SummaryNick Fraunfelder interviews Jeff Tucker, Senior Director of SEO at SoFi, where he shares his unique journey from studying psychology to leading SEO and earned media at SoFi. He discusses the challenges of managing multiple product lines, the evolving landscape of organic search, and the impact of AI on SEO strategies. Tucker emphasizes the importance of authority and trust in the financial services sector and offers insights into future trends in search engines and content generation.To find Jeff Tucker : https://www.linkedin.com/in/jeffdavidtucker/Key TakeawaysTransitioning from psychology to marketing can be beneficial.Understanding stakeholders is key to managing multiple products.SEO requires patience and long-term thinking.AI is changing the way we approach content and SEO.Trust and authority are crucial in competitive markets.Content must be deeper and more thorough to rank well.The future of search is conversational and user-focused.Google's algorithms are evolving, creating new opportunities.Engagement on social media can enhance organic reach.SEO is not dead; it is adapting to new technologies.Chapters00:00 From Psychology to SEO: A Unique Journey03:03 Navigating Multiple Product Lines and Stakeholders08:51 The State of Organic Search in a Changing Landscape16:03 The Role of AI in SEO and Content Generation21:49 The Importance of Authority and Trust in SEO27:00 Future Predictions for SEO and Search Engines

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