Wendy Covey
Worried about Google's generative AI changes? Don't panic! Learn actionable strategies to pivot to mid-funnel content and use AI tools to navigate this new SEO environment successfully.
As we continue our SEO series, Wendy and Dale Bertrand delve into the evolving landscape of Google’s search results due to changing algorithms and the integration of generative AI. Dale emphasizes the need to plan proactively for upcoming uncertainties. He advises marketers to pivot their focus towards middle-of-the-funnel content, targeting customers who have identified their problems and are actively seeking solutions. Their conversation underscore the importance of adapting marketing strategies to provide unique, valuable information that truly resonates with the target audience instead of chasing trends. Additionally, Wendy and Dale delve into the use of AI tools in marketing and stresses the importance of measuring success through conversions and sales rather than merely focusing on traffic and rankings.
Takeaways
- Don’t panic about Google’s generative AI changes, but prepare for the uncertainties.
- Shift your strategy to create content for customers who are problem-aware and solution-seeking.
- Produce unique and valuable content that is easily consumable by your target audience.
- Use AI to streamline your processes and develop interactive widgets or apps.
- Focus on conversions and sales to gauge the true effectiveness of your marketing efforts, not just traffic and rankings.
Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.