The future of SEO is not about algorithms, but about platforms, communities and AI. On the occasion of *This is Marketing*, in Frankfurt (Germany), Eric Siu, global expert in digital marketing and CEO of the Single Grain agency, presented with enthusiasm and tactics the keys to understanding and anticipating the profound changes in natural referencing.
Is SEO dead? ? Not really, it evolves
Eric Siu speaks quickly, very quickly. This dynamic CEO, who has advised giants such as Amazon, Uber and Salesforce, captivates his audience with a smirk and numbers in hand. On the stage of *This is Marketing*, a major event bringing together more than 5 000 participants in Frankfurt, he launched this shocking definition: “ SEO was *Search Engine Optimization*. Now it’s *Search Everywhere Optimization*. »
This transition illustrates a reality that he observes closely thanks to years of work in the field and in-depth analyses. With his agency Single Grain and his successful podcasts (“ Marketing School ” And “ Growth Everywhere “), Eric Siu is a key analyst of marketing trends. “ In 2020, 98% of searches were done on Google. Today, that number has dropped to 61%, as users also turn to TikTok, Instagram and AIs like ChatGPT “, he explains, while illustrating his remarks with clear graphics.
From Google to TikTok: strategic fragmentation
Traditional search engines, although still dominant, are no longer enough. “ Young people don’t start their searches on Google. They go directly to TikTok or Instagram », observes Siu. Yet Google maintains its relevance. According to an analysis carried out on 30 000 websites, even with the introduction of AI previews, overall organic traffic increased by 1%.
But the era of SEO focused solely on Google is over. “ Research is becoming like social networks: multiple and fragmented. Just as the average person uses 6.6 social platforms, they will multiply search channels “, he predicts. This complexity requires holistic optimization, ranging from traditional search engines to emerging platforms.
A key strategy: building a strong community
Eric Siu, whose strategic approach has developed through years of collaboration with global companies, insists on an essential lever: the community. “ Community is the new SEO. In a world saturated with AI-generated content, communities provide unique legitimacy. »
He cites the example of platforms like HubSpot, Shopify or Zapier, which invest massively in their communities. “ These spaces become loyalty ecosystems. They turn customers into ambassadors and generate constant traffic “, he explains. This model, which Siu himself has experimented with initiatives such as the Agency Owners Association, proves that building community is not just a retention strategy, but a major competitive advantage.
Artificial intelligence: a tool, not a magic solution
AI is at the heart of the future of marketing, but Eric Siu warns against superficial use. “ We tested 744 articles: half written by humans, half generated by AI. After 5 months, human content generated 5.44 times more traffic. ” For what ? Because they better respect the criteria of experience, expertise, authority and trust (EEAT) and because there is something very “natural” about them.
However, AI remains a powerful lever for automating repetitive and time-consuming tasks. At Single Grain, Siu developed “ agents » capable of consolidating similar content or identifying internal linking opportunities. These tools, supervised by humans, make it possible to optimize performance on a large scale. “ In 2 or 3 years, marketers will need to master hundreds of agents to remain competitive “, he predicts.
Voice: the essential future of research
Beyond digital platforms, Siu sees a broader revolution underway: the rise of voice search. “ Today’s children talk to Alexa or Siri before they can write. This changes everything » he illustrates with a personal anecdote, recounting how his 3-year-old son ordered chocolate via the voice assistant.
According to him, within 10 years, voice will be the primary search channel, powered by AI assistants. “ Imagine a connected refrigerator that recommends products based on in-app ads. This type of ubiquitous search will redefine the purchasing journey », he adds.
A new era for marketers
“ Research evolves, but it does not disappear », concludes Eric Siu. “ The future belongs to those who optimize beyond Google, who invest in strong communities, and who use AI to augment—not replace—human labor. »
While the audience applauds, one final message remains etched in people’s minds: SEO is no longer a simple tactic, it is a global strategy, a chess game where each pawn — AI, platforms, communities — has its own importance. And to stay in the game, you will have to master this new… chessboard !
