With a deep understanding of web-based algorithms and human user behavior, Norm plays a pivotal role in bridging the gap between the two by crafting compelling content that sparks engagement, enhances online visibility, and propels brand development. Proficient in Search Engine Optimization (SEO), Norm brings his expertise in content creation, including blog posts, strategic link acquisition, and keyword-driven SEO strategies, as well as training and development to empower organizations.
Having been a key member of Page One Power, the esteemed sponsor of this show, for nearly 8 years, Norm has contributed to the agency’s success as a leading SEO firm renowned for its sustainable link building and strategic content creation services. Norm’s passion lies in witnessing the real-time deployment of AI solutions, both on Google’s dynamic platform and in the hands of site owners and content creators. While acknowledging the challenges and learning curve associated with this revolutionary shift, Norm relishes the unique opportunity to personally experience the transformative advancements he once read about and heard stories of during his formative years. The future is unfolding before our eyes, and Norm is excited to be actively shaping it alongside fellow industry professionals.
Norm can be reached on Twitter @aka_norman or via LinkedIn
Recent Shows with Norm Vogele
774 | Paid Ad News from the EDGE | Week of 10.27.25News / podcastIs 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:
OpenAI introduces ChatGPT Atlas, a built-in web browser
Massive AWS outage disrupts Fortnite, Alexa, Snapchat, and other major apps
Meta rolls out new scam alerts to safeguard older users
Special News Segment:
Google Ads Text Guidelines Now Rolling Out?
Google Ads quietly tests auto-setting “New Customer Value”
Google Ads to permanently delete canceled accounts after six months
Improving navigation and introducing a new control for ads on Google Search.
Google opens Shopping Ads to physical goods subscriptions
Google Ads Missed Growth Opportunities Tab
Thanks to our sponsors! [...]
Read More About This EpisodeOctober 30, 2025
773 | Content Strategy and LLMS.txt w/ Carolyn ShelbypodcastAI 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!
Content Strategy for AI Search Visibility
Visual Analogy: “Cake & Frosting” Content Model
Rethinking Page Design: Human UX vs. LLM Accessibility
Redefining Conversion Funnel: From Site-Centric to AI-Centric
Alternate Markdown Versions of Pages
EDGE of the Web Housekeeping Break: Upcoming Guests & News Podcast
Balancing Clarity, Structure & Creativity for Humans and AI
Transition Phrases: Building Logical Bridges in Content
Search Rankings as the Gateway to LLM Visibility
Required Mindsets: User Intent & Conversational Language
Measuring Performance: Beyond Traditional Rank Tracking
Final Actionable Tip: Create Helpful, Original Content
Where to Find Carolyn: Articles, Social, & Publications
Thanks to Our Sponsors! [...]
Read More About This EpisodeOctober 23, 2025
772 | Unpacking LLMs.txt with Carolyn ShelbypodcastErin 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:
Introducing Carolyn Shelby, Senior SEO at Yoast
Queen of the Micronation Ladonia?
What is the LLMS.txt file?
LLMS.txt is a Treasure Map
A New File, along with Robots.txt and Sitemap.xml
What inspired Yoast to create this LLM text file?
LLMS.txt proposed by Jeremy Howard (Sept, 2024)
Standard Uniformity and Acceptance?
Housekeeping
LLM Markdown Effort Questioned: Exploitation?
LLMs Lack Memory at Inference
Pushback on the LLMS.txt file
Thanks to Our Sponsors! [...]
Read More About This EpisodeOctober 16, 2025
771 | SEO News from the EDGE | Week of 9.15.2025News / podcastChatGPT’s Blind Spot
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:
BrightonSEO Tickets!
Google expands AI Mode beyond English
Reddit launches Pro tools for publishers
Judge lets Google keep Chrome, but says it must share search data with rivals
SEO News Segment:
Holiday shopping: Unlocking the modern consumer’s new value equation
Are Google’s AI Overviews eating your PPC revenue?
Google can’t decide if the web is thriving – or dying [...]
Read More About This EpisodeSeptember 17, 2025
770 | Barry Adams – How Google’s AI Mode Is Reshaping News PublishingpodcastGoogle’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:
Current Status on News SEO: Minimal Impact
“AI Mode Simplifies Web Browsing”
AI Mode Impact on Google Traffic
Google Outlasts ChatGPT: Future Forecast
Stand Out or Fade Away
News Industry Consolidation Trends
Thriving Small Publishers Need Uniqueness
Balancing Integrity and Audience Appeal
Thanks to Our Sponsors!
PreWriter.ai: https://edgeofthewebradio.com/prewriter
Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay [...]
Read More About This EpisodeSeptember 9, 2025
769 | AI/SEO News from the EDGE | Week of 8.25.2025News / podcastSeptic Tank of SEO News? Just kidding…..it’s a joke!
Meta’s got its eyes (and algorithms) locked on unoriginal content, and that’s just the tip of the AI-powered iceberg. This week, EDGE of the Web is knee-deep in septic tank puns and even deeper into breaking news shaking up AI, SEO, and the future of web browsing.
Hosts Erin Sparks and guest Crystal Carter wade through Meta’s latest moves to curb content farms and content theft, Google’s new AI-generated shopping and search experiments, and the shocking rise of AI-powered browser contenders. Plus, the crew gets real about how AI Overviews are cannibalizing clicks, what “agentic AI” means for your future shopping sprees (and your calendar), and why being authentic is still your best bet in the SEO cesspool.
In a particularly cheeky side note, Erin and Crystal dissect the subtle strategies hidden in Google’s virtual try-on images—are those AI-generated smiles a sly tactic for boosting conversions? Spoiler: Someone’s always a little happier in new clothes.
