{"id":5855,"date":"2025-11-20T13:56:09","date_gmt":"2025-11-20T13:56:09","guid":{"rendered":"https:\/\/www.stanventures.com\/news\/?p=5855"},"modified":"2025-11-20T13:56:09","modified_gmt":"2025-11-20T13:56:09","slug":"who-wins-when-ai-owns-search-inside-the-seo-on-air-roundtable","status":"publish","type":"post","link":"https:\/\/www.stanventures.com\/news\/who-wins-when-ai-owns-search-inside-the-seo-on-air-roundtable-5855\/","title":{"rendered":"Who Wins When AI Owns Search? Inside the SEO On-Air Roundtable"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In the latest episode of <a href=\"https:\/\/open.spotify.com\/episode\/4fDbykevg3QEDkQezzW76A?si=S4ppG9bxRySk_wJc_S6OMw\">SEO On-Air<\/a>, the spotlight turned to how AI Overviews, zero-click results and LLM-powered engines like ChatGPT are dismantling old SEO playbooks and reshaping the digital landscape in real time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This update comes at a moment when agencies, brands, and marketers worldwide are disappearing with attribution, declining organic clicks and the rising dominance of AI-generated answers across search results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Host Koa Kauwe assembled a high-authority panel, Adam Loveridge, Jerry Van Vort, David Sanchez and David Black\u00a0 to unpack what this AI-first future means for marketers who still depend on search visibility.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their discussion marks one of the clearest signals yet: the brands that thrive next are not those doing \u201cmore SEO,\u201d but those building broader, stronger, omnichannel authority.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" style=\"border-radius: 12px;\" src=\"https:\/\/open.spotify.com\/embed\/episode\/4fDbykevg3QEDkQezzW76A?utm_source=generator\" width=\"100%\" height=\"232\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><br \/>\n<\/iframe><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.stanventures.com\/news\/who-wins-when-ai-owns-search-inside-the-seo-on-air-roundtable-5855\/#how-is-ai-reshaping-search-visibility-and-attribution\" >How Is AI Reshaping Search Visibility and Attribution?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.stanventures.com\/news\/who-wins-when-ai-owns-search-inside-the-seo-on-air-roundtable-5855\/#is-%e2%80%9ctraffic-success%e2%80%9d-finally-dead\" >Is \u201cTraffic = Success\u201d Finally Dead?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.stanventures.com\/news\/who-wins-when-ai-owns-search-inside-the-seo-on-air-roundtable-5855\/#why-are-brand-mentions-and-entity-authority-becoming-more-valuable-than-backlinks\" >Why Are Brand Mentions and Entity Authority Becoming More Valuable Than Backlinks?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.stanventures.com\/news\/who-wins-when-ai-owns-search-inside-the-seo-on-air-roundtable-5855\/#how-are-agencies-proving-roi-when-ai-is-taking-over-the-top-of-the-funnel\" >How Are Agencies Proving ROI When AI Is Taking Over the Top of the Funnel?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.stanventures.com\/news\/who-wins-when-ai-owns-search-inside-the-seo-on-air-roundtable-5855\/#what-really-sets-winning-brands-apart-in-this-ai-first-search-era\" >What Really Sets Winning Brands Apart in This AI-First Search Era?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.stanventures.com\/news\/who-wins-when-ai-owns-search-inside-the-seo-on-air-roundtable-5855\/#are-small-businesses-at-risk-in-an-ai-dominated-search-landscape\" >Are Small Businesses at Risk in an AI-Dominated Search Landscape?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.stanventures.com\/news\/who-wins-when-ai-owns-search-inside-the-seo-on-air-roundtable-5855\/#what-predictions-did-the-experts-make-for-seo-in-the-coming-year\" >What Predictions Did the Experts Make for SEO in the Coming Year?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"how-is-ai-reshaping-search-visibility-and-attribution\"><\/span><b>How Is AI Reshaping Search Visibility and Attribution?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">One of the most important parts of the conversation centered on a massive blind spot: attribution is breaking and AI is accelerating that breakdown.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As Miles Anthony Smith put it, search engines \u201cdon\u2019t do attribution\u2026 or it is not clear,\u201d leading to undercounting of actual results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And now, with <a href=\"https:\/\/www.stanventures.com\/news\/ai-overviews-keep-rewriting-themselves-every-2-days-what-it-means-for-seo-and-brand-visibility-5733\/\">AI Overviews<\/a> giving answers without clicks, users may discover a brand but visit it later from direct or branded searches leaving no trace of the original SEO contribution<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This shift means traditional metrics look weaker, but actual outcomes may be stronger than analytics reveal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What does that ultimately mean?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your traffic might look stagnant even if visibility improves.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your funnel might appear broken even when it is not.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your SEO might be working, just invisibly.