Libsyn Directory

778 | Analytics Workout and Maturity Model Kickstart for 2026 w/ Dana DiTomaso

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

Release Date: 01/12/2026

779 | Closing Content Gaps and Tracking AI Traffic w/ Dana DiTomaso

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

Kicking off 2026, EDGE of the Web welcomes Dana DiTomaso back to break down actionable strategies for content analysis, marketing measurement, and adapting to seismic shifts in digital traffic. Erin and Dana dive into the evolving value of website content as AI Overviews and LLMs change what users expect from search. In this episode, explore practical frameworks for identifying content gaps, leveraging engagement metrics, and connecting insights from sales and customer service back into your marketing roadmap. Dana DiTomaso shares tools and methodologies for content gap analysis, from...

778 | Analytics Workout and Maturity Model Kickstart for 2026 w/ Dana DiTomaso

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

Start your year with a data-driven mindset as Erin Sparks welcomes analytics expert Dana DiTomaso to the show. This episode dives into the evolving realities of digital marketing measurement in 2026, pushing you to mature your approach with actionable strategies and fresh perspectives. Dana DiTomaso discusses why marketers can’t afford to rely on outdated metrics and generic reporting in a world changing rapidly under AI’s influence and economic headwinds. We unpack the pitfalls of “one-size-fits-all” analytics, tips for tracking what actually matters, and the practical process of...

777 | AI/SEO News from the EDGE | Week of 12.1.2025

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

This week’s EDGE of the Web dives into the seismic shifts rocking the digital marketing landscape, from Adobe’s blockbuster SEMrush acquisition to Google’s long-awaited rollout of Search Console Annotations (well, not so seismic). The future of AI in SEO and the rising tide of data privacy laws set the tone for a fast-changing industry. Erin Sparks, Crystal Carter, and Jacob Mann break down what Adobe’s $1.9 billion move means for marketers and explore how WIX is upping its AI tools, accessibility, and agentic web readiness. The crew also spotlights ChatGPT’s rumored ad features,...

776 | Wil Reynolds: Don’t Do F*cking Listicles

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

Cut the Crap! Here’s a special episode with Wil Reynolds from Seer Interactive when we were at BrightonSEO 2025 in San Diego this year. We HAD to grab Wil after his keynote and unpack his thoughts on where we are with AI and SEO. No more excuses: Wil Reynolds lays out bold strategies, from open-source testing to hands-on experimentation, empowering pros at every level to innovate, even without buy-in from the top. Hustle, determination, and optimizing for humans crushes the status quo and delivers real results. Ready to drop lazy listicles and lead with guts? Hit play...

775 | AI, Authenticity, and SEO with Wil Reynolds

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

KPIs, Disrupted Is it time to rethink the key performance indicators driving digital marketing and SEO? This episode brings Wil Reynolds onto EDGE of the Web to challenge the old playbook and reveal how AI and changing online behavior are redefining success for marketers everywhere. Rankings and traffic volumes are fading as top priorities, replaced by strategies that value authenticity, human-centric connections, and theme-driven positioning. Erin Sparks and Wil Reynolds discuss the pitfalls of chasing vanity metrics, the impact of AI-powered search experiences, and how SEOs must rebalance...

774 | Paid Ad News from the EDGE | Week of 10.27.25

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

Is 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...

773 | Content Strategy and LLMS.txt w/ Carolyn Shelby

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

AI 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,...

772 | Unpacking LLMs.txt with Carolyn Shelby

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

Erin 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...

771 | SEO News from the EDGE | Week of 9.15.2025

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

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...

770 | Barry Adams - How Google’s AI Mode Is Reshaping News Publishing

EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

Google’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...

More Episodes

Dana DiTomaso discusses why marketers can’t afford to rely on outdated metrics and generic reporting in a world changing rapidly under AI’s influence and economic headwinds. We unpack the pitfalls of “one-size-fits-all” analytics, tips for tracking what actually matters, and the practical process of tagging and categorizing every piece of site content based on its unique purpose down the funnel. Plus, learn how to build out reporting that clearly identifies audience intent, content gaps, and wins leadership buy-in.

A standout theme: Not every page is meant to convert, and understanding content purpose is essential in today’s digital landscape. Reporting frameworks must reflect genuine engagement and tangible business value, not just vanity metrics.

Ready to reset your reporting? LIsten in in for practical workflows, candid advice on navigating tough leadership conversations, and a no-nonsense look at analytics maturity. Know your site, evolve your strategy, and stay ahead on EDGE of the Web!

Key Segments:

[00:04:39] Adapting to AI's Web Impact

[00:08:34] Content Strategy for Engagement Analytics

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

[00:15:25] Prioritizing Bottom-Funnel Content

[00:18:59] Content Consumption Tracking Method

[00:20:14] GA4, Workshops, and Responsive Reports

[00:23:47] Unifying Analytics for Better Strategy

[00:25:11] EDGE of The Web Sponsor: Inlinks (WAIKAY)

[00:26:57] Setting Up GA4 Audiences

[00:30:49] Growth Takes Time to Learn

[00:34:14] Experiment, Test, and Embrace Change