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The SEO Mad Scientist

The SEO Mad Scientist

Hosted by The SEO Mad Scientist by Web 20 Ranker

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Episodes

237

Latest episode

Dec 2025

Language

EN

About the show

Welcome to The SEO Mad Scientist, where we dive deep into the ever-evolving world of SEO testing to bring you valuable and actionable insights. Join us as we uncover correlations between our latest experiments, algorithm updates, and industry shifts, providing you with the knowledge you need to stay ahead in the digital landscape. Curious about what we're currently testing? Interested in how our SEO experiments align with recent algorithm updates? Wondering about the implications for your own strategies? Look no further – we've got you covered. But that's not all. We don't just talk the talk; we walk the walk. Tune in as we candidly discuss our most recent testing results and the strategies that are making waves in the SERPs, helping you navigate the ever-changing SEO landscape with confidence. Whether you're a seasoned SEO pro or just starting out, if you want to stay on top of the latest developments in the industry, subscribe to "The SEO Mad Scientist" today! And hey, if you're an SEO aficionado or agency owner with insights to share, we'd love to have you as a guest on the show. Reach out to us – let's collaborate and elevate the conversation together!

Listen to episodes

60 recent
December 22, 2025Episode 23820 min

Can We Influence AIO Snippets Using Structured, Information-Gain Optimized Content?

In this episode, Sophie sits down with Lucy -Jane Love, Marketing Director at Banyan Risk Group and Rowan Security, to talk about what it takes to successfully market in highly regulated, “not-so-sexy” industries—from risk management and security to finance and investment. Lucy discusses how to make content engaging, the types of LinkedIn posts that consistently perform best, and why she uses AI more for research and talking points than for writing. They also dig into platform strategy (why LinkedIn is the current home base, and why Lucy’s eyeing TikTok next), how her team manages quality control and fact-checking, and her best advice for anyone creating content for industries where customers aren’t exactly “excited” to buy. In this interview, you’ll learn: How to create engaging content inside strict compliance boundariesWhat types of posts perform best on LinkedIn for niche industriesWhere AI fits (and doesn’t fit) in regulated content workflowsHow to plan quarterly themes while staying reactive to real-world eventsA practical framework for finding angles when your niche feels “boring” Connect with Lucy: www.banyanriskgroup.com www.rowan-security.com www.lucylove.co.uk https://www.linkedin.com/in/lucy-jayne-love-a1a68aa8/ 00:01 – Learn Niche & Restricted Content Marketing 00:29 – Explore Lucy’s Path in Risk Management Marketing 01:34 – Overcome Challenges in Regulated Industries 02:52 – Craft Compliant, Engaging Content 03:56 – Apply AI to Research & Insights 05:21 – Streamline Marketing Research with AI Tools 06:10 – Execute Strategy & Ensure Quality Control 07:05 – Plan Ahead While Reacting to Trends 08:26 – Manage Social vs Long-Form Content Efficiently 09:06 – Verify Accuracy with In-House Reviews 09:59 – Turn Client Insights into Safe Case Studies 11:10 – Reach High Net Worth Audiences on LinkedIn 12:25 – Start Video Content in Niche Markets 13:33 – Boost Engagement with LinkedIn Posts 15:04 – Maximize Reach with Cross-Platform Publishing 16:07 – Build Marketing from Scratch Successfully 16:58 – Discover Angles for “Unsexy” Niches 18:52 – Optimize Team Structure & Outsourcing 19:51 – Connect with Lucy & Learn from Her Work 20:30 – Apply Key Takeaways for Marketing Growth

July 12, 2024Episode 23611 min

How to Get Better Results with Comprehensive SEO Strategies: The SEO Mad Scientist Episode 11

