Business
On this week's episode, I speak with Steve Toth, who is the Manager of SEO Strategy at Freshbooks. Steve brings a great mix of creative and analytical knowledge to the show. We discuss why the top of "the funnel" gets ignored but really shouldn't, what content really belongs in the middle of the funnel, and his journey from agency life to in-house work at Freshbooks. If you are in SEO, or even starting out, this episode is for you! Episode Highlights:Steve's passions beyond SEO.Spheres of SEO leaders and who you should follow in the space.Why Facebook is a good place to watch for emerging SEO leaders.What to learn from Steve's journey starting with blogging, through the agency world, and on to Freshbooks.The advantages of starting in an agency.The advantages of working in a SAAS company.The key skills you can learn from working with an agency.The main questions to ask when hiring someone working in SEO.Comparing UX and SEO: How much does UX play into SEO ranking?The importance of focusing on the top of funnel and mid-funnel content.How to convince business owners to invest in SEO long-term.Success Stories with Freshbooks and strategies for implementation.Insights into the industries that always "work well" in SEO.Local SEO strategies vs. national.Steve's opinion on how Google feels about SEO's.Using top-of-the-funnel content effectively.How functional content and tools fit into SEO strategy.Should you optimize for social engagement?How to "sell" top-of-the-funnel content to a business owner.Examples of optimal mid-funnel content and why it's important.The advantages/disadvantages of working for a company like Freshbooks.Key tools to have in your SEO toolbag.Steve's advice to the young marketer: passion and healthy obsession.The process for making a strategic content creation shift.What's happening at Freshbooks 3 Key Points:The best gains in SEO are found when you are willing to invest long-term.Focusing on top-funnel and mid-funnel content is key to long-term success.The key to being successful in SEO is having both passion and a healthy obsession for content creation.