About this Episode:
In this episode, Joseph is joined by our special guest Jessica Nowak, Director of Strategic Accounts at BrightEdge technologies. She leads the Strategic Accounts team that oversees over 200 Channel partners offering Enterprise SEO and Content Marketing services.
Jessica discusses the importance of search data, and how more visibility around search data, allows her and BrightEdge to better create content to create more quality clicks for their customers.
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Joseph introduces his guest Jessica Nowak, the director of Strategic Accounts at BrightEdge technologies, which Joseph makes use of in his own company. Joseph brings up the new breakthrough in ranking in Google, and how now Google doesn’t just rank the actual content of the page, but different passages within the page as well. This change allows for searches to become more holistic, and allow for users to get web pages that better specifically match their search as their top rank. Joseph explains how to best set up one’s webpage to benefit from this change in search engine optimization, and endorses the use of schema to better change one’s content for Google ranking. Joseph and Jessica discuss Jessica’s background in search engine optimization, and how she didn’t originally plan to go into search engine optimization, but rather happened into it. Jessica explained how she was first hired by BrightEdge, her journey while working there, and how her role has changed from then to the present day. Joseph and Jessica discuss the environment of search engine optimization in 2014, and how BrightEdge’s decisions related to SEO helped in keeping SEO “hip” in the modern-day. Jessica explains what BrightEdge is and what work it does.
Jessica explains how search data is the voice of the customer, how search is the largest marketing channel, and search traffic makes up over fifty percent of web traffic. She continues to explain the importance of search data, and how more visibility around search data, allows her and BrightEdge to better create content to create more quality clicks for their customers. Jessica brings up the example of face masks, and how the intent of face masks has changed greatly over the course of 2020, as at the beginning of the year searches related to face masks focused on the beauty industry, while at the end of the year searches related to face masks focused around people. The two discuss new technologies that were developed by BridgeEdge that help their customer better cater to and polish their content for their web presence. Joseph and Jessica discuss the organization of the content, specifically topic clusters.
Joseph and Jessica discuss content automation, specifically through the product BrightEdge Autopilot developed by BrightEdge, and the difficulty of trying to automate content without different issues coming up. Jessica discusses internal linking, and how it is cumbersome to large sites and it is not as effective from an SEO perspective, but through BrightEdge Autopilot automates this, eliminates the links that bring down the site’s rank, and instead finds and distributes better links for the site. With the cleaning up of internal linking, it creates more nonbranding visibility in a short amount of time, a process that could take months manually, but through Autopilot visibility results could be found within ninety days. Jessica discusses load time for photos and videos, and how enhancing the mobile aspects of the webpage, creates a shorter load time for photos and videos, which helps the page through the mobile algorithm ranking system. The two discuss the uplift that Autopilot can provide, and what variables contribute to a meaningful uplift to a site. Jessica explains the term “low hanging fruit” in terms of search engine optimization, and that is related to content that is “below the fold”.
Joseph and Jessica discuss Market Insights, a new product created by Bright Edge that addresses the specific problem of marketing planning cycles, that leverages search data to figure out what motivates consumer decisions. Jessica describes it as a search data BI tool, to help understand new opportunities as they emerge, as well as shifts in marketing demand, to best help decide how best to use a marketing budget. The two discuss future predictions for marketing content trends, specifically for digital marketing. Jessica explains how through leveraging search data, one’s content can be relevant to who they’re marketing to, as well as engaging.
00:00:43.380 –> 00:00:54.120 Joseph McElroy: Hello thanks for joining us on this week’s episode of wise content creates well you’ve heard that content is king well wise content rules, the world.
00:00:54.840 –> 00:01:12.960 Joseph McElroy: This podcast is about understanding how you can make and utilize wise content to improve your company’s bottom line I am Joseph Franklin McElroy and I’m a marketing technology expert who’s built a multimillion-dollar company and I’m also an award-winning content producer.
00:01:14.100 –> 00:01:33.390 Joseph McElroy: My company is Galileo tech media and we’re a leader in providing wise content and smart SEO or wise content is all types of content that incorporates semantic science behavioral science Ai and data to make content that converts better it gets better rankings in the search engines.
00:01:34.620 –> 00:01:41.100 Joseph McElroy: So, in a few minutes we’ll be talking to just know, like the director of strategic accounts global agency partners that bright it.
00:01:41.520 –> 00:01:58.470 Joseph McElroy: bright edge is an enterprise tool we use it Galileo Galileo and does wonderful things for our content and I mentioned it a couple weeks ago, so it should come as no surprise that I wanted to bring them on here and i’ll be introducing a just a second, but first some news.
00:02:00.540 –> 00:02:17.670 Joseph McElroy: So, in the last month, Google has made a search advanced that they announced that is important for content, marketing and for search engine optimization and it’s called it’s called passage ranking and what does that mean.
00:02:19.170 –> 00:02:25.080 Joseph McElroy: So let me read the quote, that they gave you from the Google product teams in a sort of give you an.
00:02:25.560 –> 00:02:37.260 Joseph McElroy: idea so it’s a very specific, very specific searches can be the hardest to get right since sometimes the single sentence that answers your question might be buried deep within a web page.
00:02:38.010 –> 00:02:50.340 Joseph McElroy: We that being Google recently made a breakthrough and ranking and now we’re able to do not just index pages, but in in individual passages from pages.
00:02:50.790 –> 00:03:03.960 Joseph McElroy: Now this is this is, you know seems somewhat small, but I think it’s like a lightning bolt because now they’re not only ranking pages for the content they’re racing passages within pages.
00:03:05.310 –> 00:03:14.610 Joseph McElroy: and specific sections within pages that best matches a user intent and best answers their question, so this is really focused on.
00:03:15.360 –> 00:03:22.920 Joseph McElroy: You know the long tail the questions that people might have a very specific long you know involved searches.
00:03:23.880 –> 00:03:33.450 Joseph McElroy: Google justified it by saying that better understanding of the relevancy of specific patch better understanding the relevancy of specific patches passages.
00:03:33.810 –> 00:03:40.050 Joseph McElroy: And not just the overall page, we can find that needle in a haystack information you’re looking for.
00:03:40.770 –> 00:03:50.580 Joseph McElroy: And then here’s another big part from them is that this tech ology will improve about 7% of search queries across all languages as they roll it out globally.
00:03:51.360 –> 00:03:59.640 Joseph McElroy: Well, if you think 7% not much, I mean we’re talking about billions and trillions of searches here it’s gonna be it’s gonna be huge in terms of its impact.
00:04:01.350 –> 00:04:15.630 Joseph McElroy: Some of their crawlers are getting smarter and understanding the content within our pages and the context within our pages and and finding the correct answer that they want to deliver to two people so.
00:04:16.770 –> 00:04:23.280 Joseph McElroy: So it’s pretty important to understand what are we going to do about it, and I have some basic ideas.
00:04:24.210 –> 00:04:34.890 Joseph McElroy: You know what are we going to do about well, the first thing you need to do we’re going to need to structure our content to answer specific queries now if you’ve been doing things like schema an faq schema you’re probably.
