A conversation with SEO veteran Gene Skazovsky
In this episode of Clarity Digital Pod, Al Sefati sits down with ESEO veteran Gene Skazovsky to discuss the current state of SEO in 2025. The conversation dives deep into the impact of AI on search, the importance of fundamental SEO practices, and how search is evolving beyond Google. Here’s a summary of the key takeaways from their insightful discussion.
Introduction to SEO Expert Gene Skazovsky
Gene Skazovsky, also known as GeneSEOMachine on Twitter, is a Chief Marketing Strategist at Online Marketing Boutique, a boutique agency that works with select clients across various industries. With nearly 25 years in SEO, Gene has experience working in-house, at agencies, and as a consultant. His extensive background gives him a unique perspective on how the industry has evolved and where it’s headed.
SEO in 2025: The AI Obsession vs. The Fundamentals
- The SEO industry is currently obsessed with AI. Every conference, blog, and discussion revolves around AI-powered tools.
- However, Gene argues that while AI is a powerful tool, many in the industry are neglecting fundamental SEO principles in favor of chasing new trends.
- Companies and SEOs who focus on foundational SEO—understanding search algorithms, user intent, technical optimization, and high-quality content—are the ones who will remain successful.
- Many SEO professionals today, especially newcomers, rely too heavily on tools without understanding the mechanics behind them. Knowing how SEO tools assess rankings, backlinks, and technical issues is crucial.
SEO Tools: Helping or Hindering?
- AI-driven SEO tools promise automation and efficiency, but they often fall short in delivering real value.
- Many seasoned SEOs are embracing AI tools out of fear rather than strategy, which can be detrimental to long-term success.
- Gene emphasizes the importance of understanding how SEO tools work instead of blindly relying on them.
- Fundamentals like site speed, structured data, content optimization, and user experience should remain top priorities.
The Role of Technical SEO in Today’s Landscape
- Understanding HTML, CSS, and JavaScript is still essential for an SEO professional.
- Many marketers today lack basic coding knowledge, which limits their ability to diagnose and fix SEO issues effectively.
- Google has become more sophisticated in indexing JavaScript-heavy sites, but relying solely on search engines to do the heavy lifting is a mistake.
- SEOs should prioritize making their websites as crawlable and indexable as possible rather than waiting for Google to “figure it out.”
Why SEO Is More Than Just Google
- Search behavior is shifting beyond Google.
- Microsoft’s Bing is gaining traction, thanks to AI-driven features like Copilot, and should not be ignored.
- Gen Z users are increasingly using TikTok as a search engine.
- Amazon remains the dominant search platform for eCommerce, with a large percentage of product searches starting there.
- SEOs should consider diversifying their strategies to include multiple search platforms instead of solely focusing on Google rankings.
The Impact of AI on Content Creation
- Many companies are replacing human content strategists with AI-generated content, which can be a costly mistake.
- AI-generated content lacks the human touch, which can lead to lower engagement and credibility.
- The best approach is a hybrid model—using AI to assist with optimization but keeping human input for strategy and creativity.
- Google’s ranking algorithms still prioritize well-researched, authoritative content over mass-produced AI content.
How to Learn SEO in 2025
- The SEO learning landscape is vastly different from what it was in the early 2000s.
- Newcomers should focus on fundamental SEO principles before jumping into AI-driven strategies.
- Some of the best resources include:
- Google’s Search Quality Evaluator Guidelines
- SEO courses from industry veterans like Bruce Clay
- Technical SEO blogs and YouTube tutorials
- Following thought leaders like John Mueller and Bill Hunt
- The key to mastering SEO is hands-on experience—testing different strategies and seeing what works.
The Future of SEO
- SEO is not going away; it’s evolving.
- Search habits change, but the core principles of providing relevant, high-quality content and optimizing websites for users will always remain critical.
- SEOs who adapt to changes while maintaining a strong foundation in traditional SEO practices will continue to thrive.
- The role of SEO professionals will expand to include more strategic elements, such as digital PR, AI-assisted content creation, and omnichannel marketing.
Gene’s Personal Interests Outside of SEO
- Gene loves food and art, frequently exploring different cuisines.
- His favorite cuisine is French, but his all-time favorite dish is Lagman, a Central Asian noodle dish.
- He enjoys traveling for great food experiences and has even driven to Las Vegas just for lunch.
- When not working on SEO projects, he finds inspiration in books like How to Win Friends and Influence People and branding-focused reads.
SEO Industry is Reshaping Fast
The SEO industry is in an interesting phase—AI is reshaping the landscape, but the fundamentals still matter. As search expands beyond Google, SEOs must diversify their strategies, stay adaptable, and continue to test and learn. The professionals who balance AI tools with a strong understanding of SEO principles will be the ones who succeed in 2025 and beyond.
Stay tuned for more insights from Clarity Digital Pod, and don’t forget to follow Gene Skazovsky for expert SEO advice!
