How AI is Changing SEO with Mike Witham, Head of Search at 97th Floor | Ep. 426

SEO is undergoing a fundamental shift as AI-driven search replaces traditional link-based results with direct, generated answers. Mike Witham, an SEO expert, explains that while AI poses a credible threat to organic traffic, it creates new opportunities for brands that adapt their strategies. Instead of chasing broad, high-volume keywords, marketers must focus on becoming authoritative sources cited by large language models. This involves reverse-engineering the sources LLMs use for specific topics and creating high-quality, human-centric content that offers unique perspectives. By prioritizing expertise and deep-funnel engagement, brands can secure visibility in AI-generated responses. Furthermore, leveraging video and audio content provides extensive, searchable data that helps train AI models, reinforcing a brand's status as a subject matter expert in an increasingly automated search landscape.