Build proprietary data, in-depth content, and an authoritative video channel. Paolo M. Luino, EMEA General Manager of Kitsune, presents his playbook for businesses, “which is the only way to transform from being ‘findable’ to true ‘sources’ in the new digital ecosystem.”
SEO is not dead, but it is no longer what we knew. Paolo M. Luino, EMEA General Manager of Kitsune, had anticipated this in recent months, raising an alarm that has been much discussed: with the arrival of Google’s AI Overviews and the fragmentation of online search, the old Search Engine Optimization is no longer enough.
The challenge is not to be found, but to become the source.
“The paradigm has changed,” explains Paolo M. Luino, EMEA General Manager of Kitsune and one of the leading international experts in online positioning and visibility. “For years, SEO has meant Search Engine Optimization: optimizing content to climb the search engine rankings.
Today, the acronym remains the same, but the meaning changes radically: SEO becomes Search Ecosystem Optimization. Information is no longer sought only on Google, but in an ecosystem of artificial intelligence, social media, video platforms, and vertical communities. And if content is not designed for this ecosystem, it simply disappears.”
In this new scenario, the entrepreneur cannot just think in terms of advertising campaigns or keywords, but must build durable digital assets, real assets capable of generating value over time. “Tactical marketing produces short-term visibility,” observes Luino, “but leaves nothing to the company. The entrepreneur’s task is to understand where to invest to create a digital fortress: a proprietary, solid, and difficult-to-scratch market position.”
The guide that Luino proposes takes the form of a playbook, with three fundamental assets to be built starting today.
The first is the proprietary data archive. “Google is restricting access to query information, and soon data will be even scarcer,” he says.
“This is why every company must have its own archive, collecting and systematizing the questions that come from customer service, the sales network, and social media. Every customer question is a precious insight: if archived and analyzed, it becomes a compass for developing new products and creating content that intercepts real needs.”
The second asset is the library of in-depth content.
“Generative AIs like Gemini or ChatGPT do not cite short posts or superficial articles, but draw on long, structured, and reliable content,” explains Luino. “To become the source, you need to offer artificial intelligence the best instruction manual on your sector: complete guides, white papers, original research. Only those who produce valuable content will be able to remain visible over time.”
The third pillar is the authoritative video channel. Not a frill, but the face of the brand in the new digital ecosystem. “Video is now one of the main search filters on Google, and it is the preferred language of the new generations.
It is the format that more than any other humanizes the brand, shows competence, and builds trust. A single half-hour webinar can generate dozens of clips for social media: a value multiplier that allows you to consistently preside over the various channels.”
The message is clear: “Those who continue to think in terms of keywords and ephemeral campaigns will only build fragile showcases,” concludes Luino.
“Those who, on the other hand, invest today in data, in-depth content, and video, are building a true digital fortress. This is the difference between surviving and becoming a leader in the age of artificial intelligence.”