How to maintain brand visibility when users can't see search results
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
5 min
1 speaker
6 chapters
transcribed 28 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the Voices of Search podcast and today’s focus on brand visibility?
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.
Last one we got is a game plan. So for this one, you're the SEO director at an enterprise organization. I know far stretch.
How can brands stay visible when traditional search results are hidden?
And what's your game plan for maintaining brand visibility when users can't see search results?
Um, there are some easy ones uh beyond search. There's shopping, there's you know the navigational intent through maps and so on. Those are still relevant, still important, and your visibility, discover and so on. But then understanding the mechanics of the the emerging platforms um is really important. How you know the contrast between what shows up there versus what shows up in search uh is really insightful. But one thing we couldn't do by observing search rankings was to actually get direct feedback on the perception of your brand and products. So we can do a lot more research based on different personas on brand perception and so on and different buyer journeys and learn from that to inform a content strategy in ways we couldn't do it before.
Really identify where perception is good, sentiment is poor, work against that and so on. Um I'm I'm already seeing that. You know, what shows up in in ChatGPT, for example, is different than what shows up in search.
Why does content appear differently in AI chat platforms versus search engines?
And that's just something fascinating in its own right. So That's that's the starting point. Um the other thing too is the the tooling. So um how to measure AI, uh different metrics. It's it's a bit daunting, it's a bit scary. I mean it would be great if the emerging platform started advertising because then they would have to start providing some data. But that's not in the cards yet, so we'll see. I mean we might get something from Google, but um in the meantime is just, you know, take a step back and see, okay, how do we get into this? What do we have accessible and work towards that? And you know, hedge, hedge against uh where things are going.
That's such a good call out.
How should marketers rethink KPIs and performance tracking in AI‑driven search?
And it's been like top of mind for me. It's like you have all these shifts. And to me, it's like it really is pushing us to re-evaluate how we're looking at KPIs, performance tracking, all these things. And it's like I've gotten into these debates of like, at which point do you have a diminished Return on the value of following this because it's on one hand You know, you need to know where you stand or where your competitors stand. But then again, if you focus too much on that, how much are you taking away from that time and effort that goes into actual tactics, actual things that you're implementing? It's like to me, there's a sweet spot of knowing just enough to give you that directional like validity.
And then shifting into action mode rather than just getting in this kind of, I don't know, like time vacuum of just because you could spend an entire day just on performance. And at the end of the day, it's like, yeah, you're gonna know performance really well, but what are you doing with that? Or how much time do you have left to do something with that?
The the analysis paralysis.
What is analysis paralysis and how can teams avoid getting stuck?
Yeah. It's just like why are we observing the feedback and prompts? Because we want to do what? You know, what are we trying to accomplish here rather than getting stuck in that loop? I think one other thing I I forgot to mention was uh MCP model context protocol. I mean that's this whole you know, websites again, it's scraping websites is really inefficient. At one point do those connections evolve. And there's a lot of talk about that too, and it's uh I mean I'm I'm lucky I sit next to an IT team where I am, which with a name like Jason makes it a little bit difficult.
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Chapters
6 chapters
1
What is the Voices of Search podcast and today’s focus on brand visibility?
0:00–0:54
2
How can brands stay visible when traditional search results are hidden?
0:54–2:02
3
Why does content appear differently in AI chat platforms versus search engines?
2:02–2:41
4
How should marketers rethink KPIs and performance tracking in AI‑driven search?
2:41–3:56
5
What is analysis paralysis and how can teams avoid getting stuck?
3:56–4:40
6
Where can listeners connect with Jason Lax and keep learning about SEO?
4:40–5:21