Explorez tous les épisodes du podcast SEO in 2025

SEO is constantly evolving, but one thing remains constant: Google's goal is to provide the best results for users. While the signals (CTR, time on page, etc.) may change, Google's focus on quality does not. By creating the best content, you'll succeed regardless of changing rules.

David and Ana discuss:

How do you optimize for Google to provide the best results to users?

How does Google measure quality?

How do you create the best content?

What type of content works best nowadays?

How do you know that you’ve created the best content?

What do you track to ensure that you’re consistently measuring the best content?

How do you build content creation into an SEO strategy?

Hoow do you measure success?

David and Azahara discuss the importance of using AI to gain deeper insights into user intent and refine your keyword strategy.

Talking points include:

How do you use AI to gain deeper insights into user intent?

How do you ensure that you’re targeting the right users?

How does this lead on to refining your keyword strategy?

How do you make sure that keywords aren’t missed?

What do you mean by a cohesive approach?

What AI tools do you use?

How do you continue to refine your approach?

What are the advantages of this versus a more traditional approach?

What are your thoughts on how your approach will continue to evolve in the future?

David and Alex discuss the importance of not letting AI take over your content strategy.

Talking points include:

What is a good use of AI?

How do you know if you’re using AI too much?

How do you measure the impact of creative, helpful and unique storytelling?

Why will this always shine through?

Why won’t AI ever take over creative, helpful and unique storytelling??

How do you use AI tools most effectively?

Kerstin Reichert and David Bain discuss how to build authority and collaborate to amplify your reach.

Discussion points include:

Do we reduce our authority by using AI to generate content?

How can we be more selective about content and utilise AI at the same time?

How do we use AI to be faster and better at the same time?

How do we change our SEO strategy as search engines move from multiple options to answer?

How do we stand out with our content in 2024?

How do we utilise our authoritative figures in 2024?

What style of content will work best?

How do we promote the content?

In the current climate, it's more important than ever for SEOs to communicate to the business their value - ensuring they're aligning with business goals and reporting back in ways that the c-suite/business owners can understand the value SEO brings.

In this episode, Anna shares with David:

- How do you communicate your value to the business as an SEO?

- Why do this?

- Who should you communicate with, and how should you communicate?

- How do you ensure your SEO activities align with business goals?

- How do you report back in ways that the c-suite/business owners can understand the value SEO brings?

- Should all SEOs be involved in this?

- What does this mean for how you go about building your SEO career?

Read the full transcript of Anna's interview at https://majestic.com/seo-in-2024/additional-insights/anna-bravington

Taylor Kurtz and David Bain discuss the importance of focusing on known benchmarks and best practices in UX to improve your SEO.

Discussion points include:

What known benchmarks and best practices are you referring to?

What is Virtual Environment Optimization?

How do you measure the value of focusing on EEAT?

What are best practices in UX and how does this impact SEO? Why should this be a priority?

Kavi Kardos and David Bain discuss the importance of following Google's lead and renew focus on E-E-A-T in 2024.

Discussion points include:

Why is E-E-A-T so important in 2024?

What are the good ways of using AI?

By announcing Perspectives and emphasizing E-E-A-T in their most recent messaging, Google has indicated that they're predicting a future preference for user generated content - what user generated content are they looking for?

How do we integrate social with SEO?

How do we incorporate community voices into our own content?

Ed Ziubrzynski and David Bain discuss how you should start with EEAT, and your strategy will follow.

Discussion points include:

How do you start with EEAT?

What do you mean your your strategy will follow?

How does EEAT integrate with a holistic marketing strategy?

How often should you review your EEAT performance and future campaigns?

How do you measure EEAT success?

Anne Berlin believes that we need to accept and prepare for the fact that Schema is becoming less relevant.

Discussion points include how 2024 will be the year that structured data implementation plateaus. Anne believes that NLP has evolved to the point where most structured data is superfluous, except in a few use cases such as for publishers that have page resources prioritization/page speed or rendering issues.

David and Andy discuss why it's important not to forget your basics and that good strategy doesn't have to be complicated!

Discussion points include:

- You say that a good strategy doesn't have to be complicated! What is a good strategy?

- You talk about complicated tricks and tools available - what shouldn’t you be doing?

- What about AI?

- How do you know what newer tips and tactics to listen to?

Austine Esezobor and David Bain discuss why branded keywords will become increasingly more important than generic keywords.

Discussion points include:

What is an entity?

Why will branded keywords become more important?

What strategy takes best advantage of branded keywords in 2024?

Do you not focus on generic keywords at all?

What is your keyword research process?

Sara Moccand-Sayegh and David Bain discuss entity building for better EEAT.

Discussion points include:

How do you build a digital entity?

