Summary

In this episode of the Web Usability podcast, Lucy Collins discusses the transformative impact of AI on SEO and digital marketing with Tom Vaughton, CEO of VARN. They explore the concept of agentic AI, its implications for user behavior, and the evolving landscape of content creation. The conversation emphasises the importance of originality, technical optimisation, and the need for brands to adapt to the changing digital environment. Tom shares insights on the risks and opportunities presented by AI, highlighting the necessity for businesses to invest in their online presence and create genuinely helpful content.

Takeaways

• AI is fundamentally changing the landscape of SEO.
• Agentic AI represents a shift towards more autonomous decision-making.
• Businesses must adapt to the evolving digital environment.
• Originality in content creation is crucial for standing out.
• Technical optimization remains important in the age of AI.
• The future of content monetization is uncertain but necessary.
• Brands need to invest in their online presence as an asset.
• Testing and learning are essential for success in digital marketing.
• AI can help legitimate brands thrive in a competitive market.
• User experience and accessibility will benefit from AI advancements.

• Navigating the Future of SEO with AI
• The Rise of Agentic AI in Digital Marketing

• "AI is changing SEO forever."
• "It's harder to cut corners now."
• "You have to be strategic and original."

00:00 Introduction to Web Usability and AI

01:25 The Evolution of AI in SEO

06:49 Understanding Agentic AI

14:17 The Future of Search and User Behavior

20:17 The Importance of Data and Continuous Learning

26:21 Content Creation in the Age of AI

32:56 Monetisation and the Future of Content Creation

Find out more...

LinkedIn (2) Tom Vaughton | LinkedIn

VARN Specialists in SEO, Search Marketing & Data Analytics | Varn