Katya & Dan

Digital Plumbing

Business EN ↓ 6 episodes

On the Digital Plumbing podcast, we are exploring all things digital marketing. We'll be chatting: websites, analytics, SEO, AI, and the infrastructure that actually makes digital strategy work. Our conversations are designed for small business owners, marketers, and anyone curious about the changing world of AI and digital marketing. Between the two of us, your hosts Dan Rickman and Katya Peterson, we’ve spent 20+ years working in digital marketing, website development, and client strategy. But the goal of this show isn’t to pretend we have all the answers, it's to ask better questions. Each...

Author

Katya & Dan

Episodes

Dan & Katya's Origin Stories 05.05.2026 13:13

Why Listen to Us? Meet the Faces Behind Digital Plumbing Ever wonder why we feel qualified to talk about marketing data, SEO, and "digital plumbing"? In this episode, Katya and Dan take a break from the technical deep dives to share their career backstories. From flunking out of engineering to coordinate TEDx talks and attending auctioneering school, our paths are anything but linear—and that’s ex...

Ep 5: Google Analytics 4 Tips & Tricks 28.04.2026 31:16

GA4 is free, powerful, and most businesses are barely scratching the surface of what’s possible. Here’s where to start. GA4 has been around for years now (crazy how time flies!!), but most businesses are missing the real power of the tool… that’s if they’ve even set it up correctly in the first place. In this episode, Dan and Katya break down Google Analytics 4 from the ground up: what it is, how...

Ep4: AI Context Engineering 21.04.2026 31:22

In this episode of Digital Plumbing , Dan and Katya break down how to stop generating "AI slop" and start producing high-quality content. They shift the focus from simple prompt engineering to context engineering , explaining why your personal anecdotes and brand voice are the only things that will keep your content relevant in an increasingly homogenized digital world. About This Episode Are you...

Ep3: Conversion Tracking with GTM and GA4 14.04.2026 25:27

At the heart of this episode, we discussed Conversion Tracking. A conversion is a tracked, measurable event that indicates if a website visitor has moved from browsing an interest to actual intent with your business, bringing them one step closer to actually doing business with you." In this episode, we break down the difference between a conversion and just... a click. We dig into why conversion...

Ep2: I have a Website, Now What? 07.04.2026 21:16

Why does a beautiful website sometimes fail to show up in search results? In this episode of the Digital Plumbing Podcast , Dan and Katya pull back the curtain on the "nitty-gritty" technical SEO elements that move the needle in 2026. From the origin story of the term "Digital Plumbing" to why your LLM (Large Language Model) might be ignoring your best content, we break down the actionable steps y...

Ep1: Do Websites Matter in the Age of AI 31.03.2026 25:09

In a world where AI is answering questions before anyone clicks a link, it’s fair to ask: do websites still matter in 2026? In this debut episode, Dan and Katya dig into that question and land on a resounding yes! But it’s not quite that simple. AI is changing how people search, how content gets surfaced, and who (or what) is reading your website. In this episode, we unpack what is actually changi...