Practically Passionate

Today I get to sit down with someone who has shaped how some of the world’s biggest brands think about SEO. Stephan Spencer is a top SEO consultant, bestselling author, and the host of the long-running Marketing Speak podcast. For more than two decades he has helped companies like Zappos, Sony Store, Quiksilver, Chanel, Volvo, Best Buy and many others strengthen their online visibility and build SEO strategies that actually move the needle. His book The Art of SEO is considered required reading across the industry, and Stephan is widely recognized for spotting the gaps, mistakes, and missed opportunities that cost businesses real revenue.In this episode, Stephan and I dive deep into the new landscape of search and discovery. We talk about AIO or AI Overviews optimization, how Google and LLMs are reshaping what it means to show up online, and why citations are becoming just as important as links. Stephan walks through the exact tools he uses to measure LLM visibility, the importance of schema and site architec