SEO / AEO Predictions 2026 — Fireside Chat with Eli Schwartz & Mark Organ

Julia Nimchinski:
Welcome to the show! Our next session. Eli Schwartz, author of Product-led SEO, and welcome back, Mark Organ, one and only Director and GM at Category Knot, and former founding CEO of multiple category-defining companies, Eloqua and Influitive. Stucked to have you here. I ask you, I believe, about your top production, Mark. What about you, Eli? Top GTMEI production for 2026?
Eli Schwartz:
I think we’re gonna settle into a new reality where AI becomes a tool, and the hype cycle starts to die down. The whole, like, this is dead because AI killed it, I think we’re gonna know what’s dead, what’s not, and now we’ll just settle in, and the future is here.
Julia Nimchinski:
Long love SEO. Mark.
Eli Schwartz:
Long live all sorts of marketing.
Julia Nimchinski:
It’s station here.
Mark Organ:
Yeah. Yeah, and I provided a prediction before, but another one. I think that this is the year where we’re going to see a big impact from AI and customer success. That’s the one area… that’s the one area where we haven’t seen a lot yet. It’s a lot of action in sales and marketing. Including the company that I joined, Your.io, which is all about helping companies win their strategic, big deals, so lots of action in sales and marketing, but I’m excited to see How AI is going to be used to make customers more successful And that’s actually a good segue, I think, for this interview. I’m very, very excited to have one of the biggest, boldest thinkers in SEO, Eli Schwartz, to interview the creator of product-led SEO. And maybe we could start there, Yai. Tell us a little bit about product-led SEO, what it is, and then what it means in this age of AI. Is product-led SEO still relevant? How are your ideas changing in this age of AI?
Eli Schwartz:
Yeah, so I’ve actually been thinking that SEO actually is kind of dead. And before I explain product-led SEO, like, the reason SEO is dead is because SEO stands for Search Engine Optimization, and historically, that has always been around the search engine. How do you manipulate the search engine? How do you do something to get more visibility in the search engine? And I hate that people have come up with new words like AEO and GEO and AIO and all sorts of stuff, but I think we maybe could use a new word. Like, I like the idea of answer engine because it puts the focus back on the user. The user’s going to search engine to get answers. And that’s originally where product-led SEO started, which is… spent my entire career in SEO, the last almost 20 years, building strategies, early on in my career, building strategies to manipulate the search engines to drive traffic. And I got penalized by the search engines and had to manipulate search engines again to get that traffic back, and I realized that that probably isn’t the right way I should be doing this when I work with companies that have brands and help users and do a lot more than just manipulate search engines. And that became product-led SEO, which is building a product, an asset, around the SEO experience. When a user goes into a search engine, they’re looking for something, they’re looking to solve a problem, and product-led SEO is about building the answer to that problem. So. and this has become… this was the book, and this became a framework, and I don’t think it needs an AI update, because that principle stays the same. It’s around satisfying what the user is looking for. The user is looking in a different way than it was when I wrote the book, but we’re still satisfying users.
Mark Organ:
Yeah, that’s great. I love the answer engine, by the way, I think that is a term that really should be adopted. And also the idea of building all around the user. I think that’s a big idea, something I’ve really done for my… my entire career. But you’re right, though, it is different the way that people are solving their problems, so how, How should companies be evolving the way that You know, their… the way that they’re being discovered, to solve these user problems.
