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EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

EDGE of the Web is a weekly digital marketing podcast discussing all things in Digital Marketing: SEO, Social Media, Content Marketing, and more. Host Erin Sparks discusses the latest news and trends in the digital marketing industry as well as interviews with some of the top names in marketing. Visit our website at edgeofthewebradio.com to see all of our past shows and videos.
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EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer
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Nov 26, 2021

Darren Shaw of Whitespark.ca joins the EDGE again (been a while) to discuss Local SEO, Google Business Profile as well as his annual Local Search Ranking Factors survey from 40 of the top Local SEO professionals in the business. Get up to date on what affects local search engine optimization and where Entity SEO works into the Local SEO concepts, today on the EDGE.

[00:05:02] What Does Whitespark Do for Companies?

[00:07:05] QR codes are back!

[00:08:52] Stats on Local Search

[00:10:43] In some industries, Google drives upwards of 90% of all of their business.

[00:13:12] Google as your new homepage, care of Mike Blumenthal 

[00:15:17] In the past 6 years, Google has been rolling out a ton of incredible features

[00:17:51] What are the first steps you help a business owner understand in Local SEO?

[00:18:52] What is the top local search ranking factor?

[00:21:29] Three Pillars of Local Search

[00:23:04] What are citations?

[00:26:14] Consistency is a myth in Local SEO

[00:28:08] Local SEO = Entity SEO

[00:30:02] Get the keywords in the review!

[00:31:57] The Local Search Ranking Factor Survey

[00:39:02] Keywords in the Business Name?  Seriously, Google?

Nov 24, 2021

Jason Barnard and Lily Ray join Erin Sparks on an EDGEFlash - a breaking digital marketing news episode.  When it happens, we will get it to you as soon as possible!  We uncovered a relationship of factors that lead us to believe that this is not just another core update!  Breaking news, here on the EDGE!

[00:02:24] The social media outcry regarding the November Google Core Algorithm updates

[00:03:32] Ray: This is a tricky update due to the holiday season

[00:05:28] Ray: How the Volatility Tools Work

[00:06:39] Barnard: Does Dictionary site visibility increase = new entity knowledge?

[00:09:08] Barnard: Completely new: core algorithm updates and knowledge graph update together

[00:10:52] Barnard: 8% rise in the number Rich Elements

[00:11:43] Increase in "People Also Search For" to 21%

[00:12:34] BREAKING NEWS:  People Also Search For + Dictionary ranking spikes + Knowledge Graph Entity growth….Google’s more confident, folks!

[00:14:57] Ray: Intense shifts can change because of current events

[00:17:57] Words of advice from Ray and Barnard

Nov 16, 2021

Covering a lot of (Site)Ground here on the show today with Erin Sparks and Mordy Oberstein.  Learning about the carbon emission expense of IndexNow, SiteGround sites being deindexed from a 4-day DNS outage and how machine written content may not be so bad in the future.  Bonus on this episode: see Erin lose it when Mordy calls our toll-free number for the podcast. That’s conversion optimization, baby!

[00:06:11] Will Google use Microsoft’s new IndexNow protocol?

[00:11:30] A four-day outage at SiteGround is over, but still recovering. But Google dropping indexing in that short of time?

[00:18:15] So Google has talked about how machine written content is currently against Google's guidelines, but someday it might not be. 

[00:23:14] Bonus: Mordy dials our toll-free number and we discover that it is taking faxes…...only faxes.  Listen to Erin lose it…..

Nov 10, 2021

Mordy missed this episode!  Please publicly shame him, if you would!  We covered pretty important news - GMB is gone!  What’s in a name, really.  The news is really about the changing way to edit your Google Business listing, and what is going away.  More news to check out from Search Engine Land and Search Engine Journal today on the EDGE.

 

[00:03:15] Goodbye Google My Business! 

[00:07:42] Google tells us where we should put our videos for maximum exposure

[00:14:25] We’ve got a new Page Speed Insights version and 

[00:18:14] Incoming is a Page Experience Update coming to Desktop!

