SEO 101 Episode 502: Exploring SEO Evolution and Future Trends with Jim Hedger
Release Date: June 5, 2025
Host: Ross Dunn, CEO of Stepforth Web Marketing
Co-Host: Scott Van Achte, Senior SEO at Stepforth Web Marketing
Guest: Jim Hedger, SEO Expert and Host of Webcology on WMR FM
Introduction
In this milestone Episode 502 of SEO 101, hosts Ross Dunn and Scott Van Achte welcome special guest Jim Hedger, a seasoned SEO expert and long-time collaborator. This episode delves deep into the evolution of SEO, the impact of artificial intelligence, and future trends shaping the landscape.
Jim Hedger’s Journey in SEO
Timestamp: [02:14]
Jim Hedger shares his entry into the SEO world, dating back to the early 2000s. Responding to a newspaper ad from Brave Art Website Management, he recounts meeting Ross Dunn in a café and being introduced to the groundbreaking concepts of manipulating search engine rankings through strategic content arrangement.
Jim Hedger: "By using words arranged in a certain way and titles and different aspects of a website, you could actually manipulate search engines. And back in 2000, this was mind-blowing."
He highlights the rapid growth of their company, initially named Brave Art Website Management before rebranding to Stepforth Web Marketing, and reflects on the excitement of being among the first SEO firms navigating the nascent field.
The Thrills of Early SEO
Timestamp: [05:26]
Jim reminisces about the dynamic and rapidly changing SEO environment of the early 2000s. The excitement of discovering new strategies and the thrill of building an audience through their weekly newsletter are emphasized.
Jim Hedger: "Everything felt so new and exciting. The thrill of growing an audience was unmatched."
Both Ross and Scott agree, noting how the landscape has matured, making the initial excitement harder to replicate today.
The Ever-Present Myth of SEO’s Demise
Timestamp: [09:36]
Addressing the recurring headlines proclaiming the death of SEO, Jim humorously suggests a play on words:
Jim Hedger: "I've always thought that we spelled the word die wrong in SEO. We should spell it D-Y-E, not die."
He explains that SEO continuously evolves with search engine updates, emphasizing that core principles like quality content, strong links, and technical optimization remain crucial despite advancements like generative AI.
Impact of AI on SEO
Timestamp: [13:32]
Jim delves into the transformative role of AI in SEO, particularly how generative content is reshaping search engine results. He introduces the concept of "branding the click," where businesses must ensure their content is recognized as the source in AI-generated responses.
Jim Hedger: "The thing that's different now is information is coming up in this sort of like soup pot of generative content to answer whatever query the user put in. If there's a clickable link, you want it branded back to you."
Ross and Jim discuss the challenges and potential disruptions AI poses to traditional SEO practices, including issues like content attribution and the decline of direct website clicks for publishers.
Future Trends and Predictions
Timestamp: [21:40]
Looking ahead, Jim shares his uncertain outlook on the immediate future of SEO amidst rapid technological advancements. He envisions a web increasingly dominated by AI agents handling user interactions, potentially reducing direct human engagement with traditional websites.
Jim Hedger: "The web is going to become infinitely more complicated. Our agents are going to do the shopping for us... I don't even know if people will look at websites unless they're well, again, because the search engine will probably give them the informational stuff they're looking for or their agent will go get it for them."
Despite these challenges, Jim remains optimistic about the continued relevance of SEO for specific niches and emphasizes the importance of adaptability.
Essential SEO Tools
Timestamp: [30:12]
Jim recommends several tools vital for modern SEO practices:
- Screaming Frog: A robust web crawler for comprehensive site audits.
- Sitebulb: Praised for its efficiency and affordability in website auditing.
- Serpicon: A new tool by Ryan Jones that assesses a site's compatibility with AI crawlers, currently in beta.
Jim Hedger: "Sitebulb is a great little web crawler and auditing tool. Fast and a great price point for independence."
Link Building Strategies
Timestamp: [37:00]
Jim discusses effective link-building techniques tailored to different website sizes and sectors. He emphasizes relevance and trustworthiness as key factors in acquiring valuable backlinks.
Jim Hedger: "Links are a measure of trustworthiness and they should be relevant to the concept or the context of the page that they're linking to."
For small businesses, he advocates for community involvement and hyperlocal link-building efforts through activities like joining local chambers of commerce.
Advice for Beginners and Small Businesses
Timestamp: [35:59]
Jim offers practical tips for newcomers to SEO and small business owners:
- Stay Calm: SEO is a marathon, not a sprint.
- Simplicity: Focus on one topic per page.
- Learn the Basics: Adhere strictly to SEO fundamentals.
- Market Aggressively: Utilize social media, Reddit, and platforms like Substack to build links and visibility.
- Consistency: Persistence is key to long-term success.
Jim Hedger: "Be simple. Keep everything simple. One topic per page. Learn the basics of SEO and follow them like a religion."
Final Thoughts and Reflections
Timestamp: [40:36]
Jim candidly shares his mixed feelings about the current state of SEO, expressing disappointment with Google's direction despite his ongoing passion for the technology and knowledge-sharing.
Jim Hedger: "I often feel like we're working for the bad guys, working for the betterment of the bad guys. That doesn't excite me."
Nonetheless, he remains dedicated to tackling complex SEO challenges and contributing to the industry's advancement.
Ross and Jim conclude the episode with heartfelt thanks and reflections on their long-standing professional relationship, highlighting the enduring camaraderie and collaborative spirit that has driven their mutual success in the SEO field.
Key Takeaways
- SEO is Ever-Evolving: Despite frequent claims of its demise, SEO remains a dynamic field adapting to continuous search engine updates and technological advancements.
- AI’s Dual Role: While AI introduces new challenges, such as content attribution and reduced direct traffic, it also offers opportunities for innovative SEO strategies.
- Core Principles Persist: Quality content, relevant backlinks, and technical optimization are foundational to effective SEO, regardless of external changes.
- Future Preparedness: SEO professionals must stay adaptable, leveraging new tools and embracing emerging trends to maintain their edge.
- Community Engagement: For small businesses, local involvement and hyperlocal link-building remain effective strategies for boosting SEO performance.
Listen to the full episode on WMR.FM and subscribe to the Show Notes newsletter to stay updated with the latest insights from the world of SEO.