Reinventing SEO & Web Strategy: AI Transformation with Seth Humble

The Catalyst for the Trades

AI is rewriting the rules of SEO and digital marketing. In this episode, Jennifer Bagley talks with Seth Humble about how AI search is transforming how home service businesses show up, rank, and convert online.

Seth shares his journey from the oil fields of Texas to leading AI integration, SEO innovation, and Webflow adoption at one of the most forward-thinking agencies in the trades. They break down how AI-driven search, intelligent automation, and strategic platform shifts are giving contractors a real competitive edge.

Listeners will learn why visibility is changing, how to adapt fast, and what performance-focused strategies are driving growth in the AI era.

What You’ll Learn

• How AI search is changing SEO for contractors
• Why moving from WordPress to Webflow boosted performance
• The impact of AI-driven content and real-time visibility reporting
• How trades businesses can lead—not follow—as AI search evolves

Timestamps

• 00:00 — Introduction
• 04:12 — The AI Shift in SEO
• 09:43 — Evolving with AI
• 12:29 — Strategic Shifts at CI Web Group
• 22:05 — The Move to Webflow
• 28:35 — Content at Scale
• 32:53 — Changing Demand vs. Changing Discovery
• 36:06 — AI Search Visibility Reporting
• 40:39 — Outcomes Over Outputs
• 44:33 — Final Takeaways

Guest: Seth Humble

• Title: Director of Product & Production at CI Web Group
• Background: 20+ years of writing and over a decade in SEO. Seth has led AI-powered production innovation, platform migration to Webflow, and next-gen visibility reporting for home service and contractor businesses.

Resources & Links

• Catalyst for the Trades Podcast
• CI Web Group
• The Opus & Golds Group

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