EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

Kicking off 2026, EDGE of the Web welcomes Dana DiTomaso back to break down actionable strategies for content analysis, marketing measurement, and adapting to seismic shifts in digital traffic. Erin and Dana dive into the evolving value of website content as AI Overviews and LLMs change what users expect from search. In this episode, explore practical frameworks for identifying content gaps, leveraging engagement metrics, and connecting insights from sales and customer service back into your marketing roadmap. Dana DiTomaso shares tools and methodologies for content gap analysis, from analyzing queries in Google Search Console to using advanced AI pattern recognition on real user data, all while emphasizing the importance of tying marketing efforts to real business results. The discussion also covers how to track and contextualize AI-driven site traffic and why traditional rank tracking is taking a backseat to understanding actual audience needs. A standout moment is Dana DiTomaso's candid reminder that traffic doesn't always equal revenue, and why digital marketers must connect analytics to business impact. Key Segments [00:05:51] Aligning Marketing and Sales Strategies [00:09:15] Listening Enhances Product Insights [00:10:56] Understanding Personas by Job Titles [00:16:05] Addressing Content Gaps Strategically [00:18:42] Fixing Consent Configuration Issues [00:17:36] Identifying Trends via LLM Analysis [00:22:46] AI Queries: Google in Disguise [00:25:18] SEO's Evolving Paradigm Shift [00:30:27] AI Investment for Growth Thanks to our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay Follow Our Guest Bluesky: @danaditomaso LinkedIn: https://www.linkedin.com/in/dditomaso/ YouTube: @kp_playbook

Start your year with a data-driven mindset as Erin Sparks welcomes analytics expert Dana DiTomaso to the show. This episode dives into the evolving realities of digital marketing measurement in 2026, pushing you to mature your approach with actionable strategies and fresh perspectives. Dana DiTomaso discusses why marketers can't afford to rely on outdated metrics and generic reporting in a world changing rapidly under AI's influence and economic headwinds. We unpack the pitfalls of "one-size-fits-all" analytics, tips for tracking what actually matters, and the practical process of tagging and categorizing every piece of site content based on its unique purpose down the funnel. Plus, learn how to build out reporting that clearly identifies audience intent, content gaps, and wins leadership buy-in. A standout theme: Not every page is meant to convert, and understanding content purpose is essential in today's digital landscape. Reporting frameworks must reflect genuine engagement and tangible business value, not just vanity metrics. Ready to reset your reporting? LIsten in in for practical workflows, candid advice on navigating tough leadership conversations, and a no-nonsense look at analytics maturity. Know your site, evolve your strategy, and stay ahead on EDGE of the Web! Key Segments: [00:04:39] Adapting to AI's Web Impact [00:08:34] Content Strategy for Engagement Analytics [00:11:14] EDGE of the Web Title Sponsor: Site Strategics [00:15:25] Prioritizing Bottom-Funnel Content [00:18:59] Content Consumption Tracking Method [00:20:14] GA4, Workshops, and Responsive Reports [00:23:47] Unifying Analytics for Better Strategy [00:25:11] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:26:57] Setting Up GA4 Audiences [00:30:49] Growth Takes Time to Learn [00:34:14] Experiment, Test, and Embrace Change [00:38:16] LLM Optimization and Introspection Thanks to Our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay Follow Our Guest Bluesky: @danaditomaso LinkedIn: https://www.linkedin.com/in/dditomaso/ YouTube: @kp_playbook Resources AI Traffic Analysis: Building GA4 Audiences That Drive Decisions The Analytics Maturity Framework: A Digital Marketer's Guide to Data Success Video: Turn AI snippets into sales: Track Google's AI traffic in GA4 & prove ROI

This week's EDGE of the Web dives into the seismic shifts rocking the digital marketing landscape, from Adobe's blockbuster SEMrush acquisition to Google's long-awaited rollout of Search Console Annotations (well, not so seismic). The future of AI in SEO and the rising tide of data privacy laws set the tone for a fast-changing industry. Erin Sparks, Crystal Carter, and Jacob Mann break down what Adobe's $1.9 billion move means for marketers and explore how WIX is upping its AI tools, accessibility, and agentic web readiness. The crew also spotlights ChatGPT's rumored ad features, Google's continued experimental AI Mode ads, and the EU's Digital Omnibus, raising stakes for marketers everywhere. A side story on the dangers of AI SEO spam highlights how black hat tactics are evolving, bringing back old-school manipulation in a new LLM-driven context. The panel ponders whether brands and platforms are ready for the next frontier of search and content integrity. News from the EDGE: AI / SEO News Segment: Site StrategicsWAIKAI Thanks to our sponsors! https://edgeofthewebradio.com/sitehttps://edgeofthewebradio.com/waikay Follow Us: @ErinSparks@CrystalontheWeb@TheMann00@EDGEWebRadio

