Inside Razorfish’s AI Search Strategy 🧠 | Amos Ductan on Merging SEO, Paid Search & Answer Engines

Описание: https://page2pod.com - What happens when search engines evolve into answer engines and AI determines what your audience sees? In this episode, Jon Clark and Joe DeVita talk with Amos Ductan, SVP of Search at Razorfish, about the radical shift from traditional search to AI-powered discovery platforms like ChatGPT, Perplexity, and Google's AI mode.

Amos dives into how Razorfish is merging SEO and paid media strategies, preparing for a future where prompts replace keywords, and "just showing up" in AI results becomes the new baseline for success. He also introduces the concept of "The Correction", how AI search is recalibrating both consumer behavior and the KPIs marketers have relied on for decades.

Whether you're leading an agency or managing digital campaigns, this conversation is packed with tactical insights on AI visibility, feed optimization, and how to future-proof your marketing strategy.

🤖 In This Episode
• What an "answer engine" is and how it changes everything
• Why AI-driven search reduces the number of clicks and reshapes attribution
• How Razorfish is redefining paid + organic search teams
• The concept of “The Correction” in AI search and marketing metrics
• How to audit your brand's AI visibility and clean your product feeds
• Strategies for preparing shopping feeds for AI commerce (e.g., Perplexity & ChatGPT)
• Why traditional conversion metrics may be obsolete in an AI-first world
• How "AI literacy" is becoming an essential skill for marketers
• The tools and prompts Razorfish uses to track brand presence in AI models
• Voice search: where it stands now and what’s coming next

Unlock a clear understanding of where search marketing is headed, and how to stay ahead.

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💬 Comment below: How is your brand adapting to the rise of answer engines?

Sponsored by Moving Traffic Media (https://www.movingtrafficmedia.com)

📚 Mentioned Resources & Tools
• Amos Ductan on Linkedin (  / amos-ductan-b516bb6  )
• The AI Search Playbook Webinar (https://events.publicisgroupe.com/raz...)
• The New Era of AI Powered Search (https://www.razorfish.com/articles/pe...)
• How Agentic AI Will Reshape Search (https://www.razorfish.com/articles/pe...)

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• Jon Clark on Bluesky (https://bsky.app/profile/jonclark.co)
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Chapters
00:00 Introduction to AI in Search
01:53 The Evolution of Search Behavior
05:41 Answer Engines vs. Traditional Search Engines
08:28 Changing Consumer Behavior in Search
11:59 Developing AI Literacy
14:39 The Future of Voice Search
18:53 Integrating AI with Paid Search
23:32 Optimizing Product Feeds for AI
29:54 Hiring for the Future of Search
32:32 Embracing Change and Growth Mindset
33:52 The Evolution of Hiring Practices
34:37 AI Search: A Paradigm Shift in Marketing
38:37 Navigating New Metrics in Marketing
40:50 Client Pushback and Overcoming Skepticism
45:46 Evaluating AI Tools and Strategies
51:47 The Future of Metrics and AI Integration

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