SEO and the Rise of AI in Search Results

Introduction

• The rise of AI answers integrated into search results is significantly shifting how SEO operates.
• Traditional SEO involved getting the first clip through long-form content which is now obsolete.
• New paradigm requires different strategies for SEO success.

Guest Introduction

• Eli Schwarz, a growth adviser specializing in SEO.
• Worked with companies like Quora, Coinbase, Tinder, LinkedIn, WordPress, and Zapier.
• Author of 'Product Led SEO'.
• Focuses on how SEO adapts with AI, LLM chatbots, and Google’s changes.

Key Changes in SEO

• Google is rolling out changes that increase AI-generated answers in search results.
• Shift from traditional search results to AI Overviews.
• SEO must adapt to these evolving changes.

Understanding AI Overviews

• Google and other tech companies were forced to adapt due to OpenAI’s advancements.
• Search Generative Experience (SGE) was launched to integrate AI answers directly in search results.
• Challenges include monetization issues, liability concerns, and plagiarism.

Impact on SEO

• SEO strategies need to pivot due to AI overview integration.
• Top-of-funnel queries are becoming AI-driven, while mid-funnel queries retain SEO relevance.
• SEO should focus on mid-funnel where user intent and product interaction occur.

Recommendations for SEO Strategy

• Think of SEO as a product: Align with product managers to understand user journeys.
• Focus on mid-funnel interactions: Develop strategies around user self-discovery journeys.
• Avoid unnecessary content: Don’t produce content for the sake of SEO; understand user intent.

Examples of Successful SEO Strategies

• Zapier: Focused on user needs for tool integrations, leading to successful SEO growth.
• Tinder: Addressed loneliness with local-focused content, resulting in effective SEO.

AI's Role in SEO

• AI can aid in content creation but should not replace user-relevant, useful content.
• Use AI for enhancing existing pages, not for generating entire posts.

Programmatic vs. Editorial SEO

• Programmatic SEO: Automated, data-driven pages (e.g., Zillow, TripAdvisor) are highly effective.
• Editorial SEO: Long-form content should be strategic, not the primary focus.

Addressing SEO Myths

• SEO is not a dark art; it’s about understanding user needs and creating applicable content.
• Link building should focus on brand building, not just acquiring links.
• Technical SEO is important but should not be the sole focus.

Conclusion

• SEO is not dead; it requires adaptation to new technological changes.
• Always consider the buyer's journey and develop content that aligns with user needs.
• Leverage insights from user behavior to refine and improve SEO strategies.