#5 GTM AI Insider: Where SEO and AI collide.
Diving deep into AI and SEO, written by Coach K
I posted today on Linkedin about this topic, but I wanted to go deep into this in the AI Insider.
I have so many questions around this topic and felt like it would be good to share some insights I got from a friend of mine at a top ad agency (John Kunz at Velox Media) and partner of Google in the SEO space.
I highly recommend working with them if you have a company and want to grow with AI and SEO in both the classic ways and in the more advanced ways. (No I do not get a referral fee and I am not paid for this, he is a good friend and I love what they do)
For those of you who are audio people, I had my AI podcast peeps do an overview of this for ya:
Part 1: AI and SEO Today: Intent, Trust, and Authority
1. Trust and Authority: The Foundations of SEO in an AI World
"Trust and authority are still king," as John Kunz said. That hasn’t changed with AI, and it won’t. Google is still evaluating content the same way it always has—by asking, “Can this source be trusted to provide value?” The difference today is the sheer volume of AI-generated content entering the market.
Much of this new content lacks credibility. The problem is that many creators rely on basic AI prompts to churn out content without refining or enhancing it. This results in broad, shallow output that doesn’t solve problems or add meaningful insights. "There’s a crap ton of content being pumped out into the market space that’s just AI-generated. This is crap, right?" John pointed out. "It’s very broad. People don’t know how to prompt or finesse it."
On the flip side, professionals using AI as a tool, rather than a shortcut, are producing highly valuable content that establishes expertise. This is where the divide grows: mediocre content sinks, and the thoughtful, well-constructed content rises. For Google, authority stems from expertise and credibility. AI can help amplify both, but only when guided by human input and industry knowledge.
2. Intent: The Next Evolution of Search Rankings
Google is shifting focus from simple keyword matching to understanding the purpose behind a search. John described it as, “Intent behind your content is going to be a major 2025 issue.” The algorithm now seeks to answer not just what users are searching for but why. Are they researching, making a decision, or looking to buy?
For example, take two articles about AI tools. One might dump a list of tools with no context, while another explains how different tools solve specific problems, links to case studies, and offers a checklist to evaluate them. The second article shows intent: it understands the user is trying to make an informed decision.
This approach aligns with what Google is prioritizing. As John noted, “Intent behind what they’re doing will start influencing those rankings.” Content creators must consider this shift. It’s not just about traffic; it’s about meeting the user’s needs better than anyone else.
This focus on intent is also tied to trust. Content that meets intent builds credibility. When users feel they’ve found what they’re looking for, they’re more likely to return to that source. Over time, this compounds authority, making it a critical element of any SEO strategy in the AI era.
3. The Flood of AI-Generated Content: Sorting Noise from Value
I told John on our call about a key challenge: “There’s so much noise about AI, and it’s everywhere. People don’t even know the difference between what’s valuable and what’s just junk.” The accessibility of AI tools has led to an explosion of content, much of it low-quality and generic.
John brought up the early days of SEO, comparing it to today’s AI content boom: “Think about the black hat early days, you’d just stuff everything with the keywords you’re looking for.” Back then, search engines couldn’t distinguish between valuable content and spam. But those days are gone. Algorithms have matured, and they’re now designed to assess quality over quantity.
One of Google’s strategies is to look for human impact in the content itself. John explained, “They’re looking at how you, in that content, are demonstrating human impact.” AI content that mimics human reasoning, adds depth, and addresses real-world problems will perform better. That’s why professionals who use AI as a tool for amplification—not automation—are pulling ahead.
John emphasized this divide: “People don’t know the difference between a one-sentence prompt and a well-crafted, deeply refined one. But Google can tell.” The takeaway is clear: the content flood isn’t going away, but the winners will be those who refine their AI workflows to deliver thoughtful, impactful content.
Part 2: Advanced Strategies – Schema Markup, Content Syndication, and Backlinking
4. Schema Markup: The Backbone of AI-Optimized SEO
John explained schema markup as a technical evolution in SEO. "Schema is really becoming the key piece behind the content itself," he said. This isn’t just another buzzword—it’s a structured way to communicate with search engines, providing context for your content and helping Google understand its purpose.