Eli Schwartz:
Well, for starters, most of them are evolving the wrong way, because they’re, again, they’re moving the focus into the search engine. So the way they’re trying to evolve is they’re looking at tactics of, oh, I can do this, and I can show up higher in an LLM, like, let’s say Reddit. I can manipulate Reddit and spam Reddit, I’ll show up higher in an LM. And that’s not the point. That’s not what LLMs are out there to do. what LLMs are out there to do is solve a user’s problem. So I think it first starts with an acknowledgement that in many cases, the user’s problem actually will be solved. When they go get an answer out of an LLM, let’s say they’re diagnosing themselves and trying to decide whether they’re dying or not from cancer, or they just have a headache. The LLM can solve that problem, there’s no reason to go to WebMD or eHealth or any of the health sites that are completely commoditized, but there is something that happens later on. There is a mid-funnel. That mid-funnel is, you have a headache, maybe you have too much stress, now let’s solve the stress. Bottom of funnel is where you’re going to… is where a lot of paid is going to be, and where you’re going to end up. But the mid-funnel is that connector between the top of funnel, like, your headache is stress-related. the mid-funnel, how do I solve that headache? And the bottom of funnel is. here’s a meditation, here’s a therapist, all those things. People need to get to that mid-funnel, and I think that’s where SEO belongs. there’s no way that you’re going to solve problems from an LLM answer. In most cases, you’re not going to solve problems from an LLM answer. You’re going to end up going to the mid-funnel. So I think SEO resources need to be focused at that mid-funnel. Because not only is that where users are going to be, but that’s also where you can drive value and convert and monetize those users.
Mark Organ:
That’s a great point. How… How do you… companies do a better job at that mid-funnel? Like, what… what should they be doing in order to drive more performance there. At the mid-funnel, we could talk about the top of funnel, which now, I guess, is being replaced with agents and LLMs and whatnot. But let’s focus on that mid-funnel, which is where you think things are going.
Eli Schwartz:
So, I… from my experience, and I’ve been a full-time consultant for the last 7 years, and my favorite part of being a full-time consultant, helping companies build these strategies around users, is I get to meet a lot of companies. So, when I had a full-time job. I only talked to a handful of people about these problems, and now, obviously, as any person doing any sort of sales, I lose more business than I close, but I love the conversations. There’s very few conversations, I don’t walk away super informed. So, from that experience, most marketers, and for sure digital marketers, are not focused… they don’t use that word funnel. They don’t think of the buyer’s journey. They think of the tactics. They think of… their very direct output that they’re going to do, and the outcome of that output, rather than taking 50 steps back and say, hey, I’m a user, what would I do? Do I even… for B2B, am I even going to use a search engine, or am I going to ask a friend? For B2C, am I going to buy in the same session, or am I going to spend a lot of days and weeks researching before I buy? So really understanding where that search user is. So that understanding and that awareness is how you define the mid-funnel. But you can’t even get to that mid-funnel if you haven’t really labeled what’s top, what’s mid, and what’s bottom. Once you’ve labeled it, then you have a more appropriate way of saying, well, this is where I think SEO is in that journey. And then, again, the journey could be really fast. Like, it could be 30 minutes if it’s e-commerce, or it could be 6 months if it’s, like, analytics software.

Mark Organ:
Yeah, no, that’s… that’s huge. So, the buyer’s journey is so, has been so important to me in my career. The reason why I even created this company, Influitive, last was, because of an interaction with a great VC named David Scott. who, when he was an entrepreneur, struggled to figure out, well, how do I get people to buy more of my stuff? And he did something remarkable, which I think a lot of entrepreneurs should do, and I think what you’re alluding to, which is he actually went out into the field to understand the process by which people bought his product. What are the steps that they had to go through? And one of the critical steps that they had to go through was generate more trust in the company. And that was often done through talking to the right kind of Relevant customers. And so he did something amazing, and that is he put all the factors of how people bought in one room at one time. And he only forgot one thing, which was to have someone take orders. He sold more than a year… he sold more than a year’s worth of software in a single day. Wow. It’s unbelievable. Now, that was, you know, many, many years ago, back, really before even the internet, where that story comes from, but I was so inspired by that, that I created a company and a product all around Generating more of this customer advocacy to go and build more trust. So that said, you know, David Ogilvy says every good marketing process should mirror what a great salesperson does, so that means if we’re doing SEO, we need to generate more of that trust also to get more people to buy things, so… How do we… how do we generate more of this trust in this age of AI?
