Edge Of The Web - An Seo Podcast For Today's Digital Marketer

This week, we've got a jam-packed session covering the latest and most pressing news in digital marketing and SEO. Top Stories: we discussed the recent merger of Getty and Shutterstock and its implications for image licensing, alongside the backlash Automattic is facing from the WordPress community. Adding to this, we explored how Google's search market share has hit its lowest since 2015! We have a special segment “In Local News” with friend of the show and Local SEO specialist, Darren Shaw, founder and president of WhiteSpark. He'll be sharing his insights on local search ranking factors, mapping exploits, and the evolving landscape of Google’s local and LSA ads. Whether you manage a digital marketing agency or optimize your own business's online presence, this episode is loaded with invaluable tips and updates to help you navigate your digital marketing journey in 2025.  So, buckle up and let’s get to the EDGE—of the Web! News from the EDGE: [00:02:44] The Getty-Shutterstock merger: A new era for image SEO

Our EDGE Tool Series continues with the second episode with Ryan Jones, Marketing at SEOTesting.com.  Dig into this thing, it’s a blast! We dive deep into the world of SEO testing with Ryan as we explore essential metrics beyond rank tracking, such as impressions, click-through rates, and how these relate to business outcomes like revenue and user behavior. Learn the importance of creating a testing culture within an organization and securing stakeholder buy-in for meaningful results. Ryan shares valuable insights on interpreting conflicting data points, managing anomalies during tests, and the advantages of iterative testing. He emphasizes the need to focus on user experience rather than just aiming for higher rankings. Additionally, Ryan discusses the evolving role of AI in SEO and potential future trends that emphasize business impact over traditional SEO metrics. Whether you're navigating frequent algorithm updates or seeking effective ways to improve your SEO strategies, this episode is packed with actio

We continue our EDGE Tool Series with Ryan Jones, Marketing at SEOTesting.com. This is a fantastic tool for A/B testing for your SEO efforts. We discuss Ryan’s nearly decade-long tenure in digital marketing and his journey from apprenticeship to SEO expert. From embedding YouTube videos to boost blog traffic to meticulously controlled SEO experiments, Ryan shares strategies that have seen dramatic successes—and some surprising setbacks. Ryan underscores the value of using Google Search Console data to annotate changes and validate SEO modifications. Discover the significance of establishing a traffic baseline to effectively measure the impact of your tests and the balance needed between SEO, CRO (Conversion Rate Optimization), and user experience for optimal site performance. Plus, learn why split testing is the gold standard and how to achieve statistical significance on low-traffic pages. Don't miss out as we drive home the science behind controlled SEO experiments and the crucial role of post-test analysis

Mark Williams-Cook continues on the EDGE with the last show of 2024 - discussing his recent findings of a Google bug exploit that shows us a HUGE insight into ranking factors. Learning from the endpoints that send data to micro-services that influence features on Google, Mark was able to discover a way to modify the requests that output JSON data. From that - they saw a slew of “properties  that Google was collecting from their ranking systems and query classifiers as to certain scores they were giving websites.” Yup - that’s bigger than the DOJ Google leaks earlier this year, folks! At the end of the day, it’s a consensus score. Are we in alignment? Learn about AlsoAsked.com, the software that Mark has been building for the last few years. We’re huge fans of what this tool can be used for:  Mark dissects the importance of understanding SERP dynamics beyond just the "10 blue links." He emphasizes the need to delve deeper into "People Also Ask" panels to gain insights into user intent and search behavior.  Als

Our LAST News show of the year! Thanks to all of our listeners for making this year another successful year for EDGE of the Web! Let us know your thoughts of the show at https://ratethispodcast.com/EDGE Stories! “As the WordPress Turns” (you gotta check out the YouTube on this one). The Mullenweg Meltdown continues. Musk wants to bring a challenge to GMail, DM style. A huge exploit documented by friend of the show, Mark Williams-Cook. Please check out our second episode of our interview with Mark, as we dive into this insight into additional ranking signals from Google.  Some AI news, AI-powered reporting at Google Ads as well as Gemini 2.0 coming to Search. A fleet of articles from Barry - always check out Search Engine Roundtable to catch up with his daily postings. Thanks again to our wonderful audience! We wish you a very, Merry Christmas and a Happy New Year! We’ll see you on the flip side! Best, EDGE of the Web Team   News from the EDGE: [00:03:16] Elon Musk Is Gearing Up to Challenge Gmail with His Ow

