EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer – Details, episodes & analysis

This week's EDGE of the Web dives into the seismic shifts rocking the digital marketing landscape, from Adobe's blockbuster SEMrush acquisition to Google's long-awaited rollout of Search Console Annotations (well, not so seismic). The future of AI in SEO and the rising tide of data privacy laws set the tone for a fast-changing industry.

Erin Sparks, Crystal Carter, and Jacob Mann break down what Adobe's $1.9 billion move means for marketers and explore how WIX is upping its AI tools, accessibility, and agentic web readiness. The crew also spotlights ChatGPT's rumored ad features, Google's continued experimental AI Mode ads, and the EU's Digital Omnibus, raising stakes for marketers everywhere. 

A side story on the dangers of AI SEO spam highlights how black hat tactics are evolving, bringing back old-school manipulation in a new LLM-driven context. The panel ponders whether brands and platforms are ready for the next frontier of search and content integrity.

News from the EDGE:

• [00:07:55] Official: Adobe is acquiring Semrush for $1.9 billion
• [00:16:49] GSC has Annotations! Hoorah!  Finally!
• [00:21:16] EU's Digital Omnibus and cookie consent - what you need to know

AI / SEO News  Segment:

• [00:23:26] EDGE of the Web Sponsor: Site Strategics
• [00:25:11] Gemini 3 refused to believe it was 2025, and hilarity ensued
• [00:32:17] ChatGPT Ads potential leaked
• [00:39:55] EDGE of the Web Sponsor: WAIKAI
• [00:41:29] Google Ads begin surfacing inside AI Mode as tests expand
• [00:45:52] AI Shopping Research
• [00:52:04] AI Poisoning: Black Hat SEO Is Back

Thanks to our sponsors!

• Site Strategics: https://edgeofthewebradio.com/site
• Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Us:

• X: @ErinSparks
• X: @CrystalontheWeb
• X: @TheMann00
• X: @EDGEWebRadio

Cut the Crap!

Here's a special episode with Wil Reynolds from Seer Interactive when we were at BrightonSEO 2025 in San Diego this year.  We HAD to grab Wil after his keynote and unpack his thoughts on where we are with AI and SEO.  

No more excuses: Wil Reynolds lays out bold strategies, from open-source testing to hands-on experimentation, empowering pros at every level to innovate, even without buy-in from the top. 

Hustle, determination, and optimizing for humans crushes the status quo and delivers real results.

Ready to drop lazy listicles and lead with guts? Hit play for this straight-talking, actionable episode and stay sharp at the EDGE of the Web.

Follow Our Guest

• Twitter: https://x.com/wilreynolds 
• LinkedIn: https://www.linkedin.com/in/wilreynolds/ 

Bruce Clay is back on the EDGE and he's bringing a fresh arsenal of SEO wisdom—plus his latest tool, Prewriter.AI! Bruce unpacks the ever-evolving landscape of search, where being a subject matter expert isn't just nice to have, it's non-negotiable in the age of large language models.

Get ready for a hands-on journey through the world of structured data, website architecture, and the key realm of silos and clusters (yes, we're geeking out on knowledge graphs). Bruce dishes out why schema isn't just a box-ticking exercise—and why too much schema can lead Google down the wrong rabbit hole. There's a hearty debate on how SEOs, content teams, and AI must now dance together to outwit homogenized AI content and truly stand out in the SERPs.

Side note: If you're thinking the future is all about stuffing your site with as much schema as humanly (err, robotically?) possible, Bruce is here to beg you—please don't overdo it. Ambiguity is the enemy, but "over-schematizing" is hardly the answer!

To wrap things up, Bruce gives us the lowdown on his new-and-improved Prewriter AI toolset and why Conversion Rate Optimization is now the SEO sidekick we all need. Stay tuned, stay sharp, and remember: in the battle of humans versus bots, a little wit (and a lot of structured data) goes a long way!

Key Segments

[00:03:14] "SEO, AI, and Structured Data"

[00:08:26] "Structured Data's Role in SEO"

[00:14:52] "Optimize Schemas for Search Clarity"

[00:17:57]  EDGE of the Web Title Sponsor: Site Strategics

[00:21:09]  What do you think the future actually holds for SEO professionals?

