Jack Chambers-Ward gathers an esteemed panel of SEO all-stars: Dawn Anderson, Jono Alderson, Myriam Jessier, and, the birthday boy himself, Chris Green.

Together, they discuss the future of search, focusing on key topics such as the impact of AI mode, the evolution of search behaviour, and the transparency of data.

Tune in for an insightful discussion from these industry experts about how they are navigating the ever-shifting SEO landscape and what it means for the future of search marketing.

Follow Chris:

🎂Website: https://www.torquepartnership.com/

🎂LinkedIn: https://www.linkedin.com/in/chrisgreenseo/

🎂Bluesky: https://bsky.app/profile/chris-green.net

Follow Dawn:

🏃‍♀️Website: https://bertey.com

🏃‍♀️LinkedIn: https://www.linkedin.com/in/msdawnanderson/

🏃‍♀️Bluesky: https://bsky.app/profile/dawnieando.bsky.social

Follow Jono:

🎮Website: https://www.jonoalderson.com/

🎮LinkedIn: https://www.linkedin.com/in/jonoalderson/

🎮Bluesky: https://bsky.app/profile/jono.id

Follow Myriam:

🐙Neurospicy: https://www.neurospicy.agency/

🐙 Pragm: https://www.pragm.co/

🐙LinkedIn: https://www.linkedin.com/in/myriamjessier/

🐙Bluesky: https://bsky.app/profile/myriam.dopamine.builders

00:00 Introduction and Episode Overview

02:32 Introducing the SEO all-stars

04:37 The Future of Search and AI

05:23 Social Contract with Google

11:39 Challenges and Opportunities in SEO

22:29 Legal and Ethical Considerations

27:55 Google's Role and Responsibilities

36:00 Impact of AI on Gen Z and Millennials

36:11 Google's Rethinking Search with AI

36:55 Organisational Commitment to AI

38:47 Challenges for Tool Providers

40:26 The Impact of Multimodal Search

47:13 What is “High Quality Content”?

57:09 Brand Trust and AI Narratives

01:08:12 Google's Market Share and Future

01:11:53 Closing Thoughts

Jack Chambers-Ward and Mark Williams-Cook explore all the latest updates from Google I/O 2025. There were some HUGE announcements, including AI mode, personalisation in search, and agentic search.

The discussion also covers the challenges of tracking traffic from AI Mode, ads in AI Overviews and AI Mode on ad revenue, and the future of content creation for informational websites. Plus, we answer listener questions and discuss reactions from across the SEO industry.

Chapters

00:00 Introduction

00:16 Google IO Highlights and Initial Reactions

01:03 AI Mode launches in the US

03:34 Challenges and Opportunities with AI Mode

06:13 The Future of Rank Tracking and Personalisation

09:19 AI Agents coming to Google Search

14:54 Ads in AI Mode and AI Overviews

19:44 Deep Search and Content Visualisation

25:40 Q&A: How are you tracking AI traffic? How are you communicating with clients?

31:48 Q&A: Do you think that PAA questions will mirror prompts in the future will alsoasked.com pick these up?

33:54 Q&A: How do you think websites whose business model depends on informational content will survive?

42:24 Q&A: How can we navigate this time where execs must focus less on falling traffic & conversions?

43:46 Q&A: What is happening to our understanding of the user? Will we only need to understand how AI reasons, not humans?

50:13 Ashley Segura’s reaction to Google I/O

51:03 Tamara Novitović’s reaction to Google I/O

52:36 Sam Torres’s reaction to Google I/O

54:21 Final Thoughts and Future Discussions

Links

• https://youtu.be/bDVpI23q8Zg?si=hWf-BqZOyB46Av_M
• https://ahrefs.com/blog/google-ai-mode-is-here-but-you-cant-track-it-properly/ 
• https://www.linkedin.com/posts/ashley-segura_googleio-googleio-contentstrategy-activity-7330977072435077120-C5xr 
• https://www.linkedin.com/posts/tamara-novitovic_seo-bazoom-linkbuilding-activity-7330938839110258688-xbRc
• https://www.linkedin.com/posts/samantha-torres-seo_googles-announcement-for-ai-mode-as-a-user-activity-7331052950104018944-qhJr

Kobi Omenaka joins Jack Chambers-Ward to explore ways to find keywords for free.

They discuss the benefits of using customer conversations, news trends, and various free tools like Google Keyword Planner and Search Console.

The episode also delves into the importance of understanding search intent and maximising the impact of small, engaged communities.

