Project overview
It may be too early to say this, but here goes anyway: Organic search results are still relevant in the age of generative AI.
With Anaplan, I worked to refresh several dated blog posts targeting keywords with high purchase intent. One of the posts focused on incentive compensation management. Another focused on sales forecasting. These posts were still generating solid web traffic, but they had fallen below some of our competitors’ results in the Google SERP.
I collaborated with teammates in marketing and marketing ops as well as solutions SMEs to identify these posts and update the content based on current market trends and a deep understanding of search intent.
At the time of writing, both posts were still earning featured snippet placements at the top of the Google SERP.