Episodes
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Itâs 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 âAI Maxâ 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 managerâs policy violations pause your ad account? Youâll want to hear this. Itâs 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 - itâs 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 âConv. value (incl. predicted)â 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
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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 Schaeferâs 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 (lookinâ 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 conventionâwithout getting canceledâand measure the impact when you throw the box away altogether.
Pro tip? If your marketing feels safe, itâs probably boring, and AI will eat your lunch. Mark serves up a snappy checklist for dodging legal snooze-fests and making campaigns people actually rememberâbecause 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] âWhat 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/
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Missing episodes?
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WordPress hits play after a messy pause, but is it too little, too late for the CMS giant? Meanwhile, Googleâs AI experiments are changing the rules for email marketing, local search, and desktop Discover, leaving marketers everywhere scrambling for a playbook that doesnât exist.
Erin and SEO pro Cindy Krum break down WordPressâs mudslinging match with WP Engine and the quiet return to development, all while raising eyebrows over community trust. We check on Googleâs ever-evolving SERPsâAI Overviews, the deployment of Discover on desktop, and the not-so-sneaky ways impressions and clicks are decoupling faster than you can say âzero-click search.â Added to the mix: AIâs impact on your inbox and why we might all end up living the âDead Internet Theory.â
Is SEO on life support or just evolving (again)? We debate the rosy new journey-centric approach while side-eyeing Googleâs âtrust us, broâ attitude toward data transparency. Buckle up for a rapid-fire tour through the SEO wildernessâtracking AI hallucinations, local search creepiness, and why âhyper-personalizationâ 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] âTitle Sponsor: Site Strategics
SEO News from the EDGE:
[00:20:01] The Great Decoupling Of Google Search
[00:26:06] AI Overviews Research: How Googleâs 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
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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 âeveryday aweâ 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; itâs 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/
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CTR Secrets and Social Shakeups
Itâs 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 Metaâs 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 seeâsurprise!âreal 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 newsroomsâfinally, checkmarks that mean something!
So, whether youâre 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 EDGEâdonât 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
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Curious where your website visitors are really clickingâor rage-clicking? On this weekâs EDGE of the Web, SEO expert Celeste Gonzalez returns to break down how heatmaps and session recordings are transforming the way we analyze user behavior, optimize pages, and (hopefully) keep our clients engaged.
We dig into practical tips for choosing the right pages to monitor, interpreting the sometimes confusing world of âdead clicksâ versus ârage clicks,â and why your mobile hero image might be killing conversions. A/B testing? Internal linking tests for those blog post traffic hogs?
On a side note: if you havenât looked at Microsoft Clarity (a freebie, folks), youâre missing out. Celeste spills why itâs her go-to and what to watch for as AI-powered tools like Copilot throw their hot takes into the mix. And we concur!
Always be optimizing! Whether youâre an SEO wrangling for bigger budgets or a marketer tired of guessing, Celesteâs advice on collaboration, continuous testing, and the necessity of structured analysis is worth its weight in user insights.
[00:06:03] Prioritizing Heatmap Analysis for SEOs
[00:07:27] Analyzing Target Pages versus Real Traffic Hits
[00:08:55] âInterpreting Areas of Frustration
[00:10:48] Patterns that Require Immediate Attention
[00:12:05] EDGE of the Web Title Sponsor: Site Strategics
[00:13:17] The Role of A/B Testing
[00:15:33] Heat Maps and the Mobile Experience
[00:20:07] âSEOs: Always Be Optimizing the User Experience
[00:23:02] What Should Guid the Decision on Heat Map Tools
[00:26:56] Microsoftâs Copilot with Clarity
Thanks to Our Sponsors!
