The future of search with big changes on the horizon

VP of SEO Strategy & Research at Amsive, Lily Ray, discusses the future of search with big changes on the horizon. On this episode, Lily shares her perspectives on: multi-channel, multi-modal SEO strategies for future growth, the diminishing returns of traditional SEO content scaling, introduction to Google Discover and its significance, strategies for optimizing content for Google Discover, and the impact of AI and machine learning on SEO.
About the speaker

Lily Ray

Amsive

- Amsive

Lily is VP of SEO Strategy & Research at Amsive

Show Notes

  • 05:30
    Multi channel, multi modal SEO strategies for future growth.
    The discussion highlighted the importance of integrating various content forms like video, audio, and images into SEO practices to enhance visibility and user engagement.
  • 08:45
    The diminishing returns of traditional SEO content scaling.
    It was noted that the effectiveness of merely increasing content volume for SEO is decreasing, urging a shift towards more quality-driven strategies.
  • 12:10
    Introduction to Google Discover and its significance.
    The conversation delved into the role of Google Discover in modern SEO strategies and how it differs from traditional search results in terms of content visibility and user interaction.
  • 15:20
    Strategies for optimizing content for Google Discover.
    Insights were shared on how to tailor content to perform well on Google Discover, focusing on the importance of engaging visuals and timely topics to capture user interest.
  • 18:00
    The impact of AI and machine learning on SEO.
    The discussion explored how advancements in AI are transforming search engine algorithms and what businesses can do to adapt to these changes for sustained organic growth.

Quotes

  • "Even just down to how the search results look and feel now compared to a year ago, obviously it's very different. So I think the SEO industry is frantically trying to figure out what's going on in an environment where everything's changing every day. So it's a pretty intense time to be in this space." - Lily Ray

  • "it's important for companies like Google to provide the best possible user experience, which I think is why they developed AI overviews so quickly." - Lily Ray

  • "People are going to get used to using AI to search for things more and more. So right now, we're all still kind of waiting and seeing what impact this has on Google traffic, if any. I think it's probably still too early to tell, but definitely as far as chat GPT's trajectory, that's pretty significant. It's been growing very fast." - Lily Ray

  • “Not everybody wants AI for everything. People want that human connection. So I think Google has been doubling down on that in the search results and that will continue to be true over time.” - Lily Ray

  • “SEO going forward will be very much like multi-channel, multi-modal. It should be video and audio and images and LLMs and all the different ways that users can find you.” - Lily Ray

  • “This is one of the first times in my SEO career that it feels like Google's playing catch up and Google's being reactive as opposed to being the innovator with a new type of technology.” - Lily Ray

About the speaker

Lily Ray

Amsive

- Amsive

Lily is VP of SEO Strategy & Research at Amsive

Up Next: