Technical SEO: Darwin Santos on AI Search at HubSpot

In this episode, we speak to Darwin Santos, a technical SEO and AI product leader working on Product Growth and AI Search at HubSpot. He coined the idea of the Great Decoupling, built the GSC Guardian tool, and previously led technical SEO at Microsoft and Amsive.

Darwin has been hands-on with early generative AI systems and argues that SEO fundamentals still shape how LLMs present information. We’ll dig into why traditional SEO remains the backbone of AI visibility, how to repurpose core content to earn more citations, and which metrics to prioritize as click-through rates continue to shift.

Connect with Darwin on LinkedIn: https://www.linkedin.com/in/darwinsantos/

00:00 Darwin's Journey in SEO
01:58 The Intersection of AI and SEO
05:02 Personal Insights and Current Work at HubSpot
07:32 The Great Decoupling of Search
13:00 Key Metrics for SEO in an AI World
19:10 The Shift from Clicks to Impressions
21:41 The Importance of Data Control
23:27 Rapid Fire SEO Insights
28:19 Debating Overhyped SEO Trends
31:28 The Future of SEO and AEO
35:11 Building AI Workflows for SEO

Видео Technical SEO: Darwin Santos on AI Search at HubSpot канала AI SEO Show