What Google Isn’t Telling You About Rankings in 2025

About This Episode

AI is rewriting the rules of SEO, and backlinks are taking center stage again.

In this episode of SEO On Air, host Koa Kauwe sits down with Arman Advani, Director of Search Atlas, to explore how the rise of AI-driven search is transforming the way we think about rankings, content, and link authority.

Arman breaks down why link building has regained importance in the era of AI, how large language models validate online credibility, and what this means for agencies navigating the next phase of search.

From the return of backlinks to the future of blended search (AI, social, and traditional), this episode dives deep into how SEO professionals can stay ahead of the curve. Expect sharp insights, candid opinions, and frameworks you can actually apply.

Key Takeaways:

• Why AI search engines rely on backlinks as “validation signals”
• How to define a quality link in today’s landscape
• The evolving role of digital PR, brand mentions, and authority
• Why content relevance and technical SEO still matter just as much
• The rise of blended search: AI, social, and traditional SEO converging
• How global hiring and automation are scaling modern SEO agencies
• What the future of SEO looks like in 2025 and beyond

Watch till the end to hear Arman’s predictions on the biggest trends that will shape the SEO industry over the next two years, from AI overviews to agent-led SEO automation.

Time Stamps: 

00:00 – Introduction to the podcast: AI, backlinks, and the new search reality

01:53 – Arman’s background and evolution from agency to Search Atlas

03:09 – The comeback of link building in AI search

06:48 – What defines a quality backlink today? Traffic, relevance, and authority

08:58 – Digital PR vs. guest posts. How brand mentions boost authority

14:10 – AI search vs. traditional SEO: How they overlap, not compete

18:08 – How Search Atlas builds AI context for content creation

22:06 – Schema, structure, and the “information gain” principle

24:18 – Scaling SEO agencies with global teams and remote hiring

28:30 – The transparency gap in the SEO industry

33:08 – Backlinks as the “voting system” of the web

35:54 – Selling SEO with better analogies: How to explain links to clients

40:01 – The future of search: AI, ads, and blended experiences

42:11 – Closing thoughts