Scott Gooding’s online health program hires Pulse for growth.

Who is

Reconditioned.Me is an 8-week program created by experts and designed to recharge your system and get you firing on all cylinders again.



Who is Scott Gooding:

Scott Gooding is a passionate cook, health coach and personal trainer in Australia. He teaches healthy lifestyles through online information and inspiration, demos, presentations, classes and TV appearances. In 2013 he appeared on Channel 7’s My Kitchen Rules, which allowed him to share his version of healthy food with Australians. He is the co-author of the bestselling Clean Living series of books and cookbooks. In 2018 he published the bestselling books The Keto Diet and The Keto Diet Cookbook.


Scott Gooding is a renowned writer, chef and fitness and influencer in Australia. He appears in TV series, wrote plenty of KETO books and has a very decent follower base on Instagram and Facebook. 


Together with Cliff Harvey, Glenn Macintosh and Neera Scott other renowned specialised in the fields of nutrition and mindfulness, they built, an 8-week program to help improve people’s health with a holistic approach.


The challenge:

Given how competitive the health industry is, our challenge was to help to stand over the competitors by really showing who the people behind the program was, and incentivise users to test the program.

The strategy, or some of it...

Using SEO, pay per click (Facebook and Instagram) and a series of short videos, we informed and nurtured the audience by providing lots of free useful content as well as showing the benefits of the course and promotions. 

Having tons of great assets, we built Scott as both the epicentre of our strategy influencing both the SEO aspects and the social persona he already was. 

By building a thorough measurement plan, we could easily identify the right audience and improve the conversion rate dramatically. 


Facebook ad sample


The results:

USERS: 38.94%










campaign results

Source: Client’s google analytics, the actual figures have been blurred to protect the client’s information.

Client’s public review

scott google review for Pulse

Source: GMB

From Rankbrain to BERT, or the evolution in Search.

Reading time: 8 minutes

Article Summary: Google search has undergone substantial changes since the rollout of Bert, the latest technology developed by Google’s AI team. For digital marketers, BERT is a real challenge because, even though we reached some conclusions upon certain important factors to pay attention when optimising websites, there is still a lot to discover and test.

From RankBrain to BERT: All You Need to Know About the Update
If you are a digital marketer, I am sure you are aware of the important changes brought to Google Search by the introduction of BERT, Google search’s biggest change since the introduction of RankBrain. BERT update started rolling out on October 24th 2019 and has shown an important impact on rankings for many English language queries.

For SEO specialists, BERT is a real challenge because, even though we reached some conclusions upon certain important factors to pay attention when optimising websites, there is still a lot to discover and test.

We know that, for a busy marketer, staying in touch with all the news in the field may be difficult. This is why, since we have already read a ton of material on Bert and NLP, we would like to share our most interesting findings with you.

What Is Bert Update and what is it used for?
We start by explaining what BERT stands for and how it functions. Bidirectional Encoder Representations from Transformers is Google’s neural network-based technique for natural language processing (NLP) pre-training. The AI-powered Google update was created and published in 2018 by Jacob Devlin and his colleagues from Google and is used to help machines better understand the nuance and context of words in search queries and better match the queries with useful results. In short, if Google used to process words one-by-one in order, thanks to the new technology, Google processes texts as a whole, understanding context and the searcher’s intent behind search queries.


How Does BERT function?

According to Search algorithm patent expert Bill Slawski (@bill_slawski of @GoFishDigital), this is how BERT functions:
“Bert is a natural language processing pre-training approach that can be used on a large body of the text. It handles tasks such as named entity recognition, part of speech tagging, and question-answering among other natural language processes. Bert helps Google understand natural language text from the Web.”

Bert vs Rank Brain.

When RankBrain was introduced by Google in 2015, it had the same purpose as Bert: to improve users’ search intent and deliver them more useful results. What RankBrain did is analyze both web content and users’ queries in order to understand the relationship between words and the context of the query. Actually, the Bert update is complementary to the RankBrain algorithm and it doesn’t replace it completely. Google may decide how to interpret a specific query and it may apply one technique or the other, or sometimes even a combination of the two.
Here are some examples of queries’ results before and after the algorithm change offered by Neil Patel:

bert vs rankbrain example



We can clearly notice that the second result better matches the searcher’s intent. The result offered by Bert is more relevant in every example.

