Episode Overview

Podcast: Voices of Search
Episode Title: What's a common mistake companies make when hiring a new resource?
Date: January 20, 2026
Host: Jordan Cooney
Guest: Eli Schwartz, Growth Advisor, SEO Consultant, and Author of "Product Led SEO"

This episode dives into the pitfalls organizations face when hiring for SEO and content marketing roles, especially in light of new AI technologies and evolving search paradigms. The discussion focuses on the misguided rush to bring on AI-specific roles rather than focusing on foundational SEO expertise and adaptability.

Key Discussion Points & Insights

1. The "AI Role" Hiring Fad (00:44–01:42)

• Host's Lightning Round Question:
  "What is one of the most common mistakes companies are making when it comes to hiring a new resource, especially in this new AI discovery world?"

• Eli Schwartz’s Main Point:
  Many companies are too quick to create or seek "new" roles (e.g., AIO—Artificial Intelligence Optimization, GEO, AEO) in response to emerging AI technologies and search platform changes.

  "It's not just resources, not just people, but it's software too. But thinking that something's new. So anybody that has the best user empathy and understands the way these platforms engines work, it should be able to adapt to whatever the near future is so you don't need to invest in a replacement." — Eli Schwartz (01:09)

• Advice to Companies:
  Rely on skilled SEO professionals and agencies who already understand the core principles of optimization and have the adaptability to work with new technologies.

  "You have SEO already. You have an SEO agency already. You have an SEO consultant already." — Eli Schwartz (01:32)

2. Trusting Your Existing Team (03:10–03:27)

• If you don't trust your current SEO team to handle new technological SEO challenges, the underlying issue is much deeper than a need for "AI specialists".

• The channel and tools may evolve, but foundational SEO skills and logic remain core. Attempting to replace your team or role because of buzzwords is misguided.

  "...if you can't trust the SEO team, you have to do the aeo aiogeo, whatever it is you have, then don't trust them to do SEO. So this channel, and I don't want to be a dinosaur here, it's an extension of SEO. It is not a replacement of SEO. You don't need a new resource." — Eli Schwartz (03:10)

3. Perspective on Innovation and Adaptability (Implicit throughout)

• The episode encourages organizations to remember the importance of user empathy and platform understanding over chasing the latest hiring trends.
• True innovation in SEO comes from adaptable, well-informed professionals, not from new job titles or tech hype.

Notable Quotes & Memorable Moments

• On the Illusion of "New" Roles:

  "Anybody that has the best user empathy and understands the way these platforms engines work, it should be able to adapt to whatever the near future is..."
  — Eli Schwartz (01:14)

• On the Overlap Between SEO and New Technologies:

  "It's an extension of SEO. It is not a replacement of SEO. You don't need a new resource."
  — Eli Schwartz (03:22)

Important Segment Timestamps

• 00:44 — Host intro to the lightning round focusing on hiring mistakes in an AI-driven market.
• 01:09–01:42 — Eli explains the mistake of chasing new roles, emphasizing adaptability and user empathy.
• 03:10–03:27 — Eli gives direct advice: trust and empower your existing SEO team rather than hiring for trendy, unproven roles.

Episode Tone & Takeaways

The conversation is practical, direct, and focused on demystifying current hiring fads in SEO and content marketing. Eli’s advice empowers businesses to invest in foundational expertise and adaptability rather than chasing new labels or technologies.

Key takeaway:
Don’t let the AI hype or search algorithm buzzwords distract you from your essential SEO foundation. Invest in people and teams who understand the core of SEO and can grow with the changes, rather than constantly looking for the next shiny object or title.