Cut the Crap! Here's a special episode with Wil Reynolds from Seer Interactive when we were at BrightonSEO 2025 in San Diego this year. We HAD to grab Wil after his keynote and unpack his thoughts on where we are with AI and SEO. No more excuses: Wil Reynolds lays out bold strategies, from open-source testing to hands-on experimentation, empowering pros at every level to innovate, even without buy-in from the top. Hustle, determination, and optimizing for humans crushes the status quo and delivers real results. Ready to drop lazy listicles and lead with guts? Hit play for this straight-talking, actionable episode and stay sharp at the EDGE of the Web. Follow Our Guest https://x.com/wilreynoldshttps://www.linkedin.com/in/wilreynolds/

KPIs, Disrupted Is it time to rethink the key performance indicators driving digital marketing and SEO? This episode brings Wil Reynolds onto EDGE of the Web to challenge the old playbook and reveal how AI and changing online behavior are redefining success for marketers everywhere. Rankings and traffic volumes are fading as top priorities, replaced by strategies that value authenticity, human-centric connections, and theme-driven positioning. Erin Sparks and Wil Reynolds discuss the pitfalls of chasing vanity metrics, the impact of AI-powered search experiences, and how SEOs must rebalance their approach to focus on conversions, brand trust, and recommendation-driven marketing. The conversation tackles how agencies can communicate real value to clients in an era where genuine, meaningful engagement trumps sheer numbers. Prepare to learn about evolving KPIs and marketing metrics, and discover why the future belongs to agencies that champion purpose, value, and real connection in a rapidly shifting digital ecosystem. Key Segments: [00:00:00] EDGE of the Web: AI, Authenticity, and SEO [00:04:50] Rethinking KPIs for Future Success [00:08:11] Optimizing Google Ads Conversion Insights [00:10:39] Rethinking Outdated KPIs [00:11:54] EDGE of the Web Sponsor: PreWriter.AI [00:14:10] Being Authentic [00:16:32] Trust Over Organic Search [00:18:02] Coming Up on the EDGE [00:20:00] Navigating Consumer-Agent Relationships [00:23:20] Authenticity in Brand Optimization [00:00:00] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:25:59] Client Positioning Through LLM Personalization [00:31:51] Scaling Leadership with Purpose Thanks to Our Sponsors! PreWriter: https://edgeofthewebradio.com/prewriter Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay Follow Our Guest Twitter: https://x.com/wilreynolds LinkedIn: https://www.linkedin.com/in/wilreynolds/

Is ChatGPT's new Atlas browser a Google killer? Greg Finn joins the roundtable to unpack shifting search results in Atlas, debate its reliability, and explore where Google, Bing, and browser innovation collide. The team tackles the impact of major AWS outages on Fortnite, Alexa, and the broader web, then pivots to Meta's fresh scam alerts targeting older users. Plus, get up to speed on breaking paid ad news: new Google Ads text guidelines, canceled account data deletion, shopping ad subscriptions, and the latest reporting tools aimed at advertisers. Greg brings a reality check on ad controls, while strong opinions surface on Meta's anti-scam efforts and the future of paid search amid rapidly changing platforms. Don't miss the wrap-up as the hosts share practical advice, highlight upcoming releases, and tease next week's episode. Tune in for sharp analysis and timely commentary on the hottest news shaping digital marketing, right here on EDGE of the Web! News from the EDGE: [00:02:41] OpenAI introduces ChatGPT Atlas, a built-in web browser [00:10:25] Massive AWS outage disrupts Fortnite, Alexa, Snapchat, and other major apps [00:13:50] EDGE of the Web Sponsor: PreWriter.AI [00:15:01] Meta rolls out new scam alerts to safeguard older users Special News Segment: [00:21:31] Google Ads Text Guidelines Now Rolling Out? [00:24:48] Google Ads quietly tests auto-setting "New Customer Value" [00:28:41] Google Ads to permanently delete canceled accounts after six months [00:32:34] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:34:43] Improving navigation and introducing a new control for ads on Google Search. [00:39:57] Google opens Shopping Ads to physical goods subscriptions [00:43:21] Google Ads Missed Growth Opportunities Tab Thanks to our sponsors! PreWriter.AI: https://edgeofthewebradio.com/prewriter Inlinks WAIKAY https://edgeofthewebradio.com/waikay Follow Us: X: @ErinSparks X: @gregfinn X: @TheMann00 X: @EDGEWebRadio