Eli Schwartz:
So, again, it always comes back to, like, trying to pretend you’re that user, and feeling what that user feels. And, like, I have this conversation all the time with, again, I love the business I don’t close, because, like, I know I’m not closing, so I could ask really direct questions. But… having that conversation and figuring out who that user is. And if I say, what motivates your buyer to go to search engine? If they shrug their shoulders, I’m like, that’s a bigger problem than not knowing your keywords. That’s a business problem, that’s a strategy problem. Like, why should someone buy from you? You know, earlier today, I had a call with a company selling a product using LLMs with zero moat, and they’ve identified their primary competitors as Google and OpenAI. I’m like, okay, great. How are you going to win against Google and OpenAI? I’m sure you had something that you told your investors that they gave… they gave you money, like you’re… You have a company, like, what is it that you told them? Tell me that, and now we can understand how would you build an SEO strategy around that. But if you can’t even articulate that. what do you market? And I’ve done this with, like, large public companies with, you know, there’s one company that had a billion users, and they wanted their next billion users, and I’m like, okay. What do they look like? What country are they in? What are they coming online to do? What are they gonna pay you for? Like, asking those questions, then we can narrow it down and say, okay, now I get it. Now I can know what sort of SEO we want to do. What is the thing they’re looking for? What is the landing page they’re going to expect? What do you want them to do on that landing page? Are they giving you a credit card? Are they giving you an email address? Are they signing up for a trial? Are they downloading an app? All of that has to be determined, and I think it really only happens by having extreme customer empathy, like, trying to be that customer. And if you can’t… again, it’s not… it’s not an SEO problem, it’s not a digital marketing problem, if you can’t feel that customer feeling.
Mark Organ:
Yeah, that’s great. Do you… so you, advocate, like, a form of introspection, you know, imagine you’re a customer and go through that. Do you, do you advocate, for companies to actually track real, real prospective buyers, or is that just too much trouble and doesn’t really generate a lot more value?
Eli Schwartz:
So, I love working with, like, late-stage companies, late-stage startups, or ideally even public companies. So, I worked with LinkedIn. They have real data of real customers, and they know what their users are, and they… you know, even if it’s a monopoly, you wanna… you wanna get more people. I worked with Coinbase, public company with a ton of data, like… I worked with Tinder, like, the Tinder one was fascinating because they had entire teams devoted to research. And one of the things that I learned was that they carried… they cared very much to attract men to pay, and women to join. And their SEO efforts weren’t aligned with either of those goals. Their SEO efforts were aligned with getting traffic, which is what most companies do when it comes to SEO. Like, we need more traffic, we want more rankings. And Tinder had very specific goals. They knew more men need… wanted to pay, if they attracted more men, and they need more women to come, and they likely would churn, so it was a constant process. And those are the goals, those are the company goals that everyone else had, but the SEO goal was. get more traffic, rank higher, and I came up with SEO strategies that aligned with that. So. I always need real data. And, you know, part of this was born, like, I worked at SurveyMonkey, and I was out in the field, and I lived in Asia for a couple of years, and I met customers. And the customers would say, I really wish you had an NPS score tool, and I’m like, we have one. Do not know about it. And I was able to bring that back to the product team, like, we built this tool thinking there would be users, and they didn’t care. They didn’t know, they never found it. Or we spent millions of dollars replicating the entire domain. for SurveyMonkey.co.uk, and I went to the UK, and I met customers, and I asked them how much they cared about it, and they’re like, really? You did that? So, the research… like, there was data, we just didn’t use that data, and that’s what informed that experience, like. Real customers know what they want, so the closer you get to real data, the better, but if you can’t, there are ways to get synthetic data, at least get you over that hump.
Mark Organ:
It’s mind-blowing to me that Tinder would not align what is a fundamental understanding of why men join and why women join, that they wouldn’t have their SEO aligned with that.