[00:24:32] AI-Driven SEO Strategy Analysis

[00:28:45] "Experience-Driven SEO Strategy"

[00:31:02] "Leveraging Client Expertise Effectively"

[00:35:37] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:37:55] AI SEO Localization Techniques

Thanks to Our Sponsors!

Site Strategics: http://edgeofthewebradio.com/site

Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay 

Follow Our Guest

Twitter / X: @BruceClay

LinkedIn: https://www.linkedin.com/in/bruce-clay/

Resources

Bruce Clay's Prewriter: https://www.prewriter.ai/

Be sure to enter the code "EdgeoftheWeb" at Riverside.fm for 15% off of your subscription!

https://creators.riverside.fm/edgeoftheweb.

Local SEO specialist, Joy Hawkins, returns for her second interview segment this week. Joy shares the recent landscape of local SEO, including some big shifts in the space that you need to know! Discover the possibilities of LSAs and videos, learning how they can shoot you up on the SERP. We discuss the rise of AI and where the user fits into this sea of content. To wrap things up, Joy shares what all SEOs should be keeping top of mind… crisis management! Get ready to score with your local SEO as we share the best local tactics and look into how AI is joining the scene this week on the EDGE of the Web! 

Key Segments:

[00:03:27] Reintroducing Joy Hawkins

[00:08:38] Were There Any Major Changes in Local SEO in 2023? 

[00:10:52] EDGE of the Web Title Sponsor: Site Strategics

[00:14:06] What Makes Local Service Ads Unique? 

[00:16:10] Steer Clear of This LSA Scam!

[00:20:20] Should Google Be Increasing Their Customer Support Network 

Without AI? 

[00:22:58] EDGE of the Web Sponsor Wix

[00:24:40] Joy's Thoughts On The Rise of AI 

[00:30:52] How Should SEOs Be Focusing on UX?

[00:33:33] EDGE of the Web Sponsor Riverside.fm

[00:35:16] Have Google Updates Favored User Generated Content? 

[00:35:59] Implementing Crisis Management For Negative Online Mentions

[00:37:06] Can Video Boost Your Local SEO?

Thanks to Our Sponsors!

Site Strategics: http://edgeofthewebradio.com/site  

Wix: http://edgeofthewebradio.com/wix

Follow Our Guest

Twitter:https://twitter.com/JoyanneHawkins

LinkedIn:https://www.linkedin.com/in/joyhawkins/?originalSubdomain=ca Instagram: https://www.instagram.com/sterlingskyinc/Facebook: https://www.facebook.com/groups/2824225650936424YouTube: https://www.youtube.com/@SterlingSkyInc/TikTok: https://www.tiktok.com/@sterlingskyseo

Resources

Sterling Sky

Core Updates, Forums, and More Webinar

Local Search Forum

Be sure to enter the code "EdgeoftheWeb" at Riverside.fm for 15% off of your subscription!

https://creators.riverside.fm/edgeoftheweb.

Top Google contributor and owner of Sterling Sky, Joy Hawkins, joins the EDGE this week. Joy has been a renowned SEO speaker and influencer since 2006 and has been growing a top local SEO agency since 2017. How does local SEO differ from traditional SEO? Listen in as Joy shares her industry experience and delivers tactical strategies for executing premier-level local SEO. Google has been growing a much deeper focus on niche markets and authenticity factors. Learn how to leverage this shift to niche-level queries for your clients. Get ahead of the algorithm as we uncover the best local SEO strategies you should be following this week on the EDGE of the Web!

Give our new sponsor a try! Riverside.fm has a special deal for our listeners!  Use our link and the code "Edgeoftheweb" for a 15% discount of their podcast recording service!

Key Segments:

[00:03:57] Introducing Joy Hawkins

[00:05:40] Joy's Backstory in the Industry

[00:06:53] Taking the Role of an Educator in the Space 

[00:08:15] EDGE of the Web Title Sponsor: Site Strategics

[00:09:29] SEO vs. Local SEO 

[00:13:24] Valuable Tactics in Local SEO

[00:18:13] EDGE of the Web Sponsor Riverside.fm

[00:20:18] Why User-Generated Content is Such a Major Factor in Today's SEO

[00:24:27] How Do We Know That Citation Platforms Aren't Being Indexed on Google?  