Site Strategics: https://edgeofthewebradio.com/site
Follow Our Guest
Twitter: https://x.com/CelestexLili
LinkedIn: https://www.linkedin.com/in/celestelili/
YouTube Channel: https://youtube.com/@celestexlili?si=YCO1lfGw3KX2T4gJ
BlueSky: https://bsky.app/profile/celestelili.bsky.social
Resources
https://clarity.microsoft.com/blog/how-to-make-the-most-of-your-heatmaps-data/
https://serpology.substack.com/p/leveraging-heatmaps-for-seo-testing
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This week, Erin Sparks and Jacob Mann are joined by Danny Goodwin, editorial director at Search Engine Land, for a special âNews from the Newsâ edition. They dive into the sharp rise of Google Ad costs and the troubling effects of CPC inflation, Instagramâs experimental new collaborative Storylines feature, and an in-depth study comparing AI search engines like ChatGPT, Perplexity, Bing, and Google. The conversation shifts to major legal blows hitting Googleâs ad tech monopoly, new research revealing how AI overviews are significantly cutting into click-through rates, and the future of search as generative AI reshapes the landscape. Plus, Danny shares exciting updates about SMX Advanced returning live this June in Boston, marking the first in-person event in five years.
News from the EDGE:
[00:04:29] CPC inflation: How fast are Google Ads costs rising?
[00:09:45] Instagram Experiments With Collaborative Stories Feature
[00:12:47] ChatGPT vs Perplexity vs Google vs Bing: Which AI search engine generates the best answers?
[00:19:30] EDGE of the Web Sponsor: Site StrategicsFocus on the News:
[00:20:32] Court: Googleâs illegal ad tech monopoly harmed the open web
[00:22:42] Google hit with $6.6 billion lawsuit over search dominance
[00:24:20] DOJ unveils plan to end Googleâs illegal search monopoly
[00:28:58] EDGE of the Web Sponsor: WAIKAY from InLinks
[00:30:10] Google Search boss: AI Overviews boost click quality
[00:33:59] New data: Google AI Overviews are hurting click-through rates
[00:38:05] How generative information retrieval is reshaping searchThanks to our sponsors!
Site Strategics https://edgeofthewebradio.com/site
Inlinks https://edgeofthewebradio.com/inlinks
Follow Us:
X: @ErinSparks
X: @MordyOberstein
X: @TheMann00
X: @EDGEWebRadio
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Celeste Gonzalez, Director of Rue Labs at Rickety Roo, joins EDGE to explore how heat maps and user behavior tracking are transforming SEO strategy. She walks through Microsoft Clarityâs suite of toolsâincluding tap, scroll, attention, and area heat mapsâand explains how they reveal real user interactions beyond what traditional metrics can offer. From understanding time-on-page to visualizing content engagement, Celeste shows how these tools help SEOs optimize design, layout, and messaging. She highlights the growing need to âearn the scroll,â not just the click, especially as attention spans shrink and SERPs shift.
Celeste also addresses common missteps, like overreacting to limited data or drawing conclusions in isolation. She encourages combining heat map data with tools like GA4 and leaning into collaboration with UX and marketing teams. With empathy and clear visual insights, SEOs can better advocate for redesigns, justify strategic shifts, and ensure content supports the entire user journey. This episode offers a practical, data-driven case for elevating UX within modern SEO workflows.
Key Segments:
[00:07:56] Understanding Heat Maps
[00:13:01] EDGE of the Web Title Sponsor: Site Strategics
[00:14:38] SEO Testing and Heatmap Insights
[00:16:23] User Interaction Analysis Tools
[00:22:36] Copilot Streamlines Data Analysis
[00:25:43] Balancing User Data & Client Concerns
[00:29:01] SEO ROI Amid Changing SERPs
Thanks to Our Sponsors!
Site Strategics: http://edgeofthewebradio.com/site
Follow Our Guest
Twitter: https://x.com/CelestexLili
LinkedIn: https://www.linkedin.com/in/celestelili/
YouTube Channel: https://youtube.com/@celestexlili?si=YCO1lfGw3KX2T4gJ
BlueSky: https://bsky.app/profile/celestelili.bsky.social
Resources
https://clarity.microsoft.com/blog/how-to-make-the-most-of-your-heatmaps-data/
https://serpology.substack.com/p/leveraging-heatmaps-for-seo-testing
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Advertisers are bailing on TikTok as another U.S. ban looms, shifting dollars to Meta while creators scatter to backup platforms. Meanwhile, Google credits Gemini for nuking 240 million spammy reviews and business edits, but donât expect them to help you get your real reviews back.