Don’t panic (and always carry a towel): EDGE of the Web keeps you prepared and laughing through the chaos of AI, changing SERP landscapes, and the not-so-glamorous world of digital marketing. Smash that play button for smart analysis, sharp takes, and the kind of SEO news you actually want to share—even if you promise to quit the septic tank jokes… eventually.
News from the EDGE:
Try PreWriter.AI
BrightonSEO 15% Off Tickets
Meta Follows YouTube In Crackdown On Unoriginal Content
AI / SEO News Segment:
OpenAI And Perplexity Set To Battle Google For Browser Dominance
Google launches AI shopping tools with virtual try-ons and smarter price alerts
Google Web Guide for AI-organized search results
Google’s AI Overviews are hurting clicks: Pew study
Google Says AI Won’t Replace The Need For SEO
Thanks to our sponsors! [...]
Read More About This EpisodeAugust 28, 2025
768 | Social News from the EDGE | Week of 8.18.2025News / podcastAI Echo Chambers
AI Mode goes global, Google’s giving users the easy button, and Reddit and Wikipedia are snagging prime AI real estate. This week, the EDGE dives into the explosion of AI Mode, the changing landscape of web traffic, and the wild world of social media innovation—with plenty of insights from Duncan Alney of Firebelly and the EDGE team.
Get the latest on Google’s brand-new AI Mode launching in 180 countries (but only in English for now), and why letting AI do the reasoning for you might make us all a little lazier. Plus, referral traffic from ChatGPT is plummeting while Reddit and Wikipedia become citation royalty—what’s that mean for content creators? Throw in TikTok’s geopolitical drama, Threads’ big user milestone, Instagram’s not-so-secret engagement hack, and the verdict on whether posting more really boosts your Insta clout.
Is the age of critical thinking officially in peril? Erin and Duncan muse on whether AI is boosting collective intelligence—or just making us all a little dumber—while Jacob chimes in with some “errant humor” and privacy warnings about sharing too much with large language models.
From new social platforms (hello, Bluesky!) to Meta’s voice-dubbing shenanigans and Instagram’s latest creator tools, EDGE of the Web brings you an effervescent, strategic look at how digital marketing and social media keep rewriting the rules. Don’t forget to check the show notes and catch our next facetious, fast-paced news roundup—because you don’t want to be a piece of cyber driftwood.
News from the EDGE:
EDGE is back at BrightonSEO US in San Diego – 15% off tickets for EDGE listeners!
Google Expands AI Mode to 180 Countries With Personalized Features
ChatGPT Referral Traffic Nosedives 52% in Just One Month
EDGE of the Web Sponsor: EDGE Media Studios
China Rejects Selling TikTok Algorithm Despite U.S. Demands
Social News Segment:
Instagram Chief Dispels Engagement Myth, Says Using Edits Boosts Reach
One to watch: What is Bluesky?
New Study Suggests That Posting More Often Is Key to IG Growth
Threads Reaches 400M Users, Closing in on X’s Usage
Instagram Launches Re-Posts, Friend Map and More
Facebook upgrades Professional Dashboard with new insights
Meta rolls out AI-powered translations to creators globally, starting with English and Spanish
Thanks to our sponsors! [...]
Read More About This EpisodeAugust 22, 2025
767 | Evolving Your Writing Toolset w/ PreWriter.ai from Bruce ClaypodcastBruce Clay is back on the EDGE and he’s bringing a fresh arsenal of SEO wisdom—plus his latest tool, Prewriter.AI! Bruce unpacks the ever-evolving landscape of search, where being a subject matter expert isn’t just nice to have, it’s non-negotiable in the age of large language models.
Get ready for a hands-on journey through the world of structured data, website architecture, and the key realm of silos and clusters (yes, we’re geeking out on knowledge graphs). Bruce dishes out why schema isn’t just a box-ticking exercise—and why too much schema can lead Google down the wrong rabbit hole. There’s a hearty debate on how SEOs, content teams, and AI must now dance together to outwit homogenized AI content and truly stand out in the SERPs.
Side note: If you’re thinking the future is all about stuffing your site with as much schema as humanly (err, robotically?) possible, Bruce is here to beg you—please don’t overdo it. Ambiguity is the enemy, but “over-schematizing” is hardly the answer!
To wrap things up, Bruce gives us the lowdown on his new-and-improved Prewriter AI toolset and why Conversion Rate Optimization is now the SEO sidekick we all need. Stay tuned, stay sharp, and remember: in the battle of humans versus bots, a little wit (and a lot of structured data) goes a long way!
Key Segments
“SEO, AI, and Structured Data”
“Structured Data’s Role in SEO”
“Optimize Schemas for Search Clarity”
What do you think the future actually holds for SEO professionals?
AI-Driven SEO Strategy Analysis
“Experience-Driven SEO Strategy”
“Leveraging Client Expertise Effectively”
WAIKAY:
AI SEO Localization Techniques [...]
Read More About This EpisodeAugust 14, 2025
766 | Local News from the EDGE | Week of 7.21.2025News / podcastSEO vs GEO vs AIO: WTF?
A whopping 43% of consumers allegedly use AI tools daily – or do they? This week, Local SEO expert Greg Gifford and the EDGE team dissect the latest digital marketing headlines, exposing the flaws behind flashy AI stats, CTR doom-and-gloom, and Google’s evolving local business verifications, all while dodging shady review extortionists (and some Coldplay memes).
The crew calls out shaky survey methodologies and sample sets that would make any statistician cringe. Discover why that 32% drop in Google’s top CTR may be missing more context than your cousin’s Facebook rants, and why local businesses should give side-eye to Google’s new AI-calling feature that threatens to turn bespoke service into a commodity. And if you’ve been targeted by one-star review scams, Greg’s got some no-nonsense advice for fighting back – armed with screenshots, not dessert bribes.
