Ep 33: François Muscat | Nobody Knows What Happens Next

<p>François Muscat has spent more than 20 years watching digital marketing change, break, reinvent itself and then change all over again. As one of WSI's original voices in SEO and someone who has played an important role in Mike's own career, François joins the podcast to talk about where it all started, the relationships that helped him build a business from South Africa, and why he's still fascinated by figuring out what comes next.</p><p>And right now, what comes next is a pretty big question. Search behaviour is changing, website traffic is disappearing, AI is rewriting how people find businesses, and everyone seems eager to declare SEO dead again. François has a very different view. He and Mike get into what we're measuring wrong, what still matters, and why this might be one of the most interesting shifts they've seen yet. François may be stepping back from the day-to-day, but good luck convincing him to stop figuring out what comes next.</p>