TikTok SEO: How to Optimize for Search & the For You Page  Backlinko
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Google is upgrading Workspace, its rival to Microsoft 365, by embedding more artificial intelligence (AI) and other functionality into the platform.

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Workspace includes Google’s Gmail, Docs, Sheets, Meet, Google Drive, Slides, Calendar and other tools many workers use globally.
Here are the Workspace updates Google recently announced:
Google built an AI analyst to help workers make sense of data in Google Sheets.
The “Help me analyze” AI assistant helps employees get started, points out trends that they might have missed, recommends next steps for deeper insights and creates interactive charts to visualize the data.
“Help me analyze” is coming to Sheets later this year. (PYMNTS reached out to Google to get a more specific release date.)
Also, Google recently rolled out a feature in Sheets enabling users to generate “deeper” insights about trends or patterns between different data points and generate visual “heatmaps,” in addition to charts.
For example, a marketing manager analyzing a retail ad campaign can ask Gemini to produce insights and create a chart about the best three performing marketing channels by conversion rate, according to Google. Gemini can generate the report, along with visuals like distribution plots to analyze channel performance.
Read more: Google Makes AI Features Free to Workspace Subscribers
Workspace users can now use Deep Research, powered by Gemini 2.5 Pro Experimental, through the Gemini app.
Deep Research is a personal research assistant that automates the process of gathering, analyzing and summarizing online information. It can help with research preparation ahead of a client meeting.
It then generates detailed reports, which come with links to sources, and users can ask questions about the findings. These reports can be exported to Google Docs and shared with colleagues.
Use cases for Deep Research include market analysis, product comparisons, academic research and more.
Gemini 2.5 Pro Experimental is Google’s most capable AI model to date.
Last year, Google Drive got the ability to automatically generate captions for uploaded videos. Now, Google is adding video transcripts to videos in Google Drive. Users can now view and search transcripts, which appear in a side bar next to the video player. It highlights the text as it is being spoken.
This capability makes it easier to find specific moments in videos.
Google’s popular audio overview tool, NotebookLM, is being integrated into Google Docs.
NotebookLM takes any documents and turns it into a 2-person AI-generated podcast. In Docs, NotebookLM can create either full audio versions of documents in Docs or turn them into podcasts.
The capability will be arriving in coming weeks.
Docs’ AI-powered “Help me write” feature supports English, French, Japanese, Italian, Spanish, Portugese and German.
Gmail can help write emails in eight languages: English, Spanish, Portuguese Korean, Japanese, Italian, French and German.
Google’s video conferencing platform, Google Meet, is also adding more languages for taking notes. It is available in English, French, German, Italian, Japanese, Korean, Portuguese and Spanish.
See also: Google’s New Workplace AI Bot Underscores Big Tech’s Enterprise Focus
Cash Cycles Come Into High-Definition as Liquidity Becomes Antidote for Uncertainty
German Data Protection Authority Asks Apple and Google to Stop Distributing DeepSeek App
Google Launches Virtual Try-on App Featuring AI-Generated Videos
Federal Deadline Looms as Agencies Struggle to Move Beyond ACH Payments
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Written by Shreelekha Singh
With dozens of SEO podcasts vying for your attention, choosing the right one(s) can be overwhelming.
That’s why we’ve curated a list of the best SEO podcasts. To help you navigate the world of SEO and stay on top of the latest industry news.
Our Head of SEO, Leigh McKenzie, also reached out to the community on LinkedIn to share their favorite episodes and insights gained from these podcasts.
Let’s check out what people picked and discuss what you can learn from each podcast.
SERP’s Up is the brainchild of Mordy Oberstein and Crystal Carter, two key figures in Wix’s SEO leadership team.
With over 100 episodes (and a new one dropping every week), the podcast covers diverse subjects from the ever-evolving world of SEO.
You can tune into intriguing expert-led conversations, such as Kevin Indig’s discussion of Google’s crucial SERP features. Or Zoe Ashbridge’s discussion of keyword cannibalization.
SERP’s Up has something for everyone. Whether you want to learn SEO as a beginner. Or navigate your way around SEO reporting. Or even discover key concepts to succeed in the ecommerce industry.
Mordy and Crystal cover various aspects of digital marketing through the lens of SEO.
For example, they spoke to Glenn Gabe, a veteran in the SEO space, about the future of affiliate marketing and the exciting possibilities as the SEO landscape evolves.
