Dan and Lee talk about the hype around Google’s new “AI Mode” and why it’s less of a revolution, more of a rebrand. It feels big, but that's because Google's building a strategic feed to keep you in SERPs.
From “we’ve been doing this for years” to “Google just built the biggest social feed in history,” they break down the old SEO truths that have suddenly been repackaged as shiny, new must-knows. Expect deep dives into authority signals, the clickless era, and how to make sure your brand still shows up when there’s no blue link to click.

They get into:
- Why half the “new” SEO advice in 2025 is actually just 2018 in a different font
- How Google’s AI Mode is finally paving the path where Google+ flopped, by keeping you inside the feed, forever
- Why impressions without clicks are about to matter more than you think
- How Reddit threads and Instagram Reels are now competing with your blog posts in search results
- The KPI shifts every marketer needs to make to survive the clickless era

If you’ve ever tried to keep up with Google updates, pitched SEO to a client, or wondered how to win in a world where AI answers come before your link, this one’s for you.