You are here: Influencer Marketing Hub » AI Marketing » AI SEO Benchmark Report: Key Stats & Insights AI is rewriting the rules of SEO—yet only a few marketers have embraced it. 13.08% of the top-rated content on Google is now AI-generated, marking a staggering rise from just 2.3% before the release of GPT-2. And yet, despite this, the SEO community remains divided. Our survey reveals a surprising reality: 72% of SEO professionals are not yet using AI. We’ve surveyed 281 pioneering marketers who are already leveraging AI in their SEO strategies. Their insights? Nothing short of game-changing. Discover:
At Influencer Marketing Hub, we’ve experienced the Generative AI shift firsthand. Over the past year, the contribution of Generative AI-driven search engines like ChatGPT, Co-pilot, and Perplexity.ai has grown exponentially. From modest beginnings in January 2024, we’ve seen a 525% surge in revenue generated by these platforms by August. What was once a small fraction of our search traffic is now a significant driver of growth, reflecting the increasing impact of Generative AI in SEO. A critical question remains: Are AI platforms like ChatGPT and its followers, such as Co-Pilot and Perplexity, beginning to reference sources with links, and how will this shape SEO strategies in the future? While the numbers we’ve observed are astonishing and signal a new era in search behavior, it’s important to note that much of this growth has not been intentionally driven by us. We currently lack full visibility into which specific AI queries or algorithms are fueling this surge. This means we’re only scratching the surface of what could be an enormous opportunity. This lack of deep understanding of Generative AI Engine Optimization (GEO) is an area that many, like us, are just beginning to confront. Within a few years, marketers will likely be reshaping SEO in ways we’ve only begun to imagine—mastering question-driven content, optimizing for AI citations, and tracking their influence in AI-generated answers powered by advanced LLM + RAG systems. This evolution, driven by AI’s ability to combine search and generation, isn’t just a trend; it’s a fundamental redefinition of how search will work in an AI-dominated future. Notable highlights:
72% of SEO Professionals Not Using AI Despite the rise of AI, a surprising 72% of professionals haven’t adopted AI tools in their SEO strategies. 525% Surge in AI-Driven Revenue Influencer Marketing Hub has seen a 525% increase in revenue from AI-powered search engines like ChatGPT and Co-pilot in 2024. 13.08% of Top Google Content is AI-Generated AI-generated content now accounts for 13.08% of top-performing Google content, up from just 2.3% before GPT-2. 31% Worry About AI’s Impact on Content Originality Concerns about originality are a major barrier to AI adoption, with 31% of non-AI adopters worried about content quality. 44.1% of SEO Tasks Automated by AI AI is automating 44.1% of key SEO tasks, including content creation and keyword research, boosting efficiency for users. AI Tools Improve SEO Rankings by 49.2% Nearly half of businesses using AI report improved rankings post-Google algorithm updates, highlighting AI’s competitive edge. 17% Save Over 10 Hours per Week AI-driven SEO strategies save 17% of users more than 10 hours weekly on repetitive SEO tasks, enabling focus on higher-value work. 25.4% Say AI Content Outperforms Human Content A quarter of AI users believe that AI-generated content performs better than human-written content in rankings and engagement. 57.6% Report Increased Competition Due to AI AI is intensifying competition in SEO, with over half of businesses seeing more competitive pressure in search rankings. ContentShake AI Boosts Efficiency by 12x Tools like Semrush’s ContentShake AI are enhancing content creation speed, allowing users to produce high-ranking content 12x faster.
With over 400 billion pages indexed in its search engine, the vastness of Google’s web index underscores the fierce competition for visibility. Each day, Google crawls around 4 billion hostnames, yet only a fraction of the content it discovers makes it into the index. As Google filters through trillions of pages, identifying the highest-quality content becomes paramount for brands aiming to rank. AI plays a pivotal role in streamlining SEO processes and automating tasks like keyword research and content generation. By freeing up resources, AI allows brands to focus on what drives value—such as generating first-party data through surveys and creating more strategic, user-centered content. This shift in focus, rather than AI alone, is what helps brands maintain a competitive edge in increasingly saturated online search engines. Furthermore, this profound transformation is particularly driven by the shift from basic keyword optimization to semantic search, where user intent and contextual relevance take precedence over simple keyword matching. This evolution reflects Google’s advanced algorithm updates, including BERT and MUM, which prioritize understanding natural language and interpreting broader search intent.
The old model of shallow, keyword-driven content is no longer effective.
The old model of shallow, keyword-driven content is no longer effective.
AI outperforms humans in content repurposing, rendering curation strategies obsolete. Instead, SEO success now hinges on first-party data and creating original insights grounded in real experience. Google’s Helpful Content Guidelines prioritize unique, first-hand content over rehashed material. The emphasis is on originality, with Google advising that content should offer insights “not available on other websites.” This underscores the value of first-party data in delivering content that stands out and ranks higher. At the same time, AI-generated spam presents a growing challenge. Google’s substantial algorithm updates aim to maintain a search environment that is99% spam-free. However, the increasing sophistication of AI-generated content complicates this endeavor. Another obstacle is the rise of Google’s AI Overview feature, which provides immediate answers to user queries,potentially reducing click-through rates to websites. This underscores the need for brands to adapt their SEO strategies to maintain relevance and visibility. Simultaneously, AI-driven automation is revolutionizing SEO operations, streamlining tasks such as site audits, keyword research, and backlink analysis. By automating these traditionally time-consuming processes, AI is freeing SEO professionals to focus on high-value strategic initiatives, such as optimizing for user experience (UX) and developing personalized content strategies. The rise of tools that leverage natural language processing (NLP) and machine learning is enabling real-time data insights, helping brands not only react to SEO trends but anticipate them. (First Party Data by Influencer Marketing Hub Monthly Survey) AI: A Disruptor Across Industries, Yet Untapped in SEO AI is transforming industries worldwide—from healthcare to finance—by automating complex processes and providing more personalized experiences. In digital marketing and SEO, AI offers the potential to revolutionize everything from keyword research to content optimization, promising faster results and greater precision. Yet, despite this potential, the majority of SEO professionals have been slow to adopt AI. Findings from our survey highlight a significant lag in AI adoption: while AI’s disruptive potential is recognized, only a minority of businesses are actively leveraging it in their SEO strategies. Our findings reveal that AI is still in the early stages of adoption for most businesses, with 72.6% not yet integrating it into their SEO strategies. However, for those that have begun using AI, there are clear advantages: improved efficiency, scalability, and significant boosts in content ranking speed and overall search visibility. Nonetheless, concerns around content quality, originality, and the need for human oversight remain prevalent, highlighting the importance of a balanced AI-human approach. Despite the excitement surrounding AI in digital marketing, a surprising 72.6% of SEO professionals reported not using AI in their SEO processes. This data suggests that the industry is still at an early stage of adoption, and businesses are cautious. Many remain hesitant due to knowledge gaps, a lack of training, and concerns about AI’s impact on creativity and originality. The barriers to adoption are multifaceted: These figures suggest that while AI is disrupting industries, SEO professionals are either slow to recognize its applicability or lack the internal resources to implement it effectively.
Note: Respondents who reported not using AI were not asked further questions, as the remaining part of the survey focused specifically on businesses actively engaging with AI tools in their SEO strategies.
Note: Respondents who reported not using AI were not asked further questions, as the remaining part of the survey focused specifically on businesses actively engaging with AI tools in their SEO strategies.
However, for those businesses already using AI—as indicated by our survey—their concerns align in some respects but diverge in others. For example, 28.6% of businesses actively using AI flagged a lack of originality as their primary concern, and 19.5% mentioned fears of SEO penalties or underperformance. These findings indicate that while both AI adopters and non-adopters share concerns about originality and quality, those using AI also focus on the potential SEO risks associated with automation. 49.4% of Businesses Allocate Less Than 10% of Their SEO Budget to AI Tools Our survey shows that almost half (49.4%) of businesses allocate less than 10% of their total SEO budget to AI-related services or tools. Meanwhile, 31.2% of respondents dedicate 10-20%, and only 6.5% allocate more than 50% of their budget to AI tools. This variation highlights the cautious approach many businesses take toward integrating AI into their SEO strategies. 57.1% Use ChatGPT for SEO Tasks The adoption of AI tools in SEO is increasingly becoming mainstream, with 57.1% of respondents using ChatGPT as their primary AI tool. Other popular tools include SEO.ai (18.2%) and MarketMuse (16.9%). Additionally, 10.4% of respondents report using both Jasper AI and Semrush in their SEO strategies. This diverse range of AI tools reflects the growing reliance on AI to streamline various SEO tasks and improve efficiency. The findings reveal a stark divide between the potential of AI in SEO and its actual adoption. With 72.6% of SEO professionals not yet using AI, the industry is still in the early phases of what will likely become a transformative shift. This slow uptake can be attributed to both a lack of awareness and training, as 35% of businesses are unaware of how AI can be applied to SEO, and 37% lack the skills to implement it effectively. This presents an opportunity for industry leaders to educate and empower SEO teams to bridge this gap. However, those already leveraging AI report significant gains, such as improved efficiency, scalability, and faster rankings. But the concerns over content originality, quality, and potential SEO penalties highlight the necessity of a hybrid AI-human approach. The reluctance to fully embrace AI may stem from fears of losing control over creative content, yet the data suggests that businesses failing to adapt will increasingly fall behind. The industry’s next challenge will be moving from experimentation to deep integration, with AI tools like ChatGPT and Semrush becoming standard in SEO workflows, as already adopted by 57.1% of users. The future lies in educating and building AI proficiency across teams. Among businesses actively using AI, new insights reveal mixed perceptions regarding the performance of AI-generated content versus human-written content. 29.9% of respondents believe that AI-generated content performs slightly better in terms of ranking and engagement, while 23.4% report that AI content performs much better. On the other hand, 29.9% of respondents argue that human content performs much better, particularly in areas such as brand consistency and deeper audience engagement. Additionally, 20.8% believe human content performs slightly better, and 16.9% have noticed no significant difference between AI and human-generated content. The nearly equal split between AI-generated and human-written content performance might not solely depend on content type or business focus but could also point to variations in how effectively AI is implemented. Businesses that have developed strong operational processes for AI integration—investing in the right tools, workflows, and expertise—are likely reaping the benefits of enhanced rankings and engagement, especially when leveraging AI content generators like Semrush’s AI content tools. In contrast, businesses that have adopted AI without clear strategies or without aligning it properly with their goals may struggle to achieve similar results. This suggests that it’s not just what type of content is being created but how well businesses understand and manage AI. Companies that take the time to train teams, optimize AI tools, and establish AI-human hybrid models are more likely to unlock AI’s potential. Meanwhile, those who adopt AI in a more fragmented or superficial way might not see the same performance improvements, regardless of their industry or content focus. In acase study analyzing over 260 AI-generated pages from sites like Bankrate and CNET, AI content was found to perform comparably to human-generated content, driving 125K organic visits monthly for Bankrate and 20K for CNET. However, the key to success was human oversight—every AI-generated article was reviewed and edited by subject matter experts before publication. Without such intervention, AI content could miss the mark in terms of factual accuracy and brand consistency. Established domain reputation also plays a critical role in the success of AI content. Domains like Bankrate, established in 1995, leverage their authority and backlink profiles to boost rankings of AI-generated content. Despite the growing reliance on AI in SEO, 40.3% of respondents believe that content quality and originality still require significant human oversight. Other areas where human involvement is deemed essential include interpreting AI-generated data (23.4%) and maintaining brand voice and tone (19.5%). Additionally, 9.1% believe ethical considerations need human oversight, and 7.8% emphasize the importance of human input in setting strategic goals. This demonstrates that while AI can streamline many processes, human expertise remains a critical component in ensuring high-quality results. Kyle Byers, Director of Growth Marketing at Semrush, supports this by highlighting that, while AI can streamline content production, Google’s focus on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness)requires brands to maintain human involvement to deliver content that resonates emotionally with audiences and aligns with brand voice. Byers notes that simply relying on AI-generated content may not suffice in competitive environments, particularly with the rise of Google’s Search Generative Experience, which will challenge content marketers to offer something beyond generic AI-generated summaries. While AI offers operational efficiencies, several key concerns have surfaced among respondents. The most significant issue remains the lack of originality, with 28.6% of respondents citing this as a primary challenge. Without proper oversight, AI-generated content can appear formulaic or overly generic, hindering SEO performance, especially in competitive industries where differentiation is key. Additionally, 19.5% of respondents are worried about SEO penalties or underperformance, while 15.6% are concerned with brand inconsistency. Lower engagement rates are a concern for 14.3%, but notably, 22.1% of respondents expressed no concerns with fully AI-generated content. There is a critical danger in relying too heavily on AI without a clear strategy. A prime example is G2, where over 26%of reviews were suspected to be AI-generated following the launch of ChatGPT in late 2022. This likely contributed to their significant drop in organic traffic—down by 56% between October 2023 and September 2024. This timeline highlights the risks of improperly managing AI at scale, especially in SEO. Without original, high-quality, first-party content, brands can quickly lose visibility as Google prioritizes authenticity and user value.
To address concerns around originality and engagement, businesses should implement rigorous human review processes and employ AI-generated content detectors such as Originality.ai. These tools are becoming increasingly common, with 36.4% of respondents regularly using them to monitor content authenticity and ensure alignment with SEO and brand standards. Additionally, 29.9% of respondents use these tools occasionally, while 24.7% are considering adopting them. Only 9.1% of businesses have no plans to use AI content detectors, highlighting the growing importance of these tools in maintaining content quality. Moreover, the majority of businesses are blending AI-generated content with human oversight. 31.1% of respondents review over 75% of their AI-generated content before publication, while 13.5% review 50-75%. On the lower end, 23% review only 25-50% of their content, and 20.3% review less than 25%. Notably, 12.2% of businesses publish fully AI-generated content with no human review, underscoring the varied approaches in the industry toward balancing AI’s efficiency with quality control. AI-generated content is gaining traction, with 40.3% of respondents stating that it is well-received by their audience. However, 38.9% acknowledge that there are limitations to its effectiveness. In contrast, 13.9% believe that human-generated content resonates better with their audience, while 6.9% are unsure. In our view, human activities like strategic thinking, first-party data collection, crafting case studies, and brand management provide critical value in an AI-driven SEO space. AI excels at automating repetitive, data-heavy tasks, but real differentiation comes from how humans strategically leverage AI to enhance creativity, authenticity, and insight-driven content. Based on the findings, we believe that first-party data and real-world experiences will increasingly differentiate brands in SEO. While AI-generated content is often efficient, it lacks the depth, originality, and personalization that search engines and audiences now demand. This positions human expertise—especially in strategic content planning, crafting original narratives, and interpreting complex data—as a core driver of success. In our view, the future of SEO will depend on how marketers balance AI’s automation potential with human creativity and strategic insight. By focusing on first-party data, brand storytelling, and ensuring alignment with Google’s E-E-A-T principles, marketers can stand out in an increasingly competitive and AI-driven search landscape. AI’s impact on SEO strategies is increasingly evident, with a notable portion of respondents reporting significant time savings on repetitive tasks. 39% of respondents indicated that they save between 1-5 hours per week, while 15.6% report saving over 10 hours weekly through AI-driven automation. However, 13% noted that they are not yet seeing time savings from AI implementation. These efficiencies are most pronounced in content strategy, planning, and data analysis, allowing SEO professionals to reallocate their time towards higher-value activities, such as conducting research and collecting first-party data. This reallocation of time has allowed SEO professionals to focus on more high-value activities such as research and 1st party data collection. To navigate SEO complex nature, we at Influencer Marketing Hub, turned to Semrush AI features, such as Personal Keyword Difficulty (PKD), which amongst others has transformed how we approach keyword research. Unlike traditional Keyword Difficulty metrics, PKD evaluates keyword difficulty specific to our domain, taking into account our topical authority and competition levels via a proprietary AI algorithm. This has been a game-changer for us, boosting the accuracy of our keyword targeting, with 43% more of our articles now ranking in positions 1-3 for their core keywords. By focusing only on keywords where we have strong topical authority, we’ve significantly improved our ability to rank in Google’s top 3 search results for newly published content. Beyond keyword research, we’ve also integrated AI into our research and production workflow, automating the gathering of data from sources like Reddit and Quora to uncover community insights. This AI-driven content production model has allowed us to save 65-75% of the time we previously spent on content research, data analysis, and quality assurance. Such efficiencies enabled us to produce content that ranked highly, generated substantial organic traffic and resulted in $174,525 worth of backlinks for a single data-driven article. The latest survey data shows that AI continues to excel in automating labor-intensive SEO tasks. Keyword research (45.5%) and content creation (44.2%) are the two areas where AI has had the most significant impact, followed closely by content optimization (36.4%). These results highlight AI’s effectiveness in streamlining essential SEO processes while offering strategic insights into keyword opportunities. However, more technical SEO tasks, such as technical site audits (22.1%), backlink analysis (15.6%), voice search optimization (10.4%), and schema markup implementation (7.8%), are less frequently automated, revealing gaps in AI capabilities for more complex SEO functions. The data highlights the significant time-saving potential of AI in SEO, with 15.6% of respondents saving over 10 hours per week and 39% saving between 1-5 hours. However, the real insight is not just the time saved but how that time is being redeployed into more strategic areas of SEO. This shift in focus suggests that businesses leveraging AI effectively are moving beyond mere automation to enhance the strategic quality of their SEO efforts. AI is transforming how SEO professionals allocate their resources, allowing them to focus on high-value tasks such as data-driven insights and customized content strategies. This reallocation of time could be a critical driver of competitive advantage, particularly as the industry places increasing emphasis on original content and brand-specific insights. For instance, Influencer Marketing Hub’s integration of Semrush and OpenAI technologies showcases how AI can optimize not only repetitive tasks like keyword research but also enhance the accuracy and targeting of content strategies. By narrowing our focus to keywords where they possess strong topical authority, IMH has been able to rank 43% more articles in the top 1-3 search positions, demonstrating how AI-driven strategies can directly impact rankings and visibility. Yet, the survey also reveals certain limitations of AI, particularly in more technical SEO tasks. Technical site audits, backlink analysis, and schema markup implementation still show lower automation rates. This underscores the need for marketers to continue developing human expertise in more nuanced areas where AI has not yet fully matured. In the near future, this hybrid approach—where AI handles the bulk of automation but professionals