Why Is Bert Useful?

Applying BERT models to both rankings and featured snippets in search, Google is able to offer its users more useful information. When it comes to ranking results, BERT will help machines better understand one in 10 English language searches in the U.S. The algorithm will be extended to more languages and locales over time.
What is NLP (natural language processing)?

Natural language processing (NLP) is an AI-powered technology which helps computers understand human natural communication. The objective of NLP is to read, understand, and make sense of the human languages in a valuable way. Most NLP techniques rely on machine learning to derive meaning from human languages. NLP is not a new feature offered by search engines, but Bert represents a breakthrough in NLP due to the bidirectional training (instead of analyzing and training ordered sequence of words, Bert analyses and trains language models based on an entire set of words in a sentence or query).

To sum up, NLP is the process of analyzing a text, understanding the meaning of the words and establishing relationships between them, in order to interpret them more naturally.

Major components of NLP

The key to well-optimized content for NLP is a simple, clear sentence structure. To do a good SEO & content marketing job, you need to have a basic understanding of NLP’s core components:
Sentiment can be defined as the score of the sentiment (view or attitude) about entities in an article.

Named Entity Extraction: entities are generally people, places, and things (nouns). Entities can also include product names – generally, the words that trigger a Knowledge Graph.

Tokenization is the process of breaking a sentence in separate terms, while Parts-of-Speech Tagging classifies words by parts of speech.

Through lemmatization, Google can determine if words have different forms, and word dependency creates relationships between the words based on rules of grammar.

With the help of Subject Categorization, NLP classifies text into subject categories, like Arts & Entertainment, Adult, beauty, Law& Government etc.

How We Optimize Content After Bert
In October 2019, the famous Google search engine liaison Danny Sullivan claimed in a Tweet post that there is nothing to be done to better optimize content for Bert.


According to Neil Patel, Bert is “mainly impacting top-of-the-funnel keywords, which are informational keywords”. Many other SEOs noticed that long-tail expressions and conversational queries are mostly impacted by the update.

Therefore, if you want to maintain good rankings and also beat the competition, you should try to get very specific with your content. And, while many SEOs may advise clients to write super long content, the truth is algorithms mainly focus on content quality, and not quantity. Also, keyword density is not important anymore, because Google takes into consideration the context the keywords are used in, rather than the number of repetitions.

Using different tools like Buzzfeed, Buzzsumo, Quora or Reddit to find new topics for website/blog content is a great idea, but content should be super specific to be able to rank. For example, if you write an article on “The best way to lose weight without diet or exercise”, you should really focus on many alternative weight loss methods, without writing about any type of diet or exercise type.

Actually, the best way to optimize for Bert is to write good quality content for your targeted audience. By increasing your website’s relevance you also increase its chances of getting better rankings. In its press release from October 24th 2019, Google claimed this big change is “representing the biggest leap forward in the past five years, and one of the biggest leaps forward in the history of Search.”

To rank better than the competition for a specific keyword, you don’t have to create a 5000-word blog post dealing with 100 different topics. It’s more useful to create a unique, detailed piece of content answering a searcher’s question and providing more value compared to the competition.

Another good search engine optimisation idea is trying to deal with secondary topics in your blog articles. If the initial target keyword is a broad, head term, you can treat many secondary topics. This way, you’ll naturally use additional expressions that improve salience. But if you optimize for a specific longtail keyphrase, you should stick to the main topic only.
The structure and formatting of the content are very important for ranking. To help the algorithm understand your content and consider it clear and useful to the users, make sure you use the following: headings, subtopics, HTML tags, ordered lists, inverted pyramid structure.

Targeting featured snippets, paying attention to content readability, focusing on thorough topic research, using checklists and Q&As may prove successful content marketing techniques in the Bert era.

Even if you lost some traffic due to the latest update, this is not necessarily a bad thing. Maybe the content you produced attracted fewer visits, but if the bounce rate decreased and the time on page has increased, this probably means that the users who checked your piece of content found exactly what they were looking for.

