How AI is rewriting the rules of SEO If you have Googled anything recently, you have likely noticed something new: instead of the familiar list of blue links, you’re greeted with an AI-generated answer at the top of the page . Google’s new  AI Overviews  (formerly Search Generative Experience) now provides instant summaries for everything from  “how to clean your aircon”  to  “best CRM software for startups.”  For many users, this means no more clicking through to websites: they get their answer in seconds, right on the results page. This shift isn’t just a minor update. It’s part of a seismic transformation in how people find information. A recent  BrightEdge study  found that  25% of all Google searches now return AI-generated answers , and for informational queries like  “how-to”  or  “what is…”,  that number jumps to 45%. Meanwhile, younger audiences are bypassing Google entirely:  40% of Gen Z prefers TikTok or AI chatbots like ChatGPT for search , according to Google’s internal data. So, does this mean the death of SEO? Not exactly, but it does signal the end of SEO " as we know it" . Here’s what’s happening, and how savvy businesses can adapt. The AI Takeover: Why Traditional SEO is on the verge of collapsing First of all:  zero-click search . Google’s AI Overviews are designed to keep users on its platform, answering questions instantly. For example, if someone searches  “best budget camera,”  Google’s AI might compile a list of top models with prices, specs, and even affiliate links without directing the user to a photography blog or retailer’s site. BrightEdge reports  that publishers have already seen a  15-25% drop in organic traffic  for informational keywords since AI Overviews began rolling out. And it’s not just Google. Tools like  Perplexity.ai  and  ChatGPT  pull data from websites to answer user queries directly, often without crediting or driving traffic to the original source. Danny Sullivan, Google’s Search Liaison, recently acknowledged in a  Search Engine Land  interview:  “Our goal is to answer queries in the most helpful way possible, even if that means fewer clicks to external sites.”  Translation: Google is no longer just a gateway to the web; it wants to  be  the destination. The Good News: SEO isn’t Dying, it’s Evolving AI is disrupting traditional search, but it’s also creating new opportunities. Google’s algorithms still prioritize  high-quality, expert-driven content , and the rise of AI has made  E-E-A-T  (Expertise, Experience, Authority, Trustworthiness) more critical than ever. For example, when Google’s AI answers a medical query like  “symptoms of Lyme disease,”  it relies on trusted sources, not random blogs. Similarly, AI chatbots like  Microsoft Copilot  (powered by GPT-4) prioritize data from reputable journals and established brands. This means businesses that invest in  authority-building (original research, peer-reviewed case studies, or expert interviews) will still dominate search. A study by  Backlinko   found that pages cited in Google’s AI answers had  34% more backlinks from high-authority sites  than average. What Should Businesses Do? A Survival Guide for the AI Era 1. Optimize for Answers, Not Just Rankings Instead of obsessing over keyword rankings, focus on becoming the source Google’s AI quotes. Structure your content to answer specific questions concisely. For example, if you’re writing about  “how to start a podcast,”  lead with a clear, step-by-step answer in the first paragraph. Use  schema markup  to help AI understand your content’s context. 2. Build Direct Relationships with Your Audience Relying solely on Google is risky. Companies like  Morning Brew  (a newsletter with 4 million subscribers) and  HubSpot   (with its thriving online community) have insulated themselves from search volatility by building loyal audiences. Start a newsletter, host webinars, or engage on platforms like LinkedIn , where your followers aren’t at the mercy of an algorithm. 3. Feed the Machines with Structured Data AI models thrive on structured information. Tools like  Google’s Knowledge Graph  and  ChatGPT  use schema markup to parse content. If you sell products, implement  Product schema ; if you publish research, use  Dataset schema . SEMrush’s 2024 SEO Trends Report notes that pages with schema markup are  50% more likely to appear in AI answers . 