We’d also recommend this podcast if you run (or work at) an SEO or marketing agency.
The “Agency Series” episodes offer actionable insights for agency owners offering SEO services. Like tips for becoming indispensable for your clients.
Find the podcast on: Apple Podcasts, Spotify, Listen Notes
The Search Engine Journal Show brings you the consolidated wisdom of some of the best SEO experts.
In conversation with Loren Baker, the founder of Search Engine Journal, each episode discusses interesting themes. Ranging from multilingual localization and Google ranking factors to content strategy, PPC ads, and beyond.
This diversity of topics means the podcast caters to listeners of all skill levels.
If you’re looking for a podcast to keep you hooked for a long time, The Search Engine Journal Show’s catalog of 300+ episodes promises just that.
Simply search for a topic you want to explore and find all the relevant episodes in this vast collection.
Each episode brings you actionable and in-the-trenches insights from experts.
For example, Loren hosted a Q&A session with Martin Splitt, a developer advocate at Google.
This episode covers questions shared by listeners in a live stream and tackles topics like Semantic HTML, indexing, Google Search Console, and more.
Find the podcast on: Apple Podcasts, Spotify, YouTube, Listen Notes
Search with Candour is another great search engine optimization podcast if you’re looking to get the hang of SEO. Every episode is a free-flowing conversation between Jack Chambers-Ward and his guests.
Jack invites subject matter experts to chat about a single topic at length (most episodes are an hour long). So, you get comprehensive insights about a new concept every time you finish an episode.
We recommend tuning into Search with Candour if you want to:
Jack commented on Leigh’s post with a complete list of his favorite episodes. One being where Dana DiTomaso breaks down her tips for tracking attribution in GA4.
It’s a great one for beginners with a start-to-finish guide for creating key events in GA4.
Jack also covers thought-provoking topics like “Is Bing better than Google?” to have opinionated discussions with experts.
This particular episode, featuring Mark Williams-Cook as the co-host, discusses search marketing news. And presents Jack and Mark’s personal viewpoints about the updates in Bing, Brave Search, and other happenings in the search landscape.
Find the podcast on: Apple Podcasts, Spotify, YouTube, Listen Notes
Aleyda Solis, an international SEO powerhouse, breaks down interesting SEO concepts in her podcast, Crawling Mondays.
This video podcast features a panel of 2-3 guests in every episode.
New episodes come out somewhat infrequently. But the 55 episodes in the collection offer enough insights to familiarize you with concepts like:
And much more.
You can conveniently finish a snackable 30-minute episode to gather insightful perspectives on a topic.
For example, the episode titled “Getting SEO Buy-In” breaks down the steps for seeking leadership approval for SEO efforts.
In just 30 minutes, Tom Critchlow and Petra Kis-Herczegh share the top challenges and first-hand mistakes they made in the past. And share their proven practices to guide you toward success.
One of the most-loved episodes in this podcast is on SEO auditing for large websites.
The 20-minute discussion provides SEO tips and tools for conducting a large-scale SEO audit. Jamie Indigo and Patrick Stox also share critical errors to avoid, among other valuable insights.
Tyler Nalbach shared on Leigh’s post how this episode gave him the best practices to strategically audit large websites for his clients in the fashion/clothing industry:
Find the podcast on: Apple Podcasts, Spotify, YouTube, Listen Notes
True to its name, The SEO Rant features unfiltered conversations about SEO practices and the latest events.
Going beyond just delivering beginner-friendly tips, Mordy Oberstein invites guests to share their personal opinions on a subject in an informal chat.
For example, one of the episodes discusses women’s participation in the SEO industry. Lisa Schneider sheds light on women’s role in this space and suggests how men could do better to increase women’s contributions.
The SEO Rant is a great place to discover new perspectives and explore the world of SEO. With over 100 episodes in the bank, this is one of the best SEO podcasts for finding contrarian viewpoints.
Almost every episode discusses a hot take or questions the status quo. Mordy responded to Leigh’s LinkedIn post that the episode “Is the Helpful Content Update Defective?” is one that stands out to him in particular.
He chats with Rohan Ayyar, the co-founder of digital marketing agency 99stairs, about the issues with the concept of helpful content and how it has evolved.
Find the podcast on: Apple Podcasts, Spotify, SoundCloud, Listen Notes
The SEO Show is co-hosted by Michael Costin and Arthur Fabik. This show targets beginner and intermediate-level SEOs looking to level up their expertise.
