Barry Schwartz on Google, Generative Search, and What’s Next for SEO

The Future of SEO and Search in an AI World | Barry Schwartz on Clarity Digital Pod What does the future of search marketing look like in a world powered by AI, shrinking organic traffic, and rapid changes from Google? In this episode of the Clarity Digital Pod, host Al Sefati sits down with one of the most respected names in the search industry—Barry Schwartz—to unpack what’s really happening across the SEO and SEM landscape in 2025. Barry is the founder of Search Engine Roundtable, a long-time contributor to Search Engine Land, and a go-to source for digital marketers trying to make sense of Google's constant algorithm updates and product launches. With over 20 years of experience tracking search engine changes, Barry brings unmatched insights into how AI is reshaping both organic and paid search. Whether you're a digital marketer, CMO, SEO strategist, or paid media professional, this episode is packed with strategic advice, industry context, and practical takeaways you won’t want to miss. 🔍 In This Episode, We Cover: The current state of search: How Google, Perplexity.ai, ChatGPT Search, and Gemini are changing the landscape What is Google AI Mode and how it differs from AI Overviews How SEOs should adapt their strategies in an era of AI-driven results and reduced traffic Why digital PR, branding, and building first-party audiences are critical The evolution of Google Ads: Performance Max, AI Max, and what's next for paid search The importance of aligning SEO and SEM teams for a unified search strategy Why Barry believes blogging is still powerful—and how authenticity builds long-term brand equity Key lessons for marketers looking to survive and thrive in a post-click world 🕒 Timestamps: 00:00 – Welcome and intro 01:20 – Barry’s background in search and tech 04:30 – The rise of AI search engines (ChatGPT, Perplexity, Gemini) 08:15 – What is Google AI Mode? (vs. AI Overviews) 12:00 – How SEOs should approach AI content and automation 17:00 – Where AI helps in content, technical SEO, and workflows 22:45 – Paid search evolution: Performance Max and Google Ads AI Max 27:10 – Integrating SEO and SEM: Why teams must stop working in silos 31:20 – The power of digital PR, brand mentions & thought leadership 36:00 – Why organic traffic is declining—and what to do about it 40:00 – Final thoughts: First-party data, email, and future-proofing your strategy 44:00 – Barry’s personal reflections and what's next 📌 Who Should Watch This Video? SEO professionals and consultants Google Ads and performance marketers CMOs and marketing executives Content marketers and PR specialists SaaS, ecommerce, and enterprise marketing teams Anyone interested in AI-powered marketing trends 🎯 Keywords/Topics: SEO in 2025, AI search engines, Barry Schwartz interview, Google AI Mode, Google SGE, Performance Max Ads, Search Engine Roundtable, digital PR for SEO, how AI is changing search, SEO vs paid media, search marketing podcast, ChatGPT search, Perplexity AI, marketing in the AI era, integrated search strategy, building brand in search 🔗 Resources Mentioned: Search Engine Roundtable Search Engine Land Google Search Labs – AI Mode 👍 Enjoyed this conversation? Please like, subscribe, and hit the bell icon so you never miss an episode. 📱 Follow us on Spotify, Apple Podcasts, or wherever you listen. For more episodes and content, visit: https://claritydigital.agency/podcast-videos