Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)Discover SEO insights from Eli Schwartz, author of Product-Led SEO, on AI, mid-funnel tactics, and the future of search.
Listen now on Apple, Spotify, and YouTube. Brought to you by: • Pendo—The only all-in-one product experience platform for any type of application — 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:
 Find the transcript at: https://www.lennysnewsletter.com/p/rethinking-seo-in-the-age-of-ai-eli-schwartz Some takeaways:
Where to find Eli Schwartz: • X: https://x.com/5le • LinkedIn: https://www.linkedin.com/in/schwartze/ • Website: https://www.elischwartz.co/ • Newsletter: https://www.productledseo.com/ In this episode, we cover: (00:00) Eli’s 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 (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’s 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 Referenced: • Product-Led SEO: The Why Behind Building Your Organic Growth Strategy: https://www.amazon.com/Product-Led-SEO-Building-Organic-Strategy/dp/1544519567 • SurveyMonkey: https://www.surveymonkey.com/ • Google AI: https://ai.google/ • Perplexity: https://www.perplexity.ai/ • Claude: https://claude.ai/ • G2: https://www.g2.com/ • Riverside: https://riverside.fm/ • Zapier: https://zapier.com/ • Wade Foster on LinkedIn: https://www.linkedin.com/in/wadefoster/ • Salesforce: https://www.salesforce.com/ • Tinder: https://tinder.com/ • Udi Milo on LinkedIn: https://www.linkedin.com/in/udimilo/ • The ultimate guide to SEO | Ethan Smith (Graphite): https://www.lennysnewsletter.com/p/the-ultimate-guide-to-seo-ethan-smith • Mixpanel: https://mixpanel.com/ • Vanta: https://www.vanta.com • Quora: https://www.quora.com/ • Canva: https://www.canva.com • Notion: https://www.notion.so/ • Red Ventures: https://www.redventures.com/ • CNet: https://www.cnet.com/ • Noah Smith on X: https://x.com/noahpinion • Noahpinion newsletter: https://www.noahpinion.blog/ • Leveraging growth advisors, hiring well, mastering SEO, and honing your craft | Luc Levesque (Shopify, Meta, TripAdvisor): https://www.lennysnewsletter.com/p/leveraging-growth-advisors-hiring • Tripadvisor: https://www.tripadvisor.com/ • Zillow: https://www.zillow.com/ • Capterra: https://www.capterra.com/ • U.S. v. Google: all the news from the search antitrust showdown: https://www.theverge.com/23869483/us-v-google-search-antitrust-case-updates • Bing: https://www.bing.com/ • Neeva: https://en.wikipedia.org/wiki/Neeva • Google’s tweet about the antitrust case: https://x.com/Google_Comms/status/1820558371285508123 • Mailbag: Google and Antitrust Festivus, Credit Card Dominance, AI for Movies and Writing, Shohei’s Contract | Sharp Tech with Ben Thompson: https://podcasts.apple.com/ca/podcast/mailbag-google-and-antitrust-festivus-credit-card/id1646152812?i=1000638448429 • DuckDuckGo: https://duckduckgo.com/ • Kayak: https://www.kayak.com/ • Expedia: https://www.expedia.com/ • Faire: https://www.faire.com/ • Shopify: https://www.shopify.com/ • WordPress: https://wordpress.com/ • Semrush: https://www.semrush.com/ • Ahrefs: https://ahrefs.com/ • Similarweb: https://www.similarweb.com/ • Thinking beyond frameworks | Casey Winters (Pinterest, Eventbrite, Airbnb, Tinder, Canva, Reddit, Grubhub): https://www.lennysnewsletter.com/p/thinking-beyond-frameworks-casey • How to grow a subscription business | Yuriy Timen (Grammarly, Canva, Airtable): https://www.lennysnewsletter.com/p/transform-your-subscription-growth • Small Data: The Tiny Clues That Uncover Huge Trends: https://www.amazon.com/Small-Data-Clues-Uncover-Trends/dp/1250080681/ • Start with Why: How Great Leaders Inspire Everyone to Take Action: https://www.amazon.com/Start-Why-Leaders-Inspire-Everyone/dp/1591846447 • Million Dollar Consulting, Sixth Edition: The Professional’s Guide to Growing a Practice: https://www.amazon.com/Million-Dollar-Consulting-Sixth-Professionals/dp/1264264917/ • How to Stop Caring What Others Think: For Real: https://www.amazon.com/Stop-Caring-What-Others-Think/dp/B0BLZHJCTN • BlackBerry on AppleTV+: https://tv.apple.com/us/movie/blackberry/umc.cmc.3l1hmmtt33myfoyr38vfg85js • Grammarly: https://www.grammarly.com/ Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Lenny may be an investor in the companies discussed. Invite your friends and earn rewardsIf you enjoy Lenny's Newsletter, share it with your friends and earn rewards when they subscribe.
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Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)
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