In this episode of Search with Candour, host Jack Chambers-Ward interviews SEO expert Alex Galinos.

Alex shares insights on how to shift from focusing solely on traffic and SEO metrics to a revenue-driven approach that aligns with business objectives.

They discuss the integration of business intelligence with SEO, conversion rate optimisation, and the implications of AI and LLMs on SEO strategies.

Alex also provides actionable tips, tool recommendations, and real-life examples from his work at Hoppa to illustrate how SEO can directly contribute to business growth.

Tune in to learn how to maximise the monetary value of your SEO efforts and drive real business results.

Sponsored by Serpzilla: https://serpzilla.com/

Follow Alex:

• Parents Hub: https://parentshub.gr
• Hoppa: https://www.hoppa.com/en
• LinkedIn: https://www.linkedin.com/in/alexgalinos/

Previous episodes:

• https://youtu.be/yxCHqP3Hf24?si=K_WznncX2zacVCS8
• https://youtu.be/7dajPzLDEts?si=Arut3MDkBa8vLg8e

00:00 Introduction

03:40 Sponsor: Serpzilla

05:54 Upcoming Live Podcast

08:12 Interview with Alex Galinos

38:46 Data-Driven Decisions and Attribution Models

40:46 The Great Decoupling and Impressions Debate

43:10 Seasonality and Diversification in Business Strategies

49:49 Maximising Revenue Through Targeted Traffic

58:17 Actionable SEO Tips and Tools

01:02:50 Final Thoughts and Recommendations

Are you getting the most out of your organic shopping feed?

Join host Jack Chambers Ward as he sits down with returning guest Alex Wright, a managing partner for SEO at Dentsu, to uncover the untapped potential of organic shopping feeds in the ecommerce landscape.

Learn about the importance of optimising your feeds, the pitfalls to avoid, and the bright future of agentic search in 2025.

Follow Alex:

• Website: https://alex-wright.co.uk/
• Dentsu: https://www.dentsu.com/
• LinkedIn: https://www.linkedin.com/in/alex-wright-marketing/

Resources:

• https://blog.google/products/shopping/google-shopping-ai-mode-virtual-try-on-update/
• https://blog.google/products/shopping/shopping-graph-explained/
• https://support.google.com/merchants/answer/15182106
• https://github.com/google-marketing-solutions/feedx
• https://business.google.com/uk/merchant-center/manufacturer-center/
• https://ipullrank.com/how-ai-mode-works
• https://withcandour.co.uk/blog/stoicism-and-seo-for-headless-cms-with-alex-wright

00:00 Introduction

02:07 Upcoming Guests and Events

05:47 Sponsored by Fatjoe

07:34 Interview with Alex Wright Begins

09:27 Importance of Organic Shopping Feeds

17:48 Setting Up and Optimising Shopping Feeds

33:10 Common Mistakes and Best Practices

37:05 Importance of Team Communication in Digital Marketing

37:34 Utilising Supplemental Feeds for Enhanced Control

39:45 Introduction to Manufacturer Center

42:00 Exploring New Shopping Features and AI Integration

43:54 Challenges and Considerations with Agentic Search

50:09 Impact of Dynamic Pricing and Data Quality

52:34 Future of Search and E-commerce Strategies

58:10 Real-World Accessibility and Multimodal Search

01:04:58 Recommendations and Final Thoughts

In this episode of Search With Candour, Jack Chambers-Ward is joined by Jarno van Driel to discuss the nuances of structured data, its significance in SEO, and its broader applications beyond search.

The conversation ranges from how schema works with AI and large language models to how structured data aids in internal communication, impacts e-commerce, and the evolving landscape of digital marketing tools.

Follow Jarno:

• Jarno’s website: https://invisiblegraph.com/
• LinkedIn: https://www.linkedin.com/in/jarno-van-driel-36a47075/
• Bluesky: https://bsky.app/profile/jarnovandriel.bsky.social

Resources:

• https://withcandour.co.uk/blog/the-state-of-schema-in-2023-with-dave-ojeda
• https://www.youtube.com/watch?v=TiT2bzTq91Y
• https://developers.google.com/search/docs/appearance/structured-data/sd-policies

