RS348: Not Exactly White Hat AI-SEO with Lars Lofgren

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Jul 16, 2025

Lars Lofgren, an AI-SEO expert who has collaborated with brands like Ramit Sethi, dives into the ever-changing landscape of SEO shaped by artificial intelligence. He reveals how Google’s algorithms are evolving and discusses the vital shift from traditional SEO to embracing AI-driven strategies. The conversation highlights the importance of engaging content on platforms like Reddit and LinkedIn, while questioning the relevance of classic tactics like link building. Lars offers practical tips on balancing authentic storytelling with effective marketing in this new era.

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INSIGHT

SEO Remains Core Despite AI Hype

The core work of SEO remains largely unchanged despite new AI-driven terms and debates.
Business owners often avoid investing in SEO due to misconceptions and fatigue with traditional SEO methods.

ADVICE

Prioritize Bottom-Funnel Landing Pages

Focus on bottom funnel keywords like product comparisons and feature pages for better conversions.
Map all distinct product-related landing pages to match segmented market demands for SEO success.

ADVICE

Leverage Reddit and Reviews Strategically

Actively engage Reddit authentically or strategically to seed brand mentions and build brand recognition.
Use reviews and social proof on sites like Trustpilot to improve AI search tool rankings.

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In today’s episode, Craig sits down with AI-SEO expert Lars Lofgren to unpack the future of AI-SEO in a world dominated by artificial intelligence. They explore how to attract and retain traffic through both on-site and off-site strategies like Reddit, YouTube, LinkedIn, and beyond.

With AI rapidly reshaping the digital landscape, the traditional rules of content and inbound marketing are being rewritten. Should SEO still be your top focus? How do you build brand authority when search algorithms are changing every day?

Tune in for practical tips and bold insights on what’s working now—and what’s next.

Highlights from Craig and Lar’s conversation:

What does SEO even mean in the age of AI?
How the search landscape has shifted with AI’s rise
The #1 thing to do now to thrive in AI-powered search results
Top of Funnel (TOFU) vs Bottom of Funnel (BOFU) marketing
Why Google prioritizes specific landing pages for specific products
The companies gaming AI—and how it’s disrupting traditional SEO
How to get your brand seen in AI answers and social media feeds
The surprising impact of Reddit on SEO strategy
Why SEO best practices feel more unclear than ever
Authentic content vs high-volume output, what wins with AI?
Building trust: How to make your site feel real to your visitors
Ads, paid influencers, evangelists: what actually pays off?

Resources and Links from This Episode

Lars on LinkedIn: https://www.linkedin.com/in/larslofgren/
Lars’ website and newsletter: https://larslofgren.com/
Lars on BlueSky: https://bsky.app/profile/larslofgren.bsky.social
Lars on Twitter/X: https://x.com/larslofgren?lang=en
Find me on Twitter: @TheCraigHewitt

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