Eli Schwartz:
Very common. Yeah, I’ve very rarely found a company that knew anything at all. Like, the SEO team knew anything at all about what the other teams did. I worked with, speaking of mid-funnel and a company that helped transition into a mid-funnel strategy. I worked with a company that provided therapy products and therapy solutions. they just wanted more. They wanted traffic, and they wrote content around the top keywords in their space, mental health keywords, like anxiety and depression, and none of it converted, because those were super high in the funnel. And I instructed their team to go back to their end users and to their therapists who were providing the services to go figure out who was their… who were they retaining? And they found that customer, they found the gender, they found the age, they found the problems, and with that, we were able to turn it into an SEO channel that actually drove something of value. But before that. they were going on tools like SEMrush and Ahrefs and saying, well, mental health, oh, there we go, anxiety, a very big word. Depression, very big word. Let’s write a lot of content on that. And I had the same experience working with Coinbase, where They’re like, crypto! Okay, Bitcoin, very big word. But, like, how many pieces of content are you gonna write around Bitcoin? But really stepping back and be like, well, why does someone want this? Who is the customer you want? What is the LTV? Now you can integrate that and build an SEO strategy. And, you know, doesn’t change for today, because AEO, whatever it’s going to be, AIO, GEO, that’s still a customer. The layout of the search page changes, but you’re still getting that same human who wants to transact.
Mark Organ:
That’s… yeah, that’s brilliant. I just got tingles there. So, like, there, I think, is the massive take-home value. Right there, right? And it’s… it’s not related to AI, although maybe AI could turbocharge it, but you know, in better understanding your users and customers, like you mentioned crypto, for example. I mean, people buy crypto for different reasons. And, for example, I’ve just seen it… I personally hate crypto with a passion, but I know lots and lots of crypto people, and I find it fascinating, you know, why do they buy? Some of… some of them have bought because they really want to be differentiated. They… they want to show… it’s kind of like… In high school, where people put, like, the patches on their backpack in terms of their favorite indie band. Or that people would have books in their bookshelves that they may not have even read, but it makes them look cool. That I think for some people, you know, crypto, it’s like it’s a badge of their identity. And I don’t know if any crypto companies actually market that way. I remember a long time ago, I had Binance as a customer at Influitive, our craziest company of all time. But I don’t think they understood this principle. Some people are kind of libertarian-ish, and they want to kind of have something that’s different from the… they don’t want anything that’s sort of run by the government. Anyway, there’s these different, I guess, psychographic profiles. And… I could see it where companies actually don’t really understand those very well, and they certainly are not aligning their SEO with it.
Eli Schwartz:
Yeah, and I take it one step further. Like, I take that psychographic, and then I say, now let’s look at our BI, business intelligence tools, and who do we make money from? You might have a bunch of people that are, like, crypto fanatics, and they check the pages every day, but they don’t transact. Who do we have that transacts all the time? And now we can stack rank and say, okay, we found this user. they are doing remittance. They’re using crypto to send money back to their country, or to their family. And they don’t fit into any of those psychographics we came up with. They’re not libertarian, they… they may even be unbanked. This could be their bank. And then you can say, we make a lot of money off of them. What are the keywords that they use, and suddenly you identify a blue ocean where you’re not competing against anybody, or you are competing, but your solution just stands out because you solve it in a novel way, and it doesn’t matter whether you’re ranked position 2 or position 7, your solution appeals to that real user.
Mark Organ:
Love it. No, that’s… that’s huge. And I think that really is the… The essence of being able to build a truly great business, which You know, Warren Buffett said you need to be contrarian and right. I think Peter Thiel said the same thing. And I… whether you’re an investor or an entrepreneur. It’s the same thing. You need to understand a secret of the universe that few other people understand, and then be able to capitalize on. And I think that’s kind of what you just mentioned. If you can go look through your users and customers and identify a pocket of people that are not served well. But, you know, you can serve them well. If you find a way to attract 10 times more of those, you can build a massive business, and as you said, a blue ocean. Very difficult to compete with you. However, this is hard! It’s really hard to understand your own business. It’s very hard to understand these different profiles of people. So, how do we do that, and is there a way to use AI to better understand our users and customers so that we can drive not just great SEO, but, like, everything. Build a great value prop around these people.