oversee technical nuances—will likely define the most effective SEO teams. The rise of AI-powered SEO has led to a clear shift in the competitive landscape, with 57.6% of respondents noting a significant increase in competition. As AI tools become more accessible, businesses of all sizes are able to scale their SEO efforts more effectively, reducing the traditional barriers to entry in SEO. This has raised the bar for performance, requiring businesses to continually optimize both their AI tools and their broader SEO strategies to stay ahead. Despite the overall negative narrative online about AI’s impact on SEO rankings, our respondents paint a different picture, showing that AI can indeed drive success in this area. AI is helping businesses adapt to Google’s frequent algorithm updates with 49.2% of respondents reporting improved rankings post-update. While 16.9% believe it’s too early to assess the full impact, only 10.2% reported a drop in rankings after recent updates. AI tools are significantly improving scalability in SEO efforts, with 75.4% of respondents reporting that AI tools have enhanced their ability to scale operations. Of these, 40.3% reported somewhat improved scalability, while 35.1% reported significant improvements. On the other hand, 16.9% experienced no change, and 7.8% found that scalability became more challenging. This data underscores the operational benefits AI provides in scaling SEO strategies. A majority of respondents (71.5%) report that AI has reduced the time it takes for their content to rank on Google. Of these, 42.9% have seen a significant reduction in ranking time, while 28.6% report a slight improvement. However, 16.9% noticed no change, and 11.7% say it’s too early to assess AI’s impact on their ranking speed. These results indicate that AI can accelerate SEO performance by shortening the time it takes to achieve better visibility in search results. Confidence in AI’s ability to adapt to future search engine algorithm changes is high, with 53.2% of respondents expressing strong confidence in AI tools. Additionally, 22.1% are somewhat confident, while 20.8% remain neutral. Only 3.9% of respondents are not confident in AI’s ability to handle future algorithm updates. These insights reflect the trust that businesses are placing in AI to stay ahead in an ever-evolving SEO landscape. The surge in competition driven by 57.6% of respondents reporting increased competition due to AI reflects a transformative shift in SEO dynamics. AI-powered tools are leveling the playing field, enabling businesses of all sizes to automate key tasks and optimize their SEO efforts more efficiently. As a marketer, this signals the urgency of adopting AI not just to stay competitive but to differentiate your strategy. Relying on generic SEO tactics will no longer suffice as more businesses gain access to AI. To thrive, marketers should focus on creating high-quality, unique content that AI can enhance, but not replace; While the benefits of AI are clear, 33.8% of respondents identified a lack of skilled personnel as a major challenge in effectively managing AI tools. This suggests that while the technology is available, there is a significant skills gap preventing businesses from fully capitalizing on AI’s potential. Additionally, 26% reported difficulties in integrating AI with existing workflows, highlighting the operational challenges that many companies face. Despite these challenges, businesses cited increased efficiency (31.2%) and better data analysis (20.8%) as the top benefits of AI integration. AI has also contributed to cost savings (10.4%) and improved content quality (9.1%) for some respondents. Companies that invest in AI-related training and upskilling for their teams will likely gain the most value from these tools. Beyond technological integration, there is a clear need for businesses to rethink internal processes and workflows to ensure AI complements their overall SEO strategy. A key challenge identified in our survey is the time spent refining and improving AI SEO skills. Notably, 31.2% of respondents report spending no time on improving AI skills, and 28.6% invest less than 5 hours a month, signaling a significant gap in AI training and skill development in the industry. Without continuous upskilling, businesses may struggle to fully capitalize on AI’s potential for SEO. To fully embrace the potential of AI in SEO, businesses must prioritize upskilling their teams. The shortage of skilled personnel remains the biggest hurdle to AI adoption. Seamless integration of AI into workflows is also essential—26% of businesses face challenges in this area, signaling the need for smarter approaches to embedding AI into existing processes. Rather than causing disruption, AI tools should complement and enhance SEO strategies. A major concern is that 31.2% of businesses allocate no time to developing AI SEO skills. This is a critical gap that needs addressing, as continuous skill development is vital for staying competitive. Businesses should regularly dedicate time for teams to learn, experiment, and stay updated on AI advancements. Moreover, leveraging AI offers immediate benefits—31.2% of businesses report efficiency gains and 20.8% note improved data analysis. While bridging the skills gap is important, businesses must also focus on how AI can enhance operational efficiency. By allowing AI to manage repetitive and data-heavy tasks, human resources can be freed up to focus on more strategic and creative work. As AI continues to revolutionize SEO, businesses face a pivotal moment that will define the future leaders in search optimization. The statistics presented in this report clearly reveal that AI’s transformative impact on SEO is both vast and accelerating, yet adoption remains uneven. Those businesses that successfully integrate AI into their strategies will emerge as the winners of this new era, while those that fail to adapt risk being left behind. The following framework outlines key focus areas for marketers to establish a robust AI-driven SEO strategy. Whether just starting out or looking to expand existing AI capabilities, the steps below provide a comprehensive roadmap for aligning AI adoption with long-term business goals. For businesses that have yet to adopt AI, the time to start is now. AI’s potential lies in its ability to automate repetitive tasks, uncover deeper insights, and streamline content production. However, full integration can be daunting, especially for those new to the technology. The key is to begin with focused experimentation: The goal is to build AI fluency within your team. Even small wins in automation can lay the groundwork for larger, more impactful AI applications down the line. AI can handle the heavy lifting in SEO—automating research, optimizing keywords, and generating content at scale. However, SEO success in the AI-driven future will hinge on a delicate balance between automation and human oversight: This hybrid model—where AI powers efficiency and human creativity drives differentiation—will be the future of successful SEO strategies. Google’s algorithm increasingly favors content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). As AI continues to automate SEO tasks, the differentiating factor for brands will be originality and authenticity. AI’s accessibility is leveling the playing field in SEO, making it easier for businesses of all sizes to compete. As a result, competition in organic search will continue to intensify. To thrive in this more competitive environment: By focusing on content quality, user intent, and competitive intelligence, marketers can stay agile and responsive in an increasingly crowded search landscape. The skills gap in AI adoption remains a significant barrier for many businesses. To fully capitalize on AI’s potential, SEO teams need to invest in upskilling: Businesses that invest in building AI fluency within their teams will be better positioned to drive innovation and maintain leadership in SEO. Google’s algorithm is evolving to prioritize contextual search intent and semantic relevance, both of which are areas where AI can help you adapt: By aligning AI usage with Google’s algorithmic priorities, SEO marketers can ensure their strategies remain effective and competitive. Finally, as AI continues to reshape SEO, marketers must plan for the long term. AI is not a temporary trend but a permanent shift in how SEO is executed: This shift towards AI-powered SEO represents a fundamental change in how brands approach search engine optimization, underscoring the importance of investing in first-party data and building content authority. As Google’s focus shifts from keyword-centric approaches to contextual understanding and user satisfaction, concerns about content quality remain a significant barrier to AI adoption. As we noticed from our findings, 28.6% of non-AI adopters worry about originality, while 30% express concerns over overall content quality. These fears are likely holding many businesses back from fully embracing AI for SEO and content marketing. While AI offers powerful tools for efficiency, it cannot fully replace human creativity and oversight. As industry experts point out,SEO professionals must focus on authority, brand, and trust to distinguish themselves amidst the proliferation of AI-generated content. The risk of over-relying on AI is clear, as improper AI-generated content can result in penalties, lower rankings, and a loss of brand credibility. Google’s ongoing battle against spam and low-quality content further illustrates the need for thoughtful, human-driven content strategies in the age of AI. That said, AI also presents substantial opportunities for those who use it strategically. For example, Profound, a platform for tracking AI search queries, helps brands gain deeper insights into their AI search visibility, as explained inTechCrunch. Additionally, companies like Ecomtent are leveraging AI to prepare retailers for AI-powered eCommerce searches, leading to a remarkable30% increase in conversion rates. In 2024, Semrush’s App Center, packed with AI-powered features, has become central to our AI SEO strategy. Tools such as ContentShake AI, which combines AI with SEO data to create high-ranking content 12x faster, and the AI Writing Assistant, which generates long-form, SEO-optimized content in seconds, have revolutionized our approach. By integrating these tools, we’ve been able to optimize keyword targeting and refine content creation with unparalleled speed and precision. With this approach, we have freed significant resources that were previously spent on tasks AI now handles more efficiently. Instead of focusing on what AI does best—like data analysis and content generation—we are now investing our time into gathering first-party qualitative data through surveys and other research methods. This allows us to create content grounded in real-world insights and first-hand experience, delivering unique value that stands out in the crowded SEO landscape. This shift has changed the game for us, empowering us to blend AI’s efficiency with human creativity to deliver deeper knowledge and strategic insights. AI is driving significant improvements in SEO rankings for many businesses. According to our survey, 49.2% of respondents reported better rankings post-algorithm updates due to AI tools, while only 10.2% saw a decline. Tools like AI-powered content creation and keyword research automation allow companies to adapt quickly to search algorithm changes, gaining a competitive edge in increasingly saturated markets. AI offers several advantages in SEO, including automation of 44.1% of key tasks like content creation and keyword research. AI-driven strategies save 17% of users over 10 hours per week on repetitive tasks, allowing professionals to focus on higher-value initiatives. Additionally, 25.4% of respondents believe that AI-generated content outperforms human-written content in terms of rankings and engagement. Despite AI’s potential, 72% of SEO professionals have yet to integrate it into their workflows. Barriers include concerns about content originality, lack of skilled personnel, and unfamiliarity with AI tools. Additionally, 31% of non-adopters worry about how AI might impact content quality and authenticity. Yes, AI is intensifying competition in SEO. Over 57.6% of respondents have reported increased competition due to AI, as automation allows businesses of all sizes to scale their efforts quickly. This shift is leveling the playing field, requiring companies to continuously refine their strategies to stay competitive. At the Cannes Lions Festival, Meta showcases Advantage+ AI branding and Video Generation… Zuckerberg’s vision of a no-input ad ecosystem is taking shape, but not everyone’s… As Meta leans deeper into automation, CEO Mark Zuckerberg says AI agents will soon write…
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You are here: Influencer Marketing Hub » Digital Marketing » SEO Industry Trends Report: The Search Revolution Has Already Begun The rules of SEO are shifting beneath our feet. Brands that once dominated search through keyword-focused strategies now struggle to stay relevant in a SERP driven by expertise, trust, and user intent. The search game is no longer about who can game the algorithm—it’s about who can earn the trust of real people.
And yet, while the world of search is evolving at lightning speed, many marketers are still stuck in outdated, keyword-centric mindsets, leaving vast opportunities untapped. Kevin Indig reveals that only 6% of AI Overviews (AIOs) include the search query—indicating that the future of SEO lies in understanding user intent rather than keyword targeting. Google is now prioritizing human-focused, answer-driven, and community-oriented content over mere reliance on domain authority for rankings. Google’s Helpful Content System prioritizes sites featuring people-first content, emphasizing material that demonstrates real-world expertise and practical value. This shift has led platforms like Reddit to outpace traditional publishers, which previously thrived by covering high-intent, lucrative keywords based primarily on their domain authority. Following the October 2023 EEAT update, Reddit’s traffic surged from 180 million to 752 million within a year, with its traffic value now exceeding $309 million, according to IMH analysis from SemRush Data: This trend reflects AI’s growing preference for authentic, community-driven insights and trust signals, as Reddit’s rankings continue to improve for high-commercial intent keywords, previously controlled by traditional publishers. Here’s the uncomfortable truth: SEO as we knew it is dead, and clinging to old strategies is a recipe for irrelevance. The brands that rise to the top will be those that leverage the intersection of human expertise and AI automation—a balance that requires both creativity and data-driven discipline. In this report, we explore: At Influencer Marketing Hub, we’ve uncovered a shift that’s redefining SEO—by analyzing narratives from thought leaders like Kevin Indig, Rand Fishkin, Cyrus Shepard, Ross Simmonds and more, combined with our exclusive data. This report goes beyond surface-level advice. It’s designed to challenge what you think you know about SEO and reveal insights you haven’t seen before. If you’re still chasing keywords, you’re missing the real game. The future of search isn’t what you expect.
In our analysis of thousands of articles, LinkedIn posts, and X (formerly Twitter) tweets, we delved into the narratives of the top thought leaders in SEO to uncover how they view the industry’s most significant shifts. Across the board, there’s a consensus that AI is fundamentally changing how search engines process intent, prioritize content, and reward brand authority. However, the most thought-provoking insight lies in the divergence among these experts regarding how they interpret and anticipate these shifts. This divergence exposes cracks in traditional SEO approaches and opens new pathways for strategies built around AI. The major consensus revolves around AI’s transformative influence on SEO. The emphasis has clearly shifted from optimizing content around specific keywords and technicalities to satisfying user intent. As Ross Simmonds and Kevin Indig assert, search engines are increasingly interpreting user intent, forcing SEO professionals to focus on understanding the deeper motivations behind queries rather than relying on keyword matching alone. The integration of AI into search has significantly changed how search engines interpret user intent. The traditional focus on keyword optimization is giving way to a more nuanced understanding of what users are actually looking for. There is a consensus among thought leaders that AI-driven search prioritizes user intent over traditional keyword-focused optimization. Cyrus Shepard’s insight into Google’s Helpful Content System, which rewards “people-first content,” reflects this shift. Search engines now reward content that is created to satisfy real-world user needs, rather than content optimized merely for rankings. Kevin Indig reinforces this by highlighting that only 6% of AI Overviews in Google contain the exact search query, indicating AI’s growing focus on understanding user goals rather than just matching keywords. The fragmentation of search experiences, as noted by Ross Simmonds, further demonstrates how AI is diversifying the platforms and results it surfaces, moving beyond traditional engines to platforms like Reddit, which now ranks for 26% of over 8,000 affiliate keywords.
SEO Area
Cyrus Shepard
Kevin Indig
Rand Fishkin
Ross Simmonds
Consensus/Divergence
1. AI’s Role in Search Behavior & User Intent
AI-driven search shifts the focus from keyword optimization to satisfying user intent.
Quote:
“Google’s Helpful Content System targets sites that lack people-first content.”
Stat:
“Users are visiting a greater diversity of websites through AI Overviews.”
AI prioritizes understanding intent over keyword matching.
Quote:
“Only 6% of AI Overviews contain the search query.”
Stat:
“30% of AIOs differ significantly between SGE and live results.”
AI hasn’t disrupted search behavior significantly yet.
Quote:
“99% of AI search users still use Google just as much as before.”
Stat:
“Zero-click searches remain a massive problem in AI-driven search.”
AI is fragmenting search experiences across non-traditional platforms.
Quote:
“The search experience is fragmented-users are no longer confined to traditional search engines.”
Stat:
“Reddit ranks for 26% of over 8,000 affiliate keywords.”
Consensus:
AI shifts focus to user intent.
Divergence: Rand is skeptical of AI’s impact, while others see active changes.
SEO Area Cyrus Shepard Kevin Indig Rand Fishkin Ross Simmonds Consensus/Divergence 1. AI’s Role in Search Behavior & User Intent AI-driven search shifts the focus from keyword optimization to satisfying user intent.
Quote:
“Google’s Helpful Content System targets sites that lack people-first content.”
Stat: “Users are visiting a greater diversity of websites through AI Overviews.” AI prioritizes understanding intent over keyword matching.
Quote: “Only 6% of AI Overviews contain the search query.” Stat: “30% of AIOs differ significantly between SGE and live results.” AI hasn’t disrupted search behavior significantly yet.
Quote: “99% of AI search users still use Google just as much as before.” Stat: “Zero-click searches remain a massive problem in AI-driven search.” AI is fragmenting search experiences across non-traditional platforms.
Quote: “The search experience is fragmented-users are no longer confined to traditional search engines.” Stat: “Reddit ranks for 26% of over 8,000 affiliate keywords.” Consensus: AI shifts focus to user intent.
Divergence: Rand is skeptical of AI’s impact, while others see active changes. Despite these shifts, Rand Fishkin remains more skeptical. He points out that 99% of AI search users still use Google the same way they always have, suggesting that while AI is changing some aspects of search, its broader impact on user behavior is yet to be fully realized. His focus on zero-click searches highlights the ongoing challenges in translating AI-driven search into direct traffic and conversions. Marketers need to adapt to AI-Driven Search with Focus on User Intent
While there is broad agreement that AI is refining search relevance by focusing on user intent, thought leaders diverge on its broader impact. Kevin Indig and Ross Simmonds emphasize AI’s role in diversifying results across platforms, such as Reddit, and driving more intent-driven search experiences. In contrast, Rand Fishkin remains cautious, noting that AI’s broader disruption of search behavior has yet to significantly materialize. Ultimately, AI is clearly shaping search, but its full impact on user behavior remains a work in progress. Businesses must adapt by focusing on user intent while keeping an eye on evolving platforms beyond traditional search engines. The rise of AI in search has shifted the importance of brand authority and trust in SEO rankings. Across the board, thought leaders agree that building a strong, visible brand is critical for maintaining algorithmic resilience, especially as AI continues to evolve. This section delves into how brand mentions, authority, and human connection play significant roles in shaping SEO strategies. Cyrus Shepard emphasizes that a strong brand with substantial branded search volume is key to avoiding negative impacts from algorithm changes, underscoring the importance of brand authority in modern SEO. AI algorithms appear to favor brands that users actively search for, and Cyrus’ emphasis on branded search volume reflects how brand visibility acts as a defense mechanism against Google’s ever-changing algorithms.
SEO Area
Cyrus Shepard
Kevin Indig
Rand Fishkin
Ross Simmonds
Consensus/Divergence
2. Brand Authority, Trust, and SEO
Brand visibility is crucial for algorithm resilience.
Quote: “Having a highly visible brand with LOTS OF BRANDED SEARCH VOLUME seems to be a great defense against negative Google actions.”
Brand mentions are critical trust signals for AI.
Quote:
“Brand mentions are a trust signal, and Google evaluates the context in which your brand appears.”
Stat:
“YouTube and LinkedIn are top-cited sites in AIOs.”
Brand searches are more valuable than ranking for unbranded keywords.
Quote:
“I’d much rather have people search for our brand name than rank #1 for unbranded keywords.”
Human connection and storytelling are key for building trust.
Quote: “Personality wins amidst the robots.”
Quote:
“Great storytelling is your most powerful differentiator.”
Consensus: Brand authority is central to SEO.
Divergence: Rand critiques Google’s focus on big brands; Ross emphasizes human elements.
SEO Area Cyrus Shepard
Kevin Indig Rand Fishkin Ross Simmonds Consensus/Divergence 2. Brand Authority, Trust, and SEO Brand visibility is crucial for algorithm resilience.
Quote: “Having a highly visible brand with LOTS OF BRANDED SEARCH VOLUME seems to be a great defense against negative Google actions.” Brand mentions are critical trust signals for AI.
Quote: “Brand mentions are a trust signal, and Google evaluates the context in which your brand appears.”
Stat: “YouTube and LinkedIn are top-cited sites in AIOs.” Brand searches are more valuable than ranking for unbranded keywords.
Quote: “I’d much rather have people search for our brand name than rank #1 for unbranded keywords.” Human connection and storytelling are key for building trust.
