AI Mode goes global, Google’s giving users the easy button, and Reddit and Wikipedia are snagging prime AI real estate. This week, the EDGE dives into the explosion of AI Mode, the changing landscape of web traffic, and the wild world of social media innovation—with plenty of insights from Duncan Alney of Firebelly and the EDGE team.

Get the latest on Google’s brand-new AI Mode launching in 180 countries (but only in English for now), and why letting AI do the reasoning for you might make us all a little lazier. Plus, referral traffic from ChatGPT is plummeting while Reddit and Wikipedia become citation royalty—what’s that mean for content creators? Throw in TikTok’s geopolitical drama, Threads’ big user milestone, Instagram’s not-so-secret engagement hack, and the verdict on whether posting more really boosts your Insta clout.

Is the age of critical thinking officially in peril? Erin and Duncan muse on whether AI is boosting collective intelligence—or just making us all a little dumber—while Jacob chimes in with some “errant humor” and privacy warnings about sharing too much with large language models.

From new social platforms (hello, Bluesky!) to Meta’s voice-dubbing shenanigans and Instagram’s latest creator tools, EDGE of the Web brings you an effervescent, strategic look at how digital marketing and social media keep rewriting the rules. Don’t forget to check the show notes and catch our next facetious, fast-paced news roundup—because you don’t want to be a piece of cyber driftwood.

News from the EDGE:

[00:00:24] EDGE is back at BrightonSEO US in San Diego - 15% off tickets for EDGE listeners!

[00:04:20] Google Expands AI Mode to 180 Countries With Personalized Features

[00:07:50] ChatGPT Referral Traffic Nosedives 52% in Just One Month

[00:11:30] EDGE of the Web Sponsor: EDGE Media Studios

[00:14:27] China Rejects Selling TikTok Algorithm Despite U.S. Demands

Social News Segment:

[00:19:22] Instagram Chief Dispels Engagement Myth, Says Using Edits Boosts Reach

[00:23:26] One to watch: What is Bluesky?

[00:30:20] New Study Suggests That Posting More Often Is Key to IG Growth

[00:34:12] Threads Reaches 400M Users, Closing in on X’s Usage

[00:38:23] EDGE of the Web Sponsor: WAIKAY

[00:39:46] Instagram Launches Re-Posts, Friend Map and More

[00:43:52] Facebook upgrades Professional Dashboard with new insights

[00:46:43] Meta rolls out AI-powered translations to creators globally, starting with English and Spanish

Thanks to our sponsors!

Brighton SEO US 15% off on tickets: https://edgeofthewebradio.com/brightonseo

Site Strategics https://edgeofthewebradio.com/site

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

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X: @firebelly

X: @TheMann00

X: @EDGEWebRadio

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/

A whopping 43% of consumers allegedly use AI tools daily – or do they? This week, Local SEO expert Greg Gifford and the EDGE team dissect the latest digital marketing headlines, exposing the flaws behind flashy AI stats, CTR doom-and-gloom, and Google's evolving local business verifications, all while dodging shady review extortionists (and some Coldplay memes).

The crew calls out shaky survey methodologies and sample sets that would make any statistician cringe. Discover why that 32% drop in Google’s top CTR may be missing more context than your cousin’s Facebook rants, and why local businesses should give side-eye to Google’s new AI-calling feature that threatens to turn bespoke service into a commodity. And if you’ve been targeted by one-star review scams, Greg’s got some no-nonsense advice for fighting back – armed with screenshots, not dessert bribes.

Spoiler alert: If your restaurant is handing out free tiramisu for reviews, you might be breaking federal law (and Greg will rant accordingly). Plus, why the latest batch of buzzword acronyms just muddies the digital waters for businesses already struggling to keep up.

Listen in and join in the fun in Local News on the EDGE!

News from the EDGE:

[00:06:20] 43% of consumers now use AI tools daily: Report

[00:14:10] Google CTRs Drop 32% For Top Result After AI Overview Rollout

[00:21:05] EDGE of the Web Sponsor: Site Strategics

Local SEO News Segment:

[00:22:20] Google Business Profile Appeal Tool Now Shows Rejection Reasons

[00:28:45] Google Search Can Now Call Local Businesses Using AI

[00:44:01] EDGE of the Web Sponsor: WAIKAY

[00:45:11] 1-star review attacks plague restaurants on Google

[00:52:56] SEO vs GEO vs AIO: WTF?