Spoiler alert: If your restaurant is handing out free tiramisu for reviews, you might be breaking federal law (and Greg will rant accordingly). Plus, why the latest batch of buzzword acronyms just muddies the digital waters for businesses already struggling to keep up.
Listen in and join in the fun in Local News on the EDGE!
News from the EDGE:
43% of consumers now use AI tools daily: Report
Google CTRs Drop 32% For Top Result After AI Overview Rollout
EDGE of the Web Sponsor: Site Strategics
Local SEO News Segment:
Google Business Profile Appeal Tool Now Shows Rejection Reasons
Google Search Can Now Call Local Businesses Using AI
EDGE of the Web Sponsor: WAIKAY
1-star review attacks plague restaurants on Google
SEO vs GEO vs AIO: WTF?
Thanks to our sponsors! [...]
Read More About This EpisodeJuly 31, 2025
765 | Aligning SEO with AI and Intent: Bruce Clay’s PerspectivepodcastSEO, AI, and the Wild West
Bruce Clay (yes, *the* Bruce Clay) returns to EDGE of the Web, and Erin tries to pretend the SEO world hasn’t changed a bit in five years. Spoiler: It most definitely has, and Bruce is here to walk us through his journey from the days of Excite and AltaVista to the AI-fueled search ecosystem of today.
It’s a continued conversation on the EDGE regarding how AI is shaking up traditional SEO practices, from content and conversion to that all-important site-wide intent matching. Bruce and Erin break down the evolving art of helpful content, why intent is suddenly the star of the SEO show, and how marketers need to catch up with users who are now trained by endless queries and AI-powered overviews. If you thought ranking was tricky before, try staying relevant in a world where your web page needs to be more than just a pretty face—think FAQs, sitewide helpfulness, and a privacy link in your footer for extra measure.
Bruce shares his firm take: AI is a tool, not a replacement. Research smarter, humanize your content, and, for the love of ranking, don’t let perfection get in the way of expertise.
Key Segments:
Introduction to Bruce Clay
AI’s Impact on SEO Practices
AI vs. Search Engine Queries
EDGE: Housekeeping – Who is coming up
Effective AI Content Strategy
Understanding Search Intent Optimization
AI’s Consensus Over Search Optimization
AI-Enhanced Tool “Prewriter” Overview
AI: An Exciting Tool, Not The Only Solution [...]
Read More About This EpisodeJuly 11, 2025
764 | Paid Ad News from the EDGE | Week of 6.23.2025News / podcastYou’re Buying Intent Now
It’s a packed episode of Paid Ad News from the EDGE, and Greg Finn of Cypress North is back to break down the latest developments across Google Ads, Performance Max, and AI-driven campaign shifts. Erin Sparks and Greg discuss everything from keywordless “AI Max” targeting to new reporting transparency in Performance Max, the future of video ads in search results, and the subtle changes coming to Local Service Ads. Plus, what does it mean when Google lets your manager’s policy violations pause your ad account? You’ll want to hear this. It’s all about smarter ad strategy, safer account management, and where AI is leading the paid space next.
Key Segments:
News from the EDGE:
A delay on the TikTok ban again?
Zero-click searches rise, organic clicks dip: Report
LLMS.txt – it’s a treasure map!
Paid News:
Google Expands Video Ads Across Search, Shopping, and Image Tabs
Testing AI Max in Google Ads: When to try it and when to wait
Google begins rolling out Performance Max channel performance reporting
Google Ads Asset-Level PMax Reporting Rolling Out To Some
Google Ads adds new “Conv. value (incl. predicted)” metric
Google Local Service Ads Tests Background Checked Labels
Google Ads may pause your account for manager violations
Thanks to our sponsors! [...]
Read More About This EpisodeJune 27, 2025
763 | Audacious Marketing: Mark Schaefer’s Playbook for Breaking the AI MoldpodcastHuman vs. Machine Mayhem
Marketing maven Mark Schaefer returns to EDGE of the Web, diving headfirst into the audacious art of brand disruption in a world brimming with AI-generated noise.
We unpack Schaefer’s latest book, “Audacious: How Humans Win in an AI Marketing World” offering wild tales of brands that drop the cookie-cutter for shock, spectacle, and seriously weird TikToks (lookin’ at you, Nutter Butter). From QR codes in the sky luring diners out of restaurants, to the marketing taboo-breakers of Liquid Death and ELF Cosmetics, we explore how marketers can stir emotion, break convention—without getting canceled—and measure the impact when you throw the box away altogether.
Pro tip? If your marketing feels safe, it’s probably boring, and AI will eat your lunch. Mark serves up a snappy checklist for dodging legal snooze-fests and making campaigns people actually remember—because sometimes a little weird goes a long way.
Key Segments:
The Book!
Reimagining Storytelling with AI
Unconventional Brand-Audience Connection Spaces
What Taboos are Worth Breaking
Unprecedented Innovation Evaluation
Embracing Unconventional Marketing Opportunities [...]
Read More About This EpisodeJune 19, 2025
762 | SEO News from the EDGE | Week of 6.2.2025News / podcastGoogle Says, “Trust Me, Bro”
WordPress hits play after a messy pause, but is it too little, too late for the CMS giant? Meanwhile, Google’s AI experiments are changing the rules for email marketing, local search, and desktop Discover, leaving marketers everywhere scrambling for a playbook that doesn’t exist.
Erin and SEO pro Cindy Krum break down WordPress’s mudslinging match with WP Engine and the quiet return to development, all while raising eyebrows over community trust. We check on Google’s ever-evolving SERPs—AI Overviews, the deployment of Discover on desktop, and the not-so-sneaky ways impressions and clicks are decoupling faster than you can say “zero-click search.” Added to the mix: AI’s impact on your inbox and why we might all end up living the “Dead Internet Theory.”
