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Online Marketing, SEO, and Website Design are constantly changing. In our SEO Blog, we will keep you up to date on the latest information you need to stay ahead of your competition.

How Will The iOS14.5 Update Affect Online Marketing?

Transcript:

Apple has confirmed that it will require customer opt-in to be tracked by IDFA or “Identification For Advertisers” with iPhone and iPad users who have the new iOS platform sometime in early Spring of 2021.

How Does This Change Things?  When you visit websites, use search engines or use mobile apps, your activities, in most cases, are tracked using IDFA by advertisers like Google and Facebook to create a profile of what ads would appeal to you.

As it stands now, there are settings in existing iOS versions that allow you to opt-out.  The new version will require you to actually opt-in, or give permission to be tracked by IDFA.  This will result in less IDFA data being sent to advertisers.

I believe that less “big brother”, or more accurately, big data and machine learning for advertisers, is a noble cause.   However, it may come with a steep price.  Google, Facebook, and other internet platforms have to make money.  Right now, the data that is provided by IDFA creates huge income streams for these advertisers.  Without these income streams, there will have to be alternative income streams.

The actual effect on online advertising of this change is to be seen, but Google is reportedly going to follow suit with Apple to “keep up with the Joneses”.   Google is instituting a new program which is purportedly 95% as efficient as the current system.   Federated Learning of Cohorts (FLoC) is a solution that is with Google Chrome only that groups those with like interests into groups for ads.  All privacy will be preserved under this solution.

It seems that there might be a return to good old-fashioned online marketing based on searching for keywords or phrases as opposed to marketing based on interests and intent.  Will this drive the cost of google ads or Facebook boosts up?  Google Display and Facebook ads are some of the most affordable ways for our clients to promote their brands.  Will we return to an online environment where small-sized companies will not be able to afford to advertise extensively on search engines and social media platforms?  

I am confident that these platforms will figure these problems out, but the one certainty is that the digital landscape will again change in the near future.  Most advertisers should also strengthen first-person strategies like email collection, rewards programs, customer data platforms (CDPs), and automated marketing solutions like Sharpspring.

For more on this subject and other Digital Marketing and SEO questions, please go to our website at zenergyworks.com.

Thanks.  Please stay safe and healthy.

Increasing Sales 3x with Local SEO

Zenergy Works began working with this client in November of 2015 and in the last 5 years that we’ve worked together we’ve:

  • Increased sales over 3x
  • Increased their website traffic 12x
  • Established this client as a presence in local search

This particular client is an Auto Body Shop with one location in Santa Rosa, California.  (The client’s name will remain anonymous for strategic purposes). When we first connect with this client, we did an exhaustive debrief of the client’s marketing strategy, their ideal customer, as well as the types of services they prefer to provide and are most profitable. The initial diagnostic was this:

  1. A new website had been launched, but it needed a great deal of work in functionality like contact/quote forms, content, and mobile load time.
  2. Poor organic placement for significant search terms.
  3. No presence on Social Media.
  4. No strategy to take advantage of extremely positive customer reviews.

We made significant gains for this particular client by employing a geo-focused SEO campaign that allowed them to be found in search and build relevant website traffic quickly.  We emphasized our core values (ie.  OEM parts) using Google Text Ads to augment organic search positioning.  We began using blog posts and social media to give relevant tips on auto maintenance, OEM parts v. aftermarket parts, and how to evaluate if a body shop has the proper certifications to return a vehicle to factory specifications.

By making marketing a priority, and getting constant input and assistance from the client, by the middle of October 2020, we have been able to accomplish the following:

  1. Web traffic now is coming from results for search terms that emphasize the core and most profitable services offered by this firm.
  2. The company has grown and enjoys 3x the sales the firm had in 2015.
  3. The company is now competing with market leaders in its service area for all businesses instead of relying solely on insurance company referrals for new business.
  4. The company maintains top of mind awareness with its target market through social media.
  5. We designed and built a new website for the company that reflects the services offered, is structured for good SEO, and converts website visitors into customers.
  6. We have also helped the company to ensure that the brand of the company is consistent from website to business cards and in all advertising platforms, including social media.

Overall, the marketing strategy and tactics we’ve implemented for our client has led to dramatic increases in sales.  Additionally, our targeting has allowed them to focus on the type of business that they prefer to complete and clients they wish to work with.

