Rand Fishkin joins Ross Hudgens to unpack the latest acronym craze—GEO, AEO, LEO—and why none may be necessary. They explore the origins of SEO, the rise (and fall) of inbound marketing, and how marketers can avoid falling into the trap of trend-chasing. From naming conventions to the real value of brand clarity, this is a conversation for anyone navigating search in the age of AI. Rand also shares a bold bet on AI’s impact on jobs, reflects on his early days in the “promised land of SEO”—and discusses why “SEO for AI” might be the clearest path forward. Plus: Cooking games, Snack Bar Studios, and whether creating a new marketing category is ever worth the effort. Show Notes 0:08 – Why SEO has too many new acronyms 0:44 – The wild origin of SEO in Bend, Oregon 1:29 – Danny Sullivan, Circuit City, and the OG SEO crowd 2:54 – Who coined “zero-click search”? 3:29 – Why naming trends like GEO can hurt clarity 5:00 – Is GEO catching on because A16z backed it? 5:59 – Should we name this shift at all? 6:37 – Why "SEO for AI" is clearer than new acronyms 8:09 – Organic digital vs SEO vs paid—don’t confuse your client 9:33 – Naming things doesn’t always benefit the person who coined it 10:13 – Why SEO isn’t in decline (despite the narrative) 11:07 – Google is still orders of magnitude bigger than any AI tool 12:34 – Rand bets \$100K AI won’t take half of all jobs 13:39 – “SEO for AI” has 100% clarity, unlike GEO or AEO 14:58 – GEO and AEO should be considered tags under SEO 16:07 – Simplifying your services for buyers: SEO still works 17:11 – SEO can carry baggage—but it’s still foundational 18:20 – Organic growth as the category; SEO as the tactic 19:03 – The Snickers bar analogy for misaligned category tags 20:01 – Why HubSpot had the power to rebrand with inbound marketing 20:54 – Applying lessons from game tagging at Snack Bar Studios 22:16 – Final thoughts: ride the wave if you’re Mars; otherwise, keep it clear 23:07 – Rand’s AI/job displacement bet explained 24:53 – Revisiting his blockchain bet with Dharmesh from 2016 25:21 – What worries Rand more than AI? Government decisions 26:14 – Elon, politics, and the future of tech influence 26:22 – Snack Bar Studios: magical boars and carbonara 26:56 – Sparktoro and “Search Everywhere Optimization” 27:03 – Tagging the cooking game: chill action, story rich, 2D action 27:51 – Geraldine’s writing brings it to life Show Link It’s Still SEO (SparkToro Blog): (https://sparktoro.com/blog/its-still-seo-search-everywhere-optimization/](https://sparktoro.com/blog/its-still-seo-search-everywhere-optimization/) a16z: GEO Rewrites the Rules of Search: (https://a16z.com/geo-over-seo/) Rand’s Game Studio: (https://snackbarstudio.com/](https://snackbarstudio.com/) Subscribe today for weekly tips: (https://bit.ly/3dBM61f](https://bit.ly/3dBM61f) Listen on iTunes: (https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174) Listen on Spotify: (https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM](https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM) Listen on Google: (https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA) Follow Siege on Twitter: (http://twitter.com/siegemedia](http://twitter.com/siegemedia) Follow Ross on Twitter: (http://twitter.com/rosshudgens](http://twitter.com/rosshudgens) Directed by Cara Brown: (https://twitter.com/cararbrown](https://twitter.com/cararbrown) Email Ross: ([email protected]](mailto:[email protected]) #seo | #contentmarketing Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: [email protected] #seo | #contentmarketing

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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