What are the key elements that search engines need to know and how do you teach them?

What content do you need before you apply your Schema?

What other sites do you need to be on to cement your entity’s authority?

You say that when there is understanding, you can get a Twitter Carousel. How does this work?

Will search engines and AI not get clever enough not to need Schema?

Ulrika Viberg and David Bain discuss how the new AI landscape we all have found ourselves in flips around the technical SEO rules.

Discussion points include:

What are the rules for technical SEO in 2024?

How has AI altered this?

How do we focus better on semantics on how does this assist AI?

How do we better position our AI for AI?

How do we mark up our content better for machines?

Can we automate the marking up of our content?

David and Josh discuss the impact of updating your information on Wikipedia/Wikidata.

Talking points include:

What is Wikidata for the uninitiated?

How does Wikipedia and Wikidata impact search results?

How does the new AI world use Wikipedia and Wikidata?

What information do you need to update to take advantage of this?

Should you update your Wikipedia listing by yourself?

How often should you update or refresh your listings?

How do you think AI will continue to evolve to make use of Wikipedia and Wikidata?

Are there any other Wiki sites that SEOs should be aware of?

Miracle Inameti-Archibong and David discuss the resurgence of BrandSEO due to the rise of SGE.

Discussion points include:

What does brand SEO actually mean?

How do you improve your brand SEO?

How do you work closely with other marketing teams to promote the brand?

What does brand SEO success look like?

How do you measure brand SEO performance?

What brand SEO opportunities does SGE offer?

Any other SGE opportunities?

Any SGE concerns?

In this episode, David and Charlie discuss why you should be combatting cannibalisation and utilising the reviews system to take advantage of Google’s updates.

Topics include:

- What are the biggest cannibalisation issues?

- How does cannibalisation impact SEO?

- How does this impact content?

- What do you mean by utilising the reviews system?

- How do reviews positively impact SEO?

Martha van Berkel and David discuss how to use connected Schema Markup to prepare your organization for AI and build your company's knowledge graph.

Discussion points include:

What does optimizing your site and using schema markup in a connected way mean?

What are your 3 tips for doing "connected" schema markup? Why does this matter?

Why this is important for what's changing in Search - (SGE, ChatGPT/Bing)?

How does this position SEO to be the hero in preparing marketing data for broader AI initiatives?

What does this mean for the future role of SEO?

Mufaddal and David discuss the Importance of how visual elements are going to be more than ever in the new world of SGE.

Discussion points include:

Why are visual elements becoming more important?

What are examples of the visual elements you mean?

How do you optimise these visual elements?

Where do they appear?

What measurable result does this deliver?

Independent Technical SEO Consultant Jono Alderson advises that you cast an impartial eye across your site, asking why Google would want to crawl, index, and rank what you’re offering.

Julia-Carolin Zeng from Charlie on the Move would like to share that the opportunity you are optimizing for is constantly evolving, thanks to the shifting SERP.

In this episode, David and Mathilde discuss why you shouldn't forget the power of TikTok when planning your SEO strategy.

Discussion points include:

- How does TikTok work as a search engine?

- How do you determine if your audience is on there?

- Do you conduct keyword research?

- How do you optimise your content?

- What is the best publishing schedule?

- Any other ways to optimise content?

In addition to using services like ChatGPT natively, you should also keep an eye out for better, AI-powered technical SEO tools launching in the near future, says Pam Aungst Cronin from Pam Ann Marketing.

SEO Consultant and Speaker Victoria Olsina says that having a single prompt library might not be enough. You need multiple prompt libraries, one for each client.

How do you ensure that AI is able to deliver in a brand-appropriate, consistent manner? You need to build a prompt library, says Garrett Sussman from iPullRank.

David and Sarah discuss how change and challenges are inevitable in SEO, and what to do about this.

Talking points include:

How often is it changing?

How often do rankings change?

What trends do we need to look for?

Should we bother with chasing algorithms?

What is Google changing about the SERP?

What do we do when Google takes something away?

AI – challenge, people worried about taking jobs - what are the solutions?

What do SEOs need to get familiar with when it comes to AI?

It’s easy to get grand visions of how much content you can create using AI. However, quality over quantity should be your aim, according to Joseph S. Kahn from Hum JAM.

David and Sinead discuss why what you get out of your prospecting tools is a reflection of what you put into them.

Discussion points include:

- What prospecting tools are you referring to?

- What should you be looking to get out of them?

- How do you put more into them?

- Outreach that you are doing is suitable for the site?

- How often should you review how you’re using prospecting tools?

- Is AI changing the way that prospecting tools are used?

As previously touched upon with Itamar, Isaline Muelhauser from Pilea.ch would like to emphasise that AI can and should be used in the content creation process.

