What To Do if AI is Killing Your SEO

This Week

• How to fight back if AI is killing your traffic

• Using AI to get the most out of your conference attendance

• Five steps to jump-start your AI adoption

• How next-gen buyers are changing business buying with AI

AI Killing Your SEO? Here’s How to Fight Back

No channel is feeling the impact of AI more than search, according to AI and SEO expert Andy Crestodina.

The disruptions are happening on three major fronts:

1. Google’s ‘AI overview’ reduces organic traffic to websites.

2. The flood of AI-generated content will overwhelm both users and algorithms.

3. AI chatbots are an alternative to Google, reducing the use of search engines.

So, how can you adapt? Crestodina offers a survival guide:

First, focus on keywords that encourage users to click for more in-depth content. These are typically searches where AI-generated summaries fall short, leaving room for you to capture the audience looking for more than just a quick overview.

Second, create content formats that can’t be automated:

• Original Research: Present unique data or studies others haven't explored.

• Personal Stories: Share authentic experiences.

• Interactive Content: Think tools, quizzes, or infographics that require user engagement.

Finally, make sure that AI search platforms have accurate, well-structured information about your brand and product. Participate in data-sharing initiatives and allow bots to crawl your content to boost your brand's presence in chatbots and digital assistants.

Crestodina has a lot more to share on this topic at the Orbit Media blog.

Maximize Your Conference ROI with These AI Hacks

​​If you're hitting the conference circuit this fall, I’ve got a few AI-powered strategies to help you make the most of every event.

Jim Lecinski, Professor at Northwestern's Kellogg School, has nailed the art of turning conferences into goldmines of insights and connections, with AI as your secret weapon.

Here’s how:

1. Prep Like a Pro

Jim emphasizes that success starts before you even step foot in the conference hall. Define your goals—what content interests you, who you want to meet - and copy these and the event links (like the agenda and attendee list) into NotebookLM. Then ask for a personalized itinerary that tells you which sessions to attend and when and where to network. 

2. Conquer the Conference

Once you’re there, let AI handle the notes. Tools like Congo can transcribe sessions so you can stay focused. Leverage event apps to connect with the right people, and use LinkedIn’s QR code feature to save new contacts on the go.

While I’m all for using AI tools to help manage your event logistics, no AI can replace the power of human connection. Jim recommends this question to kick off your conversations: “What’s keeping you busy these days?” This high EQ question demonstrates empathy, genuine interest in the other person, and allows them to tell you about a business or personal priority. 

3. Post-Conference Power Moves

Post-event, let AI summarize key insights into actionable takeaways. Stay connected with new contacts using AI follow-up platforms like Claap or Sybill.

By letting AI handle the heavy lifting at your next conference, you can focus on what matters—building relationships and extracting insights you can use in your work.

You can read Jim’s article at the Google Blog.

5 Steps to Jump-Start Your AI Adoption

Struggling to get your team on board with AI? Melissa Reeve, Co-Founder of Agile Marketing Alliance, has cracked the code.

She pinpoints familiar roadblocks like skepticism, fear of job loss, and change resistance—emotions that mirror the Kübler-Ross Change Curve stages: denial, anger, bargaining, depression, and acceptance. These hurdles breed organizational inertia, often fueled by concerns about job security and uncertainty around automation.

But don't worry—there's a path through. Here’s how Reeve suggests you guide your team from doubt to AI champions:

1. Boost AI Literacy: Arm your team with easy-to-digest resources—think workshops, online courses, and meetups.

2. Clear Communication: Lay out a transparent AI strategy that ties directly into your business goals and addresses employee anxieties.

3. Foster an AI Culture: Create an AI council and roll out small, low-risk projects to gradually build confidence.

4. Thoughtful Scaling: Align AI projects with strategic goals like boosting revenue and enhancing customer experiences.

5. Reassure Your Team: Emphasize that AI is a tool to amplify their skills, not replace them.

Navigate your team through the emotional ups and downs of AI adoption with education, transparency, and a supportive culture. By addressing these challenges head-on, you’ll unlock AI’s potential to drive growth and innovation.

For a deeper dive into Reeve’s steps, check out her article on MarTech.

AI-Savvy Buyers Are Leaving Brands Behind

Millennials and Gen Z are using generative AI to take control of the buying process. With generative AI at their fingertips, they’re diving deep into research, exploring options, and effortlessly vetting new suppliers. They make quick, well-informed decisions, often juggling multiple potential providers before landing on "the one."

And loyalty isn’t guaranteed. If your brand doesn’t meet their high standards, they’ll walk—no second chances. For marketers, this signals a need for a serious strategy overhaul. The message is clear: adapt or risk being left behind.

Forrester analyst Barry Vasudevan has three tips for tackling this buyer type:

1. Identify the digital signals these buyers present and create direct and personal interactions. 

2. Engage with dissatisfied buyers and be willing to adapt based on their feedback.

3. Collaborate with influencers to amplify your message.

As Vasudevan says, winning over Millennial and Gen Z buyers means meeting them on their terms, understanding their needs, and creating connections across every touchpoint.

You can read the Forrester article here.