We talk about salaries, skills, and other details with Internet marketing expert Mykola (Nick) Lukashuk.
Mykola Lukashuk is an internationally recognized expert in digital marketing. He is the founder of the innovative agency Marketing Link and the developer of Yakiv Ads Tool, an advertising automation tool used by companies in the United States and Europe to improve the performance of their advertising campaigns. Through his initiatives, Mykola has contributed to reducing the shortage of marketing specialists and improving the economic efficiency of advertising campaigns in the U.S. and beyond.
Mykola has been working in digital marketing since 2013. He is the founder of Marketing Link, and before that, he held leadership positions in various companies. He is a certified specialist by Google, Microsoft, and Meta, and he also teaches marketing courses approved by the Ministry of Education of Ukraine. Mykola is a member of the American Marketing Association (AMA). His portfolio includes successful projects from the U.S., Canada, and Europe. He is also the creator of the Yakiv Ads Tool. In this interview, Mykola shares his views on the development of the digital marketing industry.
AI and the Evolution of Search Engines
Search engines have moved beyond traditional keyword-based ranking to AI-driven content analysis. Google’s latest algorithms, powered by AI models like BERT and MUM, prioritize context, relevance, and user intent over simple keyword matching.
“The days of keyword stuffing are long gone. AI now determines rankings based on how well content aligns with user intent rather than just keyword placement,” explains Lukashuk. “This means businesses need to focus on producing valuable, authoritative content that directly answers user queries.”
The Impact of Voice Search on SEO
Voice search continues to grow as more users rely on digital assistants like Google Assistant, Siri, and Alexa. Unlike text-based queries, voice searches are conversational and often framed as full sentences or questions.
“Voice search is changing how businesses approach SEO. Instead of optimizing for short-tail keywords, brands should focus on long-tail, question-based queries that reflect natural speech patterns,” Lukashuk advises.
Moreover, local SEO is increasingly important in voice search, as users frequently ask location-based queries such as “Where can I buy running shoes near me?” Businesses must optimize their Google My Business profiles and use structured data to improve visibility.
AI-Driven Personalization and Search Behavior
AI is also enabling hyper-personalization in search results. Google’s search algorithms analyze user behavior, preferences, and past interactions to deliver personalized search results tailored to individual users.
“Search engines are becoming more personalized, showing results based on search history, location, and browsing behavior. This means businesses must ensure their content is highly relevant and structured for different user segments,” Lukashuk explains.
The Role of AI in Content Creation and Optimization
AI-driven tools are assisting marketers in content creation, from generating keyword suggestions to analyzing competitor strategies. However, while AI can enhance content production, human oversight remains critical to maintaining authenticity and quality.
“AI-generated content can speed up workflows, but it shouldn’t replace human creativity. The most successful brands use AI as an assistant rather than a content creator,” Lukashuk emphasizes.
Search engines are also becoming more sophisticated in identifying AI-generated content, prioritizing original, high-quality, and user-focused material over mass-produced text.
Structured Data and Featured Snippets: Key to Visibility
Google’s AI-driven search results increasingly highlight featured snippets, knowledge panels, and structured data to provide users with immediate answers.
“If a business wants to appear in voice search results and featured snippets, structured data is essential. Schema markup helps search engines understand content better and increases the chances of appearing in rich search results,” Lukashuk explains.
AI and the Future of Paid Search
Beyond organic SEO, AI is also revolutionizing paid search advertising. AI-powered ad targeting, bid strategies, and real-time optimizations are allowing businesses to reach their ideal audience more effectively than ever before.
“AI is making paid search campaigns more efficient by automating bid adjustments and refining audience segmentation. However, marketers must ensure that AI-driven automation aligns with business goals and customer needs,” Lukashuk notes.
Key Strategies for Businesses to Stay Ahead
As AI continues to shape search marketing, businesses must adapt by:
- Optimizing for voice search and conversational queries
- Using AI to analyze search trends and user behavior
- Prioritizing high-quality, original content over AI-generated text
- Implementing structured data to improve visibility in featured snippets
- Balancing AI-driven automation with human strategic oversight
“The businesses that embrace AI while maintaining a human-centered approach will be the ones that succeed in 2025 and beyond,” concludes Lukashuk.
Mykola Lukashuk: A Leading Expert in Digital Marketing
Beyond his technical expertise, Mykola Lukashuk is recognized as a top expert in digital marketing across Ukraine, the United Kingdom, and Europe. His influence extends beyond consulting and agency work—he actively contributes to the development of the industry by training specialists, judging international marketing awards, and developing automation solutions like Yakiv Ads.
“Through education programs, AI-powered automation, and strategic consulting, my goal is to enhance the efficiency of marketing campaigns globally while addressing the shortage of skilled marketing professionals,” Lukashuk adds.
His work with businesses across multiple continents has positioned him as a thought leader in search marketing and AI-driven advertising solutions. Whether helping startups scale efficiently or optimizing enterprise-level marketing campaigns, Mykola continues to shape the future of digital marketing.
