1. Confidential - Vijay
Vasu
1
AI’s Imminent Impact
on SEO & Revenue
What CMOs can do

2. Confidential - Vijay
Vasu
2
TlDr:
- AI/SGE is still Evolving ( experiments)
- Website will lose Traffic & $$$
- Interplay of Brand, Product, Content, PR,
Eng. & SEO is vital
- Communication & Soft Skills are critical for
success ( Verbal, Personal, &
Documentation)
- E-E-A-T + content on variety of sites will
decided Winners & Losers
Vijay Vasu SEO

3. Confidential - Vijay
Vasu
3
Intro
Vijay Vasu SEO

4. Confidential - Vijay
Vasu
4
AI is still evolving
Vijay Vasu SEO

5. Confidential - Vijay
Vasu
5
Google still classifying as an Experiment

6. Confidential - Vijay
Vasu
6
Google now has a
converse button
leading to new UX
Vijay Vasu SEO

7. Confidential - Vijay
Vasu
7

8. Confidential - Vijay
Vasu
8
Behold
Conversational
AI. No website
needed.

9. Confidential - Vijay
Vasu
9
Generative AI, SGE or
Search Generative
Experience is Google’s
version of ChatGPT
Vijay Vasu SEO

10. Confidential - Vijay
Vasu
10
SGE still uses the
same Algorithm/s and
quality guidelines to
inform its AI Model/s /
Rank. No change yet
Vijay Vasu SEO

11. Confidential - Vijay
Vasu
11
Google will still
prioritize Ads
wherever, whenever it
can. No surprise here
Vijay Vasu SEO

12. Confidential - Vijay
Vasu
12
Ad #1
Ad #2
AI/SGE

13. Confidential - Vijay
Vasu
13
SGE is not available to
all users yet, just
those that have
Search Labs Access
Vijay Vasu SEO

14. Confidential - Vijay
Vasu
14
Soon this will roll out
to All users
Vijay Vasu SEO

15. Confidential - Vijay
Vasu
15
The interplay of Paid
Marketing,Brand,
Content, Product and
SEO is more important
now than ever Vijay Vasu SEO

16. Confidential - Vijay
Vasu
16
To understand SGE
understand Google’s
Mission Statement &
Approach
Vijay Vasu SEO

17. Confidential - Vijay
Vasu
17
Google's mission …. organize the
world's information … make it
universally accessible … useful.
That's why Search makes it easy to
discover a broad range of
information from a wide variety of
sources Vijay Vasu SEO
Source: Google Blog

18. Confidential - Vijay
Vasu
18
This is now Playing
out in SGE.Ie.
Variety of Sources
Vijay Vasu SEO

19. Confidential - Vijay
Vasu
19
SGE is like an evolution
of a SERP feature, AKA
Featured Snippets
powered by AI
Vijay Vasu SEO
Click here for more on this

20. Confidential - Vijay
Vasu
20
SGE is already
an immersive
experience
Vijay Vasu SEO

21. Confidential - Vijay
Vasu
21
Carousels + Links
AI Predicting Next
Steps
Deeper Engagement
Lists with no
links

22. Confidential - Vijay
Vasu
22
Below the fold
has a whole
new meaning
Vijay Vasu SEO
2nd Page of Google where no one goes

23. Confidential - Vijay
Vasu
23
Previous Algorithms
focused on User Intent.
Now its User Intent + What
you need ( Prediction)
next ( AI) + Click Here
Vijay Vasu SEO

24. Confidential - Vijay
Vasu
24
If you are ranking high
for your CORE
Keywords/Topics, your
competition is going to
intensify Vijay Vasu SEO

25. Confidential - Vijay
Vasu
25
This is a great time to prepare
teams for SGE’s impact:
1. SEO Strategy / Pivot Plan
2. Technical SEO & Audits
3. Content Strategy / Pivots
4. PR/Brand/Links/Reviews
5. Analytics Vijay Vasu SEO