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Us:

X: @ErinSparks

X: @GregGifford

X: @TheMann00

X: @EDGEWebRadio

Bruce Clay (yes, *the* Bruce Clay) returns to EDGE of the Web, and Erin tries to pretend the SEO world hasn’t changed a bit in five years. Spoiler: It most definitely has, and Bruce is here to walk us through his journey from the days of Excite and AltaVista to the AI-fueled search ecosystem of today.

It’s a continued conversation on the EDGE regarding how AI is shaking up traditional SEO practices, from content and conversion to that all-important site-wide intent matching. Bruce and Erin break down the evolving art of helpful content, why intent is suddenly the star of the SEO show, and how marketers need to catch up with users who are now trained by endless queries and AI-powered overviews. If you thought ranking was tricky before, try staying relevant in a world where your web page needs to be more than just a pretty face—think FAQs, sitewide helpfulness, and a privacy link in your footer for extra measure.

Bruce shares his firm take: AI is a tool, not a replacement. Research smarter, humanize your content, and, for the love of ranking, don’t let perfection get in the way of expertise.

Key Segments:

[00:01:20] Introduction to Bruce Clay [00:06:36] AI's Impact on SEO Practices [00:08:29] AI vs. Search Engine Queries [00:10:02] EDGE: Housekeeping - Who is coming up [00:16:21] Effective AI Content Strategy [00:20:22] Understanding Search Intent Optimization [00:22:13] EDGE of the Web Title Sponsor: Site Strategics[00:25:50] AI's Consensus Over Search Optimization [00:31:36] EDGE of The Web Sponsor: Inlinks (WAIKAY)[00:36:35] AI-Enhanced Tool “Prewriter” Overview [00:43:42] AI: An Exciting Tool, Not The Only Solution

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

It’s a packed episode of Paid Ad News from the EDGE, and Greg Finn of Cypress North is back to break down the latest developments across Google Ads, Performance Max, and AI-driven campaign shifts. Erin Sparks and Greg discuss everything from keywordless “AI Max” targeting to new reporting transparency in Performance Max, the future of video ads in search results, and the subtle changes coming to Local Service Ads. Plus, what does it mean when Google lets your manager’s policy violations pause your ad account? You’ll want to hear this. It’s all about smarter ad strategy, safer account management, and where AI is leading the paid space next.

News from the EDGE:

[00:03:30] A delay on the TikTok ban again?

[00:07:05] Zero-click searches rise, organic clicks dip: Report

[00:10:55] EDGE of the Web Sponsor: Site Strategics

[00:12:10] LLMS.txt - it’s a treasure map!

Paid Ad News with Greg Finn:

[00:15:16] Google Expands Video Ads Across Search, Shopping, and Image Tabs

[00:17:56] Testing AI Max in Google Ads: When to try it and when to wait

[00:22:25] Google begins rolling out Performance Max channel performance reporting

[00:24:31] Google Ads Asset-Level PMax Reporting Rolling Out To Some

[00:26:48] EDGE of the Web Sponsor: WAIKAY

[00:28:08] Google Ads adds new “Conv. value (incl. predicted)” metric

[00:31:10] Google Local Service Ads Tests Background Checked Labels

[00:34:28] Google Ads may pause your account for manager violations

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Us:

X: @ErinSparks

X: @gregfinn

X: @MarketingOClock

X: @TheMann00

X: @EDGEWebRadio

Human vs. Machine Mayhem

Marketing maven Mark Schaefer returns to EDGE of the Web, diving headfirst into the audacious art of brand disruption in a world brimming with AI-generated noise. 

We unpack Schaefer’s latest book, "Audacious: How Humans Win in an AI Marketing World" offering wild tales of brands that drop the cookie-cutter for shock, spectacle, and seriously weird TikToks (lookin’ at you, Nutter Butter). From QR codes in the sky luring diners out of restaurants, to the marketing taboo-breakers of Liquid Death and ELF Cosmetics, we explore how marketers can stir emotion, break convention—without getting canceled—and measure the impact when you throw the box away altogether.

