SEO & Brand Journalism: A Conversation with Katie Wagner

In this episode of the Unscripted SEO podcast, host Jeremy Rivera interviews Katie Wagner, President & CEO of KWSM Digital Marketing Agency. They dive deep into the evolution of SEO, the importance of brand journalism, and how businesses can adapt to the changing digital landscape including AI overviews and LLM-based search.

Guest Information

Katie Wagner

• President & CEO, KWSM Digital Marketing
• Former CNN Television Anchor (15 years in journalism)
• Founded KWSM in 2010
• Expert in lead generation and brand journalism

Connect with Katie:

• Website: kwsmdigital.com
• LinkedIn: Katie Wagner (red dress profile picture)

Host Information

Jeremy Rivera

• Founder, SEO Arcade
• Host, Unscripted SEO Podcast
• SEO Expert & Consultant

Connect with Jeremy:

• About: Jeremy Rivera Bio
• Podcast: Unscripted SEO

Key Topics Discussed

1. The Evolution of SEO

• From Google reverse engineering to brand journalism
• Impact of AI overviews and rich snippets
• The rise of LLM-based search (ChatGPT, Claude)
• How E-E-A-T and helpful content updates changed the game

2. Brand Journalism Strategy

• Creating deeper stories around the humans in a business
• Two-tier content approach: top-funnel educational vs. bottom-funnel conversion
• Quality over quantity in traffic and conversions
• Building credibility through authentic storytelling

3. Revenue-Focused Marketing

• Moving beyond vanity metrics to actual revenue generation
• Importance of understanding profit margins and business fundamentals
• Customer journey mapping and conversion optimization
• The sales process beyond initial website conversions

4. Near Bound Marketing

• Leveraging existing customer relationships for growth
• Strategic partnerships and referral systems
• Using customer testimonials and case studies effectively
• IP detection and heat mapping for customer journey insights

5. Case Study: Save Fry Oil

• Brand recognition challenges in search results
• Creating the "Restaurant Talks" podcast strategy
• 248% organic traffic increase through brand journalism
• Building authority through industry-specific content

6. PR and Media Relations

• Modern press release strategy (not for links, but for audience access)
• Press digest approach to journalist outreach
• Transferring trust through media placements
• Content repurposing from media appearances

7. Content Creation and Distribution

• "Create once, distribute forever" philosophy
• Podcasts as ultimate keyword research (30k-40k words per episode)
• Every brand must be a content creator
• Repurposing video content for SEO benefits

Resources & Tools Mentioned

Companies & Agencies

• KWSM Digital Marketing - Katie's agency
• Right Thing Agency - Nashville SEO agency
• SEOteric - Matt Brooks' company
• Save Fry Oil - Case study company

Podcasts & Content

• Restaurant Talks by Save Fry Oil - Industry podcast case study
• Create Once, Distribute Forever Webinar - Ross Simmonds

Industry References

• The Great Decoupling - "Alligator mouth disconnects" concept

KWSM Resources

Lead Generation & Strategy

• Lead Generation for Professional Services
• Nearbound Marketing Guide
• Marketing Funnel Strategy

Company Information

• KWSM Blog & Resources
• Company Evolution Story

SEO Arcade Resources

Content Strategy

• Repurpose Video Content for SEO
• SEO and UX Strategies
• Link Building Best Practices

Key Takeaways

1. Quality Over Quantity: Focus on fewer, more qualified visitors who convert rather than chasing traffic volume
2. Brand Journalism: Create deeper stories about your business and customers, not just promotional content. Even local service businesses, such as Story Roofing, can strengthen their authority by publishing authentic, story-driven content.
3. Revenue Metrics: Track actual revenue generated, not just leads or conversions
4. Near Bound Marketing: Leverage existing relationships and customer networks for growth
5. Ecosystem Approach: No single tactic works in isolation; build comprehensive marketing infrastructure
6. Content Repurposing: Extract maximum value from every piece of content across multiple channels
7. Business Understanding: Modern marketers must understand profit margins and business fundamentals

Quotes to Remember

"Brand journalism has never been more important. We really lean into that at the agency." - Katie Wagner

"I don't really have ego in those numbers as long as a percentage of it is actually turning into customers for my clients." - Katie Wagner

"Every brand has to be a content creator and they have to be journalists of their own brand." - Katie Wagner

"Gone are the days when one tactic in a vacuum is going to generate all the business you need." - Katie Wagner