Best Searchmetrics Podcasts (2025)

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Why LLMs Fail (and why AI alignment is needed) 21:57

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8h ago21:57

21:57

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 importanc…

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One word that describes the current state of search in the GenAI era 4:31

8h ago4:31

4:31

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 bridg…

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The New Sp[AI]ce Race 22:38

1d ago22:38

22:38

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 dive…

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Will using AI to automatically generate schema markup at scale be a trend or trash? 2:49

1d ago2:49

2:49

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…

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How will the relationship between structured data and generative AI evolve over the next 18 months? 3:13

2d ago3:13

3:13

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…

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Structured data will become mandatory for ranking in AI-generated search results by 2025? 2:01

3d ago2:01

2:01

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 strateg…

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How GenAI uses structured data 33:36

4d ago33:36

33:36

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 uniqu…

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3 areas SEO should focus on to stay relevant 2:17

6d ago2:17

2:17

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 page…

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One word that describes the current state of AI search integration into SEO strategies 2:51

7d ago2:51

2:51

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…

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Investing more resources in educating LLMs about your brand vs optimizing for traditional search signals 2:54

8d ago2:54

2:54

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 alg…

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The evolving relationship between content creators and AI tools 4:26

9d ago4:26

4:26

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 …

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Will optimizing content specifically for AI search become more important than traditional search optimization this year?? 3:28

10d ago3:28

3:28

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 t…

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Educating LLMs & Optimizing Content for AI Search 30:03

11d ago30:03

30:03

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 t…

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Investing in AI content generation tools vs human editorial resources on a limited SEO budget 3:02

13d ago3:02

3:02

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 w…

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What's your game plan for balancing AI efficiency with maintaining E-E-A-T signals? 2:55

14d ago2:55

2:55

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 thes…

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Is using AI to automatically generate meta descriptions for every page on your website a trend or trash? 2:11

15d ago2:11

2:11

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 o…

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How will Google's approach to evaluating AI content evolve over the next 18 months? 2:09

16d ago2:09

2:09

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 A…

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Will AI-generated content be indistinguishable from human content in search rankings by 2025? 2:30

17d ago2:30

2:30

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…

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How to (and not to) use AI in your SEO 23:18

18d ago23:18

23:18

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 …

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Backlinking will have a resurgence with AI search? 2:57

20d ago2:57

2:57

Is backlinking still relevant in AI search? Travis Tallent from Brainlabs discusses the evolving role of link building in modern SEO. He explains why brand mentions may become more valuable than traditional backlinks as AI technology improves at understanding context and sentiment. Tallent advocates for digital PR strategies that focus on meaningfu…

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How to win buy-in from upper management in your first 90 days 4:47

21d ago4:47

4:47

Winning executive buy-in as a new SEO director is challenging. Travis Tallent, SEO expert from Brainlabs, shares his strategic approach for the critical first 90 days. He recommends diagnosing problems through CRO testing for quick wins, focusing on systems rather than individual silos, and creating a clear roadmap with specific timelines for audit…

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The big three KPIs all SEO teams should report on 2:34

22d ago2:34

2:34

Reporting the right SEO metrics to executives is crucial. Travis Tallent, Director at Brainlabs, shares the three essential KPIs every SEO team should track and report. He emphasizes revenue/conversions as the primary metric, followed by comprehensive search share of voice (including organic, paid, and AI visibility), and brand search trends as ind…

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Should SEO teams embrace CRO as a core part of our work? 2:19

23d ago2:19

2:19

Should SEO teams embrace CRO as part of their core function? Travis Tallent from Brainlabs makes the case for fully integrating conversion rate optimization into SEO strategy. He advocates for incorporating CRO principles into every roadmap and initiative, from content topic selection to blending UX research with keyword mapping strategies. Tallent…

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One word for the fundamental shift in search over the next 12 months 1:49

24d ago1:49

1:49

AI is fundamentally simplifying how people search online. Travis Tallent from Brainlabs shares his expert perspective on the transformative impact of AI on search behavior over the next 12 months. The discussion explores how AI is streamlining user search experiences, reducing complexity in search interactions, and creating more direct pathways to …

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How AI is transforming search 35:18

25d ago35:18

35:18

Reframing SEO as a business revenue driver remains a major challenge. Travis Tallent, Managing Director at Brainlabs and specialist in integrated SEO strategy, details methods for aligning SEO with stakeholder KPIs, incorporating conversion rate optimization and UX into SEO roadmaps, and building implementation frameworks that focus on measurable b…

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How to maintain traffic when AI summaries answer user queries directly in search results 3:13

