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 here. More importantly, I'm telling you what to do instead. Every rant comes with actual, practical steps you can take. Real actions that get results, not theory that sounds clever but does bugger all for your rankings. "Do this, then do that, and you'll see movement." That's it. That's the format. You're running a B2B business or managing a B2B website. You've probably been burned by an SEO agency before. Maybe they took your money and delivered a fancy report full of words that meant absolutely nothing. Or they promised first page rankings and disappeared after six months of bugger all results. You're sick of reading blog posts that say nothing in 2000 words. You're tired of SEO "tips" that are either blindingly obvious or completely bizarre. You want someone to cut through the crap and tell you what actually matters for your business, not what works for some massive ecommerce site with a budget the size of a small country. You don't need a PhD in technical SEO. You need to know what's worth your time and what's complete bollocks. You need to know which tactics will actually bring in leads and which ones are just expensive ways to make yourself feel busy. That's what I'm here for. This isn't some sanitised, corporate-approved SEO podcast where everyone's lovely and we pretend all tactics are equally valid. They're not. Some are brilliant. Most are pointless. And some will actively fuck up your website while the "expert" who recommended them is off selling the same dodgy advice to the next poor sod. I swear. A lot. If that bothers you, there are plenty of other podcasts out there with hosts who never offend anyone. Go find them. They're very nice. They're also very boring. This also isn't a podcast that assumes you're stupid. You're not. You're just busy running a business and don't have time to decode the latest algorithm update or work out which SEO tactic is legitimate and which one's complete fantasy. Fifteen minutes. One topic. I'll tell you what's pissing me off this week in the SEO industry, why it matters to your website, and what you should actually do about it. Then I'm done. You can get back to running your business. New episodes drop weekly, because the SEO industry creates fresh bullshit faster than I can rant about it. Subscribe wherever you listen to podcasts so you don't miss the next time some gooroo invents a new problem to sell you the solution to. Welcome to SEO F**king What? Let's fix your website.
Pitch Analysis
Required Pod Score for this show. PitchCentric checks your profile against host openness, topical fit, and audience signals before you generate a pitch.
Contact path
Verified email
Booking probability
31%
Guest openness
Selective
Verified email on file
80/100
Required Score
Sign up to generate a grounded pitch for SEO F**king What - Get Found on Google and make money from your website with practical SEO tips.
What is SEO F**king What - Get Found on Google and make money from your website with practical SEO tips?
SEO F**king What - Get Found on Google and make money from your website with practical SEO tips is a business podcast hosted by Unknown Host, with 0 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.
About the host
Unknown Host hosts SEO F**king What - Get Found on Google and make money from your website with practical SEO tips, a business show with 0 episodes published.
Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.
Episode #37
Handle Your Reviews Legally (Or Risk a £300,000 Fine)
Aug 16, 202613 minS1
You know that email you send after a job — the one that says "leave us a Google review and get 10% off"? In this country, that might now be illegal. Not "Google's a bit annoyed with you" illegal. Actually illegal, with a fine on the end of 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 the SEO industry has completely missed. Everyone spent July losing their minds over one line Google added to its review snippet documentation. It's a documentation update. It isn't the story. The story is a British law that came in over a year ago and that almost nobody in this industry has mentioned, because most of what you read about SEO is written by Americans about America. Here's what I'm covering: — What Google actually added on the 24th of July, and why where they put that line matters more than what it says — Why fake reviews have been illegal in the UK since April 2025 — not against the rules, not frowned upon, illegal — Why the CMA no longer needs to take you to court, and can investigate, decide and fine you all by itself — The numbers: up to £300,000 for the business, and up to £150,000 for the actual human who set it up — Why "leave a review, get 10% off" is perfectly legal right up until the moment nobody reading it can see the discount existed — Review gating, which loads of review software does by default and sells to you as a feature — Your staff, your mates, your mum, and that untraceable "JS, Manchester" testimonial sat on your homepage — Eight ways to get reviews properly, including the one that changes everything and almost nobody bothers