26. Confidential - Vijay
Vasu
26
Why CMOs should care
Vijay Vasu SEO

27. Confidential - Vijay
Vasu
27
Vijay Vasu SEO
Google Still Dominates Search.
Source: Similarweb

28. Confidential - Vijay
Vasu
28
Ranking on Google high,
puts More money in your
bank for Less. Defends
Brand, is a proxy that your
content is Google Approved
and rewarded. Vijay Vasu SEO

29. Confidential - Vijay
Vasu
29
Higher Rank = High
CTR = More Clicks
= More $$$$. Until
Now
Source: SISTRIX
https://www.sistrix.com/blog/why-almost-everything-you-knew-about-googl
e-ctr-is-no-longer-valid/ | 2020 Study

30. Confidential - Vijay
Vasu
30
SGE Is going to change
that. More on this later.
Vijay Vasu SEO

31. Confidential - Vijay
Vasu
31
- Shorter Payback Periods
- Lower CAC
- Growth Loops
- Incremental Growth
- Brand Protection
Vijay Vasu SEO
ALSO
These
KPIS

32. Confidential - Vijay
Vasu
32
Brand, PR, Content, and
Product Marketing are
your primary levers in the
AI & SEO Game. Align
them with SEO
Vijay Vasu SEO

33. Confidential - Vijay
Vasu
33
SEO puts more money in
the bank for Less. ™
Vijay Vasu SEO
SEO Costs Less Over Time
Original Image Concept
Credit: Reforge

34. Confidential - Vijay
Vasu
34
SEO puts more money in
the bank for Less. ™
Vijay Vasu SEO
SEO Users can increase Over
Time
Original Image Concept Credit:
Reforge

35. Confidential - Vijay
Vasu
35
Vijay Vasu SEO
Paid Users Stop as soon as
Spend Stops
Original Image Credit: Reforge

36. Confidential - Vijay
Vasu
36
Vijay Vasu SEO
Organic Users Can Keep
growing
Original Image Credit: Reforge

37. Confidential - Vijay
Vasu
37
SEO (maybe) your
strong Growth
Lever/Asset. Pull data
and validate
Vijay Vasu SEO

38. Confidential - Vijay
Vasu
38
SEO’s agree that SGE
will cause Websites to
lose traffic.
Vijay Vasu SEO

39. Confidential - Vijay
Vasu
39
Estimates Range from a
50% to 20% decrease
Vijay Vasu SEO

40. Confidential - Vijay
Vasu
40
Here is a Simulation of
that
Vijay Vasu SEO

41. Confidential - Vijay
Vasu
41
Domain - CRM Software
SEO Traffic - 10M/Mo
Conversion Rate: 5%
Conversion Value: $75
ICP/Target Audience: Enterprise Buyers
Vijay Vasu SEO
Simulation of Hypothetical
Drop in Traffic by SGE and
Impact on Upstream Metrics

42. Confidential - Vijay
Vasu
42
Vijay Vasu SEO
The Following is just a Simulation
of a Hypothetical Drop in Traffic
caused by SGE and Impact on
Upstream Metrics. This is to be
used only for educational
purposes and only in context of
this entire doc.

43. Confidential - Vijay
Vasu
43
Vijay Vasu SEO

44. Confidential - Vijay
Vasu
44
Vijay Vasu SEO

45. Confidential - Vijay
Vasu
45
Vijay Vasu SEO

46. Confidential - Vijay
Vasu
46
Vijay Vasu SEO

47. Confidential - Vijay
Vasu
47
Taking stock of SEO and
planning now will helps
brands navigate AI,
protect Revenue and
Brand Vijay Vasu SEO

48. Confidential - Vijay
Vasu
48
How to prepare for
SGE’s Imminent Impact
Vijay Vasu SEO

49. Confidential - Vijay
Vasu
49
Review your SEO
Strategy and Do an SEO
Pre-Mortem for SGE ( see
my other Linkedin Post)
Vijay Vasu SEO
Link

