Content Logistics

Author: Baylee Gunnell

Content Logistics is a show where we explore the foundational (and sometimes frustrating) elements of how solid content informs good marketing. If youre on a small but mighty team this show is for you. Were talking to the experts - learning all their tips and tricks then sharing them with you. We dont gate-keep here. Get ready to learn from the best and be empowered to grow as a creative, a professional, and a BOSS marketer.
Be a guest on this podcast

Language: en-us

Genres: Business, Marketing

Contact email: Get it

Feed URL: Get it

iTunes ID: Get it

Get all podcast data

Listen Now...

Why Rank Tracking is No Longer Enough (And What to Focus on Instead)
Monday, 31 March, 2025

Search engine optimization has long been anchored to rank tracking, a methodical approach to monitoring keyword positions, optimizing for higher rankings, and using data to demonstrate marketing success. However, Google's recent algorithm updates have fundamentally disrupted traditional tracking tools, creating significant challenges for marketers seeking to measure search positions with their previous level of precision.In this episode of Content Logistics, host Baylee Gunnell engages in an in-depth conversation with Colin Costigan, Account Director at Marketers in Demand. Together, they dissect the evolving landscape of SEO, exploring how AI-driven search behavior, zero-click searches, and Google's dynamic ranking factors reshape digital marketing strategies.Colin explains how Google's commitment to enhancing user experiences and transitioning toward AI-generated overviews have deprioritized traditional rank positions. Instead, the focus has shifted to engagement-driven metrics. He delves deep into the E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—offering strategic guidance on how businesses can optimize content for sustained visibility.Moving beyond the outdated approach of chasing rankings, Colin advocates for a more holistic strategy. He encourages marketers to concentrate on metrics that drive business growth, such as share of voice, user engagement, and conversion rates. The conversation extends to exploring the growing significance of video, images, and social signals in search rankings, providing listeners with a comprehensive understanding of modern SEO strategies.