Welcome to the Impact of AI: Explored podcast. In this episode
James and Gerjon have a special guest: Daniel Horowitz https://www.linkedin.com/in/danielhorowitzseo?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=android_app
This episode is packed with actionable advice and fresh insights for anyone involved in digital marketing, content strategy, or curious about how AI is reshaping the very structure of the web!
We dive deep into the question: “Has AI killed SEO?” Daniel , an experienced SEO (Search Engine Optimalisation) professional, breaks down how AI is transforming the digital search landscape. The discussion examines the new realities of search, content optimization, and brand visibility when AI-generated answers dominate the top of search results. We explore how traditional SEO tactics are evolving, what content creators must do to stay visible, and why creativity and originality matter more than ever in the face of algorithm-driven information delivery.
Key Takeaways
* SEO isn’t dead—it’s mutating. AI is changing how people find information online, but SEO remains essential. The practice is evolving beyond websites, influencing how brands are found on social platforms and in AI-generated overviews.
* Transparency & control are disappearing. With AI overviews on Google and platforms like ChatGPT, brands have much less data and insight into what content is surfaced, which makes optimization more challenging.
* Get to the point—fast. Content must immediately provide value. Forget long intros; users and AI systems want concise, direct answers up front.
* Topical authority is the new king. It’s not enough to target keywords—brands must build a comprehensive, interlinked presence around their main topics, proving they are true experts.
* Creativity still matters, but differently. While blog content is becoming more direct, there’s a new creative frontier in reaching users (and AI) via platforms like TikTok, YouTube, and Instagram, where original and engaging demos or content can improve authority and visibility.
* Optimize everywhere. “Search everywhere optimization” is the new reality: LinkedIn posts, Instagram stories, even individual employees’ social media activity can bolster brand authority in the eyes of search engines and LLMs.
* Build E-E-A-T: Focus on Experience, Expertise, Authority, Trust. These signals remain critical for both SEO and broader AI visibility.
* The job persists, the tactics change. Daniel predicts the specialty of search optimization will persist, but in a more cross-platform way—potentially under new names like GEO (Generative Engine Optimization) or AEO (Answer Engine Optimization).
* Philosophical questions emerge. As AI starts making more decisions for users, bias and the influence of marketing will become new frontiers to monitor.
Chapters
01:00 Introduction to AI and SEO
01:58 Daniel's Background in SEO
03:26 Core Components of SEO
04:52 AI's Impact on SEO
16:23 Challenges with AI Overviews
12:57 Adapting Content for AI
16:09:18 Future of SEO and Creativity
20:54 Philosophical Implications of AI