Since 2009, I’ve driven hundreds of millions of visitors from Google search. For nearly two decades, SEO was a game I understood — research the right keywords, create optimized content, get backlinks, and watch traffic (and income) explode. But today, that old playbook is dead.
And for the first time in 17 years, I’m rethinking everything I know about SEO.
Why the Old SEO Playbook Doesn’t Work Anymore
Let’s be clear: SEO isn’t dead. Google still processes over 5 trillion searches every year — that’s 100x more than the number of conversations people are expected to have with ChatGPT this year.
But what’s changed is how we win with SEO.
The internet is now flooded with AI-generated, low-effort content. As a result, Google has become stricter than ever, cracking down on even legitimate websites and wiping them from the search results without warning. Rankings have become unstable, and traffic has turned unpredictable.
Yet, the fundamentals of SEO haven’t disappeared. People still search with keywords. Search engines still crawl and index pages. And backlinks still matter.
But relying on SEO mechanics alone — keyword stuffing, template-style blog posts, and basic optimization tricks — is no longer enough.
The Mental Shift You Must Make in the AI Era
Before AI tools like ChatGPT went mainstream, it was relatively easy to win at SEO. Many SEOs simply copied top-ranking pages, added a few new points, dropped in keywords, and built a couple backlinks. This “SEO copywriting” model was formulaic — and it worked.
But it had a fatal flaw.
Search engines don’t buy from you. People do.
Now that AI can mass-produce this kind of content, Google is no longer rewarding robotic, rehashed articles. Instead, it’s doubling down on what it’s always wanted: delivering the most relevant and useful result for each search query.
Is it getting this right 100% of the time? Not even close. But the trend is clear: Google is prioritizing value to the user over textbook SEO tactics.
So if I were learning SEO from scratch today, the first mindset shift I’d make is this:
👉 Don’t write for algorithms. Write for humans.
How to Create Content That Actually Wins
Say you want to rank for the keyword: “how to start a YouTube channel.”
The old mindset would ask:
- What keywords should I use?
- What subtopics do I need to cover?
- How many H2s and internal links should I include?
The new mindset starts by asking:
- Who’s searching for this?
- Are they beginners or pros?
- Are they looking for gear recommendations? Monetization tips?
- Do they want a video tutorial? A checklist? A blog post?
Once you understand the person behind the search, your content becomes more useful, more relevant, and more likely to convert — not just rank.
That’s what it means to be user-obsessed.
Why AI is Not the Enemy — It’s a Superpower (If Used Right)
Let’s clear up a big misconception: AI tools aren’t the problem. The way people use them is.
AI can write faster than most humans, analyze data at scale, and even brainstorm ideas. But without good input — the right guidance, research, and prompts — its output is mediocre at best.
Take “Joe Schmo” — a guy who knows nothing about SEO. He’ll ask ChatGPT to write a blog post and hit publish. The result? A generic, forgettable page that never ranks.
Now take someone like “Sam Edwardo” — an SEO pro. He’ll research his audience, identify the right keywords, study Google’s search results, and then use AI to help execute content that’s aligned with real user intent.
The difference isn’t the tool — it’s the operator.
So if you’re learning SEO today, learn to use AI as a copilot, not a replacement. Use it to accelerate your workflow, not shortcut the thinking that great SEO requires.
Don’t Just Learn SEO — Prepare for What Comes Next
Here’s a harsh truth no one talks about: SEO can feel like printing money when it works. Google traffic is free, scalable, and consistent.
But it’s also fragile.
We’ve seen countless websites lose everything after a single algorithm update. Rankings can disappear overnight, and with it, your revenue. We’ve documented these stories on our YouTube channel. They’re real. And they hurt.
That’s why if I were learning SEO today, I’d also be preparing to diversify beyond Google.
This isn’t a contradiction — it’s strategy. Because SEO isn’t just about Google.
The skills you build by learning SEO — keyword research, content creation, link building, understanding search intent — apply to every platform that has a search bar:
- YouTube
- Quora
- Amazon
- TikTok
When I started with YouTube SEO, I applied my Google SEO skills — and now we get over a million views a month from YouTube search alone.
The Bottom Line: SEO is Not Dead. It’s Evolving.
AI hasn’t killed SEO. It’s just changed the rules of the game.
If you rely on shortcuts and mechanical content, you’ll lose. But if you focus on creating value, understanding the real intent behind search queries, and using AI as a smart assistant, you’ll win.
SEO is still about one core principle:
Connect the best content with the people who are actively searching for it.
But in today’s environment, “best” doesn’t mean keyword-perfect. It means helpful, insightful, and human.
So if you’re just starting your SEO journey, or trying to reinvent your strategy in the AI era, here’s what I recommend:
- Master the fundamentals. Learn how search engines work, how to structure content, and how to build authority.
- Get obsessed with your audience. Solve real problems, not just optimize for robots.
- Use AI wisely. Let it accelerate you, not replace your judgment.
- Diversify your skills. Apply your SEO knowledge across platforms.
- Be worth finding. Because AI can mimic — but it can’t care.
Want to learn SEO the right way?
Start with our free SEO course for beginners, designed for today’s AI-powered landscape.
Because real success in search isn’t about chasing traffic — it’s about building trust.
And in the new world of SEO, trust always ranks highest.
