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!

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

Wix Studio: http://edgeofthewebradio.com/wixstudio

Follow Our Guest

LinkedIn: https://www.linkedin.com/in/paulaxmejia

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

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks https://edgeofthewebradio.com/inlinks

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X: @ErinSparks

X: @Suzzicks

X: @TheMann00

X: @EDGEWebRadio

Resources:

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!

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

Wix Studio: http://edgeofthewebradio.com/wixstudio

Follow Our Guest

LinkedIn: https://www.linkedin.com/in/paulaxmejia

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!

Site Strategics https://edgeofthewebradio.com/site

Inlinks https://edgeofthewebradio.com/inlinks

Follow Us:

X: @ErinSparks

BluSky: Darren Shaw (https://bsky.app/profile/whitespark.ca)

X: @TheMann00

X: @EDGEWebRadio

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!

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

Wix: https://edgeofthewebradio.com/wixstudio

Follow Our Guest

Twitter: https://x.com/ryanjonesseo 

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

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

Resources

Get your Free 14-Day Trial

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

Follow Our Guest

Twitter: https://x.com/ryanjonesseo 

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

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

Resources

Get your Free 14-Day Trial

Mark Williams-Cook continues on the EDGE with the last show of 2024 - discussing his recent findings of a Google bug exploit that shows us a HUGE insight into ranking factors. Learning from the endpoints that send data to micro-services that influence features on Google, Mark was able to discover a way to modify the requests that output JSON data. From that - they saw a slew of “properties  that Google was collecting from their ranking systems and query classifiers as to certain scores they were giving websites.” Yup - that’s bigger than the DOJ Google leaks earlier this year, folks! At the end of the day, it’s a consensus score. Are we in alignment?

Learn about AlsoAsked.com, the software that Mark has been building for the last few years. We’re huge fans of what this tool can be used for: 

Mark dissects the importance of understanding SERP dynamics beyond just the "10 blue links." He emphasizes the need to delve deeper into "People Also Ask" panels to gain insights into user intent and search behavior. 

AlsoAsked.com not only offers a visual map of intent but also supports both synchronous and asynchronous API requests. This functionality allows programmatic querying of PAA data, essential for responding to real-time changes in user queries and optimizing content planning effectively.

A huge tool - and a huge insight into Google’s consensus data analysis of a site. Great lessons learned from this last show of 2024. Dig in!

[00:03:39] Introduction to Mark Williams-Cook

 [00:05:02] Mark Reported a Google Exploit - a Big One

[00:10:11] Metrics Called “Site Quality” from Google

[00:14:43] EDGE of the Web Title Sponsor: Site Strategics

[00:18:29] It’s About Consensus Factors

[00:23:38]  AlsoAsked.com: Understanding the Most Important Feature on the SERP

[00:25:00]  The Intent Research Tool

[00:31:04] Screenshare of the Tool: Check out our YouTube video

[00:35:58]  A Slice in Time isn't Enough

[00:36:18] EDGE of The Web Sponsor: Wix Studio

[00:39:11] Using it with Screaming Frog & ChatGPT - an SEO Superpower

[00:42:17] A Recent Challenge from John Mueller & Mark’s Response 

[00:46:14] It’s Not About Repeating Answers, It's About NEW Answers 

Thanks to Our Sponsors!

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

Wix: http://edgeofthewebradio.com/wixstudio

Follow Our Guest

Bluesky: https://bsky.app/profile/markwilliamscook.com 

LinkedIn: https://www.linkedin.com/in/markseo/ 

YouTube: https://www.youtube.com/@candouragency

Our LAST News show of the year! Thanks to all of our listeners for making this year another successful year for EDGE of the Web! Let us know your thoughts of the show at https://ratethispodcast.com/EDGE

Stories! “As the WordPress Turns” (you gotta check out the YouTube on this one). The Mullenweg Meltdown continues. Musk wants to bring a challenge to GMail, DM style. A huge exploit documented by friend of the show, Mark Williams-Cook. Please check out our second episode of our interview with Mark, as we dive into this insight into additional ranking signals from Google. 

Some AI news, AI-powered reporting at Google Ads as well as Gemini 2.0 coming to Search.

A fleet of articles from Barry - always check out Search Engine Roundtable to catch up with his daily postings.

Thanks again to our wonderful audience! We wish you a very, Merry Christmas and a Happy New Year! We’ll see you on the flip side!

