https://page2pod.com - What happens when the gatekeepers of search stop sending traffic, but still take the content? In this milestone Episode 90, Marshall Simmonds (Defined Media Group) joins us to trace SEO’s journey from white-text-on-white-backgrounds to log-file analysis, AIO, and LLM.txt—plus what publishers must do right now. He even shares the wild story of spinning up a mirror test server so Google (and others) could pound on About.com to refine their crawlers.

We dig into why watching server logs matters more than ever, how “dark traffic” is back, and why author authority and structured content still win—despite shifting consumption and murky attribution in AI-assisted search.

Marshall also takes us behind the scenes on unlocking The New York Times archive (and why it crushed for traffic and revenue), plus a pragmatic take on AIO monetization, blocking AI training vs. real-time access, and the early but evolving role of LLM.txt.

🧠 In This Episode:
• The About.com “test server” era: letting engines crawl a mirror site to improve their bots—what Marshall learned by “watching the watchers.”
• Why log files are mission-critical again as dark traffic surges and LLM crawlers multiply.
• Enterprise-grade log tooling & options: Sitebulb, Screaming Frog, Splunk—what to use when.
• Crawl budget signals hiding in plain sight: the Search Console “Crawl stats” report.
• NYT archive strategy: opening history for scale, membership, and revenue (and why it worked).
• E-E-A-T before the acronym: building human authority into content and authorship.
• LLM.txt today: yes, it’s crawled; no, standards aren’t settled; how teams are exposing it.
• AIO reality check: impressions up, clicks down; what’s converting (and why patience pays).
• Blocking AI training vs. real-time use: robots.txt limits, legal gray zones, and first-line defenses.
• Holistic marketing > channel silos: brand, email, social, search, Discover—working together.

If you've ever wondered where SEO has been and where it's headed, this conversation with Marshall Simmonds is essential listening.

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💬 Comment below: How are you adapting your SEO strategy in the age of AI and dark traffic?

🔗 Links & Resources Mentioned
• Marshall Simmonds LinkedIn
• Defined Media Official Site
• Page 2 Podcast Noah Learner episode

Sponsored by Moving Traffic Media

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https://page2pod.com - What does it take to run a multi-brand content machine—and decide what not to publish? Ryan McGonagill, VP of Content at Centerfield, breaks down how his team powers 10+ owned brands like business.com and security.org while keeping content simple, useful, and relentlessly user-first. We dig into why personalization beats flashy interactives, and how to design for real decisions—not vanity metrics.

You’ll hear the refresh system that keeps nothing older than a year (and why ISP deal pages may need updates every ~2 weeks), plus how seasonality (think moving season) reshapes the calendar. Ryan also unpacks verticalized expertise, the team’s “gold standard” quality bar, and why user value beats dwell-time games every time.

On the PR side, we talk about crafting hooks that surprise and earn coverage, the DEI pronoun study that drew massive press (and even an Elon Musk reply), and how Ryan thinks about links vs. referral traffic. We close with a pragmatic take on AI, where human judgment is non-negotiable and LLMs assist without replacing expertise.

Finally, Ryan shares why content structure may matter even more as AI overviews evolve—and the single best link he’s ever earned.

🧠 In This Episode
• Centerfield’s model: owning acquisition end-to-end and publishing across ~10 brands, from business.com to security.org.
• Personalization > “cool” interactives: give users simple, relevant tools (even a basic calculator).
• “User first” beats dwell-time hacks—ship what helps people decide, not what inflates metrics.
• The refresh playbook: nothing older than a year; ISP pages reviewed ~biweekly; plan around seasonality (e.g., moving May–Sep).
• Verticalized writers + editors and a non-negotiable “gold standard” (third-party + firsthand expertise, real photos).
• How to prioritize: fortify winners before chasing breadth; align SEO (traffic/rank) with content’s profit focus.
• PR that lands: lead with surprising data and media-worthy angles; why links > referral traffic from research.
• AI in the workflow: frequent LLM upgrades, but keep human touchpoints for judgment, reviews, and accuracy.

This episode is a tactical blueprint for scaling content that _actually helps people decide_—and earns the kind of links and trust that last.

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💬 Comment below: What's your biggest challenge with content personalization or AI in your workflow?

🔗 Websites & Brands:

• Centerfield Official Site
• Ryan on LinkedIn

🧪 Notable Studies/Articles Referenced:

• DEI Pronoun Study – A viral study Ryan produced that got national media coverage (including a comment from Elon Musk).
• Marketing Interns Study on Job Market – Innovative research using interns to analyze the job market.
• LLM Comparison Article on Business.com – Compared outputs from various AI models for quality.

