Describe current SEO in the age of LLMs

Summary

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

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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 This reluctance to change keeps the industry anchored in outdated practices, making it difficult to fully leverage the potential benefits that LLMs could offer to SEO strategies.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)

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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.

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Connect with Kevin Indig:

• LinkedIn: Kevin Indig
• Newsletter: Growth Memo

Subscribe to Voices of Search:
Stay updated with the latest in SEO and content marketing by subscribing to our podcast on your preferred platform or via YouTube.

Transcript

[Jordan Cooney]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Jordan Cooney.

[Sam]

What's the word? So, in a word or two, let's describe this. Describe current SEO in the age of LLMs.

[Kevin Indig]

That's a good one. I love that. Give me a sec, Give me a sec.

[Sam]

No problem.

[Kevin Indig]

Stuck. The word that comes to mind is just stuck. Oh, because people are. And I'm generalizing. Right. So obviously this doesn't apply to you, audience listener. But people are very torn between the right acronym or whether AI search is. Whether it's just old SEO and a new dress, or whether it's something completely new. And none of these questions matter that much. So I feel like we're kind of a little stuck in old ways. And look, I get it. The longer you are in a game, the harder it is to adapt to new rules. But stuck is what comes to mind.

[Sam]

Love it. Okay, that wraps up this episode of the Voices of Search podcast. A huge thank you to Kevin Indig for joining us. Very grateful to have him and his insights on the show today. If you'd like to contact Kevin, you'll find a link to his LinkedIn profile in our show notes [e-mail] you can also find and learn more about [e-mail] which is a newsletter that he publishes. If you haven't subscribed yet and would want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed. Okay, that's all for today, but until next time, remember, the answers are always in the data. Sam.