Voices of Search Podcast – Episode Summary

Episode Title: Connecting Search and Social
Host: Jordan Cooney
Guest: Celeste Gonzalez, SEO Testing Director at Rickety Roo, Founder of LA SEO Meetup Group
Air Date: April 13, 2026

Episode Overview

This episode explores the convergence of search and social in modern SEO and content marketing. Host Jordan Cooney and guest Celeste Gonzalez dive into “Search Experience Optimization” (SXO), the evolving importance of non-traditional signals like user reviews and social media data, and the power of scrappy, custom-built tools for extracting actionable insights. Celeste shares her journey from blogging to leading SEO testing, offering hands-on guidance for SEOs and marketers looking to navigate the fast-shifting digital landscape.

Key Discussion Points & Insights

1. Celeste’s Journey and Community Focus

• Background: Started as a blogger, building early SEO knowledge by sharing and learning in an open community, especially on Twitter.
• Career Path: Progressed from freelancing to joining Rickety Roo, eventually leading the testing department with a focus on local SEO.
• Community-Building: Attributes the creation of the LA SEO Meetup Group partly to industry inspiration and an ongoing desire for in-person connection.
  • Celeste (03:18): “That need for community was just sort of always there… [sharing what I was learning] started me sharing everything… and then eventually ended up at Rickety Roo.”

2. Major SEO Shifts & the Power of Reviews

• Major Trend: The past 12–24 months have brought dramatic shifts, especially in how reviews (and the language within them) influence local search, AI features (‘Ask Maps’), and discovery.
  • Reviews are being directly surfaced by Google’s conversational features—emphasizing sentiment, not just count.
  • Celeste (04:52): “It’s all based on the language that these customers are using… seeing a lot of content focused on that from other SEOs and what we’ve been sharing, what we’ve been working on.”
• AI-Driven SERPs: Traditional measures like rankings are less central as Google moves towards answering queries within search; understanding user behavior across channels is vital.

3. Search Experience Optimization (SXO)

• Definition: Merges SEO and UX principles to focus on optimizing the full user experience—regardless of source (search, social, AI, etc.).
• Why It Matters: With traffic sources diversifying and SERP clicks decreasing, brands must create seamless, conversion-driven experiences, not just chase rankings.
  • Celeste (06:30): “I feel like it [SXO] is probably the best way to discuss what we are doing right now… we are optimizing for user experiences… because obviously Google is different from ChatGPT.”

4. Social Signals & Multi-Channel Insights

• Social as AI Signal: Social platforms (e.g., TikTok, Instagram) not only help reach new audiences but increasingly influence AI and search discovery.
• Channel Selection for SMBs: Advises tailoring social strategy to industry—restaurants do well with TikTok, home services may benefit from educational/gross-out content.
  • Celeste (08:49): “TikTok makes sense for [restaurants]… Home services… TikTok and Instagram have actually been working decently for them…”
• Competitor Analysis: Study what’s working for competitors in different markets/cities as inspiration for resource-constrained businesses.

5. Turning Social Insights into Search Wins

• Content Repurposing: Use top-performing social content on business listings (Google Business Profile), websites, and other channels to reinforce authority and encourage engagement.
• User Behavior Data: Track how embedding popular videos or repurposed content affects on-site actions.
  • Celeste (12:12): “So looking at socials and seeing what has performed well and you can try testing that to see if it would also do something for your GBP.”

6. Building & Using Scrappy, Custom Tools

• DIY Analytics: With little to no coding background, Celeste builds workflow tools—like Chrome extensions and Python scripts—to pull and visualize data (e.g., review sentiment and velocity).
• Why It’s Powerful: These tools surface insights missed by off-the-shelf platforms and are critical as data availability changes.
  • Celeste (14:45): “It doesn’t have to be anything extremely complicated… if you can try to pull data from different sources and create your tools to do that and look at things in a different way, why not?”
• Pitfalls & Best Practices: Expect things to break; always modularize your code and document as you build.
  • Celeste (18:50): “Things will break… have everything done like step by step in code blocks versus everything written as one.”

