Will optimizing content specifically for AI search become more important than traditional search optimization this year??
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Will AI search optimization overtake traditional SEO? Dale Bertrand, President of Fire&Spark, challenges this notion with a customer-first approach to content strategy. He argues that successful SEO requires building genuine audience communities rather than simply creating "useful" content without search engine considerations. Bertrand emphasizes that SEO professionals must embrace the end of "golden days" shortcuts and commit to the real work of audience building, customer understanding, and authentic marketing.

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