Jono Alderson shares that we should stop writing articles. He says "Stop assuming that 'producing content' is a core, valuable, or necessary component of modern SEO. Burn your content marketing playbook, and critically assess the role of content in a world where Google can synthesize answers to increasingly large numbers of (types of) queries."Discussion points include:Why do we need to burn our content marketing playbook?How do we critically assess the role of content in a world where Google can synthesize answers to increasingly large numbers of queries?What does this do - how do we adapt our strategy?What does a content marketing playbook look like in 2025?What content strategies won’t make it?Is AI going to make content marketing doomed?Can we use AI in a way that augments our content, without fear of being gazumped?How does this affect the setting of an SEO strategy?

Jono Alderson shares that we should stop writing articles. He says "Stop assuming that 'producing content' is a core, valuable, or necessary component of modern SEO. Burn your content marketing playbook, and critically assess the role of content in a world where Google can synthesize answers to increasingly large numbers of (types of) queries." Discussion points include: Why do we need to burn our content marketing playbook? How do we critically assess the role of content in a world where Google can synthesize answers to increasingly large numbers of queries? What does this do - how do we adapt our strategy? What does a content marketing playbook look like in 2025? What content strategies won’t make it? Is AI going to make content marketing doomed? Can we use AI in a way that augments our content, without fear of being gazumped? How does this affect the setting of an SEO strategy?

Stop assuming that 'producing content' is a necessary component of modern SEO - Jono Alderson

SEO is continuing to change at an alarming pace. And yet, in some sense, the principles of good SEO remain the same.
Hello, and welcome to SEO in 2026 – a significant repository of current thinking from many of the world’s leading SEOs.
We're pleased to be able to welcome you to the fifth book and fifth series in this podcast, now well and truly an annual tradition, brought to you by Majestic.

“How people search has seen a bigger shift in the last 12 months than the last 12 years, and this makes SEOin2026 a must-read for anyone working in the industry. Majestic has brought together 117 of the SEO industry's brightest minds to share their insights into what matters, and what doesn't, to continue to drive growth with organic search during a period of massive uncertainty, and the book should be seen as a valuable reference point to keep your strategy on the right track.”
JAMES BROCKBANK
Managing Director and Founder, Digitaloft

“I highly recommend that every SEO professional set aside a couple of days for SEOin2026. You'll thank me for helping you plan your year effectively. I'm extremely grateful to have the opportunity to work alongside some of the world's leading SEO champions.”
NITIN MANCHANDA
Founder & Chief SEO Consultant, Botpresso

“This collection of wisdom from many of the best minds in SEO today is a great line in the sand of where we as an industry are, what problems we face, and how we tackle them. Anyone in SEO or marketing should be dipping into this on a regular basis.”
SIMON COX
Technical SEO Consultant, Cox and Co. Creative

“This series continues to be the industry’s leading source of the most timely advice a marketer could ever want. The most forward-thinking SEO experts in the world come together once a year to create this invaluable collection of new knowledge that should never be passed up on!”
PAM AUNGST CRONIN
President and Founder, Pam Ann Marketing and Stealth Search and Analytics

“2025 has been a sprint for the SEO industry, with AI reshaping how we understand visibility, relevance, and authority. SEOin2026 is not just another trends book; it’s a roadmap for what’s actually coming. I loved being part of it and seeing how experts around the world approach the same challenges from different angles.”
RAMONA JOITA
SEO Consultant and Founder

“David is good at drawing out the substance of a conversation. He will explore the topic and challenge assumptions, steer the conversation into an unexpected direction, and build on your ideas – making you think a bit deeper and sharper.  Our recent conversation flew by as always, and as always – I’ve come out energised about the topic with more to think about.”
SUKHJINDER SINGH
Freelance SEO Consultant