4. Embrace AI as a Collaborator, Not a Competitor Use AI to streamline SEO tasks. Tools like  Clearscope   (for content optimization) and  MarketMuse   (for topic research) leverage AI to identify gaps in your content. Even Google’s AI Overviews can be reverse-engineered: analyze the sources it cites for your target keywords, then create something better. The Future of Search: A Hybrid Landscape The days of “SEO vs. AI” are over. The future belongs to businesses that blend traditional SEO with AI optimization. Imagine a world where: Your blog post ranks number 1 on Google  AND is quoted in its AI Overview. Your product data populates answers in ChatGPT. Your YouTube tutorial is surfaced as a “best answer” on Perplexity . As Lily Ray, VP of SEO at Amsive Digital, noted in a recent  Search Engine Journal  podcast:  “AI didn’t kill SEO; it just added new layers. The winners will be those who adapt fastest.” In Conclusion: Adapt or Get Left Behind SEO isn’t dead, but clinging to outdated tactics is a recipe for irrelevance. The businesses that thrive will: Prioritize expertise  over keyword stuffing. Diversify traffic sources  beyond Google. Collaborate with AI , not fight it. Don't hesitate to contact me at emilie.cotenceau@gmail.com  if you want to know more about the best use of AI on your SEO approach. Sources: https://www.brightedge.com/news/press-releases/research-shows-impact-of-SGE-on-businesses https://fortune.com/2024/09/10/gen-z-google-verb-social-media-instagram-tiktok-search-engine/ https://www.botify.com/blog/ecommerce-seo-trends https://graftdmedia.com/blog-grafted-our-take/seo-and-the-impact-of-ai-on-search-amp-social-media-in-2024 https://lilyray.nyc/what-i-learned-at-the-2025-google-search-central-meetup-in-nyc/

The demise of browser cookies The shift towards a cookieless future represents one of the most significant transformations in digital marketing in recent years. With privacy regulations tightening and browsers phasing out third-party cookies, marketers are faced with the challenge of rethinking how they reach and understand their audiences. While this change may seem daunting, it also presents an opportunity to adopt innovative strategies for effective audience segmentation. Here’s how businesses can stay ahead in this evolving landscape. Understanding the Cookieless Future Third-party cookies have long been a cornerstone of digital advertising, allowing marketers to track user behavior across the web and deliver personalized content. However, growing concerns about consumer privacy have led to initiatives like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), as well as browser updates like Google’s plans to phase out third-party cookies in 2025 (plan that has been delayed and reported several times since 2020). This cookieless future prioritizes transparency and consumer consent, forcing marketers to seek alternatives to gather and analyze audience data. Strategies for Effective Audience Segmentation Navigating this shift requires embracing new approaches and technologies for audience segmentation while maintaining trust and compliance. Here are some key strategies: 1. First-Party Data Collection First-party data, collected directly from customers with their consent, is becoming increasingly valuable. Leverage data from your website, apps, email campaigns, and customer relationship management (CRM) systems. Building deeper relationships with your audience through engaging content, loyalty programs, and interactive experiences can encourage them to willingly share information. 2. Contextual Targeting With the decline of behavioral targeting, contextual targeting is making a comeback. By analyzing the content of a webpage, marketers can display relevant ads based on the context, rather than user behavior. This approach respects privacy while ensuring that ads resonate with the user’s immediate interests. 3. Investing in Data Clean Rooms Data clean rooms enable advertisers and publishers to share aggregated and anonymized data in a secure environment. These platforms allow for collaborative audience insights without compromising user privacy. They are becoming essential tools for businesses looking to bridge data gaps in a cookieless world. 4. Advanced Machine Learning and AI Machine learning models can help uncover patterns and trends in anonymized data, offering insights for audience segmentation. These technologies can also predict user behavior and preferences without relying on individual tracking, ensuring compliance with privacy regulations. 5. Universal IDs and Privacy-Safe Solutions Universal IDs, developed as alternatives to third-party cookies, provide a way to identify users across platforms using encrypted, consented data. Solutions like Unified ID 2.0 aim to balance personalization and privacy, giving marketers a viable option for targeting audiences effectively. The Human Touch: Transparency and Trust While adopting these strategies, it's crucial to prioritize transparency and build trust with your audience. Clearly communicate how data is collected, stored, and used, and ensure that users have control over their preferences. A privacy-first approach can strengthen customer loyalty and enhance brand reputation in the long term. Conclusion The cookieless future may challenge traditional digital marketing methods, but it also paves the way for a more privacy-conscious and innovative ecosystem. By focusing on first-party data, embracing contextual targeting, leveraging advanced technologies, and fostering trust, businesses can not only survive but thrive in this new era of audience segmentation. Adaptation is the key to success, and those who embrace change will emerge as leaders in the cookieless future. Don't hesitate to contact me at emilie.cotenceau@gmail.com  if you want to know more about audience segmentation strategies and cookieless targeting.

