The Recipe For SEO Success Show

Chart-topping SEO podcast. SEO is a giant pain in the bum right? Full of jargon, snail oil salesmen and dodgy tactics. No! Search Engine Optimisation is 100% doable by normal humans and in this podcast award-winning SEO Educator Kate Toon chat with her expert guests about all things Googley including - DIY Optimisation tips and techniques - The latest SEO news and updates - Real life SEO case studies - Other related marketing tactics Find out more by Googling 'The Recipe for SEO Success'
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Sep 20, 2022

What Google's latest update really means 

Recently Google announced its Helpful Content update. And as per usual, the interwebs got their knickers in a twist.

SEO agencies sending emails to copywriters telling them to stop using keywords.

Business brands frantically worrying that they were going to get a penalty after stuffing their sites with useless space-filling guff in their blogs.

But I tend not to freak out about these things.
I like to wait and see.

And today we’ll be chatting through what Google really wants to see when it talks about Helpful Content.

The dos.
The do nots.
And the do not panics.

Tune in to learn: 

  • Google Helpful Content update: 
    • What the purpose of the update is
    • What has changed
    • What hasn’t changed
  • 3 things you SHOULDN’T be doing
  • How sites are being impacted by the update
  • What mistakes SEO agencies are making with content
  • James’s top content creation tips

Useful resources: 


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Sep 6, 2022

Finding the right keywords to rise above the competition

By now you’ve gobbled up a lot of SEO advice.

But is it really all doable? 


In my reality SEO episodes, I talk to real humans and get the truth about how they use SEO and digital marketing to improve their businesses.


Today I’ll be talking to a former student of the Recipe For SEO Success Course, and eCommerce extraordinaire, Estelle Oliveri. 


We’ll chat about how Estelle got her start in SEO, the digital marketing highs and lows, and the challenges she’s faced along the way.

Useful resources: 


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Aug 23, 2022

Enriching web dev and copy services with SEO

Hearing great SEO advice is one thing but is it actually doable? 


In my reality SEO episodes, I talk to real humans and get the truth about how they use SEO and digital marketing to improve their businesses.


Like Rachel Amies, a former student of the Recipe For SEO Success Course, a member of the Digital Masterchefs, and a cat-pun enthusiast.


We’ll talk about how Rachel took her web design and digital marketing to the next level with SEO, and the challenges she’s faced along the way.


Useful resources: 


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Aug 9, 2022

Expanding your audience reach with the right voice

Influencer marketing.

Even the mention of it gives me the heebeejeebees.

Visions of hot 20-somethings lying in a cossie on a rock in Ibiza spring to mind.  Your product lying next to them on said rock.

And oh the horror stories.
Small business owners giving away oodles of product, and splashing the cash only to be ghosted.

So how do you choose a trustworthy influencer? And how do you see genuine return on your investment?

Today we’ll talk about the positives and the pitfalls of this relatively new form of advertising, and whether it really has legs for your business.

Tune in to learn: 

  • What influencer marketing is, and when it became a thing
  • The positives of influencer marketing
  • Which types of businesses can benefit from influencer marketing
  • How to find the right fit for your business 
  • How to approach an influencer the right way
  • What kind of return on investment (ROI) you should expect from engaging an influencer
  • What measures to have in place to ensure you don’t get burned 
  • Marina’s top marketing tip

Useful resources: 

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Jul 26, 2022


Staying strong during the ebb and flow of SEO

Bonjour mon petite SEO beasts.

Today we’re talking about longevity in SEO.

These days everyone is looking for a quick fix, fast engagement, the dopamine hit of an easy like.

But the truth is that solid SEO strategy takes time.

As I like to say, SEO is for life, not just for Christmas.

It can take a long time to get the needle moving, undo previous bad work and build up authority.

But once you get your SEO firing, the results last a very long time.

I have posts I wrote back in 2009 that still deliver consistent traffic to my site. 

And my SEO has weathered the storm for 13 years, through a gazillion algorithm updates, with very little movement.

Our friend Rand Fishkin refers to SEO as a heavy flywheel; difficult to get started, but once it’s going, not so much effort is required.

So today I’m chatting with Alizée about how we ensure our SEO strategy is built for the long term and how to resist reacting to every little change.

Jul 12, 2022

Making informed keyword choices for my shopfront business


Hearing great SEO advice is one thing but is it actually doable?

