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Elena explores the rising influence of AI on search engine optimization (SEO) strategies. As AI assistants like ChatGPT cannibalize common SEO content, she argues that companies must shift towards leveraging authentic, user-generated content (UGC) to stand out. Elena cites examples of companies like Canva, Miro, and Figma effectively utilizing UGC to create defensible SEO assets. While building a UGC program requires long-term commitment, it deepens user engagement and loyalty, creating a sustainable growth engine that competitors cannot replicate.
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