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:

[00:01:20] Introduction to Bruce Clay
[00:06:36] AI's Impact on SEO Practices
[00:08:29] AI vs. Search Engine Queries
[00:10:02] EDGE: Housekeeping - Who is coming up
[00:16:21] Effective AI Content Strategy
[00:20:22] Understanding Search Intent Optimization
[00:22:13] EDGE of the Web Title Sponsor: Site Strategics
[00:25:50] AI's Consensus Over Search Optimization
[00:31:36] EDGE of The Web Sponsor: Inlinks (WAIKAY)
[00:36:35] AI-Enhanced Tool “Prewriter” Overview
[00:43:42] AI: An Exciting Tool, Not The Only Solution

Thanks to Our Sponsors!

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

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

Follow Our Guest

Twitter / X: @BruceClay

LinkedIn: https://www.linkedin.com/in/bruce-clay/

Resources

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.

News from the EDGE:

[00:03:30] A delay on the TikTok ban again?

[00:07:05] Zero-click searches rise, organic clicks dip: Report

[00:10:55] EDGE of the Web Sponsor: Site Strategics

[00:12:10] LLMS.txt - it’s a treasure map!

Paid Ad News with Greg Finn:

[00:15:16] Google Expands Video Ads Across Search, Shopping, and Image Tabs

[00:17:56] Testing AI Max in Google Ads: When to try it and when to wait

[00:22:25] Google begins rolling out Performance Max channel performance reporting

[00:24:31] Google Ads Asset-Level PMax Reporting Rolling Out To Some

[00:26:48] EDGE of the Web Sponsor: WAIKAY

[00:28:08] Google Ads adds new “Conv. value (incl. predicted)” metric

[00:31:10] Google Local Service Ads Tests Background Checked Labels

[00:34:28] Google Ads may pause your account for manager violations

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Us:

X: @ErinSparks

X: @gregfinn

X: @MarketingOClock

X: @TheMann00

X: @EDGEWebRadio

Human 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:

[00:02:22] The Book!

[00:07:41] Reimagining Storytelling with AI

[00:08:48] Unconventional Brand-Audience Connection Spaces

[00:14:36] EDGE of the Web Title Sponsor: Site Strategics

[00:15:55]  What Taboos are Worth Breaking

[00:25:29] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:30:38] Unprecedented Innovation Evaluation

[00:31:52] Embracing Unconventional Marketing Opportunities

Thanks to Our Sponsors!

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

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

Follow Our Guest

Twitter: https://x.com/markwschaefer

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

Resources:

https://businessesgrow.com/

https://businessesgrow.com/audacious/