In this episode of the International Web Effectiveness Podcast, hosts Bill Hunt and Bill Scully discuss critical issues surrounding Google’s indexing processes with Adam Gent from Indexing Insight. They explore why indexing performance management is often overlooked, the significance of understanding crawled previously indexed pages, and the impact of page quality on indexing.

Adam shares insights on the dynamic nature of indexing, the importance of monitoring index rates, and how AI is influencing search eligibility. The conversation emphasizes the need for SEO professionals to take stock of their indexed pages and understand the quality signals that affect their visibility in search results.

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Hosts: Bill Hunt and Bill Scully

Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/google-indexing-with-adam-gent/

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Indexing Insight Links

Tool:

https://indexinginsight.com/

Newsletter:

https://indexinginsight.substack.com/

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In this episode, Bill Scully and Bill Hunt discuss the latest changes shaping how AI and search influence web effectiveness. They talk about Google’s removal of the “num=100” parameter, new findings from Growth Memo and Pew Research on zero-click behavior, and what these shifts mean for data collection, visibility, and user engagement.

The conversation explores how marketers can manage their brand’s AI visibility, measure performance in new ways, and prepare for the next phase of search-driven digital strategy.

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Hosts: Bill Hunt and Bill Scully

Full show notes:

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Referenced Articles & Resources:

►77% of sites lost keyword visibility after Google removed num=100: Data

https://searchengineland.com/google-num100-impact-data-462231

►What Our AI Mode User Behavior Study Reveals about the Future of Search

https://www.growth-memo.com/p/what-our-ai-mode-user-behavior-study

►Google users are less likely to click on links when an AI summary appears in the results

https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/

►Who Is the GEO Coach?

https://signalandfriction.substack.com/p/who-is-the-geo-coach

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In this episode of the International Web Effectiveness Podcast, hosts Bill Scully and Bill Hunt are joined by guests Nick LeRoy and Jason Kilgore for a candid panel discussion on The AI Easy Button Myth: Shortcut or Setback for SEO?

Building on Nick’s article Dear C-Suite: Stop Betting Your Future on the AI Shortcut, the conversation challenges the belief that AI can instantly replace people and processes in SEO. The group explores what leaders miss when they chase shortcuts, the risks of losing institutional knowledge, and how “race to the bottom” thinking erodes competitive advantage.

Together, they discuss how AI can be a powerful accelerator—but only when paired with human expertise, intuition, and strategic context. The episode also covers how to reframe the CEO conversation, measure AI’s real ROI, and protect long-term value in an era of rapid AI adoption.

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Hosts: Bill Hunt and Bill Scully

Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/ai-easy-button-myth/

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Guests:

⁠Nick LeRoy – Creator of the popular #SEOForLunch newsletter, read by thousands of marketers each week, and founder of SEOJobs.com and PPCJobs.com, two niche job boards serving the digital marketing community.

Jason Kilgore – Associate Director of SEO (Legal Division) at Internet Brands and Managing Member of Contractor Near You, LLC. With nearly 30 years of experience at companies like Dell, Apple, Thomson Reuters, and Internet Brands, Jason brings deep expertise in technology and content strategy. Recently, his team was a finalist in the 2024 Search Engine Land Awards for Best In-House SEO Initiative.

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Referenced Articles & Resources:

Dear C-Suite: Stop Betting Your Future on the AI Shortcut

https://www.seoforlunch.com/p/ai-shortcut

SEO in 2025 is a Team Sport

https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-24-seo-in-2025-is-a-team-sport/

Bill Hunt’s series on Web Effectiveness in Search (Search Engine Journal)

https://www.searchenginejournal.com/author/bill-hunt/

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In this episode, Bill Scully and Bill Hunt dive into how AI is transforming SEO and changing the fundamentals of digital marketing. They explore why understanding user intent, adapting to shifting query dynamics, and taking a multidisciplinary approach are essential for success.

You'll hear how search engines are now applying multi-dimensional filters to assess content value. Bill and Bill explain why your content strategy needs to focus on semantic structure, early involvement in planning, and better collaboration across teams to stay competitive.

Whether you're in SEO, content, or digital strategy, this episode offers practical insights to help you improve indexing and strengthen your web presence in the age of AI.

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Hosts: Bill Hunt and Bill Scully

Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/seo-age-of-ai-future-proof-search-strategies/

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Show notes Links:

The Google Indexing Purge Update

Stop Retrofitting. Start Commissioning: The New Role Of SEO In The Age Of AI

Why SEO’s Fundamentals Still Matter in the Age of AI

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Special Thanks to:

Adam Gent

Koray Tugberk GUBUR

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In this episode, Bill Scully and Bill Hunt break down the choice between a multilingual SEO and multiregional SEO website strategy. Learn how different business models: e-commerce, marketplaces, local partners, or subsidiaries can impact your decision.

You'll learn how to align your website with your global strategy, from language translation and localization to dynamic personalization, compliance, and long-term web operations. They also discuss when a hybrid approach may make sense as your international presence expands.

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Hosts: Bill Hunt and Bill Scully

Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/multinational-vs-multilingual-seo/

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Show notes Links:

Language-Only vs. Country-Specific Websites: The Strategic Decision Framework for Global Expansion

Multinational SEO vs. multilingual SEO: What’s the difference?

