Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast Educating LLMs & Optimizing Content for AI Search
Jun 9, 2025
Dale Bertrand, President of Fire&Spark, shares insights on adapting SEO to the AI-driven landscape. He emphasizes moving from technical tactics to a marketing-first approach, advocating for direct customer engagement over traditional analytics. The conversation highlights the importance of understanding user behavior and developing content that creates genuine interactions. As AI takes on routine tasks, SEO professionals must focus on strategy and communication, evolving into roles like AI agent SEO strategist to thrive in this new environment.
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SEO Transitioning to Marketing
- SEO is transitioning from a technical discipline to a marketing-driven one.
- This shift demands stronger skills in PR, content strategy, and communication.
Talk to Customers, Not Just Analytics
- Talk directly to customers to uncover the why behind their searches.
- Use customer conversations to craft better messaging and content that satisfies search intents.
Broaden Organic Demand Focus
- Organic demand exists beyond just Google search.
- Marketers should think like publishers to anticipate audience needs and serve them effectively.