Think of schema as metadata that wraps around your content, giving search engines a map to follow. It tells Google what your content is about, how it connects to other pieces on your site, and how it can serve user intent. For example, schema can label an article as a "how-to guide," mark up product reviews, or define a local business’s services. It’s like tagging your content with precise descriptors so Google can categorize and rank it more effectively.
John pointed out why this matters even more in the age of AI: “Google’s algorithm is trying to balance quality versus quantity, especially with AI generation at scale. Schema becomes the differentiator.” When search engines are flooded with AI content, schema ensures your work stands out by demonstrating its structure, intent, and value.
Schema markup also ties into trust. By creating clear, authoritative relationships between your content and the broader web, you reinforce your credibility. For instance, linking schema to high-authority sites or well-structured internal pages signals to Google that your content isn’t isolated—it’s part of a network of valuable information.
5. Content Syndication: Amplifying Authority Across the Web
One of the most powerful ways to build authority is through content syndication—publishing your content on trusted third-party sites while maintaining backlinks to your original page. As John explained, “Syndicating content on trusted sites links back and forth, giving you authority. It doesn’t just increase your presence; it tells Google your content is intentional and focused on driving good human behaviors.”
Here’s how it works: imagine you write an in-depth guide on using AI for sales enablement. Instead of letting it sit only on your site, you partner with industry blogs, trade publications, or even forums to publish the same article (or slightly edited versions). These platforms already have established authority in your space. By connecting your content to their sites, you borrow some of that trust and signal to Google that your work is worth ranking.
The beauty of syndication is that it scales your reach. It’s not just about SEO—it’s about meeting your audience where they already are. For AI-focused content, this could mean appearing on marketing blogs, sales leadership sites, or tech-focused platforms. These backlinks also fuel your schema markup strategy, creating a web of interconnected, high-authority content.
6. Backlinking: Building Trust Through Connections
Backlinks are the cornerstone of authority in SEO. Google’s algorithm still leans heavily on backlinks to assess how trustworthy and valuable your content is. As John said, “The backlinks help with that authority, but it’s also about how your content links back to trusted sites and demonstrates human impact.”
Not all backlinks are created equal. A link from a well-respected industry blog carries far more weight than a random comment on a low-traffic site. The key is to focus on quality over quantity. Tools like Momentum.io can help identify which backlinks are driving real value and which ones are simply noise.
I had a concern echoed this point: “We want to flood the market, but not with crap.” That means every backlink should tie into a broader strategy. For example, if you’re creating AI templates or tools, your backlinks could point to case studies, webinar recordings, or customer success stories. This creates a cohesive narrative that Google—and your audience—can follow.
Why These Strategies Matter Together
Schema, syndication, and backlinks aren’t isolated tactics. They form a system. Schema provides structure and context. Syndication amplifies your content’s reach and connects it to trusted platforms. Backlinks reinforce authority and create pathways for users and search engines to follow. Together, they ensure your content is not just visible but trusted.
John summarized it best: “It’s about demonstrating human impact and creating intentional content.” In a world where AI content is everywhere, this layered approach ensures your work stands out for the right reasons. It’s not just about gaming algorithms—it’s about building a reputation that lasts.
Part 3: Practical Applications – Aligning AI, SEO, and Business Growth Goals
7. Balancing AI Tools and Human Oversight
AI is reshaping SEO, but it doesn’t work on autopilot. John highlighted this challenge when he said, “AI is everywhere, but people don’t know the difference between what’s valuable and what’s just junk.” This is where human oversight comes into play. AI can generate content, suggest keywords, or even analyze performance metrics, but humans are still needed to refine, interpret, and guide these tools toward meaningful outcomes.
I was really blunt: “People don’t know the difference between a one-sentence prompt and a well-crafted, deeply refined one. But Google can tell.” For businesses, this means investing in teams or individuals who understand how to maximize AI’s potential without sacrificing quality. AI should be treated as an assistant, not a replacement.
