The SEO landscape is undergoing a radical transformation, fueled by the rise of AI-driven technologies like ChatGPT, Google’s AI Overview, and large language models (LLMs). In a lively conversation between Gianluca Fiorelli and Shelly Walsh, Managing Editor at Search Engine Journal and experienced SEO consultant, they explore how the industry is adapting to these seismic changes, the challenges SEO professionals face today, and the creative strategies that will define success in this AI-first world.
In this article, we’ll unpack their insights into navigating SEO in the AI era, explore the role of creativity, and assess how traditional marketing fundamentals can guide us through this moment of disruption. Whether you’re a seasoned SEO professional or just starting out, these lessons will help you adapt and thrive in this evolving digital ecosystem.
Understanding the Current State of SEO: A Period of Transition
Shelly Walsh describes the current state of SEO as both "exhausting" and "exciting." The rapid development of AI technologies, especially since the launch of ChatGPT in late 2023, has caused a fundamental shift in how search engines operate and how users interact with search results. Traditional SEO practices, which focused heavily on optimizing for Google’s algorithms and traffic growth, are being disrupted by AI-powered tools that prioritize user intent, direct answers, and semantic understanding.
Key Challenges SEOs Face
- Declining Organic Traffic: Walsh notes that many websites have experienced significant drops in traffic as search engines rely more on AI-generated answers and zero-click SERPs.
- Fragmented Search Ecosystem: With new platforms like TikTok and AI chatbots gaining traction, search behavior is no longer confined to traditional search engines.
- Adapting Skillsets: SEOs are being forced to evolve beyond technical optimization and keyword targeting, adopting a broader marketing mindset that focuses on end-user experiences and business outcomes.
According to Walsh, this period of disruption is akin to leveling up in a video game: "We’re moving to the next stage, and while it’s challenging, it could make our industry stronger and more creative."
Creativity: The Secret Weapon for SEOs in the AI Era
One of the most compelling arguments Walsh makes is that creativity, long underutilized in SEO, is now the key to survival. "SEOs are going to have to get very creative", she says. This creativity extends beyond technical fixes and keyword optimization - it’s about crafting meaningful, engaging content that appeals to real people, not just machines.
Why Creativity Matters Now More Than Ever
- The Decline of Informational Content: AI tools dominate informational queries, leaving little room for traditional "what is" or "how-to" articles to thrive. Walsh emphasizes the importance of moving beyond generic content toward impactful storytelling and innovative formats.
- Shifting Focus to User Journeys: Cindy Krum’s concept of optimizing for "journeys" rather than isolated queries resonates strongly here. Walsh suggests creating content that aligns with the full spectrum of a user’s decision-making process, from initial awareness to final conversion.
- Differentiation Through Authenticity: In a world oversaturated with AI-generated text, authenticity becomes a competitive advantage. Walsh highlights the importance of publishing content that reflects genuine expertise and unique perspectives.
For Walsh, creativity also means applying lessons from her background in art and publishing. For example, she draws inspiration from the Renaissance art principles of structure and clarity, combining these with modern SEO tactics to create content that resonates with both users and search engines.
The Evolution of SEO Content: From Lists to Leadership
Reflecting on her role as Managing Editor of Search Engine Journal, Walsh outlines how SEO content has evolved over the past five years. What once revolved around beginner-friendly "how-to" guides and listicles has shifted toward high-level strategy and thought leadership.
"In the past, content was very prescriptive and formulaic", Walsh explains. "Now, we’re focusing on thought-provoking articles that reflect genuine expertise and provide actionable insights for decision-makers."
Characteristics of High-Performing Content Today
- Expertise: Content needs to demonstrate deep knowledge of its subject matter, supported by credible evidence and firsthand experience.
- Strategic Focus: Articles should address real business challenges, tying SEO efforts to measurable outcomes like revenue or brand growth.
- Human Voice: As LLMs dominate generic queries, content that authentically connects with human readers stands out.
Lessons from Traditional Marketing: Rediscovering the Basics
Both Walsh and Fiorelli agree that the future of SEO will require a return to core marketing principles. These include understanding your audience, creating campaigns tied to business goals, and building direct relationships with users.
Walsh emphasizes that SEOs can no longer rely solely on Google for traffic: "We need to wean ourselves off the Google drug and focus on creating meaningful, direct connections with our audience."
What SEOs Can Learn from Offline Marketing
Walsh’s background in magazine publishing and graphic design offers valuable insights for SEOs navigating this transitional period:
- Focus on Audience Engagement: Much like a successful magazine relies on cultivating a loyal readership, websites must prioritize user retention over fleeting visibility.
- Clear and Purposeful Writing: Borrowing from journalism, Walsh advises adopting the inverted pyramid structure, which emphasizes clarity and delivers the most critical information upfront.
- Creative Campaigns: Just as offline marketing relied on bold, memorable campaigns, today’s SEO strategies must move beyond keywords to include storytelling, interactive formats, and multimedia content.
Writing for Humans and Machines: Striking a Balance
One of the ongoing debates in SEO is how to balance writing for humans and optimizing for machines. Walsh insists that effective SEO content must meet both needs. While AI tools like LLMs may favor structured, chunked content, she argues that human readers value nuanced, elegant prose.
"The best SEOs are those who can create a seamless balance", Walsh says. "You need to optimize your content to be discoverable while still delivering a compelling user experience."
Key Takeaways
- Think Beyond Google: Build direct relationships with your audience through newsletters, social media, and other channels.
- Embrace Creativity: Use innovative strategies and storytelling to differentiate your content from competitors.
- Focus on the Journey: Align your content with user journeys, addressing their needs at every stage of the decision-making process.
- Leverage Expertise: Publish content written by subject matter experts to ensure credibility and depth.
- Adopt Publishing Principles: Treat your website like a magazine - curate high-quality content that engages and retains readers.
- Balance Clarity and Sophistication: Write with clarity for AI tools while maintaining a human touch for your audience.
- Prioritize Long-Term Value: Create timeless, impactful content that endures beyond short-term algorithmic trends.
Conclusion
The AI era marks a challenging but exciting time for SEO professionals. As search evolves, success will hinge on creativity, strategy, and a renewed focus on authentic user experiences. By applying traditional marketing principles and embracing innovative approaches, SEOs can not only survive but thrive in this new environment.
As Shelly Walsh aptly puts it, "This is our moment to level up. The future of SEO is about thinking bigger and smarter - using creativity to forge direct, meaningful connections with our audience."
Now is the time to embrace this transformation and redefine what it means to create SEO content that truly wins.
Source: "Content That Wins: Smarter Strategy in the AI Era | Shelley Walsh" - Advanced Web Ranking, YouTube, Sep 15, 2025 - https://www.youtube.com/watch?v=L2CckAzUyIo
Use: Embedded for reference. Brief quotes used for commentary/review.
