Join Nate Matherson as he sits down with Jeffrey Trull for the fifth episode of the Optimize podcast. Jeffrey is an SEO veteran and agency owner with over 10 years of experience in the industry. He was employee #4 at Student Loan Hero and played a pivotal role in building their organic search strategy, which ultimately led to the startup being acquired by Lending Tree for a reported $60 million. In episode #5, Jeffrey and Nate revisit Student Loan Hero’s SEO journey, chat about Google's E-E-A-T guidelines, and discuss how you can create link bait to generate thousands of backlinks organically. For more information please visit www.positional.com, or email us at [email protected]. Resources:Join Positional’s Private Beta Here: www.positional.comCheck in with Nate on LinkedIn & TwitterCheck in with Jeffrey on LinkedIn & Twitter & https://www.impactfullymedia.com/  What to Listen For:2:44 Jeffrey's Background 4:45 Jeffrey Path: Building His Own Finance Blog to Working at Student Loan Hero 6:58 Student Loan Hero: The Most Expensive 301 Redirect of All Time 8:34 Jeffrey Reflects: Changes to Organic Search + SEO Since 2014 10:02 Rebuilding Student Loan Hero In 2023: Crazy or Doable? 11:50 Importance & Value of Search Intent 13:28 Launching an Agency (Impactfully Media) 16:10 Jeffrey talks about building Link Bait  20:38 What is Fantastic Content? 21:47 The Benefits of Refreshing Previously Published Content 24:01 Legacy Publishers: Parasite SEO or Expanding Markets? 26:50 AI Content: A Viable Strategy? 30:31 What does a piece of content cost in 2023? 31:53 What is an Effective Outline? 33:38 The Death of SEO?, Impacts of Google's upcoming UX/UI changes, and E-E-A-T 35:16 AI-Generated Snippets 37:12 Page Views Don’t Equal Dollars 38:48 Lightning Question Round