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Don’t Call It A Comeback: The Reinvention Of Search Engine Marketing


For decades, search engine marketing was considered “boring” or “already figured out.”

But no more.

With the rise of generative AI software and major changes to search platforms in just the past year or two, SEO and SEM tactics are back. Everyone and their mother is trying to figure out how to make search work and what the new world of search marketing even looks like.

Enter Navah Hopkins.

She’s the brand evangelist for Optmyzr, a subscription software service focusing on pay-per-click ad optimization. Which is a fancy way of saying “search.”

Hopkins is also one of the search industry’s best and most prolific reporters, of a sort. When Google makes a major change to search, it’s up to people like her to find out what changed, reverse engineer how the Google algo is impacting advertisers and convey that information to marketers who typically aren’t all that well informed about the messy intricacies of SEM.

Also this episode: Why Hopkins will only work at SaaS companies moving forward – and don’t sleep on Amazon as it pushes more on-platform advertisers into the former Sizmek DSP and onto the open web.

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