Sebastein discusses Game plan for launching in five new international markets with limited resources

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Global SEO is increasingly fragmented across platforms and user behaviors. Sebastien Edgar, founder of SEOSeb and Previsible, explains how search diversification is forcing SEOs beyond their traditional comfort zones. He advocates for an omnichannel approach that leverages content across multiple platforms, urges SEOs to take ownership of the full conversion funnel, and emphasizes the growing importance of CRO alongside traditional search strategy.

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Multilingual content generation with AI requires human oversight. Sebastien Edgar, SEO expert from SEOSeb & Previsible, examines the limitations of fully automated translation systems. He discusses the narrowing gap between AI and human translation quality, the persistent problem of hallucinations in AI-generated content, and why manual review remains essential despite rapid technological advancement.

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Global SEO requires unique market-specific approaches. Sebastien Edgar, SEO consultant at SEOSeb and expert at Previsible, shares his international expansion strategies. Edgar demonstrates how to balance global consistency with local market nuances, leverage hreflang tags to transfer authority between markets, and adapt imagery and content to reflect cultural preferences while avoiding stereotypes.

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The SEO industry is undergoing a seismic shift — from rising M&A activity to the growing dominance of AI in search. In this episode, Jordan Koene, SEO strategist and advisor at Previsible, is joined by Jim Boykin, founder of Internet Marketing Ninjas, to unpack their recent merger and what it means for the future of search.

Jim shares insights from over two decades at the forefront of SEO, including how link building has evolved, what makes a “trusted” link today, and why AI isn’t replacing SEO, it’s redefining it. Discover how LLMs like ChatGPT and Google's AI Overviews are reshaping visibility, why brand mentions matter more than ever, and how SEOs must adapt to stay competitive.

Whether you're an in-house marketer, agency pro, or SEO enthusiast, this episode offers a roadmap for thriving in a rapidly transforming search landscape.

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Brand visibility faces new challenges in AI-driven search environments. Jason Lax, SEO Director at SAP, shares practical approaches for maintaining visibility when traditional search results aren't visible to users. He recommends leveraging alternative platforms like shopping and maps while conducting deeper research on brand perception across different buyer journeys. Lax also emphasizes the importance of understanding how content appears differently in AI platforms versus traditional search and developing new measurement frameworks for tracking performance.

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Traditional search vs. emerging AI platforms: which deserves focus? Jason Lax from SAP makes the case for prioritizing emerging technologies over legacy search, comparing it to becoming a mechanic for electric vehicles rather than gasoline cars. He positions Google's AI experience as a hybrid solution while explaining why investing in newer platforms offers greater potential for innovation and future-proofing SEO strategies.

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Consumer behavior is rapidly evolving with AI tools. Jason Lax from SAP examines how search patterns are shifting from traditional queries to more efficient AI-assisted interactions. He explores the "search less, do more" paradigm where users leverage new technologies to increase productivity, while also addressing the implications of zero-click search results and how technology reciprocally shapes user behavior.

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Should you separate traditional and AI search teams? Jason Lax from SAP weighs in on this emerging organizational question facing SEO departments. He suggests that while temporary separation might help teams develop specialized AI skills, the significant overlap in fundamentals means these functions will inevitably merge back together. Lax compares this to the relationship between content and technical SEO, emphasizing that while resources may be divided, the teams must work in lockstep rather than as isolated units.

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Structured data's role in search continues to evolve rapidly. Jason Lax from SAP examines whether structured metadata will become more critical as search engines advance or diminish in importance. He explains how both Google and Bing recently reinforced structured data's significance, highlighting its contribution to crawling efficiency and precision while serving as a foundation for more refined communication between systems.

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