AI is rapidly reshaping the digital marketing landscape, and few people are better equipped to break it down than Zack Collevechio, Senior Data Scientist at WildFig and Pavone Group. In this week’s Roundtable, Zack explored how artificial intelligence is transforming everything from SEO strategy to paid search execution.
He walked attendees through the shifting terrain of search behavior, zero-click results, and how AI-generated overviews are upending the traditional rules of engagement between content creators and search engines. With the line between organic and paid traffic blurring, organizations need to rethink how they measure success and capture value in a more intent-driven, conversational digital environment.
AI TRANSFORMS SEO STRATEGY
With AI advancing beyond keywords, SEO now focuses on understanding user intent and delivering conversational results. As AI becomes integral, adopting strategies that align with AI’s interpretative capabilities is crucial.
ZERO-CLICK SEARCHES REDEFINE TRAFFIC METRICS
AI-driven zero-click searches are rising, where users find answers directly in search results without site visits. This shift mandates new ways to measure engagement and brand visibility as traditional click-through metrics decline.
PPC’S STEADFAST ROLE IN A CHANGING LANDSCAPE
Despite AI’s impact on SEO, PPC remains less affected as it targets decision-ready consumers. Integrating PPC with AI solutions like Performance Max campaigns ensures continued relevance and effectiveness.
OPTIMIZING DOMAIN AUTHORITY BEYOND SPENDING
While PPC spend might influence domain authority slightly, the real impact comes from established web presence, traffic, and high-quality backlinks. Building credibility with authoritative sources boosts trust with search engines.
EXPANDING SEARCH HORIZONS WITH AI PLATFORMS
As AI platforms gain traction as search engines, maintaining updated UTM tracking and leveraging industry tools to monitor AI-driven traffic becomes vital. Staying on top of these shifts ensures maximum visibility.
CONVERSATIONAL AND STRUCTURED CONTENT IS KEY
In the era of AI, crafting content that is both conversational and structured enhances accessibility and relevance. Ensuring AI can effectively interpret and present your content is essential for maintaining a strong web presence.
Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.