🔬 Read the Full Test: https://web20ranker.com/seo-test/how-strong-is-the-impact-of-citations-and-signals-in-map-rankings/ 🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/ 🛠️ Tools We Used in Testing: Local Viking: https://localviking.com/ SERPResults: https://serpresults.com/ Products Discussed... Custom Signals: https://web20ranker.com/custom-link-building/ Welcome to the SEO Mad Scientist podcast, where we dive deep into testing SEO theories so you don't have to! In this episode, Mike dives into our latest test to uncover "How effective is landing page optimization for your GBP listings?" Discover how we set up our test website, analyze GeoGrid data, and see the impact of on-page optimization on local SEO rankings. Mike also explores the role of AI-generated content, the correlation between brand terms and rankings, and the influence of small business-related keywords. 00:00 Introduction and Lack of Major Updates 01:28 The Importance of Single Variable Tests 03:18 The Impact of On-Page and Listing Optimization 06:03 The Value of Proper Optimization and Branding for Listings 08:21 The Effectiveness of Custom Signals 11:06 The Changing Landscape of SEO

June 19, 2024Episode 23520 min

Enhance Local SEO w/ AI Content, On-Page SEO & Competitor Insights: The SEO Mad Scientist Episode 10

Highlights From Episode 10 - The SEO Mad Scientist: The episode explores the impact of AI-generated content on Google Business Profile (GBP) rankings, highlighting a test where AI-created landing page content significantly influenced local SEO performance.A detailed analysis reveals the role of competitor parity and domain changes in SEO strategies, showing how these factors affect rankings and the importance of content structure and headings.The findings emphasize actionable insights and tips, including optimizing content beyond competitor metrics, understanding the importance of organic and local SEO alignment, and the impact of on-page updates on search engine visibility. Read the full GBP Landing Page Onsite Test here: https://web20ranker.com/seo-test/google-business-profile-website-url-impacts/ 🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/ 🛠️ Tools We Used in Testing: Local Viking: https://localviking.com/ SERPResults: https://serpresults.com/ Products Discussed: On-page SEO: https://web20ranker.com/perfect-on-page-seo/ SEO Discussion: Mike Milas 0:00 Test introduction  01:00 Impact of AI-generated content tests 02:20 Effects of keyword-targeted content  03:40 Increasing competitor parity metrics 04:42 Heading changes on SEO rankings 06:58 Ranking impact of changing the domain 10:45 Organic rankings impact on local rankings 14:07 Considerations for Competitor Parity

June 6, 2024Episode 23420 min

How On-Page SEO Impacts Local Rankings & Listing Impact on Organic Rank: SEO Mad Scientist Episode 9

Highlights From Episode 9 - The SEO Mad Scientist: Mike explained how the team structured the test website and GBP listings to measure the impact of landing page optimization.He discussed the crucial role of AI-generated content and semantic optimization in enhancing content relevance and search results.Mike emphasized the unexpected yet substantial impact of small business-related keywords and brand terms on website rankings and local SEO performance. Read the full GBP Landing Page Onsite Test here: https://web20ranker.com/seo-test/google-business-profile-website-url-impacts/ 🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/ 🛠️ Tools We Used in Testing: Local Viking: https://localviking.com/ SERPResults: https://serpresults.com/ Products Discussed: On-page SEO: https://web20ranker.com/perfect-on-page-seo/ SEO Discussion: Mike Milas 0:00 Introduction 02:25 Initial test site setup 03:37 Local impact of on-page optimization  05:36 Performance after 1st major content update 09:28 Integration of semantic triples to enhance content relevance 11:35 Correlation with brand terms 15:31 Ranking effects of H2 and H3 usage 17:10 Keyword performance over time

May 8, 2024Episode 23325 min

Correlation Between Rankings, Keywords, Citations & Custom Signals: The SEO Mad Scientist Episode 8

