SEO vs SEM is Dead 💥 Luigi Ferguson on Winning Holistic Search at Intuit

The SEO Podcast: Page 2 Podcast Hosted by Jon Clark & Joe DeVita

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3M ago 1:09:23

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https://page2pod.com - In this powerhouse episode of the Page 2 Podcast, Luigi Ferguson, who leads holistic search at Intuit (QuickBooks), joins Jon and Joe to break down the future of search. It’s no longer SEO or SEM—it’s all about playing on the same battlefield. Luigi explains why collaboration between paid and organic teams is no longer optional and how AI is reshaping the rules.

From AI Max and automation to fighting click fraud, affiliate strategy, and rethinking content for AI Overviews, Luigi shares hard-earned wisdom from his time at McAfee, Yahoo, Critio, and now Intuit. If you’re in search marketing or performance strategy, this is a must-listen.

📊 Whether you're struggling with attribution, planning content for LLMs, or optimizing shopping feeds, this episode gives you tools and perspectives that apply today—and tomorrow.

📌 In This Episode (🔍)
• The “one battlefield” mindset: paid vs organic is an illusion
• How to align SEO & SEM teams—and why you must
• AI Max, automation & the death of granular control
• Fighting fraud and low-quality leads in PMax campaigns
• How to rethink ROI in a post-click world
• Planning content for AI Overviews and impression-heavy SERPs
• Using call center data to power high-impact content
• Why knowing your _non_-customer matters too
• Strategies for affiliate monitoring and brand term protection
• Optimizing shopping feeds with real search behavior in mind
• Tentpole marketing: balancing long-term planning with war room agility
• Predictions on the future of Google’s SERP with AI front and center

This episode is packed with insights to level up your marketing strategy and prep for the fast-evolving world of search. Whether you're scaling B2B or battling click fraud, this convo will reshape how you think about search.

🎧 Don’t miss it!

👍 Subscribe for more insights on search, AI, and digital marketing strategy

💬 What’s your take on the AI vs human content debate? Drop your thoughts in the comments!

🔗 Links and Resources
• Luigi Ferguson on Linkedin
• Impact of Google Map Pack ads
• ChatGPT disrupting Chegg