Adapting Your SEO Strategy to Survive AI

Last updated: Jun 29, 2023

This video is about how to adapt your SEO strategy to survive AI technology and continue making money despite the potential impact on traffic and revenue.

This video by Ryan Stewart was published on Jun 5, 2023.
Video length: 15:04.

In this video, Ryan Stewart discusses how to adapt your SEO strategy to survive AI and the impact it may have on website traffic.

He explains that while AI technology may cannibalize some traffic, it will mainly affect informational searches that do not have a significant business impact. Ryan then goes on to explain how to alter your approach to SEO, keyword strategy, and content creation to focus on making your clients more money. He emphasizes the importance of understanding the intent behind people's searches and serving different types of content at different stages of the customer journey.

Ryan provides examples specific to law firms and the types of searches and content that would be relevant at each stage of the marketing funnel.

  • Adapting your SEO strategy is necessary to continue making money.
  • Google's AI technology is predicted to cannibalize website traffic.
  • There is a simple change to your existing strategy that can turn around traffic, leads, and revenue.
  • AI technology will only cannibalize traffic that doesn't have a business impact.
  • The AIDA marketing funnel is widely applied to SEO to understand the intent behind people's searches.
  • It's important to understand these searches before AI technology impacts SEO.
  • Creating content at the top of the funnel is not effective for driving business results.
  • AI technology may lead to more no-click searches, where users get their answers without visiting a website.
  • Flipping the traditional funnel and focusing on bottom funnel content is more effective for driving business results.

Adapting Your SEO Strategy to Survive AI - YouTube

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Introduction

  • Ryan Stewart will discuss how to adapt your SEO strategy to survive AI technology.
  • Google's AI technology is predicted to cannibalize website traffic.
  • Adapting your SEO strategy is necessary to continue making money.
  • There is a simple change to your existing strategy that can turn around traffic, leads, and revenue.
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Impact of AI on SEO

  • Google's AI technology is expected to cannibalize website traffic.
  • This could potentially decrease organic traffic and revenue.
  • Businesses may be less willing to pay for traffic that is purely informational and constantly being taken by AI searches.
  • However, AI technology will only cannibalize traffic that doesn't have a business impact.
  • There is a need to alter your approach to SEO to focus on making clients more money.
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Understanding the AIDA Marketing Funnel

  • The AIDA marketing funnel is widely applied to SEO to understand the intent behind people's searches.
  • Top funnel searches are attention-based and indicate that a person is in the market.
  • Interest searches indicate that someone is interested in a solution, but not necessarily a specific one.
  • Desire searches indicate interest in a specific product or service.
  • Action searches indicate that someone is ready to hire a specific service or take action.
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Adapting Your SEO Strategy to Survive AI - YouTube

Applying the AIDA Funnel to Law Firms

  • For law firms, top funnel searches could include queries about legal limits for alcohol when driving in Florida.
  • Interest and desire searches could involve what to do after getting arrested for a DUI.
  • Action searches could be for a DUI attorney near the searcher's location.
  • Content types for each stage of the funnel include blog posts, resource guides, videos, and location pages.
  • It's important to understand these searches before AI technology impacts SEO.
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Section 1: The problem with top funnel content

  • SEO has become more about traffic and ranking than conversions.
  • Creating content at the top of the funnel is not effective for driving business results.
  • Google's search results show that people want quick answers, not lengthy articles.
  • Content created around top funnel search queries has no business impact.
  • Social media and referrals are now the main sources of discovery at the top of the funnel.
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Section 2: The potential impact of AI on search results

  • AI technology may lead to more no-click searches, where users get their answers without visiting a website.
  • AI will prioritize providing quick answers and may reduce the need for users to visit websites.
  • Creating content around certain search queries may become a waste of time and resources.
  • AI may further decrease the importance of top funnel content and focus on more conversion-driven search queries.
  • AI technology will put a microscope on the existing problem of focusing on traffic and ranking instead of conversions.
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Section 3: Adapting SEO strategy for AI

  • Flipping the traditional funnel and focusing on bottom funnel content is more effective for driving business results.
  • Localized search queries still provide opportunities for ranking and driving conversions.
  • Commercial intent and the presence of ads indicate potential for monetization.
  • Google's search results reflect what people want, and AI will likely optimize itself based on user behavior.
  • Optimizing content based on Google's search results is the best way to adapt to AI technology.
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Section 4: The importance of driving business results

  • Creating content solely for driving traffic without business results is no longer acceptable.
  • As the market contracts and AI automation becomes more prevalent, businesses will demand tangible results from SEO efforts.
  • SEO as a service is becoming harder to sell if it is not focused on driving conversions.
  • Flipping the funnel and prioritizing conversions is necessary to stay relevant in the SEO industry.
  • Positioning and executing SEO strategies correctly is crucial for the success of SEO as a service.
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Exploiting Keywords and Understanding SERP

  • Focus on highly business impactful keywords.
  • Build a list of keywords using traditional keyword research methods.
  • Search for each keyword on Google and analyze the SERP.
  • Understand the different elements on the SERP, such as local service ads, pay-per-click ads, and Google business listings.
  • Prioritize the best way to get visibility for each keyword.
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Bottom Funnel Approach to SEO

  • Focus on bottom funnel keywords that have the potential to make the client more money.
  • Consider running paid search campaigns to discover profitable keywords and redirect them to bottom funnel content on the website.
  • Consolidate top funnel content and redirect it to bottom funnel content.
  • Take a holistic approach to SEO, focusing on making the client more money rather than just organic versus paid versus local.
  • Commit to bottom funnel keywords regardless of competition or search volume.
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Case Study: Commercial LED Lighting Client

  • Helped the client by running aggressive paid search campaigns to find profitable keywords.
  • Pushed profitable keywords back into bottom funnel content on the website.
  • Consolidated top funnel content and redirected it to bottom funnel content.
  • Emphasized the importance of focusing on bottom funnel keywords to make the client more money.
  • Highlighted the need for a holistic approach to SEO that prioritizes the client's profitability.
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Part Two: Live Over the Shoulder Demonstration

  • In the next video, Ryan Stewart will provide a live demonstration of how they implement the bottom funnel approach with their clients.
  • They will show how redirecting top funnel content to bottom funnel content can lead to quick rankings and generate leads.
  • Viewers can comment below to receive the link to part two of the video.
  • Ryan Stewart encourages viewers to like and subscribe to his channel.

Watch the video on YouTube:
Adapting Your SEO Strategy to Survive AI - YouTube

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