Podcasts Technology Lenny's Podcast: Product | Growth | Career Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)

Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)

Published: Sept. 19, 2024, 11:01 a.m.

Eli Schwartz is a leading SEO consultant and the author of Product-Led SEO. He has worked with industry giants like Zapier, Tinder, Coinbase, Quora, LinkedIn, and WordPress to build and execute global SEO strategies that significantly enhanced their organic visibility at scale. In our conversation, Eli shares:

\u2022 How AI and LLMs are reshaping the SEO landscape

\u2022 Why you should be focused on mid-funnel SEO strategies

\u2022 How to determine if SEO is the right approach for your business

\u2022 Why SEO should be treated as a product rather than just a marketing tactic

\u2022 SEO myths

\u2022 The future of search in light of recent legal challenges faced by Google

\u2022 Much more

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Brought to you by:

\u2022 Pendo\u2014The only all-in-one product experience platform for any type of application

\u2022 Brave Search\u2014A smarter way to search

\u2022 OneSchema\u2014Import CSV data 10x faster

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Find the transcript and show notes at: https://www.lennysnewsletter.com/p/rethinking-seo-in-the-age-of-ai-eli-schwartz

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Where to find Eli Schwartz:

\u2022 X: https://x.com/5le

\u2022 LinkedIn: https://www.linkedin.com/in/schwartze/

\u2022 Website: https://www.elischwartz.co/

\u2022 Newsletter: https://www.productledseo.com/

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Where to find Lenny:

\u2022 Newsletter: https://www.lennysnewsletter.com

\u2022 X: https://twitter.com/lennysan

\u2022 LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Eli\u2019s background

(02:10) The impact of AI on SEO strategies

(11:34) Understanding search intent

(15:30) Real-world impact and structured vs. unstructured data

(20:19) Top-of-funnel vs mid-funnel SEO strategies

(22:57) Case studies

(31:29) Steps for getting started with SEO

(35:20) Examples of when not to focus on SEO

(39:17) Evaluating SEO investment

(44:00) Understanding the tradeoffs in marketing channels

(46:23) SEO conversion metrics and expectations

(52:09) Understanding the time horizon of SEO

(59:37) The role of AI in content creation

(01:05:26) AI overviews\xa0

(01:07:40) Brand building and SEO

(01:09:51) Programmatic vs. editorial SEO strategies

(01:16:06) Insights from the Google antitrust verdict

(01:20:36) Google\u2019s dominance in search

(01:23:52) The future of SEO and user choice

(01:26:28) SEO myths debunked

(01:36:58) Forecasting SEO success

(01:44:18) The need for SEO expertise

(01:46:26) Lightning round and closing thoughts

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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Lenny may be an investor in the companies discussed.



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