How AI Optimization Is Redefining Search PR and Influence
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
52 min
2 speakers
7 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is AI‑driven search and how does it differ from traditional Google rankings?
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, Jordan Cooney.
I'm Jordan Cooney, and joining me today is Whitney Hart, Chief Strategy Officer at Avenue Z. Whitney, welcome to the Voice to Search Podcast.
Thank you so much for having me. It's a pleasure to be here today.
Yeah, I'm thrilled to to dive into not only the the research that you have all done, but also to get to know you more and and your background in the search space. Um so why don't you tell our listeners a little bit more about Avenue Z yourself and uh and then we can dive into some of this research.
Thank you so much, Jordan, and it's a pleasure to be here today. I'm thrilled to be here to speak with you and uh your listeners to talk about AI search. Uh Avenue Z is an AI accelerated hybrid agency for influence. We partner with brands focused on driving revenue and reputation across all channels with a specific focus on large language models. Um, so how are we able to drive influence uh for our clients across places like ChatGPT, Gemini, Perplexity, Claude, Grok? etc. Um there are a lot of them these days. Though power is concentrating around Chat GPT and Gemini. And that's where we are tending to spend most of our time and focus for clients, um, with some other use cases around Claude and Grok that are quite industry specific.
Um I am the chief strategy officer here, so my role is focused around how large language models are evolving. um how consumer usage of those large language models is changing and how those two work in tandem to change the search landscape.
Awesome. Love it. And you know, we talked a lot about concentration both both in our opening and and you mentioned it here. Um, that it's it's really a changing landscape that that is force functioning this concentration, right? We're moving away from these rankings where consumers had some choice and maybe how they navigated or what they visited or or learned from. And now it it's basically an answer, right? You you get a you get a A formulated answer that kind of limits your your your options or your selections. How much of this concentration is just a shift in how we're consuming knowledge and information? versus the fact that these brands have always been winning or always been been been at the at the top of their let's c call it game for for now.
I think that large language models are now pulling together so many sources of information. And a lot of brands actually struggle to understand what what is feeding the answer that it's giving to a consumer and how can I potentially influence or control or direct that answer and those information sources. Um one of the things that brands really need to grapple with is how widespread and diverse the data sources are. And it requires a level of coordination and strategy that most organizations don't have at this point. Um so a lot of organizations, for example, will have an SEO team. that is very coordinated with um, the content strategies of what's going into the blog, how does that extend into social media, things like this.
But then PR will sit on an island all of its own. Um, and there can be a lot of disconnects there. So ultimately, I think that Brands that are able to bring all of these discrete areas of marketing together under one content strategy and brand strategy are those that are going to weather the large language model storm and revolution the best um and come out ahead in the months and years to come.
Absolutely. And and and what's your perspective on on the the size of these organizations that are winning?
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Chapters
7 chapters
1
What is AI‑driven search and how does it differ from traditional Google rankings?
0:00–7:05
2
How are large language models like ChatGPT, Gemini, and Claude reshaping brand influence?
7:05–15:51
3
Can small and midsize brands compete with big players in AI‑search visibility?
15:51–24:11
4
Why is integrating SEO, PR, and content teams essential for AI‑search authority?
24:11–33:32
5
What new visibility metrics should marketers track for AI‑search performance?
33:32–42:47
6
How do third‑party validations like earned media and analyst reports impact AI rankings?
42:47–49:29
7
What is the role of prompt strategy in driving AI‑search visibility and conversion?
49:29–52:11