SEOs and PPCs need to talk more and learn from each other.

For example, did you know you can actually connect Search Console to Google Ads from within the Ads reporting??

No? I didn't either until this week's guest told me about it... learn that, and a ton more in this great conversation.

Navah Hopkins is Microsoft's Ad Liaison, an International Speaker, answer's questions in SEJ's monthly column called Ask The PPC and has been in marketing, PPC and SEO for 17+ years.

This episode was recorded ⁠with Riverside⁠ which has sped up my podcast process ten fold and why I am now able to publish more episodes again.

Reach me at dan at ⁠evolvingseo.com⁠ for SEO, AI Search or YouTube Visibility Consulting

Links and resources mentioned:

• https://blogs.bing.com/webmaster/February-2026/Introducing-AI-Performance-in-Bing-Webmaster-Tools-Public-Preview
• https://about.ads.microsoft.com/en/blog/post/april-2026/win-across-all-three-eras-of-the-web
• https://www.searchenginejournal.com/ask-a-ppc-how-to-make-microsoft-advertising-profitable/549643/
• https://searchengineland.com/google-microsoft-performance-max-approaches-464964
• https://clarity.microsoft.com/

Chapters (⁠auto generated by Riverside⁠):

00:00 Understanding Keywordless Targeting

03:01 The Role of Landing Pages in PPC

07:06 Navah's Journey and Current Role at Microsoft

11:10 Debunking Myths About Microsoft Advertising

14:18 The Future of Landing Pages

16:30 Gathering Intelligence from PMAX Campaigns

20:22 Connecting SEO and PPC for Better Insights

29:54 Convergence of Brand and Performance in AI

30:20 The Role of AI in Brand Discovery

32:34 Understanding Conversion Paths in AI

33:56 Importance of Product Catalogs and Reviews

37:09 Navigating Feeds and Merchant Centers

39:38 Setting Up for AI Commerce

40:07 Accessibility and AI Compliance

44:25 The Necessity of Video Content

46:57 The Future of Content in AI

49:36 Collaboration Between SEO and PPC

51:14 Understanding Prompt Data and User Engagement

54:37 The Future of Websites and Agentic Scenarios

59:36 Exciting Features in Microsoft Ads

An on-page content optimization method I've been testing with clients that's ACTUALLY different than "just SEO".

This episode is for anyone looking to optimize their content (blog posts, product pages, landing pages, etc) - for LLM Visibility - without throwing away your SEO.

This episode recorded and produced in under one hour! (all in one take! props to the host for that 😬) with Riverside which has sped up my podcast process ten fold and why I am now able to publish more again.

Semrush study on ChatGPT Traffic and usage: https://www.semrush.com/blog/chatgpt-search-insights/

Myriam Jessier's LinkedIn Post about user behavior changes in LLMs vs Search Engines

Reach me at dan at evolvingseo.com for SEO, AI Search or YouTube Visibility Consulting

Chapters (auto generated by Riverside):

00:00 Introduction to AI and SEO Optimization

03:04 Understanding Human Behavior in AI Search

05:54 The ALL Method for AI Search Optimization

11:56 Layering Key Elements into Content

17:52 Practical Applications and Final Thoughts

This description area contains affiliate links which may offer discounts to you and/or are free to you to use and provide me with a small commission which helps support Experts on the Wire.

Jump to the 11:00 minute mark for SEO-specific info! (We spent a little time talking about consulting vs agencies and the climate of doing SEO/work first!)

Jenny is a Principal Advisor & Senior SEO at New Media Advisors, with expertise in e-commerce, hospitality, financial, pharma, education, B2B and an International Speaker.

She is author of the new book, AI-Powered Content Marketing - get a 35% off discount here!.... International listeners can get the book here.

The SEOchat reboot on LinkedIn Can be found here! https://www.linkedin.com/groups/17836011/

Jenny on LinkedIn: https://www.linkedin.com/in/jennyhalasz/

Work with me on SEO, AI Search, YouTube and Organic Visibility: https://www.evolvingseo.com/

Chapters (auto-generated with Riverside)

00:00 Consulting Landscape and Personal Struggles

02:13 New Media Advisors: A Consultative Approach

05:16 The Agency vs. Consultant Dilemma

07:55 Navigating Client Acquisition Challenges

11:00 E-commerce Marketing Strategies

13:58 Understanding Entity Relationships in SEO

17:06 Budget Allocation for E-commerce and B2C Marketing

19:57 The Future of AI in Marketing

22:48 The Evolution of AI and Search Engines

26:09 The Role of Content Marketing in the AI Era

30:51 Understanding Zero Click Searches

34:09 Measuring SEO Success Beyond Clicks

38:58 Demystifying AI in Marketing

43:53 Debunking SEO Myths

45:21 The Risks of Using LLMS.txt

47:38 Content Optimization for AI and LLMs

50:22 Understanding Trustworthiness in AI

51:29 Holistic Topic Clustering in SEO

53:12 Integrating SEO with LLM Strategies

56:48 Client Relationships and Agency Dynamics

01:00:32 Navigating Industry Changes and AI Impact

01:03:17 The Commoditization of SEO and Its Challenges