SEO is not dead, FFS!
Welcome to "SEO Fucking What," the podcast that cuts through the bullshit and tells it straight, with no wanky jargon and no panic-peddling.
I’m Nikki, here to help you make damn real money from your website by showing up on Google, not by falling for shiny new courses or scare tactics from so-called LinkedIn gurus.
In today’s very first episode, we're tackling the biggest scam floating around the digital marketing scene: the tired claim that "SEO is dead."
So grab your coffee (and maybe cover your ears if you’re sensitive to swearing), because we’re about to expose the con jobs, give you real tips, and remind you to trust your own data over social media hype.
Join me. Let’s keep SEO non-wanky and make it work for your business.
Transcript
Fuck me. Can these LinkedIn gurus just stop flogging their latest
Speaker:course for five minutes today? I'm calling out the assholes
Speaker:trying to panic you into buying their bullshit.
Speaker:This is SEO. Fucking what? I'm Nicky. I help people like
Speaker:you make money from your website by actually getting found on Google.
Speaker:Today, we're tackling the biggest con job in the industry right now.
Speaker:Hustle bros telling you SEO is dead so they can sell you the next
Speaker:shiny thing. I'm going to tell you why it's just all
Speaker:bolloc. So let's get into this, because I'm absolutely
Speaker:fucking furious about what's happening in the SEO industry right now.
Speaker:Every other week, some LinkedIn guru pops up announcing that
Speaker:SEO is dead, finished, over. And you know what
Speaker:they're selling in the very same post course on AEO
Speaker:or GEO or whatever the fuck they've decided to call their latest
Speaker:rebrand of the exact same shit we've been doing for years.
Speaker:Because what's really happening is that these people are panicking.
Speaker:And I don't just mean the fly by night tossers who discovered SEO last
Speaker:Tuesday. I mean actual SEOs. People who've been
Speaker:in this industry for years. They've seen AI search tools
Speaker:pop up, they've seen Google Ad AI overviews, and they've
Speaker:absolutely shat themselves. So instead of adapting, instead of
Speaker:learning what's changing, they've decided to rebrand themselves as
Speaker:AI search experts and sell a new course or service.
Speaker:And I'm going to make one thing clear. SEO is
Speaker:not fucking dead. Hello, I'm Google.
Speaker:SEO. Die. SEO.
Speaker:It's not dying. It's not even slightly unwell. Someone fetch me
Speaker:a night nurse. What's dead is these people's
Speaker:ability to make easy money from their old tactics.
Speaker:So they're trying to scare you into thinking you need to learn something completely
Speaker:new, something that they conveniently can teach you
Speaker:for 997 pounds or $1,500
Speaker:or whatever ridiculous price they're charging this week. But the worst
Speaker:part of this for me is that some of these people have made their entire
Speaker:living from SEO. They've built businesses on it. They've written
Speaker:about it, they've spoken at conferences about it. They
Speaker:know SEO isn't dead. They know GEO or
Speaker:AIO or whatever it is is pretty much the same thing
Speaker:with a few tweaks. Just like SEO has always been,
Speaker:the second something new shows up, they're throwing SEO under the bus
Speaker:and telling you it doesn't work anymore because they're fucking cowards.
Speaker:Because do you know what they don't want you to know? AI
Speaker:search tools need SEO. Every single one of
Speaker:them. ChatGPT search. It pulls from Google and
Speaker:Bing. Perplexity, Google and Bing.
Speaker:Google's AI overviews. Unsurprisingly, Google
Speaker:without SEO, without websites that are properly optimized and
Speaker:structured, these tools would have nothing to show you except years old
Speaker:training data and crappy Reddit threads. And that's it.
Speaker:And let's not forget that one of these AI search tools was advertising for
Speaker:an SEO expert less than a month ago. An actual job
Speaker:listing for an SEO. Because they need people who understand
Speaker:how search works to make their product useful. But the LinkedIn
Speaker:gurus don't tell you that, do they? They just post their hot takes
Speaker:about how traditional SEO is over and you need to optimize for
Speaker:AI now. And here's my new framework for Geo.
Speaker:And everyone in the LinkedIn echo chamber starts nodding along and
Speaker:panicking because they think they're behind. So let's talk about that
Speaker:LinkedIn bubble. It's not real life.
Speaker:In the LinkedIn bubble, everyone's using ChatGPT for everything.
Speaker:Everyone's abandoning Google, everyone's optimizing for
Speaker:AI overviews. But if you step outside that bubble and go and
Speaker:talk to actual business owners, actual customers, you'll find
Speaker:something completely different. Most people are still using
Speaker:Google or Bing or even fucking Yahoo.
Speaker:They're typing their question into a search box and clicking on the websites that
Speaker:show up.
Speaker:They're not asking ChatGPT where to find a B2B software
Speaker:provider. They're not using Perplexity to compare industrial
Speaker:suppliers. They're using search engines, the ones we've been
Speaker:optimizing for all along. And that's what you really need to
Speaker:know. Are your customers using AI search? Not the LinkedIn
Speaker:bubble. Not the tech early adopters who'll try anything new.
Speaker:Your actual customers. The people who might buy from
Speaker:you. Because if they're not, and if they're still using Google like
Speaker:the vast majority of people are, then why the fuck would you panic
Speaker:and change everything? Why would you stop doing the thing that's working
Speaker:and start chasing some made up acronym that some LinkedIn
Speaker:idiot invented last month? But do you know why
Speaker:people fall for it and why you've possibly fallen for it?
