Nathan Isaacs
Appearances
Insights Unlocked
How Anthropologie gets omnichannel right (and what to learn)
Welcome back to the Insights Unlocked podcast. In this episode, we're diving into the world of omnichannel strategy with Kate McCabe, founder of Flywheel Strategy. Kate has spent nearly two decades helping brands create seamless customer experiences, and she's here to share what it really takes to bridge the gap between digital and physical interactions.
Insights Unlocked
How Anthropologie gets omnichannel right (and what to learn)
From the power of user insights to the importance of cross-team collaboration, this conversation is packed with actionable takeaways. Enjoy the show.
Insights Unlocked
How Anthropologie gets omnichannel right (and what to learn)
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, Senior Manager for Content Production and User Testing. And joining us today as host is User Testing's Bobby Meixner, Senior Director of Industry Solutions. Welcome, Bobby.
Insights Unlocked
How Anthropologie gets omnichannel right (and what to learn)
And our guest today is Kate McCabe, founder of Flywheel Strategy. With 17 years of experience in the digital space at Ancestry, Rothy's, Brooklinen, and OurPlace, Kate specializes in blending the voice of the customer, data insights, and marketplace opportunities to create streamlined roadmaps for high growth organizations. Welcome to the show, Kate.
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
And also thinking about how they're going to be spending a lot of money on their SEO work or paid search work and stuff like that and kind of aligning all this together, right? It makes sense to kind of take a look and understand the user experience of all this sort of data at the same time. What do you think about that?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Yeah, I guess you're right. I forgot about that. You know, you could have the number one page for washing machines, but if you're not in the washing machine business, what good is that doing you? Right?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Oh, I definitely agree with that last point. Georgia, can you share an example of a case study that successfully implemented SXO and what were some of the results?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
I think it's almost like a case study for you and your own business as well, right? Deliver value and you'll get the repeat business.
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
So they've adopted this mindset, they've gotten started with their SXO. How do they know, how does a brand know they're on the right track? Are there some milestones along the way? I know in many ways, SEO is very much a long game. How do you know if you are on the right track?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
It makes me think, too, that if anything, you may see things dip down, but your bottom of funnel conversions go up, right? Because you're having... the people that you are actually interested in, you know, consuming this content and it's the right content. That's the content that they want. And so you're actually converting at a higher rate. Is that, am I correct in that or?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Ultimately, we just want to build a site that our customers are going to engage with so that they can, buy the products or services that we're selling them, right? I mean, I don't know. Exactly. Just do right. Do right by your customers. Yeah, do right by your customers and you'll do right by yourself, I guess, right?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Excellent. Georgia, I've appreciated your time today. I've appreciated you letting me jump around in this interview. How does someone learn more about you, your thought leadership, and the work you're doing over at Switchkey Digital?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Excellent. Thank you so much.
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
You describe SXO as a blend of SEO, UX, and CRO, focusing on both search engine rankings and user satisfaction. What inspired you to develop this approach? And how does it differ from traditional SEO strategies?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Welcome back to the Insights Unlocked podcast. In this episode, we're diving into the future of SEO with Georgia Tan, co-founder of SwitchKey Digital. Georgia has pioneered Search Experience Optimization, or SXO, a smarter way to think about search by blending SEO, user experience, and conversion rate optimization.
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
If you're wondering how to boost organic traffic and keep users engaged, this one's for you. Enjoy the show.
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Right. In a way, it's building a house that they want to actually live in.
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Many experts predict that in 2025, SEO success will depend less on traditional rankings and more on user engagement, AI generated search experiences and multi-platform visibility. You argue that SXO by combining SEO, UX and CRO creates a more sustainable approach to search. How does SXO specifically help businesses increase organic traffic while adapting to these evolving search dynamics.
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, senior manager for content production and user testing. And our guest today is Georgia Tan, co-founder of SwitchKey Digital. Georgia's journey through the world of digital content, from writing to strategy to SEO, has given her a unique perspective on the connection between search and user experience.
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Well, I'm creating my own AI. I'm just going to call it Deep Nate. I'm going to be rolling that out here next week or something like that. You know, foundationally, I understand what you're talking about. Can you just talk about how we roll that out into a business or how a business, you know, maybe one of your clients, how they're kind of implementing this right now out there in the real world?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
This experience has led her to develop the SXO framework, which we'll be discussing today. Georgia, you've had an impressive career in digital marketing and search strategy. Can you share a bit about your journey? What led you to co-found SwitchKey Digital? And how did you come to develop your approach to search experience optimization?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
For businesses that have relied on the traditional ways of doing SEO, what's the first step they should take to transition toward a more SXO-focused strategy?
Insights Unlocked
Search Experience Optimization (SXO): The Future of SEO?
Well, something you were saying earlier there was talking about content audits. And I think we're just starting out the year. This is a kind of a good time to think about both of these things, right? Maybe a brand is out there right now and they're thinking about their content audit and what they want. what they have already or what they want to have as they think about the year ahead.
