Harmonizing Algorithms and Audiences in SEO

The Guest

Lily Ray is VP of SEO Strategy and Research at Amsive, a full-service performance marketing agency that enhances marketing ROI through innovative solutions. Lily is a DJ, a drummer, has almost 15 years of marketing experience at every level of the funnel and she’s here today to talk about the state of search marketing.

AI Content Impact and Reporting Challenges 

We begin the discussion with Lily detailing her SEO research on the impact of AI-generated content on search results and the rise of user-generated content from platforms like Reddit and Quora. She highlights the challenges of staying updated with Google's algorithm changes and the need for automating reporting and data warehousing using consistent tools.

“Do what you can to get all the data and metrics consolidated into a data warehouse, and reporting automated, but the real aim is consistency” says Lily. “If the metrics are constantly changing because the tools are changing, then there’s only so much you can do.” 

When Music and Marketing Collide

We then pivot into a conversation on the parallels between Lily’s experience as a DJ and an SEO specialist. Lily shares how her skills as a musician, such as engaging an audience and adapting to unexpected situations, translate to her work in SEO. We also discussed the challenges of handling client requests, with Lily comparing it to a DJ receiving requests for songs they don't have in their repertoire.

“I play a lot of house music,” explains Lily. “So when someone comes up and requests a song I don’t have, no matter the frustration or confusion, I answer in a respectful way. Same goes for client requests; you have to listen, communicate expertise without offending, and keep a guiding hand on the mix.” 

Impact of SEO Changes on Businesses 

The interview shifts into the impact of SEO changes on different types of businesses, where Lily notes that more than half of their clients, including e-commerce and local businesses, have been successful despite algorithm updates.

“The Cinderella stories I’ve been a part of in SEO, along with the horror stories, mostly revolve around consulting clean-up. When clients come to us after having hired 16 different SEO specialists or teams to do 16 different tasks, the workload can be tangled. I had a client that was dinged hard by an update, and after 2+ years of dedicated work, the recovery was massively successful. All the good endings in SEO come after a ton of consistent work.”

Understanding Target Audience in Search Marketing 

We then talk about the importance of understanding the target audience in search marketing. Lily emphasizes that search marketing is no longer the primary channel for many businesses, and suggests that content should be adapted to video format, especially if the business is in a category shifting towards video. 

“Right now, understanding where your audience is is key,” says Lily. “Search is becoming less impactful and you have to skate where the puck is going.”

To hear more about Lily’s thoughts on SEO, her cogent takes on the latest Google search news, and if she prefers Karen Carpenter to Shelia E, listen to the full episode and follow her on social media at the links below.  

The Links

Amsive
Lily on LinkedIn
Lily on X 
Lily’s Latest DJ Mix

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