00:00 Introduction

01:20 Welcome to Search with Candour

02:57 Sponsor Message: Fat Joe

04:39 Welcome Jarno van Driel

06:22 The Evolution of Structured Data

07:26 The Role of Schema.org and Community Contributions

12:35 The Future of E-commerce and AI Integration

13:20 The Importance of Structured Data in AI Mode

15:32 Challenges and Misconceptions in Structured Data

25:02 The Role of Structured Data in Knowledge Graphs

28:04 The Competitive Landscape of E-commerce

30:34 The Rise of TikTok as a Shopping Platform

32:46 Different Types of Structured Data

34:45 The Future of Structured Data and AI

39:29 AI and Search: Bridging the Gaps

43:01 Multimodal Search and Google Lens

43:42 E-commerce and Structured Data

46:43 TikTok E-commerce

52:00 Structured Data's Internal Benefits

01:02:02 Speakable Schema and Voice Search

01:05:44 The Future of AI and Job Impact

01:14:28 Conclusion and Future Guests

In this week's episode of Search with Candour, Jack Chambers-Ward and Mark Williams-Cook discuss the evolving landscape of search in the context of Large Language Models (LLMs), the challenges they bring, including A LOT of spam and how they are being manipulated in search.

They talk about the potential future of AI search, and the implications for brands and consumers as well as the responsibilities of monitoring and mitigating misinformation, the need for in-depth product data, and the feasibility of AI taking over transactional tasks.

Sponsored by fatjoe:

Are you ready to get started? Sign up for your free fatjoe account: https://fatjoe.com/

References:

• Use The Brand Control Quadrant To Reclaim Your Brand Narrative: https://www.youtube.com/watch?v=mMx3u6fgg5w
• Why OpenAI & Perplexity want clickstream data: https://www.linkedin.com/posts/myriamjessier_ai-search-marketing-activity-7348972981231988738-jDHI
• Hacked sites and expired domains are being cited by ChatGPT: https://digitaloft.co.uk/hacked-sites-and-expired-domains-are-being-used-as-chatgpt-sources/

00:00 Introduction and banter

01:28 Discussing LLM Spam and Manipulation

02:16 Sponsor Message: Fatjoe

03:59 The Uses of LLMs in Search

06:03 Challenges and Future of AI Search

16:38 Phishing and Security Concerns with LLMs

19:54 Responsibility and Brand Protection

24:47 The Future of AI and Search

31:10 Damage Control in the Age of Generative AI

31:41 LLMs are Leaky Buckets

32:48 Firefighting Tools for AI Errors

34:22 The Importance of Brand Reputation

35:15 High-Value Leads and Conversion Rates

36:46 Misleading AI Conversations

37:27 SEO Strategies for E-commerce

40:14 The Future of AI in E-commerce

44:33 The Impact of AI on Consumer Behaviour

47:23 Concluding Thoughts and Upcoming Events

Jack Chambers Ward dives into the critical nuances of internal communication with renowned communications coach Salvatore Manzi.

Salvatore shares valuable insights on the 'rule of 10 seconds' in business meetings, the importance of structure in creating genuine connections, and the method of speaking to the shared interests of your audience.

They also discuss practical tips for reducing cognitive load, including scheduling white space and using mind mapping tools like X Mind.

This conversation is essential for anyone in SEO, digital marketing, or any fast-paced tech environment looking to enhance their communication skills.

Sponsored by fatjoe:

Are you ready to get started? Sign up for your free fatjoe account: https://fatjoe.com/

Follow Salvatore

• Website: https://www.salvatoremanzi.com/
• LinkedIn: https://www.linkedin.com/in/salvatorejmanzi/
• Book: https://www.clearandcompellingplaybook.com

Salvatore’s recommendations

• Mind mapping tool - X-Mind: https://xmind.app
• The Impactful Engineer Podcast: https://impactfulengineer.buzzsprout.com/

00:00 The Rule of 10 Seconds

01:28 Introduction

03:02 Sponsor: Fatjoe

04:49 Welcome Salvatore Manzi

05:21 The Importance of Communication in Tech Teams

08:59 Adapting Communication Styles

11:03 Managing Cognitive Load

18:56 Creating Inclusive Spaces for Neurodivergent Individuals

36:19 Understanding the Importance of SEO Jargon

38:14 Introducing the HIP Framework

40:20 The Power of Structure in Communication

46:07 Managing Overwhelm and Meeting Efficiency

52:00 The Art of Saying No

57:43 Metaphors and Mind Mapping

01:00:25 Recommendations

01:02:21 Conclusion and Upcoming Guests

In this episode, host Jack Chambers-Ward is joined by Harry Evans from Twelve Twenty Five to discuss the significance of incorporating video content into SEO and social media strategies for 2025.

