Search Theory
What's The Theory?
What's the theory is an exciting new SEO podcast that explores the theories and myths surrounding the search industry's tactics, trends, algorithmic changes and AI. Think of us like the myth busters, but for SEO. Your hosts aren't Adam Savage and Jamie Hyneman though, so you'll have to make do with David Vernon and Sara Kavanagh, the co-founders of Search Theory with a combined experience spanning decades. David and Sara have worked with brands like Berghaus, Kickers, Mitre, Lloyds Banking Group, Speedo, Yamaha and JD Sports Group. It's fair to say they've got a bit of skin in the game. Want u...
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Épisodes
Is The Rise In Young Leadership A Good Thing? 02.07.2026 40:12
Is the rise in young leadership a good thing? David and Sara share their experiences with dealing with leadership challenges early in their career.
Is Paid Media Impacted By AI? 09.06.2026 35:56
Everybody is talking about AI taking over the digital advertising world right now. But is it actually optimising your paid media, or is it just creating a silent black hole for your hard-earned ad spend? In this episode of What's the Theory? , we’re pulling back the curtain on how AI is quietly rewriting the rules of PPC and Paid Social. While the organic search world faces highly visible disrupti...
Can Claude Really Run Your SEO? 29.05.2026 33:36
Everybody is screaming about AI taking over the search world right now. But is it actually fixing SEO, or is it just breaking the internet? In this episode of What's The Theory , we’re pulling back the curtain on the massive AI hype machine. Look, tools like ChatGPT are great for brainstorming, but relying purely on bots to build your search strategy is a shortcut to disaster. We’re diving into th...
Is BrightonSEO All It's Hyped Up To Be? 19.05.2026 46:12
What The Theory? Episode 1: The Truth Behind Brighton SEO & The GEO Myth Search Theory Co-Founders David Vernon and Sarah Kavanagh pull back the curtain on the latest industry trends from Brighton SEO, exposing why the heavily marketed concept of GEO (Generative Experience Optimisation) is mostly a sales gimmick. They reveal the real reason behind mysterious organic traffic drops, the changing...
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