Quote: “Personality wins amidst the robots.” Quote: “Great storytelling is your most powerful differentiator.” Consensus: Brand authority is central to SEO.
Divergence: Rand critiques Google’s focus on big brands; Ross emphasizes human elements. Kevin Indig complements this by focusing on brand mentions as essential trust signals. He notes how Google’s AI evaluates the context in which a brand appears, demonstrating the increasingly sophisticated ways AI uses brand recognition to gauge trustworthiness. Additionally, the fact that YouTube and LinkedIn are consistently cited in AI Overviews suggests that authoritative, user-generated platforms are gaining preference in search, further supporting the emphasis on brand mentions. Rand Fishkin underscores the value of brand searches, asserting that having users search directly for a brand is more valuable than ranking for unbranded keywords. This clearly indicates a shift in SEO priorities. However, Rand critiques Google’s tendency to favor large brands, which he argues could diminish the effectiveness of SEO for smaller, less established companies. Ross Simmonds takes a more human-centered approach, focusing on the value of connection and storytelling in building trust. For him, “Personality wins amidst the robots,” emphasizing that while AI may automate much of the search process, human creativity and emotional resonance remain powerful differentiators in SEO. His emphasis on “great storytelling” as a competitive edge highlights the importance of authenticity and emotional engagement, even in an AI-driven search environment. Prioritizing Brand Authority and Human Connection
There is a clear consensus among thought leaders that brand authority is becoming central to SEO success, especially as AI becomes more adept at evaluating trust signals. The divergence lies in the interpretation: Rand Fishkin critiques Google’s favoritism toward big brands, while Ross Simmonds argues for the enduring power of human connection through storytelling. Businesses must focus on building brand authority while fostering genuine engagement to remain competitive in the evolving AI-driven SEO world. While building brand authority is critical, sustaining visibility and trust in an AI-enhanced SEO landscape requires leveraging AI to optimize content creation and automation processes. Across the board, thought leaders agree that AI is instrumental in boosting the efficiency of SEO workflows. By automating repetitive tasks and improving content production processes, AI enables marketers to focus on strategic, high-impact work. However, there is a consensus that AI cannot replace the creativity and strategic insight that humans bring to SEO. The experts are aligned on the fact that AI significantly enhances the efficiency of SEO processes, allowing teams to focus on tasks that require deeper human insight. This alignment is clear from discussions around automation in workflows—Cyrus Shepard highlights how AI can be used to create custom SEO functions that simplify otherwise laborious tasks, such as audits or data analysis. Similarly, Kevin Indig emphasizes how AI’s ability to automate low-level tasks helps reduce the resource drain on teams, allowing for a more effective allocation of time and attention toward high-value activities. SEO Area Cyrus Shepard Kevin Indig Rand Fishkin Ross Simmonds Consensus/Divergence 3. AI-Driven Content Creation & Automation AI enhances SEO workflows through automation.
Quote: “One of my favorite AI use cases is to create App Scripts in Google Sheets to create custom SEO functions.” AI saves time and resources in SEO workflows.
Quote: “SEO automation saves critical time and resources.” AI boosts efficiency, but can’t replace human creativity.
Quote: “Raw AI content isn’t catching on… AIs are helping creators be more efficient.” AI amplifies efficiency but requires human creativity.
Quote: “Great marketers will use AI to do great work faster.” Consensus: AI improves efficiency but doesn’t replace human insight.
Divergence: Rand is more skeptical of AI’s content generation abilities. Despite these clear benefits, the thought leaders emphasize that human input remains vital. The consensus is that while AI helps streamline processes, it still requires human oversight to produce creative, high-quality content. This sentiment is echoed in the view that “AI helps marketers be more efficient,” but does not yet replace human creativity. Striking the Balance Between Automation and Creativity
Across the board, thought leaders agree that AI enhances efficiency but cannot replace the need for human-driven insights. The key takeaway is that AI should be viewed as a powerful tool for streamlining processes, but human creativity and strategic thinking remain essential to crafting high-quality, engaging content. Businesses that find the right balance between AI-driven automation and human creativity will achieve the most success in this evolving SEO landscape. Building on the efficiency gains from AI-driven content creation, the next frontier in SEO is understanding how AI is influencing search engine metrics and ranking algorithms. As search engines evolve, traditional SEO metrics like keyword rankings and backlinks are being overshadowed by more nuanced, intent-based metrics driven by AI. AI’s ability to assess content through more complex lenses—such as intent, relevance, and authority—has redefined the criteria for ranking. Cyrus Shepard points to the rise of AI-driven metrics like CommercialScore, which measures a page’s commercial intent. This reflects how AI is moving beyond simple keyword matching to understanding the deeper purpose of a webpage. Google’s ranking systems are now more focused on whether a page sells something or serves a commercial function, rather than just how well it is optimized for search. However, Google’s reliance on brand authority has skewed search results. Rand Fishkin argues that the increasing emphasis on brand recognition—amplified by AI—has made search less useful for smaller, niche websites that lack large-scale brand recognition. This critique reflects his broader concern that SEO is becoming a space dominated by major brands, at the expense of diversity in search results, which is also something Kevin Indig often refers to as being the case. SEO Area Cyrus Shepard Kevin Indig Rand Fishkin Ross Simmonds Consensus/Divergence 4. Evolving SEO Metrics & Algorithmic Influence AI-driven metrics like CommercialScore focus on page intent.
Quote: “A key factor influencing rankings is ‘CommercialScore,’ which measures whether a document sells something.” AI impacts ranking factors by focusing on intent-based metrics.
Quote: “30% of AIOs differ significantly between SGE and live results.” Google’s reliance on brand authority makes search less useful.
Quote: “Google created a monster through its reliance on domain & brand authority.” Traditional metrics are losing relevance-focus on topical authority.
Quote: “Keyword research is becoming outdated-content research goes beyond just search.” Consensus: AI shifts SEO metrics towards intent.
Divergence: Rand critiques the dominance of brand authority, Ross focuses on diminishing keyword research. Kevin also emphasizes how AI impacts ranking factors by focusing on intent-driven metrics. With 30% of AI Overviews differing significantly between Google’s Search Generative Experience (SGE) and live results, he highlights the growing complexity of search algorithms and the unpredictability AI introduces. The consensus here is that search engines are increasingly prioritizing user intent over technical SEO practices, forcing marketers to reconsider how they approach optimization. SEO strategies must pivot towards building topical authority rather than relying on optimizing for individual keywords. Ross Simmonds advocates for content research that goes beyond search engines, leveraging platforms like Reddit and Quora to identify emerging trends and user intent, thereby ensuring relevance in an AI-driven SEO ecosystem. This is something we at Influencer Marketing Hub have successfully implemented into our content research for the past 1,5 years, using AI to analyze market knowledge gaps and sentiments. Focus on Algorithmic Shifts and Commercial Value
As AI evolves, it’s essential for marketers to focus not just on user intent, but also on how algorithms interpret brand authority and page intent—balancing content quality with algorithmic expectations to stay competitive. Embracing intent-based metrics like CommercialScore and focusing on delivering real commercial value will be key. To succeed in the evolving SEO landscape, businesses must recognize that traditional metrics are losing relevance. As AI continues to shape the SEO landscape, the strategies for content creation and distribution are undergoing a fundamental transformation. Across thought leaders, there is consensus that AI-driven SEO is pushing businesses to prioritize high-quality, user-focused content over outdated tactics like mass content production, keyword coverage, or pruning underperforming content. This shift underscores the need for SEO strategies to be more agile, focusing on what resonates with audiences rather than adhering to traditional traffic metrics or relying on sheer volume. SEO Area Cyrus Shepard Kevin Indig Rand Fishkin Ross Simmonds Consensus/Divergence 5. Shifts in Content Strategy & Distribution AI-driven SEO prioritizes content quality over pruning.
Quote: “When negatively hit by a Google update, many websites start deleting old content… Rarely, if ever, do we see it work for recovery.” AI emphasizes user-generated content in search strategies.
Stat: “Discussions & Forums (D&F) SERP feature appeared in 34% of search queries in June 2024.” Shift from direct traffic metrics to influence-based engagement.
Quote: “Traffic referrals does not equal sources of influence…. Your audience is watching videos, reading posts, but these sites send pitiful amounts of traffic.” Repurpose successful content instead of creating new.
Quote: “Some of you already created all the content you needed for 2024. You just need to repurpose those hits that worked well before.” Consensus: AI pushes for high-quality content and repurposing.
Divergence: Kevin focuses on UGC; Ross emphasizes content repurposing. Cyrus Shepard emphasizes that deleting old content in response to Google updates rarely leads to recovery, signaling that pruning is no longer a viable strategy. Instead, brands should focus on refining and elevating the quality of their existing content, aligning with AI’s preference for relevance and engagement over quantity. However, there’s no full consensus on this point. Darren Shaw, an SEO researcher, theorizes that removing low-performing content can improve site-wide user signals, such as longer time on page and reduced bounce rates, ultimately boosting rankings. Rand Fishkin appears to support this view, suggesting that user behavior metrics may indeed be a crucial factor in the success of pruning strategies. This view also aligns with Ross Simmonds’ advice to repurpose successful content rather than continually creating new material, which not only saves resources but maximizes the impact of previously well-performing content. By repackaging content into new formats—such as turning blog posts into videos or social media snippets—brands can maintain relevance in an AI-driven environment. Embracing AI-Optimized Content Strategies
The clear takeaway from these shifts is that content strategies need to be more dynamic and user-centric. While there is debate around content pruning, with divergent views from Cyrus Shepard and Darren Shaw, the broader consensus highlights the importance of repurposing successful content and leveraging user-generated insights to remain relevant without constantly producing new material. SEO professionals must adapt to AI’s evolving priorities by focusing on content that fosters deeper engagement and relevance while moving away from outdated traffic-based metrics. Ultimately, AI is reshaping the balance between content creation and distribution, emphasizing quality, authenticity, and influence over sheer output. Through analyzing thousands of expert opinions, blog posts, and social media content, we’ve identified the core areas where AI and modern search engine practices are reshaping SEO strategies. Our findings highlight both areas of consensus and divergence among SEO thought leaders, offering key insights into the rapidly evolving landscape of search. AI is redefining how search engines rank content by prioritizing user intent over traditional keyword optimization. Experts like Cyrus Shepard and Kevin Indig emphasize the importance of creating content that directly meets user needs, rather than relying on keyword-centric strategies. This shift demands a more nuanced approach, where understanding user behavior is the primary focus for effective SEO. AI-driven algorithms are placing increased importance on brand authority and trust signals. Thought leaders agree that branded search volume and authoritative mentions are critical to SEO success, but there’s a concern—especially from Rand Fishkin—that this favors larger, established brands, making it harder for smaller companies to compete. Building brand trust is becoming more central, but so is the challenge of breaking through as a new player. AI encourages SEO professionals to repurpose high-performing content instead of constantly generating new material. Ross Simmonds advocates for leveraging already successful content to maintain engagement. This aligns with AI’s tendency to reward proven content for its relevance, signaling a shift away from mass content production to strategic repurposing. While AI is transforming SEO by automating repetitive tasks like keyword research and audits, human oversight remains critical. AI improves workflow efficiency, as noted by Cyrus Shepard and Kevin Indig, but it doesn’t substitute the need for creative, strategic input. The consensus is clear: AI is a tool, not a replacement for human-driven content strategy. Traditional SEO metrics like keyword rankings are losing relevance. The focus is now on intent-based metrics, such as CommercialScore, which evaluates a page’s commercial value, as highlighted by Cyrus Shepard. Experts agree that SEO strategies must pivot toward fulfilling user intent, creating topical authority, and aligning with AI’s growing focus on commercial and user-based relevance over purely technical optimization. SEO Area Cyrus Shepard Kevin Indig Rand Fishkin Ross Simmonds Consensus/Divergence 1. AI’s Role in Search Behavior & User Intent AI-driven search emphasizes user intent over content optimization.
Quote: “Google’s Helpful Content System targets sites that lack people-first content.” Stat: “Users are visiting a greater diversity of websites through AI Overviews.” AI prioritizes understanding intent over keyword matching.
Quote: “Only 6% of AI Overviews contain the search query.” Stat: “30% of AIOs differ significantly between SGE and live results.” AI hasn’t disrupted search behavior significantly yet.
Quote: “99% of AI search users still use Google just as much as before.” Stat: “Zero-click searches remain a massive problem in AI-driven search.” AI is fragmenting search experiences across non-traditional platforms.
Quote: “The search experience is fragmented-users are no longer confined to traditional search engines.” Stat: “Reddit ranks for 26% of over 8,000 affiliate keywords.” Consensus: AI shifts focus to user intent.
Divergence: Rand is skeptical of AI’s impact, while others see active changes. 2. Brand Authority, Trust, and SEO Brand visibility is crucial for algorithm resilience.
Quote: “Having a highly visible brand with LOTS OF BRANDED SEARCH VOLUME seems to be a great defense against negative Google actions.” Brand mentions are critical trust signals for AI.
Quote: “Brand mentions are a trust signal, and Google evaluates the context in which your brand appears.” Stat: “YouTube and LinkedIn are top-cited sites in AIOs.” Brand searches are more valuable than ranking for unbranded keywords.
Quote: “I’d much rather have people search for our brand name than rank #1 for unbranded keywords.” Human connection and storytelling are key for building trust.
Quote: “Personality wins amidst the robots.” Quote: “Great storytelling is your most powerful differentiator.” Consensus: Brand authority is central to SEO.
Divergence: Rand critiques Google’s focus on big brands; Ross emphasizes human elements. 3. AI-Driven Content Creation & Automation AI enhances SEO workflows through automation.
Quote: “One of my favorite AI use cases is to create App Scripts in Google Sheets to create custom SEO functions.” AI saves time and resources in SEO workflows.
Quote: “SEO automation saves critical time and resources.” AI boosts efficiency, but can’t replace human creativity.
Quote: “Raw AI content isn’t catching on… AIs are helping creators be more efficient.” AI amplifies efficiency but requires human creativity.
Quote: “Great marketers will use AI to do great work faster.” Consensus: AI improves efficiency but doesn’t replace human insight.
Divergence: Rand is more skeptical of AI’s content generation abilities. 4. Evolving SEO Metrics & Algorithmic Influence AI-driven metrics like CommercialScore focus on page intent.
Quote: “A key factor influencing rankings is ‘CommercialScore,’ which measures whether a document sells something.” AI impacts ranking factors by focusing on intent-based metrics.
Quote: “30% of AIOs differ significantly between SGE and live results.” Google’s reliance on brand authority makes search less useful.
Quote: “Google created a monster through its reliance on domain & brand authority.” Traditional metrics are losing relevance-focus on topical authority.
Quote: “Keyword research is becoming outdated-content research goes beyond just search.” Consensus: AI shifts SEO metrics towards intent. Divergence:
Rand critiques the dominance of brand authority, Ross focuses on diminishing keyword research. 5. Shifts in Content Strategy & Distribution AI-driven SEO prioritizes content quality over pruning.
Quote: “When negatively hit by a Google update, many websites start deleting old content… Rarely, if ever, do we see it work for recovery.” AI emphasizes user-generated content in search strategies.
Stat: “Discussions & Forums (D&F) SERP feature appeared in 34% of search queries in June 2024.” Shift from direct traffic metrics to influence-based engagement.
Quote: “Traffic referrals does not equal sources of influence…. Your audience is watching videos, reading posts, but these sites send pitiful amounts of traffic.” Repurpose successful content instead of creating new.
Quote: “Some of you already created all the content you needed for 2024. You just need to repurpose those hits that worked well before.” Consensus: AI pushes for high-quality content and repurposing.