 

Nov 4, 2021

In our second segment of our Victor Zhitomirsky interview, we unpacked the caching and optimization tools available to help speed up your websites.  Understanding the part that JavaScript plays in the rendering speed is a must.  We dive into difference caching systems and hosting providers, arming you with an incredible set of options to future-proof your site speed.

 

[00:07:12] Caching and Optimization tools for your WordPress site

[00:08:30] What to look for in optimization and Javascript delay tools

[00:09:17] Branching Javascript loading is the future of the Wordpress ecosystem

[00:10:44] Page build platforms: which are the heaviest JavaScript load?

[00:14:30] Will speed be a ranking signal in the future?

[00:16:12] The new ecosystem of page-builder tools & Google’s reward.

[00:17:59] If we can’t rebuild, what should we be looking for in caching tools?

[00:22:11] Caching is not caching anymore

[00:25:35] Comparing hosting providers

Nov 2, 2021

We go “Meta” on today’s episode.  Mordy wants to rename our firm’s name, Jacob wants to rename Indianapolis, Erin renames Morday, it’s all-Meta All-the-time today on the EDGE.  Find out our take on Facebook-to-Meta, Google’s evaluation on spammy links and domains and, yup - a take on the AMP debacle, yet again. Stories covered from SEL, The Verge and SER today on the EDGE.

 

[00:04:57] What if the meaning of a name, was the meaning of the name? Facebook is now Meta.

[00:12:33] Is Google ignoring spammy links? Or not…?

[00:21:16] We’re re-evaluating usage of AMP- Maybe you should too.

Oct 26, 2021

With Core Web Vitals prominent in the SEO community dialogue, we wanted to take a moment to dive deep into understanding the issue.  We researched and found a world of caching and optimization tools, and then tripped across and tested one that had somewhat of a contentious discourse in the public square.  We reached out to the author of an article crying “FOUL!”.  Let's learn about the CWV issue and find out about Black Hat Core Web Vitals today on the EDGE.

[00:08:04] What is the problem with WordPress sites?

[00:11:14] Google has a history of trying to help people recognize the speed problem

[00:14:29] The difference between PSI scores and Core Web Vitals 

[00:18:58] Google understands that the time of the hand-coded websites is finished and we're in the era of bloat

[00:23:31] It's simple: You have to make sure that JavaScript is not render-blocking

[00:26:19] What about shared hosting applications and platforms?

[00:30:48] The new world of caching tools in the battle for speed

[00:31:50] Field Data and Lab Data

[00:35:34] A New Solution: Nitropack?
[00:38:35] Of course your site will be lighter if you remove ALL JavaScript!
[00:44:13] Nitropack's Response

[00:45:53] Be prepared for a penalty from Google, because you're cheating.

Oct 26, 2021

It was an all-skate for Google topics this week on the EDGE.  The EDGE team covered articles from Search Engine Land and Search Engine Journal with a sidebar regarding Shaquille O’Neal’s appearance without podium on a Formula 1 race (serious squirrel chasing). Dive into the potential serious connotations of alleged ad throttling from Google related to AMP.  Find about this and Mordy’s helpful tips on how to pace one’s own liquid intake on this episode of the EDGE.

 

[00:04:00] Up and down, up and down- More Volatile search results this year

[00:09:51] Quality Rater Guidelines add 5 new important updates

[00:24:06] Could there be Corruption and Anti-trust at Google?

Oct 19, 2021

Rollin, rollin, rollin...keep that mobile search rolling!  Mordy, Jacob and Erin review the biggest news from last week - the Infinite Scroll on Google’s mobile search:  did we just lose a psychological barrier that kept us in query revision mode?  Are long tail phrase optimization strategies going to lose here?  Also covered in our episode this week is the low performance of WordPress in Core Web Vitals and Google’s podcast knowledge panels discoveries!  Yup - we’re in there.  Have a seat around the campfire and listen in.

