▶  technical seo · S4E97 · · October 13, 2025

How Indeed Uses Machine Learning to Power Programmatic SEO at Scale with Chris Reynolds

Guest: Chris Reynolds, Sr. Director of SEO at Redfin
Hosts: Jon Clark & Joe DeVita

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ABOUT THIS EPISODE

We sit down with Chris Reynolds, SEO Director at Indeed and former SEO leader at eBay, to unpack how massive enterprise websites manage SEO at scale.

Chris dives into:

  • Leveraging machine learning for indexability decisions
  • The trade-offs between internal linking and XML sitemaps
  • How Google’s indexing API and Google for Jobs are changing the SEO game
  • What happens when LLMs become your discovery layer, not just search engines
  • The challenges of handling billions of URLs, bad listings, and scam job content
  • How prompt data and LLM visibility tools are shaping modern SEO tactics
  • The future of SEO in a world led by AI agents and semantic search

Whether you’re an SEO veteran or trying to wrap your head around algorithmic indexing decisions at the highest scale, this episode is a masterclass in modern SEO strategy.

In This Episode:

  • How machine learning drives SEO strategy at Indeed
  • Differences and similarities between SEO for eBay and Indeed
  • Indexing decisions based on user behavior and job quality
  • Scaling SEO with crawl budget and internal linking strategies
  • The emerging SEO impact of LLMs and AI assistants
  • Using log files and synthetic prompts to track LLM citations
  • Navigating dual audiences: job seekers vs employers
  • The real influence of brand and PR in SEO success
  • How FAQs and structured content affect visibility in LLMs Chris reveals how a search experience led by AI and user intent is rewriting the rules of SEO.

If you’re in SEO, content strategy, or digital growth, this episode is a must-listen.

Connect with Chris Reynolds

Chris’s Webiste
Chris on LinkedIn

Chapters

  • 0:00

    Introduction to the Page Two Podcast and Guest Background

  • 1:13

    Transition from eBay to Indeed: Similarities and Differences

  • 3:14

    SEO Strategies: Indexation and Job Quality Control

  • 6:33

    Job Submission Strategies: User Behavior and SEO Impact

  • 7:37

    Google for Jobs: Indexing API and Job Visibility

  • 10:17

    XML Sitemaps vs. Indexing API: Redundancy and Use Cases

  • 12:38

    Job Schema: Requirements and Implementation Challenges

  • 14:41

    Keyword Research: User-Driven Insights at Indeed

  • 16:41

    Job Title Matching: Machine Learning and User Intent

  • 19:35

    Indexation Process: Machine Learning and Manual Oversight

  • 21:55

    Unique Job Titles: Handling Novelty in Job Searches

  • 25:20

    Balancing Business and Job Seeker Needs

  • 28:03

    EAT Principles: Credibility and Content Quality

  • 30:52

    Indeed’s Economic Data: Public Access and Insights

  • 33:03

    Product Team Dynamics: SEO and Marketing Integration

  • 34:42

    Exploring Prompt Discovery in SEO

  • 38:25

    Understanding LLM Visibility and User Intent

  • 43:27

    Log File Analysis and User Agent Tracking

  • 46:05

    Optimizing for LLMs: Strategies and Insights

  • 50:09

    The Role of Brand in SEO Success

  • 53:11

    Navigating Non-Click Searches and AI Traffic

  • 59:01

    Future Predictions for Job Search Experiences

Resources mentioned