Best benjshap LLC // Benjamin Shapiro Podcasts (2025)

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The Consolidation of Search 45:52

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3d ago45:52

45:52

The SEO industry is undergoing a seismic shift — from rising M&A activity to the growing dominance of AI in search. In this episode, Jordan Koene, SEO strategist and advisor at Previsible, is joined by Jim Boykin, founder of Internet Marketing Ninjas, to unpack their recent merger and what it means for the future of search. Jim shares insights from…

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How to maintain brand visibility when users can't see search results 5:16

7d ago5:16

5:16

Brand visibility faces new challenges in AI-driven search environments. Jason Lax, SEO Director at SAP, shares practical approaches for maintaining visibility when traditional search results aren't visible to users. He recommends leveraging alternative platforms like shopping and maps while conducting deeper research on brand perception across diff…

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Optimizing for Google's traditional search results vs emerging platforms 2:23

8d ago2:23

2:23

Traditional search vs. emerging AI platforms: which deserves focus? Jason Lax from SAP makes the case for prioritizing emerging technologies over legacy search, comparing it to becoming a mechanic for electric vehicles rather than gasoline cars. He positions Google's AI experience as a hybrid solution while explaining why investing in newer platfor…

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How will consumer behavior evolve in the next 12 months? 2:21

9d ago2:21

2:21

Consumer behavior is rapidly evolving with AI tools. Jason Lax from SAP examines how search patterns are shifting from traditional queries to more efficient AI-assisted interactions. He explores the "search less, do more" paradigm where users leverage new technologies to increase productivity, while also addressing the implications of zero-click se…

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Should you build separate teams for traditional vs AI search? 2:50

10d ago2:50

2:50

Should you separate traditional and AI search teams? Jason Lax from SAP weighs in on this emerging organizational question facing SEO departments. He suggests that while temporary separation might help teams develop specialized AI skills, the significant overlap in fundamentals means these functions will inevitably merge back together. Lax compares…

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Will Structured Data Continue To Increase In Importance? 2:57

11d ago2:57

2:57

Structured data's role in search continues to evolve rapidly. Jason Lax from SAP examines whether structured metadata will become more critical as search engines advance or diminish in importance. He explains how both Google and Bing recently reinforced structured data's significance, highlighting its contribution to crawling efficiency and precisi…

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Adaptive SEO for a Screenless, Off-Site Search Future 31:46

12d ago31:46

31:46

In a screenless search future, SEO strategies must adapt. Jason Lax, Technical SEO Expert at SAP, shares enterprise-level approaches for navigating rapid search evolution beyond traditional websites. He discusses how to mobilize strategic changes within large organizations, leverage observational insights to anticipate consumer behavior shifts, and…

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Is optimizing content specifically for AI summarization a legitimate strategy? 2:49

14d ago2:49

2:49

Is optimizing for AI summarization a legitimate SEO strategy? Tyler Einberger from Momentic weighs in on the evolving landscape of content creation for AI consumption. He distinguishes between valuable approaches like leveraging original data and proprietary insights versus less effective tactics like mass-producing consensus content or simply repl…

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One word to describe the competition between Google and OpenAI 6:12

15d ago6:12

6:12

In this episode, Tyler Einberger of Momentic examines the misleading nature of the Google-OpenAI competition. He reveals how Google maintains distribution advantage through AI mode integration while explaining that ChatGPT isn't primarily a search product despite its capabilities. Tyler shares technical insights about how ChatGPT uses both Bing's i…

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Optimize for AI or Traditional Search? 7:17

16d ago7:17

7:17

The AI vs. traditional search optimization debate isn't as binary as it seems. Tyler Einberger from Momentic explains why fundamental SEO principles work effectively across both environments. He discusses prioritizing technical implementations like server-side rendering for LLM visibility, addressing measurement challenges in AI search environments…

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How do you see zero-click searches evolving with AIO and LLM on rise? 3:04

17d ago3:04

3:04

Zero-click searches are evolving rapidly with AI and LLMs. Tyler Einberger from Momentic explains how this trend is already impacting SEO measurement and visibility. He discusses the growing challenges of data attribution when users stay within search platforms, the importance of triangulating analytics to demonstrate SEO value, and why properly ac…

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ClickStream data will be the most helpful search data moving forward? 4:03

18d ago4:03

4:03

Is clickstream data the future of search intelligence? Tyler Einberger from Momentic challenges this assumption, arguing that clickstream's 10-30% accuracy margin limits its precision for detailed analysis. He advocates for combining clickstream with first-party data to understand market direction while using server logs to measure performance, emp…

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SEO, GenAI/LLMs As Search, Lack Of Performance Data For SEO Professionals 25:50