Divergence: Kevin focuses on UGC; Ross emphasizes content repurposing. As we’ve explored through the perspectives of top thought leaders, the SEO landscape is undergoing a fundamental transformation, driven largely by artificial intelligence, user intent, and a shift toward brand authority. While the broad consensus reflects these changes, there are still key areas of divergence among experts—particularly around the full impact of AI on user behavior and the ongoing importance of brand authority versus content quality. In this new era of SEO, businesses can no longer rely on traditional tactics such as keyword targeting and backlink acquisition. The rules of the game are being rewritten, and success in SEO now hinges on a deeper understanding of how search engines prioritize user intent, content relevance, and authority. To thrive, brands must adopt strategies that align with these evolving dynamics. At the core of this shift are four fundamental pillars that define success in today’s SEO world. These pillars—Topical Authority, Content Quality, AI Optimization, and the Evolving Role of Backlinks—represent the essential components that any SEO strategy must focus on to remain competitive. I believe we are not saying anything controversial when saying topical authority has emerged as a critical factor in determining a website’s ability to rank well on search engines. Gone are the days when simply focusing on high-ranking keywords or building backlinks was sufficient. Now, establishing authority over entire topics is key to long-term success. To build topical authority, several core strategies must be implemented: The foundation of topical authority is a well-defined focus on specific, relevant topics that align with both user intent and your business goals. Rather than targeting a wide range of unrelated keywords, concentrating on a niche or a specific area of expertise allows for more comprehensive coverage, which both search engines and users favor. This approach aligns your content with the needs of your audience and helps build trust and engagement. Source: linkedin.com At Influencer Marketing Hub, we’ve taken this a step further by leveraging Semrush’s Personal Keyword Difficulty (PKD) feature. Unlike traditional keyword difficulty metrics, PKD evaluates keyword difficulty specifically for our domain, factoring in our topical authority and competition. This tailored approach has transformed how we conduct keyword research, with 43% more of our articles now ranking in positions 1-3 for their core keywords, as indicated in our AI SEO Report. Another important framework that complements this is the Topic Share model. This method assesses topical authority by analyzing the portion of traffic a website receives from keywords within a specific topic cluster. The model shifts the focus away from individual keywords and instead measures the effectiveness of your content in capturing traffic across a broad range of related terms. The logic behind this is that the more traffic a site gets from specific keywords in a topic, the more authoritative it is for that topic. This holistic approach ensures that your content isn’t just ranking for isolated keywords, but is becoming a trusted resource across an entire topic. At IMH, we see how this method pairs well with PKD, helping us refine our content strategy to not only target specific high-impact keywords but to dominate full topic clusters. In fact, as shown in the image, our work on SEO Trends is benefiting from this approach, and we believe we’ll continue gaining traction in the highly competitive SEO landscape. Identifying knowledge gaps in your industry is crucial for standing out from competitors. Users often search for answers that are inadequately addressed by existing content. By filling these gaps with detailed, well-researched information, your site becomes the go-to resource for these unmet needs. This not only improves user satisfaction but also signals to search engines that your site provides valuable and unique insights. From a technical perspective, Google’s algorithms prioritize the creation of unique, authoritative content as part of their broader goal of delivering relevant, accurate results. This is closely tied to theirKnowledge Graph, which uses semantic search and natural language processing (NLP) to enhance Google Search’s ability to interpret search intent and deliver contextually relevant information. By filling knowledge gaps with original content, you help Google’s machine learning systems, which rely onstructured data, such as schema markup and semantic HTML5, to better organize and retrieve information. Furthermore, the Knowledge Graph integratesfirst-party data and information from trusted sources to construct a comprehensive, reliable view of topics. By continuously creating content that addresses these knowledge gaps, your site not only aligns with user intent but also supportsGoogle’s algorithms in providing more relevant and up-to-date search results. At Influencer Marketing Hub (IMH), we’ve refined our approach to identifying knowledge gaps by tapping into community-driven environments such as Reddit and Quora. These platforms are a goldmine for uncovering unaddressed user queries and trending topics. Here’s how we do it: 1. Use Reddit to Discover Emerging Questions: By searching relevant subreddits (like r/SEO, r/InfluencerMarketing), we identify recurring questions or topics that don’t have comprehensive answers. For example, a search for “AI SEO” on Reddit may reveal common concerns or areas that other content hasn’t adequately explored, helping us shape our strategy for producing fresh, targeted content. 2. Leverage Quora for In-Depth Insights: Quora is another platform where users post specific questions, often seeking expert opinions or detailed solutions. By monitoring questions around topics like “How AI impacts SEO,” we gain insights into the types of content people are actively searching for. This helps us create content that directly addresses these inquiries, filling in the gaps left by competitors. Their related questions algorithm is very effective, and you should open, scrape, and assimilate as many of the threads as possible to get extensive analysis and unbiased output. 3. Identify Related Topics and Trends: We pay close attention to related questions and discussions that emerge around our primary topics of interest. Communities often uncover niche angles or subtopics that are underdeveloped in the broader content landscape. By analyzing these conversations, we discover long-tail keywords and unique content opportunities that can boost our topical authority. To establish and maintain topical authority, it’s not enough to cover the basics—you must dive deep into each subject area. This means creating pillar content for core topics and supporting it with related articles that explore subtopics and niche questions in detail. For example, if your pillar content is about “influencer marketing strategies,” you should support it with articles on topics like “how to choose the right influencers for your brand,” “measuring ROI in influencer campaigns,” and “emerging trends in nano-influencers.” This interconnected content structure helps both users and search engines recognize your website as a comprehensive authority on influencer marketing. This can be achieved through tools like Semrush’s Keyword Strategy Builder, where users can input core pillar topics, explore related subtopics, and build a content strategy around them. By addressing the entire scope of a subject, from basic to advanced queries, websites can dominate the topic in search results. Maintaining topical authority requires consistent content production. Regularly publishing content that reflects new developments, answers evolving questions, and revisits established topics ensures that your website remains up-to-date and relevant. This approach is particularly important in industries that change frequently, such as technology, finance, or health. However, consistency goes beyond frequency—it’s about producing high-quality content that consistently adds value to your audience. Incorporating tools like content scoring for entire keyword clusters can be invaluable in maintaining this consistency. These tools can evaluate whether your content is thoroughly covering a topic, ensuring that you remain competitive and comprehensive over time. Creating content that ranks well in today’s SEO landscape requires a combination of science and creativity. Good content is no longer about subjective opinions but follows a structured approach that ensures user intent is satisfied, all relevant questions are answered, and topics are covered comprehensively. Google rewards content that provides the most value and our approach at IMH mirrors this principle. The foundation of good content is understanding what users are truly searching for. Search intent goes beyond keywords and focuses on the “why” behind the search. Is the user seeking information, looking for a solution, or exploring purchase options? By tailoring our content to meet the specific needs behind user queries, we ensure that our articles are not only engaging but also relevant to searchers and search engines. Comprehensive content is essential for ranking in the modern SEO landscape. Rather than targeting a single query, content needs to be thorough enough to cover an entire subject area. This involves answering all possible questions a user might have and addressing related subtopics. At IMH, we ensure that our content doesn’t just skim the surface but dives deep into topics, making our website a go-to resource for all aspects of a subject. For example, an article on “Influencer Marketing Platforms” wouldn’t just list platforms. It would delve into how they work, compare features, discuss pricing models, and provide real-life examples, ensuring the user leaves with a complete understanding of the subject. In a crowded content space, one way to stand out is by generating unique, 1st-party data. Whether through surveys, case studies, or proprietary reports, this data gives our content an edge. At IMH, we regularly conduct surveys and leverage our access to industry influencers and marketers to collect insights that competitors don’t have. This boosts our credibility, adds real value to our content, and strengthens our authority in the market. Another case for quality > quantity. “If you can’t add anything new or better to the web, it’s likely not good enough.” 🤌 https://t.co/QZ9RwCjFbt — Jason Faber (@Jason_Faber) August 27, 2024
When preparing for this report, we identified several areas where existing thought leadership lacked sufficient data or conflicting perspectives. For instance, during our initial analysis, we discovered divergent views from experts like Cyrus Shepard, Rand Fishkin, and Darren Shaw on the effectiveness of removing underperforming pages—a key issue for SEO marketers. To close these knowledge gaps, we formulated targeted survey questions. For example, based on these conflicting views, we crafted prompts such as, “What is your preferred approach to handling underperforming pages?” After gathering this data, we were able to offer fresh, real-world insights that added significant value to our content. This process of identifying gaps, creating surveys, and gathering proprietary data allows us to provide highly relevant, actionable insights that other competitors may overlook, cementing our authority in the space. Artificial intelligence has become a powerful tool for content creation, but it cannot fully replace human input. At IMH, we leverage AI tools like ContentShake AI for efficiency in drafting content but rely on human editors and strategists to refine it. AI helps with data and structure, but the human touch ensures that content remains authentic, nuanced, and tailored to our audience’s specific needs. By combining AI-driven efficiency with human creativity and expertise, we produce content that resonates and ranks well. AI plays a crucial role in freeing up resources, enabling brands to focus on what drives value—such as generating first-party data through surveys, and case studies and creating strategic, user-centered content. This shift in focus, where AI handles the heavy lifting, allows us to maintain a competitive edge in increasingly saturated search engines. On average, our benchmark industry reports, which are based on 1st party data gathered via our community of marketers, perform 76% better (ranking-wise) in SERP. Here we use AI to analyze results and identify trends. As AI continues to shape the future of search engines, optimizing for AI-powered search queries is essential to remain competitive in the SEO landscape. Unlike traditional SEO which focuses solely on keywords, AI-driven search engines prioritize understanding the context and intent behind user queries. This shift has profound implications for how businesses should approach SEO. AI-driven search engines, such as Google’s AI Overviews, Gemini, OpenAI, and Perplexity, now prioritize answering specific questions over simple keyword matches as we mentioned earlier. This shift emphasizes the importance of question research, where businesses need to anticipate and address the specific questions their audience is asking. At IMH, we’ve adopted this approach by conducting in-depth question research. For example, in one of our recent reports, we identified that the SEO community lacked clarity on how marketers handle underperforming content in AI-driven environments. We leveraged this gap by creating content that addressed these questions directly, improving our topical authority. In AI-powered search systems, tracking how frequently your content is referenced in AI-generated responses is crucial. Ethan Smith refers to this as AI Answer Optimization, explaining how optimizing for AI-generated answers will become a new frontier in SEO. He suggests that tools like AI Answer Tracking are essential to monitor your visibility in AI-powered search results, ensuring that your content remains part of the conversation in AI search engines. To implement this at IMH, we focus on analyzing how our content is referenced by AI-powered systems like Perplexity, OpenAI, and Gemini. By monitoring how frequently our content is cited in AI-generated responses, we ensure that our brand stays visible and relevant in the evolving AI-driven search space, but more importantly, we are preparing for the future. With AI-generated search results, the ability to get your content cited by AI systems is becoming more critical. AI models like ChatGPT or Google’s AI search often pull from multiple sources, making it essential that your content is not only relevant but also structured in a way that encourages citation. We prioritize producing fact-driven, high-authority content that provides clear, data-backed answers, which seems to work as our reports that are based on 1st party data are ranking very well in OpenAI for example. By focusing on unique insights and detailed explanations, we ensure our content is positioned as a reliable resource for AI-driven search engines to cite. This has allowed us to maintain visibility in AI-generated answers, especially in niche areas where we have identified gaps in available data. While backlinks are still an essential part of SEO, they are no longer the sole determinant of a site’s authority or ranking. The rise of topical authority—the ability to cover an entire topic comprehensively—means that backlinks alone cannot boost a site’s ranking without a strong topical framework. AI-driven search engines prioritize context, relevance, and content quality over simply counting backlinks. According toEthan Smith, topical authorityhas emerged as a more powerful signal than domain authority, meaning that smaller websites can outrank more authoritative domains if they focus on mastering specific topics. Backlinks now play a complementary role: they still offer credibility but must be paired with in-depth, well-structured content to drive meaningful SEO results. Indig also highlights that while backlinks are important for ranking competitive keywords, internal linking and topical authority provide a more significant boost in modern SEO. This shift means backlinks should be part of a broader content strategy that emphasizes comprehensive coverage of topics and internal link structures. Both experts argue that backlinks should focus on quality, not quantity. Low-quality or irrelevant backlinks can damage your SEO efforts. AI algorithms can better distinguish between valuable backlinks and manipulative link-building tactics, making it more critical to earn links from reputable, contextually relevant sources. For example, a backlink from The New York Times may have a longer-lasting impact on SEO than a high-traffic, short-lived mention on a platform like Reddit. Indig explains that while a Reddit front-page link might offer a temporary spike in traffic, it does not carry the same SEO authority or long-term benefit as a backlink from a high-authority domain like The New York Times. 1. Focus on Relevance and Topical Expertise In today’s SEO world, earning backlinks from relevant and trusted sources within your niche is more critical than ever. Rather than chasing high volumes of backlinks, aim to build relationships with industry experts, publications, and communities that align with your niche and topical authority. 2. Strengthen Internal Linking Kevin Indig introduces the TIPR model (Topic Internal PageRank), which combines backlink data with internal linking strategies to improve page authority distribution. By connecting internal pages that target different subtopics within a broader theme, you can increase the overall authority of your site and help search engines understand the hierarchy and relevance of your content. 3. Monitor Backlink Impact and Relevance AI systems are now much better at evaluating the relevance of backlinks, meaning that links from irrelevant or low-quality sources can harm your SEO. Use tools like SEMrush to track the quality of backlinks, focusing on those that improve topical authority, align with your content’s focus, and come from sites that already have strong topical or domain authority. While backlinks remain important, their role in modern SEO has shifted. The value of a backlink is now tied more to the context, relevance, and topical authority of your content rather than simply the number of links you acquire. By focusing on building high-quality, topic-specific content and earning relevant backlinks, you can enhance your site’s visibility and authority in an increasingly AI-driven search landscape. SEO is undeniably in a state of disruption, driven by the rise of AI, yet it is far from fully matured. While AI reshapes content strategies around user intent, real-time algorithmic changes continue to challenge the SEO community. The broader impact of AI is still unfolding, and significant gaps remain in understanding the long-term implications of this shift. In particular, the effectiveness of AI-driven search systems in diverse industries and their impact on smaller businesses requires deeper exploration. As AI evolves, businesses must adapt by embracing first-party data, user-centric content, and strategic creativity, ensuring they remain agile in this rapidly changing SEO landscape. As the SEO landscape shifts under the influence of AI, one clear takeaway emerges: optimizing solely for Google’s algorithm is no longer a sustainable strategy. While Google’s search engine still wields immense power, the real key to long-term success lies in focusing on user experience, intent, and content quality—factors that AI is increasingly prioritizing. Many sites built on shallow, keyword-focused content are taking significant hits, while expertise-driven and community-driven sites that create real value are thriving. Though Google’s algorithm may not always visibly reward these efforts yet, it’s clear that the future of search is moving in this direction. Brands that embrace this shift will not only survive but thrive in this new era of SEO. Below are our key recommendations for SEO marketers looking to stay ahead in this evolving landscape: In this new SEO era, businesses that remain reactive to Google’s algorithm updates will find themselves at a disadvantage. Instead, by adopting a user-first mindset and embracing the strategic shifts discussed above, you’ll position your brand for long-term success in the AI-driven future of search. The focus should be less about gaming the system and more about building real authority, creating genuine value, and fostering lasting relationships with your audience. 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AI SEO Benchmark Report: Key Stats & Insights – Influencer Marketing Hub
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AI is rewriting the rules of SEO—yet only a few marketers have embraced it.
13.08% of the top-rated content on Google is now AI-generated, marking a staggering rise from just 2.3% before the release of GPT-2.
And yet, despite this, the SEO community remains divided. Our survey reveals a surprising reality: 72% of SEO professionals are not yet using AI.
We’ve surveyed 281 pioneering marketers who are already leveraging AI in their SEO strategies. Their insights? Nothing short of game-changing.
Discover:
At Influencer Marketing Hub, we’ve experienced the Generative AI shift firsthand. Over the past year, the contribution of Generative AI-driven search engines like ChatGPT, Co-pilot, and Perplexity.ai has grown exponentially. From modest beginnings in January 2024, we’ve seen a 525% surge in revenue generated by these platforms by August.
What was once a small fraction of our search traffic is now a significant driver of growth, reflecting the increasing impact of Generative AI in SEO.
A critical question remains: Are AI platforms like ChatGPT and its followers, such as Co-Pilot and Perplexity, beginning to reference sources with links, and how will this shape SEO strategies in the future?
While the numbers we’ve observed are astonishing and signal a new era in search behavior, it’s important to note that much of this growth has not been intentionally driven by us. We currently lack full visibility into which specific AI queries or algorithms are fueling this surge. This means we’re only scratching the surface of what could be an enormous opportunity.
This lack of deep understanding of Generative AI Engine Optimization (GEO) is an area that many, like us, are just beginning to confront. Within a few years, marketers will likely be reshaping SEO in ways we’ve only begun to imagine—mastering question-driven content, optimizing for AI citations, and tracking their influence in AI-generated answers powered by advanced LLM + RAG systems.
This evolution, driven by AI’s ability to combine search and generation, isn’t just a trend; it’s a fundamental redefinition of how search will work in an AI-dominated future.
Notable highlights:
72% of SEO Professionals Not Using AI
Despite the rise of AI, a surprising 72% of professionals haven’t adopted AI tools in their SEO strategies.
525% Surge in AI-Driven Revenue
Influencer Marketing Hub has seen a 525% increase in revenue from AI-powered search engines like ChatGPT and Co-pilot in 2024.
13.08% of Top Google Content is AI-Generated
AI-generated content now accounts for 13.08% of top-performing Google content, up from just 2.3% before GPT-2.
31% Worry About AI’s Impact on Content Originality
Concerns about originality are a major barrier to AI adoption, with 31% of non-AI adopters worried about content quality.
44.1% of SEO Tasks Automated by AI
AI is automating 44.1% of key SEO tasks, including content creation and keyword research, boosting efficiency for users.
AI Tools Improve SEO Rankings by 49.2%
Nearly half of businesses using AI report improved rankings post-Google algorithm updates, highlighting AI’s competitive edge.
17% Save Over 10 Hours per Week
AI-driven SEO strategies save 17% of users more than 10 hours weekly on repetitive SEO tasks, enabling focus on higher-value work.
25.4% Say AI Content Outperforms Human Content
A quarter of AI users believe that AI-generated content performs better than human-written content in rankings and engagement.
57.6% Report Increased Competition Due to AI
AI is intensifying competition in SEO, with over half of businesses seeing more competitive pressure in search rankings.
ContentShake AI Boosts Efficiency by 12x
Tools like Semrush’s ContentShake AI are enhancing content creation speed, allowing users to produce high-ranking content 12x faster.
With over 400 billion pages indexed in its search engine, the vastness of Google’s web index underscores the fierce competition for visibility. Each day, Google crawls around 4 billion hostnames, yet only a fraction of the content it discovers makes it into the index. As Google filters through trillions of pages, identifying the highest-quality content becomes paramount for brands aiming to rank.
AI plays a pivotal role in streamlining SEO processes and automating tasks like keyword research and content generation. By freeing up resources, AI allows brands to focus on what drives value—such as generating first-party data through surveys and creating more strategic, user-centered content. This shift in focus, rather than AI alone, is what helps brands maintain a competitive edge in increasingly saturated online search engines.
Furthermore, this profound transformation is particularly driven by the shift from basic keyword optimization to semantic search, where user intent and contextual relevance take precedence over simple keyword matching. This evolution reflects Google’s advanced algorithm updates, including BERT and MUM, which prioritize understanding natural language and interpreting broader search intent.
The old model of shallow, keyword-driven content is no longer effective.
The old model of shallow, keyword-driven content is no longer effective.
AI outperforms humans in content repurposing, rendering curation strategies obsolete. Instead, SEO success now hinges on first-party data and creating original insights grounded in real experience.
Google’s Helpful Content Guidelines prioritize unique, first-hand content over rehashed material. The emphasis is on originality, with Google advising that content should offer insights “not available on other websites.” This underscores the value of first-party data in delivering content that stands out and ranks higher.
At the same time, AI-generated spam presents a growing challenge. Google’s substantial algorithm updates aim to maintain a search environment that is 99% spam-free.
However, the increasing sophistication of AI-generated content complicates this endeavor. Another obstacle is the rise of Google’s AI Overview feature, which provides immediate answers to user queries, potentially reducing click-through rates to websites. This underscores the need for brands to adapt their SEO strategies to maintain relevance and visibility.
Simultaneously, AI-driven automation is revolutionizing SEO operations, streamlining tasks such as site audits, keyword research, and backlink analysis. By automating these traditionally time-consuming processes, AI is freeing SEO professionals to focus on high-value strategic initiatives, such as optimizing for user experience (UX) and developing personalized content strategies.
The rise of tools that leverage natural language processing (NLP) and machine learning is enabling real-time data insights, helping brands not only react to SEO trends but anticipate them.
(First Party Data by Influencer Marketing Hub Monthly Survey)
AI: A Disruptor Across Industries, Yet Untapped in SEO
AI is transforming industries worldwide—from healthcare to finance—by automating complex processes and providing more personalized experiences. In digital marketing and SEO, AI offers the potential to revolutionize everything from keyword research to content optimization, promising faster results and greater precision.
Yet, despite this potential, the majority of SEO professionals have been slow to adopt AI.
Findings from our survey highlight a significant lag in AI adoption: while AI’s disruptive potential is recognized, only a minority of businesses are actively leveraging it in their SEO strategies.
Our findings reveal that AI is still in the early stages of adoption for most businesses, with 72.6% not yet integrating it into their SEO strategies. However, for those that have begun using AI, there are clear advantages: improved efficiency, scalability, and significant boosts in content ranking speed and overall search visibility.
