seo trends

Dimitrii Kustov, the founder of Regex SEO, joins me to discuss SEO strategy, the importance of data-driven decision-making, the role of keywords, and the shift in SEO trends focusing on profitability and scalability, rather than traffic volume.

1. Proper data tracking is important (Dimitrii's #1 tip!)

• Tools like Google Analytics and Search Console to monitor business performance.
• Data should override feelings in business decision-making.
• Key metrics: number of qualified leads, calls, website visits, and keyword rankings.

2. Tips for building the best backlinks:

• Provide valuable, unique, and potentially surprising content. 
• Make them go "What?"
• Brand search and public relations can boost a company's online presence.
• Employ a "multiple stone method": videos, images, infographics, and text.

3. Traffic does not equal profits.

• It's important not just to rank for certain keywords.
• You want to make sure your keywords produce traffic and qualified leads.
• Use the data to understand your profitable traffic channels.

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In this week's episode of Data Unlocked, Jason talks with the Co-Founder of ON_Discourse, Toby Daniels, to discuss the future of SEO and how generative AI is changing everything.

Nearly two decades ago, Google emerged as a quirky yet efficient alternative to the complex cataloging efforts of Yahoo.

With its simple search box, Google simplified the process of finding information on the internet.

Fast forward to today, and platforms like ChatGPT have similarly introduced expanded text boxes that showcase the evolution of AI-driven search experiences.

The major question is whether AI will serve as an enhancement or a detriment to media and its models.

The narrative around SEO's future becomes pertinent as ChatGPT and comparable technologies challenge Google's traditional search methods. Generative AI is making the flaws of the Google search engine experience more apparent by providing alternatives that offer cleaner and more effective solutions.

The beauty of SEO lies in the ability to identify consumer demands and gaps in the market, allowing brands to respond with relevant content or products.

With generative AI training done on the same dataset as Google, a new approach to content generation and search experiences is imminent and promises huge disruption.

However, this leads to disintermediation in the distribution channel known as SEO. Brands might lose their visibility as AI answers lack the identity that Google's ecosystem provides.

What does all this mean for SEO, marketing, and Google?

Tune in to this insightful conversation to learn more!

Key Takeaways:

Intro (00:00)

The future of SEO with generative AI (02:55)

How SEO evolved over the years (07:07)

Will Google survive the AI onslaught (10:40)

How long it will it take to disrupt Google (14:48)

The anatomy of Google and what makes them different (20:59)

Additional Resources:

Toby Daniels: https://www.linkedin.com/in/tobydaniels/

On_Discourse:https://www.linkedin.com/company/ondiscourse/

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Show Notes:

• 1:33: Currently, those that *don't* use AI report higher performance on average. That said, company usage has gone up 12% this year. 
• 6:45: How AI is changing content optimization and SERPs over time. 
• 16:00: The future of Google’s Helpful Content update. 
• 23:23: Businesses that incorporate link building into their strategy report a 45% higher success rate than those that don't. 
• 29:09: The average content design investment is 1-10%. That said, those who allocate 10-50% of their budget to content design report better results on average. 
• 34:00: Only 36.1% of businesses report creating interactive content as part of their content strategy, and only 5.3% report using video. The pros and cons of different content medium investments. 
• 38:28: How to best use video strategically in your content strategy (B2B vs. B2C).
• 45:24: 64% of B2B businesses currently execute link building in their content marketing efforts versus 36% in B2C. AI tool usage is more prevalent in B2B, where 62% report planning to use the tools with only 38% in B2C. 
• 49:55: Shockingly, most report that their content budgets will *not* go down in 2023, with over half reporting an increase.

Show Links:

• Download the Report