This week's EDGE of the Web dives into the seismic shifts rocking the digital marketing landscape, from Adobe's blockbuster SEMrush acquisition to Google's long-awaited rollout of Search Console Annotations (well, not so seismic). The future of AI in SEO and the rising tide of data privacy laws set the tone for a fast-changing industry.

Erin Sparks, Crystal Carter, and Jacob Mann break down what Adobe's $1.9 billion move means for marketers and explore how WIX is upping its AI tools, accessibility, and agentic web readiness. The crew also spotlights ChatGPT's rumored ad features, Google's continued experimental AI Mode ads, and the EU's Digital Omnibus, raising stakes for marketers everywhere.

A side story on the dangers of AI SEO spam highlights how black hat tactics are evolving, bringing back old-school manipulation in a new LLM-driven context. The panel ponders whether brands and platforms are ready for the next frontier of search and content integrity.

News from the EDGE:

• [00:07:55] Official: Adobe is acquiring Semrush for $1.9 billion
• [00:16:49] GSC has Annotations! Hoorah! Finally!
• [00:21:16] EU's Digital Omnibus and cookie consent - what you need to know

AI / SEO News Segment:

• [00:23:26] EDGE of the Web Sponsor: Site Strategics
• [00:25:11] Gemini 3 refused to believe it was 2025, and hilarity ensued
• [00:32:17] ChatGPT Ads potential leaked
• [00:39:55] EDGE of the Web Sponsor: WAIKAI
• [00:41:29] Google Ads begin surfacing inside AI Mode as tests expand
• [00:45:52] AI Shopping Research
• [00:52:04] AI Poisoning: Black Hat SEO Is Back

Thanks to our sponsors!

• Site Strategics: https://edgeofthewebradio.com/site
• Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Us:

• X: @ErinSparks
• X: @CrystalontheWeb
• X: @TheMann00
• X: @EDGEWebRadio

Cut the Crap!

Here's a special episode with Wil Reynolds from Seer Interactive when we were at BrightonSEO 2025 in San Diego this year. We HAD to grab Wil after his keynote and unpack his thoughts on where we are with AI and SEO.

No more excuses: Wil Reynolds lays out bold strategies, from open-source testing to hands-on experimentation, empowering pros at every level to innovate, even without buy-in from the top.

Hustle, determination, and optimizing for humans crushes the status quo and delivers real results.

Ready to drop lazy listicles and lead with guts? Hit play for this straight-talking, actionable episode and stay sharp at the EDGE of the Web.

Follow Our Guest

• Twitter: https://x.com/wilreynolds
• LinkedIn: https://www.linkedin.com/in/wilreynolds/

KPIs, Disrupted

Is it time to rethink the key performance indicators driving digital marketing and SEO? This episode brings Wil Reynolds onto EDGE of the Web to challenge the old playbook and reveal how AI and changing online behavior are redefining success for marketers everywhere.

Rankings and traffic volumes are fading as top priorities, replaced by strategies that value authenticity, human-centric connections, and theme-driven positioning. Erin Sparks and Wil Reynolds discuss the pitfalls of chasing vanity metrics, the impact of AI-powered search experiences, and how SEOs must rebalance their approach to focus on conversions, brand trust, and recommendation-driven marketing. The conversation tackles how agencies can communicate real value to clients in an era where genuine, meaningful engagement trumps sheer numbers.

Prepare to learn about evolving KPIs and marketing metrics, and discover why the future belongs to agencies that champion purpose, value, and real connection in a rapidly shifting digital ecosystem.

Key Segments:

[00:00:00] EDGE of the Web: AI, Authenticity, and SEO
[00:04:50] Rethinking KPIs for Future Success
[00:08:11] Optimizing Google Ads Conversion Insights
[00:10:39] Rethinking Outdated KPIs
[00:11:54] EDGE of the Web Sponsor: PreWriter.AI
[00:14:10] Being Authentic
[00:16:32] Trust Over Organic Search
[00:18:02] Coming Up on the EDGE
[00:20:00] Navigating Consumer-Agent Relationships
[00:23:20] Authenticity in Brand Optimization
[00:00:00] EDGE of The Web Sponsor: Inlinks (WAIKAY)
[00:25:59] Client Positioning Through LLM Personalization
[00:31:51] Scaling Leadership with Purpose

Thanks to Our Sponsors!

PreWriter: https://edgeofthewebradio.com/prewriter
Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay

Follow Our Guest

Twitter: https://x.com/wilreynolds
LinkedIn: https://www.linkedin.com/in/wilreynolds/

Is ChatGPT's new Atlas browser a Google killer?

Greg Finn joins the roundtable to unpack shifting search results in Atlas, debate its reliability, and explore where Google, Bing, and browser innovation collide. The team tackles the impact of major AWS outages on Fortnite, Alexa, and the broader web, then pivots to Meta's fresh scam alerts targeting older users. Plus, get up to speed on breaking paid ad news: new Google Ads text guidelines, canceled account data deletion, shopping ad subscriptions, and the latest reporting tools aimed at advertisers.