50. Confidential - Vijay
Vasu
50
I believe a variety of
content on a variety of
websites will help SEO
and Brand marketing
Navigate AI Vijay Vasu SEO

51. Confidential - Vijay
Vasu
51
But before you create a
variety of content……
Vijay Vasu SEO

52. Confidential - Vijay
Vasu
52
AI will help you create
content at Scale. Resist
this.
Vijay Vasu SEO

53. Confidential - Vijay
Vasu
53
Stick to core marketing
principles such as
delighting your ICP/TA
Vijay Vasu SEO

54. Confidential - Vijay
Vasu
54
Only Publish Quality
Content, Carefully and
thoughtfully.
Vijay Vasu SEO

55. Confidential - Vijay
Vasu
55
This content needs to be
distributed and amplified
Vijay Vasu SEO

56. Confidential - Vijay
Vasu
56
1. Experience
2. Expertise
3. Authority
4. Trustworthy
Vijay Vasu SEO
source:
https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t
Minimum
Threshold for
Content ( via
Google)
E-E-A-T

57. Confidential - Vijay
Vasu
57
Review your SEO
Analytics and get
granular
Vijay Vasu SEO

58. Confidential - Vijay
Vasu
58
● Landing Pages that drive
Traffic ( Brand/Non-Brand)
● Queries that drive Traffic (
Brand/Non-Brand)
● Clicks ( Brand/Non-Brand)
Vijay Vasu SEO

59. Confidential - Vijay
Vasu
59
- Impressions ( Brand/Non-Brand)
- Users ( Brand/Non-Brand)
- Engaged Sessions ( Brand/Non-Brand)
- Conversions ( Brand/Non-Brand)
- Revenue ( Brand/Non-Brand SEO)
- Next level Growth Folks ( Profit)
Vijay Vasu SEO

60. Confidential - Vijay
Vasu
60
Review this segmented
data in context of all
other Channels, KPIs,
Biz Outcomes Vijay Vasu SEO

61. Confidential - Vijay
Vasu
61
Defend your Top
Landing Pages, Queries
fortify these
Vijay Vasu SEO

62. Confidential - Vijay
Vasu
62
Review Keyword and
Content Strategy with
your SEO & Content
Team, for terms you do
not rank for but need to
Vijay Vasu SEO

63. Confidential - Vijay
Vasu
63
Then Layer in User
Intent, Next Steps in the
Journey, and what
content will meet this
need/motivation
Vijay Vasu SEO

64. Confidential - Vijay
Vasu
64
Get your Product, Content and SEO
team together, and Map out your
ICP, user's interests, and needs.
Identify any content and journey
gaps. Layer in KW research from
your SEO or Agency here.
Vijay Vasu SEO

65. Confidential - Vijay
Vasu
65
Get your Product, Content and SEO
team together, review content
strategy based on how SGE is
evolving ( intent) + (prediction) + (
engagement) + (journey)
Vijay Vasu SEO

66. Confidential - Vijay
Vasu
66
Implement Measurable SEO Tactics
Conversion
Reoptimization/CRO
Variety of Sources
Content Marketing
Technical SEO
01 Users/Signups/Revenue/Profit
02
2nd Wave of Optimization, and outreach,
Conversion Rate Optimization
03 Content Distribution | Amplification
04
Produce High Quality Engaging content - Improve
Product Pages Content - Conversion rate +
Returning Users
05 Mobile efficiencies, Crawl, Index - Launch new site

67. Confidential - Vijay
Vasu
67
Develop a Video SEO strategy if
you do not have one yet
Vijay Vasu SEO

68. Confidential - Vijay
Vasu
68
Prodive PR Support for SEO
initiatives
Vijay Vasu SEO

69. Confidential - Vijay
Vasu
69
Review Affiliate Support/Opps for
SEO initiatives
Vijay Vasu SEO

70. Confidential - Vijay
Vasu
70
SaaS SEO Focus - ICP
profile, Journey, Content
that considers need, intent,
motivation and comparison.
Vijay Vasu SEO

