'My Data Proves SEO is NOT Dead' + How to Rank #1 on Google & AI - Marketing Against The Grain Recap
Podcast: Marketing Against The Grain
Published: 2025-12-11
Duration: 46 min
Guests: Ethan Smith
Summary
SEO is not dead and remains a crucial strategy for marketers, while Answer Engine Optimization (AEO) is emerging as a complementary approach. Ethan Smith discusses the importance of maintaining traditional SEO while exploring new strategies for optimizing content for AI-driven search engines.
What Happened
Ethan Smith argues that traditional SEO is as important as ever, despite claims of its decline. He presents data showing that SEO traffic has remained stable, with only slight fluctuations, while AI-driven search methods, like AEO, are on the rise. Smith explains that Large Language Models (LLMs) are growing rapidly but are still only a fraction of Google Search's size. He suggests marketers should approach SEO and AEO as a unified strategy rather than separate efforts. The discussion highlights that companies should continue investing in SEO while also exploring AEO, especially for early-stage companies seeking quicker impacts from off-site mentions. Smith emphasizes the importance of citations in AEO, which differ from traditional SEO backlinks, focusing on mentions across specific URLs. He also notes the growing importance of autonomous agents and hyper-personalization in the future of search and AI. Throughout the episode, Smith debunks several myths about SEO's decline and provides actionable insights for marketers to adapt to the evolving landscape.
Key Insights
- SEO traffic has remained stable with only slight fluctuations, contradicting claims of its decline, while AI-driven search methods like AEO are on the rise.
- Large Language Models (LLMs) are experiencing rapid growth but still represent only a fraction of the size of Google Search, indicating the continued dominance of traditional search engines.
- Citations in AEO differ from traditional SEO backlinks by focusing on mentions across specific URLs, which can be particularly beneficial for early-stage companies seeking quicker impacts from off-site mentions.
- The future of search and AI is increasingly leaning towards autonomous agents and hyper-personalization, suggesting a shift in how search queries and results may be handled.