Michael Lewittes swings back around to the EDGE to discuss a current and concerning topic, AI content and its effect on journalism.

Michael brings his quarter-century of media experience to the table, sharing his journey from a seasoned journalist to spearheading cutting-edge SEO tools like Rankify. Discover how transparency, fact-checking, and expertise are more critical than ever in the era of AI-generated content and rampant misinformation.

Explore the vital role of journalistic integrity in an age of deepfakes and echo chambers. With tales of newsroom dynamics and content homogenization, the conversation takes an intriguing turn toward how AI, if unchecked, could drastically alter the content landscape.

Key Segments:

[00:05:38] Early 2000s Fact-Checking Pioneer

[00:06:28] Emphasizing Transparency in Journalism

[00:12:10] Newsroom Lessons and Exclusive Stories

[00:15:00] Deepfake Verification and Digital Responsibility

[00:17:31] EDGE of the Web Title Sponsor: Site Strategics

[00:18:41] Journalism Integrity vs. AI Challenge

[00:22:25] Overreliance on Generative Text Models

[00:29:15] Legal Updates Require Human Expertise

[00:30:56] EDGE of The Web Sponsor: Wix Studio

[00:33:36] AI's Imperfect Progress and Journalism Integrity

[00:36:19] Client-Driven Adaptation

Thanks to Our Sponsors!

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Sara Taher joins the EDGE team this week to have a focused discussion of AI and SEO in the news. From China's deep-sea AI shake-ups to Meta monetizing threads and Google's evolving search Quality Raters Guidelines, this week promises a feast of intriguing insights and digital dilemmas.

We unpack the repercussions of Deepseek—a Chinese AI marvel shaking Silicon Valley with its low-cost, high-performance delivery, and what that means for the global tech landscape. OpenAI's new operator agent takes automation to a new level, independently performing tasks on the web as Google's latest SERP experiments blur the lines between genuine and generated content.

Amid water-guzzling AI models and potential copyright conundrums, we question the future of internet search and ponder the implications of AI-altered reality. Can SEO maintain its footing in an AI-dominated world?

News from the EDGE:

[00:02:57]  Meta Launches Ads on Threads

[00:06:23]  Google Updates Search Quality Rater Guidelines: What To Know

[00:12:27] EDGE of the Web Sponsor: Site Strategics

AI/SEO News:

[00:13:57] What Is China’s DeepSeek and Why Is It Freaking Out the AI World?

[00:22:08]  OpenAI’s new Operator AI Agent

[00:26:46]  Google Testing AI-Generated What People Are Saying

[00:32:12] EDGE of the Web Sponsor: InLinks

[00:33:17]  Google Can Show Sites With Manual Actions In AI Overview

[00:35:43]  ‘Thirsty’ ChatGP

[00:41:57]  AI Means the End of Internet Search as We’ve Known It

Thanks to our sponsors!

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X: @SaraTaherSEO

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Busy doesn't always mean productive. How do you balance the need for continued content with the need for quality? Paula Mejia, VP of Enterprise Marketing from WIX Studio, shares her insights on maintaining engagement without compromising on content value.

Erin Sparks and Paula dive into the core philosophy of enterprise marketing strategies, focusing on effective goal-setting, the fine balance between creativity and productivity, and the pivotal role of AI in modern marketing. They tackle the often tricky conversations about budget allocations and staying the course amidst tempting trends.

Paula shares her perspective: "You as a marketer want to be in front of your customer as often as possible... but if we do that, we are burning our marketing team and using budget inefficiently." Exploring the nuances between brand efforts and tangible ROI, Paula provides invaluable advice for navigating the complex landscape of marketing attribution.

Key Segments

[00:05:42] Strategic Marketing Amid Digital Noise

[00:08:44] Balancing Creativity and Business Needs

[00:12:00] Align Goals with Measurable Metrics

[00:15:36] "Improving Communication in Project Processes"

[00:17:36] EDGE of the Web Title Sponsor: Site Strategics

[00:18:48] AI's Impact on Content Creation

[00:23:10] AI Integration in Marketing Teams

[00:24:38] EDGE of The Web Sponsor: Wix Studio

[00:26:43] Optimizing Tech Stack in Marketing

[00:30:04] Beyond Last-Touch Attribution

[00:34:47] Building Inbound Brand Awareness

Thanks to Our Sponsors!

