The SEO Party – Search Engine Sessions with Link Building HQ

How do universities and higher education institutions get cited in AI answers?

In this episode, Ray Martinez (VP of SEO, Archer Education) joins The SEO Party to break down GEO (AI/answer-engine optimization) for higher-ed: how bots crawl, what they trust, why unique content and links matter, and how to structure .EDU websites, so models choose your content as a source.

What you’ll learn:

• GEO vs. SEO: what changes, what doesn’t, and why “be the citation” is the new goal.

• How AI picks sources: GPTBot behavior, crawl limits, and why brand activity and mentions matter.

• Structure that wins: schema beyond rich results, internal links that guide discovery, and a pragmatic take on LLMS.txt.

• Data storytelling: reports leaders actually understand (visuals, context, and KPIs that tie to enrollments).

• Vectorized keywords: semantic relevance without the jargon – how vectors improve content planning.

• Links in 2025: why relevance, referral traffic, and context still matter (and what to ignore).

• Paid and organic together: finding gaps/overlaps to lower CPA and increase enrollments.

• Risk & reality for the higher-ed industry: site reputation abuse, suppression vs. penalties, and keeping campus content accurate for AI.

  Who this is for: higher-ed marketers, admissions/enrollment teams, in-house SEOs, and agency professionals working with colleges and universities.

  Guest
  Ray Martinez, VP of SEO at Archer Education

  Hosts:
  Timmy Walczak
  Naveed Chinoy

Say no. Niche down. Deliver results.

In this SEO Party episode, hosts Timmy Walczak and Naveed Chinoy sit down with Paul Williamson (Pronto Marketing)—with co-guest Alex Alexakis—to break down how digital PR earns AI search citations (GEO), why process beats chaos, and how to show proof that moves the needle.

What you’ll learn:

• PR that ranks in AI: Earning citations/mentions in AI Overviews, Perplexity, ChatGPT, and why that matters for discovery.
• From random to repeatable: Turning one thought-leadership piece into multi-channel assets (shorts, posts, pitches) without burning out.
• Agency ops that protect margin: Saying no, niching down, setting expectations, and reporting like a pro.
• Client comms: Delivering bad news with solutions, keeping trust intact.
• Real examples: Industrial/B2B PR wins, hospitality realities, and measuring impact beyond vanity metrics.

Guests:

Paul Williamson: Pronto Marketing (PR, digital, SEO, copy). Focus on AI citations and data-driven campaigns.

Alex Alexakis: Agency owner (design/UX/web), sharing process, repurposing, and measurement playbooks.

Hosts:

Timmy Walczak
Naveed Chinoy

Who it’s for:

PR & SEO leaders, agency owners, and B2B marketers who want earned media to translate into measurable growth in an AI-shaped search world.

Chapters:
00:00 : Welcome & intros (hosts + guest)
01:12 : Paul’s path: microbrewery → PR/marketing → founding Pronto
03:03 : Alex’s route from design to marketing
04:38 : PR in an AI-shaped search world: positioning, thought-leadership, and a water-filtration case
08:46 : Measuring impact: long sales cycles, “In the Press” page, AI citations
12:34 : Repurposing content: one piece → many formats (TikTok, Shorts, posts)
14:58 : Quality over quantity; social-first search behavior & Amazon influencers
17:01 : Algorithmic shopping: Amazon recommendations & the “add-to-basket” nudge
19:32 : The same-day delivery baseline & retail habits
22:31 : Early agency challenges: saying “yes” to everything, capacity, new baby
29:23 : Processes, controlled growth, and building trust (PA hire, team ops)
34:05 : Red flags & walking away from a misfit client (time–energy imbalance)
36:34 : Keeping standards as you scale; long sales cycles; subjectivity in design
42:16 : Hospitality SEO realities; off-site levers; “sell the sizzle, not the sausage”
44:12 : Owning a USP; the contract-free, deliverable-first model
54:16 : Why PR matters for AI discovery; warming buyers before they click
55:41 : Delivering bad news: honesty + options + accountability
1:00:06 : Plot twist: Paul’s Fear Factor (live show) story
1:04:17 : Favorite wins: 588-page tourism site ahead of schedule (+ baby)
1:05:55 : Favorite wins: Mystery Fun House site & animation constraints
1:08:31 : How to reach Paul & outro

Welcome back to the SEO Party for the second phase of our transparent, live website audit experiment with Keith Armbrecht of Medicareonvideo.com.

In the first episode of this SEO audit, we identified the issues and bottlenecks that were inhibiting Keith’s site’s organic traffic and growth potential. Now, we examine the data-backed success of our foundational fixes and reveal the strategic link building experiment designed to convert this increasing traffic into qualified leads.

Phase 1 – Validating On-Page Optimization Success

We dive deep into the tangible results of the on-page recommendations. This involved:

• Fixing missing H1 tags
• Resolving schema validation errors
• Applying alt tags to seven years of content
• Handling 404 pages.

Keith’s development team executed these fundamental fixes over three weeks, and the Ahrefs data confirms the success:

Measurable Progress: In the months following the changes, the website saw a surge of over 2000 new organic keywords ranking, with a steady and significant increase in organic traffic.

The Critical Pivot: Traffic vs. Leads

The data proves the foundational strategy was sound, yet a common challenge remains: traffic is up, but the increase has not yet fully translated into qualified leads. This signals the need for a shift from visibility to authority.

