Adapting SEO Strategies for AI: Mat Rogers of Lizard Marketing | PCM 137
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Key Takeaways
Prioritize 'Cost Per Qualified Lead' (CPQL) over traditional 'Cost Per Lead' (CPL) by working closely with your marketing agency and sharing sales team closing ratios to understand actual ROI.
Invest in building robust, hyperlocal content on your website and Google Business Profile to feed AI-powered search generative experiences (SGE) and improve your visibility.
Implement a branded search campaign not only to defend against competitors but also to signal trust and authority to AI, enhancing your overall online presence.
Ensure your mobile website loads in under two seconds (ideally under one second) to cater to AI's need for quick information retrieval and prevent potential customers from moving to faster-loading competitors.
Actively create video content across platforms like Instagram, TikTok, Facebook, and YouTube to build brand trust and establish your expertise, experience, and authority (E-E-A-T) for AI algorithms.
Engage in informed conversations with your digital marketing agency about AI's impact on their strategies and your KPIs, and be prepared to switch agencies during the off-season if they cannot adapt.
Allocate your marketing budget strategically across various digital activities, trusting your subject matter experts to optimize for the most conversions at the lowest cost.
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