As KWSM’s VP of Strategy, I’ve seen firsthand the anxieties that arise with shifts in the digital marketing world. There’s a lot of chatter out there about the demise of SEO, especially with the rise of AI Large Language Models (LLMs) like ChatGPT, Perplexity, Co-Pilot and Google’s own Gemini and AI Overviews. But despite the rumors, search engine optimization (SEO) is still very much alive, and while there are a bunch of new acronyms in the space – GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) – it still comes down to having a comprehensive strategy.
If you’re a KWSM client, we’ve probably had this conversation. And you’ve been asking the right questions.
We are seeing traffic growing from LLM models as people warm up to the idea of changing the way they search online. The first thing I can tell you is that most of those LLMs pull the best of the best content. Yes, there are instances where Google has created links in AI-driven search that drive back to more Google searches instead of website; but high quality content still rises to the top.
At KWSM: a digital marketing agency, we believe these new acronyms can represent attempts to game the system or scare people into paying for new services, and nothing will beat thorough and comprehensive content. That’s why we spend a lot of time interviewing our clients – and their clients and customers; our focus remains squarely on delivering high-quality, intent-driven traffic to your website.
Let’s clear the air about the “death of SEO.” It’s simply not true. What’s changing is how search engines understand and deliver information. AI-powered search models might change some of the delivery of traffic, but high-quality traffic continues to drive intent-driven audiences to websites producing good content. These new acronyms like GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) are essentially new labels for optimizing for these emerging AI-driven search experiences. However, they often focus on superficial tactics rather than the fundamental need for valuable content.
Beyond the Acronyms: The Enduring Power of Quality Content
Our approach at KWSM is rooted in brand journalism. This means we create articles and content that answer the genuine questions your target audience has rather than simply writing for promotional purposes. We delve deep into understanding your client’s “buying” audience, asking journalist-style questions to uncover their needs, challenges, and aspirations. This allows us to craft compelling content that resonates, building trust and authority. Think case studies that showcase real-world solutions, thought leadership pieces that position you as an industry expert, and content that incorporates authentic customer sentiment.
The goal isn’t just to rank for keywords; it’s to provide genuine value. That means relying less on numbers that don’t meet your business goals.
I tell clients this all the time; I’d rather have 50 visits to their site and have all 50 fill out a form or ask for more information, than 20,000 visitors and only 2 that convert. We don’t want to drive traffic. We want to drive connections.
When we consistently produce content that educates and informs your audience, we establish you as a trusted resource. This is far more sustainable and effective than chasing algorithmic changes with “gaming the system” tactics.
The Critical Role of Your Online Reputation
While your website is a critical hub for your content, your reputation and presence outside your website are equally important. We’re talking about legitimate third-party credibility pieces – the kind that truly build trust and authority. This includes:
- Public Relations Opportunities: Securing mentions and features in reputable industry publications or news outlets.
- Guest Podcast Experiences: Sharing your expertise on relevant podcasts, reaching new, engaged audiences.
- Review Sites: For businesses selling products or software, cultivating positive reviews on industry-specific platforms is crucial. Satisfied customers sharing their delight is incredibly powerful.
These aren’t “backlinking strategies” in the old sense, where the goal was simply to accumulate links. Instead, these are genuine opportunities to build credibility and expand your reach through trusted third-party endorsements.
The Importance of a Reasonable Social Presence
Businesses often make the mistake of feeling they need to be on “most or all social channels” – this is overkill and often a waste of resources. The key is to be on the right channels for your business. For example, a law firm specializing in fiduciary law would likely see minimal value from TikTok or Pinterest. Their audience is more likely found on platforms like LinkedIn, where professional networking and thought leadership thrive. Conversely, an e-commerce company selling makeup or activewear would likely gain significant traction from visually driven platforms like Instagram or even Pinterest. With clients looking to establish themselves as thought leaders, they may want to utilize a powerful mix of LinkedIn and a paid Substack.
Navigating the AI Shift: Quality Traffic Over Vanity Metrics
There’s a prevailing concern that AI LLM search models will lead to a significant reduction in clicks or impressions for websites. While some vanity metrics might indeed decrease, it’s important to remember that most of those “impressions” often weren’t reaching your desired audience anyway. If a B2B company needs anywhere from 3 to 300 leads a month, they might have been getting 15,000 website impressions and 5,000 clicks a month, but most of those people weren’t truly the desired audience.
The goal isn’t just traffic; it’s qualified traffic. With the right omnichannel marketing program, producing high-quality inbound, outbound, and nearbound marketing, B2B and B2C businesses are still connecting with their desired buying audience. This means:
- Inbound Marketing: Attracting prospects through valuable content and experiences tailored to their needs. This includes SEO-optimized content, social media marketing, and conversion rate optimization.
- Outbound Marketing: Proactively reaching out to potential customers with targeted messages. Modern outbound tactics integrate data and tracking for more effective outreach, such as targeted email marketing or paid advertising.
- Nearbound Marketing: Leveraging existing trusted relationships and partnerships to generate high-quality leads. This includes co-sponsored events, referral programs, and influencer outreach.
This holistic approach ensures that even as search patterns evolve, you’re building a robust system for attracting, engaging, and converting your ideal clients. Our digital marketing strategies at KWSM begin with a comprehensive 6-week research phase, where we delve deep into your business, your audience, and your goals to craft a tailored plan designed for real results.
The sky isn’t falling. You need to confidently lift yourself above the fear and noise and look at whether your marketing is really impacted by this change or this is a wake up call to strengthen your content to ride this most recent wave.
At KWSM, we’re a team of brand journalists who can tell your brand’s unique story through testimonials, case studies, and other digital marketing tactics, building strong connections with your customers so you can generate more leads. Contact us today or learn more about our testimonial and case study services.
