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Listen " Internal Linking, SME Interviews, and Platform Diversification: Daniel Horowitz's Modern SEO Playbook "
Episode Synopsis
Guest Information
Daniel Horowitz Senior SEO Manager at Informatica Connect: LinkedIn
Episode Summary
Daniel Horowitz shares his decade-long journey in SEO, from agency-side link building campaigns to managing enterprise SEO at Informatica. We dive deep into the impact of Google's Helpful Content Update, the shift from traffic-focused to conversion-focused strategies, and practical tactics that still work in the AI-dominated search landscape.
Key Takeaways
The traditional SEO content model is dead, especially for volume-based sites
Enterprise SEO success now depends on cross-functional collaboration and subject matter expert interviews
Internal linking remains one of the most underutilized yet effective strategies
Platform diversification is essential as Google transitions to being an answer engine
Community-driven digital PR creates more valuable signals than traditional link building
Episode Timestamps
[00:01] - Introductions and Daniel's background at Informatica [00:42] - Link building experiences with Shopify Exchange project [02:09] - Evolution from link building to enterprise SEO strategies [03:39] - Digital PR vs traditional link building approaches [07:02] - Google's maker sessions and the "answer engine" revelation [08:13] - The Helpful Content Update's devastating impact on travel blogging [09:03] - Enterprise SEO evangelism and cross-functional collaboration [11:50] - Subject Matter Expert (SME) interview series strategy [15:05] - Moving beyond basic keyword-focused content [15:48] - Transitioning from blogs to resource pages and use cases [19:00] - Justifying content marketing spend with declining traffic [21:39] - Cross-channel marketing and sentiment analysis [25:28] - Platform diversification beyond Google [29:54] - The future of SEO in an AI-dominated world [37:13] - Actionable advice: The power of internal linking
Topics Discussed
Link Building Evolution
Shopify Exchange outreach campaigns
Local directory and publication resistance
The shift from tactical links to semantic search understanding
Digital PR becoming more important than traditional link building
Enterprise SEO Strategy
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