Episódios
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When resources are limited, SEO teams face tough investment choices. Martha van Berkel, CEO of Schema App, advocates prioritizing comprehensive data cleanup before AI content expansion. She explains that websites often contain irrelevant content that dilutes authority, making cleanup essential for establishing a baseline before strategic expansion. Martha recommends following cleanup with targeted investment in high-quality, knowledge-rich content that serves both generative AI and human users effectively.
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In the GenAI era, search is "behind" according to industry experts. Martha van Berkel, CEO of Schema App, explains why most SEOs remain too tactical rather than strategic in their approach to AI-driven search. She advocates for cross-functional collaboration, executive education about zero-click searches, and structured data implementation to bridge the gap between traditional SEO metrics and the new search landscape.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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LLMs fail because they're prediction machines, not fact machines. Michelle Robbins, Manager of Strategic Initiatives and Intelligence at LinkedIn, explains why AI models produce inconsistent responses and require critical evaluation. She advocates treating LLMs as thought partners rather than absolute authorities, emphasizing the critical importance of AI alignment to prevent harmful outputs and ensure optimal human outcomes as we progress toward artificial general intelligence.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Is AI-generated schema markup at scale effective? Martha van Berkel, CEO of Schema App, explains why automated schema generation falls short of understanding business nuances and human search intent. She argues that while AI can create basic drafts, it cannot properly define the complex relationships needed for a complete knowledge graph, requiring human expertise to craft meaningful schema that truly represents business data models.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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The AI race is transforming search engine strategies. Michelle Robbins, Manager of Strategic Initiatives and Intelligence at LinkedIn, shares insights from her decade of tracking AI's evolution in search. She examines Google's cautious approach to AI integration, the challenges of monetizing AI-driven search experiences, and why companies must diversify beyond search engines to build sustainable audience acquisition strategies.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Structured data's role in AI is rapidly evolving. Martha van Berkel, CEO of Schema App, examines how structured data will become a critical data feed for large language models beyond traditional SEO applications. She explains why data with context is essential for reducing hallucinations in AI models, and predicts that frameworks and protocols will become increasingly important for organizing information that feeds into generative systems.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Structured data may soon become mandatory for AI search rankings. Martha van Berkel, CEO of Schema App, shares her expert perspective on why search engines will likely require structured data implementation by 2025. She explains how computational costs will drive this requirement and predicts companies will need to adapt their technical SEO strategies to maintain visibility in AI-generated results.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Structured data is critical for AI-powered search success. Martha van Berkel, CEO of Schema App, explains how to optimize content for generative AI environments. She details how schema markup creates a knowledge graph that enables AI inferencing, explores the Model Context Protocol (MCP) as a universal framework for LLMs, and demonstrates why unique, expert content with proper semantic connections outperforms generic material.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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SEO professionals face a rapidly evolving landscape with AI integration. Dale Bertrand, President of Fire&Spark, shares strategic insights for maintaining relevance in modern search. He emphasizes staying laser-focused on understanding customer search behaviors across platforms, monitoring how users interact with AI systems, and tracking which pages receive traffic from AI referrals rather than being distracted by industry speculation.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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The future of SEO requires exploration amid AI integration. Dale Bertrand, President of Fire&Spark, shares how SEO professionals must upgrade their skill sets to adapt to rapidly changing search technology. He emphasizes the importance of experimentation, both with new technologies and in redefining SEO's value within marketing organizations, while acknowledging that traditional SEO approaches will no longer suffice in this evolving landscape.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Traditional SEO signals vs. LLM optimization presents a false choice. Dale Bertrand of Fire&Spark explains why relevance remains the fundamental target regardless of platform. He argues that search engines and AI platforms are technologically converging, making relevance to customer conversations the priority rather than optimizing for specific algorithms or platforms.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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AI is transforming content creation roles and requirements. Dale Bertrand, President of Fire&Spark, explains how AI tools are democratizing content production by removing technical barriers to entry. He argues that future content creators will be defined by their vision and novel ideas rather than technical skills, positioning creative thinkers to thrive in an AI-augmented landscape.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Will AI search optimization overtake traditional SEO? Dale Bertrand, President of Fire&Spark, challenges this notion with a customer-first approach to content strategy. He argues that successful SEO requires building genuine audience communities rather than simply creating "useful" content without search engine considerations. Bertrand emphasizes that SEO professionals must embrace the end of "golden days" shortcuts and commit to the real work of audience building, customer understanding, and authentic marketing.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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In AI search, traditional SEO tactics are no longer sufficient. Dale Bertrand, President of Fire&Spark, explains how SEO professionals must shift from technical optimization to marketing fundamentals. He advocates for understanding customer behavior through direct conversations rather than relying solely on analytics, developing interactive tools that force website visits, and training AI agents to handle technical SEO tasks while humans focus on strategy and communication. Show Notes
Connect With:
Dale Bertrand: Website // LinkedInThe Voices of Search Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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When SEO budgets are tight, resource allocation becomes critical. Jade Pruett, founder of Hello SEO, shares insights on balancing investments between AI content tools and human editorial resources. She emphasizes the importance of prioritizing technical SEO fundamentals before content quality upgrades, highlighting how even luxury brands can fail when basic technical elements like robots.txt configurations are overlooked. Pruett recommends establishing a solid technical foundation first, as content improvements deliver minimal value when pages aren't properly indexed.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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AI search evolution demands new tracking and research tools. Jade Pruett, founder of Hello SEO, predicts increased AI adaptation and specialized tools emerging through year-end. She advocates for LLM webmaster tools and more nuanced keyword research capabilities, with Bing potentially gaining competitive advantage by being first to market with these features.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Is using AI to generate meta descriptions at scale effective? Jade Pruett, founder of Hello SEO, weighs in on this emerging practice. She recommends providing keywords and references when using AI for meta description generation rather than using generic prompts. Both Pruett and host Tyson Stockton agree this represents a low-risk entry point for organizations hesitant about implementing AI in their content creation workflow.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Enterprise SEO leaders face mounting pressure to develop AI search strategies. Jade Pruett, founder of Hello SEO, shares her approach for navigating this evolving landscape. She recommends starting with immediate data collection through tools like Scrunch AI to establish baseline performance, then adopting a deliberately reactive stance while the AI search ecosystem matures before building more comprehensive strategies.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Schema markup is gaining importance for search visibility. Jade Pruett, founder of Hello SEO, explains why structured data provides critical advantages in an AI-driven search landscape. She discusses how schema creates efficiency for large language models and serves as a controllable optimization technique that SEOs can implement to improve content interpretation and performance.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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AI is transforming SEO—for better or worse. Jade Pruett, CEO of Hello SEO, shares her optimistic perspective on navigating this evolution. She explains how AI search is creating new opportunities for smaller businesses to compete against established brands, why schema markup is making a comeback, and how diversifying optimization strategies across multiple LLMs can drive measurable results.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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