Evolving with the ever-changing search engines
With the rise of AI search tools, it’s important to make sure your business is showing up in the search snippets and in the LLMs.
But where are they pulling information from, what are people searching, and how can we make a successful SEO strategy for 2026?
Today we have Elizaveta, the Head of Marketing at Serpzilla, to help answer these questions and more.
Tune in to learn:
Why we want to show up in AI search summaries
How to become the kind of brand that AI search summaries recommend
How far AI search has expanded since it began
Where AI models like ChatGPT, Gemini, Claude, and Perplexity are sourcing their data from
Why AI results love FAQ pages, How-To’s, step-by-step guides and expert commentary
Why proving your content is structured, practical, original, and socially validated to LLMs is important
Backlinks - variety beats volume: Why it’s better to have one link from 10 different sites over a hundred links from the same site.
How Serpzilla can help strategically place content on sites that AI already tends to quote or source from
How to get started with the three most important components for your AI SEO strategy
Elizaveta’s top advice for having a solid AI SEO strategy
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Keeping your site safe, speedy and searchable
Today, my AI SEO Snippet co-host, Tony Cosentino, has full rein of the episode to share his tips and advice about WordPress SEO, and a bit of AI mixed in.
If you haven’t heard already, Tony is an expert on the Recipe for SEO Success Course, in the DMC membership, and is of course, my beloved.
So stay tuned to learn all about WordPress SEO.
Tune in to learn:
Why internal links are important
How to check and manage your internal links
How schema works
Helpful schema tools for WordPress sites
Why speed matters to Google and your customers
Ways you can optimise your site to speed it up
How to keep your website secure
Why you should review your plugins regularly
How to integrate Google and track as much data as possible
How to get ahead of the curve of LLMs and AI instead of chasing it
Tony’s favourite tools for WordPress
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Today you’ll be hearing from another expert from the big Recipe course. For this episode, I’ve invited Cath Fowler, Copywriter and Keyword queen to explain how AI is affecting keyword research, her top tips, and why AI hasn’t put her out of a job yet.
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So if you've read anything about AI SEO, you'll have heard the word Schema used, sometimes known as structured data.
In this episode, Tony Cosentino and I will demystify the schema jargon, show you where schema actually moves the AI SEO needle and give you some practical steps to implement it.
And don't worry, no technical degree is required.
So grab a cuppa, open your JSON-LD, and let’s teach the robots to love your website.
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Today Tony Cosentino and I are diving into a seismic shift for AI SEO: Shopify's New integration with ChatGPT. It's bringing real native shopping straight into AI conversations.
OpenAI has launched Instant checkout, powered by Agentic Commerce Protocol, whatever that means, and built with Stripe so shoppers can discover and buy products without ever leaving the chat.
So we're gonna unpack what it means for AI SEO, how to make your catalogue ‘agent ready’, why structured data and entity clarity matter it more than ever, and the practical steps to get your product data, pricing and inventory ready for conversational discovery. Let's future proof your store for the age of agentic commerce.
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Today, Tony Cosentino and I are talking all about Experience Expertise, Authoritativeness, and Trustworthiness with a little AI elbow grease.
If you think E‑E‑A‑T is just for Google boffins, stick around—by the end of this episode you’ll have an AI EEAT recipe you can actually cook.
We’ll break down what E‑E‑A‑T really means, how AI can make it measurable, and where humans still need to keep their hands on the wheel.
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Now there's a lot of misunderstanding about where tools like ChatGPT, Perplexity, etc. get the data that they're using to give you answers with, right?
People get very confused about this.
So today Tony Cosentino and I are going to talk about data sources for LLMs.
Did you ever think you'd be listening to a podcast about something so fascinating? I bet you didn't.
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Right, so maybe you're feeling, you've finally got your head around SEO and now there's AIO, GEO and AI SEO flying around like confetti at our wedding.
It's like the digital marketing world has gone acronym mad. But here's the thing, your customers are asking ChatGPT for recommendations instead of just Googling.
