Playbook Broken: The innovator’s SEO — Navigating the new age of search

We're discussing the rapid evolution of SEO and how traditional methods are becoming obsolete with Matthew Kay of Active Campaign.

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Founder, Marc Sirkin Consulting
Published on June 11, 2025 • Last updated on September 9, 2025 • 2 minutes read

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    Welcome to Playbook Broken, where outdated marketing tactics are left behind.

    In this episode, we meet Matthew Kay, ActiveCampaign’s new head of search and co-founder of the Tech SEO Connect conference.

    We discuss the rapid evolution of SEO, driven by AI and changing user behaviors, and how traditional methods are becoming obsolete. The conversation also covers the rise of new search platforms like TikTok, the pitfalls of performance marketing and the importance of brand building in the current landscape.

    We also explore the concept of “nihilist SEO” and the challenges of maintaining meaningful optimizations in a rapidly shifting environment. Tune in for insights on creating effective, future-proof marketing strategies.

    Episode highlights:
    00:00: Introduction to Playbook Broken
    00:37: Meet Matthew Kay: SEO Expert
    00:54: The Changing Landscape of SEO
    4:15: The Death of Traditional Playbooks
    7:41: New Rules for Modern Marketing
    10:24: The Future of Brand and Performance Marketing
    17:24: Nihilism in SEO: A Critical Perspective
    21:30: Force Yourself: Overcoming Challenges
    22:23: Conclusion and Final Thoughts

    Previous episode: Why old marketing tactics fail

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    Marc Sirkin
    Founder, Marc Sirkin Consulting

    Marc Sirkin is a former CEO, CMO, and digital transformation leader known for driving growth, innovation, and exits at iconic brands including Microsoft, PwC, and Autism Speaks. As Founder of Marc Sirkin Consulting and host of the “Playbook Broken” podcast, he helps executives navigate existential change by integrating AI, aligning teams, and accelerating outcomes. He led the integration of Third Door Media into Semrush post-acquisition by preserving editorial independence while transforming virtual events and launching AI-powered products.

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