In Episode 101 of the Digital Velocity Podcast, Erik Martinez is joined by Amber Goetz, founder of The Active Media, for a practical, no-fluff conversation about how SEO is really changing in 2026. With more than a decade of hands-on SEO experience, Amber shares what she's seeing in the data, what's no longer working, and where brands should focus their time and energy as AI reshapes how people search.

Amber explains that AI is changing SEO, but not replacing it. As she puts it, "AI is not replacing SEO by any means. I think it's reshaping it though." The conversation explores how Generative Engine Optimization (GEO), AI Overviews, and large language models are influencing search results—and why strong brand authority and consistency now matter more than chasing technical checklists or plugin scores.

Listeners will learn:
• Why brand voice and consistency across channels are becoming critical ranking factors
• What SEO tactics are becoming outdated—and which fundamentals still matter
• How citations, schema, and podcasts influence AI-powered search results
• Why human-led strategy paired with AI-driven efficiency is outperforming automation alone
• How local, national, and eCommerce brands can prepare for agentic shopping and reduced website traffic

Amber also breaks down how SEO needs to evolve inside organizations. She challenges teams to move away from siloed execution and toward shared ownership across content, development, PR, and social. As she notes, "Anyone can do SEO. I don't know if they can do it well, but they can." The difference, she explains, comes from pulling real expertise out of the business and turning it into content people—and AI systems—can trust.

For marketers, founders, and direct-to-consumer leaders, this episode offers a grounded roadmap for modern SEO—one rooted in clarity, original thinking, and brand authority. Instead of chasing every new trend, Amber's advice is clear: use AI to improve efficiency, stay focused on what makes your brand different, and build visibility where both people and AI are actually paying attention.