00:04:35.820 –> 00:04:39.810 Joseph McElroy: Maybe doing a little bit of this but it becomes important they do even more.
00:04:40.920 –> 00:04:51.720 Joseph McElroy: So you you, you want to structure your content around answering questions and then you want to use related terms and terms and concepts within your content.
00:04:52.140 –> 00:05:09.390 Joseph McElroy: You know, talk about talk about the topics and sub topics and and other kinds of queries that that makes sense, with your content, so you want to have a more holistic and complete answer in your your content, so that you know it can maybe show for multiple passages.
00:05:10.980 –> 00:05:17.760 Joseph McElroy: And then you need to have a good good content structure, and that means use you’re heading tags appropriately.
00:05:18.090 –> 00:05:22.470 Joseph McElroy: You know, give it a real structure H1 at the top, with the title then h.
00:05:22.770 –> 00:05:32.730 Joseph McElroy: twos and threes and the other heading tags down through there in a way that gives it a structure that’s you know the passages are a question answer Question answer you know that it can have.
00:05:33.540 –> 00:05:39.690 Joseph McElroy: A way for the search engines to sort of programmatic and programmatically identify where this information is.
00:05:41.040 –> 00:05:55.110 Joseph McElroy: Of course, you should use schema you should be using schema already while it’s not supposedly a ranking factor we find it is a great ranking enhancement and it also get you better.
00:05:56.310 –> 00:06:05.730 Joseph McElroy: Better search results, the structure of your search results can be immensely improved, and you can show up and all sorts of different kinds of search when you schema.
00:06:06.150 –> 00:06:12.480 Joseph McElroy: And there’s some great tools out there, including bright edge to help you do that and understand what you should do.
00:06:13.200 –> 00:06:23.010 Joseph McElroy: And now that I mentioned right, so let me introduce just no X she’s a native of Silicon Valley and she’s been very bright into 2014 and she is.
00:06:23.670 –> 00:06:37.860 Joseph McElroy: She is now in charge of the strategic relationships and agency partnerships and it’s growing that Community and that’s how she knows us and helps us understand and use brain technology better so Hello jess.
00:06:38.520 –> 00:06:39.180 Joseph McElroy: I.
00:06:39.600 –> 00:06:42.810 Jess Nowak: owe you so much lovely introduction.
00:06:44.220 –> 00:06:48.690 Joseph McElroy: Well, tell me a little bit more about your background, how did you get into the search engine world, to begin with.
00:06:49.410 –> 00:07:00.030 Jess Nowak: yeah absolutely well, I think, like most people who are in the search engine optimization world now, we probably had no intention of of ending up in the search engine.
00:07:02.790 –> 00:07:10.710 Jess Nowak: It wasn’t really you know a thing it wasn’t really a, you know as as big of a channel, you know as some of the other more.
00:07:11.220 –> 00:07:18.270 Jess Nowak: Popular longer running channels like paid media, and so you know it kind of happened into it like like most of the other.
00:07:18.690 –> 00:07:31.740 Jess Nowak: You know most the other people in our industry, did you know that kind of found themselves in the in it within I don’t know, maybe 10 seven to 10 years ago that that window, I think a lot of us just kind of happened into it, but i’m you know.
00:07:32.790 –> 00:07:42.330 Jess Nowak: Earlier in my career, I found myself patterning towards a lot of different roles that really were centered around like grassroots marketing Community building.
00:07:43.440 –> 00:07:49.530 Jess Nowak: And you know that type of that type of work and in that type of outreach.
00:07:49.980 –> 00:07:57.750 Jess Nowak: In growth marketing i’m not intentionally and it was just kind of funny that over time, these roles, you know started to kind of manifest themselves.
00:07:58.140 –> 00:08:05.760 Jess Nowak: And I think you know a lot of people probably go through this and as part of their career and I kind of just started following you know different paths and.
00:08:06.450 –> 00:08:13.140 Jess Nowak: You know, being in the heart of the Silicon Valley i’m very fortunate to be exposed to so many opportunities from a technology perspective.
00:08:14.400 –> 00:08:24.450 Jess Nowak: When you know when I was approached by bright edge little over six and a half years ago, already, and you know it was very interesting to.
00:08:25.050 –> 00:08:28.680 Jess Nowak: You know, to see a new enterprise technology on the market for.
00:08:29.670 –> 00:08:38.460 Jess Nowak: You know, for something that I knew I knew was there, something that I use right as it as a consumer, and as somebody who uses uses the one that regularly.
00:08:38.910 –> 00:08:46.710 Jess Nowak: Organic search was something that I was vaguely aware of, I am but I thought it was very interesting that this company was.
00:08:47.250 –> 00:08:53.400 Jess Nowak: You know, really investing in this channel and and you know they seem to be really the.
00:08:53.910 –> 00:08:58.560 Jess Nowak: You know the largest player in the market from the enterprise, you know perspective, and today we absolutely are.
00:08:58.980 –> 00:09:06.930 Jess Nowak: And, but I kind of just continue down that path, and you know grew with the company and you know where the company is now about three times the size, it was.
00:09:07.350 –> 00:09:17.340 Jess Nowak: When I started, and you know my role has changed and four or five times of you know, throughout the course of that um but again kind of going back to the theme of you know my.
00:09:17.730 –> 00:09:23.370 Jess Nowak: Natural tendencies kind of being more grassroots or more Community building partnerships.
00:09:23.790 –> 00:09:33.060 Jess Nowak: And you know the Agency partnerships team was a natural fit for me, and so, as we have grown this team and evolved our offering and worked with.
00:09:33.420 –> 00:09:47.040 Jess Nowak: Your partners, just like your team at Galileo and you know it’s really been a you know, a huge fulfilling experience and and you know something that I would have never kind of expected.
00:09:48.330 –> 00:10:03.120 Jess Nowak: You know, five, six years ago, when I was first starting this but um you know really taking what I love about technology and then matching that with what I love about Community building and you know that’s really kind of how I ended up where I am today.
00:10:04.320 –> 00:10:06.420 Joseph McElroy: We don’t remember 2014.
00:10:07.440 –> 00:10:11.490 Joseph McElroy: seo Maas just started to change themselves to Mars right.
00:10:11.730 –> 00:10:25.230 Joseph McElroy: and his co was sort of like the term was you know it was being depreciated and people are now doing inbound marketing inbound marketing so bright edge comes in, and you focus in on seo at the beginning, right.
00:10:25.380 –> 00:10:27.570 Jess Nowak: mm hmm right yeah.
00:10:27.750 –> 00:10:30.180 Jess Nowak: yeah I mean it was it was just you know when.
00:10:30.390 –> 00:10:35.640 Jess Nowak: You know our founders Jim you and then park they you know when they tell the story it really it was just.
00:10:35.850 –> 00:10:44.430 Jess Nowak: They saw the opportunity you know for this channel that was largely untapped you know they saw Google evolving into what they how they were serving and and kind of.
