Gisele Navarro measured what AI referrals do on her site. Two minutes. Reddit and YouTube stay six to eight. Listen to the full Unscripted SEO episode.

Laura Hoot has been doing SEO since 2007. Her hot take: the industry does not actually think SEO is dying, and she sees hiring rather than mass firings. Best practices have not changed, but the order of operations has.

Google’s AI Max moves paid search from keywords to intent and starts choosing the landing page off your own site. Lisa Raehsler on what that does to advertisers, and why PPC now needs the SEO team.

Ben Wills ran one hotel-recommendation prompt over and over and changed a single word in it: the car he was flying to Los Angeles to pick up. Civic, BMW, Ferrari. The hotels moved with the car, across every ChatGPT model and every level of thinking. Twenty-six years between marketing and engineering, 13 of them writing crawlers in pure C, and he came back with the one thing SEO never had: a feedback loop you can actually test.

Jeremy brought Gert Mellak a query showing 10 searches a month in the keyword tools and 1,100 impressions in Search Console for the same month. Gert’s answer was bots, and he had already stopped reporting impressions to clients because of it. The rest of the episode takes apart search volume, SEO ROI math, and what to track instead.