The Future of MarTech in APAC APAC is rapidly emerging as a global hub for marketing technology, driven by its dynamic economies, tech-savvy populations, and the increasing digitalization of businesses. Several trends and opportunities are shaping the Martech landscape in APAC. Key Trends in MarTech AI and Automation : Artificial intelligence (AI) is revolutionizing MarTech by enabling hyper-personalized customer experiences, predictive analytics, and automated marketing campaigns. Businesses in APAC are leveraging AI to streamline operations and enhance customer engagement. Data-Driven Marketing : With the rise of big data, companies are focusing on data-driven strategies to understand consumer behavior and preferences. This trend is particularly strong in APAC, where diverse markets require tailored approaches. Rise of E-Commerce : The booming e-commerce industry in APAC is fueling demand for MarTech solutions that optimize online shopping experiences, from personalized recommendations to seamless payment systems. Immersive Technologies : Virtual reality (VR) and augmented reality (AR) are gaining traction, offering innovative ways to engage customers. From virtual store visits to interactive product demonstrations, these technologies are redefining marketing in the region. Ethical Data Practices : As consumers become more aware of data privacy, businesses are adopting transparent and ethical data practices. This shift is crucial for building trust and long-term customer relationships. Opportunities for Growth Emerging Markets : Countries like India, Indonesia, and Vietnam present significant growth opportunities due to their expanding digital economies and increasing internet penetration. Smart Cities : The development of smart cities across APAC (e.g. Hong Kong) is creating new avenues for MarTech, particularly in areas like digital signage and location-based marketing. Retail Media Networks : Retailers are investing in media networks to better target customers using data analytics, blending technology with insightful marketing strategies. Challenges to Address While we see many opportunities for the future of MarTech, challenges such as regulatory barriers, cultural diversity, and a shortage of skilled talent need to be addressed. Overcoming these issues will be key to unlocking the full potential of MarTech in APAC. Don't hesitate to contact me at emilie.cotenceau@gmail.com  if you want to know more about MarTech trends in APAC.

Hyper-Personalization for enhanced customer experiences In today’s competitive digital landscape, delivering personalized experiences is no longer optional—it's essential. Hyper-personalization, an advanced form of personalization that leverages artificial intelligence (AI) and real-time data, is revolutionizing how brands connect with their customers. At the heart of this transformation lies the Customer Data Platform (CDP) , a powerful tool that enables brands to unlock the potential of their customer data and create truly unique experiences. What Is Hyper-Personalization? Unlike traditional personalization, which relies on basic customer attributes such as name or location, hyper-personalization dives deeper. It analyzes behavioral data, purchase history, browsing habits, and even real-time interactions to create highly relevant and timely experiences tailored to individual customers. From offering product recommendations that anticipate needs to sending personalized messages across multiple channels, hyper-personalization ensures that brands engage customers at the right place, at the right time, and with the right message . The Role of CDPs in Hyper-Personalization Customer Data Platforms have emerged as essential enablers of hyper-personalization. By centralizing data from various sources—such as websites, apps, social media, and CRM systems—CDPs provide a unified and actionable view of each customer. Here's how they drive enhanced customer experiences: Data Consolidation : CDPs eliminate data silos, ensuring that all customer information is accessible and up-to-date. This holistic view allows marketers to gain deep insights into customer preferences and behaviors. Real-Time Personalization : With real-time data processing capabilities, CDPs enable brands to deliver dynamic, in-the-moment personalization. For instance, a customer browsing an online store might receive tailored product suggestions based on their previous purchases and current browsing behavior. Omnichannel Engagement : CDPs facilitate consistent and personalized interactions across all touchpoints, be it email, social media, in-app notifications, or websites. This ensures a seamless and cohesive customer journey. AI-Powered Insights : Advanced CDPs incorporate machine learning and AI to uncover hidden patterns in data. These