The Best SEO Podcast: Unlocking the Unknown Secrets of AI, Search Rankings & Digital Marketing

Episode: Digital Marketing Revolution: Adapting to AI's Takeover with Bill Rice
Release Date: May 26, 2025
Host: Matt Bertram

Introduction

In this compelling episode of The Best SEO Podcast, host Matt Bertram welcomes seasoned digital marketer Bill Rice to discuss the transformative impact of Artificial Intelligence (AI) on digital marketing, SEO strategies, and user behavior. With nearly three decades of experience, Bill provides invaluable insights into navigating the rapidly evolving digital landscape shaped by AI advancements.

AI's Impact on SEO and User Behavior

Transformational Shift in User Behavior

Bill Rice draws parallels between the current AI revolution and the early days of internet search. He shares his experience from building one of the first internet-only banks, highlighting how AI is fundamentally altering how users interact with search engines.

Bill Rice [01:43]:
"We're in this moment where people don't... I often go to ChatGPT far before I go to Google search anymore. People are enjoying not only going to ChatGPT to do prompts but actually having conversations with it and having the response like they're talking to a human."

Rapid Adoption and AI-Assisted Search

Matt Bertram echoes this sentiment, noting the exponential growth and adoption of AI-assisted search tools like ChatGPT. The host emphasizes the importance of prompt engineering as a crucial skill in the new SEO paradigm.

Matt Bertram [03:33]:
"Prompt engineering is becoming huge. A lot of the components... So yeah, search is getting eaten away and I think attention is also in different places."

Content Strategies in the Age of AI

Evolving Content Types and SEO Strategies

Bill discusses the decline of traditional blogging as an effective SEO strategy, emphasizing the rise of rich content types such as videos and engaging social media posts. He underscores the importance of personal and thought leadership content to bridge the gaps left by AI-driven algorithms.

Bill Rice [05:45]:
"The type of content that you're doing is changing to that point of like individuals contributing. ... producing content that gets them into ChatGPT, LLMs usually what works."

Finding Gaps in Large Language Models

Bill highlights the opportunity for organizations to identify and fill content gaps that large language models (LLMs) like ChatGPT have yet to learn, thereby enhancing their visibility and authority in niche markets.

Bill Rice [07:10]:
"We're constantly looking for gaps. It's a big opportunity for organizations because usually organizations have some thought leadership, have some unique angles... producing content that gets them into ChatGPT, LLMs usually what works."

Prompt Engineering and AI Tools

Mastering AI Tools for SEO Success

Bill emphasizes the necessity of understanding and honing prompt engineering skills to effectively leverage AI tools. He criticizes SEO tools that attempt to automate content creation without allowing for nuanced, high-quality outputs.

Bill Rice [21:01]:
"The worst tools that I played with are tools that try to bake in and do your homework for you... it bakes out something that's just trash."

Utilizing Core AI Platforms

He advocates for using foundational AI platforms like ChatGPT, Perplexity, Claude, and Gemini, and emphasizes iterative learning and customization to maximize their potential.

Bill Rice [22:34]:
"Most of what we're using are the core tools. ChatGPT, Perplexity, Claude, Gemini. We like to start with those. We want to learn how to use them."

Social Media and Personal Branding

The Rise of Personal Brands

Bill discusses the critical role of personal branding in social media strategies, particularly on platforms like LinkedIn. He points out that authentic, individual voices outperform generic company pages.

Bill Rice [33:34]:
"People on social platforms like to interact with people versus brands. This is why LinkedIn companies has never worked... you need the individuals to work."

Ghostwriting and Executive Content

He outlines strategies for leveraging ghostwriting to amplify executives' personal brands, ensuring their content aligns with their unique voices and thought leadership.

Bill Rice [34:50]:
"We're trying to seed that and we're saying, hey, we want your commentary on that... provides that unique nuanced perspective that works so well on social."

Marketing Mix and Channel Shifts

Transitioning from PPC to SEO

Bill outlines the traditional marketing mix starting with Pay-Per-Click (PPC) and layering in SEO and content. However, he predicts a shift where SEO, bolstered by AI advancements, will take a more prominent role due to its faster adaptability and integration with AI-driven search.

Bill Rice [24:58]:
"I fully believe that that shift to like what SEO and content becomes probably will start to heavily encroach on our PPC one because it's moving faster."

Challenges in PPC Amid AI Evolution

He anticipates that traditional PPC models will deteriorate as AI-generated results become more prevalent, necessitating a reevaluation of PPC strategies.

Bill Rice [26:15]:
"PPC... will have to be re-engineered and we don't know what that looks like. So we're probably going to have to make an adjustment."

The Future of Marketing: Creativity and Human Touch

Reclaiming Time for Creativity

Bill posits that AI's efficiency allows marketers to reclaim time, which should be invested in fostering creativity and enhancing human connections within teams. This human-centric approach will become a competitive edge as AI handles more routine tasks.

Bill Rice [38:39]:
"Bringing personality and creativity back to marketing... creativity and the human touch is going to shine so bright."

Balancing Automation with Human Innovation

He stresses the importance of using AI as an augmentation tool rather than a replacement, encouraging leaders to invest the reclaimed time into their teams to drive innovation and creativity.

Bill Rice [40:42]:
"Take time intentionally instead of just doing more with AI... investing in our people and becoming more human with our teams."

Conclusions and Takeaways

Embracing AI While Maintaining Human Creativity

The episode concludes with a powerful message: the future of digital marketing lies in balancing AI-driven efficiency with human creativity and personal branding. Marketers must adapt to AI's rapid changes, leveraging it to enhance their strategies while ensuring their unique human touch remains at the forefront.

Stay Ahead with Continuous Learning

Bill encourages marketers to continuously learn and adapt, utilizing core AI tools effectively and investing in personal and team development to thrive in the AI-dominated landscape.

Bill Rice [43:03]:
"It's important to be up on these trends and to have a mechanism to kind of curate... engage directly with me via my website or LinkedIn."

Notable Quotes

• Bill Rice [01:43]:
  "We're in this moment where people don't... I often go to ChatGPT far before I go to Google search anymore."

• Matt Bertram [03:33]:
  "Prompt engineering is becoming huge."

• Bill Rice [05:45]:
  "Producing content that gets them into ChatGPT, LLMs usually what works."

• Bill Rice [21:01]:
  "The worst tools... try to bake in and do your homework for you... it's just trash."

• Bill Rice [38:39]:
  "Bringing personality and creativity back to marketing... creativity and the human touch is going to shine so bright."

Connect with Bill Rice

For more insights and updates from Bill Rice, you can:

• Visit his website: BillRiceStrategy.com
• Subscribe to his newsletter: MyExecutiveBrief.com
• Connect on LinkedIn: Search for "Bill Rice"

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