When you hear someone say “SEO is dead,” Pablo Villalpando can’t help but laugh. As an SEO manager and consultant with over a decade in the field, he’s heard it all before. The reality? SEO isn’t dead; it’s evolving.
On this episode of CV MIC (Marketers in Conversation), Pablo — founder of Sandy Eggo SEO — joins us to unpack what the future of search really looks like in the age of AI and large language models (LLMs), why authority is proof not promise, and how marketers can better align content and SEO efforts to stay ahead.
Why SEO Isn’t Dead
SEO has been declared “dead” for years. Yet traffic patterns and demand for SEO services show the opposite. Pablo points out that global interest in SEO agencies has tripled, even as AI tools like ChatGPT and Perplexity reshape how users discover information.
The reason is simple: the fundamentals still matter. Brands still need technically sound websites, content that answers real user questions, and reputation signals that validate their credibility. What’s changing isn’t the foundation — it’s the playing field. Search is no longer confined to Google. Social platforms like TikTok, Reddit, and Instagram have become discovery engines in their own right, and AI chat tools are pulling heavily from existing search indices.
For marketers, this means optimizing not just for Google but for wherever audiences search. The challenge isn’t whether SEO is relevant; it’s how quickly you can adapt it to new discovery paths.
Authority Is Earned, Not Claimed
Authority in SEO has long been tied to Google’s emphasis on trust, expertise, and credibility (AKA Google’s E-E-A-T). But Pablo emphasizes that authority isn’t something a brand can simply declare. It has to be demonstrated through a consistent body of work.
That means building a comprehensive content ecosystem that spans every stage of the customer journey, from awareness to loyalty. It also means proving expertise through third-party validation — reviews, social proof, and reputation management. Even in an era when reviews themselves can be manipulated, genuine signals of trust remain one of the most powerful ways to demonstrate authority.
In practice, authority requires both depth and breadth of content, backed by a reputation that extends beyond a company’s own website.
Content and SEO: Stronger Together
One of the biggest mistakes companies make, Pablo argues, is treating SEO and content as separate functions. In reality, the two are inseparable.
Content provides the substance, stories, solutions, and resources users actually want. SEO ensures that content is structured, optimized, and discoverable. When these functions are siloed, both underperform. When they’re integrated, the results multiply.
Cross-team collaboration is the key. SEOs must take the lead in educating content, marketing, and even sales teams on search behavior and opportunities. In turn, content marketers need to align their strategies with technical realities. The best SEO outcomes don’t happen in isolation; they emerge from a shared understanding across developers, PR, legal, design, and marketing stakeholders.
Lessons From Experimentation
Pablo’s own experiments highlight how SEO principles play out in practice. When launching his consultancy, he deliberately built a website on one of the least SEO-friendly platforms he could find. Despite the limitations, the site generated leads — including from outside his local San Diego market — through little more than reviews and user-generated content.
The takeaway? Technical perfection matters, but trusted signals from real people often matter more. Reviews, authentic content, and reputation can compensate for platform shortcomings, proving once again that SEO is as much about people as it is about algorithms.
A Bigger Mission
For Pablo, SEO is more than a profession; it’s a tool for impact. Through Sandy Eggo SEO, he donates a portion of proceeds to local nonprofits, launched a scholarship for first-generation students, and offers pro bono websites for changemakers and community-driven organizations.
This commitment reflects his broader philosophy: SEO is ultimately about helping people connect with what they need, whether that’s information, services, or opportunities.
Catch More CV MIC Conversations
If you found Pablo’s insights helpful, check out other recent episodes of CV MIC, where we’ve passed the mic to:
- Nandhini Sundaram, Founder of Nandhini Coaching, on overcoming burnout.
- Scott Leese, Founder of Scott Leese Consulting, on the role of focus in growth.
- Jessica Germain, VP of Marketing at My Code, on generational marketing.
- Annette Matzen, Senior SEO Manager at Zenni Optical, on navigating SEO evolution.
- Anthony Morrell, Senior Manager of Digital Marketing at MRC, on connecting content to outcomes.
Stay tuned for more conversations with today’s leading marketers. And if you’re ready to explore how ClearVoice can support your content production efforts, connect with a content specialist today.
