In a recent episode of Stan Ventures’ “SEO ON AIR” podcast, industry leader, Gareth Cunningham, brings a unique perspective to the SEO industry.
His insights reveal not just how far SEO has come but where it is heading in the age of artificial intelligence.
Starting his SEO journey in 2004, Cunningham has witnessed the industry’s complete transformation.
“From that point to now, the industry has changed,” he explains.
But what makes this conversation particularly interesting is not just the historical perspective but the practical strategies about surviving through constant algorithmic.
The controversial topic of AI’s impact on SEO and the surprising connection between the precision required in commercial diving and search engine optimization.
How Did a Commercial Diver Become an SEO Expert?
When Gareth Cunningham started out as a commercial diver in the UK and South Africa, he did not imagine he’d one day be talking about search algorithms.
“Nine times out of ten, commercial diving was complete darkness and very dangerous work,” he recalled.
But what connects diving to SEO? Attention to detail.
“If you made a mistake with gas laws, it could kill you. I saw similarities when I moved into SEO. One mistake could hurt rankings or business results. That discipline carried over.”
This transition story sets the stage for Gareth’s interest with problem-solving — something that defines both diving and SEO.
What Was SEO Really Like in 2004?
“Back in 2004, SEO was easy,” Gareth admitted. “A thousand social bookmarks could rank any keyword. We even outranked giants like Amazon, eBay and BBC for some terms.”
But then came Google’s core updates:
- Penguin (links) — penalized spammy backlinks retrospectively.
- Panda (content) — cracked down on thin or low-quality content.
“These two updates changed the landscape of search forever,” Gareth explained. “Agencies that could not adapt shut down.
But those who re-engineered strategies survived.”
So what about now? The fundamentals remain but SEO is no longer about quick hacks — it is about long-term sustainable strategies.
Is AI Really Going to Kill SEO?
AI has unsettled the SEO community. With tools like ChatGPT, Bard and generative search experiences, some fear search optimization is on its deathbed.
Cunningham does not see it that way.
“AI is not killing SEO. It is making it more efficient,” he said. “Think of AI as the turbocharger on an engine. It speeds things up but the engine still has to run.”
AI can already predict user behavior, automate reporting and even generate drafts of content.
But Cunningham warned against over-reliance. “Garbage in, garbage out,” he stressed. Poor strategies fed into AI systems will only produce poor results.
He referenced the World Economic Forum’s 2025 Jobs Report, which noted that 72% of workers fear AI automation will replace them.
Cunningham views this differently: “AI won’t take your job. But the person who knows how to use AI will.”
In other words, AI is not replacing SEO professionals. It is replacing inefficient workflows.
Why Does Cunningham Believe SEO Should Become “Search Everything Optimization”?
Perhaps the most forward-thinking insight from the conversation is Cunningham’s belief that the traditional SEO acronym is becoming obsolete.
“It is Search Everything Optimization,” he argued.
“Marketers must widen their aperture. It is not about ranking pages only but about optimizing for user intent, experience and accessibility.”
So what defines a good search experience? Gareth laid it out clearly:
- Core Web Vitals – speed, responsiveness, user experience metrics.
- User Intent Matching – creating content that solves “what, how, when, why” questions.
- Content Architecture – well-structured landing pages, not random blog dumps.
- Accessibility – serving content across text, video, voice, and multiple devices.
- Testing & Iteration – “A/B and multivariate testing should be part of your culture.”
- Presentation Matters – “Like a restaurant meal, design and content must look appealing.”
In other words, SEO success in 2025 requires more than links and keywords. It is about creating holistic experiences.
What’s the Future of Backlinks in SEO?
One of the episode’s most debated topics was the future of backlinks.
For decades, backlinks have been the backbone of Google’s ranking system. But are they losing importance?
“There is still a future for backlinks,” Cunningham said. “But their importance is being reduced.”
He explained that Google is steadily moving toward a semantic, AI-driven search model that prioritizes meaning and context over link volume. In time, links may no longer carry the same weight.
Still, he cautioned against abandoning them now. “Quality over quantity will always win.
Spammy tactics might get you a short-term gain but in the long run, natural, honest backlinks aligned with webmaster guidelines will still matter.”
Perhaps most striking was his prediction: “Eventually, I see a decoupling from backlinks altogether. Just as we moved from landline phones to mobile, search will evolve past them.”
Why Adaptability Will Decide Who Survives
Throughout the episode, Cunningham returned to one core theme: adaptability. Just as he adapted from diving to digital marketing, agencies must adapt to survive the AI era.
“When Penguin and Panda hit, agencies collapsed because they could not re-engineer quickly enough,” he said.
“The same thing will happen with AI. Those who adapt to it will thrive. Those who resist it will disappear.”
He also credited leadership within his own organization for fostering a positive approach to AI.
“Our CEO made sure people saw AI as a tool, not a threat. That mindset prevents employees from feeling left behind.”
In other words, success won’t just come from tools or tactics but it will come from culture.
What Questions Should SEO Professionals Be Asking About the Future?
Based on this comprehensive discussion, several critical questions emerge for SEO professionals navigating the current landscape:
Q: Will traditional SEO tactics still work in an AI-driven search environment?
A: Yes but with evolution. Core principles like technical SEO, user experience and content quality remain vital. The difference? Measurement and execution now demand AI-savvy strategies.
Q: How should agencies prepare their teams for AI integration?
A: Upskill early. Agencies that frame AI as an enhancement, not a threat, keep teams motivated and expand service value. Training is culture-building, not just tech adoption.
Q: Is it worth investing in link-building strategies long term?
A: For now, yes — quality links still drive authority. But smart SEOs are hedging by building semantic expertise and testing AI-driven ranking factors alongside link-building.
Q: What skills will separate successful SEO professionals from those left behind?
A: Agility and depth. Pros who combine technical expertise with AI fluency, cross-platform thinking and adaptability will outpace those who rely only on old playbooks.
Q: How can SEO professionals balance staying current with deep work?
A: Curate, don’t consume everything. Follow trusted sources, set learning sprints and protect deep work time. Mastery comes from focus, not chasing every headline.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.