Lately, I’ve found myself using Google less and relying more on tools like ChatGPT. And even when I do search, I rarely click through to websites. That got me thinking, how is AI changing SEO? 

In this interview, I chat with SEO veteran Matt Hodgson, founder of Bring Digital. With over 20 years in the game, Matt recently published an article titled “SEO is Dead? Not Even Close” and in this episode, we dig into what he meant by that.

We covered:

• Why search traffic is declining, but why that’s not necessarily a bad thing

• How Google’s new AI overviews are impacting website visits

• What types of businesses are most affected by these changes

• Where AI tools like ChatGPT are sourcing their business info and how to get listed

• The critical role of Google Business Profile and online reviews

• Why your About page still matters (maybe even more)

• What tools can show your ranking in AI-driven search (and how to use them)

Matt also shared some great advice for small businesses:

“Focus on hygiene. Control what you can: your reviews, your profiles, your messaging. And if you’re short on time, just start with the platforms that matter most to your customers.”

It was a fun, practical, and eye-opening chat, plus, Matt showed up injured and half-drugged after a cycling accident… so I extra appreciate the effort!

If you’ve ever wondered how SEO fits into a world increasingly shaped by AI, this episode is a must-listen.

Links & Resources:

Tools mentioned:

SEMrush, Ahrefs, SimilarWeb, NotebookLM, Google Business Profile

Chapters

00:00 The Impact of AI on SEO

02:53 Evolving SEO Practices

05:06 Black hat SEO tactics of the past 

06:53 Has search and web traffic dropped because of AI? 

09:03 Local Business Strategies in the AI Era

12:05 Leveraging Google Reviews and Online Presence

17:48 Build your website for humans first, robots second. 

19:41 Can businesses see how they are ranking on AI platforms?

20:58 Tools for Tracking AI Search Performance

21:57 The value of video content for SEO

24:09 Final Tips for Businesses

29:29 My way or the AI way Remix - courtsey of Mubert - 5 sec.mp3