How AI Search Is Changing The SEO Industry
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
14 min
2 speakers
5 chapters
transcribed 29 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is AI‑driven search and why is Google shifting to it?
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.
Hey, what's going on? My name's Tyson from previsible.io, and joining me today is Michael Buckby, who's the co-founder at NoahToA, which discovers ranking opportunities for brands within AI services like ChatGBT, Perplexity, Claude, and Gemini, which is essential for enhancing their online presence and engagement. Yesterday Michael and I talked about why Google decided that all search is AI search. And today we're continuing the conversation by discussing how AI search is changing the SEO industry. So with that, here's my conversation with Michael Buckby, co-founder at Noah Toa. Michael, welcome back.
Hey, thanks for having me back.
No Yesterday, like we were really kind of just diving into the the world and the landscape of AI search, tactics, strategies, and just kind of how it's starting to play out. And we teased the listeners a little bit on how maybe this is changing our industry or profession. And I'd like to dive in a little bit more today, kind of what this means for us as practitioners. or of SEOs, like should we be scared of it? Should is it an opportunity for us? So I'd love kind of, I guess first just to get your take on how kind of you've been advocating for other SEOs to be thinking about this shift in our landscape.
Sure. Something I've always observed about the best marketers and the best SEOs is they're very empathetic. And so much of that is really having skills around defining what's the true search intent that's happening. And you know, with that, you're then able to write much better. You're able to like write to a persona. You're able to think about what other questions would they have?
How does the concept of “task intent” differ from traditional search intent?
What else can we answer? And I think we need to take all of those skills and sort of flip them up one level to think a little bit more about task intent instead of just purely search intent, where there is a skill we all have. Especially in the SEO industry, of course, which is abstraction, that there's a problem, and we do this mental math to abstract out. Oh, here's how I need to ask about this. I then make a search for that. Then I take those results and I pull them back together to get an answer from three or four different sites. And I basically just did an an AI overview in my head, you know. And more and more of what we're gonna see is that search has a task component to it where it's a little bit beyond just getting an answer that I'm trying to get an answer, then I'm trying to apply it to something.
And I think there's a lot of opportunities there. And one of the things, you know, as a software developer, I've always found, you know, doing software development is a superpower in the marketing space, able to, you know, get a lot more different things done and to think about stuff. And now I don't think it's such a superpower anymore because the AI tools are so good at helping with software development that now I think like every SEO has the capability of doing 80% of what I could do before. And again, I think that opens up a lot of opportunities. Yesterday we spoke about HubSpot and maybe some of the smart changes they're doing. A real interesting thing to do is to look at the footer of their website, which is traditionally one of those, like, oh, this is where we can really, you know, tweak and optimize our on-page SEO.
And what's in their footer are tools. It's not really links to content. It is links to tools to figure out different things, to you know, figure out where you stand, to help you with tasks.
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Chapters
5 chapters
1
What is AI‑driven search and why is Google shifting to it?
0:00–2:30
2
How does the concept of “task intent” differ from traditional search intent?
2:30–5:37
3
Why do AI tools like ChatGPT level the SEO playing field for non‑developers?
5:37–9:02
4
What new opportunities do AI‑powered footers and content‑engineering create?
9:02–12:27
5
How should SEOs rethink attribution and KPIs in an AI‑search world?
12:27–14:36