Podcast Summary: The Marketing Millennials - Episode 306: How AI is Changing SEO with Mike Whittem

Introduction

In Episode 306 of The Marketing Millennials, host Daniel Murray engages in an insightful conversation with Mike Whittem, the Head of SEO at 97th Floor. The discussion centers on the evolving landscape of Search Engine Optimization (SEO) in the age of Artificial Intelligence (AI). They explore the misconceptions surrounding the demise of SEO, the transformative impact of AI on search behaviors, strategies for optimizing SEO in this new era, and Mike's bold predictions for the future of search.

AI's Impact on SEO

Daniel Murray opens the discussion by addressing the fluctuating reputation of SEO, highlighting the role of AI as a pivotal factor in its evolution.

Mike Whittem [01:30]: "There’s been a lot of suspected murderers of SEO... AI is probably the most credible threat. But that doesn’t mean that SEO is dying... It's more of a tilt in the earth... we just have to find [new] opportunities."

Mike emphasizes that while AI is reshaping SEO, it doesn't signal its end. Instead, it represents a shift requiring adaptation and agility from marketers.

Optimizing for AI-Driven Search vs. Traditional Search

The conversation delves into the fundamental differences between optimizing for traditional search engines and AI-driven search platforms.

Mike Whittem [03:21]: "A traditional search engine will just be a list of links... optimize for keywords and content alignment with search intent. For AI, it’s about being mentioned in the citations that the chatbot uses to generate responses."

Traditional SEO focuses on keyword optimization and aligning content with user intent to rank highly on search engine result pages (SERPs). In contrast, AI-driven search prioritizes being referenced by the sources that AI models utilize to provide answers, necessitating a different optimization approach.

Strategies for Getting Mentioned in AI Citations

Mike shares practical strategies for ensuring brand visibility within AI-generated search results.

Mike Whittem [04:47]: "Finding out what the citations are... conducting outreach to those places... building a list of credible sources that the LLM is using."

He outlines a methodical approach to identify and engage with the sources that Large Language Models (LLMs) rely on, thereby increasing the likelihood of being referenced in AI responses.

Content Creation in the AI Era

The duo discusses how AI influences content creation strategies, emphasizing the importance of depth and originality.

Mike Whittem [07:46]: "We’ve been optimizing for the middle and bottom of the funnel... unique perspectives and human experiences... Google needs SEOs to create more helpful content."

Mike advocates for focusing on middle and bottom-funnel content that offers unique insights and human-centric information, areas where AI-generated content falls short. He stresses the continued necessity of SEO professionals in enriching search ecosystems with valuable content.

Rethinking Traditional SEO Practices

Mike highlights outdated SEO practices that marketers should abandon to stay relevant.

Mike Whittem [10:16]: "Leave behind irrelevant content... focus on expertise in a core subject... Google wants to see your expertise and perspectives on that core subject."

Using Forbes as an example, Mike illustrates the downfall of diluting content across unrelated topics. He advises maintaining a concentrated focus on areas of expertise to ensure content remains relevant and authoritative.

Essential SEO Tools in the AI Landscape

The conversation shifts to the tools aiding SEO professionals in navigating the AI-influenced search environment.

Mike Whittem [12:23]: "AHREFS is the best SEO tool... ChatGPT for keyword and audience research... provides insights into audience needs and problem-solving."

Mike endorses AHREFS for its comprehensive SEO data and highlights ChatGPT as an invaluable tool for understanding audience behavior and generating content ideas aligned with user needs.

Opportunities for Brand Exposure in AI and Search

Mike outlines actionable opportunities for brands to enhance their visibility within both traditional and AI-driven search mechanisms.

Mike Whittem [14:22]: "Build your brand as an expert in a specific field... get mentioned across multiple sources... ensure chatbot mentions by being a trusted authority."

He advises brands to specialize in niche areas, produce authoritative content, and engage with multiple credible sources to secure mentions in AI-generated responses, thereby boosting their search visibility.

Future Predictions for Search and SEO

Looking ahead, Mike shares his expectations for the evolution of search and SEO over the next five years.

Mike Whittem [26:49]: "Search is going to be a lot different... AI will be more ingrained... Google will face more competition from AI-driven platforms."

He predicts a gradual but significant shift towards AI-integrated search processes, with traditional search engines like Google adapting to incorporate more AI functionalities. This transformation will require SEO strategies to become more sophisticated and adaptive.

Conclusion and Key Takeaways

In wrapping up, Mike emphasizes the enduring importance of audience-centric strategies and the necessity for marketers to continuously evolve with technological advancements.

Mike Whittem [28:16]: "Audience should always be first... tie everything back to who you're talking to and how your product solves their problems."

Daniel and Mike concur that while AI presents new challenges, it also offers unprecedented opportunities for those willing to innovate and prioritize genuine audience engagement.

Notable Quotes

• Mike Whittem [01:30]: "It's just more of a tilt in the earth where the sunlight is just shifting to a different place and there's still going to be opportunity."

• Mike Whittem [07:46]: "Robots can't give you human experience. So that's where we are still very relevant."

• Mike Whittem [10:16]: "Google wants to see your expertise and perspectives on that core subject."

• Mike Whittem [26:49]: "Search is going to be a lot different... AI is going to be way more ingrained into our daily lives."

• Mike Whittem [28:16]: "Audience should always be first... what are the needs of my audience and how can my product or service help them."

Final Thoughts

This episode of The Marketing Millennials provides a comprehensive exploration of the nuanced relationship between AI and SEO. Mike Whittem's expertise offers valuable insights into adapting SEO strategies to thrive in an AI-driven search landscape. Marketers are encouraged to embrace these changes, focus on creating authoritative and audience-specific content, and leverage advanced tools to maintain and enhance their search visibility.

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