creating their own subreddit ensures control over the subreddit's content and prevents the creation of unofficial subreddits. This allows businesses to engage directly with their customers and establish a community.

3. STAT for Keyword Monitoring - STAT allows users to upload and monitor a series of keywords, providing insights into which URLs and domains are showing up in Google more frequently for these keywords compared to your own. This is crucial because, as a marketer, recognizing your SEO competitors can reveal that many people searching for your product or service are landing on Reddit threads. This insight helps in understanding where dialogues about you and your competitors are happening on Reddit, allowing you to engage more effectively with your audience on this platform.

4. Leveraging Ads within Subreddits

A powerful strategy is to run targeted ads directly to specific subreddits where the target audience spends time. This enables businesses to reach a highly engaged and relevant audience, leading to better conversion rates. It is recommended to carefully craft ad content that aligns with the interests and values of the subreddit community.

5. Submitting Content to Relevant Subreddits

To increase visibility and reach a wider audience, businesses should submit their content (such as blog posts, articles, or videos) to relevant subreddits. It is essential to research and understand the target audience's interests and preferences within each subreddit to ensure content resonance.

Resources

How Brands Can Use STAT To Thrive Amidst SERP Chaos - https://foundationinc.co/lab/stat-seo-serp/
STAT - https://getstat.com/foundation-exclusive
Reddit - https://www.reddit.com/
HeyGen - https://heygen.com/?sid=rewardful&via=ross-simmonds

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How To Create Content Based on Google Leak Jun 27, 2024

Show notes

In this episode of Create Like the Greats, Ross unpacks the recent Google leak with expert precision. Discover how the leak's revelations can transform your approach to content creation and SEO. From diving deep into the nuances of crafting quality content to enhancing user experience and leveraging Google’s resources, Ross provides a treasure trove of insights. Whether you're a seasoned marketer or a burgeoning content creator, this episode is packed with strategies to elevate your digital presence and secure that coveted top spot in search rankings.

Key Takeaways and Insights:

1. Content Quality: Relevance, Originality, and Comprehensiveness

High rankings in search engine results rely on crafting content that is relevant, original, and comprehensive. Ross emphasizes the importance of collaborating with niche experts and industry professionals to infuse your content with diverse perspectives and in-depth insights, aligning with Google’s criteria for valuable content. Ross explains why content must not only meet but exceed reader expectations by providing clear, actionable, and expert-backed information. He discusses the necessity of creating content assets that truly serve and add value.

2. Enhancing User Experience: Streamlined and Intuitive Design

Superior user experience significantly boosts SEO performance. Ross recommends optimizing website usability to ensure quick and easy access to information. Strategies include image compression for faster load times, conducting mobile usability tests, and organizing content logically to enhance user engagement and satisfaction.

3. SEO Insights: Engagement Metrics and Anchor Text Diversity

Ross explores various SEO factors such as click-through rates, dwell time, and the strategic use of anchor texts. He emphasizes the necessity of creating clickable and diverse anchor texts to avoid penalties and improve link equity, crucial for robust SEO.

4. Leveraging Google's Ecosystem: YouTube Integration and Internal Linking

Given Google’s expansive reach, including its monetization of YouTube, Ross advises using this to your advantage by driving organic traffic to Google-hosted platforms. He also underscores the importance of internal linking with relevant keywords to boost site visibility and engagement.

5. STAT Tool

Throughout the episode, Ross credits STAT by Moz as an indispensable tool in Foundation’s SEO arsenal. He discusses how STAT assists in competitive analysis and tracking SERP positions, providing crucial data that informs SEO strategies and helps brands maintain a competitive edge in search results.

Resources

How to Write SEO Content According to the Google Leaks - https://foundationinc.co/lab/google-algorithm-leak
How Brands Can Use STAT To Thrive Amidst SERP Chaos - https://foundationinc.co/lab/stat-seo-serp/
STAT Search Analytics - https://getstat.com/foundation-exclusive

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ChatGPT For Keyword Research & Marketing Research: Why You Shouldn't Trust It (Experiment) Jun 20, 2024

Show notes

In this episode of Create Like the Greats, Ross delves into the intersection of AI and SEO, exposing the misinformation spread by major media publications within the industry. He discusses recent articles by journalists and experts that misleadingly advocate for the use of ChatGPT in keyword research, keyword difficulty estimation, and subreddit selection. Ross highlights the significant errors in these claims and emphasizes the dangers of relying on AI for such critical SEO tasks. This episode is unique as Ross shares a comprehensive presentation on the topic. Tune in to this eye-opening episode and discover why following these misguided recommendations could be one of the biggest mistakes in your SEO strategy.

