The Digital Marketing Podcast: "How to Rank in ChatGPT - SEO is Dead, Long Live SEO!"

Release Date: January 27, 2025
Hosts: Ciaran Rogers, Daniel Rowles, and Louise Crossley

Introduction: The Ongoing Debate on SEO

In the January 27, 2025 episode of The Digital Marketing Podcast, hosts Ciaran Rogers, Daniel Rowles, and Louise Crossley delve into the provocative question: Is SEO dead? This episode, titled "How to Rank in ChatGPT - SEO is Dead, Long Live SEO!", explores the evolving landscape of Search Engine Optimization (SEO) in the age of generative AI and expanding digital platforms.

Evolution of SEO: From Traditional to Search Everywhere Optimization

Daniel Rowles opens the discussion by reflecting on the longevity of the "Is SEO Dead?" debate, noting its origins over a decade ago. He connects this ongoing discourse to his recent experience teaching at Imperial College, where students express concerns about the future of SEO careers amidst the rise of generative AI and changing search behaviors.

Daniel Rowles [00:35]: "It's the gig that keeps on paying."

Rogers and Rowles introduce the concept of Search Everywhere Optimization (SEO), a term coined by Neil Patel, to highlight the shift from traditional search engines to a broader range of platforms where search functionalities are embedded.

Daniel Rowles [01:32]: "Search Everywhere Optimization, which is very valid. But you're not happy about this, are you?"

Ciaran Rogers voices his skepticism towards the new acronym, emphasizing that while the platforms change, the core objective of SEO—findability—remains consistent.

Ciaran Rogers [01:42]: "It's not big and it's not clever. Honestly, I'm just, I'm over it."

Impact of AI and Generative Search on SEO

The conversation shifts to the impact of generative AI on search behaviors. Rowles points out that while approximately 80% of web traffic still originates from search engines, the way users engage with search has diversified across social media and other digital platforms.

Daniel Rowles [02:06]: "We are spending our time in other places. We spend our time in social media, we spend our time on websites and apps, but search is still coming from search engines. That is shifting."

Rowles raises a pertinent concern about Search Generative Experience (SGE), where AI-driven answers could potentially reduce clicks on paid ads, jeopardizing a significant revenue stream for search engines like Google.

Daniel Rowles [03:50]: "If we were getting our answers from those AI answers in Google, we would stop clicking on the ads."

Ciaran counters by suggesting that the shift to AI-provided answers might coincide with low conversion rates from traditional SEO traffic.

Ciaran Rogers [05:32]: "That traffic never converted anyway because people just came, they viewed your blog or your web page, they got the answer and they disappeared off again."

Adapting SEO: Focus on Findability Across Platforms

Louise Crossley emphasizes the need to adapt SEO strategies to ensure content is featured in AI-generated snippets and remains discoverable across various platforms.

Louise Crossley [05:52]: "It's just shifting your focus...you're going to be the website that's featured in those snippets."

Ciaran reiterates that regardless of the platform, the fundamental goal remains to make content easily discoverable to the target audience.

Ciaran Rogers [06:10]: "It's about thinking about your customers, thinking about your audience."

Daniel introduces Search Journey Optimization (SJO) as a tongue-in-cheek extension of SEO, encompassing optimization across multiple search platforms, including traditional search engines, generative AI tools, and social media.

Daniel Rowles [06:38]: "Search Journey Optimization is now, you know, simpler to remember as SEO."

This playful rebranding underscores the podcast's central thesis: SEO is not dead but continually evolving to meet the changing dynamics of digital search behaviors.

Conclusion: SEO's Resilience and Future Prospects

The hosts conclude with an optimistic outlook on the future of SEO. They assert that while the tools and platforms may change, the essence of SEO—enhancing findability and user experience—remains vital. The introduction of new acronyms like SJO serves as a reminder of SEO’s adaptive nature rather than signaling its demise.

Daniel Rowles [08:58]: "SEO has always evolved. It will always evolve."

Ciaran adds a humorous note about the potential emergence of agencies specializing in SJO, reinforcing the idea that SEO will adapt to encompass new search paradigms.

Ciaran Rogers [09:02]: "It's catchy. It's catchier than SEO, the new SEO."

The episode wraps up with a promise of more in-depth discussions and resources on the evolving nature of SEO, encouraging listeners to revisit the basics while embracing new strategies.

Daniel Rowles [09:06]: "SEO is dead. Long live SEO."

Key Takeaways

1. SEO is Evolving, Not Dead: The central argument is that SEO continues to adapt to new technologies and platforms, maintaining its relevance in the digital marketing landscape.

2. Search Everywhere Optimization (SEO): The term emphasizes the need to optimize content across various platforms beyond traditional search engines, including social media and AI-driven tools.

3. Impact of Generative AI: AI-generated answers and generative search experiences influence how users interact with search results, potentially altering traffic and revenue models for search engines.

4. Findability Remains Crucial: Regardless of platform changes, ensuring that content is easily discoverable by the target audience remains the core objective of SEO.

5. Adaptation through Search Journey Optimization (SJO): The playful rebranding to SJO highlights the importance of optimizing across the entire user journey, encompassing multiple search touchpoints.

Notable Quotes

• Daniel Rowles [02:06]: "We are spending our time in other places... but search is still coming from search engines. That is shifting."

• Ciaran Rogers [05:32]: "That traffic never converted anyway because people just came, they viewed your blog or your web page, they got the answer and they disappeared off again."

• Daniel Rowles [06:38]: "Search Journey Optimization is now, you know, simpler to remember as SEO."

• Daniel Rowles [09:06]: "SEO is dead. Long live SEO."

Conclusion

This episode of The Digital Marketing Podcast serves as a thoughtful exploration of the current state and future of SEO. By addressing concerns around generative AI and the diversification of search platforms, the hosts provide valuable insights into how digital marketers can navigate and adapt to the evolving SEO landscape. The consensus is clear: SEO is not dead; it is merely transforming to meet the demands of a dynamic digital environment.

For more episodes, resources, and to engage with the hosts, visit TargetInternet.com.