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Is your brand braced for the seismic shifts that Large Language Models (LLMs) are creating in the search landscape? Cindy Krum from Mobile Moxie joins us for her new regular spot in SEO News from the EDGE! We dissect the latest in SEO news from key stories and insight over the last few weeks, punctuated by a sharp decline in HubSpot’s SEO traffic.

We explore how LLMs like ChatGPT and Google Gemini are rewriting the rules of search and reshaping zero-click results. Also, Cindy spills her insights on the massive 73% SEO traffic dip at HubSpot, scrutinizing the potential thin content and lack of topical authority as probable culprits.

News from the EDGE:

[00:02:43] Is Your Brand Prepared for what LLMs are doing to Search?

[00:12:17] What is happening to HubSpot with their SEO traffic??

[00:17:31] EDGE of the Web Title Sponsor: Site Strategics

SEO News from the EDGE:

[00:18:40] Yahoo Search Testing AI Chat Feature

[00:21:18] Google's Page Annotation Opt-Out Form

[00:25:20] Google Drops Breadcrumbs From Mobile Search Result Snippets

[00:27:15] Google AI Overviews Now In Circle To Search

[00:30:08] EDGE of the Web Sponsor: InLinks

[00:30:52] Google Ads PMax Category Report Displaying "Private Search Term"

[00:36:13] Google Breakup Likely Off The Table Under Trump

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Mobile Moxie

Cindy’s Duda Presentation on SEO and Content Strategy

Phase II of Google's Mobile-First Indexing is just Chrome

We dive into enterprise marketing management with Paula Mejia, Vice President of Enterprise Marketing at WIX Studio in this episode. Paula brings a wealth of knowledge from her nine-year journey with WIX, where she has spearheaded growth, brand, and product marketing initiatives, significantly contributing to the platform's expansion. Paula shares her insights on balancing strategic planning with daily management, highlighting the importance of aligning every team effort with the broader long-term goals.

Paula shares how she manages to strike a balance between short-term performance metrics and long-term growth strategies. She emphasizes the crucial role of continuous evaluation and optimization within the marketing funnel. Paula also discusses how her team experiments with various marketing tactics, detailing their rigorous approach to optimizing for quality leads and testing new initiatives.

Another key takeaway from the episode is the importance of cross-departmental collaboration, particularly in aligning marketing initiatives with product and sales teams. Paula underscores the value of constant communication and real-time feedback in ensuring strategic alignment across all levels.

Key Segments:

[00:02:50] Paula Mejaya: WIX Studio Growth Leader

[00:05:08] Transitioning from B2C to B2B Markets

[00:08:31] Strategic Alignment in Marketing

[00:11:58] EDGE of the Web Title Sponsor: Site Strategics

[00:14:13] Balancing Short-Term Metrics with Long-Term Growth

[00:16:02] Enterprise Migration Challenges & Long-Term Strategy

[00:18:36] Optimizing MQL Pipeline Tactics

[00:23:47] EDGE of The Web Sponsor: Wix Studio

[00:26:38] Wix's E-commerce Pivot During COVID

[00:27:57] Cross Departmental Marketing Context Needs

Thanks to Our Sponsors!

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This week, we've got a jam-packed session covering the latest and most pressing news in digital marketing and SEO. Top Stories: we discussed the recent merger of Getty and Shutterstock and its implications for image licensing, alongside the backlash Automattic is facing from the WordPress community. Adding to this, we explored how Google's search market share has hit its lowest since 2015!

We have a special segment “In Local News” with friend of the show and Local SEO specialist, Darren Shaw, founder and president of WhiteSpark. He'll be sharing his insights on local search ranking factors, mapping exploits, and the evolving landscape of Google’s local and LSA ads. Whether you manage a digital marketing agency or optimize your own business's online presence, this episode is loaded with invaluable tips and updates to help you navigate your digital marketing journey in 2025.

So, buckle up and let’s get to the EDGE—of the Web!

