Why AEO Starts With Better SEO Fundamentals
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
57 min
2 speakers
8 chapters
transcribed 25 days 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 in IHear Everything presentation. introduction in this podcast, we'll share the news, knowledge, and strategies you need to navigate the ever changing world of SEO. 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.
People aren't searching less, they're searching differently, and AI is changing how people are asking questions and how they're discovering products and businesses. In fact, Google still sends roughly 190 times more traffic to websites than ChatGPT, according to HREFs. But AI search is growing fast, and brands that succeed won't be the ones chasing shortcuts. the ones focused on the strongest fundamentals. My name is Syson, and joining me today is Lucas Tillman, CEO and co-founder of Optiversal. Lucas helps some of the world's largest retailers optimize for AI-driven discovery by turning product data into machine-readable content that performs across both traditional search and emerging AI platforms.
Today we're going to be talking about why AEO starts with better SEO fundamentals, how AI changes, why brands think about search, and why creating more content isn't the same as creating more value. Welcome to the podcast, Lucas.
Good to be here, Tyson.
Thanks for joining me. Uh appreciate the patience through those intros. Um always uh a fun ground for myself. But with that, I want to dive right into the conversation. And one of the things that came up when we were talking kind of before we hit record was around this concept of a zero-sum game in search. So maybe like to think back or setting the stage, like, how do you view the state of the industry and how you're looking at like competition in search rate.
Yeah, that's a you know uh really good place to start. So um search is not shrinking uh and new search engines are coming up like all the time, right? So we have like now, you know, we used to we spent a good you know couple of decades with like Google being the very dominant player, but now with the advent of AI and Chat GPT and AI chat tools, there are sort of new search games in town. Um And it's very easy for people to react to that. It's like, oh, like the whole market is shifting. They're going all to this different direction. Uh and that means like the other piece of search is now, you know, dead in the water. And uh we have to optimize for the new thing. How do we rank number one in the new thing?
And um if you look at the data, that's actually not what's happening. So uh what's happening is like search is expanding. Uh and so not only uh is it expanding because there's new tools out there that people use for new types of searches, but also are Sort of older tools or traditional tools are also expanding. So people are searching more on uh you know Google than they have ever before in the history of Google. So the whole market for search is expanding because consumers are learning that now they can ask different questions of computers, right? And so their searches are becoming more complicated, they're becoming more natural in nature, they're asking you know more detailed questions. questions.
And so this notion of like, hey, there's only one bubble of search and uh it's getting divided in a different way now than, you know, five years ago or two years ago because of all these new tools is not, you know, really correct or it's not how we view the world. It's actually like the the pie is expanding. Uh and there's, you know, many more interesting ways to search for things now, uh, including e-commerce products that, you know, we focus on. But uh so yeah, the pie is expanding, so to speak.
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Chapters
8 chapters
1
What is the main topic discussed in this episode?
0:00–5:54
2
What is the current state of search and how is AI reshaping it?
5:54–21:06
3
Why are structured data and clean entity relationships more important than ever?
21:06–29:42
4
How can retailers optimize product feeds for the AI‑driven “product graph”?
29:42–38:16
5
What does “learn‑and‑test” mean and why is it better than “test‑and‑learn” for scaling content?
38:16–43:38
6
Which SEO fundamentals have become critical in the last five years?
43:38–48:17
7
How should e‑commerce teams balance volume of content with real value?
48:17–53:23
8
What SEO tactic should marketers stop doing in today’s AI surge?
53:23–57:01