Salt Lake City-based consultant argues that as AI-generated content floods search results, businesses that write for real customers, and not algorithms, will be the ones that hold their rankings

SALT LAKE CITY, Utah — As AI-generated content continues to flood search engines and Google’s own AI Overviews now reshape how results are displayed, SLC digital marketing consultant Adil Lazar is pushing back against a trend he sees playing out among the small-business clients he regularly works with: ‘writing content for algorithms, and not for people actually reading it.’

“I’m seeing businesses publish blog posts that technically hit every SEO checkbox—keyword density, headers, word count — and still get nothing from them,” Lazar said. “That’s usually a sign the content was written for a crawler, not for the person searching. Search engines have gotten a lot better at telling the difference, and that gap is only going to get more obvious as more of the web fills up with AI-generated pages that all say the same thing.”

The shift toward AI-assisted search, such as Google’s AI Overviews and the increasing use of tools like ChatGPT for research and recommendations, has altered what actually earns visibility, according to Lazar, who runs Adil Lazar Digital Marketing Agency and primarily works with small and mid-sized businesses throughout Utah. Search engines are progressively rewarding content that exhibits direct experience, specificity, and a clear point of view, whereas generic, keyword-stuffed content that once could rank on volume alone is now up against an internet swamped with similarly generic AI-written sites.

“Ironically, the more AI content there is out there, the more valuable it becomes to sound like an actual person who knows what they’re talking about,” Lazar stated. “A local company that discusses issues they’ve truly resolved for actual clients will stand out more now than it did five years ago, not less. Many folks are falling behind on that point.

Lazar’s agency has built its SEO work around what he describes as the human-centered approach… content built from actual customer questions, client expertise, and particular local context, instead of templated posts optimized purely for keywords volume. That includes working with clients directly to identify the questions their customers are actually asking, instead of totally relying on keyword-research tools to dictate topics.

For the companies Lazar works with, the issue is more than just theoretical. In fiercely competitive local marketplaces, where a few AI overview positions or featured snippets can decide whether a firm is seen at all, local service providers and e-commerce brands, which make up the majority of his clientele, frequently compete for the same few keywords. Lazar stated that this makes differentiation, not just optimization, increasingly central to SEO strategy.

“You cannot out-keyword an AI overview,” Adil Lazar elaborated. “But you can be the source that it’s more likely to reference, or possibly the result someone clicks through to when they want more than just a summary. That comes down to actually having something worth saying, said by someone who genuinely knows the subject.”

Lazar’s remarks coincide with his ongoing publication of advice on SEO strategy for entrepreneurs and other marketers. Recently, he wrote on how digital agencies may develop a long-term clientele of local SEO firms in cutthroat areas like Utah’s. He stated that as AI-generated search results play a bigger role in how consumers locate local businesses, he intends to keep concentrating his agency’s content approach on specialization and direct client expertise.

About Adil Lazar

Adil Lazar founded Adil Lazar Digital Marketing Agency and works as a digital marketing consultant in Salt Lake City, Utah. He focuses on increasing organic visibility for local and e-commerce brands while working with small and mid-sized businesses in Utah on SEO, paid advertising, web design, and content development.

Media Contact 

Adil Lazar Email: info@adillazar.com 

Phone: +1 (385) 573-3622 

Website: https://adillazar.com