Mark Williams-Cook

Yeah, so there's definitely things that need to be done differently.

So as I said, we've got a whole new keyword research process we go through to understand how those queries might look.

We map out, we've got data that maps out where the conversations go.

So if someone's buying running shoes, right, after they investigate the price, it's really common for people to ask something like,

how much faster will expensive running shoes make me run?

So they're trying to justify the purchase, right?

They're like, what will this shave off my 5k time?

So understanding all of that is way more important than understanding kind of the keywords.

In terms of what we do day by day, some of the technical aspects are more important.

So we know a lot of large language models don't

do the expensive rendering of websites with JavaScript.

So even more important than it has been previously to make sure all your main content links load just as it's served in the HTML.

I think digital PR, which has always been part really of SEO or at least very adjacent, is way more important because

the visibility side of things has moved on from becoming this is our website and we must get it to rank to we want to be seen in all of as many of the results as possible.

So if AI is doing that search,

And we've got our running shoes.

The first one is a review website.

The second one is someone's blog, whatever.

Like, let's send them samples.

Let's get on there.