Should you measure SEO by its ability to climb a tree? Hear Mike King's take on all things SEO - how AI is disrupting the space, and how measurement is (or should be) changing for this channel.Mike King is the founder and CEO of digital marketing agency iPullRank. King's journey from battle rapping with the Wu-Tang Clan to decoding Google's algorithms lays the foundation for a spirited discussion on the future of SEO, the impact of AI on search behavior, and innovative measurement techniques.Listen as we explore the shift from traditional click-based metrics to more complex, probabilistic methods driven by AI. Learn how SEO is adapting to changes in user behavior, including the rise of AI overviews and the challenges of measuring their impact.Plus, don't miss King's tips on leveraging advanced tools and strategies to stay ahead in the ever-changing SEO landscape.

Links from the episode:

Mike King on LinkedIn

iPullRank

Qforia

Show Notes:00:00 Introduction to Mike King00:23 Mike King's Early Career and Achievements00:38 Transition to Digital Marketing01:08 Future of SEO and Measurement Challenges01:51 Understanding SEO Metrics04:36 Google's AI Overviews and User Behavior05:21 SEO as a Brand Channel07:45 Challenges in Measuring SEO Effectiveness09:21 Impact of AI on SEO Traffic11:49 Evolving SEO Measurement Techniques18:22 Tools and Strategies for SEO Measurement25:07 Understanding Query Fan Out and Reasoning in SEO28:42 Client Education and Shifts in Search Behavior32:57 Improving Relevance and Content Structure36:04 Measuring SEO Performance and Authoritativeness43:25 Sentiment Analysis and Query Fan Out46:03 Reframing SEO for Better Investment48:41 Final Thoughts and Incremental Insights

Google Marketing Live 2023: Key Announcements, AI in Search, and the Future of Measurement

Simon and Jim unpack the highlights of Google Marketing Live 2025. Fresh from the conference, Simon "delves" (yes, AI was a big part) into key announcements, including AI in Search, AI Max for Search, VEO advancements, and measurement challenges.

They discuss the excitement around AI mode, scenario planning in Google Analytics, and the evolving landscape of Marketing Mix Modeling (MMM).

Additionally, they touch on insights from Google's new tools and partnerships, underscoring a shift towards more integrated and accessible marketing strategies.

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00:00 Introduction and Casual Banter

00:15 Google Marketing Live Highlights

01:23 Shaq and T-Pain at GML

03:19 Measurement Announcements at GML

05:13 Incrementality Testing

13:01 Google Analytics and Attribution

20:44 Meridian Scenario Planning

25:21 Making MMM Accessible: A Double-Edged Sword

25:57 The Complexity of Tagging and MMM

28:14 Validation and the Dangers of Simplification

32:11 AI's Role in MMM and Marketing

37:48 Google Marketing Live: Key Announcements

38:53 The Future of AI in Search and Advertising

42:42 VEO and the Evolution of Creative Development

47:37 Final Thoughts and Community Engagement

Are you wondering what to do next in your career? Is AI going to leave you living in a van, down by the river? What paths have others taken through this crazy measurement industry we're in?Let's learn from a sample of 1: Sani Manić - who has gone from web dev to CRO to co-founder of a SaaS company. Find out how he transitioned across various web development and CRO roles and how decided what to do next.

▶️ Watch on YouTube

Links from the show:

Sani Manić on LinkedIn

Podpacer

Cohesio

Book - Can't Hurt Me (David Goggins)

The School of Greatness podcast (ep. with Leila Hormozi)

Show Notes:00:00 Introduction and Friendly Banter01:33 Career Backgrounds and Education01:57 Career Progression and AI Impact02:58 Guest Introduction and Career Journey06:08 WordPress Beginnings11:57 Transition to Marketing and SEO13:21 Bridging the Gap Between Teams19:36 Challenges in CRO and Statistics23:16 AI and Best Practices in Website Optimization23:59 The Future of Hyper-Personalized Experiences26:38 The Problem with Historical Data in CRO28:11 Universal Experiences vs. Individual Optimization31:53 The Journey to Becoming a Founder34:15 Building Tools to Solve Real Problems38:04 Advice for Aspiring Entrepreneurs39:16 The Importance of Focus and Small Steps48:09 Incremental Insights and Recommendations