In this episode, Barry and Steve explore the latest developments in Google Search Console, AI content generation, and competitor research, emphasising the importance of human insight and strategic thinking in digital marketing.

Key topics
- Google Search Console updates and features
- AI-generated content and its impact on SEO
- Social media visibility in Google Search
- Competitor research strategies
- The role of human insight in digital marketing

Takeaways
- Google now allows social media accounts to be added to Search Console, providing new visibility metrics.
- AI tools can enhance content creation but should be used thoughtfully to avoid mediocrity.
- Content with merit should be engaged with regardless of whether it is AI-generated or human-created.
- Search Console data is indicative and should be used as a trend tool, not an exact measure.
- Competitor research is most effective when combined with a deep understanding of your own product and strategic goals.

Chapters

00:00 Introduction and Beer Talk
02:09 Announcements on AI Slop Functionality in Social Platforms
05:21 The Nuances of AI Content and Platform Flagging
08:30 The Creative and Strategic Value of Human Writing
12:00 Google Search Console's New Social Media Insights
14:01 Why Google Is Expanding Its Web Presence Data
17:29 The Impact of Google Search Console on Creators
20:49 AI Visibility Data in Search Console
24:15 Using Data to Inform Content Strategy
28:01 Google Search Profiles and Future Trends
31:51 Understanding Google's Data and Its Limitations
34:06 The Value of Competitor Research and Strategic Insights
37:24 Experience Your Competitors' Websites Firsthand
40:07 The Role of Risk-Taking and Innovation in SEO
43:24 The Limitations of Keyword Gap Analysis
44:58 The Importance of Human Judgment in SEO Strategy
45:50 Closing Remarks and Final Thoughts
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Resources: https://www.publishingstrategies.co.uk/p/competitor-research-starts-with-your-own-product

Connect with Barry & Steve
SEO Summit 2026 - https://newsseo.io
Barry's Consultancy service: https://www.polemicdigital.com/
Steve's Consultancy service: https://www.stevenwilsonbeales.com/