[00:03:55] WordPress Proposes Team to Improve Core Web Vitals

[00:13:16] Podcast knowledge panels go live in Google Search

[00:17:38] Google rolling out continuous scroll on mobile

Oct 6, 2021

Mordy’s back in the second chair to discuss Google’s SearchOn event from last week and join Erin in basking in all of the great reveals that Google had in store for us.  We cover articles from Search Engine Land and The Verge, deep diving into the challenge that Google has as it tries to move users away from the Ten Blue Links.

[00:06:26] MuM’s the word at Google’s SearchOn event last week

[00:17:47] Google search gets larger images, enhances so much.

[00:22:33] Google wants to bring a richer, deeper search experience to its users. 

Sep 28, 2021

George Nguyen of Search Engine Land joined Erin on the show this week to cover the news this week in Mordy’s absence. We always love George’s take on the digital marketing fronts. This show focused on an article that PPC marketers need to pay very close attention to. Check your match types, everyone, things are changing.

[00:03:15] Ad Transparency from Google Ads by way of the “About This Advertiser” page
[00:12:08] Google Ads also now preferring phrase match or broad match keywords that are identical to a query
[00:20:44] TikTok and Instagram might get indexed by Google

News from Search Engine Land
[00:28:05] SMX Next: November 20-22nd, 2021
[00:31:12] Search Engine Land Award for Diversity and Inclusion in Search Marketing

 

Sep 22, 2021

Mordy gave the 450 episode his own 450 response code (yes, check out server codes all of you SEO geeks)!  He’s away on holiday and we brought it to the pre-eminent SEO auditor, Andy Drinkwater to come alone side Erin to discuss the news of the week.  We’re talking Title tags yet again, but there’s much more in this episode.  450 episodes and still going strong!

[00:06:14] Google speaks out about recent title changes, it’s not nearly as bad as we think it is….

[00:19:45] Are your website redirects a ranking factor?

[00:27:02] What should you be aware of for eCommerce websites into next year?

Sep 21, 2021

Olga Zarzeczna appears on the EDGE for her second segment as we discuss her recent articles, a list of 52 SEO tools from Google and 79 Best Chrome Extensions for SEO as well as the incredible success she has had with your consultancy, being that her site has only been indexed for a year.  This is how you do content, folks!  Providing value every step of the way, here on the EDGE.

 

[00:07:28] What spurred you to actually start your own business? 

[00:09:26] Olga’s initial strategy for her site. The uniqueness of her content.

[00:16:30] How she’s keeping her knowledge sharpened.

[00:24:06] Google Tools: Google Search Console Insights

[00:25:19] Google Tools: Core Web Vitals

[00:31:25] Google Tools: Page Speed Insights and Lighthouse

[00:35:05] Google Tools: Google Chrome Dev tools

[00:36:47] Google Tools: Data Highlighter

[00:38:48] SEO Chrome Extensions: Olga’s Best Pics!

Sep 16, 2021

Let’s regroup. Erin Sparks, Mordy Oberstein and Andrew “Optimisey” Cock-Starkey hold the first EDGE of the Web SCRUM to discuss the growing concern of Google Search dominance and content aggregation overreach.  Is Google taking too much of our own content for its uses?  Where do we, as content providers, stand when it comes to our goals of visits to our websites as opposed to data purveyors to Google?  Is there a Plan “B”? Welcome to the SCRUM!

[00:05:48] Perspectives of Google domination

[00:09:40] Taking you away from websites and keeping you on the SERP itself.

[00:14:28] An old media consumption pattern

[00:16:10] Is Google taking too much? 

[00:19:44] Google Ads eroding away the separation of Ad versus Organic

[00:26:35] Are they giving us what we’re asking for?

[00:29:45] Can Google be replaced?

