One word that describes the current state of search in the GenAI era
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
4 min
2 speakers
6 chapters
transcribed 1 month ago
Transcript
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What one word does Martha use to describe the state of search in the GenAI era?
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Alright, this next one is gonna be hard. I I know it's gonna be hard and I and I apologize in advance, Martha.
All right, bring it.
Why does Martha say the SEO industry is “behind” in adapting to AI‑driven search?
What's the word? Give me one word that describes the current state of search in the Gen AI era.
Oh, that was my question. You want it today, like you want it like what the SEO is today with Gen AI. I'm gonna say behind.
Oh, interesting. Behind. Okay. Why is it behind? What what makes it behind?
I I just think I'm hearing Too few SEOs questioning how we do things, similar to the examples I gave earlier, like they're still doing keyword research and they're not asking, how do I think more broadly than that?
How are SEOs being too tactical and missing the strategic shift required by GenAI?
Um, I think we're still we're still reacting and saying like Oh shoot, like my clicks are down. Well, like no shit, Sherlock. Like, of course your clicks are down because like this world is. So I like while I do believe there's lots of thought leaders and lots of people writing amazing things, I would say the majority of SEOs are are still being too tactical in how they're thinking about SEOs. Now, I think we're like in that evolution, um, to where I would say, like, I've been so impressed. Um, with how our customers are like we're seeing more collaboration, more people from cross like functions joining these conversations to figure out how we sort of move them from old world to new world and like get the players at the table, like content, like I data architects, et cetera.
But I would say like, you know, schema apps leaving them there, right? Like if we if we weren't behind, they would be pulling me there. You know, so exciting for me. I love innovation. I love sort of helping people future proof.
What role does cross‑functional collaboration play in moving from the old to the new search landscape?
Like that's my je ne sais quoi like reason d'être kind of thing. But I do like I don't think I would say the majority and and not just SEOs are behind, like the executives are behind because they're thinking that the metrics they set last year, they can just add 10% and that's gonna happen this year. Bad news, like that's just not how the world works. And like You know, is this why we're seeing so much change like in marketers and in digital teams? You know, I actually don't think it's their fault because like it's a bit of a dumpster fire right now. Like we don't have the data. We n so we need to kind of be walking through that journey. And and frankly, like this is literally what I talked to my team about is like we need to build those steps to take people on this journey.
from like how we're thinking and researching content to where this is going and how do we use data to do that. So that's why I say behind. I think like unless like everyone is again getting a cross functional group of people, you know, putting together to educate their executives on how this changed.
Why must executives be educated about zero‑click searches and structured data?
Last week I spoke at um the healthcare conference for physicians strategy. And I had an SVP sit on a panel in the first session and be like, Google Gemini and Chappy Tea is our new homepage. Like this is what's happening with this data search. And she was talking about zero clicks and and how that's, you know, we have to do structured data. And I was like, who is this SVP? And how is she so informed? But she was unique.
Very unique. Yes.
So I guess that's my point is like we need to be managing up, we need to be managing forward, and we need to be like getting more collaborative around the table.
100%. Couldn't agree more.
What practical steps does Martha recommend for future‑proofing SEO teams?
That is a well-said concept behind what's the word. And that wraps up this episode of the Voices Search podcast.
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Chapters
6 chapters
1
What one word does Martha use to describe the state of search in the GenAI era?
0:00–0:50
2
Why does Martha say the SEO industry is “behind” in adapting to AI‑driven search?
0:50–1:26
3
How are SEOs being too tactical and missing the strategic shift required by GenAI?
1:26–2:22
4
What role does cross‑functional collaboration play in moving from the old to the new search landscape?
2:22–3:20
5
Why must executives be educated about zero‑click searches and structured data?
3:20–3:56
6
What practical steps does Martha recommend for future‑proofing SEO teams?
3:56–4:37