Here is a transcript generated by of The Content Mix podcast interview with VeraContent’s Kyler Canastra and Jake Peterson, Content and SEO Specialist at Abita, on content, SEO and marketing strategies:

Kyler Canastra 0:04
Hi, everyone, I’m Kyler from The Content Mix, and I’m excited to be here with Jake Peterson content and SEO specialist at Atiba, a US-based company, which provides solutions for managed services, web design, software development, and IT consulting companies, where their team being half geek and half human, Atiba aims to blend technical know how with their mission to be customer centric, while demystifying technology and providing smart ways to improve an organization’s efficiency and customer engagement. Originally from the US, Jake is joining us today from Madrid. Welcome Jake and thank you so much for joining us today on The Content Mix.

Jake Peterson 0:40
Yeah, thanks for having me. I’ve listened to a couple episodes. So it’s exciting to be on one.

Kyler Canastra 0:45
Yeah, it’s great to have a fan that’s actually on the show, which is awesome, which is great. So just to learn more about you. So you’re originally from the US right from Tennessee? Could you just tell us a bit more about your background and experience and how you ended up in marketing and SEO and how you ended up in Spain?

Jake Peterson 1:02
Yeah, sure. So Spain, you know, pretty normal. Like everybody, I came as a conversation assistant years ago and ended up devolving into something else. And I’d always had an interest in writing and editing. And I was actually originally an editor for an ESL magazine based here in Madrid and ended up leaving that job that, you know, kind of wanted to still keep doing some writing. And so I was able to take advantage of one time visiting back home, I got an interview with SEO link building company. And I was able to start writing content for them. And so that’s when I kind of started to learn about SEO and marketing a little bit. And we talked about those before the podcast. But you know, sometimes with SEO and marketing, there’s always so much to learn out there. So I tried to start picking up different skills and whatnot. And I ended up leaving that job or actually lost that job because of COVID last year, and then I was able to kind of roll my way into this current position now is the content SEO specialist with Atiba. So kind of a long, weird road. But you know, it’s good to end up here,

Kyler Canastra 2:04
I guess. And it was based in the US, right? So you’re working remotely.

Jake Peterson 2:08
Yeah, based in the US based in Nashville. So we serve as you know, primarily Middle Tennessee with a lot of the services that we offer, but you know, things like digital marketing, which is a new kind of field for them. That’s something we do on a national and occasionally global scale. So we got a fella little mix of everything.

Kyler Canastra 2:27
That’s great. And I mentioned a bit about what Atiba does and the work that you do. But could you tell us a bit more about the company and kind of what clients you work with?

Jake Peterson 2:35
Yeah, so Atiba. The idea behind Atiba is to be this kind of one stop shop for all things tech. So it was originally started by our CEO, back in the early 90s. And it was just him he was doing I believe, like custom software and programming and whatnot for companies. And then it eventually evolved to be custom software and network services. So anything it related network security, your cloud, mobile apps, and an upcoming on web design, business intelligence. And then finally, we’ve kind of added this digital marketing marketing thing within the last couple of years. So the idea is that, hey, if you have an IT problem, but you also have let’s say you want to get into business intelligence, we do that too. Oh, you’re designing a website? Well, we also have, you know, SEO and content writers to help you do that. So it’s a pretty unique company, you know, has changed definitely changed a lot since the pandemic, but it’s it’s pretty interesting to be working with so many people who are very knowledgeable and a lot of stuff that I don’t know anything about.

Kyler Canastra 3:32
Right? So you get to learn on the go, which is a lot of fun.

Jake Peterson 3:34
Yes. Get to learn a lot more acronyms, and I ever thought

Kyler Canastra 3:39
their letter acronym world.

Jake Peterson 3:42
Tech, if you asked me,

Kyler Canastra 3:43
yeah, a lot to keep up with. It’s always great. I think learning on the go and kind of learning from your peers, like really gives you even I mean, I’m all for education, right. But I think learning from people and learning different techniques and approaches different things really makes you a better a more well rounded No.

Jake Peterson 3:58
And your 100% 100% Yeah.

