KPIs, Disrupted

Is it time to rethink the key performance indicators driving digital marketing and SEO? This episode brings Wil Reynolds onto EDGE of the Web to challenge the old playbook and reveal how AI and changing online behavior are redefining success for marketers everywhere.

Rankings and traffic volumes are fading as top priorities, replaced by strategies that value authenticity, human-centric connections, and theme-driven positioning. Erin Sparks and Wil Reynolds discuss the pitfalls of chasing vanity metrics, the impact of AI-powered search experiences, and how SEOs must rebalance their approach to focus on conversions, brand trust, and recommendation-driven marketing. The conversation tackles how agencies can communicate real value to clients in an era where genuine, meaningful engagement trumps sheer numbers.

Prepare to learn about evolving KPIs and marketing metrics, and discover why the future belongs to agencies that champion purpose, value, and real connection in a rapidly shifting digital ecosystem.

Key Segments:

• [00:04:50] Rethinking KPIs for Future Success
• [00:08:11] Optimizing Google Ads Conversion Insights
• [00:10:39] Rethinking Outdated KPIs
• [00:11:54] EDGE of the Web Sponsor: PreWriter.AI
• [00:14:10] Being Authentic
• [00:16:32] Trust Over Organic Search
• [00:18:02] Coming Up on the EDGE
• [00:20:00] Navigating Consumer-Agent Relationships
• [00:23:20] Authenticity in Brand Optimization
• [00:24:39] EDGE of The Web Sponsor: Inlinks (WAIKAY)
• [00:25:59] Client Positioning Through LLM Personalization
• [00:31:51] Scaling Leadership with Purpose

Thanks to Our Sponsors!

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

Follow Our Guest

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

Is ChatGPT's new Atlas browser a Google killer?

Greg Finn joins the roundtable to unpack shifting search results in Atlas, debate its reliability, and explore where Google, Bing, and browser innovation collide. The team tackles the impact of major AWS outages on Fortnite, Alexa, and the broader web, then pivots to Meta's fresh scam alerts targeting older users. Plus, get up to speed on breaking paid ad news: new Google Ads text guidelines, canceled account data deletion, shopping ad subscriptions, and the latest reporting tools aimed at advertisers.

Greg brings a reality check on ad controls, while strong opinions surface on Meta's anti-scam efforts and the future of paid search amid rapidly changing platforms.

Don't miss the wrap-up as the hosts share practical advice, highlight upcoming releases, and tease next week's episode. Tune in for sharp analysis and timely commentary on the hottest news shaping digital marketing, right here on EDGE of the Web!

News from the EDGE:

[00:02:41] OpenAI introduces ChatGPT Atlas, a built-in web browser

[00:10:25] Massive AWS outage disrupts Fortnite, Alexa, Snapchat, and other major apps

[00:13:50] EDGE of the Web Sponsor: PreWriter.AI

[00:15:01] Meta rolls out new scam alerts to safeguard older users

Special News Segment:

[00:21:31] Google Ads Text Guidelines Now Rolling Out?

[00:24:48] Google Ads quietly tests auto-setting "New Customer Value"

[00:28:41] Google Ads to permanently delete canceled accounts after six months

[00:32:34] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:34:43] Improving navigation and introducing a new control for ads on Google Search.

[00:39:57] Google opens Shopping Ads to physical goods subscriptions

[00:43:21] Google Ads Missed Growth Opportunities Tab

Thanks to our sponsors!

PreWriter.AI: https://edgeofthewebradio.com/prewriter

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Us:

X: @ErinSparks

X: @gregfinn

X: @TheMann00

X: @EDGEWebRadio

AI Eats Your Content

Is your website feeding the AI overlords? Or hiding all the good stuff under napkins and toggles? On this week's EDGE of the Web, Erin Sparks sits down with Carolyn Shelby, Principal SEO at Yoast, to reveal why your site's juiciest content may be lost to the bots (and your users, too).

We dig into Carolyn's strategies for structuring content that's not only valuable to users, but also perfectly plated for LLMs like GPT and Google's AI Overview. From the new LLMs.txt "treasure map" for your website to deep dives on why schema isn't your silver bullet, Carolyn delivers expert guidance (complete with sheet cake metaphors and cafeteria tray analogies) to help you chunk, serve, and show off your best ideas for the AI appetite.

And, for those still determined to hide FAQs behind fancy sliders… watch out. Carolyn shares why conversion flow isn't where you think it is, and why making peace with longer, openly structured info pages might just save your SEO bacon (and your server bills).

We wrap with practical tips to build up your content strategy for AI, advice on speaking your users' language, and a side of wit. Press play for your weekly dose of SEO smarts, AI survival tactics, and enough food metaphors to power your next content audit!

