In a recent episode of the SEO On-Air podcast hosted by Stan Ventures, digital marketing veteran Aaron Mackel discussed the future of SEO and what lies ahead for marketers..
He focused on where SEO is heading in 2025 and the insights were both timely and transformative..
Mackel, Strategy Director at Hurrdat, brought over a decade of deep experience to the table.
The evolution of his agency from a conventional marketing firm into a dominant force in content and sports media exemplifies the significant shift currently redefining SEO.
If you’ve been observing AI integrations, shifts in Google’s algorithm, or declines in content performance, this information will be particularly relevant to you.
What Is Shaping SEO in 2025?
Mackel swiftly grasped the core elements of modern SEO: user intent, the practical value of content, and deep, domain-specific expertise.
According to him, the old ways of chasing every keyword vertical are fading fast.
“If you are doing things in a really quality way…you can stay the course,” he said.
While that sounds comforting, the reality is nuanced.
While helpful content still wins, what defines “helpful” is now context-driven, intent-specific, and often algorithmically interpreted through machine learning or even AI summary tools like ChatGPT.
He notes a big shift that search engines and AI platforms are leaning toward surfacing sites that display deep, not wide, expertise.
It means that being a jack-of-all-topics will no longer cut it.
How Are Brands Reacting to the Search Behavior Shift?
Search behavior is evolving. Mackel broke it down simply by adding: “People are starting to use different platforms for different things.”
And he is right.
If you are asking Google “Best running shoes for flat feet,” you are probably ready to buy.
But if you are wondering how to fix a leaky tap, chances are you are searching on YouTube or TikTok now.
That is a major redefinition of SEO.
Google is holding firm to transactional intent, while informational search is leaking to other platforms like visual, short-form and voice-based.
Platforms like Instagram Reels, TikTok, YouTube Shorts and even Reddit threads are pulling traffic upstream, before a user ever lands on a brand website.
This means blog-first strategies? Not dead but definitely under pressure.
What Does E-E-A-T Mean in Real Execution?
We have heard E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) thrown around endlessly. But Mackel demystifies it.
He says building E-E-A-T now goes beyond linking author bios or adding medical disclaimers. It means actually having subject matter experts own the conversation.
The mistake? Marketing teams trying to ghostwrite hundreds of blogs across unrelated verticals using freelancers with zero domain knowledge.
“Google and users are going to consider you an expert in a small, narrowly defined area,” he explained.
That struck me. It is not about “can I write well?” anymore. It’s about “can I prove that I’ve lived this?”
And that has implications for hiring, content ops and even how we manage contributors.
Can Reviews Really Influence AI and Search Rankings?
One of the most practical and underrated SEO tips Mackel gave? Use reviews like never before.
It turns out that AI systems and local search engines increasingly rely on user-generated reviews for decision-making.
According to him, tools like ChatGPT prioritize companies based on what users are saying about them and how many reviews they have and what sentiments they express.
In fact, when he asked AI systems to explain why certain businesses were recommended, the answer was often the same: “Because of their reviews.”
And it is not just about quantity. Relevance and authenticity of keywords within reviews matter. That means teaching your staff to prompt happy
customers—post-experience—to include location-specific or service-related terms in reviews.
You can also consider QR code business cards that politely ask for feedback and subtly coach language.
How Can Small Businesses Adapt Without Breaking Budgets?
In a moment that felt extremely grounded, Mackel stressed that for small businesses or local outfits, building visibility does not always start with content.
It starts with digital hygiene with optimized listings, active reviews and clear web foundations.
“I honestly don’t know if content strategy is where I would start,” he admitted when asked how a local real estate firm should grow.
Instead, he urged SMBs to focus on user-generated content, online reputation, and location-specific visibility. That is where AI and local SEO overlap in powerful ways in 2025.
Should We Still Write Blogs in 2025?
Yes, but more strategically.
According to Mackel, the old blog-based inbound model still works but only when paired with topical mastery and distribution planning.
In 2025, content is less about scale and more about visibility across platforms.
One blog post won’t cut it unless it is repurposed into a podcast snippet, Instagram carousel, YouTube video or short-form story.
For example, his own company turns press conference transcripts into articles with the help of AI. Their content is not generic but anchored in real-world events with legitimate context.
What Are the Right Metrics to Measure SEO Success Now?
Here is where things got brutally honest. Mackel noted that while traditional metrics like Google Search Console impressions, clicks or traffic still matter and they no longer tell the full story.
As AI becomes the intermediary between content and the user, traffic might not even be the end goal anymore.
Instead, visibility, mentions in AI summaries or brand inclusion in curated recommendation engines might be stronger indicators of SEO performance.
He predicts success will soon be measured more by “how many surfaces you show up on” than by how many sessions you attract. That means rethinking attribution, dashboards and client reporting.
What Does the Future of SEO Teams Look Like?
This episode made one thing crystal clear that SEO in 2025 is a collaborative sport.
From writers to subject matter experts to devs, your SEO team must be cross-functional.
Mackel’s current role as a strategy lead touches SEO, paid media, email and even sports media. That convergence is happening across the board.
And with AI accelerating production cycles, teams are now editors, repurposers and visibility managers, not just blog writers.
As he put it, “The companies that think together, brand together, and work across functions will build things that resonate.”
Is SEO Dead or Just Reborn?
Aaron Mackel’s insights are a wake-up call. But they are also empowering.
SEO is not dead but just reborn.
The brands that will thrive in this new ecosystem are those who stop chasing hacks and start owning their voice, their community, and their area of expertise.
Because whether you are ranking in AI, Google, or voice one truth remains:
Trust, expertise and relevance will always be the top-ranking factors.
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Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures and an SEMRush certified SEO expert. With over a decade of experience in digital marketing, Dileep has played a pivotal role in helping global brands and agencies enhance their online visibility. His work has been featured in leading industry platforms such as MarketingProfs, Search Engine Roundtable, and CMSWire, and his expert insights have been cited in Google Videos. Known for turning complex SEO strategies into actionable solutions, Dileep continues to be a trusted authority in the SEO community, sharing knowledge that drives meaningful results.