You can also check out Ross’ presentation here: https://www.youtube.com/watch?v=g5cytgJgFMI&t=2s

Resources

How Content Is Evolving Thanks to AI — Whiteboard Friday - https://moz.com/blog/content-evolving-with-ai-whiteboard-friday

HeyGen - https://heygen.com/?sid=rewardful&via=ross-simmonds

RossSimmonds.com - https://rosssimmonds.com/

Foundation Marketing - https://foundationinc.co/

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Mastering Digital Marketing: AI, SEO, and Content Diversification Jun 13, 2024

Show notes

In this episode of Create Like the Greats, Ross shares valuable insights into the world of marketing, SEO, and content creation. He discusses how businesses can boost their online presence, attract new customers, and foster growth by integrating these strategies. He talked about the fundamentals of marketing, utilizing AI-driven tools, optimizing content for search engines, and tailoring strategies to suit different business types and platforms. By implementing these tactics, you can successfully navigate the ever-evolving landscape of digital marketing.

Key Takeaways and Insights

1. The Power of Communities

Many people overlook that the evolution of SERP is driven by changes in how humans interact online. We now trust people more than robots, always have and always will. People are looking to get their answers directly from other people, and communities like Reddit have become prime sources. Over the last few months, there has been a significant increase in content from Reddit appearing in SERP due to licensing deals with OpenAI and Google. This trend is set to continue, positioning Reddit as an increasingly important player in search results.

2. AI-Powered Platforms

LLMs (Large Language Models) are revolutionizing the way we conduct searches and interact online. Platforms like OpenAI, Perplexity, and Claude are at the forefront of this change. Users engage in conversations with these AI systems, asking questions and receiving detailed responses. These AI-powered platforms are significantly altering the landscape of search, providing more interactive and intuitive ways to find information.

3. The Fundamentals of Successful Marketing

Ross highlights the four key fundamentals of marketing: research, creation, distribution, and optimization. Conducting thorough research helps identify target audiences and their preferences. Content creation involves developing valuable and engaging content tailored to these audiences. Successful distribution involves employing various channels to reach a wider audience, while optimization ensures that content is discoverable on search engines. These fundamentals form the backbone of a successful marketing strategy, helping businesses grow and succeed in the digital age.

Resources

OpenAI - https://openai.com/

Perplexity - https://www.perplexity.ai/

Claude - https://claude.ai/

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Jason Barnard on Marketing at Kalicube, SEO and Brand SERPs Jun 06, 2024

Show notes

In this episode of Create Like the Greats, Ross sits down with Jason Barnard, CEO of Kalicube to delve into the fundamentals of search engine optimization (SEO) and and Google's evolving understanding of search engine results pages (SERPs). They talked about the importance of educating Google to represent your brand, the role of content in SEO, building a knowledge graph, the significance of branding, the use of AI in SEO, and the impact of Google's NLP.

Key Takeaways and Insights

1. Understanding Google's Evolution

Google is no longer solely about SEO strategies but rather about comprehending the context and purpose behind content. Google's focus has shifted from keywords to understanding the intent and meaning behind the words used. This means that businesses can now influence how Google represents their brand by effectively educating it.

2. Balanced Digital Marketing Strategy

While some believe that flooding the internet with content can boost their rankings, Jason discusses that a balanced approach is key. Google aims to present a comprehensive overview to its users, so it's important to have a digital marketing strategy that engages your audience effectively while maintaining quality and relevance.

3. The Importance of Branding

Branding should take priority over marketing. Establishing a strong brand identity allows businesses to market effectively and package their marketing materials for search engines like Google and Bing, conveying who they are, what they do, who they serve, and their credibility as a solution.

4. The Role of AI in SEO

Fundamentals of marketing and SEO should be prioritized over using AI to manipulate search rankings. SEOs possess unique insights and skills, and Google serves as a valuable indicator of digital marketing performance.

Resources

Kalicube - https://kalicube.com/

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Gregory Kennedy on Unlocking B2B Marketing with AI: Navigating New Paradigms May 30, 2024

Show notes

In this episode of Create Like the Greats, Ross sits down with Gregory Kennedy from BrandZen shared some game-changing insights into the world of B2B marketing. Their chat revolved around Kennedy's report, "New Paradigms in B2B Marketing," unpacking crucial ideas resonating with marketers navigating the digital landscape. Gregory highlighted the transformative role of AI, the importance of optimism in online interactions, and the enduring relevance of classic marketing frameworks.

