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Titre
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Will AI Kill SEO? Publisher Growth Tactics for 2026
11 Dec 2025
01:02:40
Welcome people to our new video podcast from Barry Adams and Steven Wilson-Beales discussing some of the biggest digital publishing trends - but with a difference because we'll be drinking beer throughout so what could possibly go wrong? This week we discussed - Will AI Kill SEO? Are AI prompt tracking tools the solution to all Zero-Click woes? What publishers should be aware of as we enter 2026. SEO myths we are most tired of AND publishers we're most proud of. There's also a story about walking drunkenly through Redruth, Cornwall - but you'll have to watch to find out what happened.
Some key takeaways:
SEO is evolving with the introduction of AI and LLMs. AI's impact on SEO is significant but not the end of it. Publishers need to adapt to the changing landscape of search traffic. Case studies are essential for proving credibility in SEO. Traffic from Google Discover can be addictive for newsrooms. Understanding LLMs is crucial for future SEO strategies. Google Discover traffic can lead to unreliable spikes. Publishers often chase clicks at the expense of quality. Discover should be viewed as bonus traffic, not a strategy. YouTube offers significant opportunities for news consumption. Compelling titles and thumbnails are crucial for video engagement. Reddit can be a tricky platform for publishers to navigate. Keyword research remains vital for effective SEO. Successful publishers focus on audience needs and engagement. AI overviews pose a significant threat to traditional search traffic. Long-term strategies are essential for sustainable growth. ------------------------------------------------------------------------------------- Connect with Barry & Steve!
The Power of Google Discover to BOOST audience for Publishers with Reach's Nicola Agius
18 Feb 2026
00:56:31
In our latest discussion we've invited Nicola Agius (Director of SEO and Discover, Reach) to chat about three SEO-related news stories before we deep dive into Google Discover and its implications for publishers. We explore the recent core updates, the impact of AI on traffic, and the importance of maintaining a balanced SEO strategy. Apologies for a couple of connectivity issues - but we resolved them in the end!
Some takeaways...
The CMA's regulations may lead to more control for publishers over their content in AI-generated responses in Google. AI tracking tools can provide misleading data; focus on quality content instead. The volatility of Google Discover requires constant monitoring and adaptation. Smaller and regional publishers are gaining visibility in Discover, challenging national publishers. Quality and authority in content creation should not be compromised for short-term traffic gains. Publishers need a diversified traffic strategy to mitigate risks associated with reliance on Discover.
AI Survival Strategies for Publishers: How to SMASH 2026!
13 Jan 2026
00:53:22
Wow, we made it to our second podcast!
This week we discussed AI Survival Strategies based on an article Barry wrote recently. We also talked about the evolving landscape of digital publishing, the importance of SEO, the role of Google Discover AND the necessity of diversifying traffic sources via video and social media. We also spoke about the critical need for publishers to build trust and authority with their audiences by investing MORE in original journalism. PHEW!
Thanks to everyone who''s supported this pod so far!
Some Key Takeaways:
AI survival strategies are essential for publishers today. Traffic from search engines remains significant despite changes. Publishers must not neglect SEO in favour of quick wins. Technical SEO is crucial for long-term success. AI should be viewed as an accelerant, not a solution. Diversifying traffic sources beyond Google is vital. Google Discover presents both opportunities and risks for publishers. Experimentation is key to success in Google Discover. Publishers need to focus on quality journalism over clickbait tactics. Understanding audience needs is essential for effective content strategy. Google Discover can lead to spikes in traffic but can be addictive for publishers. Experimentation is crucial for success in Google Discover. Newsletters can effectively drive subscriptions and engage audiences. Video content is becoming increasingly important in journalism. Publishers should embrace video to retain talent and engage audiences. Building trust with audiences is essential for brand authority. Understanding audience perception is key to brand success. Original journalism is necessary to stand out in a crowded market. AI can summarise content, but original stories provide unique value. Courage to innovate and experiment is vital for future success.
The Secrets Behind The Times' SEO Success with Luke Halls
26 Mar 2026
00:45:56
In this episode, we explore the SEO strategies behind The Times of London's success, the impact of AI on news publishing, and how to build a resilient, value-driven newsroom. Guest Luke Halls, Head of SEO at The Times, shares insights on audience engagement, content innovation, and future trends.
