In a busy room in Boston, Neil Patel speaks quickly. His ideas flow, and each sentence, carefully thought out, captures attention. The world-renowned digital marketing expert speaks in an exclusive interview given to our editorial team as part of the Inbound 2024 event. A look back at the thoughts of this influential entrepreneur, at a time when intelligence artificial and platforms are changing the rules of the game.
A new era for digital marketing
“SEO, as we know it, is dead. Today, it’s about optimizing everywhere. » For Neil Patel, co-founder of NP Digital, also the one who bought Ubersuggest and AnswerThePublic, a true legend in the world of digital marketing, the current upheaval is not a simple adjustment. With the emergence of artificial intelligence and the rise of social platforms like TikTok and Instagram, user habits are changing. “Young people no longer search on Google to find a restaurant. They first turn to TikTok or Instagram. This development changes everything for brands. » The challenge? Integrate these new realities without losing the very essence of marketing: human connection and relevance.
TikTok and AI, the new search engines
The appearance of platforms like ChatGPT, Perplexity and TikTok is changing the way users search for and consume information. “TikTok is not just a social network, it’s a search engine. You can find tax advice or travel recommendations in 30 seconds. And often, the experience there is quicker and more engaging than elsewhere. »
However, Patel insists: Google remains the central pillar of the ecosystem. “Internet users are not going to abandon Google. They adopt multiple platforms according to their needs. But Google has the basics, and its recent AI integrations show it will remain the leader. »
Artificial intelligence: tool or trap?
Patel appears pragmatic in the face of the AI craze. According to him, it is a powerful lever for analytical tasks, but its use in content creation remains limited. “AI-generated content often lacks depth. When people suspect that an article was written by a machine, engagement plummets. »
He sees AI as a tool to automate repetitive work, freeing up time for strategic thinking. “Companies waste billions on poorly optimized campaigns. AI can analyze data instantly to identify what works and what doesn’t, but it still needs to be used for the fundamentals, not just to impress. »
Create less, but better: a new “brand content” strategy
At a time when more than 4.6 billion pieces of content are posted online every day, saturation looms. Patel highlights the urgency of focusing on quality and relevance. “94% of web pages get no traffic. Too many publications are copies of information already available. To succeed, brands must produce unique content that provides real value. »
Its approach is based on an omnichannel strategy: content can be divided into blogs, podcasts, short videos and webinars. “This is how we maximize our impact while reducing costs. You don’t need to recreate everything every time. »
Startup strategy: give to receive
For startups, which are often limited in resources, Patel advocates a bold strategy: offer something for free. “This is how you gain trust and generate a viral effect. We took this approach with tools like Ubersuggest, and it transformed our business. » He advises young French companies to first conquer the European market before targeting the United States. “Europe is a rich and diverse territory. For a French startup, it is often easier to expand to Germany, Spain or Italy than to the United States. »
A vision of the future
While marketing evolves at lightning speed, Neil Patel remains convinced that success is based on timeless principles. “Technology can help you, but it’s humans who create the impact. Authenticity and imagination remain at the heart of everything. »
He sees the future as a convergence of data, AI and storytelling. “In three years, we will judge AI not by its current promises, but by how it has simplified our lives and optimized our bottom lines. »
Free as a driver of digital marketing
At the end of the interview, Neil Patel gives us his ultimate advice for entrepreneurs. “Passion is essential. But to succeed, you have to give before you receive. Offer value for free, whether it’s a tool, service or resource. This creates trust and a lasting bond with your users. »
In a world where technologies are evolving at breakneck speed, Patel remains faithful to a pragmatic vision: “AI is a powerful device, but it will never replace human sincerity and expertise. »