So today, Tony Cosentino and I are going to cut through the jargon to explain what these terms actually mean and what they mean for your small business, and also why you should care.
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Welcome to AI SEO Snippets, the newest podcast from the Recipe for SEO Success, hosted by Kate Toon, SEO Educator and digital marketing lover and Tony Cosentino, AI super nerd and WordPress warrior.
Each episode is a quick hit of actionable insights, delivering essential AI SEO knowledge without any fluff or jargon.
Get ready to boost your SEO game in just a few minutes—because our aim is to help you succeed, one snippet at a time.
Listen to all the AI SEO Snippet episodes
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Today I'm going to hand the mic over to our very own resident Shopify SEO expert on the big course, and also in the digital marketing collective, my VIP marketing membership.
Her name is Kerri Bennett, her business is Yellow Door Digital. She is a legend.
Today she'll be sharing her tips and advice to help you on your Shopify SEO journey and avoid making all the wrong moves.
Tune in to learn:
Why you should never buy a third-party theme
Why Shopify is actually easier for SEO beginners
Why you should always duplicate your main theme before making edits
Why you should never let a website developer be the owner of your store
Why it’s unwise to buy your domain name from Shopify
Kerri’s tips for creating SEO-friendly content on your product pages
Why you should steer clear of editing your robots.txt file
What to do when you want to remove a product
How to keep your discount codes safe
Why you should never put your store on password-only access
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Sign up for the Recipe for SEO Success Course
For the last few years, we’ve all been a bit single-minded.
Google, Google, Google
And that makes sense, Google's market share has consistently been around 90-95% globally, but it’s slipping.
And platforms like ChatGPT come along and blow everything out of the water, perhaps it’s time we got a little bit more search-agnostic.
Not sure what I mean?
In this episode, we’ll explain all.
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Welcome to another episode of The Recipe for SEO Success, where we whisk together strategies for search engine glory.
Today we’re sharing a little-known secret ingredient for capturing leads and boosting engagement on your website, calculators and quizzes.
These interactive tools can be your golden ticket to increasing your audience and gaining more insights. We're joined by the brilliant Steven Schneider, who will dig into the magic of these interactive tools in SEO.
So if you’re sick of average lead magnets and looking for something a little more special, get your ears ready to hear why calculators and quizzes are your new SEO BFFs.
Tune in to learn:
How interactive tools and calculators can help SEO
How to decide what kind of interactive tool is relevant to your audience
How you can draw people to your site with keywords leading to an interactive tool
How quizzes can lead to PR and backlink opportunities
How to get started setting up surveys and quizzes to put on your site
How to promote your new interactive tool once it’s live
Why you should follow up with an email flow
What to put in the email flow to keep customers in your funnel
Why rushing the process is a common mistake people make when setting up an interactive tool or quiz
Steven’s favourite tools to make online surveys, quizzes and tools
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How Learning Language Models are affecting search
Ah AI, it's all everyone's talking about and utterly fascinating, yet also boring as bat poo at the same time. While some are using AI to create new tools and innovate, my partner, the WordPress guy, is doing amazing things, most of us are using it to make AI versions of themselves as dogs or creating rubbish lists of two-word keywords in ChatGPT.
So how will AI affect SEO, and what do we really need to know to make the best use of it in our small businesses? Today I'm talking to an AI guru who will shed some light on this hot topic.
Tune in to learn:
What types of AI are relevant to SEO
How AI overviews work
Whether you should optimise your site for ChatGPT
Why AI and LLMs are not the end of SEO
Common mistakes business owners make when using Claude or ChatGPT to generate content for their sites
What type of content is still relevant to add to your site
How to use AI in your business in a positive way
Matthew’s thoughts on a ‘zero click’ future, and why it isn’t as dire as it seems
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Using keywords to showcase my creative business on Google
Getting SEO advice is one thing, but how much of it is really doable for the average business human?
In my reality SEO episodes, I talk to real life people and get the truth about how they use SEO and digital marketing to improve their business.
