What SEO Actually Looks Like in 2026 w/ Eli Schwartz, SEO Consultant and Growth Advisor
The Apple-Gemini announcement changed everything—but not in the way most people think. Eli Schwartz, author of Product-Led SEO, explains why this partnership doesn't signal the death of SEO but rather Google's complete dominance over search for the foreseeable future. In this wide-ranging conversation, Eli challenges nearly every assumption marketers hold about SEO in 2026. From why your thin content strategy is obsolete to why some multi-billion dollar companies shouldn't spend a dime on SEO (while others should spend freely), Eli offers a refreshingly honest take on what's actually changing versus what's just hype. Key takeaways for marketers: The expanding definition of SEO: Why your smart alarm clock, car dashboard, and eventually your pillow will all be search surfaces you need to optimize for The 2020 vs. 2026 playbook: Why generic listicles ("top winter vacations") are dead, and personal, emotional, middle-of-funnel content is where SEO belongs now The pizza shop principle: How online and offline worlds are finally aligning—you wouldn't walk into a diner for the best pizza, so why try to rank for everything online? Bottom-line goals vs. mushy emotional goals: The two types of SEO objectives every company has (including making sure the CEO sees you rank when they Google on the way to work) Who shouldn't invest in SEO: The framework for deciding if your company should spend money on SEO (hint: if you're Boeing selling F-35s, the answer is complicated) Resources: Sign up for Eli’s newsletter at productledSEO.com Connect with Eli Schwartz on LinkedIn: https://www.linkedin.com/in/schwartze/ Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/ Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/. About Eli Schwartz: Eli Schwartz is an SEO expert and consultant with over a decade of experience driving SEO and growth programs for B2B and B2C companies. Eli’s clients have included WordPress, Shutterstock, BlueNile, and Zendesk, all of which he has helped build Global SEO strategies to increase organic conversions at scale. He is the author of the book Product Led SEO. Timestamps: 02:03 - SEO is everywhere 03:58 - Why Google won 11:22 - How to invest in SEO in 2026 13:45 - The content playbook shift 19:36 - When NOT to invest in SEO 26:56 - LLM visibility is brand budget
The Campaign | A Marketing Podcast by 97th Floor
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Show Notes
The Apple-Gemini announcement changed everything—but not in the way most people think. Eli Schwartz, author of Product-Led SEO, explains why this partnership doesn't signal the death of SEO but rather Google's complete dominance over search for the foreseeable future.
In this wide-ranging conversation, Eli challenges nearly every assumption marketers hold about SEO in 2026. From why your thin content strategy is obsolete to why some multi-billion dollar companies shouldn't spend a dime on SEO (while others should spend freely), Eli offers a refreshingly honest take on what's actually changing versus what's just hype.
Key takeaways for marketers:
- The expanding definition of SEO: Why your smart alarm clock, car dashboard, and eventually your pillow will all be search surfaces you need to optimize for
- The 2020 vs. 2026 playbook: Why generic listicles ("top winter vacations") are dead, and personal, emotional, middle-of-funnel content is where SEO belongs now
- The pizza shop principle: How online and offline worlds are finally aligning—you wouldn't walk into a diner for the best pizza, so why try to rank for everything online?
- Bottom-line goals vs. mushy emotional goals: The two types of SEO objectives every company has (including making sure the CEO sees you rank when they Google on the way to work)
- Who shouldn't invest in SEO: The framework for deciding if your company should spend money on SEO (hint: if you're Boeing selling F-35s, the answer is complicated)
Resources:
Sign up for Eli’s newsletter at productledSEO.com
Connect with Eli Schwartz on LinkedIn: https://www.linkedin.com/in/schwartze/
Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/
Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.
About Eli Schwartz:
Eli Schwartz is an SEO expert and consultant with over a decade of experience driving SEO and growth programs for B2B and B2C companies.
Eli’s clients have included WordPress, Shutterstock, BlueNile, and Zendesk, all of which he has helped build Global SEO strategies to increase organic conversions at scale.
He is the author of the book Product Led SEO.
Timestamps:
02:03 - SEO is everywhere
03:58 - Why Google won
11:22 - How to invest in SEO in 2026
13:45 - The content playbook shift
19:36 - When NOT to invest in SEO
26:56 - LLM visibility is brand budget