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/

In 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:

[00:03:27] Google settles $100 Million advertising dispute

[00:06:23] Amazon makes surprise bid for TikTok ahead of U.S. ban deadline

[00:13:18] EDGE of the Web Title Sponsor: Site Strategics

In Local News with Darren Shaw:

[00:14:28] Restaurant Local Results get a facelift

[00:17:45] Getting a negative review will boost your rankings

[00:22:25] Google is working on restoring Local Service Ads advertiser console

[00:25:11] Google Local Service Ads Tests Removing Green Screened Checkmark

[00:31:44] Google Local Questions & Answers Feature Gone?

[00:34:59] EDGE of the Web Sponsor: WAIKAY from InLinks

[00:36:44] Google Local Knowledge Panel With Promotion Clipable Coupons

[00:43:21] Your Local SEO Workout

[00:47:49] Freshness Distance Calculator

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks New Offering! https://edgeofthewebradio.com/waikay

This 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:

[00:00:34] Introducing SEO Week: April 28 - May 1

[00:01:13] Mike King and Garrett Sussman of iPullRank

[00:01:33] What is Different about this Conference?

[00:03:58] Themes of the Conference

[00:05:17] Speaker Insight: Will Critchlow, Ecommerce SEO

[00:14:26]  SEO Week: Cindy Krum

[00:15:19] SEO Week: Tom Critchlow

[00:15:57] Speaker Insight: Lily Ray, History of Google

[00:21:32] EDGE of the Web Ticket Giveaway! $1200 Value

[00:24:54] SEO Week: Wil Reynolds

[00:25:28] Speaker Insight: JR Oakes, LLMs and AI

[00:26:15] SEO Week: Crystal Carter

[00:35:01] SEO Week: Aleyda Solis

[00:38:26] Speaker Insight: Jori Ford, Crawler Logs for SEO

[00:48:26] SEO Week: Ross Simmonds

[00:49:11] SEO Week: Devin Bramhall

[00:50:32] Mike King: Relevance Engineering

[00:55:00] The SEO Gestalt - Learn about it in New York

[00:58:07] Some of the Line Up of Speakers

Thanks to Our Sponsors!

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

Resources:

SEO Week

EDGE of the Web LinkedIn page (for the giveaway!)

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?

Let us know your thoughts of the show at https://ratethispodcast.com/EDGE

Key Segments:

[00:02:01] SEO News from the EDGE Highlig

[00:04:40] Introducing NearMedia: Mike Bluementhal, Greg Sterling, and David Mihm

[00:08:03]  What is the Digital Marketing Act?

[00:08:59] Article 65 of the DMA Applies to the Regulation of Search

[00:11:37] EDGE of the Web Title Sponsor: Site Strategics

[00:13:34]  What has Google Done to Comply with the DMA?

[00:16:21]  Google Rewriting History with Multiple Local Packs

[00:18:13]  Was This Done to Address American Antitrust Concerns?

[00:20:06]  Will the Election Change the Antitrust Enforcement?

[00:24:23]  EDGE of The Web Sponsor: InLinks

[00:26:31]  The DMA is not Prescriptive, But Setting Operational Parameters

[00:28:10]  Major Research Since 2023 on User Behavior

[00:30:23]   Google has a Self-Interest to Show You the Last Click

[00:32:42]  EDGE of The Web Sponsor: Wix Studio

[00:35:14]  What was the Most Surprising Findings? Guess....

 [00:38:15]  In Summary: A Bad Faith Argument on Google's Part

Thanks to Our Sponsors!

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

InLinks: https://edgeofthewebradio.com/inlinks

Wix: https://edgeofthewebradio.com/wixstudio

Follow Our Guests:

Mike Bluementhal:

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/

Creepy 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!

[00:01:30] What’s going on with Cindy Krum, SEO Specialist

News from the EDGE:

[00:02:50] Google Unleashes Gemini’s Real-Time AI Video

[00:08:28] Perplexity Eyes TikTok

[00:14:11] DeepSeek vs. ChatGPT vs. AI Overviews: Which AI model handles YMYL topics best?

[00:23:02] EDGE of the Web Title Sponsor: Site Strategics

SEO News from the EDGE:

[00:24:20] Google: If Searchers Don't Use Your Page In Search, It May Be Removed

[00:26:31] Microsoft Confirms Schema Helps Its LLMs (Copilot) Understand Your Content

[00:29:27] Microsoft Bing: SEOs Should Focus on Conversions & Click Value

[00:32:39] EDGE of the Web Sponsor: InLinks

[00:33:44] Google’s Mueller Predicts Uptick Of Hallucinated Links: Redirect Or Not?

[00:38:37] Google: Not all sites will fully recover with future core algorithm updates

[00:42:45] Google Tests AI Search Options Beyond AI Mode

Thanks to our sponsors!

Site Strategics https://edgeofthewebradio.com/site

Inlinks https://edgeofthewebradio.com/inlinks

Follow Us:

X: @ErinSparks

X: @Suzzicks

X: @TheMann00

X: @EDGEWebRadio

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.

Key Segments

[00:06:59] Brand Building for AI Defense

[00:10:21] EDGE of the Web Title Sponsor: Site Strategics

[00:12:48] "Images as Essential Content"

[00:16:39] EDGE of the Web Sponsor: InLinks

[00:18:49] Challenging SEO Quality Rater Role

[00:21:13] Evaluating Experience for Google Rankings

[00:24:23]  People-Focused Content

[00:29:41] EDGE of The Web Sponsor: Wix Studio

[00:33:04] Personalization: Your Company's Unique Edge

[00:36:59] Evolving Strategies for Affiliate SEO

[00:39:17]  Launching New SEO Marketing Directory: Zippy List

Thanks to Our Sponsors!

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

Inlinks: https://edgeofthewebradio.com/inlinks

Wix: http://edgeofthewebradio.com/wix

Follow Our Guest:

X: @CyrusShepard

X: @ZyppySEO

LinkedIn: Cyrus Shepard

Resources:

Zippy SEO Company List