The Principals' Office

AI is transforming the role of SEO—but core fundamentals still matter. In Part Two, we discuss why content and technical SEO remain essential in the AI era, from human-driven strategy to the evolving role of technical foundations. We wrap with a lighthearted recap, and if you missed Part One, go back to hear about brand reputation and measurement.

AI may drive only a sliver of traffic today, but it’s reshaping SEO’s role inside enterprises. In Part One, we explore why SEOs must act as omnichannel consultants and how brand reputation and measurement are becoming more complex. Don’t miss Part Two, where we dig into content, technical SEO, and even a comedy recap.

Welcome to the very first episode of The Principals' Office, the quick-hit round table from New Media Advisors. In just 15-30 minutes, Stephan Settanni, Laura Lee, Jason Cook, Jenny Halasz, and Tom Dwyer kick things off by asking the question on every marketer’s mind: Is SEO really dead, or is AI just changing the rules?Why we’re doing this? Clients and peers keep asking how AI-driven search, local results, and generative overviews will reshape organic visibility. Rather than bury the answers in white-papers, we’re hitting record each week to share practical insights—in plain English—so you can act faster.In this debut episode you’ll hear:- The team’s hot take on New York Magazine’s “SEO is Dead - Say Hello to GEO"- Where Generative Engine Optimization (GEO) overlaps with classic SEO...and where it doesn’t- Early data on impressions up, clicks down: what Google’s AI Overviews are really doing to traffic- Why calculators and other interactive tools still pull qualified visits- A lightning chat on trust, citations, and the rise of pay-for-play “sources” in AI answersListen, follow, and let us know what you think. New episodes drop every week. Follow The Principals' Office on Apple Podcasts, Spotify, or YouTube, and tell us what you’d like to hear in future sessions - no hall pass required.