digitalmarketing Archives -

Evaluating New Entrants to the World of Gen AI

GenAI Tools You Need to Know About

ChatGPT, a generative artificial intelligence (gen AI) tool, was released by OpenAI, and that tool was soon quietly followed by other entrants to the space, including Perplexity and Claude. Then DeepSeek burst onto the scene, far from quietly, in January 2025. Almost immediately, tech companies started to worry because DeepSeek supposedly represented a low-cost option, but now experts are saying that may not be the case.

But DeepSeek isn’t the only disruptive entrant in the space. There are a continually growing number of tools and features that content creators need to know about.

Staying on top of a continually evolving GenAI landscape

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A Step-by-Step Process for Gen-AI Search Optimization

Preparing for the World of GenAI-Driven Search

As more and more consumers are turning to tools like ChatGPT, Claude, and Perplexity instead of Google when they’re looking for answers to questions, or doing research, brands are taking notice.

Long-term reliance on Google search, and traditional approaches to search engine optimization (SEO), aren’t necessarily relevant in this rapidly changing search environment. Google search isn’t going away, but GenAI-driven search is having a growing impact.

What do you need to know, and do, to make sure your website doesn’t fall into oblivion?

Key Recommendations a One-Year Plan

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Future-Proofing Your Search Strategy

The Future of Search is Now

The search landscape will continue evolving as AI capabilities expand and user behaviors adapt, requiring strategies that remain effective across multiple scenarios.

Raju Dandigam, engineering manager at Navan, predicts the next evolution: “The upcoming evolution of generative AI search will introduce text and voice and image and video as fundamental input methods. Businesses need to develop content that sounds right because AI agents now merge voice assistants with smart devices.”

AI-generated content with a human touch

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AI Tool Integration Best Practices

Using AI Responsibly

The responsible use of AI tools in content creation and SEO strategy requires balancing efficiency gains with authenticity and quality standards.

As organizations adapt their content strategies for AI-driven search discovery, many are simultaneously exploring how AI tools can enhance their content creation and optimization processes.

This creates a dual challenge:

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Risk Management and Adaptation in the GenAI-Search Era

AI Search Brings New Risks

The AI search landscape presents new risks that require proactive management strategies while maintaining resilience in traditional search channels.

Pankaj Kumar, founder of Naxisweb, warns about a fundamental shift affecting established content: “There’s no such thing as SEO being replaced, but it’s certainly getting widened in scope.”

Adapting to new search paradigms

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Measuring Gen-AI and Traditional Search Success

Measurement Challenges in the Gen-AI Search World

Traditional SEO metrics require expansion to capture performance across dual search ecosystems, but many AI-specific measurement tools don’t yet exist.

Jordan Stevens, with Jordan Stevens Digital Marketing Consulting, outlines the measurement challenge: “Visibility is the key, but measuring it will be hard in the near term. We don’t have the tools for this yet. Keep your eyes on your business revenue as a whole. SEOs and marketers no longer have significant control over the output and what people see on the screen.”

Methods of measurement

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GenAI Search Implementation Strategy: Your Action Plan

Follow a Strategic, Systematic Approach

Moving from understanding to action requires a systematic approach that addresses both immediate opportunities and long-term positioning. Input from expert sources helps to suggest several steps marketers can take as they work to ensure their website content is optimized for both SEO and AI-driven search.

Laying the foundation

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Content Strategy Transformation

From keyword-based optimization to conversation-ready content

The fundamental shift from keyword-based optimization to conversation-ready content represents the most significant change in SEO strategy since mobile-first indexing.

Bernardo Castro, founder of Bybrand, explains the core transformation: Continue reading “Content Strategy Transformation”

The Reality Check: Separating Hype from Impact

Expert insights reveal the reality between hype and skepticism

The discourse around AI search oscillates between breathless hype and dismissive skepticism. The truth, as revealed by practitioners with real-world data, lies in measured transformation rather than revolution.

Michelle Tansey, founder of Red Queen Marketing in Australia, provides essential perspective: “This is a real shift, but I think it’s been overhyped. There’s a lot of noise about ‘SEO is dead,’ ‘AI is replacing search,’ and new acronyms like AEO or GEO popping up. That’s the part I’d call fake news. It’s all just optimizing for discoverability. Google is still the dominant search engine by a huge margin.”

And yet…

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LinkedIn Newsletters: #9 and #10 of 10 Expert Best Practices for B2B Thought Leadership

With over 1.2 billion members as of January 2025, LinkedIn has evolved beyond networking to become a critical platform for B2B content distribution and thought leadership development. LinkedIn newsletters represent one of the most significant developments in B2B content distribution because they allow users to build their own audience within LinkedIn, offering professionals a direct channel to communicate with opted-in subscribers.

Here we synthesize expert insights from digital marketing specialists, CEOs, consultants, and content strategists who have successfully leveraged LinkedIn newsletters to achieve measurable business outcomes. Their collective experience provides a roadmap for organizations seeking to establish or optimize their LinkedIn newsletter strategy and is supported through our own work and experience.

Here are our final two tips and some key recommendations.
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