Don't Let Ostrich SEO Ruin Your Results

Candidly, I'm a little worried after some recent Google-ing.

I'm not worried for us, I'm worried for you. You may be a victim of Ostrich SEO.

What is Ostrich SEO?

Ostrich SEO is Sticking your head in the sand waiting for some Google silver bullet.

I'm worried for you because you may be under the mistaken impression that nothing has changed. That's Ostrich SEO.

If this is you or your SEO team, listen up: SEO has changed!

Really it changed a a decade ago and it started going exponential 2 years ago.

You may be a victim of Ostrich SEO.

Is Google dead as a source of new business?

I'm not saying Google is dead for you. But, if your whole strategy was informational content on your own website, Google and traditional SEO may not work for you anymore.

Don't worry about Google, they're going to get theirs for a while to come. They are not however interested in sharing with you.

Remember, hope is not a strategy.

Don't get me wrong. I'm still all-in on SEO. That 2020 SEO, however, is not going to cut it.

So where is this coming from?

I had two recent experiences. One was the Google-ing I mentioned above. I'll paste those results below along with the query that generated them.

The other was a discussion at Search Influence about our upcoming conference prep.

I'll start with that.

Search Influence is THE Higher Ed SEO

In our current target niche, a subset of Higher Education, SEO expertise is Search Influence's USP. In other words, for these folks, Search Influence is THE Higher Ed SEO.

Ambitious, I know, but we're hoping if we keep banging that drum - with focus -we'll get there.

But what about AI, LLMs, ChatGPT, Gemini, Perplexity, all that? Uh oh.

No kidding, at the last UPCEA conference we attended I heard multiple people talking about using ChatGPT to "SEO" their content. And then, I had another person -- social media practitioner, not SEO -- ask me why they should hire us when AI could do their SEO.

Why should we hire you when we can use AI to do SEO.

Right. Really. WTF!?

So now, we have to keep banging the "Search Influence is THE Higher Ed SEO" drum. And we have to reassure everyone that also includes AI enabled Search Engines (the SE in SEO if you recall.)

You can see why Ostrich SEO is so popular. Right? Keep your head in the sand and hope for the best. It's much easier than rethinking how to win.

As I said at a previous UPCEA event:

And then there's those Google results.

My quick indexation check.

My quick indexation check after I publish a new piece of content is to copy it's H1, or headline and paste it into Google.

I did this in the last couple days with my recent publication on LinkedIn "Digital Marketing / SEO Predictions for 2025 - an AI Enabled Roundup."

What I saw gave me pause. Not scared, you hear, but pause.

These are those results:

In 2025, AI will significantly reshape the digital marketing and SEO landscape, leading to more personalized, context-aware, and efficient strategies.

In 2025, AI will significantly reshape the digital marketing and SEO landscape, leading to more personalized, context-aware, and efficient strategies.

Key Predictions:

• AI-Powered Content Creation and Optimization: Expect increased AI-powered content generation, including automated writing, image creation, and video editing.
• Voice Search and Conversational Search: Voice search and AI-powered chatbots will become more prominent, requiring content optimized for natural language queries.
• Personalization and Contextual Search: AI will enable personalized search results based on user history, preferences, and location, demanding content tailored to specific niches and interests.
• Zero-Click Searches and Featured Snippets: AI-powered search engines will increasingly provide direct answers within search results, making featured snippets and optimized content crucial for visibility.
• AI-Driven SEO Strategies: SEO strategies will evolve to incorporate AI tools for keyword research, content optimization, and link building, aiming for enhanced search engine performance.
• Multi-Modal Search: Users will increasingly interact with search engines through a combination of text, voice, images, and video, requiring content optimized for multiple formats.
• AI-Enhanced Analytics and Insights: AI-powered analytics platforms will provide deeper insights into user behavior, allowing marketers to refine their strategies and optimize campaigns.
• Ethical Considerations: AI's influence on search results raises ethical concerns regarding bias, data privacy, and transparency, requiring responsible data handling practices.
• App Marketing Evolution: AI will be used to drive in-app engagement and user actions, requiring a focus on in-app personalization and AI-powered experiences.

Implications for Marketers:

• Embrace AI-Powered Tools: Marketers will need to adopt AI tools for content creation, SEO optimization, and data analysis.
• Prioritize User Experience: Focus on delivering personalized and engaging experiences tailored to individual user preferences.
• Adapt to Voice Search and Conversational AI: Optimize content for natural language queries and conversational interactions.
• Leverage Featured Snippets and Zero-Click Strategies: Secure featured snippets and optimize content for direct answers within search results.
• Embrace Multi-Modal Content: Create content optimized for various formats, including text, voice, images, and video.
• Stay Ahead of AI-Driven Changes: Continuously adapt to evolving search algorithms and AI-powered features.

In essence, AI will become a central force in digital marketing and SEO in 2025, requiring marketers to embrace new technologies, prioritize user experience, and adapt to the changing landscape of search and content consumption.

Results end.

Don't be an Ostrich SEO

Since March of 2023 at Pubcon I've also been banging another drum.

If you want to avoid being an (out of work) Ostrich SE, you will use AI tools for content creation, repurposing, and promotion.

The proof is in the pudding. And Google can still be your frien-emy if you do.

Good news! That first result in the AI overview for "higher education seo" is my content. Sadly, it's an article on LinkedIn, and not the Search Influence website.

Take the win, right?

This is just one example of how to use AI, and your "rented" assets to win back the SERP. And while you're at it, you're improving your presence in other places your target market may be looking.

If you want to continue working as an SEO you have to recognize that the definition os an SE (search engine) has changed. It's not Google, Bing, social search, or whatever you think it is.

It's the search engine embedded in that chip in your skull.

You should be Johnny Appleseed with your SEO.

Make content. Make it good. Remake your content. Transform it and spread it to the four corners of the earth.

If you're not there yet, pull your head out of (*) the sand. That's how you avoid being a dead Ostrich or an out of work, SEO.