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AAM High! Webinar: The 60% Problem with Your Website: How AI is Impacting Your Web Traffic and What to Do About It

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February 26 @ 1:00 pm - 2:00 pm EST
It’s estimated that 60% of Google searches no longer result in clicks to a website, thanks to the growing role of AI search. From AI snippets snagging prime Google real estate to users using ChatGPT, Gemini, and other gen-AI platforms to ask questions, marketers have a dilemma: embrace and adapt to AI search or continue to lose organic traffic. Because this isn’t really a choice, marketers must choose how to incorporate AI into their digital strategy. But where to start? This AAM High! webinar will lead attendees through the following core topics:
  • Understanding the differences between traditional search and AI search
  • Applying AI search to the new and improved (is it really though?) Google search model (and what that looks like on the website)
  • Optimizing for AI search through tactics like user intent, question-based terms, content structure, and more
  • Leveraging AI to make content development easier and more efficient

Brian will break down the technical jargon so attendees leave knowing what they can do to upgrade their existing website, no large-scale redesign required.

Speaker

Brian Swanson | Chief SEO Strategist, Flashpoint Marketing

Brian started his career in accounting marketing in 1998, gaining experience in consulting and in-house accounting marketing before founding FlashPoint, an SEO and digital marketing agency, in 2011. Since that time, Brian has been a featured speaker and thought leader in the profession on web development, UX optimization, and SEO. The combination of his technical knowledge and practical experience have made him the “go to” consultant for firms seeking to transform their website into a lead generation tool. Brian served on the Board of Directors for AAM from 2014-2018, the Chair of the Website Committee and in several other volunteer roles. He was a contributor to AAM’s SEO certification course and regularly speaks to accounting associations about SEO and GEO.

Brian has a unique perspective gained from working with over 30 firms at different points in the digital marketing journey. This gives me the opportunity to meet marketers where they are and offer practical guidance on how to move efforts forward. More importantly, recent presentations at prior Summits have been well rated and praised for it’s flow, informal and engaging style, and quick-witted presentations. Ultimately, he is able to provide the “facts” but adapt to different firm’s environments to help marketers find a way to success.

Outside of work, Brian enjoys travelling and has visited over 32 countries. When not travelling he enjoys volunteering within the community and go on regular runs.

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The Association for Accounting Marketing (AAM) is an association of accounting firm professionals who impact a firm’s growth and sustainability. Members include marketers, business developers, CPAs, firm administrators and businesses that serve the accounting industry. Through industry-leading networking, educational resources and thought leadership, AAM elevates the stature of practice growth, focusing on growing people and, hence, the accounting practices that employ them.