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SEO F**king What - Get Found on Google and make money from your website with practical SEO tips: Daily Summaries Delivered
by Nikki Pilkington
This podcast exists because you deserve better than the SEO bollocks currently being sold to you. Every week, I'll give you 10-15 minutes of straight talk about SEO. Practical advice that actually works for B2B websites trying to get found on Google/search and make money. The kind of stuff that's been proven over years, not dreamed up last Tuesday by some LinkedIn tosspot. Real SEO from someone who's been doing this since dial-up was considered fast. I'll tell you what works, what's complete nonsense, and which tactics will get your website buried faster than you can say "guaranteed first page rankings." I'm calling out the bullshitters. The agencies promising the world and delivering fuck all. The LinkedIn gooroos flogging courses about things that don't actually exist. The AI SEO "hacks" destroying perfectly good websites. The expensive tools you don't need. The "experts" who learned SEO from a YouTube video three months ago. If someone's talking bollocks about SEO, you'll hear about it.
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- 4 days ago15 min
The SEO Industry is Fu... errrmmm... Eating its Own Future
I'm going to say something that's going to piss off anyone currently building their entire SEO career on AI prompts: if you've never done the boring stuff manually, you can't tell when the AI is lying to you. There. I said it.Hi, I'm Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of "SEO F**king What", I'm talking about the thing that's actually keeping me up at night — not a Google update, not a dodgy agency tactic, but a slow-motion skills crisis the SEO industry is bringing entirely on itself.It started with a LinkedIn post from the brilliant Jo Furnival at Sitebulb, about junior SEOs feeling like they're falling behind because they're not building elaborate AI workflows. She's right that the boring work still wins. But it got me thinking about something bigger: a whole generation of SEOs and copywriters are being handed AI tools before they've ever learned how any of this actually works — and that's a problem for all of us, not just them.Here's what I'm covering:Why you can't judge whether an AI's SEO advice is right or catastrophically wrong until you've done the work yourselfThe difference between operating a tool and having actual judgment — and why only one of those survives contact with a messy real websiteWhy the same skills gap is opening up in copywriting, not just SEOWhere the "it's just a calculator" argument for AI falls apart if you don't understand the mathsWhat happens to the industry in three years' time when a whole generation skips the learning stageFour practical things to do right now if you're early in your career (or managing someone who is)And yes, there's homework. Not the "might get round to it one day" kind — the pick-one-thing-and-learn-it-properly-this-week kind. I walk you through exactly what to do in the episode.If you're managing a junior SEO, or you are one, and you've been handed a stack of AI tools with no actual training — send them this. It might be the thing that stops a very expensive skills gap from becoming their problem in three years' time.Get found. Make money. And for the love of all that is holy, learn the fucking basics before you let the AI do the thinking for you.Links mentioned:Non-Wanky SEO Toolkit (free for now, usually £200): https://nonwankyseo.comSitebulb (Jo Furnival's website crawler): https://sitebulb.comFollow Nikki:LinkedIn: https://www.linkedin.com/in/nikkipilkington/Instagram: https://www.instagram.com/nikkipilkington/Bluesky: https://bsky.app/profile/nikkipilkington.bsky.socialMentioned in this episode:ICN Network
- 1 weeks ago15 min
The Truth About "Free" SEO Audits (Don't Get Conned)
That free SEO audit is not free. It's a sales pitch with a spreadsheet on top. It took them 20 minutes, and it's about to cost you a whole lot more. There. I said it.Hi, I'm Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of "SEO F**king What", I'm pulling apart one of the sneakiest tricks in the industry — the "free SEO audit" that lands in your inbox looking like a favour and is actually a lead-generation funnel with your URL on the cover. Most of them aren't audits at all. They're crawl reports with branding on top, engineered to scare you into signing a contract before you've had time to think.Here's what I'm covering: — Why most "free SEO audits" are lead-gen tools in disguise, not audits — How a 10-minute crawl gets dressed up in red and orange to look like a catastrophe — Why every website "fails" a crawl — and why that's completely normal — The manufactured urgency trick, and why an agency that's never spoken to you can't possibly know if Google is penalising you — What a genuine free audit actually contains: full disclosure, what's working, prioritised fixes and zero panic — The three questions to run every free audit through before you take it seriously — Why the free audit is their best foot forward, and what that tells you about the work you'd pay forI also give you a proper piece of homework. Not the "might do that one day" kind. The actual do-it-this-week kind.If you know someone sitting on a scary-looking "free audit" PDF, wondering whether to panic and sign, send them this. It might save them thousands.Get found. Make money. Stop stressing. And stop falling for a sales pitch dressed up as a service.Links mentioned: Non-Wanky SEO Course: https://nonwankyseo.comRelated listening — Episode 9 (the agency red flags you should be running from) and Episode 15 (the paid audit that cost a client thousands and still missed the basics)Follow Nikki: LinkedIn: https://www.linkedin.com/in/nikkipilkington/Instagram: https://www.instagram.com/nikkipilkington/ Bluesky: https://bsky.app/profile/nikkipilkington.bsky.social