00:10:44.700 –> 00:10:52.410 Jess Nowak: The opportunity outside of of paying for it for ads you know, on Google and they really just wanted to hone in on it and take advantage of.
00:10:53.220 –> 00:10:56.670 Joseph McElroy: Well, you know seo is now you know now hip again in a sense.
00:10:58.290 –> 00:11:00.270 Joseph McElroy: I don’t know if it’ll ever really be hit but.
00:11:03.000 –> 00:11:10.320 Jess Nowak: Then they’re inside of the marketing world but it’s it’s it’s a thunder it’s a fundamental part of online marketing which a lot of people don’t realize.
00:11:10.320 –> 00:11:12.780 Joseph McElroy: So, so what is bright edge today.
00:11:13.710 –> 00:11:25.020 Jess Nowak: yeah um so bright edge is an enterprise seo and content marketing platform, so we are predominantly a data company right so are the core of our technology is.
00:11:25.290 –> 00:11:31.890 Jess Nowak: Is is our data set it’s it’s the largest proprietary data set of organic search data.
00:11:32.670 –> 00:11:41.400 Jess Nowak: Across Google that exists, you know, the only third largest index, in general, next to you know, Google and being themselves.
00:11:41.940 –> 00:11:53.910 Jess Nowak: And so you know what we we approach everything from a data first mentality and so over the years, we have evolved our offering and really in in.
00:11:54.240 –> 00:12:01.590 Jess Nowak: More in the terms of creating an enterprise solution that makes it easy for our customers and our partners.
00:12:02.370 –> 00:12:18.090 Jess Nowak: To leverage our data set make sense of it interpret the insights and actually put them into action, so they can actually improve and drive revenue, and you know to their businesses, I mean at the end of the day, that’s that’s what we do, we you know we help drive revenue and.
00:12:19.830 –> 00:12:24.900 Jess Nowak: By but you know, overall, you know, we are still fundamentally an enterprise data.
00:12:25.860 –> 00:12:30.420 Joseph McElroy: So I mean do you have like big server farms, I mean, how do you manage.
00:12:32.010 –> 00:12:32.730 Joseph McElroy: data.
00:12:33.300 –> 00:12:42.210 Jess Nowak: yeah so so we do have we do have a number of different servers that we use, and you know we maintain an index of over 4 billion, you know.
00:12:42.720 –> 00:12:56.190 Jess Nowak: search topics globally, or in the US alone and then even times that time 17 different global indexes at that scale, and you know it’s it’s something that we invest a lot of money and.
00:12:57.600 –> 00:13:12.870 Jess Nowak: It does take a lot of server power in order to to maintain it, but that is, that is the core of our business and so i’m, but we also think it’s very important for us to own our own data Center right for us to be able to control and curate and validate in.
00:13:14.100 –> 00:13:24.750 Jess Nowak: In a way, that we feel confident and delivering it to our customer base so that’s why we go that that extra link to actually maintain and own our entire dataset.
00:13:25.200 –> 00:13:27.480 Joseph McElroy: And no floating islands right.
00:13:27.720 –> 00:13:36.090 Joseph McElroy: yeah I think I think at one point, Google is headed a thing, where they would have float float server farms out on giant ships out in the ocean.
00:13:38.280 –> 00:13:38.550 Jess Nowak: Where.
00:13:41.400 –> 00:13:44.430 Joseph McElroy: It might be a place, you know, and then the deck could be a place to go and have a little bit.
00:13:47.100 –> 00:13:52.290 Joseph McElroy: All right, well, we come back you’re gonna tell me what is search, at least from bryce bright edge perspective.
00:16:46.500 –> 00:16:55.920 Joseph McElroy: hey this is Joseph regular McElroy back with wise content creates wealth podcast and I guess just knowing you know when I.
00:16:57.000 –> 00:17:00.930 Joseph McElroy: When I say this, I got to podcasts and I almost said gateway to the smokies.
00:17:02.160 –> 00:17:05.550 Joseph McElroy: Which is you know if I have to watch that so anyway.
00:17:06.240 –> 00:17:17.430 Joseph McElroy: You know, when people talking about search I remember back in the day long before Google and any the search engines search meant you went into a structured database and you were searching through a field to find something.
00:17:18.150 –> 00:17:26.280 Joseph McElroy: piece of data and then all of a sudden surgeons came along, and on the web, and it was all this unstructured data it was like wow they can do that that’s pretty awesome.
00:17:26.760 –> 00:17:34.470 Joseph McElroy: But now search means many things to different people so i’d like to know what is it what is right and hang his hat on.
00:17:35.640 –> 00:17:52.860 Jess Nowak: yeah so you know to us surge is fundamentally the voice of the customer right, and you know, there is no better way to understand you know consumer behavior than to look at search data right um and you know.
00:17:53.910 –> 00:18:08.490 Jess Nowak: what’s really important to know is that you know search is the largest marketing channel and we’ve done this we’ve done this research year over year and we’ve revalidated this data in search data makes up a.
00:18:09.090 –> 00:18:22.620 Jess Nowak: search traffic rather makes up just over 51% of all web traffic, and you know today and it hasn’t been the same story, for you know well over five six years now since we’ve kind of been compiling this this information.
00:18:23.190 –> 00:18:38.220 Jess Nowak: And so, if you think about how people interact and you know how people solve problems in their everyday life, you know they’re largely doing that you know through search and so the the information that we’re able to collect as as a part of that is incredibly important to.
00:18:38.610 –> 00:18:49.830 Jess Nowak: You know, making critical business decisions, and you know so when we look at search when we think about search there’s a couple of different components that are really important, you know, to keep in mind right.
00:18:50.220 –> 00:18:56.250 Jess Nowak: um you know intent right search intent what what are they looking for what problem are they looking to solve.
00:18:57.090 –> 00:19:08.670 Jess Nowak: And relevance and so you talked about this a lot in this podcast and you know around you know relevant content right, how do we make sure that we’re actually producing the right content for the right audience.
00:19:09.510 –> 00:19:17.070 Jess Nowak: We need to know what people are looking for, so we need to have that search data that voice of the customer data to understand what what it is that they’re looking for.
00:19:17.610 –> 00:19:28.440 Jess Nowak: You know how do they described it right, what are the other related topics that that come up you know within similar qualities right and the more visibility, we have into that.
00:19:28.770 –> 00:19:44.190 Jess Nowak: The better we can understand what the end intent is and the better we can really cater content, you know, to that end user and make it, you know, really, you know content that drives revenue conversions revenue, because we don’t just want to drive clicks right, we want to drive quality clicks.
00:19:44.250 –> 00:19:49.710 Joseph McElroy: Right, so you guys probably intently pay attention to pay, you know rank brain.
00:19:50.100 –> 00:20:03.120 Joseph McElroy: And the things it does right, I mean, are you able to like you know rank brain knows that when people search for pizza and most of the time they’re just looking for pizza delivery near them and not looking for the recipe of pizza is that something that you guys also understand.
