Search with Candour

Mark Williams-Cook, an SEO expert renowned for his knowledge on pagination and anti-spam tactics, joins to discuss pivotal SEO strategies. He delves into the challenges of e-commerce pagination, emphasizing the balance between user experience and effective indexing. The conversation also explores the unexpected backlinks from AI-generated content, revealing fresh opportunities for visibility. Mark shares insights on Google's under-the-radar anti-spam tactics and the importance of A/B testing in navigating the ever-evolving SEO landscape.

Dani Leitner, an SEO consultant and trainer focused on German-speaking markets, joins to discuss building topical authority. She reveals how Google assesses this authority and strategies to showcase expertise through guest posts and conference speaking. The conversation dives into the complexities of language in SEO and the risks of relying too heavily on AI for content creation. Dani emphasizes adapting strategies to audience knowledge and highlights the need for collaboration between SEO professionals and content creators for better results.

Itamar Blauer, Senior SEO Director at StudioHawk and host of SEO Unplugged, shares insights on the future of search in an AI-driven world. He discusses Google's challenges in maintaining trust amidst fierce competition from emerging platforms. Personalization in search is scrutinized, while the implications of advanced AI technologies on user behavior are explored. Itamar also suggests how SEO professionals can adapt to the rapidly evolving landscape, ensuring they stay relevant in a dynamic market.

Steven Schneider, Co-founder and CEO of Trio SEO, shares his expertise on creating content that converts in a digital landscape. He emphasizes the critical role of site structure, internal linking, and effective CTAs in driving user engagement. The discussion also delves into the power of AI tools for optimizing content strategies and maintaining authentic branding. Additionally, they explore how integrating SEO with other marketing channels can enhance user experience and conversion rates, making it a must-listen for marketers seeking actionable insights.

The hosts dive deep into the complexities of trust and consensus in SEO, particularly how it impacts user perceptions. They discuss the crucial role of technical SEO for small businesses, pointing out the pitfalls of a one-size-fits-all approach. The conversation shifts to traffic trends, warning about the risks of traffic depreciation when SEO efforts taper off. Moreover, the need for tailored strategies over rigid packages is emphasized, showcasing the importance of continuous SEO efforts for long-term success.

Anu Adegbola, an international PPC consultant and editor at Search Engine Land, emphasizes the critical collaboration between SEO and PPC teams. They discuss strategies for sharing insights and aligning goals to navigate Google updates effectively. Anu highlights the role of data-driven testing and the need for fresh perspectives in campaigns. The conversation also covers the importance of brand consistency and bridging traditional with digital marketing. They advocate for open communication to optimize results and build trust among teams.

Tamara Novitovic, Head of SEO at Bazoom Group and a specialist in AI's impact on SEO, joins the discussion on the future of backlinks. They delve into how link-building strategies must evolve by focusing on engagement and content relevancy. Tamara highlights the significance of balancing innovative content with data-driven approaches. The conversation also touches on AI's role in enhancing SEO practices and predicting shifting user metrics for link value, providing crucial insights for SEO enthusiasts.

Jamie Indigo, a Technical SEO expert and author of the Rich Snippets newsletter, shares insights from the 2024 Web Almanac. The conversation dives into the significant changes in SEO, including the rising impact of AI and the pivotal role of robots.txt. Jamie discusses the evolution of Core Web Vitals and how structured data is becoming essential for user experience. He highlights the need for clearer communication around SEO directives and reflects on the future of SEO in an ever-changing digital landscape.

In this special episode of Search With Candour, hosts Jack Chambers-Ward and Mark Williams-Cook sit down with guests Arnout Hellemans, Yagmur Simsek, and Begum Kaya. Recorded in a brand new studio to celebrate the finale of Season 3, the panel discusses SEO industry highlights from 2024, and makes some SEO predictions for 2025. Topics include the rise of AI, shifts in search engine market shares, and the ever-evolving landscape of SEO. The conversation extends to personal branding, the importance of community in SEO, and how the integration of AI could reshape the search experience in the coming years. Follow our guests Follow Arnout Hellemans on LinkedIn and Bluesky Follow Yagmur Simsek on LinkedIn and Search 'n' Stuff Follow Begum Kaya on LinkedIn Chapters 00:00 Welcome 00:17 Introducing Our Special Guests 02:38 Highlights of 2024 in SEO 11:53 The Impact of AI on SEO 27:06 Building Trust and Brand in SEO 43:09 The Long-Term Impact of SEO Tips 43:31 The Challenge of Measuring Long-Term SEO Success 44:08 The Human Element in SEO 44:51 The Evolution of SEO Communities 45:51 Conversational Search and AI 47:00 The Future of Search Engines 49:19 The Role of AI in Everyday Tasks 01:03:41 The Impact of AI on Jobs and Society 01:13:01 Predictions for the Future of Search 01:25:58 Closing Thoughts

Mark Williams-Cook, an SEO expert celebrated for his insights at Search Norwich, dives into a captivating discussion on a recent Google exploit discovery. He and Jack Chambers-Ward explore the implications of this exploit for SEO practices and data management. They also introduce innovative frameworks for understanding SEO through video game analogies, revealing how search engine behavior parallels gaming principles. Tune in for a peek at the future of SEO, including how metrics and query classifications shape online visibility.