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The future of search
marketing
Erik Wikander
Zupyak
speakerdeck.com/erikwikander
linkedin.com/in/erikwikander
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The rules for SEO and content
marketing are being completely
rewritten as we speak.
It’s an adapt or die situation 😵
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What could a world
post generative
search look like?
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Search is a much
better experience
compared to today
In a world where…
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Search is a much
better experience
compared to today
In a world where…
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AI will raise the bar for content
Content needs to be
great in order to get
aggregated
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In a world where..
People can find
what they’re
actually
looking for
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In a world where..
People can find
what they’re
actually
looking for
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… the short-mid-long tail may die
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… and a new loooooong-tail of will emerge
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90% of all
content is AI-
generated*
*Europol 2023
In a world where...
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Recycling won’t get you far
AI recycled content
● No unique data
= Low impact
● Little or no context given
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Recycling won’t get you far
AI recycled content vs
● Little or no context given
● No unique data
= Low impact
● Rich context given
AI amplified perspectives
● Informed with unique data,
insights and experience
= High impact
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95% of what marketers use
strategists, and creative
professionals for today can
be done by AI
*Sam Altman 2024
In a world where…
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AI ideation
AI keyword
research
AI content
creation
& AI editing
AI analytics
& dynamic
content
You will need AI amplified everything
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So what should you be doing?
Dare to
invest in
great content
Amplify what
you do today
with AI, don’t
take shortcuts
Get AI in to all
your
processes
today
Continuously
test and learn
to gain
momentum
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