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At a time when our society is growing increasingly divided, world champion debater Bo Seo argues that we shouldn’t be aiming for fewer disagreements. Instead, he tells Lucy Clark that we’re better off using the principles of competitive debate to disagree well and, in doing so, to get along with our co-workers, friends and family despite our differences
Good Arguments: What the art of debating can teach us about listening better and disagreeing well by Bo Seo is published by Simon & Schuster
If you enjoyed this episode, Lucy recommends her conversation with Heidi Everett

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Google’s Search Relations team discusses the potential impact of Web3 on SEO, highlighting challenges and emerging use cases.
In the latest episode of the “Search Off the Record” podcast, the Google Search Relations team, comprised of John Mueller, Gary Illyes, and Martin Splitt, delved into a thought-provoking conversation around the impact of Web3 on SEO.
The team provides insights and addresses the ramifications of this technology on SEO practices while acknowledging that Web3 is in its developing stages.
Web3 represents an evolution of the internet, characterized by its embrace of decentralization and utilization of blockchain technology.
Unlike the traditional web, Web3 aims to give people more control over online experiences, enhance data privacy, and facilitate peer-to-peer interactions.
During the podcast, the team discussed the implications of Web3 on SEO practices, search engine rankings, and website visibility.
Although they didn’t discuss specific details and examples, the conversation highlighted some significant considerations.
Mueller offered insights into the challenges posed by Web3 domains, explaining that these addresses resemble top-level domains but lack the recognized structure of traditional domains.
As a result, Google’s search crawlers face limitations when attempting to crawl and index content from these unconventional domains.
Mueller elaborates:
“Even if you have a browser plugin installed that does something with that made-up top-level domain, Google doesn’t know what it’s trying to do. So, from that point of view, it’s almost like a– I don’t know, vanity name that people are just using and treating it as a domain name. But it’s actually not a real domain name.”
While the team acknowledges they haven’t witnessed substantial development on Web3 systems thus far, it’s worth exploring the potential use cases of this emerging technology.
Potential applications of Web3 include the following:
Decentralized Applications (dApps)
Web3 enables the creation of decentralized applications or dApps, which operate on peer-to-peer networks, often utilizing blockchain technology. Notable examples include decentralized finance (DeFi) platforms, non-fungible token (NFT) marketplaces, and decentralized social media networks. These applications offer increased transparency, security, and user control by operating without intermediaries.
Blockchain-Based Domains:
Web3 introduces the concept of blockchain-based domains, which diverge from traditional domain names. These domains utilize decentralized naming systems, granting users ownership and control over their domain names without reliance on centralized domain registrars. Prominent examples include Ethereum’s Ethereum Name Service (ENS) and Unstoppable Domains.
Digital Identity & Privacy:
Web3 can enhance digital identity and privacy. Leveraging decentralized identity solutions and cryptographic principles, Web3 enables users to have ownership and control over their personal data. Its user-centric focus on privacy and data control aligns with the growing demand for enhanced online privacy and data protection.
While the impact of Web3 on SEO practices, search engine rankings, and website visibility remains a topic of exploration, this episode of Search Off The Record offers insights into the challenges and considerations.
Splitt acknowledged the limited progress observed thus far, stating:
“I haven’t seen as much built on Web3 systems so far. I guess if it becomes a big thing, then we’ll figure it out and investigate further.”
As Web3 technology evolves, SEO professionals and website owners may have to adapt their strategies to ensure optimal discoverability.
Source: Google Search Off The Record
Featured image generated by the author using Midjourney. 
Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
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Google advises against cheap TLDs due to spam risks, says TLD keywords don’t improve SEO.
Google advises against cheap TLDs due to spam risks, says TLD keywords don’t improve SEO.
In a recent podcast, Google’s Search Relations Team discussed how website owners should approach choosing a top-level domain (TLD).
The discussion weighed the dilemmas of expensive .com domains versus affordable alternatives like .xyz, emphasizing the need to balance cost, credibility, and spam risks.
Team members John Mueller, Gary Illyes, and Martin Splitt advised against going for the cheapest TLD options, warning that spammers tend to target free and low-cost domains, which can negatively impact search rankings.