I started the reality SEO episodes to illustrate how the teachings here and in my course, really impact small businesses.

You can hear the truth direct from real SEO beast’s mouths.

Like Norelle Hentschel, a former student of the Recipe For SEO Success Course, a member of the Digital Masterchefs, and an avid herbalist.

We’ll talk about how Norelle was able to give her online naturopathy a healthy dose of SEO, and the challenges she’s faced along the way.



Jun 28, 2022

Get creative in your marketing strategy


Are you content with your content?

I’d say that most of us aren’t.

And yet we know that great content is the key to building a brand, creating trust, and becoming well known for what we do.

But there are so many options.

Should we be creating blog posts, guesting on podcasts, creative videos, dancing on reels, or going live?
How can we be everywhere?

And yes I know we’d all love to go viral, but if you tuned into my episode with Mr. Rand Fishkin, you’ll know that going viral is about as useful as something very unuseful - if it isn’t relevant to what you offer.

So how do we direct online attention to our business in a meaningful way with good, relevant content?

Well, today I’m talking to Shannon Morrison to get all the answers on how to build authority online with smashing content marketing tactics.


Tune in to learn:

  • Is content marketing still king?
  • How to get your foundations right to create good content
  • What an audience avatar is
  • How important audience avatars are in marketing these days
  • Four factors of content consumption, and how to leverage them to your advantage
  • Which platforms best deliver content marketing
  • Shannon’s top content marketing tip


Jun 21, 2022

Check out my new podcast, Clever Copy Chats for some in-depth SEO Copywriting knowledge.

Whenever I’m in a copywriting group I see the same comments.

“SEO ruins conversational copy.”
“SEO ruins conversion copy.”
“You don’t need to use keywords any more. Google will work it out.”
“SEO copy is boring copy.”

(Heavy sigh)

These kinds of comments show a fundamental misunderstanding of what SEO copywriting is and how it works.

And these copywriters who think that Google will magically work out where to rank you no matter what you write on the page, well they’re either naïve or just plain lazy.

If anything great SEO copywriting is even more important now than it’s ever been.

I’m going to get back to basics and give you an overview of the important elements in SEO Copywriting, and a few tips on how to please humans and Google too.

Listen to the episode now.

Jun 14, 2022

Filling the appointment books by showing up in local searches


From feedback, I find the Reality Episodes are a crowd favourite.

Yes, it’s great hearing from super-duper SEO and marketing experts, but what about the real humans chipping away at marketing goals, trying to woo Google, slippery up their funnel, and smash their socials?

Is all this advice actually doable?

Well, today I’m chatting with Anthea Digby-Smith, a former student of the Recipe For SEO Success Course, a member of the Digital Masterchefs, and a hairdresser extraordinaire.

We’ll talk about how Anthea was able to give her online haircare business a total SEO makeover, and the challenges she’s faced along the way.



May 31, 2022

Stopping your site from slipping through the cracks

  You’ve built a beautiful site.
Your mum loves it.
You’ve even paid your developer for a super SEO package.
So everything should be right, right?

But for some reason when you Google yourself nothing’s coming up,
Or maybe just a measly page or two.
And you have no idea why.

Or perhaps you’re pumping out content on your blog and for some reason, it’s still not getting indexed as fast as you would like.

This week we’re talking all about crawling and indexing.
How to check, how to fix and the best tips for making sure your content is as findable as a findable thing.


Tune in to learn:

  • What it means for your site to be crawled and indexed
  • How to find out that your site isn’t getting indexed
  • What is a sitemap, what is a robots.txt
  • What is crawl budget
  • Crawlability vs Indexability: Why Google doesn’t automatically index your site after crawling every page
  • Common issues that prevent site pages from being indexed
  • Gaston’s recommended tactics to get your site indexed
  • How to troubleshoot indexing for a small website
  • How large sites differ, and how best to approach indexing
  • The difference between LATAM sites and English-speaking western countries (USA/UK/AU)
  • Gaston’s go-to tools to get your site indexed


May 30, 2022
Hurrah back in the land of copy podcasts. It's been a while. So let me tell you what my new podcast is all about.

I know. I know. There are a gazillion copywriting podcasts out there.