Greg brings a reality check on ad controls, while strong opinions surface on Meta's anti-scam efforts and the future of paid search amid rapidly changing platforms.

Don't miss the wrap-up as the hosts share practical advice, highlight upcoming releases, and tease next week's episode. Tune in for sharp analysis and timely commentary on the hottest news shaping digital marketing, right here on EDGE of the Web!

News from the EDGE:

[00:02:41] OpenAI introduces ChatGPT Atlas, a built-in web browser

[00:10:25] Massive AWS outage disrupts Fortnite, Alexa, Snapchat, and other major apps

[00:13:50] EDGE of the Web Sponsor: PreWriter.AI

[00:15:01] Meta rolls out new scam alerts to safeguard older users

Special News Segment:

[00:21:31] Google Ads Text Guidelines Now Rolling Out?

[00:24:48] Google Ads quietly tests auto-setting "New Customer Value"

[00:28:41] Google Ads to permanently delete canceled accounts after six months

[00:32:34] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:34:43] Improving navigation and introducing a new control for ads on Google Search.

[00:39:57] Google opens Shopping Ads to physical goods subscriptions

[00:43:21] Google Ads Missed Growth Opportunities Tab

Thanks to our sponsors!

PreWriter.AI: https://edgeofthewebradio.com/prewriter

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Us:

X: @ErinSparks

X: @gregfinn

X: @TheMann00

X: @EDGEWebRadio

AI Eats Your Content

Is your website feeding the AI overlords? Or hiding all the good stuff under napkins and toggles? On this week's EDGE of the Web, Erin Sparks sits down with Carolyn Shelby, Principal SEO at Yoast, to reveal why your site's juiciest content may be lost to the bots (and your users, too).

We dig into Carolyn's strategies for structuring content that's not only valuable to users, but also perfectly plated for LLMs like GPT and Google's AI Overview. From the new LLMs.txt "treasure map" for your website to deep dives on why schema isn't your silver bullet, Carolyn delivers expert guidance (complete with sheet cake metaphors and cafeteria tray analogies) to help you chunk, serve, and show off your best ideas for the AI appetite.

And, for those still determined to hide FAQs behind fancy sliders… watch out. Carolyn shares why conversion flow isn't where you think it is, and why making peace with longer, openly structured info pages might just save your SEO bacon (and your server bills).

We wrap with practical tips to build up your content strategy for AI, advice on speaking your users' language, and a side of wit. Press play for your weekly dose of SEO smarts, AI survival tactics, and enough food metaphors to power your next content audit!

[00:04:51] Content Strategy for AI Search Visibility

[00:08:33] Visual Analogy: "Cake & Frosting" Content Model

[00:09:31] EDGE of the Web Sponsor: PreWriter.AI from Bruce Clay

[00:11:00] Rethinking Page Design: Human UX vs. LLM Accessibility

[00:14:04] Redefining Conversion Funnel: From Site-Centric to AI-Centric

[00:16:27] Alternate Markdown Versions of Pages

[00:18:09] EDGE of the Web Housekeeping Break: Upcoming Guests & News Podcast

[00:19:35] Balancing Clarity, Structure & Creativity for Humans and AI

[00:24:34] Transition Phrases: Building Logical Bridges in Content

[00:28:33] Search Rankings as the Gateway to LLM Visibility

[00:30:42] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:32:11] Required Mindsets: User Intent & Conversational Language

[00:36:10] Measuring Performance: Beyond Traditional Rank Tracking

[00:39:19] Final Actionable Tip: Create Helpful, Original Content

[00:39:57] Where to Find Carolyn: Articles, Social, & Publications

Thanks to Our Sponsors!

PreWriter.AI: https://edgeofthewebradio.com/prewriter

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Our Guest

Twitter: @cshel

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

Resources

Learn about Ladonia (DONATE!): https://www.ladonia.org/about/

Carolyn's Posts on LLMS.txt: https://www.cshel.com/ai-seo/how-llms-interpret-content-structuring-for-ai-search-unedited-version/

https://searchengineland.com/llms-txt-isnt-robots-txt-its-a-treasure-map-for-ai-456586

Erin welcomes Carolyn Shelby, the Principal SEO at Yoast and a renowned authority in technical and enterprise SEO. Carolyn brings decades of hands-on experience from her pioneering days in digital marketing, working with brands like Disney's ESPN, Tribune Publishing, and major nonprofits. The conversation kicks off with a surprising twist—Carolyn's unique title as Queen of the micronation Ladonia—before diving into her role at Yoast and their latest innovation: the LLMs.txt file generator.

Carolyn explains how this new file helps websites communicate their most valuable content directly to large language models like ChatGPT and Google's AI, streamlining the way future search agents discover and answer questions with information from your site. We explore what inspired Yoast's push to roll out LLMs.txt to over 13 million sites, what website owners should include in their files, potential industry pushback, the adoption challenge with search giants, and how this moment could change the way websites optimize for AI-driven search results.

