What Great SEO Looks Like Today with JH Scherck, Growth Plays

“Bold moves get bold results,” says JH Scherck, founder & CEO of Growth Plays

In this episode of The Content Cocktail Hour, JH Scherck, founder & CEO of Growth Plays, joins Jonathan Gandolf to break down what it really takes to win with content in today’s fragmented, AI-driven search landscape. JH unpacks why traditional SEO still matters—but only if it’s tied to real pipeline—and shares his candid take on how most companies are playing it too safe. From AI-powered discovery to the value of earned media and coined frameworks, he offers a clear-eyed perspective on what’s changing (and what’s not) in B2B content strategy. If you’re tired of surface-level tactics and ready to create content that actually drives results, this one’s for you.

In this episode, you’ll learn:

1. Why SEO still works—if you focus on pipeline
2. How AI is reshaping search behavior and discovery
3. Why bold, creative risks outperform safe plays in marketing



Resources:

Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with JH Scherck on LinkedIn: https://www.linkedin.com/in/jhtscherck/

Connect with JH Scherck on X: https://x.com/jhtscherck

Visit Growth Plays: https://growthplays.com/

Timestamps:

(00:00) Intro

(01:09) Meet JH Scherck and Growth Plays

(02:18) Drinking Dominus and California wine habits

(03:06) Is SEO dead? Why it’s evolving, not obsolete

(05:18) Fragmented search, new discovery behaviors

(06:47) Search as an introduction, not the whole journey

(07:44) Differentiation and finding your point of leverage

(08:51) Why pipeline matters more than traffic

(10:38) Content’s role in qualified lead generation

(12:58) How AI and GEO are influencing visibility

(14:56) What earns citations in generative engines

(15:27) Coining phrases over chasing keywords

(16:51) Why no one has GEO figured out—yet

(18:36) Personalization, prompts, and user context in AI

(20:11) JH’s unpopular opinion: Play it safe, stay stuck

(21:29) Career-defining content risks that paid off

(22:41) Playing it safe won’t get you promoted

(23:16) How to connect with JH and Growth Plays