19d ago25:50

25:50

SEO faces disruption from generative AI and LLMs as search alternatives. Tyler Einberger, Co-founder and Head of Growth at Momentic, shares clickstream data revealing ChatGPT users are 2.3 times more likely to click through to external websites than Google users. The report examines changing user behavior across platforms, highlights the measuremen…

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Investing in comprehensive data clean up vs AI content expansion for AI rankings 2:58

21d ago2:58

2:58

When resources are limited, SEO teams face tough investment choices. Martha van Berkel, CEO of Schema App, advocates prioritizing comprehensive data cleanup before AI content expansion. She explains that websites often contain irrelevant content that dilutes authority, making cleanup essential for establishing a baseline before strategic expansion.…

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One word that describes the current state of search in the GenAI era 4:31

22d ago4:31

4:31

In the GenAI era, search is "behind" according to industry experts. Martha van Berkel, CEO of Schema App, explains why most SEOs remain too tactical rather than strategic in their approach to AI-driven search. She advocates for cross-functional collaboration, executive education about zero-click searches, and structured data implementation to bridg…

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Why LLMs Fail (and why AI alignment is needed) 21:57

22d ago21:57

21:57

LLMs fail because they're prediction machines, not fact machines. Michelle Robbins, Manager of Strategic Initiatives and Intelligence at LinkedIn, explains why AI models produce inconsistent responses and require critical evaluation. She advocates treating LLMs as thought partners rather than absolute authorities, emphasizing the critical importanc…

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Will using AI to automatically generate schema markup at scale be a trend or trash? 2:49

23d ago2:49

2:49

Is AI-generated schema markup at scale effective? Martha van Berkel, CEO of Schema App, explains why automated schema generation falls short of understanding business nuances and human search intent. She argues that while AI can create basic drafts, it cannot properly define the complex relationships needed for a complete knowledge graph, requiring…

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The New Sp[AI]ce Race 22:38

23d ago22:38

22:38

The AI race is transforming search engine strategies. Michelle Robbins, Manager of Strategic Initiatives and Intelligence at LinkedIn, shares insights from her decade of tracking AI's evolution in search. She examines Google's cautious approach to AI integration, the challenges of monetizing AI-driven search experiences, and why companies must dive…

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How will the relationship between structured data and generative AI evolve over the next 18 months? 3:13

24d ago3:13

3:13

Structured data's role in AI is rapidly evolving. Martha van Berkel, CEO of Schema App, examines how structured data will become a critical data feed for large language models beyond traditional SEO applications. She explains why data with context is essential for reducing hallucinations in AI models, and predicts that frameworks and protocols will…

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Structured data will become mandatory for ranking in AI-generated search results by 2025? 2:01

25d ago2:01

2:01

Structured data may soon become mandatory for AI search rankings. Martha van Berkel, CEO of Schema App, shares her expert perspective on why search engines will likely require structured data implementation by 2025. She explains how computational costs will drive this requirement and predicts companies will need to adapt their technical SEO strateg…

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How GenAI uses structured data 33:36

26d ago33:36

33:36

Structured data is critical for AI-powered search success. Martha van Berkel, CEO of Schema App, explains how to optimize content for generative AI environments. She details how schema markup creates a knowledge graph that enables AI inferencing, explores the Model Context Protocol (MCP) as a universal framework for LLMs, and demonstrates why uniqu…

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3 areas SEO should focus on to stay relevant 2:17

28d ago2:17

2:17

SEO professionals face a rapidly evolving landscape with AI integration. Dale Bertrand, President of Fire&Spark, shares strategic insights for maintaining relevance in modern search. He emphasizes staying laser-focused on understanding customer search behaviors across platforms, monitoring how users interact with AI systems, and tracking which page…

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One word that describes the current state of AI search integration into SEO strategies 2:51

29d ago2:51

2:51

The future of SEO requires exploration amid AI integration. Dale Bertrand, President of Fire&Spark, shares how SEO professionals must upgrade their skill sets to adapt to rapidly changing search technology. He emphasizes the importance of experimentation, both with new technologies and in redefining SEO's value within marketing organizations, while…

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Investing more resources in educating LLMs about your brand vs optimizing for traditional search signals 2:54

30d ago2:54

2:54

Traditional SEO signals vs. LLM optimization presents a false choice. Dale Bertrand of Fire&Spark explains why relevance remains the fundamental target regardless of platform. He argues that search engines and AI platforms are technologically converging, making relevance to customer conversations the priority rather than optimizing for specific alg…

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The evolving relationship between content creators and AI tools 4:26

1M ago4:26

4:26

AI is transforming content creation roles and requirements. Dale Bertrand, President of Fire&Spark, explains how AI tools are democratizing content production by removing technical barriers to entry. He argues that future content creators will be defined by their vision and novel ideas rather than technical skills, positioning creative thinkers to …

