Future-Proofing Your Website: How AI, Content, and Compliance are Driving the Search Revolution
.jpg?width=1920&height=544&ext=.jpg)
Staying ahead of the rapidly-evolving digital environment requires businesses to consider their approach to technology, compliance, and AI integration. On January 23, 2025, during a BWG Strategy virtual discussion, experts from Global Prairie, Kentico, and Tarkett shared valuable insights for optimizing digital strategies, ensuring compliance, and leveraging AI for content and search engine success.
Building a Future-Ready Tech Stack
One of the key takeaways from the discussion was the importance of a scalable and resilient tech stack. Sean Wright, Lead Product Evangelist at Kentico, emphasized that businesses must prioritize consistency, agility, and alignment when selecting technology solutions. Staying current with platform updates and integrations ensures organizations can adapt to changing regulations and market demands.
John Zito, Director of Digital at Tarkett, provided a real-world perspective on how businesses should evaluate technology partners. After experiencing a ransomware attack, Tarkett transitioned from an open-source CMS to Kentico for enhanced security and long-term viability. “We look for technology providers that will be around for the long haul,” John noted, highlighting the need for stability and reliability in digital platforms.
Navigating AI Challenges & Opportunities
AI is revolutionizing digital marketing, but its adoption must be strategic. Kyle Chandler, Managing Director of Digital & Technology at Global Prairie, stressed that AI should be used to enhance human intelligence, not replace it.
The panelists explored how AI can streamline workflows, particularly in content creation, data structuring, and automation. For example, Tarkett implemented an AI-powered chatbot, FinAI, which improved customer interactions while freeing up support teams for more complex tasks. Additionally, AI-driven automation is optimizing Tarkett’s massive product database, ensuring cleaner data and faster updates.
Yet, AI implementation requires governance. The discussion highlighted the value of AI task forces within organizations to oversee ethical usage, experimentation, and compliance with brand guidelines. “AI is a tool—just like a calculator for an accountant,” John Zito explained. “It doesn’t replace expertise; it makes us more efficient.”
Optimizing Content for AI-Driven Search
With search algorithms becoming more sophisticated, traditional keyword-based SEO is no longer enough. Instead, businesses must focus on semantic search and authoritative content.
John pointed out that AI-generated search results prioritize context over exact match keywords. Organizations must develop content pillars that answer user questions comprehensively, ensuring relevance in AI-powered search summaries. “Content is still king, but context is the new crown,” he emphasized.
Sean reinforced the importance of structured data and metadata in content strategy. AI thrives on well-organized information, making it critical for businesses to align their digital assets with structured content principles. Companies that leverage AI to enhance—not automate—their content creation processes will maintain a competitive edge in search rankings.
Ensuring Compliance & Security
As regulatory frameworks evolve, businesses must proactively address compliance and cybersecurity challenges. The webinar covered essential regulations, including GDPR, CCPA, and cookie consent laws, urging companies to establish forward-thinking security protocols.
Tarkett’s security overhaul post-ransomware attack served as a cautionary tale. “Hackers are using AI too,” John Zito of Tarkett warned, underscoring the need for comprehensive security measures. From IT infrastructure to marketing practices, businesses must ensure every digital touchpoint is fortified against potential threats.
Kyle Chandler, of Global Prairie, introduced a RACI framework approach to regulatory decision-making, ensuring that compliance isn’t siloed within IT or legal teams but involves cross-functional collaboration. “These decisions shouldn’t happen in a vacuum,” Chandler noted. A structured governance model helps businesses stay ahead of regulatory changes while enabling innovation.
Key Takeaways for Future-Proofing Your Website
1. Prioritize Stability and Scalability: Choose technology partners that offer long-term support and seamless integration.
2. Leverage AI for Efficiency, Not Replacement: AI should complement human expertise, improving content creation, automation, and search optimization.
3. Shift from Keywords to Context: AI-driven search prioritizes well-structured, informative content that answers user queries.
4. Implement AI Governance Frameworks: Establish internal AI committees to oversee ethical adoption and business alignment.
5. Strengthen Security Measures: Cyber threats are evolving; businesses must continuously adapt and secure their digital presence.
6. Own Your Digital Assets: Relying solely on third-party platforms is risky—build first-party content strategies for long-term sustainability.
As businesses navigate an increasingly AI-driven digital ecosystem, the path to success lies in future-proofing strategies that embrace innovation while ensuring compliance and security. Organizations that prioritize agility, structured AI adoption, and authoritative content will not only survive but thrive in the evolving digital landscape.
Want to dive deeper? See the full recording below of the BWG Connect webinar to explore expert insights on AI, content strategy, and digital transformation.