Take content creation as an example. AI can help draft an outline or pull together research quickly, but the human touch is required to add insights, context, and a voice that resonates with your audience. This balance ensures your content stands out in a sea of mediocrity while maintaining trust and authority.
8. Creating Actionable Content That Builds Trust
The main goal now of anything is instead of creating a lot of bland content, it is to create content that is ACTUALLY worthy of usage or valuable to the reader.
Here’s why: users aren’t looking for fluff. They want solutions. When your content provides a clear, actionable answer to a problem—whether it’s a checklist, a guide, or a case study—you establish yourself as a reliable source. Over time, this builds a reservoir of goodwill and authority, making your brand the go-to in your space.
For SEO, this type of content performs well because it aligns with intent. When someone searches for “how to onboard SDRs” and finds a detailed, well-structured plan on your site, it not only keeps them engaged but signals to Google that your content satisfies the search query’s purpose. This creates a positive feedback loop where valuable content reinforces your authority and drives more organic traffic.
9. Positioning AI-Driven Companies as Thought Leaders
Becoming a thought leader in any space requires more than just publishing content. It’s about framing your brand as an industry guide, one that helps users navigate complex topics. John emphasized this point when he said, “The intent behind your content will influence the rankings, but it also sets the tone for how people see your company.”
Positioning your brand as the "right choice" rather than competing solely on price is crucial in a crowded market where many competitors overlap in features but differentiate through messaging and positioning. By focusing on thought leadership, a company can rise above the noise and establish itself as a trusted advisor.
For example, organizations can create templates, host webinars, and engage in meaningful discussions that showcase expertise rather than just pushing products. This combination of thought leadership and actionable resources makes the brand more relatable while reinforcing its authority in the industry.
Another effective approach is addressing gaps in the market. Many professionals are searching for insights on AI tools, yet few resources explain how to evaluate them effectively. By filling these gaps, businesses not only meet user demand but also position themselves as genuinely committed to solving real problems. This strategy builds trust and credibility, setting the company apart in an increasingly competitive landscape.
Bringing It All Together
Schema markup, content syndication, and backlinks provide the technical foundation for SEO. Actionable content and thought leadership build trust and authority. Balancing AI tools with human oversight ensures quality. Together, these elements create a holistic strategy that not only drives traffic but also converts users into loyal advocates.
John summed it up well: “It’s not about flooding the market with crap. It’s about making sure people know who we are and why we’re valuable.” This mindset—delivering value while maintaining intent—ensures your business thrives in a competitive, AI-driven landscape.
Incorporating these strategies into your SEO plan will help you navigate the evolving digital landscape while positioning your brand as a leader in the space. This isn’t just about following trends—it’s about shaping them.
SEO Strategy Guide: Building Authority and Trust in an AI-Driven Landscape
1. Define Your SEO Goals and Audience Intent
Why: SEO success starts with clarity. Define what you want to achieve: organic traffic, authority, leads, or conversions. Understand your audience’s search intent—are they researching, making a decision, or taking action?
How to Implement:
Map out your Ideal Customer Profiles (ICPs) and align them with search intent (informational, navigational, transactional).
Use tools like Google Analytics, Ahrefs, or SEMrush to analyze search behavior and keyword intent.
Align your SEO goals with broader business objectives, such as driving demand generation or increasing thought leadership visibility.
2. Build Authority with High-Quality, Actionable Content
Why: Trust and authority are the pillars of SEO. Content that solves problems and delivers real value ranks higher and builds credibility.
How to Implement:
Focus on creating templates, guides, checklists, and resources that address specific audience pain points.
Develop content clusters by linking cornerstone content (e.g., “AI for Sales Guide”) to supporting blog posts (e.g., “5 Use Cases for AI in Sales”).
Ensure every piece of content aligns with user intent and provides actionable insights.
3. Leverage Schema Markup to Structure Content
Why: Schema markup helps search engines understand the purpose of your content, improving how it’s indexed and ranked.
