SEO isn't dead, but the way you measure it and staff it has completely changed. Usman Akram, who runs SEO, AEO, and paid search at Modash, breaks down what actually works right now.
Usman has been in SEO since 2019, across agencies and in-house, and now leads what Modash calls "Discoverability" instead of just SEO. In this conversation we cover why traffic stopped being the metric that matters, what to track instead (visibility, share of voice, citations, self-reported attribution), why prompt tracking tools are still half-broken, and how he's restructured his team around one strategist plus a handful of AI agents instead of a bigger headcount.
We also get into the three specific agents he'd build first if starting from scratch, and his honest take on whether SEO can ever run on autopilot.
If you work in SEO, AEO, or GTM at a B2B company, this one is worth the full listen.
A couple of notes: I dropped the chapter timestamps from the Spotify version since Spotify doesn't render text-based chapter links the way YouTube does, it uses its own chapter metadata field if you're uploading through a host like Spotify for Podcasters. If you want, I can pull the same sixteen chapter markers into a format ready to paste into that chapter tool instead.
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