In this episode of Deadlines & Detours, Matthew is joined by long-time friend and seasoned SEO strategist John Jary, whose career has spanned two decades of digital evolution — from the early days of Dreamweaver and Flash websites to the rise of e-commerce, influencer marketing, and now Generative Engine Optimisation (GEO).

They dive deep into:

• The truth behind SEO in 2025

• Why content is still king

• The rise (and risk) of generative AI in search

• Why stock photography isn’t the move

• How branding and imagery really impact user experience

• What makes backlinks valuable (and what to avoid)

• Building a business on microgreens and turning it into a global seasoning brand

From Cara Delevingne’s Vogue video to dusty servers in New York basements, this episode blends hard-earned digital knowledge with heartfelt stories and practical insights for anyone building a digital business in 2025.

John also shares a candid story about a photography gig gone sideways — and what it taught him about expectations, ego, and lighting.