Big legal moves are underway: The NYT lawsuit against OpenAI and Microsoft will proceed, and Chegg is suing Google for killing traffic via AI Overviews. Sara Taher joins the show to unpack the long-term consequences of AI scraping and shrinking search real estate.
We also dive into new AI traffic data showing LLMs are sending visits, barely, and why Google suddenly loves YouTube again. If youâre not aligning schema, content, and branding now, youâll be shouting into the algorithm void.
News from the EDGE:
[00:02:26] Advertisers pull back from TikTok, boost Meta amid ban uncertainty
[00:08:49] Google credits Gemini for better detection of fake business reviews and maps spam
[00:14:11] EDGE of the Web Sponsor: Site Strategics
AI / SEO News with Sara Taher:[00:15:48] NYT case against OpenAI and Microsoft can advance
[00:18:20] Chegg sues Google for hurting traffic with AI as it considers strategic alternatives
[00:21:46] AIO prevalence has now surpassed 20%.
[00:25:53] EDGE of the Web Sponsor: WAIKAY from InLinks
[00:29:19] 63% of Websites Receive AI Traffic
[00:34:18] YouTube citations in Google AI Overviews surge 25%
Thanks to our sponsors!
Site Strategics https://edgeofthewebradio.com/site
Inlinks https://edgeofthewebradio.com/inlinks
Follow Us:
X: @ErinSparks
X: @SaraTaherSEO
X: @TheMann00
X: @EDGEWebRadio
#StandwithUkraine edgeofthewebradio.com/ukraine
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SEO veterans Mike Blumenthal, Greg Sterling, and David Mim continue exploring the pressing questions surrounding Google's role as a utility and its evolving platforms. Focusing on the European search experience, the discussion also revolves around AI's role in modifying search results, and local service ads' impact on user behavior. The talk also touches on how changes in Google's algorithm and business model are propelling a significant decline in traditional website traffic.
The guests from Near Media provide expert insights on how businesses can adapt by enhancing the visibility of their services via structured content that appeals directly to these AI-driven formats.
Greg, Mike, and David share their perspectives on AI's potential to redefine consumer interactions with search platforms and marketing methods, while also highlighting the importance of direct customer relationships and authentic experiences.
Key Segments:
[00:06:51] EU Tech Regulation and Google's Search Impact
[00:10:30] Local SEO and Zero-Click Evolution
[00:13:07] EDGE of the Web Title Sponsor: Site Strategics
[00:14:00] Impact of Google Local Service Ads
[00:17:00] Hotel Ads: Monetization Strategy Insights
[00:20:40] Google Tests Enhanced AI Search Feature
[00:25:31] Enhancing Local Conversion Strategies
[00:29:07] Understanding User Intent in AI
[00:32:22] AI's Concierge Era: Worth the Shift?
[00:35:57] Tailoring Business Model to Audience
Thanks to Our Sponsors!
Site Strategics: https://edgeofthewebradio.com/site
Follow Our Guests:
Mike Blumenthal:
X: @mblumenthal
LinkedIn: https://www.linkedin.com/in/mblumenthal/
BlueSky: @mikeblumenthal.bsky.social
Greg Sterling
LinkedIn: https://www.linkedin.com/in/gregsterling/
David Mihm
LinkedIn: https://linkedin.com/in/davidmihm
Resources
https://www.nearmedia.co/dma/google-preliminary-non-compliance-6-5/
https://www.nearmedia.co/dma/google-dma-compliance-2025-03/
https://www.nearmedia.co/dma/eu-home-services-search-behavior/
https://www.nearmedia.co/googles-2nd-local-pack-in-the-eu/
https://www.nearmedia.co/eu-home-services-search-behavior/
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In Local News!
Darren Shaw is back with us on the Local beat, giving us some key insights into the ongoing local marketing challenges. Great to have him back!
In general digital marketing news, Googleâs been dishing out settlements, and Amazon's itching for TikTok. Thereâs a Google's $100M settlement over AdWords billing practices. Might want to pay attention to that. Seems a bit precedent setting.
