Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Latest Episodes:

The New Sp[AI]ce Race Jun 19, 2025

Show notes

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 diversify beyond search engines to build sustainable audience acquisition strategies.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Will using AI to automatically generate schema markup at scale be a trend or trash? Jun 19, 2025

Show notes

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 human expertise to craft meaningful schema that truly represents business data models.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

How will the relationship between structured data and generative AI evolve over the next 18 months? Jun 18, 2025

Show notes

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 become increasingly important for organizing information that feeds into generative systems.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Structured data will become mandatory for ranking in AI-generated search results by 2025? Jun 17, 2025

Show notes

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 strategies to maintain visibility in AI-generated results.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

How GenAI uses structured data Jun 16, 2025

Show notes

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 unique, expert content with proper semantic connections outperforms generic material.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

3 areas SEO should focus on to stay relevant Jun 14, 2025

Show notes

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 pages receive traffic from AI referrals rather than being distracted by industry speculation.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

One word that describes the current state of AI search integration into SEO strategies Jun 13, 2025

Show notes

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 acknowledging that traditional SEO approaches will no longer suffice in this evolving landscape.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Investing more resources in educating LLMs about your brand vs optimizing for traditional search signals Jun 12, 2025

Show notes

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 algorithms or platforms.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The evolving relationship between content creators and AI tools Jun 11, 2025

Show notes

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 thrive in an AI-augmented landscape.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Will optimizing content specifically for AI search become more important than traditional search optimization this year?? Jun 10, 2025

Show notes

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 that SEO professionals must embrace the end of "golden days" shortcuts and commit to the real work of audience building, customer understanding, and authentic marketing.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Our TOPPODCAST Picks

Follow Us

Stay Connected

Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Related Podcasts

Links

Stay Connected