AI Eats Your Content Is your website feeding the AI overlords? Or hiding all the good stuff under napkins and toggles? On this week’s EDGE of the Web, Erin Sparks sits down with Carolyn Shelby, Principal SEO at Yoast, to reveal why your site’s juiciest content may be lost to the bots (and your users, too). We dig into Carolyn’s strategies for structuring content that’s not only valuable to users, but also perfectly plated for LLMs like GPT and Google’s AI Overview. From the new LLMs.txt “treasure map” for your website to deep dives on why schema isn’t your silver bullet, Carolyn delivers expert guidance (complete with sheet cake metaphors and cafeteria tray analogies) to help you chunk, serve, and show off your best ideas for the AI appetite. And, for those still determined to hide FAQs behind fancy sliders… watch out. Carolyn shares why conversion flow isn’t where you think it is, and why making peace with longer, openly structured info pages might just save your SEO bacon (and your server bills). We wrap with practical tips to build up your content strategy for AI, advice on speaking your users’ language, and a side of wit. Press play for your weekly dose of SEO smarts, AI survival tactics, and enough food metaphors to power your next content audit! [00:04:51] Content Strategy for AI Search Visibility [00:08:33] Visual Analogy: “Cake & Frosting” Content Model [00:09:31] EDGE of the Web Sponsor: PreWriter.AI from Bruce Clay [00:11:00] Rethinking Page Design: Human UX vs. LLM Accessibility [00:14:04] Redefining Conversion Funnel: From Site-Centric to AI-Centric [00:16:27] Alternate Markdown Versions of Pages [00:18:09] EDGE of the Web Housekeeping Break: Upcoming Guests & News Podcast [00:19:35] Balancing Clarity, Structure & Creativity for Humans and AI [00:24:34] Transition Phrases: Building Logical Bridges in Content [00:28:33] Search Rankings as the Gateway to LLM Visibility [00:30:42] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:32:11] Required Mindsets: User Intent & Conversational Language [00:36:10] Measuring Performance: Beyond Traditional Rank Tracking [00:39:19] Final Actionable Tip: Create Helpful, Original Content [00:39:57] Where to Find Carolyn: Articles, Social, & Publications Thanks to Our Sponsors! PreWriter.AI: https://edgeofthewebradio.com/prewriter Inlinks WAIKAY https://edgeofthewebradio.com/waikay Follow Our Guest Twitter: @cshel LinkedIn: https://www.linkedin.com/in/cshel/ Resources Learn about Ladonia (DONATE!): https://www.ladonia.org/about/ Carolyn’s Posts on LLMS.txt: https://www.cshel.com/ai-seo/how-llms-interpret-content-structuring-for-ai-search-unedited-version/ https://searchengineland.com/llms-txt-isnt-robots-txt-its-a-treasure-map-for-ai-456586

Erin welcomes Carolyn Shelby, the Principal SEO at Yoast and a renowned authority in technical and enterprise SEO. Carolyn brings decades of hands-on experience from her pioneering days in digital marketing, working with brands like Disney’s ESPN, Tribune Publishing, and major nonprofits. The conversation kicks off with a surprising twist—Carolyn’s unique title as Queen of the micronation Ladonia—before diving into her role at Yoast and their latest innovation: the LLMs.txt file generator. Carolyn explains how this new file helps websites communicate their most valuable content directly to large language models like ChatGPT and Google’s AI, streamlining the way future search agents discover and answer questions with information from your site. We explore what inspired Yoast’s push to roll out LLMs.txt to over 13 million sites, what website owners should include in their files, potential industry pushback, the adoption challenge with search giants, and how this moment could change the way websites optimize for AI-driven search results. Key Segments: PreWriter.AIInlinks (WAIKAY) Thanks to Our Sponsors! PreWriter.AI: https://edgeofthewebradio.com/prewriter Inlinks WAIKAY https://edgeofthewebradio.com/waikay Follow Our Guest Twitter: @cshel LinkedIn: https://www.linkedin.com/in/cshel/ Resources Learn about Ladonia (DONATE!): https://www.ladonia.org/about/ Carolyn’s Posts on LLMS.txt: https://www.cshel.com/ai-seo/how-llms-interpret-content-structuring-for-ai-search-unedited-version/ https://searchengineland.com/llms-txt-isnt-robots-txt-its-a-treasure-map-for-ai-456586

