Communication
"It’s as if a top-tier ad maker from the 1960s could do SEO today."
Rob Laporte once told me he needed to dedicate at least one day a week just to keep up with the changes that affect the art and practice of Search Engine Optimization.
Rob Laporte is the SEO expert’s SEO expert. We’ve had the opportunity to collaborate several times, and he understands that my Clarity Brand Design process is rooted in a deep understanding of the audience—their interests, needs, and desires. He also knows my commitment to using these insights to develop high-quality creative that genuinely engages people.
Last week, he sent me an email saying: "Using Google’s amazing NotebookLM, I produced a 15-minute audio summary explaining how search marketing works today and why traditional marketers and designers now add even more value."
Rob has been using the metaphor that a good 1960s "mad man" would now be adept at SEO. That’s because, in 2025 advanced SEO principles are shifting away from keyword-based strategies toward a more holistic approach centered on deep psychographic insights into people and their true interests. The importance of backlinks is fading, while offline activities like attending conferences are becoming more influential.
This audio clip is worth listening to for two reasons. First, the AI-generated podcast itself is remarkable. Rob admitted, "I was rather humbled by how it exceeded my ability to make very complicated material accessible. Most of the 30+ articles I uploaded are heavy sledding, even for dedicated SEO pros." Second, it provides an engaging overview of how Google’s latest algorithms—like MUM and LLMs—are transforming SEO by enhancing contextual understanding and user intent analysis.
AI-generated podcast: Advanced SEO Principles and Tactics
Rob's website: DISC
