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.
Takeaways:
- Content must always answer the searcher's actual question directly
- Subject matter experts create content AI genuinely cannot replicate
- Old top-10 rewriting tactics no longer work for ranking
- AI visibility tools are becoming as important as traffic metrics
- SaaS brands should prioritize leads over raw traffic numbers
- Communicating SEO value to leadership requires tying it to revenue
- Brand identity within a larger company needs clear leadership alignment
- Embracing fear and taking risks drives real career growth