Is Google Search thriving or dying? How is AI eating your PPC lunch, and why won’t Google make up its mind? This week, we cover trending topics including Google’s expanded AI mode for multi-lingual search, Reddit’s sneaky push for publisher power with brand new Pro Tools, and the surprising court ruling that lets Google keep Chrome… while also sharing some of its special sauce (most likely a can of Ragu). You’ll hear how shifting digital consumer behavior (think: the Four S’s—searching, scrolling, streaming, shopping) is making marketers rethink their omnichannel strategies, and why social media optimization keeps creeping into every SEO conversation. Plus, Cindy Krum shares fresh holiday search trends and reveals why TikTok Shop might outpace traditional ecommerce. We even poke fun at Google’s “reality”—the web’s apparently booming and crumbling at the exact same time, depending on who’s asking. News from the EDGE: SEO News Segment: WAIKAY Thanks to our sponsors! https://edgeofthewebradio.com/sitehttps://edgeofthewebradio.com/waikay Follow Us: X:@ErinSparksX:@SuzzicksX:@TheMann00X:@EDGEWebRadio

Google’s AI is poised to wipe out half of news publishers’ traffic, but Barry Adams isn’t here to panic—he’s here to bring the hard truths (with a side of hope). On this week’s EDGE of the Web, we dive deep into how Google’s relentless AI advancements, from overviews to the new AI mode, threaten the very foundation of news publishing. Join host Erin Sparks and News SEO specialist Barry Adams as they break down the seismic shifts hitting news publishers: AI overviews stealing clicks, Top Stories boxes protecting (for now), and why AI mode is a technological hand grenade waiting to go off. Barry shares what’s working, what’s not, and why keeping up with Google’s user experience data from the Chrome browser is harder than ever. We cover how publishers can future-proof themselves—think personalization, paywalls, and bundling—before Google fully flips the AI switch. Side quest: Ever wondered how to train your audience to pay for news in a world where everything’s free (thanks, Google)? Barry makes a compelling case for why quality, unique journalism is more vital than ever—even if it means surviving on half your pie. Wrap up by buckling in for the impending Google traffic apocalypse, arming yourself with Barry’s don’t-panic (but have your towel) wisdom, and getting the inside scoop on what grows in the new AI-powered world of news. Key Segments: [00:04:44] Current Status on News SEO: Minimal Impact [00:06:46] "AI Mode Simplifies Web Browsing" [00:15:00] EDGE of the Web Title Sponsor: PreWriter.ai [00:17:12] AI Mode Impact on Google Traffic [00:22:31] Google Outlasts ChatGPT: Future Forecast [00:30:18] Stand Out or Fade Away [00:33:25] News Industry Consolidation Trends [00:34:33] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:37:10] Thriving Small Publishers Need Uniqueness [00:39:58] Balancing Integrity and Audience Appeal Thanks to Our Sponsors! PreWriter.ai: https://edgeofthewebradio.com/prewriter Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay Follow Our Guest LinkedIn: https://www.linkedin.com/in/barryadams/ Blue Sky: https://bsky.app/profile/polemicdigital.com

Meta’s got its eyes (and algorithms) locked on unoriginal content, and that’s just the tip of the AI-powered iceberg. This week, EDGE of the Web is knee-deep in septic tank puns and even deeper into breaking news shaking up AI, SEO, and the future of web browsing. Hosts Erin Sparks and guest Crystal Carter wade through Meta’s latest moves to curb content farms and content theft, Google’s new AI-generated shopping and search experiments, and the shocking rise of AI-powered browser contenders. Plus, the crew gets real about how AI Overviews are cannibalizing clicks, what “agentic AI” means for your future shopping sprees (and your calendar), and why being authentic is still your best bet in the SEO cesspool. In a particularly cheeky side note, Erin and Crystal dissect the subtle strategies hidden in Google’s virtual try-on images—are those AI-generated smiles a sly tactic for boosting conversions? Spoiler: Someone’s always a little happier in new clothes. Don’t panic (and always carry a towel): EDGE of the Web keeps you prepared and laughing through the chaos of AI, changing SERP landscapes, and the not-so-glamorous world of digital marketing. Smash that play button for smart analysis, sharp takes, and the kind of SEO news you actually want to share—even if you promise to quit the septic tank jokes… eventually. News from the EDGE: [00:00:21] Try PreWriter.AI [00:00:44] BrightonSEO 15% Off Tickets [00:05:16] Meta Follows YouTube In Crackdown On Unoriginal Content AI / SEO News Segment: [00:10:47] EDGE of the Web Sponsor: PreWriter.AI [00:11:57] OpenAI And Perplexity Set To Battle Google For Browser Dominance [00:22:06] Google launches AI shopping tools with virtual try-ons and smarter price alerts [00:29:00] Google Web Guide for AI-organized search results [00:34:34] EDGE of the Web Sponsor: WAIKAI [00:36:01] Google’s AI Overviews are hurting clicks: Pew study [00:44:17] Google Says AI Won’t Replace The Need For SEO Thanks to our sponsors! PreWriter.AI: https://edgeofthewebradio.com/prewriter Inlinks WAIKAY https://edgeofthewebradio.com/waikay Follow Us: X: @ErinSparks X: @CrystalontheWeb X: @TheMann00 X: @EDGEWebRadio

