While SEO is important for driving traffic to your website, the success of this marketing channel has began to plateau and has recently seen a decline in performance for the first time in the last 20 years. With the advent of voice-controlled technology, AI assistants, and easier access to online information, people are less frequently clicking through to websites. In this episode, Rand Fishkin, Founder of SparkToro, shares his perspective on where the future of SEO is heading and how you can evolve your current SEO strategy to remain successful. Rand and I also talk about what it takes to start a business and highlight some valuable tips from Rand’s book, Lost and Founder.