In the rapidly evolving landscape of digital marketing, few topics are as pressing as the impact of AI on search engine optimization (SEO) and traditional marketing strategies. Today, we’re thrilled to sit down with Milena Traikovich, a seasoned Demand Gen expert who has helped countless businesses refine their lead generation efforts through cutting-edge analytics and performance optimization. With her deep expertise, Milena offers invaluable insights into how AI is reshaping the marketing world, the enduring dominance of Google, and what businesses can do to stay ahead of the curve.
How has the emergence of AI tools transformed the way traditional SEO strategies are approached in today’s digital landscape?
AI tools have definitely shaken things up for traditional SEO, but I wouldn’t say they’ve killed it—not yet. They’ve shifted the focus from just keywords to understanding user intent on a much deeper level. Tools like chat-based AI are changing how people search, with longer, more conversational queries becoming the norm. This means SEO isn’t just about ranking for a term anymore; it’s about providing precise, context-rich answers. We’re seeing a pivot toward creating content that directly addresses specific questions, which is a big departure from the old-school keyword stuffing or link-building tactics. It’s more about being a trusted resource now, and that’s both a challenge and an opportunity for marketers.
What specific aspects of SEO do you believe are most vulnerable to the rapid adoption of AI technologies?
I think the areas most at risk are the mechanical, repetitive tasks in SEO—like basic keyword research or meta tag optimization. AI can automate those processes faster and often more accurately than humans. Also, content creation for low-value, generic topics is under threat because AI can churn out that kind of material in seconds. However, this pushes SEO professionals to focus on what AI can’t replicate easily: unique insights, storytelling, and highly specialized content. Those human elements are where we can still carve out a competitive edge.
Why do you think Google continues to dominate the search market despite the growing presence of AI alternatives?
Google’s dominance comes down to a few key factors. First, it’s a habit for most users—people have been Googling for over two decades, and that muscle memory is hard to break. Second, Google has built an ecosystem that’s tough to rival, from Maps to local search integrations. Their infrastructure delivers results that feel reliable and comprehensive, especially for everyday needs. AI tools are exciting, but they’re still seen as experimental by many. Google also keeps innovating with AI features of its own, like AI Overviews, which helps them stay relevant while maintaining that trusted brand image.
What role does user trust play in keeping people loyal to Google over newer AI-driven search tools?
Trust is huge. Google has spent years building credibility as the go-to source for information, and users feel confident that the results are vetted to some degree, even if they’re not perfect. AI tools, on the other hand, often struggle with accuracy—there’s always that nagging doubt about whether the answer is hallucinated or outdated. For critical searches, like health or local services, people want reliability over novelty. That trust factor keeps Google as the default for most, even as AI gains ground with tech-savvy users.
How does Google’s strength in local search give it an advantage over AI tools, and why is this area a challenge for AI?
Local search is Google’s bread and butter because it’s built on a massive database of real-time, location-specific data—think Maps, reviews, and business listings. AI tools struggle here because they often lack that granular, up-to-date information or the ability to integrate it seamlessly into a user’s context. For example, if I’m looking for a nearby restaurant, Google can instantly show me options with ratings, directions, and even current wait times. AI might give me a generic list or outdated info. That practical utility keeps Google ahead in local search, and it’s a high bar for AI to clear.
What’s driving younger generations, like Gen Z, to adopt AI search tools more quickly compared to older demographics?
Gen Z is all about efficiency and experimentation. They’ve grown up with tech evolving at lightning speed, so they’re more open to trying new tools that promise faster, more conversational answers. They’re also less tied to traditional search habits—Google isn’t their only frame of reference. Social media platforms and AI chatbots feel like natural extensions of how they already interact online. Plus, their search style, often longer and more specific, aligns well with how AI handles complex queries. It’s less about typing a few words and more about asking a full question, which suits AI’s strengths.
How does the distinct search behavior of younger users impact the way marketers need to approach their strategies?
Marketers have to rethink content creation for younger audiences. Gen Z’s longer, more detailed queries mean we need to focus on in-depth, niche content that answers very specific pain points or curiosities. It’s not enough to rank for broad terms; you’ve got to anticipate the exact questions they’re asking. This also means optimizing for voice search and conversational AI, since many of these users are interacting via assistants or chat interfaces. Engagement matters more than ever—content needs to feel personal and relevant to cut through the noise for this demographic.
Why do you think AI referrals are currently underperforming in terms of conversions compared to traditional search channels?
The main issue with AI referrals right now is user intent. People using AI tools are often in an exploratory phase—asking broad or experimental questions—rather than being ready to buy or take action. Traditional search, especially on Google, captures users further down the funnel who are looking for specific products or services. Also, AI results can feel less curated; there’s a disconnect when the answer doesn’t directly lead to a actionable next step. It’s like getting advice from a friend versus a salesperson—one’s informative, but the other drives you to a decision.
How can businesses adapt their content to better align with AI-driven search features like Google’s AI Overviews or multimodal search?
To show up in AI-driven features like Google’s AI Overviews, businesses need to prioritize structured, authoritative content. That means using clear headings, concise answers, and data-backed insights that AI can easily pull as a snippet. Focus on question-based content—think FAQs or ‘how-to’ guides—that matches natural language queries. For multimodal search, incorporating visuals like images or videos with descriptive metadata is key, as AI increasingly integrates different formats. Above all, establish expertise in your niche; AI prioritizes credible sources, so building domain authority through consistent, high-quality content is critical.
Looking ahead, what is your forecast for the role of AI in the future of search and digital marketing?
I believe AI will become a core part of search and digital marketing, but it won’t fully replace traditional methods anytime soon. Over the next few years, we’ll see a hybrid approach where AI enhances personalization and efficiency—think hyper-targeted ads or real-time content optimization. Google will likely integrate AI even deeper into its ecosystem, maintaining its edge, while standalone AI tools will carve out niches for specific use cases like research or creative brainstorming. For marketers, the challenge will be balancing AI-driven automation with the human touch that builds trust and loyalty. It’s an exciting time, but it’s going to require constant learning and adaptation to stay relevant.
