Thomas Peham

speaker

382 appearances 5 recordings 1 series first heard Feb 2026 last heard 27 Feb

Thomas Peham’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 5 in all, peaking in Feb 2026 with 5.

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Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast · How AI search is reshaping visibility: from rankings to mentions · 23 Feb 2026 podcast

And how they engage with our content there.

How do people engage with our content coming as a referral from the different um AI search engines?

And then there's a big indirect impact, right?

People most often

especially in B2B where user journeys are much more complex, I mean, they end up maybe on the th third or second step on our website or some sort of web property of ours, right?

So I I can give you many examples where, I mean, as a user myself of these systems, I've been I've been doing some early on research on, for example, my next vacation trips, right?

Going to Italy, let me ask ChatGBT.

For the best family-friendly hotels in a certain region, right?

I don't click on those links directly, right?

But I'll eventually come back to a Google search.

I come back through a direct search, right?

So I think that indirect impact right now is something where we we have to rely on self-reported attribution and similar efforts, right?

But that's that's on the second layer, right?

So the second layer, bot traffic, human referral traffic, indirect.

Direct traffic coming from branded and um organic searches.

And ultimately it all it all all leads to the North Star.

How can we how can we influence our brand, our brand visibility?

So if I'm in a hotel in Italy, I want to show up with certain characteristics and and I guess facts when when people do their vacation planning.

Um so I I think to your point, right, the big

The big shift, and this is why I'm also a big believer, this is not just SEO, because SEO teams historically have been optimized more for performance over brand.

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