The SEO Rules Have Totally Changed…But In What Way Exactly? Lars Lofgren Reveals All.

In this episode of HabitStack Podcast, host Scott Ward sits down with Lars Lofgren, a growth marketing veteran who has spent 15 years scaling SaaS companies including Dropbox, Evernote, Typeform, and Perplexity and who built an affiliate SEO business that generated $20 million in revenue before the industry shifted beneath his feet.Lars explains why flooding your site with AI-generated content is a career-ending mistake, describing the "Mount AI" phenomenon where domains spike in rankings and then crater completely. He makes the case for writing every piece of content by hand, not for sentimental reasons, but because human voice is increasingly the differentiating asset that algorithms and audiences are both selecting for.Lars also breaks down how SEO has fundamentally changed: why the classic HubSpot-style content funnel is largely broken, why Google now rewards product landing pages over review content, and why being present across multiple channels now boosts your Google rankings more than pure on-page SEO ever could. Finally, he shares why LinkedIn paired with YouTube is the highest-ROI organic channel combination for B2B founders right now and exactly how the conversion funnel works without ever sending anyone to a website.