Episode: Unscripted SEO Podcast Host: Jeremy Rivera - Unscripted Podcast Guest: Chris Turnbull, Founder of Catalyst Marketing Duration: ~45 minutes

Episode Description
Join Jeremy Rivera as he sits down with Chris Turnbull, founder of Catalyst Marketing, for an unfiltered discussion about how SEO has evolved over the past 13 years. From Google's monopolistic behavior to the rise of AI overviews, this conversation explores why local SEO has remained surprisingly stable while broader search continues to fragment across multiple platforms.
Chris shares insights from his journey from apprentice SEO to agency founder, specializing in performance marketing for local service businesses. The duo dives deep into the breakdown of traditional content marketing, the rise of user-generated content, and why Reddit posts now carry the same weight as backlinks from 2015.

Key Topics Covered
The Google Monopoly & Search Evolution

How Google evolved from "organizing the world's data" to "being the world's data"
The enshitification of search results and AI overview accuracy issues
Why we've become "beta testers" for tech corporations
The removal of search liaison positions and lack of feedback loops

Local SEO: What's Changed vs. What Hasn't

Why local SEO fundamentals from 2008 still work today
The continued importance of Google Business Profile, citations, and reviews
How LLMs heavily weight reviews and local mentions
Digital PR as the evolution of community involvement

The Content Creation Paradox

Google's contradictory demand to "create content for humans" while using bots to consume it
The problem of trillion duplicate articles from marketing agencies
How algorithm updates have created unsustainable content cycles
The information contamination problem with...

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