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Is Technical SEO Dying? + What to Do Instead w/ Eli Schwartz

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Manage episode 475785994 series 3044679
Content provided by Siege Media. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Siege Media or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Ross welcomes Eli Schwartz, author of Product-Led SEO , to unpack the evolving role of SEO in a world shaped by AI, shifting perceptions, and organizational challenges.

Eli dives into why SEO is being deprioritized, what companies are getting wrong, and how product-led SEO is the path forward.

They cover layoffs, agency churn, the role of growth teams, and why most companies shouldn’t do SEO at all.

Show Notes:

00:00 Welcome Back Eli & The Current Pulse on Search

00:53 Marketing Layoffs & Volatility in SEO

02:31 Why SEO Struggles to Defend Its Value

05:49 AI Search vs Traditional SEO — What Actually Changes?

07:58 Are We Just Rebranding SEO?

09:27 Visibility, Links & Human-Like Search Engines

12:50 The Problem With “AI SEO” Hype

14:45 Why Edge Case SEO Will Die Fast

18:19 Why “Technical SEO” Isn’t a Moat Anymore

22:06 The AI Content Misstep: Spam at Scale

24:27 The New SEO: Blending Human + AI + Product

28:11 Your Product Has to Be Good Now — Period

29:20 Revisiting the Book: What Eli Would Update

30:20 The Spicy Take: Most Companies Shouldn’t Do SEO

35:03 How to Evaluate if SEO is Right for You

38:45 The “Tax Preparer” Problem With Agencies

41:06 If You’ve Fired 3 SEO Agencies… It’s You

43:20 The SEO Funnel Needs the Right Org Buy-In

46:01 Growth & Product Titles Are the Key

47:28 The Sales Enablement Side of SEO

50:30 Content Strategy vs Keyword Volume Obsession

51:40 The Non-Apocalypse of AI

55:04 The Real AI Shift Will Be Gradual

56:01 How to Actually Execute Product SEO

59:49 Final Thoughts & Where to Follow Eli

Show Links:

Eli’s Newsletter: https://www.productledseo.com/

Eli’s Book on Amazon: https://www.amazon.com/dp/B091D572ZL

Eli on LinkedIn: https://www.linkedin.com/in/schwartze

Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: [email protected] #seo | #contentmarketing

  continue reading

98 episodes

Artwork
iconShare
 
Manage episode 475785994 series 3044679
Content provided by Siege Media. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Siege Media or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Ross welcomes Eli Schwartz, author of Product-Led SEO , to unpack the evolving role of SEO in a world shaped by AI, shifting perceptions, and organizational challenges.

Eli dives into why SEO is being deprioritized, what companies are getting wrong, and how product-led SEO is the path forward.

They cover layoffs, agency churn, the role of growth teams, and why most companies shouldn’t do SEO at all.

Show Notes:

00:00 Welcome Back Eli & The Current Pulse on Search

00:53 Marketing Layoffs & Volatility in SEO

02:31 Why SEO Struggles to Defend Its Value

05:49 AI Search vs Traditional SEO — What Actually Changes?

07:58 Are We Just Rebranding SEO?

09:27 Visibility, Links & Human-Like Search Engines

12:50 The Problem With “AI SEO” Hype

14:45 Why Edge Case SEO Will Die Fast

18:19 Why “Technical SEO” Isn’t a Moat Anymore

22:06 The AI Content Misstep: Spam at Scale

24:27 The New SEO: Blending Human + AI + Product

28:11 Your Product Has to Be Good Now — Period

29:20 Revisiting the Book: What Eli Would Update

30:20 The Spicy Take: Most Companies Shouldn’t Do SEO

35:03 How to Evaluate if SEO is Right for You

38:45 The “Tax Preparer” Problem With Agencies

41:06 If You’ve Fired 3 SEO Agencies… It’s You

43:20 The SEO Funnel Needs the Right Org Buy-In

46:01 Growth & Product Titles Are the Key

47:28 The Sales Enablement Side of SEO

50:30 Content Strategy vs Keyword Volume Obsession

51:40 The Non-Apocalypse of AI

55:04 The Real AI Shift Will Be Gradual

56:01 How to Actually Execute Product SEO

59:49 Final Thoughts & Where to Follow Eli

Show Links:

Eli’s Newsletter: https://www.productledseo.com/

Eli’s Book on Amazon: https://www.amazon.com/dp/B091D572ZL

Eli on LinkedIn: https://www.linkedin.com/in/schwartze

Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: [email protected] #seo | #contentmarketing

  continue reading

98 episodes

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