The Confusion in the SEO and AI Search Space

The SEO and AI search space has become a notion of confusion, with multiple terms such as GEO, LMO, AO, and ASEO being used. This confusion is further amplified by the various opinions and challenges within the space, including authority, brand building, PR, E-E-A-T, and long tail. With so many different opinions, it’s challenging to agree on a single name for the space.

Challenges in Tracking Meaningful Metrics

One of the main challenges in the SEO and AI search space is tracking meaningful metrics. While clicks and conversions are still important, they are no longer the only metrics that matter. With the rise of AI models such as OpenAI and Anthropic, it’s becoming increasingly difficult to track meaningful metrics. These models are consuming content without driving clicks, making it challenging to measure the effectiveness of SEO efforts.

The Role of AI Models in Consuming Content

AI models such as OpenAI and Anthropic are visiting thousands of pages without sending a single click. This is because their architecture is built to answer questions with internal knowledge, and they only run searches when necessary. As a result, people are trusting AI more and not following the footnotes, making it challenging for marketers to track meaningful metrics.

User Behavior and Changing Expectations

User behavior and expectations are changing, with a shift from traditional marketing lingo to trusted peer advice. People are looking for authentic, unfiltered human insights rather than polished brand messaging. This shift is evident in the explosion of Reddit and the increasing importance of reviews, even for low-consideration items.

The Importance of Authentic, Unfiltered Human Insights

Authentic, unfiltered human insights are becoming increasingly important in the SEO and AI search space. People want to know the truth about products and services, including their flaws and weaknesses. Marketers must adapt to this shift by providing authentic, unfiltered human insights rather than polished brand messaging.

Rethinking Metrics and Success Measures

The traditional metrics and success measures are no longer effective in the SEO and AI search space. A new scoreboard is needed, one that focuses on being the recommended solution throughout the customer journey. This includes being mentioned as a source, being listed as a preferred recommended solution, and being the go-to solution for customers.

The New Scoreboard

The new scoreboard focuses on being the recommended solution throughout the customer journey. This includes tracking metrics such as being mentioned as a source, being listed as a preferred recommended solution, and being the go-to solution for customers. By focusing on these metrics, marketers can better understand the effectiveness of their SEO efforts.

Strategic Framework

A strategic framework is needed to navigate the SEO and AI search space. This framework should focus on user context and the hero’s journey framework. By understanding the user’s context and journey, marketers can provide more effective solutions and improve their SEO efforts.

Focus on User Context and Hero’s Journey Framework

The hero’s journey framework is a powerful tool for understanding the user’s context and journey. By using this framework, marketers can identify the user’s problems, challenges, and motivations, and provide more effective solutions. This includes providing short, contextual advice and solving specific problems rather than providing polished product copy.

Best Practices for Brands

Brands must adapt to the changing SEO and AI search landscape by entering conversations authentically and solving problems rather than chasing clicks. This includes participating in Reddit discussions, forums, and communities, and providing value to users rather than just promoting products.

Entering Conversations Authentically

Entering conversations authentically is critical for brands in the SEO and AI search space. This includes participating in Reddit discussions, forums, and communities, and providing value to users rather than just promoting products. By doing so, brands can build trust and credibility with their target audience.

Conclusion

The SEO and AI search space is evolving rapidly, with new challenges and opportunities emerging every day. By understanding the confusion in the space, tracking meaningful metrics, and adapting to changing user behavior and expectations, marketers can improve their SEO efforts and succeed in the AI search landscape. By focusing on user context, providing authentic, unfiltered human insights, and entering conversations authentically, brands can build trust and credibility with their target audience and achieve their marketing goals.