AI Search: A Growth Advisor's Playbook - Murat Yatağan | SnS Antalya 2025
Is the fear of AI stealing your website traffic actually just hype, or is it a signal that you need to completely reinvent your search strategy? In this insightful session, Murat Yatağan, Growth Advisor (Founder of consulting company Fokal) and former Google Product Analyst, unpacks the "Great Unbundling" of search—moving from a landscape of links to one of answers. He cuts through the panic surrounding AI Overviews to reveal a data-backed reality: traffic volume is becoming a vanity metric, while brand authority and LLM citations are becoming the new gold standard for growth.
🔍 What You’ll Learn:
✅ How to shift your KPI focus from "traffic chasing" to measuring your "Digital Footprint" and Share of Voice in AI responses.
✅ The 3-Pillar Growth Playbook: Why you must abandon generic Top-of-Funnel content to dominate the Bottom-of-Funnel (BOFU).
✅ Real-world case studies showing how small startups are outranking billion-dollar giants like Walmart and Amazon in AI citations.
✅ The strategy of "Winning the Depth": How to become the authoritative source that LLMs like ChatGPT and Gemini trust and cite.
📌 Whether you’re an SEO Specialist, a Content Marketer, or a SaaS Founder, this talk will equip you with a future-proof framework to stop fearing zero-click searches and start optimizing for the age of the Answer Engine.
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