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Vijay Vasu Enterprise SEO Consultant, profile picture
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AIs Imminent Impact on SEO | What CMOs can do

1. The document discusses how AI/SGE is evolving at Google and will likely cause websites to lose traffic and revenue as more information is provided directly through conversational interfaces. 2. It provides recommendations for CMOs and SEOs to prepare for this impact, including reviewing SEO strategy, content strategy, and analytics to identify opportunities to strengthen key landing pages and queries. 3. Distributing high-quality content across multiple websites that meets standards for experience, expertise, authority and trustworthiness will help brands navigate AI's impact on search and traffic.

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Confidential - Vijay Vasu 1 AI’s Imminent Impact on SEO & Revenue What CMOs can do
Confidential - Vijay Vasu 2 TlDr: - AI/SGE is still Evolving ( experiments) - Website will lose Traffic & $$$ - Interplay of Brand, Product, Content, PR, Eng. & SEO is vital - Communication & Soft Skills are critical for success ( Verbal, Personal, & Documentation) - E-E-A-T + content on variety of sites will decided Winners & Losers Vijay Vasu SEO
Confidential - Vijay Vasu 3 Intro Vijay Vasu SEO
Confidential - Vijay Vasu 4 AI is still evolving Vijay Vasu SEO
Confidential - Vijay Vasu 5 Google still classifying as an Experiment
Confidential - Vijay Vasu 6 Google now has a converse button leading to new UX Vijay Vasu SEO
Confidential - Vijay Vasu 7
Confidential - Vijay Vasu 8 Behold Conversational AI. No website needed.
Confidential - Vijay Vasu 9 Generative AI, SGE or Search Generative Experience is Google’s version of ChatGPT Vijay Vasu SEO
Confidential - Vijay Vasu 10 SGE still uses the same Algorithm/s and quality guidelines to inform its AI Model/s / Rank. No change yet Vijay Vasu SEO
Confidential - Vijay Vasu 11 Google will still prioritize Ads wherever, whenever it can. No surprise here Vijay Vasu SEO
Confidential - Vijay Vasu 12 Ad #1 Ad #2 AI/SGE
Confidential - Vijay Vasu 13 SGE is not available to all users yet, just those that have Search Labs Access Vijay Vasu SEO
Confidential - Vijay Vasu 14 Soon this will roll out to All users Vijay Vasu SEO
Confidential - Vijay Vasu 15 The interplay of Paid Marketing,Brand, Content, Product and SEO is more important now than ever Vijay Vasu SEO
Confidential - Vijay Vasu 16 To understand SGE understand Google’s Mission Statement & Approach Vijay Vasu SEO
Confidential - Vijay Vasu 17 Google's mission …. organize the world's information … make it universally accessible … useful. That's why Search makes it easy to discover a broad range of information from a wide variety of sources Vijay Vasu SEO Source: Google Blog
Confidential - Vijay Vasu 18 This is now Playing out in SGE.Ie. Variety of Sources Vijay Vasu SEO
Confidential - Vijay Vasu 19 SGE is like an evolution of a SERP feature, AKA Featured Snippets powered by AI Vijay Vasu SEO Click here for more on this
Confidential - Vijay Vasu 20 SGE is already an immersive experience Vijay Vasu SEO
Confidential - Vijay Vasu 21 Carousels + Links AI Predicting Next Steps Deeper Engagement Lists with no links
Confidential - Vijay Vasu 22 Below the fold has a whole new meaning Vijay Vasu SEO 2nd Page of Google where no one goes
Confidential - Vijay Vasu 23 Previous Algorithms focused on User Intent. Now its User Intent + What you need ( Prediction) next ( AI) + Click Here Vijay Vasu SEO
Confidential - Vijay Vasu 24 If you are ranking high for your CORE Keywords/Topics, your competition is going to intensify Vijay Vasu SEO
Confidential - Vijay Vasu 25 This is a great time to prepare teams for SGE’s impact: 1. SEO Strategy / Pivot Plan 2. Technical SEO & Audits 3. Content Strategy / Pivots 4. PR/Brand/Links/Reviews 5. Analytics Vijay Vasu SEO
Confidential - Vijay Vasu 26 Why CMOs should care Vijay Vasu SEO
Confidential - Vijay Vasu 27 Vijay Vasu SEO Google Still Dominates Search. Source: Similarweb
Confidential - Vijay Vasu 28 Ranking on Google high, puts More money in your bank for Less. Defends Brand, is a proxy that your content is Google Approved and rewarded. Vijay Vasu SEO