with I also give you a proper piece of homework. Not the "might do that one day" kind. The do-it-before-your-coffee-goes-cold kind. If you know someone still running "review for a discount" campaigns, or using software that quietly filters out the unhappy customers before they ever reach Google, send them this. It might save them a very expensive letter. Get found. Make money. Stop stressing. And go and ask a customer for a review — properly. Links mentioned: Non-Wanky SEO Courses — the On-Page SEO toolkit is completely free right now: https://nonwankyseo.com The CMA's own fake reviews guidance (free, and worth twenty minutes of your life): https://assets.publishing.service.gov.uk/media/67eeb64fe9c76fa33048c790/CMA208_-_Fake_reviews_guidance.pdf Google's review snippet documentation: https://developers.google.com/search/docs/appearance/structured-data/review-snippet How to get your short Google review link: https://support.google.com/business/answer/16816815 The Digital Markets, Competition and Consumers Act 2024: https://www.legislation.gov.uk/ukpga/2024/13 Follow Nikki: LinkedIn: https://www.linkedin.com/in/nikkipilkington/ Instagram: https://www.instagram.com/nikkipilkington/ Bluesky: https://bsky.app/profile/nikkipilkington.bsky.social Mentioned in this episode: ICN Network
There Is No AI Content Penalty. Here's What Actually Ranks
Aug 9, 202616 min
Every month, roughly 970 agencies turn the same three news stories into a LinkedIn post saying "this changes everything, book a call". It almost never changes anything. So here's the news, and here's what it actually means for you. Hi, I'm Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of "SEO F**king What", I'm trying something new — a monthly news roundup. Three stories: what happened, what the LinkedIn gurus say it means, and what it actually means for a business with fewer than 10 staff and a website that gets 400 visits a month. Most months the honest answer will be "this changes fuck all for you, carry on", and I'd rather tell you that than invent a crisis. Here's what I'm covering: — Ahrefs studied 331,000 pages to find out if Google hates AI content, and what they actually found (54.7% of top-ranking pages are under 20% AI) — Why there is no AI penalty, and why the two camps screaming about this study are both wrong in exactly the same way — Why heavily AI-generated pages really do perform worse, and why it has nothing whatsoever to do with the tool — The rule underneath all of it: you can't judge writing about your industry unless you already know your industry — Why you should not run your own website through an AI detector this week (I've been flagged as a robot, and I can promise you I'm not) — Search Console now reports on your social posts — what it genuinely is, and why "the dawn of social SEO" is nonsense — Why the four platforms Google picked are completely arse about face for a B2B service business — AI Overviews on 43% of searches, why there's no such thing as separate "AI SEO", and why your traffic can drop while your visibility improves I also give you a proper piece of homework. Three jobs, 20 minutes total. Not the "might do that one day" kind — the actual do-it-this-week kind, including the cheapest AI visibility tracking on Earth. If you know someone who's about to panic-rewrite forty pages because a detector gave them a scary number, send them this. It'll save them a fortnight. Get found. Make money. Stop stressing. And if anybody tries to sell you an AI detector this month, tell them Nikki said no. Links mentioned: Non-Wanky SEO Courses (On-Page toolkit free right now): https://nonwankyseo.com The Ahrefs study — "Google Doesn't Punish AI Content; It Punishes Bad Content": https://ahrefs.com/blog/google-doesnt-punish-ai-content/ Google Search Console: https://search.google.com/search-console TechCrunch on the Similarweb AI Overviews data: https://techcrunch.com/2026/07/27/googles-ai-search-is-rapidly-becoming-the-default-new-data-shows/ The episode on why ranking number one is useless: https://seofuckingwhatpodcast.co.uk/episode/ranking-number-1-on-google-is-useless-ffs-let-me-explain Follow Nikki: LinkedIn: https://www.linkedin.com/in/nikkipilkington/ Instagram: https://www.instagram.com/nikkipilkington/ Bluesky: https://bsky.app/profile/nikkipilkington.bsky.social
Why Good SEO Means Ignoring Content 'Advice' From Business Coaches
Aug 2, 202616 min
