Michael MacMillan shares our penultimate piece of advice by encouraging you to ensure that all the good SEO that you already intend to do, is being done.

Michael says: “While AI is flooding the web with content, it’s also assisting teams to create huge strategies and big plans. However, we're still not seeing them getting executed.”

What does execution actually mean, and why is it not happening?

“Imagine that you’ve gone through and done an SEO audit; you've explored all the opportunities, you've gone through the competitor set, and you've gone through what you have for existing content and how you're performing.

Then, you get this beautiful list of what you should do to get things done – much like going to the physio, where you get a list of the exercises you should do when you're not at the physio. In the meantime, between visits, the work's not getting done.

There's definitely a place for using AI. It's great at analysing data. It's great for giving a first draft of a piece of content. We're leveraging it to get content briefs put together and get a first draft of content. However, a lot of the time, we're seeing things getting shelved.

Priorities start getting pulled. It's sometimes the fact that there is a whole lot that needs to get done. A lot of marketing teams are dealing with having fewer people to execute with, and they're having to rely on other sources to get things done.”