Insights Unlocked
Effectiveness vs. efficiency in design with Dropbox's Alastair Simpson
Welcome back to the Insights Unlocked podcast. In this episode, we're sitting down with Alistair Simpson, Vice President of Design at Dropbox. In his conversation with User Testing's Jason Giles, they talk about effective versus efficient design, scaling design teams, leading in a remote-first world, and the role of AI in design and research.
Insights Unlocked
Effectiveness vs. efficiency in design with Dropbox's Alastair Simpson
From his unconventional journey to design to the lessons he learned at Atlassian and Dropbox, Alistair shares insights you won't want to miss. This is a longer episode, but I promise it's worth your time. Enjoy the show.
Insights Unlocked
Effectiveness vs. efficiency in design with Dropbox's Alastair Simpson
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, Senior Manager for Content Production at UserTesting. Joining us today as host is Jason Giles, UserTesting's Vice President of Design. Welcome, Jason.
Insights Unlocked
Effectiveness vs. efficiency in design with Dropbox's Alastair Simpson
Yeah, nice to talk to you as well. And our guest today is Alastair Simpson. Alastair is the Vice President of Design at Dropbox, where he leads a talented and diverse design team across brand, product design, writing, and research. He previously led the design team at Atlassian.
Insights Unlocked
How AI + user feedback transformed puppy training with Zigzag's Jack Mitchell
Want to keep the conversation going? You can find the show notes at usertesting.com slash podcast. If you haven't already, don't forget to follow us on Apple Podcasts, Spotify, Overcast, or Google Play so you never miss an episode. And if you enjoyed today's show, please share it with a friend or leave us a rating and review on Apple Podcasts.
Insights Unlocked
How AI + user feedback transformed puppy training with Zigzag's Jack Mitchell
And until next time, this is Insights Unlocked, an original podcast from Usertesting.
Insights Unlocked
How AI + user feedback transformed puppy training with Zigzag's Jack Mitchell
welcome to insights unlocked an original podcast from user testing where we bring you candid conversations and stories with the thinkers viewers and builders behind some of the most successful digital products and experiences in the world from concept to execution
Insights Unlocked
How FNBO is leverages its content marketing strategy to build trust and increase CSAT
Thank you so much, Regina. Thank you. Want to keep the conversation going? You can find the show notes at usertesting.com slash podcast. If you haven't already, don't forget to follow us on Apple Podcasts, Spotify, Overcast or Google Play so you never miss an episode. And if you enjoyed today's show, please share it with a friend or leave us a rating and review on Apple Podcasts.
Insights Unlocked
How FNBO is leverages its content marketing strategy to build trust and increase CSAT
And until next time, this is Insights Unlocked, an original podcast from User Testing.
Insights Unlocked
How FNBO is leverages its content marketing strategy to build trust and increase CSAT
Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, viewers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
Insights Unlocked
How Twilio is transforming customer communication with AI
Want to keep the conversation going? You can find the show notes at usertesting.com slash podcast. If you haven't already, don't forget to follow us on Apple Podcasts, Spotify, Overcast, or Google Play so you never miss an episode. And if you enjoyed today's show, please share it with a friend or leave us a rating and review on Apple Podcasts.
Insights Unlocked
How Twilio is transforming customer communication with AI
And until next time, this is Insights Unlocked, an original podcast from User Testing.
Insights Unlocked
How Twilio is transforming customer communication with AI
Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, viewers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Well, I think that just speaks to the next question I want to ask about, and that is something that you emphasize in your book, High Impact Content Marketing, and that's quality. And can you share examples of high-quality content that directly influences the effectiveness and efficiency of paid campaigns?
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
in 2022, and I'll add a link to that in the show notes for listeners. But in there, you said at one point you said people scroll through about 300 feet of content on their phones each day, you know, thumbing up and up and up. And the other stat comes from Microsoft, which owns LinkedIn in a recent earnings release.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
I love that copywriter who works for us. He is amazing. And we will put some links in there. I bring it to the group just to spark creativity. It's original. It's not copying anything. I think this gets back into that creativity and quality that you're talking about. If you're just doing the same thing that everyone else is doing... You talk about it.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
You said we have a low tolerance of mediocrity. And I think you just have to think about how am I delivering value and how can I do it differently from how everyone else is doing it. You don't have to spend a lot of money to do this. Surreal is not. They make a point of saying that in their copy. Anyway. Perna, I'm sorry.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Are there any sort of like real, have you heard of how companies are successful getting their employees to do this in an organic add value way rather than just like resharing the company's posts and then, you know, there's no copy to it. You know, it's just like, oh, I'm just resharing like whatever.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
And that was that LinkedIn members are engaging with 1.5 million pieces of content every minute on the platform. Now, given all that, how can marketers in 2025 cut through all that noise and connect with their audiences on LinkedIn, one of the most important social platforms and professional platforms out there, especially for B2B businesses?
