Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

SEO and CRO strategies require AI integration for maximum impact. Shaun Hinklein, Head of SEO at Apollo.io, shares how data-driven content can create superior user experiences while balancing automation with human authenticity. He demonstrates practical methods for analyzing competitive SERPs with AI tools, explains how impression metrics now outweigh traffic volume, and reveals techniques for leveraging proprietary data to deliver unique value that generic AI content cannot match.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Kevin Indig is an independent advisor to some of the fastest-growing companies in the world, helping them accelerate growth through SEO and product strategy. His client portfolio spans top marketplaces like Reddit, Snap, and Upwork; leading SaaS platforms such as Ramp and Dropbox; and e-commerce brands including Hims and Fast Growing Trees. He also advises innovative companies on product strategy, including AirOps and Newfold.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

SEO professionals are feeling stuck in the age of LLMs. Kevin Indig, growth advisor and author of the Growth Memo newsletter, examines the industry's paralysis between treating AI search as repackaged SEO tactics or something entirely new. He challenges practitioners to move beyond terminology debates and adapt to evolving search landscapes, arguing that experience in traditional SEO can actually make adaptation more difficult.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

SEO metrics face a critical shift with AI search features. Kevin Indig, growth advisor and former Shopify SEO Director, explains why measuring AI overviews and AI mode performance now outweighs traditional rankings. He recommends tracking position one visibility as a key signal for AI overview inclusion, while using keyword rankings as directional indicators rather than primary KPIs.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

How will SEO's relationship with content evolve in the near future? Kevin Indig, growth advisor and former SEO leader at multiple companies, examines the shifting content landscape. He discusses the necessity of incorporating AI into content creation workflows while maintaining human oversight, and explores how SEOs must balance declining per-article traffic value against increased content production capabilities.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI Overviews are poised to replace featured snippets. Kevin Indig, growth advisor and former Director of SEO at Shopify, weighs in on this significant search evolution expected by late 2025. He explains why AI Overviews make more logical sense for users and search engines, predicting the eventual phasing out of traditional featured snippets as AI-generated content summaries become the new standard.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Google's AI mode is transforming search visibility overnight. Kevin Indig, independent advisor, shares strategic approaches for adapting to AI-generated search results. He explains how to measure influence rather than rankings, conduct direct user research instead of relying on keyword tools, and optimize for multimodal experiences across platforms like YouTube and Reddit to maintain visibility in AI overviews.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Balancing journalistic quality with search performance is a critical SEO challenge. Dina Rickman from GoFundMe shares her expertise on creating content that satisfies both editorial standards and search algorithms. She recommends hiring former journalists to create high-quality content that naturally performs well in search, emphasizing that exceptional content published in traditional media will also succeed in SEO. Rickman argues that today's best SEO content often exceeds traditional journalism standards, creating lasting value rather than short-term ranking gains.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Search visibility versus reader engagement presents a false dichotomy. Dina Rickman, from GoFundMe, explains why reader engagement ultimately drives sustainable search visibility in the long term. She explores why brands should prioritize answering user questions effectively rather than simply appearing everywhere, and demonstrates how negative brand associations from poor content can undermine visibility gains.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Journalistic integrity and SEO success share a symbiotic relationship. Dina Rickman from GoFundMe explains how quality content must deliver on the promise of its headline and target keywords to truly rank well. She emphasizes that effective SEO content requires honesty, specificity for the intended audience, and the ability to fulfill user expectations—principles that mirror fundamental journalistic standards.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Is clickbait truly harmful or just misunderstood? Dina Rickman from GoFundMe reframes the clickbait debate by distinguishing between compelling headlines and content that fails to deliver on its promise. She argues that creating interest-driving headlines is fundamental to publishing success, while emphasizing that the real problem occurs when content doesn't fulfill what the headline promised.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this lightning round episode, Dina Rickman of GoFundMe demonstrates how journalism principles directly apply to SEO strategy. She highlights the critical "who, what, where, why, when, how" framework as fundamental to both disciplines, emphasizing that users need immediate context regardless of their entry point. Rickman explains that effective SEO content must quickly establish relevance, deliver key information, and create engagement hooks to prevent single-page visits and bounces.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In today's content-saturated landscape, SEO needs journalistic principles. Dina Rickman, Senior Director at GoFundMe, shares how her background in journalism transformed her approach to search strategy. She explains how firsthand experience and original reporting create content that genuinely engages users, why traditional keyword-focused tactics are losing effectiveness, and how editorial intuition can be developed through data analysis and experimentation.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Clicks dropping while impressions remain stable? SEO Director Donna Donahue from Antylia Scientific shares her current approach to this exact challenge. She emphasizes the importance of frequent site crawling, establishing benchmarks before making changes, and proper URL mapping during transitions. Donahue also recommends implementing monitoring systems to track the impact of pivots and analyzing competitor content that appears in AI-generated search results.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Google's AI search results threaten organic traffic. Donna Donahue, SEO leader at Antylia Scientific, forecasts the evolution of zero-click environments over the next year. She emphasizes the critical importance of structured data accuracy despite Google's claims it's not a ranking signal, and explains how brands can leverage AI overviews for increased brand recognition while developing strategies to counter declining click-through rates.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