Highlights From Episode 8 - The SEO Mad Scientist: The team delves into the significant impact of custom signals on search engine rankings, shedding light on the key factors driving their effectiveness in boosting website visibility. They explore the crucial correlation between on-page content and off-page signals, emphasizing the importance of aligning these elements for improved SEO performance. The discussion on soundproofing services within the context of insulation provides valuable insights into the nuanced relationship between keywords, services offered, and search engine rankings. 🔬 Read the Full Custom Signals Test: https://web20ranker.com/seo-test/how-strong-is-the-impact-of-citations-and-signals-in-map-rankings/ 🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/ 🛠️ Tools We Used in Testing: Local Viking: https://localviking.com/ SERPResults: https://serpresults.com/ Products Discussed: Custom signals: https://web20ranker.com/custom-link-building/ SEO Discussion: Mike Milas + Alex C. Barr + Danielle Windsor 0:00 Mike Introduction 01:52 Custom Signals results recap 04:49 Optimization & keyword rankings analysis  05:38 Correlation between on-page & off-page 09:48 How citations are impacting rankings 12:31 How website kw references push rankings 16:39 Nuanced difference of keywords 23:06 Impact of Onsite and Offsite SEO

May 1, 2024Episode 23223 min

How On-Page SEO Impacts Local Rankings: The SEO Mad Scientist Episode 7

Highlights From Episode 7 - The SEO Mad Scientist: The hosts Mike and Lasha discussed the intriguing results of their recent on-page SEO test.They revealed the significant impact of keyword-rich headings on local rankings and map rankings.Additionally, they explored actionable strategies for optimizing website content and maximizing SEO effectiveness. 🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/ 🛠️ Tools We Used in Testing: Local Viking: https://localviking.com/ SERPResults: https://serpresults.com/ Products Discussed: On-Page SEO Service: https://web20ranker.com/perfect-on-page-seo/ SEO Discussion: Mike Milas + Lasha Letiia 0:00 Lasha Introduction (SEO Manager) 01:00 On-Page SEO Test  03:00 Initial Test Results 05:20 Headings Impact Rankings? 09:26 On-Page Changes & Ranking Correlation 14:19 Adjustments to Content 18:15 Exploration of PPC Keywords 20:19 Client Accessibility & On-Site Optimization 22:22 What’s Next in Testing

April 4, 2024Episode 23144 min

What's Ranking in Local - Branding, Signals, PBNs & Map Embeds?: The SEO Mad Scientist Episode 6

Highlights From Episode 6 - The SEO Mad Scientist: As Mike, Alex, and Danielle discussed, the custom signals test on Danielle's insulation business revealed a significant impact on rankings, with competitor links and optimized listings playing crucial roles.They also highlighted the importance of building a strong brand presence in conjunction with SEO efforts, citing the cumulative effect of various brand properties and references.Additionally, they explored the synergy between SEO strategies and other digital marketing channels like Facebook ads and PPC campaigns, emphasizing the potential for integration to enhance overall online performance. 🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/ 🛠️ Tools We Used in Testing: Local Viking: https://localviking.com/ SERPResults: https://serpresults.com/ Products Discussed: Custom signals: https://web20ranker.com/custom-link-building/ PBN Map Embeds: https://web20ranker.com/product/order-pbn-map-embeds/ Niche Citations: https://web20ranker.com/niche-directory-citations/ SEO Discussion: Mike Milas + Alex C. Barr + Danielle Windsor 0:00 Introduction 00:48 Signals Test Update 07:33 Testing Signals Locally 14:17 Branding and Ranking Correlation 11:06 Tracking keywords & call sources 17:45 Inner Pages and Rankings Correlation 22:13 What’s in our SEO testing library 26:13 PBN and Map Embed Updates 32:33 Impact of Google Updates 37:40 Citation Impact on Local Rankings 42:27 Ranking Organically v in Maps 44:00 Conclusion