Additionally, they debunked the myth that TLD keywords provide SEO benefits, stating matching keywords in the TLD does not directly improve rankings.
This article delves into Google’s Search Relations team’s guidance on choosing the right TLD to boost your brand’s visibility and reputation.
Illyes made it clear during the discussion that he advises against opting for the cheapest TLDs.
In response to Mueller’s question about whether to use a more affordable domain like .xyz or invest in a more common one like .com, Illyes stated:
“My gut reaction is people should stay away from the cheapest TLDs, especially if they are free.”
The reason behind this advice? Spammers.
Illyes explained that cheaper and free TLDs attract more spam, potentially impacting your legitimate site’s visibility on search engines.
He said:
“Because of spammers… if the TLD is filled with spam, search engines might have trouble finding your content.”
The danger lies in search engines associating your site with the predominant spam presence in that TLD.
Illyes further elaborated:
“[If a TLD] is overrun by spam, and over 99% of the content there is spam, we might not want to pick up sitemaps from those domain names because the chances of leading to spam is way too high.”
Illyes advises spending more on a TLD that isn’t overrun with spam.
However, he added that making a heavy investment in a .com domain name should be a business decision focused on branding and marketing rather than SEO.
Google’s Search Relations team debunked the misconception that having a TLD matching your keywords provides an inherent SEO advantage.
When Splitt asked if owning a domain like fantastic.coffee could offer any SEO benefits for a coffee shop, Illyes responded with a definitive “No.”
When selecting a domain, resist the temptation of cheap or free TLDs, as these are prone to spam, which can hurt your search ranking and reputation.
Concentrate on picking a reputable TLD within your budget, considering that keyword-matching your TLD doesn’t directly improve SEO.
For more on website domain best practices, check out the full episode of Google’s podcast.
Featured Image: MailHamdi/Shutterstock
Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
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Search Engine Land » SEO » Podcast SEO: Top tips for discovery and growth
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Podcasting presents a unique opportunity to leverage SEO and drive engaged listeners to your website.
As podcasts continue to gain popularity, key SEO strategies can help your show stand out in a crowded landscape. 
This article will give podcasters actionable tactics to improve their SEO and grow their audience. We’ll cover crucial areas including:
Podcasts are increasingly popular and convenient for busy lifestyles, suitable for commuting or exercising.
Businesses can tap into this powerful marketing channel alongside well-known journalists and celebrities.
Amid a sea of content, standing out can be tough. SEO is key to ensuring your podcast reaches its audience.
Plus, having a podcast boosts your SEO by driving listeners to your website, enhancing your online presence, and creating PR opportunities, resulting in valuable backlinks.
Podcast SEO begins by making your content easily discoverable by search engines and potential listeners. It uses a mix of traditional SEO strategies adapted for audio content. The goal is to reach new audiences who may not know you and strengthen connections with existing listeners.
Research is crucial for a successful podcast, just like any other project. Clearly define your podcast’s theme to ensure it resonates with your intended audience.
Use traditional SEO keyword research tools to identify terms your audience searches for and tailor your content to meet their needs and interests.
Explore podcast categories where you plan to list your podcast for valuable insights. Understand the popular and successful content in those categories to inform your strategy. 
Engage with your existing audience to learn their preferences and interests. Ask them about topics they’d like to hear more about to create appealing and relevant content.
Dig deeper: Keyword research for SEO: 6 questions you must ask yourself
For your podcast name, using keywords is key for better discoverability. Striking a balance is crucial – make it catchy and engaging, like a compelling book title. Convey your podcast’s essence with a conversational tone, setting it apart from a more straightforward webpage title.
Reviewing successful podcasts can provide inspiration and insight into how they achieve clarity and appeal in their titles without resorting to dull or keyword-stuffed names. The goal is to create a name that piques interest, hints at the content, and remains memorable and search-friendly.
Choose podcast topics carefully to capture and keep your audience interested. Balance your passion with what resonates with your listeners. Start by identifying the core theme of your podcast and then branch out to find relevant and engaging subtopics.
