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!

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Wix: http://edgeofthewebradio.com/wixstudio

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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!

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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!

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Wix: http://edgeofthewebradio.com/wixstudio

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

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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!

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In this episode of EDGE of the Web, we sit down with Jon Gillham, the seasoned entrepreneur and founder/CEO of Originality AI, to explore the intersection of artificial intelligence and content strategy. Jon stresses the importance of companies establishing explicit policies regarding the use of AI in their content strategies. Without clear guidelines, companies risk uncontrolled AI usage, which can compromise the authenticity and trustworthiness of their content. He also discusses the role of AI in boosting efficiency in content creation while maintaining a balance with human input to ensure quality and reliability.

Jon shares how AI tools not only aid in content creation but also enhance credibility and authority by providing credible sources and references. He outlines how Originality AI, with its suite of features including AI detection, plagiarism checking, and real-time monitoring in Google Docs, helps ensure content authenticity. He envisions a future where niche experts gain prominence over broad SEO tactics, and he advocates for ethical AI use, especially in educational settings. 

[00:03:32] Introduction to Jon Gillham

[00:06:33]  Should There Big Regulations on AI

[00:12:38]  The Importance of Clear AI Policies in Content Strategie

[00:14:24] EDGE of the Web Title Sponsor: Site Strategics

[00:18:55]   Guidance for Brands: Disclosure First

[00:19:38]  RIsky to Not Have a Human in the Loo

[00:23:55]  Utilizing a Personally Training Model as a Co-Author

[00:27:08]  How Difficult is it Going to Be for Google to Sift Through AI

[00:28:14] EDGE of The Web Sponsor: Wix Studio

[00:29:27]  Adding Value Beyond Text: New Trends in Content Marketing

[00:31:30]  Future of Authenticity in Content

[00:34:38]  Tips to Content Creators from Jon Gillham

Thanks to our sponsors!

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

Wix: http://edgeofthewebradio.com/wixstudio

Follow Our Guest

Twitter: https://x.com/JonGillhams 

LinkedIn: https://www.linkedin.com/in/jon-gillham-80912a14a/ 

Resources

https://originality.ai/

We’re joined by Jon Gillham, a seasoned entrepreneur and the CEO of Originality AI, a cutting-edge tool designed to detect human vs. AI-generated content.

We'll explore Originality AI's impressive accuracy rate in detecting AI-generated content, including from tools like ChatGPT, and discuss the industry's shift towards AI integration in content creation. Jon will shed light on the rising skepticism among consumers regarding online content, the struggle to manage false positives, and the evolving role of AI in business practices.

Additionally, we'll discuss the challenges and advancements in AI content detection, the potential plateauing of Large Language Models, and the importance of ethical considerations in AI content generation. Plus, hear about new features like plagiarism and fact-checking aids, readability checkers, and more. 

Tune in as we unpack the future of AI in content marketing and digital innovation with Jon Gillham on EDGE of the Web!

Key Segments:

[00:03:35] Introduction of Jon Gillham 

[00:14:29] The Balance Between Human And Ai-Generated Content.

[00:18:14] EDGE of the Web Title Sponsor: Site Strategics

[00:21:37] Explanation Of Originality.Ai And Its High Accuracy In AI Content Detection.

[00:27:57] Handling False Positives In AI Detection And The Role Of Metadata.

[00:28:45] Features Of Originality.AI: Plagiarism Checking, Readability Analysis, And Fact-Checking Tools.

[00:29:48] Challenges of Detecting AI Content as Models Become More Sophisticated.

[00:32:06] EDGE of The Web Sponsor: Wix Studio

[00:36:24] Ethical Considerations and Regulatory Concerns In AI Content Usage.

Thanks to Our Sponsors!

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

Wix: http://edgeofthewebradio.com/wixstudio

Inlinks:

Follow Our Guest

Twitter: https://x.com/JonGillhams 

LinkedIn: https://www.linkedin.com/in/jon-gillham-80912a14a/ 

Resources

https://originality.ai/

It’s Going To Be OK!

Kevin Indig jumped into the host seat for Erin while he was away! 

Kevin and Jacob discuss the DOJ's continued push for Google's break-up of products, specifically Google Chrome. They dissect Google's new Search Console features and their broader implications for data control and AI dominance. They also critique Google's latest moves, from real-time site notifications that miss the mark to the continued saga of Mullenweg’s crusade against WPEngine with an update to his WPEngine Tracker site. 

Don't miss out on Jacob's witty commentary and Kevin's sharp insights as we navigate the whirling winds of tech regulation, Google's evolving strategies, and the future of digital search. 