Key Topics on the Pod! - The Times' SEO strategy and audience growth - Impact of AI on news content and search - Building trust and loyalty through quality journalism
Chapters
00:00 Introduction and Guest Introduction 00:18 The Success of The Times in a Complex Market 01:05 Barry's Favorite Beers and Personal Stories 02:16 The Heritage and Reach of The Times 03:43 The Role of Search and App Engagement 05:49 Luke's Journey into Journalism and SEO 09:52 Luke's Role and Objectives at The Times 10:30 Using Data to Drive Loyalty and Subscriptions 12:07 Content Strategy and Audience Targeting 13:20 AI's Disruption and Opportunities in News 14:46 Topic Focus and Data-Driven Content Planning 15:34 Adapting to the AI and Search Landscape 16:37 Google Discover and Content Optimization 18:41 Creating AI-Resilient and Original Journalism 20:19 Live Coverage and Content Tree Approach 21:26 Balancing Breaking News and Quality Content 22:23 The Times' Approach to Paywalls and Subscription Models 28:29 Experimenting with Gift Links and Sharing 29:54 Content Experiments Without Targets 31:19 Monitoring Discover and AI Impact 33:12 Headlines, Headlines Optimization, and AI Tools 34:20 Headline Strategies for Discover and Search 36:12 Using Multiple Headlines and AI in CMS 38:00 AI for Menial Tasks and Content Automation 40:08 Google's Headline Rewrites and Search Impact 43:43 Future Trends in Search, Discover, and YouTube 45:30 Upcoming SEO Events and Educational Opportunities 47:35 Closing Remarks and Future Outlook
How to Grow a Podcast: Product, People and Promotion
21 May 2026
00:37:38
Join Barry and Steve on Beers and SEO as they discuss essential podcast tips for growing your audience. This episode provides valuable insights into podcast marketing and how to podcast effectively, covering strategies for both new and experienced creators. Learn how to grow a podcast and implement strong seo for podcasts to expand your reach and engagement.
key topics Podcast SEO strategies and platform optimization Audience engagement and metrics analysis Content focus and niche monetization
takeaways Understanding platform-specific SEO (Apple, Spotify) is crucial for visibility. Audience retention and engagement metrics are more valuable than downloads alone. Niche podcasts can be highly profitable with targeted advertising.
Chapters
00:00 Introduction to Podcast SEO 02:14 Understanding Podcast Optimization 11:35 The Role of Video in Podcasting 16:10 Key Metrics for Podcast Success 22:45 Influencer Impact on Podcasting 25:45 Exploring Paywalls in Podcasting 28:09 Monetization Strategies for Podcasts 33:11 Favorite Podcasts and Their Impact
On this month's pod we cover the impact of AI on news and publishers and focus on SEO strategies, AI crawling, and protecting content.We'll also share insights on optimising for AI, handling AI bots, and industry collaboration. With the various algorithmic updates and AI policy changes there's a lot to catch up on, so let's dive in!
Key topics:
- AI impact on news and publishers - SEO strategies for AI search - AI crawling and bot behavior - Content protection and regulation - Industry collaboration and regulation
Chapters
00:00 Introduction to AI in News and Publishing 03:04 The Impact of Google's Core Updates 06:01 Back Button Hijacking and User Experience 10:05 AI Overview Accuracy and User Trust 17:12 AI Crawlers and Bots: Challenges for Publishers 30:09 Navigating AI Optimisation Strategies 31:53 The Value of AI Training Data 33:13 Challenges in AI Visibility for Brands 34:31 The Limitations of Prompt Tracking 35:47 The Importance of Collective Action in Publishing 37:41 Understanding the Low Value Exchange for Publishers 39:49 Optimising for AI Visibility in Direct Sales 41:32 The Dilemma of AI-Generated Content for Publishers 43:14 Technical SEO Strategies for AI Visibility 44:35 The Role of Semantic HTML and Structured Data 46:41 Chunking and Writing for AI vs. Humans 50:30 Crawlability and Internal Linking Strategies 53:20 Meta Tags and Open Graph Optimisation 54:12 The Future of LLMs and Markdown 57:11 Final Thoughts and Future Directions