SEO Charity Summer Edition, July 22, 2026
The SEO Charity Summer Edition, streamed on 22 July 2026, was a bonus event between the spring and autumn SEO for Paws conferences. Six speakers took on measurement first: Itamar Blauer on why the old SEO numbers stopped making sense, Aimee Jurenka on sampling AI answers properly, and Mike Ginley on squeezing quick wins out of Search Console. Gianluca Fiorelli brought his anti-slop protocol for AI-assisted content, Shweta Gupta a blog workflow built for charities, and Clara Soteras closed with Google Discover. As with every SEO Charity stream, the sessions were donated and viewers gave to Ukrainian animal shelters.
The event 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 stream
Speakers and sessions
Each timestamp opens the recording at the start of that talk.
- 4:20 Itamar Blauer on Why Your SEO Numbers Don’t Make Sense Anymore, and What to Measure Instead. Search volume was always an estimate, Google removed the num=100 parameter so deep SERP data went with it, and LLM visibility tools contradict each other because their sampling and methods are undisclosed. His replacement: measure outcomes, branded search growth and assisted conversions, and run SERP outcome tests the way you would run CRO, change a title, wait two weeks, check CTR and whether AI answers now pick you. Weekly prompt-cluster reports can be scheduled for free inside ChatGPT.
- 30:29 Aimee Jurenka on From Screenshots To Statistics: How To Measure AI Visibility With Real Numbers. Tracking one prompt and screenshotting the answer is not measurement. Group prompts around one topic, sample them repeatedly, and size the sample with the Cochran formula from 1977, the one pollsters and public health use, so AI visibility can be reported within a stated margin of error. Models update several times a week, so a baseline matters more than any single reading.
- 1:01:24 Gianluca Fiorelli on The “Anti-Slop” Protocol: Moving Beyond Single-Prompt Failure to Multi-Model Orchestration. Slop is a workflow problem, not an AI problem: one prompt, low information density, consensus content. His protocol starts before writing, with a brand bible, personas and a block-by-block outline, prioritises emergent entities, and scores drafts on six quality levels including information density and semantic cohesion. For international content, generate in the target language and never translate: a generic “mythical Spanish” works for nobody. He shared the prompts with the audience.
- 1:38:15 Shweta Gupta on From AI Prompts To Purposeful Content: A Simple Blog Workflow for Charities. She kept asking ChatGPT for the top AI-driven SEO consultants in the UK until it named her, and shows the workflow behind it: fix your own house first with the SEO basics, answer in the first three or four lines, add People Also Ask questions, statistics and comparison tables, then republish aligned versions on LinkedIn, Medium, Reddit and Quora. Six months of work, measured all the way.
- 2:01:00 Mike Ginley on The Low-Hanging Fruit Framework: Turning GSC Data Into Quick Traffic Wins. Turn on the Search Console bulk export to BigQuery (no sampling, no 17-month cap), join it with a Screaming Frog crawl and publish dates, and flag underperforming pages in Looker Studio by thresholds you set, his are over 750 impressions with CTR under 0.9%. Refresh those pages, strengthen the internal links, track the lift. Total spend on the setup so far: about $5.
- 2:29:58 Clara Soteras on Everyone Ignores Google Discover (Except Those Who Are Beating AI Overviews). AI summaries cut clicks and Discover gives them back, and not only for news publishers. Discover now mixes in creators, YouTube, TikTok and Instagram posts and behaves differently per country and language, so pick the market first. Headlines and images carry it: faces, emotion and expressions over landscapes, local references for regional audiences, with schema and internal linking underneath.
About SEO Charity events
The main series, SEO for Paws, runs twice a year, and the Summer Edition sits outside that numbering as an extra stream. A separate series of one-guest webinars runs roughly monthly. Every event follows the same idea: well-known SEO practitioners give their time for free, and the audience gives to animal shelters in return. Find every edition on the SEO Charity hub, watch the autumn conference at SEO for Paws 6, or browse the SEO Charity webinars.