How AI is changing search — and what that means for SEO and content

In this episode of The Marketing Intelligence Show, our host Fanny chats with Supermetrics' SEO expert, Heini Lindfors, to break down what AI-driven search means for your strategy. Learn how to navigate AI Overviews, conversational search, and new platforms to ensure your brand remains discoverable and impactful.

You'll learn

  • Understanding Google's AI Overviews (AIOs) and AI Mode
  • How user search behavior is changing in the AI era
  • Leveraging AI tools for more efficient SEO workflows
  • Dispelling common myths about AI replacing SEO
  • Key performance indicators (KPIs) for measuring SEO success
  • Actionable short-term and long-term strategies for an AI-proof SEO approach

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Key takeaways:

1. The new search landscape of AI-driven search

Understand how Google's AI Overviews (AIOs) provide quick, digestible summaries and how AI Mode offers in-depth conversational answers powered by Gemini 2.5. Explore the rise of conversational search with tools like ChatGPT and Perplexity, and how TikTok has become a significant visual search engine, especially for younger audiences.

2. Evolving search behaviors and user intent

Discover how users are interacting with chatbots like a personal assistant, asking longer, more specific questions to get personalized answers. Learn that users increasingly expect AI to evaluate options and make recommendations, outsourcing research and decision-making.

3. Leveraging AI for enhanced SEO workflows

See how AI can significantly speed up tasks like creating content briefs by generating first drafts. Explore how AI aids in content repurposing, efficiently turning interviews, slide decks, or podcast transcripts into articles. Understand its utility in creating content clusters for improved internal linking and streamlining SEO-related web development requests.

4. Beyond "quantity Over quality": the importance of helpful content

Learn why Google's focus is on helpful and original content, a trend that accelerated with the rise of large language models (LLMs). Understand that simply paraphrasing existing top-ranking articles is no longer a sustainable SEO tactic; new, original information and insight are paramount.

5. Strategic SEO measurement and business impact

Shift your focus from traditional organic traffic to measuring true business value, including influence conversions, pipeline, and revenue, especially as LLMs increasingly impact search outcomes. Discover the importance of tracking branded search volume and branded AIO visibility in middle and bottom-of-funnel queries.

6. Future-proofing your SEO strategy

Implement immediate "quick wins" like identifying and protecting high-intent queries and tracking LLM-driven visibility as a tactical metric. For the long term, learn to align SEO goals with overall business outcomes and prioritize building strong brand authority, as brand recall becomes more powerful than mere ranking in the AI era.

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