Top SEO myths debunked with real data | Ethan Smith (Graphite)

About this episode

Ethan Smith joins Tim Soulo to debunk common SEO myths using data from a recent study on search behavior.

Is SEO actually dying, or are you just listening to the wrong people? While the media claims that AI is causing a 25% traffic collapse, data from 40,000 of the largest websites in the U.S. tells a completely different story. In this episode, Ethan Smith (CEO of Graphite) joins Tim Soulo to perform SEO Necromancy — resurrecting search from the dead by debunking the biggest myths in the industry. Ethan is widely regarded as the leading expert on Answer Engine Optimization (AEO), having built growth engines for brands like Instagram, Robinhood, and BetterUp. He doesn’t just share opinions; he shares data-backed insights from his recent study on how search behavior is actually shifting. You’ll hear why the rise of ChatGPT isn’t the Google killer everyone predicted, how small websites are actually gaining traffic in the AI era, and the exact strategy you need to ensure your brand is cited by LLMs. Here’s what you’ll learn in this episode: 00:00 - Intro 01:00 - Why AI isn’t actually killing the web 04:49 - Measuring the real traffic drop 07:31 - The winners and losers of the AI traffic shift 13:24 - How AI behaviors are expanding the search pie 18:18 - Cleaning up outdated and…

People in this episode

Host: Tim Soulo

Guest: Ethan Smith

Topics covered

• SEO myths
• AI impact on traffic
• Answer Engine Optimization
• search behavior
• citation strategies
• AI and web traffic

Keywords

• SEO
• AI traffic
• search behavior
• Answer Engine Optimization
• citation strategies
• ChatGPT
• traffic collapse
• data insights

Mentioned in this episode

Organizations: Graphite, Instagram, Robinhood, BetterUp

Products: ChatGPT, Gemini, Perplexity

More episodes of Ahrefs Podcast

• Why Copying Ryanair's SMM Tactics Won't Work Anymore | Michael Corcoran (Slice Social, Ryanair) · June 9, 2026 · 1h 6m
• AI Apps, Reports & Workflows Every Marketer Should Steal | Glen Allsopp (Ahrefs, Detailed) · May 26, 2026 · 43 min
• Gong's Billion-Dollar Bet Against Best Practices | Udi Ledergor (Gong) · May 12, 2026 · 1h 14m
• How to automate blog writing with AI from keyword to published | Ryan Law (Ahrefs) · April 28, 2026 · 51 min
• Ahrefs' CMO answering your (tough) questions | Tim Soulo · April 14, 2026 · 39 min
• The "Sitcom" Ad Strategy: How One Funny Video Closed 12 Deals | Luke Winter (Deadpan Agency) · March 31, 2026 · 55 min