E-E-A-T signals in AI search have become increasingly messy and unclear. Donna Donahue from Antylia Scientific shares how her quasi-YMYL company navigates Google's shifting expertise requirements. She explains why scientific oversight of all content is essential for maintaining authority in pharmaceutical and lab research industries, while noting the pendulum swing from E-E-A-T obsession toward a renewed focus on relevancy and topic uniqueness.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI overviews are reshaping SEO strategy. Donna Donahue from Antylia Scientific examines the trend of optimizing content specifically for AI-generated search results. She discusses how snippets have become the new "zero-click playground," the recent addition of links within AI overviews, and strategies for creating content that both satisfies information needs while encouraging click-throughs to websites.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Will page speed matter in AI search? Donna Donahue from Antylia Scientific examines the evolving relationship between page speed and AI-driven search results. She argues that while technical performance remains important for crawlers, content quality will continue to be the dominant ranking factor. Donahue also highlights the irony that Google's own tracking tools often contribute to page speed issues while simultaneously penalizing sites for slow performance.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Demonstrating SEO ROI remains a persistent challenge for search professionals. Donna Donahue, SEO Manager at Antylia Scientific, shares her approach to cross-functional collaboration through effective listening and stakeholder education. She reveals how developing comprehensive content briefs creates pathways to success, transforming reluctant stakeholders into willing participants while explaining how incorporating direct customer feedback from sales and trade show teams strengthens content strategy beyond traditional keyword research.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Google's helpful content updates require a strategic response. Zak Ali, from Finder, shares his approach to realigning organizations around search priorities. He advocates for starting fresh by understanding how real users interact with search, putting customer needs at the center of strategy, and balancing technical SEO fundamentals with human-centered content development that reflects authentic user behavior.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Long-form guides or interactive calculators? Zak Ali from Finder weighs in on resource allocation for personal finance sites. Interactive calculators emerge as the clear winner, offering users immediate value through manipulable interfaces rather than passive reading experiences. Ali emphasizes that calculators better match user intent, allow for personalization, and can still incorporate supporting content while avoiding the pitfalls of creating extensive guides that users typically scan rather than read thoroughly.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI search is transforming the personal finance vertical. Zak Ali from Finder explains how the landscape will shift in the next 18 months, with major finance apps achieving product parity while smaller publishers specialize in niche areas. He predicts AI search will become the default experience within 12-18 months once Google solves ad monetization, creating significant challenges for unprepared publishers.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Will financial literacy content outperform comparison pages in 2025? Zak Ali from Finder weighs in on the future of content strategy for financial services websites. He predicts LLMs will handle most text-based financial education while comparison pages will maintain their value, and shares tactics for optimizing title tags and thumbnails to improve impression-to-click rates when competing with AI-generated answers.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Financial SEO requires specialized knowledge in a highly competitive space. Zak Ali, US General Manager at Finder, shares how smaller publishers can compete against dominant players in the financial sector. He explains how AI search creates opportunities for content diversification beyond Google, why focusing on user-centric experiences drives higher quality leads, and how SEO professionals should evolve into growth managers who build brand entities across multiple channels.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Will AI diminish the value of localized content? Sebastien Edgar of SEOSeb & Previsible examines why localization remains crucial despite AI advancements. He explains how properly localized content demonstrates market understanding, creates uniqueness, and can increase purchase likelihood by up to 40%. Edgar also highlights the significant opportunity gap between English-dominated web content and the small percentage of native English speakers worldwide.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Will search engines eventually eliminate hreflang tags? Sebastien Edgar of SEOSeb & Previsible examines the future of international SEO signals. Despite advancements in machine learning, Edgar argues that hreflang tags provide essential efficiency for search engines identifying equivalent content across markets. The discussion compares hreflang implementation to schema markup, noting how both structured data formats continue to be valuable despite AI improvements.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Sebastein discusses Game plan for launching in five new international markets with limited resourcesSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Global SEO is increasingly fragmented across platforms and user behaviors. Sebastien Edgar, founder of SEOSeb and Previsible, explains how search diversification is forcing SEOs beyond their traditional comfort zones. He advocates for an omnichannel approach that leverages content across multiple platforms, urges SEOs to take ownership of the full conversion funnel, and emphasizes the growing importance of CRO alongside traditional search strategy.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Multilingual content generation with AI requires human oversight. Sebastien Edgar, SEO expert from SEOSeb & Previsible, examines the limitations of fully automated translation systems. He discusses the narrowing gap between AI and human translation quality, the persistent problem of hallucinations in AI-generated content, and why manual review remains essential despite rapid technological advancement.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Global SEO requires unique market-specific approaches. Sebastien Edgar, SEO consultant at SEOSeb and expert at Previsible, shares his international expansion strategies. Edgar demonstrates how to balance global consistency with local market nuances, leverage hreflang tags to transfer authority between markets, and adapt imagery and content to reflect cultural preferences while avoiding stereotypes.