Generative AI Strategy 
August 15, 2024
Our News RoomAs many businesses know from experience, search engine optimization (SEO) has always been a moving target. Updates to search algorithms to improve the user experience and to attempt to filter out low-quality content have meant that staying high in search results required constant analysis and adjustment of strategies. However, beginning in 2023, many companies began to see alarming drops in online leads that couldn’t be explained by the types of changes we’d seen in the past. These were the first hints of the impact that generative artificial intelligence (AI) was starting to have on how people were searching for information on the internet.
When this happened to the Natural Healing Center, a holistic health practice located in Newport Beach, we knew that we had to get to the bottom of what was behind the drop and create new strategies that would align with the changing nature of online search. The result has been restoring the effectiveness of their online presence as an engine for business growth as we developed our new approach for Generative Engine Optimization—GEO2Sales.
The Natural Healing Center first began working with Iffel International five years ago. Despite their comprehensive offerings of natural healing modalities that produce truly amazing results for clients struggling with a range of health issues, they had previously had little success in leveraging their website to reach their target audience and generate qualified leads. Their attempts to find a marketing agency that could help them expand their effective reach online were frustrating. The money they invested might as well have been wasted since it produced little in the way of tangible results.
Then they came to Iffel. Our proprietary SEO2Sales™ process aligned their sales and SEO strategies to pinpoint how to deliver the most profitable business to them, as well as optimize their website and content to effectively pursue the right kind of traffic. In their words:
“We’ve had the pleasure of working with Hema and her team at Iffel International since 2019, and their impact on our business has been nothing short of remarkable. From day one, Hema took the time to truly understand our business and industry, treating our account with the same care and dedication as if it were her own. Her expertise in SEO and Google Ads consistently delivered qualified leads to us on a weekly basis, driving our growth year after year.”
However, that happy state did not continue. Both we and they started seeing negative changes last year: “In 2023, we noticed a significant drop in leads, which continued into early 2024. Despite the challenges, Hema’s commitment to our success never wavered. She suspected that the decline might be related to shifts in AI technology and, without hesitation, dove deep into research.”
Keeping pace with technological changes that impact the work we do on behalf of our clients is nothing new, but the scope and nature of this seismic shift in search technology raised the stakes. We knew that if we wanted to keep our clients on a growth trajectory, we needed to innovate. With AI becoming more integrated into a variety of platforms every day, from ChatGPT and Google Search Generative Experience (SGE) to CoPilot and Gemini, burying our heads in the sand and hoping that old techniques would miraculously start working again was not an option.
The trust the Natural Healing Center showed in our efforts was soon rewarded: “Her relentless pursuit of solutions and willingness to experiment paid off. The tide is now turning, and we are once again seeing a steady stream of qualified leads, thanks to Hema’s innovative strategies. Hema and her team are more than just SEO experts—they are true partners in our success. We are grateful for their continued support and highly recommend them to any business looking to achieve lasting results.”
Businesses that are already feeling the pinch as online search spreads beyond traditional platforms must adapt or risk being left behind. GEO2Sales, which is designed to augment our core SEO2Sales™ process, elevates your online visibility on the generative AI platforms that are increasingly becoming users’ go-to for answers. As the Natural Healing Center’s experience shows, Iffel International is dedicated to putting in the work necessary to keep achieving the results that truly matter for your business—increased leads and profits.
Some FAQ’s for review……..
Pay careful attention to how to restructure your sales, marketing, and customer services teams to unite a cohesive strategy that meets the level of speed and adaptation required to remain competitive on search engines. For a guide on this, read our recent blog HERE
The simple answer is yes. However, because we are focused on educational-based marketing for the likes of law firms, doctors, manufacturers, and technology companies, we can say this change with SEO and Gen AI will impact your business. eCommerce companies with shopping carts, your strategy must include Gen AI also… and online ads.
The short answer is yes! But unique content is key, with attention spans between 3-5 seconds. Social media ads are a necessity, but how you configure the ads is key.
If you have a business coach and they are not focused on technological advancements, you are handing the keys to a trusted advisor to set your business backward not forward. It is ok not to know the ins and outs of tech but surround yourself with advisors who can see the risks around not pivoting and adapting to change. Don’t settle for what you want to hear, settle for growth and new ideas.
If your current SEO strategy is falling behind the curve, don’t wait. Contact us today to schedule your consultation.
