Many of these inquiries come from brands looking to start an SEO program from scratch. This approach allows for a clean slate, focusing on what truly matters in the current digital environment.
1. Defining an SEO Strategy
To begin with, any existing silos within your SEO vision should be dismantled immediately. Technical SEO, content, UX, and links now fall under the umbrella of growth marketing, encapsulating the entire user experience.
Google’s goal is to recreate the web within a single dashboard, so SEO must be viewed through this lens. Consider the various types of search results, including AI Overviews, “People also ask,” and featured snippets. Each search is unique, varying by vertical and intent.
Building your brand’s authority, as highlighted by the Google algorithm leak, is crucial. The authority of your authors and experts is equally important. High brand authority not only boosts your SERP rankings but also increases your chances of appearing in the diverse options Google presents to users.
A successful SEO strategy must include:
Customer Research and Understanding: Analyze your audience’s needs and behaviors.
Keyword Intent Analysis: Address the intent behind keywords in your content.
Unique Content: Provide content that AI cannot replicate, such as expert opinions and proprietary research.
Brand Building: Enhance the reputation of both your organization and its representatives.
Effective Tracking and Reporting: Set up systems to monitor how users find your site and their behavior once they arrive.
In today’s fluctuating environment, the best-positioned teams will have the resources to answer what’s changing, what’s working, and what needs adjustment.
2. Building an SEO Approach in the AI Age
Traditional SEO methods, such as mass-producing content to rank for numerous keywords and buying links, are no longer effective or sustainable. Modern SEO focuses on engagement, impact on the pipeline, and revenue, rather than just impressions and rankings.
A contemporary approach should include:
High-Quality Pages: Create dozens to hundreds of top-tier pages that provide genuine value and insights. These pages should address user problems comprehensively, potentially offering various solutions.
Content Freshness: Keep your content updated and evolving to meet changing user needs.
Brand Presence on Non-Google Platforms: Establish your brand on platforms like TikTok, Reddit, and industry-specific forums.
Proprietary Research and Thought Leadership: Conduct original research and produce thought leadership content that positions your brand as an industry resource.
3. The Skills Needed in SEO’s AI Age
Today’s SEO is more about good marketing than knowing SEO tricks. This shift changes the objectives behind traditional SEO tasks.
Essential skills include:
Keyword Research: Understand the intent behind keywords and how to address it with relevant content.
Experience and Data Synthesis: Ability to gather, interpret, and act on data, adapting to changes swiftly.
Content Creation and Engagement: Build intuitive, engaging content that attracts visitors and deepens their interaction with your brand.
Mastering Modern SEO in the AI Age
Some may view the current changes as the end of SEO as we know it. However, these disruptions provide opportunities to innovate and gain a competitive edge by adapting more quickly and effectively than others.
For new SEO programs, it’s essential to build strategies based on current knowledge while remaining flexible to accommodate future insights. By focusing on brand authority, content quality, and adaptability, you can establish a robust SEO foundation in the AI age and drive your website to new heights.
Related topics：
