I had the pleasure of attending the State of Search Conference in Grapevine, Texas, from Monday, October 28, to Tuesday, October 29. The conference was an enlightening experience, filled with insightful presentations by industry experts on the evolving landscape of SEO, AI, and digital marketing.
I hadn’t been to a digital marketing conference in a while between launching Sky SEO Digital two years ago, and raising a small child, so it was nice to get out there again!
Here are some of my key takeaways from the two-day event.
Day 1 Highlights
1. AI + SEO with Carolyn Shelby
Carolyn Shelby, a seasoned SEO consultant and speaker, kicked off the discussions on the vital interplay between AI and SEO. She emphasized the authority of content in SEO, explaining how AI algorithms evaluate past writing to assess credibility. Carolyn also highlighted the importance of strategic text strings that align with search intent, noting that thoughtful content structures are key to gaining visibility. Her insights underscored the evolving nature of SEO as AI’s influence expands.
2. Gen AI and Governance with Cari O’Brien
Cari O’Brien, an expert in AI policy and governance, tackled the future of generative AI in private communications and data handling. She posed thought-provoking questions about whether private communication might eventually serve as a source of data for AI, stressing the importance of guardrails to protect privacy. Cari recommended that companies establish clear AI policies, not only for governance but to help navigate the rapidly changing AI landscape.
3. SEO for Revenue with Dale Bertrand
Dale Bertrand, a digital marketing strategist, discussed the future of search with a revenue-centric approach. He introduced the concept of “intent targeting” and stressed the importance of understanding the nuances of high-intent searches. Dale also elaborated on the benefits of mid-funnel content, like comparison pages, tools, and buying guides, which can significantly enhance conversion rates. This session offered a practical outlook on how businesses can drive revenue through strategic SEO.
Day 2 Highlights
1. Evolving SEO with Ryan Jones from Razorfish
Ryan Jones, known for his expertise in technical SEO, covered the complexities of the SEO landscape. He explored the mechanics of an inverted index and tokenization. Ryan also discussed the no-snippet meta tag as a way to opt out of certain search features, offering valuable insights on optimizing content for search. He demo’d SerpRecon, his tool that compares your site to competitors using search engine methods like vectors and machine learning to track ranking changes.
2. YouTube + AI with Jeremy Vest
Jeremy Vest, an expert in YouTube SEO and video marketing, shared tips on using AI to enhance video performance on YouTube. He revealed that niche videos are primarily driven by suggested video views, emphasizing the importance of catchy titles, engaging thumbnails, and detailed descriptions—in that order. Jeremy advised newcomers to upload one to two videos per week to build a consistent presence, and he noted that longer videos tend to perform best. His practical tips on title and thumbnail optimization were particularly useful.
Reflecting on My Experience
Overall, I had an enriching experience at the State of Search Conference. Each session brought a unique perspective on the future of SEO, AI, and digital content, from the importance of content authority to the rising influence of YouTube SEO. With so much to take away from each speaker, I left Grapevine inspired and ready to apply these new insights into my own work.
