Chris Boyer and Reed Smith explore how AI is transforming the digital discovery journey — and why traditional SEO tactics may no longer cut it. They discuss:

The Collapse of the Keyword Empire - as AI-generated results increasingly dominate SERPs, healthcare brands must rethink how they show up in search.
Intent, Not Indexing - AI search surfaces content differently, prioritizing context over keywords. This shift forces a new content strategy grounded in helpfulness, not hierarchy.
Search as Experience - with Google rolling out Search Generative Experience (SGE), the very notion of “ranking” is dissolving into curated, AI-assembled summaries.
Adapt or Disappear – what marketers must do today to remain visible in a world where GenAI is the first interaction layer.

Thought leader Carrie Liken joins to unpack the implications of Google’s generative search future, the collapse of zero-click visibility, and what it means for hospitals trying to compete in a rapidly changing landscape.

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TP441: SEO is Like Golf Now

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