Welcome to Playbook Broken, where outdated marketing tactics are left behind. Marc introduces Matthew Kay, the new head of Search for Active Campaign and co-founder of the Tech SEO Connect conference. 

They discuss the rapid evolution of SEO, driven by AI and changing user behaviors, and how traditional methods are becoming obsolete. The conversation covers the rise of new search platforms like TikTok, the pitfalls of performance marketing, and the importance of brand building in the current landscape. They also explore the concept of 'nihilist SEO' and the challenges of maintaining meaningful optimizations in a rapidly shifting environment. 

Tune in for insights on creating effective, future-proof marketing strategies. 

00:00 Introduction to Playbook Broken 

00:37 Meet Matthew Kay: SEO Expert 

00:54 The Changing Landscape of SEO 

04:15 The Death of Traditional Playbooks 

07:41 New Rules for Modern Marketing 

10:24 The Future of Brand and Performance Marketing

17:24 Nihilism in SEO: A Critical Perspective 

21:30 Force Yourself: Overcoming Challenges 

22:23 Conclusion and Final Thoughts

This podcast is produced by MarTech, a Third Door Media property.