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Speaking of quality and speaking of being organic and spreading the word and getting your employees and your thought leaders to engage and share content, are there indicators that signal when an organic post is worth boosting?
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
That brings up, and we were talking about, we're going to talk about the platforms themselves. And I think we're also, we're so busy doing our daily jobs that we forget that these platforms, LinkedIn, but if you're on Facebook or Meta, you are on LinkedIn. X, whatever it might be, these platforms are always also evolving. They're also evolving new things.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
But what are trends that you notice in LinkedIn ad creative that resonate well with audiences and drive conversions? Are there any do's and don'ts you'd emphasize? Video, text, carousels, newsletters, and AI. What should we be thinking about as we think about this integrated approach between organic, paid, and boosted?
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
I think all that is great insight. And I did not ask this question, but I think it all begins with having a strategy, right? You have to say, why do we want to build this presence? What do we want this audience to do besides being engaging with us on LinkedIn? You know, we all love LinkedIn, but we also want them to come off of LinkedIn, go to our websites, buy our product or service. Right.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
And so we have to think about our strategy. It all begins with that. Even personally, you have to think about your strategy, even personally, what you want to be doing, not just for this time right now, but five years from now or three years from now, what do you need to be doing to build that up? And make mistakes along the way.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
People are going to be afraid to do vertical videos where they're just walking and talking onto their camera phones. But the only way you're going to get better is by doing
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Well, I think that's a good place to end. I am really so thankful for your time today. I learned a lot on the show, and I think our audience will as well. How does someone learn more about you, your thought leadership, LinkedIn's thought leadership, and the work you're doing there at LinkedIn?
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Welcome back to the Insights Unlocked podcast. In this episode, we're diving into the world of LinkedIn marketing with Perna Virjee, principal consultant and global program manager at LinkedIn and author of High Impact Content Marketing. With millions of posts competing for attention every minute, how can you make your brand stand out?
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Perna shares expert insights on blending organic and paid strategies, leveraging thought leadership, and the rise of short form video. Get ready for actionable takeaways you can use today. Enjoy the show.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Excellent. Purna, I appreciate your time today. Thank you so much.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Well, and I think, yeah, because what comes with gardening, right, when we talk about gardening is sustainability. And if you really want to do it smartly and you want to be in business a year from now or two years from now, it's doing that. It's building that community, having that long view.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
What are the are there sort of metrics that you can share with us about what key benefits are from taking that integrated approach with organic paid and even boosted post on LinkedIn? You know, how can combining these strategies help brands maximize their reach, their engagement and ultimately that return on that investment?
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, senior manager for content production and user testing. And our guest today is Purna Virji. Purna is the author of High Impact Content Marketing and is principal consultant and global program manager at LinkedIn. Prior to joining LinkedIn, Purna previously led global learning and thought leadership programs for Microsoft.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
If I look back on my career as a marketer, we kind of talked about metrics and stuff like that 10 plus years ago. But now, as a marketer, you need to know. You need to know the effectiveness of that organic that you're pushing out, but also that paid and how it works together. And knowing those sort of stats is just incredible.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
You know, we talk about organic, and you've talked about user testing, and we talk about brands. And what you've said in the past presentation is that brands' pages and their posts, organic posts, is a dynamic laboratory that they can test and learn from. What are some practical ways that brands can experiment with organic posts to gather insights that inform and improve their paid strategies?
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
She's been named by Adweek on their Young Influentials list. She is a columnist and top-rated international keynote speaker who has been featured in The Drum, Marketing Land and Adweek. Welcome to the show, Perna.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Absolutely, yeah. It also reminds me, well, first of all, I'm like, of course LinkedIn is tracking whether I put insightful or not. or gave a thumbs up. I'm like, ah, I gotta be more strategic about that.
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
But also I think too, the importance here is something I, for at user testing, I also edit videos and I have somebody who works with me and I tell him often, we have to be editing this video to be bringing value to the person that's watching it for our audience. And I think our organic posts and on LinkedIn have to be the same sort of way, right? It has to be like, what's the value here?
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Why I am, I am, I'm killing some time in between meetings and I'm scrolling through LinkedIn. I'm, I'm exercising that thumb going through 300 feet. How can I, you know, how can I get somebody's attention and give them value and have them stop and read that post? So I think that's, that's good advice. The, um,
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
I wonder, though, like customer feedback plays such a critical role in shaping both organic and paid campaigns. How do you recommend brands leverage the feedback on LinkedIn to optimize their return on advertising spend?
Insights Unlocked
LinkedIn marketing strategies (organic and paid) that work
Perna, I'm excited to have you on the show and do some of the research prior to, you know, as preparation for the interview. I came across a couple of stats and I think it's a good foundation for our conversation today. And I want to just kind of cite those two statistics. And the first was from a presentation you made at Be To Believe.