In this episode of The Anonymous Marketer, host Kirsti Lang dives into the nuances of SEO with Lily Ray, the Vice President of SEO Strategy and Research at Amsive. Lily, with over 14 years of experience in SEO, shares her journey and the impact of Google algorithm updates on SEO strategies. Their conversation highlights the balance between technical know-how and creative marketing, emphasizing SEO as both an art and a science.The discussion further explores Google's helpful content update and its implications for websites, especially those relying heavily on SEO for traffic. Lily advises against drastic actions in reaction to SEO updates, advocating for a focus on building a trustworthy brand and diversifying traffic sources. She stresses the importance of understanding Google's guidelines and using AI tools responsibly to enhance content quality without losing the human touch.Kirsti and Lily tackle the future of SEO in light of AI advancements, including Google's SGE update. They caution against panic and underscore the ongoing need for content that values the reader's time and attention. Lily's insights offer a roadmap for navigating SEO's complex landscape, prioritizing long-term growth over quick wins.