Driving Real Revenue with SEO: Unpacking Demand Generation, Attribution & AI

​In this episode, Marketing Director at edays, Lewis Rennison, dives into how AI-driven search tools are reshaping SEO—highlighting which strategies are becoming obsolete and which core practices remain essential. Discover how to leverage AI to enhance demand generation, accurately attribute revenue to SEO efforts, and build an effective multi-channel marketing strategy. Lewis also explores the rising importance of video content, the impact of AI-generated overviews on search rankings, and how businesses can future-proof their SEO efforts.

Chapters

• 0:00 Start
• 1:01 Lewis Rennison's Journey in SEO
• 2:25 Identifying Revenue-Driving Channels
• 4:23 Focusing on High-Intent Keywords
• 6:23 Aligning SEO, PPC, and Content Marketing
• 8:32 Measuring the Impact of SEO and PPC
• 10:15 Understanding Attribution Models
• 12:21 Top of Funnel vs. Commercial Keywords
• 14:20 The Role of Unique Research in SEO
• 16:39 Leveraging Distribution Channels
• 18:27 The Impact of AI on Organic Search
• 20:39 Optimizing for AI Overviews
• 22:23 Best Practices for SEO Revenue Growth