March 27, 2024Episode 23048 min

SEO Test Results for Pushing Local Rankings: The SEO Mad Scientist Episode 5

Highlights From Episode 5 - The SEO Mad Scientist: Mike and Alex delved into cutting-edge techniques for maximizing on-page SEO, emphasizing the importance of structured lists, headings, and long-tail keywords in boosting website visibility.They shared insights regarding the significant impact of multimedia content, particularly YouTube videos and Google Earth, on search engine rankings.They discussed exclusive findings from various SEO tests, including a GMB map embed test, providing listeners with valuable insights into the effectiveness of different strategies and techniques. 🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/ 🛠️ Tools We Used in Testing: Local Viking: https://localviking.com/ SERPResults: https://serpresults.com/ Products discussed: PBN Map Embeds: https://web20ranker.com/product/order-pbn-map-embeds/ PBN Links: https://web20ranker.com/product/order-budget-network-links/ On-page SEO Service: https://web20ranker.com/perfect-on-page-seo/ SEO Discussion Mike Milas + Alex C. Barr 0:00 Introduction 04:16 Exploration of on-page optimization strategies 08:56 Influence of YouTube Videos and Google Earth on ranking 12:06 Impact of Structured Lists and Headings on SEO 16:03 The Role of Long-Tail Keywords and Citations on rankings 22:04 GMB Map Embed Test 27:30 Impact of PBN Links and Map Embeds 30:43 Testing the Influence of Anchor Text Links 36:14 Testing Backlink Impact on Local Rankings 40:00 The Value of SEO Compared to Paid Advertising 45:00 The Importance of Testing and Taking Data

March 20, 2024Episode 22943 min

SEO Test Updates from Our New SEO Testing Library: The SEO Mad Scientist Episode 4

Highlights From Episode 4 - The SEO Mad Scientist: In this episode, Mike and the team revealed the launch of our new testing library, housing all the SEO tests we've been running.They emphasized the significance of relevant website content for improving SEO rankings, offering insights into crafting compelling content tailored to target audiences.They uncovered intriguing parallels between Click-Through Rate (CTR) and link building impacts, offering insights into optimizing online presence to drive higher CTRs and improve SEO performance. 🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/ 🛠️ Tools We Used in Testing: Local Viking: https://localviking.com/ SERPResults: https://serpresults.com/ Products Discussed: Custom Signals: https://web20ranker.com/custom-link-building/ Geo Networks: https://web20ranker.com/product/order-geo-networks/ SEO Discussion Mike Milas + Sophie Allen + Alex C. Barr + Lasha Letiia: 0:00 Introduction 01:14 Launch of our testing library 01:50 Recap of the YouTube test and initial observations of ranking movements 06:07 Service Area Business vs. Non-Service Area Business 07:29 Impact of link building strategies on local rankings 11:51 Recap of recent GBP map embed test results 14:09 Similarities between CTR and link building impacts 16:03 GBP suspension due to engagement manipulation. 18:33 Getting instant verification using Google Guide accounts 22:06 Custom signals test results 24:01 Importance of Relevant Content in your website 27:02 Updates on the tests we did on Geo, Niche, and Brand Networks 31:35 Testing On-Page Optimization 42:34 Conclusion

March 13, 2024Episode 22821 min

Can You Improve Rankings with Mini Networks? The SEO Mad Scientist Episode 3

Highlights From Episode 3 - The SEO Mad Scientist: In this episode, Mike and Alex delve into the concept of mini networks and their role in revolutionizing SEO strategies.They offer a detailed comparison between mini networks and traditional web 2.0 networks, shedding light on the unique advantages and benefits that mini networks offer.Tune in to discover actionable strategies for leveraging mini networks to achieve significant improvements in keyword rankings and overall search engine visibility. 🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/ 🛠️ Tools We Used in Testing: Local Viking: https://localviking.com/ SERPResults: https://serpresults.com/ Products discussed: Mini Networks: https://web20ranker.com/mini-networks/ PBN Map Embeds: https://web20ranker.com/product/order-pbn-map-embeds/ SEO Discussion Mike Milas + Alex C. Barr: 00:00 Introduction 00:50 What are Mini Networks? 04:02 Benefits of Mini Networks 06:03 Testing Mini Networks 08:13 Results of the Test 10:32 Effectiveness of Brand Networks 12:54 Building and Leveraging Mini Networks 13:13 Mini Networks vs. PBN Map Embeds 19:04 How to Get Mini Networks 20:39 Conclusion

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