SEO, GenAI/LLMs As Search, Lack Of Performance Data For SEO Professionals
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
27 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 overall focus of the episode and who is the guest?
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.
Search is no longer just about Google. Or once again, it's no longer just about Google. Generative AI tools like ChatGBT are redefining how people find information and our work as SEOs is changing. According to Momentic's 2025 State of SEO Google versus ChatGPT report, ChatGBT users are now 2.3 times more likely to click through to external websites than Google users. And while Google still dominates our industry, user behavior is shifting at a very quick pace, and we need to take notice of this into how we're competing in search. This is the Voice of Search Podcast. My name's Tyson, and joining us today is Tyler Einberger, who is co-founder and head of growth at Momentic. Tyler's here to talk to us about generative AI LLMs and a bit more about the study that him and his company produced.
So with that, welcome to the podcast, Tyler.
Thank you, Tyson. Really appreciate you inviting me here. Super excited to talk about what's happening in search and LLMs.
Yeah, and I I think if I remember correctly, like I came across one of your posts on LinkedIn. I was interested in the study, so I gave you a shout out to be like, hey, love to have you on the podcast. As we were talking, I found out you were also talking to Jordan, one of the other co-founders and hosts. So I'm happy to have you on here and you know, really diving in a bit deeper into the study that you've put together. With that, like let's set the stage for the listeners or viewers as far as like what is the study, what's the why behind it, and kind of you know, why did you see to to embark on it?
Yeah, so the report I like to call it a report just because I didn't put it in like really hard I mean, I put in a lot of time, but not like a ton of hard different inputs. Um, really I was using similar web clickstream data. And uh I did do some cleansing of some different tables, but for the most part, uh a lot of the data is straight up just from similar web. So it's a it's a report. Uh yeah, I guess it could be like a little bit of a study, but yeah, I think The The main piece that came out of it was, you know, we we've been hearing from different people online or uh from our bosses or clients' bosses that like, hey, SEO is losing its luster. It's not, you know, in an attractive channel to invest in, um, currently.
Why did Momentic decide to launch the 2025 State of SEO (Google vs ChatGPT) study?
And I think there's a lot of a lot of doomsday. uh narrative that's out there like Google search is uh dying or or chat GPT is taking over. So I really wanted to get to the bottom of that question. But then from a broader perspective, you know I started this research because, you know, if we're really heading towards a zero click future, and if that's true, I think we need to shift our influence, uh, or our areas of influence from owned surfaces to, you know, earned or maybe discovery surfaces. So I wanted to map out all of the places on the web where uh I think three things are true. And the first thing is, you know, where are places that marketers can market and do marketing? And then second factor would be.
What places where that's true can our audiences also okay with being marketed to or being influenced? And then the third requirement would be like, are these places measurable? Meaning like from the outside looking in and available through clickstream data, uh they have to be browser based.
I I appreciate that kind of almost taking a step back. Because it's like as practitioners we get so focused into just more of, you know, performance within one medium.
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Chapters
8 chapters
1
What is the overall focus of the episode and who is the guest?
0:00–3:25
2
Why did Momentic decide to launch the 2025 State of SEO (Google vs ChatGPT) study?
3:25–6:49
3
How was the click‑stream data collected and cleaned for the report?
6:49–10:29
4
What did the data reveal about ChatGPT users clicking out to external sites versus Google users?
10:29–13:57
5
Why are self‑referrals and app‑based traffic a blind spot in click‑stream measurements?
13:57–17:42
6
How is Google’s audience size and user behavior influencing its defensive product strategy?
17:42–20:56
7
What future extensions (e.g., other LLMs, app data) are planned for the research?
20:56–23:58
8
What are the key takeaways for SEO professionals facing AI‑driven search disruption?
23:58–27:24