I've made a few hundred or so episodes myself, but honestly, most leave me wanting. They're all so dry, so earnest, so teachy.
All mega famous copywriters dispensing blobs of copy knowledge down from their lofty plinths.

Most of the folk interviewed aren't even copywriters anymore, they've moved on to being course creators and moguls.
So I wanted to create a podcast that gets back to the sticky, awkward, gloriousness of being a day today copywriter.

The woes, the ups, the bitty fist annoyance of a client that won't use track changes, the tips on how to write 5,000 words in 20 minutes because you forgot the deadline, and of course, the real bottom warming stories of great clients and amazing writing that keeps us doing the do each day.

So come with me on a journey through colons and interrobangs.

Through client Zooms and last-minute amends, we'll have some laughs and learn a thing or two along the way.

Grab a coffee and join me on Clever Copy Chat.

May 17, 2022

Turning those well-earned clicks into cash


Okay so you’ve listened to all the episodes of the Recipe for SEO Success podcast, you’ve done my fabulous courses, and put in the hard SEO hours.

The Google beast finally understands who you are and the traffic is pouring in.

But how do you turn casual browsers into sales?
How do you move people from your page to a purchase?

Today we’re talking about how to turn SEO juice into sweet sales nectar.

How to turn cold chips into hot potatoes.

SEO got you this far, what next?


Tune in to learn:

  • Three quick things to think about for your homepage once people have been lured over from the SERPS
  • How to introduce your brand quickly and easily to people searching for what you do
  • How to connect with people who know you from social platforms/your brand
  • Top 3 tips to make those eCommerce sales
  • Russell’s top tips for converting customers to your services-based business
  • What is a SMART offer
  • Sales calls - Have they been replaced by strong branding, really schmick marketing, funnels, and sales page, or is there still a place for them


Apr 28, 2022

Appealing to the humanity of the masses


Have you noticed that your buying choices are often not defined by price or even product features but by how you feel about a brand?

We want to buy from brands that we feel have values that are aligned with our own, but to do this, brands need to market intelligently and emotionally.

They need to appeal to our humanness.

So how do we do this?
It might seem relatively straightforward if you’re a one-human band, but what about larger businesses?
How do we show up as real humans in everything we do, how much is too much, and when is caring sharing, oversharing?

Today we’re going to chat about the best ways to show up online as glorious human beans and make genuine connections with your audience.


Tune in to learn:

  • What human to human marketing is
  • Human to human marketing done well: examples of individual and larger brands doing it right
  • How to show your brand values online
  • How to overcome your fear of being more open with your audience
  • 3 simple tactics to humanise your brand
  • How to differentiate yourself from everyone else
  • Human to human marketing fails: What to avoid
  • Jenn’s top tip for H2H marketing
Apr 19, 2022

Peeling the fiction away from fact to help Google find you


Keywords, we’ve covered them before and we’ll cover them again.

Why? Because no matter how long I swim in the murky waters of SEO, I still see so much misinformation about how keywords are found, researched and eventually used.

Especially on low-grade SEO copywriting courses (shh, naming no names).

These so-called experts are stuck in the keyword past, talking about density and shoehorning them into every paragraph and meta description.

But with Google’s improvements in understanding the context of our content, (the why behind the what), the deeper intelligence around natural language process (hello Bert), and the fundamental improvements in learning how language itself works, these old school ideas won’t help you get found.

So today we’re going to bust some myths, refresh some memories and get back to the basics of keyword research.


Tune in to learn:

  • Who’s responsible for researching keywords: the client, the copywriter, or the SEO agency
  • What to do once you have your list of keywords
  • What role search intent plays in your choice of keyword
  • Why there is no one “perfect keyword”
  • When to start assigning your keywords to posts, pages and products
  • Keyword myths: Why you shouldn’t use the same keyword for every page
  • How service-based business keyword usage differs from keyword usages for eCommerce businesses
  • How to find investigation and informational keywords
  • How effective blogging is for keyword ranking
  • Joh’s favourite keyword tools
  • Joh’s number one tip for keyword research


Apr 5, 2022

Niching, knowing your audience & personal branding


In my Reality SEO episodes, I like to focus on real humans grappling with the Google beast, and Digital Marketing.

I get all sorts passing through my slippery funnel of courses and resources: marketing professionals, copywriters, e-commerce owners, web developers, and real business humans.

