In this episode, host Ruchi Pardal (SVP of Innovation at ResultFirst) sits down with Sam Page, Director of SEO at Slack and former Global Head of SEO at Amazon Business. With 20+ years in the industry, Sam shares how AI-driven platforms like Google AI Overviews, ChatGPT, Perplexity, and Bing are reshaping the search landscape.
The discussion kicks off with Slack’s SEO priorities in the era of large language models (LLMs), and why technical SEO is still the foundation before experimenting with AI-driven tactics. Sam explains why SEO can no longer be Google-only, pointing out the rise of new search entry points and the growing importance of user-generated content (UGC) as a major trust signal—potentially as influential as backlinks.
Other highlights from the conversation include:
The rising role of schema markup and structured data for both AI systems and traditional crawlers
How to track referral traffic from LLMs even when attribution is blurred
Why Bing’s integration with ChatGPT is making it more relevant for enterprise SEO strategies
Real-world AI applications like batch-testing meta tags and optimizing titles for higher CTR
The importance of thinking like a product manager when building scalable SEO assets
Toward the end, Sam leaves one big takeaway: double down on UGC. With forums and community-driven content gaining visibility across AI-powered search, UGC is quickly becoming the new link-building.
👉 Prefer YouTube? You can also catch this episode there: https://www.youtube.com/watch?v=e8x_3bZ0GwY&t=26s