To sum up, in order to consider the new algorithm a threat, we should all focus on the opportunities that Bert offers us to create better, more complete, super-specific content to answer our targeted public’s questions.

In the next video, Search Engine Journal specialists thoroughly explain how Bert functions and what are the implications for marketers :



Also, find below an infographic explaining and summarising all BERT’s main characteristics.

from bert to rankbrain infographic.


UTS – FEIT improves their short courses lead generation dramatically

Client: UTS – FEIT (Faculty of Engineer and IT).

Tasks performed:


The Faculty of Engineering is a faculty of the University of Sydney, Australia. It was established in 1920 and is Australia’s oldest engineering school and one of the most prestigious.

The school has an excellent academic reputation with its programs being ranked in 2011 by the QS World University Rankings by Subject at 21st in the world for Civil Engineering and 27th in the world for Mechanical Engineering. Programs at the school are accredited by professional bodies including Engineers Australia, The Australian Institute of Project Management and the Australian Computer Society

In 2011 it had a student enrolment of 4,645 (9.5% of all students), thus making it the University’s fourth-largest.


The challenge:

In 2019, UTS FEIT (Faculty of Engineering and ITS), approached Pulse for a great project: Promoting a suite of very interesting short courses as part of their continuing education strategy and offering,

The biggest challenge was how to market and differentiate the UTS offering of high-calibre premium courses in a highly cluttered and noisy market ranging from face-to-face events through to free tasters, blended learning options and high-volume, low-cost online alternatives.



We conducted thorough initial research in conjunction with the client’s internal stakeholders to gather insights, stats and all possible factors that could inform our strategy.

As a result, identified user personas, audience acquisition strategies and channels to deploy the campaigns which generated great traffic and strong engagement and click-through statistics.

Some of the stats can be seen below, the results are from actual figures blurred to protect the client’s information.

The image represents an example of the type of creative we tested throughout the campaign.

Campaign results:

Actual figures have been blurred to protect information.

Client Review:

“We found Nico and his team very responsive and committed to the project during our time working together. In addition to the raw results in terms of site traffic and enquiries, we gained a lot of specific insights into digital marketing, our target audience, and the metrics and dashboards which the Pulse team developed and shared to help us monitor and manage the campaigns and our portfolio.“

Steve Crooks, Manager, Professional Education Unit,
UTS Faculty of Engineering and IT


9 Things You Should Do To Boost Your Local SEO – updated

Updated: 23rd of March, 2020

Business owners need to think bigger when it comes to local SEO because it’s a tight market.

The problem is that SEO strategies are often layered and complex. It’s not enough to list the company in directories and forget about them, for instance. You must target key directories to get the best results and optimise them, so they are geo-specific.

Local SEO takes all the regular SEO practices and builds on them to create a steady flow of loyal, but local, clientele. Is it difficult? It just takes a little know-how. Consider seven things your local businesses can do to boost SEO.

1. Focus on Accurate N.A.P citations

NAP stands for name, address and phone citations – they need to be consistent from directory to directory. The goal is to build trust with the various search engines because they spider through many different sites to confirm the company’s NAP. Google considers confidence when ranking pages and providing search results, so consistency matters.
Create listings on all the major local directories such as:

Google my Business
Apple maps
Bing places
• Foursquare
• Houzz
• Whitepages

You can use a service such as Bright Local to get quickly listed on the mainstream directories or go through and manually add the posts yourself. You’ll need to inspect them routinely to ensure the NAP is correct and make updates especially if the business adds a location or something changes like the phone number. Fixing inaccurate listings is time-consuming, but well worth the effort.

2. Put Your NAP on all Website Pages

This adds another layer for search engines to use when verifying your information to build confidence. You want your NAP to show somewhere on all web pages related to your business whether it’s a product page, landing page or even listing for a niche blog or industry site – one consistent NAP placed on all Internet assets.

3. Provide Local Reviews on Mainstream Sites

Reviews on sites like Google and Yelp do more than provide information to consumers shopping for a product or service, although that is important, too. At least one survey found that 92% of consumers read and rely on customer reviews. They also add yet one more layer to your local SEO strategy. Ask your customers to provide a review. The search engine will see that local review and use it to verify the location of the business.

