SEO for Paws 4, September 25, 2025
SEO for Paws 4, streamed on 25 September 2025, turned toward AI and how it is reshaping search. Eight speakers ranged from Google’s Andrey Lipattsev on Gemini-powered YouTube ads, to Jamie Indigo’s skeptical look at LLM crawlers, to Olga Zarr on what 250 deep SEO audits teach you, to Judith Lewis counting up the link-building money she wishes she had never spent. As with every edition, the sessions were donated and the audience gave to Ukrainian animal shelters.
The conference is part of the SEO Charity project, organised by Anton Shulke, and Olesia Korobka hosted the stream. The full recording is below, with the session lineup and jump-to timestamps underneath.
Watch the full conference
Speakers and sessions
Each timestamp opens the recording at the start of that talk.
- 9:11 Andrey Lipattsev on YouTube Ads in the Age of AI. How Gemini is used to place YouTube ads with moment-level precision, targeting the points inside a video that actually land, from a Google product manager who once ran Search Quality.
- 35:47 David Carrasco on Pawsitive SEO: Lessons from My Dog on Thriving as a Consultant in the Age of AI. Define success before tactics. Using the Wheel of Life exercise, he makes the case for building a consultancy that feels good to live in, not one that only looks good on LinkedIn.
- 1:07:16 Olga Zarr on Top 10 Things I Learned From Doing SEO Audits for 13+ Years. Lessons from roughly 250 deep audits, the 30 to 100 hour kind that treat a site as a whole system and surface what everyone else missed.
- 1:37:30 James Wirth on From Link Gaps to Prompt Wins: A Practical Framework for AI-Search Visibility. A live-demo framework for building visibility in AI search, moving from traditional link-gap analysis toward the signals that earn answers in AI results.
- 2:14:50 Judith Lewis on My Link Regrets. A candid tally of link-building money wasted, roughly £12,000 on bloggers who lied or never even clicked their own links, plus a digital-PR bet with YouGov that still did not pay off.
- 2:35:09 Zach Chahalis on Schema Mastery: Enhancing E-E-A-T Signals with Structured Data. Google says structured data does not lift rankings, so why use it? For rich results, knowledge panels, and click-through rate, which through engagement signals can feed back into how you perform.
- 3:05:43 Jamie Indigo on Crawling the Future: Technical SEO Strategies for LLMs. AI crawlers are sold as proprietary magic with no manual, but no code is magic. A skeptical, dev-docs-first look at how LLM crawlers really behave, and why blind faith gets you nowhere.
- 3:38:56 Lee Elliott on From the Paws Up: Building Hyperlocal Visibility via Community PR. A hyperlocal alternative to digital PR: links and local visibility earned through trusted nonprofits, drawn from a database of 160,000 organisations, with a spillover into AI visibility.
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 March 2025 edition at its recording and lineup, or browse the SEO Charity webinars.