How AI is transforming search
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
37 min
2 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the overall purpose of the Voices of Search podcast and today’s episode introduction?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
SEO is not just about keyword research and rankings. At the end of the day, our objective is to add value to the business, and we should view our work as a revenue driver. Yet, in today's landscape, SEO teams are still being siloed, undervalued, or misaligned with the broader business goals. With the rise of LLMs and AI search, there's a groundswell of interest in our industry. According to SEMrush's online search after Chat GPT, one in 10 US internet users are now turning to generative AI first for their online search. This shows a significant shift in user behavior and upper management is taking notice. So how do we reframe SEO as a revenue driver and how should teams adapt with this new AI search landscape?
This is the Voice of Search Podcasts. My name is Tyson, and joining us today is Travis Talent, managing. Director at Brain Labs. Travis is here to help us break down why SEO is far more than just keyword rankings and how AI and omni-channel thinking are reshaping the game. Travis, welcome to the podcast. Thanks so much for having me. Very excited to be here. I mentioned this kind of beforehand. Like I felt like we were kind of like orbiting a little bit like within the industry where I kept seeing your name. I always saw kind of like tied to different like hiring pieces. And then we finally got connected through Noah and Nick and the SEO community. And so it's great to finally have you here on the podcast.
Absolutely.
Why should SEO be reframed as a revenue‑driver rather than just keyword rankings?
Yeah. And and same. I've I've only ever heard great things about this this guy named Tyson. And now uh n now that we've had a bit to chat, I can absolutely see why your reputation precedes you.
Yeah, it it's it's nice when you you also you see someone you're like, okay, I see I see a lot of similarities and things and then you finally get a chance to chat and you're like, Okay, yeah, cool, like we're on the same page. So today, you know, we're talking about I think like first and foremost, how SEO and like our profession, like as practitioners, is, you know, it's more of a revenue driver. Like and this is something I too feel like as an industry, maybe we didn't embrace enough in kind of like the early days. And it almost feels like we're still trying to like kind of claw our way out of it. But maybe it's a level uh with the listeners, in your own perspective, like how do you view search and like why do you see this as like a revenue driver like within the business rather than just kind of like a discipline that sits in the corner?
Yeah, absolutely. When you look at most brands analytics, you will quickly see that SEO tends to be the most efficient and best ROI channel out of any of the other digital marketing channels. And to your point, for a long time, people didn't acknowledge the power that SEO can ultimately yield from both a Brand perspective, uh, there are lots of things we can do in terms of brand safety, in terms of brand experience within the SERPs and on the website. But on the flip side, SEO can also lead to discovery. And I think that's where most SEO spent their time really with this vision that if we drive more traffic, no matter if the topics are related. Related to the brand or not, that will somehow have some benefit to introducing that person to the brand.
The reality is Google wants to show the most relevant website in any particular search. And I think that is also true for any search engine out there, because otherwise they won't be seen as useful and people won't use their product.
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Chapters
8 chapters
1
What is the overall purpose of the Voices of Search podcast and today’s episode introduction?
0:00–2:10
2
Why should SEO be reframed as a revenue‑driver rather than just keyword rankings?
2:10–7:22
3
How are generative AI and LLMs changing user search behavior and executive priorities?
7:22–12:20
4
What strategies can break down SEO silos and align SEO roadmaps with stakeholder KPIs?
12:20–16:58
5
How can CRO, UX, and conversion rate optimization be integrated into an SEO roadmap?
16:58–22:30
6
What is the role of data‑driven forecasting in proving SEO’s business impact?
22:30–26:56
7
How should brands adopt an omni‑channel, multimedia approach in the AI‑driven search landscape?
26:56–31:13
8
What actionable steps can listeners take to future‑proof their SEO careers and influence business decisions?
31:13–36:48