The Future of SEO After Google’s Ai Update

About this video

• Video Title: The Future of SEO After Google’s Ai Update
• Channel: Marketing Against the Grain
• Speakers: Kip Bodnar, Kieran
• Duration: 00:10:37

Overview

This video discusses the impact of Google's AI updates on Search Engine Optimization (SEO) and introduces the concept of AI Engine Optimization (AEO). The speakers debate whether SEO is dead, explain the differences between SEO and AEO, and argue that AEO is a crucial brand visibility channel. They also touch on how AI is changing marketing strategies, differentiating between marketing for AI agents and for human users.

Key takeaways

• SEO is Evolving, Not Dead: While the landscape is changing with AI, SEO is transforming into AI Engine Optimization (AEO).
• AI Search Impact: AI search, particularly with features like memory, is leading to an increase in search volume but a decrease in direct clicks to websites.
• AEO as a New Frontier: AEO is presented as the most important brand visibility channel currently available, with significant upside for those who understand its nuances.
• Differences Between SEO and AEO: AEO requires creating more pages to cover the long tail of user questions and adapting content to be discoverable by AI, considering factors like memory and personalized responses.
• Marketing Shift: The rise of AI necessitates a dual marketing approach: optimizing for AI agents (more pages, detailed information) and for human users (more conversion-focused content as they arrive more qualified).