Nonetheless, concerns around content quality, originality, and the need for human oversight remain prevalent, highlighting the importance of a balanced AI-human approach.
Despite the excitement surrounding AI in digital marketing, a surprising 72.6% of SEO professionals reported not using AI in their SEO processes. This data suggests that the industry is still at an early stage of adoption, and businesses are cautious. Many remain hesitant due to knowledge gaps, a lack of training, and concerns about AI’s impact on creativity and originality.
The barriers to adoption are multifaceted:
These figures suggest that while AI is disrupting industries, SEO professionals are either slow to recognize its applicability or lack the internal resources to implement it effectively.
Note: Respondents who reported not using AI were not asked further questions, as the remaining part of the survey focused specifically on businesses actively engaging with AI tools in their SEO strategies.
Note: Respondents who reported not using AI were not asked further questions, as the remaining part of the survey focused specifically on businesses actively engaging with AI tools in their SEO strategies.
However, for those businesses already using AI—as indicated by our survey—their concerns align in some respects but diverge in others. For example, 28.6% of businesses actively using AI flagged a lack of originality as their primary concern, and 19.5% mentioned fears of SEO penalties or underperformance.
These findings indicate that while both AI adopters and non-adopters share concerns about originality and quality, those using AI also focus on the potential SEO risks associated with automation.
49.4% of Businesses Allocate Less Than 10% of Their SEO Budget to AI Tools
Our survey shows that almost half (49.4%) of businesses allocate less than 10% of their total SEO budget to AI-related services or tools. Meanwhile, 31.2% of respondents dedicate 10-20%, and only 6.5% allocate more than 50% of their budget to AI tools. This variation highlights the cautious approach many businesses take toward integrating AI into their SEO strategies.
57.1% Use ChatGPT for SEO Tasks
The adoption of AI tools in SEO is increasingly becoming mainstream, with 57.1% of respondents using ChatGPT as their primary AI tool. Other popular tools include SEO.ai (18.2%) and MarketMuse (16.9%).
Additionally, 10.4% of respondents report using both Jasper AI and Semrush in their SEO strategies. This diverse range of AI tools reflects the growing reliance on AI to streamline various SEO tasks and improve efficiency.
The findings reveal a stark divide between the potential of AI in SEO and its actual adoption. With 72.6% of SEO professionals not yet using AI, the industry is still in the early phases of what will likely become a transformative shift.
This slow uptake can be attributed to both a lack of awareness and training, as 35% of businesses are unaware of how AI can be applied to SEO, and 37% lack the skills to implement it effectively. This presents an opportunity for industry leaders to educate and empower SEO teams to bridge this gap.
However, those already leveraging AI report significant gains, such as improved efficiency, scalability, and faster rankings. But the concerns over content originality, quality, and potential SEO penalties highlight the necessity of a hybrid AI-human approach. The reluctance to fully embrace AI may stem from fears of losing control over creative content, yet the data suggests that businesses failing to adapt will increasingly fall behind.
The industry’s next challenge will be moving from experimentation to deep integration, with AI tools like ChatGPT and Semrush becoming standard in SEO workflows, as already adopted by 57.1% of users. The future lies in educating and building AI proficiency across teams.
Among businesses actively using AI, new insights reveal mixed perceptions regarding the performance of AI-generated content versus human-written content. 29.9% of respondents believe that AI-generated content performs slightly better in terms of ranking and engagement, while 23.4% report that AI content performs much better.
On the other hand, 29.9% of respondents argue that human content performs much better, particularly in areas such as brand consistency and deeper audience engagement. Additionally, 20.8% believe human content performs slightly better, and 16.9% have noticed no significant difference between AI and human-generated content.
The nearly equal split between AI-generated and human-written content performance might not solely depend on content type or business focus but could also point to variations in how effectively AI is implemented. Businesses that have developed strong operational processes for AI integration—investing in the right tools, workflows, and expertise—are likely reaping the benefits of enhanced rankings and engagement, especially when leveraging AI content generators like Semrush’s AI content tools.
In contrast, businesses that have adopted AI without clear strategies or without aligning it properly with their goals may struggle to achieve similar results.
This suggests that it’s not just what type of content is being created but how well businesses understand and manage AI. Companies that take the time to train teams, optimize AI tools, and establish AI-human hybrid models are more likely to unlock AI’s potential. Meanwhile, those who adopt AI in a more fragmented or superficial way might not see the same performance improvements, regardless of their industry or content focus.
In a case study analyzing over 260 AI-generated pages from sites like Bankrate and CNET, AI content was found to perform comparably to human-generated content, driving 125K organic visits monthly for Bankrate and 20K for CNET. However, the key to success was human oversight—every AI-generated article was reviewed and edited by subject matter experts before publication.
Without such intervention, AI content could miss the mark in terms of factual accuracy and brand consistency. Established domain reputation also plays a critical role in the success of AI content. Domains like Bankrate, established in 1995, leverage their authority and backlink profiles to boost rankings of AI-generated content.
Despite the growing reliance on AI in SEO, 40.3% of respondents believe that content quality and originality still require significant human oversight. Other areas where human involvement is deemed essential include interpreting AI-generated data (23.4%) and maintaining brand voice and tone (19.5%).
Additionally, 9.1% believe ethical considerations need human oversight, and 7.8% emphasize the importance of human input in setting strategic goals. This demonstrates that while AI can streamline many processes, human expertise remains a critical component in ensuring high-quality results.
Kyle Byers, Director of Growth Marketing at Semrush, supports this by highlighting that, while AI can streamline content production, Google’s focus on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) requires brands to maintain human involvement to deliver content that resonates emotionally with audiences and aligns with brand voice.
Byers notes that simply relying on AI-generated content may not suffice in competitive environments, particularly with the rise of Google’s Search Generative Experience, which will challenge content marketers to offer something beyond generic AI-generated summaries.
While AI offers operational efficiencies, several key concerns have surfaced among respondents. The most significant issue remains the lack of originality, with 28.6% of respondents citing this as a primary challenge. Without proper oversight, AI-generated content can appear formulaic or overly generic, hindering SEO performance, especially in competitive industries where differentiation is key.
Additionally, 19.5% of respondents are worried about SEO penalties or underperformance, while 15.6% are concerned with brand inconsistency. Lower engagement rates are a concern for 14.3%, but notably, 22.1% of respondents expressed no concerns with fully AI-generated content.
There is a critical danger in relying too heavily on AI without a clear strategy. A prime example is G2, where over 26% of reviews were suspected to be AI-generated following the launch of ChatGPT in late 2022.
This likely contributed to their significant drop in organic traffic—down by 56% between October 2023 and September 2024. This timeline highlights the risks of improperly managing AI at scale, especially in SEO. Without original, high-quality, first-party content, brands can quickly lose visibility as Google prioritizes authenticity and user value.
To address concerns around originality and engagement, businesses should implement rigorous human review processes and employ AI-generated content detectors such as Originality.ai. These tools are becoming increasingly common, with 36.4% of respondents regularly using them to monitor content authenticity and ensure alignment with SEO and brand standards.
Additionally, 29.9% of respondents use these tools occasionally, while 24.7% are considering adopting them. Only 9.1% of businesses have no plans to use AI content detectors, highlighting the growing importance of these tools in maintaining content quality.
Moreover, the majority of businesses are blending AI-generated content with human oversight. 31.1% of respondents review over 75% of their AI-generated content before publication, while 13.5% review 50-75%. On the lower end, 23% review only 25-50% of their content, and 20.3% review less than 25%.
Notably, 12.2% of businesses publish fully AI-generated content with no human review, underscoring the varied approaches in the industry toward balancing AI’s efficiency with quality control.
AI-generated content is gaining traction, with 40.3% of respondents stating that it is well-received by their audience. However, 38.9% acknowledge that there are limitations to its effectiveness. In contrast, 13.9% believe that human-generated content resonates better with their audience, while 6.9% are unsure.
In our view, human activities like strategic thinking, first-party data collection, crafting case studies, and brand management provide critical value in an AI-driven SEO space. AI excels at automating repetitive, data-heavy tasks, but real differentiation comes from how humans strategically leverage AI to enhance creativity, authenticity, and insight-driven content.
Based on the findings, we believe that first-party data and real-world experiences will increasingly differentiate brands in SEO. While AI-generated content is often efficient, it lacks the depth, originality, and personalization that search engines and audiences now demand. This positions human expertise—especially in strategic content planning, crafting original narratives, and interpreting complex data—as a core driver of success.
In our view, the future of SEO will depend on how marketers balance AI’s automation potential with human creativity and strategic insight. By focusing on first-party data, brand storytelling, and ensuring alignment with Google’s E-E-A-T principles, marketers can stand out in an increasingly competitive and AI-driven search landscape.
AI’s impact on SEO strategies is increasingly evident, with a notable portion of respondents reporting significant time savings on repetitive tasks. 39% of respondents indicated that they save between 1-5 hours per week, while 15.6% report saving over 10 hours weekly through AI-driven automation. However, 13% noted that they are not yet seeing time savings from AI implementation.
These efficiencies are most pronounced in content strategy, planning, and data analysis, allowing SEO professionals to reallocate their time towards higher-value activities, such as conducting research and collecting first-party data.
This reallocation of time has allowed SEO professionals to focus on more high-value activities such as research and 1st party data collection.
To navigate SEO complex nature, we at Influencer Marketing Hub, turned to Semrush AI features, such as Personal Keyword Difficulty (PKD), which amongst others has transformed how we approach keyword research.
Unlike traditional Keyword Difficulty metrics, PKD evaluates keyword difficulty specific to our domain, taking into account our topical authority and competition levels via a proprietary AI algorithm.
This has been a game-changer for us, boosting the accuracy of our keyword targeting, with 43% more of our articles now ranking in positions 1-3 for their core keywords. By focusing only on keywords where we have strong topical authority, we’ve significantly improved our ability to rank in Google’s top 3 search results for newly published content.
Beyond keyword research, we’ve also integrated AI into our research and production workflow, automating the gathering of data from sources like Reddit and Quora to uncover community insights.
This AI-driven content production model has allowed us to save 65-75% of the time we previously spent on content research, data analysis, and quality assurance. Such efficiencies enabled us to produce content that ranked highly, generated substantial organic traffic and resulted in $174,525 worth of backlinks for a single data-driven article.
The latest survey data shows that AI continues to excel in automating labor-intensive SEO tasks. Keyword research (45.5%) and content creation (44.2%) are the two areas where AI has had the most significant impact, followed closely by content optimization (36.4%). These results highlight AI’s effectiveness in streamlining essential SEO processes while offering strategic insights into keyword opportunities.
However, more technical SEO tasks, such as technical site audits (22.1%), backlink analysis (15.6%), voice search optimization (10.4%), and schema markup implementation (7.8%), are less frequently automated, revealing gaps in AI capabilities for more complex SEO functions.
The data highlights the significant time-saving potential of AI in SEO, with 15.6% of respondents saving over 10 hours per week and 39% saving between 1-5 hours. However, the real insight is not just the time saved but how that time is being redeployed into more strategic areas of SEO.
This shift in focus suggests that businesses leveraging AI effectively are moving beyond mere automation to enhance the strategic quality of their SEO efforts. AI is transforming how SEO professionals allocate their resources, allowing them to focus on high-value tasks such as data-driven insights and customized content strategies. This reallocation of time could be a critical driver of competitive advantage, particularly as the industry places increasing emphasis on original content and brand-specific insights.
For instance, Influencer Marketing Hub’s integration of Semrush and OpenAI technologies showcases how AI can optimize not only repetitive tasks like keyword research but also enhance the accuracy and targeting of content strategies. By narrowing our focus to keywords where they possess strong topical authority, IMH has been able to rank 43% more articles in the top 1-3 search positions, demonstrating how AI-driven strategies can directly impact rankings and visibility.
Yet, the survey also reveals certain limitations of AI, particularly in more technical SEO tasks.
Technical site audits, backlink analysis, and schema markup implementation still show lower automation rates. This underscores the need for marketers to continue developing human expertise in more nuanced areas where AI has not yet fully matured. In the near future, this hybrid approach—where AI handles the bulk of automation but professionals oversee technical nuances—will likely define the most effective SEO teams.
The rise of AI-powered SEO has led to a clear shift in the competitive landscape, with 57.6% of respondents noting a significant increase in competition. As AI tools become more accessible, businesses of all sizes are able to scale their SEO efforts more effectively, reducing the traditional barriers to entry in SEO.
This has raised the bar for performance, requiring businesses to continually optimize both their AI tools and their broader SEO strategies to stay ahead.
Despite the overall negative narrative online about AI’s impact on SEO rankings, our respondents paint a different picture, showing that AI can indeed drive success in this area.
AI is helping businesses adapt to Google’s frequent algorithm updates with 49.2% of respondents reporting improved rankings post-update. While 16.9% believe it’s too early to assess the full impact, only 10.2% reported a drop in rankings after recent updates.
AI tools are significantly improving scalability in SEO efforts, with 75.4% of respondents reporting that AI tools have enhanced their ability to scale operations. Of these, 40.3% reported somewhat improved scalability, while 35.1% reported significant improvements.
On the other hand, 16.9% experienced no change, and 7.8% found that scalability became more challenging. This data underscores the operational benefits AI provides in scaling SEO strategies.
A majority of respondents (71.5%) report that AI has reduced the time it takes for their content to rank on Google. Of these, 42.9% have seen a significant reduction in ranking time, while 28.6% report a slight improvement.
However, 16.9% noticed no change, and 11.7% say it’s too early to assess AI’s impact on their ranking speed. These results indicate that AI can accelerate SEO performance by shortening the time it takes to achieve better visibility in search results.
Confidence in AI’s ability to adapt to future search engine algorithm changes is high, with 53.2% of respondents expressing strong confidence in AI tools. Additionally, 22.1% are somewhat confident, while 20.8% remain neutral. Only 3.9% of respondents are not confident in AI’s ability to handle future algorithm updates.
These insights reflect the trust that businesses are placing in AI to stay ahead in an ever-evolving SEO landscape.
The surge in competition driven by 57.6% of respondents reporting increased competition due to AI reflects a transformative shift in SEO dynamics. AI-powered tools are leveling the playing field, enabling businesses of all sizes to automate key tasks and optimize their SEO efforts more efficiently.
As a marketer, this signals the urgency of adopting AI not just to stay competitive but to differentiate your strategy. Relying on generic SEO tactics will no longer suffice as more businesses gain access to AI. To thrive, marketers should focus on creating high-quality, unique content that AI can enhance, but not replace;
While the benefits of AI are clear, 33.8% of respondents identified a lack of skilled personnel as a major challenge in effectively managing AI tools. This suggests that while the technology is available, there is a significant skills gap preventing businesses from fully capitalizing on AI’s potential.
Additionally, 26% reported difficulties in integrating AI with existing workflows, highlighting the operational challenges that many companies face.
Despite these challenges, businesses cited increased efficiency (31.2%) and better data analysis (20.8%) as the top benefits of AI integration. AI has also contributed to cost savings (10.4%) and improved content quality (9.1%) for some respondents.
Companies that invest in AI-related training and upskilling for their teams will likely gain the most value from these tools. Beyond technological integration, there is a clear need for businesses to rethink internal processes and workflows to ensure AI complements their overall SEO strategy.
A key challenge identified in our survey is the time spent refining and improving AI SEO skills. Notably, 31.2% of respondents report spending no time on improving AI skills, and 28.6% invest less than 5 hours a month, signaling a significant gap in AI training and skill development in the industry.
Without continuous upskilling, businesses may struggle to fully capitalize on AI’s potential for SEO.
To fully embrace the potential of AI in SEO, businesses must prioritize upskilling their teams. The shortage of skilled personnel remains the biggest hurdle to AI adoption. Seamless integration of AI into workflows is also essential—26% of businesses face challenges in this area, signaling the need for smarter approaches to embedding AI into existing processes. Rather than causing disruption, AI tools should complement and enhance SEO strategies.
A major concern is that 31.2% of businesses allocate no time to developing AI SEO skills. This is a critical gap that needs addressing, as continuous skill development is vital for staying competitive. Businesses should regularly dedicate time for teams to learn, experiment, and stay updated on AI advancements.
Moreover, leveraging AI offers immediate benefits—31.2% of businesses report efficiency gains and 20.8% note improved data analysis. While bridging the skills gap is important, businesses must also focus on how AI can enhance operational efficiency. By allowing AI to manage repetitive and data-heavy tasks, human resources can be freed up to focus on more strategic and creative work.
As AI continues to revolutionize SEO, businesses face a pivotal moment that will define the future leaders in search optimization. The statistics presented in this report clearly reveal that AI’s transformative impact on SEO is both vast and accelerating, yet adoption remains uneven.
Those businesses that successfully integrate AI into their strategies will emerge as the winners of this new era, while those that fail to adapt risk being left behind.
The following framework outlines key focus areas for marketers to establish a robust AI-driven SEO strategy. Whether just starting out or looking to expand existing AI capabilities, the steps below provide a comprehensive roadmap for aligning AI adoption with long-term business goals.
For businesses that have yet to adopt AI, the time to start is now. AI’s potential lies in its ability to automate repetitive tasks, uncover deeper insights, and streamline content production. However, full integration can be daunting, especially for those new to the technology. The key is to begin with focused experimentation:
The goal is to build AI fluency within your team. Even small wins in automation can lay the groundwork for larger, more impactful AI applications down the line.
AI can handle the heavy lifting in SEO—automating research, optimizing keywords, and generating content at scale. However, SEO success in the AI-driven future will hinge on a delicate balance between automation and human oversight:
This hybrid model—where AI powers efficiency and human creativity drives differentiation—will be the future of successful SEO strategies.
Google’s algorithm increasingly favors content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). As AI continues to automate SEO tasks, the differentiating factor for brands will be originality and authenticity.
AI’s accessibility is leveling the playing field in SEO, making it easier for businesses of all sizes to compete. As a result, competition in organic search will continue to intensify. To thrive in this more competitive environment:
By focusing on content quality, user intent, and competitive intelligence, marketers can stay agile and responsive in an increasingly crowded search landscape.
The skills gap in AI adoption remains a significant barrier for many businesses. To fully capitalize on AI’s potential, SEO teams need to invest in upskilling:
Businesses that invest in building AI fluency within their teams will be better positioned to drive innovation and maintain leadership in SEO.
Google’s algorithm is evolving to prioritize contextual search intent and semantic relevance, both of which are areas where AI can help you adapt:
By aligning AI usage with Google’s algorithmic priorities, SEO marketers can ensure their strategies remain effective and competitive.
