The Rankable Podcast

Topic Maturity, Information Gain, and Search Intent

Featuring Bernard Huang

In episode 124, we’re joined by Bernard Huang of Clearscope to dissect the evolving landscape of search and AI.

Bernard chats with us about the past year’s developments in search and weighs in on whether Google is finally mastering search results.

We also discuss his predictions for Google’s Search Generative Experience, whether search will become fragmented in the years to come, and Bernard shares some deep insights around information gain.

Episode Time Stamps

  • [0:00] Intro

  • [1:38] The Past Year in Search and AI

  • [4:21] Is Google Starting to Get Search Results Right?

  • [11:58] Query Expansion vs Information Gain

  • [18:25] Query Diversification

  • [21:57] Predictions for Google’s Search Generative Experience

  • [28:03] Will Search be Fragmented in the Future?

  • [34:00] Rapid Fire Rankings

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This Week's guests

Bernard Huang

Title: Co-Founder

Company: Clearscope

Bio: Bernard is the co-founder at Clearscope, the content intelligence platform that serves thousands of companies including Adobe, HubSpot, Conde Nast, and more. In the past, Bernard was the SEO consultant behind leading brands like DoorDash, AllTrails, Strava, and Compass.


Top 3 of anything:  

  • Rare Steak

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Rank your best SEO marketing win:

We did a Food Crawl at SXSW. We ended up getting over 23,000 RSVPs.

It got so big that SXSW made it an official food crawl in partnership with the festival.

Rank your top 3 SEO tools:  

Rank your best SEO or trick or tactic:

Understand the searcher intent. Make sure your title tag matches the tags for the query, and make sure you’re above the fold experience answers the question as quickly as possible.

Rank what you love most about the SEO industry:

It’s constantly changing.

Rank your top 1-3 marketers:

Rank your best SEO learning resource:

Clearscope Webinars.

Rank your top cause or charity:

Women In Tech SEO

Host: Garrett Sussman

Title: Demand Generation Manager

Garrett loves SEO like the 90s loves slap bracelets.

Each week he interviews the most interesting people in the world (of SEO). When he’s not crafting content, he’s scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.

Get insights, stories, and strategies from a range of practitioners and executives leading the charge in SEO.

Enjoy this podcast? Check out Garrett’s video show round-up of everything search engine optimization: The SEO Weekly

Aaron Johnson

Considering AI Content?

AI generative content has gone mainstream.

Discover what that means for your business and why AI generation can be your competitive advantage in the world of content and SEO.