The pair dives deep into a range of SEO themes—from Google updates and digital PR to conversion rate optimization and more.
They also draw heavily from their agency-side experience to share insights, predictions, and case studies for SEO success.
The case study episodes are one of the many reasons we recommend listening to The SEO Show.
The hosts walk you through a live experiment where they set up a brand-new domain and execute an SEO strategy. They use these specific episodes to share updates on the project, including the latest tasks completed and overall progress.
It’s a great way to pick up some tips for building an SEO strategy from scratch.
You’ll also find 1:1 interviews with SEO legends like Barry Schwartz. These episodes present an insight-packed conversation with the guest.
The podcast also features Q&A episodes every few weeks. These episodes allow you to ask direct questions and gain new insights from others’ answers.
Find the podcast on: Spotify, Listen Notes
The Authority Hacker Podcast covers an interesting mix of topics related to SEO, digital marketing, advertising, and more.
Hosts Gael Breton and Mark Webster bring their decades of expertise to have fun and engaging conversations with their guests.
They also co-host a few episodes to explain a concept backed by their experiences and examples.
The Authority Hacker Podcast has over 300 episodes, with new ones coming every two weeks. This is an ideal choice for those looking for podcasts as a source of continuous knowledge gain.
Each one also comes with a neat blog summary of the topics discussed.
A notable episode featuring Cyrus Shepard, the founder of Zyppy SEO, breaks down Google’s Quality Rater parameters.
Cyrus draws on his experience as one of Google’s 17,000 Quality Raters to share how you can maximize your SEO success.
Find the podcast on: Apple Podcasts, Spotify, YouTube, Listen Notes
The SEO Mindset is unlike all the SEO podcasts we’ve discussed so far.
Hosted by Sarah McDowell and Tazmin Suleman, this podcast focuses on mindset coaching and career development for success in the SEO industry.
You’ll hear from some of the most popular names in the SEO space. But instead of discussing Google updates, ranking factors, and all those technical concepts, guests discuss their growth journey and share personal development tips.
While many of the best SEO podcasts will teach you essential technical skills, The SEO Mindset podcast will help you:
We recommend listening to the frank conversations around topics related to personal growth and career progression.
In one of the episodes, the hosts discuss practical ways to manage frustrating situations in a workplace, especially from the perspective of an SEO.
They discuss specific instances that might frustrate you (like a sudden drop in rankings and traffic) and share actionable advice to overcome these challenges.
Find the podcast on: Apple Podcasts, Spotify, Listen Notes
Listening to your favorite SEO and marketing podcasts is one thing.
But retaining the knowledge and insights shared in every episode is a whole different ball game.
Here are our top tips to get the most out of every podcast and enhance your SEO knowledge, one episode at a time:
Podcasts aren’t always a casual learning medium. You have to invest time and effort to derive (and retain) the best lessons from each episode.
Pro tip: Looking to start your own podcast? Check out our full guide to podcasting for a step-by-step process and best practices to launch a podcast.
SEO trends come and go in the blink of an eye. And keeping up with everything can feel like an impossible task.
The best SEO podcasts help you learn directly from experts and keep tabs on the latest trends. So that you can consistently improve your knowledge and hone your skills.
But why stop at podcasts? Explore these resources to add even more strings to your SEO bow:
Backlinko is owned by Semrush. We’re still obsessed with bringing you world-class SEO insights, backed by hands-on experience. Unless otherwise noted, this content was written by either an employee or paid contractor of Semrush Inc.
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BOSTON — Content marketers often struggle to keep up with the Google algorithm that can make or break their efforts, which makes search engine optimization a challenge.
SEO strategy was among the top concerns for marketers at HubSpot’s Inbound 2022 user conference. People rely on search engines to find the content they want, and webpages that rank on the first search results page for a keyword phrase can receive a lot of traffic. Marketers must understand how to optimize their content for search engines if they want to improve their page rankings.
Key SEO challenges that marketers face include algorithm changes, underdeveloped AI, slow results and too many tools.
Google changes its search algorithm multiple times per year, which can affect organizations’ website traffic. The changes typically reward high-quality content relevant to its main keyword phrase. However, the algorithm evaluates many variables — including content links, site speed and content thoroughness — and many marketers that attended Inbound said they have struggled to keep up with the changes.
“From March until now, we’ve seen a 20% drop in organic traffic across all our clients, which is a little concerning,” said Gracie DeSantis, an inbound marketing specialist at Vye marketing agency. “It’s like, ‘Is it something we’re doing as an agency?’ I think a lot of it is the [algorithm] updates.”
