linkedin.com/in/schwart… wrote THE book on SEO (literally). "Product-Led SEO" sold tens of thousands of copies. He consulted for SurveyMonkey, Tinder, Mixpanel. He's been in SEO longer than most agencies have existed.

He came on linkedin.com/company/mo… to say things most people in this space won't touch.

We covered:

→ Why GEO and AEO are mostly a rebranding exercise

→ The 5 stages of awareness applied to search: where AI wins, where SEO still dominates

→ Product-led SEO explained: why TripAdvisor and Amazon still beat everyone without chasing keywords

→ Why citations are just backlinks with better PR

→ Technical SEO: when it matters, when it's a distraction

→ How to allocate a $1M marketing budget between SEO, paid, and brand

→ The org structure that actually lets SEO teams get things done

One line stuck with me: "AI visibility is just the 2026 version of SEO. Breaking it off into a new budget line is a mistake."

Episode available here →

Let's grow 👊