Search has changed. Again. 

This time, it didn’t whisper. It came in loud, like a dust storm of AI-generated summaries, disappearing clicks, and a sense of lawlessness. 

So we’re back. With insights, strategy, and mugs filled to the brim with caffeinated beverages to talk about what it takes now to get found online. 

This is a zero-fluff, happy hour conversation from the crew at Madden that breaks down: 

• Where the state of search stands post-AI Overviews and March’s Core Update
• What metrics actually tell you something about your content performance now 
• Why your website still matters 
• How SEO has shifted from optimization to reputation and branding 
• What’s next for search, content, and staying visible in a zero-click world 

Whether you’re wrangling your content calendar or rethinking your entire digital playbook—this one’s for you.

watch it back:

meet our seo experts:

Heather Molina, VP of Insights and Media Partnerships:
Heather Molina joined Madden in 2022 and is the VP of Insights and Media Partnerships. Her focus for the past 15 years has been leading overall channel marketing strategies across large holding company and independent agencies, covering everything from consumer brands to B2B. Every Q1 she is “dry”, but every other quarter enjoys Cabernet or Champagne.

Dylan Scacchetti, MarTech Director:
Joining Madden Media in 2021, Dylan Scacchetti works as MarTech Director overseeing SEO for West Coast clients. He has a passion for creating web experiences for both people and robots to elevate visibility and inspire users in search with the answers to their questions. He also specializes in drinking coffee. Sometimes diet coke if he deserves a little treat.

Elise McClain, MarTech Director:
Joining Madden in 2020, Elise is a word nerd fueled by alliteration, analytics-driven storytelling, and Americanos. As a MarTech Director who oversees SEO & UI/UX for the East Coast, she specializes in optimizing content and user experiences to guide travelers on journeys that both rank and resonate.