In this episode, Bill Scully and Bill Hunt dive into how AI is transforming SEO and changing the fundamentals of digital marketing. They explore why understanding user intent, adapting to shifting query dynamics, and taking a multidisciplinary approach are essential for success.
You'll hear how search engines are now applying multi-dimensional filters to assess content value. Bill and Bill explain why your content strategy needs to focus on semantic structure, early involvement in planning, and better collaboration across teams to stay competitive.
Whether you're in SEO, content, or digital strategy, this episode offers practical insights to help you improve indexing and strengthen your web presence in the age of AI.
____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/seo-age-of-ai-future-proof-search-strategies/
___________________________________________
Show notes Links:
The Google Indexing Purge Update
Stop Retrofitting. Start Commissioning: The New Role Of SEO In The Age Of AI
Why SEO’s Fundamentals Still Matter in the Age of AI
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Special Thanks to:
___________________________________________
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In this episode, Bill Scully and Bill Hunt break down the choice between a multilingual SEO and multiregional SEO website strategy. Learn how different business models: e-commerce, marketplaces, local partners, or subsidiaries can impact your decision.
You'll learn how to align your website with your global strategy, from language translation and localization to dynamic personalization, compliance, and long-term web operations. They also discuss when a hybrid approach may make sense as your international presence expands.
____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/multinational-vs-multilingual-seo/
___________________________________________
Show notes Links:
Language-Only vs. Country-Specific Websites: The Strategic Decision Framework for Global Expansion
Multinational SEO vs. multilingual SEO: What’s the difference?
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In Episode 34, Bill Hunt and Bill Scully explore how U.S. manufacturers can turn global tariff instability into a strategic advantage—if they can be found online. They discuss why many American suppliers are “invisible” during a time of high demand, discuss procurement search behavior, and offer practical digital strategies to boost visibility and capture new business.
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Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/us-manufacturers-tariff-opportunity/
___________________________________________
Show notes Links:
Invisible at the Worst Time: Why American Manufacturers Are Losing the Tariff Opportunity
Tariffs, Trade-offs & Search Strategy: Should You Buy American or Source Smarter Abroad?
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____________________________________________
In this episode, Bill Hunt and Bill Scully take a closer look at the persistent challenges of geographic targeting in SEO. They examine why a correct hreflang may fail to deliver the intended results and how weak or conflicting geographic signals leave both businesses and search engines in a stalemate.
Drawing on real-world examples, they highlight how poor implementation, lack of ownership, and undervaluing geo-targeting hurt global visibility.
The discussion covers ccTLDs, IP detection, language variants, and the strategic importance of localized content and currency. With AI-driven search on the rise, they stress the need for strong, consistent signals and cross-team accountability to get geo-targeting right.
____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-33-geolocation-signals-seo/
___________________________________________
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____________________________________________
In this episode, Bill Hunt and Bill Scully take a closer look at the risks of taking Google’s SEO advice or the headlines about it, at face value without understanding the full context. Using a recent discussion around hreflang tags and 301 redirects as a starting point, they explain how oversimplified interpretations can lead to flawed implementation, particularly during site migrations.
The conversation highlights the role of reciprocal hreflang tags, the complications introduced by redirects, and how false assumptions can throw off international SEO strategies.
They also dig into the ongoing confusion around structured data, AI-generated content, and the SEO community's habit of mistaking correlation for causation. If you’ve ever acted on advice without asking deeper questions, this episode is worth your time.
____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/risk-of-misreading-googles-advice/
___________________________________________
Links:
Google: Hreflang Tags With 301 Redirects Are Probably Okay by Barry Schwartz -
https://www.seroundtable.com/google-hreflang-301-redirects-39185.html
Google Again Says Structured Data Does Not Make Your Site Rank Better by Barry Schwartz -
https://www.seroundtable.com/google-structured-data-ranking-39232.html
When Context Gets Lost: The Risk of Misreading Google’s Advice by Bill Hunt - https://internationalwebmastery.com/blog/when-context-gets-lost-the-risk-of-misreading-googles-advice/
When a Simple Change Sparks Complex Assumptions: The Danger of Misreading Google’s Signals by Bill Hunt - https://internationalwebmastery.com/blog/when-a-simple-change-sparks-complex-assumptions-the-danger-of-misreading-googles-signals/
Google SOTR Podcast Recap – Duplicate Content by Bill Hunt -
https://internationalwebmastery.com/blog/google-sotr-podcast-recap-duplicate-content/
Understanding & Fixing Common Hreflang Errors Course -
https://learn.internationalwebmastery.com/courses/understanding-fixing-common-hreflang-errors
___________________________________________
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In this episode, Bill Scully and Bill Hunt discuss the critical issue of AI Overview hallucinations—when artificial intelligence generates incorrect or completely fabricated information in search or chat results. They drill down into how these AI errors fundamentally undermine trust and credibility in digital content, creating significant risks for businesses of all sizes.