Kyler Canastra 4:01
And so just like myself, I started out in English teaching as well. But you’ve been in marketing for a while now. And have you seen a big shift in marketing over the past few years? Especially with you know, the pandemic?

Jake Peterson 4:13
Yeah, I think so many companies right now, and so many freelancers are being asked to do so much in a way. So you come in you say you’re in marketing, and you know, I feel like marketing would be whoops using 10-15 years ago used to kind of be its own thing. But now it’s Oh, you’re you’re in digital marketing, okay, you need to do PPC, you need to do SEO, you need to do copywriting. You need to do branding, reputation management. You need to do all this stuff. And so I think a lot of times people get stretched really, really really thin when it comes to digital marketing. Because you know, one of the things we always say to T Bo’s we let our experts be experts. And it’s really hard to be an expert when you’re being asked to do 10 to 15 different things. And so I think that’s been a real kind of one of the challenges that All marketers have faced in the last year, a couple of years that they’re just being asked to do so much at one time. And so it takes a lot to, you know, be able to put yourself in a situation where you can work, but also learn, and then also take on new things, and then actually get good at those instead of just reading about him. So it’s it’s definitely a tough world to be in. But, you know, it’s it’s an area where you can learn and you can grow.

Kyler Canastra 5:25
Yeah, so it’s hard to specialize. Now, in your opinion,

Jake Peterson 5:28
I think it is, for a lot of people. I’m fortunate as where my role is very, very straightforward. But we have worked with a couple of freelancers, either from other clients or, you know, contracted where they say they can do one thing, and it’s not their fault, but they maybe only know a little bit about it, because they’re having to dedicate so much time to everything else.

Kyler Canastra 5:50
Exactly. So I feel like now it’s competitive in the world of being a freelancer, because there’s so many options for talent. And people think they have to kind of on all these different hats to kind of have more of a range in their in their services, but

Jake Peterson 6:05
they’re going broad and not going deep.

Kyler Canastra 6:07
Exactly. And we’re losing that important know, that we used to place on being a specialist in certain something, and you’re a specialist in SEO. So I guess, to move to the next question and learn more about your specialization in SEO? How did you get into that? Or what attracted you about it? And I guess you’ve developed a passion for it in a way. So how did that? Yeah,

Jake Peterson 6:27
it’s been, I’ve always been interested in it and tech, but I never thought myself to be as specialized as Oh, I’m gonna go, you know, be able to learn Python, Java, and PHP are all like the full stack things. So I’ve always, you know, kind of been interested in it. But the the way I got into it was initially, because the place where I was working at is the link building agency, they said, Well, you know, your articles are usually pretty good. But the articles that you write about SEO and marketing are really bad. Well, no one wants to it. No one wants to hear that. And so I decided, well, I if I want to be good, then I need to go learn SEO. And so that’s where I kind of really started getting into SEO. And that started off with just learning the basics, and then really trying to get into some deep stuff. And it’s an ever changing, ever growing field. But that’s kind of how I got my start was when someone told me, you know, your stuff you say about SEO is pretty bad. So he said you should.

Kyler Canastra 7:25
But sometimes it takes a spat like that to make us realize, okay, then I should really work on this in order to be better. And then it

Unknown Speaker 7:32
actually was shot.

Kyler Canastra 7:35
Yeah, exactly. It kind of brings me back to reality and say, Okay, I guess we always can keep learning, right? So it’s always good to, to have those moments and how did you learn about SEO? Did you like take a course? Or did you do research.

Jake Peterson 7:47
So I started off just I kind of always knew what it what it was obviously, working for a link building company, you know, you kind of have to know what SEO was, but we were at the, as a content writer, you’re kind of at the bottom of the totem pole of the whole thing. So we were never, I wasn’t really given a lot of training. And that wasn’t the fault of the people who I was working with, they obviously had to run a company and couldn’t take the time out to necessarily explain to me everything. So started off with me just googling and getting thrown around to certain places, you know, tried, you know, going through blogs, like the Moz blog was really helpful. I found an old friend from college who pointed me in the right direction, I took sem rush or sem rush, wherever you want to pronounce it, I took all of their courses. And so that’s kind of how I just, I just started learning. And then after that, I was recommended, hey, you should join some Facebook groups, because there’s just a lot you can learn from the community. And so jumped into those. And I feel like I learned more from real world practical knowledge than I ever have with these courses, just because it’s one of those things, you can read all about it. But if you actually don’t go and do it, or see somebody doing it, you’re never actually going to learn.

