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:

[00:07:56] Understanding Heat Maps

[00:13:01] EDGE of the Web Title Sponsor: Site Strategics

[00:14:38] SEO Testing and Heatmap Insights

[00:16:23] User Interaction Analysis Tools

[00:22:36] Copilot Streamlines Data Analysis

[00:25:43] Balancing User Data & Client Concerns

[00:29:01] SEO ROI Amid Changing SERPs

Thanks to Our Sponsors!

Site Strategics: http://edgeofthewebradio.com/site

Follow Our Guest

Twitter: https://x.com/CelestexLili

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

YouTube Channel: https://youtube.com/@celestexlili?si=YCO1lfGw3KX2T4gJ

BlueSky: https://bsky.app/profile/celestelili.bsky.social

Resources

https://clarity.microsoft.com/blog/how-to-make-the-most-of-your-heatmaps-data/

https://serpology.substack.com/p/leveraging-heatmaps-for-seo-testing

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:

[00:02:26] Advertisers pull back from TikTok, boost Meta amid ban uncertainty

[00:08:49] Google credits Gemini for better detection of fake business reviews and maps spam

[00:14:11] EDGE of the Web Sponsor: Site Strategics

AI / SEO News with Sara Taher:

[00:15:48] NYT case against OpenAI and Microsoft can advance

[00:18:20] Chegg sues Google for hurting traffic with AI as it considers strategic alternatives

[00:21:46] AIO prevalence has now surpassed 20%.

[00:25:53] EDGE of the Web Sponsor: WAIKAY from InLinks

[00:29:19] 63% of Websites Receive AI Traffic

[00:34:18] YouTube citations in Google AI Overviews surge 25%

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks https://edgeofthewebradio.com/inlinks

Follow Us:

X: @ErinSparks

X: @SaraTaherSEO

X: @TheMann00

X: @EDGEWebRadio

#StandwithUkraine edgeofthewebradio.com/ukraine

SEO 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:

[00:06:51] EU Tech Regulation and Google's Search Impact

[00:10:30] Local SEO and Zero-Click Evolution

[00:13:07] EDGE of the Web Title Sponsor: Site Strategics

[00:14:00] Impact of Google Local Service Ads

[00:17:00] Hotel Ads: Monetization Strategy Insights

[00:20:40] Google Tests Enhanced AI Search Feature

[00:25:31] Enhancing Local Conversion Strategies

[00:29:07] Understanding User Intent in AI

[00:32:22] AI's Concierge Era: Worth the Shift?

[00:35:57] Tailoring Business Model to Audience

Thanks to Our Sponsors!

Site Strategics: https://edgeofthewebradio.com/site

Follow Our Guests:

Mike Blumenthal:

X: @mblumenthal

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

BlueSky: @mikeblumenthal.bsky.social

Greg Sterling

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

David Mihm

LinkedIn: https://linkedin.com/in/davidmihm

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/