How AI search is reshaping visibility: from rankings to mentions
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
45 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 impact of AI‑driven zero‑click searches on traditional SEO metrics?
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 dot 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. AI search is fundamentally changing the rules of discovery, making traditional metrics obsolete.
The landscape of digital discovery is undergoing a radical AI-driven transformation. The sophisticated AI models powering generative search are rewriting the rules fundamentally rendering click centric metrics obsolete. Consider this, ninety three percent of intersections in AI mode result in zero clicks. This isn't just a slight shift, it's a complete transformation. Fifty eight percent of Google's own searches are now zero click. Google's AI overviews are taking the place of traditional search journeys and increasingly answering the questions without traffic. In this landscape, where rankings and traffic no longer tell the full story, How do you measure success? I'm Jordan Cooney, and joining me to tackle these critical questions is Thomas Paham, CEO and co-founder of Otterly AI.
His platform Helps SEO and marketing teams monitor brands' visibility and content citations across AI platforms like ChatGPT, Perplexity, and Gemini. Thomas will explain why traditional SEO metrics are failing, how to measure what truly matters when visibility decouples from traffic, and why a bootstrap approach is proving to be a smart strategy for building a category defining product in today's overhyped market. Thomas, welcome to the Voice of the Search Podcast. Hi Jordan. Thanks so much for the invite. I'm super excited to be here today. Likewise, likewise. This is such a busy, busy and noisy category right now. This whole tracking, monitoring, understanding what's happening in AI, visibility, awareness, even the workflows and and the production flows are just like constantly being brought up in the news and there's new vendors coming out left and right.
You know, you spent, you know, almost a decade in in other SAS and marketing teams before building Otterly. And and I just wanna I wanna understand like, you know, how does that experience and the the the the past exits help you as you're shaping this new company?
Yeah, it's it's it's quite quite quite a crazy times, I guess, right now. But I mean quite quite frankly, I mean we we started Autal EI um about a year and a half, two years ago, right? And um it's it's to me it's fascinating how how fast paced the whole EI search market has been in in the last two two years. But I mean to to your point, right? Going go looking back at the last decades in marketing, um I've been in marketing since sixteen, seventeen years. Um and To be very honest, Jordan, I I didn't really intend to start my own startup in the first place in that market category, right? That this was not really my my intention in the first place. The whole point, I guess, that that led me, um start Autoli EI as an EI search monitoring solution in the first place was was my last role at a company called Story Block.
I led a thirty people marketing team there, spent lots of money on Google over the years. Uh we we we we are the the company basically is a B2B SaaS product, right? So Google still is and was a few years ago the the main acquisition channel for us from an inbound motion. Right, sir. I think it was gr some sometime after the release of ChatGBT I I started tinkering around with that thought. Well, what is actually going on on on on ChatGPT on these new AI bots, right? And the long story short is I I didn't find a solution two years ago, which ultimately made me build prototype some some some early versions of what would later turn into Autal EI.
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Chapters
8 chapters
1
What is the impact of AI‑driven zero‑click searches on traditional SEO metrics?
0:00–5:37
2
How does Thomas Peham’s background in SaaS and marketing shape Otterly AI’s strategy?
5:37–11:56
3
Why are brand mentions more valuable than backlinks in AI search responses?
11:56–17:43
4
What are the steps for building an end‑to‑end AI mention‑optimization workflow?
17:43–22:56
5
How does Otterly AI ensure data quality and accurate visibility analytics?
22:56–28:17
6
Which partnerships (SEMrush, Press Ranger, Storyblock) amplify AI visibility for marketers?
28:17–35:14
7
What myths about AI search visibility should marketers unlearn?
35:14–40:58
8
If your SEO dashboard disappeared, what single metric would you rebuild first?
40:58–45:42