Is SEO on life support or just evolving (again)? We debate the rosy new journey-centric approach while side-eyeing Google’s “trust us, bro” attitude toward data transparency. Buckle up for a rapid-fire tour through the SEO wilderness—tracking AI hallucinations, local search creepiness, and why “hyper-personalization” might not sell more cannolis after all.
News from the EDGE:
WordPress Unpauses Development – but is it out of time?
Google Discover on Desktop
AI is Making a Major Impact on Email Marketing
SEO News from the EDGE:
The Great Decoupling Of Google Search
AI Overviews Research: How Google’s AI Answers Vary Across Five States
AI and Local Search: The New Rules of Visibility
Google Search Console to Show AI Mode Performance
Is SEO Still Relevant In the AI Era? [...]
Read More About This EpisodeJune 6, 2025
761 | Disrupt or Die: Leveraging Authenticity and Awe w/ Mark SchaeferpodcastMarketing in the Age of Miracles and Deepfakes
Mark Schaefer returns to EDGE of the Web to share his vision of marketing’s future in an AI-saturated landscape. With a blend of insight and candor, Mark tackles the evolution of social media, the risks and rewards of AI, and how brands can stand out by tapping into authentic human emotion.
Hear why traditional marketing is falling flat and discover what “everyday awe” means for building deep brand loyalty. Plus, Mark unveils the tech twist behind the cover of his new book, Audacious: How Humans Win in an AI Marketing World. This is not just another marketing chat; it’s a call to disrupt before you’re disrupted.
Key Segments:
Marc Schaefer: Marketing Visionary
Shift to Private Online Spaces
Innovative Tech Saves Podcast Episode
AI Mimicking Voices of Deceased Relatives
Brand Marketing’s Emotional Impact
Everyday Awe and Collective Effervescence
“Audacious” Book Concept Exploration [...]
Read More About This EpisodeMay 31, 2025
760 | Social News from the EDGE | Week of 5.12.2025News / podcastNow is not the moment…..
CTR Secrets and Social Shakeups
It’s another jam-packed ride on EDGE of the Web as Erin is joined by Duncan Alney of Firebelly to discuss News in Social this week. With Google hyping up AI Overviews but dodging every meaningful CTR question, it seems the only thing spinning faster than SERP layouts are the PR answers.
Get the inside scoop on how ChatGPT gobbles up over 80% of AI search traffic (Google, take notes), why Meta’s launching a CapCut rival to remix your socials, and how Reddit is scrambling to keep the bots at bay after AI sock puppets could sway opinions 3-6x better than humans. Meanwhile, Pinterest is charging ahead with AI content labeling so you can actually see—surprise!—real images again. Plus, political maneuvering has TikTok advertisers doing the Hokey Pokey while Meta rolls out shiny new ad options across Threads and more.
Our hot take? If you thought getting a blue check was easy, wait until you see Blue Sky put the power of verification in the hands of users and newsrooms—finally, checkmarks that mean something!
So, whether you’re lamenting lost organic traffic, trying to dodge AI slop, or just want to keep your brand out of the spammy dog pile, grab your headphones and catch Erin, Duncan, and Jacob as they break it all down with wit, wisdom, and maybe one too many tinfoil hats. See you at the EDGE—don’t be a piece of cyber driftwood!
News from the EDGE:
Google hypes AI Overviews, refuses to answer CTR question
ChatGPT Leads AI Search Race While Google & Others Slip
U.S. Copyright Office Cites Legal Risk At Every Stage Of Generative AI
Social News from the EDGE:
Meta releases its CapCut rival Edits globally
Meta rolls out ads globally on Threads feed
Meta adds dynamic overlays to Advantage+ Catalog ads
A New Form of Verification on Bluesky
Cracking Down on Spammy Content on Facebook
Trump Says He May Extend TikTok Sell-off Deadline Once Again
Pinterest launches new tools to fight AI slop
Reddit Looks To Add Human Checks To Weed Out AI Profiles
Thanks to our sponsors! [...]
Read More About This EpisodeMay 15, 2025
759 | Practical Tips for Utilizing Heat Maps w/ Celeste GonzalezpodcastCurious where your website visitors are really clicking—or rage-clicking? On this week’s EDGE of the Web, SEO expert Celeste Gonzalez returns to break down how heatmaps and session recordings are transforming the way we analyze user behavior, optimize pages, and (hopefully) keep our clients engaged.
We dig into practical tips for choosing the right pages to monitor, interpreting the sometimes confusing world of “dead clicks” versus “rage clicks,” and why your mobile hero image might be killing conversions. A/B testing? Internal linking tests for those blog post traffic hogs?
On a side note: if you haven’t looked at Microsoft Clarity (a freebie, folks), you’re missing out. Celeste spills why it’s her go-to and what to watch for as AI-powered tools like Copilot throw their hot takes into the mix. And we concur!
Always be optimizing! Whether you’re an SEO wrangling for bigger budgets or a marketer tired of guessing, Celeste’s advice on collaboration, continuous testing, and the necessity of structured analysis is worth its weight in user insights.
Key Segments:
Prioritizing Heatmap Analysis for SEOs
Analyzing Target Pages versus Real Traffic Hits
Interpreting Areas of Frustration
Patterns that Require Immediate Attention
The Role of A/B Testing
Heat Maps and the Mobile Experience
SEOs: Always Be Optimizing the User Experience
What Should Guid the Decision on Heat Map Tools
Microsoft’s Copilot with Clarity
Thanks to Our Sponsors! [...]