Today we’re talking to Jude Love, a former student of The Recipe for SEO Success Show, a member of The Digital Masterchefs, and an absolute personal branding beast.



Mar 22, 2022

Creating more profitable conversations with your customers


We all know that robots are taking over the world.

If you’re a fan of Black Mirror it’s pretty clear we’re headed for a Terminator future.

And while I’d like to feel bleak about that, I won’t.

This is a marketing podcast, after all, so let’s talk about when robots work for good.

When AI can save you time and money.

When using automation and bots can actually improve your customer service rather than ruining it.

For yes today we are talking Chatbots.

Now as a copywriter I’ve written a fair few bots for myself, I’ve also set one up to work on my Facebook page, but I haven’t fully embraced the opportunity.

And boy is that opportunity big.

Today we’re talking to Dan Pinnechatbot guru and member of my Digital Masterchefs Community, about how to use chatbots to revolutionise your business in a non-Arnold Schwarzenegger way.


Tune in to learn:

  • What chatbots are, and how they can help your business
  • The key elements to a successful chatbot
  • Where to start with chat marketing
  • How lead-based businesses can use chatbots
  • How eCommerce businesses can use chatbots
  • Dan’s top tips for setting up successful chatbots


Mar 8, 2022

Everyone wants to go viral.
(I’m doing air fingers, I know you can’t see them, but believe me.)

Whether it’s for dancing on TikTok to a new catchy tune or for the perfect Twitter snipe, or a beautifully crafted blog post.

We all dream of the traffic tsunami and the potential that has to lead to cold hard sales.

But is it just a happy accident, or an artful strategy?

Today I am giggly with girlish glee to have Rand Fishkin, the co-founder, and CEO of audience research startup SparkToro, on the show.

He’s going to explain how going viral is much more nuanced than you might think.

And that if you put in the work, you can draw in the masses to your brand with well-crafted content that not only gets attention but warms the wiggly bits of your customers too.


Tune in to learn:

  • What viral content is, and how it can be used in your marketing plan
  • Which content formats are best for going viral
  • Rand’s powerfully simple formula for creating viral content:
    • How to hook people in
    • How to keep them on the line
    • How to sink deep into your audience’s brain
  • Rand’s top tip for success with content marketing
Feb 22, 2022
Taking measured steps into digital advertising In my Reality SEO series, I interview real-life humans who’ve changed their digital marketing and SEO strategy for good and used simple techniques to transform their business and brand. These episodes include practical, doable advice and tips from people just like you.

Find out why mad-cat marketer, Mitchell Beattie, decided to pivot from the world of wine to help other businesses perfect their marketing strategy, what got him on the path of SEO, what his biggest learnings have been, and his top tips for small businesses.


Feb 8, 2022
Build up your business by expanding your network I’ll admit when it comes to social media, my least favourite platform is LinkedIn. It’s like the boring guest at the party, hovering near the sausage rolls and talking about how great they are. And over the years I’ve had sporadic attempts to rekindle my LinkedIn love. But it still leaves me with a deep-rooted sense of meh. Today we’re going to change all that. We’re straying from the SEO path to talk all things LinkedIn.

Why it still matters, how to make the most of it for your business, and our special guest Jo Saunders is going to share her number one tip for making LinkedIn a powerful tool in your social media tool kit.



Jan 25, 2022
Every year about this time, I dust off my crystal ball and start looking into Google’s nether regions, trying to discern what lies ahead on the murky path of SEO. This is a solo episode, just a little old me, and I’ll be running through my opinion of what’s next, what’s changed, and what remains the same. Will you agree?

Well, that remains to be seen, or heard.


Tune in to learn:

  • Important SEO changes from 2021 you might have missed
  • Is Google still even a search engine?
  • How Google is understanding us better
  • The lowdown on user experience
  • How Google is squeezing us out of the SERPs
  • Why we should all EAT more
  • How AI will impact things
  • Why images matter more than ever


Jan 19, 2022
This episode is a rerun - while I take a much-needed break from the pod, keep your SEO skills sharp by checking out one of my favourite episodes. I was lucky enough to chat with one of my SEO heros Rand Fishkin in my I LOVE SEO Group on Facebook recently.

Not only was Rand my first ever guest on the podcast, he’s also been a huge influence on my SEO career and a veritable font of knowledge and ideas.

