Podcast Summary: Grumpy SEO Guy - Episode 115: SEO, AI, and LLMs.txt - Part 1
Release Date: July 2, 2025
Host: Grumpy SEO Guy
Title: SEO, AI, and LLMs.txt - Part 1
Introduction
In Episode 115 of the "Grumpy SEO Guy" podcast, titled "SEO, AI, and LLMs.txt - Part 1," the host delves into the ongoing debate surrounding the impact of Artificial Intelligence (AI) on Search Engine Optimization (SEO). With 14 years of experience running an SEO agency, Grumpy SEO Guy offers his unfiltered perspective on whether AI is set to revolutionize or replace traditional SEO practices.
Addressing Concerns: Is AI Replacing SEO?
Grumpy SEO Guy begins by addressing the prevalent anxiety within the SEO community about AI's potential to overshadow or eliminate SEO strategies. He reflects on his extensive experience to reassure listeners that SEO remains a vital component of digital marketing.
Quote: "SEO is not over, it's fine." [02:43]
He emphasizes that SEO has always been evolving, adapting to changes in search engine algorithms and user behavior. The introduction of AI is just another shift that SEO professionals must navigate rather than a signal of its demise.
Debunking AI's Negative Impact on SEO
The host critically examines claims circulating on SEO forums where marketers assert that AI is "stealing" their traffic. Grumpy SEO Guy challenges these assertions by distinguishing between traffic drop due to SEO factors and the actual influence of AI.
Quote: "If your position dropped, that is not an AI problem. That is an SEO problem." [07:00]
He urges listeners to provide concrete evidence if they believe AI is directly responsible for decreased traffic, highlighting that many traffic issues are inherent SEO challenges like declining search volumes or shifting keyword dynamics rather than AI interference.
The Reality of AI Content
Transitioning to the topic of AI-generated content, Grumpy SEO Guy shares his concerns about the reliability and quality of AI-produced material. He points out that while AI can generate content swiftly, it often lacks accuracy and depth, leading to what he terms "AI slop" — content that doesn't genuinely add value to users.
Quote: "AI is wrong a lot." [10:00]
He recounts personal experiences where AI provided incorrect information about products, underscoring the necessity for human oversight to ensure content accuracy and relevance.
AI Content in SEO Strategies
The discussion progresses to AI's role in content creation for SEO purposes. Grumpy SEO Guy cautions against over-reliance on AI for generating website content, particularly in Private Blog Networks (PBNs), as search engines may penalize sites perceived to use AI-generated content excessively.
Quote: "Don't have a website that's only AI because it might not rank again." [13:59]
He introduces the concept of "AI slop," describing it as low-effort, generic content that fails to engage readers effectively. The recommendation is to use AI as a tool for ideation or content summarization rather than as the sole creator.
LLMs.txt: The Potential Tool
Introducing LLMs.txt, Grumpy SEO Guy explains it as a counterpart to robots.txt, designed to guide Large Language Models (LLMs) like AI in navigating and understanding website content.
Quote: "LLMs.txt is a file that is kind of close in purpose to robots.txt, but it's supposed to provide a way for LLMs to navigate or consider your site." [18:50]
However, he expresses skepticism about its current effectiveness, noting that major AI and search engine companies are not yet utilizing LLMs.txt, rendering it more of a theoretical benefit than a practical solution at this stage.
The Future of SEO with AI
Grumpy SEO Guy offers a balanced view of the future interplay between SEO and AI. While acknowledging that AI will increasingly integrate into search engine functionalities, he maintains that SEO will continue to be relevant. The likely scenario involves a symbiotic relationship where AI enhances SEO practices without rendering them obsolete.
Quote: "Search engines and AI are used for different reasons." [24:16]
He predicts that AI will adopt specific metrics to evaluate content quality and popularity, similar to traditional SEO ranking factors, but the exact methodologies remain unclear. Therefore, he advises focusing on creating valuable, user-centric content and building genuine online presence rather than chasing uncertain AI-driven optimization tactics.
Conclusion
In wrapping up the first part of this episode, Grumpy SEO Guy reassures his audience that SEO remains a cornerstone of digital marketing despite the rise of AI. He encourages SEO professionals to adapt to new technologies while maintaining foundational SEO practices that prioritize quality and user engagement.
Quote: "SEO is probably going to be here for a very long time." [26:00]
He underscores the importance of staying informed, being critical of unverified AI claims, and continuing to produce meaningful content that serves the audience's needs.
Key Takeaways:
- SEO Evolution: SEO is continually evolving and adapting to changes, including the introduction of AI.
- Critical Evaluation: Claims that AI is directly stealing SEO traffic lack substantial evidence and may often stem from traditional SEO issues.
- AI Content Caution: While AI can aid in content creation, over-reliance without human oversight can lead to low-quality, untrustworthy content.
- LLMs.txt Awareness: Current tools like LLMs.txt show potential but are not yet widely adopted or effective.
- Future Integration: SEO and AI will likely coexist, each enhancing different aspects of digital marketing strategies.
For listeners seeking to stay ahead in the SEO landscape, Grumpy SEO Guy's insights emphasize resilience, adaptability, and a focus on quality as essential strategies in the age of AI.