SEO’s Glow-Up and Why Your Strategy Needs a Zhuzh Too
Over the past few years, marketing circles have been buzzing with a bold claim: “SEO is dead”. Cue the dramatic gasps. The evidence? AI-generated responses are stealing clicks, TikTok is the new Google for Gen Z, and search click-through rates are plummeting faster than my patience with cookie pop-ups.
But here’s the thing: SEO isn’t dead. It’s just had a glow-up. And if we reframe it within the broader marketing funnel: brand, demand, and performance marketing, we can see where it still packs a punch.
Keyword intent still matters my friends. The way we use it? That’s what’s changed. Instead of SEO being the straight-shot traffic driver it used to be, it’s now more like a top-of-funnel billboard moment, a disruptor of traditional marketing funnels, with new metrics to track awareness, engagement, and advocacy. Let’s dig in.
SEO’s New Role: The Billboard Moment
At its core, SEO is still about meeting users where they are and giving them what they’re looking for. But with AI tools like ChatGPT, Bard, and TikTok searches taking the stage, people aren’t clicking on links the way they used to. Instead, they’re engaging with AI-generated snippets that deliver fast, concise, ad-free answers straight to the point. (Honestly, seems easier to me.)
This doesn’t make SEO irrelevant. It makes it different:
From traffic driver to brand builder: Think of AI snippets as a billboard moment. You may not get the click, but you’re still planting the seed of awareness.
From quick conversions to long-term trust: With fewer clicks, SEO is less about instant gratification and more about building relationships over time. Slow-burn vibes.
The challenge? Aligning your SEO strategy with these shifts and extending its influence across the full funnel.
The Funnel Reimagined: Awareness to Advocacy
If SEO’s role is shifting, the marketing funnel needs a makeover, too. Let’s talk about how SEO impacts every stage, from awareness to advocacy:
Awareness: Brand Marketing Gets an Upgrade
AI-generated answers and TikTok searches are changing how people discover information. Sure, it’s a challenge for traffic, but it’s a win for brand marketing:
Keyword intent as your message: Target high-intent keywords to show up in AI snippets and TikTok search results. Even without a click, you’re getting visibility.
Credibility on display: Showing up in AI responses? That’s prime real estate for trust-building.
Metrics that matter:
Featured snippet placements
Share of voice in AI results
Brand sentiment and recall surveys
Consideration: SEO Fuels Demand Gen
SEO isn’t just about awareness. It’s a powerhouse for demand generation, even if users don’t click right away. Think of it as a breadcrumb trail:
Content clusters that educate: Create deep, interconnected content that establishes your authority and keeps users coming back.
Omni-channel integration: Pair SEO with email, social, and influencer campaigns to nurture leads across channels.
Metrics that matter:
Returning user rate
Time on page and scroll depth
Social shares and backlinks
Activation: Performance Marketing Meets Intent
In the activation phase, SEO can still deliver results by targeting high-intent keywords and optimizing for conversions. The twist? It’s about working smarter:
Leverage structured data: Schema markup and rich snippets help your content shine in AI-generated results.
Go niche with intent: Forget broad, generic keywords. Long-tail phrases aligned with specific user needs are where it’s at.
Metrics that matter:
Conversion rate from organic traffic
SEO’s role in multi-touch attribution
Click-through rate from featured snippets
Advocacy: Building Loyal Ambassadors
SEO’s not just about getting people in the door, it’s about keeping them coming back and talking about you:
Evergreen content for the win: Create high-value, timeless content that keeps your brand top of mind.
Foster communities: Use SEO to drive traffic to forums, social groups, and other spaces where people can interact with your brand.
Metrics that matter:
Referral traffic from community platforms
Repeat organic visits
User-generated content and reviews
Keyword Intent: Still the MVP
Even in an AI-dominated world, keyword intent is everything. Here’s why:
AI thrives on intent: Tools like ChatGPT and Bard rely on intent to deliver accurate answers. If your content doesn’t align, you’re out.
Intent shapes behavior: Whether someone’s casually browsing or ready to buy, intent determines their next move.
The takeaway? Move beyond keyword stuffing and start mapping intent. Ask yourself:
What questions are users asking?
What problems do they need solved?
How does this content align with their stage in the funnel?
Measuring Success in SEO’s New Era
Forget old-school SEO metrics. It’s time to track what really matters:
Awareness impact: Are you showing up in AI snippets or TikTok search results?
Engagement rates: Are users returning to your content or engaging with it on other channels?
Funnel contributions: How does SEO drive awareness, demand, and activation?
What Marketers Need to Do Next
If you want to thrive in this new SEO reality, here’s what you need to do:
Get multi-channel: SEO doesn’t live in a silo anymore. Integrate it with brand, demand, and performance marketing.
Stand out: Create content AI can’t replicate—make it full of personality, original research, and sharp insights.
Prioritize user experience: Think fast load times, mobile optimization, and ad-free interfaces.
Optimize for AI: Use structured data and semantic search principles to show up where it matters.
Final Word: SEO Is Alive and Thriving
Stop the drama: SEO isn’t dead, it’s had a glow-up. If your strategy hasn’t, well, bless your heart. SEO today isn’t the same beast from five years ago. It’s evolved into a strategic, full-funnel powerhouse that builds awareness, drives demand and fosters loyalty, even in an AI-driven digital landscape.
Marketers who adapt to this shift and lean into intent-driven strategies will thrive. SEO isn’t going anywhere. It’s just getting smarter and so should we.