Integration of SEO and CRO departments into a single "search experience" team
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
4 min
1 speaker
6 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the opening question about impressions and clicks in the new AI search experience?
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Why does the host label the impression‑click trend as “trash” and what evidence does he cite?
Here's today's host of the Voices of Search Podcast, Jordan Cooney. Last question here, last lighting round question. Trend or trash? Do you believe that impressions are gonna continue to increase while clicks stay flat in this new AI search experience world? Trend being that it's gonna stay the same. We're gonna continue seeing this current trend. Trash being we're gonna see some variation or direction that's different.
How have Google’s SERP features (e.g., Maps, GMB, carousel) evolved over time?
All right, I'm gonna take a hot take here. I'm gonna say trash, but I'm gonna I'm gonna back it up. All right, please. Because I cause because I know that this is a scary, an unknown time, you know, for the SERPs. But I'm gonna say trash because this how many times have the SERPs changed? How many times have we seen like Google My Business, Google Maps? Remember Google Plus? Uh remember Google Plus? You know, like all of this stuff, AdWords, uh in general, carousel, rich snippets, people also ask, you name it, right? We have seen a ton of Google SERP uh A B testing and CRO, how to extract value from our from their users and provide a better user experience, but also make more money.
What impact will AI overviews and new SERP experiments have on organic traffic?
Let's let's be real. So because that's the norm, then you enter with AI. And then Google goes, all right, what's the most practical use of how we can incorporate this revolutionary technology? Uh, why don't we just incorporate it with the thing that we've already been doing? Um, okay, yeah, that makes sense. And then AI overviews come out, and now we start to see VO3, and then we start to see uh all of this really cool stuff. I don't think they're done. Experimenting. No. So I think it's it's kind of gonna s I think it might get a little worse and then it'll get better.
Why does the guest argue that publishers are still essential for future SERP designs?
I think uh they're gonna try and get as much as they can, uh, and then something will happen where either everybody hates the experience and they are forced to change it, not SEOs, but like users, you know, where like they find that GPT or LLMs or something in the market is better. Than the current AI overview user experience, or they come up with something better than the AIO. And they say, like, you know what? We need publishers. We need publishers and we need companies that actually give a shit about showing up in SERPs that aren't just going to donk off spend in AdWords. How can we do this? Well, we could give them an AI overview carousel. We could change who pops up for AI overviews. We could embed site content.
and say click here for more of this answer.
What actionable ideas are suggested for integrating site content into AI‑driven SERP elements?
Like there's so many different things that they could experiment with and try. It might be a very foolhardy optim optimist answer, Glaf Hass Bull type of guy.
Yep.
Um but I I'm gonna say trash because there's still too much to try.
I love it. Great, great answer. Thank you, Sean, for that. And that wraps up this episode of the Voice of Search Podcast. A big thank you to Sean from Apollo for joining us. If you'd like to contact Sean, you can find a link to his LinkedIn profile in our show notes or at voicesofsearch.com. For more information about Apollo, visit Apollo.io. 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 app or on YouTube and we'll be back in your feed soon. Okay, that's all for today, but until next time, remember the answers are always in the data.
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Chapters
6 chapters
1
What is the opening question about impressions and clicks in the new AI search experience?
0:00–0:37
2
Why does the host label the impression‑click trend as “trash” and what evidence does he cite?
0:37–1:06
3
How have Google’s SERP features (e.g., Maps, GMB, carousel) evolved over time?
1:06–1:47
4
What impact will AI overviews and new SERP experiments have on organic traffic?
1:47–2:19
5
Why does the guest argue that publishers are still essential for future SERP designs?
2:19–3:04
6
What actionable ideas are suggested for integrating site content into AI‑driven SERP elements?
3:04–3:53