Kevin Lee interviews Samir Patel, VP/CMO at GrowthMachines, a Berkeley, California-based consultancy powering growth marketing campaigns.

They cover lots of topics in our interview, including the frustration that many marketers are feeling right now with the forced "upgrade" to GA4. As Samir notes, while the move to GA4 might have great payoffs in the long term, in the short term it's a "hot mess" that is imposing major costs on marketers.

Samir and Kevin trade notes on the potential impact of LLMs on SEO, how they are useful from a content creation perspective, the likelihood that they will be abused by spammers seeking to flood the web with robotic, low-authority content, and the countermeasures that Google might employ to downrank AI-generated spam.

Samir notes that many SEO practitioners he works with don't seem to be making any real effort to get up to speed with LLMs, despite the fact that AI-enabled search is likely to have a profound impact on SEO tactics and strategies that have remained relatively stable over the past decade.

Samir and Kevin agree that voice search might be the first area where AI will make a major impact, given that those making voice queries are accustomed to single, (hopefully) authoritative results. The conversation then progresses to a discussion of how LLMs might improve their utility should they be given access to more personal, historical data relating to the user and chat about the trade-offs between user privacy and user convenience that might be necessary for LLMs to further enhance the online user experience.

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