Voices of Search Podcast: Episode Summary - "Blockchain Time-Stamping"

Release Date: March 3, 2025
Host: Tyson Stockton
Guest: Michael Sumner, CEO and Founder of Score Detect

1. Introduction

In this insightful episode of the Voices of Search podcast, host Tyson Stockton engages in a deep conversation with Michael Sumner, the CEO and founder of Score Detect. The discussion centers around the innovative application of blockchain technology in the realm of Search Engine Optimization (SEO), specifically focusing on blockchain timestamping and its implications for content authenticity and audit trails.

2. Blockchain's Relevance to SEO

Michael Sumner kicks off the conversation by addressing the inherent challenges within SEO related to tracking the history and authenticity of online content. He emphasizes the necessity of having a reliable and immutable record of content changes over time, which is crucial for establishing trust and authority in the digital landscape.

Michael Sumner [03:01]:
"The problem with SEO today is that we need to find out the history of a content over time. The way to prove that can be through a database that you host yourself. But we can go further than that because there's got to be a solution for a public database that everyone can see… the blockchain… is a database that stores information over time, is secure, decentralized…"

Key Points:

• Immutable Records: Blockchain provides a secure, tamper-proof method to record content history.
• Decentralization: Unlike traditional databases, blockchain's decentralized nature ensures longevity and resilience against failures or attacks.
• Public Accessibility: A public blockchain allows anyone to verify the authenticity of content without relying on a single authority.

3. Maintaining Content Authenticity and Audit Trails

Delving deeper, Sumner explains how blockchain facilitates the creation of an immutable audit trail for web content. This capability is particularly beneficial for SEO practitioners who need to demonstrate the originality and evolution of content over time.

Michael Sumner [04:22]:
"We've been going for transactions, blockchain transactions that will never change. But the best way to do that is just through an anonymous fingerprint of that piece of text. And if that piece of text changes over time, then we can see that change happen because it would be different based on maybe a space or a period or a set of characters."

Key Points:

• Smart Contracts: Utilization of smart contracts ensures that once content is recorded, it cannot be altered, preserving its integrity.
• Content Fingerprinting: By creating unique fingerprints of content, any subsequent changes become easily detectable.
• SEO Implications: Frequent and verifiable updates to content can enhance its authenticity and authority, positively impacting SEO rankings.

4. Common Misconceptions about Blockchain

Addressing common misunderstandings, Sumner clarifies that blockchain's primary utility extends beyond cryptocurrency. He emphasizes its foundational role in secure record-keeping and trust-building across various industries.

Michael Sumner [07:17]:
"The blockchain first started off as a way for you to find out if whatever you place into the blockchain has changed over time… that set of data can be anything. So that would be as simple as I can get with the concept of the blockchain."

Key Points:

• Beyond Cryptocurrency: Initially designed for secure record-keeping, blockchain's applications are diverse and not limited to digital currencies.
• Data Integrity: Blockchain ensures that any data recorded is verifiable and unchangeable, fostering trust and reliability.
• Versatility: Applicable to various sectors including finance, supply chain, and digital content management.

5. Powerful Applications of Blockchain

Sumner highlights several impactful applications of blockchain technology, showcasing its versatility and potential to revolutionize different industries.

a. Financial Transactions and Cryptocurrency:

Michael Sumner [10:13]:
"Every new row in that spreadsheet would have to be hacked in order to get the next previous row. So the more transactions you have, the stronger it becomes to get that previous row."

b. Supply Chain Transparency:

Michael Sumner [11:00]:
"For example, if I want to find out where my food has come from and it's traveled from the farm over to a factory… with the blockchain you can have that audit trail for everyone to see."

c. Luxury Retail Authentication:

Michael Sumner [14:39]:
"Another application of blockchain is in the luxury retail industry where you have genuine bags versus fake bags and you would need to base them off of a certificate. The best technology we do have today is the blockchain because of the inherent security that it contains."

Key Points:

• Finance: Enhances the security and transparency of financial transactions.
• Supply Chain: Provides end-to-end visibility, ensuring the authenticity and origin of products.
• Luxury Goods: Prevents counterfeit products by verifying the authenticity of high-value items through secure certificates.

6. Future of Blockchain Technology

Looking ahead, Sumner discusses the evolution and maturation of blockchain technology, predicting significant advancements and broader adoption across various sectors.

Michael Sumner [13:28]:
"We're readily maturing to the next stage of the blockchain called layer 2, or even a combination of different blockchains altogether. From there you can have one app that's served on several blockchains, and it's up to those blockchains how they manage the chains of transactions themselves."

Key Points:

• Layer 2 Solutions: Enhancing scalability and efficiency of blockchain networks.
• Interoperability: Allowing applications to operate seamlessly across multiple blockchain platforms.
• Government Adoption: Increasing interest from governmental bodies to implement blockchain for secure record-keeping and public trust.

7. Conclusion and Teaser for Next Episode

As the episode wraps up, Tyson Stockton hints at the next installment, where the discussion will transition to the "new age of authorship" and its intersection with SEO. Sumner encourages listeners to explore Score Detect's offerings and participate in the ongoing evolution of blockchain applications in SEO.

Tyson Stockton [16:09]:
"Michael and I are going to continue to the discussion around blockchain and we're going to kind of discuss more specifically the new age of authorship and SEO."

Notable Quotes with Timestamps

• Michael Sumner [03:01]:
  "The problem with SEO today is that we need to find out the history of a content over time."

• Michael Sumner [04:22]:
  "We've been going for transactions, blockchain transactions that will never change."

• Michael Sumner [07:17]:
  "The blockchain first started off as a way for you to find out if whatever you place into the blockchain has changed over time."

• Michael Sumner [10:13]:
  "Every new row in that spreadsheet would have to be hacked in order to get the next previous row."

• Michael Sumner [14:39]:
  "Another application of blockchain is in the luxury retail industry where you have genuine bags versus fake bags."

Final Thoughts

This episode of Voices of Search provides a comprehensive exploration of how blockchain technology can revolutionize SEO practices by ensuring content authenticity and creating reliable audit trails. Michael Sumner's expertise sheds light on the multifaceted applications of blockchain beyond cryptocurrency, highlighting its potential to enhance trust and transparency across various industries.

For those intrigued by the intersection of blockchain and SEO, the forthcoming episode promises to delve deeper into authorship and its evolving role in search engine optimization.

To learn more about Michael Sumner and Score Detect, visit Score Detect's Website and explore their innovative solutions in credit scoring and risk assessment.