Sponsored by Moving Traffic Media

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https://page2pod.com - Most marketers are only using 20% of Google Analytics 4’s capabilities — and it’s costing them big. In this episode of the Page 2 Podcast, we sit down with Brie Anderson, founder of Beast Analytics and one of the earliest voices bringing clarity to the chaotic transition from Universal Analytics to GA4.

Brie shares why small tracking errors can lead to massive strategic blind spots, how to fix bad data before it misleads you, and why GA4’s Advertising tab is a goldmine — even if you never run ads. She also breaks down her BEAST Framework, revealing exactly how to audit, analyze, and act on your data for real business growth.

Whether you’re an SEO, media buyer, or marketing strategist, this conversation is packed with actionable insights to make your analytics truly accessible and actionable.

📊 In This Episode:
• Why most marketers only tap into a fraction of GA4’s potential
• The high cost of bad data — and how to prevent it
• Brie’s BEAST Framework for reliable, strategic analytics
• Common GA4 migration mistakes (and how to fix them)
• Unlocking the hidden power of GA4’s Advertising tab
• How to spot and leverage multi-touch attribution data
• Tips for integrating Google Search Console with GA4
• Future trends in AI-driven analytics (and their pitfalls)

Brie delivers a masterclass in making your marketing data work harder for you — with a healthy dose of real talk about the industry’s blind spots.

Subscribe to never miss a deep dive into the tools, tactics, and trends shaping digital marketing.

💬 Comment below: What’s the most valuable insight you’ve learned from your analytics data lately?

🔗 Links & Resources Mentioned
• Brie Anderson on LinkedIn
• Brie Anderson on YouTube
• Beast Analytics Official Site

Sponsored by Moving Traffic Media

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https://page2pod.com - Tyson Stockton, Co-founder & COO of Previsible.io, unpacks the challenges and strategies behind merging two distinct SEO agencies: Previsible.io and Internet Marketing Ninjas.

Tyson shares candid insights about integrating teams, managing culture, and redefining roles while preserving legacy. We also explore how AI is reshaping the SEO industry, driving a renaissance in link building and authority building strategies.

🧩 In This Episode:
• Navigating the complex integration of two SEO agencies
• The importance of cultural fit and open communication
• Strategic insights on preserving legacy and heritage post-merger
• Adapting SEO services to remain relevant amidst AI evolution
• How link building is evolving in the AI era
• Developing effective career paths within SEO teams

Tyson provides valuable lessons for agency owners and SEO professionals navigating mergers, acquisitions, and evolving search landscapes.

🔗 Links & Resources Mentioned
• Tyson Stockton LinkedIn
• Internet Marketing Ninjas
• Previsible.io
• Voice of Search Podcast
• 2025 SEO Jobs Report
• 2025 SEO Compensation Trends
• Page 2 Podcast Nick LeRoy episode

🔔 Subscribe for more expert insights into SEO strategies and agency management
💬 Comment below with your experiences or questions about merging SEO teams or adapting to AI-driven SEO.

Sponsored by Moving Traffic Media

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https://page2pod.com - In this episode of the Page 2 Podcast, Jon Clark welcomes Lou Cohen, Chief Digital Officer at EY Americas, for a candid and deeply insightful conversation. From his roots as a comic book store founder to leading digital strategy at one of the world’s largest consulting firms, Lou shares hard-earned wisdom on staying ahead in a rapidly evolving marketing landscape.

They dive deep into how EY is tackling the rise of generative AI, why “geo” (Generative Engine Optimization) is reshaping SEO as we know it, and how platforms like Reddit and Snapchat are influencing content strategies. With his dual role as an educator and executive, Lou offers unique perspective on the skills marketers need in today’s world—and why understanding consumer behavior still trumps any algorithm.

Don’t miss this powerful blend of mentorship, strategy, and foresight from one of digital marketing’s sharpest minds.

📚 In This Episode
• How Lou transitioned from comic book entrepreneur to Chief Digital Officer at EY
• EY's approach to AI discoverability and content sourcing for LLMs
• The new era of SEO: what “geo” really means and why it matters
• Why Reddit is critical to EY’s future marketing strategies
• How teaching keeps Lou ahead of industry trends
• Balancing brand compliance with authentic engagement on niche platforms
• Strategies behind award-winning content partnerships with Reuters and CNBC
• Career advice for marketers in a post-AI world
• Whether college still matters in the age of AI
• Lessons from EY’s global website migration effort

Lou brings a refreshing honesty to leadership, marketing, and mentorship. This episode is a must-listen for anyone navigating the future of digital.

