AI in SEO drives massive changes, say nine industry leaders. At a Miami roundtable on September 13, 2025, experts discussed how artificial intelligence transforms search optimization. SEOs must adapt fast or risk falling behind. The discussion, hosted by Danny Goodwin, highlights new roles, challenges, and opportunities. AI in SEO pushes professionals to rethink strategies and embrace cross-functional skills.
AI in SEO Demands Broader Roles and Flexibility
Experts agree that AI in SEO expands traditional roles. SEOs must become “AI visibility leaders,” says Leigh McKenzie. Siloed approaches fail in this era. Jennifer Cornwell from Tinuiti stresses integrating SEO with brand strategy. Matthew Kay adds, “Evolve into a complete marketer or become irrelevant.” Mike King of iPullRank notes enterprises already invest heavily in AI-driven SEO.
Key challenges include:
- Attribution Issues: Nick Eubanks of Semrush says tracking impact is tougher than ever. Off-site channels like PR complicate control.
- No AI Search Console: Devesh Khanal of Grow and Convert highlights the lack of data on AI user interactions, leaving SEOs “flying blind.”
- Consumer Focus: Gaetano DiNardi of Marketing Advice urges focus on real users, noting women use AI tools like ChatGPT as much as men.
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Ryan Jones of SERPrecon advises flexibility: “No tool has this solved yet. Evolve together, don’t panic.” Matthew Melinger of SEO Gets suggests SEOs act as “marketing therapists” to ease executive concerns. AI in SEO accelerates a shift toward relevance engineering and broader marketing.
| Expert Name | Key Insight |
|---|---|
| Mike King | Enterprises embrace AI in SEO; community lags. |
| Leigh McKenzie | SEOs must become AI visibility leaders. |
| Jennifer Cornwell | Break silos for integrated brand-SEO strategies. |
| Matthew Kay | Evolve into full marketers to stay relevant. |
| Devesh Khanal | Lack of AI search console creates data gaps. |
| Ryan Jones | Stay flexible; no one has all answers yet. |
| Nick Eubanks | Attribution is at its toughest for organic search. |
| Matthew Melinger | SEOs must ease executive anxiety in AI shift. |
| Gaetano DiNardi | Don’t ignore consumer behavior in AI hype. |
AI in SEO reshapes the industry. Leaders who adapt thrive. Stay ahead by embracing new tools and strategies now.
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