Key Takeaways and Insights

1. AI-Driven Personalization as a Trend

The growing importance of AI-driven personalization in marketing strategies. Traditional methods like using first names are becoming basic expectations, and marketers need to explore the substantial opportunities that AI offers in tailoring content to individual consumers. This trend can lead to enhanced connections with customers and better overall campaign results.

2. Social Media Optimization

Gregory emphasized the essence of genuine audience engagement over mere social media clicks. While marketers previously focused on maximizing clicks, there is now a shift towards 0-click social media optimization. This approach prioritizes impressions and reach over click-throughs, leading to a strategic realignment that better fits current trends and audience behaviors.

3. The Value of the Funnel and AIDA

Despite emerging paradigms, the traditional marketing funnel and the AIDA framework (Attention, Interest, Desire, Action) continue to be valuable tools for marketers. Understanding these mental models helps marketers create effective copy and guide consumers along the buyer's journey with precision.

4. Brand Advocacy and Employee Participation

Gregory and Ross talked about the importance of brand advocacy and suggests that organizations should invest resources in measuring and promoting employee participation. Employee advocacy not only enhances a company's reputation but also benefits individuals' career growth and attracts customers, creating a win-win scenario for both the organization and its employees.

Resources

New Paradigms in B2B Marketing - https://www.wearebrandzen.com/research/

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Junae Brown On Marketing At Browned 2 Perfection: Navigating Creativity, Digital Trends, and Personal Growth May 23, 2024

Show notes

In this episode of "Create Like the Greats," Ross sits down with Junae Brown, Founder and CEO of Browned 2 Perfection Agency. Junae shares her inspiring journey in the marketing world. Through the lens of authenticity and adaptive strategies, she showcases her deep expertise in crafting impactful marketing campaigns. Junae's insights into the importance of personal identity in marketing and the evolving landscape driven by AI provide valuable takeaways for marketers and entrepreneurs alike.

Key Takeaways and Insights

1. The Importance of Authenticity

Junae emphasizes the significance of authenticity in creating brand loyalty. Authenticity helps brands connect with their audience on a deeper level and aligns with the purpose of the product or service. By being genuine, brands can build trust and long-lasting relationships with their customers.

2. Junae's "I Am the Marketing Plan"

The concept is twofold: it focuses on establishing strong, authentic, lucrative, and impactful personal brands, and on building loyalty-based consumer or company brands. Additionally, it emphasizes personal growth and becoming one's best self. Junae believes that while technical marketing strategies are essential, recognizing and maximizing one's inherent capabilities is equally powerful.

3. The Evolution of Marketing Strategies

Junae believes in the necessity of adapting to the ever-changing marketing landscape. She talks about the importance of utilizing modern tools like AI to enhance human creativity and strategy. While AI offers powerful capabilities, maintaining a human touch and being open to change are essential for sustained success in marketing.

Resources

Browned 2 Perfection - https://www.browned2perfection.com/home

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Erica Schneider on Mastering the Art of Writing and Editing in the Digital Age May 16, 2024

Show notes

In this episode of Create Like the Greats, Ross sits down with Erica Schneider, an experienced editor and founder of the program Cut the Fluff, who shares her journey as an online writer and entrepreneur. Erica provides valuable insights into the world of writing and editing, emphasizing the importance of clear thinking in writing, the impact of AI on copywriting, and the significance of finding balance in work and family life.

Key Takeaways and Insights

1. Journey to Becoming a Writer

Erica discovered her passion for writing in high school and ventured into SEO blog writing through platforms like Upwork. She persevered and gained valuable experience working as an English teacher in Thailand. This diverse background gave her a unique perspective and a solid foundation for her career in writing.

2. A Path to Good Writing

Good writing is good thinking, but not all thinking is clear thinking. Many writers make the mistake of trying to edit themselves while writing, leading to confusion and poor-quality content. Erica Schneider's expertise lies in helping writers master the art of editing by separating the writing and editing processes. By stressing the importance of clear thinking, she empowers writers to produce high-quality, concise, and engaging content.

3. The Art of the Hook: Writing Engaging Content

Erica shares insights into crafting captivating hooks in writing. By practicing and learning from failures, writers can enhance their ability to create compelling introductions. Erica suggests finding an accountability buddy to review and critique each other's work, a process that helps writers better understand their strengths and weaknesses. Mastering the art of writing effective hooks is essential for capturing readers' attention and encouraging further engagement.

4. AI and Copywriting: Embracing the Future

Erica delves into the impact of AI on the field of copywriting. While AI tools can offer valuable assistance with generating ideas and crafting headlines, Erica emphasizes the importance of personal touch and human creativity in writing. By combining the efficiency of AI tools with their own unique writing style, writers can optimize their content creation process and produce engaging and tailored copy.