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">And that invisibility is exactly what\u2019s pushing agencies to rethink how they report ROI.<\/span><\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" title=\"Who Wins When AI Owns Search?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/EgEUoKLB5vk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"is-%e2%80%9ctraffic-success%e2%80%9d-finally-dead\"><\/span><b>Is \u201cTraffic = Success\u201d Finally Dead?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The panel agreed on one thing: traffic is no longer the hero metric.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As AI answers more queries directly, many users no longer visit websites unless they have a real intent to act. This means:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fewer curious visitors.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More qualified visitors.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A leaner, narrower funnel with higher purchase intent.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Blake Baxendell noted that people reaching websites now are \u201cprobably better quality\u201d than those coming from <a href=\"https:\/\/www.stanventures.com\/blog\/search-intent\/\">informational queries<\/a>, as AI Overviews filter out users who simply wanted answers, not services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, what becomes the new measure of success?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conversion efficiency<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand searches<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Entity presence<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call and form attribution<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In fact, David focused that <a href=\"https:\/\/www.stanventures.com\/managed-seo-services\/\">professional SEO<\/a> is now responsible not just for traffic but also for CTR, UX elements and conversion flow, because if any cog breaks, SEO gets blamed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In short, SEO has shifted from Volume to Value.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"why-are-brand-mentions-and-entity-authority-becoming-more-valuable-than-backlinks\"><\/span><b>Why Are Brand Mentions and Entity Authority Becoming More Valuable Than Backlinks?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This was one of the most important takeaways.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to the panel, winning brands in the AI-first era are not the ones stuffing keywords or chasing backlink numbers, they are the ones building:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand authority<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Entity clarity<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Omnichannel content signals<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Miles explained that <a href=\"https:\/\/www.stanventures.com\/ai-seo-services\/\">AI SEO<\/a> favors companies that demonstrate expertise consistently across multiple platforms.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why big brands are dominating AI Overviews, not necessarily because their content is better, but because their digital footprint is stronger.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">David called it out plainly:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIf your competitor is doing 30 pieces of content across TikTok, Twitter, blogs, and SEO, and you are not, who do you think AI will trust?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a significant shift from <a href=\"https:\/\/www.stanventures.com\/link-building-services\/\">link-centric SEO<\/a> to signal-centric SEO<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-are-agencies-proving-roi-when-ai-is-taking-over-the-top-of-the-funnel\"><\/span><b>How Are Agencies Proving ROI When AI Is Taking Over the Top of the Funnel?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This is where agencies feel the heat the most. The panel highlighted several battles they are fighting:<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Getting clients to communicate lead quality<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Blake complained that clients often \u201cnever get back to us on what\u2019s working,\u201d making optimization nearly impossible.<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Tracking SEO\u2019s contribution without clear attribution<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Miles talked about using call-tracking, lead-time analysis, and revenue inference models because direct data often doesn&#8217;t exist.<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Explaining that SEO is now a secondary lead source, not a primary one<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">SEO is becoming the assistant, not the driver, of conversions, supporting other channels instead of leading them<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Educating clients about AI Overviews<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Blake shared that getting small businesses into AI Overviews takes longer and requires more hours than typical SEO retainers allow.