The Power of Consulting: What AI in Search has really taught us about SEO

AI in search shows us that we need to move beyond isolated silos and use a consulting-first approach and product owner mindset to deliver truly integrated marketing that wins in search. The spotlight is on SEO, and it’s our time to shine. Let’s articulate strategies and concepts that help brands achieve their business goals.

Transcript

1. Athens SEO 2026 Welcomes On Stage Head of Search & AI Strategy at Edge Marketing Luke Gosha
2. The Power of Consulting: What AI in Search has really taught us about SEO? Luke Gosha Head of Search & AI Strategy, Edge Marketing Keynote
3. No top X number of tips No recommended tools No AI workflows for tech SEO Setting expectations for this talk:
4. 1. Users first, it is the only way 2. Breaking the silo, SEO is not a dark art 3. Talk Marketing not SEO 4. Wearing the product owner hat
5. 13+ years in search marketing
6. Let’s go back to where it all started…
9. Creativity Technical Community
10. The industry is at odds Since the introduction of AI in Search
12. Still, some continued to game the system Scaling AI slop content Hacks, programmatic Questionable metrics
14. You can’t rely on top of the funnel traffic Obsessing over vanity metrics Content that isn’t valuable Getting traffic is harder You have to focus on what matters the most AI in search has cleaned up weak SEO:
16. Keeping users at the heart of your search strategies
17. Recommended by trusted sources Great end to end experience Consistent message across platforms Content that is genuinely valuable It’s always about users
18. We need to feed the machines
19. We do it with GREAT marketing Non-Commodity Content Social Reviews Awards & Accreditations Press (PR) Online Communities Thought Leadership Partnerships Video UX Testimonials Accessibility CRM Tech
21. It's only SEO’s that care about SEO The reality was that
22. CMOs want their brands to appear in AI Time to seize the opportunity
23. What they don’t care about • Whether you call it SEO, GEO, or AEO • They don’t care about tech jargon What they care about • Building presence where their audience are • Consumer acquisition & revenue • Outcomes that make their lives easier
24. → Know the business goals → Understand persona’s → Awareness of channel strategies → Building the brand footprint → Talk user/customer first → Save the tech for the techs
25. The role of SEO is changing
26. Consultative approach to navigate the change
27. • Strategy first • Sharing insights with channels • Briefs that feed content, social, brand • Alignment across the funnel • Outcome the board recognise Marketing Hat Product Owner Hat • Enhancements based on user outcome • Briefs aligned to goals • Own the dev backlog • Alignment across key stakeholders
28. Adopt the product owner mindset
29. 1. Users at the heart of your strategy 2. Talk marketing not SEO 3. Wear the product owner hat 4. Own the funnel 5. Break down silos
30. The spotlight is on search. It's our time to show up.
31. Thank You! Luke Gosha Head of Search & AI Strategy Edge Marketing luke@goshseo.ai Connect with me