Best,

EDGE of the Web Team

News from the EDGE:

[00:03:16] Elon Musk Is Gearing Up to Challenge Gmail with His Own Email Service

[00:06:50] (As the WordPress Turns) Mullenweg Outraged as WP Engine is Allowed to Regain Access

[00:10:43] EDGE of the Web Title Sponsor: Site Strategics 

[00:11:53] Exploit Unveils Google's Content Ranking Secrets

AI News:

[00:15:26] Google Ads Tests AI-Powered Reporting Tool

[00:17:24] Google Gemini 2.0 coming to Search and AI Overviews

AI Tools:

[00:18:48] Google Whisk

[00:20:10] EDGE of the Web Sponsor: InLinks

Barry Blast from Search Engine Roundtable:

[00:21:31] Google Business Profile Emails Asking To Add Social Profiles

[00:23:55] Google To Have More Core Updates, More Often

[00:27:16] Google December 2024 Core Update Landed & It's Big

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks https://edgeofthewebradio.com/inlinks

Follow Us:

X: @ErinSparks

X: @TheMann00

X: @EDGEWebRadio

Mark Williams-Cook is back on the EDGE, diving into the shifting landscape of search engines and SEO, where generative AI tools like Search GPT and ChatGPT are trying to steal the spotlight. But let’s be real—people still turn to Google for a reality check, like that friend who promises to help you move but never shows up.

Mark reveals how Google’s financial motivations drive AI advancements, introducing ads that are more integrated than your Aunt's fruitcake recipe. He also highlights the constant algorithm updates that keep SEO pros on their toes—like dodging cake slices at a wedding!

Emphasizing the need for expert-level content that’s as genuine as grandma’s advice, Mark advocates for aligning SEO strategies with broader business goals. He champions brand strength and reputation, recommending tools like 'Also Asked' to help marketers navigate this ever-changing landscape. So get ready—SEO is now about making your brand shine brighter than a disco ball!

Key Segments:

[00:08:12] Mark's View on the Year in SEO and the SERPs: Chaos

[00:11:28]  Tracking and AI Pose Content Strategy Challenges

[00:16:01] EDGE of the Web Title Sponsor: Site Strategics

[00:18:31] The Exodus of SEO’s in the Industry

[00:19:11]  SEO Varies; Focus on Business Goals, Not Metric

[00:22:29] SEO Isn’t the Tip of the Spear, It’s the Sharpener

[00:25:23] EDGE of The Web Sponsor: Wix Studio

[00:28:21]  Mark's First Takes on SearchGPT

[00:30:37]  Could Google Search Turn into the Validation Agent in the Realm of AI? 

Thanks to Our Sponsors!

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

Wix: http://edgeofthewebradio.com/wixstudio

Follow Our Guest

Bluesky: https://bsky.app/profile/markwilliamscook.com 

LinkedIn: https://www.linkedin.com/in/markseo/ 

YouTube: https://www.youtube.com/@candouragency

We reached out across the pond, and we got him, Andrew Optimisey joins us on the EDGE this week!

We tackle a lot in a short time frame: marketing shortcuts and data ownership are at the top of the heap. Companies like HubSpot and Google are creating "walled gardens" of data, stirring legal and ethical concerns about who truly owns consumer information.

We also cover an article from Search Engine Journal by Shelly Walsh, getting takes from 7 top SEO experts and their take on AI Overviews and where search is going. Oh yeah, OpenAI’s Sora AI video project is finally released…..it only took a year. 

A spicy side note: HubSpot's acquisition of Frame AI aims to supercharge their conversational intelligence game. Despite the buzz, Andrew cautions about the "soup du jour" nature of tech companies diving headfirst into AI without addressing underlying privacy concerns.

Stay sharp, stay informed, and keep your digital shields up with EDGE of the Web!

News from the EDGE:

[00:02:58] FAQs Are Now On The Site Reputation Abuse Policy For Webmasters

[00:10:50] Big Changes Are Coming to Search In 2025, According to Google’s CEO

[00:16:43] EDGE of the Web Title Sponsor: Site Strategics

[00:18:00] US Government Now Being Sued for Claims of Overreach

AI News:

[00:22:11] HubSpot to acquire conversational intelligence platform Frame AI

[00:26:41] What 7 SEO Experts Think About AI Overviews And Where Search Is Going

[00:29:10] OpenAI releases Sora to the Public

[00:30:21] EDGE of the Web Sponsor: InLinks

Barry Blast from Search Engine Roundtable:

[00:31:58] Google Search Ranking Volatility Continues Post Core Update

[00:33:29] Google Has 40 Signals For Canonicalization

[00:36:46] Google Search Console Legacy Tools & Reports Has Been Removed

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks https://edgeofthewebradio.com/inlinks

Follow Us:

X: @ErinSparks

BluSky: https://bsky.app/profile/optimisey.com

X: @TheMann00

X: @EDGEWebRadio

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