EP03: Let's Get Technical (SEO)

In this episode, Sam Torres, a tech SEO (aka, the SEO mermaid), shares insights on the evolving role of technical SEO in the age of AI, the impact of JavaScript and schema markup on AI crawlers, and practical strategies for SEO testing and implementation.Key TopicsThe importance of crawlability and site structure in AI searchDifferences in how AI crawlers and Googlebot crawl websitesSchema markup and JSON-LD in AI understandingStrategies for effective SEO testing and experimentationThe impact of JavaScript rendering on AI content visibilitySam TorresThe SEO Mermaid websiteSam’s LinkedInResourcesTech SEO Pro course – Technical SEO course created by Kristina Azarenko. Recommended by Sam for anyone new to technical SEO. Sam contributed the JavaScript module.Free JavaScript SEO course – Free, on-demand training covering JavaScript SEO, auditing, rendering, communicating with developers, and a dedicated module on JavaScript and LLMs. Sam is one of the course instructors.JavaScript SEO learning resources – Guides and educational material covering JavaScript SEO fundamentals and common technical issues.Google Search Central documentation – Google's official documentation, recommended by Sam as a way to explain technical SEO requirements to development teams.Join Women in Tech SEO – Global SEO and marketing community founded by Areej AbuAli. Sam recommends joining for learning, networking, webinars, office hours, and discussions beyond technical SEO.Join The SEO Community – Community founded by Noah Learner. Recommended as a place to ask questions, exchange knowledge, attend webinars, and connect with other SEO professionals.

In this episode, Debbie Chew shares insights on digital PR, its evolving role in SEO, and how it influences AI search results. Discover practical strategies for effective link building, industry-specific tactics, and how to measure success in digital PR campaigns.Key topicsThe evolving role of digital PR in SEOHow backlinks influence search rankingsStrategies for effective outreach and content creationMeasuring success in digital PR campaignsThe impact of AI on search and PRTools and frameworks for campaign planningAudience research and targeting in digital PRResourcesDebbie Chew’s website — Debbie’s personal website, shared at the end of the episode.https://www.linkedin.com/in/debbiechew/SparkToro — Audience research tool Debbie recommends for discovering the websites, podcasts, YouTube channels, newsletters, and social accounts your audience follows.Google Trends — Used in Debbie’s Martinelli’s cider example to compare search interest in “mocktail” and Martinelli’s and identify seasonal trends.XFunnel AI search research — Research on which sources AI search engines cite, including how third-party sources feature in top-of-funnel answers. The transcript references a study by XFunnel.Finchling — A digital PR resource mentioned by Debbie in connection with Aleyda Solís and a weekly newsletter showcasing digital PR campaigns for inspiration.

In this episode, Grace and Laura explore how to measure and report on AI search visibility and impact. They discuss the challenges of benchmarking, the importance of layered metrics, and tools to track AI visibility effectively.Key topicsMeasuring AI search and SEO performanceBenchmarking in a rapidly evolving landscapeLayering metrics for comprehensive insightsTools like Authoritas, SEMrush, Profound for AI trackingAI Metrics: citations, mentions, and sentiment analysis in AI visibilityResourcesGoogle Search Console — AI Overviews & AI Mode — Google Search documentationAuthoritas — AI Search Visibility Tracking — Authoritas AI SearchProfound — AI Citation Tracking — ProfoundseoClarity — AI Search Visibility — seoClarity AI Search VisibilitySearchPilot — GEO A/B Testing — SearchPilot GEO A/B TestingSearchPilot — Beyond Prompt Tracking — Is GEO Working? How to Get Beyond Prompt TrackingSemrush — Ghost Citations Study — The Ghost Citations Study

In this episode of Search Tea, Grace and Laura are joined by Crystal Carter, Head of AI Search and SEO Communications at Wix, international keynote speaker, and bestselling author, for a deep dive into the rapidly evolving world of AI search, GEO, LLMs, and agentic search.Crystal breaks down how AI models decide what information to surface, why brand entities matter, how Reddit and other platforms influence how brands are understood, and what SEOs should actually be doing to prepare for the next evolution of search.And, of course, there is plenty of tea along the way. ☕️In this episode, we cover:How LLMs decide what to recommend and cite Why your brand's entity mattersReddit and AI searchWhy updating existing content matters for AINLWeb and agentic searchAgentic shoppingAbout Crystal CarterCrystal Carter is Head of AI Search and SEO Communications at Wix, an international keynote speaker, and bestselling author. With around 20 years of experience across digital marketing and SEO, Crystal focuses on AI search, GEO, and the evolution of agentic search.She's spoken on stages including MozCon, Brighton SEO, SearchLove, and Harvard Business School, and is known for making complex developments in search practical, accessible, and actionable.ResourcesCrystal Carter on LinkedInWix AI Search LabCrystal Carter at Wix AI Search LabRoss Simmonds for Reddit SEO adviceHow to optimize Wix websites for NLWebWTF is NL Web? — Moz Whiteboard FridayWix: What is LLMs.txt?

