How to Win at Search When AI is Changing Everything

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Dec 3, 2024

Ross Simmonds, Founder & CEO of Foundation and author of 'Create Once, Distribute Forever,' dives deep into how AI is reshaping search marketing. He discusses the fading dominance of Google and the rise of platforms like Reddit as trustworthy traffic sources. Simmonds emphasizes the need for marketers to focus on high-quality content and explore untapped keywords. He also highlights tools that enhance content distribution and ongoing optimization in today's rapidly evolving digital landscape.

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INSIGHT

The State of AI and Search

Google's algorithm updates prioritize high-quality content, penalizing mediocre or AI-generated content.
Marketers must focus on expertise, authority, and trustworthiness, optimizing existing content and exploring alternative platforms.

ADVICE

Content Strategy for Early-Stage Companies

Early-stage companies should dedicate 50% of their marketing efforts to written content, including social media, blog posts, and community engagement.
The remaining 50% should focus on high-potential channels like video (especially for B2B on LinkedIn) and strategic experiments.

ADVICE

Content Optimization and Distribution

Prioritize informational keywords, conduct comprehensive surround sound analysis, and explore alternative platforms like Reddit and LinkedIn.
Focus on historical content optimization by leveraging AI to identify gaps and enhance existing content with multimedia and updated information.

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