Read More About This EpisodeMay 14, 2025
758 | SEL News from the EDGE | Week of 5.5.2025News / podcastThe Holy Trinity of Corruption
This week, Erin Sparks and Jacob Mann are joined by Danny Goodwin, editorial director at Search Engine Land, for a special “news from the news” edition. They dive into the sharp rise of Google Ad costs and the troubling effects of CPC inflation, Instagram’s experimental new collaborative Storylines feature, and an in-depth study comparing AI search engines like ChatGPT, Perplexity, Bing, and Google. The conversation shifts to major legal blows hitting Google’s ad tech monopoly, new research revealing how AI overviews are significantly cutting into click-through rates, and the future of search as generative AI reshapes the landscape. Plus, Danny shares exciting updates about SMX Advanced returning live this June in Boston, marking the first in-person event in five years.
News from the EDGE:
CPC inflation: How fast are Google Ads costs rising?
Instagram Experiments With Collaborative Stories Feature
ChatGPT vs Perplexity vs Google vs Bing: Which AI search engine generates the best answers?
Focus on the News:
Court: Google’s illegal ad tech monopoly harmed the open web
Google hit with $6.6 billion lawsuit over search dominance
DOJ unveils plan to end Google’s illegal search monopoly
Google Search boss: AI Overviews boost click quality
New data: Google AI Overviews are hurting click-through rates
How generative information retrieval is reshaping search
Thanks to our sponsors!
#StandwithUkraine edgeofthewebradio.com/ukraine [...]
Read More About This EpisodeMay 5, 2025
757 | User Behavior from Heatmaps w/ Celeste GonzalezpodcastFinding the Hot Spots on Your Site
Celeste Gonzalez, Director of Rue Labs at Rickety Roo, joins EDGE to explore how heat maps and user behavior tracking are transforming SEO strategy. She walks through Microsoft Clarity’s suite of tools—including tap, scroll, attention, and area heat maps—and explains how they reveal real user interactions beyond what traditional metrics can offer. From understanding time-on-page to visualizing content engagement, Celeste shows how these tools help SEOs optimize design, layout, and messaging. She highlights the growing need to “earn the scroll,” not just the click, especially as attention spans shrink and SERPs shift.
Celeste also addresses common missteps, like overreacting to limited data or drawing conclusions in isolation. She encourages combining heat map data with tools like GA4 and leaning into collaboration with UX and marketing teams. With empathy and clear visual insights, SEOs can better advocate for redesigns, justify strategic shifts, and ensure content supports the entire user journey. This episode offers a practical, data-driven case for elevating UX within modern SEO workflows.
Key Segments:
Understanding Heat Maps
SEO Testing and Heatmap Insights
User Interaction Analysis Tools
Copilot Streamlines Data Analysis
Balancing User Data & Client Concerns
SEO ROI Amid Changing SERPs
Thanks to Our Sponsors! [...]
Read More About This EpisodeApril 24, 2025
756 | AI/SEO News from the EDGE | Week of 4.21.2025News / podcastA Big Bag of Salt
Advertisers are bailing on TikTok as another U.S. ban looms, shifting dollars to Meta while creators scatter to backup platforms. Meanwhile, Google credits Gemini for nuking 240 million spammy reviews and business edits, but don’t expect them to help you get your real reviews back.
Big legal moves are underway: The NYT lawsuit against OpenAI and Microsoft will proceed, and Chegg is suing Google for killing traffic via AI Overviews. Sara Taher joins the show to unpack the long-term consequences of AI scraping and shrinking search real estate.
We also dive into new AI traffic data showing LLMs are sending visits, barely, and why Google suddenly loves YouTube again. If you’re not aligning schema, content, and branding now, you’ll be shouting into the algorithm void.
News from the EDGE:
Advertisers pull back from TikTok, boost Meta amid ban uncertainty
Google credits Gemini for better detection of fake business reviews and maps spam
AI / SEO News with Sara Taher:
NYT case against OpenAI and Microsoft can advance
Chegg sues Google for hurting traffic with AI as it considers strategic alternatives
AIO prevalence has now surpassed 20%.
63% of Websites Receive AI Traffic
YouTube citations in Google AI Overviews surge 25%
Thanks to our sponsors!
Follow Us:
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X: @SaraTaherSEO
X: @TheMann00
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#StandwithUkraine edgeofthewebradio.com/ukraine [...]
Read More About This EpisodeApril 21, 2025
755 | Google, DMA & Zero-ClickpodcastSEO veterans Mike Blumenthal, Greg Sterling, and David Mim continue exploring the pressing questions surrounding Google’s role as a utility and its evolving platforms. Focusing on the European search experience, the discussion also revolves around AI’s role in modifying search results, and local service ads’ impact on user behavior. The talk also touches on how changes in Google’s algorithm and business model are propelling a significant decline in traditional website traffic.
The guests from Near Media provide expert insights on how businesses can adapt by enhancing the visibility of their services via structured content that appeals directly to these AI-driven formats.
Greg, Mike, and David share their perspectives on AI’s potential to redefine consumer interactions with search platforms and marketing methods, while also highlighting the importance of direct customer relationships and authentic experiences.
Key Segments:
EU Tech Regulation and Google’s Search Impact
Local SEO and Zero-Click Evolution
Impact of Google Local Service Ads
Hotel Ads: Monetization Strategy Insights
Google Tests Enhanced AI Search Feature
Enhancing Local Conversion Strategies
Understanding User Intent in AI
AI’s Concierge Era: Worth the Shift?
Tailoring Business Model to Audience
Thanks to Our Sponsors!
Resources
https://www.nearmedia.co/dma/google-preliminary-non-compliance-6-5/
https://www.nearmedia.co/dma/google-dma-compliance-2025-03/
https://www.nearmedia.co/dma/eu-home-services-search-behavior/
https://www.nearmedia.co/googles-2nd-local-pack-in-the-eu/
https://www.nearmedia.co/eu-home-services-search-behavior/ [...]
Read More About This EpisodeApril 17, 2025
754 | Local News from the EDGE w/ Darren Shaw | 4.11.25News / podcastIn Local News!