Tune in for actionable tips and strategies to enhance your keyword research without breaking the bank.

Follow Kobi

• Kobi’s digital marketing: https://kobestarr.io/
• Kobi’s podcasts: https://stripped.media/
• LinkedIn: https://www.linkedin.com/in/kobiomenaka/
• Bluesky: https://bsky.app/profile/kobestarr.bsky.social
• Instagram: https://www.instagram.com/kobestarr/

00:00 Introduction to Free Keyword Research

01:19 Meet the Guest: Kobe Omenaka

04:13 Kobe's Digital Marketing and Podcasting Journey

07:21 Exploring Free Keyword Research Tools and Strategies

20:47 The Importance of Understanding Customer Language

33:03 Understanding Your Audience

34:16 The Power of Branding

36:25 The Importance of Touchpoints

40:10 Keyword Research and Content Creation

49:53 Community Engagement and SEO

54:16 Kobi’s recommendations

01:03:28 Conclusion and Upcoming Episodes

Join Jack Chambers-Ward for a conversation with Greg Finn, co-founder of Cypress North and co-host of ⁨the fantastic Marketing O-Clock and It's New podcasts.

The lads discuss what the next five years will look like for PPC Google Ads, SEO, and digital marketing. Greg shares insights on the evolving landscape of AI in search, the growing integration of ads, and the importance of adapting to new trends and technologies.

Jack and Greg also discuss how digital marketers should break out of niche silos and pay attention to the broader changes in the industry.

We also learn how much Greg loves revenge.

Spoiler: It's a lot.

Links to follow Greg:

📈Cypress North: https://cypressnorth.com/

🎧Marketing O’Clock: https://marketingoclock.com/

👉LinkedIn: https://www.linkedin.com/in/gregfinn

▶️It’s New: https://www.youtube.com/playlist?list=PLxGhOTUAj8SzDiusE8ThupSmCw9Hds8Mp

Recommendations

🛠️Recommended tool = https://www.scrapebox.com/

📖Never Split the Difference by Chris Voss https://bookspaperscissors.co.uk/collections/business/products/never-split-the-difference-by-chris-voss

📖Radical Candor by Kim Scott - https://www.radicalcandor.com/

💪Reacher on Amazon Prime

📖The Terminal List - https://www.officialjackcarr.com/books/the-terminal-list/

Chapters

00:00 Introduction

01:12 Introducing Greg Finn

02:46 The Importance of Staying Informed in Digital Marketing

04:18 The Evolution of PPC and SEO

05:48 Challenges and Changes in the Digital Marketing Landscape

07:47 The Role of AI in Digital Marketing

11:50 The Future of Search and Digital Marketing

14:21 Adapting to New Trends and Technologies

16:11 The Impact of AI on PPC and SEO

19:17 The Shift Towards Community and Creator-Based Content

36:26 Following Writers and Artists: A Game-Changing Experience

37:01 The Rise of Authenticity in Content Creation

37:54 The Shift in Publishing and Content Creation

38:51 The Future of AI in Search and Advertising

39:34 Challenges and Opportunities in AI-Powered Search

40:12 The Evolution of Ads in AI Search

41:57 The Impact of AI on SEO and PPC

44:41 The Future of Keyword Targeting and Search Behaviour

46:40 The Role of Personas and Broad Match in Advertising

48:16 The Challenges of Data and Reporting in AI Search

54:30 The Future of Subscription Models in Search Engines

57:34 Tools and Recommendations for Marketers

01:03:59 Concluding Thoughts and Future Episodes

Jack Chambers-Ward is joined by Irina Papuc, co-founder of Galactic Fed, to discuss the intricacies of creating content that ranks well in LLMs and AI search engines.

Irina has an extensive background in digital marketing (and even worked at CERN on the Large Hadron Collider!), offers valuable insights into optimising content for AI search and the future landscape of SEO.

They discuss topics like the importance of authentic content, brand mentions, and the potential decline of traditional link-building in the evolving digital marketing space.

Tune in for a thought-provoking conversation packed with expert advice and practical tips for staying ahead in the rapidly changing world of SEO.