Kyler Canastra 8:54
And especially with SEO, it’s great to actually meet people that actually have success with it, to see how they’ve done it, implemented it in order to then apply that to your own techniques. And I guess in your opinion, what’s the most difficult aspect of SEO

Jake Peterson 9:07
to grasp all the updates that come in and that’s that’s difficult because we had a client for example, that we were able to push really well between, I believe, July last year, June and July last year up until the Christmas season, and we were able to double their number of impressions, which means the number of times that you appear in a search result we increase their organic traffic by 60 something odd percent. And then we got hit with the December update and literally overnight on December 18 everything just fell off for them everything. All their all the blogs that we did all the service pages that we optimize just collapsed. And so then after you get over that shock, you know, you have to find out okay, what happened and try to work your way back up and it’s taken us probably three, four months to get this client back to where they were. Oh, wow. And you know, that’s really hard because a lot of times just Just out of your control, because we always tell clients, we say, you know, we can ever guarantee exact positions or rankings due to algorithm updates, Google changes or competition, where if your competitor all of a sudden decides to spend $25,000, on a link building campaign, and you’re just working with a small budget, yeah, there’s a high chance that you’re not gonna be able to outrank them at the end. And so I’d say that’s the three things is the updates, not being able to guarantee your work. And then just patience, you just have to have a lot of patience and SEO, because oftentimes, it could take six months to 18 months before you actually see real significant change takes a while.

Kyler Canastra 10:39
There’s a lot of pace, but all good things take a while, right. So to have any mentioned an updates, and there’s a big Google update that we’re expecting for the summer, the Google core web vital update, and could you shed some light on that and explain to us a bit wet we should be prepared for for this update?

Jake Peterson 10:56
Yeah, so that update was originally planned, I believe, last April or May. That’s, and the basically, the update is about page experience. So page speed and our activity, items shifting on your pages. So that update was then pushed back to that fall, then it was pushed back again to the spring, then it was pushed back again to this summer. Just because I think that one, Google didn’t really know exactly how they were going to implement this. Well, two, they wanted to prove to us that it’s a big I think thing that you need to take notice of, and three, just because of COVID, you know, people just need more time to prepare. And so the goal of the excuse me that core web vitals, they measure primarily three things. I they have a lot of other elements in them. But the three things they measure are what’s called LCP, which is largest content, full paint, that is the biggest item or element on your page is going to be loaded. So for 99% of websites out there, that is a video or image. And so if it takes, if it takes your website forever to load, you know, those largest elements, you know, that’s you’re going to get dinged for that. And the other thing is called The second thing is called fit, which is first input delay, first input delay has been measured the interactivity. So if you click on a link on the side, it measures the time from when you click to when the browser processes that request. And so if I’m clicking on something, and nothing’s happening, you know, that’s another thing. The last thing is called CLS, human live layout shift. That is when you’re loading a web page, and all of a sudden, you have text and then an image appears. And it shifts the text down, and then a video appears. And so it’s moving all over. And so Google has come out and said this is going to be a ranking factor, we don’t know how big of a ranking factor it is. But if Google’s telling us about it, it’s probably pretty important. And so what content specialists, SEO specialists and developers can do is really dive into what these rankings are, and see how their site does. And so one of the biggest tools to use is Google’s own tool called PageSpeed. Insights. It’s a tool by Lighthouse. And so you can measure which of your pages is doing well, which is your pages is doing poorly, because, you know, content writers, no matter what you write, you’re trying to get it shown to people. And if you could write the best thing in the world, but if you do it on the slowest website that has images flying everywhere, and shifting, no one’s ever going to read what you want. And so I think that’s kind of really the important part that ties you know, content SEO and developers all together is you all have to be on the same page and working to the same thing, if you want the same results at the end.

