Bruce Clay (yes, *the* Bruce Clay) returns to EDGE of the Web, and Erin tries to pretend the SEO world hasn’t changed a bit in five years. Spoiler: It most definitely has, and Bruce is here to walk us through his journey from the days of Excite and AltaVista to the AI-fueled search ecosystem of today.

It’s a continued conversation on the EDGE regarding how AI is shaking up traditional SEO practices, from content and conversion to that all-important site-wide intent matching. Bruce and Erin break down the evolving art of helpful content, why intent is suddenly the star of the SEO show, and how marketers need to catch up with users who are now trained by endless queries and AI-powered overviews. If you thought ranking was tricky before, try staying relevant in a world where your web page needs to be more than just a pretty face—think FAQs, sitewide helpfulness, and a privacy link in your footer for extra measure.

Bruce shares his firm take: AI is a tool, not a replacement. Research smarter, humanize your content, and, for the love of ranking, don’t let perfection get in the way of expertise.

Key Segments:

[00:01:20] Introduction to Bruce Clay [00:06:36] AI's Impact on SEO Practices [00:08:29] AI vs. Search Engine Queries [00:10:02] EDGE: Housekeeping - Who is coming up [00:16:21] Effective AI Content Strategy [00:20:22] Understanding Search Intent Optimization [00:22:13] EDGE of the Web Title Sponsor: Site Strategics[00:25:50] AI's Consensus Over Search Optimization [00:31:36] EDGE of The Web Sponsor: Inlinks (WAIKAY)[00:36:35] AI-Enhanced Tool “Prewriter” Overview [00:43:42] AI: An Exciting Tool, Not The Only Solution

Thanks to Our Sponsors!

Site Strategics: http://edgeofthewebradio.com/site

Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay 

Follow Our Guest

Twitter / X: @BruceClay

LinkedIn: https://www.linkedin.com/in/bruce-clay/

Resources

Bruce Clay’s Prewriter: https://www.prewriter.ai/