Darren shares insights on how local SEO is evolving with trends like review recency and the significant role of video content. Meanwhile, Googleâs mysterious local service ads anomaly didn't go unnoticed. What is with the testing of the green check mark in LSA? That is a huge value; why drop it?
Google Business Profile Questions and Answers is gone. RIP. The âquestionâ is, how valuable was it? Clippable coupons are showing up in the wild on GBP, but rarely.
If you think negative reviews spook SEO experts, think againâDarren explains why they might be able to help you.
All Things Local in this episode of Local News from the EDGE with Darren Shaw!
News from the EDGE:
[00:03:27] Google settles $100 Million advertising dispute
[00:06:23] Amazon makes surprise bid for TikTok ahead of U.S. ban deadline
[00:13:18] EDGE of the Web Title Sponsor: Site Strategics
In Local News with Darren Shaw:[00:14:28] Restaurant Local Results get a facelift
[00:17:45] Getting a negative review will boost your rankings
[00:22:25] Google is working on restoring Local Service Ads advertiser console
[00:25:11] Google Local Service Ads Tests Removing Green Screened Checkmark
[00:31:44] Google Local Questions & Answers Feature Gone?
[00:34:59] EDGE of the Web Sponsor: WAIKAY from InLinks
[00:36:44] Google Local Knowledge Panel With Promotion Clipable Coupons
[00:43:21] Your Local SEO Workout
[00:47:49] Freshness Distance Calculator
Thanks to our sponsors!
Site Strategics https://edgeofthewebradio.com/site
Inlinks New Offering! https://edgeofthewebradio.com/waikay
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This is going to be big.
SEO Week 2025 is happening at the end of this month!.
Held from April 28th to May 1st in New York City, this conference brings together a powerhouse of 40+ speakers to discuss the seismic shifts in SEO, including generative AI and its profound implications on search dynamics.
Join Erin Sparks, Garrett Sussman, and Mike King as they share tales from the frontlines of SEO innovation. The conference is set to be groundbreaking. Thematic days are focused on the Science, Psychology, Ecosystem, and Future of SEO.
Special guest Will Critchlow joins us with his fascinating take on how AI-powered searches are subtly yet drastically altering E-commerce strategy, giving a sneak peek into what to expect at the NYC event. Hold on tight because this isnât just a conferenceâitâs a seismic shift poised to redefine SEO.
Lily Ray, JR Oakes, and Jori Ford join the show and share a bit of their presentations that will happen at the conference. Get their takes on how important this conference is set to be!
Ready to transform your SEO perspective? Tune in for the full scoop on how to snag a ticket, and donât miss the chance to join us and the leading minds in search at this one-of-a-kind event!
We have a free, full-week ticket giveaway for SEO Week! Simply share the EDGE of the Web LinkedIn post to enter a raffle for a full ride to the biggest SEO conference in recent history!
Key Segments:
[00:00:34] Introducing SEO Week: April 28 - May 1
[00:01:13] Mike King and Garrett Sussman of iPullRank
[00:01:33] What is Different about this Conference?
[00:03:58] Themes of the Conference
[00:05:17] Speaker Insight: Will Critchlow, Ecommerce SEO
[00:14:26] âSEO Week: Cindy Krum
[00:15:19] SEO Week: Tom Critchlow
[00:15:57] Speaker Insight: Lily Ray, History of Google
[00:21:32] EDGE of the Web Ticket Giveaway! $1200 Value
[00:24:54] SEO Week: Wil Reynolds
[00:25:28] Speaker Insight: JR Oakes, LLMs and AI
[00:26:15] SEO Week: Crystal Carter
[00:35:01] SEO Week: Aleyda Solis
[00:38:26] Speaker Insight: Jori Ford, Crawler Logs for SEO
[00:48:26] SEO Week: Ross Simmonds
[00:49:11] SEO Week: Devin Bramhall
[00:50:32] Mike King: Relevance Engineering
[00:55:00] The SEO Gestalt - Learn about it in New York
[00:58:07] Some of the Line Up of Speakers
Thanks to Our Sponsors!
Site Strategics: http://edgeofthewebradio.com/site
Resources:
SEO Week
EDGE of the Web LinkedIn page (for the giveaway!)
