The Pivot From SEO to EO | Irma Karsten

“We need to start answering questions and proving we’re the authority in our field,” says Irma Karsten.

AI is rewriting the rules of digital marketing, especially SEO, and I’ve got the perfect guest to unpack it all. 

In today’s episode, I'm joined by the brilliant Irma Karsten, COO of the Digital Marketing Academy and head of strategy here at Shift ONE. 

We’re diving deep into how AI is shaping SEO, from the rise of AI-generated copy that’s starting to look like the “stock images of words,” to the evolution of SEO into something much more personal and authority-driven. 

We share real-world examples, like how we won a Dubai website project through ChatGPT search, and explore everything from zero-click searches to the importance of personalized content.

This one’s packed with actionable insights for marketers who want to stay ahead of the AI curve.

We dive into:

• How AI is changing the face of digital marketing and SEO
• Why “zero-click searches” and “ask engine optimization” are the future
• Why personalization is still the ultimate differentiator.
• The importance of owning your own digital assets—email lists > followers
• The overlooked power of YouTube and how to create content bundles
• Irma’s must-know dos and don’ts for AI-era marketing

Big thanks to Irma for sharing her expertise on this one. Her insights were golden.

Like, comment, subscribe, and share this episode. Let’s hear your thoughts. How are you using AI in your marketing strategy?

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