7. Practical Getting-Started Advice

• Start Small: Tackle tedious tasks with lightweight code or AI helpers (e.g., automating keyword bucket sorting and visualization).
• Pick Accessible Tools: Recommend Claude Code as a starting point for non-coders.
  • Celeste (20:54): “Just think about whatever is the most tedious thing that you wish you could put off your plate and try to build something that will help…”

8. Creativity as an SEO Essential

• AI Can’t Replace Creativity: Use data and experimentation, but the unique human element—creative content and tailored storytelling—remains irreplaceable.
• Client Communication: Build trust with small, proven experiments before pushing clients toward bolder, creative projects.
  • Celeste (23:04): “…focusing on sharing things that are unique and valuable and putting that spin on it for the client…”

9. The Importance of Community

• Local Groups on the Rise: With larger online communities scattered (Twitter’s decline, for example), small, in-person local groups are resurging—meeting a hunger for real human connection.
• Benefits: Learning, networking, non-judgmental support, and shared inspiration.
  • Celeste (28:08): “We seek human interaction, and I think local in-person groups are only going to become bigger…”

Notable Quotes & Memorable Moments

• On Changing SERPs:

  • “Nearly 60% of Google searches in the US now end without a click… The real opportunity… is understanding what users do across search, social, reviews, and even on site behavior.” (Jordan, 00:52)

• On Search Experience Optimization (SXO):

  • “We are optimizing for user experiences… [regardless of platform].” (Celeste, 06:30)

• On Reviews & AI:

  • “Reviews are getting pulled up… it’s all based on the language that these customers are using.” (Celeste, 04:52)

• On Scrappy Tool-Building:

  • “It doesn’t have to be anything extremely complicated… you’re creating something, you’re trying versus lamenting on the fact that we are missing out…” (Celeste, 14:45)

• On Creativity & Client Communication:

  • “What’s really important is just focusing on sharing things that are unique and valuable and putting that spin on it for the client…” (Celeste, 23:04)
  • “You can’t even get there [to creative content] if you don’t have the client’s buy-in.” (Celeste, 25:00)

• On Community Value:

  • “I don’t think it’s the number of people, but just the fact that anyone is willing to show up at that point.” (Celeste, 32:32)

Timestamps for Important Segments

• 00:52 – Introduction: The fundamental shift in search and the rise of no-click searches
• 02:38 – Celeste’s journey and the value of community
• 04:52 – The evolution and growing importance of reviews in local and AI-driven search
• 06:30 – Defining Search Experience Optimization (SXO)
• 08:49 – How small businesses should evaluate and prioritize social channels
• 12:12 – Using social channel insights to inform search and AI strategies
• 14:45 – The value and methodology of building your own digital tools
• 18:50 – Risks and safeguards in scrappy tool-building
• 20:54 – Starting small: Quick wins with lightweight tools
• 23:04 – The role of creativity in future-proofing SEO
• 26:16 – Communicating and landing experiments/innovations with clients
• 28:08 – Local community building in the age of scattered online groups
• 30:51 – Lightning round: Quick-fire insights on underused data, scrappy tools, and community

Lightning Round Highlights (30:51–32:47)

• Most underused data source: “TikTok data. A lot of SEOs don’t even want to download the app, and there is so much to learn from there…” (Celeste, 31:01)
• Scrappiest tool built: Chrome extension for review sentiment—helped boost confidence and capability (Celeste, 31:18).
• Metric trusted more than rankings: “Session recordings. You get to actually see how the users are interacting…” (Celeste, 31:40).
• Biggest SXO misconception: “It’s just another acronym, just another fad…” (Celeste, 32:01).
• What makes a community worth showing up: “Even if there’s one person who wants to show up, it’s worth showing up for at that point…” (Celeste, 32:32).

Takeaway Lessons

• SEO is now multi-channel—incorporate social, direct, review, and onsite behavior data for real insights.
• Optimize for the user’s experience, not just rankings—SXO is about meeting users where they are and guiding them through conversion.
• Scrappy experimentation wins—try building your own tools and workflows, starting small and iterating.
• Creativity is the differentiator—AI can automate, but can’t replace human perspective and storytelling.
• Community sustains the industry—seek or build local and online groups for inspiration, knowledge-sharing, and support.

Final Thought

The episode’s closing reminder: “The answers are always in the data.”
(Jordan, 32:55)

For further information or to contact Celeste Gonzalez:

• LinkedIn
• celesteseo.com
• ricketyroo.com