27d ago3:13

3:13

AI summaries threaten organic traffic in search results. Mike Walrath, CEO of Yext, explains why brands should focus on maintaining awareness rather than traffic metrics. He advocates for making structured data widely available to AI systems, enabling direct customer connections without traditional website visits. Walrath suggests measuring success…

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Is The Concept Of "Zero-Click Search" Going To Evolve Into Traffic Driving Opportunities? 1:57

28d ago1:57

1:57

Zero-click search presents both challenges and opportunities for SEO professionals. Mike Walrath from Yext explores how these seemingly traffic-less interactions might evolve into valuable engagement points. He examines the growing role of voice search in zero-click experiences and predicts how brands may still deliver content directly to users des…

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How Will The Relationship Between Ecommerce And Search Engines Evolve Over The Next 12 Months? 4:59

29d ago4:59

4:59

In e-commerce search, AI is reshaping the shopping experience. Mike Walrath, CEO of Yext, predicts the emergence of single-click shopping experiences through AI search engines this holiday season. He explains how conversational AI will enable personalized product recommendations based on user preferences and price constraints, creating a more intel…

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Optimize For Google's AI Overviews Vs Focus On Other Search Environments? 4:01

1M ago4:01

4:01

In this episode, Mike Walrath of Yext tackles the strategic dilemma of optimizing for Google AI Overviews versus alternative search environments. He argues that optimizing for Google's AI search already leverages existing SEO practices, while diversifying to other platforms creates additional visibility opportunities. Walrath predicts established s…

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Will AI-Generated Search Results Materially Change Local Search This Year? 2:31

1M ago2:31

2:31

AI is rapidly transforming local search results. Mike Walrath, CEO of Yext, explains how AI assistants now provide direct answers to local queries instead of deferring to search engines. He explores why businesses must adapt their strategies to become the answer within AI-generated results, emphasizing the accelerating pace of this fundamental shif…

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AI-Powered Search: Disruptive Risk or Strategic Advantage? 39:08

1M ago39:08

39:08

AI is reshaping search discoverability and business visibility. Mike Walrath, CEO of Yext, explains how Google's monetization model faces disruption from emerging AI search competitors. He details how businesses must structure data for machine consumption rather than humans, identifies opportunities in local search fragmentation, and demonstrates h…

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What Other Marketing Channel Will Have The Most Overlap With SEO In 12 Months? 3:14

1M ago3:14

3:14

In this episode, Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, predicts which marketing channels will most overlap with SEO in the coming year. He identifies YouTube as the primary convergence point, followed by App Store and Google Store Optimization, noting how these platforms increasingly appear in search results. Elliot explains…

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Youtube SEO Is SEO 5 Years Ago? 3:38

1M ago3:38

3:38

Is YouTube SEO just like traditional SEO from five years ago? Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, debunks this oversimplification while highlighting the strategic overlap. He explains how YouTube's visual nature and engagement metrics create an 80/20 similarity ratio with traditional SEO, emphasizing how subscriber signals…

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Top Pick For Internal Team To Partner With? 3:38

1M ago3:38

3:38

In the quest for effective SEO partnerships, data teams emerge as the critical ally. Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, explains why data teams should be every SEO professional's first choice for collaboration. He emphasizes how understanding data implementation logic prevents misalignment between analytics and strategy, …

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What’s Your First Step To Partner With CRM? 3:01

1M ago3:01

3:01

Partnering with CRM teams requires strategic alignment. Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, shares his approach to cross-functional collaboration. He emphasizes understanding CRM user journeys and templates first, then identifying content gaps where SEO articles can enhance customer communications, ultimately creating a mo…

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Is Paid Search Is The Most Important Marketing Channel To Partner With For SEO? 2:55

1M ago2:55

2:55

In this episode, Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, challenges the notion that paid search should be SEO's primary partner channel. Tsai argues that all marketing channels deserve equal partnership as they each represent different parts of the user funnel. He explains that paid search often receives preferential treatment…

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How To Create A Holistic "Land And Expand" SEO Strategy 31:14

1M ago31:14

31:14

Marketing channels often operate in silos, limiting SEO success. Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, shares his cross-channel expertise from his background in paid search and influencer marketing. He demonstrates how to operate SEO like a paid channel with revenue-driven forecasting, partner strategically with data teams t…

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Will AI Systems Be Able To Fully Diagnose Traffic Drops And Identify Fundamental Issues? 3:09

1M ago3:09

3:09

Can AI fully diagnose SEO traffic drops? Sam Torres from Gray Dot Co examines the limitations of AI in technical SEO diagnostics. She explains why AI can identify traffic declines but struggles to pinpoint fundamental issues, emphasizing that most SEO problems stem from multiple factors rather than single causes. Torres highlights the importance of…