Links to follow Irina Papuc

• https://yestheory.com/⁠ 

• https://bernardjhuang.com/ 

Chapters

00:00 Introduction

01:57 Meet Irina Papuc: Co-Founder of Galactic Fed

02:08 The Future of AI Search and LLMs

02:58 The Rise of Chat GPT and AI Search Engines

06:24 Optimising Content for AI Overviews

22:35 The Importance of Brand Mentions in AI

32:21 The Focus on Ad Revenue

32:44 Exploring Alternative Search Engines

34:01 The User Experience in Search

35:13 Google's Response to AI Competition

37:06 The Future of Search and Brand Loyalty

41:52 The Importance of Authenticity in Content Creation

52:13 Irina’s Recommendations

57:53 Outro

Join Jack Chambers-Ward in this episode of Search with Candour as he sits down with Tom Winter from SEO Wind to discuss the future of SEO and AI agents.

Discover how AI agents can optimise your workflow and solve problems using multiple tools.

Tom breaks down the technical aspects and practical applications of AI in SEO, touching on keyword clustering, internal linking, and content creation.

Plus, get insights into the latest trends and the future evolution of search and technology.

Follow Tom Winter

⭐SEO Wind: https://seowind.io/

⭐Tom on LinkedIn: https://www.linkedin.com/in/tom-winter/

Recommendations

⭐Make.com: https://www.make.com/

⭐Hunch Tools: https://hunch.tools/

⭐Crystal Carter - LLM visibility: https://www.wix.com/seo/learn/resource/llm-visibility-vs-seo-kpis

Resources

⭐https://deepmind.google/technologies/project-mariner/

⭐https://ai.google.dev/competition/projects/jarvis-ai-2

Chapters

00:00 Introduction to AI Agents and SEO

00:59 Meet Your Host and Guest

01:38 Understanding AI Agents

04:10 Defining AI Agents and Their Uses

06:04 AI Agents vs. Workflows

09:21 Human Element in AI Processes

15:36 Automating Reporting and Workflows

23:25 Content Creation with AI Agents

29:39 Overcoming Analysis Paralysis in Content Creation

30:49 The Challenge of Internal Linking with AI

34:06 Leveraging Google Search Console for SEO

37:25 The Future of AI Agents in Search

42:44 The Evolution of Search Queries

45:54 The Role of AI Agents in Everyday Tasks

49:22 Monetisation Challenges for AI Agents

51:47 Predictions for the Future of SEO

54:19 Recommended Tools and Resources

57:10 Conclusion and Upcoming Episodes

In this week's episode of Search with Candour, Jack Chambers-Ward is joined by returning guest Matt Kohli.

In his third appearance, Matt details his journey from being a freelancer to starting his own marketing agency, Fortitude Marketing.

The conversation covers the challenges of transitioning roles, the importance of building a reliable team, learning to trust others, and not overpromising to clients and focusing on delivering results.

Matt's recommendations

🛠️Tool Recommendation -  ⁨Sparktoro

📖Book Recommendation - Psycho-Cybernetics by Maxwell Maltz

Follow Matt Kohli

👉Fortitude Marketing

👉Follow Matt on LinkedIn

▶️Matt's previous episode

Chapters

00:00 Introduction

02:55 Introducing Matt Kohli and His Journey

04:34 Challenges and Strategies in Building an Agency

08:56 Importance of Collaboration and Client Communication

13:26 Managing Finances and Essential Tools for an Agency

16:12 The Value of Niching Down and Offering Multi-Channel Services

24:09 Balancing Strategic and Hands-On Work in an Agency

33:27 Reflecting on Experience and Continuous Learning

38:54 The Importance of Community and Networking

43:01 Challenges and Realities of Starting an Agency

45:26 Balancing Flexibility and Structure

56:21 Managing Expectations and Delivering Promises

58:05 Weekly Recommendations and Closing Thoughts

Disclaimer: Sorry for the audio quality, technical difficulties meant we had to use our backup audio! Jack tried his best to fix it - we hope you can still enjoy the episode!

Search with Candour and The SEO Mindset podcast bring you another amazing podcast event, live from Brighton!

Sarah, Tazmin and Jack will be giving actionable tips and advice on authentic personal branding as well as sharing their own experiences. Together, we’ll explore strategies to define, communicate, and amplify your unique value. Get ready to unlock your potential and leave with tools to build a brand that truly represents you and your business.
Headline sponsor - SISTRIX

SISTRIX is the all-in-one SEO toolbox for those who want to succeed on Google, Amazon and Facebook.
With SISTRIX's market-leading tools, you can optimise your website according to the latest Google guidelines, track competitors on Amazon and easily generate and perform research across Tiktok, Instagram and YouTube.
The SEO Mindset podcast

