Ross Hudgens sits down with Marat Gaziev, VP of SEO & GEO at IGN, for a wide-ranging conversation about what happens to publishing when the 20-year bargain between search engines and content creators (free content in exchange for traffic) quietly falls apart.
Marat breaks down Ziff Davis's lawsuit against OpenAI in plain terms: the copyright and trademark-dilution claims, how their properties ended up in the WebText training set, and why the judge dismissed the robots.txt argument with a memorable "lock on the back door while the front door is open" analogy.
From there they get into the emerging economics of licensing (RSL, Microsoft's Publisher Content Marketplace, and whether AI companies can even afford to pay publishers), the shift from driving clicks to driving citations and mentions, and why sponsored content and authentic, authoritative voices may matter more than ever.
Show Notes
00:00 – Inside Ziff Davis and IGN 03:10 – Why Ziff Davis sued OpenAI 10:16 – RSL and content marketplaces 20:18 – Monetizing in a post-click world 26:41 – Are LLMs too naive 33:45 – 20 years of SEO history 38:34 – Using vector embeddings to match intent 45:03 – Rewriting search and SEO 51:12 – Personalization in the AI era
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