📢 Subscribe to get expert insights from top marketing leaders: https://open.spotify.com/show/4mMTmBqGA8VpGGL7ItUtGk?si=5f839019f61b40e7
💬 Comment below: What platforms or strategies are you using to stay ahead of the AI curve?

Sponsored by Moving Traffic Media (https://www.movingtrafficmedia.com)

🔗 Links & Resources Mentioned
• EY: https://www.ey.com/
• Lou Cohen on Linkedin

Sponsored by Moving Traffic Media

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https://page2pod.com - What if your best SEO strategy has nothing to do with Google rankings? In this episode, Jon and Joe dive deep with Stephan Bajaio—CEO of VibeLogic and CMO at Turno—about why the future of SEO and marketing hinges on solving the right problems, breaking down silos, and leading with empathy.

Stephan brings hard-earned wisdom from scaling Conductor's SEO team and his eye-opening time at WeWork. He challenges the old way of marketing, advocating for SEO as a center of excellence and a tool for understanding people—not just traffic. From startup philosophy to AI content chaos, this episode redefines what it means to build with purpose in the modern marketing landscape.

🔍 In This Episode
• Why SEO data should live outside the SEO channel
• Stephan’s mantra: "If you're not helping people, you're just selling stuff"
• How real authorship defends against AI content sprawl
• Why most brands beat themselves—not their competitors
• Lessons from scaling at Conductor and navigating WeWork
• How intention > tactics in modern marketing strategy
• The future of SEO in a world driven by AI
• Why a flipped org chart might be your most powerful growth tool
• Building products vs. services: Stephan’s next move with VibeLogic
• Center of excellence vs. marketing channels—what wins long-term?

This episode offers a blueprint for modern leaders looking to scale smarter, build teams with meaning, and fall in love with the right problems.

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💬 Comment:
What’s one marketing silo you’ve seen hold back real progress? Drop your experience in the comments!

🔗 Mentioned Links & Resources

• VibeLogic – Stephan Bajaio's SEO consultancy and platform.
• StephanBajaio.com – Stephan's personal website.
• LinkedIn – Stephan's LinkedIn profile.
• Will Reynolds – Founder of Seer Interactive, noted for his SEO transparency philosophy.
• Lily Ray – SEO expert known for her work on E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness).
• Rand Fishkin – Founder of Moz and author of Lost and Founder, often referenced for his critiques of venture capital.
• Lost and Founder – Book by Rand Fishkin about startups and the realities of VC-backed growth.
• Hook Agency – Run by Tim Brown, focused on niche marketing for the roofing industry.
• John Doerr – Known for OKR methodology; quote referenced: “Not everything that matters can be measured, and not everything you measure matters.”

Sponsored by Moving Traffic Media

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In this episode of the Page 2 Podcast, we sit down with Patrick Hathaway, co-founder and CEO of Sitebulb, a standout technical SEO crawler tool that has evolved from a desktop solution to a powerful cloud platform. Jon Clark and Joe dive into how Sitebulb carved a niche in a crowded SEO tool landscape, what makes its "hint-based" reporting so game-changing, and how it's built to thrive in the AI and JavaScript-heavy SEO future.

Patrick shares the behind-the-scenes of Sitebulb's product strategy, the role of customer feedback in tool development, and why structured data and fundamentals still matter. Learn about the challenges of SEO in the AI era, log file analysis for enterprise, and new insights into how LLM crawlers interact with websites.

🚀 Whether you’re running audits for clients or navigating SEO for an enterprise site, this conversation is packed with takeaways that will upgrade your strategy.

🔍 In This Episode
• How Sitebulb grew from a desktop tool to an enterprise cloud platform
• The strategic decision that made Sitebulb stand out—hint: it’s all about "hints"
• Why JavaScript SEO and regular audits matter more than ever
• Insight into AI crawlers and how they differ from traditional bots
• Sitebulb’s plans for integrating task management and user-defined segments
• How structured data and content optimization are evolving in the AI age
• Behind the scenes of Sitebulb’s State of JavaScript SEO Report
• The future of SEO in an AI-first search experience

Stay ahead in SEO by understanding the tools and tactics built for tomorrow’s web.

📎 Mentioned Links & Resources:

• Patrick Hathaway on Linkedin
• Patrick Hathaway on X
• Patrick Hathaway on Bluesky
• Sitebulb Official Site
• Sitebulb Hint Section
• 2024 Javascript SEO Report
• JavaScript SEO Training
• Matt Barby LinkedIn post

Sponsored by Moving Traffic Media

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• Jon Clark on Bluesky
• Jon Clark on Linkedin