Sep 16, 2021

Olga Zarzeczna appeared on the SEO radar in August of 2020 with an incredible series of contributions to the community.  With incredibly crafted posts such as “Technical SEO Audit (188+ Steps)” and “SEO Audit Tools: 65 Tools For SEO auditing” and spending upwards of 40 - 60 hours of meticulous writing, Olga is clearly defining herself as a thought leader in our digital marketing community.  Give a listen as we go through her SEO Audit Tools list as Erin tries not to be a SEO Veruca Salt! 


[00:11:49] The Fail of SEO Auditing: Relying on a Single Tool Too Much

[00:16:47] What Factors Kept Some Tools Out of the List?

[00:20:19] First Tools: Errors, Warnings and Notice Audit Tools: Screaming Frog and Site Bulb

[00:24:16] A Focus on the Semrush SEO Technical Audit Tool

[00:25:29] The Requirement of SEO and Site Context When Reading Audit Results

[00:28:24] On Crawl

[00:29:00] Net Speak

[00:30:28] DeepCrawl: The Enterprise-Level SEO Audit Tool

[00:32:34] AHRefs Website Analysis Tool: Best Site Monitoring Tool

[00:34:20] Check My Links

[00:35:12] Link Redirect Trace

[00:36:01] Why Javascript Rendering Analysis is So Important as an SEO Audit Tool

[00:38:20] Log Analyzer Tools:  Why is it so important to focus on the logs?

[00:40:30] Volatility Sensors

[00:44:37] Great Guidance: How to Start Your SEO Audit Process

Sep 14, 2021

Mordy and Erin tear into the topics this week (except for the Google Algorithm changes this weekend...missed that). We even got Mordy to pipe in about Google Ads, great info about impression-only data from your ads.  The State of SEO 2021 from Search Engine Journal was The guys cut up again, so dive in today!

[00:03:23]

Twitter’s Communities might be different - and have better context

[00:08:37]

Historical Query Data without Clicks from Google’s Search Terms report

[00:15:34]

Search Engine Journal’s State of SEO 2021 Report

Sep 11, 2021

We continue our conversation with Kristina Azarenko, educating people through her SEO Challenge (#SEOChallenge). We break down some of the learning blocks when it comes to SEO and how to navigate your continued education inside of the organization you work for.  Improving the value or your own SEO skill sets is just as important as the SEO talent you bring to your company.

[00:03:08] The John Mueller tweet that should be heard around the SEO world. SEO audit tools create “Hundreds of Recommendations. Most of these are not going to be relevant to your sites”

[00:07:32] Do we need to shield our clients from spam notifications of SEO issues?

[00:14:05] Lack of Structure is your enemy.

[00:18:17] SEO knowledge structure should be like shelves

[00:21:29] How do you keep learning a priority, in an agency or organization

[00:27:40] Bringing value to yourself, not just the company you work for.

Sep 1, 2021

Carolyn Lyden drops in on the EDGE team to discuss her recent article that has the SEO industry looking at our relationship with Google. We’re part of the business model, right? We continue to talk about the Google SERP Title debacle as well as other news items of the week.

[00:02:36]
GMB posts can actually now appear on third party sites without your knowledge.
[00:04:17]
Google dropped HTML title tags usage by 77%! Analysis from Mordy of Semrush.
[00:11:32]
Carolyn Lyden chimes in on her own article. Discussing the Google/SEO relationship.

Aug 23, 2021

In this episode, of which the SERP Title is yet to be determined by Google, we have a special guest with us to interpret the hot mess of Title replacements by Google.  Lily Ray, Senior Director, SEO & Head of Organic Research at Amsive Digital reviews her recent article, her observations and the SEO climate at hand.  This is NEW, folks. And it is an Earthquake.

  • [00:02:55] Holy Jumbled Titles, Batman! What is Google doing?!
  • [00:19:01] Google Search Console has Cross-Language Results
  • [00:20:36] Timestamp Previews and Translated Captions coming to YouTube
Aug 20, 2021

With Kristina Azarenko educating people through her SEO Challenge (#SEOChallenge), we thought it would be great to get her and Erin Sparks together to talk about how SEOs can stop chasing perfection. Plus, any of our listeners can use the code EDGE at her course’s checkout to receive a special surprise—she didn’t pay us to promote; we just love it and want to pass it along.

