Episode 609 AI and SEO Strategy with Dave Burnett
Show Highlights
The SDM Show hosted by Rob Cairns, featuring guest Dave Burnett, a fellow Torontonian and expert in Artificial Intelligence (AI) and Search Engine Optimization (SEO). The conversation primarily focuses on the evolving relationship between AI and SEO, with Burnett sharing his background in both fields, from owning a promotional products company during the Great Recession to becoming an OpenAI beta tester. Cairns and Burnett discuss common anxieties about AI, emphasizing that it is simply reshaping work processes and requires users to master prompt engineering to avoid receiving “average” content. The experts also explore the enduring relevance of SEO, particularly for local search, and discuss strategies for businesses to build online authority and integrate AI effectively into their marketing and business models, concluding that success requires consistent effort and time rather than quick fixes.
Show Notes
Dave’s Journey to AI and SEO
Dave’s career pivot was driven by the Great Recession. After his promotional products company faced massive losses, he learned about internet marketing, bought 3,000 URLs, and launched 500 websites, becoming highly skilled in SEO. This led to the launch of his marketing agency in 2010. His dive into AI was through being an early beta tester for OpenAI from 2017 to 2019, allowing him to see where the future of search was headed.
Navigating the AI Adoption Curve
Dave believes most people move through a predictable AI adoption curve:
- Fear: Initial anxiety about the technology.
- Skepticism: Trying AI (like ChatGPT) and getting poor, “average” results.
- Aha Moment: A moment of realization that the technology is real and applicable.
- Investigation/Adoption: Learning and integrating AI into daily work.
- Mastery: Proficient use of the tools.
Both Rob and Dave emphasize that AI is an powerful tool, but its output relies heavily on the input—you must use effective prompts to avoid getting “garbage back.” Dave notes that AI output is often just “the average” of its training data.
SEO is Not Dead—It’s Changing
The core discussion tackles the question: Is SEO dead? The answer is a firm no. SEO is not dead; it is changing, fragmenting, and expanding. The “pie is getting bigger” with the rise of AI tools, Gemini, and AI Overviews in traditional search.
Dave breaks down search into four buckets, which AI impacts differently:
- Informational (looking for facts).
- Navigational (looking for a local business).
- Commercial (researching a product).
- Transactional (ready to buy).
For local businesses, local SEO remains critical, as 90% of mobile searches lead to immediate action. Digital entity authority is key for AI discovery, requiring:
- Consistency across all online profiles (Google Business Profile, Bing Places, Yelp, etc.).
- Bing Places is increasingly important, as Microsoft’s ownership stake in OpenAI and the use of Edge in the corporate world gives Bing more weight.
Content Strategy and AI Tool Choice
While many AI tools exist (Gemini, ChatGPT, Perplexity, etc.), Dave suggests using one of the larger platforms and focusing on consistency and investing in the paid versions for business use.
For content creation, Dave advises a layered approach:
- Foundational Content: Evergreen topics (AI can assist here, but it will be “average”).
- News-Based Content: Timely industry updates filtered through the business’s expertise.
- Original Thought Leadership: Unique, authentic, and high-value content (like podcasts) that AI cannot create.
- Time Savings: Both Rob and Dave highlight huge time savings using AI for tasks like generating show notes, summaries, marketing sequences, and deep research projects.
The Reality of SEO and Marketing
- Starting Point: Dave’s agency begins client work with an audit to assess the health of the website and all digital properties. His cardinal rule is to “fix your delivery first”—marketing will only accelerate the success of a good business, but it will expose the flaws of a poor one even faster.
- Time Investment: SEO is a long-term strategy, similar to building a reputation. Clients should be prepared to see indications of change in 90 to 120 days, but years of continuous effort are often required to truly dominate a competitive market.
- Paid Ads (PPC): As ad costs rise and big brands spend more, small businesses are squeezed. Dave advises small businesses to examine their business model and customer lifetime value (LTV). If the cost of client acquisition is too high, strategies like changing the offer or bringing cash forward (e.g., pre-payment discounts) may be necessary to solve the cash flow issue.
Dave’s Top 3 AI & SEO Takeaways
- Think Bigger: Focus on your overall online reputation across all digital properties (social, directories, forums).
- Build for Both: Design your website for people (great content) and the machines (excellent technical SEO).
- Give It Time: You must invest time to build a trustworthy online reputation and authority, as this does not happen overnight.
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