An SEO tactic marketers should stop doing

Volume-based keyword content is quietly undermining search performance. Lucas Tieleman, CEO and co-founder of Optiversal, has helped major enterprise retailers convert static product catalogs into machine-readable content that performs across both search and AI platforms, building on experience as former Chief Product Officer at Bazaarvoice. The conversation breaks down why "sloptimization"—churning out keyword-driven posts without added value—undermines both rankings and revenue, why answer engine optimization depends on strong underlying SEO fundamentals rather than replacing them, and how transforming product data into structured, machine-readable assets drives visibility across traditional and AI-driven search.

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