In today's content-saturated landscape, SEO needs journalistic principles. Dina Rickman, Senior Director at GoFundMe, shares how her background in journalism transformed her approach to search strategy. She explains how firsthand experience and original reporting create content that genuinely engages users, why traditional keyword-focused tactics are losing effectiveness, and how editorial intuition can be developed through data analysis and experimentation.

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Clicks dropping while impressions remain stable? SEO Director Donna Donahue from Antylia Scientific shares her current approach to this exact challenge. She emphasizes the importance of frequent site crawling, establishing benchmarks before making changes, and proper URL mapping during transitions. Donahue also recommends implementing monitoring systems to track the impact of pivots and analyzing competitor content that appears in AI-generated search results.

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Google's AI search results threaten organic traffic. Donna Donahue, SEO leader at Antylia Scientific, forecasts the evolution of zero-click environments over the next year. She emphasizes the critical importance of structured data accuracy despite Google's claims it's not a ranking signal, and explains how brands can leverage AI overviews for increased brand recognition while developing strategies to counter declining click-through rates.

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E-E-A-T signals in AI search have become increasingly messy and unclear. Donna Donahue from Antylia Scientific shares how her quasi-YMYL company navigates Google's shifting expertise requirements. She explains why scientific oversight of all content is essential for maintaining authority in pharmaceutical and lab research industries, while noting the pendulum swing from E-E-A-T obsession toward a renewed focus on relevancy and topic uniqueness.

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AI overviews are reshaping SEO strategy. Donna Donahue from Antylia Scientific examines the trend of optimizing content specifically for AI-generated search results. She discusses how snippets have become the new "zero-click playground," the recent addition of links within AI overviews, and strategies for creating content that both satisfies information needs while encouraging click-throughs to websites.

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Will page speed matter in AI search? Donna Donahue from Antylia Scientific examines the evolving relationship between page speed and AI-driven search results. She argues that while technical performance remains important for crawlers, content quality will continue to be the dominant ranking factor. Donahue also highlights the irony that Google's own tracking tools often contribute to page speed issues while simultaneously penalizing sites for slow performance.

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Demonstrating SEO ROI remains a persistent challenge for search professionals. Donna Donahue, SEO Manager at Antylia Scientific, shares her approach to cross-functional collaboration through effective listening and stakeholder education. She reveals how developing comprehensive content briefs creates pathways to success, transforming reluctant stakeholders into willing participants while explaining how incorporating direct customer feedback from sales and trade show teams strengthens content strategy beyond traditional keyword research.

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Google's helpful content updates require a strategic response. Zak Ali, from Finder, shares his approach to realigning organizations around search priorities. He advocates for starting fresh by understanding how real users interact with search, putting customer needs at the center of strategy, and balancing technical SEO fundamentals with human-centered content development that reflects authentic user behavior.

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Long-form guides or interactive calculators? Zak Ali from Finder weighs in on resource allocation for personal finance sites. Interactive calculators emerge as the clear winner, offering users immediate value through manipulable interfaces rather than passive reading experiences. Ali emphasizes that calculators better match user intent, allow for personalization, and can still incorporate supporting content while avoiding the pitfalls of creating extensive guides that users typically scan rather than read thoroughly.

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AI search is transforming the personal finance vertical. Zak Ali from Finder explains how the landscape will shift in the next 18 months, with major finance apps achieving product parity while smaller publishers specialize in niche areas. He predicts AI search will become the default experience within 12-18 months once Google solves ad monetization, creating significant challenges for unprepared publishers.

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