00:20:03.660 –> 00:20:14.190 Jess Nowak: yeah we actually yeah we have we have you know basically identical technology built into our into our platform that sits on top of our you know large database.
00:20:14.520 –> 00:20:24.660 Jess Nowak: Right and performs you know, essentially the same kind of rank brain methodology and to surface semantically related topics, you know based off of actual search and.
00:20:25.350 –> 00:20:39.540 Jess Nowak: that’s something that you know, is really important right and to our consumers and it’s important to kind of see trends and how that might change over time as well, we saw earlier in 2020 right when when we.
00:20:40.590 –> 00:20:53.100 Jess Nowak: When you know simple simple topics like face masks right intense started to change so so dramatically throughout the course of 2020 were previously, you know it was.
00:20:53.580 –> 00:20:59.910 Jess Nowak: You know I think the the most relevant um you know topics to face mask were largely in the beauty industry.
00:21:00.390 –> 00:21:13.050 Jess Nowak: Right, and you know largely in treatment sorry beauty treatments right, and you know it has you know, in terms of kind of the intent for at least the second half of 2020 that that intense moves.
00:21:13.320 –> 00:21:30.000 Jess Nowak: You know, largely more in the direction of you know ppd right, and so we see these patterns shift, you know back and forth all the time, so we do invest a lot in ensuring that we’re able to understand you know semantic relevance in the same way that Google is looking at it.
00:21:30.510 –> 00:21:38.010 Joseph McElroy: Great so you know this this podcast about wise content so let’s get to that meet there right so.
00:21:38.730 –> 00:21:47.010 Joseph McElroy: there’s a lot of content options out there, you know you mentioned in talking, I mean things like email social media ebooks White Papers videos all those.
00:21:47.310 –> 00:22:01.680 Joseph McElroy: there’s a million different ones all right it’s a large content battlefield so, how does bright edge help us decide which content to create or what I say or create wise content.
00:22:02.730 –> 00:22:12.840 Jess Nowak: yeah absolutely so we use a couple of different methodologies to you know, to determine what would be you know good, effective content right The first one is, you know that.
00:22:13.260 –> 00:22:20.010 Jess Nowak: That search data with you know the semantic relevance and you know applied the second aspect is actually.
00:22:20.400 –> 00:22:26.910 Jess Nowak: You know, looking at and understanding, you know our customers websites right, what does their existing content speak to what direction.
00:22:27.240 –> 00:22:33.660 Jess Nowak: Is there is their baseline website, and you know going right because we want to make sure that we are.
00:22:34.410 –> 00:22:43.020 Jess Nowak: You know, creating informed content that’s relevant to their business um and you know the third thing, and this is what I actually find the most helpful.
00:22:43.320 –> 00:22:48.300 Jess Nowak: Across our customer base but also just as a as a consumer, you know kind of seeing it from this side.
00:22:48.900 –> 00:23:00.510 Jess Nowak: Is we’re looking we’re using the competitive marketplace right the data that we can leverage across who is who is Google actually serving and these top performing positions right and what other content.
00:23:00.960 –> 00:23:05.580 Jess Nowak: Do they have across their site that’s likely contributing to it, so we look at competitive patterns.
00:23:05.970 –> 00:23:17.250 Jess Nowak: And that’s a huge piece of how we inform what you know what smart and wise content will look like right, we want to know who is actually being rewarded, and what are the patterns across those pages that are being rewarded.
00:23:18.270 –> 00:23:21.330 Joseph McElroy: cool you know when we we we we had a.
00:23:22.920 –> 00:23:38.520 Joseph McElroy: We had a recent client that we used we use the bright edge on you know and in the discovery of content, you know we discovered that to share voice, which is a metric that you guys put together, which is really great for people to understand how big a share of voice, they have.
00:23:39.750 –> 00:23:50.310 Joseph McElroy: In the markets on the marketplace, is that this this in this space, which was in the construction industry 60% of the share of voice was in video right.
00:23:50.490 –> 00:23:51.180 Jess Nowak: that’s right.
00:23:51.420 –> 00:24:00.450 Joseph McElroy: That is like and that just totally just totally changed the whole focus of how we got to think about producing content for this client right.
00:24:01.620 –> 00:24:07.680 Joseph McElroy: And it was important, I think it’s an important thing to understand where the share of voices right.
00:24:08.370 –> 00:24:08.970 yeah.
00:24:10.080 –> 00:24:23.160 Joseph McElroy: So you started you mentioned, there, why is used interchangeably Why is kind of smart content, but I think you have a more you have a more specific meaning for smart smart content so tell me what that is.
00:24:23.760 –> 00:24:31.620 Jess Nowak: yeah so i’m a couple of years ago gosh i’d say a couple of years and actually What I mean is like four or five years ago.
00:24:32.700 –> 00:24:46.860 Jess Nowak: Because time flies so quickly when you’re having fun i’m so a four or five years ago, we started really recognizing that this was a challenge across our customer base, and so we started developing you know, new technologies that were largely Ai driven.
00:24:47.790 –> 00:25:00.240 Jess Nowak: Right and and to help um you know with to help our customers, you know identify and create you know new content, you know that that was meaningful for their consumers.
00:25:00.630 –> 00:25:06.210 Jess Nowak: And i’m you know, so we developed a product that we we ended up calling right of content.
00:25:06.630 –> 00:25:17.520 Jess Nowak: And and it’s taken many evolutions over the last couple of years um but one of the primary components of it is the branded content ideation right so it’s a smart content ideation technology.
00:25:18.210 –> 00:25:25.080 Jess Nowak: um and What it does is you know it takes a look at our customers website when it’s you know deployed and.
00:25:25.650 –> 00:25:34.890 Jess Nowak: It will also take a look at any names competitor websites that the customer gives us, you know these are our direct competitors will will absolutely work that into you know kind of the equation.
00:25:35.340 –> 00:25:46.260 Jess Nowak: And then we’re going to look across our entire index of data and we’re going to understand we’re going to work to understand you know where in our.
00:25:46.590 –> 00:25:59.970 Jess Nowak: You know where across our customers site are there topics that are they’re there but they’re not there, in a way, where there’s true you know meaningful opportunity to actually perform right now.
00:26:01.170 –> 00:26:07.440 Jess Nowak: And so we surface that those opportunities that are just they’re just not there and we need to really rethink this.
00:26:08.010 –> 00:26:17.520 Jess Nowak: And then we look across you know their competitors that and then we look across our wider database and we aggregate clusters of topic of topics right.
00:26:17.970 –> 00:26:28.470 Jess Nowak: And that you know we then provide in what we call content briefs you know, through the platform, you know, to the customer based off of the topics that um you know are relevant.
00:26:29.040 –> 00:26:37.290 Jess Nowak: You know, based off of the existing pages within their site and we provide them in clusters, because obviously the intention of smart content is really to create.
00:26:37.710 –> 00:26:49.530 Jess Nowak: New longer form content so anything from you know 300 or so characters or more right, not necessarily these aren’t this type of technology is not really applied to product pages it’s really applied to.
