Marshall is a rare voice in the SEO industry. He combines 20 years of experience doing SEO at sites like The New York Times and, while continuing to work hands-on with SEO with some of the world’s biggest publishers and enterprise sites.

I hit Marshall with all the burning SEO questions I thought YOU the listener would want answers to. You’ll hear his distinctive take on losing AdWords Search Volume, AMP, Penguin – and TONS more.

And for the first half of the show, he shares his tips for dealing with “Dark Traffic” – a topic that mysteriously, not many people are talking about.


And don’t forget to subscribe to iTunes!




“I’ve been consulting since 1997.”

“We’re a boutique outfit working with enterprise-level SEO.”

Dark Traffic

  • “We are leaving traffic on the table that we should be getting credit for.”
  • “We’ve seen the problem at all levels (small to enterprise sites).”
  • “The first step to all of this is to involve your analytics team.”

302s vs 301s

  • “It’s interesting how we let Google force feed us information.”
  • Domain Longevity

Adwords Keyword Tool

  • “We don’t need to know what’s trending.”
  • Gap Analysis


  • “It doesn’t surprise me that Google knows where the bad parts of the neighborhood are.”
  • “When Google announces something, it’s likely it’s been running for 60 to 90 days.”


  • “The traffic that it’s been delivering has been substantial.”
  • “I still think we’ll be talking about AMP next year.”
  • “Over the last 3 months, about 13% of mobile traffic has been AMP related…”

Google News

  • Fact Check Label
  • “It feels like flavor-of-the-month issue inspired by the elections.”

NY Times Archives

About Dan Shure

Hi! I'm Dan Shure. I write all of the posts and host all of the podcast episodes you'll find on the Evolving SEO blog. Say hello on Twitter @dan_shure!


  • February 26, 2017 Reply


    Note to self, use 301 just recently used 302 seemed to work ok, but it was 100 pages not a million.

    HTTPS may not increase rankings, but its a really good idea for several reasons. HTTPS and HTTPS go hand and hand. HTTP2 is proven to be faster, that will increase rank.

    I refuse to use to AMP, google is not my programming baby sister. If you design your sites right they will be just as fast/faster then AMP, unfortunately so many web developers use templates, page builders, plugins and have 10+ tracking scripts, etc ,etc. Makes that internet a worst place, you people almost do need a baby sister : )

    Thinking if anyone see rank increases using AMP you should probably of paid attention to how slow your site was before.

    SEO is not dead.

    Really enjoyed the show, thanks.

    • February 27, 2017 Reply

      Dan Shure

      Thanks! I like that you’e putting your notes right in the comments, I’m sure other readers will find that useful 🙂

  • February 27, 2017 Reply


    You hook me up with an hour of free information, I can give a little back too, help start the engagement your after. Trust me on setting up Disqus.

    • February 27, 2017 Reply

      Dan Shure

      Yes, I believe it! I have to do that and move to HTTPS 🙂

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