- 2 weeks ago14 min
SEO's Keyword Assumption Problem (What customers actually search vs what you think they search)
You've spent hours optimising your website for phrases that literally nobody types into Google. And I can prove it. There. I said it.Hi, I'm Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of "SEO F**king What", I'm tackling the single most expensive assumption you're making about your own business: that you know what your customers search for. You almost certainly don't — and that gap between how you describe your business and how your customers actually find you is exactly where your leads are disappearing.Here's what I'm covering: — Why the keyword list you'd write off the top of your head is almost completely useless — The difference between industry language and how customers actually search (problems, questions, and panic) — Why you're too close to your own business to see it the way a stranger does — it's proximity, not stupidity — Why answering early, "beginning of the journey" questions is uncontested territory while everyone else fights over the expensive decision phrases — How to stop being precious about phrases that don't "perfectly describe" your services — Free ways to find what people really type: Google autocomplete, People Also Ask, and related searchesI also give you a proper piece of homework. Not the "might do that one day" kind. The actual do-it-this-week kind. It takes 20 minutes, costs nothing, and will make you swear a bit.If you know someone obsessing over ranking for their fancy industry job title and wondering why the enquiries aren't coming, send them this. It might save them six months of guessing.Get found. Make money. Stop stressing. Start giving a shit about your readers.Links mentioned: Non-Wanky SEO Courses: https://nonwankyseo.com Ahrefs Free Keyword Generator: https://ahrefs.com/keyword-generator Also Asked: https://alsoasked.com/?via=nikki-pilkington (aff link) Google's People Also Ask: Just search for anything on Google and look for the expandable questionsFollow Nikki: LinkedIn: https://www.linkedin.com/in/nikkipilkington/ Instagram: https://www.instagram.com/nikkipilkington/ Bluesky: https://bsky.app/profile/nikkipilkington.bsky.socialMentioned in this episode:ICN Network
- 3 weeks ago14 min
Why Your SEO Might Not Be the Problem
You're paying for SEO and not getting the results you want. Before you sack your SEO — ask yourself: are you the problem?Hi, I'm Nikki Pilkington and in this episode of SEO Fucking What podcast I'm flipping the usual script. Instead of calling out dodgy agencies and cowboy SEOs, I'm looking at the other side of the relationship: the client. Because sometimes good SEO work goes completely to waste, and it's got nothing to do with the person doing the work.I'll walk you through the seven habits that make you a dream SEO client — from telling your SEO what your business actually does, to giving real feedback instead of "looks good, thanks," to the single most important one: telling your SEO every single time anyone touches your website. She finishes with one concrete piece of homework you can do this week to immediately improve results.Whether you already work with an SEO or you're about to hire one, this is the stuff nobody tells you — and fixing it costs you nothing.Want to understand the SEO side yourself so you can spot when you're being fobbed off? The Non-Wanky SEO course is at nonwankyseo.com .Follow SEO Fucking What wherever you're listening so you don't miss the next episode.And if you know a business owner frustrated that their SEO isn't working — send them this one.Links mentionedNon-Wanky On-Page SEO courseMentioned in this episode:ICN Network
- Jun 28, 202621 min
I'm Proving SEO Isn't Dead - And Giving You Two Underused Strategies
SEO has been declared dead at least fifteen times since 1995. Fifteen. And it's still here.In this episode I'm going back to the very beginning - 1993, 670 websites, celebrity names stuffed into meta keywords by people who genuinely believed all traffic is good traffic, the whole sorry mess - and walking you through every major "SEO is dead" moment in history, who caused it, who got destroyed by it, and what actually survived.Because if you understand the pattern, you stop panicking every time a LinkedIn guru announces the next thing that's going to kill search.Spoiler: it won't. It never does.What I cover in this episodeWhere SEO started - and how quickly people started gaming it. White text on white backgrounds. Doorway pages. Keyword stuffing so aggressive it'd make your eyes water.Google's arrival in 1998 and the first proper "SEO is dead" panic - and how the industry responded by inventing link farms and article spinning. Same instinct, worse content.The Florida Update in 2003 - like a smaller scale Panda and Penguin, but no less devastating for the businesses it wiped out overnight.Panda (2011), Penguin (2012), Hummingbird (2013), Mobilegeddon (2015), and E-A-T - each one prompted a fresh round of death announcements, each one turned out to be wrong.The AI content flood of 2022 onwards, and why pumping out AI slop was always going to end the same way as every other shortcut before it.The actual search market share data from Q4 2025 via SparkToro: Google at 73.7%, ChatGPT at 2.86%. Yes, 2.86%. Let that sink in next time someone tells you to abandon your Google strategy.And three things that have worked since 1998, survived every update, and will still be working long after the next death announcement hits your feed.Links mentionedHow to use LinkedIn Articles for SEO Non-Wanky On-Page SEO courseSubscribe and shareIf this episode made you roll your eyes at the next "SEO is dead" LinkedIn post - good. That was the point. Make sure you click follow or subscribe in whatever platform you enjoy this in, to ensure you never miss another one.Mentioned in this episode:ICN Network
