“Not everything that can be measured is worth it, and not everything worth it can be measured. SEO is about long-term impact, not just immediate returns.” – Jessica Redman
Jessica Redman is a seasoned SEO strategist with a background in performance marketing and digital PR. With over eight years of experience, she has worked with brands ranging from startups to major enterprises, helping them navigate the evolving SEO landscape. Passionate about multi-platform search and content-driven SEO, Jessica is a thought leader in brand-building strategies that go beyond traditional performance marketing. She regularly shares her insights on LinkedIn, where she challenges industry norms and pushes for a broader understanding of SEO’s long-term value.
Episode Summary
In this episode of SEO Success Stories, host Russ Macumber chats with Jessica Redman about the growing tension between SEO and performance marketing. Jessica argues that businesses often prioritize immediate, trackable ROI from paid campaigns while overlooking SEO’s long-term value as a business asset. The discussion explores strategies for shifting this mindset, the impact of Google’s evolving search model, and how SEOs can better educate stakeholders. Jessica also shares her journey from marketing generalist to SEO specialist, emphasizing the importance of adaptability and lateral thinking in today’s search environment.
Key Takeaways
- SEO vs. Performance Marketing: Businesses often struggle to see SEO as a long-term investment rather than an immediate ROI-driven channel.
- The Rise of Multi-Platform Search: Search behavior is shifting beyond Google, with younger audiences relying on platforms like TikTok and Instagram.
- Google’s E-Commerce Push: Google is becoming more transactional, aiming to keep users within its ecosystem rather than driving traffic to external sites.
- Brand Mentions & Digital PR: Building brand awareness and trust is more important than ever, as brand searches and unlinked mentions now carry SEO value.
- The Future of Content: With AI-generated content flooding the web, brands must focus on unique, high-quality content that is difficult to replicate.
Timestamped Summary
- 1:38-2:58 – Jessica discusses the SEO industry’s “PR problem” and the growing obsession with performance marketing.
- 3:42-5:42 – Why SEO should be viewed as a long-term asset rather than just another marketing channel.
- 6:31-9:41 – Jessica’s career journey: from generalist marketing roles to SEO specialization.
- 13:06-16:16 – The benefits of starting an SEO career in a small agency vs. a large corporation.
- 18:07-19:50 – Younger generations are redefining search habits, favoring social platforms over Google.
- 20:58-23:52 – Why SEOs need to rethink keyword research and focus on intent-driven content.
- 25:28-26:52 – The shift from search engines to answer engines and its impact on organic visibility.
- 32:31-34:26 – How e-commerce brands can adapt to Google’s shift toward a more transactional model.