Together, they explore why video content is a game-changer, share practical tips to get started, and provide insights on engaging your audience effectively.

The conversation covers real-world examples, actionable advice, and touches on evolving technologies in digital marketing.

00:00 Introduction

03:46 Welcome Harry Evans

05:16 The Importance of Video in SEO and Social Media

07:36 Real People, Real Impact

11:19 The Future of Video and Marketing Strategies

18:05 Client Success Stories and Practical Tips

41:17 The Two-Slice Toaster Dilemma

41:25 Marketing to Different Demographics

42:03 The Evolution of Brand Representation

44:05 Creating Engaging Video Content

45:17 Finding Your Voice on Camera

46:11 Overcoming the Fear of Recording

47:54 Practical Tips for Video Content Creation

54:17 The Importance of Consistency

01:01:13 Recommendations and Tools

01:12:58 Upcoming Episodes and Conclusion

Links to follow Harry:

• Twelve Twenty Five: https://www.twelvetwentyfive.io/
• Care Launch: https://www.carelaunch.uk/
• LinkedIn: https://www.linkedin.com/in/h-evans/

Harry's recommendations:

• Handbrake - Open source video encoding: https://handbrake.fr/
• How to Win Friends & Influence People: https://www.goodreads.com/book/show/4865.How_to_Win_Friends_and_Influence_People
• The One Thing: https://www.goodreads.com/book/show/16256798-the-one-thing

Jack Chambers-Ward is joined by Ramon Eijkemanns to discuss how to calculate the value of SEO traffic and if SEO needs rebranding. 

They explore the value of SEO traffic, the potential need for rebranding within the industry, and how metrics like market share and opportunity cost are redefining the field.

Ramon shares fascinating insights from his 20+ years in search marketing, including how to better calculate and communicate the true value of organic traffic. They also discuss the impact of AI and LLM on search behaviour and consumer visibility. Plus, Ramon shares his unique Blade Runner story!

Don't forget to like, subscribe, and engage with the podcast!

Follow Ramon

• Website: https://eikhart.com/
• LinkedIn: https://www.linkedin.com/in/ramoneijkemans/ 
• Bluesky: https://bsky.app/profile/eikhart.com 

Ramon’s Recommendations

• Mistral: https://mistral.ai/
• Self help Singh: https://www.youtube.com/@selfhelpsingh 

Links

• Jack’s MMA fight for charity: https://justgiving.com/page/jack-chambers-ward
• Spotify: https://open.spotify.com/show/4AILSpWLI74daOhECb8Hm0?si=3e16881117234da5 
• Apple Podcasts: https://podcasts.apple.com/gb/podcast/search-with-candour-seo-podcast/id1456880812 

00:00 Introduction

04:57 Ramon Eijkemanns' Background

07:03 SEO Opportunity Cost

09:02 Market Share and SEO

11:05 Challenges in Calculating SEO Value

17:33 The Future of SEO and AI

39:18 Technical SEO Campaign Success

40:19 Rebranding SEO

41:35 The Evolution of SEO Practices

44:01 The Importance of Results Over Methods

44:45 Rebranding the SEO Profession

47:58 SEO Job Titles and Industry Perceptions

51:40 Client Expectations and Industry Trends

56:45 Blade Runner and the Journey into SEO

01:03:53 Ramon’s Recommendations

01:10:49 Upcoming Guests and Final Thoughts

Jack Chambers-Ward sits down with Chris Ridley from Evoluted to discuss an innovative solution for managing SEO and PPC campaigns simultaneously.They explore how this tool can help businesses save money by avoiding search term cannibalisation. Chris shares insights on balancing organic and paid strategies, the importance of understanding SERP competition, and the evolving role of AI in search marketing.