The conversation also leads to real-world examples of misinformation and the potential consequences for businesses, urging listeners to adopt a proactive approach to managing their online presence and ensuring the accuracy of their information.
____________________________________________
Hosts: Bill Hunt and Bill Scully
____________________________________________
Full show notes:
Barry Schwartz Study: AI Search Engines Are Confidently Wrong Too Often:
https://www.seroundtable.com/ai-search-engines-wrong-39038.html
Implementing your Answers Management Strategy by Bill Hunt:
https://www.back-azimuth.com/implementing-your-answers-management-strategy/
____________________________________________
Soundbites from:
AI Search Has A Citation Problem By Klaudia Jaźwińska and Aisvarya Chandrasekar:
https://www.cjr.org/tow_center/we-compared-eight-ai-search-engines-theyre-all-bad-at-citing-news.php
AI Link Hallucinations: Are they harming your brand? by Dixon Jones
https://waikay.io/link-hallucinations/
___________________________________________
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____________________________________________
In this episode, Bill Scully and Bill Hunt discuss their experiences at the Google Search Central event in New York City. They discuss AI’s growing role in search, challenges with image indexing, and managing Google Business Profiles.
The episode also covers data inconsistencies across Google systems, the impact of hourly data on marketing, and the importance of content control in an AI-driven world. They highlight the fight against spam, the need for industry standards, and how marketers must adapt to evolving search trends.
____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/google-search-central-live-nyc-2025/
Google Search Central Meetup NYC 2025 by Bill Hunt
https://internationalwebmastery.com/blog/google-search-central-meetup-nyc-2025/
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____________________________________________
In this podcast episode, Bill Scully and Bill Hunt dive into why every organization needs an Answers Management Program to deliver accurate, reliable responses across all digital channels.
They discuss the idea of a VP of Answers, a dedicated expert, championing answer management. Through real-life examples, they explore how AI is shaking up search results and share proven strategies to create an in-house answers program.
Plus, they reveal insider tips on picking the perfect candidate for the role and boosting teamwork across departments. Tune in for practical insights that’ll help your business stand out online!
____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/ep-29-implementing-answers-program-ai-business-success/
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____________________________________________
In this episode of the International Web Effectiveness Podcast, Bill Scully and Bill Hunt break down the importance of involving digital teams to improve overall marketing campaign results.
They share practical ways to integrate search into offline (and online) marketing campaigns, focusing on research support, analytics, and tracking success. The conversation also touches on applying lessons from past campaigns to future strategies, highlighting the value of collaboration in digital marketing.
____________________________________________
Hosts: Bill Hunt and Bill Scully
___________________________________________
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____________________________________________
In this episode of the International Web Effectiveness Podcast, Bill Hunt and Bill Scully discuss how SEO thrives through collaboration across teams. They explore creative ways to blend SEO into marketing campaigns, emphasize the importance of making the most of event marketing, and show how sharing data between teams can enhance web performance.
The conversation also addresses adapting to shifts in search technology, especially with AI on the rise, and stresses the need for a consistent, team-aligned approach to improve digital marketing outcomes.
____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes - https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-27-integrating-seo-and-marketing-for-higher-conversion-rates/
Exploring the Impact of AIOs on Web Traffic by Adi Srikanth - https://engineering.terakeet.com/posts/aio-research-2/
HREFLang Training Course - https://learn.internationalwebmastery.com/collections
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____________________________________________
In this episode, Bill Scully and Bill Hunt dive into the messy, real-world challenge of weaving international SEO into an organization’s effectiveness. They chat about how teams need to stop working in isolation and start talking to each other—because when they don’t, things fall apart. Drawing from Adam Gent’s piece on Conway’s Law in SEO, they unpack how a company’s structure can make or break its digital game plan.
They also tackle the user experience side of things, stressing that it’s not just about keywords anymore—international quirks and cross-team teamwork matter just as much. From wrangling web effectiveness to making sure the development process doesn’t drop the ball, they argue for a shake-up in how SEO gets done. It’s about building bridges between people who don’t usually chat, getting everyone clued in, and pushing for workflows that actually work. Think less old-school SEO tunnel vision, more big-picture web wins.
____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-26-why-isnt-international-seo-integrated-across-teams/
Conway's Law in SEO by Adam Gent - https://newsletter.theseosprint.com/p/conways-law-in-seo
Why is SEO not more integrated by Bill Hunt - https://www.back-azimuth.com/why-is-seo-not-more-integrated/
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____________________________________________
In this episode, Bill Scully and Bill Hunt break down the hreflang x-default tag for international SEO. They explain what it does, common mistakes, and why using it correctly matters for global websites.