Mark Williams-Cook is back on the EDGE, diving into the shifting landscape of search engines and SEO, where generative AI tools like Search GPT and ChatGPT are trying to steal the spotlight. But let’s be real—people still turn to Google for a reality check, like that friend who promises to help you move but never shows up. Mark reveals how Google’s financial motivations drive AI advancements, introducing ads that are more integrated than your Aunt's fruitcake recipe. He also highlights the constant algorithm updates that keep SEO pros on their toes—like dodging cake slices at a wedding! Emphasizing the need for expert-level content that’s as genuine as grandma’s advice, Mark advocates for aligning SEO strategies with broader business goals. He champions brand strength and reputation, recommending tools like 'Also Asked' to help marketers navigate this ever-changing landscape. So get ready—SEO is now about making your brand shine brighter than a disco ball! Key Segments: [00:08:12] Mark's View on the Year in

We reached out across the pond, and we got him, Andrew Optimisey joins us on the EDGE this week! We tackle a lot in a short time frame: marketing shortcuts and data ownership are at the top of the heap. Companies like HubSpot and Google are creating "walled gardens" of data, stirring legal and ethical concerns about who truly owns consumer information. We also cover an article from Search Engine Journal by Shelly Walsh, getting takes from 7 top SEO experts and their take on AI Overviews and where search is going. Oh yeah, OpenAI’s Sora AI video project is finally released…..it only took a year.  A spicy side note: HubSpot's acquisition of Frame AI aims to supercharge their conversational intelligence game. Despite the buzz, Andrew cautions about the "soup du jour" nature of tech companies diving headfirst into AI without addressing underlying privacy concerns. Stay sharp, stay informed, and keep your digital shields up with EDGE of the Web! News from the EDGE: [00:02:58] FAQs Are Now On The Site Reputation Ab

In this episode of EDGE of the Web, we sit down with Jon Gillham, the seasoned entrepreneur and founder/CEO of Originality AI, to explore the intersection of artificial intelligence and content strategy. Jon stresses the importance of companies establishing explicit policies regarding the use of AI in their content strategies. Without clear guidelines, companies risk uncontrolled AI usage, which can compromise the authenticity and trustworthiness of their content. He also discusses the role of AI in boosting efficiency in content creation while maintaining a balance with human input to ensure quality and reliability. Jon shares how AI tools not only aid in content creation but also enhance credibility and authority by providing credible sources and references. He outlines how Originality AI, with its suite of features including AI detection, plagiarism checking, and real-time monitoring in Google Docs, helps ensure content authenticity. He envisions a future where niche experts gain prominence over broad SEO

We’re joined by Jon Gillham, a seasoned entrepreneur and the CEO of Originality AI, a cutting-edge tool designed to detect human vs. AI-generated content. We'll explore Originality AI's impressive accuracy rate in detecting AI-generated content, including from tools like ChatGPT, and discuss the industry's shift towards AI integration in content creation. Jon will shed light on the rising skepticism among consumers regarding online content, the struggle to manage false positives, and the evolving role of AI in business practices. Additionally, we'll discuss the challenges and advancements in AI content detection, the potential plateauing of Large Language Models, and the importance of ethical considerations in AI content generation. Plus, hear about new features like plagiarism and fact-checking aids, readability checkers, and more.  Tune in as we unpack the future of AI in content marketing and digital innovation with Jon Gillham on EDGE of the Web! Key Segments: [00:03:35] Introduction of Jon Gillham  [00:1

It’s Going To Be OK! Kevin Indig jumped into the host seat for Erin while he was away!  Kevin and Jacob discuss the DOJ's continued push for Google's break-up of products, specifically Google Chrome. They dissect Google's new Search Console features and their broader implications for data control and AI dominance. They also critique Google's latest moves, from real-time site notifications that miss the mark to the continued saga of Mullenweg’s crusade against WPEngine with an update to his WPEngine Tracker site.  Don't miss out on Jacob's witty commentary and Kevin's sharp insights as we navigate the whirling winds of tech regulation, Google's evolving strategies, and the future of digital search.  News from the EDGE: [00:02:12] Mullenweg is updating the WP Engine Tracker website again… [00:08:10] Recommendations are now live in Google Search Console [00:10:58] EDGE of the Web Title Sponsor: Site Strategics [00:12:04] The DOJ’s Plan to Bring Down Google’s Monopoly AI Blitz: [00:22:50] ChatGPT Search Fails At

