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E216: Theo Roberts - STOP IGNORING AI | SEO Strategy That Actually Works
Episode 216
Monday, 20 October, 2025
Theo Roberts — SEO Isn't Dead. It's Everywhere. SEO is dead. Again. Apparently. Another week, another LinkedIn post declaring the end of search as we know it. AI overviews are stealing clicks. LLMs are the new gatekeepers. Google's slipping. And suddenly, everyone's an expert on what's "killing" SEO. Here's the truth: SEO isn't dead. It's evolved. And if you're still optimizing like it's 2019, you're already behind. Theo Roberts—Head of SEO at eCom@One—joins Richard this week to set the record straight on what's actually happening with AI, search, and how eCommerce brands should be thinking about visibility in 2025. Fresh from talks at eCommerce Expo and the Salesforce Summit, Theo breaks down the real impact of AI overviews, LLMs, and the rise of platforms like Reddit, TikTok, and ChatGPT as search engines. This isn't fear-mongering. It's practical, tested strategy from someone who's delivering results right now. They dig into why Google still holds 89% of search (but why that's dropped for the first time), how to actually optimize for AI visibility without abandoning traditional SEO, and why the brands winning right now are the ones thinking bigger than just the SERP. Theo shares a case study where answering Reddit questions led to 11% of content acquisition and a 124% revenue increase. He explains why link building has had a resurgence, how to stabilize volatile rankings with category-focused PR, and why "search everywhere optimization" is the mindset you need to adopt—now. Whether you're drowning in AI panic, frustrated by stagnant rankings, or just trying to figure out what the hell to prioritize next, this episode cuts through the noise with clarity, examples, and a roadmap you can actually follow. Listen to the full episode now. And remember: SEO isn't dead. You just need to know where to show up. Find out more about your AI Visibility Audit here. Topics Covered 00:00 — Introduction: Why AI and SEO are dominating industry conversations right now 03:15 — Should brands optimize for customers or algorithms? (Spoiler: both) 06:42 — Is Google still king? The 89% stat and what it really means 10:28 — Why "search everywhere optimization" is the new SEO 14:51 — AI overviews explained: when they show up and how to get featured 19:33 — The Reddit strategy that drove 124% revenue growth in 6 months 25:47 — Link building is back—and it's working faster than you think 31:16 — Category pages are the cheat code: technical + content + PR 35:02 — How to check your AI visibility (and why it matters before ChatGPT launches shopping) 40:29 — Why video is now essential for ranking in AI overviews 44:18 — The content refresh routine that protects your rankings 47:55 — Theo's prediction: SEO is beyond the SERP