[00:25:59] Entering Into Niche Markets 

[00:31:57] EDGE of the Web Sponsor Wix

[00:33:08] Why do Operating Hours Affect Rankings? 

[00:37:37] Local SEO Recommendations For a Small Budget

Thanks to Our Sponsors!

Site Strategics: http://edgeofthewebradio.com/site  

Wix: http://edgeofthewebradio.com/wix

Riverside: https://edgeofthewebradio.com/riverside

Follow Our Guest

Twitter:https://twitter.com/JoyanneHawkins

LinkedIn:

https://www.linkedin.com/in/joyhawkins/?originalSubdomain=ca

Welcome back for another week of news from the EDGE! Google is jumping into the CRM market as it plans to acquire HubSpot for $34 billion. Some experts speculate this will spark even more challenges for Google concerning antitrust regulations. New fake AI-generated law firms are accusing people of copyright infringement at a mass scale… and the true motive may surprise you. Should you be labeling your AI content? Tech giants Google, YouTube, Meta, and TikTok are urgently pushing for users to label their AI content! Plus, many fear the potential influence China may have on the 2024 election through widespread AI misinformation. Things are moving around in the SEO space; here's everything you need to stay ahead here on the EDGE of the Web!

News from the EDGE:

[00:03:27] EDGE of the Web Sponsor: Site Strategics

[00:08:48] Is Google Eyeing HubSpot for Acquisition?

[00:11:54] Data Reveals Shortcomings in Privacy Tools

[00:15:15] Shady SEO: Fake Law Firms Use Fake DMCA Threats for Gains

AI Blitz:

[00:23:48 ] Labeled: A New Wave Of AI Content Labeling Efforts

[00:32:40] Microsoft: China plans to disrupt elections with AI-generated disinformation

AI Tools:

[00:34:24] Fix your blurry photos using AI

[00:35:43] EDGE of the Web Sponsor: InLinks

Barry Blast from Search Engine Roundtable:

[00:37:50] Google SGE Testing Tabs In AI Overviews

[00:40:33] Google: Ad Strength Is Not Used In Ad Auction

[00:42:15] Microsoft's Fabrice Canel: SEOs Don't Realize Bing Search Usage

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site    

Inlinks https://edgeofthewebradio.com/inlinks

Follow Us:

Twitter: @ErinSparks

Twitter: @MordyOberstein

Twitter: @TheMann00

Twitter: @EDGEWebRadio

Resources 

• Is Google Eyeing HubSpot for Acquisition?
• Data Reveals Shortcomings in Privacy Tools
• Shady SEO: Fake Law Firms Use Fake DMCA Threats for Gains

• Labeled: A New Wave Of AI Content Labeling Efforts
• Will AI Replace SEO Specialists?
• Microsoft: China plans to disrupt elections with AI-generated disinformation
• Driver AI explains millions of lines of code in minutes instead of months
• AI infrastructure for customer support
• Fix your blurry photos using AI
• Google SGE Testing Tabs In AI Overviews
• Google: Ad Strength Is Not Used In Ad Auction
• Microsoft's Fabrice Canel: SEOs Don't Realize Bing Search Usage

#StandwithUkraine edgeofthewebradio.com/ukraine

Be sure to enter the code "EdgeoftheWeb" at Riverside.fm for 15% off of your subscription!

https://creators.riverside.fm/edgeoftheweb.

Welcome back to the OG webmaster, Simon Cox, for his second interview segment. Simon began his career in commercial graphic design. In this episode, Simon connects the dots between certain artistic frameworks and principles that can be applied to your SEO strategy. How does the emergence of AI imagery affect SEO as a whole? We investigate how users and engines alike perceive AI imagery compared to human-generated imagery and how you can leverage the 'human touch' to your advantage. Join us this week as we discover what AI design really means for SEO moving forward here on the EDGE of the Web!

