Strategy for managing stakeholders with the shifts in the search industry
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
5 min
1 speaker
3 chapters
transcribed 1 month ago
Transcript
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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. No, final question is gonna be game plan. So for this one, scenario based, you're the SEO director at a major retail brand.
What's your strategy for managing stakeholders within the organization to combat the shifts in the search industry?
What is the core stakeholder‑management challenge for SEO directors in an AI‑driven search landscape?
So I'll I'll go a little more like technical on this answer, just to give you our tactical on this answer. So it's a giving you several like macro answers. There's a concept in with LLMs called grounding. And if you're if you're not familiar with it, it's a fancy way of saying that LLMs kind of suck if they don't have a lot of context and they need grounding or context to make good decisions. So typically when I'm talking with a brand, I might say something like, as a first pass, let's see how much of your traditional traffic would require grounding, or the LLM could just answer. So like When was George Washington what's George W Washington's birthday? Like that doesn't need grounding. And then like it knows the answer, right?
Two plus two usually knows the answer. So uh How many peas and pineapples? It tends to mess that up. But in general, it's what requires grounding and what doesn't. Usually what we find is about 90% or more of an e-commerce retailer, you know, insert here. The traditional searches and the conversational searches require grounding. And so they need additional context. That context comes through. Wait for it. Traditional search. So the agent, the fancy agent, what does it do? The agent does a query fan out. Query fan out is just it guessing the next 20 questions you might have and Googling them or binging them. Right. And so what's interesting about this from a strategy standpoint is until there, you know, obviously are probably orders of magnitude leaps ahead.
Even if let's say even if um chat GPT makes its own index and they don't even it's still an index. It's still crawl, render, index, right? Then rank and convert. And like SEOs, we get way caught up on the right side of that graph and we're like, where are my rankings? How do they convert? Back in the day, you're thinking about crawl render index so that you can rank. And that's where I would be focusing. And the again, I like the win-wins because that gives me a win for the traditional. And I can hold on to my traditional traffic. Why? Because I'm focusing on things that help me get indexed and rank. Well, that's the same thing. Again, AI is your customer. AI is going to do the querying for her. AI is gonna
Pull the Google result, AI is going to do the summarization, and then pass back to her recommendations. So you win or lose at that moment of was I visible? Was I indexed? Did I rank? And so if you focus on some of those traditional things right now, you'll you'll win in both areas. Um, so grounded search and understanding what what of my queries, what of my Intense uh require grounding, you'll probably find it's a lot of them. And then as soon as you know that, you know that your entire game is won or lost at live retrieval when that agent or tool calls a search query. So the whole game is winning and or winning and or lost at live retrieval.
Such good advice. And I think too, it's like you could probably take multiple points in this conversation and use that for, you know, how should I be managing these expectations? And I think, you know, one of the things that we hit on earlier too is like, Be early, be vocal. Like there's an awareness and an understanding. So you have elements of education.
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