Kyler Canastra 13:29
And do you have a lot of hope for this update? Do you think it’s going to be a good thing for?

Jake Peterson 13:34
For? So I think it? I think it will, I mean, it depends on the side, good thing for us could be depends on who you are. So, you know, we’ve, we’ve been advising a lot of our clients that have you know, video, or text or video or image heavy websites, like, Hey, you know, we really need to look to maybe scale that back, make it a little more tight. Because if it’s going to take forever to load one, no one’s going to like that, too. You’re going to get dinged in an organic results. I think it’ll be overall a good thing. Because Google’s you know, primary focus at the end of the day is to provide the best result for their user, they are a service, they’re trying to give you something. And if they’re gonna give you a website that takes 90 seconds to load. And every time you try to click on something, it shifts, you know, that’s poor on Google’s part, right? So I think overall, it’ll be it’ll be a positive thing, but it’s definitely, it’s gonna be interesting to see what happens at the end of August is when this update is supposed to fully roll out and see which sites go up or down. And how are you preparing despite doing research or just kind of depends on the client. A lot of stuff can be simple things like, you know, compressing your images is what we’ve seen with a lot of people where they have these giant two megabyte images on the page and you’re screaming, you’re like, why is that so big? Why do you have it like that or lazy loading is a very popular thing. Especially with with any sites built on WordPress, think WordPress, now automatically lazy loads images. So any image that’s not above the fold on your page will not load until you scroll down to it something like that. And we’re just telling people that they need to, you know, invest time in development as well, or else, you know, we could see, because see your site be getting dinged. So at the end of the day, you’re also having to just kind of hope and pray that things go well. So

Kyler Canastra 15:30
keep your fingers crossed and kind of trust the

Jake Peterson 15:32
process. Right? Exactly. Yeah.

Kyler Canastra 15:35
And you mentioned your clients, and then kind of wanting to know a bit more about what kind of clients you work with and what sectors or industries?

Jake Peterson 15:42
Yeah, so we operate over a wide range of clients. So we have serviced everybody from healthcare industries, to legal firms, nonprofits, education, places, even like youth development centers around restaurants. So we, we have a we have a wide range of clients, the even up to travel websites and stuff like that. So it’s really fun, that you get to kind of learn a little bit about different industries that you’re not, it’s really cool to be fully and fully invested in. But it is pretty neat to because every day is different in a way.

Kyler Canastra 16:16
And most of your clients in North America are in different markets as well.

Jake Peterson 16:21
All of that I have worked with are primarily located in North America, but we do have we have worked with some clients who are who are overseas or have places located overseas, as well.

Kyler Canastra 16:32
Do you find any difference? Are you and your team find any difference in working with people in the US, for example, versus in other countries when it comes to what they’re looking for in terms of the search results?

Jake Peterson 16:44
I can’t speak for that necessarily. Because I have not done any international SEO. But I guess generally what people say is Google, you know, is an English built machine. It is the toughest in English without a doubt, although it has been you know, improving a lot of other languages. But I have not worked, you know, with, I get a lot of international SEO clients to give you the best best answer to that.

Kyler Canastra 17:10
That’s totally fine. Just always curious to hear about, especially with languages and something that we do at VeraContent is work in multiple languages and multiple markets. And there’s always differences that can be surprising, sometimes when you’re working in one and then the other is totally different. So it’s really interesting. And yeah, English does have a big impact, especially on Google in terms of search results.

Jake Peterson 17:30
Google reads English, in my opinion, from just my time, you know, googling stuff in English and Spanish Google. If I don’t know the word for something in English, I feel like Google will eventually get me to that page. Or if I don’t know the word for it in Spanish, I’m spending five to 10 minutes, you know, trying to Google 1000 different things before I can find what I want. And so I think there’s no natural language processing seems to be better. I don’t know if that’s 100% fact, but just based on my personal experience. Yeah,

Kyler Canastra 17:58
for sure. Now, and our preparation for this interview, you mentioned that you think the connection between your content, your SEO team and the developers is essential. Why do you think that?