Finally, as AI continues to reshape SEO, marketers must plan for the long term. AI is not a temporary trend but a permanent shift in how SEO is executed:
This shift towards AI-powered SEO represents a fundamental change in how brands approach search engine optimization, underscoring the importance of investing in first-party data and building content authority. As Google’s focus shifts from keyword-centric approaches to contextual understanding and user satisfaction, concerns about content quality remain a significant barrier to AI adoption.
As we noticed from our findings, 28.6% of non-AI adopters worry about originality, while 30% express concerns over overall content quality. These fears are likely holding many businesses back from fully embracing AI for SEO and content marketing.
While AI offers powerful tools for efficiency, it cannot fully replace human creativity and oversight. As industry experts point out, SEO professionals must focus on authority, brand, and trust to distinguish themselves amidst the proliferation of AI-generated content. The risk of over-relying on AI is clear, as improper AI-generated content can result in penalties, lower rankings, and a loss of brand credibility.
Google’s ongoing battle against spam and low-quality content further illustrates the need for thoughtful, human-driven content strategies in the age of AI.
That said, AI also presents substantial opportunities for those who use it strategically. For example, Profound, a platform for tracking AI search queries, helps brands gain deeper insights into their AI search visibility, as explained in TechCrunch. Additionally, companies like Ecomtent are leveraging AI to prepare retailers for AI-powered eCommerce searches, leading to a remarkable 30% increase in conversion rates.
In 2024, Semrush’s App Center, packed with AI-powered features, has become central to our AI SEO strategy. Tools such as ContentShake AI, which combines AI with SEO data to create high-ranking content 12x faster, and the AI Writing Assistant, which generates long-form, SEO-optimized content in seconds, have revolutionized our approach. By integrating these tools, we’ve been able to optimize keyword targeting and refine content creation with unparalleled speed and precision.
With this approach, we have freed significant resources that were previously spent on tasks AI now handles more efficiently. Instead of focusing on what AI does best—like data analysis and content generation—we are now investing our time into gathering first-party qualitative data through surveys and other research methods.
This allows us to create content grounded in real-world insights and first-hand experience, delivering unique value that stands out in the crowded SEO landscape. This shift has changed the game for us, empowering us to blend AI’s efficiency with human creativity to deliver deeper knowledge and strategic insights.
AI is driving significant improvements in SEO rankings for many businesses. According to our survey, 49.2% of respondents reported better rankings post-algorithm updates due to AI tools, while only 10.2% saw a decline. Tools like AI-powered content creation and keyword research automation allow companies to adapt quickly to search algorithm changes, gaining a competitive edge in increasingly saturated markets.
AI offers several advantages in SEO, including automation of 44.1% of key tasks like content creation and keyword research. AI-driven strategies save 17% of users over 10 hours per week on repetitive tasks, allowing professionals to focus on higher-value initiatives. Additionally, 25.4% of respondents believe that AI-generated content outperforms human-written content in terms of rankings and engagement.
Despite AI’s potential, 72% of SEO professionals have yet to integrate it into their workflows. Barriers include concerns about content originality, lack of skilled personnel, and unfamiliarity with AI tools. Additionally, 31% of non-adopters worry about how AI might impact content quality and authenticity.
Yes, AI is intensifying competition in SEO. Over 57.6% of respondents have reported increased competition due to AI, as automation allows businesses of all sizes to scale their efforts quickly. This shift is leveling the playing field, requiring companies to continuously refine their strategies to stay competitive.
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Search engines and social media now hosting links to malware posing as AI solutions – TechRadar
/in website SEO, Website Traffic/by Team ZYTSearch engines and social media now hosting links to malware posing as AI solutions TechRadar
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6 ways to get a more customized Search experience
/in Google, Online Marketing, website SEO/by Team ZYT[{“model”: “blogsurvey.survey”, “pk”: 9, “fields”: {“name”: “AA – Google AI product use – I/O”, “survey_id”: “aa-google-ai-product-use-io_250519”, “scroll_depth_trigger”: 50, “previous_survey”: null, “display_rate”: 75, “thank_message”: “Thank You!”, “thank_emoji”: “✅”, “questions”: “[{“id”: “e83606c3-7746-41ea-b405-439129885ead”, “type”: “simple_question”, “value”: {“question”: “How often do you use Google AI tools like Gemini and NotebookLM?”, “responses”: [{“id”: “32ecfe11-9171-405a-a9d3-785cca201a75”, “type”: “item”, “value”: “Daily”}, {“id”: “29b253e9-e318-4677-a2b3-03364e48a6e7”, “type”: “item”, “value”: “Weekly”}, {“id”: “5c5bb2ba-19b7-41dd-9000-2e3741878d19”, “type”: “item”, “value”: “Monthly”}, {“id”: “697372e1-80b1-4901-81eb-48bf090a6a05”, “type”: “item”, “value”: “Hardly Ever”}, {“id”: “b8e1604d-1146-4f2c-9184-6ed0f06fd863”, “type”: “item”, “value”: “Unsure”}]}}]”, “target_article_pages”: true}}, {“model”: 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Ex-Hubspotters reveal 5 SEO insights about HubSpot’s traffic woes – Search Engine Land
/in website SEO, Website Traffic/by Team ZYTEx-Hubspotters reveal 5 SEO insights about HubSpot’s traffic woes Search Engine Land
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Google Rank Checker | How To See Your Position on Google – Exploding Topics
/in website SEO, Website Traffic/by Team ZYTGoogle Rank Checker | How To See Your Position on Google Exploding Topics
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The 5 Best AI Digital Marketing Tools I Tested So You Don’t Have To – DesignRush
/in website SEO, Website Traffic/by Team ZYTThe 5 Best AI Digital Marketing Tools I Tested So You Don’t Have To DesignRush
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Video marketing SEO: How to rank on search engines – TechTarget
/in website SEO, Website Traffic/by Team ZYTkras99 – stock.adobe.com
Video can enhance an organization’s search engine optimization strategy, as it improves web engagement.
The rise of smartphones, YouTube and other social media has made video content an integral part of life. Whether scrolling memes on a lunch break or researching a new ERP system for an enterprise, videos offer people a quick and simple way to consume content. Therefore, organizations that incorporate it into their content can see more engagement and, in turn, higher search engine rankings.
To ensure videos improve search engine optimization (SEO), marketers can use the following tips:
These tips ensure marketers create relevant, engaging videos that complement their organizations’ websites.
SEO is a strategy used to increase organic — or unpaid — visibility on major search engines, like Google and Bing. This strategy aims to rank on the first search engine results page (SERP) for relevant, strategic keywords because these results receive the most traffic.
For instance, a CRM vendor’s SEO team might want its company website to rank first on Google for the keyword phrase CRM systems because people who search that term likely want to buy CRM software. Effective SEO strategies can help marketers create content that ranks highly on the SERP, increasing web traffic and sales.
Video content can enhance SEO because it often improves ranking signals, or criteria search engines use to determine where webpages rank on SERPs.
Common ranking signals include the following:
Although search engines typically don’t use video as a ranking signal itself, video content can improve other ranking signals. For instance, blog articles that include a supplemental video often see greater dwell time — an engagement metric that tracks how long visitors spend on a page.
Videos can also increase domain authority because it’s a highly sharable content format. As reputable domains share an organization’s videos, they create valuable backlinks, or links from third-party websites that direct to the company’s site.
With the following best practices, marketers can enhance their SEO and content marketing strategies with video.
Videos generally improve SEO, but irrelevant content and lengthy load times can do more harm than good. Best practices, such as aligning videos with searcher intent and placing video code at the bottom of the page, can help brands rank on search engines.
Marketers can align their video content with searcher intent — or the main goal a user has when typing a query into a search engine. This approach helps marketers create videos that address the audience’s needs and resonate with their interests. When video content resonates with the target audience, search engines are more likely to rank the content higher.
To align videos with searcher intent, marketers can take the following steps:
Traditional search engines can’t directly index or understand a video’s content. However, marketers can surround their videos with relevant text to help search engines understand them.
For example, journalists covering a conference might want to publish a video of a Q&A session they conducted with a conference speaker. If the journalists embed the video on a blank webpage, Google doesn’t understand the content. Instead, they could add a brief introduction section and place a transcript of the interview on the page to add relevant keywords and improve discoverability.
Although search engines can’t understand a video’s content directly, they can index — analyze and store — the title and description in their databases. This process enables search engines to display the video in search results and can improve a page’s ranking on the SERP.
Best practices to optimize video titles and descriptions for SEO include the following:
Thumbnails are small images that offer a visual preview of a video before users click on it. Marketers can create high-resolution, relevant thumbnails to increase the video’s click-through rate (CTR), which is the ratio of clicks to impressions.
Marketers can also use keywords in their thumbnails or offer a brief, descriptive title to help audiences understand the video’s content. Attention-grabbing and compelling images can help marketers increase their videos’ CTR. Additionally, organizations can use a similar thumbnail style, such as a connected color scheme or one specific font, across all their videos to increase brand recognition.
Search engines prioritize sites that display content quickly, but videos can take time to load. Therefore, if marketers want to add a supplemental video to a webpage, they can place the video code at the bottom of the page to improve loading time.
This approach ensures the main content loads first and the video loads in the background while users engage with the page. However, if the webpage centers around the video itself, marketers can place the video closer to the top of the page because those audiences are more likely to wait a few more seconds for the video to load.
Video content can enhance SEO, as it increases dwell time and backlinks. To achieve these benefits, marketers can follow video marketing best practices, such as aligning videos with searcher intent, optimizing titles and thumbnails, and placing video in the right context on a webpage. These practices help search engines index video content and create positive UX.
Marketers can evaluate their current content strategy to identify video SEO opportunities. Keyword tools and searcher intent analysis can help them reach the right audience.
Tim Murphy is associate site editor for Informa TechTarget’s Customer Experience and Content Management sites.
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SEO Industry Trends Report: The Search Revolution Has Already Begun – Influencer Marketing Hub
/in website SEO, Website Traffic/by Team ZYTYou are here: Influencer Marketing Hub » Digital Marketing » SEO Industry Trends Report: The Search Revolution Has Already Begun
The rules of SEO are shifting beneath our feet.
Brands that once dominated search through keyword-focused strategies now struggle to stay relevant in a SERP driven by expertise, trust, and user intent.
The search game is no longer about who can game the algorithm—it’s about who can earn the trust of real people.
And yet, while the world of search is evolving at lightning speed, many marketers are still stuck in outdated, keyword-centric mindsets, leaving vast opportunities untapped. Kevin Indig reveals that only 6% of AI Overviews (AIOs) include the search query—indicating that the future of SEO lies in understanding user intent rather than keyword targeting.
Google is now prioritizing human-focused, answer-driven, and community-oriented content over mere reliance on domain authority for rankings. Google’s Helpful Content System prioritizes sites featuring people-first content, emphasizing material that demonstrates real-world expertise and practical value.
This shift has led platforms like Reddit to outpace traditional publishers, which previously thrived by covering high-intent, lucrative keywords based primarily on their domain authority.
Following the October 2023 EEAT update, Reddit’s traffic surged from 180 million to 752 million within a year, with its traffic value now exceeding $309 million, according to IMH analysis from SemRush Data:
This trend reflects AI’s growing preference for authentic, community-driven insights and trust signals, as Reddit’s rankings continue to improve for high-commercial intent keywords, previously controlled by traditional publishers.
Here’s the uncomfortable truth: SEO as we knew it is dead, and clinging to old strategies is a recipe for irrelevance.
The brands that rise to the top will be those that leverage the intersection of human expertise and AI automation—a balance that requires both creativity and data-driven discipline.
In this report, we explore:
At Influencer Marketing Hub, we’ve uncovered a shift that’s redefining SEO—by analyzing narratives from thought leaders like Kevin Indig, Rand Fishkin, Cyrus Shepard, Ross Simmonds and more, combined with our exclusive data. This report goes beyond surface-level advice. It’s designed to challenge what you think you know about SEO and reveal insights you haven’t seen before. If you’re still chasing keywords, you’re missing the real game. The future of search isn’t what you expect.
In our analysis of thousands of articles, LinkedIn posts, and X (formerly Twitter) tweets, we delved into the narratives of the top thought leaders in SEO to uncover how they view the industry’s most significant shifts. Across the board, there’s a consensus that AI is fundamentally changing how search engines process intent, prioritize content, and reward brand authority.
However, the most thought-provoking insight lies in the divergence among these experts regarding how they interpret and anticipate these shifts. This divergence exposes cracks in traditional SEO approaches and opens new pathways for strategies built around AI.
The major consensus revolves around AI’s transformative influence on SEO. The emphasis has clearly shifted from optimizing content around specific keywords and technicalities to satisfying user intent. As Ross Simmonds and Kevin Indig assert, search engines are increasingly interpreting user intent, forcing SEO professionals to focus on understanding the deeper motivations behind queries rather than relying on keyword matching alone.
The integration of AI into search has significantly changed how search engines interpret user intent.
The traditional focus on keyword optimization is giving way to a more nuanced understanding of what users are actually looking for. There is a consensus among thought leaders that AI-driven search prioritizes user intent over traditional keyword-focused optimization.
Cyrus Shepard’s insight into Google’s Helpful Content System, which rewards “people-first content,” reflects this shift. Search engines now reward content that is created to satisfy real-world user needs, rather than content optimized merely for rankings. Kevin Indig reinforces this by highlighting that only 6% of AI Overviews in Google contain the exact search query, indicating AI’s growing focus on understanding user goals rather than just matching keywords. The fragmentation of search experiences, as noted by Ross Simmonds, further demonstrates how AI is diversifying the platforms and results it surfaces, moving beyond traditional engines to platforms like Reddit, which now ranks for 26% of over 8,000 affiliate keywords.
SEO Area
Cyrus Shepard
Kevin Indig
Rand Fishkin
Ross Simmonds
Consensus/Divergence
1. AI’s Role in Search Behavior & User Intent
AI-driven search shifts the focus from keyword optimization to satisfying user intent.
Quote:
“Google’s Helpful Content System targets sites that lack people-first content.”
Stat:
“Users are visiting a greater diversity of websites through AI Overviews.”
AI prioritizes understanding intent over keyword matching.
Quote:
“Only 6% of AI Overviews contain the search query.”
Stat:
“30% of AIOs differ significantly between SGE and live results.”
AI hasn’t disrupted search behavior significantly yet.
Quote:
“99% of AI search users still use Google just as much as before.”
Stat:
“Zero-click searches remain a massive problem in AI-driven search.”
AI is fragmenting search experiences across non-traditional platforms.
Quote:
“The search experience is fragmented-users are no longer confined to traditional search engines.”
Stat:
“Reddit ranks for 26% of over 8,000 affiliate keywords.”
Consensus:
AI shifts focus to user intent.
Divergence: Rand is skeptical of AI’s impact, while others see active changes.
SEO Area
Cyrus Shepard
Kevin Indig
Rand Fishkin
Ross Simmonds
Consensus/Divergence
1. AI’s Role in Search Behavior & User Intent
AI-driven search shifts the focus from keyword optimization to satisfying user intent.
Quote:
“Google’s Helpful Content System targets sites that lack people-first content.”
Stat:
“Users are visiting a greater diversity of websites through AI Overviews.”
AI prioritizes understanding intent over keyword matching.
Quote:
“Only 6% of AI Overviews contain the search query.”
Stat:
“30% of AIOs differ significantly between SGE and live results.”
AI hasn’t disrupted search behavior significantly yet.
Quote:
“99% of AI search users still use Google just as much as before.”
Stat:
“Zero-click searches remain a massive problem in AI-driven search.”
AI is fragmenting search experiences across non-traditional platforms.
Quote:
“The search experience is fragmented-users are no longer confined to traditional search engines.”
Stat:
“Reddit ranks for 26% of over 8,000 affiliate keywords.”
Consensus:
AI shifts focus to user intent.
Divergence: Rand is skeptical of AI’s impact, while others see active changes.
Despite these shifts, Rand Fishkin remains more skeptical. He points out that 99% of AI search users still use Google the same way they always have, suggesting that while AI is changing some aspects of search, its broader impact on user behavior is yet to be fully realized. His focus on zero-click searches highlights the ongoing challenges in translating AI-driven search into direct traffic and conversions.
Marketers need to adapt to AI-Driven Search with Focus on User Intent
While there is broad agreement that AI is refining search relevance by focusing on user intent, thought leaders diverge on its broader impact. Kevin Indig and Ross Simmonds emphasize AI’s role in diversifying results across platforms, such as Reddit, and driving more intent-driven search experiences. In contrast, Rand Fishkin remains cautious, noting that AI’s broader disruption of search behavior has yet to significantly materialize.
Ultimately, AI is clearly shaping search, but its full impact on user behavior remains a work in progress. Businesses must adapt by focusing on user intent while keeping an eye on evolving platforms beyond traditional search engines.
The rise of AI in search has shifted the importance of brand authority and trust in SEO rankings. Across the board, thought leaders agree that building a strong, visible brand is critical for maintaining algorithmic resilience, especially as AI continues to evolve. This section delves into how brand mentions, authority, and human connection play significant roles in shaping SEO strategies.
Cyrus Shepard emphasizes that a strong brand with substantial branded search volume is key to avoiding negative impacts from algorithm changes, underscoring the importance of brand authority in modern SEO. AI algorithms appear to favor brands that users actively search for, and Cyrus’ emphasis on branded search volume reflects how brand visibility acts as a defense mechanism against Google’s ever-changing algorithms.
SEO Area
Cyrus Shepard
Kevin Indig
Rand Fishkin
Ross Simmonds
Consensus/Divergence
2. Brand Authority, Trust, and SEO
Brand visibility is crucial for algorithm resilience.
Quote: “Having a highly visible brand with LOTS OF BRANDED SEARCH VOLUME seems to be a great defense against negative Google actions.”
Brand mentions are critical trust signals for AI.
Quote:
“Brand mentions are a trust signal, and Google evaluates the context in which your brand appears.”
Stat:
“YouTube and LinkedIn are top-cited sites in AIOs.”
Brand searches are more valuable than ranking for unbranded keywords.
Quote:
“I’d much rather have people search for our brand name than rank #1 for unbranded keywords.”
Human connection and storytelling are key for building trust.
Quote: “Personality wins amidst the robots.”
Quote:
“Great storytelling is your most powerful differentiator.”
Consensus: Brand authority is central to SEO.
Divergence: Rand critiques Google’s focus on big brands; Ross emphasizes human elements.
SEO Area
Cyrus Shepard
Kevin Indig
Rand Fishkin
Ross Simmonds
Consensus/Divergence
2. Brand Authority, Trust, and SEO
Brand visibility is crucial for algorithm resilience.
Quote: “Having a highly visible brand with LOTS OF BRANDED SEARCH VOLUME seems to be a great defense against negative Google actions.”
Brand mentions are critical trust signals for AI.
Quote:
“Brand mentions are a trust signal, and Google evaluates the context in which your brand appears.”