AI Mode goes global, Google’s giving users the easy button, and Reddit and Wikipedia are snagging prime AI real estate. This week, the EDGE dives into the explosion of AI Mode, the changing landscape of web traffic, and the wild world of social media innovation—with plenty of insights from Duncan Alney of Firebelly and the EDGE team. Get the latest on Google’s brand-new AI Mode launching in 180 countries (but only in English for now), and why letting AI do the reasoning for you might make us all a little lazier. Plus, referral traffic from ChatGPT is plummeting while Reddit and Wikipedia become citation royalty—what’s that mean for content creators? Throw in TikTok’s geopolitical drama, Threads’ big user milestone, Instagram’s not-so-secret engagement hack, and the verdict on whether posting more really boosts your Insta clout. Is the age of critical thinking officially in peril? Erin and Duncan muse on whether AI is boosting collective intelligence—or just making us all a little dumber—while Jacob chimes in with some “errant humor” and privacy warnings about sharing too much with large language models. From new social platforms (hello, Bluesky!) to Meta’s voice-dubbing shenanigans and Instagram’s latest creator tools, EDGE of the Web brings you an effervescent, strategic look at how digital marketing and social media keep rewriting the rules. Don’t forget to check the show notes and catch our next facetious, fast-paced news roundup—because you don’t want to be a piece of cyber driftwood. News from the EDGE: [00:00:24] EDGE is back at BrightonSEO US in San Diego - 15% off tickets for EDGE listeners! [00:04:20] Google Expands AI Mode to 180 Countries With Personalized Features [00:07:50] ChatGPT Referral Traffic Nosedives 52% in Just One Month [00:11:30] EDGE of the Web Sponsor: EDGE Media Studios [00:14:27] China Rejects Selling TikTok Algorithm Despite U.S. Demands Social News Segment: [00:19:22] Instagram Chief Dispels Engagement Myth, Says Using Edits Boosts Reach [00:23:26] One to watch: What is Bluesky? [00:30:20] New Study Suggests That Posting More Often Is Key to IG Growth [00:34:12] Threads Reaches 400M Users, Closing in on X’s Usage [00:38:23] EDGE of the Web Sponsor: WAIKAY [00:39:46] Instagram Launches Re-Posts, Friend Map and More [00:43:52] Facebook upgrades Professional Dashboard with new insights [00:46:43] Meta rolls out AI-powered translations to creators globally, starting with English and Spanish Thanks to our sponsors! Brighton SEO US 15% off on tickets: https://edgeofthewebradio.com/brightonseo Site Strategics https://edgeofthewebradio.com/site Inlinks WAIKAY https://edgeofthewebradio.com/waikay Follow Us: X: @ErinSparks X: @firebelly X: @TheMann00 X: @EDGEWebRadio