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Game Plan To Fix A 40% Traffic Drop Following A Core Algorithm Update 4:03

1M ago4:03

4:03

When a core algorithm update causes a 40% traffic drop, swift action is required. Sam Torres from Gray Dot Co shares her approach to diagnosing content quality and relevancy issues that impact top-of-funnel performance. She emphasizes the importance of transparent communication with leadership, backing claims with comprehensive data analysis, and g…

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More Sudden Traffic Drops Caused By Technical Issues Or Content-Related Problems? 3:04

1M ago3:04

3:04

When do traffic drops signal technical issues versus content problems? Sam Torres from Gray Dot Co examines the distinct patterns behind sudden versus gradual SEO declines. She explains how technical issues typically cause abrupt two-week traffic drops, while content problems lead to slower, more business-impacting declines, and reveals how website…

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Are We Moving To A Constant State Of Change Search? 3:51

1M ago3:51

3:51

Google's algorithm update patterns are evolving rapidly. Sam Torres, SEO expert from Gray Dot Co, examines whether distinguishable core updates will continue or if search is moving toward a constant state of change. Torres predicts distinguishable updates will remain for the next 12-18 months before transitioning to more continuous evolution, simil…

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Will There Will Be More Official Core Updates In 2025 Than Any Other Year? 1:56

2M ago1:56

1:56

Core updates are becoming more frequent in Google's algorithm ecosystem. Sam Torres from Gray Dot Co predicts 2025 will see more official core updates than any previous year. This lightning round discussion examines the increasing pace of Google's algorithm changes and what SEO professionals should anticipate as these updates become a more regular …

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How To Approach Traffic Drops 37:18

2M ago37:18

37:18

Traffic drops require a systematic diagnostic approach. Sam Torres, Chief Digital Officer at Gray Dot Co, shares her framework for identifying the true source of organic search performance declines. She outlines a three-step process: validating the business impact of traffic changes, isolating patterns through data analysis, and determining whether…

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Bridging the gap between humanity & AI 33:38

2M ago33:38

33:38

Anders Indset discusses the evolving relationship between humanity and AI, emphasizing the need for caution as AI advances towards superintelligence. He highlights the rapid changes in technology, such as quantum AI and decentralized energy systems, and the potential for AI to enhance human capabilities. Indset warns of the ethical and societal imp…

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What leaders can learn from the Norwegian success mentality 25:32

2M ago25:32

25:32

Anders Indset, a world-renowned philosopher and keynote speaker, discusses his journey from SEO to business philosophy, emphasizing the importance of understanding exponential technology and AI. He introduces the Norwegian mindset, or the Viking code, highlighting its blend of collectivism and individualism. Indset explains how this mindset fosters…

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Improving A Headless CMS 21:10

2M ago21:10

21:10

Jonathan Ames, Director of Marketing at ButterCMS, discusses the intricacies of improving a headless CMS. He delves into how enhancing flexibility and user experience can significantly boost content management efficiency. Jonathan shares insights on integrating new technologies to streamline workflows and ensure scalability. Show Notes Connect With…

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The Impact Of A CMS On SEO 23:30

2M ago23:30

23:30

Director of Marketing from ButterCMS, Jonathan Ames, discusses the impact of a CMS on SEO. In this episode, Jonathan shares his perspectives on: how CMS choice affects website SEO performance, key features of SEO-friendly CMS platforms, the role of CMS structure in organic growth and visibility, importance of CMS scalability and flexibility for SEO…

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Game Plan For Maintaining Visibility With AI-Powered Shopping Assistants 4:48

2M ago4:48

4:48

As AI shopping assistants reshape e-commerce visibility, SEO leaders need a gameplan. Chris Andrew, co-founder and CEO of Scrunch AI, shares tactical approaches for maintaining brand presence in generative AI platforms. He recommends implementing monitoring systems to understand how AI crawlers and agents interact with your site, testing whether AI…

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Is Optimizing Content Specifically For AI Retrieval A Trend Or Trash? 5:15

2M ago5:15

5:15

As AI search evolves, SEO professionals face new optimization challenges. Chris Andrew, CEO of Scrunch AI, explains why optimizing for AI retrieval is a long-term necessity rather than a passing trend. He details how OpenAI's development of its own search index represents a significant market shift away from traditional search engines, requiring ma…

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Optimizing For Traditional Search Engines Vs AI Platforms 4:56

2M ago4:56

4:56

SEO professionals face a strategic dilemma between traditional search and AI platforms. Chris Andrew, Co-founder and CEO of Scrunch AI, explains why optimizing for both simultaneously is possible by focusing on human-centered content. He reveals how AI models access content in real-time, allowing faster indexing than traditional search engines, and…