Speaker:I'll tell you why. Because these gurus are really
Speaker:fucking good at creating fomo. Fear of missing out.
Speaker:Fear of being left behind. Fear that if you don't jump on this new
Speaker:thing right now, you'll be irrelevant in Six months. It's the same
Speaker:tactic dodgy agencies have used for years. Google's
Speaker:algorithm changed. You need our emergency audit. Mobile
Speaker:first. Indexing is here. Pay us to fix your site. Poor web
Speaker:vitals will destroy your rankings. Buy our optimization
Speaker:package. And now it's AI search is taking over.
Speaker:You need geo sign up for my course. It's all
Speaker:designed to make you feel that you don't know what you're doing, like you're behind
Speaker:and like you need to pay someone to save you. And it's absolutely absolute
Speaker:bollocks, because here's what these people don't want you to know. The
Speaker:fundamentals haven't changed. Google and the search
Speaker:tools that are AI driven still want the same things. Helpful
Speaker:content, clear structure, authority and relevance.
Speaker:If you're doing proper SEO, you're already doing what you need to do
Speaker:for AI search. There's no magic new framework. There's no
Speaker:secret geo strategy. It's the same fucking thing with a different
Speaker:name. And I'm including myself in this, by the way. Don't just listen
Speaker:to me because I'm shouting into a microphone or because I post a lot on
Speaker:LinkedIn. Don't listen to anyone on LinkedIn, even if they've got 50,000
Speaker:followers and a blue tick, without doing your own research,
Speaker:without looking at your own data, and without asking, is this
Speaker:actually relevant to my business and my customers? Because the
Speaker:LinkedIn bubble will tell you that everyone's doing X. But your
Speaker:Google Analytics might tell you something different and your customers a
Speaker:different thing again. And I know which one I trust. Because the
Speaker:reality is this SEO works. It's working right
Speaker:now. Billions of searches every day on Google alone.
Speaker:Websites getting traffic, businesses getting customers, money
Speaker:being made. If your SEO isn't working, it's not because
Speaker:SEO is dead. It's because something's wrong with what you're doing.
Speaker:And you don't fix that by abandoning SEO and buying a course
Speaker:on AIO or geo. You fix it by getting better
Speaker:at SEO or getting a better person or agency
Speaker:to do your SEO. These gurus selling you the next big thing,
Speaker:they're not trying to help you, they're trying to help themselves. They
Speaker:need you to believe SEO is dead, because that's the only way they can sell
Speaker:you their rebrand of the exact same shit. Don't fall for
Speaker:it. So what's the actual fix? How do you figure out what you
Speaker:actually need to focus on without getting swept up in the panic?
Speaker:I'll tell you in just a moment. A quick break. Because even the best
Speaker:podcasts need to pay the bills.
Speaker:Okay, so here's what you actually need to do instead of panicking and buying some
Speaker:dickhead's course on AI search optimization.
Speaker:Step one, look at your own data. Open Google
Speaker:Analytics or Search Console or whatever you're using. Where
Speaker:is your traffic actually coming from? Is it Google, is it
Speaker:Bing? Or is it AI search tools such as ChatGPT
Speaker:and Perplexity? I'm willing to put money on the fact it's
Speaker:still mostly Google. So that's where you focus, not on what LinkedIn
Speaker:says everyone's doing and what's actually happening for your business.
Speaker:And step two, ask your customers how they found you. Seriously,
Speaker:just ask them, how did you hear about us? If they say, I Googled
Speaker:it or I found you on a search engine, then guess what?
Speaker:SEO still matters. If even one of them says, I
Speaker:asked ChatGPT, then maybe,
Speaker:maybe you start paying attention to AI search. But don't change your
Speaker:entire strategy based on what might happen. Base it on what is
Speaker:happening. Step three is keep doing good SEO. And by
Speaker:that I mean helpful content that answers what people are searching for.
Speaker:Proper site structure, clean technical setup, backlinks
Speaker:from relevant sites. That's it. That's SEO. That's also what
Speaker:works for AI search, by the way, so you're covered either way.
Speaker:Step four, stop following gurus who create panic to
Speaker:sell courses. If someone's telling you SEO is dead
Speaker:and they just happen to have a new course launching next week, unfollow
Speaker:them. If someone's invented a new acronym and they're the
Speaker:only expert in it, block them. If
Speaker:someone's telling you and trying to scare you that you're behind and you
Speaker:need to catch up right now, ignore them. Because do you know what
Speaker:you need? Data. Your own data,
Speaker:not someone else's. Hot take, not a LinkedIn poll from the echo
Speaker:chamber. Your actual traffic, your actual customers,
Speaker:your actual business. That's how you figure out what to focus on.
Speaker:Not by listening to me, not by listening to anyone shouting on social
Speaker:media, by looking at the evidence in front of you.
Speaker:And if this helped, don't keep it to yourself. Make sure you're
Speaker:following SEO fucking what? In whichever app you're listening to right
Speaker:now so you don't miss the episode, share it on social
Speaker:media, send it to your marketing manager, send it to your
Speaker:SEO expert, and let's fight the geo bollocks together.
