The Redirect Podcast - SEO & SEM News & Discussions

BlackTruck Media + Marketing
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A podcast of search industry discussion and analysis from the BlackTruck Media + Marketing team. Topics include search engine optimization (SEO), search engine marketing (SEM), pay-per-click advertising (PPC), content strategy, local SEO, social media, and other areas of digital marketing. Subscribe on SoundCloud, iTunes, or Stitcher. Listen to our podcasts shorts - BTW with BlackTruck Media Listen to our full-length episodes - The Redirect Podcast

  1. Aug 31

    [EP. 85] Understanding AI Citations in Search and Future Proofing Content with Cyrus Shepard

    Everyone spent two years telling you to optimize for AI. Cyrus Shepard spent those two years running the data instead. He analyzed more than 400 websites that gained or lost Google traffic over 12 months, then worked through 54 experiments and case studies on what actually earns an AI citation. His conclusion runs against most of what has been written this year: the single best position you can hold is still the top of the organic results. Jason Dodge and Cyrus Shepard get into the content still winning, why proximity to the original source beats every tactic, the difference between being cited by AI and being in the AI answer, and why your About page deserves more attention than it gets. WHAT WE COVER Why traditional organic rank still correlates most with business success The difference between an AI citation and being in the AI answer Why sites closest to the source are winning and intermediaries are struggling How aggregators and connector sites can still compete The shift from publishing information to publishing evidence Why your About page should be a family of pages Listicles, comparison pages and the trap of chasing formats Where agentic search actually stands right now. TIMESTAMPS 03:30 The two-move SEO playbook is over 05:36 What Google Zero actually means 08:22 Zero-click and the traffic that was never converting 14:32 Inside the 400-site study 15:58 Why proximity to the source beats everything 18:09 How aggregators still win 20:59 Being cited versus being in the answer 23:04 The hill Cyrus will die on 25:16 The content types that are working 30:17 Why your About page is underrated 33:57 Listicles, comparison pages and chasing tactics 41:08 Agentic search, Universal Cart and why it’s still early 45:43 Where to find Cyrus GUEST Cyrus Shepard, SEO and AI search researcher, founder of Zyppy and author of the Zyppy Signal newsletter: https://signal.zyppy.com/ Full recap and sources: https://blacktruckmedia.com/podcast/episode-85-understanding-ai-citations-in-search-and-future-proofing-content/ The Redirect Podcast is hosted by Jason Dodge, founder of BlackTruck Media + Marketing. No buzzwords, just an honest conversation.

    [EP. 85] Understanding AI Citations in Search and Future Proofing Content with Cyrus Shepard

  2. Jul 6

    [Ep. 84] The Content Divide Behind AI Search and Why Your Team Might Not Be Ready For It

    Google just told a room full of SEOs to keep doing what they're doing. The catch: most brands aren't actually built to do it. Joelle Irvine was in the room at Google Search Central Live Canada, and the through-line from the entire day was simple: keep doing the foundational work, because AI Overviews and AI Mode need grounded data to function. The harder question is whether your team is set up to produce the kind of content that actually earns visibility now. In this episode of The Redirect, host Jason Dodge and growth, product and AI advisor Joelle Irvine break down the commodity vs. non-commodity content slide that dominated marketing chatter, why so much "AI search optimization" is theatrics, how to use schema and Google Trends the way Google actually described, and why the measurement gap is the real story nobody wants to say out loud. If you work in-house, run an agency or lead a marketing team, this one is practitioner to practitioner. No buzzwords, no guarantees. Joelle Irvine works primarily with B2B SaaS and tech companies on growth and profitable revenue, coaches founders on adopting AI responsibly through Grow Class, and co-leads the AI Collective and Montreal Girl Geeks. All the takeaways and show notes can be found here: https://blacktruckmedia.com/podcast/episode-84-the-content-divide-behind-ai-search-and-why-your-team-might-not-be-ready-for-it/

    [Ep. 84] The Content Divide Behind AI Search and Why Your Team Might Not Be Ready For It

  3. 11/25/2025

    [EP. 83] How Gen Z Plans Travel: TikTok, 48-Hour Trips, and What it Means for Destination Marketing

    Gen Z travelers aren't starting their trip planning on Google alone. They're scrolling TikTok, saving videos, and building itineraries from what shows up in their feed. In this episode of The Redirect Podcast, host Jason Dodge talks with Bethany Bee, Digital Content Specialist at Explore Utah Valley, about how this generation actually discovers and plans travel. Bethany brings a unique perspective as both a DMO marketer and a Gen Z traveler who's visited six countries and ten states in the past year. They cover why ChatGPT isn't a trusted travel guide yet, what makes content trustworthy versus skippable, why most trips are planned after arrival, and how DMOs can show up where travelers are actually searching. Plus, practical advice on repurposing content, leveraging local audiences, and measuring success beyond impressions.

