Scott and Phil sit down with Myles Smith, founder of Why Stuff Sucks, to explore how search strategy is evolving in the age of AI. Myles breaks down the realities of modern SEO, from balancing traditional search engines with AI‑driven discovery to setting realistic expectations around timelines, attribution, and long‑term impact. The conversation highlights why sustainable search is a marathon, not a sprint, and how thoughtful content, human expertise, and disciplined execution drive qualified leads and measurable business growth.