Voices of Search: Describe Current SEO in the Age of LLMs
Episode Release Date: August 15, 2025
Host: Jordan Cooney
Guest: Kevin Indig

Introduction

In this episode of Voices of Search, host Jordan Cooney welcomes listeners to delve into the evolving landscape of Search Engine Optimization (SEO) amidst the rise of Large Language Models (LLMs). The discussion centers around how SEO practices are adapting (or struggling to adapt) to the advancements in artificial intelligence and machine learning technologies.

Key Discussion Points

The Current State of SEO in the Era of LLMs

Sam, one of the hosts, initiates the conversation by asking a succinct yet profound question: "Describe current SEO in the age of LLMs."

Kevin Indig, an expert in growth and content marketing, responds with a single word that encapsulates his perspective: "Stuck." (00:58)

He elaborates that the SEO industry is grappling with identifying whether AI-driven search should be considered an evolution of traditional SEO or something entirely new. This uncertainty has led to a sense of stagnation among professionals who find it challenging to adapt to the rapidly changing rules of search algorithms influenced by LLMs.

Kevin Indig:
"Stuck is what comes to mind... people are very torn between the right acronym or whether AI search is just old SEO in a new dress, or whether it's something completely new." (00:58)

He emphasizes that this internal conflict within the industry is hindering progress. According to Kevin, the longer one operates within a particular framework, the harder it becomes to pivot and embrace new methodologies. This reluctance to change keeps the industry anchored in outdated practices, making it difficult to fully leverage the potential benefits that LLMs could offer to SEO strategies.

Key Takeaways:

• Adaptation Challenges: The SEO community is currently struggling to determine how best to integrate AI and LLM technologies into existing practices.

• Terminology Confusion: There is confusion over whether to rebrand current SEO practices to align with AI advancements or to develop entirely new strategies.

• Resistance to Change: Long-standing professionals in the field may find it particularly challenging to adapt to these new technologies, leading to a broader sense of stagnation.

Notable Quotes

• Kevin Indig:
  "Stuck is what comes to mind." (00:58)

• Kevin Indig:
  "People are very torn between the right acronym or whether AI search is just old SEO in a new dress, or whether it's something completely new." (00:58)

• Kevin Indig:
  "The longer you are in a game, the harder it is to adapt to new rules." (00:58)

Conclusion

The episode wraps up with Sam expressing gratitude to Kevin Indig for his valuable insights. Listeners are encouraged to connect with Kevin through his LinkedIn profile or his newsletter, Growth Memo, for further learning and updates on SEO and content marketing.

Sam:
"That's all for today, but until next time, remember, the answers are always in the data." (01:40)

Final Thoughts

This episode highlights a critical crossroads in the SEO industry, where the integration of LLMs and AI technologies presents both challenges and opportunities. The sentiment of being "stuck" underscores the urgent need for SEO professionals to innovate and adapt to maintain relevance in an ever-evolving digital landscape.

For those seeking to navigate these changes, staying informed and flexible in adopting new strategies will be key to harnessing the full potential of AI-driven SEO.

Connect with Kevin Indig:

• LinkedIn: Kevin Indig
• Newsletter: Growth Memo

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