One of the key challenges with uncovering new automation opportunities is the temptation to automate before thinking, shares Tech SEO Trainer Kristina Azarenko.

Expanding on what Jason shared in the previous tip, Itamar Blauer from StudioHawk adds that, if you want your content to appear on the AI-driven SERP, you’ll need to tweak your content strategy.

In this episode David and Giulia discuss how to know how your customers think and make decisions, to be the brand they'll always come back to.

Discussion points include:

- Why is it important to Know how your customers think?

- How do you Know how your customers think?

- How do you measure what your customers think?

- What do you mean by “make decisions to be the brand they'll always come back to?”

- What are examples of doing this?

- How does this impact SEO?

- How do you measure this?

Jason Barnard from Kalicube is focussed on another side to the technological capabilities of AI. He delves into the ways that generative AI is also impacting search results, and what to do about it.

Once you have an understanding of how they work, you can start using large language models to improve your forecasting and save you time, according to Arpad Balough from Slothio.

In this episode, David and Kapwom discuss how to bulletproof your SEO efforts with E-E-A-T to supercharge organic performance.

Topics include:

- How does E-E-A-T bulletproof your SEO?

- What is the most effective way of maximising your EEAT?

- What does a supercharged organic performance look like?

- How do you measure success?

- Is AI impacting EEAT?

Just as we need to get into the nuts and bolts of SEO, we also need to take the time to understand the technology that powers AI, as Bastian Grimm from PeakAce explains.

David and Adriana discuss how 2024 will be the marketing era of “do more with less” and the way to do that with SEO is have air tight people operations.

Talking points include:

Why “do more with less”?

Is this because of AI?

In-house or agency side?

What are the pros and cons?

Can you get as much done?

What is the ultimate team size?

According to Annika Haataja from Seeker Digital, one of the key questions that you should be asking prior to implementing the use of AI in your workflow is “How might AI impact user behaviour?”

As Billie emphasised, you can’t expect AI to solve all of your content production woes automatically. But as Jake Gauntley from KINESSO shares, that doesn’t mean that you shouldn’t be harnessing AI’s power.

Billie Geena from Uptake would like to add a warning though – don’t run full-speed into the unknown with AI without being aware of the potential consequences.

In this episode, David and Jade discuss how to get hands-on to grow your career in SEO.

Discussion points include:

- What do you mean by hands-on?

- What should you get hands-on with?

- How does this help to grow your career?

- How often should you be doing this?

Although the first chapter emphasised the need to retain your human touch, we can’t ignore the elephant in the room – AI is changing many aspects of SEO, fast. That’s the message that Nitin Manchanda from Botpresso would like to share with you.

According to Adelina Bordea from FreePik, another key use of your human intuition is your ability to differentiate between AI-generated content and human-generated content.

SEO Consultant Jess Joyce shares that your humanity can give you the edge in multiple SEO disciplines.

Following on from Rebecca’s emphasis on personal adaptability, Petra Kis-Herczegh from Kameleon Journal believes that your emotional intelligence might make all the difference.

There’s no doubt that 2024 will see the wind of change continuing to strike the SEO landscape. Rebecca Berbel from OnCrawl believes that adaptability will be key.

David and Heike discuss how neurodivergent thinking can supercharge your SEO.

Talking points include:

- What is Neurodivergent thinking?

- Is this from the perspective of someone who is neurodivergent or who is managing someone who is Neurodivergent?

- How should someone who is Neurodivergent grow their SEO career?

- Does an SEO team leader who is managing someone who is neurodivergent need to be aware of anything in particular?

David and Luis discuss elevating the value of SEO by developing internal capabilities - agency vs in-house.

Talking points include:

Is in-house best?

What should be done in-house vs agency-side?

How do you identify what is best for you , benefits or downsides .

What is more efficient?

Importance of teams feeling familiar across organizations - is automation diluting learning opportunities for new SEOs?

David and Tom discuss how every algorithm update is only ever optimising toward a better user experience - and if you constantly optimise for that, you can't go far wrong.

Talking points include:

- What sort of user experience should you optimise for?

- How does that increase your organic traffic?

- How do you measure improved user experience from an organic search perspective?

- Why constantly optimise for user experience? Is it not a set it and forget it opportunity?

David and Leanne discuss why you need to educate Google about your brand and control your narrative through the entire customer journey.

Talking points include:

- How do you Educate Google about your brand?

- In which aspects of your customer journey can you control your narrative?

- How do you control your narrative?

- What measurable impact does this have?

Victoria Olsina discussed the importance of using hybrid models for AI.

Topics covered include:

- What tasks do humans do best and what tasks does AI do best?

- How do you use AI for keyword research?

- What AI do you use to cluster topics?