4. Don’t Let Reviews Go Unanswered
That’s bad business for many reasons, but it is especially critical for SEO. Pay particular attention to sites like Google My Business. When you create your listing in Google My Business, you must verify your location and NAP information. Google looks at your review responses and checks to make sure the right company is answering, thereby increasing that critical confidence rating.

5. Post Testimonials on Your Webpage That are Not from Review Sites

Website testimonials count towards the in-SERP stars, which show rating stars on the search engine results page. Most major directories like Google, Yelp, CitiGrid and Foursquare show these stars as part of the result. You can use a website-based application to allow users to give your business a “star” rating, but make sure to review the platform’s policy carefully, so they work correctly.
Website testimonials also impact Google perception of the business when assessing its trustworthiness and reputation, and testimonials increase the confidence of potential leads that visit the site, as well. Be sure to thank the posters that give the company high marks, and try to work out issues if you get a low rating.

6. Create a Local Page with an Embedded Map

If your business has multiple locations, list the NAP for each one and create local schema markup for each store. The schema markup doesn’t display on the live webpage but sits in code. You’ll need to list markup for each separate location. If the business has just the one location, you still need the map and local schema markup.

7. Use Local Trust Signals to Stand Out

Things like recognisable logos, security seals, location-specific organisations and critical certifications matter, as well. They help build your brand reputation with the consumers most likely to become customers and enhance local SEO at the same time.

SEO is fiercely competitive, especially since Google dropped down from seven local listings to just three. If you focus on the main SEO factors, you increase your odds of making that list.

8- Add Schema markup –

Semantic SEO has become increasingly important and Local signals also include having a consistent Local Business/organization schema displayed. focus also in using the sameAS node to better explain to searching which other properties around the web should be assing to the entity. For examples, other websites the organization own like social profiles and even other names for which the entity could be also known.

9- Fully optimise and completed GMB – Google My Business profile.

Since we first created this post, Google My Business (GMB) has become the powerhouse of local SEO. This property is the place where business feeds information straight to Google’s SERPs and Google’s knowledge graph.
Since Google has effectively become your home page as noted by Rand Fishkin
Below, are some of the things and features you should focus on:

  1. photos: focus on the logo, the cover, the team and other important photos.
  2. Posts: Focus on the GMB posts, add promotions, interesting articles and news.
  3. Add the profile short name.
  4. add your business category, services and products.

    You can download the full LOCAL SEO presentation @busttlestudios here

Semantic SEO and Robots

How to talk to robots: Semantic SEO and the new WordPress blocks are here to help

What is semantic markup

We call semantic markup the method of writing and structuring HTML code in such a way that it reinforces the meaning of the content.  Structured data is a piece of code written in a specific format, so that search engines better read it, understand it and use it to display search results in one particular and much richer way, to the benefit of the users. Since Google uses structured data to enhance its search results, today, using structured data has become an absolute must for website owners.  

Embracing semantic SEO won’t get you more clicks

As Rand Fishkin pointed out in his article about Google CTR, in a world where 50% of the searches are not receiving clicks, rich snippets are not so much about getting clicks but mostly about not losing rich snippets opportunities. Since Google started answering queries straight from the results pages, it’s discouraging users from leaving the search engine by clicking on the results.

According to Fishkin, in September 2018, “for every 100 searches on Google mobile, there were: 38.5 clicks on an organic result, 3.4 clicks on a paid result and 61.5 no-click searches”. Given that both organic and paid CTR’s are trending down, Fishkin suggests savvy search marketers should improve brand recognition using all available methods (brand, social, content, press+PR, community building), use high CTR keywords and try to answer users’ questions to increase your chances of getting featured snippets.

Why is semantic markup important for SEO?

All semantic tags used in the code make it clearer for browsers, developers and crawlers about the typology (entities) of the information that a webpage is about, as well as their importance. Semantic markup will help with your page’s discoverability as it will target-rich snippets which are becoming a ubiquitous feature within search results, especially in an Entity First indexing word.