They talk about why you should create a country-language matrix, issues with x-default setup, and how to implement IP redirection and x-default.
They also discuss how Looker Reports can help spot hreflang problems and why a well-planned approach to x-default is key for different markets.
____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-25-hreflang-x-default-explained-a-guide-for-international-seo/
Mastering HREFLang x-default -https://internationalwebmastery.com/blog/mastering-hreflang-x-default/
Bill Hunt's Hreflang Advanced Masterclass - https://learn.internationalwebmastery.com/courses/implementing-hreflang
Free Looker Studio Dashboard - https://lookerstudio.google.com/u/0/reporting/8d5c7d57-6dfd-4092-939a-8a647daece66/page/p_b8g3c3ap6c
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In this episode of the International Web Effectiveness Podcast, Bill Scully and Bill Hunt explore the evolving SEO landscape in 2025, emphasizing the need for cross-team collaboration. They discuss how integrating SEO into business operations and aligning it across departments drives long-term success.
Drawing insights from a recent SEMrush article on AI-driven search behavior, they examine shifting user intent and the need for SEO teams to adapt. The conversation covers aggregate KPIs, knowledge transfer, and training to embed SEO across teams.
They also highlight the role of SEO in engineering, product launches, and digital experiences, stressing that it’s no longer just a technical task but a company-wide strategy for sustainable growth.
___________________________________________
Hosts: Bill Hunt and Bill Scully
► Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-24-seo-in-2025-is-a-team-sport/
► Enroll for FREE! Epiphanies in Search - https://learn.internationalwebmastery.com/courses/epiphanies-in-search
► Deep Dive into LLMs like ChatGPT - https://youtu.be/7xTGNNLPyMI?si=Dgv8FQXVgvz8yKVz
► Investigating ChatGPT Search: Insights from 80 Million Clickstream Records by
Brenna Kelly. - https://www.semrush.com/blog/chatgpt-search-insights/
___________________________________________
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____________________________________________
In this episode of the International Web Effectiveness Podcast, Bill Scully and Bill Hunt explore the essential questions CEOs should be asking their digital teams to drive business success. They discuss the importance of aligning digital strategies with overall business goals, the role of SEO in reducing costs and increasing efficiency, and why traffic alone doesn’t equate to revenue.
The conversation highlights key performance indicators (KPIs) that CEOs need to understand, the impact of search on cross-functional collaboration, and how leadership can foster a results-driven digital marketing approach.
____________________________________________
Hosts: Bill Hunt and Bill Scully
Bill Hunt's article 'Beyond Marketing: The Startup CEO’s Guide to Making SEO Everyone’s KPI'https://www.back-azimuth.com/beyond-marketing-the-startup-ceos-guide-to-making-seo-everyones-kpi/
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-23-what-ceos-should-be-asking-their-digital-teams/
___________________________________________
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____________________________________________
In this episode of the International Web Effectiveness Podcast, Bill Hunt and Bill Scully discuss strategies for market site consolidations and website migrations. They cover the impact on SEO, managing language and content across markets, and operational considerations. The conversation also touches on URL management, evaluating web assets, and the implications of template changes on SEO performance.
They further explore managing redirects during migrations, stressing the importance of planning, monitoring, and testing to prevent issues like broken links and traffic loss. The discussion includes tools and strategies for redirect management, understanding where redirects are implemented, and post-migration monitoring. Data analysis is highlighted as crucial for optimizing redirects and ensuring key URLs are addressed during the process.____________________________________________
► IBM Overview of reason on Twitter - https://x.com/bryanfcasey/status/1659941975519375360?prefetchTimestamp=1737563088115&mx=2 ► Britney Muller's AI Course - Actionable AI for Marketers - https://maven.com/britney-muller/actionable-ai-for-marketers
► Noah Learner - Branch Tools GSC Data Management Solution - https://branch.tools/
____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-22-surviving-market-site-consolidations/
___________________________________________
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In this episode of the International Web Effectiveness Podcast, Bill Hunt and Bill Scully discuss the critical need for search marketing representation at the C-suite level.
They explore the reasons behind the lack of representation, the strategic value of digital marketing, and how search professionals can align their efforts with broader business goals.
The conversation emphasizes the importance of demonstrating the financial impact of search initiatives and earning a seat at the table through strategic contributions.____________________________________________
Bill Hunt's article: "Why Does Search Still Not Have C-Suite Exposure?" ►https://www.back-azimuth.com/why-does-search-not-have-c-suite-exposure/
Jason Kilgore's LinkedIn post:
"Search Needs a C-Seat at the C-Suite"► https://www.linkedin.com/feed/update/urn:li:activity:7279522217158131712/____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-21-why-does-digital-marketing-still-not-have-c-suite-representation/
___________________________________________
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____________________________________________
In this episode of the International Web Effectiveness Podcast, Bill Scully and Bill Hunt share their takeaways from the recent Google Search Off the Record Podcast. They break down important topics like managing duplicate content, tackling localization challenges, and using hreflang correctly.