News from the EDGE:

[00:02:44] The Getty-Shutterstock merger: A new era for image SEO and licensable content
[00:11:54] Automattic Turns Against WordPress Community Itself
[00:17:19] EDGE of the Web Title Sponsor: Site Strategics
[00:18:52] Google’s search market share drops below 90% for the first time since 2015

In Local News w/ Darren Shaw:
[00:24:05] EDGE of the Web Sponsor: InLinks
[00:25:21] Google Map Pin Attack Exploit Fixed
[00:28:14] Near Media - Google is replacing the UGC Google Q&A with "Ask Maps."
[00:31:26] Mike Blumenthal - Details” on the “Review Badge of Shame”
[00:35:52] Mike Blumenthal - LSA ads are becoming ever more visible
[00:38:15] Anthony Higman - Google Is Getting Rid Of Crediting Back Leads, Message Leads, Booking And Call Recording For The Tax Specialist Vertical
[00:41:47] Antoine Cameron - new AI tool under the Products section in Google Business Profiles
[00:45:28] January 2025 Google Local Ranking Update (Unconfirmed Bug)

Thanks to our sponsors!

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X: @TheMann00

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Our EDGE Tool Series continues with the second episode with Ryan Jones, Marketing at SEOTesting.com. Dig into this thing, it’s a blast!

We dive deep into the world of SEO testing with Ryan as we explore essential metrics beyond rank tracking, such as impressions, click-through rates, and how these relate to business outcomes like revenue and user behavior. Learn the importance of creating a testing culture within an organization and securing stakeholder buy-in for meaningful results.

Ryan shares valuable insights on interpreting conflicting data points, managing anomalies during tests, and the advantages of iterative testing. He emphasizes the need to focus on user experience rather than just aiming for higher rankings. Additionally, Ryan discusses the evolving role of AI in SEO and potential future trends that emphasize business impact over traditional SEO metrics.

Whether you're navigating frequent algorithm updates or seeking effective ways to improve your SEO strategies, this episode is packed with actionable takeaways.

[00:05:38]  SEO & Business Metrics Tracking

[00:07:48]  SEO Testing: Understanding Metric Fluctuation

[00:10:02]  Integrating SEO and Business Metric

[00:13:25]  Communicating SEO Testing Value

[00:16:49]  Leveraging SEO Testing for Risk Mitigation

[00:17:47]  EDGE of the Web Title Sponsor: Site Strategics

[00:19:43]  Data Annotation for Campaign Impact

[00:23:12] Focus on User Experience Over SEO

[00:27:15] EDGE of The Web Sponsor: Wix Studio

[00:29:11] Optimizing for AI Impact on SERP

Thanks to our sponsors!

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Resources

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We continue our EDGE Tool Series with Ryan Jones, Marketing at SEOTesting.com. This is a fantastic tool for A/B testing for your SEO efforts.

We discuss Ryan’s nearly decade-long tenure in digital marketing and his journey from apprenticeship to SEO expert. From embedding YouTube videos to boost blog traffic to meticulously controlled SEO experiments, Ryan shares strategies that have seen dramatic successes—and some surprising setbacks.

Ryan underscores the value of using Google Search Console data to annotate changes and validate SEO modifications. Discover the significance of establishing a traffic baseline to effectively measure the impact of your tests and the balance needed between SEO, CRO (Conversion Rate Optimization), and user experience for optimal site performance.

Plus, learn why split testing is the gold standard and how to achieve statistical significance on low-traffic pages.

Don't miss out as we drive home the science behind controlled SEO experiments and the crucial role of post-test analysis

Key Segments:

[00:03:48]  Introduction to Ryan Jones

[00:09:42] How does SEO Testing Differ from Traditional SEO Practices?

[00:10:36]  SEO Testing Has Evolved

[00:11:35]  The Scientific Methodology of SEO Testing

[00:12:39]  Key Elements of a Controlled SEO Experiment

[00:15:06] EDGE of the Web Title Sponsor: Site Strategics

[00:17:52] Mitigation External Factors in SEO Testing

[00:19:23]  How to Determine Appropriate Duration of a Test

[00:22:09]  Time-based and Split Testing are Key SEO Methods

[00:25:24] EDGE of The Web Sponsor: Wix Studio

[00:30:05]   Inventory of the Site Being Tested: The Fingerprint

[00:35:01]  Offer for our EDGE Listeners

Thanks to Our Sponsors!

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

Wix: http://edgeofthewebradio.com/wixstudio

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Twitter: https://x.com/ryanjonesseo

LinkedIn: https://www.linkedin.com/in/ryan-g-jones/

YouTube: https://www.youtube.com/channel/UCIpsmfzYkmDF_zOXtHDyqpQ

Resources

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