[00:04:51] Content Strategy for AI Search Visibility

[00:08:33] Visual Analogy: "Cake & Frosting" Content Model

[00:09:31] EDGE of the Web Sponsor: PreWriter.AI from Bruce Clay

[00:11:00] Rethinking Page Design: Human UX vs. LLM Accessibility

[00:14:04] Redefining Conversion Funnel: From Site-Centric to AI-Centric

[00:16:27] Alternate Markdown Versions of Pages

[00:18:09] EDGE of the Web Housekeeping Break: Upcoming Guests & News Podcast

[00:19:35] Balancing Clarity, Structure & Creativity for Humans and AI

[00:24:34] Transition Phrases: Building Logical Bridges in Content

[00:28:33] Search Rankings as the Gateway to LLM Visibility

[00:30:42] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:32:11] Required Mindsets: User Intent & Conversational Language

[00:36:10] Measuring Performance: Beyond Traditional Rank Tracking

[00:39:19] Final Actionable Tip: Create Helpful, Original Content

[00:39:57] Where to Find Carolyn: Articles, Social, & Publications

Thanks to Our Sponsors!

PreWriter.AI: https://edgeofthewebradio.com/prewriter

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Our Guest

Twitter: @cshel

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

Resources

Learn about Ladonia (DONATE!): https://www.ladonia.org/about/

Carolyn's Posts on LLMS.txt: https://www.cshel.com/ai-seo/how-llms-interpret-content-structuring-for-ai-search-unedited-version/

https://searchengineland.com/llms-txt-isnt-robots-txt-its-a-treasure-map-for-ai-456586

Erin welcomes Carolyn Shelby, the Principal SEO at Yoast and a renowned authority in technical and enterprise SEO. Carolyn brings decades of hands-on experience from her pioneering days in digital marketing, working with brands like Disney's ESPN, Tribune Publishing, and major nonprofits. The conversation kicks off with a surprising twist—Carolyn's unique title as Queen of the micronation Ladonia—before diving into her role at Yoast and their latest innovation: the LLMs.txt file generator.

Carolyn explains how this new file helps websites communicate their most valuable content directly to large language models like ChatGPT and Google's AI, streamlining the way future search agents discover and answer questions with information from your site. We explore what inspired Yoast's push to roll out LLMs.txt to over 13 million sites, what website owners should include in their files, potential industry pushback, the adoption challenge with search giants, and how this moment could change the way websites optimize for AI-driven search results.

Key Segments:

• [00:01:46] Introducing Carolyn Shelby, Senior SEO at Yoast
• [00:03:09] Queen of the Micronation Ladonia?
• [00:07:56] What is the LLMS.txt file?
• [00:08:59] LLMS.txt is a Treasure Map
• [00:14:38] A New File, along with Robots.txt and Sitemap.xml
• [00:15:41] What inspired Yoast to create this LLM text file?
• [00:17:12] EDGE of the Web Sponsor: PreWriter.AI
• [00:18:22] LLMS.txt proposed by Jeremy Howard (Sept, 2024)
• [00:22:37] Standard Uniformity and Acceptance?
• [00:24:43] Housekeeping
• [00:29:37] LLM Markdown Effort Questioned: Exploitation?
• [00:31:41] LLMs Lack Memory at Inference
• [00:34:07] EDGE of The Web Sponsor: Inlinks (WAIKAY)
• [00:36:09] Pushback on the LLMS.txt file

Thanks to Our Sponsors!

PreWriter.AI: https://edgeofthewebradio.com/prewriter

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Our Guest

Twitter: @cshel

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

Resources

Learn about Ladonia (DONATE!): https://www.ladonia.org/about/

Carolyn's Posts on LLMS.txt:

https://www.cshel.com/ai-seo/how-llms-interpret-content-structuring-for-ai-search-unedited-version/

https://searchengineland.com/llms-txt-isnt-robots-txt-its-a-treasure-map-for-ai-456586

Is Google Search thriving or dying? How is AI eating your PPC lunch, and why won't Google make up its mind?

This week, we cover trending topics including Google's expanded AI mode for multi-lingual search, Reddit's sneaky push for publisher power with brand new Pro Tools, and the surprising court ruling that lets Google keep Chrome… while also sharing some of its special sauce (most likely a can of Ragu). You'll hear how shifting digital consumer behavior (think: the Four S's—searching, scrolling, streaming, shopping) is making marketers rethink their omnichannel strategies, and why social media optimization keeps creeping into every SEO conversation.

Plus, Cindy Krum shares fresh holiday search trends and reveals why TikTok Shop might outpace traditional ecommerce. We even poke fun at Google's "reality"—the web's apparently booming and crumbling at the exact same time, depending on who's asking.

