The Contrarian's Guide to SEO in the Age of Al (Eli Schwartz)

Épisode de Conquête par Jordan Chenevier-Truchet | Bulldozer · 12 mai 2026 · 50 min

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To work with Bulldozer: https://bulldozer-collective.com

Eli Schwartz is the author of Product-Led SEO, the book that reframes how companies should think about organic growth. Former SEO lead at SurveyMonkey, he now advises brands on building sustainable search strategies.

In this episode, he makes the contrarian case: AI is not killing SEO, it's reshaping the funnel. The top of funnel now belongs to LLMs. But mid and bottom funnel remain the territory of traditional SEO and that's where the real battle is for most companies.

We also get into what's overrated: technical SEO, link building, and the obsession with GEO as a separate investment. And what's missing in most organizations: SEO embedded inside product teams, not marketing.

What we explore in this episode:

- What Product-Led SEO really means and why classic tactics fall short

- Why AI is taking over top of funnel and what that means for your strategy

- Why technical SEO and link building are overrated

- Why GEO is not a separate investment from SEO

- Why SEO belongs inside product teams

WHERE TO FIND ELI: https://www.linkedin.com/in/schwartze/

BOOK "PRODUCT-LED SEO": https://a.co/d/04cqmiRN

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

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WHAT IS BULLDOZER?

Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

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00:00 - Introduction to Product-Led SEO

02:48 - The Evolution of SEO in the Age of AI

05:54 - The Role of LLMs and AI in Search

09:00 - Navigating the SEO Landscape with AI

12:00 - Understanding the Funnel: Top, Mid, and Bottom

15:12 - The Future of SEO and Agency Trustworthiness

27:29 - Navigating FOMO in Marketing Strategies

30:26 - Budget Allocation: SEO vs. Other Marketing Channels

34:17 - Integrating SEO into Product Teams

38:07 - The Overrated Nature of Link Building and Technical SEO

42:40 - The Future of SEO in an Evolving Landscape

45:37 - Contrarian Views on AI and SEO Investment

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

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À propos du podcast

Dans Conquête, Jordan (CEO @ Bulldozer) invite des experts en Marketing et Growth pour parler de ce qu'ils font de mieux. On aborde leurs stratégies, leurs méthodes, leur organisation, etc. Hébergé par Ausha. Visitez ausha.co/fr/politique-de-confidentialite pour plus d'informations.

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