Here is a quote from our client about our services:

My company, ———————-, has been using Zenergy’s services from web design, graphic design, content writing, eblasts, social media content, etc………. Eric, Vanessa and their team do a terrific job. They always following through on their promises and are quick to respond to any matter.

If you would like to find out more about how Zenergy Works can help your business to grow, please contact us.   Your initial consultation is free.   The client outlined here is available to discuss how their business has been changed by our marketing efforts.

Tech Manufacturer Gains International Market Share with SEO & Google Ads

Zenergy Works began working with this client in October of 2015 and in the last 5 years that we’ve worked together we’ve:

Increased sales over 5x
Increased their website traffic over 6x
Established this client as a presence in national and international search

This particular client is a high-tech manufacturing firm with one location in Santa Rosa, California.  (The client’s name will remain anonymous for strategic purposes). When we first connected with this client, we did an exhaustive debrief of the client’s marketing strategy, their ideal customer, as well as the types of services they prefer to provide and are most profitable. The initial diagnostic was this:

  1. A new website had been launched, but it needed a great deal of work in functionality like contact/quote forms, content, and mobile load time.
  2. Poor organic placement for significant search terms.
  3. Online presence did not accurately depict the growth and technical genius of the team.

We made significant gains for this particular client by employing a nationally focused SEO campaign that allowed them to be found in search and build relevant website traffic quickly.  We emphasized core products using Google Text Ads to augment organic search positioning and to increase website conversions.  The client launched an online catalog on their website, and we were able to leverage this online resource to increase exposure for online products.

By making marketing a priority, and getting constant input and assistance from the client, by the middle of October 2020, we have been able to accomplish the following:

  1. Web traffic now is coming from results for search terms that emphasize the core and most profitable services offered by this firm.
  2. The company has grown sales by  5x over 2015.
  3. The company is now competing with market leaders nationally and internationally.

Overall, the marketing strategy and tactics we’ve implemented for our client has led to dramatic increases in sales.  Additionally, our targeting has allowed them to focus on the type of business that they prefer to complete and clients they wish to work with.

Here is a quote from our client about our services:

I have been working directly with Eric and the Zenergy team for 3 years on behalf of a tech company. Not only have they have helped our company achieve excellent SEO and SEM results, but they are all extremely responsive, accommodating, and knowledgeable about the latest Google algorithm changes and strategies.

If you would like to find out more about how Zenergy Works can help your business to grow, please contact us.   Your initial consultation is free.   The client outlined here is available to discuss how their business has been changed by our marketing efforts.

Email Marketing – How Do Your Email Campaigns Stack Up?

Email has become so important now that personal contact has been limited.  

The hardest thing for a business owner to know is how your email campaigns stack up with others, both within and outside of your industry.

Many of the answers are in a Study released this Spring by Campaign Monitor.  

Campaign Monitor analyzed 100 Billion emails sent during 2020 to come up with the following results.  

These results can vary by industry and region. But here are some of the “top-level” results of the study:

  • Average Open Rate-18%
  • Average Click Through Rate 2.6%
  • Average Click To Open Rate 14.1%
  • Average Unsubscribe Rate .1%

Best Day of the week to send email-Friday

Worst Day of the week to send email-Saturday

To view industry standards for your industry, or to fill out a questionnaire to get a ranking on your email program, please go to Campaign Monitor report.

How Do You Know What Keywords Your Customers Are Using To Find You?

Many of my clients ask me how to better understand the keywords that customers are using to find their business online.  More importantly, how can NEW keywords that will bring more website visitors be found.  It is common knowledge that Privacy Settings in most browsers are making the keywords that are being entered into search engines more difficult to track in most website analytics.  Privacy settings that are currently being implemented in IOS 14 and Google Chrome will continue to make customer keyword usage and other browsing habits more difficult to track.

Here are some practical tips on how to determine keyword streams to use in your online marketing campaign.

  1. Closely track product inventory and types of services that you provide for your customers.  This will tell you what is most popular.  Be careful of bias in this, as you probably are not getting requests for services that you are not marketing for.  If your company is selling less of a service than competitors in your industry, look to marketing first before reducing prices or taking other actions to improve sales in that category.
  2. Talk to your team members who answer your phones, work directly with new clients or website requests for information/appointments.  Find out what goods or services are being requested by first time customers.  Consider emphasizing these goods and services in your online marketing campaigns.
  3. Use Google Trends to understand trends for search volumes for the terms relating to your business for as long as 5 years.  You can compare up to 6 search terms to find what searches are trending for your customers over time.
  4. Consult Keyword Research to better understand Search Volume, Competition, and suggestions for additional Keywords.  Keyword trends change over time, so please consider updating your research at least every 6 months.  Tools include Google Ads, Ahrefs.com, and SEMRush.com. 

