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The Death of the Web? Simon Young on AI Search and What Comes Next | Ep.265

The Death of the Web? Simon Young on AI Search and What Comes Next | Ep.265

SEOPRESSO PODCAST - Der SEO Podcast mit Björn Darko vor 1 Woche

0:00

51:29

Diese Episode wird unterstützt von Localo, der Local SEO
Plattform: https://localo.com/de/

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What happens to the web when people get answers without visiting
websites—and AI assistants start doing the shopping?

In this episode of SEOPRESSO, Björn Darko speaks with Simon Young
about his provocative prediction: the death of the web as we know
it.

Having written about Answer Engine Optimization back in 2019,
Simon shares why he believes websites could evolve into knowledge
bases that serve AI assistants. We explore what that shift could
mean for publishers, marketplaces, local businesses, and the
economics of online content.

We also debate where trusted platforms still matter, whether
Google’s guidance tells the whole story across different AI
engines, and why original knowledge could become a business’s
most valuable asset.

A conversation about the future of discovery, the limits of
familiar SEO tactics, and the work brands can start doing today.

Key Takeaways

SEO fundamentals still matter. Simon challenges agency models
that sell promises without delivering the work needed to
create results.

Zero-click answers put pressure on businesses that depend on
referral traffic, advertising, and affiliate revenue.

Marketplace disruption may depend on the purchase: routine
products and expensive decisions have different requirements
for trust and experience.

Original expertise, proprietary data, and customer insights
can fill knowledge gaps that generic content leaves behind.

Google’s guidance should not automatically become your
strategy for every AI engine. Different platforms need
observation and testing.

Simon argues for making useful content accessible to AI
systems and building business knowledge bases that assistants
can interact with.

Traffic volume alone is an incomplete measure of success.
Better-qualified visitors and business outcomes deserve
greater attention.

Chapters

00:00 Introduction: Simon Young and the death of the web

00:56 Sponsor message

02:12 Answer Engine Optimization before ChatGPT

03:26 Voice search, AI assistants, and the device question

06:36 Did SEO die—or did the old agency model?

09:05 From recommendations to implementation

11:09 SISTRIX newsflash

13:57 Zero-click answers and the economics of the web

17:31 Who wins and who loses in AI search?

20:38 Publishers, original perspectives, and information
gain

22:14 Can AI replace marketplaces?

25:48 Websites as knowledge bases for AI

28:54 Google’s AI guidance: schema, content, and small
gains

30:44 How AI engines differ

35:14 Personalization and the future of advertising

36:42 Should businesses block AI bots?

38:43 Focused content and better-qualified visitors

40:24 Building a business knowledge base

42:29 Finding knowledge gaps and earning visibility

45:48 AI search tactics, Reddit, and manipulation

47:58 What could the web look like in 2030?

50:32 Closing thoughts