How to Implement:
Use schema.org to identify appropriate markups for your content type (e.g., articles, how-to guides, FAQs).
Implement JSON-LD schema to structure your data, ensuring it highlights intent (e.g., “step-by-step guide” or “product review”).
Test your schema markup using Google’s Rich Results Test to confirm it’s being recognized.
4. Use Content Syndication to Expand Reach
Why: Syndication amplifies your content by publishing it on trusted third-party platforms, boosting visibility and building backlinks.
How to Implement:
Identify high-authority sites in your industry where you can syndicate content (e.g., trade blogs, forums, partner platforms).
Customize syndicated content slightly to avoid duplicate content issues and align with the host site’s audience.
Include strategic backlinks to your website or cornerstone content to reinforce your authority.
5. Prioritize High-Quality Backlinking
Why: Backlinks remain one of Google’s top ranking factors. Links from trusted sites signal credibility and boost rankings.
How to Implement:
Focus on quality over quantity by targeting backlinks from authoritative, industry-relevant websites.
Build relationships with influencers, thought leaders, and bloggers in your niche to secure guest posting opportunities.
Regularly audit your backlink profile using tools like Ahrefs or SEMrush to remove toxic links and strengthen your SEO standing.
6. Balance AI Tools with Human Expertise
Why: AI can automate parts of SEO, but human insight ensures content is relevant, thoughtful, and trustworthy.
How to Implement:
Use AI tools like ChatGPT, Jasper.ai, or Writesonic for content ideation or outlines, but always refine the outputs manually.
Train your team in AI prompting to improve content quality and align with your brand’s voice.
Regularly review AI-generated content for accuracy, depth, and alignment with your SEO strategy.
7. Optimize Content for Intent and Long-Tail Keywords
Why: Intent-driven content ensures that your site meets user needs while long-tail keywords capture specific, high-value traffic.
How to Implement:
Research intent-focused keywords using tools like AnswerThePublic or Ubersuggest.
Create content for each stage of the buyer’s journey, from awareness (informational) to decision (transactional).
Optimize for long-tail keywords that are less competitive but highly relevant to your niche.
8. Incorporate Feedback Loops for Continuous Improvement
Why: SEO is dynamic. Regularly analyze and refine your strategy to stay ahead of changes in algorithms and user behavior.
How to Implement:
Set up dashboards in Google Analytics and Search Console to monitor performance metrics like click-through rates, bounce rates, and rankings.
Conduct regular content audits to update outdated information and expand high-performing posts.
Test new approaches, such as creating interactive content or video tutorials, to engage users and improve rankings.
9. Align SEO with Broader Thought Leadership Goals
Why: SEO isn’t just about traffic; it’s about establishing your brand as a leader in your industry.
How to Implement:
Develop a publishing calendar that includes thought leadership articles, research reports, and case studies.
Host webinars, panel discussions, or Q&A sessions to create engaging, shareable content.
Build authority by addressing industry gaps with content like “Top 10 Questions to Ask When Evaluating AI Tools.”
Final Thoughts
SEO in an AI-driven landscape is about more than algorithms and keywords. It’s about creating content that builds trust, authority, and lasting connections with your audience. By balancing technical SEO with actionable insights, human oversight, and advanced AI tools, you can ensure your brand remains visible, credible, and valuable.
This guide provides a structured, actionable path forward. Execute it step by step, measure your impact, and refine as you grow.
Here is an recent article from Google regarding Backlinks and using AI, interesting read.
Prompt for AI SEO Strategy:
Master Prompt for Generating an SEO Strategy Guide Focused on AI Integration
ROLE
You are an SEO and AI strategy architect. Your task is to create a comprehensive and actionable SEO strategy guide that incorporates advanced AI principles and techniques. Your guide will be structured to provide clear, detailed instructions while emphasizing trust, authority, and practical applications. The audience is composed of business professionals seeking to optimize their SEO efforts using AI.
TASK
Using the content provided, create a detailed SEO strategy guide. Your guide must address the following core components:
Define SEO goals and align them with audience intent.
