Integration of SEO and CRO departments into a single “search experience” team

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• Part 1The fusion of SEO & CRO with AI/LLMs

  SEO and CRO strategies require AI integration for maximum impact. Shaun Hinklein, Head of SEO at Apollo.io, shares how data-driven content can create superior user experiences while balancing automation with human authenticity. He demonstrates practical methods for analyzing competitive SERPs with AI tools, explains how impression metrics now outweigh traffic volume, and reveals techniques for leveraging proprietary data to deliver unique value that generic AI content cannot match.

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• Part 2AI-generated content will become indistinguishable from human content in search results?

  Will AI content become indistinguishable from human content in search results? Shaun Hinklein from Apollo.io delivers a definitive "sell" on this controversial prediction. He argues that such indistinguishability would mean the death of journalism, highlighting the irreplaceable value of human creativity and authentic reporting in content creation.

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• Part 3The evolving relationship between SEO and B2B

  In this episode, Shaun Hinklein of Apollo.io examines the evolving relationship between SEO and B2B marketing. He predicts that as AI adoption reaches near-universal levels in the B2B space, the focus will shift from whether content is AI-generated to how effectively AI is being leveraged to deliver value. Shaun emphasizes that successful B2B companies will differentiate themselves through innovative AI applications rather than simply using the technology, with value delivery becoming the primary metric for content effectiveness.

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• Part 4Invest more resources in optimizing for traditional search or non search channels to show up in AI?

  In the AI era, SEOs face a critical resource allocation question. Shaun Hinklein of Apollo.io makes a compelling case for prioritizing traditional search optimization over non-search channels. He explains how LLMs fundamentally rely on high-quality search results as their "ingredients," emphasizing that visibility without substance creates poor AI-generated content.

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• Part 5Game plan for balancing automated content creation with maintaining E-E-A-T signals

  Balancing AI content with E-E-A-T signals requires strategic planning. Shaun Hinklein from Apollo.io shares his hybrid approach that prioritizes expertise and trustworthiness above automation efficiency. His methodology includes mandatory subject matter expert reviews before publication, transparent author attribution to maintain accountability, and a focus on content quality that professionals would proudly attach their names to.

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  Part 6Integration of SEO and CRO departments into a single “search experience” team

  Impressions continue rising while clicks plateau across search results. Shaun Hinklein from Apollo.io brings enterprise-level insights from scaling search programs at high-growth B2B companies, demonstrating how strategic SERP adaptation drives measurable traffic recovery. The discussion covers Google's experimental SERP evolution patterns, AI overview optimization frameworks for maintaining organic visibility, and tactical approaches for leveraging emerging search features before competitors identify the opportunities.