080: Dana DiTomaso’s Rules, Tools and Tactics of SEO Success [Must Listen]

Dana is exactly the type of guest I had in mind when I named this show ‘Experts’ on the Wire.
The word expert is certainly overused. But to me, an expert is someone who actually has a depth of experience around what they are talking about AND can explain it fluently and clearly with the audience in mind.
I threw all kinds of topics at her – and without skipping a beat, Dana delivers insights, tools, tips, and stories at every turn.
This discussion includes:

* Getting clients to take action
* Engagement as the new ‘ranking factor’ for local SEO
* The best definition of ‘persona’ I have ever heard
* How to do Audience Research at scale
* The myth of ‘surprise and delight’
* Dealing with SEO ‘scope creep’
* Branding in PPC

Buckle up – this is a good one!

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Sponsors
BuzzSumo – One of my favorite tools for coming up with content ideas, finding people who share content in an industry, and tons more (like alerts to keep an eye on your competitor’s links). Also, check out their new Q&A tool Bloomberry. Listen to the show for a special code to get 30% off BuzzSumo for 3 months.
Related Episodes You Might Like

* Local SEO With Phil Rozek – Episode #5
* The Featured Snippet Gold Rush With Rob Bucci – Episode #39

Show Agenda & Timestamps

Dana’s Background [1:40]
Dana’s multiple fields of expertise [2:26]

Kick Point [3:00]
Dana’s Background in Local SEO & Meta Reporting [4:47]


Dana’s Speaking Background & Past Careers [6:10]
Kick Point Services [8:25]
SEO and Online Marketing Misunderstandings [12:38]

Scope Creep [14:53]
How to get clients to take action [15:57]
Distinguishing between bad channels and bad execution [17:10]


Local SEO is about Engagement [19:22]

Engagement Factors [20:11]
Knowledge Panel as Engagement Health Check [23:48]
How can people get a Knowledge Panel [25:13]
What you should be monitoring [26:19]
Review Acquisition [27:27]
Twitter Mentions [29:34]


How Dana uses BuzzSumo [33:11]

How to help clients build a relationship with Bloggers [34:07]


How to make your customers feel valuable- Not all sessions are created equal [36:39]

Full Contact tool [39:30]
Nuzzel tool [42:04]
Brand Searches [43:33]
Data Mine for Phone Calls [44:29]
It’s not a war and don’t surprise and delight clients [45:40]
Helpful Takeaways- Talk to your customers, personas, surveys [47:04]
What is a Persona and how to build one [50:32]
PPC and Branding [55:09]


What is R [56:53]
How does Dana keep up with changes in SEO [57:38]
Upcoming Conferences and where to find Dana Online [58:58]

Tools Mentioned

* Google Data Studio
* Google My Business
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