Eli Schwartz:
I want to say no, because… If you can use AI, and I have a way we can use AI, but I’m gonna stick… I’m gonna start with no. Because if you could use AI, you suddenly lose your edge and your moat. The fact that you can take your human emotional connections, and understand the human emotional connections of the buyer better than anyone who just creates personas out of AI. means that you have an edge, and you can build that moat, and you serve the customer better. There are so many businesses out there that are commodities, and we know, like, let’s say even take the shoe business. For some reason, whenever I ask AI to give me SEO examples, they always use shoes. So, this is not an AI example, I’m real and I’m human, but you ask it to write a piece of content about keyword research, it’ll talk about running shoes. what is the difference between a Nike running shoe, an Adidas running shoe, an on-cloud running shoe? We don’t… you can’t articulate it, right? But there’s something there. So, as a human, if you can capture that and translate it to a human buyer who also can’t really articulate it. That’s the edge. But if we all just become AI bots, then there’s no edge. I can write the same content with AI, I can come up with the same personas as AI that you can, and now it’s like a race to the bottom on pricing, or a race to the bottom on services. But what you could do, and I referenced this earlier, is create these synthetic personas. So, if I can’t relate to maybe what a female Gen Z buyer is thinking when I’m not female and I’m not Gen Z, I can create these synthetic personas. you can… again, they are synthetic, they could hallucinate, but you can come up with this persona, and then you can say, okay, does this person have, like, where might they live? What might their spending look like? who makes their decisions? Do they like this kind of product? Do they retain this product? What are the other kinds of things they own? You can get closer to that. And again, as a human, the smarter you get about making these personas as multi-dimensional as possible. they become more human-like, and now you have a real buyer. If you’re just like, oh, I’m selling software, who’s my buyer? It’ll be like, well, IT people. That’s, like, not rich enough. One of the things that, and I’ve worked with B2B, like, when I said earlier, B2B isn’t always the best fit for SEO, One of the biggest problems B2B has when it comes to SEO is the more expensive it is, the less likely the decision maker ever did the Google search. So, you have a lower-down person who does the Google search, they make the case. They bring the case to other people, other people might make a decision to do a demo, and then higher up, someone makes the purchase decision. So when you come up with the funnel, and you’re aware of this, now you can understand, I’m doing SEO to a junior person who’s doing research, who’s going to bring it to another person, and now you can also marry that with other aspects of marketing, of, like, retargeting, send them a gift. invite them to a conference, go to dinner, like, it all comes together. It’s not like, well, I’ve done SEO, I ranked really high, I’m gonna convert right now. That is not realistic, if you think of, again, from the buyer’s standpoint. So, you’re creating these personas, and you’re under… you’re trying to understand it, and then you’re testing it. If it doesn’t reflect real life. they’ll likely fail, but your goal should be to learn as much as possible from your actual customers, your actual buyers, and, like, that’s why I love working with big companies, because, like, they have that. They could say, we’d like to expand into India. this is the real problem we face in India, and again, the larger the company, the less likely they’ll solve it. They’re like, listen, we’re working on solving this. By Q4 2026, it’ll be covered. Like, I love that with big companies, because, like, you know they’re never going to solve it on their own, and you come up with creative solves to get there.
