Giant shifts in SEO industry with Ross Hudgens of Siege Media
Ross Hudgens runs Siege Media. They are literally the ONLY SEO company I recommend people to. They do content for medium & large companies like Zillow, Shutterfly, AirBnB, Intuit, Casper, ZipRecruiter and way more. They’ve been on the INC 5000 list for the last 4 years in a row. They have 90+ employees with hubs in San Diego, New York and Austin.
0:00 - Introduction
0:16 - Starting my first business and using SEO to get traffic with $0
0:49 - The TECTONIC SHIFT in SEO over the last 3-5 years
1:05 - Why SEO is harder for small businesses but easier for big brands
2:22 - Only 7% of Google queries show AI results right now
3:15 - Using Perplexity as an AI-first search engine and its impact
4:25 - “Library Sites” being wiped out by AI and “What Is…” searches
6:34 - Ross’ favorite test term: “What is an IRA?” – Simple vs. long-tail answers
9:30 - Reddit’s rise in search results thanks to Google’s “Forum” tab
11:50 - AI training using content created before 2023
12:30 - Google’s cat-and-mouse game of showing and preventing manipulation
12:56 - Introducing Ross (late in the interview!)
13:30 - Has SEO changed? Ross explains the evolving role of links and content
15:00 - How big brands are winning the SEO game
15:50 - Social networks like TikTok’s opposite approach to SEO: 0 followers, 10M+ views
16:33 - Inside info from Google: On-page time, CTR, and brand signals vs. links
17:29 - Are meta tags and description tags still important?
19:05 - Trends Ross is seeing with his 90+ person agency
21:20 - How AI is trained by ranked content to mention your brand
22:29 - The rise of content creation on social networks vs. traditional blogging
25:28 - Creating "First Party Data" to stand out from AI-generated content
26:52 - Are agency clients asking for both social and SEO content now?
28:29 - The challenge of tracking customers in a privacy-conscious world
29:34 - GA4 vs. Plausible Analytics: Easier analytics tools
31:07 - Why people don’t always know how they first found you
33:50 - The impact of posting short videos on LinkedIn
34:44 - LinkedIn vs. X (Twitter) for hiring – different vibes
36:32 - The return of long-form blogging and its benefits
38:59 - Top of Feed vs. Top of Search and the content posting frequency
40:09 - Long-form blog posts as a “house” for your content
40:35 - Content updating becoming more frequent due to AI and fast-paced news
43:17 - Concise vs. long articles: How search behavior influences content length
45:05 - Ross’ insights on using AI at his SEO agency
47:33 - Can ChatGPT generate 50,000 articles and rank well?
48:49 - AI writing wins and fails – unexpected use cases
51:28 - AI making formerly impossible content creation feasible
53:38 - Testing “evilness” in privacy policies using AI
55:15 - Comparing AI to computers in the ‘50s: More use cases to come
56:19 - AI transforming research and its role in blogging
57:46 - The sauna research example: Deep data insights beyond 10 blue links
59:10 - The top tools Ross’ agency is using in 2024/2025
1:00:27 - Lessons from losing traffic during the KK to CC transition
1:03:05 - Why a personal or vague brand name matters (Siege Media example)
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