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Will optimizing content specifically for AI search become more important than traditional search optimization this year?? 3:28

1M ago3:28

3:28

Will AI search optimization overtake traditional SEO? Dale Bertrand, President of Fire&Spark, challenges this notion with a customer-first approach to content strategy. He argues that successful SEO requires building genuine audience communities rather than simply creating "useful" content without search engine considerations. Bertrand emphasizes t…

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Educating LLMs & Optimizing Content for AI Search 30:03

1M ago30:03

30:03

In AI search, traditional SEO tactics are no longer sufficient. Dale Bertrand, President of Fire&Spark, explains how SEO professionals must shift from technical optimization to marketing fundamentals. He advocates for understanding customer behavior through direct conversations rather than relying solely on analytics, developing interactive tools t…

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Investing in AI content generation tools vs human editorial resources on a limited SEO budget 3:02

1M ago3:02

3:02

When SEO budgets are tight, resource allocation becomes critical. Jade Pruett, founder of Hello SEO, shares insights on balancing investments between AI content tools and human editorial resources. She emphasizes the importance of prioritizing technical SEO fundamentals before content quality upgrades, highlighting how even luxury brands can fail w…

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What's your game plan for balancing AI efficiency with maintaining E-E-A-T signals? 2:55

1M ago2:55

2:55

AI search evolution demands new tracking and research tools. Jade Pruett, founder of Hello SEO, predicts increased AI adaptation and specialized tools emerging through year-end. She advocates for LLM webmaster tools and more nuanced keyword research capabilities, with Bing potentially gaining competitive advantage by being first to market with thes…

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Is using AI to automatically generate meta descriptions for every page on your website a trend or trash? 2:11

1M ago2:11

2:11

Is using AI to generate meta descriptions at scale effective? Jade Pruett, founder of Hello SEO, weighs in on this emerging practice. She recommends providing keywords and references when using AI for meta description generation rather than using generic prompts. Both Pruett and host Tyson Stockton agree this represents a low-risk entry point for o…

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How will Google's approach to evaluating AI content evolve over the next 18 months? 2:09

1M ago2:09

2:09

Enterprise SEO leaders face mounting pressure to develop AI search strategies. Jade Pruett, founder of Hello SEO, shares her approach for navigating this evolving landscape. She recommends starting with immediate data collection through tools like Scrunch AI to establish baseline performance, then adopting a deliberately reactive stance while the A…

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Will AI-generated content be indistinguishable from human content in search rankings by 2025? 2:30

1M ago2:30

2:30

Schema markup is gaining importance for search visibility. Jade Pruett, founder of Hello SEO, explains why structured data provides critical advantages in an AI-driven search landscape. She discusses how schema creates efficiency for large language models and serves as a controllable optimization technique that SEOs can implement to improve content…

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How to (and not to) use AI in your SEO 23:18

1M ago23:18

23:18

AI is transforming SEO—for better or worse. Jade Pruett, CEO of Hello SEO, shares her optimistic perspective on navigating this evolution. She explains how AI search is creating new opportunities for smaller businesses to compete against established brands, why schema markup is making a comeback, and how diversifying optimization strategies across …

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Backlinking will have a resurgence with AI search? 2:57

1M ago2:57

2:57

Is backlinking still relevant in AI search? Travis Tallent from Brainlabs discusses the evolving role of link building in modern SEO. He explains why brand mentions may become more valuable than traditional backlinks as AI technology improves at understanding context and sentiment. Tallent advocates for digital PR strategies that focus on meaningfu…

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How to win buy-in from upper management in your first 90 days 4:47

1M ago4:47

4:47

Winning executive buy-in as a new SEO director is challenging. Travis Tallent, SEO expert from Brainlabs, shares his strategic approach for the critical first 90 days. He recommends diagnosing problems through CRO testing for quick wins, focusing on systems rather than individual silos, and creating a clear roadmap with specific timelines for audit…

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The big three KPIs all SEO teams should report on 2:34

1M ago2:34

2:34

Reporting the right SEO metrics to executives is crucial. Travis Tallent, Director at Brainlabs, shares the three essential KPIs every SEO team should track and report. He emphasizes revenue/conversions as the primary metric, followed by comprehensive search share of voice (including organic, paid, and AI visibility), and brand search trends as ind…

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Should SEO teams embrace CRO as a core part of our work? 2:19

2M ago2:19

2:19

Should SEO teams embrace CRO as part of their core function? Travis Tallent from Brainlabs makes the case for fully integrating conversion rate optimization into SEO strategy. He advocates for incorporating CRO principles into every roadmap and initiative, from content topic selection to blending UX research with keyword mapping strategies. Tallent…

