"In this episode of Playbook Broken we're talking to Myriam Jessier, SEO exec at Pragm and Neurospicy, to explore why traditional SEO strategies are collapsing in an AI-driven search world. Myriam breaks down what's actually changing, why privacy-first SEO matters, how to build authority when zero-click results dominate and what brands must understand about context and relevance today. This is a practical, no-nonsense guide to rebuilding your SEO playbook for the future."
"00:31 The broken SEO playbook 03:17 Relevance engineering in SEO 08:08 The zero-click environment 08:47 Adapting to AI and multimodal search 12:35 SEO in the context of brand and user experience 13:44 The future of SEO and marketing 21:47 The impact of competitor clicks on Google results 22:15 Algorithmic influence and new SEO tools 23:06 Echo chambers and contextual relevance"
Traditional SEO tactics are losing effectiveness as AI-driven, multimodal search surfaces zero-click results and prioritizes contextual relevance over keyword signals. Privacy-first search changes available signals and requires new measurement and authority-building approaches. Relevance engineering—optimizing for context, user intent, and brand signals—becomes central alongside technical branding and AI-aware content. Brands must manage AI brand drift, competitor click influence, and echo chambers while leveraging multimodal formats and improving user experience. Practical steps include building strong brand signals, technical branding, monitoring algorithmic shifts, and prioritizing privacy-respecting data practices to maintain visibility and trust in the evolving search landscape.
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