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SEO is continuing to change at an alarming pace. And yet, in some sense, the principles of good SEO remain the same. Hello, and welcome to SEO in 2026 – a significant repository of current thinking from many of the world’s leading SEOs. We're pleased to be able to welcome you to the fifth book and fifth series in this podcast, now well and truly an annual tradition, brought to you by Majestic. “How people search has seen a bigger shift in the last 12 months than the last 12 years, and this makes SEOin2026 a must-read for anyone working in the industry. Majestic has brought together 117 of the SEO industry's brightest minds to share their insights into what matters, and what doesn't, to continue to drive growth with organic search during a period of massive uncertainty, and the book should be seen as a valuable reference point to keep your strategy on the right track.” JAMES BROCKBANK Managing Director and Founder, Digitaloft “I highly recommend that every SEO professional set aside a couple of days for SEOin2026. You'll thank me for helping you plan your year effectively. I'm extremely grateful to have the opportunity to work alongside some of the world's leading SEO champions.” NITIN MANCHANDA Founder & Chief SEO Consultant, Botpresso “This collection of wisdom from many of the best minds in SEO today is a great line in the sand of where we as an industry are, what problems we face, and how we tackle them. Anyone in SEO or marketing should be dipping into this on a regular basis.” SIMON COX Technical SEO Consultant, Cox and Co. Creative “This series continues to be the industry’s leading source of the most timely advice a marketer could ever want. The most forward-thinking SEO experts in the world come together once a year to create this invaluable collection of new knowledge that should never be passed up on!” PAM AUNGST CRONIN President and Founder, Pam Ann Marketing and Stealth Search and Analytics “2025 has been a sprint for the SEO industry, with AI reshaping how we understand visibility, relevance, and authority. SEOin2026 is not just another trends book; it’s a roadmap for what’s actually coming. I loved being part of it and seeing how experts around the world approach the same challenges from different angles.” RAMONA JOITA SEO Consultant and Founder “David is good at drawing out the substance of a conversation. He will explore the topic and challenge assumptions, steer the conversation into an unexpected direction, and build on your ideas – making you think a bit deeper and sharper. Our recent conversation flew by as always, and as always – I’ve come out energised about the topic with more to think about.” SUKHJINDER SINGH Freelance SEO Consultant

SEO is continuing to change at an alarming pace. And yet, in some sense, the principles of good SEO remain the same.
Hello, and welcome to SEO in 2026 – a significant repository of current thinking from many of the world’s leading SEOs.
We're pleased to be able to welcome you to the fifth book and fifth series in this podcast, now well and truly an annual tradition, brought to you by Majestic.

“How people search has seen a bigger shift in the last 12 months than the last 12 years, and this makes SEOin2026 a must-read for anyone working in the industry. Majestic has brought together 117 of the SEO industry's brightest minds to share their insights into what matters, and what doesn't, to continue to drive growth with organic search during a period of massive uncertainty, and the book should be seen as a valuable reference point to keep your strategy on the right track.”
JAMES BROCKBANK
Managing Director and Founder, Digitaloft

“I highly recommend that every SEO professional set aside a couple of days for SEOin2026. You'll thank me for helping you plan your year effectively. I'm extremely grateful to have the opportunity to work alongside some of the world's leading SEO champions.”
NITIN MANCHANDA
Founder &amp; Chief SEO Consultant, Botpresso

“This collection of wisdom from many of the best minds in SEO today is a great line in the sand of where we as an industry are, what problems we face, and how we tackle them. Anyone in SEO or marketing should be dipping into this on a regular basis.”
SIMON COX
Technical SEO Consultant, Cox and Co. Creative

“This series continues to be the industry’s leading source of the most timely advice a marketer could ever want. The most forward-thinking SEO experts in the world come together once a year to create this invaluable collection of new knowledge that should never be passed up on!”
PAM AUNGST CRONIN
President and Founder, Pam Ann Marketing and Stealth Search and Analytics

“2025 has been a sprint for the SEO industry, with AI reshaping how we understand visibility, relevance, and authority. SEOin2026 is not just another trends book; it’s a roadmap for what’s actually coming. I loved being part of it and seeing how experts around the world approach the same challenges from different angles.”
RAMONA JOITA
SEO Consultant and Founder

“David is good at drawing out the substance of a conversation. He will explore the topic and challenge assumptions, steer the conversation into an unexpected direction, and build on your ideas – making you think a bit deeper and sharper.  Our recent conversation flew by as always, and as always – I’ve come out energised about the topic with more to think about.”
SUKHJINDER SINGH
Freelance SEO Consultant

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Stop assuming that 'producing content' is a necessary component of modern SEO - Jono Alderson

Stop assuming that 'producing content' is a necessary component of modern SEO - Jono Alderson

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