Machine trust and retrieval-based search transformation

In this episode of the Voices of Search podcast, Tyson Stockton interviews Duane Forrester, CEO of UnboundAnswers.com, about adapting SEO tactics and skill sets in the age of AI. Duane shares his unique perspective from working within a search engine, emphasizing the rapid pace of change and the feeling of being back in the "Wild West" of the industry. They discuss the need for SEO professionals to embrace continuous learning, develop core skills like storytelling and budgeting, and understand concepts like knowledge graphs and chunking. Duane highlights the importance of goal orientation for content and the necessity of exploring new AI SEO tools. He also touches on the shift in how people discover information, the impact of AI on job roles, and the potential decline of Google's dominance in search, while remaining optimistic about the future of the industry.