 

[00:07:54] Starting SEO with the right mindset.

[00:00:00] Is there a particular attitude that we should have while performing SEO?

[00:16:06] Obsession can be a good thing at times, but “out-of-context” panic on technical SEO issues are harmful

[00:16:37] Reactive SEO - Is it worse that FOMO?

[00:22:31] Agency SEO starts with communication and a deeper understanding.

[00:24:01] Setting SEO priorities.

Aug 20, 2021

Prater & Martinez are back! This time around, we talk about brand perception shifts throughout the Pandemic, inclusive marketing and how audiences are way smarter than everyone thinks.

 

[00:07:28] Examples that Joe and JD have seen of permanent brand perception and buying choice of consumers we’ve experienced through the pandemic

[00:14:52] How Big Tech’s efforts to flag socially offending accounts have over-reached and harmed legitimate advertisers.

[00:16:59] Are Ad platforms too hyper-sensitive?

[00:19:00] We will have more inclusive marketing in the future.

[00:23:43] Audiences are smart, passionate and the most vocal they have ever been.

[00:25:26] You can’t please everyone

[00:23:43] The world of product marketing and demand generation

Aug 19, 2021

In this week’s news coverage, Erin Sparks and Mordy Oberstein are keeping an eye on Facebook and Google. Facebook is trying to work user privacy into their ads, ahead of regulatory worries. And, if you want your podcast featured on Google, you need to meet new requirements.

  • [00:05:07] Podcasts featured on Google have new requirements
  • [00:11:33] Pages are dropping and re-appearing in Google’s index
  • [00:15:12] Facebook Ads are aiming at user privacy
  • [00:24:30] 500 errors cause Googlebot to crawl less often
Aug 11, 2021

Erin and Mordy talk COVID and tech SEO. Proof of vaccination on Yelp, Google’s structured data testing tool is gone, potential rumblings of an unmentioned update on the 6th and a new Schema recommendation. There’s no slowdown for marketing opportunities or technical SEO in August; try to keep up!

[00:03:31] Yelp is Adding Searchable Covid related attributes

[00:07:56] Recommendation from Google: Author URLs

[00:13:23] Was there an Algorithm Update that Started Friday? Barry thinks it’s possible. 

[00:17:44] The Legacy Structure Data Testing tool is gone

Aug 10, 2021

We’re joined by two experts in this interview! JD Prater and Joe Martinez join us to discuss relationship-marketing, client fears and the hot, hot topic of data collection. Marketing is changing fast, and it’s time we start to unpack what the heck is going on.

 

[00:07:00] What does JD and Joe see evolving in the digital marketing space, taking in consideration the year and a half we have been through with Covid.

[00:09:39] Innovation comes from constraint

[00:15:08] JD’s new gig at Osmos and Joe’s new move to run his own shop

[00:18:37] Do companies really get the new relationship-marketing strategies?

[00:21:52] Client fears on a non-mainstream platform

[00:23:36] When the light bulbs go off with a client and a tactic

[00:23:36] Any time you can specialize….

[00:26:48] The loss of targeting - privacy laws

[00:30:05] The data collection mindset for marketers

[00:34:48] Last stop:  Google’s FLoC. What the FLoC is happening?

Aug 4, 2021

Erin Sparks chats with a stateside Mordy Oberstein, co-hosting from his hotel room. From Google Ads Editor, LinkedIn’s new acquisition to Wordpress and Universal Search, this week’s episode touches topics that affect all marketers—not just SEOs.

[00:08:05] New version of Google Ads Editor brings Hotel ads and lead form extensions

[00:10:36] LinkedIn expanding their creator tools and Learning platform with new acquisition

[00:17:10] Wordpress is still a behemoth in market share

[00:28:40] Gary Illyes expands on how Universal Search works

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