Key Segments

[00:04:28 ] Reintroducing Simon Cox 

[00:05:25] What Kind of Art Did Simon Work With Early on in His Career? 

[00:08:58] Can Artistic Principles be Applied to SEO? 

[00:12:22] EDGE of the Web Title Sponsor: Site Strategics

[00:13:09] Building a Visual Design That Compliments User Expectations

[00:16:41] How is AI Imagery Perceived Differently Than Authentic Imagery? 

[00:21:27] EDGE of The Web Sponsor: Riverside

[00:23:45] Does AI Hurt The Integrity of SEO? 

[00:31:06] What Can We Do to Grow The Reputation of SEOs? 

[00:33:07] EDGE of The Web Sponsor: Wix

[00:34:21] Simon Cox SEO Pro Tip

Thanks to Our Sponsors!

Site Strategics: http://edgeofthewebradio.com/site

Wix: http://edgeofthewebradio.com/wix

Riverside: https://edgeofthewebradio.com/riverside 

Follow Our Guest

Twitter: https://twitter.com/simoncox 

LinkedIn: https://www.linkedin.com/in/simonmcox/?originalSubdomain=uk
Mastodon: @simoncox@seocommunity.social

Resources

https://www.simoncox.com/ 

https://www.wix.com/seo/learn/experts/simon-cox 

https://www.coxand.co.uk/

Erin Sparks is back behind the Digital News Desk this week to deliver a groundbreaking news flash - Google greenlights Microsoft's 53% acquisition, handing over a majority stake to Bill and the crew.

Did we get ya? Happy April Fools from all of us at EDGE of the Web!

This week we investigate a new lawsuit against Facebook and Instagram as allegations pile up claiming the social platforms are allegedly delivering ads to bot accounts and inflating ad viewership metrics to their advertisers. Google STILL has not announced a launch date for SGE; here's the scoop. Plus, OpenAI released a new feature opening a whole new spectrum of possibilities. Kick-off this April right and tune in for what is and isn't happening in SEO right here on the EDGE!

News from the EDGE:

[00:07:16] Facebook and Instagram Accused of Bilking Advertisers in $7 Billion Lawsuit

[00:09:24] YouTube Asks Creators: Hold Onto Your Videos!

[00:15:40] EDGE of the Web Sponsor: Site Strategics

[00:18:23] Small Website Tweaks Might Not Move the Google Search Needle

AI Blitz:

[00:20:29] Google still has not announced a launch date for SGE

[00:26:21] Google starts testing AI overviews from SGE in main Google search interface

[00:26:40] OpenAI just unveiled Voice Engine

AI Tools:

[00:29:28] Delfiny AI - Talk to AI Marketing Assistant for Your Digital Ads

[00:30:47] EDGE of the Web Sponsor: InLinks

Barry Blast from Search Engine Roundtable:

[00:32:08] SEOs, Please Don't Remove Contact Us & About Us Pages

[00:35:43] Google: Fixing A Helpful Content Site Isn't About Where Measuring Against The Previous Version Of That Site

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site    

Inlinks https://edgeofthewebradio.com/inlinks

Follow Us:

Twitter: @ErinSparks

Twitter: @MordyOberstein

Twitter: @TheMann00

Twitter: @EDGEWebRadio

Resources 

• Facebook and Instagram Accused of Bilking Advertisers in $7 Billion Lawsuit
• YouTube Asks Creators: Hold Onto Your Videos!
• Small Website Tweaks Might Not Move the Google Search Needle
• Google still has not announced a launch date for SGE
• Google starts testing AI overviews from SGE in main Google search interface
• OpenAI just unveiled Voice Engine
• Adobe GenStudio: 3 key questions answered
• Talk to AI Marketing Assistant for Your Digital Ads
• New Google Shopping & Maps Search Features
• SEOs, Please Don't Remove Contact Us & About Us Pages
• Google: Fixing A Helpful Content Site Isn't About Where Measuring Against The Previous Version Of That Site

#StandwithUkraine edgeofthewebradio.com/ukraine

Joining the EDGE this week is web development Swiss Army Knife: Simon Cox. Simon is a pioneer in website development with almost 30 years of full-scale web construction, management, consulting, and optimization under his belt. Learn how to acclimate to industry advancements as Simon shares his experience adapting to rapid technology expansion. Listen to the wonderful insights and get to know one of the founding fathers of web design and technical SEO. We travel back in time to reminisce over what has shaped the industry and how it became what it is today here on the EDGE of the Web! 

