In the ever-evolving world of digital marketing, staying at the forefront of SEO and understanding the impact of new technologies is crucial. Anastasia Braitsik, a respected leader in SEO, content marketing, and data analytics, shares her insights on the current and future challenges and opportunities in the SEO landscape. With upcoming participation in the SMX Advanced 2025 event in Boston, she provides a glimpse into the changing dynamics of online search, highlighting the shift towards relevance over traditional rankings, the importance of curiosity and experimentation, and the emergent role of large language models (LLMs) in shaping the future of SEO. Anastasia’s extensive experience and cutting-edge perspective shed light on how SEO professionals can adapt and thrive in a rapidly changing digital environment.
What are some memorable quotes from your recent interview with Crystal Carter about the evolving search landscape?
One standout quote from my interview with Crystal was “All killer, no filler.” This phrase encapsulates the shift in the search landscape where the focus has moved from simply achieving high rankings to ensuring that traffic is relevant and high quality. It captures the essence of providing valuable content that truly meets user intent rather than just aiming to rank higher in search results. It’s about ensuring that every piece of content serves a meaningful purpose.
Can you elaborate on the importance of curiosity and experimentation in SEO today?
Curiosity and a mindset of experimentation are absolutely crucial in today’s SEO environment. The industry is in a state of rapid change, and professionals who have the habit of questioning, testing, and exploring are better equipped to adapt to these changes. Google is frequently updating its algorithms, and as SEOs, we’re always testing and verifying claims, which is so essential in this climate that is constantly evolving.
How do you think cross-channel strategies impact the current search environment?
Cross-channel strategies are more important than ever for contemporary SEO. Relying on traditional methods or templated approaches can leave you vulnerable, especially when the digital landscape is changing so quickly. By expanding SEO skills and reaching across multiple channels, brands can capture a broader audience and ensure greater visibility across different platforms. This is vital as it amplifies reach and enhances relevance.
What does the shift from rankings to relevance mean for SEO professionals?
Transitioning from focusing solely on rankings to prioritizing relevance means focusing on quality traffic – ensuring that the visitors who arrive at your site are genuinely interested in your content and likely to engage or convert. High visitor numbers are worthless if they’re not your target audience. By aligning content with what users are genuinely seeking, based on the questions they have, SEO professionals can deliver more meaningful and tailored search experiences.
How do reasoning models and LLMs influence the future of search engine optimization?
Reasoning models and LLMs are reshaping how we approach search. LLMs, like GPT variants, bring different dynamics to understanding user intent, impacting the way content is ranked and displayed in search engines. SEO strategies need to adjust to how these models parse and understand language, which affects a site’s visibility. The behavior of these models can lead to a substantial increase in visibility when optimized effectively, independent of traditional SEO factors.
What will you be discussing in your upcoming presentation at SMX Advanced 2025 in Boston?
At SMX Advanced 2025, my focus will be on reasoning models and what they mean for SEO strategies moving forward. These models have a unique approach to understanding context and content, which changes the way we need to think about optimization. I’ll be sharing insights and research on how to adapt existing strategies for these new models and showcasing the potential advantages of doing so.
For those attending SMX Advanced in June, why is this event significant for SEO professionals?
SMX Advanced is a pivotal event for SEO professionals because it represents a gathering of leading minds and innovators in the field. It’s an opportunity to share insights, learn cutting-edge strategies, and get ahead of industry trends. With everything that’s changing in the SEO landscape, from the diminishing emphasis on traditional rankings to the rise of AI, it’s critical for professionals to stay informed and agile. SMX Advanced offers that platform.
Could you introduce Crystal Carter and outline her role and experience in the SEO world?
Crystal Carter is the head of SEO communications at Wix and Wix Studio, with a rich background in search and marketing. Her extensive experience provides valuable perspectives on how SEO is transforming and the new dynamics at play, especially in connection with emerging technologies like LLMs. She’s been a significant voice in advocating for a shift towards multi-channel approaches and getting more visibility in AI components of search.
How do you think the industry is responding to the current changes in SEO?
The SEO industry has always been characterized by its inquisitive nature. Professionals are constantly testing new strategies and methods, especially as Google releases new statements and updates. This testing attitude is essential now more than ever, given how quickly the environment is evolving with things like AI and LLMs. Adapting to these changes and not clinging to outdated methods is crucial. Embracing a multi-channel approach and remaining curious can lead to innovation in our field.
What do you believe SEOs are doing right in light of the developments?
One thing that SEOs truly excel at is their curious nature and methodical testing. Informative reports are emerging on the effect of AI overviews on click-through rates and the utilization of LLMs. This proactive ethic—of constantly testing and inquiring—aligns well with a fast-paced, evolving environment. It’s a time of rapid change, and this exploratory spirit is crucial for success.
How can SEO professionals become more visible with AI, according to recent Google announcements?
Google’s recent announcements emphasize becoming “multimodal.” This means tapping into multiple channels to improve visibility, including exploiting AI features. SEOs should focus on diversifying their skillset to engage with various platforms, which allows them to reach a wider audience and ultimately benefits their visibility in search technologies that are incorporating AI.
What does being multimodal mean in the context of SEO?
Being multimodal in SEO today means integrating and applying skills across different platforms and content types. Google has been very clear recently that understanding and optimizing for multiple platforms—from traditional search to newer venues like video and interactive media—is crucial. It’s about engaging directly with your clients in places where they are, ensuring that the content you create is directly relevant to their needs and questions, no matter where they are searching.
Do you have any advice for our readers?
My advice would be to continually foster a mindset of adaptability and curiosity. The digital landscape is ever-changing, and it’s essential to stay informed and be willing to experiment with new strategies and technologies, especially with AI on the rise. SEOs need to embrace continuous learning and be open to exploring new channels and tools. Embrace reinvention and focus on creating truly relevant, valuable content that meets your audience’s needs. Find ways to measure success beyond traditional rankings and keep an open mind to how you can leverage your skills in new and innovative ways.
