How to start an SEO program from scratch in the AI age

I’ve been getting an insane amount of questions lately from clients – actually, marketers in general – about SEO priorities in the wake of the big leak and the launch of AI Overviews.

I’ve been in SEO for nearly 20 years and can’t remember anything to match it, even when Panda came out.

Some of those inquiries have been from brands looking to start an SEO program from scratch, which I think is the cleanest way to look at what matters right now.

This article covers how I advise people on starting new SEO programs in the AI age, looking at:

• How to define an SEO strategy.
• How to build an SEO approach.
• The skills needed to thrive.

How to define an SEO strategy

I’ll start by saying any silos that might exist in your SEO vision should disappear immediately.

Technical SEO, content, UX, links – they’re all very much under the same umbrella now and that umbrella is growth marketing. It’s the entire experience.

Google is essentially trying to recreate the web in a single dashboard, so you need to think about SEO in that capacity. Consider the different types of search results. 

AI Overviews represent a huge change, but Google has also introduced “People also ask,” featured snippets, etc. Every search is different, and that changes by vertical/intent. 

Speaking of building your brand, the Google algorithm leak made it clear that both brand authority and the authority of your authors and experts are important. 

And “important” now doesn’t just mean “you’ll show up higher on the SERPs”; it means you have a better shot at showing up on a breadth of options Google presents to the user. 

There’s not just one set of tasks and mechanics you have to master to get Google traffic. You must understand your vertical, the intent behind the search and how to structure data.

Moreover, we’re not just considering Google. Great SEO programs will also include Quora, Reddit, TikTok, user forums, etc., in their planning because those platforms are great places for building your brand.

Your strategy has to include the following:

• Customer research and understanding.
• Analyzing the intent behind keywords and addressing it in your content.
• Recognizing the types of content only you (and not AI) can provide – expert opinions, proprietary research and data, etc.
• Brand-building for both your organization and its authors/spokespeople.

Not to be overlooked: you need to make sure your tracking and reporting are set up to surface insights on where and how users are finding you and what they’re doing once they reach your site. 

This was always true of SEO, but with things in such a state of flux, the teams best positioned to succeed will have resources to answer the questions of what’s changing, what’s working and what needs to be adjusted.

Dig deeper: Search everywhere optimization: 7 platforms SEOs need to optimize for beyond Google

How to build an SEO approach in the AI age

If you were referencing “how to build an SEO program” resources from 2014, you’d take the following approach:

• Build thousands of pages to rank for millions of keywords.
• Junk up the airwaves with mass-produced content that manages to get impressions and clicks.
• Buy and/or trade links and farm out tons of mediocre guest posts/earned content to boost your rankings.

If you’re thinking that doesn’t make sense for actually attracting customers and building a great brand, well, you’re spot on. 

Today, good SEOs are prioritizing metrics like engagement and impact on pipeline and revenue, not just impressions and rankings.

Given that, a good approach to start with is:

• Create dozens to hundreds of best-in-class pages that provide authentic value and insights for users looking to solve their problems – which may include presenting various solutions, not just yours.
• Keep those pages fresh and current and look for ways to evolve the content as user needs change.
• Build your brand and your experts’ brands on non-Google platforms like TikTok, Reddit and industry-specific forums.
• Conduct proprietary research and craft thought leadership that builds your brand while signaling to industry professionals and journalists that your content should be used as a resource.

Dig deeper: Navigating the AI wars: Winning SEO strategies for brands

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The skills needed in SEO’s AI age

Broadly, today’s SEO is less about knowing SEO tricks (e.g., putting a pipe between phrases in your title tag!) and more about good marketing. It might not change the tasks required, but it changes the objective of the tasks. 

For example, you definitely still need people who can do keyword research. Still, keyword research today includes customer understanding that informs you of the intent behind the keyword – and how to address it with your content.  

The more complex the field of SEO gets, the more valuable it is to have the perspective of experience and the ability to gather and synthesize data and act accordingly. In other words, the ability to see through chaos and adapt as needed will be extremely valuable.

Broadly, make sure your team has the skills to build better, more intuitive content to get people to your website in one way or another and, once they’re there, give them a great experience to deepen their engagement with your brand. 

Mastering modern SEO in the AI age

Some people may be throwing up their hands and calling this the death of SEO and it might indeed be the death of SEO as we came to know it. But that means it’s giving rise to another way (or ways) to engage with your users.

Remember that anytime there’s a macro-level disruption, there’s an opportunity to gain ground by adapting more quickly and effectively than your competitors. 

In the case of brand-new SEO programs, that means building a strategy based on everything we know today – and prioritizing the ability to flex based on what we learn tomorrow.

Dig deeper: Modern SEO: Packaging your brand and marketing for Google