SEO Strategy Shift: Why Traditional Content Marketing Is Being Disrupted by AI and Changing Search Behaviors
By
Greg Jarboe
Sesame, salt, and substance. A flagship bake.
Summary
The article discusses how traditional "great content" strategies for SEO are being disrupted by AI and changing search behaviors. It references a rare blog post from SEO expert Rand Fishkin, who argues that chasing traffic through content creation is no longer effective. The article suggests that with 65% of content work being AI-exposed, the focus should shift to building inimitable products and leveraging the remaining 35% of uniquely human value. The piece explores how MIT research (referenced in the title) and industry shifts are reshaping SEO strategy away from volume-based content toward product differentiation and genuine utility.
Key quotes
· 4 pulled"I almost never write blog posts anymore, but this one felt necessary." — Rand Fishkin
"Ignore traffic. Make inimitable products. Shift your priorities away from 'great content' on your website."
"Many of the truths we cling to depend greatly on our own point of view." — Obi-Wan Kenobi
"If 65% of your work is AI-exposed, the question isn't whether to use AI. It's what the remaining 35% is, and whether you can build something valuable around it."
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