Standing Out in the Age of AI Search
▼ Summary
– The constant evolution of AI and algorithms is creating uncertainty for marketers, making it difficult to establish a stable strategy.
– Traditional SEO is being fundamentally altered as AI agents and LLMs change how buyers discover information, reducing the primacy of the click metric.
– A free online MarTech Conference session on March 4th, “Showing up in the age of AI search,” will address this shift with a focus on sustainable visibility over quick hacks.
– The panel, featuring industry experts, will explore practical Generative Engine Optimization (GEO) strategies based on current experiments and real-world data.
– Attendees will learn about AI’s impact on traffic, practical content optimization steps for AI recognition, and future-proofing predictions for the search landscape.
The digital marketing landscape is undergoing another profound transformation, moving beyond traditional search engine optimization. The rise of AI-powered search and large language models is fundamentally altering how consumers discover information and make decisions. For marketing professionals, this shift presents both a significant challenge and a substantial opportunity to refine their strategies for a new era of discovery. The core goal remains connecting with an audience, but the pathways to achieving that connection are evolving rapidly.
While established SEO principles are still relevant, they now operate within a more complex framework. As potential customers increasingly rely on AI assistants to summarize options and provide answers, the simple metric of a website click is no longer the sole indicator of success. This represents a deeper change in how a brand’s message ultimately reaches its intended recipient. It’s less about gaming an algorithm and more about ensuring your foundational expertise is recognized and valued by these new intelligent systems.
A dedicated session at the upcoming online MarTech Conference will directly address these pressing issues. Titled “Showing up in the age of AI search,” the discussion moves past superficial tactics to focus on building a sustainable strategy for long-term brand visibility. The panel, moderated by Marketing Mojo’s president and CEO Janet Driscoll Miller, features practitioners who are actively navigating this new terrain.
The group includes Nikki Lam, VP and head of SEO at NP Digital; Gerald Murphy, an evangelist for Semrush Enterprise; Sara Resnick, global lead of marketing and SEO at Western Union; and Tamara Scott, chief content officer at overQualified LLC. Their collective experience provides a grounded perspective on what’s often called generative engine optimization, or GEO. They plan to share insights from their current experiments and offer practical advice for maintaining focus amidst sensational industry headlines.
Attendees can expect to gain actionable knowledge in several key areas. The discussion will cover the real-world impact of AI discovery on website traffic patterns and the implications for performance reporting. Panelists will outline practical optimization steps, focusing on how to structure content and bolster authority signals so that AI models accurately identify and trust your brand’s expertise. Finally, the conversation will turn toward future-proofing strategies, offering honest predictions about the search landscape to help teams prepare effectively without succumbing to strategic fatigue.
This transition toward AI-mediated discovery is not a distant future possibility; it is actively happening now. The session aims to equip marketers with the confidence and knowledge to navigate this shift, ensuring their brand remains visible and their hard-earned authority continues to resonate in a changing digital environment.
(Source: MarTech)