Darren Shaw is back with us on the Local beat, giving us some key insights into the ongoing local marketing challenges. Great to have him back!
In general digital marketing news, Google’s been dishing out settlements, and Amazon’s itching for TikTok. There’s a Google’s $100M settlement over AdWords billing practices. Might want to pay attention to that. Seems a bit precedent setting.
Darren shares insights on how local SEO is evolving with trends like review recency and the significant role of video content. Meanwhile, Google’s mysterious local service ads anomaly didn’t go unnoticed. What is with the testing of the green check mark in LSA? That is a huge value; why drop it?
Google Business Profile Questions and Answers is gone. RIP. The “question” is, how valuable was it? Clippable coupons are showing up in the wild on GBP, but rarely.
If you think negative reviews spook SEO experts, think again—Darren explains why they might be able to help you.
All Things Local in this episode of Local News from the EDGE with Darren Shaw!
News from the EDGE:
Google settles $100 Million advertising dispute
Amazon makes surprise bid for TikTok ahead of U.S. ban deadline
In Local News with Darren Shaw:
Restaurant Local Results get a facelift
Getting a negative review will boost your rankings
Google is working on restoring Local Service Ads advertiser console
Google Local Service Ads Tests Removing Green Screened Checkmark
Google Local Questions & Answers Feature Gone?
Google Local Knowledge Panel With Promotion Clipable Coupons
Your Local SEO Workout
Freshness Distance Calculator
Thanks to our sponsors!
#StandwithUkraine edgeofthewebradio.com/ukraine [...]
Read More About This EpisodeApril 11, 2025
753 | SEO Week 2025: Shaping the Future of Search with AI and Digital StrategiespodcastThis is going to be big.
SEO Week 2025 is happening at the end of this month!.
Held from April 28th to May 1st in New York City, this conference brings together a powerhouse of 40+ speakers to discuss the seismic shifts in SEO, including generative AI and its profound implications on search dynamics.
Join Erin Sparks, Garrett Sussman, and Mike King as they share tales from the frontlines of SEO innovation. The conference is set to be groundbreaking. Thematic days are focused on the Science, Psychology, Ecosystem, and Future of SEO.
Special guest Will Critchlow joins us with his fascinating take on how AI-powered searches are subtly yet drastically altering E-commerce strategy, giving a sneak peek into what to expect at the NYC event. Hold on tight because this isn’t just a conference—it’s a seismic shift poised to redefine SEO.
Lily Ray, JR Oakes, and Jori Ford join the show and share a bit of their presentations that will happen at the conference. Get their takes on how important this conference is set to be!
Ready to transform your SEO perspective? Tune in for the full scoop on how to snag a ticket, and don’t miss the chance to join us and the leading minds in search at this one-of-a-kind event!
We have a free, full-week ticket giveaway for SEO Week! Simply share the EDGE of the Web LinkedIn post to enter a raffle for a full ride to the biggest SEO conference in recent history!
Key Segments:
Introducing SEO Week: April 28 – May 1
Mike King and Garrett Sussman of iPullRank
What is Different about this Conference?
Themes of the Conference
Speaker Insight: Will Critchlow, Ecommerce SEO
SEO Week: Cindy Krum
SEO Week: Tom Critchlow
Speaker Insight: Lily Ray, History of Google
EDGE of the Web Ticket Giveaway! $1200 Value
SEO Week: Wil Reynolds
SEO Week: Nick Eubanks
Speaker Insight: JR Oakes, LLMs and AI
SEO Week: Crystal Carter
SEO Week: Aleyda Solis
Speaker Insight: Jori Ford, Crawler Logs for SEO
SEO Week: Ross Simmonds
SEO Week: Devin Bramhall
Mike King: Relevance Engineering
The SEO Gestalt – Learn about it in New York
Some of the Line Up of Speakers
Thanks to Our Sponsors!
Resources:
SEO Week
EDGE of the Web LinkedIn page (for the giveaway!) [...]
Read More About This EpisodeApril 3, 2025
752 | DMA and Google’s Self-Preference: What Local Businesses Need to KnowpodcastGoogle vs. EU: The Battle for Search Fairness
The EDGE untangles the EU’s Digital Markets Act (DMA) with SEO veterans Mike Blumenthal, Greg Sterling, and David Mihm. This episode reveals how Google’s strategic maneuvers in Europe are reshaping the SERP landscape and challenging the status quo in local search.
With a strong research effort of the last two years, our guests dissect Google’s attempts to comply with the DMA, such as the introduction of the Places Sites Tab, Carousel and the decoupling of the Local Pack from Google Maps. Despite these efforts, user behavior tells a different story—one where Google’s new features are largely ignored. It seems the Local Pack is still the go-to destination for users, regardless of these new additions.
Meanwhile, the episode exposes an intriguing juxtaposition in the hotels vertical, where booking.com emerges as a formidable player through ad dominance, highlighting a complex dance between market giants. This scenario sparks a discussion on whether Google’s self-preferencing tendencies are truly being curtailed or simply rebranded.
Join us as we explore how Google’s “play nice” strategies may just be a façade amidst ongoing DOJ antitrust pressure. Could this pave a path for diversified regional strategies and fresh opportunities in the digital marketing sphere?
Brand is the play, folks.
We would always love a review! Go to RateThisPodcast/EDGE and let us know what you think about this interview!
Key Segments:
SEO News from the EDGE Highlig
Introducing NearMedia: Mike Bluementhal, Greg Sterling, and David Mihm
What is the Digital Marketing Act?
Article 65 of the DMA Applies to the Regulation of Search
What has Google Done to Comply with the DMA?
Google Rewriting History with Multiple Local Packs
Was This Done to Address American Antitrust Concerns?
Will the Election Change the Antitrust Enforcement?