Stat:
“YouTube and LinkedIn are top-cited sites in AIOs.”
Brand searches are more valuable than ranking for unbranded keywords.
Quote:
“I’d much rather have people search for our brand name than rank #1 for unbranded keywords.”
Human connection and storytelling are key for building trust.
Quote: “Personality wins amidst the robots.”
Quote:
“Great storytelling is your most powerful differentiator.”
Consensus: Brand authority is central to SEO.
Divergence: Rand critiques Google’s focus on big brands; Ross emphasizes human elements.
Kevin Indig complements this by focusing on brand mentions as essential trust signals. He notes how Google’s AI evaluates the context in which a brand appears, demonstrating the increasingly sophisticated ways AI uses brand recognition to gauge trustworthiness. Additionally, the fact that YouTube and LinkedIn are consistently cited in AI Overviews suggests that authoritative, user-generated platforms are gaining preference in search, further supporting the emphasis on brand mentions.
Rand Fishkin underscores the value of brand searches, asserting that having users search directly for a brand is more valuable than ranking for unbranded keywords. This clearly indicates a shift in SEO priorities. However, Rand critiques Google’s tendency to favor large brands, which he argues could diminish the effectiveness of SEO for smaller, less established companies.
Ross Simmonds takes a more human-centered approach, focusing on the value of connection and storytelling in building trust. For him, “Personality wins amidst the robots,” emphasizing that while AI may automate much of the search process, human creativity and emotional resonance remain powerful differentiators in SEO. His emphasis on “great storytelling” as a competitive edge highlights the importance of authenticity and emotional engagement, even in an AI-driven search environment.
Prioritizing Brand Authority and Human Connection
There is a clear consensus among thought leaders that brand authority is becoming central to SEO success, especially as AI becomes more adept at evaluating trust signals. The divergence lies in the interpretation: Rand Fishkin critiques Google’s favoritism toward big brands, while Ross Simmonds argues for the enduring power of human connection through storytelling. Businesses must focus on building brand authority while fostering genuine engagement to remain competitive in the evolving AI-driven SEO world.
While building brand authority is critical, sustaining visibility and trust in an AI-enhanced SEO landscape requires leveraging AI to optimize content creation and automation processes. Across the board, thought leaders agree that AI is instrumental in boosting the efficiency of SEO workflows. By automating repetitive tasks and improving content production processes, AI enables marketers to focus on strategic, high-impact work. However, there is a consensus that AI cannot replace the creativity and strategic insight that humans bring to SEO.
The experts are aligned on the fact that AI significantly enhances the efficiency of SEO processes, allowing teams to focus on tasks that require deeper human insight. This alignment is clear from discussions around automation in workflows—Cyrus Shepard highlights how AI can be used to create custom SEO functions that simplify otherwise laborious tasks, such as audits or data analysis. Similarly, Kevin Indig emphasizes how AI’s ability to automate low-level tasks helps reduce the resource drain on teams, allowing for a more effective allocation of time and attention toward high-value activities.
SEO Area
Cyrus Shepard
Kevin Indig
Rand Fishkin
Ross Simmonds
Consensus/Divergence
3. AI-Driven Content Creation & Automation
AI enhances SEO workflows through automation.
Quote:
“One of my favorite AI use cases is to create App Scripts in Google Sheets to create custom SEO functions.”
AI saves time and resources in SEO workflows.
Quote:
“SEO automation saves critical time and resources.”
AI boosts efficiency, but can’t replace human creativity.
Quote:
“Raw AI content isn’t catching on… AIs are helping creators be more efficient.”
AI amplifies efficiency but requires human creativity.
Quote:
“Great marketers will use AI to do great work faster.”
Consensus:
AI improves efficiency but doesn’t replace human insight.
Divergence: Rand is more skeptical of AI’s content generation abilities.
Despite these clear benefits, the thought leaders emphasize that human input remains vital. The consensus is that while AI helps streamline processes, it still requires human oversight to produce creative, high-quality content. This sentiment is echoed in the view that “AI helps marketers be more efficient,” but does not yet replace human creativity.
Striking the Balance Between Automation and Creativity
Across the board, thought leaders agree that AI enhances efficiency but cannot replace the need for human-driven insights. The key takeaway is that AI should be viewed as a powerful tool for streamlining processes, but human creativity and strategic thinking remain essential to crafting high-quality, engaging content. Businesses that find the right balance between AI-driven automation and human creativity will achieve the most success in this evolving SEO landscape.
Building on the efficiency gains from AI-driven content creation, the next frontier in SEO is understanding how AI is influencing search engine metrics and ranking algorithms. As search engines evolve, traditional SEO metrics like keyword rankings and backlinks are being overshadowed by more nuanced, intent-based metrics driven by AI.
AI’s ability to assess content through more complex lenses—such as intent, relevance, and authority—has redefined the criteria for ranking. Cyrus Shepard points to the rise of AI-driven metrics like CommercialScore, which measures a page’s commercial intent. This reflects how AI is moving beyond simple keyword matching to understanding the deeper purpose of a webpage. Google’s ranking systems are now more focused on whether a page sells something or serves a commercial function, rather than just how well it is optimized for search.
However, Google’s reliance on brand authority has skewed search results. Rand Fishkin argues that the increasing emphasis on brand recognition—amplified by AI—has made search less useful for smaller, niche websites that lack large-scale brand recognition. This critique reflects his broader concern that SEO is becoming a space dominated by major brands, at the expense of diversity in search results, which is also something Kevin Indig often refers to as being the case.
SEO Area
Cyrus Shepard
Kevin Indig
Rand Fishkin
Ross Simmonds
Consensus/Divergence
4. Evolving SEO Metrics & Algorithmic Influence
AI-driven metrics like CommercialScore focus on page intent.
Quote:
“A key factor influencing rankings is ‘CommercialScore,’ which measures whether a document sells something.”
AI impacts ranking factors by focusing on intent-based metrics.
Quote:
“30% of AIOs differ significantly between SGE and live results.”
Google’s reliance on brand authority makes search less useful.
Quote: “Google created a monster through its reliance on domain & brand authority.”
Traditional metrics are losing relevance-focus on topical authority.
Quote: “Keyword research is becoming outdated-content research goes beyond just search.”
Consensus:
AI shifts SEO metrics towards intent.
Divergence: Rand critiques the dominance of brand authority, Ross focuses on diminishing keyword research.
Kevin also emphasizes how AI impacts ranking factors by focusing on intent-driven metrics. With 30% of AI Overviews differing significantly between Google’s Search Generative Experience (SGE) and live results, he highlights the growing complexity of search algorithms and the unpredictability AI introduces. The consensus here is that search engines are increasingly prioritizing user intent over technical SEO practices, forcing marketers to reconsider how they approach optimization.
SEO strategies must pivot towards building topical authority rather than relying on optimizing for individual keywords. Ross Simmonds advocates for content research that goes beyond search engines, leveraging platforms like Reddit and Quora to identify emerging trends and user intent, thereby ensuring relevance in an AI-driven SEO ecosystem. This is something we at Influencer Marketing Hub have successfully implemented into our content research for the past 1,5 years, using AI to analyze market knowledge gaps and sentiments.
Focus on Algorithmic Shifts and Commercial Value
As AI evolves, it’s essential for marketers to focus not just on user intent, but also on how algorithms interpret brand authority and page intent—balancing content quality with algorithmic expectations to stay competitive.
Embracing intent-based metrics like CommercialScore and focusing on delivering real commercial value will be key. To succeed in the evolving SEO landscape, businesses must recognize that traditional metrics are losing relevance.
As AI continues to shape the SEO landscape, the strategies for content creation and distribution are undergoing a fundamental transformation. Across thought leaders, there is consensus that AI-driven SEO is pushing businesses to prioritize high-quality, user-focused content over outdated tactics like mass content production, keyword coverage, or pruning underperforming content. This shift underscores the need for SEO strategies to be more agile, focusing on what resonates with audiences rather than adhering to traditional traffic metrics or relying on sheer volume.
SEO Area
Cyrus Shepard
Kevin Indig
Rand Fishkin
Ross Simmonds
Consensus/Divergence
5. Shifts in Content Strategy & Distribution
AI-driven SEO prioritizes content quality over pruning.
Quote:
“When negatively hit by a Google update, many websites start deleting old content… Rarely, if ever, do we see it work for recovery.”
AI emphasizes user-generated content in search strategies.
Stat: “Discussions & Forums (D&F) SERP feature appeared in 34% of search queries in June 2024.”
Shift from direct traffic metrics to influence-based engagement.
Quote:
“Traffic referrals does not equal sources of influence…. Your audience is watching videos, reading posts, but these sites send pitiful amounts of traffic.”
Repurpose successful content instead of creating new.
Quote:
“Some of you already created all the content you needed for 2024. You just need to repurpose those hits that worked well before.”
Consensus:
AI pushes for high-quality content and repurposing.
Divergence: Kevin focuses on UGC; Ross emphasizes content repurposing.
Cyrus Shepard emphasizes that deleting old content in response to Google updates rarely leads to recovery, signaling that pruning is no longer a viable strategy. Instead, brands should focus on refining and elevating the quality of their existing content, aligning with AI’s preference for relevance and engagement over quantity. However, there’s no full consensus on this point. Darren Shaw, an SEO researcher, theorizes that removing low-performing content can improve site-wide user signals, such as longer time on page and reduced bounce rates, ultimately boosting rankings.
Rand Fishkin appears to support this view, suggesting that user behavior metrics may indeed be a crucial factor in the success of pruning strategies.
This view also aligns with Ross Simmonds’ advice to repurpose successful content rather than continually creating new material, which not only saves resources but maximizes the impact of previously well-performing content. By repackaging content into new formats—such as turning blog posts into videos or social media snippets—brands can maintain relevance in an AI-driven environment.
Embracing AI-Optimized Content Strategies
The clear takeaway from these shifts is that content strategies need to be more dynamic and user-centric. While there is debate around content pruning, with divergent views from Cyrus Shepard and Darren Shaw, the broader consensus highlights the importance of repurposing successful content and leveraging user-generated insights to remain relevant without constantly producing new material.
SEO professionals must adapt to AI’s evolving priorities by focusing on content that fosters deeper engagement and relevance while moving away from outdated traffic-based metrics. Ultimately, AI is reshaping the balance between content creation and distribution, emphasizing quality, authenticity, and influence over sheer output.
Through analyzing thousands of expert opinions, blog posts, and social media content, we’ve identified the core areas where AI and modern search engine practices are reshaping SEO strategies. Our findings highlight both areas of consensus and divergence among SEO thought leaders, offering key insights into the rapidly evolving landscape of search.
AI is redefining how search engines rank content by prioritizing user intent over traditional keyword optimization. Experts like Cyrus Shepard and Kevin Indig emphasize the importance of creating content that directly meets user needs, rather than relying on keyword-centric strategies. This shift demands a more nuanced approach, where understanding user behavior is the primary focus for effective SEO.
AI-driven algorithms are placing increased importance on brand authority and trust signals. Thought leaders agree that branded search volume and authoritative mentions are critical to SEO success, but there’s a concern—especially from Rand Fishkin—that this favors larger, established brands, making it harder for smaller companies to compete. Building brand trust is becoming more central, but so is the challenge of breaking through as a new player.
AI encourages SEO professionals to repurpose high-performing content instead of constantly generating new material. Ross Simmonds advocates for leveraging already successful content to maintain engagement. This aligns with AI’s tendency to reward proven content for its relevance, signaling a shift away from mass content production to strategic repurposing.
While AI is transforming SEO by automating repetitive tasks like keyword research and audits, human oversight remains critical. AI improves workflow efficiency, as noted by Cyrus Shepard and Kevin Indig, but it doesn’t substitute the need for creative, strategic input. The consensus is clear: AI is a tool, not a replacement for human-driven content strategy.
Traditional SEO metrics like keyword rankings are losing relevance. The focus is now on intent-based metrics, such as CommercialScore, which evaluates a page’s commercial value, as highlighted by Cyrus Shepard. Experts agree that SEO strategies must pivot toward fulfilling user intent, creating topical authority, and aligning with AI’s growing focus on commercial and user-based relevance over purely technical optimization.
SEO Area
Cyrus Shepard
Kevin Indig
Rand Fishkin
Ross Simmonds
Consensus/Divergence
1. AI’s Role in Search Behavior & User Intent
AI-driven search emphasizes user intent over content optimization.
Quote: “Google’s Helpful Content System targets sites that lack people-first content.”
Stat:
“Users are visiting a greater diversity of websites through AI Overviews.”
AI prioritizes understanding intent over keyword matching.
Quote:
“Only 6% of AI Overviews contain the search query.”
Stat:
“30% of AIOs differ significantly between SGE and live results.”
AI hasn’t disrupted search behavior significantly yet.
Quote:
“99% of AI search users still use Google just as much as before.”
Stat:
“Zero-click searches remain a massive problem in AI-driven search.”
AI is fragmenting search experiences across non-traditional platforms.
Quote:
“The search experience is fragmented-users are no longer confined to traditional search engines.”
Stat:
“Reddit ranks for 26% of over 8,000 affiliate keywords.”
Consensus:
AI shifts focus to user intent.
Divergence: Rand is skeptical of AI’s impact, while others see active changes.
2. Brand Authority, Trust, and SEO
Brand visibility is crucial for algorithm resilience.
Quote: “Having a highly visible brand with LOTS OF BRANDED SEARCH VOLUME seems to be a great defense against negative Google actions.”
Brand mentions are critical trust signals for AI.
Quote:
“Brand mentions are a trust signal, and Google evaluates the context in which your brand appears.”
Stat:
“YouTube and LinkedIn are top-cited sites in AIOs.”
Brand searches are more valuable than ranking for unbranded keywords.
Quote:
“I’d much rather have people search for our brand name than rank #1 for unbranded keywords.”
Human connection and storytelling are key for building trust.
Quote: “Personality wins amidst the robots.”
Quote:
“Great storytelling is your most powerful differentiator.”
Consensus: Brand authority is central to SEO.
Divergence: Rand critiques Google’s focus on big brands; Ross emphasizes human elements.
3. AI-Driven Content Creation & Automation
AI enhances SEO workflows through automation.
Quote:
“One of my favorite AI use cases is to create App Scripts in Google Sheets to create custom SEO functions.”
AI saves time and resources in SEO workflows.
Quote:
“SEO automation saves critical time and resources.”
AI boosts efficiency, but can’t replace human creativity.
Quote:
“Raw AI content isn’t catching on… AIs are helping creators be more efficient.”
AI amplifies efficiency but requires human creativity.
Quote:
“Great marketers will use AI to do great work faster.”
Consensus:
AI improves efficiency but doesn’t replace human insight.
Divergence: Rand is more skeptical of AI’s content generation abilities.
4. Evolving SEO Metrics & Algorithmic Influence
AI-driven metrics like CommercialScore focus on page intent.
Quote:
“A key factor influencing rankings is ‘CommercialScore,’ which measures whether a document sells something.”
AI impacts ranking factors by focusing on intent-based metrics.
Quote:
“30% of AIOs differ significantly between SGE and live results.”
Google’s reliance on brand authority makes search less useful.
Quote: “Google created a monster through its reliance on domain & brand authority.”
Traditional metrics are losing relevance-focus on topical authority.
Quote:
“Keyword research is becoming outdated-content research goes beyond just search.”
Consensus:
AI shifts SEO metrics towards intent.
Divergence:
Rand critiques the dominance of brand authority, Ross focuses on diminishing keyword research.
5. Shifts in Content Strategy & Distribution
AI-driven SEO prioritizes content quality over pruning.
Quote:
“When negatively hit by a Google update, many websites start deleting old content… Rarely, if ever, do we see it work for recovery.”
AI emphasizes user-generated content in search strategies.
Stat: “Discussions & Forums (D&F) SERP feature appeared in 34% of search queries in June 2024.”
Shift from direct traffic metrics to influence-based engagement.
Quote:
“Traffic referrals does not equal sources of influence…. Your audience is watching videos, reading posts, but these sites send pitiful amounts of traffic.”
Repurpose successful content instead of creating new.
Quote:
“Some of you already created all the content you needed for 2024. You just need to repurpose those hits that worked well before.”
Consensus:
AI pushes for high-quality content and repurposing.
Divergence: Kevin focuses on UGC; Ross emphasizes content repurposing.
As we’ve explored through the perspectives of top thought leaders, the SEO landscape is undergoing a fundamental transformation, driven largely by artificial intelligence, user intent, and a shift toward brand authority. While the broad consensus reflects these changes, there are still key areas of divergence among experts—particularly around the full impact of AI on user behavior and the ongoing importance of brand authority versus content quality.
In this new era of SEO, businesses can no longer rely on traditional tactics such as keyword targeting and backlink acquisition. The rules of the game are being rewritten, and success in SEO now hinges on a deeper understanding of how search engines prioritize user intent, content relevance, and authority. To thrive, brands must adopt strategies that align with these evolving dynamics.
At the core of this shift are four fundamental pillars that define success in today’s SEO world. These pillars—Topical Authority, Content Quality, AI Optimization, and the Evolving Role of Backlinks—represent the essential components that any SEO strategy must focus on to remain competitive.
I believe we are not saying anything controversial when saying topical authority has emerged as a critical factor in determining a website’s ability to rank well on search engines.
Gone are the days when simply focusing on high-ranking keywords or building backlinks was sufficient. Now, establishing authority over entire topics is key to long-term success.
To build topical authority, several core strategies must be implemented:
The foundation of topical authority is a well-defined focus on specific, relevant topics that align with both user intent and your business goals. Rather than targeting a wide range of unrelated keywords, concentrating on a niche or a specific area of expertise allows for more comprehensive coverage, which both search engines and users favor. This approach aligns your content with the needs of your audience and helps build trust and engagement.
Source: linkedin.com
At Influencer Marketing Hub, we’ve taken this a step further by leveraging Semrush’s Personal Keyword Difficulty (PKD) feature. Unlike traditional keyword difficulty metrics, PKD evaluates keyword difficulty specifically for our domain, factoring in our topical authority and competition. This tailored approach has transformed how we conduct keyword research, with 43% more of our articles now ranking in positions 1-3 for their core keywords, as indicated in our AI SEO Report.
Another important framework that complements this is the Topic Share model. This method assesses topical authority by analyzing the portion of traffic a website receives from keywords within a specific topic cluster. The model shifts the focus away from individual keywords and instead measures the effectiveness of your content in capturing traffic across a broad range of related terms. The logic behind this is that the more traffic a site gets from specific keywords in a topic, the more authoritative it is for that topic.
This holistic approach ensures that your content isn’t just ranking for isolated keywords, but is becoming a trusted resource across an entire topic. At IMH, we see how this method pairs well with PKD, helping us refine our content strategy to not only target specific high-impact keywords but to dominate full topic clusters. In fact, as shown in the image, our work on SEO Trends is benefiting from this approach, and we believe we’ll continue gaining traction in the highly competitive SEO landscape.