In her article on Entity-First Indexing with Mobile-First Crawling, Cindy Krum explains how Google may understand languages and entities, how it uses them to deliver more accurate search results and why that is important for SEO. This new approach in Google’s search (Mobile-First Indexing is primarily a reorganisation of the index) based on entity understanding – backed by the development of AI and machine learning), means new SEO strategies will be needed. These will include recommendations to use Schema and JSON-LD to markup content as well a mobile-first approach amongst other things.

How to add schema on your website?

There are many ways to build semantic markup on a WordPress website: adding structured data to your pages, injecting the necessary code into your pages by using Google Tag Manager, using Gutenberg structured data content blocks.

What about Guttenberg blocks?

In Yoast plugin, you can automatically add structured data JSON-LD with Gutenberg content blocks. Yoast SEO 11.0 now builds entity graphs representing the entities — people, places and things, as well as their relationships via properties. So, it is actually describing the way your website is connected to your pages, organisation, authors etc.

A lot of structured data markup can also be added to your website using plugins. The Local SEO plugin allows you to get structured data content blocks for Guttenberg: you can now add valid structured data to your site by adding the address block. For e-commerce sites, the WooCommerce SEO plugin builds a product graph that actually makes sense, replacing the standard outputted Schema. Also, the News SEO plugin converts every article into a News Article and adds information like publication year and copyright holder giving you a better chance to appear in the Top Stories carousel.

What are Fraggles?

Guttenberg blocks seem to be in-line with what Cindy Krum calls Fraggles: “a combination of ‘Fragments’ and ‘Handles’ that rank in Google search results. When clicked, Fraggles scroll directly to a specific section of an article, forum or webpage.” So, these short fragments appear in the form of a quick fact or an answer to a question.

What is essential to understand is that Google seems to be moving towards extracting pieces of content and showing them straight to the SERPs as an Answer or part of the Knowledge Graph, as opposed to full pages. Fraggles occur in the form of traditional web copy, but also in the form of video fragments that answer the question that was submitted.  For now, Jump Links looks like the easiest way to help Google to discover and index the relevant pieces of content (fraggles) we want the search engine to take into consideration for specific queries.

What is Wordlift, and why is it the future for SEO?

Are you looking for an excellent AI-powered SEO plugin for your WordPress Sites? We advise you to choose WordLift, a lightweight plugin that helps you organise posts and pages adding facts, links and media to build beautifully structured websites, for both users and search engines. 

Using Wordlift, you can quickly produce content compatible with markup, allowing search engines to best index and present content in a more visual manner. The supported types of entities are Thing, Person, Place, Event, Organisation, LocalBusiness, Creative Work and Recipe.

It also has the capability of creating your entities and language structure which is like creating your search engine within your website.


Wordlifts entity recognition

WordLiftthe first semantic plugin for WordPress that uses natural language processing and linked data publishing for automating structured data markup, analyses and enriches the text, transforming it into machine-friendly content and bringing the user experience to a new level of engagement.


You should definitely embrace semantic SEO, not necessarily because rich snippets will help you get more clicks but because you can’t afford to lose those rich snippets opportunities. Almost 50% of the searches are not receiving any clicks, but Google wants to show the audience more and more specific information (whether it’s YouTube videos, maps, pdfs, reviews, etc.). We see more and more structured data powered rich results pop up lately, so it is essential to make this a priority if you want to get the right traffic to your website and ensure the success of your online business.

Effective marketing techniques : Content Amplification

Analyzing the traffic sources for our clients’ websites, we figured out that more than half of the traffic received over six months comes from many different sources: social media, paid search, display, direct traffic, organic, or referral. In view of the most recent changes in the digital marketing world, we came to the conclusion that, if we only focused on search intent and “organic” traffic, we would miss lots of valuable traffic, leads, and conversions.

The competition for the audience’s attention has become fierce especially in competitive industries, this is why it is essential to use various channels apart from organic traffic to deliver content to the targeted audiences. But let’s see all the reasons why content promotion and distribution (content amplification) is a must for an effective content marketing strategy.

 What is content amplification?

