How Many Places Can Your Brand Show Up In Search

About This Episode

Google still handles around 15 billion searches a day, and no client at either of these agencies draws more than about 2.5 percent of organic traffic from LLMs.

In this episode of SEO On-Air, host Koa Kauwe sits down with Bruce Rowe (Sebo Marketing) and Adrian J. Reynolds (Peak Activity) to discuss how much of the search landscape has genuinely shifted and how much is noise.

The panel explores what the numbers say rather than the headlines. Bruce points out that Google’s volume and valuation are both climbing, so the claim that nobody uses Google anymore does not survive scrutiny. Zero click results are rising into the 60 to 70 percent range, which still leaves billions of clicks daily. Adrian adds the figure from his own client base, where LLM traffic has largely plateaued at a couple of percent.

They also discuss the SEO is dead emails going back to 2008, why LLM monitoring tools charge by the prompt and rarely justify the cost, the pitch claiming five prompts will replace your SEO company, where backlinks came from and why Adrian says they have never mattered more, the four agencies that lost up to 95 percent of client rankings after one update, and why everyone being listed means nobody gets found.

In this episode, you’ll learn:

– Why nobody uses Google anymore does not survive the numbers

– Why 60 percent zero clicks still leaves billions of clicks daily

– How much organic traffic LLMs actually deliver today

– Why LLM monitoring tools cost more than they return

– The three parts of SEO and why most people only do one

– Where backlinks came from and why they still matter

– How to find which sources an LLM already trusts

– What happened to four agencies that chased shortcuts

– Why everyone being listed means nobody gets found

– Why LLMs favor tables and comparison charts

Whether you’re an agency owner, SEO professional, business owner, or deciding whether AI visibility deserves its own budget line, this episode provides actionable insights into reading the data honestly, spending where the traffic actually is, and holding ground through the next update.

Because the ground you hold in search won’t come from claiming it first.

It will come from still being there after the next update.

⏱️ Chapters

00:00 Introduction to SEO On-Air & Meet the Guests

03:04 Why Nobody Uses Google Anymore Is Wrong

03:55 Zero Clicks Are Rising But Billions of Clicks Remain

09:57 The SEO Is Dead Emails Going Back to 2008

14:09 Why Backlinks Never Actually Stopped Mattering

20:12 The Five Prompts That Will Replace Your SEO Company

21:21 On Page, Off Page & Technical: The Three Parts

22:07 Larry Page, Citations & Where Backlinks Came From

29:41 The Four Agencies That Lost 95 Percent of Their Rankings

31:42 The White Pages Analogy for Modern Search

37:48 Why LLMs Favor Tables & Comparison Charts

Two veterans who have watched five SEO funerals and counting.