Podcast Summary: The Best SEO Podcast - "The New Rules of Authority in an AI World" with Dmitrii Kustov

Host: Matthew Bertram
Guest: Dmitrii Kustov (RGX Agency, formerly Regex SEO)
Date: January 19, 2026
Podcast Theme: Exploring how AI is reshaping SEO, the importance of LLM (Large Language Model) Visibility™, and how agency culture and authority must evolve in the age of automation.

Episode Overview

Matthew Bertram sits down with fellow agency owner and seasoned SEO expert Dmitrii Kustov to discuss SEO’s rapid evolution amid the ongoing AI revolution. Together, they dive deep into what it takes to stay relevant in digital marketing, how LLMs (such as ChatGPT) are affecting the fundamentals of search and authority, and how agency teams must adapt their culture and operational strategies to thrive in a remote-first, AI-fueled world.

Key Discussion Points & Insights

1. The Changing Role of SEOs in the AI Era

• AI isn't just competition—it’s a tool: Mediocre, repetitive SEO work will become automated. Distinctive, creative, and strategic specialists will stand out.

  "AI itself is not a threat. It's being complacent, it's being mediocre at what you do." — Dmitrii (03:29)

• Human touch remains crucial: The future belongs to SEO professionals who leverage AI to extend their abilities—not those who try to outsource everything to AI.

2. The Remote-First Agency: Culture & Collaboration

• COVID as a catalyst: Remote work, once a "treat," is now expected. Both discuss how agency operations, hiring, and team integration have changed since the pandemic.
• Building company culture remotely: The importance of structured in-person events, defined standard operating procedures (SOPs), and intentional communication.

  "We took the budget that we used to pay for rent...and put it towards bringing people together in physical spaces." — Dmitrii (10:12)

• Combatting remote isolation: Recharge days and fostering real connections are key to maintaining motivation and performance in distributed teams.

3. Evolving SEO Strategy for LLM Visibility™

• Beyond Google’s Algorithm: LLMs find, rank, and summarize information differently than traditional search engines.

  "If you’re not visible to the models, you won’t be visible to the market." — Matthew (Episode premise)

• Hyperlocal, data-driven content: Dmitrii details how his agency rescued a major home services client after Google algorithm changes penalized AI-generated content:
  • Local references, geographical in-jokes, and actual usage data built real authority and trust.
  • "Human fingerprints" on content—experience, trust, and specificity—became essential for recoverability and sustained search visibility.

  "What we did was...from understanding that nowadays Google wants hyper-localized, specific things talked about..." — Dmitrii (41:27)

4. AI as an Enhancer, But Not a Creator (Yet)

• AI excels at efficiency and pattern recognition—not originality:

  "If you understand how AI works, it's trained on data sets...it cannot invent truly new things." — Dmitrii (34:59)

• Human oversight and expertise are critical: AI-produced content must still be guided by expert understanding of what "good" looks like and audience needs.

5. Upskilling, Transformation, and Futureproofing Your Role

• AI will remove friction, but not purpose: Those who don’t continually upskill, adapt, or "lean into" AI risk obsolescence.
• Use LLMs for more than rote tasks: Explore self-discovery, process automation, and learning through tools like ChatGPT—consider uploading your resume or assessments for career insights.
• Panel discussion tease: Matthew and Dmitrii touch on agency failures, evolving client demands, and the importance of candidly sharing lessons and new frameworks for agency owners.

Notable Quotes & Memorable Moments

• AI as a Job Threat vs. Opportunity

  "If all you've been doing is this menial work, I think that's when you're in trouble...Good SEO stands out from great SEO specialists using AI as a tool, rather than, I do everything through AI now."
  — Dmitrii (03:25–06:56)

• Remote Work & Team Connection

  "It does change dynamics so much...that 'water cooler talk' does not happen naturally anymore. So, in a sense, we have to force it."
  — Dmitrii (09:52–12:20)

• Recharge Days & Motivation

  "If you don't want to come into work, you're done doing something wrong with your life."
  — Dmitrii (23:12)

• Hyper-Local Content & Authority

  "Mentioning that, you know, blah blah blah by the bayou or talking about some kind of a statue that in the middle of the town square, as you know, as locals...AI will not come up with any of this stuff."
  — Dmitrii (41:46)

• Changing Rules in Search: SEO for LLMs

  "If you’re not visible to the models, you won’t be visible to the market."
  — Matthew (Episode Description)

• Coca Cola’s AI Commercial: Tech Requires Experts

  "Sure, it's been done with AI...but it took five people a month of manual work to produce it. So, full AI, yes, but still requires that original thought."
  — Dmitrii (48:04)

Important Timestamps

• [03:25] — Dmitrii on what separates great SEOs from the rest in the age of AI.
• [09:52] — Remote agency culture: Integrating team-building, in-person meetups.
• [16:34] — Best practices for global, distributed teams (communication, backups).
• [23:09] — Agency motivation: Recharge days and banishing "TGIF" mindset.
• [37:35] — The resurgence of human-generated content as a ranking premium.
• [41:27] — Case study: Hyperlocal content strategies for algorithm recovery.
• [50:37] — The rise of new creative jobs in AI-powered campaigns.
• [55:57] — The "LLM Txt" debate and challenges of adapting to evolving standards.
• [58:40] — New data: Pages cited by ChatGPT aren’t always indexed by Google.
• [62:08] — Wrap-up and plans for an agency owner panel on adaptation and transformation.

Flow, Tone, and Speaker Style

Matthew’s approach is practical, future-focused, and candid—a tone that pairs well with Dmitrii’s down-to-earth insights and emphasis on data over hype. Both stress adaptation, experience, and transparency as foundational, while maintaining a strong sense of optimism and practicality for listeners navigating a fast-evolving industry.

How to Connect with the Speakers

• Dmitrii Kustov:

  • regexseo.com (rebranding to RGX Agency)
  • Social: @DigitalSpaceman (Twitter, LinkedIn)

• Matthew Bertram:

  • MatthewBertram.com
  • Host of The Best SEO Podcast, Lead Strategist at EWR Digital

Final Takeaways

• AI is here to stay, but true authority and brand visibility require human expertise, authenticity, and adaptability.
• Remote culture and operational excellence are now essential for agency success.
• Mastering LLM Visibility™—and understanding what “trust” means for both search engines and people—is the new battleground for digital marketers.
• Continuous learning, experimentation, and sharing hard-earned lessons will define the leaders in SEO’s next act.

For Further Listening

Stay tuned for planned panel discussions among top agency owners, real-world failure stories, and more deep dives into the playbooks for thriving as an authority in the AI-powered search era.