Key Segments:

[00:02:43] Introducing Simon Cox

[00:04:08] Simon's Career Story

[00:09:54] Changes in SEO Since The 'Early Days'

[00:13:09] EDGE of the Web Title Sponsor: Site Strategics

[00:13:58] Keeping an Eye on Accessibility

[00:15:17] How Did Simon Stay up to Date With Evolving  Technology During the Rapid Expansion Era of the Internet? 

[00:23:08] Considerations Before Offering SEO Services to an Agency

[00:28:41] Lessons Learned From Consulting For Agencies

[00:31:33] EDGE of The Web Sponsor: Wix

[00:32:45] Staying Ethical in SEO 

Thanks to Our Sponsors!

Site Strategics: http://edgeofthewebradio.com/site  

Wix: http://edgeofthewebradio.com/wix

Mastodon: https://mastodon.social/@simoncox

Follow Our Guest

Twitter: https://twitter.com/simoncox

LinkedIn: https://www.linkedin.com/in/simonmcox/?originalSubdomain=uk

Resources

https://www.simoncox.com/

https://www.wix.com/seo/learn/experts/simon-cox

https://www.coxand.co.uk/

Erin was off fighting crime this week, but you need not worry because the great Mordy Oberstein and Jacob Mann took the stage for this segment. Plenty of Google this week. Study shows Google AI summaries do, in fact hurt search traffic. Google finds a new ally in Disney to expand real-time ad exchange, meaning that marketers will have broader access to ad inventory across Disney Plus and Hulu. Recent news shows that the U.S. is further behind China in AI research & development than you would have imagined. Plus, Google has an all-new filter tab. Don't miss out on what's happening in the SEO world this week, as always, right here on the EDGE of the Web!

We're bringing back the EDGE Newsletter!  Join us to catch these headlines and many of the others that didn't make it to the show but were really interesting!  Your News(letter) from the EDGE awaits here!

News from the EDGE:

[00:08:13] A new study finds that Google's AI summaries may hurt searches for brands and products

[00:13:03] EDGE of the Web Sponsor: Site Strategics

[00:15:10] Disney teams with Google to boost ad reach

[00:19:53] Google Update Unleashes Ranking Rollercoaster: Prepare for Volatility

AI Blitz:

[00:25:51] Study finds that China produced almost 50% of the world's top AI researchers, compared to ~18% from the US, thanks to China's heavy investment in AI education

[00:28:27] Justice Department Risks Picking the Wrong Fight With Apple

AI Tools:

[00:31:02] AI-powered History Teacher

[00:32:49] EDGE of the Web Sponsor: InLinks

Barry Blast from Search Engine Roundtable:

[00:34:10] Report: No Site Hit By The September Helpful Content Update Recovered Yet

[00:37:46] Microsoft Buying Ads On Google Search To Drive More Searches On Bing

[00:41:15] Google Tests Products & Product Sites Search Bar Filter Tabs

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site    

Inlinks https://edgeofthewebradio.com/inlinks

Follow Us:

Twitter: @ErinSparks

Twitter: @MordyOberstein

Twitter: @TheMann00

Twitter: @EDGEWebRadio

Resources: 

• Google SGE a top threat to brand and product terms
• Disney announces Google partnership as it expands ad platform
• Turbulence ahead: The wrath of the March 2024 core update is not linear 
• Study finds that China produced almost 50% of the world's top AI researchers, compared to ~18% from the US, thanks to China's heavy investment in AI education
• Justice Department Risks Picking the Wrong Fight With Apple
• AI-powered History Teacher
• ZeroTrusted AI
• Report: No Site Hit By The September Helpful Content Update Recovered Yet
• Microsoft Buying Ads On Google Search To Drive More Searches On Bing
• Google Tests Products & Product Sites Search Bar Filter Tabs

#StandwithUkraine edgeofthewebradio.com/ukraine