Interview: Tim Soulo of Ahrefs - Massive shifts in SEO industry, AEO, plus what content works (and doesn't)

Tim Soulo runs Ahrefs, a $150m/yr search optimization software, and has deep insights into where the SEO industry is going, and how AI is affecting each part of it.

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0:00: Intro

1:14: Have you ever felt a shift in SEO quite so hard as the AI shift? Many changes go like this, “First gradually then suddenly.” SEO has always been gradually shifting, but now we’re in the period of “suddenly.”

2:38: Where is SEO going? What’s the motivation of sharing knowledge if it just gets taken and regurgitated by AI?

4:19: Neville’s theory of what will happen to writing.

6:44: Two kinds of content: Topics that’ve existed for a long time, and completely new topics that’ve just come up. Older topics will be harder to rank for, brand new timely content can do well.

9:25: First hand real-world experience stories will still do well. You do something in the real world then talk about it in your online content.