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Today’s Talk: Head of SEO Marc on SEO in the AI era
Summary
In this edition of Today’s Talk, Marc, Head of SEO, shares his vision on the role of AI within SEO. In his view, the essence of SEO remains unchanged: it is still about providing the best and most relevant answer to the user. AI offers great opportunities, such as better insight into search intent and semantic relationships, but also presents challenges due to the overwhelming range of tools available.
Written by Eva Hento
Corporate Marketing Lead
In our ‘Today’s Talk’ series, we speak to one of our specialists about a trending topic. This time, our colleague Marc joins us. We discuss with him the impact of AI on SEO. Marc shares his views on the key developments, opportunities and challenges of this new reality.
1. Terms such as GEO, AIO and AEO are bandied about all over the internet. Sometimes it’s hard to see the wood for the trees. How do you deal with all that jargon, and what does it actually mean in practice for the industry?
“SEO is constantly evolving, even before AI came onto the scene. Consider developments such as the YMYL update, E-E-A-T signals and the Helpful Content Update. At present, visibility via AI systems, such as LLMs (Large Language Models), is a key topic.
In addition, new terms are constantly emerging. This can sometimes be confusing, but ultimately all these concepts revolve around the same principle: providing the user with the best possible and most relevant answer. Whether it’s called AIO, GEO or SEO, the core remains the same – it’s all SEO.”
2. What opportunities do you see for AI in SEO, and can you give some examples from your own work?
“The rise of AI brings with it enormous opportunities within SEO. Both businesses and consumers are experimenting extensively with new applications, and developments are following one another in rapid succession. New tools are appearing regularly, and users are discovering ever more creative ways to utilise them.”
There is also an opportunity in the way AI is providing ever-better insights into search intent and connections between topics. Whereas we previously relied on limited keyword data, AI now offers the possibility of basing content strategies on semantic connections and user context. For example, using ChatGPT, you can carry out a ‘Query Fan Out’ analysis yourself to discover how AI links different search queries together.
In addition, we’re seeing AI tools start to release more and more data. Platforms such as Perplexity are already doing this, and ChatGPT is also expected to offer opportunities to advertise within the platform next year. This means that data will become available which you, as a marketer, can use to drive your strategy.”
“AI can speed up processes and help generate ideas, but the real difference is made by people who think strategically and make original connections.”
That is where the power of the human factor lies – something that AI cannot take over. The trick is to use AI to enhance your thinking, not to replace it.
3. What challenges or pitfalls do you encounter, and how do you deal with them yourself?
“The biggest challenge is making choices. There are countless AI tools, chatbots and automation options. Not every tool is suitable for every purpose, and the landscape is changing so rapidly that it’s impossible to keep track of everything. It is therefore important to make a conscious decision about what you do and do not want to get involved in. That means keeping a close eye on what is happening in the market and making well-considered decisions.”
I myself regularly test new features as soon as they become available. It is only by actively experimenting that you can discover whether an application actually adds value to your work or organisation. It also helps to follow the right people. Professionals such as Kevin Indig, Brodie Clark and Aleyda Solis share valuable insights via LinkedIn.”
4. As an SEO specialist, how do you maintain human creativity and strategy alongside AI tools?
“Now, more than ever, human creativity is becoming more important than ever. AI tools are incredibly capable, but without good input, the results remain superficial. What you put in still determines what you get out. The possibilities are endless, but it is up to the marketer to utilise them in a smart and creative way.”
AI can speed up processes and help generate ideas, but the real difference is made by people who think strategically and make original connections. That is where the power of the human factor lies – something AI cannot take over. The trick is to use AI to enhance your thinking, not to replace it.”
5. What is your view on how AI will shape the development of SEO in the coming years?
“It is difficult to predict exactly how SEO will develop, but one trend is clear: the various disciplines within online marketing are increasingly converging. Whereas SEO, SEA, social and branding used to be separate silos, they now form a single integrated whole.”
In this new reality, the exact source of a click is becoming less important. A strong social post can contribute just as much to your visibility in AI overviews as a well-optimised web page. Ultimately, it is no longer about individual channels, but about the overall result for the business: the impact you make as a brand.
The technical foundations of SEO remain indispensable. Search engines and AI systems must be able to understand and index content effectively, so a sound website structure, good performance and a clear layout remain the bedrock of success. At the same time, the focus is shifting increasingly towards authenticity and brand authority. In a world full of generated content, genuine knowledge, real people and authentic stories come out on top. Branding is playing an increasingly important role in this.
The most important thing remains: understand your target audience. Understand their questions, pain points and motivations. That is the starting point for everything: your content strategy, your product range and even your pricing. Those who understand their target audience can remain relevant, even in the age of AI.”
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