Kevin Indig, the guy behind The Memo newsletter and advisor to Airbnb, Shopify, Reddit and G2, will break down what actually works in search now—both traditional SEO and the emerging AI-driven AEO (Answer Engine Optimization). He’s run experiments most teams can’t afford, so he’ll cut through the hype around repackaged SEO tricks and AI snake oil. Expect hard data, real examples and insights you won’t find in blog posts. Matt will press him on whether SEO still delivers ROI, where it shines and where AI search takes over. They’ll dig into whether a startup can crack AI-driven rankings against established players. You’ll hear which small-team tactics move the needle fastest and whether paid AEO services are worth the budget. Plus, he’ll share if you can safely lean on ChatGPT for AEO advice or if you’ll need deeper expertise. The live session runs 60 minutes on Wednesday, July 1, 2026—1 pm BST, 2 pm CEST, 8 am EDT. It’s aimed at founders and marketing leaders, not beginners. Sign up once and you get the recording whether you make it or not.