DAY 2
How should organic and paid search holistically confront the radical changes in search results driven by AI?
15:40 – 16:00
The evolution of AI is dramatically changing search results from the traditional “10 blue links” to a more interactive and personalized experience that fluctuates daily. Notably, “AI Overview”, which appears at the very top of search results, risks reducing organic traffic and ad clicks for keywords that previously held top positions. To navigate these rapid changes, it is essential to re-evaluate the display of AI Overview, SEO links, and search ads for each individual search query. In this session, we will present an analysis of how SEO, search ads, and AI Overview are displayed for different search queries, utilizing data from Search Console and Google Ads search term reports, in addition to Demand Metrics’ proprietary data. We aim to unravel the latest search results with data, discuss the importance of analyzing SEO and search ads together rather than as separate entities, and provide direction on future strategies for both SEO and search ads.
*Session content may change
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Speakers
Maki Ezawa
Ayudante, Inc. SEO Consultant
Maki Ezawa is a founding member of Ayudante Inc. She has specialized in SEO since 2001, contributing her expertise to hundreds of projects across diverse industries. She is the author of several publications, and is a frequent speaker at conferences and seminars in Japan.
Takumi Shakuya
Ayudante, Inc. Digital Strategy Director
Takumi Shakuya a.k.a Shakky has been a driving force in the digital marketing space since his early days at Google Japan in 2008. He has over 16 years of experience across the digital marketing spectrum, with a strong focus on Google Ads. His expertise in sales, operations, and analysis was gained through his diverse roles with advertisers, agencies, and ad platforms. After playing a key role in the 2019 launch of the Japanese branch of UK-based ad agency Jellyfish, he joined Ayudante Inc. in 2023, where he now focuses on developing new solutions.