Marketing Speak®

A Marketing Podcast By Stephan Spencer

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Marketing geniuses, successful entrepreneurs, best-selling authors and more share tips and insights that propelled them to the top of the industry.

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Marketing Speak® Podcast

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Latest Podcast Episodes

KPIs for AEO with Duane Forrester

Discovery has evolved. We moved from directories to links, then to intent signals. Now, AI systems sit between your content and your audience—deciding what gets retrieved, summarized, cited, or ignored before a human ever sees it.

My guest today, Duane Forrester, has lived every phase of that shift from both sides. He helped build the platforms at Microsoft Bing that shaped modern discovery, then advised hundreds of organizations on how visibility actually works. As the former Senior Product Marketing Manager who led Bing Webmaster Tools and helped bring Schema.org to life, Duane now focuses on one core problem: how brands stay visible when machines—not people—are the first audience.

In this conversation, we unpack his framework for a new set of KPIs built specifically for the AI era. Metrics designed for a world where ChatGPT, Perplexity, and Claude control the gates. Duane walks through the tools he’s bootstrapped to track chunk retrieval frequency, embedding relevance, and citation rates—signals most SEO platforms don’t even attempt to measure.

We also explore why so many businesses never appear in AI-generated answers, the mental models Duane uses to ship meaningful work without getting stuck in his own head, and why asking fewer, better questions beats chasing every platform update.

This episode cuts through the noise and gives you frameworks for measuring what actually matters in the machine layer. So, without further ado, on with the show!

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Online Courses 
With Stephan Spencer

In each of the courses I’ve shared my insider knowledge and techniques I’ve gained by working with major brands. Want to build links with content marketing? I’ll show you how. Or you have traffic but too many people are bouncing off? I’ll help you stamp out your conversion killers.

  • SEO Audit Course
  • The SEO Keyword Treasure Map
  • Viral Social Media for Massive Traffic
  • Content Marketing Organic Traffic Fountain
  • Conversion Mastery Course
  • Authority Builder Course

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SEO Can Significantly Enhance Your Site’s Visibility And Revenue Potential

There’s a reason why Fortune 500 companies invest top dollar in SEO consultants or even employ SEO experts in
their marketing teams:

They want to dominate search results without wasting hundreds of thousands of dollars on PPC, and SEO is the
only way to do it.

Stephan Spencer has rescued our company from SEO train wrecks that we created ourselves. He’s done it multiple times, when other SEO consultants and developers could not. He’s always professional, courteous, and wickedly efficient.

Kerry Murdock

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Individual results may vary.

Case Studies

Here’s How I Helped Achieve Substantial Traffic Growth In Specific Client Campaigns

As Tadi Brothers’ link profile gradually became less toxic, Adi and Tamir noticed a substantial increase in both traffic and rankings. In just 10 months, their traffic doubled while the number of terms they were ranking on the first page of Google for had almost doubled. (Individual results may vary.)

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