Anthony Fedosenko is the host of Adsy Talks, where he sits down with leading voices in SEO, marketing, growth, and tech to explore what happens after visibility. His conversations go beyond tactics and trends, focusing on the decisions, systems, and ideas that turn traffic, authority, and brand presence into real business results.
Cyrus Shepard joined Adsy Talks to explore how SEO is changing as AI search, Google updates, and shifting user behavior reshape what it means to earn visibility. Founder of Zyppy and a longtime SEO researcher and consultant, Cyrus is known for evidence-based experiments and practical insights into rankings, content quality, links, brand signals, and the factors that help businesses stay discoverable across both traditional and AI-powered search.
๐คฏ You ranked number one. Got the click. User left in 5 seconds. So, did SEO actually work, or did you just pass the first stage of the test? In Episode 10 of Adsy Talks, Anthony sits down with Cyrus Shepard, founder of Zyppy SEO, AI & SEO strategist, to unpack what search is actually rewarding in 2026, and why rankings and clicks are no longer the finish line. โ Spoiler: Google doesn't need your content anymore. They built an infinite content machine called Gemini. In this episode, you'll unpack:
๐ Why Google has no idea what should rank number one โ and who decides instead
๐ค How AI overviews moved discovery and consideration away from your website
๐ฏ Why optimizing for click-through rate is actually hurting you
๐ What "winning the click but losing the visitor" looks like in your analytics
๐ The three-layer framework Google uses to evaluate every single page
๐ฅ Why 80% of informational sites won't survive the next 2-3 years
๐ง What Google's site quality patent reveals about branded search
๐ฌ Why authenticity and human opinion are becoming the most underrated SEO signal
๐ฎ Plus: Marketing Detector, a game where SEO myths meet brutal verdicts
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