Embrace change and test relentlessly – with Yordan Dimitrov

Yordan Dimitrov shares that you need to accept constant change in the world of SEO. Just because something works well today doesn’t mean that you shouldn’t be trying to improve it for tomorrow.Yordan says: “Embrace change and test relentlessly.”Is there any type of change that we're most likely to have to embrace?“In the last 12 months, there has been so much change within the SEO industry, from AI Mode to AI overviews, dramatically changing how people discover content and brands. We've moved way past the 10 blue links, and people are shifting towards AI-driven answers, zero-click results, and new discovery platforms.To succeed, you need to put yourself into the customer's shoes and explore ways of accessing the tools that are coming up in order to do better testing.It also means putting yourself into your customer’s journey and thinking, ‘Does my brand appear in those AI-powered results? Is my content being cited? How does the format change, and what do I need to do to make sure that I remain visible?’”