The DMA is not Prescriptive, But Setting Operational Parameters
Major Research Since 2023 on User Behavior
Google has a Self-Interest to Show You the Last Click
What was the Most Surprising Findings? Guess….
In Summary: A Bad Faith Argument on Google’s Part
Thanks to Our Sponsors!
Resources
https://www.nearmedia.co/dma/google-preliminary-non-compliance-6-5/
https://www.nearmedia.co/dma/google-dma-compliance-2025-03/
https://www.nearmedia.co/dma/eu-home-services-search-behavior/
https://www.nearmedia.co/googles-2nd-local-pack-in-the-eu/
https://www.nearmedia.co/eu-home-services-search-behavior/ [...]
Read More About This EpisodeApril 2, 2025
751 | SEO News from the EDGE | Week of 3.24.2025News / podcastCreepy AI Advancements!
Brace yourselves! Cindy Krum is back to dive into the latest twists in technology and SEO this week, highlighting Google’s bold AI ventures and search ranking revelations.
Google’s recent news about Gemini’s real-time video AI and its concerning pervasive presence has sparked widespread conversation, at least with us. Couple this with the perplexing offer to acquire TikTok by Perplexity, and you’ve got a whirlwind of AI-driven developments. Plus, there is a great research doc this month from SERanking on the comparison of AI platforms: Who tackles Your Money Your Life (YMYL) topics best, DeepSeek ChatGPT or Google AI Overviews?
We’re not mincing words—John Mueller’s insights on the effect of core algorithm updates on AI overviews add an additional layer of excitement as AI and search collide. So we have to make some custom 404 pages for hallucinated URLs to your site from AI Overviews? That does sound right.
Hit the play button to catch our spirited dive into these pressing matters with none other than Cindy Krum. Stay informed, entertained, and maybe a bit paranoid, all here on EDGE of the Web!
Let us know your thoughts of the show at https://ratethispodcast.com/EDGE
What’s going on with Cindy Krum, SEO Specialist
News from the EDGE:
Google Unleashes Gemini’s Real-Time AI Video
Perplexity Eyes TikTok
DeepSeek vs. ChatGPT vs. AI Overviews: Which AI model handles YMYL topics best?
SEO News from the EDGE:
Google: If Searchers Don’t Use Your Page In Search, It May Be Removed
Microsoft Confirms Schema Helps Its LLMs (Copilot) Understand Your Content
Microsoft Bing: SEOs Should Focus on Conversions & Click Value
Google’s Mueller Predicts Uptick Of Hallucinated Links: Redirect Or Not?
Google: Not all sites will fully recover with future core algorithm updates
Google Tests AI Search Options Beyond AI Mode
Thanks to our sponsors!
Follow Cindy:
X: @Suzzicks
Resources:
Mobile Moxie
Cindy’s Duda Presentation on SEO and Content Strategy [...]
Read More About This EpisodeMarch 27, 2025
750 | Unleashing the Power of Personal Experience in SEOInterviews / podcastSEO Redefined
Step into the future of SEO with the EDGE, where Cyrus Shepard reveals how to harness the power of personal content and brand authority in a world increasingly influenced by AI. Learn why authenticity and unique perspectives are your new best friends in the digital arena.
We unpack a treasure trove of insights with Cyrus, covering the key concepts of modern SEO: the importance of brand searches, building authority through expert imagery, and the critical need to integrate personal experience. Discover how Google’s shifting algorithms and Quality Raters Guidelines are reshaping the landscape, requiring a pivot from traditional keyword-heavy strategies to a more holistic, value-driven approach.
Cyrus shares firsthand experiences from his time as a Quality Rater, offering a rare glimpse into how Google evaluates experience and authenticity. Find out why now is the time to invest in unique, non-scalable content that showcases your expertise and passion, setting your brand apart from AI-generated noise.
Brand is the play, folks.
We would always love a review! Go to RateThisPodcast/EDGE and let us know what you think about this interview!
Brand Building for AI Defense
“Images as Essential Content”
Challenging SEO Quality Rater Role
Evaluating Experience for Google Rankings
People-Focused Content
Personalization: Your Company’s Unique Edge
Evolving Strategies for Affiliate SEO
Launching New SEO Marketing Directory: Zippy List
Thanks to Our Sponsors!
Resources:
Zippy SEO Company List [...]
Read More About This EpisodeMarch 24, 2025
749 | Exploring Brand and SEO Relationships w/ Cyrus ShepardpodcastSEO Paradigm Shift
Join us as Cyrus Shepard shares the evolving relationship between brand and SEO, setting the stage for businesses to thrive in today’s digital landscape.
Explore the profound shifts that are shaking up the old-school SEO world. From understanding Google’s reliance on brand as a filter to discovering which digital strategies can enhance your site’s authority without solely focusing on keywords, we’ve got the latest insights.
Care to rethink your link strategy? Discover how anchor texts can shape your brand’s perception and influence your rankings in this domain-driven age. Erin and Cyrus explore fresh approaches that every good SEO should consider adopting.
Don’t miss out on this Zippy discussion where we explore the starting point for building a brand that impacts SEO.
We would always love a review! Go to RateThisPodcast/EDGE and let us know what you think about this interview!
Measuring Brand Impact in SEO
Essential Brand Marketing Basics
Off-Site Brand Engagement Strategies
Evolving SEO: Personal Experience Matters
Future-Proof Your Content Strategy
Mirror, Image, and SEO Authority
Thanks to Our Sponsors! [...]
Read More About This EpisodeMarch 8, 2025
748 | Paid Ad News from the EDGE | Week of 3.3.2025News / podcastAre you kidding me, Google? Headline to Sitelinks?
Greg Finn jumps into the Paid Ad news focus this week. Friend of the show; it’s always a good time when he is around!
