TWIO-12: Will App Content Optimization Become an Essential Part of SEO?

This is the twelfth episode of, ‘This Week In Organic’, the weekly show that debates the ramifications of the latest SEO and content marketing news.

In this episode, the subjects among other things include “Will app content optimization become an essential part of SEO? – What’s the future of YouTube now that it’s part of a smaller Google? – Is Pinterest a social media platform or an e-commerce opportunity? – Are these the 7 Social Media Platforms That Could Explode Before 2016?” This week’s host, Laurence O’Toole is joined by Rebecca Lieb from, Andrew Shotland from Local SEO Guide and Bill Hunt from Back Azimuth.

Sign up to watch the next show live over at and share your thoughts on what’s discussed using the hashtag #TWIO on Twitter.

Note: Full show transcript will be published over the coming few days in separate blog posts.

Topics discussed today:

What’s the future of YouTube, as it’s now part of a smaller Google?
I’m sure you’ve heard the news at the beginning of the week Google announced that it was creating a new holding company called Alphabet – and moving much of its creative and development business to the new company, leaving Google with its original search business. The domain name for the new business is ABC.XYZ.
– Is YouTube an increasingly integral part of Google’s future success?
– Is Facebook video or are other video providers serious competitors to YouTube?
– In general should most businesses be using video as part of their overall communications strategy?

Will app content optimization become an essential part of SEO?
Apple and Google are both promoting deep linking in apps, but will this ever become mainstream SEO? – or is app marketing a specialist discipline?
– Should this mean that more businesses should consider having apps?
– Is this going to make it harder for businesses without apps to compete?
– What do businesses with apps need to do to take advantage of this?

Is Pinterest a social media platform or an e-commerce opportunity?
Is Pinterest is a social media platform or an e-commerce opportunity? Pinterest apparently now have 2.5 million items that are buyable – does this change what Pinterest is about, and make it into a different type of network?
– What’s the future of Pinterest? Is it likely to be bought by a bigger player? Could its business model be easily copied?
– What are some of the most effective image marketing strategies at the moment?

Are these the 7 Social Media Platforms That Could Explode Before 2016?
And finally Forbes published an article called “7 Social Media Platforms That Could Explode Before 2016”. And they are:
– Slideshare
But which platforms if any is likely to explode?


LAURENCE O’TOOLE: Good afternoon everybody and welcome to This Week in Organic.  It’s Laurence O’Toole. I’m the CEO of Analytics SEO. So let me first introduce you and then we can talk about all the great topics that have been happening this week and try and give you guys some really action insights that you can take away to try and help you be more successful in day-to-day jobs.

So let me first go to Andrew Shotland. Andrew, if you’d like to introduce yourself.

ANDREW SHOTLAND: Sure. Good morning or afternoon, wherever you guys are. So I’m Andrew Shotland. I’m the President/Founder of We write a lot about local search in SEO. We offer SEO services to large and small businesses of all shapes and sizes.

LAURENCE O’TOOLE: Perfect. Thank you, Andrew. And over to you next, Bill.

BILL HUNT: I’m Bill Hunt with Back Azimuth Consulting and our primary focus is helping companies figure out how to do search globally, integrated into digital process as well as a lot of data mining around key words and integrating that into content marketing.

LAURENCE O’TOOLE: Perfect. Thank very much, Bill. And last but not least, to Rebecca.

REBECCA LIEB: Hi Laurence and everybody out there. My name is Rebecca Lieb. I am an analyst and a strategic advisor. I’ve done work in organic SEO. I’ve written a book on it. But right now my focus involves research and client work is content marketing and content strategy obviously not unrelated to search at all.

LAURENCE O’TOOLE: Okay, perfect. Well thank you, Rebecca. You’ll notice I’ve stepped in foro David. I’m not dressed for the occasion but I have a Fantastic Four T-shirt on this afternoon which I think is perfect for the occasion, so hopefully between three of us it will be fantastic anyway and I’ll try and press all the right buttons in the right order and try not to balls things up for all our listeners out there who have tuned in on a Friday afternoon.

So let’s crack on. Thank you again for joining us and these are the topics we’ll be discussing this week. Will app content optimisation become an essential part of SEO? What’s the future of YouTube now that’s part of a smaller Google? Is Pinterest a social media platform or an ecommerce opportunity? And are these the seven social media platforms that could explode before 2016?

Welcome to This Week in Organic, Episode Number Twelve.