Bruce Clay is back on the EDGE and he’s bringing a fresh arsenal of SEO wisdom—plus his latest tool, Prewriter.AI! Bruce unpacks the ever-evolving landscape of search, where being a subject matter expert isn’t just nice to have, it’s non-negotiable in the age of large language models. Get ready for a hands-on journey through the world of structured data, website architecture, and the key realm of silos and clusters (yes, we’re geeking out on knowledge graphs). Bruce dishes out why schema isn’t just a box-ticking exercise—and why too much schema can lead Google down the wrong rabbit hole. There’s a hearty debate on how SEOs, content teams, and AI must now dance together to outwit homogenized AI content and truly stand out in the SERPs. Side note: If you’re thinking the future is all about stuffing your site with as much schema as humanly (err, robotically?) possible, Bruce is here to beg you—please don’t overdo it. Ambiguity is the enemy, but “over-schematizing” is hardly the answer! To wrap things up, Bruce gives us the lowdown on his new-and-improved Prewriter AI toolset and why Conversion Rate Optimization is now the SEO sidekick we all need. Stay tuned, stay sharp, and remember: in the battle of humans versus bots, a little wit (and a lot of structured data) goes a long way! Key Segments [00:03:14] "SEO, AI, and Structured Data" [00:08:26] "Structured Data's Role in SEO" [00:14:52] "Optimize Schemas for Search Clarity" [00:17:57] EDGE of the Web Title Sponsor: Site Strategics [00:21:09] What do you think the future actually holds for SEO professionals? [00:24:32] AI-Driven SEO Strategy Analysis [00:28:45] "Experience-Driven SEO Strategy" [00:31:02] "Leveraging Client Expertise Effectively" [00:35:37] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:37:55] AI SEO Localization Techniques Thanks to Our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay Follow Our Guest Twitter / X: @BruceClay LinkedIn: https://www.linkedin.com/in/bruce-clay/ Resources Bruce Clay’s Prewriter: https://www.prewriter.ai/

A whopping 43% of consumers allegedly use AI tools daily – or do they? This week, Local SEO expert Greg Gifford and the EDGE team dissect the latest digital marketing headlines, exposing the flaws behind flashy AI stats, CTR doom-and-gloom, and Google's evolving local business verifications, all while dodging shady review extortionists (and some Coldplay memes). The crew calls out shaky survey methodologies and sample sets that would make any statistician cringe. Discover why that 32% drop in Google’s top CTR may be missing more context than your cousin’s Facebook rants, and why local businesses should give side-eye to Google’s new AI-calling feature that threatens to turn bespoke service into a commodity. And if you’ve been targeted by one-star review scams, Greg’s got some no-nonsense advice for fighting back – armed with screenshots, not dessert bribes. Spoiler alert: If your restaurant is handing out free tiramisu for reviews, you might be breaking federal law (and Greg will rant accordingly). Plus, why the latest batch of buzzword acronyms just muddies the digital waters for businesses already struggling to keep up. Listen in and join in the fun in Local News on the EDGE! News from the EDGE: [00:06:20] 43% of consumers now use AI tools daily: Report [00:14:10] Google CTRs Drop 32% For Top Result After AI Overview Rollout [00:21:05] EDGE of the Web Sponsor: Site Strategics Local SEO News Segment: [00:22:20] Google Business Profile Appeal Tool Now Shows Rejection Reasons [00:28:45] Google Search Can Now Call Local Businesses Using AI [00:44:01] EDGE of the Web Sponsor: WAIKAY [00:45:11] 1-star review attacks plague restaurants on Google [00:52:56] SEO vs GEO vs AIO: WTF? Thanks to our sponsors! Site Strategics https://edgeofthewebradio.com/site Inlinks WAIKAY https://edgeofthewebradio.com/waikay Follow Us: X: @ErinSparks X: @GregGifford X: @TheMann00 X: @EDGEWebRadio

Bruce Clay (yes, *the* Bruce Clay) returns to EDGE of the Web, and Erin tries to pretend the SEO world hasn’t changed a bit in five years. Spoiler: It most definitely has, and Bruce is here to walk us through his journey from the days of Excite and AltaVista to the AI-fueled search ecosystem of today. It’s a continued conversation on the EDGE regarding how AI is shaking up traditional SEO practices, from content and conversion to that all-important site-wide intent matching. Bruce and Erin break down the evolving art of helpful content, why intent is suddenly the star of the SEO show, and how marketers need to catch up with users who are now trained by endless queries and AI-powered overviews. If you thought ranking was tricky before, try staying relevant in a world where your web page needs to be more than just a pretty face—think FAQs, sitewide helpfulness, and a privacy link in your footer for extra measure. Bruce shares his firm take: AI is a tool, not a replacement. Research smarter, humanize your content, and, for the love of ranking, don’t let perfection get in the way of expertise. Key Segments: [00:01:20] Introduction to Bruce Clay [00:06:36] AI's Impact on SEO Practices [00:08:29] AI vs. Search Engine Queries [00:10:02] EDGE: Housekeeping - Who is coming up [00:16:21] Effective AI Content Strategy [00:20:22] Understanding Search Intent Optimization [00:22:13] EDGE of the Web Title Sponsor: Site Strategics [00:25:50] AI's Consensus Over Search Optimization [00:31:36] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:36:35] AI-Enhanced Tool “Prewriter” Overview [00:43:42] AI: An Exciting Tool, Not The Only Solution Thanks to Our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay Follow Our Guest Twitter / X: @BruceClay LinkedIn: https://www.linkedin.com/in/bruce-clay/ Resources Bruce Clay’s Prewriter: https://www.prewriter.ai/

