Google is changing the rules again with Clare Walter

Episode notes

Send us Fan Mail In this episode, I’m joined by Clare Walter - digital designer, branding expert and founder of Ignitely, to unpack what’s really going on with SEO right now. With AI changing how users search and how platforms like Google serve results, we’re diving deep into what this means for your website, your content and your broader marketing strategy. Clare brings two decades of experience and a practical approach to digital strategy. Together, we explore how AI-generated content is flooding the internet and why it’s critical to shift our thinking around SEO, content creation and user engagement. We talk about how Google's AI Overview is changing search behaviour, why traditional keyword stuffing is no longer enough, and how content that lacks human insight is quickly becoming obsolete. Clare offers practical tips on improving your site's domain authority, the value of backlinks, and what kind of content is actually getting served by Google’s AI. She also shares how using AI strategically, as a content brainstormer or editor, not a creator can support your SEO efforts without damaging your credibility.

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