Once the keywords have been found, what are some things that can be done to effectively deploy them into your online marketing plan.

  1. Use Paid and Organic Search Together to increase conversion.  When the search engine results page shows your company name in more than one place, it shows that you are a market leader.  
  2. Fully track website conversions on paid ads to get a sense of what Keywords are bringing you new customers.  It is not enough just to generate website traffic, but also to make sure that the traffic you generate results in new customers.  Track phone calls using call tracking phone numbers or services like Call Rail.  Contact forms and requests for quotes can be tracked through website analytics.  Google Ads Tracking Codes are effective in tracking conversions through Google Ads.
  3. Long Tailed Keywords for Voice Search on mobile devices (eg.”Pizza Parlor with Online Ordering and Delivery”).  Most of our clients see mobile searches be 40-60% of their total search traffic.  Long Tailed Keywords are very important, especially for local businesses and those who have significant percentages of customers 35 Years Old and younger. 

Eric Van Cleave is the Digital Director of Zenergy Works, A Santa Rosa California based SEO and Digital Marketing firm. 

Increasing Sales 7X with National SEO

Case Study: Increasing Sales 7X with National SEO | Nation Wide SEO

Zenergy Works began working with this client in November of 2016 and in the last 36 months we’ve worked together we’ve:

  • Increased sales 7x
  • Increased requests for pricing from 0 to almost 300 in the past year
  • tripled their website traffic
  • Established this client as a presence in national search

This particular client is a Printed Circuit Board Manufacturer with locations in Silicon Valley, Connecticut, Texas and Southern California (The clients name will remain anonymous for strategic purposes). When we first connect with this client, we did an exhaustive debrief of the client’s marketing strategy, digital presence, their ideal customer, as well the types of services their prefer to provide and are most profitable. The initiation diagnostic was this:

  1. A new website had been launched, but it needed a great deal of work in functionality like contact/quote forms, content and mobile load time.
  2. Poor organic placement for significant search terms.
  3. No national presence in search

We made significant gains for this particular client by employing a geo-focused SEO campaign that allowed them to be found in search and build relevant website traffic quickly.  We helped in national expansion by strategically using Google Text Ads to augment organic search positioning and Google Display Ads to increase brand recognition.

By making marketing a priority, and getting constant input and assistance from the client, by the end of September 2020, we have been able to accomplish the following:

  1. Web traffic now is national and international as opposed to being just from Silicon Valley in 2016.
  2. The company has grown and is forecasted to have 7x the sales the firm had in 2016.
  3. The company is now competing with the national leaders in its field instead of being a regional presence in 2016.

Overall, the marketing strategy and tactics we’ve implemented for our client has led to dramatic increases in sales. Additionally, our targeting has allowed them to focus of the type of business that they prefer to complete and clients they wish to work with.

If you would like to find out more about how Zenergy Works can help your business to grow, please contact us.   Your initial consultation is free.   The client outlined here is available to discuss how their business has been changed by our marketing efforts.

4 Business Tips For “Pandemic Economy” Success

I was the guy who predicted that Covid-19 would dissipate by June 30th of 2020.  I was clearly wrong.  But I am willing to admit my shortcomings and say that this global pandemic will be affecting our economy, and how almost every business attracts new customers, for the majority of 2021, at least.  I wanted to share the over-arching strategies that I am sharing with my clients.

Here are four keys to selling more effectively throughout the duration of the pandemic — and beyond.

Improve your website

In this environment, your website has become more important.  You need to be able to show potential customers why they should work with you without the benefit of in person meetings or in store visits.  You need an efficient way to communicate hours of operation, how to reach you, steps you are taking to minimize the risk of spread of disease, the fact that you are still ready and able to serve customer needs and other critical information to potential and existing customers.  

Your website should also become an efficient way for consumers to understand what products you feature.  Improving product photos and descriptions, adding video to show examples of how your products work, or creating a video for service businesses so that customers can “meet” you virtually are all strong steps to engaging new customers.  That’s right, I said new customers. You probably need new customers now more than ever.  Your website can give them a reason to consider doing business with you.

