AI summaries can reduce click-through rates even when a page stays visible, so lost clicks are not the same as a vanished market.1
Search now fragments across organic results, social feeds and AI answers; social already drives one in ten global visits while AI remains smaller but fast-growing.2
The durable starting point is to reset expectations, commit to consistent work and stop treating optimization as a one-time add-on.3
8 episodes
Why SEO fails when clients misunderstand expectations and lack commitment to long-term strategy.
Search behavior has fractured: organic leads at 47%, but social drives 1 in 7 U.S. visits while AI adoption accelerates.
Why AI Overview citations don't drive traffic and what to optimize instead.
Industry experts debate whether SEO is dying amid AI search evolution and discuss evolving goals and KPIs.
Five SEO myths debunked: AI Overviews didn't kill clicks, LLMs.txt doesn't work, publish less often, AI content isn't inherently bad, and SEO is very much alive.
Google's AI Mode now self-cites 17.42% of the time—triple the rate from a year ago—creating a traffic loop that keeps users inside Google's ecosystem.
Dale Bertrand explains why AI-driven search has dismantled traditional top-of-funnel SEO and how to adapt with video, interactive tools, and mid-funnel content.
Four SEO experts reveal how link building, topical authority, AI overviews, and user behavior are reshaping SEO strategy in 2025.