Ori Zilbershtein joins the EDGE as a guest to go over the news this week. We crack open a number of Google News pieces from around the marketing space. Some quick takeaways: Make sure you use WhatsApp as a conversion in Google Ads—you better be there. We discuss the report on shifting trends in CTR per industry and how the data could be interpreted another way, i.e. AI Overviews viciously rearranging the landscape. Is OpenAI actually thinking about developing a browser now? They hired an ex-Google Chrome engineer, so maybe. All this plus some great takes from Ori as he returns to the show on the news side. News from the EDGE: [00:0 2:29] Google Introduces WhatsApp ‘Conversation Started’ Conversion Tracking [00:05:10] Shifting Industry Trends Highlighted in Google Search CTR Data [00:11:17] EDGE of the Web Title Sponsor: Site Strategics [00:12:23] Google’s now giving some insights into website performance Captain Obvious: [00:17:10] Google Updates Misleading Ad Design Policy For Deceptive Buttons In Ads AI Ne

We have started a new series on EDGE of the Web. We’re focusing on marketing tools that we love! Hopefully, you’ll love them just as much as we do. First up: SEOGets.com Mathew Mellinger, Co-Founder of SEO Gets, joins the show to talk about his journey into software development from local SEO, and the needs he saw in the industry. SEOGets is a Google Seach Console alternative for SEO professionals and agencies managing multiple sites. Imagine linking several GSC accounts effortlessly, exporting unlimited data, and getting heat maps of content performance—all without the usual GSC limitations. Rapid updates, active listening to customers, and customizable features just add more icing on the cake. Let's not forget the tool's public roadmap, multi-site graphs, and powerful filtering options that go beyond what even Google offers. Be sure to take a look at this tool! We love it here at the agency. Key Segments: [00:03:37] The new Tool Series on the EDGE [00:06:14] Scrappy duo improving SEO tools for users. [00:14

What is Google's latest shake-up? The Page Experience Report's exit from Search Console. This week, we are joined by the insightful Lidia Infante from SurveyMonkey, as we explore the headlines in the SEO and Marketing world. The DOJ has some audacious demands for Google to sell Chrome, and ads have finally hit the AI Overview pages: We even unpack the drama-filled lawsuit between WP Engine and Automattic, questioning the ethical boundaries of open-source communities. This is the stuff that only Andy Cohen can unravel at this point.  Ever wondered about the environmental costs of AI? Lidia hits us with some eye-opening facts while we dissect Google's claim of reducing power consumption by 90%. Don’t miss our banter over volatile localization signals and ranking shifts during Google’s November Core Update! News from the EDGE: [00:04:28] Google Search Console Drops Page Experience Report [00:09:59] Ads Now Being Seen on Google AI Overviews [00:18:25] EDGE of the Web Title Sponsor: Site Strategics [00:19:46] WP E

We’re in the second segment of our interview with the AI engineering powerhouse Britney Muller. We discuss the fascinating interplay of creativity and technical prowess in AI prompt engineering Brittany sheds light on the SEO industry's common missteps, emphasizing that AI language models aren't search engines and thrive on randomness. She’s even crafting a user-friendly guide to demystify these tech marvels, urging us to experiment and learn from mistakes. Brittany warns against using AI for data-driven research due to its inconsistent results, directing us to the right models for the right tasks. Ready to bridge the gap between AI and digital marketing? This show is certainly a great dip in the AI pool! [00:06:17] Safe Tech Fosters Creativity Without Fear Of Mistakes [00:12:11] Operators Must Understand Platforms, Improve Prompts, Evolve Creatively [00:13:37] EDGE of the Web Title Sponsor: Site Strategics [00:15:53] ChatGPT: Task-Based, Efficient, Reliant On Input Quality [00:20:23] Mindfulness, Learning Fo

Literally, if you have to check your legalese, check the site you have on the package, Mattel! Top news of the week in digital marketing and AI. Matt Mullenweg gets trolled by a mock website based on his own website, trying to show departures from WPEngine. There’s a core algorithm update happening right now - watch your stats! What is the potential scenario of a Google break up, as it applies to the Google Ad section of their business? AI news and a really cool AI tool on this episode (can you visualize it?), along with a slew of posts from Barry Schwartz from Search Engine Roundtable. Also, make sure you check out the last Interview Series episode with the top brass from Third Door Media, which talks about the recent acquisition of Search Engine Land by Semrush. Great interview with some great insights from these gentlemen! News from the EDGE: [00:02:01] Automattic Confronts Irony with New Protest Site: WPEngineTracker.com [00:06:10] Google Launches November 2024 Core Algorithm Update [00:08:35] EDGE of the

