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The Ernesto Ortiz Show

Ernesto Ortiz

An SEO & Digital Marketing Podcast hosted by Ernesto Ortiz offering the most in depth interviews with top industry experts on SEO, AI, AEO, GEO, Google Ads, Meta Ads and Digital Marketing.

The show focuses on practical advice for real SEO (search engine optimization) and marketing problems listeners can implement right away, as well as decision making frameworks to help listeners improve their workflows and know how to make better decisions in the future.

Ernesto Ortiz is an SEO expert with 8 years experience in digital marketing, founder of the Semantic Ecommerce SEO Agency Structural SEO, focused on increasing profit through non-branded & branded revenue growth. Ernesto applies insights from information retrieval research, Google patents, and scientific single-variable testing to find strategies that reliably move the needle for his clients.

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  • 11 episodes
  • Avg 1 hr 22 min
  • English

Episodes 11

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  • S1 · E11
    July 17 · 1 hr 37 min

    AI Optimization & Visibility: What Actually Gets You Into the Answer w/ David McSweeney

    David McSweeney cuts through the hype of ChatGPT, Google AI Overviews, and Perplexity. David reveals the exact mechanics LLMs use to retrieve data and explains why being recommended directly inside the answer is the ultimate goal. Tune in to learn how to reverse-engineer AI preferences, inject dense evidence blocks into your pages for fast inclusion, and use his tool, QueryBurst, to master semantic internal linking. Ernesto Ortiz on Social Media: Linkedin: / ernesto-ortiz-seo-expert Youtube: / @ernestoortiz-seo Instagram: / theernestoortiz X: https://x.com/Ernesto58395599 Ernesto's SEO Agency, Structural SEO: Website: https://structuralseo.com/ Linkedin: / 100778951 Youtube: / @structuralseo X: https://x.com/StructuralSEO David McSweeney: David's Linkedin: / david-mcsweeney-79840154 David's X: https://x.com/top5seo David's AI Optimization Tool: https://queryburst.com/

  • S1 · E10
    June 25 · 1 hr 21 min

    SEO for Big Websites: Handling Crawl Budget & Index Bloat w/ Patryk Wawok

    SEO for Big Websites: Handling Crawl Budget & Index Bloat w/ Patryk Wawok Ernesto Ortiz interviews technical SEO specialist Patryk Wawok about managing crawling and indexing for large websites. They stress that fundamentals (robots.txt, noindex, monitoring) matter at any size because even small sites can bloat via filters, parameters, and migrations. Patryk shares case studies reducing index bloat by removing or redirecting low-quality and out-of-stock product pages, weighing redirects vs 410s (backlinks, UX, and crawl budget impacts), and using robots.txt disallow after redirects to speed URL removal. They discuss handling Shopify limitations, product variants (index colors, consolidate sizes), and using Product Group structured data so many variants can share one URL while still working in Merchant Center. The conversation also covers internal linking pitfalls on mobile, site structure to avoid deep pagination, collection page content strategies for AI Overviews, branding as “entity” SEO, and KPIs focused on revenue/leads rather than vanity traffic. Follow Ernesto Ortiz on Social Media: Linkedin: https://www.linkedin.com/in/ernesto-ortiz-seo-expert/ Youtube: https://www.youtube.com/channel/UCbhjjBiyM1RBS_GZcZx30gw Instagram: https://www.instagram.com/theernestoortiz/ X: https://x.com/Ernesto58395599 Follow Ernesto's SEO Agency, Structural SEO: Website: https://structuralseo.com/ Linkedin: https://www.linkedin.com/company/100778951/ Youtube: https://www.youtube.com/@UCmJc1vbm1UnC9ACMPMuVFQg X: https://x.com/StructuralSEO Follow Patryk Wawok: Patryk's Linkedin: https://www.linkedin.com/in/wawok-patryk-seo/ Patryk's SEO agency: https://organichackers.com/ We Talk About: 00:43 Crawl Index Basics 03:00 Quality Density Wins 03:53 Out of Stock Cleanup 07:35 Redirects vs 410 10:41 410 vs 404 Explained 11:38 Disallow After Redirects 15:49 Redirect Timing Signals 20:00 Shopify Variants Strategy 26:42 Branding as Entity SEO 28:15 Building Brand Demand 34:52 Sitemaps for Stock Status 37:21 Out of Stock Edge Cases 39:29 Out of Stock SEO Dilemma 40:46 Merchant Center Compliance 42:41 Internal Linking Essentials 45:10 Pagination and Site Structure 47:29 Scaling Collection Pages 51:57 Writing Collection Page Content 58:53 Mega Menu Link Strategy 01:00:21 Why Content Wins Fast 01:06:10 AI Overviews and B2B SEO 01:08:54 KPIs Beyond Traffic 01:11:57 Back to SEO Basics 01:15:23 Cost of Retrieval Theory