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The EDGE untangles the EU's Digital Markets Act (DMA) with SEO veterans Mike Blumenthal, Greg Sterling, and David Mihm. This episode reveals how Googleâs strategic maneuvers in Europe are reshaping the SERP landscape and challenging the status quo in local search.
With a strong research effort of the last two years, our guests dissect Google's attempts to comply with the DMA, such as the introduction of the Places Sites Tab, Carousel and the decoupling of the Local Pack from Google Maps. Despite these efforts, user behavior tells a different storyâone where Google's new features are largely ignored. It seems the Local Pack is still the go-to destination for users, regardless of these new additions.
Meanwhile, the episode exposes an intriguing juxtaposition in the hotels vertical, where booking.com emerges as a formidable player through ad dominance, highlighting a complex dance between market giants. This scenario sparks a discussion on whether Google's self-preferencing tendencies are truly being curtailed or simply rebranded.
Join us as we explore how Google's âplay niceâ strategies may just be a façade amidst ongoing DOJ antitrust pressure. Could this pave a path for diversified regional strategies and fresh opportunities in the digital marketing sphere?
Let us know your thoughts of the show at https://ratethispodcast.com/EDGE
Key Segments:
[00:02:01] SEO News from the EDGE Highlig
[00:04:40] Introducing NearMedia: Mike Bluementhal, Greg Sterling, and David Mihm
[00:08:03] âWhat is the Digital Marketing Act?
[00:08:59] Article 65 of the DMA Applies to the Regulation of Search
[00:11:37] EDGE of the Web Title Sponsor: Site Strategics
[00:13:34] âWhat has Google Done to Comply with the DMA?
[00:16:21] âGoogle Rewriting History with Multiple Local Packs
[00:18:13] âWas This Done to Address American Antitrust Concerns?
[00:20:06] âWill the Election Change the Antitrust Enforcement?
[00:24:23] âEDGE of The Web Sponsor: InLinks
[00:26:31] âThe DMA is not Prescriptive, But Setting Operational Parameters
[00:28:10] âMajor Research Since 2023 on User Behavior
[00:30:23] ââGoogle has a Self-Interest to Show You the Last Click
[00:32:42] âEDGE of The Web Sponsor: Wix Studio
[00:35:14] âWhat was the Most Surprising Findings? Guess....
â[00:38:15] âIn Summary: A Bad Faith Argument on Google's Part
Thanks to Our Sponsors!
Site Strategics: https://edgeofthewebradio.com/site
InLinks: https://edgeofthewebradio.com/inlinks
Wix: https://edgeofthewebradio.com/wixstudio
Follow Our Guests:
Mike Bluementhal:
X: @mblumenthal
LinkedIn: https://www.linkedin.com/in/mblumenthal/
BlueSky: @mikeblumenthal.bsky.social
Greg Sterling:
LinkedIn: https://www.linkedin.com/in/gregsterling/
David Mihm:
LinkedIn: https://linkedin.com/in/davidmihm
Resources
https://www.nearmedia.co/dma/google-preliminary-non-compliance-6-5/
https://www.nearmedia.co/dma/google-dma-compliance-2025-03/
https://www.nearmedia.co/dma/eu-home-services-search-behavior/
https://www.nearmedia.co/googles-2nd-local-pack-in-the-eu/
https://www.nearmedia.co/eu-home-services-search-behavior/
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Creepy AI Advancements!
Brace yourselves! Cindy Krum is back to dive into the latest twists in technology and SEO this week, highlighting Google's bold AI ventures and search ranking revelations.
Googleâs recent news about Gemini's real-time video AI and its concerning pervasive presence has sparked widespread conversation, at least with us. Couple this with the perplexing offer to acquire TikTok by Perplexity, and youâve got a whirlwind of AI-driven developments. Plus, there is a great research doc this month from SERanking on the comparison of AI platforms: Who tackles Your Money Your Life (YMYL) topics best, DeepSeek ChatGPT or Google AI Overviews?
We're not mincing wordsâJohn Mueller's insights on the effect of core algorithm updates on AI overviews add an additional layer of excitement as AI and search collide. So we have to make some custom 404 pages for hallucinated URLs to your site from AI Overviews? That does sound right.