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In Episode 34, Bill Hunt and Bill Scully explore how U.S. manufacturers can turn global tariff instability into a strategic advantage—if they can be found online. They discuss why many American suppliers are “invisible” during a time of high demand, discuss procurement search behavior, and offer practical digital strategies to boost visibility and capture new business.

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Hosts: Bill Hunt and Bill Scully

Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/us-manufacturers-tariff-opportunity/

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Show notes Links:

Invisible at the Worst Time: Why American Manufacturers Are Losing the Tariff Opportunity

https://www.bisandigital.com/invisible-at-the-worst-time-why-american-manufacturers-are-losing-the-tariff-opportunity/

Tariffs, Trade-offs & Search Strategy: Should You Buy American or Source Smarter Abroad?

https://www.bisandigital.com/tariffs-trade-offs-search-strategy-should-you-buy-american-or-source-smarter-abroad/

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In this episode, Bill Hunt and Bill Scully take a closer look at the persistent challenges of geographic targeting in SEO. They examine why a correct hreflang may fail to deliver the intended results and how weak or conflicting geographic signals leave both businesses and search engines in a stalemate.

Drawing on real-world examples, they highlight how poor implementation, lack of ownership, and undervaluing geo-targeting hurt global visibility.

The discussion covers ccTLDs, IP detection, language variants, and the strategic importance of localized content and currency. With AI-driven search on the rise, they stress the need for strong, consistent signals and cross-team accountability to get geo-targeting right.

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Hosts: Bill Hunt and Bill Scully

Full show notes: ⁠https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-33-geolocation-signals-seo/

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In this episode, Bill Hunt and Bill Scully take a closer look at the risks of taking Google’s SEO advice or the headlines about it, at face value without understanding the full context. Using a recent discussion around hreflang tags and 301 redirects as a starting point, they explain how oversimplified interpretations can lead to flawed implementation, particularly during site migrations.

The conversation highlights the role of reciprocal hreflang tags, the complications introduced by redirects, and how false assumptions can throw off international SEO strategies.

They also dig into the ongoing confusion around structured data, AI-generated content, and the SEO community's habit of mistaking correlation for causation. If you’ve ever acted on advice without asking deeper questions, this episode is worth your time.

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Hosts: Bill Hunt and Bill Scully

Full show notes: ⁠ https://internationalwebmastery.com/international-web-effectiveness-podcast/risk-of-misreading-googles-advice/

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Links:

Google: Hreflang Tags With 301 Redirects Are Probably Okay by Barry Schwartz -

https://www.seroundtable.com/google-hreflang-301-redirects-39185.html

Google Again Says Structured Data Does Not Make Your Site Rank Better by Barry Schwartz -

https://www.seroundtable.com/google-structured-data-ranking-39232.html

When Context Gets Lost: The Risk of Misreading Google’s Advice by Bill Hunt - https://internationalwebmastery.com/blog/when-context-gets-lost-the-risk-of-misreading-googles-advice/

When a Simple Change Sparks Complex Assumptions: The Danger of Misreading Google’s Signals by Bill Hunt - https://internationalwebmastery.com/blog/when-a-simple-change-sparks-complex-assumptions-the-danger-of-misreading-googles-signals/

Google SOTR Podcast Recap – Duplicate Content by Bill Hunt -

https://internationalwebmastery.com/blog/google-sotr-podcast-recap-duplicate-content/

Understanding & Fixing Common Hreflang Errors Course -

https://learn.internationalwebmastery.com/courses/understanding-fixing-common-hreflang-errors

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In this episode, Bill Scully and Bill Hunt discuss the critical issue of AI Overview hallucinations—when artificial intelligence generates incorrect or completely fabricated information in search or chat results. They drill down into how these AI errors fundamentally undermine trust and credibility in digital content, creating significant risks for businesses of all sizes.

The conversation also leads to real-world examples of misinformation and the potential consequences for businesses, urging listeners to adopt a proactive approach to managing their online presence and ensuring the accuracy of their information.

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Hosts: Bill Hunt and Bill Scully

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Full show notes: ⁠

https://internationalwebmastery.com/international-web-effectiveness-podcast/ai-hallucinations-in-search/

Barry Schwartz Study: AI Search Engines Are Confidently Wrong Too Often:

https://www.seroundtable.com/ai-search-engines-wrong-39038.html

Implementing your Answers Management Strategy by Bill Hunt:

https://www.back-azimuth.com/implementing-your-answers-management-strategy/

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Soundbites from:

AI Search Has A Citation Problem By Klaudia Jaźwińska and Aisvarya Chandrasekar:

https://www.cjr.org/tow_center/we-compared-eight-ai-search-engines-theyre-all-bad-at-citing-news.php

AI Link Hallucinations: Are they harming your brand? by Dixon Jones

https://waikay.io/link-hallucinations/

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In this episode, Bill Scully and Bill Hunt discuss their experiences at the Google Search Central event in New York City. They discuss AI’s growing role in search, challenges with image indexing, and managing Google Business Profiles.

The episode also covers data inconsistencies across Google systems, the impact of hourly data on marketing, and the importance of content control in an AI-driven world. They highlight the fight against spam, the need for industry standards, and how marketers must adapt to evolving search trends.

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Hosts: Bill Hunt and Bill Scully

Full show notes: ⁠https://internationalwebmastery.com/international-web-effectiveness-podcast/google-search-central-live-nyc-2025/

Google Search Central Meetup NYC 2025 by Bill Hunt

https://internationalwebmastery.com/blog/google-search-central-meetup-nyc-2025/

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