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SEO has been around for decades… but are we still getting it wrong?
In this episode of Martech360, Bruce Clay, widely regarded as the “Father of SEO”, shares a brutally honest perspective on how search has evolved and why many businesses are still stuck in outdated strategies.
From the early days before Google even existed to today’s AI-driven landscape, Bruce walks us through the real shifts that have reshaped SEO, and what most companies still fail to understand.
But here’s the bigger question: is SEO getting harder… or just more misunderstood?
In this conversation, we explore:
- Why SEO is no longer just about keywords
- How AI is transforming (but not replacing) content and optimisation
- The real meaning of EEAT and why it’s critical in 2025
- Why usability and intent now matter more than ever
- The biggest mistakes companies make when scaling SEO
- How Google’s evolving ecosystem is changing visibility and rankings
Bruce also shares powerful insights on the future of SEO- from AI-driven workflows to the rise of hybrid roles where writers and SEOs must evolve together.
If you’re relying on outdated SEO playbooks, this episode will challenge everything you think you know.
Because SEO isn’t getting easier… it’s getting smarter.
