How to Spot SEOs Worth their Chops in the AI World of Search w/ Nick LeRoy, SEO Consultant

You don’t have to be an expert in SEO to know that the search landscape is more volatile than ever before.

AI has completely disrupted search, to say nothing of major algorithm updates and changes in search behavior. 

What worked for SEO in the past decade just won’t cut it in the decade ahead. 

Marketing leaders need SEOs they can place full confidence in to navigate the new AI world of search.

Join SEO Consultant Nick Leroy and Paxton Gray to hear what success will look like for SEO moving forward and what signs to look for in an SEO with the skills to carry your organic strategy through to the future.

What You’ll Learn: 

• How SEO success may look different in 2025,
• The markers of an SEO expert you can trust and the red flags to avoid, and
• The right way to think about investing in SEO.

Resources: 

https://97thfloor.com/articles/podcasts/how-to-spot-seos-worth-their-chops-in-the-ai-world-of-search/ 

https://www.linkedin.com/in/nickleroyseo 

"If it's not expensive, time consuming, or take a lot of resources, 95% of the time, it's not going to provide value for SEO." - Nick LeRoy 

Timestamps: 

03:39 - 2025 SEO changes: biggest pivot in 15 years

06:09 - Why flat SEO performance is actually a win

12:20 - Mass content strategy sustainability debate

17:54 - SEO expensive/resource rule for real growth

23:16 - Moving SEO out of marketing into product teams

26:54 - Beyond skyscraper method: innovation over incrementalism