Voices of Search Podcast – Episode Summary
Episode: What will be the biggest disruption to SEO?
Date: December 10, 2025
Host: Tyson Stockton
Guest: Eric Enge

Episode Overview

This episode tackles the looming question in the SEO and search engine marketing industry: what disruption will have the biggest impact on SEO's future? Host Tyson Stockton and renowned SEO expert Eric Enge dive into the implications of Google's move toward an AI-first search experience versus the anticipated evolution of ChatGPT Atlas and broader AI-driven changes.

Key Discussion Points & Insights

1. The Coming Disruptions in SEO

Timestamp: 00:43–01:47

• Tyson Stockton prompts Eric Enge to weigh in on two major potential disruptors:

  • Google making its AI mode the default search experience
  • The development and impact of ChatGPT Atlas

• Eric Enge expresses cautious optimism about both, noting that while both advances hold significant potential, each comes with inherent challenges.

Notable Quote

• Eric Enge [01:00]:
  "The challenge with Atlas, and this is not something I see many people talking about... historically walled gardens haven't worked."
  He elaborates on concerns about closed environments not gaining wide adoption due to user desire for flexibility.

2. Walled Gardens: Cautionary Tales from Tech History

Timestamp: 03:16–04:13

• Tyson picks up on Eric’s reservations about closed systems, comparing the current moment to past VHS versus Betamax scenarios.
• Eric draws parallels between current AI "walled garden" strategies and past failures in the tech industry:
  • America Online (AOL): Once dominant due to its closed, "walled garden" approach, but ultimately lost out to the open web.
  • AT&T and Verizon: Attempts to create encapsulated user environments also failed.

Notable Quote

• Eric Enge [03:29]:
  "America Online failed... it was a walled garden... AT&T and Verizon both tried things where they would encapsulate people in their environments... They failed. And I think it's because people want the flexibility of going many different ways at things."

3. Flexibility and User Choice in Search

Timestamp: 04:13–04:35

• Tyson underscores that Eric’s point is a recurring theme in technological progression: users tend to favor open and flexible systems.
• Eric reiterates the importance of flexibility and variety in online experiences, suggesting this is a critical factor for the adoption of future search solutions.

Notable Quotes

• Eric Enge [01:00]:
  "My jury is out on that one. And so my bet would be on Google Comma bot. Let's just say I'm not betting all the money I have on it."

• Eric Enge [03:29]:
  "But it was a walled garden... people want the flexibility of going many different ways at things."

• Tyson Stockton [04:13]:
  "I think it's a fair concern because we have seen that come up through several different points of kind of progression in technology."

Important Segments and Timestamps

• 00:43 — Setting up the disruption question
• 01:00 — Eric weighs Google AI's threat vs. ChatGPT Atlas; concerns about walled gardens
• 03:16 — Revisiting historical failures in closed systems (AOL, AT&T, Verizon)
• 04:13 — Discussion of user flexibility as key to adoption

Summary & Takeaways

• The main disruption in SEO could come from either Google's AI-first search evolution or rival AI systems like ChatGPT Atlas.
• However, the fate of these disruptions may hinge on whether they create "walled gardens" that limit user choice.
• Previous tech history (AOL, AT&T, Verizon) warns that users prefer open systems, and closed ecosystems typically fail in the long run.
• The episode leaves listeners with an open question: will the next wave of search innovation prioritize flexibility, or risk repeating history's mistakes?

For more from Eric Enge, visit his LinkedIn or pilotholding.com. Subscribe to the Voices of Search Podcast for daily insights into SEO and content marketing.