Should you measure SEO by its ability to climb a tree? Hear Mike King's take on all things SEO - how AI is disrupting the space, and how measurement is (or should be) changing for this channel.Mike King is the founder and CEO of digital marketing agency iPullRank. King's journey from battle rapping with the Wu-Tang Clan to decoding Google's algorithms lays the foundation for a spirited discussion on the future of SEO, the impact of AI on search behavior, and innovative measurement techniques.Listen as we explore the shift from traditional click-based metrics to more complex, probabilistic methods driven by AI. Learn how SEO is adapting to changes in user behavior, including the rise of AI overviews and the challenges of measuring their impact.Plus, don't miss King's tips on leveraging advanced tools and strategies to stay ahead in the ever-changing SEO landscape.

Links from the episode:

Mike King on LinkedIn

iPullRank

Qforia

Show Notes:00:00 Introduction to Mike King00:23 Mike King's Early Career and Achievements00:38 Transition to Digital Marketing01:08 Future of SEO and Measurement Challenges01:51 Understanding SEO Metrics04:36 Google's AI Overviews and User Behavior05:21 SEO as a Brand Channel07:45 Challenges in Measuring SEO Effectiveness09:21 Impact of AI on SEO Traffic11:49 Evolving SEO Measurement Techniques18:22 Tools and Strategies for SEO Measurement25:07 Understanding Query Fan Out and Reasoning in SEO28:42 Client Education and Shifts in Search Behavior32:57 Improving Relevance and Content Structure36:04 Measuring SEO Performance and Authoritativeness43:25 Sentiment Analysis and Query Fan Out46:03 Reframing SEO for Better Investment48:41 Final Thoughts and Incremental Insights