  • S1 · E9
    June 17 · 1 hr 1 min

    Ex-Google Insider: Why Sites Get Penalized & How to Recover w/Kaspar Szymanski

    Ex-Google Search Quality Insider: Why Sites Get Penalized, How to Recover, and Why Server Logs Matter with Kaspar Szymanski Kaspar Szymanski, former Google Search Quality team member and now consultant at SearchBrothers, explains why established websites can suddenly lose rankings, often due to “perfect storm” signal combinations tied to scaled spam networks, reputation abuse from third-party “tenant” sections, cloaking, and legacy off-page issues. Kaspar also describes how reconsideration requests should be brief, factual, and submitted only after real cleanup, noting Google is increasingly thorough and that repeated premature requests dilute trust and prolong recovery with no guaranteed processing time. Follow Ernesto Ortiz on Social Media: Linkedin: / ernesto-ortiz-seo-expert Youtube: / @ernestoortiz-seo Instagram: / theernestoortiz Follow Ernesto's SEO Agency, Structural SEO: Website: https://structuralseo.com/ Linkedin: / 100778951 Youtube: / @structuralseo X: https://x.com/StructuralSEO Follow Kaspar Szymanski: Linkedin: / kasparszymanski SEO consultancy: https://www.searchbrothers.com/

  • S1 · E8
    May 26 · 1 hr 16 min

    Kyle Roof: How Google Detects AI Content & Wipes Out Entire Sites in 2026

    Kyle Roof on How Google Detects AI Content & Wipes Out Entire Websites In this episode, Kyle Roof discusses why Google’s core page understanding hasn’t changed much, arguing that ranking can still be modeled with term frequency in key on-page zones. He says word proximity and section order matter less than writing clearly on-topic, but emphasizes that above-the-fold content and limited initial crawl depth (often cited around 50KB of text) make early page clarity critical. Roof shares multi-run case studies testing LLM-generated articles, finding they often miss required contextual terms, produce dense college-level readability, and sometimes perform worse when asked to be “SEO optimized,” mainly improving headings while stripping key terms. He theorizes Google has dialed up weighting on contextual/LSI terms, contributing to sitewide drops when many AI pages dilute a site’s central concept, similar to centerpiece annotation. He also previews an “AI Kyle” assistant inside Page Optimizer Pro and describes automation of silo and internal linking workflows, plus tests showing descriptive TLDs can rank and may index faster than .com in some cases. Follow Ernesto Ortiz on Social Media: Linkedin: https://www.linkedin.com/in/ernesto-ortiz-seo-expert/ Youtube: https://www.youtube.com/channel/UCbhjjBiyM1RBS_GZcZx30gw Instagram: https://www.instagram.com/theernestoortiz/ X: https://x.com/Ernesto58395599 Follow Ernesto's SEO Agency, Structural SEO: Website: https://structuralseo.com/ Linkedin: https://www.linkedin.com/company/100778951/ Youtube: https://www.youtube.com/@UCmJc1vbm1UnC9ACMPMuVFQg X: https://x.com/StructuralSEO Where to find Kyle: Kyle's On Page SEO & Content Strategy Tool: https://www.pageoptimizer.pro/ Kyle's Linkedin: https://www.linkedin.com/in/kyle-roof-seo/ Highlights: - Bag of Words Ranking - Word Proximity Myth - Headings and Order - Above the Fold Crawl - Navigation and Text - LLM SEO Case Study - Contextual Terms Dial - Outline Guided AI - EEAT Signals Checked - Keyword Stuffing Reality - Concepts Not Words - Sitewide Centerpiece Annotation - Expanding Topics Safely - Related Searches Map - AI Clusters Keywords - AI Kyle Inside POP - Guardrails Against Hallucinations - One Click Silo Strategy - Zero Volume Keyword Wins - POP Data Study Findings - Schema Myths And Reality - New TLD Ranking Tests

