Show Notes

Air Date: 5/30/2023

The Latest on SEO, Content Marketing and AI

Many think that SEO is all about keywords, but it should really be about our customers. In this podcast episode, Dale Bertrand talks about SEO best practices and creating content with the customer, not just search engines, in mind. From attracting people with content, to converting them to customers, Dale explains what conversions look like for different businesses. Dale describes how AI will change SEO and the content you should be creating. Dale also gives an overview of what his keynote speech will cover.  

2:50 – Dale started his career building websites, but explains how he switched to marketing.  

3:54 – Dales talks about what he will be speaking about in his keynote speech.  

4:35 – Nancy and Dale discuss content marketing and SEO.  

9:11 – Dale defines what conversions are for different businesses.  

13:09 – Dale explains how Google’s shift to using AI could impact SEO.  

16:26 – Dale describes what is wrong with doing SEO for rankings. 

24:49 – Dale talks about how SEO is not about keywords, but about your customers.  

28:39 – Dale shares how he creates valuable content for his clients’ customers by first doing phone surveys.  

31:56 – Dale explains how to improve search rankings. 

34:00 – Dale shares some resources that have been helpful to him.   



“It’s those conversions at the end of the day that matter for SEO. Whether you’re generating those, rather than just rankings. I work in an industry, the SEO industry, where a lot of SEO agencies are talking about rankings and traffic. They can get you to rank for some keyword you’re excited about and they can get people to come to your website, but that doesn’t matter if it’s not the right people.” – Dale Bertrand, founder and president of Fire&Spark 



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About the guest:     

Dale Bertrand has been an SEO specialist and AI consultant to Fortune 500 companies and venture-backed startups around the world for two decades. His clients include global brands such as Citizen Watch, Nestle, Raymond Weil, Exxon Mobil and Bulova. He applies his graduate school work in artificial intelligence to search engine marketing and speaks at marketing industry conferences. 


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