Not Another Marketing Podcast

There are a handful of genuinely useful tactical observations - review responses carrying equal LLM weight to reviews, schema as a parsing shortcut for answer engines, author-page entity linking chains - but these are interspersed with large stretches of filler, obvious SEO platitudes, and friendly agreement. The usable insight-per-minute rate is moderate at best.

“Google does not distinguish a uh, review response and a review. So you can. So think about that. That's a high authority signal with relevant content and relevant location based data.”

“SEO is, I think SEO if you're doing good SEO, not blackout SEO, but if you're doing high quality content, trusted authorship, high quality links, good schema, um, that's 80% of what you need to do for answer engine optimization.”

The review-response tactic and the disallow-chatbots-create-SME-opportunity observation are genuinely non-obvious; everything else (do PR, build entity authority, get citations, do YouTube) is recycled SEO orthodoxy lightly recoated in AI terminology. No contrarian or first-principles arguments are made.

“Google does not distinguish a uh, review response and a review.”

“they are putting disallow chatbots on their sites and I'm seeing that more and more. So what does that mean for those of us who don't care about that we're going to get out there more often”

Kevin Roy is a legitimate agency operator managing a real client base across industries with measurable data, and his participation in a vetted SEO mastermind adds credibility; however, he is a small-agency CEO rather than a practitioner who has scaled something noteworthy, and the depth of his explanations reflects that.

“I have, I don't know, probably about 300, um, clients that we manage here.”

“I'm very fortunate to be part of an SEO mastermind group that I had to interview and apply to get into and I've been part of it for about five years now.”

The episode includes some concrete client-derived numbers (10% B2B traffic drop, 15 - 20% B2C, 300 clients, 20% own-site drop) and a named citation (Dun & Bradstreet, late June), which is better than average; however, many claims are supported only by 'things that we've learned' or vague mastermind references, and no named client examples or revenue figures appear.

“there was an article out in late June by, I think it was Dun and Bradstreet that said that um, 60% of Google searchers are now zero click searches.”

“I've seen in the B2B companies I've seen a drop, but not a big drop, like a 10% drop in traffic over, over a year. In B2C I've seen like a 15 to 20% drop.”

The host asks broadly sensible topic-progression questions and occasionally plants a useful frame (the pre-Google branding analogy), but there is no meaningful pushback on any claim, assertions go entirely unchallenged, and the cadence of 'yeah yeah yeah yeah yeah absolutely' throughout signals an interview designed to validate rather than probe.

“Yeah, yeah, yeah, yeah, yeah, absolutely. So does our content need to change to attract AI tools a bit?”

“So you think it's easier uh, as it democratized things even more.”