SEO Impact in a Product-Driven Enterprise
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
45 min
2 speakers
5 chapters
transcribed 1 month ago
Transcript
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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.
Google's AI overviews has shown up for more than 90% of informational queries, meaning AI-generated summaries are more common than featured snippets in traditional organic listings. In this landscape, the sites that get cited in those AI summaries enjoy prime visibility. And that's where GoodRx has made major gains. In a space where misinformation can literally hurt people. Good RX has shown growth into an AI visibility content powerhouse, competing head-to-head with major companies like WebMD, Healthline, and other SEO giant organizations in the healthcare space. But what does this really take? How do you really win in this YMYL category? And as generative search environments evolve, how do you manage websites with hundreds of thousands of pages?
How do you scale A content strategy that's trusted by humans and AI models in healthcare. I'm Jordan Cooney, and joining me today is John Vantyne, Director of SEO at Good RX. John has spent over seven years building a world-class, cross-functional, generative search task force and editorial frameworks that has powered discovery throughout Google, ChatGPT, and beyond. Today, John shares the system. system signals and stories from technical migrations to content refreshes that are reshaping how he thinks about AI. John, welcome to the Voices Search podcast.
From me.
So pumped, John, to have you on. I know it's been uh a probably not the easiest path to getting on this show for you, but I'm so thrilled that you're here with us today. Uh tell us a little bit about your journey in SEO, how you got to SEO, and then how how you're thinking about this this current AI universe, this LLM, you know, track as it comes to to how you you you and your team evolve at Good RX. Yeah, sure so.
So uh I don't think I've ever talked to anyone that has a straightforward path into SEO. It's like, oh, I went to law school and then this thing happened or whatever. For me, I I went to art school, thought I was gonna be a graphic designer, which I don't think people even use that term anymore. Now you're like a UX, you know, UX interface designer. Um, but I had a small personal blog that uh somehow got really, really big back in the blog days. And uh I learned a lot about Um understanding audiences and I was doing SEO before I realized there was a term for it, in other words, right? Like I would write about something, and then my site would show up. I'd get a bunch of traffic, I'd get booted off of a host because I used too much bandwidth, and then I'd scramble to pick up the pieces and learn from that.
And so that kind of provided a path into SEO for me. Moved to LA, worked for an agency which has since grown very big, uh W Promote down in El Segundo, uh, and then worked in house in the automotive space for Edmonds and Trucar. And uh now I'm uh sort of acting as a SEO in a product management capacity at Bitter X where as you alluded to, you know, we're not just looking at traditional SEO anymore, but the big, wonderful, infusing world of of LLM. So probably a lot to to dig into there, but I'll I'll pause and you can let me know which direction we want to go in.
I think this is a really interesting inflection point because
What is the impact of Google’s AI Overviews on healthcare search visibility?
What we're seeing in the market is that there's this balancing act that has to happen between UX, good experience, and the signals that you need to put out into the market, and then the subject matter experts and the the the ability to write really useful content for users.
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Chapters
5 chapters
1
What is the main topic discussed in this episode?
0:00–3:49
2
What is the impact of Google’s AI Overviews on healthcare search visibility?
3:49–8:26
3
How did John Vantyne’s career path lead him to SEO leadership at GoodRx?
8:26–17:48
4
What 50/50 collaboration model does GoodRx use between SEO and subject‑matter experts?
17:48–30:00
5
Why is a back‑to‑basics technical SEO foundation crucial for AI crawlers?
30:00–44:44