AI and the SEO disruption

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“For me, the overall feeling in marketing right now was well-stated by Robert Rose in his keynote: ‘We have made marketing much less risky and simultaneously much less joyous.’ Both he and Ann Handley advocated for the value of friction and slowing down — how it makes us smarter and wiser and produces better outcomes — if we’re willing to do the long, hard work. This idea isn’t about avoiding AI. It’s about using AI to do the ‘busy work,’ while we keep our brains engaged in the critical strategic and creative work — not because AI ‘can’t do it,’ but because it actually makes us better marketers (which will drive better results).” – Speaker Ali Orlando Wert, Strategist & Consultant at Ali Wert Marketing

We know AI can write, but it can never be a storyteller. It can help, but it won’t be taking our marketing jobs.

One of my favorite speakers, Ann Handley, Chief Content thailand telegram data Officer, MarketingProfs, challenged us to rethink ASAP (As Soon As Possible) to AsAP or As slow As possible: slowing down at the best moments to deliver the best possible results. It’s about understanding when to slow down and where to spend your mental energy.

Where and when do you need to take it slower to see better results?

AI is also disrupting search. There’s a new trend called zero-click marketing. It’s getting harder to get the clicks. In a standing-room only presentation, Ali Orlando Wert, Strategist & Consultant at Ali Wert Marketing, called out that ~60% of Google searches end without a click. Why?

There’s an AI overview of the answer or there are featured snippets.

Plus, It’s getting harder to attribute organic Google traffic with increasing user rejection of cookies.