Recently, following the big leak and release of AI Overviews , I’ve been getting a ton of questions from my clients (and really, marketers in general) about SEO priorities.
I've been in SEO for almost 20 years and can't remember anything comparable, even when Panda came out.
Some of these inquiries are from brands looking to start an SEO program from scratch, and I think this is the clearest way to think about what’s important right now.
In this article, we offer advice on how to launch a new SEO program in the age of AI, focusing on:
- How to define your SEO strategy.
- How to build your SEO approach.
- The skills you need to succeed.
How to Define an SEO Strategy
Let me start by saying that any silos that may exist within your SEO vision need to disappear immediately.
Technical SEO, content, UX, links, they all fall under the same umbrella now, and that umbrella is growth marketing – it's the holistic experience.
Google is essentially trying to recreate the web under a single dashboard, so you need to think about SEO from that perspective: Consider the different types of search results.
While the AI Overview represents a big change, Google is also introducing “People Also Ask” and Featured Snippets. Every search is different, and it depends on the vertical and intent.
When it comes to brand building, the Google algorithm leak made it clear that both brand authority and author/expert authority are important.
And now, “important” doesn’t just mean “ranked high in the SERPs” but rather means more likely to show up among the wide range of options Google presents to users.
There is more than one task and mechanism you need to master to get Google traffic: you need to understand your industry, the intent behind the searches, and how to structure your data.
Plus, we're not just looking at Google: a good SEO program will also include Quora, Reddit, TikTok, user forums, and more in its planning, because these platforms are great places to build your brand.
Your strategy should include:
- Customer research and understanding.
- Analyze the intent behind your keyword and address it in your content.
- Recognize the types of content that only you can provide, not an AI, such as expert opinion, original research or data.
- Brand building for both the organization and its authors/spokespersons.
One thing not to overlook is that you need to make sure tracking and reporting is set up to reveal insights into where and how users find your site and what they do after they visit it.
This has always been true in SEO, but with the situation being so fluid, the teams most likely to be successful will be those with the resources to answer questions about what's changing, what's working, and what needs to be adjusted.
Learn more: Search Optimization Everywhere: 7 Platforms SEOs Need to Optimize Beyond Google
How to build an SEO approach for the AI era
If you look at our 2014 “How to Build an SEO Program” resources, here’s the approach we’ll take:
- Build thousands of pages to rank for millions of keywords.
- They clutter the airwaves with mass-produced content designed to garner impressions and clicks.
- They buy and/or exchange links and outsource a ton of mediocre guest posting/earned content to boost their rankings.
If you’re thinking that doesn’t make sense to actually attract customers and build a great brand, you’d be right.
Today, good SEOs prioritize metrics like engagement and impact on pipeline and revenue, not just impressions and rankings.
With that in mind, here are some approaches to start with:
- We create dozens, or even hundreds, of best-in-class pages that provide real value and insight to users looking to solve a problem, including presenting not only your own solution, but a range of solutions.
- Keep these pages up to date and look for ways to evolve the content as your users' needs change.
- Build your brand and your expert brand on non-Google platforms like TikTok, Reddit, and industry-specific forums.
- Conduct original research and develop thought leadership that builds your brand, while also educating industry experts and journalists on how they should use your content as a resource.
Read more: Surviving the AI Wars: Winning SEO Strategies for Brands
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Skills required in the AI era of SEO
Generally speaking, SEO today is more about doing good marketing than it is about knowing SEO tricks (like putting pipes between phrases in your title tag). The tasks required may not change, but the purpose of the tasks does.
For example, you definitely need people who can do keyword research, but today keyword research involves understanding your customer so you know the intent behind the keywords and how to address that intent in your content.
The more complex the field of SEO becomes, the more important it becomes to have an experienced perspective and the ability to collect, synthesize and act on data. This means that your ability to see through the disruptions and adapt as needed becomes crucial.
In general, make sure your team has the skills to build better, more intuitive content that somehow drives people to your website and gives them a great experience when they do land, deepening their engagement with your brand.
Master the latest SEO in the AI era
Some may call this the death of SEO, and that may indeed be the end of SEO as we know it, but it does mean that another way (or multiple ways) of engaging with users is emerging.
Remember, whenever macro-level disruption occurs, you have an opportunity to gain an advantage by adapting more quickly and effectively than your competitors.
For a brand new SEO program, this means building your strategy based on everything you know today and prioritizing the ability to be flexible based on what you learn tomorrow.
Learn more: Modern SEO: Packaging your brand and marketing for Google
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