Insights from Victor Karpenko, CEO of SeoProfy
In a rapidly evolving digital landscape, few sectors have faced as much transformation as search engine optimization (SEO). With the rise of generative AI, SEO agencies are experiencing significant shifts in how they define success and strategize for client growth. To delve into this transformation, we spoke with Victor Karpenko, founder and CEO of SeoProfy, an agency that has embraced AI-driven search tactics since 2022.
The New Metrics of Success
Karpenko highlighted a fundamental change in the industry: “Visibility and traffic are no longer synonymous metrics.” For years, SEO strategies centered around achieving top rankings and counting clicks. However, with AI-generated answers increasingly fulfilling user queries, such as through Google’s AI Mode, the old metrics have become obsolete. As Karpenko explained, clients often find themselves puzzled when their high-ranking keywords yield declining traffic. “The reality is that users are now receiving complete answers without even clicking through,” he noted.
Integrating Generative Engine Optimization
As SEO evolves, SeoProfy has adopted Generative Engine Optimization (GEO) as a complement to traditional SEO practices. Karpenko mentioned that the technical foundations remain similar, but the output format has shifted. The agency focuses on creating content that is easily cited by AI platforms, integrating components like original statistics and expert insights. This strategy not only aligns with AI algorithms but also builds upon existing SEO investments.
The Role of Human Expertise
While many agencies turn to AI for content production, Karpenko emphasizes the importance of human insight in strategic decisions. “AI can handle volume and structure, but it cannot replace the judgment and originality of a seasoned strategist,” he stated. The best results come from a balanced approach that leverages AI tools while prioritizing human expertise.
Navigating the Challenges Ahead
As algorithm updates become more unpredictable, agencies must adapt quickly. SeoProfy maintains a dedicated research team to monitor updates and stress-test hypotheses, ensuring they can respond effectively to changes. Karpenko asserts that clients seek informed guidance during these volatile times, valuing stability and strategic insight over mere dashboard metrics.
Conclusion
In the face of ongoing challenges, agencies like SeoProfy are redefining success in the AI era. By embracing a holistic view of performance and combining AI with human expertise, they aim to guide clients toward sustainable growth in an increasingly complex digital environment.
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