Phase 2: The Link Building HQ Experiment

To solve this conversion gap, we are initiating a highly controlled link building strategy. We transparently outline our plan to target 13 high-authority links in a phased, 3-month approach.

In this first test, we are intentionally targeting low-hanging fruit and non-core money keywords to observe Google’s reaction in a low-risk environment. This meticulous, data-driven approach helps conserve resources and ensures subsequent campaigns (targeting specific, high-value pages) are effective.

Join us as we move from foundational fixes to building off-page authority, showing that a successful SEO journey requires continuous, methodical experimentation.

As a part of our commitment to learning and education, we are conducting this entire case study completely free of charge for Keith, ensuring the process is unadulterated and purely scientific.

Let us know what you think, and don’t forget to smash that like button.

Welcome to the SEO Party, the Go-to Podcast for SEOs and Marketers. In our third episode, we’re featuring a name known well among SEO thought leaders as the reliable content guy. George Nguyen is among the few people who have garnered trust from the biggest names of the industry, being actively involved in the events with most speakers, and yet still managing to evade the limelight.

Formerly with Wix Studio as the Director of SEO Editorial, George is at core a content enthusiast always looking to venture deep and explore for enhanced and expedited learning. In fact, it was this core curiosity that led him to start his own venture this year, going with the name George Edits.

Moreover, the energy he brings is simply infectious, as we begin the episode with his career journey spanning the years and how his learning has shaped him till today. He explains why and how he transitioned to reach his current stature.

We also discuss the approach he has towards brand building and how he sees brands developing in the world with increasing reliance on AI. The future of marketing and SEO is merely meeting minutes by the time we were done with our complete conversation.

The learning and perspective, coupled with the experience that George illuminates, is something every SEO initiate must listen to. Whether you’re looking for insights on SEO or simply want to create the perfect approach for content marketing, our conversation is sure to help finesse your plan of action.

Comment to let us know what you’d like us to discuss in our future podcasts. Your likes and subscriptions are always appreciated.

Welcome to the SEO Party, a podcast dissecting SEO for the layperson with a view to making SEOs out of them. Our second Episode features the Founder and CEO of Direction.com. Prior to pursuing a career in SEO in the Era of AI. Chris has had an illustrious journey from a veteran to an awesome SEO career as an entrepreneur. 

In this episode, Chris discusses how he has seen SEO change over the years and how it has still stayed more or less the same. However, SEO wasn’t a first rodeo with Data for Chris, which is why his unique approach has enabled him to learn how AI is changing SEO and design strategies that provide exceptional results while using AI at its peak to create content like never before!

Chris has made use of rhetorical devices to empower his SEO strategy, such that creating content with AI not only yields results but also takes minimal edits, taking content creation to another level. However, it isn’t just these rhetorical devices that Direction brings to the table. He makes active use of eloquence formulae that can create entire literary frameworks, allowing for content to be generated, hitting all the users’ requirements. 

Other than discussing his SEO Career, our podcast also explores various AI tools for optimization and how different LLMs provide different results. We discuss the various applications for AI tools like ChatGPT, Grok, Claude, etc. In fact, he literally opens our website, www.linkbuildinghq.com, and has ChatGPT on another tab. Making use of his eloquence formulae, he shows how the methodology can be applied to get laser-focused results from AI.

Finally, we discuss the overall impact of AI on the digital industry. How AI is impacting jobs and what opportunities the era of AI presents to marketers.

Chris also shares his AI tools for optimization, or to be accurate, ideas on how to create robust frameworks that boost content production. You can find them at the link below:

Downloads

Comment to let us know what you’d like us to discuss in our future podcasts. Your likes and subscriptions are always appreciated. 

Welcome to the SEO Party. We’ll be covering the world of digital marketing in details you’ve probably never experienced before. Be it content marketing, ideas to expand business reach or what you can to ensure better keywords ranking, we want to make sure that you have the perfect arsenal and knowledge to navigate the world of SERPs and SEO. So if you want organic traffic to your website, do listen in.

Joined by the SEO expert Alex Alexakis, the founder of PixelChefs, we’re going grand in our first episode as we conduct a live website audit. Another guest we have online is Keith Armbrecht, whose website (Medicareonvideo.com) will be explored in the live SEO audit.

With over 18 years in the SEO industry, Alex Alexakis knows exactly where to look and which tools to use as he navigates the website and starts pointing out the goods, the bads, and the uglies present and how to correct/enhance them.

While Keith usually gets most of his sales from YouTube marketing, his business reach has only recently started rising, and had been consistently low before. This means that Keith is certainly in the right direction, as Alex Alexakis gives him tips along with reasons, which should help Keith get the perfect roadmap to SEO success.

During the audit, Alex also answers questions like how he uses website authority, whether Medicare on Video can be considered under YMYL, how knowledge of the crawl budget can play an important role.

While we only explore and dive into a limited number of aspects along with providing recommendations on what can be done for better SEO. In the future episodes with Keith, we plan to explore how our recommended fixes lead to betterment in rankings and traffic.

Once recommendations have been given to Keith, Alex also discusses on how you can improve your website’s performance and rankings along with a couple of tools you can have to ensure you’re in more control of your website.

Let us know what you want us to cover in our future podcasts, and don’t forget to leave a like.