Business
What still works in SEO when AI can generate content in seconds? In this episode, our host Austin Willman sits down with George Kasiouras, an SEO Specialist at MooseEnd (part of Constant Contact), to unpack why subject matter experts, not just writers, are becoming the real differentiator in search rankings.
George breaks down why the old playbook of reading the top 10 results and rewriting them no longer cuts it, how internal collaboration with real experts creates content AI cannot replicate, and why brands need to start showing up in AI-driven search tools, not just traditional rankings. He also shares how SaaS companies should balance leads versus traffic, how to communicate SEO value to leadership using real business outcomes, and why brand identity gets complicated inside a larger company ecosystem like Constant Contact.
Beyond tactics, George opens up about the career mindset that helped him grow, from managing a handful of clients to leading teams of a thousand, and why he believes there is no safe path left in SEO. If you are a marketer, SEO, or content strategist trying to figure out how to stay relevant as AI reshapes search, this conversation is packed with practical thinking you can apply right away.
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In this episode, we discuss:
00:00 - 00:20: Introduction
00:20 - 01:20: The One Constant Truth in SEO
01:20 - 02:58: Why Net-New Content Requires Subject Matter Experts
02:58 - 04:23: Finding Experts Internally and Navigating Company Politics
04:23 - 05:57: Understanding a New Market Before Making SEO Decisions
05:57 - 07:42: Technical SEO Challenges and Working With Engineers
07:42 - 09:24: Quantity vs. Quality: Letting Data Drive Content
09:24 - 11:48: Communicating SEO Value to Leadership Using AI Visibility
11:48 - 13:29: Brand Identity Inside a Larger Company Ecosystem
13:29 - 14:51: The Habit That Fuels Long-Term Career Growth
14:51 - 16:31: Wrestling With Risk in AI-Driven SEO Strategy
16:31 - 18:11: Big Risks vs. Playing It Safe in a Career
18:11 - 19:09: Looking Back on Risks Worth Taking
19:09 - 20:12: What Still Makes On-Page SEO Valuable
20:12 - 22:33: Using Internal Data and Expert Authorship to Build Trust
22:33 - 24:24: What the Strongest SEO Teams Will Do Differently
24:24 - 25:03: Why Caring About the Work Is the Real Strategy
25:03 - 26:39: Where to Find George and Closing Thoughts
26:39 - 28:46: Outro
Connect with George Kasiouras
https://www.linkedin.com/in/george-k-8246a1169/
constantcontact.com
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