Hit the play button to catch our spirited dive into these pressing matters with none other than Cindy Krum. Stay informed, entertained, and maybe a bit paranoid, all here on EDGE of the Web!
[00:01:30] Whatâs going on with Cindy Krum, SEO Specialist
News from the EDGE:
[00:02:50] Google Unleashes Geminiâs Real-Time AI Video
[00:08:28] Perplexity Eyes TikTok
[00:14:11] DeepSeek vs. ChatGPT vs. AI Overviews: Which AI model handles YMYL topics best?
[00:23:02] EDGE of the Web Title Sponsor: Site Strategics
SEO News from the EDGE:[00:24:20] Google: If Searchers Don't Use Your Page In Search, It May Be Removed
[00:26:31] Microsoft Confirms Schema Helps Its LLMs (Copilot) Understand Your Content
[00:29:27] Microsoft Bing: SEOs Should Focus on Conversions & Click Value
[00:32:39] EDGE of the Web Sponsor: InLinks
[00:33:44] Googleâs Mueller Predicts Uptick Of Hallucinated Links: Redirect Or Not?
[00:38:37] Google: Not all sites will fully recover with future core algorithm updates
[00:42:45] Google Tests AI Search Options Beyond AI Mode
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Step into the future of SEO with the EDGE, where Cyrus Shepard reveals how to harness the power of personal content and brand authority in a world increasingly influenced by AI. Learn why authenticity and unique perspectives are your new best friends in the digital arena.
We unpack a treasure trove of insights with Cyrus, covering the key concepts of modern SEO: the importance of brand searches, building authority through expert imagery, and the critical need to integrate personal experience. Discover how Google's shifting algorithms and Quality Raters Guidelines are reshaping the landscape, requiring a pivot from traditional keyword-heavy strategies to a more holistic, value-driven approach.
Cyrus shares firsthand experiences from his time as a Quality Rater, offering a rare glimpse into how Google evaluates experience and authenticity. Find out why now is the time to invest in unique, non-scalable content that showcases your expertise and passion, setting your brand apart from AI-generated noise.
Brand is the play, folks.
Key Segments
[00:06:59] Brand Building for AI Defense
[00:10:21] EDGE of the Web Title Sponsor: Site Strategics
[00:12:48] "Images as Essential Content"
[00:16:39] EDGE of the Web Sponsor: InLinks
[00:18:49] Challenging SEO Quality Rater Role
[00:21:13] Evaluating Experience for Google Rankings
[00:24:23] âPeople-Focused Content
[00:29:41] EDGE of The Web Sponsor: Wix Studio
[00:33:04] Personalization: Your Company's Unique Edge
[00:36:59] Evolving Strategies for Affiliate SEO
[00:39:17] âLaunching New SEO Marketing Directory: Zippy List
Thanks to Our Sponsors!
Site Strategics: http://edgeofthewebradio.com/site
Inlinks: https://edgeofthewebradio.com/inlinks
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X: @CyrusShepard
X: @ZyppySEO
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Resources:
Zippy SEO Company List
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Join us as Cyrus Shepard shares the evolving relationship between brand and SEO, setting the stage for businesses to thrive in today's digital landscape.
Explore the profound shifts that are shaking up the old-school SEO world. From understanding Google's reliance on brand as a filter to discovering which digital strategies can enhance your site's authority without solely focusing on keywords, we've got the latest insights.
Care to rethink your link strategy? Discover how anchor texts can shape your brand's perception and influence your rankings in this domain-driven age. Erin and Cyrus explore fresh approaches that every good SEO should consider adopting.
Don't miss out on this Zippy discussion where we explore the starting point for building a brand that impacts SEO.
We would always love a review! Go to RateThisPodcast/EDGE and let us know what you think about this interview!
Key Segments:
[00:07:33] Measuring Brand Impact in SEO
[00:15:54] EDGE of the Web Title Sponsor: Site Strategics
[00:18:53] Essential Brand Marketing Basics
[00:21:47] Off-Site Brand Engagement Strategies
[00:24:47] Evolving SEO: Personal Experience Matters
[00:27:23] Future-Proof Your Content Strategy
[00:30:43] EDGE of The Web Sponsor: Wix Studio
[00:33:37] Mirror, Image, and SEO Authority
Thanks to Our Sponsors!
