The Anti-SEO Checklist Checklist

@RyanJones Ryan Jones

@RyanJones Ryan Jones SVP @WeAreRazorfish Founder, SERPrecon.com @RyanJones Linkedin.com/in/jonesy www.RyanMJones.com

@RyanJones My day job Title: SVP, SEO Role: I co-run
the SEO Practice How Long: going on 15 years Company name changes: 6 (so far)

@RyanJones My night job What: SEO Tool Based on Information
Retrieval Features: AI Share of voice, GEO Optimization, Real metrics! Sign up: SERPrecon.com (everyone gets a free trial!) Coupon Code: CYBER50. (50% off 3 months!) Swag? Stickers – come see me

@RyanJones What else I do

@RyanJones And WAY too much cornhole…

@RyanJones Is SEO Dead?

@RyanJones The Media Thinks So

@RyanJones Google is still dominating Google 90% Other 5% Bing
3% Yahoo 2% Search Market Share 5.8% 13.5% 14.4% 59.4% Gen AI Market Share AI vs Google Market Share 21.9M 350M 376.6M 517M 16.5B 31.8X

@RyanJones By The Numbers: AIOs Impact On Google Results Keywords
with “informational” intent triggered AI Overviews (Ahrefs). Decrease in CTR on those informational keywords containing an AI Overview (ibid). Number of keywords examined within the Ahrefs study that identified these findings (ibid). YoY Increase in search impressions (BrightEdge). Decrease in CTR to those results (ibid). Increase in queries of 8+ words (ibid). 49% 7x 99.2% -30% -34% 150K

@RyanJones Publisher monetization and traffic impact GenAI answers often provide
direct responses, reducing the need for users to click through to a website. This could significantly decrease website traffic, ad revenue, lead generation and e- commerce transactions. Visibility in AI Responses Brands fear their content may not be included in AI-generated summaries, diminishing visibility and authority in key topics. Additionally, if competitors are featured where we are not, brands risk losing SOV and trust. Data Ownership and Attribution Brands have concerns about how their content is used, cited and credited in AI-generated responses. With fewer visitors to owned properties, brands will lose valuable first-party data for personalization and retargeting. Conversion Funnel Disruption Without clicks to owned properties, brands risk losing control of their customer journey and data collection, making it harder to convert visitors into paying customers. Brands may need to rely on paid channels to make up for lost traffic. Brands Are Concerned

@RyanJones SEO Has An Image Problem

@RyanJones We have a perception problem. Many self-proclaimed SEOs are
just spammers

@RyanJones Bad SEO is dead

@RyanJones

@RyanJones I would not, could not, buy more SEO! I
will not pay you, absolutely no! I have the keywords on the page. I have been ranking for an age. ...Wait, does that say "Generative"? Is that a new initiative?

@RyanJones This Is The Last Checklist You Should Use

@RyanJones Whatever we call it, we have to power up

@RyanJones Switch To Semantic SEO Full funnel engagement Semantic relevance
SOV / Visibility Keywords Organic rankings Lower Funnel Focus FROM Multi-modal AI search AI Overviews / Citations Quick Answers / People Also Ask TO AI systems Search algorithms Text / voice queries

@RyanJones What’s That Mean? Semantic Relevance Topics & Passages User
Intent Information Gain Quality, Uniqueness, Relevance, Authority, Trust, Expertise Vectors! Ambient Findability

@RyanJones You don’t need to rank for that query. You
need to be retrieved for semantically relevant queries.

@RyanJones Tools need to do better We need semantic relevance
We need SOV and upper funnel measurement Historical Keyword Volumes won’t cut it anymore Outdated – don’t use same metrics search engines do.

@RyanJones That’s why I Built

@RyanJones How do teams and SEOs adjust for this future?
How does the C suite adjust? “Just make my clicks go up” “SEO sales are down!” If “it’s just SEO” why do you need more $$?

@RyanJones Tear Down Silos

@RyanJones Move Past Clicks

@RyanJones The clicks aren’t coming back Source: ahrefs

@RyanJones Most AI searches have 0 historical search volume. 80%
of these 1,955 keywords have <100 monthly searches.

@RyanJones For AI It’s all about SOV

@RyanJones This is NOT a bad thing for the business
It’s only bad for the SEO reporting Silo

@RyanJones Ditch The Funnel. Play Pinball

@RyanJones Become A “real” Marketer

@RyanJones The new user It's not just a person behind
a keyboard. It's also the AI model reading your content before the person ever sees it. AI is now the first audience. It decides what to include, quote, or reference — using Search. We're not just optimizing for people anymore — we're optimizing for machines that summarize for people.

@RyanJones Use AI Better

@RyanJones Take More Credit! All of these are “powered up”
by SEO.

@RyanJones Thank you! Ryan Jones SVP @WeAreRazorfish @RyanJones Linkedin.com/in/jonesy www.RyanMJones.com
Use code: “CYBER50” to get 50% off For 3 months!

The Anti-SEO Checklist Checklist

The Anti-SEO Checklist Checklist

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