In this episode of Deadlines & Detours, Matthew is joined by long-time friend and seasoned SEO strategist John Jary, whose career has spanned two decades of digital evolution — from the early days of Dreamweaver and Flash websites to the rise of e-commerce, influencer marketing, and now Generative Engine Optimisation (GEO).
They dive deep into:
The truth behind SEO in 2025
Why content is still king
The rise (and risk) of generative AI in search
Why stock photography isn’t the move
How branding and imagery really impact user experience
What makes backlinks valuable (and what to avoid)
Building a business on microgreens and turning it into a global seasoning brand
From Cara Delevingne’s Vogue video to dusty servers in New York basements, this episode blends hard-earned digital knowledge with heartfelt stories and practical insights for anyone building a digital business in 2025.
John also shares a candid story about a photography gig gone sideways — and what it taught him about expectations, ego, and lighting.