Site Strategics: http://edgeofthewebradio.com/site
Wix: http://edgeofthewebradio.com/wix
Follow Our Guest:
X: @CyrusShepard
X: @ZyppySEO
LinkedIn: Cyrus Shepard
Resources:
Zippy SEO Company List
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Greg Finn jumps into the Paid Ad news focus this week. Friend of the show; itâs always a good time when he is around!
What do you think about Google's ambitious prediction that AI will craft mesmerizing customer journeys while the search giant navigates through over 5 trillion searches a year?
And what is going on with Google Ads and their announcement that they will use well-performing Headlines in Sitelinks? Thatâs confusing for us, but it will also be confusing for consumers. What gives, Google?
Greg, Erin, and Jacob dive deep into the world of paid ads, dissecting Google's latest move to serve triple ads on a single SERP and introducing the bewildering Mystery Shopping Rating. As Greg unleashes his fiery insights, they tackle the challenges of Googleâs evolving auction dynamics and the perplexities of manipulating ad placements and bids for high-value prospects.
Not to mention our newest discovery, the Grinning Indomitable Greg Finn Yeti! Weâve seen it in the wild, and heâs pissed!
A must-listen-to podcast for the avid Paid Ad advertiser - today on the EDGE!
Key Segments:
[00:01:51] â âThe Grinning Indomitable Greg Finn Yeti!
News from the EDGE:
[00:03:37] âReddit for SMBs
[00:08:28] Google now sees more than 5 trillion searches per year
[00:11:06] âEDGE of the Web Sponsor: Site Strategics
[00:12:06] Google VP of Ads bets on AI to transform ads into tailored consumer journeys
Paid Ad News:
[00:15:35] âGoogle is Making Headlines (AKA sitelinks) once Again with Some New Developments.
[00:22:07] Google Ads run different auctions for each ad location
[00:26:46] EDGE of the Web Sponsor: InLinks
[00:27:43] Google Ads Triple Serving Ads On Same Search Results Page
[00:33:59] Google Ads Mystery Shopping Rating - What?
[00:41:22] Google Ads High Value New Customer Mode Live For Some
Thanks to our sponsors!
Site Strategics https://edgeofthewebradio.com/site
Inlinks https://edgeofthewebradio.com/inlinks
Thanks to our Social News Expert: Greg Finn
X: @gregfinn
LinkedIn: Greg Finn
Marketing OâClock X: @MarketingOClock
Follow Us:
X: @ErinSparks
X: @TheMann00
X: @EDGEWebRadio
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Everyoneâs lit up with AI advancements, but what about our privacy? Erin Sparks and Michael Lewittes dive into the ethics and privacy concerns surrounding AI, shedding light on the rapid information exchange and the potential risks looming over our data.
Explore how hedge funds are making daring AI moves, with new platforms demanding personal information in return for supposedly superior features. The question lingers: Are we too quick to exchange privacy for convenience?
Michael shares insights on discerning fact from fiction in AI-generated content and offers advice for content creators striving to stand out in a saturated market. His expert analysis offers a roadmap to uphold authenticity and authority in a sea of homogenized content.
Alongside, the EDGE team muses about the consumer's role in safeguarding personal data against the intrusive AI gaze. Emphasizing the mantra "verify, then trust," they urge listeners to sharpen critical thinking in the flood of AI-generated content.
[00:05:36] AI Ethics and Privacy Concerns
[00:13:05] Simplified User Agreements Needed
[00:15:36] EDGE of the Web Title Sponsor: Site Strategics
[00:17:43] Use Privacy Mode Online
[00:18:51] AI Literacy and Consumer Responsibility
[00:22:46] Trusting AI: Balancing Use and Skepticism
[00:26:17] EDGE of The Web Sponsor: Wix Studio
[00:27:53] Improving AI Grounding and Differentiation
[00:31:08] Balancing AI Efficiency and Authenticity
[00:32:50] AI as a Brand Building Tool
Thanks to Our Sponsors!
