MAICON brings together top visionaries and experts in the field of AI during a three-day conference packed with actionable sessions and networking events—all to position you as the change agent your organization (and career) needs. In this ongoing speaker series, we’re featuring these extraordinary leaders, with forward-looking predictions, actionable tips you can use today, and a preview of their MAICON 2025 sessions.
Wil Reynolds is the Founder and CEO of Seer Interactive. He’s also a globally recognized thought leader in SEO and digital marketing, as well as a dedicated philanthropist.
In 2002, after his boss refused to let him volunteer during lunch breaks, Wil launched Seer with a mission: build a company that drives success not just for clients, but for communities too.
Since then, he’s spoken at 100+ conferences around the world, been featured in 40+ publications, and joined 30+ podcasts. Wil is joining us at MAICON 2025 to discuss the future of SEO. Keep reading for a preview of his session and insights into how he’s thinking about search, trust, and AI.
Session Preview: A New Kind of Search Strategy
Generative AI is reshaping how people search, and where they search. Relying on Google alone is no longer enough.
During Wil’s session, he will offer a clear roadmap to help transition your brand from a traditional search strategy to one that embraces AI-powered discovery.
As Wil explains:
“Instead of us talking about how to measure the slow drop in search traffic over time, I'm going to challenge people to think through what would happen if search traffic went to zero tomorrow, and you still had to hit your goals. Where would you start?”
After all, people aren’t asking fewer questions; they’re simply asking them in more places. AI tools like ChatGPT, Claude, and Gemini are quickly becoming go-to sources. Wil has successfully led his agency through this transitory time—pivoting his agency to continually grow revenue even as traffic declined.
You’ll walk away from this session with a fresh perspective on the risks of sticking with outdated search strategies, and a practical framework for using AI to stay discoverable.
Lesson Learned: Adopt the Record-Everything Mindset
Many are searching for the one AI tool that has all the answers. But the real opportunity lies in better understanding the tools (and data) you already have.
He explains:
“It doesn't matter that we're going to have tools that can help us build content and all of those things if you've never codified your thought process and then consistently update it as you get new inputs and learn more.”
His solution: embrace the “‘record everything’ mindset.”
By documenting your insights, frameworks, and evolving perspectives, you give AI tools the context they need to generate content that’s truly aligned with your thinking. The more clarity and consistency you provide, the more value you’ll get in return.
Looking Ahead: Only the Most Trustworthy Content Will Stand Out
“We are living in a world where everyone is going to have generic content,” says Wil.
So if we are all providing similar answers, what’s the differentiator? According to Wil, it’s trust.
And to earn that trust, Wil doubles down on the “record everything” mindset. The more high-quality content you feed AI, the more on-brand the outputs become. For example, upload your last 15 presentations and ask your AI tool to apply those principles. The result? Content that sounds like you, not a template.
“One of the big things I want to show [at MAICON] is how to start to understand the trustworthiness of your content and how to look for signals that tell you that certain content is highly likely to be referenced by large language models,” said Wil.
After all, “people won’t go to spam factories for answers.”
Links We Like
Google AI Mode Gamed by Bad Listicles
Wil breaks down a long-running AI query experiment that continues to surface disappointing results—often dominated by shallow listicles. He shares practical tips for evaluating your own content's quality, plus a free template to help you spot (and avoid) similar pitfalls.
Wil explores how ChatGPT’s memory feature shapes the responses it gives, and why understanding what it remembers (and forgets) is critical for getting more accurate, consistent answers.
Wil’s Session at MAICON
AI and the Future of SEO
The rules of search are changing—fast. While SEO experts insist that optimizing for Google is enough, that advice is increasingly outdated. Search engines are cluttered and full of friction. Generative AI is eliminating that friction by delivering instant, contextually relevant answers—no pop-ups, no paid ad traps, no clicking through eight sites to get what you need.
This session breaks down why relying solely on Google is no longer a winning strategy—and what you should do instead. You’ll get a clear roadmap to help your brand transition from traditional search to Generative AI discovery.
Key topics include:
- How fast your customers are shifting from Google to Generative AI—and how to keep up
- When and where ranking on Google still matters
- Which types of search queries are no longer winnable—and why
- What metrics to track for Generative AI visibility and performance
- The three types of AI search engines and how to optimize differently for each
- Why the future lies in authentic intelligence—and how AI can power long-term success through organic social
Whether you're in SEO, content, or marketing strategy, this session will help you rethink how your brand shows up in a world where AI is the front door to discovery.
Keep Up with Wil (and AI)
Keep up with Wil’s as he explores the evolving world of AI and marketing:
- Follow Wil on LinkedIn.
- Join the conversation on Bluesky.
- Subscribe to his YouTube channel.
Join Us at MAICON 2025
Marketing Artificial Intelligence Conference (MAICON) was created for marketing leaders and practitioners seeking to drive the next frontier of digital marketing transformation within their organizations.
We’re excited to host our 5th annual MAICON—Marketing AI Conference—at this pivotal point for our industry. Join us from October 14 to 16, 2025, in Cleveland, Ohio, and use the special code SPEAKERSERIES100 at checkout to receive $100 off your registration!