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One word for the fundamental shift in search over the next 12 months 1:49

2M ago1:49

1:49

AI is fundamentally simplifying how people search online. Travis Tallent from Brainlabs shares his expert perspective on the transformative impact of AI on search behavior over the next 12 months. The discussion explores how AI is streamlining user search experiences, reducing complexity in search interactions, and creating more direct pathways to …

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How AI is transforming search 35:18

2M ago35:18

35:18

Reframing SEO as a business revenue driver remains a major challenge. Travis Tallent, Managing Director at Brainlabs and specialist in integrated SEO strategy, details methods for aligning SEO with stakeholder KPIs, incorporating conversion rate optimization and UX into SEO roadmaps, and building implementation frameworks that focus on measurable b…

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How to maintain traffic when AI summaries answer user queries directly in search results 3:13

2M ago3:13

3:13

AI summaries threaten organic traffic in search results. Mike Walrath, CEO of Yext, explains why brands should focus on maintaining awareness rather than traffic metrics. He advocates for making structured data widely available to AI systems, enabling direct customer connections without traditional website visits. Walrath suggests measuring success…

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Is The Concept Of "Zero-Click Search" Going To Evolve Into Traffic Driving Opportunities? 1:57

2M ago1:57

1:57

Zero-click search presents both challenges and opportunities for SEO professionals. Mike Walrath from Yext explores how these seemingly traffic-less interactions might evolve into valuable engagement points. He examines the growing role of voice search in zero-click experiences and predicts how brands may still deliver content directly to users des…

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How Will The Relationship Between Ecommerce And Search Engines Evolve Over The Next 12 Months? 4:59

2M ago4:59

4:59

In e-commerce search, AI is reshaping the shopping experience. Mike Walrath, CEO of Yext, predicts the emergence of single-click shopping experiences through AI search engines this holiday season. He explains how conversational AI will enable personalized product recommendations based on user preferences and price constraints, creating a more intel…

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Optimize For Google's AI Overviews Vs Focus On Other Search Environments? 4:01

2M ago4:01

4:01

In this episode, Mike Walrath of Yext tackles the strategic dilemma of optimizing for Google AI Overviews versus alternative search environments. He argues that optimizing for Google's AI search already leverages existing SEO practices, while diversifying to other platforms creates additional visibility opportunities. Walrath predicts established s…

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Will AI-Generated Search Results Materially Change Local Search This Year? 2:31

2M ago2:31

2:31

AI is rapidly transforming local search results. Mike Walrath, CEO of Yext, explains how AI assistants now provide direct answers to local queries instead of deferring to search engines. He explores why businesses must adapt their strategies to become the answer within AI-generated results, emphasizing the accelerating pace of this fundamental shif…

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AI-Powered Search: Disruptive Risk or Strategic Advantage? 39:08

2M ago39:08

39:08

AI is reshaping search discoverability and business visibility. Mike Walrath, CEO of Yext, explains how Google's monetization model faces disruption from emerging AI search competitors. He details how businesses must structure data for machine consumption rather than humans, identifies opportunities in local search fragmentation, and demonstrates h…

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What Other Marketing Channel Will Have The Most Overlap With SEO In 12 Months? 3:14

2M ago3:14

3:14

In this episode, Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, predicts which marketing channels will most overlap with SEO in the coming year. He identifies YouTube as the primary convergence point, followed by App Store and Google Store Optimization, noting how these platforms increasingly appear in search results. Elliot explains…

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Youtube SEO Is SEO 5 Years Ago? 3:38

2M ago3:38

3:38

Is YouTube SEO just like traditional SEO from five years ago? Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, debunks this oversimplification while highlighting the strategic overlap. He explains how YouTube's visual nature and engagement metrics create an 80/20 similarity ratio with traditional SEO, emphasizing how subscriber signals…

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Top Pick For Internal Team To Partner With? 3:38

2M ago3:38

3:38

In the quest for effective SEO partnerships, data teams emerge as the critical ally. Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, explains why data teams should be every SEO professional's first choice for collaboration. He emphasizes how understanding data implementation logic prevents misalignment between analytics and strategy, …

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What’s Your First Step To Partner With CRM? 3:01

2M ago3:01

3:01

Partnering with CRM teams requires strategic alignment. Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, shares his approach to cross-functional collaboration. He emphasizes understanding CRM user journeys and templates first, then identifying content gaps where SEO articles can enhance customer communications, ultimately creating a mo…

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Is Paid Search Is The Most Important Marketing Channel To Partner With For SEO? 2:55

2M ago2:55

2:55

In this episode, Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, challenges the notion that paid search should be SEO's primary partner channel. Tsai argues that all marketing channels deserve equal partnership as they each represent different parts of the user funnel. He explains that paid search often receives preferential treatment…

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