Confidential - Vijay Vasu 29 Higher Rank = High CTR = More Clicks = More $$$$. Until Now Source: SISTRIX https://www.sistrix.com/blog/why-almost-everything-you-knew-about-googl e-ctr-is-no-longer-valid/ | 2020 Study
Confidential - Vijay Vasu 30 SGE Is going to change that. More on this later. Vijay Vasu SEO
Confidential - Vijay Vasu 31 - Shorter Payback Periods - Lower CAC - Growth Loops - Incremental Growth - Brand Protection Vijay Vasu SEO ALSO These KPIS
Confidential - Vijay Vasu 32 Brand, PR, Content, and Product Marketing are your primary levers in the AI & SEO Game. Align them with SEO Vijay Vasu SEO
Confidential - Vijay Vasu 33 SEO puts more money in the bank for Less. ™ Vijay Vasu SEO SEO Costs Less Over Time Original Image Concept Credit: Reforge
Confidential - Vijay Vasu 34 SEO puts more money in the bank for Less. ™ Vijay Vasu SEO SEO Users can increase Over Time Original Image Concept Credit: Reforge
Confidential - Vijay Vasu 35 Vijay Vasu SEO Paid Users Stop as soon as Spend Stops Original Image Credit: Reforge
Confidential - Vijay Vasu 36 Vijay Vasu SEO Organic Users Can Keep growing Original Image Credit: Reforge
Confidential - Vijay Vasu 37 SEO (maybe) your strong Growth Lever/Asset. Pull data and validate Vijay Vasu SEO
Confidential - Vijay Vasu 38 SEO’s agree that SGE will cause Websites to lose traffic. Vijay Vasu SEO
Confidential - Vijay Vasu 39 Estimates Range from a 50% to 20% decrease Vijay Vasu SEO
Confidential - Vijay Vasu 40 Here is a Simulation of that Vijay Vasu SEO
Confidential - Vijay Vasu 41 Domain - CRM Software SEO Traffic - 10M/Mo Conversion Rate: 5% Conversion Value: $75 ICP/Target Audience: Enterprise Buyers Vijay Vasu SEO Simulation of Hypothetical Drop in Traffic by SGE and Impact on Upstream Metrics
Confidential - Vijay Vasu 42 Vijay Vasu SEO The Following is just a Simulation of a Hypothetical Drop in Traffic caused by SGE and Impact on Upstream Metrics. This is to be used only for educational purposes and only in context of this entire doc.
Confidential - Vijay Vasu 43 Vijay Vasu SEO
Confidential - Vijay Vasu 44 Vijay Vasu SEO
Confidential - Vijay Vasu 45 Vijay Vasu SEO
Confidential - Vijay Vasu 46 Vijay Vasu SEO
Confidential - Vijay Vasu 47 Taking stock of SEO and planning now will helps brands navigate AI, protect Revenue and Brand Vijay Vasu SEO
Confidential - Vijay Vasu 48 How to prepare for SGE’s Imminent Impact Vijay Vasu SEO
Confidential - Vijay Vasu 49 Review your SEO Strategy and Do an SEO Pre-Mortem for SGE ( see my other Linkedin Post) Vijay Vasu SEO Link
Confidential - Vijay Vasu 50 I believe a variety of content on a variety of websites will help SEO and Brand marketing Navigate AI Vijay Vasu SEO
Confidential - Vijay Vasu 51 But before you create a variety of content…… Vijay Vasu SEO
Confidential - Vijay Vasu 52 AI will help you create content at Scale. Resist this. Vijay Vasu SEO
Confidential - Vijay Vasu 53 Stick to core marketing principles such as delighting your ICP/TA Vijay Vasu SEO
Confidential - Vijay Vasu 54 Only Publish Quality Content, Carefully and thoughtfully. Vijay Vasu SEO
Confidential - Vijay Vasu 55 This content needs to be distributed and amplified Vijay Vasu SEO
Confidential - Vijay Vasu 56 1. Experience 2. Expertise 3. Authority 4. Trustworthy Vijay Vasu SEO source: https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t Minimum Threshold for Content ( via Google) E-E-A-T
Confidential - Vijay Vasu 57 Review your SEO Analytics and get granular Vijay Vasu SEO
Confidential - Vijay Vasu 58 ● Landing Pages that drive Traffic ( Brand/Non-Brand) ● Queries that drive Traffic ( Brand/Non-Brand) ● Clicks ( Brand/Non-Brand) Vijay Vasu SEO
Confidential - Vijay Vasu 59 - Impressions ( Brand/Non-Brand) - Users ( Brand/Non-Brand) - Engaged Sessions ( Brand/Non-Brand) - Conversions ( Brand/Non-Brand) - Revenue ( Brand/Non-Brand SEO) - Next level Growth Folks ( Profit) Vijay Vasu SEO
Confidential - Vijay Vasu 60 Review this segmented data in context of all other Channels, KPIs, Biz Outcomes Vijay Vasu SEO
Confidential - Vijay Vasu 61 Defend your Top Landing Pages, Queries fortify these Vijay Vasu SEO
Confidential - Vijay Vasu 62 Review Keyword and Content Strategy with your SEO & Content Team, for terms you do not rank for but need to Vijay Vasu SEO
Confidential - Vijay Vasu 63 Then Layer in User Intent, Next Steps in the Journey, and what content will meet this need/motivation Vijay Vasu SEO
