SEO hustle bros are under fire for fake results and empty AI promises.
The issue started with a post on Bluesky calling out SEOs who fake Search Console success. One SEO shared that a known “hustle bro” uploaded screenshots pulled from Google Images. The shameless flex is real—and some are getting caught.
Google’s John Mueller responded, wondering if it’s a perception shift or just that SEOs now crowd the same platforms instead of scattered forums. Social media and YouTube have magnified visibility—whether that’s good or bad for the industry. 
Soon after, a Reddit thread blew up about SEOs losing clients to competitors spouting AI SEO buzzwords. One user vented frustration after investing months with a client who ditched them for an SEO who promised buzz like “cosine similarity audit” and “schema embeddings analysis.” The client was sold on AI hype, not solid work.
John Mueller briefly replied but deleted the comment. The Reddit discussion broke down into three key points:
- Is AI SEO the new EEAT?
- Clients want to talk about AI SEO.
- SEOs must adapt to AEO, AIO, GEO trends.
Redditors mostly scoffed at “AI SEO” hype, but agreed AI search is shaking things up. One mod wrote:
“Yup – SEOs been like that for years – EEAT, ‘SEO Audits’ – basically people buy on what ‘makes sense’ or ‘sounds sensible’ even though they’ve already proven they have no idea what SEO is.”
Clients are demanding real talk on AI impact now, not vague excuses. Another Reddit user said:
“Like it or not, clients are asking questions about AIs impact and how they can leverage the new tools people are using for search and just telling them that ‘Nobody knows!’ isn’t a satisfactory answer."
SVLibertine, another Reddit voice, urged SEOs to keep up and communicate clearly:
“Battling AIO, GEO, and AEO may seem like snake oil to some, but…it’s where we’re headed. Right now.
To stay relevant in our field you need to be able to eloquently and convincingly speak to this brave new world … That being said… SEO fundamentals absolutely still apply, and content is still king.”
The takeaway: AI search and its SEO tactics are evolving. Some digital marketers are winging it. Others have computer science degrees and a clue. But clients want AI SEO answers—whether the field is ready or not.
This echoes the early days of SEO when marketers tested what sticks until Google changes the game again.
Image credit: Shutterstock/Asier Romero
