SEO for Paws 3, March 27, 2025
SEO for Paws 3 was the March 2025 edition of the charity conference, and it leaned hard into technical SEO. Across the afternoon of 27 March, seven speakers covered debugging JavaScript with Google’s Martin Splitt, the move from keywords to embeddings with Roxana Stingu, a live Google vulnerability that Mark Williams-Cook had reported for a bug bounty, and how to work out which algorithm update actually hit a site. Every session was donated, and viewers gave to small cat and dog shelters in Ukraine while they watched.
The conference is part of the SEO Charity project, organised by Anton Shulke, and Olesia Korobka hosted the stream. The full recording is below, and the lineup underneath links straight to each talk inside the video.
Watch the full conference
Speakers and sessions
Each timestamp opens the recording at the start of that talk.
- 5:20 Martin Splitt on Debugging JavaScript Websites. Why Google indexes rendered HTML rather than your source, and how to trace missing content with the URL Inspection tool and browser DevTools.
- 33:01 Sara Fernández Carmona on Dark Patterns in SEO and UX. Deceptive design that pushes people into choices they never meant to make. A 2022 European Commission study found 97% of popular sites use at least one, and Sara shows how far we have normalised them.
- 1:03:27 Roxana Stingu on The Role of Embeddings in Modern SEO. A walk from 2012 and TF-IDF up to today's embeddings, tracing how Google shifted from matching keywords to matching intent.
- 1:34:10 Noah Learner on Down the Mountain. A career framework built on two questions: what do you want from your career, and what will you trade for it? He maps when hard technical skills matter and when soft skills start driving your salary.
- 2:04:25 Mark Williams-Cook on Google Exploit and How It Changed My Thinking About SEO. The Google vulnerability he reported, the maximum $3,337 bug bounty he donated to charity, how he found it in the browser Network tab, and what it changed about how he reads Google.
- 2:33:40 Alan Bleiweiss on Technical SEO for AEO. Why LLMs lean on efficient information retrieval, and why solid information architecture, not chasing every unknown, is what earns visibility as AI reshapes search.
- 3:16:22 Kristine Schachinger on Which Update Was It. How to tell whether a traffic drop is really a Google update: match the rollout dates to your decline, look back 16 months or more, and rule out other causes before blaming the algorithm.
About SEO for Paws
SEO for Paws runs roughly twice a year, alongside a separate series of one-guest webinars. Every edition follows the same idea: well-known SEO practitioners give their time for free, and the audience gives to animal shelters in return. You can find every edition and webinar on the SEO Charity hub, watch the September 2025 edition at its recording and lineup, or browse the SEO Charity webinars.