Mastering SEO in the Age of AI: Insights from Expert Eli Schwarz

Search engine optimization (SEO) has long been a crucial strategy for businesses looking to increase their online visibility. However, with the rise of artificial intelligence (AI) and large language models (LLMs), the SEO landscape is rapidly evolving. To help navigate these changes, we turn to SEO expert Eli Schwarz for insights on how to succeed in this new paradigm.

The Changing Face of Search

The integration of AI-generated answers into search results has significantly altered how SEO works. Google and other tech companies have been forced to adapt to the rise of AI chatbots like ChatGPT, which can provide instant answers to user queries. This shift has led to the introduction of AI-generated overviews in search results, pushing traditional organic listings further down the page.

Schwarz notes that Google is now rolling out changes to how search works, greatly increasing the number of searches that include an AI-generated answer at the top of the results. This means that strategies that worked in the past may no longer be as effective.

SEO as a Product

One of the key insights Schwarz shares is the importance of thinking about SEO as a product. He argues that product managers should be the ones thinking about SEO questions because they are fundamentally product questions. The focus should be on positioning the product or service to users who are not coming from social channels or being attracted by ads, but rather those who are on their own self-discovery journey.

Schwarz emphasizes that if you can't answer the question about what someone is going to search for, then you shouldn't do SEO. This approach shifts the focus from traditional SEO tactics to a more holistic, user-centric strategy.

The Myth of SEO as a Dark Art

Contrary to popular belief, Schwarz insists that SEO is not a dark art. He states, "It is simple." The first step, which he believes almost everyone misses, is understanding the user journey. This involves putting yourself in the user's shoes and thinking about what they might search for when looking for a solution to their problem.

By focusing on the user journey, businesses can create more effective SEO strategies that align with their users' needs and search behaviors.

The Impact of AI on SEO

The integration of AI into search results has led to significant changes in how SEO works. Schwarz notes that the rise of AI-generated answers in search results has disrupted the traditional SEO model, where ranking at the top for broad keywords was the primary goal.

Now, AI overviews often appear at the top of search results, providing quick answers to user queries. This means that businesses need to adapt their SEO strategies to focus more on mid-funnel and long-tail keywords, where users are more likely to engage with specific content.

The Importance of Mid-Funnel SEO

Schwarz emphasizes the growing importance of mid-funnel SEO in this new landscape. While top-of-funnel searches may be increasingly answered by AI overviews, there's still significant opportunity in targeting users who are further along in their decision-making process.

For example, if someone is looking for a beach vacation, an AI overview might suggest Cancun as a destination. The mid-funnel opportunity comes when the user then searches for specific information about Cancun, such as hotels, activities, or travel tips. This is where businesses can still provide value and attract users through SEO.

Programmatic vs. Editorial SEO

Schwarz discusses the difference between programmatic and editorial SEO approaches. Programmatic SEO involves creating large-scale, data-driven content, while editorial SEO focuses on crafting individual, high-quality pieces of content.

He cites examples like TripAdvisor and Zillow as successful implementations of programmatic SEO. These companies leverage large datasets to create valuable, targeted pages for users searching for specific information about hotels or real estate.

However, Schwarz cautions that programmatic SEO is not always the right approach. The key is to understand your users' needs and determine whether a programmatic or editorial approach (or a combination of both) will best serve those needs.

The Role of AI in Content Creation

While AI can be a useful tool for content creation, Schwarz warns against using it indiscriminately. He suggests that AI can be helpful for tasks like writing product descriptions or summarizing information, but it shouldn't be relied upon to create entire blog posts or in-depth content.

The focus should always be on creating content that is useful and relevant to users, regardless of whether it's written by humans or assisted by AI. Schwarz emphasizes that Google's primary concern is the helpfulness and usefulness of content, not whether AI was involved in its creation.

SEO Myths Debunked

Schwarz takes the opportunity to debunk several common SEO myths:

1. Every business needs SEO: Not every business will benefit from SEO. It's important to consider whether your target audience is likely to find you through search engines before investing in SEO.

2. Link building is the key to SEO success: While links are important, Schwarz argues that link building should be thought of as brand building. The focus should be on creating relationships and mentions, not just acquiring HTML links.

3. Google's algorithm is a complete black box: While there are nuances to ranking, Schwarz believes that the basics of SEO are well-known and documented by Google. Following best practices can get you a long way.

4. Technical SEO solves all problems: While technical SEO is important, especially for large websites, it's not always the solution to SEO problems. Often, issues stem from content that isn't useful to users, rather than technical issues.

The Future of SEO

Despite the changes brought about by AI, Schwarz remains optimistic about the future of SEO. He believes that there will always be a need for users to request and find information on their own terms, which means SEO will continue to be relevant.

However, he predicts that the focus of SEO will shift. Top-of-funnel searches may increasingly be answered by AI overviews, but there will still be significant opportunities in mid-funnel and long-tail searches where users are looking for more specific information.

Advice for SEO Professionals and Businesses

Schwarz offers several pieces of advice for those looking to succeed in SEO in this new AI-driven landscape:

1. Focus on the user journey: Understand how your target audience searches for information and what they're looking for at each stage of their journey.

2. Think of SEO as a product: Approach SEO strategically, considering how it fits into your overall product and marketing strategy.

3. Don't rely solely on keyword research tools: These tools can be inaccurate. Instead, focus on understanding your total addressable market and how users might search for your product or service.

4. Consider whether SEO is right for your business: Not every business needs to invest heavily in SEO. Consider your target audience and whether they're likely to find you through search engines.

5. Use AI as a tool, not a solution: AI can be helpful for certain tasks, but it shouldn't replace human judgment and expertise in your SEO strategy.

6. Build your brand: Focus on creating valuable content and building relationships, rather than just acquiring links.

7. Stay adaptable: As search engines and user behaviors continue to evolve, be prepared to adjust your SEO strategy accordingly.

Conclusion

As AI continues to transform the search landscape, SEO professionals and businesses need to adapt their strategies. By focusing on the user journey, thinking of SEO as a product, and creating valuable, relevant content, businesses can continue to succeed in search engine rankings.

While the rise of AI-generated answers presents new challenges, it also creates opportunities for businesses to focus on more specific, mid-funnel searches where they can provide unique value to users. By staying informed about these changes and remaining flexible in their approach, businesses can continue to leverage SEO as a powerful tool for growth in the age of AI.

Article created from: https://www.youtube.com/watch?v=Z71yGshPTwk