When you acquire a new customer, go out of your way to make them feel welcome.  Follow up on product or service satisfaction.  Make sure that the customer knows that you are there to fulfill their needs and just thank them for their business.

Strengthen connections with existing customers

Your existing customer base is the “path of least resistance” to increasing sales.  If you have a customer service team, they are probably not as busy with clients coming in the door as they were pre-pandemic.  Have your team make calls directly to past customers to make sure that they are doing well and that your products are still working for them.  Email blasts that highlight product improvements and put a face to the names on the phone of your team are also effective.  If you have clients that have been adversely affected by the pandemic, and are having trouble paying their bills, reach out in a friendly manner and work on payment plans or other arrangements that make them understand that you are their partner in this difficult time.

It is important that you modify your customer service strategies to fit the needs of your customer base, and that you work a bit harder to cement customer relations.  Go the extra mile to understand how your customers prefer to communicate-via text message, email , phone call, social media or even snail mail, and then use that medium to keep in touch.

Leverage Your Experts

Online meetings and webinars have become the norm.  Many businesses have a CEO or internal experts in the different fields that they work in.  Have these leaders in your company be available for focus groups or just have them pop in to regular video conferencing meetings to greet customers and answer any questions that they may have. Making sure that customers know that they are valued by the industry experts and leaders in your firm will help to cement those relationships.

Get Tech Savvy

Your sales and customer service teams will undoubtedly become more digitally savvy as an outcome of Covid-19, and will continue to discover more tools that can help us connect virtually. Make sure that presentations are available via the website, even if they are password protected, to add a visual aid to conference calls if needed for those customers who still do not have web cams.  Make sure that your team has all of the tools that they need to effectively connect with your customer base, especially since many of them are working from home.   Supporting your team puts them in a position to achieve more, and their ability to service their customers does not go unnoticed by the customer base.

Conclusion.  There are no magical formulas to success in this difficult time.  It boils down to hard work and being willing to adapt and remain positive in the face of a challenging time.  Some businesses cannot even open and are doomed to fail.  This is a heartbreaking reality of this difficult time.  For the rest of us, we need to realize how lucky we are to be happy, healthy and still in the game. 

Increasing Efficiencies During COVID-19

Case Study: Increasing Efficiencies During COVID-19

Zenergy Works began working with this client in December of 2019 and in less than 12 months we’ve worked together we’ve:

  • Increased sales
  • Increased their closing ratio
  • Reduced their Google Ad spend by 70%
  • Reduced their CPC (Cost per click) by 38%

This particular client is a Kitchen & Bath fabrication and installation company with two locations in the Bay Area (The clients name will remain anonymous for strategic purposes). When we first connect with this client, we did an exhaustive debrief of the client’s marketing strategy, digital presence, their ideal customer, as well the types of services their prefer to provide and are most profitable. The initiation diagnostic was this:

  1. A new website had been launched, but it needed a great deal of work in functionality like contact/quote forms, photo galleries, content, and mobile load time.
  2. The majority of traffic to the website was generated by Google Text Ads at a monthly budget of approximately $16,500 at an average Cost Per Click (CPC) of over $6.
  3. Little or no presence in social media.
  4. Little or no use of the email contact list
  5. Poor organic placement for significant search terms.

We made significant gains for this particular client in the three months we worked together. Then COVID-19 hit. Luckily, this business was deemed essential which allowed them to change their showrooms to appointment only, although sales staff was reduced due to initial declining sales. Despite these challenges, the decision was made to not stop marketing efforts, but rather to pursue our main goals for the marketing program, namely:

  1. Finish the needed functionality and photo presentations on the website and improve mobile performance along with reductions in bounce rate and increase pages viewed per visit and time spent on the site.
  2. Significantly reduce the Google Ads budget and reduce the CPC.
  3. Improve social media presence, build up and increase use of the email contact list, and improve organic placement of the website.

By making marketing a priority, and getting constant input and assistance from the client, by the end of September 2020, we have been able to accomplish most of our goals.

