Top SEO myths debunked with real data | Ethan Smith (Graphite)

The podcast explores the misconception that SEO is declining due to the rise of AI, challenging the narrative that AI's growth necessitates SEO's decline. Ethan Smith, an expert in Answer Engine Optimization, debunks this myth using data from a study of 40,000 websites, revealing a modest 2.5% overall decrease in SEO traffic, far from the widely claimed 25%. The discussion highlights that while AI overviews reduce click-through rates on informational queries, overall Google usage remains stable, and new AI behaviors don't cannibalize search. Smith and Tim Soulo emphasize that SEO and AEO are heavily overlapping, advocating for a holistic strategy that applies SEO knowledge to new areas like mentions and product content.