Confidential - Vijay Vasu 64 Get your Product, Content and SEO team together, and Map out your ICP, user's interests, and needs. Identify any content and journey gaps. Layer in KW research from your SEO or Agency here. Vijay Vasu SEO
Confidential - Vijay Vasu 65 Get your Product, Content and SEO team together, review content strategy based on how SGE is evolving ( intent) + (prediction) + ( engagement) + (journey) Vijay Vasu SEO
Confidential - Vijay Vasu 66 Implement Measurable SEO Tactics Conversion Reoptimization/CRO Variety of Sources Content Marketing Technical SEO 01 Users/Signups/Revenue/Profit 02 2nd Wave of Optimization, and outreach, Conversion Rate Optimization 03 Content Distribution | Amplification 04 Produce High Quality Engaging content - Improve Product Pages Content - Conversion rate + Returning Users 05 Mobile efficiencies, Crawl, Index - Launch new site
Confidential - Vijay Vasu 67 Develop a Video SEO strategy if you do not have one yet Vijay Vasu SEO
Confidential - Vijay Vasu 68 Prodive PR Support for SEO initiatives Vijay Vasu SEO
Confidential - Vijay Vasu 69 Review Affiliate Support/Opps for SEO initiatives Vijay Vasu SEO
Confidential - Vijay Vasu 70 SaaS SEO Focus - ICP profile, Journey, Content that considers need, intent, motivation and comparison. Vijay Vasu SEO
Confidential - Vijay Vasu 71 SaaS SEO - Audit all Guides, Docs, Videos, How-To content and consider making then crawlable and indexable Vijay Vasu SEO
Confidential - Vijay Vasu 72 Vijay Vasu SEO Content that helps ICP/TA Decide may be favoured by SGE.
Confidential - Vijay Vasu 73 Ecomm SEO - I am already seeing changes that are concerning. Vijay Vasu SEO
Confidential - Vijay Vasu 74 Link to non lulu site commercial query
Confidential - Vijay Vasu 75 Clicks do not take you to Lulu but open up window, with competitor pricing + Links
Confidential - Vijay Vasu 76 Variety of Sources Meet Zach, who talks about Airlines, Travel and Products in that realm. Not a Lulu employee.
Confidential - Vijay Vasu 77 Ecomm SEO Focus - Technical SEO, Site health, Architecture, CORE Pages and ICP Journey. Privacy Policy, Returns documentation. Vijay Vasu SEO
Confidential - Vijay Vasu 78 Ecomm SEO Focus - Carefully review Category Pages, Sub-Cat, and Browse Pages, remove those that not absolutely important or few clicks. Vijay Vasu SEO
Confidential - Vijay Vasu 79 Web3 SEO Focus - DOCS category,In-Depth PDPs,Informational Content, Video SEO, Short-Form Videos, Ungated Content ( institutions), Pricing Vijay Vasu SEO
Confidential - Vijay Vasu 80 MarketPlace SEO Focus - Technical, Architecture, Content, PDPS, Video,Links,Cat,Sub-Cat,Bl og,PR,Influencers. Analytics Vijay Vasu SEO
Confidential - Vijay Vasu 81 Finance SEO Focus - Technical, Video,Links,Informational Content, Variety of content on Highly Trusted Sites/Links Vijay Vasu SEO E-E-A-T
Confidential - Vijay Vasu 82 Medical SEO Focus - Technical, Video,Links,Informational Content, Variety of content on Highly Trusted Sites/Links Vijay Vasu SEO E-E-A-T
Confidential - Vijay Vasu 83 You should have received such a deck from your Agency Already if you have one. If not I wish you all the best with AI and SEO. Vijay Vasu SEO
Confidential - Vijay Vasu 84 AI is still evolving, it moves fast, but it needs careful, thoughtful & data/insight Driven SEO Vijay Vasu SEO
Confidential - Vijay Vasu 85 Cross-Functional Alignment is especially key to not becoming the 2nd page of Google’s result. Vijay Vasu SEO
Confidential - Vijay Vasu 86 What will move the SEO Needle? 1. Strategy that Factors in SGE 2. Identifying SEO and Content Growth Loops 3. RoadMaps 4. Alignment/Cohesion 5. Execution 6. Measurement Actionable SEO Tactics will move the needle. How we will do it:
Confidential - Vijay Vasu 87 Follow up Questions? DM Me : https://www.linkedin.com/in/vijayvasu/
Confidential - Vijay Vasu 88 What is SEO? SEO is short form for “Search engine optimization”. It is a marketing strategy employed in order to improve a websites visibility and organic search results in google and other global search engines. SEO can be complex and time-consuming, but it is also one of the most effective ways to build a brand and scale business growth. Leading companies like UBER, AirBNB, Zendesk, Uber Eats, Amazon, Saleforce, Airtable, Asana, all have leveraged SEO to gain market share, defend brand, lower acquisition costs, and create SEO & Content Growth Loops.