Chris Andrew

speaker

441 appearances 5 recordings 1 series first heard Apr 2025 last heard Apr 2025

Chris Andrew’s voice in public audio — every appearance, attributed to the second.

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Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast · How To Win Customers In An AI Search-Driven World · 21 Apr 2025 podcast

Folks are habituating to AI search because I get an answer instead of 10 links.

Now, if I'm getting an answer, that means I'm not visiting as many websites.

So one of the themes we're seeing unfold in the search space is fewer people are visiting websites early in the funnel.

I'm moving my research and discovery process to Chat GPT, Perplexity, Meta, Claud, even Google AI overview.

Which means I get an answer to my question rather than having to go visit three or four different websites.

In practice, I'm outsourcing browsing.

At its simplest, I'm outsourcing browsing to an AI crawler to make sense of internet content for me to determine what I need to see to answer my question.

And so I think that's the big shift that we're seeing, you know, in terms of how it's impacting search engine uh professionals.

I think sometimes these shifts get a little overblown.

I think search engine optimization is still the foundation for how these models work, right?

If you take the time to understand what's happening behind the scenes, is these large language models are looking at the search index.

They're looking at sites that they can consider to use in answering the question.

But once they are on your site, they're downloading that information, synthesizing it with other sources, and determining

How to answer the question and who to cite.

And so there's a number of significant changes in that space.

But at the core, I think the customer journey is changing.

I'm less likely to visit a website.

I'm more likely to get an answer from my search experience.

I'm more likely to refine that answer in a chat-based experience with my model of choice and maybe move along from there.

And so that's a really, really big change in the customer journey that we're tracking with our clients.

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