Site Strategics: http://edgeofthewebradio.com/site
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Duncan Alney of Firebelly joins the EDGE to give his take on Social Media news and trends. A long-time friend of the show, we got him on board to dig into what we should be paying attention to in Social Media right now.
Google Business profiles took a hit but are on the mend, while LinkedIn's newest analytics features help professionals find their path to visibility. On this jaunt down the digital lane, Erin Sparks and Duncan Alney unravel the enigma of social media updates and the shenanigans behind Googleâs latest moves.
Did Facebook really decide our live videos were just taking up space? And what about TikTok's stealthy climb back up the app store mountain? We uncover the backstory of these head-scratching occurrences and pinpoint what it means for brands caught in the evolving digital landscape.
Plus, a dash of Pinterest's audacious predictions for 2025, because who wouldn't want a sardine tattoo or chainmail chic in their sartorial repertoire? Duncan lends his expert eye to elucidate these potential trends with Erinâs ever-enthusiastic endorsement of authenticity and innovation.
Key Segments:
[00:01:12] âIntroducing Duncan Alney of Firebelly
News from the EDGE:
[00:02:40] âOpenAI may pay Reddit $70M for licensing deal
[00:06:27] âFacebook Now Deletes Live Videos After 30 Days
[00:11:47] EDGE of the Web Sponsor: Site Strategics
[00:13:05] GBP Reviews Outage Is Over
[00:13:32] Bug: Google Business Profiles Management Pages Currently Broken
[00:14:02] Joy Hawkins X Post: Google is Demoting Search Rank if in Local Pack
[00:15:48] EDGE of the Web Sponsor: InLinks
Social News:
[00:17:11] âSocial: LinkedIn Adds 'Where You Appeared' to Show Users Where Their Profile Is Showing Up Across the Platform
[00:19:35] âSocial: Supercharge your campaign performance with new Advantage+ AI features
[00:21:50] Social: âTikTok Rises to the Top of the App Download Charts in January
[00:24:24] Social: Meta is Launching a Video Editing App
[00:26:28] âSocial: Pinterest Predicts: 20 bold trends for 2025
Thanks to our sponsors!
Site Strategics https://edgeofthewebradio.com/site
Inlinks https://edgeofthewebradio.com/inlinks
Thanks to our Social News Expert: Duncan Alney
X: @firebelly
LinkedIn: Duncan Alney
Firebelly
Follow Us:
X: @ErinSparks
X: @TheMann00
X: @EDGEWebRadio
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Michael Lewittes swings back around to the EDGE to discuss a current and concerning topic, AI content and its effect on journalism.
Michael brings his quarter-century of media experience to the table, sharing his journey from a seasoned journalist to spearheading cutting-edge SEO tools like Rankify. Discover how transparency, fact-checking, and expertise are more critical than ever in the era of AI-generated content and rampant misinformation.
Explore the vital role of journalistic integrity in an age of deepfakes and echo chambers. With tales of newsroom dynamics and content homogenization, the conversation takes an intriguing turn toward how AI, if unchecked, could drastically alter the content landscape.
Key Segments:
[00:05:38] Early 2000s Fact-Checking Pioneer
[00:06:28] Emphasizing Transparency in Journalism
[00:12:10] Newsroom Lessons and Exclusive Stories
[00:15:00] Deepfake Verification and Digital Responsibility
[00:17:31] EDGE of the Web Title Sponsor: Site Strategics
[00:18:41] Journalism Integrity vs. AI Challenge
[00:22:25] Overreliance on Generative Text Models
[00:29:15] Legal Updates Require Human Expertise
[00:30:56] EDGE of The Web Sponsor: Wix Studio
[00:33:36] AI's Imperfect Progress and Journalism Integrity
[00:36:19] Client-Driven Adaptation
Thanks to Our Sponsors!
Site Strategics: http://edgeofthewebradio.com/site
Wix Studio: http://edgeofthewebradio.com/wixstudio
Follow Our Guest
X: https://x.com/MichaelLewittes
LinkedIn: https://www.linkedin.com/in/michael-lewittes/
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