  1. The website is now fully functional, and we are constantly updating inventory and photos of new installations, as well as revising and improving content.
  2. Google Ad spend was reduced to less than $5,000 per month and an average CPC of approximately $4.25.
  3. We have created social media presence on Facebook, Instagram, and Pinterest.  We are experiencing a cost per click (CPC) at around $.10 on Pinterest to drive traffic with Pinterest’s visual search engine and using Facebook and Instagram for further down the funnel retarget.
  4. Branded email templates were created and we worked closely with the client to develop custom email content.  We have scrubbed, verified, and converted the email list in various CRMs that the client has used to a viable list that allows the firm to stay in contact with previous clients with current news, maintenance tips, and industry information.  Open rates exceed 20% on average with a Click Rate of over 2%.
  5. We are still working very hard on organic placement and Google My Business Listings for the website by adding relevant content and link structure, we have been able to improve rankings by over 20%, but still have more room to grow.  This has helped to increase conversions and lower overall CPC for this client.

Overall, the marketing strategy and tactics we’ve implemented for our client has led to an increase in profitability – during a pandemic. Additionally, our targeting has allowed them to focus of the type of business that they prefer to complete and clients they wish to work with. Our work is still on progress, but so far, the changes we’ve made have been sweeping and have served to change the face of this business in less than 12 months.

Finally, here is a quote from the owner of this business about Zenergy Works:

Zenergy took the time to learn about my business and my goals. Eric and his team work on our business like it is their own and work hard to act in our best interest all of the time. They have become part of our team. Most importantly, we are getting a good quantity of quality leads despite the Covid-19 crisis and the current economic slowdown. We are happy that we started working with Zenergy Works and would recommend them for digital marketing.

If you would like to find out more about how Zenergy Works can help your business to grow, please contact us.   Your initial consultation is free.   The client outlined here is available to discuss how their business has been changed by our marketing efforts.

Recent Changes to Google Ads

I will admit that some of the changes outlined here do not affect most advertisers.  I will also admit that Google’s message of “Deliver relevant ad experiences to the right people at the right moments—all while being respectful of their privacy preferences” is not a terrible way to look at Google Ads, please use your own judgement as to whether or not these are “improvements” and if they work for your business.  Where applicable, I will mention the changes that are clearly designed to mirror what Facebook provides their advertisers, with the key difference of Google’s direct (and sometimes scary) access to search data.  Some of these changes are not new for online marketing experts, but they are new to most business owners.

Image Extensions (The New Gallery Ads)

Gallery Ads help advertisers to combine images and copy to serve prospects their offering on the search network.  Gallery ads were in a carousel format and allow consumers to swipe through your images. Google is now replacing the Gallery Ads and rolling out image extensions in Beta to chosen advertisers.  Images will show up in search results for that advertiser.  More details to follow.

Smart Bidding

Google is implementing machine learning across all of its platforms, and the most prominent is smart bidding.  Smart bidding uses machine learning to optimize your bids for conversions or conversion value. Automated bidding in Google Ads include Target CPA, Target ROAS, Maximize Conversions, and Enhanced CPC.

You Tube Bumper Ads

You Tube (along with Netflix) is the entertainment star of the COVID-19 pandemic.  Bumper ads are 6 second ads that pre roll a video on You Tube.  As valuable as these ads can be, many small to medium sized businesses do not have the resources to create professional bumper ads. In the somewhat rare case that a business does have video content, it’s typically in the form of a couple one- or two-minute pieces.

Google has introduced tools to make advertising on Google easier for all businesses. One of these tools, the bumper machine, can turn any video shorter than 90 seconds into a collection of YouTube-ready bumper ads. 

Custom Affinity + Custom intent = Custom Audiences 

Google is unwilling to allow Facebook to be the leading audience targeting advertising platform.  Google has merged custom affinity audiences and custom intent audiences to create custom audiences. Custom audiences merge those who have an interest in the subject at hand with those who have a commercial interest (meaning those who have searched for the service and related keywords).  Machine learning has allowed Google to provide the targeting available from the direct information on search data to allow advertisers to more closely target prospects.

Audience Expansion Tool

Facebook has had the lookalike audience tool for some time.  Google has now introduced the audience expansion tool that will enable advertisers to grow the number of relevant consumers who see your ads. 

Local Search Ads

Google Local Search Ads allow advertisers to put in location extensions to allow those in your local area to easily find or find and call your business.  These ads are designed to bring in more store visits and phone calls to your brick and mortar location.  The ads appear across search, display, maps, and You Tube and are relatively easy to set up requiring only ad copy, some images, and location data. Google Ads machine learning optimizes ad delivery across its properties.