00:26:49.860 –> 00:26:53.040 Jess Nowak: And you know actual inform informative content and so.
00:26:53.400 –> 00:27:06.420 Jess Nowak: Then, when we go out and we we you know look for what is being served, you know by Google for this we’re actually also then we’re going to do about all of the things that might be kind of noise right we’re not really looking for what Wikipedia zoom but we’re looking for.
00:27:06.630 –> 00:27:12.960 Jess Nowak: Is what other you know, a leaders from a true content informative content perspective are doing.
00:27:13.440 –> 00:27:24.960 Jess Nowak: And you know all of that comes into you this this beautiful brief for the customer to to use to inform Okay, this is what are, this is what’s actually working in the landscape really well.
00:27:25.320 –> 00:27:31.080 Jess Nowak: You know these this is your universe of related topics, and this is the overall demand of this topic.
00:27:31.440 –> 00:27:42.540 Jess Nowak: And you know, with all of these different elements and you know the customer was actually able to make a really informed decision about you know what type of content, they should be creating that’s actually create engagement.
00:27:43.620 –> 00:27:48.810 Jess Nowak: And you know we’re using all these different sources to validate that before it’s even delivered as an idea to the customer.
00:27:49.710 –> 00:28:02.010 Joseph McElroy: that’s great you know, and I think in you know you also know, you also help we I know you help us organize it into topical clusters right with that same technology right.
00:28:02.370 –> 00:28:12.900 Jess Nowak: yep absolutely so there’s a couple of different things that we do i’m you know, there is within you know different components of the workflow and the technology, but a huge piece of you know that.
00:28:13.260 –> 00:28:18.600 Jess Nowak: um you know what helps really drive you know effective decision making is is that content clustering.
00:28:19.710 –> 00:28:21.090 Joseph McElroy: cool so we come back.
00:28:22.560 –> 00:28:26.880 Joseph McElroy: we’re gonna talk more about right edge, and so the things that you do in automating things.
00:30:52.440 –> 00:30:53.760 educate our.
00:31:24.150 –> 00:31:37.320 Joseph McElroy: hello, this is Joseph Franklin McElroy back with the wise content creates wealth podcast with my guest just no lack of bright edge, so you know when.
00:31:38.490 –> 00:31:47.460 Joseph McElroy: When we’re talking about really large sites like enterprise sites, the seo becomes also and content marketing becomes a problem of scale.
00:31:48.840 –> 00:31:51.060 Joseph McElroy: I remember when we helped merge all of.
00:31:52.260 –> 00:32:05.250 Joseph McElroy: star woods sites into marriott’s yeah we do things like MAC every URL into new URLs on the on the new merged sites and that was incredibly.
00:32:06.180 –> 00:32:12.690 Joseph McElroy: huge task, or you know you know I think at one point we were having to do 40,000 pieces of content and so.
00:32:13.650 –> 00:32:20.520 Joseph McElroy: Companies that you know the enterprise really has some problems with things that you’re thinking sort of mundane on you know.
00:32:20.850 –> 00:32:26.070 Joseph McElroy: on an individual basis, but then when on small basis, but when you take it to scale and becomes comprehensive.
00:32:26.520 –> 00:32:35.010 Joseph McElroy: And you know, one of the exciting prospects that I see for wise content is the idea of content automation how you make content MED better.
00:32:35.340 –> 00:32:51.030 Joseph McElroy: On the fly how you make it more optimized how you create content in response to personalization Ai all sorts of things so you’re right edge is taking a big jump into that whole space of automated content content with with a new product called.
00:32:51.810 –> 00:32:54.180 Joseph McElroy: bright edge autopilot you want to tell us about that.
00:32:54.750 –> 00:33:01.560 Jess Nowak: yeah absolutely so you know you’re right the there is a huge challenge in the space in terms of scalability.
00:33:01.950 –> 00:33:09.240 Jess Nowak: um but the other big challenges there’s not a lot that you can really automate without getting in trouble or getting it.
00:33:09.990 –> 00:33:19.530 Jess Nowak: Right, and so you know it’s it’s it’s it’s always a challenge but i’m you know when we were thinking about are helping our customers produce effective content.
00:33:19.890 –> 00:33:26.880 Jess Nowak: Now the other thing that we really we really had to think about was how do we get this new content seen how do we help it perform as quickly as possible.
00:33:27.390 –> 00:33:36.060 Jess Nowak: And you know, one of the in kind of looking at what we can do from an automation perspective and kind of assessing you know what was kosher, if you will, in the eyes of Google.
00:33:36.540 –> 00:33:49.710 Jess Nowak: And you know, one of the biggest opportunities that that we saw over the years was um you know our customers internal linking structure so one of the first components of Brighton autopilot and we call it autopilot because it’s self driving seo.
00:33:50.880 –> 00:33:55.650 Jess Nowak: And so, one of the first components of autopilot is the self connected pages component.
00:33:56.100 –> 00:34:04.860 Jess Nowak: And so, this again was just an area that we we saw a lot of opportunity and because internal linking is is cumbersome, to say the least.
00:34:05.130 –> 00:34:12.120 Jess Nowak: If you have a large site it’s probably not done very well and you’re probably not updating it very often it’s it’s tedious.
00:34:12.510 –> 00:34:18.510 Jess Nowak: And you know, also in order for it to be really effective from an seo perspective, you actually have to put some thought.
00:34:19.260 –> 00:34:30.030 Jess Nowak: into you know the the anchor text right but you’re using to link specific pages, you know the the intent of the different pages and and how well they actually relate to each other.
00:34:30.540 –> 00:34:42.120 Jess Nowak: And so you know that’s a challenge you know, on its own, and so what we did was we developed autopilot, which is a technology that allows us to basically integrate into our customers content management systems.
00:34:42.720 –> 00:34:52.380 Jess Nowak: And um you know apply, you know strategic internal linking which is you know dynamically updating on a regular basis.
00:34:52.740 –> 00:35:00.240 Jess Nowak: But our technology What it does is the it goes in and it basically identifies you know the related pages across the site.
00:35:00.690 –> 00:35:09.750 Jess Nowak: And and it’s going to identify related pages, but it’s also going to identify the pages, you know that we call low hanging fruit right where from a non branded perspective.
00:35:10.050 –> 00:35:19.320 Jess Nowak: You know they’re not actually performing very well, but there, maybe, maybe there’s non branded topics where these pages are performing for on you know page two of the Google search.
00:35:19.560 –> 00:35:29.070 Jess Nowak: Right so stuff where you know there’s there’s going to be some room to grow, and so you know we go in and we identify you know related pages across the site.
00:35:29.400 –> 00:35:36.990 Jess Nowak: And we implement internal links from you know pages with high authority right that are getting a lot of you know equity.
00:35:37.320 –> 00:35:43.920 Jess Nowak: Already, and we just kind of help boost and distribute you know page by page link by link keyword by keyword.