The business coach told you to stop giving your knowledge away for free. That advice is keeping your website invisible, and I'm about to explain exactly how. Hi, I'm Nikki Pilkington . My site is https://nikki-pilkington.com/ and in this episode of "SEO F**king What", I'm coming for the business coaches — specifically the ones telling you that publishing your best stuff for free trains people to do it themselves and costs you work. It's bollocks. Absolute cast-iron, weapons-grade bollocks. And the funniest part is that they're delivering that bollocks to you via free LinkedIn posts, free newsletters and free webinars, because they want you to buy their expensive thing. Here's what I'm covering: — The bit nobody says out loud: everyone telling you free content devalues your expertise is telling you that in free content — What "don't give away your best stuff" actually means in practice — publish things that look clever but can't be acted on — and why that's much worse advice — Why Google has nothing to rank when your site is four pages of "bespoke solutions tailored to your client's unique requirements" — Why the person who reads your guide and does it themselves was never going to hire you in the first place — How free content does your lead qualifying for you, and why the alternative is a market that competes on price alone — The line between free resources and free labour, and why "free SEO audits" sit firmly on the wrong side of it — Why nobody has ever read a recipe and become a chef I also give you a proper piece of homework. Four jobs, actually. Not the "might do that one day" kind. The actual do-it-this-week kind, starting with one page that will probably outrank your services page inside a couple of months. If you know someone who's been told to keep their expertise to themselves and can't work out why their website is invisible, send them this. It might be the thing that finally makes it click. Get found. Make money. Stop stressing. Give your shit away. Links mentioned: Non-Wanky SEO Courses (free at the moment): https://nonwankyseo.com Episode 33 — The Truth About "Free" SEO Audits (Don't Get Conned): https://seofuckingwhatpodcast.co.uk/episode/the-truth-about-free-seo-audits-dont-get-conned Holly Christie , Websites Made Simple: https://websitesmadesimple.co.uk/ Follow Nikki: LinkedIn: https://www.linkedin.com/in/nikkipilkington/ Instagram: https://www.instagram.com/nikkipilkington/ Bluesky: https://bsky.app/profile/nikkipilkington.bsky.social Mentioned in this episode: ICN Network
The SEO Industry is Fu... errrmmm... Eating its Own Future
Jul 26, 202615 min
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 yourself The difference between operating a tool and having actual judgment — and why only one of those survives contact with a messy real website Why the same skills gap is opening up in copywriting, not just SEO Where the "it's just a calculator" argument for AI falls apart if you don't understand the maths What happens to the industry in three years' time when a whole generation skips the learning stage Four 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.com Sitebulb (Jo Furnival's website crawler): https://sitebulb.com Follow Nikki: LinkedIn: https://www.linkedin.com/in/nikkipilkington/ Instagram: https://www.instagram.com/nikkipilkington/ Bluesky: https://bsky.app/profile/nikkipilkington.bsky.social Mentioned in this episode: ICN Network
The Truth About "Free" SEO Audits (Don't Get Conned)
Jul 19, 202615 min
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 for I 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.com Related 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
Every question we get asked before someone starts their trial.
If you have a concern about deliverability, AI quality, data privacy, or whether this will actually work for your specific situation, it's probably answered below.
What is the difference between Founder Solo and Founder Pro?
Founder Solo gives you 50 AI pitches per month using the credit model (Standard pitches cost 1 credit, Enriched pitches cost 2). Founder Pro raises that to 200 credits per month and adds full Booking Probability access, unlimited Magic Match, Apollo enrichment credits, and data export capabilities. Both plans use the same credit system, so you can stretch your monthly budget further by using Standard-mode drafting.
How do agency tiers work?
Agency tiers have no base fee. You pay per managed client and per talent profile. Agency Standard is $199 per client per month; Agency Pro is $399 per client per month. Both add $39 per talent profile per month. Your own team's user seats are always free.
What is a talent profile?
A talent profile represents one person (founder, executive, or spokesperson) you are booking onto podcasts. It includes their bio, topics, headshots, and outreach history. Team plans include 5 profiles; agency plans are pay-as-you-go.
Can I switch plans later?
Yes, at any time. Upgrades take effect immediately; downgrades apply at the end of the current billing period. Contact support if you need help migrating between plan families.
Do you offer a free trial?
Every paid plan includes a 15-day free trial. Your card is saved at signup but you will not be charged until day 16. Cancel any time from your dashboard.
What happens if I cancel?
You keep access until the end of your current billing period. No charges after that. Your data is retained for 30 days in case you reactivate.
Is the 20% annual discount automatic?
Yes. Select Annual on the pricing toggle and the discounted price is applied automatically at checkout. The annual price shown is the full year cost.
What if I have more than 50 profiles or 20 clients?
That is our Enterprise tier. Contact our sales team and we will build a custom plan with volume pricing, a dedicated account manager, and SLA guarantees.
