Lenny's Podcast: Product | Growth | Career
Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)
Sep 19, 2024
Eli Schwartz, a leading SEO consultant and author of Product-Led SEO, shares his insights on the evolution of SEO in the AI era. He discusses how businesses must adapt their strategies for keyword research, emphasizing mid-funnel tactics and understanding user intent. Eli highlights the need to treat SEO as a product while debunking common myths. He also explores the impact of recent legal challenges on Google's dominance and how younger generations are shifting away from traditional search engines toward social media for information.
01:55:07
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Quick takeaways
- AI is transforming SEO strategies, necessitating a shift from traditional long-form content to understanding user intent and engagement.
- Companies should reframe SEO as a product-focused approach, integrating product management insights to enhance user experience during search.
Deep dives
The Impact of AI on SEO
The rise of AI has significantly altered the SEO landscape, leading to a paradigm shift in how content is evaluated and positioned in search results. Previously, long-form content dominated the top spots in search results, but AI-generated answers have disrupted this model, pushing traditional SEO strategies to adapt quickly. Companies need to regard SEO as a product question, focusing on how to create value for users engaging in a self-discovery journey. This approach emphasizes understanding the intent behind user searches to tailor content that meets their needs directly, rather than solely competing for keyword rankings.
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