SEO used to be the ultimate growth lever—offering massive “free” traffic to marketers who could outsmart the algorithm. But in 2025, it's a different game.

In this episode, I’m joined by Gaetano DiNardi—an SEO strategist with deep experience across B2B SaaS—to unpack how AI is reshaping the search landscape.

We discuss:

• The SEO playbook for 2025
• How zero-click search is impacting real-world traffic
• Why brand is actually a competitive moat for SEO
• How to appear in AI search previews and LLM recommendations
• When a startup should consider SEO
• How to optimize content for the top, middle, and bottom of the funnel

About Today's Guest

Gaetano DiNardi is an SEO expert and principal consultant at Marketing Advice.

He’s spent over a decade in B2B marketing, helping 50+ SaaS companies drive growth and demand. He’s battled in some of the most competitive trenches out there—categories like identity theft, business VoIP, employee monitoring, insider threat detection, LMS software, and more.

You can find him sharing lessons from the field on LinkedIn and Substack.

Key Topics

• [00:00] - Introduction
• [01:24] - Evolution of search over the past 10 years
• [04:09] - Impact of brand on rankings
• [05:36] - Did SEO degrade search quality?
• [11:30] - Impact of zero-click results
• [20:28] - How to get recommended in AI preview
• [34:15] - When should a startup focus on SEO?
• [41:39] - SEO for TOFU, MOFU, and BOFU

Resource Links

• Marketing Advice
• Marketing Advice Substack
• Scrunch AI - Brand monitoring for AI search
• What is Brand Authority and How Is It Calculated? - Moz

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