How to maintain traffic when AI summaries answer user queries directly in search results
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
3 min
1 speaker
6 chapters
transcribed 1 month ago
Transcript
jump: chapters · speakers · find in transcriptTranscript
Transcript generated automatically by AI and may contain errors.
What is the main topic discussed in this episode?
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.
What is the host’s opening question about AI summaries and traffic?
We're gonna transition to our lightning round. So as we game plan, as a leader at a major brand, what's your game plan for maintaining traffic when AI summaries are answering user queries directly in search results?
Yeah, I don't have a game plan for maintaining traffic.
How does Mike Walrath suggest shifting focus from traffic to brand awareness?
What I have is a game plan for maintaining awareness around my products and services. Right. So, in a lot of ways, by the way, traffic is expensive. You know, I all that infrastructure I have to maintain, all that. If the question is like, hey, who's the best financial advice near me who specializes in retirement plans and estate planning and also went to the University of Florida, I didn't go to the University of Florida, but if I did, because I like to do business with people over from the University of Florida, right? That's a big complex question. And I'm not sure that I have to be delivered to the brand's website in order to get exactly what I want out of that relationship, which is, you know, I I'm gonna get an answer.
Why does Walrath argue that traffic can be expensive and less important than conversions?
Hey, you know, here's someone who lives 20 miles away from you, went to the University of Florida and is is great at those things. Would you like us to have them call you? Right. Right? Yes, please. Please. I'm available between two and four this afternoon. Please have them call me. And so I have this brilliant assistant who can, you know. Go submit a lead form on that site or whatever.
How can brands use structured data to let AI deliver leads without clicks?
So I mean, like, is there traffic there? Maybe. But in the future, I think if if I'm that brand and I've made so much of my structured data available and the interfaces available, you can imagine a world where it's just like I identify that leader and then I just get a call. And now I'm talking to exactly who I wanted to be talking to. And there were no clicks and there was no traffic. So you know, I think we have to shift this whole paradigm. that, you know, we have to bring the traffic to us. And in a lot of cases, what we do is we deliver the data to the AI and then the customer gets delivered to us in the way that we're going to interact with that with that customer. And so yeah, like obviously traffic's going to be important for some period of time.
But, you know, if I'm just judging my value on, you know, less traffic and more sales is actually, you know, good for me.
And that wraps up this episode of the Voices of Search Podcast. A huge thank you to Mike Walruth from YEX for joining us. If you'd like to contact Mike, you can find a link to the LinkedIn profile in our show notes or at thevoicesofsearch.com. For more information about YXT, please visit Yx.com.
What are the final takeaways and next steps for listeners after the discussion?
If you haven't subscribed yet and want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast. podcast app or on YouTube and we'll bring you back to our feed. Okay, that's all for today, and until next time, remember the answers are always in the data.
No segments match your search.
Select any passage to copy it with its citation or turn it into a shareable card.
Chapters
6 chapters
1
What is the main topic discussed in this episode?
0:00–0:43
2
What is the host’s opening question about AI summaries and traffic?
0:43–1:01
3
How does Mike Walrath suggest shifting focus from traffic to brand awareness?
1:01–1:38
4
Why does Walrath argue that traffic can be expensive and less important than conversions?
1:38–1:57
5
How can brands use structured data to let AI deliver leads without clicks?
1:57–3:00
6
What are the final takeaways and next steps for listeners after the discussion?
3:00–3:18