I know that marketers across the country are getting emails from their bosses saying that leadership wants to know their plan for AI search / AI SEO.
These kinds of request can be disruptive and stressful, but it's important that you articulate a clear vision because AI has the potential to complicate everything we do. It complicates how regular organic works (with deep learning ranking algorithms), changes how you and your competitors produce content, and adds large language models into the mix - through Google's "AI Overviews" as well as LLM-native chatbots.
If your job involves budgeting for, planning for, or executing SEO plans for large ecommerce sites, then I hope that the presentation below is helpful to you in planning for AI as well as in communicating why you're taking the approach you are taking.
Don't copy Google's advice. Copy my homework.
I cover the ways that AI is changing the web and changing search but the most actionable content is in how it is changing SEO and digital marketing.
Before a user can like your site, and make a purchase, it's increasingly true that a machine has to recommend it.
Computers are the new gatekeepers - in both search and in chat - and so we need to find ways to figure out what the machines want.
I've included both the video and the slides below:
Watch the video:
If you'd rather just read the slides (bearing in mind that they were designed for presenting rather than reading).
Check out the slides:
(Or download the PDF version to send to colleagues or for clickable links)
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