Jake Peterson 18:10
Because kind of harping back to what I said before is, you know, content writers want their content to be seen at the end of the day, and SEO, I feel like I blend a lot of content and SEO. But you know, that’s what SEOs are also working towards and developers, a lot of times maybe don’t have that in mind. And so it’s always this kind of fragile balance, the delicate balance maybe between you know, your content and your developers who if your contents not being displayed the one if you the way you want it to be displayed, or it’s not being as interactive as you want it to be interactive, I feel like there has to be kind of that communication between both sides. And that’s why I always encourage people to learn a lot about SEO, because I do feel like you dip into both of those sides pretty regularly. Right? It comes to when it comes to being on the technical side and also being on you know, the content, human side.

Kyler Canastra 19:04
So important, and do mention freelancers before but do you personally work with freelancers? And kind of how did they fit before?

Jake Peterson 19:12
It depends on the client. I hate saying that. But it just really depends on what the grant has, and what the Yeah, and what the client needs. So we have worked with some freelancers in the past. And that can be hard, especially because when you get you know, so many different parties involved. So we have us with a third party provider, the client and then the clients also outsourcing part of their work to a freelancer. So sometimes you feel like communication can be broken down, you know, somewhere along the way. So that’s, I feel like that’s another big challenge and tudjman with freelancers, just because they’re on their own schedule. They’re not on the company’s schedule that accompanies your time in a way and so it can be hard to to mix all those three together.

Unknown Speaker 19:57
And how do you navigate that? Do you have any like recommendation OR tools or techniques,

Jake Peterson 20:02
I would say, I found it’s best to be very, very direct, not in a not in a mean way not to be very direct. Because you know, I’m obviously over here, seven hours ahead of Tennessee time and a freelancer could be in California. And so I always try to make sure that I’m being extremely direct and straight to the point and any emails, any conversations I have with them, just because your time with them may be finite.

Kyler Canastra 20:29
Yeah. So make sure you get everything out on the email, before you send it and everything on the everything you want to be there.

Jake Peterson 20:36
ask all the questions. No, you know, fluff introduction, and I’ll just BAMs go Right, exactly.

Kyler Canastra 20:42
And make sure to specify the time zone because sometimes

Jake Peterson 20:47
that on my status on Outlook, I have plus six Eastern Standard plus seven central plus eight mountain plus nine Pacific. So that’s for anybody who knows.

Kyler Canastra 20:57
And indeed, as the world shifts remote, do you find it difficult to work with clients on North America while you’re based in Europe? Do you like it sometimes,

Jake Peterson 21:06
but not really. I like it. I’ve was working remote for a product two years before the pandemic head. So I was I was used to it. And I worked with people in Australia and Japan and in China before and then allow South America and North America as well. So I had experienced kind of navigating the time zones. I saw I felt it’s best to be very upfront with it. Because you don’t want somebody scheduling a client meeting at one in the morning your time. Yeah. And, you know, it’s kind of weird man have to get that. Yes, they get that personal side. And I’ve always told people, if we need to have a really late meeting, you know, give me 24 hour notice at least so I cannot do

Kyler Canastra 21:45
my best

Jake Peterson 21:47
to prepare and move to the corner of my house so my family

Kyler Canastra 21:50
can hear exactly. That’s always a good thing. And as you mentioned, right, with COVID, and the pandemic, we’ve gotten remote, and it’s kind of like the new thing. And a lot of people have started freelancing probably more than so than before. And a lot of people are interested in specializing in SEO, because it’s a nice that it’s really in demand at the moment. So do you have any piece of advice or recommendation for someone who’s wants to get started in SEO? And just kind of where they can get started with their journey?

