In the latest episode of SEO on Air Podcast by Stan Ventures, hosted by Koa Kauwe, two seasoned digital marketers, Cari Bacon, Head of Search at PaddleToss, and Evan Weber, Founder of Experience Advertising and AffiliateFinders.com joined the conversation.
They discussed how AI-driven search, generative overviews and brand visibility are collectively rewriting the very foundations of digital marketing.
It was a conversation filled with information and shaping how businesses connect with audiences in an evolving search landscape.
The Shift: From Ten Blue Links to Generative Discovery
For almost two decades, SEO professionals have optimized for one predictable experience, a list of blue links on Google.
But that world is fading fast. Today’s users don’t browse, they converse.
Instead of sifting through results, they ask AI systems including ChatGPT, Gemini, Perplexity or Bing Copilot to deliver answers, insights and even product recommendations directly.
“The traditional search layout is no longer where the discovery happens,” Bacon explained.
“We have already seen this shift in things like position zero, featured snippets and People Also Ask results. Generative AI has just scaled it.”
That change has reshaped the purpose of SEO itself. It is no longer just about ranking a page; it is about ensuring your content is recognized, cited or referenced within an AI’s synthesized response.
Marketers who are still chasing keyword rankings are, as Bacon put it, “optimizing for a version of search that no longer exists.”
Search Meets AI: The Rise of “Search Everywhere”
Can we still even define “search” as one experience anymore?
The reality is that search now happens everywhere.
Users are finding solutions through AI chats, TikTok videos, YouTube explainers, Reddit discussions and even connected TV devices.
Evan Weber described this as a moment where “SEO has become a visibility strategy across platforms, not just a Google strategy.”
He emphasized that brands can not afford to exist in a single search environment anymore. “If you are visible only on one channel,” he said, “you are practically invisible in 2025.”
This fragmentation of discovery has introduced what experts are calling ecosystem SEO, the integration of technical optimization, content authority and multi-channel presence.
It is about being seen, trusted and cited, wherever the modern user’s journey begins.
When Traffic Stops Telling the Whole Story
One of the major issues discussed in the episode was the growing difficulty of measuring success in an AI-powered search world.
Marketers traditionally relied on analytics tools to track clicks, sessions and referrals.
But with AI Overviews and zero-click answers, the user often finds what they need without ever visiting the website.
“There is very little measurable referral traffic coming from these systems right now,” Weber admitted.
“And what we do see isn’t always reliable or consistent.”
This new reality forces marketers to move beyond surface metrics like pageviews. Instead, the focus has to shift toward conversion quality, engagement depth and retention.
Interestingly, early patterns show that while website traffic has declined for many brands, conversion rates have gone up.
Cari Bacon noted that “users coming through AI-based queries tend to be more educated. They’ve already compared options and are closer to the buying decision.”
That is the paradox of AI-era SEO means fewer visitors, higher intent.
Redefining the Funnel: AI Is Reshaping User Intent
For years, marketers were taught to nurture audiences through a structured funnel including awareness, consideration and finally, decision. But AI-driven discovery has collapsed that structure.
When users ask an AI tool to recommend “the best CRM for small business” or “a reliable remote patient monitoring platform,” they are skipping multiple research steps.
They already know what they want and they expect an instant, trustworthy recommendation.
Bacon explained that this has forced her team to balance content across the entire journey: Top-of-funnel blogs are still necessary because AI tools learn from that data.
But the real conversions happen at the bottom on product and service pages that deliver clarity, proof and action.
In short, content that once served readers must now serve both people and algorithms.
Is the Decline in Organic Traffic a Crisis or Correction?
It is easy to assume that a drop in traffic signals a problem. But the experts on SEO on Air suggested otherwise.
Across industries, many sites are seeing 15–30% less organic traffic year-over-year. Yet, most are maintaining or improving their conversion metrics.
Weber sees this as a natural correction not a collapse. “A lot of those lost clicks were passive,” he explained. “People searching for basic definitions or instructions. That traffic never converted anyway.”
This reality reframes how success should be measured in modern SEO. The question isn’t “How many visits did we get?” but “How valuable were the users who arrived?”
For agencies and brands, it means moving away from vanity metrics and toward impact-driven KPIs: qualified leads, assisted conversions and customer lifetime value.
Brand Authority Is the New Ranking Signal
What really determines visibility in an AI-first search ecosystem?
Both experts agreed: it’s brand authority.
Algorithms are now built to recommend trusted sources.
Whether it is an AI overview, a YouTube recommendation, or a social search result, the systems weigh recognition, credibility and consistency more than they ever did before.
“If you don’t define your brand online,” Bacon said, “Google or AI will do it for you and it might not be accurate.”
To strengthen that digital identity, companies are investing in brand mentions, thought leadership content, and third-party validation.
This means that PR, social visibility, and influencer collaboration are no longer separate from SEO and they are essential components of it.
Weber added that “branding and performance marketing are merging. Companies are setting aside up to 30% of their budgets purely for visibility not conversions because they know awareness drives everything else.”
In essence, backlinks still matter, but brand mentions have become the new currency of trust.
Beyond Search: Experience Optimization Is the New SEO Frontier
The conversation also explored how digital discovery now blends online and offline experiences.
As search expands beyond Google, brands must exist everywhere their audiences engage. That includes podcasts, events, connected TV and even experiential marketing.
Bacon’s agency, for instance, integrates event marketing with digital campaigns, turning physical experiences into online visibility.
“People want to touch and experience the product,” she explained. “And those real interactions fuel digital engagement afterward.”
Similarly, Weber’s approach involves aggressive retargeting, following engaged users across Google, LinkedIn, and Meta.
“It is not about one touchpoint anymore,” he said. “It is about surrounding the user with consistent brand presence.”
The result is what experts call Visibility Reinforcement ensuring that wherever the audience goes, the brand’s message follows seamlessly.
The AI Influencer Era: Authenticity Meets Automation
Toward the end of the discussion, the panel explored an emerging phenomenon and AI-generated influencers and content avatars.
AI tools like HeyGen, Synthesia and ElevenLabs now allow brands to produce high-quality video ads and tutorials without hiring human creators. For small and medium businesses, this is a cost-effective revolution.
Weber admitted he’s optimistic about the technology, calling it “a massive opportunity for businesses that could never afford professional video before.”
Bacon, however, shared a balanced perspective. “As someone from a content background, it’s bittersweet. We are gaining speed and scale but losing a bit of human creativity along the way.”
Both agreed that the key is transparency and authenticity. AI videos can educate or demonstrate, but they cannot replace human experience.
As Weber warned, “AI avatars can’t claim they’ve used a product, that’s false advertising. Real voices will always matter.”
Key Takeaways
- AI is not killing SEO, it is evolving it. The fundamentals still matter: strong content, schema, structure, and authenticity.
- Generative AI users are deeper in the funnel.
- Tracking AI overviews is not perfect yet. Focus on quality traffic and visibility, not vanity metrics.
- Brand presence > backlinks. Build authority through mentions, PR, and cross-channel visibility.
- The new SEO = “Search Everywhere Optimization.” From TikTok to Reddit, people are searching, just not always on Google.
- AI content has potential but keeps it human. The future is hybrid: human creativity, AI efficiency.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.