How will SEO's relationship with content evolve in 18 months?

Summary

Voices of Search Podcast: How SEO’s Relationship with Content Will Evolve in 18 Months

Episode Overview In the August 13, 2025 episode of the Voices of Search podcast, hosted by Jordan Cooney, the discussion centers on the future dynamics between Search Engine Optimization (SEO) and content marketing over the next 18 months. The guest, Kevin Indig, a notable figure in the SEO community, provides his insights on the evolving landscape, emphasizing the growing role of artificial intelligence (AI) and the shifting value of content in driving organic growth.

1. Embracing a Programmatic Approach with AI

Kevin Indig opens the conversation by forecasting a significant shift towards programmatic content creation driven by AI technologies. He posits that:

“More SEOs will open themselves up to a programmatic approach based on AI. AI will create more content and hopefully not without a human in the loop” (05:30).

Indig underscores the inevitability of AI integration in content strategies, suggesting that producing content without leveraging AI tools is becoming increasingly unwise. He clarifies his stance on AI's role:

“I'm not for AI slob, I'm for AI helping stand up a draft, guidance, ideas, all that kind of stuff” (06:15).

This perspective highlights a balanced approach where AI serves as an assistant in content creation, enhancing efficiency without entirely replacing human creativity and oversight.

2. Declining Marginal Value of Individual Content Pieces

A critical point discussed is the diminishing return on individual content pieces. Indig observes:

“The marginal value of content pieces on average is going down significantly because it drives much less traffic” (07:00).

This trend suggests that while each piece of content may attract less traffic than before, the overall volume of content produced could compensate for the reduced per-item value. Indig muses on the sustainability of this model:

“Maybe we compensate in volume, right? So we get less for every piece of content, but we can create a lot more or maybe a lot faster and can we compensate that way? We'll see” (07:45).

This raises important considerations for content strategists on balancing quantity with quality in their SEO efforts.

3. Contrarian Perspective: Focusing on What Truly Works

Taking a different angle, Indig suggests that instead of mass-producing content, SEOs should become "hyper vigilant" about identifying and doubling down on what resonates with their specific audiences:

“A lot of SEOs, they're going to need to become hyper vigilant about what works in their audience set and double down on it” (09:20).

He uses video content as an example, emphasizing the importance of mastering the most effective content formats:

“If video’s the game, then video is the only game I need to play really well” (09:50).

This approach advocates for a more targeted and strategic content creation process, focusing resources on formats and topics that yield the highest engagement and traffic.

4. The Challenge of Scaling Content Effectively

Indig acknowledges the inherent challenges in scaling content production without compromising quality:

“It's gonna be hard because so many of us have become amenable to the scale concept of content that is gonna constantly run into a roadblock” (11:00).

He cautions that relentless scaling may lead to diminishing returns and potential failures, urging SEOs to carefully consider their strategies to avoid common pitfalls associated with high-volume content approaches.

5. The Uncertain Future and Possibility of a Paradigm Shift

Looking ahead, Indig expresses uncertainty about the future, recognizing that the SEO landscape could undergo dramatic changes within an 18-month timeframe:

“18 months is a long period of time and so much could change. 18 months, we could see all of this conversation re flip to an old school mentality overnight” (12:30).

This statement underscores the rapidly evolving nature of SEO and content marketing, highlighting the need for adaptability and ongoing learning within the industry.

Conclusion

The episode concludes with Jordan Cooney expressing gratitude to Kevin Indig for his valuable insights. Listeners are encouraged to connect with Indig through his LinkedIn profile or his newsletter at growth-memo.com for further knowledge on SEO and content marketing.

Key Takeaways:

• AI Integration: AI will play an increasingly pivotal role in content creation, serving as a tool to enhance, rather than replace, human input.

• Content Valuation: The effectiveness of individual content pieces may decline, necessitating a reevaluation of content volume and quality strategies.

• Targeted Strategies: Focusing on what works best for specific audiences and excelling in those areas (e.g., video content) is essential for sustainable SEO success.

• Scalability Challenges: Scaling content production must be managed carefully to avoid diminishing returns and maintain content effectiveness.

• Adaptability: The SEO landscape is subject to rapid changes, and professionals must remain flexible and informed to navigate potential paradigm shifts.

For a comprehensive understanding of these evolving trends and strategies, tuning into episodes like this one of the Voices of Search podcast provides invaluable insights for SEO and content marketing professionals.

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Timestamp Reference:

• 05:30: AI’s role in programmatic content creation
• 06:15: Balanced use of AI in content drafting
• 07:00: Declining marginal value of individual content pieces
• 07:45: Compensating with higher content volume
• 09:20: Need for hyper vigilance in content strategy
• 09:50: Focus on mastering effective content formats (video)
• 11:00: Challenges in scaling content effectively
• 12:30: Uncertainty and potential paradigm shifts in SEO

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. Crystal Ball so looking into kind of the future of where things are going here, Kevin. How will SEOs relationship with content evolve in the next 18 months? More SEOs will open themselves up to a programmatic approach based on AI. AI will create more content and hopefully not without a human in the loop. But I think creating content from scratch these days without AI is probably borderline foolish and again, qualify that a little bit. I'm not for AI slob, I'm for AI helping stand up a draft, guidance, ideas, all that kind of stuff. So I think that's how it's going to change. I think also that the marginal value of content pieces on average is going down significantly because it drives much less traffic. And at the same time I wonder if maybe we compensate in volume, right? So we get less for every piece of content, but we can create a lot more or maybe a lot faster and can we compensate that way? We'll see. But I think those are some ways that the relationship with content changes. I take a contrarian view. I actually think a lot of SEOs, they're going to need to become hyper vigilant about what works in their audience set and double down on it. So if video, like your instruction example, if video's the game, then video is the only game I need to play play really well. And I think it's going to be hard because so many of us have become amenable to the scale concept of content that is gonna constantly run into a roadblock. It's gonna constantly fail, but we'll see what happens. 18 months is a long period of time and so much could change. 18 months, we could see all of this conversation re flip to an old school mentality overnight. We just don't know yet, you know, which is crazy. 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 or at the voicelesssearch.com youm can also find and learn more about Kevin at growth-memo.com, 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 feedback. Okay, that's all for today, but until next time, remember, the answers are always in the data.