One word that captures where we really are with Gen AI adoption in SEO

Summary

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Podcast Summary

Voices of Search // “One word that captures where we really are with Gen AI adoption in SEO”

Host: Tyson Stockton
Guest: Eric (Pilot Holding)
Date: December 12, 2025

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Episode Overview

This episode explores the current landscape of Generative AI (Gen AI) adoption in the SEO industry. Tyson Stockton and guest Eric discuss how SEO teams are integrating Gen AI into their workflows, emphasizing that although there's growing excitement and experimentation, the industry remains in its early developmental stages. The conversation centers on practical observations, skepticism around reported usage rates, and the opportunities presented by this technological shift.

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Key Discussion Points & Insights

Where Are We With Gen AI in SEO?

• Tyson asks: What’s the single word that best represents the stage of Gen AI adoption among SEO professionals?

  • Tyson’s assessment:

    • “Infancy. We haven’t even gotten to the toddler phase.” (00:43)
    • SEOs are at the very beginning of integrating Gen AI, not yet reaching widespread operational maturity.

  • Eric adds:

    • “Maybe we are a toddler. But no matter how you score it, it’s early days.” (01:08)
    • The actual, productive use of Gen AI tools in daily SEO is minimal, despite headlines or optimistic self-reporting.

Skepticism Around Usage Statistics

• Eric challenges the results from industry surveys, notably citing Semrush:

  • “Semrush’s data notwithstanding, I’m not convinced that as many people are using it as much as they might have said they were in response to the Semrush survey. Not any criticism of Semrush— they’re awesome— but there’s so much lack of understanding of how to engage.” (01:11 – 01:32)

  • Insight:

    • There’s a gap between the intention or curiosity around AI and actual, effective implementation in real-world SEO operations.

Embracing Industry Change

• Tyson reflects:

  • “Should be further excitement as far as the just change and evolution that we’re approaching in the industry. Not to say that we haven’t seen a lot of changes, but again, just embracing that kind of aspect of the industry.” (03:02 – 03:22)

  • Key point:

    • The hosts underscore the importance of being open to new technologies and the evolving SEO landscape, recognizing the transformative potential of Gen AI, despite slow and early-stage adoption.

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Notable Quotes & Memorable Moments

• Tyson Stockton [00:43]:
  • “Infancy. We haven’t even gotten to the toddler phase.”
• Eric [01:08]:
  • “Maybe we are a toddler. But no matter how you score it, it’s early days.”
• Eric [01:11 – 01:32]:
  • “Semrush’s data notwithstanding, I’m not convinced that as many people are using it as much as they might have said they were… There’s so much lack of understanding of how to engage.”
• Tyson Stockton [03:02 – 03:22]:
  • “Should be further excitement as far as the just change and evolution that we’re approaching in the industry.”

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Timestamps for Key Segments

• 00:43: Tyson frames the episode’s main question on Gen AI adoption; “Infancy” characterization.
• 01:08: Eric elaborates on the “toddler” analogy and skepticism about adoption rates.
• 01:32: Eric addresses industry surveys and real vs. reported AI usage.
• 03:02: Tyson pivots to the bigger picture—embracing change and future evolution in SEO.

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Tone & Language

• The conversation is candid, pragmatic, and lightly humorous, with both speakers showing measured optimism but emphasizing realism over hype.
• Both Tyson and Eric speak in a “straight talk” manner, using relatable analogies (infancy, toddler stage) to ground their insights.

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Closing Thoughts

This episode provides a reality check for SEO professionals tempted to believe in overnight Gen AI transformations. Both host and guest advocate for honest assessment over buzz, highlighting that Gen AI adoption is just beginning and that the SEO industry must focus on learning, experimenting, and adapting to change as the technology matures.

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Transcript

[Tyson Stockton]

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, Tyson Stockton.

Next one what's the word? What's one word that captures where we really are with gen AI adoption in SEO? And so this would be not just necessarily from a search engine like where we're competing perspective, but more of like how we're using it as SEO teams infancy. We haven't even gotten to the toddler phase.

[Eric]

Maybe we are a toddler. But it's no matter how you score it, it's early days. There's so much first of all, Semrush's data notwithstanding, I'm not convinced that as many people are using it as much as they might have said they were in response to the Semrush survey. Not any criticism of Semrush. There's they're awesome, but there's so much lack of understanding of how to engage.

[Sponsor/Pre Visible Representative]

With it all Time for a one minute break to hear from our sponsor, Pre Visible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges. Or you can work with a cookie cutter agency to quickly launch a strategy less project with low success rates. None of those sound very good now do they? Well, that's where Pre Visible's integrated consulting model comes in. Pre Visible draws From a collective 40 years of SEO and digital marketing experience to unlock your organic growth opportunities. They build custom solutions that combine strategy, technical expertise, content and reporting to effectively operationalize SEO for your business. Pre Visible's four stage approach ensures that your SEO programs thrive by starting off with a strategy first approach. Then they support you in your efforts to create quality content, help you identify technical issues, and most importantly, they'll work with your cross functional teams to integrate your SEO strategies to make sure that your SEO budget actually drives results, not just your agency's bottom line. So join brands like Yelp eBay, Canva, Atlassian Square, all who rely on the SEO consultants at Pre Visible. For more information, go to Previsible IO that's Pre visible. P R E V I S I B L E I O.

[Tyson Stockton]

Well, I mean, bring it back around to the beginning of the conversation too. That's like should be further excitement as far as like the just change and evolution that we're approaching in the industry. Not to say that we haven't seen a lot of changes, but again, just embracing that kind of aspect of the industry.

[Eric]

Right.

[Tyson Stockton]

Well, with that, that's going to wrap up this episode of the Voice of Search podcast. Thanks again, Eric for joining us. It's always a pleasure, appreciative of the time that you spend with us on here. And if you'd like to contact Eric, you can find a link to his LinkedIn profile in the show Notes. Or you can be sure to check out his company's [e-mail] if you haven't subscribed yet and you want a daily stream of SEO 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 soon. So with that, that's all for today. Thanks for stopping by and we'll see you in the next episod.