Jake Peterson 22:21
Yeah, I think there’s a couple of great places that I mentioned before, the Moz blog is a good place to start. Actually, she’s another woman she’s based in Madrid, her name is Aleyda Solis, she’s an international SEO consultant. And her LinkedIn is a goldmine for anybody that wants to get started with SEO, she regularly updates places. And she has something called the SEO roadmap, where she starts you know, she goes go here first and this and this, and this, and this, and this, and this and has all these resources listed out. So she’s great. Brian Dean with Backlinko is another good one. Good one to learn. And then it’s also good to just learn about different tools. So start with the Google tools, Google Analytics, Google Search Console, Google Tag Manager, Google Analytics, I know Google has training videos for those Google Search Console is pretty straightforward. Google Tag Manager. I hate it. I love it. At the same time, it’s very finicky. But very necessary, if you are going to do SEO and Analytics tracking, and there’s a great YouTube channel has, it’s a German guy, I believe it’s called measure school. And that is a fantastic place to learn about Google Tag Manager. And then the last thing is go get your own website and start breaking stuff, start trying stuff out, that’s, you know, you can watch all the videos on Google Tag Manager you want. But until you actually go try it, you’re gonna have no idea what you’re doing. And so that’s where I taught myself a lot of stuff with Tag Manager stuff about HTML, about PageSpeed was just going on my own my own site that I had, you know, thin content on it, but just going and trying and breaking a bunch of stuff. Right? So the inworld firsthand, knowledge is always best, there is no comparison to

Kyler Canastra 24:08
a lot of it’s trial and error.

Jake Peterson 24:10
And in a lot of it’s trial and error, and you will make a lot of errors. I know I started so part of it, everybody has done something dumb. So I’m sure

Kyler Canastra 24:21
if you ever website, you can build your brand to maybe get your name out there as well. Exactly. Using SEO to put yourself out there. Exactly. Yeah. You never know. Now, there’s some things that you see from people in the industry or who are SEO specialists that actually hinders their success, especially we have so much knowledge out there and so many tools, maybe it could be a bit blurry.

Jake Peterson 24:41
I’d say two things. One is when you try there’s a proper term for this that’s escaping my mind right now but it’s one is when you try to over learn. I think it’s called like analytics freeze or I can’t remember the proper term for it. But basically where you learn and you learn and you learn and you ever do anything And I think that’s what a lot of especially beginning SEOs make that mistake is they just, they’re always just trying to be a sponge, which is awesome. You shouldn’t be a sponge. But there comes a point where you just you have to do something, right. And you have to, you have to try your own website, you have to take an internship. You know, I started off my kind of guess, SEO career, I was writing for free for a gambling website. And that’s kind of how I started. And so you, you kind of have to take those, those steps just to get going. And the second thing that I see, maybe not SEO specialists, but I don’t want to call up people who call themselves digital marketing specialists, but it’s going to sound like it can even refer to themselves as digital marketing specialists and say they do SEO. But what they really mean is they only do content and keyword research, which is a big part of SEO no doubt. Getting your content plan. It takes time takes dedication takes a lot of research. But I’ve run into a lot of people who say, Oh, yeah, I do SEO. And then you talk to them a little bit. And they do not do tech SEO, they do not do off page SEO, they do not do any back end. And I always say well, it’s like saying you play basketball, but you don’t dribble their play defense, you just shoot, right. And so I think that’s where a lot of people that they think that SEO is only the content side. And don’t get me wrong, it’s a big part. But it is far from being the only thing. So I encourage anybody who, you know, maybe they consider themselves an SEO specialist, but they don’t know what a 301 or they can distinguish between a 301 or a 302 redirect, I think it’s time for you to go back. And you know, and go try to learn for sure. I think, I hope that didn’t sound too harsh, but just trying to be known.

Kyler Canastra 26:43
But you’re being honest. And I think it’s going to be helpful for a lot of people, especially for those who are getting started in the industry. But also from those two planes. For me, I just kind of pulled from that. It’s just being humble, it seems like you kind of have to be willing to take risks to start off, you know, it’s something that maybe you’re not 100% in love with or, you know, doing an internship, do things, put yourself out there, and just kind of let it go and see how the process takes off.

Jake Peterson 27:08
Ask questions on forums on Reddit, or you know, on Facebook, they’re two great places, and people will tell you that you are stupid and why you are stupid. And you know, it happens to everybody. But hey, you won’t make that same mistake again in the future.