00:35:44.280 –> 00:35:52.410 Jess Nowak: Right, you know that that equity across the site, you know to those pages that that are within you know striking distance right and over time.
00:35:52.650 –> 00:35:59.820 Jess Nowak: You know, on an individual basis, each each individual link, you know it’s not going to move the needle right, but over time and at scale.
00:36:00.210 –> 00:36:10.860 Jess Nowak: i’m in with the volume will be starting to see is a you know, a natural lift that occurs in terms of you know non branded visibility on on the first page of the Google search.
00:36:11.340 –> 00:36:16.290 Jess Nowak: And so you know it’s very effective in terms of you know I.
00:36:17.010 –> 00:36:26.910 Jess Nowak: knew the time savings that it provides, but it also is very effective in terms of you know, the non branded you know visibility that that it provides, in a rather short period of time.
00:36:27.690 –> 00:36:37.620 Jess Nowak: So you know something that would otherwise probably take something like nine months manually can have is reduced down to you know roughly like a 90 day period we actually start to see results right away.
00:36:38.850 –> 00:36:46.860 Joseph McElroy: Oh, and you also do something with the images to I mean that’s that’s one of the that’s that it’s boring but it’s incredibly.
00:36:47.310 –> 00:36:47.700 boring.
00:36:48.750 –> 00:36:50.010 Joseph McElroy: Word yeah.
00:36:50.070 –> 00:36:57.720 Jess Nowak: yeah yeah you know our self enhancing mobile technology, you know was was rolled out early in 2020.
00:36:58.260 –> 00:37:06.420 Jess Nowak: On and you know, without really allows us to do is you know similarly plug in to our client site and identify.
00:37:06.930 –> 00:37:15.990 Jess Nowak: You know areas of their site that might have images were in might be affecting you know load time right and so when we think about the mobile experience, and we think about.
00:37:16.350 –> 00:37:21.270 Jess Nowak: You know, over the last couple years there’s always this I am you know looming.
00:37:21.900 –> 00:37:32.130 Jess Nowak: over us right, you know the mobile algorithm what are you going to get hit with what is the page experience right and so i’m self enhancing mobile basically you know it’s always on.
00:37:32.640 –> 00:37:43.830 Jess Nowak: it’s an always on image optimization you know solution to help boost page speed right and really improve that experience and we provide roughly about a 30 to 40% compression.
00:37:44.700 –> 00:37:56.190 Jess Nowak: of images, with no visible often quality right and the direct impact in terms of you know of, on the page left right so about you know all 60% average compression.
00:37:56.820 –> 00:38:06.120 Jess Nowak: compression size across across their images across an entire page right and overall it’s going to continue to work and it’s going to continue to deliver that.
00:38:06.600 –> 00:38:19.680 Jess Nowak: And so, although a little bit different than what the cell connecting pages are able to provide in terms of visible Roi in numbers and driving you know additional traffic and revenue what we’re able to see here.
00:38:20.310 –> 00:38:29.490 Jess Nowak: Is you know visible, you know change in page load time, which we know you know, Google has made it very clear that that is something that’s absolutely.
00:38:30.180 –> 00:38:37.950 Jess Nowak: Critical to you know their what they want, for their user experience right and so that is absolutely a ranking factor.
00:38:38.370 –> 00:38:54.990 Jess Nowak: And, and you know that’s something that is you know, on on everybody’s mind and again it’s something that can be challenging to do, especially in e commerce verticals and you know, especially I think we’ve seen a lot of value from our e commerce customers using that piece of the technology.
00:38:55.230 –> 00:38:58.890 Joseph McElroy: Particularly you know the May, the deadline when.
00:38:59.160 –> 00:39:08.010 Joseph McElroy: Core web vitals which is initiative by Google to you know enforce a lot of speed and usability factors to become.
00:39:08.640 –> 00:39:17.250 Joseph McElroy: Reality, and this is what this would be for large side, this would be sort of a maybe a solution for a critical problem that they have facing a big deadline which is may yeah.
00:39:17.490 –> 00:39:26.640 Jess Nowak: that’s true yeah so needless to say, our teams are very busy and we’re proactively, you know educating our customer base but we’ve been rolling this out for.
00:39:27.000 –> 00:39:36.270 Jess Nowak: This aspect of autopilot out for just over a year now and um you know we we’ve kind of you know we’re lining up the end of the customers who need it, you know the most.
00:39:36.750 –> 00:39:43.050 Jess Nowak: um but yes, that you know corwin vitals is absolutely conversation that we’re having with our customers, this is one component right.
00:39:43.410 –> 00:39:52.320 Jess Nowak: You know, again there’s a lot of different pieces to it, but this is one component, where we can kind of mitigate the amount of time, energy and effort it takes to take care of this really allows.
00:39:52.710 –> 00:40:01.890 Jess Nowak: Our customers and our partners like you to to get to the work that really requires you know human insight and fine tuning right so again we can’t automate everything.
00:40:02.070 –> 00:40:10.410 Jess Nowak: We can automate very much actually from an seo perspective without getting in trouble, but what can we do that’s actually going to be an effective debt.
00:40:11.700 –> 00:40:13.080 Joseph McElroy: So how many customers, you have.
00:40:15.420 –> 00:40:15.840 Jess Nowak: Yes.
00:40:17.010 –> 00:40:20.880 Jess Nowak: We have about 1200 customers in the US on autopilot today.
00:40:21.270 –> 00:40:22.530 Jess Nowak: that number is growing every week.
00:40:22.950 –> 00:40:37.770 Jess Nowak: i’m and you know, at the end of the day it works on every site right, the question is just how much uplift is it going to get and that really has to do with how much low hanging fruit exists on the site, so the larger the site generally, the larger the you know potential Roi is.
00:40:38.370 –> 00:40:44.580 Jess Nowak: And you know it, but you know we it just depends on what what is a meaningful uplift for customers.
00:40:45.000 –> 00:40:54.960 Jess Nowak: um you know and it’s something that you know we evaluate on a on an individual site by site basis and make sure that our customers have a very realistic idea of what it can do for them before.
00:40:55.230 –> 00:41:05.490 Jess Nowak: You know, obviously going through the process of implementing it, but it’s a very light implementation, you know, relative to what i’ve seen, for you know other technologies and i’m yeah it does it works, every time.
00:41:07.980 –> 00:41:23.010 Joseph McElroy: that’s good so um you know you’ve mentioned low hanging fruit a couple times and now and we use the low hanging fruit in our initial you know our initial offering to clients based upon right, it can you can explain it a bit deeper.
00:41:23.400 –> 00:41:26.400 Jess Nowak: yeah absolutely I know it’s sick it’s a catchphrase and I.
00:41:26.670 –> 00:41:30.360 Jess Nowak: Like yeah striking distance or low hanging fruit we love this.
00:41:30.360 –> 00:41:40.740 Jess Nowak: This phrase at right edge um but really what it represents is what is just below the fold right, I think I think probably more people across the industry are somewhat familiar with the concept of the fold, so you have.
