In the ever-evolving digital landscape, SEO is undergoing a seismic shift with the rise of AI-driven search tools. Aisha Amaira, an expert in MarTech, joins us to delve into these changes and how companies like Athena are transforming the approach to brand visibility in this new era.
Can you tell us about your decision to leave Google and start Athena?
Leaving Google was a challenging decision, but it was driven by a vision to address the emerging changes in online search behavior. I noticed a critical shift away from traditional SEO practices, and Athena was born out of a desire to help brands navigate this new landscape where AI-generated responses are becoming more prevalent.
What is the primary goal of Athena, and how does it differ from traditional SEO practices?
Athena focuses on optimizing a brand’s presence within AI-generated responses rather than just search engine rankings. Traditional SEO aims to make websites visible on search engine results pages, but Athena ensures that brands are consistently and positively represented when AI tools like ChatGPT provide answers directly to users.
How did your experience at Google shape your vision for Athena?
Working at Google offered invaluable insights into the mechanics of search algorithms and user behavior. This experience highlighted the limitations of traditional SEO in the face of AI advancements and inspired the creation of Athena to bridge that gap, leveraging technology to help brands adapt and thrive.
What do you mean by the “10 blue links” version of Google, and how is it changing?
The “10 blue links” refer to the standard search engine results page that users have come to expect. However, this format is evolving rapidly with AI providing direct answers. Consequently, users are increasingly obtaining information without clicking on these traditional links, signaling a dramatic shift in how content is consumed online.
Can you explain the concept of a “zero-click internet”?
A “zero-click internet” describes a digital environment where users receive answers directly from AI without visiting the original websites. This means fewer page visits as users rely more on AI interfaces, fundamentally altering how brands engage with their audience and measure visibility.
How do AI chatbots like ChatGPT and Perplexity change the way people discover information online?
AI chatbots are redefining information discovery by synthesizing diverse data into direct, concise answers. This reduces the need for users to sift through multiple search results and websites, thus altering how they interact with and gain trust in brands.
Can you describe how Athena helps brands stay visible in AI-generated responses?
Athena analyzes how AI models interpret brand information and suggests strategies for optimizing content to refine these interpretations. By doing so, we help ensure that when AI platforms respond to queries, brands are accurately and favorably represented.
What challenges do marketers face with the rise of AI-generated answers?
Marketers are grappling with reduced control over how their information is shared and interpreted by AI. They need to understand these AI models’ intricacies to ensure consistent brand visibility and positive consumer engagement in this new zero-click environment.
How does Athena track how AI models interpret and describe a brand?
We use a combination of AI and machine learning technologies to monitor interactions across various platforms. Our system provides insights into brand representation, helping marketers make informed decisions about content adjustments to align with AI-determined narratives.
Can you give an example of how Athena has helped one of its clients, such as Paperless Post?
With Paperless Post, Athena analyzed AI interactions and recommended specific content changes to improve how the brand was portrayed in AI responses. This led to enhanced visibility and consistency in the messaging users received from AI tools, boosting their online presence.
How does Athena differ from other startups like Profound in addressing AI visibility?
While both Athena and Profound focus on AI visibility, Athena emphasizes proactive brand positioning and content optimization. Profound primarily monitors how information is aggregated, whereas Athena provides actionable strategies for influencing these outcomes.
Why is there a growing concern among marketers about the rise of AI search?
Marketers are concerned because AI search shifts focus from the traditional SEO techniques they’ve honed over decades. This change means they must rethink strategies to maintain visibility and influence in a landscape where AI dictates information flow to users.
What role do companies like Profound play in this new AI-driven search landscape?
Profound acts as an analytical tool, helping companies understand how AI gathers and presents information. This understanding is crucial for brands seeking to adapt and maintain control over their narrative in AI-driven interactions.
How are companies preparing for a world where bots might be the primary visitors to websites?
Companies are increasingly developing content that caters to both human users and bots, ensuring their messaging resonates through AI tools. They are investing in technology and AI literacy to stay ahead in optimizing bot interactions.
What kind of strategies can brands use to influence the outputs of large language models?
Brands can focus on creating high-quality, relevant, and clear content that aligns with AI learning patterns. Collaborating with platforms like Athena can help refine responses and ensure that AI tools reflect brand values and messages accurately.
How is the traditional SEO industry, which you mentioned to be a $90 billion market, reacting to these changes?
The traditional SEO industry is beginning to integrate AI elements into its practices, though at varied paces. Many are adopting hybrid models that combine classic SEO techniques with AI-centric strategies to remain competitive in the market.
Can you elaborate on Cyrus Shepard’s perspective on the shift towards AI visibility?
Cyrus Shepard emphasizes the importance of integrating AI into SEO strategies, pointing out that it’s no longer just an option but a necessity. He sees the industry’s focus shifting significantly towards AI, highlighting an increase in workloads related to AI visibility.
What potential opportunities do you see for SEO consultants or marketers in this evolving field?
There’s a vast opportunity to specialize in AI visibility and advisory services. Marketers and consultants can position themselves as essential guides in navigating AI search dynamics, offering expertise in content strategies and AI influence.
Are there any particular strategies or tactics that seem promising for improving brand visibility in AI-generated content?
Brands should concentrate on creating adaptable content that AI can integrate across platforms. By ensuring content is relevant and easily processed by AI, businesses can better manage their representation and maintain a competitive edge.
Do you think this shift towards AI-driven search is a temporary phase or the future of online information discovery?
This shift represents the future. As technology evolves, AI-driven search will likely become the norm, with AI continuously refining its methods of delivering information, hence becoming a pivotal part of online interaction and discovery.