Build authority with actionable, intent-driven content.
Integrate schema markup, content syndication, and backlinking into a cohesive strategy.
Balance AI tools with human expertise for quality assurance.
Continuously optimize the strategy based on feedback loops and emerging trends.
Each component must:
Begin with a clear explanation of its importance.
Provide actionable steps for implementation.
Include an example or scenario that demonstrates how to apply the concept.
Use language that is concise, professional, and reflective of the conversational, Spartan tone.
RULES
YOU MUST TAKE YOUR TIME, TAKE A DEEP BREATH, AND GO STEP BY STEP.
YOU MUST:
Structure the response into sections with clear headings for each component.
Avoid jargon or overused phrases; focus on clarity and practical utility.
Explain technical concepts, such as schema markup and backlinks, in an accessible manner.
Incorporate real-world applications to illustrate advanced techniques like content syndication.
Ensure all advice is actionable, breaking down steps into logical, easy-to-follow instructions.
Maintain a professional tone while varying sentence structure for readability.
EXAMPLE OUTPUT FORMAT
Component 1: Define SEO Goals and Align with Audience Intent
Why It Matters: Briefly explain the concept’s importance and relevance to SEO success.
Steps to Implement: Outline 3–5 specific, actionable steps for execution.
Example: Provide a clear, practical example or scenario.
Component 2: Build Authority with Actionable Content
Why It Matters: Explain the role of trust and authority in modern SEO.
Steps to Implement: Detail practical methods for creating actionable content.
Example: Include a use case demonstrating how actionable content builds authority.
Repeat this format for each of the five components.
OUTPUT FORMAT
Component Title
Why It Matters: [Brief explanation]
Steps to Implement:
[Actionable Step 1]
[Actionable Step 2]
[Actionable Step 3]
Example: [Scenario or application that illustrates implementation]
Summary
[Conclude with a brief overview of how all components work together to create an effective SEO strategy.]
PROMPT FOR ICP IDENTIFICATION
Master Prompt for Identifying a Company’s Ideal Customer Profile (ICP)
ROLE
You are a Go-To-Market strategist specializing in Ideal Customer Profile (ICP) development. Your role is to help businesses clearly define their ICP to ensure precise targeting, effective messaging, and optimized sales and marketing efforts.
TASK
Using the information provided, identify and define the company’s Ideal Customer Profile (ICP). This process should include analyzing the company’s offerings, target audience, and market positioning to determine key ICP attributes. Your analysis must be actionable, detailed, and focused on providing clear insights.
You will:
Segment the ICP into Dreams, Challenges, Fears, Past Failures, and Decision-Making Behaviors for clarity.
Include demographics, firmographics, psychographics, and buying behavior to create a holistic view of the ICP.
Provide actionable recommendations for targeting and messaging based on the ICP’s characteristics.
Ensure the output is structured, concise, and uses clear, professional language.
RULES
YOU MUST TAKE YOUR TIME, TAKE A DEEP BREATH, AND GO STEP BY STEP.
YOU MUST:
Segment and categorize all insights into the following ICP components:
Demographics
Firmographics
Psychographics
Buying Behavior
Focus on the customer’s perspective. Highlight their goals, motivations, and concerns.
Include actionable insights that directly address how the company can engage, nurture, and convert this ICP.
Avoid generic advice. Tailor recommendations to the specific business and market context.
Explain key characteristics, such as purchase triggers, objections, and the decision-making process.
EXAMPLE OUTPUT FORMAT
Demographics
Why It Matters: Demographics help narrow down the individual characteristics of the ideal customer.
Key Traits:
Age: [Typical age range of ICP]
Role: [Job title or position relevant to the product/service]
Location: [Geographic area, if relevant]
Firmographics
Why It Matters: Firmographics define the organizational traits of the target companies.
Key Traits:
Industry: [Targeted industries or verticals]
Company Size: [Number of employees, revenue, or market stage]
Budget: [Range for spending on relevant solutions]
Psychographics
Why It Matters: Psychographics explore the ICP’s motivations, challenges, and behaviors.
