Loren Baker talks Content Marketing from Blogging to SEO. UnGagged is a breath of fresh air - Speakers are at a higher standard than other Digital Marketing conferences. Google changes, don't panic! Loren Baker speaks about changing your content strategy, SERP changes, competitor analysis and getting on top of the Google search results. How the human experience works for Google with expandable content. If you're hiding too much content from the human eye, chances are Google will take that down. Is your CDN allowing Google to access your CSS and Java data? Are links dead? Google rewards sites that create link building in the correct way! Loren Baker can help you strategize your Content Marketing, here Transcript: Q: Please introduce yourself, and tell us why UnGagged? LB: Yeah, so I'm Loren Baker. I'm the founder of an SEO and content marketing agency called â€˜Foundation Digital'. I'm also the founder of Search Engine Journal, so I have about 15 years under my belt of content marketing whether it be from blogging and SEO, so I'll be discussing a little bit of that during the panel tomorrow at UnGagged. I'm a fan of UnGagged, the conference itself, because I think it's a breath of fresh air and the conference-serious track, where you actually have the ability to speak what's on your mind and, knowing that a lot of the crowd are practicing SEOs or practicing marketers, you're held to a higher standard than maybe some other conferences. Q: What are your top tips and priority actions for overcoming issues associated with any big Google algorithm roll outs? LB: First action is don't freak out, right. Sometimes you see a lot of jumping to conclusions. We've just recently had some google changes which have been applied to thinner content sites in the past two weeks that was not announced by Google and was kind of well-hidden within *mobile-geddon* and a lot of the time companies will just jump to conclusions very quickly based upon what they read, based upon what they're seeing, but really what I would say is look at your competitive data set, look at how these SERPS are changing across the board and how you've been hit to identify trends that may be a little bit outside of what some of the reporting is saying is the issue and could be trends more so on how particular parts of your site are responding and how they're performing at the top of google results. One of the presentations today talked about basically should that page perform when it's in the top ten in google and there are some instances where that page should not perform well whereas other parts of your site may, so you may want to look into trimming some things down but again, don't jump to conclusions. Q: How can businesses with smaller budgets and resource best respond to big updates? LB: Well I would say with smaller budgets, one; look and see how your competition is doing after a large update. It could be an update that affects more so your vertical whether through a localisation, globalisation of results or the inclusion of knowledge graph or whatever for some of your most important terms. If that's not the case, see how some of your competition may have risen through the results and also look into the difference between transactional and informational results in the SERPS as well. It could be that Google is adding more informational results or more transactional results when your page may be the opposite of such so in that case you may want to change your content strategy to focus on one more so than the other. Q: Are you aware of any gamechanger developments on the horizon that in-house or consultant SEOs should be aware of? LB: Google right now wants sites that open up their java script and their CSS to indexing. A lot of that has to do with google really trying to understand how the human experience is on the site - case in point, expandable content, right. So with expandable content, when you click the button, basically you see more content as a human whereas Google, when they're indexing the page, may index all the content. By opening up Java to the engine and CSS, Google can get a better feel of how the human experience is. If you're hiding too much content from the human eye, chances are Google's going to take that content out of indexable SERPS which can hurt your SEO, whereas on the other hand, if you're giving the human more of a chance to see that content whether through it's scrolling or a typical carousel-type environment, maybe not. So, I think one of the biggest changes is Google's accessibility to Java and CSS and them really pushing it, and also whether or not your CDN is allowing Google to access that as well. Q: In your niche or sector, what's the most annoying SEO misconception? Please feel free to set things straight! LB: The most annoying thing I hear on a day-to-day basis is that links are dead. You know, certain types of linking may be dead but for the main part, the internet is built upon hypertext linking, links are what bring people to your site so linking as a form of SEO is not dead. Linking as a form of generating traffic, bringing in the most target of traffic, bringing people what they want is well alive and Google is rewarding sites that do this in the correct way. Q: Current favourite SEO tool or platform? Or can you give us the inside track on any sexy SEO related platforms, tools or developments coming soon? LB: You know, I love Majestic, I always have. Also it's nice to see that some of the platforms like SEMRush and others are building out more of a suite. In the US, SpyFu is putting together much of an integrated SEO suite experience as opposed to just looking at competitive data so that's really cool. On the content marketing side, I've come to become a favourite of BuzzSumo. Not only can you look into the kind of content that's being shared more actively, but also the keywords and influencers and sites that are doing so to really bring your SEO strategy and content marketing strategy together.