  • S1 · E7
    May 18 · 1 hr 14 min

    Semantic SEO 2026: Content Configuration & Topical Map Mistakes w/ Germans Frolovs

    In this episode, Germans Frolovs (Head of SEO and founder of GF Marketing) explains how he got into SEO, adopted Koray’s semantic SEO framework and operationalized it by turning its core pillars: topical maps and content briefs into SOPs. He outlines how he decides when a query deserves a page or a heading using SERP-based clustering, index distinctness, search demand, topical authority, and ROI context, including when consolidation or splitting pages makes sense. Germans details a content optimization workflow driven by Google Search Console impressions and query groupings, competitor vocabulary gaps, entities, passage-level formatting, and featured snippet considerations, recommending updates every 6–9 months. We also discuss common topical map and content brief mistakes, challenges in regulated industries requiring heavy review processes, a fitness-site experiment, and using AI via custom GPTs and systems with humans-in-the-loop. Follow Ernesto Ortiz on Social Media: Linkedin: https://www.linkedin.com/in/ernesto-ortiz-seo-expert/ Youtube: https://www.youtube.com/channel/UCbhjjBiyM1RBS_GZcZx30gw Instagram: https://www.instagram.com/theernestoortiz/ X: https://x.com/Ernesto58395599 Follow Ernesto's SEO Agency, Structural SEO: Website: https://structuralseo.com/ Linkedin: https://www.linkedin.com/company/100778951/ Youtube: https://www.youtube.com/@UCmJc1vbm1UnC9ACMPMuVFQg X: https://x.com/StructuralSEO Follow Germans Frolovs: Personal website: https://germansfrolovs.com/ Linkedin: https://www.linkedin.com/in/germansfrolovs/ SEO for B2B SaaS Consultancy website: https://gfmarketing.co/

  • S1 · E6
    May 7 · 50 min

    Michael Nadalin: Full-Funnel Growth, Merchant Center Wins, and Real AI Use

    We talk about: - What Separates Growing Businesses From Those That Don't - Multi Channel Reality with an Enterprise Case Study - Meta Prospecting Vs Retargeting - Why Bid On Brand - Merchant Center For SEOs - Why Ads Teams Ignore It - Feed SEO For Shopping - Free Listings And SEO - LLMs As Formula Copilot - AI For Ads and SEO Reality Check Follow Ernesto Ortiz on Social Media: Linkedin: / ernesto-ortiz-seo-expert Youtube: / @ernestoortiz-seo Instagram: / theernestoortiz X: https://x.com/Ernesto58395599 Follow Ernesto's SEO Agency, Structural SEO: Website: https://structuralseo.com/ Linkedin: / 100778951 Youtube: / @structuralseo X: https://x.com/StructuralSEO Follow Michael Nadalin: Linkedin: / michaelnadalin Youtube: ‪@MarketLead‬ Michael's Google Ads Agency: https://www.marketlead.com.au/