So broadcasting live from London, you’re watching This Week in Organic, the weekly show that debates the ramifications of the latest SEO and content marketing news. Sign up to watch the next show live at

So hello and welcome. I’m Laurence O’Toole, the CEO of Analytics SEO. Each week this show is usually hosted by David and he’s joined by plenty of knowledgeable folks, opinionated folks who are trying to discuss the latest happenings in anything that impacts organic traffic.

So we’re delighted that you guys can join us and we want all the listeners to get involved too, so please use the hastag #TWIO on Twitter, and if you’re watching live your thoughts will magically appear in the chat box to your right-hand side.

So we’ve found out a little bit about our guests. Just a quick recap. What’s really caught your eye this week, Andrew?

ADNREW SHOTLAND: Well we’re looking at two major things that have been catching our eye. So about a week ago there was a big update to Google’s local results, where they started showing only three local listings for local search results, and on desktop and mobile, and that, as far as we can tell, has been rolled out globally. And so right now we’re trying to assess the impact for both location-based businesses as well as directory-type businesses that rank in the organic results.

LAURENCE O’TOOLE: Okay, perfect. And I thought you might want to talk about that, so hopefully we’ll get time before…I know you’ve got to leave the show early today, so let’s make sure we can get to you with some really practical tips for people out there optimising their local business websites. What about yourself, Bill?

BILL HUNT: For me, I think one of the big things is a lot of people started getting notices over the past two weeks about their href language tags being sort of wonky and I think there’s not a lot of information out there for people on how and why to use these and some of the errors, and I think that’s something that especially if you have a global business and you have multiple English language or Spanish language sites, something that people should definitely look at. So I think that’s a bit one that many people aren’t looking at.

And then the other… I think it is what do we start to do with video, which is one of the topics we had today. I’m seeing a lot of people actually confused – ‘Do we do it on Facebook? Do we do it on YouTube? Do we do it on our own site?’ and sort of an interesting question is, ‘What are the SEO ramifications of any of those options?’

LAURENCE O’TOOLE: Okay. Thanks Bill. We’ll probably get to that one quite early in the show. And Rebecca, what’s caught your eye this week?

REBECCA LIEB: I’m going to try and chime in with Bill on video. Where does it lead? How is it going to be optimised? It’s playing an ever-bigger part of content strategy. In fact, I’m working with businesses who, when they talk about content strategy, are talking about video endlessly; SEO not at all. So it’s getting to be a question of weighting the one against the other and prioritising what’s going to matter in this strategy and what’s going to hopefully not eclipse the other in the content strategies that I’m working on.

LAURENCE O’TOOLE: Perfect. So it’s how do we help people out there get a joined-up approach which is going to help them secure budget to do the right content marketing strategy which hits both the SEO metrics as well as the content marketing and engagement metrics that are important. Okay.

Well let’s touch on some of that, but let’s go with the topics David has set up for us.


LAURENCE O’TOOLE: That takes us to the end of this week’s show. Just time for a single takeaway from you both and please repeat your details. How can people get in contact with you if they want to talk to you some more about some of the issues that we’ve talked about today? So I’ll come to you first, Bill.

BILL HUNT: Sure, I think my biggest takeaway we’ve heard from everyone is think about the marketing ecosystem and how to make all of your assets find findable. That’s the big thing I think we heard today. To find me, I’m @billhunt on Twitter. You can reach me at or any of the other sort of social media ways on the web, and if you have questions or anything, let me know.

LAURENCE O’TOOLE: Perfect. Thanks very much. And last but certainly not least, Rebecca.

REBECCA LIEB: I think my takeaway is visual and audiovisual content is very much on the ascendant and it very much needs to be optimised and it needs to work across screens and across platforms. You can find me at and on all the obvious social networks. Always happy to talk search and especially content strategy and content marketing.

LAURENCE O’TOOLE: Perfect. Well I do hope lots of people get in touch with you and we’ll certainly be sending any queries we have off today’s show over to you guys. That brings us to the end of the show. I hope I’ve done a reasonable job of stepping in for David at short notice and we give the best to him and his wife. Thank you ever so much for joining us and also to Andrew Shotland as well.

So I’m Laurence O’Toole at You can also catch David online interviewing online marketing gurus at and if you’re watching the show’s recording, remember to watch the next episode live. Head over to and sign up to watch the next show in real-time. And for those of you out there, we’re also on iTunes so please go to and please continue sharing your thoughts using the hashtag #TWIO on Twitter. So until next time, Bill, Rebecca and to Andrew, thank you, and to everyone out there for joining us, you’ve been fantastic. Adios and we’ll see you next time. Thank you.

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