Kyler Canastra 27:24
Yeah, it’s really important. And he already gave us some recommendations, which is always something that we tried to include in our episodes, so people can have some, you know, tangible takeaways. But do you have any, especially now, right, we’re working from home and for unlike yourself, and from I’ve been working from remotely for a while now too, but for a lot of people, it’s still new. Do you have any, like daily habits or predict productivity hacks that you would recommend to people to keep focused and stay productive, um,

Jake Peterson 27:50
I felt like this maybe doesn’t keep me focused in the video, but remembering to get up and walk around or eat lunch is important. So many days yesterday went by, and I realized, Oh, my gosh, I’ve been sitting in this chair for four hours, I read water, I haven’t had lunch. And I felt like if you keep yourself healthy, you’re going to be able to focus more. So you know, I make it a priority to at least you know, do one hour of exercise every day. At least get up and walk around every five minutes, or every sorry, walk around for five minutes every hour. Yeah, you know, take a break every now and then get on YouTube, you know, text a friend, something just to keep your mind where you don’t feel like you’re being dragged down. So I felt like the best way to stay focus is to take those breaks. So your body won’t, you know, kind of collapse in on itself in a way.

Kyler Canastra 28:43
Yeah, exactly. No, I agree. 100%. Because we actually can get so caught up in a don’t realize it but it’s good to get up do laundry, do something and call a friend to take a break. Because those are things that we would we’re not doing laundry, but like talking to having coffee, break an office, those are things that we normally would do. So it’s really important to not forget about that. Because you’re going to like kill yourself in the end by not moving

Jake Peterson 29:05
around. Exactly.

Kyler Canastra 29:06
And so important. Now, do you have any recommendations for any industry events that would be interesting for people interested in

Jake Peterson 29:14
some of the best ones that are regularly put out come from Search Engine Journal, that’s usually probably the best place to find SEO and marketing news. They do have some helpful tip articles. But I like to go there because Google Search Console is rolling out an update at a month. And here’s the new features or PBC or Google Ads is getting rid of broad search modifier or something like that. And they also have a lot of webinars to sign up with industry experts, which is and they have a podcast called I think it’s called the Search Engine Journal show. So those are some great, great areas, not necessarily, you know, events, but still kind of places to go for a reason.

Kyler Canastra 29:57
For sure. Now as we wrap up the interview . I’m in, first of all, thank you again, for all your great insight. Do you have any final takeaways or parting advice for our listeners?

Jake Peterson 30:08
Yeah, kind of what I just said before, don’t be afraid to make mistakes with SEO and especially on the tech SEO side, it’s really boring because you’re not getting to write that punchy, punchy intro or put the perfect CTA button, or the perfect form. But tech SEO is very, very important. If you want to succeed in SEO, for sure. So yeah,

Kyler Canastra 30:33
it’s just being open to doing something different. And yeah, taking risk. I think that’s one thing that we can take from this interview and something that you highlighted. And for our listeners, what’s the best way to get in touch with you if anyone wanted to follow up with you or ask questions or connect?

Jake Peterson 30:47
I think my LinkedIn is probably probably the best way. I think that maybe I don’t know the link will be posted that on the page, find me it’s Jake Peterson Madrid, if you want to search, I do have that website that I update once every six months. It’s called the United States of That’s cool. So I post random ramblings but with a one year old and a full time job, I don’t have as much time to blog raised. I did wish I did but

Kyler Canastra 31:17
a bit difficult. You have a lot of things on your plate and can

Jake Peterson 31:21
especially when your keyboard lights up and your one year old thinks Oh boy, I can smash that with my fist.

Kyler Canastra 31:28
Maybe one day, they’ll be an SEO specialist as well as already showing me Yeah,

Jake Peterson 31:31
maybe planting the seeds early. Exactly. Well, thanks

Unknown Speaker 31:35
again, Jake, for sharing your insights with us. And thanks, everyone, for listening in. For more perspective on the content marketing industry in Europe. Definitely check out, and keep tuning into our podcast for daily interviews with content experts and we’ll see you next time. Thanks.

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