In this episode of Playbook Broken we’re talking to Myriam Jessier, SEO exec at Pragm and Neurospicy, to explore why traditional SEO strategies are collapsing in an AI-driven search world.
Myriam breaks down what’s actually changing, why privacy-first SEO matters, how to build authority when zero-click results dominate and what brands must understand about context and relevance today.
This is a practical, no-nonsense guide to rebuilding your SEO playbook for the future.
Episode Guide
00:00 Introduction to Playbook Broken
00:08 Meet Miriam Jesse: The SEO expert
00:31 The broken SEO playbook
03:17 Relevance engineering in SEO
08:08 The zero-click environment
08:47 Adapting to AI and multimodal search
12:35 SEO in the context of brand and user experience
13:44 The future of SEO and marketing
21:47 The impact of competitor clicks on Google results
22:15 Algorithmic influence and new SEO tools
23:06 Echo chambers and contextual relevance
24:20 Understanding AI brand drift
26:28 Introducing the ‘I’m Stuck’ segment
28:16 Technical branding and AI narrated brands
32:26 Practical tips for brand management
35:15 Force yourself: Overcoming challenges
40:53 Final thoughts
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About the author
Marc Sirkin is a former CEO, CMO, and digital transformation leader known for driving growth, innovation, and exits at iconic brands including Microsoft, PwC, and Autism Speaks. As Founder of Marc Sirkin Consulting and host of the “Playbook Broken” podcast, he helps executives navigate existential change by integrating AI, aligning teams, and accelerating outcomes. He led the integration of Third Door Media into Semrush post-acquisition by preserving editorial independence while transforming virtual events and launching AI-powered products.