News from the EDGE:

[00:02:12] Mullenweg is updating the WP Engine Tracker website again…

[00:08:10] Recommendations are now live in Google Search Console

[00:10:58] EDGE of the Web Title Sponsor: Site Strategics

[00:12:04] The DOJ’s Plan to Bring Down Google’s Monopoly

AI Blitz:

[00:22:50] ChatGPT Search Fails Attribution Test, Misquotes News Sources

[00:29:08] EDGE of the Web Sponsor: InLinks

Barry Blast from Search Engine Roundtable:

[00:30:12] Google Sitelinks Search Box Now Really Gone

[00:31:20] Google On Giving Prior Notice To Search Penalties

[00:38:03] 21 Years Covering The Search Industry

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks https://edgeofthewebradio.com/inlinks

Follow Us:

X: @ErinSparks

X: @Kevin_Indig

X: @TheMann00

X: @EDGEWebRadio

Ori Zilbershtein joins the EDGE as a guest to go over the news this week. We crack open a number of Google News pieces from around the marketing space.

Some quick takeaways: Make sure you use WhatsApp as a conversion in Google Ads—you better be there. We discuss the report on shifting trends in CTR per industry and how the data could be interpreted another way, i.e. AI Overviews viciously rearranging the landscape. Is OpenAI actually thinking about developing a browser now? They hired an ex-Google Chrome engineer, so maybe.

All this plus some great takes from Ori as he returns to the show on the news side.

News from the EDGE:

[00:0 2:29] Google Introduces WhatsApp ‘Conversation Started’ Conversion Tracking

[00:05:10] Shifting Industry Trends Highlighted in Google Search CTR Data

[00:11:17] EDGE of the Web Title Sponsor: Site Strategics

[00:12:23] Google’s now giving some insights into website performance

Captain Obvious:

[00:17:10] Google Updates Misleading Ad Design Policy For Deceptive Buttons In Ads

AI News:

[00:24:44] OpenAI Hires Former Chrome Engineer, Eyes Browser Battle

[00:29:37] EDGE of the Web Sponsor: InLinks

AI Tools:

[00:30:40] Turn your blogs into stunning, shareable infographics, powered by AI

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks https://edgeofthewebradio.com/inlinks

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X: @ErinSparks

X: @OriZilbershtein 

X: @TheMann00

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We have started a new series on EDGE of the Web. We’re focusing on marketing tools that we love! Hopefully, you’ll love them just as much as we do.

First up: SEOGets.com

Mathew Mellinger, Co-Founder of SEO Gets, joins the show to talk about his journey into software development from local SEO, and the needs he saw in the industry. SEOGets is a Google Seach Console alternative for SEO professionals and agencies managing multiple sites.

Imagine linking several GSC accounts effortlessly, exporting unlimited data, and getting heat maps of content performance—all without the usual GSC limitations. Rapid updates, active listening to customers, and customizable features just add more icing on the cake. Let's not forget the tool's public roadmap, multi-site graphs, and powerful filtering options that go beyond what even Google offers.

Be sure to take a look at this tool! We love it here at the agency.

Key Segments:

[00:03:37] The new Tool Series on the EDGE

[00:06:14] Scrappy duo improving SEO tools for users.

[00:14:57] Optimizing tools enhance site performance, engaging teams

[00:22:50] EDGE of the Web Title Sponsor: Site Strategics

[00:29:13] Connect multiple accounts, invite unlimited team members.

[00:33:32] Sharing raw data risks client confusion, misunderstandings.

[00:45:01] EDGE of The Web Sponsor: Wix Studio

[00:46:29] Four SEO reports: Heat map, keyword, CTR, distance.

[00:50:17] User feedback is a contual inbound building asset.

[00:59:21] Laser-focused SEO tool for performance and insights.

Thanks to Our Sponsors!

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

Wix: http://edgeofthewebradio.com/wixstudio

Follow Our Guest

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LinkedIn: https://www.linkedin.com/in/matthew-mellinger-471437169/

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Resources:

https://seogets.com/

What is Google's latest shake-up? The Page Experience Report's exit from Search Console. This week, we are joined by the insightful Lidia Infante from SurveyMonkey, as we explore the headlines in the SEO and Marketing world.

The DOJ has some audacious demands for Google to sell Chrome, and ads have finally hit the AI Overview pages: We even unpack the drama-filled lawsuit between WP Engine and Automattic, questioning the ethical boundaries of open-source communities. This is the stuff that only Andy Cohen can unravel at this point. 

Ever wondered about the environmental costs of AI? Lidia hits us with some eye-opening facts while we dissect Google's claim of reducing power consumption by 90%. Don’t miss our banter over volatile localization signals and ranking shifts during Google’s November Core Update!

News from the EDGE:

[00:04:28] Google Search Console Drops Page Experience Report

[00:09:59] Ads Now Being Seen on Google AI Overviews

[00:18:25] EDGE of the Web Title Sponsor: Site Strategics

[00:19:46] WP Engine Intensifies Legal Dispute With Automattic

[00:28:54] DOJ is Pushing for a Sell-Off of Google’s Chrome Browser

[00:37:11] EDGE of the Web Sponsor: InLinks 

Barry Blast from Search Engine Roundtable:

[00:38:28] Google Also Cautions On Using Google People Also Ask For Content Ideas

[00:39:54] Google November 2024 Core Update Movement - Slow But For Some Massive

Bonus Coverage:

[00:42:19] Freaky AI News: Human, Please die.

Thanks to our sponsors!

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