The discussion covers how Google handles crawling and rendering, the concept of the localization iceberg, and common struggles e-commerce sites face with duplicate pages. They also highlight future hreflang updates, explain common x-default mistakes, and offer practical tips for keeping SEO strategies on track.____________________________________________Google's Search Off the Record Podcast: https://search-off-the-record.libsyn.com/handling-dupes-same-same-or-different
Google's Search Off the Record Podcast Speakers:
John Mueller
Martin Splitt
Allan Scott____________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-20-duplicate-content-and-canonicals/
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In this episode of the International Web Effectiveness Podcast, Bill Scully and Bill Hunt tackle the challenges of implementing hreflang and why it’s essential for managing global websites.
They explore common problems when hreflang doesn’t work as expected, highlighting the role of query intent in influencing search rankings.
The discussion focuses on practical tips for using hreflang effectively, especially during site launches and content updates, to maximize visibility and search performance.
____________________________________________
Full article with examples: Why Your Perfect Hreflang Is Not Working
https://www.back-azimuth.com/why-your-perfectly-implemented-hreflang-is-not-working/
News Article: Exploit reveals how and why Google ranks content
https://searchengineland.com/google-exploit-scoring-classifications-449333
Ryan Jones’ https://serprecon.com/___________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-19-why-your-perfect-hreflang-implementation-is-not-working/
___________________________________________
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____________________________________________
In this episode of International Web Effectiveness Podcast, we explore alternative strategies for international SEO if Hreflang were no longer available. Learn about the importance of accurate lang tags, localized content, and schema markup to improve market-specific visibility, as well as the role of product feeds and canonical handling in maintaining effective regional targeting.
Tune in for insights on how to adapt to potential changes in SEO practices and manage localization challenges.
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Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-18-what-if-hreflang-went-away/
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Looking for more episodes like these?
Check out our main YouTube channel: https://www.youtube.com/@InternationalWebMastery
Or visit our podcast page: https://internationalwebmastery.com/international-web-effectiveness-podcast/
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In this episode, we discuss the key takeaways from BrightonSEO San Diego 2024, exploring the latest trends and strategies shaping the future of SEO. We highlight the growing importance of human-centric content, shifting searcher behaviors driven by AI and zero-click searches, and how brand discovery is increasingly influencing search rankings.
We also discuss the role of Reddit in SEO, the significance of identifying content gaps, and the evolving search behaviors on platforms like Pinterest and Instagram. Bill Hunt shares insights on content strategy, stressing the need for engaging, shareable content and the importance of building an audience for long-term SEO success.
With AI playing a pivotal role, we explore how to use machine learning alongside human analysis for better ranking predictions and how businesses must adapt their SEO and content strategies to stay ahead. Bill Hunt also touches on the buyer journey, AI-generated content, and the future of AI search, offering advice on how companies can optimize their approach to global SEO and content creation.
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BrightonSEO San Diego 2024 Speakers:
►Daniel Russell
Talk Recording: https://www.youtube.com/watch?v=7lsekYSskcY
►Wil Reynolds
Talk Recording: https://info.seerinteractive.com/taking-action-from-digital-strategy-to-real-world-impact-2024
►Marcus Tober
►Nicolas Garfinkel
Talk URL: https://us.brightonseo.com/talks/keywords-arent-dead-its-just-complicated
►Rand Fishkin
Talk URL: https://us.brightonseo.com/talks/mythbusting-the-internet-a-datavisualized-journey-into-the-underbelly-of-how-web-use-has-changed___________________________________________
Hosts: Bill Hunt and Bill Scully
Full show notes: https://internationalwebmastery.com/international-web-effectiveness-podcast/episode-17-brightonseo-san-diego-2024-round-up/
___________________________________________
Looking for more episodes like these?
Check out our main YouTube channel: https://www.youtube.com/@InternationalWebMastery
Or visit our podcast page: https://internationalwebmastery.com/international-web-effectiveness-podcast/
____________________________________________
Join our Facebook Groups:
► Public - https://www.facebook.com/groups/1097711877977484/
► Private - https://www.facebook.com/groups/iwmprivate/
____________________________________________
Follow us on:
► Facebook: https://www.facebook.com/internationalwebmastery/
► Instagram: https://www.instagram.com/internationalwebmastery/
► Twitter: https://x.com/IntlWebMastery
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