  • S1 · E5
    May 3 · 52 min

    Jeremy Rivera: The Podcast Link Building Strategy You Can't Fake or Buy

    20 Years of SEO with Jeremy Rivera: What Changed, What Didn’t, and his Podcast Link Building Strategy You Can't Fake or Buy Jeremy Rivera discusses how SEO has shifted from a fringe tactic to a mainstream corporate budget line as Google became the dominant search engine, while the core fundamentals—site structure, content, and links—remain. He argues recent changes like Google’s Helpful Content Update were less about rewriting for “quality” and more about favoring real businesses with brand signals and authority, forcing many publishers to pivot to newsletters, subscriptions, and paid acquisition. Jeremy critiques declining search quality, the growth of paid SERP real estate, and rapid AI rollout, noting widespread overtrust in LLM outputs despite their probabilistic nature. He explains how AI has driven executive “shiny object” budgeting decisions. Finally, he outlines a podcast-based link-building approach that generates unique, trust-based links and a content engine for small businesses. Follow Ernesto Ortiz on Social Media: Linkedin: https://www.linkedin.com/in/ernesto-ortiz-seo-expert/ Youtube Channel: https://www.youtube.com/channel/UCbhjjBiyM1RBS_GZcZx30gw Instagram Profile: https://www.instagram.com/theernestoortiz/ X Profile: https://x.com/Ernesto58395599 Follow Ernesto's SEO Agency, Structural SEO: Webesite: https://structuralseo.com/ Linkedin: https://www.linkedin.com/company/100778951/ Youtube Channel: https://www.youtube.com/@UCmJc1vbm1UnC9ACMPMuVFQg X Profile: https://x.com/StructuralSEO Jeremy Rivera's: Linkedin: https://www.linkedin.com/in/jeremyriveraseo/ X Profile: https://x.com/JeremyRiveraSEO Youtube: https://www.youtube.com/@UC_2fXtRCq3z67WG14p8hYYg SEO podcast: https://unscriptedseo.com/ White Label Link Building Service: https://seoarcade.com/ SEO Consulting Services: https://jeremyriveraseo.com/

  • S1 · E4
    May 3 · 1 hr 44 min

    Semantic SEO for E‑commerce: Product Pages, Topical Maps & Popular Products with Pontus Vippelius

    Semantic SEO for E‑commerce: Product Pages, Topical Maps, Merchant Center & Popular Products with Pontus Vippelius & Ernesto Ortiz In this episode, Pontus Vippelius & Ernesto Ortiz explain how SEO evolved from keyword-only tactics to a semantic seo framework focused on increasing the chances of success. We discuss how semantic SEO applies to e-commerce by building entity–attribute structures across category and product pages, using scalable templates for large catalogs and deeper content for small DTC assortments. The discussion covers what to add to PDPs (attributes, FAQs, unique brand information, reviews), how AI Overviews and “popular products” can drive PDP visibility, and findings from a Swedish study showing review volume and solid ratings as key correlates for popular product inclusion. They also discuss Merchant Center/feed completeness, title conventions, navigation and crawl-trap prevention, competitor analysis by business priorities, and why product data and free listings may be central for AI-driven shopping discovery. Follow Ernesto Ortiz on Social Media: https://www.linkedin.com/in/ernesto-ortiz-seo-expert/ https://www.youtube.com/channel/UCbhjjBiyM1RBS_GZcZx30gw https://www.instagram.com/theernestoortiz/ Follow Ernesto's SEO Agency, Structural SEO: https://structuralseo.com/ https://www.linkedin.com/company/100778951/ https://www.youtube.com/@UCmJc1vbm1UnC9ACMPMuVFQg https://x.com/StructuralSEO Follow Pontus Vippelius: https://vippelius.com/ https://www.linkedin.com/in/pontuskarlssons/ https://x.com/pontusvippelius https://vippelius.se/ https://www.adrelevance.se/

  • S1 · E3
    May 3 · 1 hr 26 min

    Semantic SEO in 2026: Site Structure, Brand Signals, and Visual Semantics with Luis Salazar Jurado

    Semantic SEO in 2026: Site Structure, Brand Signals, and Visual Semantics with Luis Salazar Jurado Luis Salazar Jurado explains that semantic SEO is not dictionary meaning but structuring information so search engines and LLMs can understand pages faster and at lower “cost of retrieval,” creating an advantage over competitors with more content but worse structure. He contrasts old keyword-to-document SEO with today’s query-to-answer model, longer searches, multiple SERP interfaces, and AI layers, arguing SEO now requires holistic site, brand, and cross-platform consistency. They discuss entity disambiguation (e.g., a jewelry brand sharing a name with a butterfly), the importance of brand searches/mentions, and using targeted PR/ads and social profiles to drive “brand + product” searches (query augmentation). Salazar highlights visual semantics and UX details (H1 placement, e-commerce signals above the fold), warns about canonical confusion attacks, and suggests learning user language via real customer conversations and SERP patterns, while revisiting strategy regularly without changing URLs. Follow Ernesto Ortiz on Social Media: https://www.linkedin.com/in/ernesto-ortiz-seo-expert/ https://www.youtube.com/channel/UCbhjjBiyM1RBS_GZcZx30gw https://www.instagram.com/theernestoortiz/ Follow Ernesto's SEO Agency, Structural SEO: https://structuralseo.com/ https://www.linkedin.com/company/100778951/ https://www.youtube.com/@UCmJc1vbm1UnC9ACMPMuVFQg https://x.com/StructuralSEO Follow Luis Salazar Jurado: https://www.dailysemanticseo.com/ https://www.youtube.com/@luissalazarjurado-consulto5749 https://www.seotecnico.com/ https://www.linkedin.com/in/luis-salazar-jurado/

