EP 91: How AI Is Transforming SEO: Chris Attewell on Google, Bing and the Future of Search

This week on Embracing Marketing Mistakes, Chris Norton is joined by Chris Attewell, former CEO of Search Laboratory and now board advisor at Realise Advisory, to explore how AI is changing the future of SEO. Chris revisits his early years in digital marketing and explains how Search Laboratory moved from PPC into SEO, digital PR and integrated search. He breaks down how Google, Bing and ChatGPT are reshaping user behaviour, why brand authority now matters more than ever, and how AI overviews and multi platform search are shifting the mechanics of visibility. Together they unpack the North Star trap, where teams chase a perfect strategy instead of delivering value in stages, and how marketers can link content, PR, social, brand and search without falling into silos. Whether you work in digital, PR or brand, this episode gives you clear insight into how AI is transforming search and what it means for your marketing in 2025. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show.Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show:TikTok, YouTube