In the era of AI, building a successful SEO program from scratch can be a daunting task. With the introduction of AI Overviews and the recent Google algorithm leak, marketers are scrambling to understand the new priorities in SEO. However, with nearly 20 years of experience in the field, Adam Tanguay has some valuable insights on how to navigate this new landscape.
According to Tanguay, the first step in building an SEO strategy is to break down any silos that may exist within your vision. Technical SEO, content, UX, and links are all now under the same umbrella of growth marketing. Google is attempting to recreate the web in a single dashboard, so it’s important to think about SEO in that capacity. This includes considering different types of search results and understanding the intent behind each search. Additionally, building brand authority and establishing the authority of your authors and experts are crucial in the eyes of Google. Not only will this help your rankings on the SERPs, but it will also increase your chances of showing up in various options presented to users.
When it comes to building an SEO approach in the AI age, Tanguay emphasizes the importance of prioritizing metrics like engagement and impact on pipeline and revenue. The old approach of creating thousands of pages to rank for millions of keywords and mass-producing content is no longer effective in attracting customers and building a great brand. Instead, Tanguay suggests creating dozens to hundreds of best-in-class pages that provide authentic value and insights for users. Keeping these pages fresh and current is key, as user needs are constantly changing. Building your brand and your experts’ brands on non-Google platforms like TikTok, Reddit, and industry-specific forums can also greatly enhance your SEO approach.
In terms of skills needed in SEO’s AI age, Tanguay believes that good marketing skills are now more important than knowing SEO tricks. Keyword research still plays a role, but it now includes understanding customer intent and addressing it with your content. The ability to gather and synthesize data, adapt to chaos, and provide a great user experience are all valuable skills in modern SEO.
While some may see the rise of AI as the death of SEO, Tanguay sees it as an opportunity for growth. By adapting quickly and effectively to macro-level disruptions, you can gain an advantage over your competitors. Building a strategy based on current knowledge and prioritizing flexibility will set you up for success in the AI age.
In conclusion, building an SEO program from scratch in the era of AI requires a holistic approach that encompasses technical SEO, content, UX, and links under the umbrella of growth marketing. Understanding the intent behind each search, establishing brand authority, and utilizing non-Google platforms are essential in this new landscape. Additionally, prioritizing metrics like engagement and revenue, adapting to chaos, and providing a great user experience are crucial skills in modern SEO. By embracing the changes brought about by AI, marketers can position themselves for success and stay ahead of the competition.
