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, Google's continued experimental AI Mode ads, and the EU's Digital Omnibus, raising stakes for marketers everywhere.

A side story on the dangers of AI SEO spam highlights how black hat tactics are evolving, bringing back old-school manipulation in a new LLM-driven context. The panel ponders whether brands and platforms are ready for the next frontier of search and content integrity.

News from the EDGE:

• [00:07:55] Official: Adobe is acquiring Semrush for $1.9 billion
• [00:16:49] GSC has Annotations! Hoorah! Finally!
• [00:21:16] EU's Digital Omnibus and cookie consent - what you need to know

AI / SEO News Segment:

• [00:23:26] EDGE of the Web Sponsor: Site Strategics
• [00:25:11] Gemini 3 refused to believe it was 2025, and hilarity ensued
• [00:32:17] ChatGPT Ads potential leaked
• [00:39:55] EDGE of the Web Sponsor: WAIKAI
• [00:41:29] Google Ads begin surfacing inside AI Mode as tests expand
• [00:45:52] AI Shopping Research
• [00:52:04] AI Poisoning: Black Hat SEO Is Back

Thanks to our sponsors!

• Site Strategics: https://edgeofthewebradio.com/site
• Inlinks WAIKAY https://edgeofthewebradio.com/waikay

Follow Us:

• X: @ErinSparks
• X: @CrystalontheWeb
• X: @TheMann00
• X: @EDGEWebRadio

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 for this straight-talking, actionable episode and stay sharp at the EDGE of the Web.

Follow Our Guest

• Twitter: https://x.com/wilreynolds
• LinkedIn: https://www.linkedin.com/in/wilreynolds/

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 their approach to focus on conversions, brand trust, and recommendation-driven marketing. The conversation tackles how agencies can communicate real value to clients in an era where genuine, meaningful engagement trumps sheer numbers.

Prepare to learn about evolving KPIs and marketing metrics, and discover why the future belongs to agencies that champion purpose, value, and real connection in a rapidly shifting digital ecosystem.

Key Segments:

• [00:04:50] Rethinking KPIs for Future Success
• [00:08:11] Optimizing Google Ads Conversion Insights
• [00:10:39] Rethinking Outdated KPIs
• [00:11:54] EDGE of the Web Sponsor: PreWriter.AI
• [00:14:10] Being Authentic
• [00:16:32] Trust Over Organic Search
• [00:18:02] Coming Up on the EDGE
• [00:20:00] Navigating Consumer-Agent Relationships
• [00:23:20] Authenticity in Brand Optimization
• [00:24:39] EDGE of The Web Sponsor: Inlinks (WAIKAY)
• [00:25:59] Client Positioning Through LLM Personalization
• [00:31:51] Scaling Leadership with Purpose

Thanks to Our Sponsors!

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

Follow Our Guest

Twitter: https://x.com/wilreynolds
LinkedIn: https://www.linkedin.com/in/wilreynolds/