Conclusion

Ok, these are just a few of the changes to Google Ads and related platforms in recent months.  I have purposely chosen those changes that apply to small and medium sized businesses.  For those of us lucky enough to be up and running, this type of information can be key to continuing in business.  For those of you who will be reopening, hopefully soon, this can be key information in rebuilding foot traffic and call volume for your business.

Artificial Intelligence And SEO: The Future Is Now

AI technology is becoming the “new norm” for SEO.  With AI in search engines and its place in SEO and digital marketing, the future is now.  With AI tools, the future of SEO is all about data use and personalization on levels that we have never seen before. Ranking in search engines will be about providing the most intuitive and valuable content for website visitors.

AI Search Engine Style

The most prominent use of AI by search engines is Google’s Rank Brain.  Rank Brain employs machine learning and word vector elements to better match billions of search results to the needs of the search engine user.  Machine learning and word vectors (Or Word2Vec to Google) are the key AI processes that Google utilizes to improve search results.

Machine Learning Increases Speed And Accuracy of Search Results

Machine learning is the kind of artificial intelligence enabled by technology like neural nets that adapt and respond to data, teaching themselves over time to better answer queries. Machine learning also can produce accuracy in search results beyond human capabilities.  This speed and accuracy of sorting search inquiries is the future of search engines.  To continue to have success in SEO, digital marketers must understand how AI is affecting search results.

Word Vectors Define Context of Search Queries

Word Vector platforms sort semantically linked words and phrases through data models that track the use of those words in context. This technology ensures that content is presented based on relevance in terms of the interpreted meaning of content as it frequently appears. This technology is has allowed SEO to move beyond keyword stuffing and more into content that provides a strong User Experience (UX) and relevance because search engines can determine relevance without the need for keyword density.  This becomes more and more important as voice search becomes prevalent in the way consumers find what they seek on search engines.

AI Is Your Friend

As search engines adapt with better and better AI technology, SEOs need to adapt their techniques to provide better UX and relevant content, including photos and videos.  The following are important factors to consider when designing  your SEO campaign:

Quality Is King

AI-powered search engines are better able to find and bypass weak content with high bounce rates and poor readability.  Successful SEO experts will have to put more effort into relevant and valuable website content and backlinks that a human being would actually use.  Websites that rank will require content with a high standard and commitment to authenticity in not only website content, but also social media, email targeting and digital marketing campaigns that are consistent and relevant to the established brand of the firm in question.   

Remember, Google has AI, but so do SEO professionals.  We can use a number of tools that help us comply with current SEO standards. We have AI tools for content optimizing programs to give us hints on readability, A/B split testing to help us understand what our clients want, and contextual comparisons to see how our competition is structuring their website content, just to name a few.

Voice Search-Have Your Site Speak Up

With the emergence of smartphones and assistants like Apple’s Siri, Ask Google or Amazon’s Alexa, the convenience of voice search is changing the way we think about SEO.  Comscore states that 50% of searches in 2020 will be voice search, and that 55% of household in America will have at least one voice search device by the end of 2020.  Voice searches tend to be more conversational and be a phrase or a sentence as opposed to the shorter desktop and mobile searches that must be typed in to the search engines. Voice searches also require more natural language and unique and valuable content. Successful SEO requires creating website content with lots of information that is easy to understand and easy to find.

Visual Content-Seeing Is Believing

AI has enabled search engines to better analyze, label and connect visual content based on historical data obtained and stored by AI platforms.  Optimizing Videos by carefully optimizing ranking factors like descriptions, video length, and keyword tagging are useful in gaining traffic on YouTube and other visual content sites, and even having videos rank in search. As  AI improves, the analysis of photos and videos will improve to the point that images will be compared for quality, relevance and value to website visitors. 

The Future of AI in SEO

AI is already a huge factor in search engine crawling and optimization. With machine learning and Word Vector programming improving all the concurrent with a changing environment of smart devices, voice searching, and consumer demands for valuable and relevant content that can be found quickly and efficiently, SEO needs to adapt with the machines that are teaching themselves through AI and big data.

Will AI be the end of SEO as we know it?  I don’t think so. Optimization strategies will remain valuable as long content is being created, but content will have to be efficiently optimized with a focus on voice and visual searches.