I was super excited to share the stage with him at Yoastcon recently where we discussed all things Digital Marketing – and he was generous enough to offer to share his thoughts with my students and DIY SEO Learners.

It’s a great episode that covers a range of topics and challenges a lot of traditional ideas about what SEO really means, and how to be successful in digital marketing in 2019. Enjoy!

Show notes:



Jan 4, 2022
This episode is a rerun - while I take a much-needed break from the pod, keep your SEO skills sharp by checking out one of my favourite episodes.

Crawlability is super important for your website.

Ensuring humans and those sticky little Google bots can slip through your site like a damp otter down a pipe is crucial.

We don’t want duplicate content and we don’t want oodles of pointless pages and archives being crawled.

We want slick, efficient, uber crawlable websites and today we’ll be going through how to make that doable.
Tune in to learn:

  • What crawlability is and why it matters
  • The meaning of crawl budget
  • How often Google crawls your site
  • How you can get Google to crawl your site more
  • The key elements of crawlability
  • How to handle password-protected content
  • Zombie pages and how to deal with them
  • Best tools to crawl your website
  • How to handle 404s and 301 redirects
  • Dealing with duplicate content


Dec 21, 2021
This episode is a rerun - while I take a much-needed break from the pod, keep your SEO skills sharp by checking out one of my favourite episodes.

9 experts share their best advice for 2019
I was lucky enough to present at Yoastcon in the Netherlands, so thought I’d do a special live episode interviewing all the smart people there and asking them their number one Digital Marketing tip for this year

Many of these awesome humans will also appear on future episodes of the podcast so stay Tooned for those episodes too.

Tune in to learn:

  • What is DSA?
  • How to find out what’s holding your customers back
  • What’s the most important aspect of branding?
  • What are progressive web apps?
  • How digital marketing is converging.
  • Why you need to get rid of some of your pages
  • Why you need to take a step back to look at your values
  • Why page speed still matters
  • What’s the biggest thing with WordPress site’s coming up?
  • Why it’s better to follow the path less trodden

Show notes:


Dec 7, 2021
This episode is a rerun - while I take a much-needed break from the pod, keep your SEO skills sharp by checking out one of my favourite episodes.

Let’s be honest, most of us are scared of SEO agencies.
We’ve heard too many horror stories.

Of people being bamboozled, misled, ripped off, and left with sites riddled with dodgy backlinks, poor optimisation, and woeful rankings.

So what do we do?
How can we learn to trust SEO agencies again, and more importantly how can SEO agencies Suck less.

Today, I’m chatting with Mathew Cocciardi, who was a little burned by his SEO agency experience – and sharing some hot tips on how to ensure, if you’re looking for an agency, you find a good one.
And if you are an agency you sustain a good reputation.

Tune in to learn:

  • What led Mathew to seeking an SEO agency for help
  • What you should have set up before contacting an agency for SEO assistance
  • The key things to look for when choosing an SEO agency
  • How important is it for you as a customer to know SEO terminology
  • “Red flag jargon” you should look out for
  • How you can participate in the ongoing process
  • The best way to know your money is being spent well
  • Alternate models: What they are and the benefits of each


Nov 23, 2021
This episode is a rerun - while I take a much-needed break from the pod, keep your SEO skills sharp by checking out one of my favourite episodes.

International SEO is the process of optimising your website so that search engines can easily identify which countries you want to target and which languages you use for business.

Most of us struggle with getting to rank locally, so do we really need to care about international SEO?

Well if a good share of your website visitors are coming from a different country to where you’re located then it might be the right time to think global.

In this episode I’ll be chatting with Nitin Manchanda - an International SEO expert, about everything we need to know to get our global SEO in tip-top condition.

Tune in to learn:

  • When should you worry about international SEO.
  • How to structure your site for International SEO best practice.
  • What is Geotargeting and how should you be using it.
  • What to look out for when formatting your site for a country.
  • Which signals Google uses to understand the countries you’re targeting.
  • The importance of backlinks on international SEO.
  • Tips on how to win links in other countries.
  • How to handle local search engines like Yandex in Russia and Baidu in China.
  • Tips on international SEO for e-commerce businesses.
  • What are the biggest mistakes businesses make with International SEO.
  • The best ways to measure your international SEO success.

Show notes:

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