Avoid chasing tactical shortcuts

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In this episode of the Human-First AI Marketing Podcast, host Mike Montague sits down with Jason Berkowitz, founder of Break the Web Agency, to unpack what it really means to do SEO in 2025, without losing your mind (or your humanity). They explore how small and midsize businesses can stop chasing Google updates and AI trends and instead focus on timeless marketing principles that actually drive growth. From building topical authority and earning trust to integrating AI tools in a way that supports, not replaces, human creativity, this episode redefines what effective, sustainable SEO looks like today.

You’ll learn why good SEO hasn’t really changed as much as the noise suggests, how “human-first” content naturally aligns with what both people and algorithms value, and why shortcuts and hacks often do more harm than good. Jason and Mike also dive into the future of search, what AI-powered discovery means for brands, and how to stay visible (and credible) in a rapidly shifting digital world. Whether you’re a marketing director refining your strategy or a business owner trying to make SEO less annoying, this conversation will help you focus on what really matters: creating value, building authority, and connecting with the right audience.


Top Takeaways

1. Human-first SEO still wins.
Writing for people, not search engines, remains the foundation of strong SEO, even as AI tools reshape how we create and consume content.

2. Good SEO translates across platforms.
The same principles that help you rank in Google also make your brand visible in AI-driven tools and LLM platforms because authority and clarity are universal signals.

3. Authority beats quantity every time.
Consistent, topic-focused content that builds topical relevance and expertise (E-E-A-T) creates lasting visibility and trust online.

4. Links and mentions still matter.
Despite their bad reputation from early SEO tactics, credible backlinks, digital PR, and brand mentions continue to boost perceived authority.

5. AI hasn’t replaced SEO, yet.
Search behavior is evolving, but true purchase intent and brand discovery still rely on the same fundamentals: relevance, trust, and user experience.

6. Avoid “SEO hacks” and shortcuts.
Quick tricks, keyword stuffing, or AI spam may give short-term wins but erode brand trust and long-term visibility.

7. Measure what matters.
Visibility and brand presence, not vanity metrics like clicks or impressions, are more meaningful indicators of SEO success in the AI era.

8. Patience pays off.
Sustainable SEO results typically take 3–6 months to materialize; focusing on long-term growth is more effective than chasing every algorithm tweak.

9. AI will become part of search, not replace it.
As AI tools evolve, user trust and human context will determine which platforms succeed, reinforcing the need for authentic, authoritative co

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