Learn about the biggest changes to SEO over the last year, including the EEAT update and the growth of AI search and generative AI, and hear how these changes are impacting B2B engineering companies like yours. 

For part one of this two-part series on SEO for technical, B2B companies, we’re joined by Lily Ray, Senior Director of SEO and Head of Organic Research at Amsive Digital. Lily has spent the last 11 years in agencies, focused on SEO and organic research across many industries, and she brings a wealth of experience to our episode today.

Google has been in a period of rapid evolution, with multiple core updates released over the last few years. The biggest update, E-E-A-T, has changed the search landscape, prioritizing experience, expertise, authority and trustworthiness of websites and individual authors alongside other, long standing ranking factors. Lily cites how she’s seeing E-E-A-T and other core updates impact client sites, as well as how businesses can find success in organic search by focusing on user experience first and foremost.

If the frequent shifts in Google’s algorithm weren’t enough, we also have the rapid adoption of AI changing how people search for and create content. After spending months testing ChatGPT and AI search engines, Lily has takeaways on the smart, responsible ways of using these tools, and why it’s dangerous to use the tools without a firm understanding of how they work and what they do and do not do. She also shares how she’s using this new toolset to create efficiencies in info sourcing and content reuse, to augment rather than replace current processes.

Resources

• Lily Ray on Twitter
• Lily Ray on LinkedIn
• Lily Ray’s website
• Amsive Digital: SEO Articles

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TREW Marketing is a strategy-first content marketing agency serving industrial companies that target highly technical buyers. With deep experience in electronics, test and automation, software, and engineering services, TREW Marketing helps clients build trust and generate demand.