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Roundtable Episode 1

AI Shifting the Landscape of SEO

In this first IMG Roundtable, Angela, Ernesto and Tim explore how AI is changing the SEO landscape, from content creation and authenticity to workflows, strategy and the importance of human direction.

This Roundtable focuses on the evolving relationship between AI and SEO. The discussion covers how AI-generated content can succeed or fail, why authentic voice still matters, how SEO professionals can use AI without relying on it blindly and how workflows are changing as AI becomes more integrated into search and content strategy.

SPEAKERS

Angela

Storyteller and content marketer at Flow Agency. Angela discusses authenticity, voice, storytelling and the role of human direction in AI-assisted content.

Ernesto

Founder of Structural SEO, an e-commerce SEO agency focused on growing non-branded revenue. Ernesto shares insights on retrieval research, Google patents, testing, entities and practical SEO strategy.


Tim

SEO practitioner and Roundtable guest. Tim contributes to the discussion around AI workflows, search and how professionals can move beyond basic chatbot usage.

TOPICS

  • How AI is changing the SEO landscape

  • Why AI-generated content often lacks voice

  • The relationship between authenticity and optimization

  • How to balance human creativity with algorithmic requirements

  • Why AI should support strategy, not replace it

  • The importance of entities and how things are expressed

  • Moving beyond chatbot usage into workflows and agents

  • Why SEO professionals still need judgment, testing and expertise

KEY TAKEAWAYS

1. AI can support SEO, but it cannot replace human perspective

AI can help with structure, workflows and execution, but the human element is still needed for voice, judgment, opinion and real-world experience.

2. Authenticity and optimization can coexist

The discussion highlights that SEO structure and authentic content are not opposites. Content can be optimized while still sounding human and distinctive.


3. Voice should be part of the strategy

Voice should not be treated as decoration. It should be intentionally built into the content process so that AI-assisted content does not become generic.


4. AI works best when directed by experts

The speakers emphasize that professionals should guide AI instead of letting AI dictate the strategy.


5. The future of SEO requires better workflows

The conversation encourages SEOs to move beyond simple chatbot prompts and explore skills, agents, APIs and workflow-based AI use cases.

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Explore expert discussions on SEO, AI and the future of digital marketing.

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