SEO 101 – The Power of Multimedia for SEO and Surviving Google’s Search Feature Changes

Podcast: SEO 101
Hosts: Ross Dunn (CEO, Stepforth Web Marketing) & Scott Van Achte (Senior SEO)
Episode: #514
Date: November 5, 2025

Overview

In this episode, Ross and Scott discuss the increasing importance of multimedia content for SEO, the impact of Google's ever-evolving search features (including AI Overviews), and strategies to survive these changes. The hosts share practical techniques, industry news, and thought-provoking opinions on how Google’s shifts affect both users and digital marketers. The episode strikes a balance between actionable advice for beginners and broader commentary on the changing SEO landscape.

Key Discussion Points & Insights

1. YouTube’s “Uncloseable” Mobile Ads

[00:51–04:02]

• Summary:
  Google removed the option to close certain sidebar ads in YouTube’s mobile portrait mode, creating a persistent ad that can detract from the user experience.
• Host Reactions:
  • Ross is frustrated, calling it “maybe the worst thing you could possibly do” for user experience, noting, “It’s awesome if you’re the advertiser…but you’ll just tick everybody off.” (D, 01:30)
  • Scott mentions the benefit of YouTube Premium to avoid these ads, highlighting the growing divide between paid and ad-supported viewing.
• Memorable Quote:
  • “I just think that’s a breach of trust in my opinion. Again, Google’s gone down the tubes in my opinion. And this is the YouTube.” (C, 03:44)

2. The Power of Multimedia Content for SEO

[04:02–07:24]

• Key Takeaways:
  • Ross promotes his recent article, “How to add AI-generated multimedia to your content in 10 minutes with real prompts that work” on SEOGrok.com, explaining the ease and necessity of diversifying content with multimedia.
  • Emphasizes the value of adding images, charts, infographics, videos, and mind maps even to existing content.
  • Scott is impressed with the efficiency and quality of AI-generated media: “It would take hours the old way…now you click a button and it blows my mind.” (D, 05:38)
  • Multimedia aids retention: “The amount of people that learn visually is jaw dropping…imagery speaks volumes and makes me remember things.” (C, 06:08)
• Practical Advice:
  • Enhancing pages with multimedia benefits both users and search engines (including AI-driven systems).

3. Google Ad Layout Tricks and Accidental Clicks

[07:24–11:35]

• Summary:
  • Google’s new sponsored ad layout makes paid results nearly indistinguishable from organic results, resulting in more unintentional ad clicks.
  • Users can only hide sponsored results after they’ve scrolled past them; the label is subtle, and ads blend in with regular listings.
• Industry Impact:
  • Ross shares: “They must just laugh all the way to the bank as we just grumble.” (C, 10:03)
  • Both hosts are skeptical about Google’s claim that the new design is about easier navigation.
• User Trust:
  • Scott points out that such stealthy ad tactics erode trust: “No one wants to be tricked.” (C, 10:34)

4. Google Search Features Being Removed

[11:35–14:19]

• Features on the Chopping Block:
  • Practice problem schema (for educational/math queries)
  • Data set structured data/dataset search
  • Today's doodle box
  • Nutrition facts, nearby offers & events, local bike share status, TV season selector
• Host Perspective:
  • Scott jokes that these features are little-known; “That’s why they’re removing them.” (D, 12:39)
  • Google claims this will “simplify the page and improve the speed of search results.” (C, 13:47)

5. AI Overviews and Declining Click-Through Rates

[15:32–20:19]

• Main Insight:
  • A SEER Interactive study shows significant drops in both organic and paid search click-through rates (CTR) since the introduction of AI Overviews.
  • Even when AI Overviews are NOT displayed, CTR is falling.
• Supporting Data:
  • Organic CTR with AI Overviews:
    • Oct 2024: 1.19%
    • 2025: 0.61%
  • No AI Overviews:
    • 2.8% (2024) → 1.6% (2025)
  • Paid ad CTRs have dropped similarly, by around 50–60%.
• Quote:
  • “Google says that AI Overviews is not affecting clicks. But we see it in all our clients…rankings are up, impressions are up, but clicks are down.” (D, 15:45)
• Data Caveats:
  • Data is from Google Ads, Search Console, plus SEER’s own Generative AI Tracker, across 42 organizations, 25M organic and 1M paid impressions.
  • Scott cautions that “everything is skewed” due to Google’s reporting changes, but the trend remains clear.

6. The Myth of Secret AI/LLM SEO Strategies

[20:19–26:26]

• What Still Works:
  • A geo (generative engine optimization) startup, Lorelite, shut down after finding that the same old SEO/PR fundamentals (high-quality, helpful content, authoritative mentions, and strong reputations) are still key for visibility in AI tools and LLMs.
• Notable Quotes:
  • “It’s the exact same stuff that’s always worked for SEO, PR and brand building. There was no secret formula, no hidden hack…AI models reward the same fundamentals…” (C quoting Hui, 21:32)
  • “If you’re sitting on your laurels and not doing anything, you’re going to pay for it. You need to work on your own marketing, using AI to enhance it carefully.” (C, 24:13)
• Industry Response:
  • Industry leaders echo and debate this view, but the consensus is that no “secret geo strategy” has emerged.

7. Google’s AI Mode Feedback Testing

[26:26–27:33]

• What’s Happening:
  • Google tests a new side-by-side comparison interface to get user feedback on AI Mode responses.
  • Scott wishes Google would expand this to let the public help weed out poor AI overview results.
• Quote:
  • “I wish they would do something like this with AI overviews…let the people speak.” (D, 26:57)

Memorable Quotes & Moments

• On Google’s ad tactics:

  • “They must just laugh all the way to the bank as we just grumble.” (C, 10:03)

• On multimedia in SEO:

  • “Imagery speaks volumes to me and it makes me remember things…it increased your retention significantly.” (C, 06:08)

• On adapting to change:

  • “All [AI] has done is raised the bar for how much we need to deliver to make sure that clients can stay ahead.” (C, 24:40)

• On the myth of shortcuts:

  • “There was no secret formula, no hidden hack…AI models reward the same fundamentals that already drive SEO and PR.” (C quoting Hui, 21:32)

Important Timestamps

• 04:02 — Launch of Multimedia Content Tips
• 07:24 — Google Ad Format Changes, Accidental Clicks
• 11:35 — Features Being Removed from Google Search
• 15:32 — Impact of AI Overviews on CTR, Data from SEER
• 20:19 — The “Non-Secret” of LLM/AI Optimization
• 26:26 — Google Tests New AI Mode Feedback

Overall Tone & Takeaways

The hosts mix practical SEO advice with skepticism and humor, particularly around Google’s user experience decisions and monetization strategies. While they note the disruption AIs are causing, they emphasize a consistent SEO reality: focus on quality, authority, and multimedia value—there’s no silver bullet, just solid ongoing work. The impact of AI features on traffic and engagement is significant, but adaptability and continuous learning remain marketing essentials.

Useful Links Mentioned

• SEOGrok.com — Ross’s multimedia SEO guide
• Stepforth.com — Upcoming article on the changing role of SEOs in the AI era

For more actionable SEO tips and discussion, listen to SEO 101 on WMR.FM every week!