Search with Candour

·S4 E78

Search with Josh Bachynski | The ethics of AI SEO, the new ranking factors & evidence-based marketing

July 6
1h 19m

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Episode Description

Host: Jack Chambers-Ward | https://www.linkedin.com/in/jlwchambers/ | He/him

In this episode of Search with Candour, I’m joined by Josh Bachynski, CEO at Be Found Everywhere. With over 20 years of experience, Josh shares insights on ethical marketing and why an evidence-based approach to SEO is important for AI search optimisation.

Topics discussed:

  • Why AI Mode is the biggest change in search since 1998
  • How the ranking factors compare to the traditional 10 blue links
  • Why marketers must adapt to AI or get left behind
  • Why testing is so important in making strategic decisions
  • Google’s definition of consensus and non-commodity content
  • How to find trustworthy sources in SEO
  • The difference between virtue signalling and truly ethical marketing


Chapters

00:00 Introducing Josh Bachynski

01:16 Introduction

04:15 Why evidence-based SEO is so important

07:05 The new ranking factors for AI search

15:00 Google’s definition of consensus and E-E-A-T

18:18 The ethics of Google’s business model

23:07 Google Ads incentives

27:34 Learn to embrace AI and adapt

36:11 Defining ethical marketing

41:18 Truthful ethical marketing

42:12 Virtue signalling and positivity

43:28 Use AI for good

44:03 Google is not moral

47:55 Adapt or lose jobs

50:37 Evidence-based SEO testing

53:55 Finding trustworthy sources in SEO

59:08 Accountability in communities

01:03:30 Recommendation: Actionable tip

01:08:36 Recommendation: Tools and software

01:14:03 Recommendation: Something fun

01:16:48 Where to follow Josh

01:18:31 Episode wrap-up and upcoming guests


Follow Josh


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