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The SEO industry is undergoing a seismic shift — from rising M&A activity to the growing dominance of AI in search. In this episode, Jordan Koene, SEO strategist and advisor at Previsible, is joined by Jim Boykin, founder of Internet Marketing Ninjas, to unpack their recent merger and what it means for the future of search.Jim shares insights from over two decades at the forefront of SEO, including how link building has evolved, what makes a “trusted” link today, and why AI isn't replacing SEO, it's redefining it. Discover how LLMs like ChatGPT and Google's AI Overviews are reshaping visibility, why brand mentions matter more than ever, and how SEOs must adapt to stay competitive.Whether you're an in-house marketer, agency pro, or SEO enthusiast, this episode offers a roadmap for thriving in a rapidly transforming search landscape.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Brand visibility faces new challenges in AI-driven search environments. Jason Lax, SEO Director at SAP, shares practical approaches for maintaining visibility when traditional search results aren't visible to users. He recommends leveraging alternative platforms like shopping and maps while conducting deeper research on brand perception across different buyer journeys. Lax also emphasizes the importance of understanding how content appears differently in AI platforms versus traditional search and developing new measurement frameworks for tracking performance.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Traditional search vs. emerging AI platforms: which deserves focus? Jason Lax from SAP makes the case for prioritizing emerging technologies over legacy search, comparing it to becoming a mechanic for electric vehicles rather than gasoline cars. He positions Google's AI experience as a hybrid solution while explaining why investing in newer platforms offers greater potential for innovation and future-proofing SEO strategies.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Consumer behavior is rapidly evolving with AI tools. Jason Lax from SAP examines how search patterns are shifting from traditional queries to more efficient AI-assisted interactions. He explores the "search less, do more" paradigm where users leverage new technologies to increase productivity, while also addressing the implications of zero-click search results and how technology reciprocally shapes user behavior.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Should you separate traditional and AI search teams? Jason Lax from SAP weighs in on this emerging organizational question facing SEO departments. He suggests that while temporary separation might help teams develop specialized AI skills, the significant overlap in fundamentals means these functions will inevitably merge back together. Lax compares this to the relationship between content and technical SEO, emphasizing that while resources may be divided, the teams must work in lockstep rather than as isolated units.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Structured data's role in search continues to evolve rapidly. Jason Lax from SAP examines whether structured metadata will become more critical as search engines advance or diminish in importance. He explains how both Google and Bing recently reinforced structured data's significance, highlighting its contribution to crawling efficiency and precision while serving as a foundation for more refined communication between systems.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In a screenless search future, SEO strategies must adapt. Jason Lax, Technical SEO Expert at SAP, shares enterprise-level approaches for navigating rapid search evolution beyond traditional websites. He discusses how to mobilize strategic changes within large organizations, leverage observational insights to anticipate consumer behavior shifts, and prepare for AI-driven experiences that bypass traditional search entirely.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Is optimizing for AI summarization a legitimate SEO strategy? Tyler Einberger from Momentic weighs in on the evolving landscape of content creation for AI consumption. He distinguishes between valuable approaches like leveraging original data and proprietary insights versus less effective tactics like mass-producing consensus content or simply replicating competitors' strategies. Einberger emphasizes that content built on expertise and unique perspectives represents a sustainable long-term approach while content created merely to game AI systems will likely fail.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, Tyler Einberger of Momentic examines the misleading nature of the Google-OpenAI competition. He reveals how Google maintains distribution advantage through AI mode integration while explaining that ChatGPT isn't primarily a search product despite its capabilities. Tyler shares technical insights about how ChatGPT uses both Bing's index and Google Search for scheduled tasks, and discusses significant crawling slowdowns and indexation issues affecting major websites.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The AI vs. traditional search optimization debate isn't as binary as it seems. Tyler Einberger from Momentic explains why fundamental SEO principles work effectively across both environments. He discusses prioritizing technical implementations like server-side rendering for LLM visibility, addressing measurement challenges in AI search environments, and adapting strategies based on how different platforms crawl and index content.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Zero-click searches are evolving rapidly with AI and LLMs. Tyler Einberger from Momentic explains how this trend is already impacting SEO measurement and visibility. He discusses the growing challenges of data attribution when users stay within search platforms, the importance of triangulating analytics to demonstrate SEO value, and why properly accounting for direct traffic is becoming critical for accurate organic performance assessment.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Is clickstream data the future of search intelligence? Tyler Einberger from Momentic challenges this assumption, arguing that clickstream's 10-30% accuracy margin limits its precision for detailed analysis. He advocates for combining clickstream with first-party data to understand market direction while using server logs to measure performance, emphasizing how user agent data reveals critical insights about website access patterns and crawl efficiency opportunities.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