Links to follow Chris:

• Website: https://www.evoluted.net/
• LinkedIn: https://www.linkedin.com/in/chris-ridley/
• Linktree: https://linktr.ee/PPC_Chris
• Digital E-A-Ts: https://www.digital-eat.com/chris-ridley/
• Related article: https://www.evoluted.net/resources/seomonitor-adsync-script

00:00 Introduction

01:01 Welcome to Search With Candour

02:40 Welcome Chris Ridley

04:31 The Concept of Search Cannibalisation

15:03 Implementing the Tool: Technical Details

17:40 Challenges and Future Adaptations

31:33 Understanding User Journeys and Brand Awareness

32:25 Google Ads Reporting and Data Transparency

34:55 The Importance of Business Objectives in Marketing

37:58 Multi-Channel Marketing Strategies

46:11 Effective Use of Remarketing

50:51 Recommendations and Tools for Marketers

56:56 Upcoming Guests and Future Topics

Jack Chambers-Ward sits down with Nick LerRoy to explore the landscape of SEO jobs in 2025.

They discuss how job roles in the SEO industry have changed, the impact of AI, and key skills that will keep professionals relevant.

Tune in for valuable insights on effective communication, personal branding, and navigating the job market in the ever-changing world of SEO.

Links to follow Nick

Nick’s site: https://nickleroy.com/

SEO jobs: https://www.seojobs.com/

SEO for lunch newsletter: https://www.seoforlunch.com/

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

Bluesky: https://bsky.app/profile/nickleroy.com

Links to resources:

https://www.seojobs.com/community/seo-job-report/

https://www.seojobs.com/interview-questions/

Nick’s recommendations

https://fireflies.ai/

https://www.amazon.com/Collection-Books-Go-Givers-Go-Giver-Leader/dp/912406288X/

https://www.amazon.com/Psychology-Money-Timeless-Lessons-Happiness/dp/B08D9WJ9G8/

00:00 Introduction: The Future of SEO Jobs

01:30 Welcome to Search With Candour

01:55 Welcome Nick LeRoy

02:14 The Evolution of SEO Job Market

02:56 Nick LeRoy's Journey and Insights

04:15 The Shift Towards Personality-Driven Content

07:52 Challenges in the Current Job Market

16:28 The Expanding Role of SEOs

38:03 The Importance of Personal Branding

45:20 Job Search Journey and Building Rapport

46:46 Freelancing and the Importance of Reliability

50:15 The Small SEO Industry and Personal Branding

01:01:07 The Role of AI in SEO and Business

01:11:00 Effective Communication and Client Relationships

01:11:16 Final Thoughts and Recommendations

01:26:24 Outro

Jack Chambers-Ward is joined by Dana DiTomaso from Kick Point Playbook to discuss common mistakes seen in GA4 setups in 2025.

Jack and Dana get into topics like the importance of proper tag manager setups, dealing with duplicate traffic, and strategies for better data filtering.

Dana also shares horror stories from hundreds of GA4 audits and tips on improving GA4 configurations. Don't miss the practical insights and tips to enhance your digital marketing efforts!

Follow Dana

• Website: https://kpplaybook.com/
• New GA4 audit course: https://kpplaybook.com/google-analytics-audit-course/
• LinkedIn: https://www.linkedin.com/in/dditomaso/
• YouTube: https://www.youtube.com/@kp_playbook/videos
• Bluesky: https://bsky.app/profile/danaditomaso.com

Resources

• https://kpplaybook.com/resources/how-to-track-traffic-from-aio-featured-snippets-paa-results-ga4/
• https://kpplaybook.com/resources/how-to-verify-consent-signals-are-being-received-correctly-in-ga4-for-modeling/
• https://gettingthingsdone.com/

00:00 Introduction and Guest Introduction

00:10 Common GA4 Setup Mistakes

00:57 Podcast Introduction and Host Updates

02:44 Upcoming Events and Announcements

04:49 Conversation with Dana DiTomaso Begins

05:45 GA4 Horror Stories and Common Issues

09:45 Advanced GA4 Tag Manager Tips

15:14 Importance of Proper Traffic Filtering

22:32 Tracking AI Traffic and Brand Building

34:59 Challenges in Digital Marketing and Analytics

41:35 Mike's Report and Learning Habits

44:31 The Importance of Annotations in GA4

56:01 Challenges with GA4 Implementations

01:01:30 Using BigQuery with GA4

01:03:01 Content Marketing Strategies with SparkToro

01:05:29 Personal Interests and Recommendations

01:13:00 Wrapping Up and Future Plans