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SEO Isn’t Dead, It’s Wearing an AI Exoskeleton (and Still Runs Google)

AI Marketing

Release Date: 09/03/2025

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Episode 25:

AI Marketing with Carl Holden (CMO, Zellus Marketing; CEO, RankBot)

If you’ve been doomscrolling “SEO is over” takes, take a breath. Carl Holden and I demolish the myths and lay out how search actually works in the AI era—what’s changing, what’s hype, and how to allocate your budget without lighting it on fire.

What we cover

  • AI ≠ the end of search. Today’s LLM answers are largely wrappers on top of search, pulling from Bing/Google and summarizing the first page or two. Translation: rankings still matter.

  • Sponsored AI answers are coming. Expect the ad line between “recommended” and “paid” to blur—again. Users will need media literacy; marketers will need ethics and receipts.

  • What to do right now. Keep your SEO fundamentals: technical hygiene, intent-matched content, internal linking, and legit link acquisition. AI helps you produce, but quality signals and authority still gate results.

  • Budgeting reality check. There’s no reliable, transparent funnel from LLMs yet (no query data, minimal attribution). Investing in SEO still doubles as LLM optimization because LLMs cite what already ranks.

  • Where you will lose traffic. “What is…/how to…” question queries will be cannibalized by AI summaries. Shift your strategy: productized answers, comparison pages, original data, tools, and local “near me” intent.

  • Local is durable. For “lawyer near me,” “restaurants near me,” classic local SEO and placements keep paying.

  • Ignore snake oil. There isn’t a proven “LLM.txt magic switch.” Test, measure, and follow credible sources—not LinkedIn gurus with 20 prompts to “rank tomorrow.”

Practical plays

  • Ship authority content (original data, calculators, checklists) that LLMs want to summarize and humans want to bookmark.

  • Own your entities (brand/person/locations) with structured data and consistent citations so both search engines and LLMs can “understand” you.

  • Track AI referrals where possible (e.g., ChatGPT UTMs), but don’t chase shadows—optimize the pages LLMs would naturally choose: clear answers, sources, and credibility signals.

  • Link earning > link buying. Publish assets that deserve links; use PR and partnerships to earn them.

TL;DR

SEO isn’t dying; it’s being distilled. If you rank in search, you’re in the LLM shortlist. Keep the fundamentals, evolve content formats, and don’t “optimize for ghosts” until attribution is real.

👤 Guest: Carl Holden — Contact Info