This week I spent my newsletter-writing time preparing for a panel discussion, hosted at the company where I started my search career, and it was worth the extra time spent getting all the notes together. What resulted was one of the most productive (and least hyperbolic) discussions about AI and SEO in the history of panel discussions—or I'd like to think so anyway.
Here is the video of our discussion in full, because everything is television now, including extremely informative and incredibly niche panel discussions. I've queued it up to my favorite bit halfway through, but there's good advice throughout. You know, in case you're one of those people who would watch a lo-fi panel discussion all the way through.*
MIMA presents Search Strategy Showdown: Can Brands Survive in AI Search? at Collective Measures, November 20, 2025. Featuring Joel Swaney (Collective Measures), Deborah Carver (The Content Technologist), Scott Litman (Lucy AI), and Jen Jones (Perrill). Moderated by the always awesome Tim Brunelle.
A few highlights for the people who will not click through (probably 90% of you, but I don't track clicks, so I'll never know):
- Metaphors and analogies are awesome for sophisticated human readers, but LLMs don't parse literary devices well when organizing content for search. Robots read text, not subtext.
- Technical writers know way more about optimization for AI than SEOs and marketers do.
- Please remember the basics, like branding consistency and general tech SEO visibility.
- Google is more sophisticated at understanding content and natural language than most AI web crawlers.
- Don't panic if you're feeling behind on AI optimization. You're right on time.
- Yes, we're all worried about the climate implications of AI. All of us are concerned the potential environmental impact of the data centers.
Thanks to the Minnesota Interactive Marketing Association (MIMA) for putting together this incredibly nerdy event, and to my co-panelists, who were among the best people with whom to have a completely rational and pragmatic discussion about AI.
And if you'd like this search dork's perspective for your upcoming panel or conference, drop a line. I'm lowkey planning some speaking gigs in 2026.
Til next time,
DC
*Considering this was a last-minute recording without a proper camera or mic setup, the quality is good (but not perfect). Thanks to my spouse, Will Dinski, for obliging my request for a new portfolio video and being the guy with the tripod.
I'm also acknowledging that I am aware there are opportunities to further optimize this video, but I'd like to take a walk outside before the sun sets.
The Content Technologist is a newsletter and consultancy based in Minneapolis, working with clients and collaborators around the world. The entire newsletter is written and edited by Deborah Carver, an independent content strategy consultant.
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