Pro tip? If your marketing feels safe, it’s probably boring, and AI will eat your lunch. Mark serves up a snappy checklist for dodging legal snooze-fests and making campaigns people actually remember—because sometimes a little weird goes a long way.

Key Segments:

[00:02:22] The Book!

[00:07:41] Reimagining Storytelling with AI

[00:08:48] Unconventional Brand-Audience Connection Spaces

[00:14:36] EDGE of the Web Title Sponsor: Site Strategics

[00:15:55]  What Taboos are Worth Breaking

[00:25:29] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:30:38] Unprecedented Innovation Evaluation

[00:31:52] Embracing Unconventional Marketing Opportunities

Thanks to Our Sponsors!

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

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

Follow Our Guest

Twitter: https://x.com/markwschaefer 

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

Resources:

https://businessesgrow.com/

https://businessesgrow.com/audacious/

WordPress hits play after a messy pause, but is it too little, too late for the CMS giant? Meanwhile, Google’s AI experiments are changing the rules for email marketing, local search, and desktop Discover, leaving marketers everywhere scrambling for a playbook that doesn’t exist.

Erin and SEO pro Cindy Krum break down WordPress’s mudslinging match with WP Engine and the quiet return to development, all while raising eyebrows over community trust. We check on Google’s ever-evolving SERPs—AI Overviews, the deployment of Discover on desktop, and the not-so-sneaky ways impressions and clicks are decoupling faster than you can say “zero-click search.” Added to the mix: AI’s impact on your inbox and why we might all end up living the “Dead Internet Theory.”

Is SEO on life support or just evolving (again)? We debate the rosy new journey-centric approach while side-eyeing Google’s “trust us, bro” attitude toward data transparency. Buckle up for a rapid-fire tour through the SEO wilderness—tracking AI hallucinations, local search creepiness, and why “hyper-personalization” might not sell more cannolis after all.

News from the EDGE:

[00:03:22] WordPress Unpauses Development - but is it out of time?

[00:08:05] Google Discover on Desktop

[00:12:53] AI is Making a Major Impact on Email Marketing

[00:16:57]  Title Sponsor: Site Strategics

SEO News from the EDGE:

[00:20:01] The Great Decoupling Of Google Search

[00:26:06] AI Overviews Research: How Google’s AI Answers Vary Across Five States

[00:32:07] AI and Local Search: The New Rules of Visibility

[00:37:49] Sponsor: WAIKAY from InLinks

[00:40:33] Google Search Console to Show AI Mode Performance

[00:46:01] Is SEO Still Relevant In the AI Era?

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks https://edgeofthewebradio.com/waikay

Follow Us:

X: @ErinSparks

X: @Suzzicks

X: @TheMann00

X: @EDGEWebRadio

Mark Schaefer returns to EDGE of the Web to share his vision of marketing's future in an AI-saturated landscape. With a blend of insight and candor, Mark tackles the evolution of social media, the risks and rewards of AI, and how brands can stand out by tapping into authentic human emotion. Hear why traditional marketing is falling flat and discover what “everyday awe” means for building deep brand loyalty. Plus, Mark unveils the tech twist behind the cover of his new book, Audacious: How Humans Win in an AI Marketing World. This is not just another marketing chat; it’s a call to disrupt before you're disrupted.

Key Segments:

[00:04:12] Marc Schaefer: Marketing Visionary

[00:07:55] Shift to Private Online Spaces

[00:12:45] EDGE of the Web Title Sponsor: Site Strategics

[00:15:35] Innovative Tech Saves Podcast Episode

[00:17:28] AI Mimicking Voices of Deceased Relatives

[00:21:49] Brand Marketing's Emotional Impact

[00:23:25] Everyday Awe and Collective Effervescence

[00:29:41] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:32:21] "Audacious" Book Concept Exploration

Thanks to Our Sponsors!

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

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

Follow Our Guest

Twitter: https://x.com/markwschaefer 

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

Resources:

https://businessesgrow.com/

https://businessesgrow.com/audacious/ 

CTR Secrets and Social Shakeups

It’s another jam-packed ride on EDGE of the Web as Erin is joined by Duncan Alney of Firebelly to discuss News in Social this week. With Google hyping up AI Overviews but dodging every meaningful CTR question, it seems the only thing spinning faster than SERP layouts are the PR answers.