Content amplification could be defined as the use of various online channels to promote content so that it increases brand awareness and encourages users to make a purchase on your website. The purpose of content amplification is to increase your content reach to establish you as a trusted brand in your industry and create new opportunities for sales.

Content Marketing Strategies and Techniques

To attain your content marketing goals in an extremely crowded landscape (3 million blog posts are published every day), marketers and businessmen obviously need to create and follow a clear strategy based on their audience’s behaviours, interests and needs. A successful content amplification strategy should include the following:

  • Defining business goals and translating them into specific objectives and KPIs. To grow your business, you need to set realistic digital marketing targets. For example, if you have an e-commerce website, you will most probably need to keep an eye on traffic volume (measured through unique visits and visitors), conversion rates, average order value, revenue per visit and other KPIs.
  • Constantly creating quality content. To achieve these goals, you need to produce the right content to support each stage of the customer journey: awareness, consideration, decision, and action. A correct strategy includes analyzing the existing content, detecting your business needs and using a calendar to track your team’s content publishing activity.
  • Even if you know your targeted public very well, conducting A/B tests and split tests to improve engagement rates is also a must. This way, you can see what your audience actually responds to and create more valuable content that converts. A good marketer knows that only the best piece of content needs to be amplified. Don’t waste your budget amplifying every piece of content you produce, hoping that the ROI will be great.
  • Content Promotion must be done through the right channels (organic and paid) to reach the audience you are attempting to connect with. If you have analyzed your targeted audience’s behaviour well, you probably know exactly where your public hangs out the most and what determines the people to convert.
  • Understanding your customers’ journey is also essential for running a successful content amplification strategy. You can better understand your audience by analyzing the behaviour reports in Google Analytics, or by simply interviewing some of your returning customers.
  • After selecting the marketing channels, you need to promote your content through, it’s time to establish the place those channels have in your customer’s journey towards making a purchase from your brand. Consider each action taken by your audience along their path to conversion.
  • Each step towards conversion will be assigned a promotional channel which will nurture the customer’s needs, according to their actions.


Content Distributions Methods

Obviously, there are many methods and ideas to distribute quality content as a goal to increase your business. According to your business needs and marketing goals, you can use any of the following:

  1. ·       Facebook and Instagram Marketing & Advertising
  2. ·       Instagram stories
  3. ·       Twitter
  4. ·       Google Ads
  5. ·       Blog posting
  6. ·       Infographics
  7. ·       Email Marketing
  8. ·       Influencer Marketing
  9. ·       Native Advertising
  10. ·       Content Distribution Networks and more.
Conten Marketing Content Tool Infographic

Grab our Content Marketing Content Tool Infographic


To become an authoritative presence in your niche, you need to build trust and authority across many platforms through the content you create and present in front of your audience. For this, influencer marketing could be a winning strategy: it’s useful to create solid relationships with influencers who already have a large number of loyal followers on social media channels and start promoting your branded content to the right audiences.

Publishing interesting blogs and articles will also help your audience become familiar with your products or services. People also respond very well to interactive content such as contests or videos. You can also use press releases and media coverage, especially if you are launching a new product/service and social proof (testimonials) for creating trust, sharing information and generating online success. There are lots of ideas and ways to interact with your audience, according to your type of business, your public’s behaviour, your resources and your goals.

Timing is Everything

Content amplification is all about offering the right content to the right audience at the right time. That is why understanding your public’s needs and interests are the key to a successful content strategy. As Arnie Kuenn stated for Content Marketing Institute: “Using a cross-channel content strategy to re-engage your customers along their path to conversion is how you find success in content amplification”. Tracking, analyzing and optimizing each marketing activities are also essential steps of a good content marketing strategy.

Content distribution may not seem complicated to the inexperienced marketer, but it is actually a lot more difficult than it seems at first glance because it requires collaboration among SEO & social media experts, content strategists, copywriters and more.

However, engaging in content amplification activities is not an option anymore. In today’s digital space, publishing content is actually just the first step of a very complex process. What matters more than ever is how you approach content after it’s been published, how you determine audiences to engage with it, how you optimise it, and how you present it in front of the right audience at the right time.





Pulse Agency AU