Mark Organ:
Yeah, no, that’s cool. I mean, it’s interesting, with all of this super advanced technology, you know, what’s coming up for me is that the human instinct and intuition is still really important. Like, what came up for me when you were just talking was a conversation I had with Scott Cook. who I was, who was the founder of Intuit, and I was… I was lucky enough to be part of, he taught… he loves teaching entrepreneurs, like, how to run a town hall meeting properly, so it was kind of cool. He came to Toronto, I learned how to do that. But one of the things that he did that was remarkable, and… and Intuit was the only company to ever beat Microsoft in its prime. So, where Microsoft had MS money, they were throwing huge amounts of money at it, into it. still won. And the reason why they think they won is because Scott used to spend a huge amount of time with Husbands and wives that were at the kitchen table, literally, with their shoebox of receipts. Trying to do their budgeting and taxes. And he got so much insight from sitting there at the kitchen table, interacting with these folks, videotaping them, reviewing the video later. And that was sort of key to coming up with, I think, a product that was unbelievably intuitive and worked differently from everyone else. But also, he knew his buyers. He knew how to market to them. He had insight that I think Microsoft could not get. But with their big… with their big size. And so, I think more than ever. you know, marketers and all the way up to the CEO need to spend real time with customers and users, but maybe… and have a hypothesis. Here’s… here’s where I think my personas are. Maybe that’s where AI can help. Maybe that’s where it can say, is this right? Like, this is my hunch. how would I go about proving it? Can we analyze all the data and see if my instinct is correct? Can we design a process, an iterative experimental process, to see if my insight is right, and if it’s wrong, why it’s wrong? So that we can quickly get to, like, what the actual, personas are. And as far as other questions, yeah.
Eli Schwartz:
Not doing that, they just… I think that the best companies to really get this are the ones that are sales-led. Or they’re founder-led. But as soon as you get big, it gets completely disconnected.
Mark Organ:
Yeah, no, it’s true, but even some big companies are still founderless, and that was true in the case of Intuit, and there’s other companies I think of. Like, I… from the stories I hear about Mark Denioff, even from the huge size of Salesforce today. He still spends an enormous amount of time with customers, and has a great method of choosing which customers to, you know, to talk to, and I think that’s a big reason why Salesforce continues to stay on top and stay young, even as a large company. Yeah, and…
Eli Schwartz:
And I would add to that, is that many people, when they approach SEO, they think of it purely siloed as, like, what is my SEO goal? And they neglect the whole part of the rest of the business. So… like, Intuit’s a great example. I’ve met companies, again, that were hoping to enter SEO into that space, and they’re like, look at all these keywords, Intuit’s doing a terrible job, and they forget the business part of it, like, how good of a job Intuit does of filing taxes and being, like, being a good partner. So you can’t just be like, well, I’ve written all the same content Intuit does, like, now I can crush them. It’s like, nope. It’s a whole business part. So yes, maybe you can take Salesforce’s keywords, but you’re not Salesforce. There is so much value in that brand and the customer experience. SEO has to be a part of product, it has to reflect the product, it can’t be its own objective.
Mark Organ:
Yeah, I was just about to ask about that, because this is product-led SEO, and to what, you know, I believe increasingly, you know, product and distribution are completely, you know, completely interwoven, so… How… how should, for example, product managers, like, how should they be… Looking at… you know, SEO, about user intent and whatnot, in terms of how they build and design Value and experience for end customers and users.
Eli Schwartz:
So it just becomes a usage channel, or an acquisition channel. So the same way a product manager, when they build out their PRD and say, well, this is… users are going to arrive to it from the homepage. They’re gonna arrive to it as a direct channel. They should also be coming up with, well, users are going to come to this from search. What are they searching? What are the best practices I need to incorporate? How am I creating the search experience? And if they can’t do it, again, if they hit that wall, then, well, maybe there’s something wrong with the strategy, or maybe there’s a lack of alignment of who that user is.
Mark Organ:
Right, yeah, so coming back to our… what we were talking about before, like, if we understand why people are… The need that people are… the real need that people have in terms of why they bought and using a product. You know, then… If we understand that better, then we can build a product, a better product, that accomplish those needs. I know that at my last company at Influitive, we used a model that came out of video gaming. Bartle’s, classification of why people play video games. And he has a classification of killers who like to kill other people, socializers who like to interact with other people, achievers who like to, you know, win badges and that sort of stuff. And, you know, if you… and explorers, people who want to find hidden Easter eggs. if you understand as a product manager, you can build your product so that for any of these types of users, that they’re going to get the satisfaction that it is that they’re looking for. And, you know, SEO is such a great way to understand that. You understand what is the intent, or what people are looking for. Like, it would… it would be reasonable that product managers would want to take that and build that right into their product.
