SEO for Paws, September 25, 2025

The fourth SEO for Paws conference, streamed on September 25, 2025. Speakers from across the search industry donated short, practical sessions, and viewers donated to small cat and dog shelters in Ukraine. The full recording is below, with the session lineup underneath.

Agenda

  • Andrey Lipattsev on YouTube Ads in the Age of AI. How Google’s Peak Points AI identifies key moments in videos, and what SEOs can take from it.
  • David Carrasco on Pawsitive SEO: Lessons from My Dog on Thriving as a Consultant in the Age of AI. Candid lessons on building an SEO consultancy while adapting to AI’s impact on the work.
  • Olga Zarr on Top 10 things I learned from doing SEO audits for 13+ years. Over a decade of audit experience distilled into actionable lessons and common pitfalls.
  • Judith Lewis on My Link Regrets. The link-building mistakes she regrets most, the penalties they caused, and what she learned.
  • James Wirth on From Link Gaps to Prompt Wins: A Purrfectly Practical Framework for AI-Search Visibility. Winning visibility across traditional and AI-powered search through link analysis and structured content.
  • Zach Chahalis on Schema Mastery: Enhancing E-E-A-T Signals with Structured Data. Advanced Schema.org implementations that strengthen expertise, authority, and trust signals.
  • Jamie Indigo on Crawling the Future: Technical SEO Strategies for LLMs. Crawl optimisation fundamentals adapted for a world where LLMs consume web content.
  • Lee Elliott on From the Paws Up: Building hyperlocal visibility via community PR. Grassroots strategies combining community engagement and multi-platform visibility for local authority.
  • Martin Stepanek on Crawl Budget From the Other Side. Crawl budget seen from the site’s perspective, where resources are not unlimited.
  • Martin Splitt on Debugging JavaScript websites. A methodical approach to finding and fixing JavaScript issues that affect technical SEO.
  • Sara Fernández Carmona on Dark Patterns in SEO and UX. How deceptive design patterns sabotage SEO and user trust, and how to avoid them.
  • Roxana Stingu on The role of embeddings in modern SEO. How search engines use embeddings to evaluate relevance, with practical guidance.
  • Noah Learner on Down the Mountain. A framework balancing hard and soft skills for sustainable career growth.
  • Mark Williams-Cook on Google exploit and how it changed my thinking about SEO. A frontend Google exploit he found that revealed parameters, and what it means for strategy.
  • Alan Bleiweiss on Technical SEO for AEO. Why technical SEO matters as generative AI reshapes search traffic.
  • Kristine Schachinger on Which Update Was It. Diagnostic methods for identifying which Google algorithm update is affecting a site.

Part of the SEO Charity project.