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The SEO strategy for AI search engines
Marketing Powerup #44: Eli Schwartz, author of Product-Led SEO, shares his 5-part SEO strategy in a post-AI search world.
Hello, my friends, and welcome to Marketing Powerups! 👋🏽
Today's powerups include:
Is B2C and B2B growth the same?
Build a profitable evergreen newsletter machine.
Eli Schwartz’s SEO strategy in an AI world.
Ready? Let's go! ⭐️
🎖 Build a high-efficiency growth engine
B2B demand and sales these days have been sloooooow.
But smart marketers from companies like ProfitWell, Teamwork, and Hubdoc aren’t panicking! It’s because they’ve doubled down on sustainable growth, all thanks to 42/Agency (the sponsor of today's newsletter).
They've built a demand gen playbook for generating leads and closed deals for B2B SaaS companies—even during economic uncertainty!
⭐️ Eli’s SEO Strategy for AI search engines
As SEO changes with the rise of AI,, the author of Product-Led SEO and Eli’s Newsletter on Substack, offers new ideas on how to handle these changes. Here are five key strategies marketers should be using right now.
1. Focus on the mid-funnel user. 🛒
Focus on the mid-funnel user. He says that AI responses are taking over the top of the funnel for most searches, making content written for early buyers less useful.
Instead, marketers should focus on mid-funnel searches that are more likely to lead to clicks and sales.
2. Prioritize revenue reporting from SEO. 💵
Now is the time to focus on revenue from organic search as a key success measure. Eli believes that in a world without queries, impressions and click-through rates will matter less, making revenue a more accurate measure of SEO success.
3. Use 'People Also Ask' for content creation ideas. 🙋♂️
Use 'People Also Ask' for content creation ideas rather than relying on keywords from keyword tools. These questions are conversation starters and can help identify mid-funnel ideas.
"I am going to be using a lot more People Also Ask because these are already conversation starters and based on the longer phrasing it will be easier to identify mid-funnel ideas. Use a system to collect People Also Ask related queries to your product or service."
4. Reconsider the role of links in SEO. 🖇️
The idea of domain authority may become less important. Eli argues that relevance and topical authority will become more important, and marketers should prioritize cross-link relationships with related sites in a vertical.
"Everything about links and SEO are going to change in a world where search becomes a lot more personal. The often-abused idea of domain authority that had marketers chasing links from authority websites may not be necessary anymore. Look for sites in your 'contextual neighborhood' that might give you a link to your website, and just ask."
5. Align your content with actual buyer personas. 🧍♂️
Make sure your content aligns with actual buyer personas. If the content doesn't help an actual buyer convert, it may not be worth writing.
"Instead of targeting keywords with the most search volume to hopefully get the maximum amount of clicks, SEO efforts will need to be more deliberate to target the right users with the right keywords. Make sure your content aligns with an actual buyer persona. If you can’t picture how the content might help an actual buyer convert, don’t write it."
Free powerups cheatsheet 🔖
I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Eli Schwartz's SEO strategy for AI search engines.
→ Download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Eli further explains his strategy for AI search engines
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
🦄 Stori AI (tool): Create on-brand content, images, and social posts with a click of a button. This way, you can reach your audience across multiple channels in less than. I saw this on ProductHunt, where it hit the #1 product of the day a few weeks ago.
🤔 Is B2C and B2B Growth... the same? (article):’s short answer is no. B2B orgs are starting to look like B2C because they are finally putting the end-user front and center. But Elena points out 3 key differences: revenue sources, revenue concentration, and account versus user focus.
🔎 Find and fix 140 common SEO issues (sponsored): Ahrefs Webmaster Tool is the only free SEO tool that can go through up to 5,000 web pages to find issues that could cost you valuable traffic. I’ve installed it on the Marketing Powerups site, and I love all the insights it’s giving me (all for free).
💌 Create a profitable evergreen newsletter machine (post): If you’re looking to launch a newsletter, you’re going to want to get to know Matt Ragland. He’s the guy behind The Million Dollar Newsletter and shares his 5 steps for building an evergreen profitable newsletter machine.
If you enjoyed this, you’d love this Marketing Powerups issue from the archives featurinsgabout how Adobe tripled its organic traffic in 23 months.
That’s all for now, friends!
Have a powered-up day,
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