Today I'm talking to a former student of the Recipe for SEO Success course, Rebecca Eddison.
We'll chat about how Bec got her start in SEO, the digital marketing highs and lows, and the challenges she's faced along the way.
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Hey there, it's Kate Toon, here to sprinkle some SEO seasoning on your day with the Recipe for SEO Success Podcast.
Today, we've got a delightful dish brewing with the incredible Sally Mills. We're diving into Google Search Console—the boring, yet indispensable, cousin of Google Analytics.
Often overlooked, this tool is a treasure trove for businesses, helping whip up insights into your website's performance, show you which keywords bring visitors to your door, and even help you spot those pesky errors that need a quick fix. So, grab your aprons and let's cook up some SEO magic that will elevate your business to new heights.
Tune in to learn:
What the point of Google Search Console is
Why you should set up your Google Search Console account
How to find out if your site has been crawled and indexed
What to do when you have 500 errors
What data you can get out of Google Search Console about mobile usability
What Core Web Vitals are
How to keep track of your keywords with Google Search Console
How to see what backlinks are driving traffic to you
Sally’s top tips for getting the most out of Google Search Console
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Building recognition for your brand and profile
Welcome to another exciting episode of the Recipe for SEO Success podcast, hosted by yours truly, Kate Toon. Today, I'm thrilled to bring you an episode that promises to revolutionize your approach to link building. I've invited the incredible Christopher Panteli to join us, a master in the art of securing the most coveted links on the planet. Together, we'll explore practical strategies and insider tips that will empower you to craft these critical connections yourself.
Whether you're a seasoned SEO guru or taking your first steps into the land of Google, our insights will guide you to enhance your online authority and boost your search rankings. So, grab a cup of tea and prepare to transform your SEO strategy as we delve into the fascinating world of link acquisition.
Tune in to learn:
Why link-building is so important
How digital PR link-building differs from other nefarious link-building
How small businesses can start building links locally and pitching for stories
How to get value out of an unlinked mention online
Different strategies for putting your expertise out there
Why being featured or published can boost your trust factor
What common mistakes to avoid when engaging with the media
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Welcome to another mouth-watering episode of the Recipe for SEO Success podcast. I'm your host, Kate Toon, the head chef in this delightful digital kitchen where we whip up scrumptious SEO strategies to elevate your online presence. Today we're diving into the tantalizing world of e-commerce SEO, sprinkling a dash of insight on the latest search engine result pages changes.
Joining us at the table is the insightful Jason Mun, who's here to guide us newbies through this ever-evolving landscape. So sharpen your SEO forks and knives because we're about to serve up some seriously actionable advice that'll have your e-commerce efforts rising to the top, like a perfectly baked souffle. Let's get cooking.
Tune in to learn:
What Google has recently changed in the SERPs that impacts ecommerce businesses
How to be featured in Google’s SERP organic shopping carousel
What impacts your ability to appear in the carousel
How product reviews can help boost your visibility
How labels can help you advertise your sales in Google Merchant Center
How you can reduce your workload and optimise your products
How Google’s brand knowledge panel works
Jason’s advice for ecommerce stores trying to build up their brand entity
How important category pages are, and why you should focus on them.
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It's a Toon tip day, and I want to talk to you about intrusive interstitials (aka pop ups).
Now, there's one funny thing about Google. Well, there's many funny things about Google, but one of them is the way they refer to things, they do have a rather la-di-doodle way of talking about things. So they talk about intrusive interstitials being a problem on websites, and what they mean by that is pop-ups. So, today I wanna talk about pop-ups and their impact on your ability to rank, sell, build customer loyalty and keep people on your site.
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If you’re listening to this podcast, you’re probably already trying to save money by doing SEO yourself.
But one of the biggest struggles for people doing DIY SEO is building backlinks.
That’s often why they resort to using an SEO agency, and let’s be honest, good SEO agencies aren’t cheap.
