How AI Is Changing SEO: Mark's insights from our AI for Content Marketing course

Hi Mark! who are you and what do you do? 

My name is Mark Lamy and I'm Head of SEO and GEO at Web Guide Partner, a digital agency based in Stockholm. I've been working in SEO since 2006, with clients across pretty much every industry you can think of.

You recently took "AI for Content Marketing". What made you choose this course? 

AI is moving fast, and when I saw this course it just spoke to me. I wanted to properly immerse myself in AI and develop ideas I could bring back to work, and at the same time explore the more creative side with tools I hadn’t used or extensively tested. 

What did you take away from the course?

Closing the AI gap: The course helped close the gap on a lot of questions I had around AI — turning uncertainty into something practical and repeatable I can actually apply.

Deep research and skills: Working hands-on with deep research, SKILL.md files, Markdown, and a wide range of tools gave me a clear map of what to use, when, and why — rather than just knowing tools exist.

Ideas become projects: Most importantly, the course showed me how to take an idea from a vague concept to a finished, polished output — whether that's a one-off project or something built into a repeatable workflow.

What was it like having lisa Walder as your instructor?

A fantastic teacher who really set the bar high for this course. The learnings were practical and grounded in real examples, and the live sessions and group activities pushed us to test the limits of what AI can actually do — not just talk about it in theory.

What did you find the most fun or valuable during the course? 

I really enjoyed learning how to build skills, workflows, and pipelines — using Markdown to structure everything and taking a concept all the way through to a full production process. Seeing an idea move from a rough thought to something repeatable and properly built was genuinely satisfying.

Have you been able to apply what you learned? 

I've been building workflows that take repetitive tasks out of my day-to-day. Most people still use AI like a search engine, but that barely uses what's actually possible. 

What does a typical day at work look like for you?

It starts and ends with clients — understanding their goals and working out how to grow their visibility across SEO, GEO, and AI search. The middle is where the interesting work happens — a mix of audits, implementation, testing, and problem-solving. No two days look the same.

What’s the best part of your job?

The ever-evolving industry in search and AI — never standing still, staying up to date, and never losing that spark to always be testing!

And the challenges?

Years ago, SEO was mostly about optimising your site technically and producing good content. That still holds to some extent, but there are now many more variables to factor in across SEO, GEO, and AI search — and the goalposts keep moving.

Where do you find inspiration?

Mostly social media — it's where the SEO and AI conversations happen in real time, and you pick up ideas and tests from people actually doing the work. From there, it's about trying things out yourself and seeing what actually holds up. 

Do you have a career tip you’d like to share?

Don't get caught up in the noise around AI. There's a lot of hype and a lot of skepticism, and neither is particularly useful. Cut through it, experiment yourself, and form your own opinion based on what actually works.

What would you say to someone considering taking this course?

If you work in marketing and already use AI but want to really understand how to get more out of it, this is a course I'd easily recommend.