Search with Josh Bachynski | The ethics of AI SEO, the new ranking factors & evidence-based marketing

Search with Josh Bachynski | The ethics of AI SEO, the new ranking factors & evidence-based marketing

From Search with Candour by Candour

July 6, 2026 · 1h 20m · Season 4 · Episode 78

About this episode

Josh Bachynski discusses the ethics of AI SEO and the importance of an evidence-based approach to marketing.

Host: Jack Chambers-Ward | https://www.linkedin.com/in/jlwchambers/ | He/him In this episode of Search with Candour, I’m joined by Josh Bachynski, CEO at Be Found Everywhere. With over 20 years of experience, Josh shares insights on ethical marketing and why an evidence-based approach to SEO is important for AI search optimisation. Topics discussed: Why AI Mode is the biggest change in search since 1998 How the ranking factors compare to the traditional 10 blue links Why marketers must adapt to AI or get left behind Why testing is so important in making strategic decisions Google’s definition of consensus and non-commodity content How to find trustworthy sources in SEO The difference between virtue signalling and truly ethical marketing Chapters 00:00 Introducing Josh Bachynski 01:16 Introduction 04:15 Why evidence-based SEO is so important 07:05 The new ranking factors for AI search 15:00 Google’s definition of consensus and E-E-A-T 18:18 The ethics of Google’s business model 23:07 Google Ads incentives 27:34 Learn to embrace AI and adapt 36:11 Defining ethical marketing 41:18 Truthful ethical marketing 42:12 Virtue signalling and positivity 43:28 Use AI for good 44:03 Google is…

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