- Jun 14, 202614 min
Why Your Blog Post Isn’t Working and How to Fix It FAST
Hi, I’m Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of “SEO F**king What” I focus on the harsh reality many business owners face: pouring hours into writing blog posts only to see:No resultsNo trafficNo engagementA talk about solid SEO foundations, not just good writing, to ensure blog content gets found and drives results. Some common mistakes include; clever but unsearchable titles, missing metadata, weak or absent internal links, and lack of clear calls to action—that hold back otherwise strong content from ranking on Google.You'll get a practical, no-nonsense SEO checklist to transform your blog post process, boost visibility, and finally see your efforts pay off.📍REMEMBER:Ditch clever titles for clear, searchable onesDon’t skip the basics—metadata mattersStructure and internal links are your secret weaponFollow Me:LinkedIn: https://www.linkedin.com/in/nikkipilkington/Instagram: https://www.instagram.com/nikkipilkington/Bluesky: https://bsky.app/profile/nikkipilkington.bsky.social
- Jun 7, 202617 min
Why Your AI Website Looks Great But Fails at SEO (AI Sites Series Pt 3)
Hi, I’m Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of “SEO F**king What” (the third and final part of the AI Website series) I pull back the curtain on why so many AI-built websites may look perfect on the surface yet fail spectacularly when it comes to SEO.Drawing on 30 years of search experience and a recent audit of five B2B AI-generated sites, I explore the hidden problems lurking in headings, meta titles, robots.txt, sitemaps, schema, site performance, and trust signals—issues that even non-AI sites can suffer from if you don’t know to look!Whether you built your site with AI or not, this episode is packed with practical advice for anyone wanting to get found and make money online. Listen in to find out what’s really going wrong beneath the gloss and how you can fix it.I cover these things, and more:Issues with homepage H1sWebsite SEO and sitemap issuesCommon schema issues on websitesIdentifying site publication issuesImportance of a human SEO auditFollow Nikki:LinkedIn: https://www.linkedin.com/in/nikkipilkington/Instagram: https://www.instagram.com/nikkipilkington/Bluesky: https://bsky.app/profile/nikkipilkington.bsky.social
- May 31, 20266 min
"Dangerous Dave" and the SEO Insights Trap
“Dave has half a story, no context, and excellent confidence. That’s what makes him dangerous.”Hi, I’m Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of “SEO F**king What”, I’m talking about one of the most common and most exhausting problems in SEO — and it’s not algorithm updates, and it’s not technical debt. It’s Dave.Dave means well. That’s the thing. He just went to a two-day digital marketing conference in Birmingham, sat through a keynote about AI search, and now he’s forwarding you articles at 9:00 PM on a Tuesday with a subject line, “Have you seen this?” You have. You saw it six months ago.Here’s what I’m covering:Who Dave is — and why he takes so many different forms in your businessWhy Dave usually gets it wrong, and why that’s not entirely his faultThe problem with conference keynotes, cheap SEO tools, and LinkedIn engagement baitWhy dismissing Dave outright is the worst possible strategyHow to create a process for handling Dave that actually protects your SEO strategyWhen to take Dave seriously — because sometimes, he’s onto somethingIf you’ve got a Dave in your orbit right now — a sceptical stakeholder, a conflicting tool, a partner’s contact with strong opinions — send them this episode. It might save everyone a pointless meeting.Get found. Make money. Stop stressing. Get yourself a Nikki, not a Dave.Links mentioned:Non-Wanky SEO Courses: https://nonwankyseo.comFollow Nikki:LinkedIn: https://www.linkedin.com/in/nikkipilkington/Instagram: https://www.instagram.com/nikkipilkington/Bluesky: https://bsky.app/profile/nikkipilkington.bsky.socialMentioned in this episode:Join our blogging masterclassBlogging Masterclass
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About SEO F**king What - Get Found on Google and make money from your website with practical SEO tips
This podcast exists because you deserve better than the SEO bollocks currently being sold to you. Every week, I'll give you 10-15 minutes of straight talk about SEO. Practical advice that actually works for B2B websites trying to get found on Google/search and make money. The kind of stuff that's been proven over years, not dreamed up last Tuesday by some LinkedIn tosspot. Real SEO from someone who's been doing this since dial-up was considered fast. I'll tell you what works, what's complete nonsense, and which tactics will get your website buried faster than you can say "guaranteed first page rankings." I'm calling out the bullshitters. The agencies promising the world and delivering fuck all. The LinkedIn gooroos flogging courses about things that don't actually exist. The AI SEO "hacks" destroying perfectly good websites. The expensive tools you don't need. The "experts" who learned SEO from a YouTube video three months ago. If someone's talking bollocks about SEO, you'll hear about it.
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