Key Traits:
Challenges: [Specific pain points or challenges ICP faces]
Motivations: [What drives their decisions? Efficiency, growth, etc.]
Fears: [What risks or objections might they have?]
Buying Behavior
Why It Matters: Understanding how the ICP approaches purchases helps align sales and marketing efforts.
Key Traits:
Purchase Triggers: [Events or conditions that lead to purchasing decisions]
Decision-Making Process: [How decisions are made internally, who is involved]
Preferred Channels: [How they prefer to engage with brands or solutions]
Summary
[Provide a short overview of the ICP and 2–3 actionable recommendations for sales and marketing teams.]
OUTPUT FORMAT
Component Title
Why It Matters: [Brief explanation]
Key Traits:
[Trait 1]
[Trait 2]
[Trait 3]
Actionable Insights: [Specific recommendations for targeting or engaging this ICP]
Summary
[Conclude with a brief overview of the ICP and how understanding it will impact the business’s GTM strategy.]
Master Prompt for Expanding a Company’s ICP by Exploring New Markets
ROLE
You are a Market Expansion Strategist focused on helping companies identify how the problem they solve can be applied in new or adjacent markets. Your role is to critically evaluate the company’s current ICP, analyze the core problems they solve, and explore potential market opportunities for growth.
TASK
Your goal is to guide the company in expanding its ICP by exploring how their solutions can apply to other industries, verticals, or market segments. This process will involve:
Analyzing the core problem(s) the company solves and its value proposition.
Identifying adjacent markets or segments where these solutions may be relevant.
Offering actionable strategies for testing and entering these new markets.
The first step is to ask five clarifying questions to understand the company’s offerings, customer base, and current market positioning.
Once the questions are answered, you will:
Segment the analysis into Core Problem, Current Market Fit, and Potential Adjacent Markets.
Provide a list of three actionable strategies for testing the viability of expansion into new markets.
Ensure the tone is clear, professional, and actionable, using concise language and logical structure.
RULES
YOU MUST TAKE YOUR TIME, TAKE A DEEP BREATH, AND GO STEP BY STEP.
YOU MUST:
Begin by asking five clarifying questions to understand the company’s current ICP, solution, and positioning.
Segment the output into three sections: Core Problem, Current Market Fit, and Potential Adjacent Markets.
Use real-world scenarios or examples to explain how the solution could fit into new markets.
Avoid suggesting generic markets; base recommendations on the clarified information provided.
Provide three actionable steps for testing new markets and ensuring strategic fit.
Keep the tone professional, Spartan, and conversational, avoiding jargon while delivering actionable insights.
EXAMPLE OUTPUT FORMAT
Clarifying Questions
What is the primary problem your company solves for your current ICP?
Which industries or verticals do you currently serve?
What are the top three measurable outcomes your solution provides?
Are there industries or customer segments you’ve considered but haven’t explored yet?
What objections or challenges do you typically face when targeting new customers?
Core Problem
Why It Matters: Understanding the fundamental problem your company solves is critical to identifying similar challenges in other markets.
Analysis:
[Describe the problem and the solution’s unique value proposition.]
Current Market Fit
Why It Matters: Analyzing your current ICP provides insight into your strengths and transferable advantages.
Analysis:
[Summarize the industries, demographics, or firmographics currently benefiting from your solution.]
Potential Adjacent Markets
Why It Matters: Expanding into new markets can increase revenue streams and diversify risk, provided the solution aligns with new customer needs.
Analysis:
[List 2–3 adjacent markets or segments where similar challenges exist.]
Actionable Strategies for Testing New Markets
Market Research: Use surveys, interviews, or data analysis to validate demand for your solution in new industries.
Pilot Programs: Offer a limited version of your product or service to a small group in the new market to gather feedback and refine your approach.
Strategic Partnerships: Collaborate with organizations already serving the target market to establish credibility and reduce entry barriers.
Summary
[Provide a concise summary of the expansion opportunity, emphasizing next steps and the importance of aligning with the core problem solved.]