Optimizing for LLMs and Google's Search Generative Experience (SGE) with Dale Bertrand

Content Marketing, Engineered Podcast | TREW Marketing

English - December 14, 2023 16:00 - 34 minutes - 24 MB - ★★★★★ - 19 ratings
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Previous Episode: Survey Results: How European Engineers Seek Information and Make Technical Buying Decisions

Next Episode: 2023 Marketing Wrapped - AI, Search, Social, and Strategy for 2024

The TREW Team is excited to have Dale Bertrand, CEO of Fire & Spark back on the podcast to discuss the changing nature of search marketing and how to optimize for the future of LLMs and Google's Search Generative Experience (SGE).

Dale Bertrand is the CEO and Founder of Fire&Spark, an SEO agency. Dale is also a popular speaker, sharing his expertise at conferences like INBOUND and Content Marketing World. We invited Dale to share what he's learned in 2023 - specifically in regards to the changing nature of search marketing and how marketers should update their strategies to optimize for Large Language Models (LLMs) and Google's future Search Generative Experience (SGE).

Dale and I discussed how AI has had major implications on how search engines operate and how AI has changed user search behavior. For marketers, we've moved well-beyond "gaming the system" for SEO and instead should broaden SEO strategy to focus on optimizing for each channel (LLMs, SGE, bots, YouTube, etc.) and focusing on being seen as a trusted thought leader in the eyes of Google.

Dale theorized that Google is going to determine which author has the expertise to write about a topic and who Google trusts to provide the answers users are looking for. We discussed this is the perfect time to develop internal Subject Matter Experts (SMEs) and leverage them for the signals Google is looking for.

Resources

Connect with Dale on LinkedIn Connect with Wendy on LinkedIn Register for the Industrial Marketing Summit Related Episode: Taking a Conversion-Focused Approach to SEO with Dale Bertrand

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TREW Marketing is a strategy-first content marketing agency serving industrial companies that target highly technical buyers. With deep experience in electronics, test and automation, software, and engineering services, TREW Marketing helps clients build trust and generate demand.