What do you think about Google’s ambitious prediction that AI will craft mesmerizing customer journeys while the search giant navigates through over 5 trillion searches a year?
And what is going on with Google Ads and their announcement that they will use well-performing Headlines in Sitelinks? That’s confusing for us, but it will also be confusing for consumers. What gives, Google?
Greg, Erin, and Jacob dive deep into the world of paid ads, dissecting Google’s latest move to serve triple ads on a single SERP and introducing the bewildering Mystery Shopping Rating. As Greg unleashes his fiery insights, they tackle the challenges of Google’s evolving auction dynamics and the perplexities of manipulating ad placements and bids for high-value prospects.
Not to mention our newest discovery, the Grinning Indomitable Greg Finn Yeti! We’ve seen it in the wild, and he’s pissed!
A must-listen-to podcast for the avid Paid Ad advertiser – today on the EDGE!
Key Segments:
The Grinning Indomitable Greg Finn Yeti!
News from the EDGE:
Reddit for SMBs
Google now sees more than 5 trillion searches per year
Google VP of Ads bets on AI to transform ads into tailored consumer journeys
Paid News:
Google is Making Headlines (AKA sitelinks) Once Again with Some New Developments.
Google Ads run different auctions for each ad location
Google Ads Triple Serving Ads On Same Search Results Page
Google Ads Mystery Shopping Rating – What?
Google Ads High Value New Customer Mode Live For Some
Thanks to our sponsors! [...]
Read More About This EpisodeMarch 5, 2025
747 | Ethics & Privacy Concerns with AI WritingInterviews / podcastEveryone’s lit up with AI advancements, but what about our privacy? Erin Sparks and Michael Lewittes dive into the ethics and privacy concerns surrounding AI, shedding light on the rapid information exchange and the potential risks looming over our data.
Explore how hedge funds are making daring AI moves, with new platforms demanding personal information in return for supposedly superior features. The question lingers: Are we too quick to exchange privacy for convenience?
Michael shares insights on discerning fact from fiction in AI-generated content and offers advice for content creators striving to stand out in a saturated market. His expert analysis offers a roadmap to uphold authenticity and authority in a sea of homogenized content.
Alongside, the EDGE team muses about the consumer’s role in safeguarding personal data against the intrusive AI gaze. Emphasizing the mantra “verify, then trust,” they urge listeners to sharpen critical thinking in the flood of AI-generated content.
AI Ethics and Privacy Concerns
Simplified User Agreements Needed
Use Privacy Mode Online
AI Literacy and Consumer Responsibility
Trusting AI: Balancing Use and Skepticism
Improving AI Grounding and Differentiation
Balancing AI Efficiency and Authenticity
AI as a Brand Building Tool
Thanks to Our Sponsors! [...]
Read More About This EpisodeFebruary 27, 2025
746 | Social News from the EDGE | Week of 2.17.2025News / podcastLost and Found
Duncan Alney of Firebelly joins the EDGE to give his take on Social Media news and trends. A long-time friend of the show, we got him on board to dig into what we should be paying attention to in Social Media right now.
Google Business profiles took a hit but are on the mend, while LinkedIn’s newest analytics features help professionals find their path to visibility. On this jaunt down the digital lane, Erin Sparks and Duncan Alney unravel the enigma of social media updates and the shenanigans behind Google’s latest moves.
Did Facebook really decide our live videos were just taking up space? And what about TikTok’s stealthy climb back up the app store mountain? We uncover the backstory of these head-scratching occurrences and pinpoint what it means for brands caught in the evolving digital landscape.
Plus, a dash of Pinterest’s audacious predictions for 2025, because who wouldn’t want a sardine tattoo or chainmail chic in their sartorial repertoire? Duncan lends his expert eye to elucidate these potential trends with Erin’s ever-enthusiastic endorsement of authenticity and innovation.
Key Segments:
Introducing Duncan Alney of Firebelly
News from the EDGE:
OpenAI may pay Reddit $70M for licensing deal
Facebook Now Deletes Live Videos After 30 Days
GBP Reviews Outage Is Over
Bug: Google Business Profiles Management Pages Currently Broken
Joy Hawkins X Post: Google is Demoting Search Rank if in Local Pack
Social News:
Social: LinkedIn Adds ‘Where You Appeared’ to Show Users Where Their Profile Is Showing Up Across the Platform
Social: Supercharge your campaign performance with new Advantage+ AI features
Social: TikTok Rises to the Top of the App Download Charts in January
Social: Meta is Launching a Video Editing App
Social: Pinterest Predicts: 20 bold trends for 2025
Thanks to our sponsors! [...]
Read More About This EpisodeFebruary 21, 2025
745 | AI and Journalism w/ Michael LewittesInterviews / podcastBusy ≠ Productive
Michael Lewittes swings back around to the EDGE to discuss a current and concerning topic, AI content and its effect on journalism.
Michael brings his quarter-century of media experience to the table, sharing his journey from a seasoned journalist to spearheading cutting-edge SEO tools like Ranktify. Discover how transparency, fact-checking, and expertise are more critical than ever in the era of AI-generated content and rampant misinformation.
Explore the vital role of journalistic integrity in an age of deepfakes and echo chambers. With tales of newsroom dynamics and content homogenization, the conversation takes an intriguing turn toward how AI, if unchecked, could drastically alter the content landscape.
Key Segments:
Early 2000s Fact-Checking Pioneer
Emphasizing Transparency in Journalism
Newsroom Lessons and Exclusive Stories
Deepfake Verification and Digital Responsibility
Journalism Integrity vs. AI Challenge
Overreliance on Generative Text Models
Legal Updates Require Human Expertise
AI’s Imperfect Progress and Journalism Integrity
Client-Driven Adaptation
Thanks to Our Sponsors! [...]
Read More About This EpisodeFebruary 14, 2025
