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How Quora Is Dominating the Search Engine Game

Authors: Jay Baer Sarah Smith
Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best Podcast
Hosted By
Jay Baer

Anna Hrach

Convince & Convert
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Oracle, and dozens more, staff, operate, and measure their social media programs.  With 500+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Thank you to our sponsor ICUC Social.

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To inquire about becoming a guest, please email Leanna Pham at

Content Marketing Award 2022 Winner

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Sarah Smith, VP of Advertising Sales and Operations at Quora, joins the Social Pros Podcast to discuss the future of search engine selling and why their customers are beating the competition in conversions.

Searching and Converting

It’s hard to put Quora in a box. Is it a social platform? Search engine? Professional networking locale?
In many ways, it is all of these things combined into one tidy package of reliable conversions.
Having been in it as a user since the beginning, Sarah understands the opportunities Quora presents to social marketers as a unique outlet that combines the best of search, social, and career building. Their approach to cultivating a safe space through a strictly enforced Be Nice, Be Respectful policy has led to a platform that users trust and rely on for information and opinions on a wide variety of topics.
This built-in trust has made Quora an impactful last stop on a buyer’s journey through the funnel, and therefore the perfect site for targeted, respectful paid advertising.
A slam-dunk opportunity for a savvy marketer, the realm of social searching is quickly rising through the ranks for paid advertising.

In This Episode

  • How a strict policy of being nice leads to a boon for user-generated content
  • Why controversial content that is well-organized means increased interest from nervous advertisers
  • How intentional search engine placement leads to an uptick in conversions
  • Why a searching customer means a higher probability of conversion

Quotes From This Episode

“There’s so much knowledge trapped in people’s heads that is really valuable for the world.” —@sasmith4
We have people coming from a variety of sources and with a variety of objectives. Click To Tweet
“There is a cohort of people who are very comfortable writing, and then there is the rest of the consumer base, which is much, much bigger.” —@sasmith4
“We believe that there is knowledge that would not exist on Quora or anywhere on the internet if there wasn’t the ability for people to share anonymously.” —@sasmith4
“We’ve built a great product that allows us to sort very quickly through different types of content which can give a lot of assurance to advertisers.” —@sasmith4
“We are big enough as a site that we are really starting to map to the general demographics of the world.” —@sasmith4
“How do we condense our marketing message into something that is meaningful and actionable in three seconds?” That’s the reality of where the world is going. Things are speeding up.” —@sasmith4


See you next week!

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