That’s because building quality backlinks takes a big amount of time. You’ve got to build the relationship, you’ve got to get the good content out there and even then it can take a while for those links to flow through.
But today I’ve got an amazing guest on to talk about a revolutionary idea: Can you still rank well without link-building?
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Firewire deliver detailed, no-fluff SEO audits that show you exactly what's working and what needs fixing.
Get yours for just $100 at FirewireDigital.com.au/audit and turn search into your most profitable revenue channel.
Tune in to learn:
What a backlink is, and what it does
How you can still compete with competitors that invest heavily in backlinks
How small local businesses can create great content that organically gets shared online
How to assess what kind of content Google is prioritising in your niche or industry
How using Google Analytics can show you how people engage with your website
Why click-through rate is important to focus on
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If you bought a small bookshop in a coastal town, in pretty much the middle of nowhere, what would you do to make it a success? In this episode, I'm going to be telling you exactly what I've done to try and make my new bookshop, Umina Beach Book Nook, rank well on Google and build a community of loyal and loving fans. It's going to be a combination of marketing, copywriting, SEO, a whole lot of hard work.
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Firewire deliver detailed, no-fluff SEO audits that show you exactly what's working and what needs fixing.
Get yours for just $100 at FirewireDigital.com.au/audit and turn search into your most profitable revenue channel.
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Getting people through the door can be a constant struggle, which is why SEO is so important for local businesses.I know this for real now that I have a bookshop.
But with all the changes Google has made, how do you stand out in the local pack? Is the local pack even a thing anymore?
Today I’m chatting with a Local SEO expert about the latest advice, so stay Tooned.
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Ready to uncover what's really holding your website back from Google Glory?
Firewire deliver detailed, no-fluff SEO audits that show you exactly what's working and what needs fixing.
Get yours for just $100 at FirewireDigital.com.au/audit and turn search into your most profitable revenue channel.
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It's Toon Tip time, and your trusty host, me, is here today to tackle that ever elusive question swirling in the minds of digital marketing managers everywhere. How long does it really take for SEO to work? Is it a sprint? A marathon, or maybe a bit of both?
Today we're going to be diving into timelines, managing expectations, and maybe even giving you the patience you need to see your glorious search engine rankings soar. Let's get stuck in.
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When I started out, I was one of the few women in the SEO trenches. I remember joining an SEO Group on Google and realising I was literally the only female in there.
I’m beyond chuffed to see that that’s no longer the case. At a recent SEO event in Newcastle over half of the audience were women.
It’s great to see the SEO world and events trying to aim for more balanced, diverse speaker lineups. But we still have a long way to go.
I still see articles featuring the top 100 SEOS and nearly all of them are middle-aged white men. (Usually with beards).
Today’s guest is passionate about amplifying women’s voices in SEO, and even has an upcoming event I’ll be speaking at. Let’s get into it.
Tune in to learn:
When Georgia got started in SEO
What made Georgia want to focus on building a strong SEO community for women
What has changed over the last few years in the SEO industry
How men can help support women in SEO
Who will be speaking at the Breaking Barriers IWD event
What Georgia’s community do to support each other and make online marketing life easier
What one area you should pay more attention to in your SEO
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Hello and welcome to The Recipe for SEO Success. Today it's Toon tip time. I'm going to share a short, sharp episode that gives you quick advice and helps make your SEO journey easier. And today I want to talk about E.E.A.T. (Experience, Expertise, Authoritativeness, and Trustworthiness).
Kate discussed the importance of Google's EEAT framework for content creators to enhance their authenticity and authority in the digital landscape. She emphasized the need for content to reflect firsthand experience, demonstrate depth of knowledge, cite reliable sources, and establish a brand as a leader in its space. Kate also stressed the importance of transparency and strong signals in terms of reviews and testimonials.
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In today's Toon tip I'm answering a question from the Misfits Entrepreneurs Facebook group from Jo Green: What are the top things to do to help your website and articles show up in Google AI overviews or AI search that are easy to implement?
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Free online training: Increase your website traffic (and sales)