00:41:41.010 –> 00:41:47.970 Jess Nowak: You know what you see visibly right when you’re when you’re in the search engine right and you’re making a search what you see right away.
00:41:48.210 –> 00:41:56.130 Jess Nowak: Before you have to start scrolling down and so below the fold is roughly the second half of page one and and probably page two because nobody really goes much further than that.
00:41:56.490 –> 00:42:06.300 Jess Nowak: But if you’re there, then that means you have you have enough authority on a topic where Google is inching you up and you’re getting pretty close, you may actually get a click every now and then.
00:42:06.840 –> 00:42:11.370 Jess Nowak: But it’s not enough to actually generate meaningful traffic.
00:42:11.640 –> 00:42:14.490 Jess Nowak: And we want to focus on those areas because.
00:42:14.700 –> 00:42:17.790 Jess Nowak: You know that’s going to those are going to be that’s where we’re going to be able to move the needle.
00:42:17.910 –> 00:42:28.080 Jess Nowak: If you’re on page two we can you know we can find a way you know you can find a way to get yourself to page one right with it was a little bit of work and it’s definitely possible, but if you’re on page 456.
00:42:28.530 –> 00:42:34.980 Jess Nowak: Right, although maybe those might be your your behalf, your your big hairy audacious goal keywords right or topics.
00:42:35.460 –> 00:42:49.680 Jess Nowak: And you know it’s just it’s just not really increased use of your time because you have a longer way to go, so low hanging fruit is really just like what are going to be, you know the easy offer the easier opportunities, where we can drive more traffic right now.
00:42:49.980 –> 00:42:59.820 Joseph McElroy: yeah I love that I love that what happens, though, is that when you provide those low hanging fruits and we go after them what happens is that a few months later.
00:43:00.210 –> 00:43:02.700 Joseph McElroy: You then you find even better low.
00:43:04.380 –> 00:43:07.140 Joseph McElroy: And then tell us how to optimize for that even.
00:43:07.860 –> 00:43:08.550 Jess Nowak: More that.
00:43:11.760 –> 00:43:18.750 Joseph McElroy: is a beautiful strategy so when we come back we’re talking about another product that you have and then maybe some predictions for the future.
00:45:39.210 –> 00:45:48.090 Joseph McElroy: This is Joseph Franklin McElroy back with the wise content creates wealth podcasts and I guess just no lack of bright edge.
00:45:48.480 –> 00:46:01.680 Joseph McElroy: So bright edge is good at finding opportunities, I know that for a fact, so you have a new product our product called market insights and I think that’s built around that can you give us some insights on market insights.
00:46:01.800 –> 00:46:03.330 Jess Nowak: yeah absolutely.
00:46:03.840 –> 00:46:12.900 Jess Nowak: yeah, so this is a very new product for our technology stock, one that we’ve been developing you know, over a long period of time, but really.
00:46:13.410 –> 00:46:21.960 Jess Nowak: You know everything that we talked about in this podcast up until now has been rather granular right the opportunities that are at hand that are kind of in the pipeline for actionability.
00:46:22.470 –> 00:46:33.750 Jess Nowak: And you know when we think about our largest customers are our largest global customers and you know when we think about you know how search data can really be used to inform decisions across the wider business.
00:46:34.230 –> 00:46:43.470 Jess Nowak: And you know, this is really a technology that we built to address you know, a very specific problem, which is when we’re thinking about really large customers and.
00:46:43.950 –> 00:46:53.460 Jess Nowak: You know, in large corporations right, and you know planning cycles are you know marketing planning cycles, you know they’re getting shorter.
00:46:53.760 –> 00:47:02.730 Jess Nowak: And, and you know traditional market analysis, you know it can still take you know, three to six months to to actually execute on and so.
00:47:03.450 –> 00:47:14.700 Jess Nowak: You know i’m marketers and businesses, they need, you know they need insights on how their their consumers are discovering products and thinking about their brands and they need to do that faster.
00:47:15.030 –> 00:47:25.290 Jess Nowak: Right, and so this is kind of taking a step back from you know the granular aspects of our business and really looking at the market, you know that a company is serving so.
00:47:25.920 –> 00:47:34.380 Jess Nowak: You know market insights you know it extends you know the value of search across you know the wider you know marketing roles of a company and and decisions of a company.
00:47:34.980 –> 00:47:43.530 Jess Nowak: By leveraging the search data to really pinpoint how how consumers are making decisions right um you know what motivates their purchase you know.
00:47:44.250 –> 00:47:52.440 Jess Nowak: You know how how their preferences are changing over time and this really allows our customers to create you know, to produce a higher Roi.
00:47:52.950 –> 00:47:59.040 Jess Nowak: um and so you know it is a very kind of like big picture product um but you know it’s a.
00:47:59.490 –> 00:48:16.200 Jess Nowak: it’s essentially a bi tool right so it’s a search data bi tool which is really exciting um and so you know it kind of In summary, you know it’s you know it helps our customers understand their addressable opportunities as quickly as humanly possible.
00:48:16.620 –> 00:48:17.010 Jess Nowak: and
00:48:17.280 –> 00:48:23.940 Jess Nowak: You know and understand new opportunities as they emerge right and also identify shifts in market demand.
00:48:24.240 –> 00:48:32.910 Jess Nowak: That um you know that are going to make a large impact in terms of how you’re spending your your marketing budget right, we want to be really smart about.
00:48:33.450 –> 00:48:38.850 Jess Nowak: optimizing our marketing budgets and um you know, even if we had pre planned you know.
00:48:39.510 –> 00:48:47.460 Jess Nowak: A content calendar, you know, six, nine months in advance, and we, but we start to see a shift in the market and shifting in the trends.
00:48:47.820 –> 00:48:57.030 Jess Nowak: of you know how our consumers are behaving you know, we want to be able to respond to that right, we want to be able to respond to that and actually you know course correct.
00:48:57.690 –> 00:49:07.020 Jess Nowak: In a way, that we’re you know we’re going to be maximizing our dollar and so that’s really the big picture idea um you know what market insights is in who it’s for.
00:49:07.260 –> 00:49:10.260 Joseph McElroy: Right I bet you that’s had some interesting.
00:49:11.790 –> 00:49:15.120 Joseph McElroy: predictions and things in this in this this year has.
00:49:17.550 –> 00:49:22.830 Jess Nowak: yeah I mean across different industries there’s been a lot of really interesting and.
00:49:23.430 –> 00:49:34.230 Jess Nowak: validate is you know we can make assumptions right as people and being consumers ourselves, but it really does help validate shifting market trends across a variety of industries.
00:49:35.010 –> 00:49:37.890 Joseph McElroy: So so 20 2020 is over.
00:49:40.290 –> 00:49:43.260 Joseph McElroy: Our projections at the beginning of 2020 were useless.
00:49:43.380 –> 00:49:52.230 Joseph McElroy: Exactly So what does righted see is the most important card to content marketing transfer 2021 and can we rely upon.