Audience feedback is an invaluable resource in this process. Engage with your listeners through social media polls, email surveys, or direct interaction to understand their interests and preferences.
This makes your content more appealing and fosters a sense of community and involvement among your audience.
Always keep your audience front of mind when making any content decisions, as highlighted by business strategist Natalie Potts: 
Every episode should offer value – whether it’s educational, entertaining, or simply thought-provoking. Your goal is to leave your listeners feeling informed, inspired, or entertained, eagerly awaiting your next episode and curious to learn more about you.
Crafting descriptive and captivating episode titles is key to elevating your podcast’s appeal. This is the perfect platform to integrate relevant keywords effectively. 
Opt for slightly longer, informative titles that give your audience a clear, enticing preview of the episode’s content. Such titles serve a dual purpose: they pique the interest of potential listeners and are SEO-friendly, enhancing discoverability.
When featuring guests, always include their names in the episode title. This acknowledges their contribution and capitalizes on their name recognition, potentially attracting their followers to your podcast.
Episode descriptions are your opportunity to provide a compelling synopsis of the episode. Detailed and engaging descriptions are crucial; this isn’t the time to be brief. 
Elaborate on the topics covered, the perspectives shared, and any key takeaways for the listener. A well-crafted description can intrigue and persuade potential listeners to press play. 
It’s also an ideal place to weave in additional keywords naturally, further optimizing your podcast for search engines.
Remember, your episode titles and descriptions are more than just functional elements; they are powerful tools to captivate and grow your audience. Use them to tell a story, evoke curiosity, and showcase each episode’s unique value.
Featuring well-known or interesting guests can attract new listeners to your podcast. People often search for content related to their interests or people they want to listen to.
Including guest bios and relevant links in show notes enhances visibility and entices future guests. 
Remember, guest selection should align with your podcast’s subject matter. It’s not just about getting the big names on. For example, if your podcast is all about SEO, you wouldn’t have a health and fitness expert on, no matter how famous they were.
Having the right guests on your podcast is good for you and them. It’s a reciprocal relationship where you are bringing them to your audience with a view that they will bring in some of their audience to your podcast, too.
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Transcripts can be created easily using AI tools. I would always recommend you add them to your website. You can add an embedded version of the podcast audio, or at least a link to the episode.
Transcripts make your podcast accessible to those with hearing impairments, which is vitally important and can open up your content to people who prefer to read instead of listen to it.
It also offers searchable text for search engines, increasing the visibility of your podcast, the subject matter and your website. 
You can use this transcript to create related blog posts, social media content and email marketing content. One podcast episode can help you create a whole library of content quickly and easily.
Show notes are the detailed notes you see underneath each podcast episode.
They usually highlight specific parts of the podcast episode that you might want to listen to alongside links to any resources discussed. These can also provide valuable backlinks.
There are well-respected directories for podcasts, the likes of Apple Podcasts, Spotify and Google Podcasts, which all aid distribution and visibility efforts. This enables you to put your business in front of different audiences.
Encourage your listeners to leave reviews, subscribe and follow each episode you record. This all helps your podcast gain those all-important trust elements. 
Share each episode across your social media channels and encourage any guests to do the same. Make it easy for them by providing a set of images and clips of audio and video that they can share with their audience. 
The easier you make it for them, the more likely they will share.
If you aren’t ready to launch your podcast, being a guest can also help you gain visibility, backlinks and PR coverage. 
Be strategic about the podcasts you want to appear on and pitch to the host. Explain why you would be a good guest, what you would like to discuss and why this would be of value to their audience.
Dig deeper: How to use digital PR to drive backlinks and business growth
Podcast SEO success comes from blending traditional and modern techniques.
Using these approaches effectively, podcasters can expand their reach and grow their audience, directly impacting their websites and podcasts.
Katie Godfrey’s experience illustrates this point well. As a beauty business mentor, she notes:
This approach builds a following and directs listeners to her website, enhancing traffic and engagement – both critical components of successful SEO.
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.
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Hi! I'm David Tvrdon, a tech & media journalist and podcaster with a marketing background (and degree). Every week I send out the FWIW by David Tvrdon newsletter on tech, media, audio and journalism.
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