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How Will AI Impact the SEO Profession, User Search Behavior, Businesses, and the Internet? with Mordy Oberstein

How Will AI Impact the SEO Profession, User Search Behavior, Businesses, and the Internet? with Mordy Oberstein

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Episode Notes: 

In this conversation, Mordy Oberstein discusses the impact of AI on SEO and the challenges it presents. He emphasizes the need for SEOs to adapt their strategies and understand the changing landscape of content creation. Mordy also highlights the importance of user intent and the role of AI in Google’s algorithm. He suggests that brands should take risks and differentiate themselves by creating content that reflects their thought leadership and expertise. Additionally, he discusses Google’s algorithm updates and the need for Google to improve its understanding of user behavior. Overall, Mordy provides valuable insights into the evolving relationship between AI and SEO. In this conversation, Mordy Oberstein discusses the impact of Google’s changes on SEOs, the opportunities for SEO agencies and professionals in an AI world, time and energy management with a busy schedule, the controversial opinion that brand is more important than acquisition, impactful advice to not be a schmuck, a book recommendation, and where to find Mordy Oberstein on the internet.

Key Takeaways:

SEOs need to adapt their strategies to the impact of AI on SEO.

Content creation should focus on user intent and reflect thought leadership.

Google’s algorithm updates indicate its efforts to understand user behavior.

Brands should take risks and differentiate themselves in the changing landscape of content creation. SEOs need to understand the changes happening in the ecosystem and adapt accordingly.

In an AI world, SEO agencies and professionals who can use their brains to navigate the changing landscape will have more opportunities.

Time and energy management is crucial for balancing work and personal life.

Building a strong brand can lead to long-term success and acquisition.

Don’t be afraid to say no and focus on quality over quantity.

The book ‘An Ethic of Excellence’ by Ron Berger teaches the importance of iterative improvement.

Show Links

Time stamps

  • [00:00] Introduction and Personal Conversations
  • [00:41] AI and SEO: Different Aspects
  • [02:03] Background on Wix and SEO
  • [05:22] Choosing a Career in SEO
  • [07:13] The Impact of AI on SEO
  • [08:23] AI and the New Content Conversation
  • [11:09] Adapting SEO Strategies for AI
  • [14:07] The Risks of AI-Generated Content
  • [16:08] Moving Beyond Cheap SEO Content
  • [17:18] Adapting SEO to Understand User Intent
  • [19:17] Google’s Multitask Unified Model (MUM)
  • [22:34] Google’s Algorithm Updates and Challenges
  • [26:25] Writing Nuanced Content for SEO
  • [30:11] The Dark Forest Theory and Signaling Humanity
  • [33:28] Google’s Struggles and Recalibration
  • [37:22] Impact of Google’s Changes on SEOs
  • [40:40] Opportunities for SEO Agencies and Professionals in an AI World
  • [48:11] Time and Energy Management with a Busy Schedule
  • [50:22] Controversial Opinion: Brand is More Important than Acquisition
  • [51:21] Impactful Advice: Don’t Be a Schmuck
  • [51:54] Book Recommendation: An Ethic of Excellence by Ron Berger
  • [54:05] Where to Find Mordy Oberstein on the Internet

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David Khim

David is co-founder and CEO of Omniscient Digital. He previously served as head of growth at People.ai and Fishtown Analytics, and before that was growth product manager at HubSpot where he worked on new user acquisition initiatives to scale the product-led go-to-market.