SEO faces disruption from generative AI and LLMs as search alternatives. Tyler Einberger, Co-founder and Head of Growth at Momentic, shares clickstream data revealing ChatGPT users are 2.3 times more likely to click through to external websites than Google users. The report examines changing user behavior across platforms, highlights the measurement challenges of app-based traffic, and demonstrates how Google's defensive product strategy aims to maintain its dominant market position against rapidly growing AI competitors.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

When resources are limited, SEO teams face tough investment choices. Martha van Berkel, CEO of Schema App, advocates prioritizing comprehensive data cleanup before AI content expansion. She explains that websites often contain irrelevant content that dilutes authority, making cleanup essential for establishing a baseline before strategic expansion. Martha recommends following cleanup with targeted investment in high-quality, knowledge-rich content that serves both generative AI and human users effectively.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In the GenAI era, search is "behind" according to industry experts. Martha van Berkel, CEO of Schema App, explains why most SEOs remain too tactical rather than strategic in their approach to AI-driven search. She advocates for cross-functional collaboration, executive education about zero-click searches, and structured data implementation to bridge the gap between traditional SEO metrics and the new search landscape.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

LLMs fail because they're prediction machines, not fact machines. Michelle Robbins, Manager of Strategic Initiatives and Intelligence at LinkedIn, explains why AI models produce inconsistent responses and require critical evaluation. She advocates treating LLMs as thought partners rather than absolute authorities, emphasizing the critical importance of AI alignment to prevent harmful outputs and ensure optimal human outcomes as we progress toward artificial general intelligence.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Is AI-generated schema markup at scale effective? Martha Van Berkel, CEO of Schema App, explains why automated schema generation falls short of understanding business nuances and human search intent. She argues that while AI can create basic drafts, it cannot properly define the complex relationships needed for a complete knowledge graph, requiring human expertise to craft meaningful schema that truly represents business data models.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The AI race is transforming search engine strategies. Michelle Robbins, Manager of Strategic Initiatives and Intelligence at LinkedIn, shares insights from her decade of tracking AI's evolution in search. She examines Google's cautious approach to AI integration, the challenges of monetizing AI-driven search experiences, and why companies must diversify beyond search engines to build sustainable audience acquisition strategies.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Structured data's role in AI is rapidly evolving. Martha Van Berkel, CEO of Schema App, examines how structured data will become a critical data feed for large language models beyond traditional SEO applications. She explains why data with context is essential for reducing hallucinations in AI models, and predicts that frameworks and protocols will become increasingly important for organizing information that feeds into generative systems.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Structured data may soon become mandatory for AI search rankings. Martha Van Berkel, CEO of Schema App, shares her expert perspective on why search engines will likely require structured data implementation by 2025. She explains how computational costs will drive this requirement and predicts companies will need to adapt their technical SEO strategies to maintain visibility in AI-generated results.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Structured data is critical for AI-powered search success. Martha Van Berkel, CEO of Schema App, explains how to optimize content for generative AI environments. She details how schema markup creates a knowledge graph that enables AI inferencing, explores the Model Context Protocol (MCP) as a universal framework for LLMs, and demonstrates why unique, expert content with proper semantic connections outperforms generic material.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.