This is the first for EDGE of the Web, which has the top brass from Search Engine Land! Erin welcomes the impressive panel featuring:  Marc Sirkin, CEO of Third Door Media,  Danny Goodwin, Editorial Director, Search Engine Land & SMX Barry Schwartz, contributor to SEL and owner of Search Engine Roundtable.  They discuss the huge news of Semrush’s recent acquisition of Search Engine Land (a Third Door Media property). The discussion highlights the ongoing mission to maintain editorial integrity amidst the transition, and the group shares insights on brand visibility strategies and adaptation to the evolving SEO landscape. The conversation addresses the challenges of maintaining Search Engine Land's core values while benefiting from Semrush’s expansive resources. Marc, Danny, and Barry contribute their perspectives, emphasizing the importance of transparency and maintaining a balanced approach to content and advertising. Don’t miss the upcoming SMX Next free online event on November 13th and 14th. It will

Mordy’s back with the EDGE after his holiday and throws out hot takes and Captain Obvious moments on the show. We cover the news of the week: AI Overviews that are rolling out in 100+ countries (except for those in the EU, oddly), Google’s perspective on Core Web Vitals and ranking, and the communication from Google about content that starkly differs from the rest of the domain - it ain’t gonna fair well, folks! Check out our jump into AI News and Tools with this episode—seriously concerning and seriously funny information—the polls of the AI space. Also - last chance to get BrightonSEO US tickets! Go to https://edgeofthewebradio.com/brightonseo to enter into the weekly giveaway!  News from the EDGE: [00:02:15] Last Change for BrightonSEO Tickets [00:06:37] Moryd’s Hot Take on the Semrush purchase of Search Engine Land [00:09:30] Google Rolls Out AI Overviews in 100+ Countries [00:13:34] What Does John Mueller Say About Core Web Vitals and Ranking? [00:15:54] EDGE of the Web Sponsor: Site Strategics [00:17:15

Britney Muller rejoins the EDGE to weigh in on the progress of AI and LLMs for use in marketing, the over-hyped announcements to Google's transformative papers, and the ethical dilemmas in AI development. Discover how emergent properties of AI models are often misunderstood and why ethical integrity is paramount in technology communication. Plus, get an inside scoop on Google's AI controversies and the practical uses of AI technology in everyday tasks.  Britney underscores the need for human oversight in AI projects to guarantee content quality. She mentions significant academic contributions and controversies in the AI field, including the firing of researchers like Margaret Mitchell and Dr. Timnit Gebru. Always a wealth of info, Muller is seeing the confirmation of her commitment to machine learning that she started over 5 years ago. You can check out what she said back then in Episode 309 in 2019: How to Use Machine Learning for SEO w/Britney Muller Key Segments: [00:05:08] Introduction and Tribute to AI

We’re back from Tech SEO Connect! And we brought Mark Williams-Cook to pinch-hit for Mordy while he was on holiday….and last minute, so there’s that. We dialed into some things that we missed while we were away. For starters, the Semrush buyout of Search Engine Land is huge news, and we have even bigger news! Marc Sirkin, Danny Goodwin, and Barry Schwartz will be on the show soon to discuss the event. Matt Mullenweg seems to be melting down about First Amendment claims against WP Engine. The WordPress community seems to be up in arms, at least in our “bubble.” Deep dive there! Google's leadership shuffle and what Kevin Indig had to say about it.  AI News and a really cool, we think, AI Tool for this episode. Check it out. Plus, hear about our media partnership with Brighton SEO USA and your chance to snag a ticket to the event in San Diego. Go to https://edgeofthewebradio.com/brightonseo! News from the EDGE: [00:04:19] Mullenweg Criticized for 1st Amendment Claims [00:12:36] Wrong Direction: Google’s Leadersh

In this episode of EDGE of the Web, Erin welcomes the talented Akvile DeFazio to discuss the exciting world of AI in marketing. Akvile shares advice for small businesses looking to harness the power of AI, emphasizing the importance of beginner AI courses and webinars. Akvile shares her thoughts about the dynamic nature of marketing, the intricate balance between AI tools and human creativity, and the necessity of human oversight in AI-generated content. Akvile also announces her upcoming free webinar on Black Friday and Cyber Monday ad strategies, co-hosted with Mikhail Alfon on September 10. She provides an engaging look at AI's evolving role in advertising, discussing creative tools like Canva's plugin with ChatGPT, and emphasizing the importance of strategic thinking and empathy in crafting impactful ads. [00:10:37] AI Exploits Human-Like Errors For Authentic Advertising [00:13:30] Creative Tools For Marketing [00:14:17] Exploring AI Tools For Creative Design Solutions [00:16:01] EDGE of the Web Title Spo