I was delighted to sit down with Elmer Boutin, of Milestone Inc., for a discussion on the evolution of SEO and what lies ahead for organic optimization in the era of AI and LLMs. Elmer is an experienced digital marketer who (like myself) has been deeply involved in SEO since the mid-1990s. He’s worked for brands ranging in size from SMBs to global, enterprise concerns.
Elmer and I address the evolution of SEO, emphasizing the importance of technical SEO, content depth, and the impact of AI on search engines. We highlight the significance of crawlability, core web vitals, and the need for efficient JavaScript rendering. We also explore the role of digital PR and content syndication, noting the rise of LLMs like ChatGPT and Claude.
Our conversation underscores the importance of measuring business KPIs beyond traffic, focusing on conversion rates and bottom-line impact. We agree that while traffic is crucial, relevant traffic that converts is more valuable for business success.
Discussion points include:
- The current rapid changes in SEO due to AI and AI search tools like Perplexity and Claude, which are impacting consumer research processes.
- How AI is compressing the “messy middle” of consumer research, making it more efficient.
- The pyramid model of SEO (with technical SEO as the base, content in the middle, and off-site activities at the top).
- The importance of indexability, efficiency, and core web vitals, particularly for AI bots that may not render JavaScript.
- The implications of content depth and the need for pruning old content on legacy websites.
- The importance of evaluating the relevance and value of old content, and whether to redirect, 404, or delete it.
- The wisdom of treating websites as business assets and the benefits of embedding YouTube videos on websites.
- The need for conversion rate optimization and the importance of testing and improving conversion rates.
- The importance of focusing on business KPIs and the impact of SEO on driving business results.