Eli Schwartz:
Yep, absolutely.

Mark Organ:
Cool. Let’s talk a little bit about… about metrics. How are metrics changing in the age of AI, in terms of, like, how… how do people know that they’re being successful, and how they’re being discovered? Is… are there any sort of new metrics that… that you’ve sort of come up with, or you’ve seen that, To help companies get to the next level.
Eli Schwartz:
The most important metric for SEO should always have been revenue, and I always get pushback. They’re like, well, I can’t define the revenue. I’m like, well, then that’s a definition problem. You should be able to define the revenue. That was, and should be, and should always be, the metric for successful SEO. And getting to that understanding is so critical. and, like, doesn’t change whether it’s coming from AI visibility. If there’s no revenue coming from AI visibility, don’t invest in it. If there’s no revenue coming from SEO, and you can’t articulate when there ever would be, invest less in it, or don’t invest in it at all.
Mark Organ:
Yeah, well… A lot in revenue, there’s a lot to unpack there, because you’ve got, you know, the people are buying the product. But, you know, the way that I used to look at things is that the goal of a technology company should actually be to get such enthusiastic customers that they refer lots of other customers. That’s the goal of the process, and it would… it would be reasonable, I think, that if your SEO strategy’s on point. You’re acquiring the right kind of customers that are adopting quickly. That, you know, they’re buying quickly, they’re adopting quickly, and then they’re getting so much value that they tell all their friends about it. Is that something… have you… have you been able to track that? Have you been able to track that, you know, that with the SEO approach, that we’re able to attract the right kind of customers that not just retain, but, continue to grow?
Eli Schwartz:
Yeah, I’ve been fortunate that most of my successful projects, there was no effective SEO at all, it was only blog content. So by using product-led SEO, I helped them to build up brand new products, and all of the revenue that came from these brand new products and these brand new page sections, and brand new experiences. was attributable to what we’ve built. So there was no question of, like, we already had this, this isn’t really SEO users. It was as clear as day. So. You know, if you’re, like, if someone’s just writing content, they’re expecting to convert, like, like an ad on a piece of content. That may or may not work, in most cases it doesn’t work, but if you’re building a product experience that’s targeted at a part of the funnel. If it converts, and it should convert, if you’ve done the work right, the revenue should be clear. It might not be instant, it might not be direct conversions, but the flow of it should be clear.
Julia Nimchinski:
I hate to interrupt you, Mark. But, thank you so much, phenomenal session. We unfortunately have to transition to our next session with Ashley Bowes from Atlassian. Eli, super stoked to have you here. Mark, as always. super stoked to have you. Let’s just support you. What’s the best way for our community, to just learn more about you know, the right type of SEO in 2026.
Eli Schwartz:
So, check out my newsletter, ProductLedSEO.com. I… my book is 4 years old, so it’s not live and dynamic, but ProductLedSEO.com is where I’m putting those updated thoughts on how you should think about AEO, if it exists or if it doesn’t exist, the playbooks that you need to apply to SEO moving forward, and of course, connect with me on LinkedIn.
Julia Nimchinski:
Awesome. Mark, how about yourself?
Mark Organ:
Yeah, so I joined a new company called Muord, N-J-O-R-D.io, and so it’s all about, helping companies win big deals with their most strategic accounts. So if you’re interested in, you know, getting to those top accounts. We’ve got really cool technology for that. I’m heading up the Operation North America, so please check us out in your.io, and connect with me on LinkedIn.
Julia Nimchinski:
Thank you so much.
Eli Schwartz:
Thank you, Julia. Thank you, Mike.