The Rankable Podcast

An Optimist's View On Generative AI, Content, AND SEO

Featuring Ryan Law

In episode 126, Ryan Law of Ahrefs stops by to discuss the complexities and potential of Generative AI in content creation and SEO.

Ryan shares insights on how SEO will be impacted by generative AI content and whether it will devalue SEO as a channel in the future.

We also discuss what this means for the importance of E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) in content going forward, the ideal direction for Google in search results, and what the next five years might look like in SEO.

Episode Time Stamps

  • [0:00] Intro

  • [3:11] Generative AI Content

  • [4:07] The Fear Around Artificial Intelligence

  • [5:36] The Right Way to Use GenAI

  • [6:36] Transparency Around the Use of Gen AI

  • [8:52] How Will SEO be Impacted by Generative AI Content

  • [10:45] Does GenAI Devalue SEO as a Channel?

  • [11:47] Will we Always Need Humans for Content Creation?
  • [12:35] How AI Can Challenge Humans in Thought Leadership?
  • [13:50] The Importance of EEAT Going Forward
  • [15:47] How Will Google Adjust?
  • [16:40] The Ideal Direction for Google to Go in Search Results
  • [18:52] How GenAI Can Solve the Personalization Problem in Search?
  • [21:27] What Will the Next 5 Years Look Like?
  • [22:19] The Hardest Content to Make Right Now
  • [23:46] How GenAI Will Change Keyword Research
  • [25:17] The Next Generation of Search
  • [25:55] Rapid Fire Rankings

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This Week's guests

Ryan Law

Title: Director of Content Marketing

Company: Ahrefs

Bio: Ryan is the Director of Content Marketing at Ahrefs. Over the past thirteen years, Ryan has been a writer, content strategist, team lead, marketing director, VP, CMO, and agency co-founder. Ryan is the creator of two fantasy novels, two writing courses, and many more (less successful) projects.


Top 3 of anything:

  1. The Lord of the Rings
  2. The Malazan Book of the Fallen
  3. A Song of Ice and Fire 

Rank your best SEO marketing win:

I Googled 50 of the best-looking digital marketing agencies in the UK.

I wrote a bunch of flattering stuff about their blogging strategies (which were all terrible)

I hit publish and emailed every agency.

Maybe half of the agencies acknowledged my outreach, usually with a “thank you!” and an offer of coffee

But then one agency asked if I had availability for a test project. another asked about a retainer.

It snowballed from there.

I used my “agency experience” as social proof for more outreach soon, one agency offered me a full-time role to stop me from working with their competitors, setting me on the path to a role as agency VP – nearly a decade later.

Rank your top 3 SEO tools:  

Rank your best SEO or trick or tactic:

Routinely running experiments to collect original, first-hand data that no other company possesses.

Rank what you love most about the SEO industry:

The problem-solving!

Working out what people are looking for, how you can deliver it, how you can bring new value to the SERP.

It’s a big, fun game.

Rank your top 1-3 marketers:

Rank your best SEO learning resource:

Ahrefs aside, I really enjoyed the BlueArray Technical SEO course.

Rank your top cause or charity:

Support Devin Through Cancer

Host: Garrett Sussman

Title: Demand Generation Manager

Garrett loves SEO like the 90s loves slap bracelets.

Each week he interviews the most interesting people in the world (of SEO). When he’s not crafting content, he’s scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.

Get insights, stories, and strategies from a range of practitioners and executives leading the charge in SEO.

Enjoy this podcast? Check out Garrett’s video show round-up of everything search engine optimization: The SEO Weekly

Aaron Johnson

Considering AI Content?

AI generative content has gone mainstream.

Discover what that means for your business and why AI generation can be your competitive advantage in the world of content and SEO.