Get the inside scoop on how ChatGPT gobbles up over 80% of AI search traffic (Google, take notes), why Meta’s launching a CapCut rival to remix your socials, and how Reddit is scrambling to keep the bots at bay after AI sock puppets could sway opinions 3-6x better than humans. Meanwhile, Pinterest is charging ahead with AI content labeling so you can actually see—surprise!—real images again. Plus, political maneuvering has TikTok advertisers doing the Hokey Pokey while Meta rolls out shiny new ad options across Threads and more.

Our hot take? If you thought getting a blue check was easy, wait until you see Blue Sky put the power of verification in the hands of users and newsrooms—finally, checkmarks that mean something!

So, whether you’re lamenting lost organic traffic, trying to dodge AI slop, or just want to keep your brand out of the spammy dog pile, grab your headphones and catch Erin, Duncan, and Jacob as they break it all down with wit, wisdom, and maybe one too many tinfoil hats. See you at the EDGE—don’t be a piece of cyber driftwood!

News from the EDGE:

[00:03:03] Google hypes AI Overviews, refuses to answer CTR question

[00:09:19] ChatGPT Leads AI Search Race While Google & Others Slip

[00:15:28] U.S. Copyright Office Cites Legal Risk At Every Stage Of Generative AI 

Social News from the EDGE:

[00:20:11] Meta releases its CapCut rival Edits globally

[00:22:45] Meta rolls out ads globally on Threads feed

[00:26:15] Meta adds dynamic overlays to Advantage+ Catalog ads

[00:29:12] A New Form of Verification on Bluesky

[00:31:31] Cracking Down on Spammy Content on Facebook

[00:36:44] Trump Says He May Extend TikTok Sell-off Deadline Once Again

[00:40:26] Pinterest launches new tools to fight AI slop

[00:42:44] Reddit Looks To Add Human Checks To Weed Out AI Profiles

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

WAIKAY https://edgeofthewebradio.com/waikay

Thanks to our Social News Expert: Duncan Alney

X: @firebelly

LinkedIn: Duncan Alney

Firebelly

Follow Us:

X: @ErinSparks

X: @TheMann00

X: @EDGEWebRadio

Curious where your website visitors are really clicking—or rage-clicking? On this week’s EDGE of the Web, SEO expert Celeste Gonzalez returns to break down how heatmaps and session recordings are transforming the way we analyze user behavior, optimize pages, and (hopefully) keep our clients engaged.

We dig into practical tips for choosing the right pages to monitor, interpreting the sometimes confusing world of “dead clicks” versus “rage clicks,” and why your mobile hero image might be killing conversions. A/B testing? Internal linking tests for those blog post traffic hogs? 

On a side note: if you haven’t looked at Microsoft Clarity (a freebie, folks), you’re missing out. Celeste spills why it’s her go-to and what to watch for as AI-powered tools like Copilot throw their hot takes into the mix. And we concur!

Always be optimizing! Whether you’re an SEO wrangling for bigger budgets or a marketer tired of guessing, Celeste’s advice on collaboration, continuous testing, and the necessity of structured analysis is worth its weight in user insights. 

[00:06:03] Prioritizing Heatmap Analysis for SEOs

[00:07:27] Analyzing Target Pages versus Real Traffic Hits

[00:08:55]  Interpreting Areas of Frustration

[00:10:48] Patterns that Require Immediate Attention

[00:12:05] EDGE of the Web Title Sponsor: Site Strategics

[00:13:17] The Role of A/B Testing

[00:15:33] Heat Maps and the Mobile Experience

[00:20:07]  SEOs: Always Be Optimizing the User Experience

[00:23:02] What Should Guid the Decision on Heat Map Tools

[00:26:56] Microsoft’s Copilot with Clarity

Thanks to Our Sponsors!

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

Follow Our Guest

Twitter: https://x.com/CelestexLili 

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

YouTube Channel: https://youtube.com/@celestexlili?si=YCO1lfGw3KX2T4gJ 

BlueSky: https://bsky.app/profile/celestelili.bsky.social 

Resources

https://clarity.microsoft.com/blog/how-to-make-the-most-of-your-heatmaps-data/

https://serpology.substack.com/p/leveraging-heatmaps-for-seo-testing