In this #ContentChat recap, host Erika Heald talks with SEO strategist Dale Bertrand of Fire&Spark about the ongoing transformation of search. Although many marketers are claiming SEO is dead, Dale says it’s far from it—it’s just different.
“We’re not in the era of free, easy traffic anymore. Content marketers need to think like publishers.”—Dale Bertrand
The shift away from traditional search habits is real, but it doesn’t mark the end of SEO. Instead, it signals a move toward strategic content creation that prioritizes customer needs over volume and virality.
“The human side of content marketing is finally getting its time in the spotlight again.”—Erika Heald
Marketers must stop relying on long-form content loaded with keywords and instead focus on what Dale calls “earned relevance”—content that earns attention through value and relevance to the reader, not algorithmic games.
Watch the full #ContentChat on YouTube, or read through the highlights below.
What AI Search Means for Content Strategy
AI-powered search is fundamentally altering user behavior. Instead of clicking through pages of links, users now expect summarized answers. This means top-of-funnel educational content must offer real substance to remain visible.
“We’re entering a phase where we optimize not just for human readers, but for AI agents, too.”—Dale Bertrand
Dale describes AI search as turning Google from a research engine into a decision and transaction engine. Erika relates this to her own experiences relying on AI to interpret technical product information while shopping online.
“It’s all about anticipating questions and making sure our content shows up in AI conversations.”—Erika Heald
Marketers must recognize AI tools like ChatGPT, Perplexity, and Gemini as part of the content distribution workflow. These tools surface content that aligns with user questions, not just traditional keywords.
How to Get Found in AI Conversations
Visibility in AI-generated content summaries isn’t about rankings, it’s about recognition. Dale emphasizes the importance of consistent brand messaging across all digital touchpoints to build your brand’s presence in AI models.
“Make sure your brand and messaging show up consistently across all your content touchpoints.”—Dale Bertrand
He shares how his team at Fire&Spark monitors AI platform conversations to see if their brand is being mentioned organically.
“We want our brand to come up in AI-generated recommendations, not just in search results.”—Dale Bertrand
This demands a shift in content strategy toward presence and relevance in dialogue-based AI environments, not just on SERPs.
The Rise of the AI-Assisted Buying Journey
Erika and Dale both highlight how consumers now use AI tools to shorten and simplify the path to purchase. AI becomes the first step in product research, comparison, and even decision-making.
“We’re no longer just optimizing for keywords—we’re optimizing for buyer conversations.”—Dale Bertrand
Erika shares her experience researching fitness equipment through AI tools, using them to cut through unclear product specifications. Dale points out how this pattern will soon dominate more complex B2B purchases as well.
Tools and Tactics to Track AI Visibility
To support this shift, Dale recommends content marketers begin using tools or manual audits to test if and how their content appears in conversations with AI models.
“We’ve built our own tools to simulate conversations with AI around key topics. That’s how we know if our content shows up.”—Dale Bertrand
Although third-party tools are emerging, many marketers are behind in adapting their content for discoverability in these contexts.
Advice for the Next Generation of Content Marketers
Dale concludes with a powerful message for marketers uncertain about where SEO and content strategy are headed.
“Start now in evolving your role. Add adjacent skills AI isn’t great at yet.”—Dale Bertrand
Erika echoes the sentiment, advising content professionals to lean into their unique expertise and focus on audience needs, not algorithms.
Whether that means developing better data interpretation skills, learning video content creation, or diving deeper into community management, the key is to build relevance beyond SEO.