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Agencies are being forced to do more, explain more, and prove more, with less visibility from the platforms.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-really-sets-winning-brands-apart-in-this-ai-first-search-era\"><\/span><b>What Really Sets Winning Brands Apart in This AI-First Search Era?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The discussion made it clear: AI rewards consistency and omnipresence, not isolated effort.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">David claimed that the real winners are brands executing omnichannel marketing relentlessly, SEO + social + content + video + <a href=\"https:\/\/www.stanventures.com\/news\/how-community-mentions-influence-google-rankings-and-generative-ai-visibility-5679\/\">community<\/a> + authority signals<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Miles noted that AI is increasingly rewarding fresh, high-depth, and helpful content, pushing brands to publish more regularly and update older content systematically.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Blake stressed that AI will \u201creplace people who don\u2019t use AI,\u201d not the ones who integrate it into smarter workflows.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In short:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be everywhere.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be consistent.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be authoritative.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be fast with production.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use AI or fall behind those who do.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"are-small-businesses-at-risk-in-an-ai-dominated-search-landscape\"><\/span><b>Are Small Businesses at Risk in an AI-Dominated Search Landscape?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Unfortunately? Yes and the panel didn&#8217;t sugarcoat it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Both Blake and Miles agreed that bigger brands have a higher probability of appearing in AI Overviews simply because they have more resources, content, and signals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Small businesses can still win, but only if they stay consistent, create deep, helpful content, update their content frequently and use <a href=\"https:\/\/www.stanventures.com\/blog\/programmatic-seo\/\">programmatic SEO<\/a> when possible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also they mentioned building strong brand cues and engaging in omnichannel visibility.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Miles even suggested smaller brands will need to update hundreds or thousands of pages \u201cprogrammatically\u201d without sacrificing quality to stay competitive.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-predictions-did-the-experts-make-for-seo-in-the-coming-year\"><\/span><b>What Predictions Did the Experts Make for SEO in the Coming Year?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Here is where the future got real:<\/span><\/p>\n<ol>\n<li><b> AI will not replace SEO but will force it to evolve<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Blake said AI scared him at first, but he realized it only replaces those who don\u2019t use it.\u00a0<\/span><\/p>\n<ol start=\"2\">\n<li><b> Fresh, high-quality content will matter more than ever<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Miles predicted a return to the \u201cfreshness wins\u201d era, but at a much higher scale.\u00a0<\/span><\/p>\n<ol start=\"3\">\n<li><b> Agencies that adapt will charge more, not less<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Miles believes those who stay will be more valuable, not replaced.\u00a0<\/span><\/p>\n<ol start=\"4\">\n<li><b> Tools will become more expensive and essential<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">David highlighted the cost-prohibitive nature of modern SEO tooling, an issue new agencies especially will struggle with.\u00a0<\/span><\/p>\n<ol start=\"5\">\n<li><b> AI SEO will grow, but slower than hype suggests<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Miles shared the Gartner cycle, arguing that AI SEO is still climbing through the \u201cpeak of inflated expectations.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So\u2026 Who Really Wins When AI Owns Search?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After absorbing every insight, every frustration, and every prediction from the panel, the answer becomes surprisingly clear: The winners are the brands and agencies who adapt AI SEO fastest.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the latest episode of SEO On-Air, the spotlight turned to how AI Overviews, zero-click results and LLM-powered engines like ChatGPT are dismantling old SEO playbooks and reshaping the digital landscape in real time. This update comes at a moment when agencies, brands, and marketers worldwide are disappearing with attribution, declining organic clicks and the [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5867,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,1],"tags":[],"class_list":["post-5855","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","category-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Who Wins When AI Owns Search? 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