    [EP. 83] How Gen Z Plans Travel: TikTok, 48-Hour Trips, and What it Means for Destination Marketing

  4. 09/30/2025

    [EP. 14] BTW with BlackTruck - Google Removes &num=100 Impacting SEO Reports

    Google has quietly removed the &num=100 search parameter — a long-standing tool SEOs used to view 100 results per page instead of the default 10. The change may not impact everyday searchers, but it has serious implications for marketers who rely on accurate reporting and efficient workflows. In this short-format episode, we cover: What the &num=100 parameter was and why it mattered How its removal is affecting SEO reporting and visibility Why brands are seeing impression drops in Search Console — even without losing traffic or clicks What possible outcomes and adaptations marketers should expect If you’re in digital marketing or SEO, this is your quick guide to understanding what this change means and how to navigate it. For show notes and more, visit: https://blacktruckmedia.com/podcast/ep-14-btw-with-blacktruck-googles-changes-impact-reporting-rankings/ .

    [EP. 14] BTW with BlackTruck - Google Removes &num=100 Impacting SEO Reports

  5. 09/30/2025

    [EP. 13] BTW with BlackTruck - Breaking down TikTok's new Travel Ads

    TikTok has become one of the top sources for travel inspiration — and now, with TikTok Travel Ads powered by Smart+, the platform is making it easier for travelers to move from dreaming to booking. In this short format episode we breakdown the following: What TikTok Travel Ads are and how they work Why they matter for the travel and tourism industry Who they’re best suited for — hotels, resorts, DMOs, or airlines The cautions and watchouts with TikTok’s Smart+ automation If you’re in travel marketing, this is your quick guide to understanding how TikTok fits into your mix. For show notes and more, visit: https://blacktruckmedia.com/podcast/ep-13-btw-with-blacktruck-breaking-down-tiktok-travel-ads/

    [EP. 13] BTW with BlackTruck - Breaking down TikTok's new Travel Ads

  6. 08/26/2025

    [EP. 82] Separating AI Hype from Reality and Avoiding AI Optimization Scams

    AI is everywhere. From promises of guaranteed rankings in ChatGPT to a flood of so-called “AI experts,” in your LinkedIn feed. The noise can be overwhelming. In this episode of The Redirect Podcast, we're joined by Nick LeRoy from SEO Jobs to discuss what marketers should be paying attention to, the red flags to watch for, and how to use AI as a tool without falling for scams.

    [EP. 82] Separating AI Hype from Reality and Avoiding AI Optimization Scams

  7. 08/26/2025

    [EP. 82] The Redirect Podcast - Avoiding AI Optimization Scams and Separating Hype from Reality

    AI is everywhere. From promises of guaranteed rankings in ChatGPT to a flood of so-called “AI experts,” in your LinkedIn feed. The noise can be overwhelming. This Episode of The Redirect Podcast helps marketers sift through the noise that comes with AI advancements to separate the hype from the reality. Special guest Nick LeRoy (SEO Jobs) joins us to discuss what marketers need to pay attention to, he red flags to watch out for, and how to use AI as a tool without falling for scams.

    [EP. 82] The Redirect Podcast - Avoiding AI Optimization Scams and Separating Hype from Reality

  8. 08/04/2025

    [EP.81] From Headlines to SERPs - Where PR Meets SEO

    In this episode of The Redirect Podcast, Delaney MacKenzie from the BlackTruck Team leads the discussions around the importance of aligning PR strategies with SEO to best maximize the effectiveness of both. Grab your notepad and listen in as Delaney outlines the steps necessary to get your brand mentioned and noticed by Google. Bonus conversations about how this aligns closely with the future of generative AI search, generative engine optimization, and what the LLMs care about.

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A podcast of search industry discussion and analysis from the BlackTruck Media + Marketing team. Topics include search engine optimization (SEO), search engine marketing (SEM), pay-per-click advertising (PPC), content strategy, local SEO, social media, and other areas of digital marketing. Subscribe on SoundCloud, iTunes, or Stitcher. Listen to our podcasts shorts - BTW with BlackTruck Media Listen to our full-length episodes - The Redirect Podcast

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