71. Confidential - Vijay
Vasu
71
SaaS SEO - Audit all
Guides, Docs, Videos,
How-To content and
consider making then
crawlable and indexable
Vijay Vasu SEO

72. Confidential - Vijay
Vasu
72
Vijay Vasu SEO
Content that helps ICP/TA Decide may be favoured
by SGE.

73. Confidential - Vijay
Vasu
73
Ecomm SEO - I am already
seeing changes that are
concerning.
Vijay Vasu SEO

74. Confidential - Vijay
Vasu
74
Link to non lulu site
commercial query

75. Confidential - Vijay
Vasu
75
Clicks do not take
you to Lulu but
open up window,
with competitor
pricing + Links

76. Confidential - Vijay
Vasu
76
Variety of Sources
Meet Zach, who talks about
Airlines, Travel and Products in
that realm. Not a Lulu employee.

77. Confidential - Vijay
Vasu
77
Ecomm SEO Focus -
Technical SEO, Site health,
Architecture, CORE Pages
and ICP Journey. Privacy
Policy, Returns documentation.
Vijay Vasu SEO

78. Confidential - Vijay
Vasu
78
Ecomm SEO Focus -
Carefully review Category
Pages, Sub-Cat, and Browse
Pages, remove those that not
absolutely important or few
clicks. Vijay Vasu SEO

79. Confidential - Vijay
Vasu
79
Web3 SEO Focus - DOCS
category,In-Depth
PDPs,Informational Content,
Video SEO, Short-Form Videos,
Ungated Content ( institutions),
Pricing Vijay Vasu SEO

80. Confidential - Vijay
Vasu
80
MarketPlace SEO Focus -
Technical, Architecture,
Content, PDPS,
Video,Links,Cat,Sub-Cat,Bl
og,PR,Influencers. Analytics
Vijay Vasu SEO

81. Confidential - Vijay
Vasu
81
Finance SEO Focus -
Technical,
Video,Links,Informational
Content, Variety of content on
Highly Trusted Sites/Links
Vijay Vasu SEO
E-E-A-T

82. Confidential - Vijay
Vasu
82
Medical SEO Focus -
Technical,
Video,Links,Informational
Content, Variety of content on
Highly Trusted Sites/Links
Vijay Vasu SEO
E-E-A-T

83. Confidential - Vijay
Vasu
83
You should have received
such a deck from your
Agency Already if you have
one. If not I wish you all the
best with AI and SEO. Vijay Vasu SEO

84. Confidential - Vijay
Vasu
84
AI is still evolving, it
moves fast, but it needs
careful, thoughtful &
data/insight Driven SEO
Vijay Vasu SEO

85. Confidential - Vijay
Vasu
85
Cross-Functional
Alignment is especially
key to not becoming the
2nd page of Google’s
result.
Vijay Vasu SEO

86. Confidential - Vijay
Vasu
86
What will move the SEO Needle?
1. Strategy that Factors in SGE
2. Identifying SEO and Content Growth Loops
3. RoadMaps
4. Alignment/Cohesion
5. Execution
6. Measurement
Actionable SEO Tactics will move the
needle.
How we will do it:

87. Confidential - Vijay
Vasu
87
Follow up
Questions?
DM Me : https://www.linkedin.com/in/vijayvasu/

88. Confidential - Vijay
Vasu
88
What is SEO?
SEO is short form for “Search engine optimization”. It is a marketing strategy employed in order
to improve a websites visibility and organic search results in google and other global search
engines. SEO can be complex and time-consuming, but it is also one of the most effective ways
to build a brand and scale business growth.
Leading companies like UBER, AirBNB, Zendesk, Uber Eats, Amazon, Saleforce, Airtable, Asana,
all have leveraged SEO to gain market share, defend brand, lower acquisition costs, and create
SEO & Content Growth Loops.