TP441: SEO is Like Golf Now

Chris Boyer and Reed Smith explore how AI is transforming the digital discovery journey — and why traditional SEO tactics may no longer cut it. They discuss: 

The Collapse of the Keyword Empire - as AI-generated results increasingly dominate SERPs, healthcare brands must rethink how they show up in search.

Intent, Not Indexing -  AI search surfaces content differently, prioritizing context over keywords. This shift forces a new content strategy grounded in helpfulness, not hierarchy.

Search as Experience - with Google rolling out Search Generative Experience (SGE), the very notion of “ranking” is dissolving into curated, AI-assembled summaries.

Adapt or Disappear – what marketers must do today to remain visible in a world where GenAI is the first interaction layer.

Thought leader Carrie Liken joins to unpack the implications of Google’s generative search future, the collapse of zero-click visibility, and what it means for hospitals trying to compete in a rapidly changing landscape.

Mentions From the Show: 

How AI is reshaping SEO: Challenges, opportunities, and brand strategies for 2025 Search Engine Land

Search trends for 2025: Is a new ecosystem emerging?

2025 trend: Generative search will become the new normal, shaking up ad spend

How to navigate the changing landscape of search in 2025

AI-driven search ad spending set to surge to $26 billion by 2029, data shows

Carrie Liken on LinkedIn

Carrie Liken on SubStack

Reed Smith on LinkedIn

Chris Boyer on LinkedIn

Chris Boyer website

Chris Boyer on BlueSky

Reed Smith on BlueSky

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