In this episode, Laura and Grace explore the evolving landscape of holistic search, the integration of SEO and PPC, and the impact of AI on marketing strategies. Our experts share insights on how to align teams, leverage data, and adapt to changing search behaviors to drive better results.Key topicsHolistic search evolution and definitionIntegration of SEO and PPC strategiesImpact of AI on search and marketingTeam collaboration and communication in marketingSearch behavior changes and user experienceResourcesMoz Whiteboard Friday - https://moz.com/blog/seo-ppc-integration-whiteboard-fridayGoogle Performance Max - https://support.google.com/google-ads/answer/10724817?hl=enGoogle AI Max - https://support.google.com/google-ads/answer/15910187?hl=en

In this episode, Laura and Grace explore the evolving role of technical SEO in the age of AI, discussing best practices, common mistakes, and the impact of JavaScript and structured data on AI visibility.Key topicsThe importance of technical SEO in the age of AICommon mistakes in technical SEO auditsThe impact of JavaScript frameworks on SEO and AIHow structured data influences AI understandingPrioritization frameworks for technical SEO issuesResourcesCan LLMs see your JavaScript rendered content? - https://visively.com/kb/ai/ai-crawlers-javascript-renderinghttps://www.getpassionfruit.com/blog/javascript-rendering-and-ai-crawlers-can-llms-read-your-spaBrighton SEO Conference - https://brightonseo.com/events/san-diego-2026Chapters00:00 Introduction to SEO and AI's Impact on Technical SEO01:55 Is Technical SEO Still Relevant in the AI Age?04:02 Fundamentals of Technical SEO and Website Crawling08:00 Common Mistakes in Technical SEO Audits11:55 Handling Pagination and Facet Navigation for SEO16:10 Using Redirects, Noindex, and Canonicals Strategically20:03 JavaScript Frameworks and Their Effect on SEO and AI24:58 Prioritizing Technical SEO Tasks with Frameworks like ICE29:58 The Role of Structured Data and Schema Markup in AI Visibility40:12 Tools and Testing for JavaScript and AI Accessibility

Discussion, EducationalSummaryIn this episode, Laura and Grace explore the evolving role of content in the age of AI, discussing topics like SEO, content quality, AI's impact on search, and strategies for building authority and visibility.Key TopicsThe importance of content in the AI eraBalancing quality and quantity in content creationAI's role in surfacing and ranking contentThe significance of EAT (Experience, Authority, Trust)The evolving role of keywords and entities in SEOPrompt tracking and AI visibility strategiesThe impact of user-generated content and forumsResourcesGoogle EEAT Guidelines - https://developers.google.com/search/docs/fundamentals/creating-helpful-content#eatGoogle’s Guidelines on Optimizing for AI - https://developers.google.com/search/docs/fundamentals/ai-optimization-guideLily Ray's Insights on AI feedback loop - https://www.linkedin.com/posts/lily-ray-44755615_last-year-i-asked-perplexity-about-the-latest-share-7449931416840118273-U8nY/What is Retrieval-Augmented Generation (RAG)? - https://cloud.google.com/use-cases/retrieval-augmented-generationChapters00:00 Introduction 03:00 Is Content Still King in the Age of AI?06:04 Quality vs. Quantity in Content Creation09:03 The Role of AI in Content Production12:01 AI's Impact on Content Discovery14:58 Navigating Sensitive Topics with AI18:00 Understanding Google's E-A-T Guidelines20:58 The Importance of Reviews and User Experience26:19 The Importance of Authority in SEO30:15 Evolving Role of Keywords in SEO35:23 The Shift from Keywords to Entities40:05 Prompt Tracking vs. Keyword Tracking44:07 Engaging with Audiences for Better Visibility

Content typeDiscussionPrimary goalEducationalSummaryIn this episode, Laura and Grace explore the evolving landscape of AI search, SEO, and how generative models like ChatGPT are transforming digital visibility. They discuss the implications for brands, technical strategies, and the future of search behavior.Key topicsThe evolution of AI search and its impact on SEODifferences between traditional SEO and GEO strategiesThe importance of authority and trust for brands in AI searchTechnical considerations: JavaScript, structured data, and AI algorithmsConsumer behavior shifts due to AI and social platformsFuture trends: agentic search and AI-powered personal assistantsChapters00:00 Is SEO Dead? The Evolution of Search02:57 Generative Engine Optimization: A New Buzzword06:00 AI in Search: The Role of Large Language Models08:54 Consumer Behavior and AI: A Shift in Search Dynamics12:08 The Importance of Visibility in AI Search15:08 The Future of Search: Traditional vs AI18:00 AI Agents: The Next Step in Search Technology20:53 The Debate: GEO vs SEO23:53 Citations vs Visibility in AI Responses29:35 Navigating SEO Metrics and Tools32:39 The Shift from Keywords to Topics37:27 Establishing Authority in AI Search39:44 The Role of Structured Data44:23 Exploring LLMs.txt and Its Impact49:11 Trusting AI: A Critical Perspective52:31 SEO Evolution: Is It a Rebrand?54:19 Building Brand Authority Across Platforms