SEO testing is evolving fast in the age of AI. In this episode, Ryan Jones shares how he approaches experiments, interprets results, and adapts strategies for AI-driven search changes.

In a world of AI search, knowing which SEO metrics actually matter is more important than ever. In this episode, Matthew Mellinger breaks down how to approach SEO analytics today and what data points to really pay attention to.

Understanding how people search is just as important as knowing what they search for. In this episode, Garrett Sussman dives into the psychology behind search behaviour - exploring how shifts toward conversational, multimodal experiences like Google’s AI Overviews and tools like ChatGPT are changing user expectations, decision-making, and how SEOs need to adapt.

Search personalisation isn’t new, but it’s becoming more powerful. In this episode, Otso Karvinen unpacks Google’s approach to personalisation through patents and real-world examples, and explores how AI platforms like ChatGPT already excel at delivering tailored results.

The search landscape is evolving fast. In this episode, Steve Paine breaks down what modern competitor analysis looks like today, why SEOs must shift from a keyword-first mindset to a focus on topics and intent, and how to uncover real opportunities amidst the noise.

SEO education is often overlooked, yet it’s key to driving real impact. In this episode, Hellen Benavides reveals how she championed SEO education at giffgaff, securing internal buy-in and making SEO a core part of their digital strategy.

Technical SEO is evolving - are you keeping up? In this episode, Patrick Hathaway discusses the growing impact of AI and LLMs on search, along with the increasing role of JavaScript and what it means for the future of technical SEO.

Ecommerce SEO comes with its own unique challenges. In this episode, Kunal Sharma shares insights from his in-house experience at Bulk, discussing how to scale organic growth internationally with technical and content strategies.

AI is transforming content creation like never before. In this episode, Jo Cameron dives into the key considerations for using AI in content strategy, highlighting its strengths, challenges, and how to navigate its impact in the evolving search landscape.

Recent Google updates have introduced significant changes to the search landscape. In this episode, Lily Ray unpacks the main themes driving these updates, explaining their current impact on SEO and the trends that may shape the future of search.