It’s a packed episode of Paid Ad News from the EDGE, and Greg Finn of Cypress North is back to break down the latest developments across Google Ads, Performance Max, and AI-driven campaign shifts. Erin Sparks and Greg discuss everything from keywordless “AI Max” targeting to new reporting transparency in Performance Max, the future of video ads in search results, and the subtle changes coming to Local Service Ads. Plus, what does it mean when Google lets your manager’s policy violations pause your ad account? You’ll want to hear this. It’s all about smarter ad strategy, safer account management, and where AI is leading the paid space next. News from the EDGE: [00:03:30] A delay on the TikTok ban again? [00:07:05] Zero-click searches rise, organic clicks dip: Report [00:10:55] EDGE of the Web Sponsor: Site Strategics [00:12:10] LLMS.txt - it’s a treasure map! Paid Ad News with Greg Finn: [00:15:16] Google Expands Video Ads Across Search, Shopping, and Image Tabs [00:17:56] Testing AI Max in Google Ads: When to try it and when to wait [00:22:25] Google begins rolling out Performance Max channel performance reporting [00:24:31] Google Ads Asset-Level PMax Reporting Rolling Out To Some [00:26:48] EDGE of the Web Sponsor: WAIKAY [00:28:08] Google Ads adds new “Conv. value (incl. predicted)” metric [00:31:10] Google Local Service Ads Tests Background Checked Labels [00:34:28] Google Ads may pause your account for manager violations Thanks to our sponsors! Site Strategics https://edgeofthewebradio.com/site Inlinks WAIKAY https://edgeofthewebradio.com/waikay Follow Us: X: @ErinSparks X: @gregfinn X: @MarketingOClock X: @TheMann00 X: @EDGEWebRadio

Human vs. Machine Mayhem Marketing maven Mark Schaefer returns to EDGE of the Web, diving headfirst into the audacious art of brand disruption in a world brimming with AI-generated noise. We unpack Schaefer’s latest book, "Audacious: How Humans Win in an AI Marketing World" offering wild tales of brands that drop the cookie-cutter for shock, spectacle, and seriously weird TikToks (lookin’ at you, Nutter Butter). From QR codes in the sky luring diners out of restaurants, to the marketing taboo-breakers of Liquid Death and ELF Cosmetics, we explore how marketers can stir emotion, break convention—without getting canceled—and measure the impact when you throw the box away altogether. Pro tip? If your marketing feels safe, it’s probably boring, and AI will eat your lunch. Mark serves up a snappy checklist for dodging legal snooze-fests and making campaigns people actually remember—because sometimes a little weird goes a long way. Key Segments: [00:02:22] The Book! [00:07:41] Reimagining Storytelling with AI [00:08:48] Unconventional Brand-Audience Connection Spaces [00:14:36] EDGE of the Web Title Sponsor: Site Strategics [00:15:55] What Taboos are Worth Breaking [00:25:29] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:30:38] Unprecedented Innovation Evaluation [00:31:52] Embracing Unconventional Marketing Opportunities Thanks to Our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay Follow Our Guest Twitter: https://x.com/markwschaefer LinkedIn: https://www.linkedin.com/in/markwschaefer/ Resources: https://businessesgrow.com/ https://businessesgrow.com/audacious/

WordPress hits play after a messy pause, but is it too little, too late for the CMS giant? Meanwhile, Google’s AI experiments are changing the rules for email marketing, local search, and desktop Discover, leaving marketers everywhere scrambling for a playbook that doesn’t exist. Erin and SEO pro Cindy Krum break down WordPress’s mudslinging match with WP Engine and the quiet return to development, all while raising eyebrows over community trust. We check on Google’s ever-evolving SERPs—AI Overviews, the deployment of Discover on desktop, and the not-so-sneaky ways impressions and clicks are decoupling faster than you can say “zero-click search.” Added to the mix: AI’s impact on your inbox and why we might all end up living the “Dead Internet Theory.” Is SEO on life support or just evolving (again)? We debate the rosy new journey-centric approach while side-eyeing Google’s “trust us, bro” attitude toward data transparency. Buckle up for a rapid-fire tour through the SEO wilderness—tracking AI hallucinations, local search creepiness, and why “hyper-personalization” might not sell more cannolis after all. News from the EDGE: [00:03:22] WordPress Unpauses Development - but is it out of time? [00:08:05] Google Discover on Desktop [00:12:53] AI is Making a Major Impact on Email Marketing [00:16:57] Title Sponsor: Site Strategics SEO News from the EDGE: [00:20:01] The Great Decoupling Of Google Search [00:26:06] AI Overviews Research: How Google’s AI Answers Vary Across Five States [00:32:07] AI and Local Search: The New Rules of Visibility [00:37:49] Sponsor: WAIKAY from InLinks [00:40:33] Google Search Console to Show AI Mode Performance [00:46:01] Is SEO Still Relevant In the AI Era? Thanks to our sponsors! Site Strategics https://edgeofthewebradio.com/site Inlinks https://edgeofthewebradio.com/waikay Follow Us: X: @ErinSparks X: @Suzzicks X: @TheMann00 X: @EDGEWebRadio

