Lately, I’ve found myself using Google less and relying more on tools like ChatGPT. And even when I do search, I rarely click through to websites. That got me thinking, how is AI changing SEO?
In this interview, I chat with SEO veteran Matt Hodgson, founder of Bring Digital. With over 20 years in the game, Matt recently published an article titled “SEO is Dead? Not Even Close” and in this episode, we dig into what he meant by that.
We covered:
Why search traffic is declining, but why that’s not necessarily a bad thing
How Google’s new AI overviews are impacting website visits
What types of businesses are most affected by these changes
Where AI tools like ChatGPT are sourcing their business info and how to get listed
The critical role of Google Business Profile and online reviews
Why your About page still matters (maybe even more)
What tools can show your ranking in AI-driven search (and how to use them)
Matt also shared some great advice for small businesses:
“Focus on hygiene. Control what you can: your reviews, your profiles, your messaging. And if you’re short on time, just start with the platforms that matter most to your customers.”
It was a fun, practical, and eye-opening chat, plus, Matt showed up injured and half-drugged after a cycling accident… so I extra appreciate the effort!
If you’ve ever wondered how SEO fits into a world increasingly shaped by AI, this episode is a must-listen.
Links & Resources:
- Matt’s article: SEO is Dead? Not Even Close – B&T
- Bring Digital
Tools mentioned:
SEMrush, Ahrefs, SimilarWeb, NotebookLM, Google Business Profile
Chapters
00:00 The Impact of AI on SEO
02:53 Evolving SEO Practices
05:06 Black hat SEO tactics of the past
06:53 Has search and web traffic dropped because of AI?
09:03 Local Business Strategies in the AI Era
12:05 Leveraging Google Reviews and Online Presence
17:48 Build your website for humans first, robots second.
19:41 Can businesses see how they are ranking on AI platforms?
20:58 Tools for Tracking AI Search Performance
21:57 The value of video content for SEO
24:09 Final Tips for Businesses
29:29 My way or the AI way Remix - courtsey of Mubert - 5 sec.mp3
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