05.07.2026

79 min listen

With & Josh Bachynski

Season 4 Episode 78

Evidence-based marketing and the ethics of using AI in SEO

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Josh Bachynski shares insights on ethical marketing and why an evidence-based approach to SEO is important for AI search optimisation.

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01

Show overview

Topics discussed:

  • Why AI Mode is the biggest change in search since 1998.

  • How the ranking factors compare to the traditional 10 blue links.

  • Why marketers must adapt to AI or get left behind.

  • Why testing is so important in making strategic decisions.

  • Google’s definition of consensus and non-commodity content.

  • How to find trustworthy sources in SEO.

  • The difference between virtue signalling and truly ethical marketing.

02

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Mark Williams-Cook (holding Snoop the dog) and Jack Chambers-Ward standing together, smiling. Jack is wearing an Opeth t-shirt. They are a cool Scandinavian metal band, apparently.