  • S1 · E2
    May 3 · 2 hr 1 min

    Pedro Dias: Ex Googler on How Google Evaluates Content & Spam

    Former Google Search Quality Engineer Pedro Dias on Spam, Manual Actions, and SEO Strategy in the AI Era Pedro Dias, a former Google Search Quality/spam-fighting team member explains how search quality work ranges from reviewing algorithmically flagged sites to investigating spam reports, link networks, and content farms, with decisions often made by committees and driven by market context and intent rather than single superficial factors. He describes clear spam signals like low-effort pages with heavy monetization, notes that techniques like cloaking can be legitimate depending on purpose (e.g., geolocation), and discusses how manual actions can be visible or silent, including cutting a site’s ability to pass PageRank. Dias outlines why Google prioritizes impactful spam, the tradeoffs in penalizing, and why SEO is fundamentally product and technical strategy focused on creating real value and aligning human and machine needs, including for AI retrieval, while cautioning against unchecked automation and overconfidence in AI-era measurement tools. Follow Ernesto Ortiz on Social Media: https://www.linkedin.com/in/ernesto-ortiz-seo-expert/ https://www.youtube.com/channel/UCbhjjBiyM1RBS_GZcZx30gw https://www.instagram.com/theernestoortiz/ Follow Ernesto's SEO Agency, Structural SEO: https://structuralseo.com/ https://www.linkedin.com/company/100778951/ https://www.youtube.com/@UCmJc1vbm1UnC9ACMPMuVFQg https://x.com/StructuralSEO Follow Pedro Dias: https://www.linkedin.com/in/pedrodias/ https://x.com/pedrodias https://theinference.io/ https://visively.com/

  • S1 · E1
    May 3 · 1 hr 40 min

    Pavel Klimakov: Content Strategies, Reading Users Minds, Human Effort

    Pavel Klimakov, a world class Semantic SEO Specialist, shares why keyword research is limiting, and how to build SEO around users, index signals, and visual semantics. In this interview, Pavel Klimakov (https://www.linkedin.com/in/pavel-klimakov/) joins Ernesto Ortiz (https://www.linkedin.com/in/ernesto-ortiz-seo-expert/) to discuss content strategies for new and existing websites, including: - Why old school SEO is very limiting - Keyword volume is a myth, search console is limited but the best information - How to find topics everyone else is missing - What content to write first - How to find the best opportunities looking at indices - How to know if a query deserves a page, a heading or a sentence - Different content strategies for new and existing websites - How to launch content for new and existing websites - Our observations on publishing frequency and momentum - Auditing existing websites process - Human effort and the value of design, interactive tools and presenting information in the best way possible - Google might have been right all along about: just focus on the user - Understanding true intent, the most important question you have to ask yourself - Content boundaries: when you're going to deep on a topic - Google’s increasing adoption of LLMs for ranking and retrieval - Future of the web Follow Ernesto Ortiz on Social Media: https://www.linkedin.com/in/ernesto-ortiz-seo-expert/ https://www.youtube.com/channel/UCbhjjBiyM1RBS_GZcZx30gw https://www.instagram.com/theernestoortiz/ Follow Ernesto's SEO Agency, Structural SEO: https://structuralseo.com/ https://www.linkedin.com/company/100778951/ https://www.youtube.com/@UCmJc1vbm1UnC9ACMPMuVFQg Follow Pavel Klimakov: https://www.linkedin.com/in/pavel-klimakov/ https://www.youtube.com/@UCsYe9dKTwDvNtXDZQhQ3zZQ

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