insights help marketers predict customer behavior, optimize campaigns, and enhance personalization efforts. Benefits of Hyper-Personalization Improved Customer Engagement : Customers are more likely to interact with content that feels tailored to their unique interests and needs. Increased Loyalty and Retention : Hyper-personalized experiences foster stronger emotional connections between brands and their customers. Higher Conversion Rates : By delivering relevant and timely messaging, brands can drive more meaningful actions, leading to increased sales. Optimized Marketing Spend : Targeted campaigns reduce wasted resources and ensure better returns on investment. Challenges to Consider Despite its advantages, implementing hyper-personalization comes with challenges, including: Data Privacy Concerns : Brands must navigate stringent regulations like GDPR and ensure that customer data is handled ethically and transparently. Integration Complexity : Consolidating data from multiple systems can be technically demanding. Resource Investment : Hyper-personalization requires investments in technology, skilled personnel, and ongoing maintenance. Looking Ahead As MarTech continues to evolve, the importance of hyper-personalization will only grow. By leveraging CDPs effectively, brands can stay ahead of the curve, fostering deeper connections with their customers and creating memorable experiences that drive loyalty and growth. The journey toward hyper-personalization is complex, but the rewards are undeniable. With the right strategy and technology, brands can transform customer data into powerful stories that resonate and inspire. Don't hesitate to contact me at emilie.cotenceau@gmail.com if you want to know more about hyper-personalization, Martech or CDPs.

AI revolutionizes digital marketing: A futuristic office harnesses advanced artificial intelligence to drive creativity and innovation. Artificial intelligence (AI) has become a transformative force across industries, and digital marketing is no exception. By integrating AI into campaign strategies, brands are gaining unprecedented insights, streamlining ad creation, and driving better results with precision and personalization. Revolutionizing Campaign Strategies AI-powered tools enable marketers to analyze vast datasets in real time, allowing them to identify trends, predict consumer behavior, and optimize campaigns with a level of accuracy that was once impossible. For example, advanced algorithms can segment audiences based on not just demographics but also psychographics, leading to hyper-personalized messaging. Predictive analytics, a key capability of AI, helps brands anticipate customer needs before they are explicitly expressed. This proactive approach not only strengthens customer relationships but also results in more efficient allocation of marketing budgets. Automating Creativity in Ad Creation While creativity has traditionally been seen as a human-dominated domain, AI is making strides here as well. AI-driven platforms can now generate ad copy, design visuals, and even suggest headlines tailored to target audiences. This automation not only speeds up the creative process but also ensures that ads resonate with the intended demographic. Moreover, AI is pushing the boundaries of innovation. Dynamic ad generation, for instance, allows brands to create multiple ad variations, testing them in real time to identify the most effective version. This experimentation leads to continuous improvement and higher engagement rates. Challenges and Ethical Considerations Despite its potential, the integration of AI in digital marketing is not without challenges. Concerns around data privacy and ethical AI usage have come to the forefront. Marketers must ensure transparency in how data is collected and used, maintaining consumer trust while adhering to regulations. Additionally, while AI excels in efficiency, it can lack the emotional intelligence and cultural nuance that human marketers bring to the table. Achieving a balance between automation and human oversight is key to maximizing the benefits of AI in marketing. The Road Ahead: AI's Future in Digital Advertising The future of AI in digital marketing is bright. As technology evolves, we can expect even more sophisticated tools capable of creating deeply immersive customer experiences. From AI-driven chatbots that provide 24/7 assistance to augmented reality (AR) ads powered by AI, the possibilities are limitless. The focus will likely shift towards ethical AI deployment, ensuring that advancements in marketing technology prioritize human values and enhance the consumer experience responsibly. Don't hesitate to contact me at emilie.cotenceau@gmail.com  if you want to know more about the best use of AI in Digital Advertising.