Identifying knowledge gaps in your industry is crucial for standing out from competitors. Users often search for answers that are inadequately addressed by existing content. By filling these gaps with detailed, well-researched information, your site becomes the go-to resource for these unmet needs.
This not only improves user satisfaction but also signals to search engines that your site provides valuable and unique insights.
From a technical perspective, Google’s algorithms prioritize the creation of unique, authoritative content as part of their broader goal of delivering relevant, accurate results. This is closely tied to their Knowledge Graph, which uses semantic search and natural language processing (NLP) to enhance Google Search’s ability to interpret search intent and deliver contextually relevant information.
By filling knowledge gaps with original content, you help Google’s machine learning systems, which rely on structured data, such as schema markup and semantic HTML5, to better organize and retrieve information.
Furthermore, the Knowledge Graph integrates first-party data and information from trusted sources to construct a comprehensive, reliable view of topics. By continuously creating content that addresses these knowledge gaps, your site not only aligns with user intent but also supports Google’s algorithms in providing more relevant and up-to-date search results.
At Influencer Marketing Hub (IMH), we’ve refined our approach to identifying knowledge gaps by tapping into community-driven environments such as Reddit and Quora. These platforms are a goldmine for uncovering unaddressed user queries and trending topics. Here’s how we do it:
1. Use Reddit to Discover Emerging Questions:
By searching relevant subreddits (like r/SEO, r/InfluencerMarketing), we identify recurring questions or topics that don’t have comprehensive answers. For example, a search for “AI SEO” on Reddit may reveal common concerns or areas that other content hasn’t adequately explored, helping us shape our strategy for producing fresh, targeted content.
2. Leverage Quora for In-Depth Insights:
Quora is another platform where users post specific questions, often seeking expert opinions or detailed solutions. By monitoring questions around topics like “How AI impacts SEO,” we gain insights into the types of content people are actively searching for. This helps us create content that directly addresses these inquiries, filling in the gaps left by competitors. Their related questions algorithm is very effective, and you should open, scrape, and assimilate as many of the threads as possible to get extensive analysis and unbiased output.
3. Identify Related Topics and Trends:
We pay close attention to related questions and discussions that emerge around our primary topics of interest. Communities often uncover niche angles or subtopics that are underdeveloped in the broader content landscape. By analyzing these conversations, we discover long-tail keywords and unique content opportunities that can boost our topical authority.
To establish and maintain topical authority, it’s not enough to cover the basics—you must dive deep into each subject area. This means creating pillar content for core topics and supporting it with related articles that explore subtopics and niche questions in detail.
For example, if your pillar content is about “influencer marketing strategies,” you should support it with articles on topics like “how to choose the right influencers for your brand,” “measuring ROI in influencer campaigns,” and “emerging trends in nano-influencers.” This interconnected content structure helps both users and search engines recognize your website as a comprehensive authority on influencer marketing.
This can be achieved through tools like Semrush’s Keyword Strategy Builder, where users can input core pillar topics, explore related subtopics, and build a content strategy around them. By addressing the entire scope of a subject, from basic to advanced queries, websites can dominate the topic in search results.
Maintaining topical authority requires consistent content production. Regularly publishing content that reflects new developments, answers evolving questions, and revisits established topics ensures that your website remains up-to-date and relevant.
This approach is particularly important in industries that change frequently, such as technology, finance, or health. However, consistency goes beyond frequency—it’s about producing high-quality content that consistently adds value to your audience.
Incorporating tools like content scoring for entire keyword clusters can be invaluable in maintaining this consistency. These tools can evaluate whether your content is thoroughly covering a topic, ensuring that you remain competitive and comprehensive over time.
Creating content that ranks well in today’s SEO landscape requires a combination of science and creativity. Good content is no longer about subjective opinions but follows a structured approach that ensures user intent is satisfied, all relevant questions are answered, and topics are covered comprehensively. Google rewards content that provides the most value and our approach at IMH mirrors this principle.
The foundation of good content is understanding what users are truly searching for. Search intent goes beyond keywords and focuses on the “why” behind the search. Is the user seeking information, looking for a solution, or exploring purchase options? By tailoring our content to meet the specific needs behind user queries, we ensure that our articles are not only engaging but also relevant to searchers and search engines.
Comprehensive content is essential for ranking in the modern SEO landscape. Rather than targeting a single query, content needs to be thorough enough to cover an entire subject area. This involves answering all possible questions a user might have and addressing related subtopics. At IMH, we ensure that our content doesn’t just skim the surface but dives deep into topics, making our website a go-to resource for all aspects of a subject.
For example, an article on “Influencer Marketing Platforms” wouldn’t just list platforms. It would delve into how they work, compare features, discuss pricing models, and provide real-life examples, ensuring the user leaves with a complete understanding of the subject.
In a crowded content space, one way to stand out is by generating unique, 1st-party data. Whether through surveys, case studies, or proprietary reports, this data gives our content an edge. At IMH, we regularly conduct surveys and leverage our access to industry influencers and marketers to collect insights that competitors don’t have. This boosts our credibility, adds real value to our content, and strengthens our authority in the market.
Another case for quality > quantity.
“If you can’t add anything new or better to the web, it’s likely not good enough.” 🤌 https://t.co/QZ9RwCjFbt
— Jason Faber (@Jason_Faber) August 27, 2024
When preparing for this report, we identified several areas where existing thought leadership lacked sufficient data or conflicting perspectives. For instance, during our initial analysis, we discovered divergent views from experts like Cyrus Shepard, Rand Fishkin, and Darren Shaw on the effectiveness of removing underperforming pages—a key issue for SEO marketers.
To close these knowledge gaps, we formulated targeted survey questions. For example, based on these conflicting views, we crafted prompts such as, “What is your preferred approach to handling underperforming pages?”
After gathering this data, we were able to offer fresh, real-world insights that added significant value to our content. This process of identifying gaps, creating surveys, and gathering proprietary data allows us to provide highly relevant, actionable insights that other competitors may overlook, cementing our authority in the space.
Artificial intelligence has become a powerful tool for content creation, but it cannot fully replace human input. At IMH, we leverage AI tools like ContentShake AI for efficiency in drafting content but rely on human editors and strategists to refine it. AI helps with data and structure, but the human touch ensures that content remains authentic, nuanced, and tailored to our audience’s specific needs. By combining AI-driven efficiency with human creativity and expertise, we produce content that resonates and ranks well.
AI plays a crucial role in freeing up resources, enabling brands to focus on what drives value—such as generating first-party data through surveys, and case studies and creating strategic, user-centered content. This shift in focus, where AI handles the heavy lifting, allows us to maintain a competitive edge in increasingly saturated search engines.
On average, our benchmark industry reports, which are based on 1st party data gathered via our community of marketers, perform 76% better (ranking-wise) in SERP. Here we use AI to analyze results and identify trends.
As AI continues to shape the future of search engines, optimizing for AI-powered search queries is essential to remain competitive in the SEO landscape. Unlike traditional SEO which focuses solely on keywords, AI-driven search engines prioritize understanding the context and intent behind user queries. This shift has profound implications for how businesses should approach SEO.
AI-driven search engines, such as Google’s AI Overviews, Gemini, OpenAI, and Perplexity, now prioritize answering specific questions over simple keyword matches as we mentioned earlier. This shift emphasizes the importance of question research, where businesses need to anticipate and address the specific questions their audience is asking.
At IMH, we’ve adopted this approach by conducting in-depth question research. For example, in one of our recent reports, we identified that the SEO community lacked clarity on how marketers handle underperforming content in AI-driven environments. We leveraged this gap by creating content that addressed these questions directly, improving our topical authority.
In AI-powered search systems, tracking how frequently your content is referenced in AI-generated responses is crucial. Ethan Smith refers to this as AI Answer Optimization, explaining how optimizing for AI-generated answers will become a new frontier in SEO. He suggests that tools like AI Answer Tracking are essential to monitor your visibility in AI-powered search results, ensuring that your content remains part of the conversation in AI search engines.
To implement this at IMH, we focus on analyzing how our content is referenced by AI-powered systems like Perplexity, OpenAI, and Gemini. By monitoring how frequently our content is cited in AI-generated responses, we ensure that our brand stays visible and relevant in the evolving AI-driven search space, but more importantly, we are preparing for the future.
With AI-generated search results, the ability to get your content cited by AI systems is becoming more critical. AI models like ChatGPT or Google’s AI search often pull from multiple sources, making it essential that your content is not only relevant but also structured in a way that encourages citation.
We prioritize producing fact-driven, high-authority content that provides clear, data-backed answers, which seems to work as our reports that are based on 1st party data are ranking very well in OpenAI for example.
By focusing on unique insights and detailed explanations, we ensure our content is positioned as a reliable resource for AI-driven search engines to cite. This has allowed us to maintain visibility in AI-generated answers, especially in niche areas where we have identified gaps in available data.
While backlinks are still an essential part of SEO, they are no longer the sole determinant of a site’s authority or ranking.
The rise of topical authority—the ability to cover an entire topic comprehensively—means that backlinks alone cannot boost a site’s ranking without a strong topical framework. AI-driven search engines prioritize context, relevance, and content quality over simply counting backlinks.
According to Ethan Smith, topical authority has emerged as a more powerful signal than domain authority, meaning that smaller websites can outrank more authoritative domains if they focus on mastering specific topics. Backlinks now play a complementary role: they still offer credibility but must be paired with in-depth, well-structured content to drive meaningful SEO results.
Indig also highlights that while backlinks are important for ranking competitive keywords, internal linking and topical authority provide a more significant boost in modern SEO. This shift means backlinks should be part of a broader content strategy that emphasizes comprehensive coverage of topics and internal link structures.
Both experts argue that backlinks should focus on quality, not quantity. Low-quality or irrelevant backlinks can damage your SEO efforts. AI algorithms can better distinguish between valuable backlinks and manipulative link-building tactics, making it more critical to earn links from reputable, contextually relevant sources.
For example, a backlink from The New York Times may have a longer-lasting impact on SEO than a high-traffic, short-lived mention on a platform like Reddit. Indig explains that while a Reddit front-page link might offer a temporary spike in traffic, it does not carry the same SEO authority or long-term benefit as a backlink from a high-authority domain like The New York Times.
1. Focus on Relevance and Topical Expertise
In today’s SEO world, earning backlinks from relevant and trusted sources within your niche is more critical than ever. Rather than chasing high volumes of backlinks, aim to build relationships with industry experts, publications, and communities that align with your niche and topical authority.
2. Strengthen Internal Linking
Kevin Indig introduces the TIPR model (Topic Internal PageRank), which combines backlink data with internal linking strategies to improve page authority distribution. By connecting internal pages that target different subtopics within a broader theme, you can increase the overall authority of your site and help search engines understand the hierarchy and relevance of your content.
3. Monitor Backlink Impact and Relevance
AI systems are now much better at evaluating the relevance of backlinks, meaning that links from irrelevant or low-quality sources can harm your SEO. Use tools like SEMrush to track the quality of backlinks, focusing on those that improve topical authority, align with your content’s focus, and come from sites that already have strong topical or domain authority.
While backlinks remain important, their role in modern SEO has shifted. The value of a backlink is now tied more to the context, relevance, and topical authority of your content rather than simply the number of links you acquire. By focusing on building high-quality, topic-specific content and earning relevant backlinks, you can enhance your site’s visibility and authority in an increasingly AI-driven search landscape.
SEO is undeniably in a state of disruption, driven by the rise of AI, yet it is far from fully matured. While AI reshapes content strategies around user intent, real-time algorithmic changes continue to challenge the SEO community. The broader impact of AI is still unfolding, and significant gaps remain in understanding the long-term implications of this shift.
In particular, the effectiveness of AI-driven search systems in diverse industries and their impact on smaller businesses requires deeper exploration. As AI evolves, businesses must adapt by embracing first-party data, user-centric content, and strategic creativity, ensuring they remain agile in this rapidly changing SEO landscape.
As the SEO landscape shifts under the influence of AI, one clear takeaway emerges: optimizing solely for Google’s algorithm is no longer a sustainable strategy. While Google’s search engine still wields immense power, the real key to long-term success lies in focusing on user experience, intent, and content quality—factors that AI is increasingly prioritizing. Many sites built on shallow, keyword-focused content are taking significant hits, while expertise-driven and community-driven sites that create real value are thriving.
Though Google’s algorithm may not always visibly reward these efforts yet, it’s clear that the future of search is moving in this direction. Brands that embrace this shift will not only survive but thrive in this new era of SEO. Below are our key recommendations for SEO marketers looking to stay ahead in this evolving landscape:
In this new SEO era, businesses that remain reactive to Google’s algorithm updates will find themselves at a disadvantage. Instead, by adopting a user-first mindset and embracing the strategic shifts discussed above, you’ll position your brand for long-term success in the AI-driven future of search. The focus should be less about gaming the system and more about building real authority, creating genuine value, and fostering lasting relationships with your audience.
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Best AI Advertising Tools to Grow Your Business Fast – DesignRush
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GenAI: Prompting a Better Marketing Strategy – INSEAD Knowledge
/in website SEO, Website Traffic/by Team ZYTMarketing
In the ever-evolving world of digital marketing, the ability to design impactful, audience-centric campaigns has become both an art and a science. By the end of 2025, AI is expected to drive 95 percent of customer interactions in some capacity.
Central to this evolution is the growing importance of prompts – carefully structured inputs that guide AI tools and systems to generate creative, targeted and data-driven outputs. By mastering the “art of prompting”, marketing professionals from chief marketing officers to brand and sales executives can augment and transform their strategies, foster deeper engagement and drive tangible results.
Why prompts matter in marketing strategy
Prompts are structured, often textual inputs that direct GenAI-powered tools to produce specific responses or outputs, acting as a bridge between prescriptive inputs by humans and AI capabilities. These inputs can range from straightforward instructions (e.g. “generate an Instagram caption for a new luxury watch”) to more specific requests (e.g. “create a five-part email sequence promoting a new sustainable fashion collection, emphasising ethical sourcing and exclusivity”).
Prompts inform, augment and/or transpose strategic marketing goals into actionable outputs by AI systems. This includes (but is not limited to) competitive analysis, online presence and SEO (search engine optimisation) audits, marketing and brand positioning, and channel strategy and execution.
Here are four ways effective prompting can help brands make their marketing campaigns sing.
1. Personalisation at scale
One of the most significant challenges in digital marketing is balancing scale with personalisation. With the right prompts, brands can create hyper-personalised campaigns tailored to different audience segments.
For instance, L’Oréal’s GenAI Beauty Content Lab, CREAITECH, has started training GenAI to recognise the unique visual codes of the brands in their portfolio, expressed in logos, imagery, styles, packaging, typography and colours. This enables the company to launch innovative campaigns faster and generate customised product recommendations for millions of users based on their individual preferences and skin types.
Then there’s the hospitality industry, which has the most potential to create significant value from AI, according to a study by McKinsey. Many operators, including Airbnb, increasingly utilise prompt engineering to power tailored travel suggestions for users. A prompt such as “generate a personalised two-day itinerary for a couple visiting Paris for the first time, emphasising romantic spots and top-rated bistros within walking distance of Le Marais” ensures that content resonates with travellers’ unique preferences. This approach has helped Airbnb achieve a 30 percent increase in click-through rates on email campaigns.
2. Speed and efficiency
Prompts significantly reduce the time and resources spent on content creation, enabling marketers to move from ideation to execution more quickly. For example, in March 2023, Coca-Cola used AI-driven tools in its “Real Magic” campaign, encouraging digital artists and consumers to create to hundreds of variations of advertising copy and visuals to suit different markets. Within minutes, more than 120,000 AI-powered pieces of content (prompted by real humans) were posted.
Similarly, Nike uses prompts to fuel dynamic campaigns tailored to local markets, particularly in outdoor advertisements. During the Paris 2024 Olympics, Nike erected AI-powered billboards in cities across the United States, Europe, South America and Asia that updated promotional messages in real time based on the latest results. Whenever an athlete featured in the campaign won an event, the billboards immediately displayed the winning athlete, mirroring the thrill and uncertainty of the Games.
Thanks to this strategy, visits to the Nike website peaked on 31 July 2024, at 2 million visitors. Of these visits, 86,900 resulted in a sale. This contrasted sharply with declines in site traffic experienced by competitors such as Adidas, Hoka and On during the same period.
3. Consistency across channels
In today’s omnichannel environment, maintaining brand voice and consistency is crucial. Prompts ensure that messaging aligns with brand values, regardless of the platform. A prompt such as “write a LinkedIn post and a corresponding Instagram caption about our new electric vehicle” ensures greater consistency while optimising content for platform-specific formats and audiences.
4. Enhanced creativity
AI tools powered by prompts can act as creative collaborators, pushing the boundaries of what marketers can imagine. Marketing and sales leaders can use prompts to explore bold, unexpected ideas that go beyond traditional campaigns. For instance, Sephora launched the Sephora Skin IQ tool, which uses AI to offer tailored beauty and skincare recommendations based on a user’s unique skin type and concerns. The tool boosted user satisfaction and Sephora’s skincare sales grew by 35 percent following its introduction.
How to craft (more) effective prompts
To unlock AI’s potential, marketing and sales leaders must learn how to craft effective prompts. Here are some key best practices:
The future of prompts
As GenAI – and more recently, agentic AI – continues to advance, the role of prompts in marketing and sales will only grow, with future opportunities including:
Beyond crafting individual prompts, organisations must also start adopting comprehensive, automated tools that manage and execute these processes simultaneously. Platforms like VSTRAT enable companies to orchestrate the entire workflow, addressing strategic challenges such as designing customer journeys tailored to specific objectives, markets and target audiences. Similarly, the Anthropic Console allows users to generate, test and evaluate the effect of prompts through a built-in prompt generator.
These tools integrate advanced analytics, prompt generation and content deployment into a seamless, easy-to-use system. By ensuring consistent and optimised messaging at scale, they empower marketing and sales teams to shift their focus from operational execution to strategic planning and creative innovation, while the platform manages execution and continuous refinement autonomously.
Whether through human or machine genius, brands that master the art of crafting and deploying prompts will stay ahead of the curve, empowering them to achieve measurable success and build long-term, personalised relationships with their audiences at scale.
A version of this article will be published in The European Business Review’s upcoming May/June 2025 edition.
is an Associate Professor of Marketing at INSEAD. He is the Co-Director of the Leading Digital Marketing Strategy and the Driving Digital Marketing Strategy programmes.
is a Senior Affiliate Professor of Marketing at INSEAD. He co-directs the Leading Digital Marketing Strategy and B2B Marketing Strategies programmes at INSEAD.
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