The Digital Marketing Podcast – Episode Summary

Episode Title: Top Tips for Managing Search Engine Optimisation
Date: August 20, 2017
Hosts: Daniel Rowles and Ciaran Rogers

Overview

In this practical episode, hosts Daniel Rowles and Ciaran Rogers dive deep into the essential steps and best practices for effectively managing search engine optimisation (SEO). With the unique perspectives of both agency-led and self-managed SEO, they walk listeners through technical audits, keyword research, content and link building strategies, measurement, and the importance of genuine value in content creation. The conversation is lively, insightful, and honest—packed with actionable tips and warnings about common pitfalls.

Key Discussion Points & Insights

1. SEO Management Approaches – Agency vs. In-House

(Starts at 00:23)

• Two common SEO management approaches discussed: via an agency or in-house/hybrid.
• Agencies typically execute structured processes, but it’s vital to stay involved and understand each step.
• DIY SEO requires intentional monitoring, measurement and creative thinking.

2. The Technical Audit – More Than a Report

(00:25–02:40)

• Agencies often start with a technical audit using sophisticated (and sometimes just automated) tools.
• Warning: Many agencies simply run a report, rebrand it, and charge extra. The value is in insight and action, not the report itself.
• Development teams often need clear, actionable recommendations—not just generic audit findings.

"Don't assume that developers can take an SEO report and do something with it, because actually quite a lot of it needs interpreting and specific actions created from it."
— Daniel Rowles (02:40)

3. Implementation Pitfalls

(02:06–02:40)

• Reports and recommendations are useless if they’re not implemented.
• Avoid the loop of repeated audits without real action.
• Ensure clear allocation of responsibility, internally or externally.

4. Keyword Research – From Keywords to Content Hubs

(02:40–04:20)

• Old practices focused on a few keywords; modern SEO looks at themes and hubs for comprehensive coverage.

"It's about content themes or hubs of content around a topic... covering the bases on that topic as well."
— Daniel Rowles (03:37)

• This approach is natural from an algorithm perspective and avoids redundancy.

5. Content Plans and Link Building Today

(04:20–06:52)

• Ongoing content creation and creative link building are core agency deliverables.
• Modern link building requires creativity, relevance, and social engagement—not mass generic requests.
• Internal cross-linking and leveraging social sharing are often overlooked but powerful tactics.

"Link building is a very creative process now."
— Daniel Rowles (05:21)

6. Red Flags & Transparency in Link Building

(06:52–09:12)

• Monthly link building retainers should be scrutinized; demand detail on activities.
• Avoid paying for influencer/blogger links; these can violate Google guidelines and incur penalties.

"Be very wary if that's what your agency is suggesting you should do."
— Ciaran Rogers (10:26)

7. SEO Metrics & Reporting

(06:52–09:12, 10:41–14:00)

• Use tools like SE Ranking, Moz, Raven Tools, and especially Google Search Console for ranking data.
• Search Console offers averaged positions but with limitations due to personalization and location variance.
• Integrate Google Analytics and Search Console for rich, actionable reports.

"The only reliable source of how you’re ranking is from Google Console, in my opinion."
— Ciaran Rogers (10:41)

8. Integrating and Interpreting Data

(12:08–15:47)

• Linking Search Console and Google Analytics enables detailed analysis (devices, queries, countries, landing pages).
• Don’t agonize over small discrepancies between tools.
• Take a “data safari”—delve with focused questions in mind to uncover meaningful insights.

9. Hub, Hero, Hygiene Content Model

(15:47–17:08)

• Hygiene: Essential, must-have content (rank top for your core services).
• Hub: Regularly published, themed content.
• Hero: Exceptional content that consistently performs—update and replicate what works.

"Look at your hub content and work out which of it has kind of become hero content to some extent."
— Daniel Rowles (15:58)

10. Scheduling, Storing & Leveraging Reports

(17:08–18:49)

• Automate and schedule Analytics/Search Console reports.
• Export data monthly to track long-term progress (since Console only stores 90 days).
• Store and analyze data creatively for better decision-making.

11. Evaluate Link Building Impact

(18:49–20:25)

• Check link reports in Search Console for who links to you and what’s effective.
• High-quality content, delivered with care and genuine audience focus, naturally drives links.

"The reason why our podcast episodes build so much traffic is because we've taken a lot of time to put a bit of love into it and to craft it and to try and make it better all the time."
— Ciaran Rogers (19:36)

12. Focus on Value, Engagement & Creativity

(20:25–22:39)

• True SEO success comes from providing value—solving user pain points, answering questions, and delivering the best user experience.
• Creativity and originality are essential, both for content and link building.
• Don’t produce content “just to rank”; produce to help and connect.

"It's about providing value. If you're going to create content, think more about the value proposition and the user journey."
— Daniel Rowles (20:25) "If it's dull, scrap it and start again or go and do something else. Seriously. I know that's harsh, but why? Life's short. Why are you doing this? Move on."
— Ciaran Rogers (22:39)

Memorable Quotes

• "Make sure you've got that kind of covered as well. Then from this kind of technical audit, what you wanna go through and make sure you've also thought about is keyword research..."
  — Daniel Rowles (02:40)

• "Take quite a broad look at link building. It's not what it used to be... it's about being a lot more creative and a lot more social."
  — Ciaran Rogers (06:24)

• "Be very wary if that's what your agency is suggesting you should do."
  — Ciaran Rogers (10:26)

• "So the creative part of link building, I wouldn't underestimate how important that kind of is and what impact that will actually have, because that's what Google's looking for."
  — Daniel Rowles (21:51)

Notable Timed Segments

• 00:23 – Two angles: agency and self-managed SEO
• 02:06 – Implementing audit findings—don’t just gather reports
• 03:56 – Keyword research shifts from terms to themes
• 05:35 – Creative modern link building—examples and pitfalls
• 09:12 – Dangers of paid links/influencer marketing
• 10:41 – Monitoring rankings—what’s realistic today?
• 12:08 – Connecting Search Console and Analytics; data insights
• 15:47 – Hub-Hero-Hygiene: the three tiers of content
• 17:08 – Automating and archiving your reporting
• 18:49 – Link reports and how podcasts drive inbound links
• 20:25 – Providing real value drives SEO
• 22:39 – If it’s boring, stop: focus on meaningful SEO activity

Takeaways

• Whether using an agency or running SEO yourself, knowledge, engagement, and creativity are non-negotiable.
• Avoid quick-win, black-hat tactics—prioritize honest, helpful content and transparent measurement.
• Iterate: report, analyze, improve, and keep focused on what truly serves users.
• Love what you make; your audience—and the search engines—will notice.