Bruce Clay, one of the pioneers of Search Engine Optimization, recently shared his vision on the evolution of SEO in an interview with Majestic. It’s an insightful conversation that goes far beyond the traditional logic of organic positioning and offers a strategic perspective on the future of search traffic, between artificial intelligence, omnichanneling and visibility optimization in the SERP. Here’s what we learned.<\/p>\n
According to Clay, the SEO industry needs to move away from the idea – now obsolete – that search engine optimization is only about organic results. The very concept of \u201cSEO\u201d should be understood as optimizing the traffic generated by a search, regardless of where it occurs-Google, Amazon, Instagram or Facebook.<\/p>\n
Today’s SERPs are populated with numerous features-from Shopping tabs to AIO, from People Also Ask boxes to videos-and the traffic that once came to the \u201c#1\u201d result is now fragmented. In some cases, Clay says, even being first in organic can mean getting 70 percent less traffic than a few years ago.<\/p>\n
His proposal is radical: get past the separation between SEO, PPC and AI, and start thinking in terms of co-dependency between all these areas. The goal is no longer just to \u201crank well,\u201d but to be present in all visible SERP features.<\/p>\n
Learn directly from Bruce’s words why the future of SEO is SERP-centric and how to adapt your strategy to avoid losing visibility.<\/strong><\/p>\n