Marketing teams can’t control the Google algorithm, but they can control how they respond to it. Organizations looking to improve their SEO strategies should not only stay on top of what Google publicly says about its algorithm but also build a strong brand to develop authority in their markets.
In a session called “What’s Next: How to Navigate Marketing Around Search and Social Algorithms,” Neil Patel, co-founder of NP Digital marketing agency, explained that Google’s algorithms favor established brands, and therefore, marketers should view brand-building as an SEO strategy.
To build a strong brand, organizations can offer free online tools, Patel said. Free tools, such as plagiarism checkers or calorie calculators, tend to generate a lot of brand queries on Google from people that want to use the tool, and this can boost an organization’s brand authority and SEO ranking.
Almost every industry uses AI in some way, and marketing is no exception. Although AI-powered SEO tools can help marketers find alternate keywords and generate anchor text variations, they often struggle to produce complex content on their own.
“It’s hard to get AI to write an entire article nowadays, because [the technology] is just not there yet,” said Dale Bertrand, founder and president of Fire&Spark marketing agency. “What we’ve found is it will just go off in the wrong direction.”
Despite its inability to write full articles, AI can still help writers create content. For instance, it can generate title tags, subheads and other bits of content that writers can edit, add to and build on.
“It used to be that whenever I wrote an article, I would choose a keyword, write an outline, then write the article,” Bertrand said. “Now, I prompt a tool with a keyword, and then it suggests more keywords and questions that I should be using in my headings, and it will suggest sentences and paragraphs. Then I have to have a human edit it.”
Additionally, marketing teams can use AI to generate what Bertrand calls “efficient content.” That could include comparison pages, templates or FAQs, where the AI can do a better job generating that type of content, Bertrand said.
SEO strategies can help organizations increase site traffic, but results can take months to manifest. These strategies involve many factors, such as content quality and quantity, page authority and site UX — all of which take time to develop.
Business leaders often underestimate how long they must wait to see traffic improvements, said Cole Godsey, senior marketing manager at 121eCommerce, an agency that helps clients build e-commerce websites. Results usually take at least three months to appear, Godsey said.
Marketers must commit to a long-term SEO strategy and not let slow results discourage them. They should invest time and resources into building a library of high-quality content, specifically tailored to their audience’s needs. Additionally, to grow site authority, organizations can acquire backlinks — instances where one website links to another — from other sites that Google deems trustworthy.
SEO tools can streamline processes such as keyword research, but an overabundance of tools can hinder productivity. For example, an SEO strategist may use one tool for keyword research, one for performance tracking and another for web crawling. When software stacks include too many siloed tools, users may experience frustration as they toggle between the various apps.
“It can be overwhelming,” Godsey said. “One of the things that I’ve had to do over the years is pare down all the resources I’m using.”
To optimize an SEO software stack, marketing leaders should first identify any feature duplication. For example, an organization may pay for a standalone keyword research tool but also have a web crawler tool with its own keyword research capabilities. In this case, marketing leaders could eliminate the standalone tool. Also, marketers may choose to replace all or most of their siloed tools with an SEO software suite to improve their software set’s UX.
Over time, search engine algorithms have become increasingly sophisticated and more difficult to manipulate with shortcuts such as keyword stuffing. For success, marketers must keep up with algorithm changes, create high-quality content and build their brand authority. AI tools can help streamline the content creation process, but editors must steer them in the right direction. Additionally, SEO marketers should develop a long-term strategy and optimize their SEO software set.
10 best practices to make a mobile-friendly website
Google algorithms explained: Everything you need to know
Part of: How SEO can give your content a boost
SEO and SEM strategies help marketers put digital content in front of the right audience. However, SEO strategies focus on organic search, whereas SEM generates paid traffic.
Customer data and behavior analytics tools can give content managers insight into the kind of content site visitors want.
While social media marketing and SEO seem like two separate practices, when used together, they can enhance any organization’s digital marketing strategy.
An organization’s content must rank well on Google to drive website traffic. Yet, SEO marketers face barriers to this success, such as algorithm changes and underdeveloped AI.
SEO keyword research tools can help marketing teams create the content their audiences want to see. Free options include Google Search Console, Keyword Surfer and Semrush.
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AI Will Soon Dominate Ad Buying, Whether Marketers Like It or Not  WSJ
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