00:49:53.400 –> 00:50:00.090 Jess Nowak: Oh, I don’t know what we can rely on these days, but I think we have some pretty good, we have a pretty good idea if.
00:50:00.120 –> 00:50:09.390 Jess Nowak: You know, based off of the patterns, you know that we’ve been able to recognize and you know, keeping in mind, we have a wonderful customer base of a highly educated.
00:50:09.690 –> 00:50:17.820 Jess Nowak: And in the digital marketing world, and you know professionals, that we are able to Ping ideas off of so a lot of our technology comes.
00:50:18.300 –> 00:50:22.260 Jess Nowak: In you know new insights actually come from feedback from our wonderful customers.
00:50:23.190 –> 00:50:32.610 Jess Nowak: And you know when we kind of look at 2021 in some of the emerging trends what we what we see is we think there’s gonna be a lot of growth in terms of B2B digital marketing right and content marketing.
00:50:33.300 –> 00:50:39.810 Jess Nowak: And you know, it was a sector that where we have seen a little bit of growth, previously, but now, given the loss of.
00:50:40.170 –> 00:50:46.140 Jess Nowak: You know other marketing channels like trade shows and events right where the B2B Community largely had leverage this.
00:50:46.740 –> 00:50:58.020 Jess Nowak: You know, over the years i’m to to generate leads right like that was a huge sales channel and so with obviously you know the complete pause and these types of events.
00:50:58.620 –> 00:51:04.560 Jess Nowak: You know in 2020 and you know, probably a pretty slow roll and getting back to large scale marketing events.
00:51:04.920 –> 00:51:14.160 Jess Nowak: And you know, at the end of 2021 and into 2022 what we really do believe is going to help drive that that B2B content marketing growth are going to be things like.
00:51:14.460 –> 00:51:28.530 Jess Nowak: webinars podcasts just like this right, you know affiliate marketing partnerships right and leveraging search data right to to kind of make sure that that content is going to be as relevant as possible is going to be critical.
00:51:28.950 –> 00:51:40.140 Jess Nowak: i’m you know, but overall it’s going to be, you know companies that have maybe not um you know value, you know search data in the past are really going to start valuing.
00:51:40.980 –> 00:51:42.900 Joseph McElroy: that’s right okay great.
00:51:42.990 –> 00:51:48.930 Joseph McElroy: So any final words of what digital marketers to remember when creating wise content.
00:51:49.560 –> 00:51:59.280 Jess Nowak: yeah you know it’s it’s so important to create engaging content and it’s so important to make sure that it’s relevant to your audience, but it is so much more important as well.
00:51:59.670 –> 00:52:06.840 Jess Nowak: To make sure that that content is able to be found, and so you know we don’t ever want to you know.
00:52:07.500 –> 00:52:16.350 Jess Nowak: give anybody the assumption that content alone will drive you know revenue and growth to your site, it is so critical to make sure that your content is properly.
00:52:16.650 –> 00:52:28.680 Jess Nowak: And is probably supported by a good technical underlying right so let’s make sure that you know from a technical seo perspective, we need to make sure that you know we have you know the right construction.
00:52:29.040 –> 00:52:32.970 Jess Nowak: right, the right navigation, the right market the right internal linking strategy.
00:52:33.420 –> 00:52:44.520 Jess Nowak: In order to truly allow the content that you put all of this work and energy and love into to perform right, that is, that is your content marketers that is your baby, but do not forget.
00:52:44.880 –> 00:52:50.430 Jess Nowak: that there are some critical components on the back end that needs to happen in order to let it, you know fly for you.
00:52:51.450 –> 00:52:57.780 Joseph McElroy: All right, well just how would people reach out to you or reach out to bright edge if they want more information.
00:52:58.410 –> 00:53:11.280 Jess Nowak: yeah absolutely so um you know we have obviously you know bright edge calm big TV g.com is a great resource We have lots of case studies and.
00:53:11.700 –> 00:53:17.730 Jess Nowak: You know webinars and content on demand, and you know I am always happy to you know field questions and point.
00:53:18.210 –> 00:53:28.290 Jess Nowak: potential customers in the right direction of different TEAM members across the business That would be good to speak to you in terms of different opportunities for different industries.
00:53:28.770 –> 00:53:44.340 Jess Nowak: And you know my my email my corporate email is Jay and O w Ak at bright edge calm and and you know, again we have a multitude of different teams I specialize in our agency partners, particularly helping them really grow their businesses.
00:53:45.150 –> 00:53:48.270 Jess Nowak: But we have a whole set of solutions.
00:53:48.330 –> 00:53:57.960 Jess Nowak: teams that cater to retail to hospitality and you know, and so you know we do always want to make sure that our customers are getting the most relevant information to their business.
00:53:58.470 –> 00:54:13.830 Joseph McElroy: yeah and i’d like to make a testimony at my testimony that it’s a great relationship to have with the bright edge agency partnership, they do so much for you, so I recommend any agency listening to investigate that so thank you Jeff for being on my podcast.
00:54:15.270 –> 00:54:16.080 Jess Nowak: for having me.
00:54:16.170 –> 00:54:27.540 Joseph McElroy: it’s great so my company that works with bright edge is Galileo tech media We are the people to call and you need wise content smart seo and editorial link building.
00:54:28.200 –> 00:54:37.770 Joseph McElroy: We give you the confidence to grow your business and the freedom to scale your team, and you can reach us at Galileo tech media COM and i’m Joseph at Galileo tech media COM.
00:54:38.400 –> 00:54:49.050 Joseph McElroy: You can find out more about this podcasts wise content creates wealth.com we also have a Facebook page on Facebook COM slash wise content creates wealth.
00:54:50.550 –> 00:55:03.660 Joseph McElroy: i’m on the talk radio dot nyc network for the live shows you should investigate the other shows on this network, there are some very interesting a range of really great topics.
00:55:04.500 –> 00:55:19.170 Joseph McElroy: I think the one immediately preceding this one is called the entrepreneurial web hosted by Jeremiah Fox and and while it’s focus more on the small business is totally informative for anybody that wants to find out.
00:55:20.130 –> 00:55:26.220 Joseph McElroy: Information about the web, that they can take into their personal business and their and their own.
00:55:27.210 –> 00:55:35.310 Joseph McElroy: business activities, I do have another podcast on this network and i’d like I would like everybody to watch that too, if you’re interested in travel.
00:55:35.640 –> 00:55:43.380 Joseph McElroy: With traveling to the mountains, is a safe thing to do, and I have a I have a mountain resort in the mountains of North Carolina called the middle lark motel.
00:55:43.770 –> 00:55:52.050 Joseph McElroy: And I have a podcast called gateway to the smokies where I talk about the things you can do in the smoky mountains, the places to stay and the.
00:55:53.400 –> 00:56:12.090 Joseph McElroy: food to eat and things to do so thank you next week will be another episode of wise content creates wealth, I look for it will have another good tool to discuss, and it should be very interesting so see you next week, thank you very much bye jess.