News from the EDGE:

• [00:02:24] BrightonSEO Tickets!
• [00:05:33] Google expands AI Mode beyond English
• [00:10:04] Reddit launches Pro tools for publishers
• [00:12:46] EDGE Sponsor: Site Strategics
• [00:14:09] Judge lets Google keep Chrome, but says it must share search data with rivals

SEO News Segment:

• [00:21:16] Holiday shopping: Unlocking the modern consumer's new value equation
• [00:29:43] EDGE of the Web Sponsor: WAIKAY
• [00:31:30] Are Google's AI Overviews eating your PPC revenue?
• [00:35:53] Google can't decide if the web is thriving – or dying

Thanks to our sponsors!

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

Follow Us:

• X: @ErinSparks
• X: @Suzzicks
• X: @TheMann00
• X: @EDGEWebRadio

Google's AI is poised to wipe out half of news publishers' traffic, but Barry Adams isn't here to panic—he's here to bring the hard truths (with a side of hope). On this week's EDGE of the Web, we dive deep into how Google's relentless AI advancements, from overviews to the new AI mode, threaten the very foundation of news publishing.

Join host Erin Sparks and News SEO specialist Barry Adams as they break down the seismic shifts hitting news publishers: AI overviews stealing clicks, Top Stories boxes protecting (for now), and why AI mode is a technological hand grenade waiting to go off. Barry shares what's working, what's not, and why keeping up with Google's user experience data from the Chrome browser is harder than ever. We cover how publishers can future-proof themselves—think personalization, paywalls, and bundling—before Google fully flips the AI switch.

Side quest: Ever wondered how to train your audience to pay for news in a world where everything's free (thanks, Google)? Barry makes a compelling case for why quality, unique journalism is more vital than ever—even if it means surviving on half your pie.

Wrap up by buckling in for the impending Google traffic apocalypse, arming yourself with Barry's don't-panic (but have your towel) wisdom, and getting the inside scoop on what grows in the new AI-powered world of news.

Key Segments:

[00:04:44] Current Status on News SEO: Minimal Impact

[00:06:46] "AI Mode Simplifies Web Browsing"

[00:15:00] EDGE of the Web Title Sponsor: PreWriter.ai

[00:17:12] AI Mode Impact on Google Traffic

[00:22:31] Google Outlasts ChatGPT: Future Forecast

[00:30:18] Stand Out or Fade Away

[00:33:25] News Industry Consolidation Trends

[00:34:33] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:37:10] Thriving Small Publishers Need Uniqueness [00:39:58] Balancing Integrity and Audience Appeal

Thanks to Our Sponsors!

PreWriter.ai: https://edgeofthewebradio.com/prewriter

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

Follow Our Guest

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

Blue Sky: https://bsky.app/profile/polemicdigital.com

Meta's got its eyes (and algorithms) locked on unoriginal content, and that's just the tip of the AI-powered iceberg. This week, EDGE of the Web is knee-deep in septic tank puns and even deeper into breaking news shaking up AI, SEO, and the future of web browsing.

Hosts Erin Sparks and guest Crystal Carter wade through Meta's latest moves to curb content farms and content theft, Google's new AI-generated shopping and search experiments, and the shocking rise of AI-powered browser contenders. Plus, the crew gets real about how AI Overviews are cannibalizing clicks, what "agentic AI" means for your future shopping sprees (and your calendar), and why being authentic is still your best bet in the SEO cesspool.

In a particularly cheeky side note, Erin and Crystal dissect the subtle strategies hidden in Google's virtual try-on images—are those AI-generated smiles a sly tactic for boosting conversions? Spoiler: Someone's always a little happier in new clothes.

Don't panic (and always carry a towel): EDGE of the Web keeps you prepared and laughing through the chaos of AI, changing SERP landscapes, and the not-so-glamorous world of digital marketing. Smash that play button for smart analysis, sharp takes, and the kind of SEO news you actually want to share—even if you promise to quit the septic tank jokes… eventually.

News from the EDGE:

[00:00:21] Try PreWriter.AI

[00:00:44] BrightonSEO 15% Off Tickets

[00:05:16] Meta Follows YouTube In Crackdown On Unoriginal Content

AI / SEO News Segment:

[00:10:47] EDGE of the Web Sponsor: PreWriter.AI

[00:11:57] OpenAI And Perplexity Set To Battle Google For Browser Dominance

[00:22:06] Google launches AI shopping tools with virtual try-ons and smarter price alerts

[00:29:00] Google Web Guide for AI-organized search results

[00:34:34] EDGE of the Web Sponsor: WAIKAI

[00:36:01] Google's AI Overviews are hurting clicks: Pew study

[00:44:17] Google Says AI Won't Replace The Need For SEO

Thanks to our sponsors!

PreWriter.AI: https://edgeofthewebradio.com/prewriter

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Us:

X: @ErinSparks

X: @CrystalontheWeb

X: @TheMann00

X: @EDGEWebRadio

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

Follow Us:

X: @ErinSparks

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