Host: Jeremy Rivera
Guest: Ryan Jones, Marketing Manager at SEO Testing

About the Host

Jeremy Rivera is an SEO expert and podcast host who helps businesses navigate the evolving landscape of search engine optimization.

Connect with Jeremy:

• Unscripted SEO Podcast


• SEO Arcade - White Label Podcast Content Marketing Agency


• Personal Website

About the Guest

Ryan Jones is the Marketing Manager at SEO Testing, bringing nearly 10 years of experience across agency, client-side, in-house, and freelance SEO work. He's passionate about data-driven SEO strategies and testing methodologies.

Connect with Ryan:

• SEO Testing - 14-day free trial available


• LinkedIn: @Ryan Jones SEO


• Twitter/X: @Ryan Jones SEO


• Blue Sky: @Ryan Jones SEO

Key Topics Discussed

The Evolution of SEO Roles

• Moving beyond traditional keyword research limitations


• Creating demand vs. finding existing demand


• Multi-channel marketing integration

Impact of AI and Google's Changes

• AI Overviews reducing informational traffic


• The shift from traffic volume to traffic quality


• Google's changing relationship with publishers

SEO Testing Strategies

• Internal linking optimization (their biggest win: 1000% increase)


• Content refresh strategies


• Schema markup implementation


• Cross-channel content distribution

Actionable Takeaways

• Test schema markup implementation on videos, about pages, and other content


• Use social media engagement as a gauge for content topics


• Focus on horizontal content distribution across multiple platforms


• Implement structured testing to prove SEO value to clients

Notable Quotes

"I think SEO is becoming now and it will become more multi-disciplined... we're gonna get more and more people using LLMs to search for what they need." - Ryan Jones

"The traffic that we do get from LLMs... seems to be really high intent and it is actually converting at a much higher rate than the organic traffic." - Ryan Jones

Resources Mentioned

• SEO Testing platform with 14-day free trial


• Various schema markup types (video, site name, about page)


• Cross-platform content distribution strategies