Mark Schaefer returns to EDGE of the Web to share his vision of marketing's future in an AI-saturated landscape. With a blend of insight and candor, Mark tackles the evolution of social media, the risks and rewards of AI, and how brands can stand out by tapping into authentic human emotion. Hear why traditional marketing is falling flat and discover what “everyday awe” means for building deep brand loyalty. Plus, Mark unveils the tech twist behind the cover of his new book, Audacious: How Humans Win in an AI Marketing World. This is not just another marketing chat; it’s a call to disrupt before you're disrupted. Key Segments: [00:04:12] Marc Schaefer: Marketing Visionary [00:07:55] Shift to Private Online Spaces [00:12:45] EDGE of the Web Title Sponsor: Site Strategics [00:15:35] Innovative Tech Saves Podcast Episode [00:17:28] AI Mimicking Voices of Deceased Relatives [00:21:49] Brand Marketing's Emotional Impact [00:23:25] Everyday Awe and Collective Effervescence [00:29:41] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:32:21] "Audacious" Book Concept Exploration Thanks to Our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay Follow Our Guest Twitter: https://x.com/markwschaefer LinkedIn: https://www.linkedin.com/in/markwschaefer/ Resources: https://businessesgrow.com/ https://businessesgrow.com/audacious/

CTR Secrets and Social Shakeups It’s another jam-packed ride on EDGE of the Web as Erin is joined by Duncan Alney of Firebelly to discuss News in Social this week. With Google hyping up AI Overviews but dodging every meaningful CTR question, it seems the only thing spinning faster than SERP layouts are the PR answers. Get the inside scoop on how ChatGPT gobbles up over 80% of AI search traffic (Google, take notes), why Meta’s launching a CapCut rival to remix your socials, and how Reddit is scrambling to keep the bots at bay after AI sock puppets could sway opinions 3-6x better than humans. Meanwhile, Pinterest is charging ahead with AI content labeling so you can actually see—surprise!—real images again. Plus, political maneuvering has TikTok advertisers doing the Hokey Pokey while Meta rolls out shiny new ad options across Threads and more. Our hot take? If you thought getting a blue check was easy, wait until you see Blue Sky put the power of verification in the hands of users and newsrooms—finally, checkmarks that mean something! So, whether you’re lamenting lost organic traffic, trying to dodge AI slop, or just want to keep your brand out of the spammy dog pile, grab your headphones and catch Erin, Duncan, and Jacob as they break it all down with wit, wisdom, and maybe one too many tinfoil hats. See you at the EDGE—don’t be a piece of cyber driftwood! News from the EDGE: [00:03:03] Google hypes AI Overviews, refuses to answer CTR question [00:09:19] ChatGPT Leads AI Search Race While Google & Others Slip [00:15:28] U.S. Copyright Office Cites Legal Risk At Every Stage Of Generative AI Social News from the EDGE: [00:20:11] Meta releases its CapCut rival Edits globally [00:22:45] Meta rolls out ads globally on Threads feed [00:26:15] Meta adds dynamic overlays to Advantage+ Catalog ads [00:29:12] A New Form of Verification on Bluesky [00:31:31] Cracking Down on Spammy Content on Facebook [00:36:44] Trump Says He May Extend TikTok Sell-off Deadline Once Again [00:40:26] Pinterest launches new tools to fight AI slop [00:42:44] Reddit Looks To Add Human Checks To Weed Out AI Profiles Thanks to our sponsors! Site Strategics https://edgeofthewebradio.com/site WAIKAY https://edgeofthewebradio.com/waikay Thanks to our Social News Expert: Duncan Alney X: @firebelly LinkedIn: Duncan Alney Firebelly Follow Us: X: @ErinSparks X: @TheMann00 X: @EDGEWebRadio