Key Segments:

• [00:01:46] Introducing Carolyn Shelby, Senior SEO at Yoast
• [00:03:09] Queen of the Micronation Ladonia?
• [00:07:56] What is the LLMS.txt file?
• [00:08:59] LLMS.txt is a Treasure Map
• [00:14:38] A New File, along with Robots.txt and Sitemap.xml
• [00:15:41]  What inspired Yoast to create this LLM text file?
• [00:17:12]  EDGE of the Web Sponsor: PreWriter.AI
• [00:18:22] LLMS.txt proposed by Jeremy Howard (Sept, 2024)
• [00:22:37] Standard Uniformity and Acceptance?
• [00:24:43] Housekeeping
• [00:29:37] LLM Markdown Effort Questioned: Exploitation?
• [00:31:41] LLMs Lack Memory at Inference
• [00:34:07] EDGE of The Web Sponsor: Inlinks (WAIKAY)
• [00:36:09] Pushback on the LLMS.txt file

Thanks to Our Sponsors!

PreWriter.AI: https://edgeofthewebradio.com/prewriter

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Our Guest

Twitter: @cshel

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

Resources

Learn about Ladonia (DONATE!): https://www.ladonia.org/about/

Carolyn's Posts on LLMS.txt:

https://www.cshel.com/ai-seo/how-llms-interpret-content-structuring-for-ai-search-unedited-version/

https://searchengineland.com/llms-txt-isnt-robots-txt-its-a-treasure-map-for-ai-456586

Is Google Search thriving or dying? How is AI eating your PPC lunch, and why won't Google make up its mind?

This week, we cover trending topics including Google's expanded AI mode for multi-lingual search, Reddit's sneaky push for publisher power with brand new Pro Tools, and the surprising court ruling that lets Google keep Chrome… while also sharing some of its special sauce (most likely a can of Ragu). You'll hear how shifting digital consumer behavior (think: the Four S's—searching, scrolling, streaming, shopping) is making marketers rethink their omnichannel strategies, and why social media optimization keeps creeping into every SEO conversation.

Plus, Cindy Krum shares fresh holiday search trends and reveals why TikTok Shop might outpace traditional ecommerce. We even poke fun at Google's "reality"—the web's apparently booming and crumbling at the exact same time, depending on who's asking.

News from the EDGE:

• [00:02:24] BrightonSEO Tickets!
• [00:05:33] Google expands AI Mode beyond English
• [00:10:04] Reddit launches Pro tools for publishers
• [00:12:46] EDGE Sponsor: Site Strategics
• [00:14:09] Judge lets Google keep Chrome, but says it must share search data with rivals

SEO News Segment:

• [00:21:16] Holiday shopping: Unlocking the modern consumer's new value equation
• [00:29:43] EDGE of the Web Sponsor: WAIKAY
• [00:31:30] Are Google's AI Overviews eating your PPC revenue?
• [00:35:53] Google can't decide if the web is thriving – or dying

Thanks to our sponsors!

• Site Strategics https://edgeofthewebradio.com/site
• Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Us:

• X: @ErinSparks
• X: @Suzzicks
• X: @TheMann00
• X: @EDGEWebRadio

Google's AI is poised to wipe out half of news publishers' traffic, but Barry Adams isn't here to panic—he's here to bring the hard truths (with a side of hope). On this week's EDGE of the Web, we dive deep into how Google's relentless AI advancements, from overviews to the new AI mode, threaten the very foundation of news publishing.

Join host Erin Sparks and News SEO specialist Barry Adams as they break down the seismic shifts hitting news publishers: AI overviews stealing clicks, Top Stories boxes protecting (for now), and why AI mode is a technological hand grenade waiting to go off. Barry shares what's working, what's not, and why keeping up with Google's user experience data from the Chrome browser is harder than ever. We cover how publishers can future-proof themselves—think personalization, paywalls, and bundling—before Google fully flips the AI switch.

Side quest: Ever wondered how to train your audience to pay for news in a world where everything's free (thanks, Google)? Barry makes a compelling case for why quality, unique journalism is more vital than ever—even if it means surviving on half your pie.

Wrap up by buckling in for the impending Google traffic apocalypse, arming yourself with Barry's don't-panic (but have your towel) wisdom, and getting the inside scoop on what grows in the new AI-powered world of news.

Key Segments:

[00:04:44] Current Status on News SEO: Minimal Impact

[00:06:46] "AI Mode Simplifies Web Browsing"

[00:15:00] EDGE of the Web Title Sponsor: PreWriter.ai

[00:17:12] AI Mode Impact on Google Traffic

[00:22:31] Google Outlasts ChatGPT: Future Forecast

[00:30:18] Stand Out or Fade Away

[00:33:25] News Industry Consolidation Trends

[00:34:33] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:37:10] Thriving Small Publishers Need Uniqueness
[00:39:58] Balancing Integrity and Audience Appeal

Thanks to Our Sponsors!

PreWriter.ai: https://edgeofthewebradio.com/prewriter

Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay

Follow Our Guest

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

Blue Sky: https://bsky.app/profile/polemicdigital.com