• Subscribe on YouTube - https://www.youtube.com/playlist?list=PLn2ul-U03T10Mmp4thdCbQ_M555xelzXh
• Follow on Spotify - https://open.spotify.com/show/7fHOicztfKEL3yElQLpc2w?si=b7390f9a726e4d0a 
• Follow on Apple Podcasts - https://podcasts.apple.com/gb/podcast/the-seo-mindset-podcast/id1617543592

Search with Candour

• Subscribe on YouTube - https://www.youtube.com/playlist?list=PL8c8k5Yy8FltVNsIsP1iUCSXDfE5cq2pM Follow on Spotify - https://open.spotify.com/show/4AILSpWLI74daOhECb8Hm0?si=72a9f68d2c0f40bc 
• Follow on Apple Podcasts - https://podcasts.apple.com/gb/podcast/search-with-candour-seo-podcast/id1456880812

Jack Chambers-Ward is joined by guest Grace Frohlich, SEO Senior Manager at Brainlabs, to explore how to map user journeys and understand customer paths in search. 

Grace also shares insights into using AI to create detailed user personas and map motivations behind searches and practical steps for tracking user journeys and keyword tagging to enhance search strategies.

Follow Grace

• Brainlabs: https://www.brainlabsdigital.com/ 
• Follow Grace on LinkedIn: https://www.linkedin.com/in/grace-frohlich/
• Grace's article on Wix: https://www.wix.com/seo/learn/resource/user-journey-map-for-seo
• Grace's Whiteboard Friday: https://moz.com/blog/chatgpt-customer-journey-whiteboard-friday
• Grace's talk at BrightonSEO: https://www.youtube.com/watch?v=a4_9Yj9yDUg

Chapters

00:00 Introduction to User Journeys

01:56 Sponsored by AlsoAsked

03:21 Introducing Grace Frohlich

04:31 Understanding User Journeys

07:16 The Importance of Search Intent

15:03 Creating Bespoke User Personas

20:16 Motivations and Non-Linear Journeys

25:49 Search Intent and Motivations

30:08 The Evolution of Search in 2025

30:22 Personalised and Conversational Search

32:33 Integrating Social Platforms into Customer Journeys

36:42 Milestones and Pain Points in User Journeys

46:32 Tracking and Organizing Search Data

54:34 Final Thoughts and Future Episodes

Jack Chambers-Ward and Mark Williams-Cook discuss the excitement and preparations for April’s BrightonSEO.

Mark gives a preview of his talk, the duo pick some of the talks they’re looking forward to as well as the live podcast Jack is co-hosting with Sarah and Tazmin from the SEO Mindset podcast.

The episode also delves into Dr. Pete Myers’ article on the increasing volatility of Google updates, with the delightful pun of 'Google warming,' and how this rapid evolution only makes the SEO landscape more complex.

BrightonSEO April 2025 Talk Recommendations

Mark’s picks:

1. https://brightonseo.com/talks/custom-event-tracking-in-ga4-for-saas
2. https://brightonseo.com/talks/does-structured-data-markup-influence-eeat
3. https://brightonseo.com/talks/fake-eeat-until-you-make-eeat

Jack’s picks:

1. https://brightonseo.com/talks/data-driven-seo-a-framework-based-approach
2. https://brightonseo.com/talks/query-counting-for-seo-why-you-need-to-be-paying-attention
3. https://brightonseo.com/talks/how-to-fight-giants-seo-secrets-for-challenger-brands

Dr Peter Myers - Google Warming https://moz.com/blog/charting-the-google-algorithm

Chapters

00:00 Introduction

00:11 BrightonSEO Preparations and Excitement

01:40 Diving Adventures in Brighton

02:52 A Preview of Mark’s BrightonSEO Talk

07:37 Upcoming BrightonSEO Talks and Recommendations

08:23 Custom Event Tracking in GA4 for SaaS - Bengü Sarıca Dinçer

09:13 Data-driven SEO: A Framewor Based Approach - Kazushi Nagayama

11:25 Does Structured Data Markup Influence EEAT? - Jarno van Driel

12:58 Query Counting for SEO - Daniel Foley Carter

14:16 Fake EEAT until you make EEAT - Emma-Elizabeth Byrne

18:22 Moderating and Live Podcast Plans

19:48 Upcoming Show Floor Interviews and Live Podcast

20:21 Google's Frequent and Volatile Updates

21:34 Impact of AI on Search and Content

25:27 Challenges with AI Accuracy and Reliability

28:47 The Future of Personalized Search

38:38 Concluding Thoughts and Future Plans