Podcast Summary: Always Be Testing Episode #87 – "AI and SEO: A Partnership, Not a Threat" with Jordan Koene

Introduction

In Episode #87 of the Always Be Testing podcast, host Tye DeGrange welcomes back Jordan Koene, CEO and Founder of Previsible.io, for an insightful discussion on the evolving landscape of SEO in 2025. As seasoned experts in growth, performance marketing, and SEO, Tye and Jordan delve deep into how artificial intelligence (AI) is reshaping search engine optimization, consumer behavior, and marketing strategies.

1. The Current State of SEO in 2025

Jordan Koene opens the conversation by addressing the significant disruptions in the SEO landscape. He highlights that both consumers and search engines are undergoing transformative changes driven by AI advancements.

"We're in a period of disruption. This is a critical inflection in terms of how consumers are going to shift their discovery behaviors." [00:56]

Jordan draws parallels to past SEO shifts, such as the introduction of Google's Knowledge Graph fifteen years ago, emphasizing that AI-powered overviews (AIO) are the latest evolution impacting how information is presented and consumed.

2. Impact of AI on Organic Traffic

A major concern discussed is the noticeable decline in organic traffic across various sectors, particularly in affiliate marketing and content-driven sites. Tye references an analysis showing a ~10% decline in traffic, noting that some experts report much steeper drops.

"Where particular keyword or very very head term type topics. Yeah, you'll see a 90% drop in traffic because consumers don't need to click on anything anymore." [04:12]

Jordan explains that the extent of traffic loss varies by vertical. For example, in the finance sector, functional search terms related to mortgages or investments are seeing significant declines as AI provides more streamlined, personalized responses.

3. Reasons Behind the Shifts in SEO

The primary driver behind these changes is the efficiency and user-friendly nature of AI search tools. Jordan asserts that AI adoption is accelerating at an unprecedented rate, outpacing historical technological advancements.

"What's remarkable about AI adoption is its acceleration in utility is exponentially faster than any other technology we've seen in the past." [07:24]

This rapid adoption is shifting how consumers discover information, favoring AI platforms like ChatGPT and Perplexity over traditional search engines. The seamless, ad-free experience of AI tools appeals to users seeking quick and accurate information without the clutter of multiple click-throughs.

4. Strategies for Adapting to the New SEO Landscape

Jordan offers actionable strategies for businesses to navigate the evolving SEO environment:

• Enhance Brand Visibility in AI Models: Businesses should ensure their data and messaging are correctly represented within AI platforms. This involves auditing how brands appear in AI-generated content and making necessary adjustments to improve accuracy and relevance.

  "Look at how Google in AI overviews is talking about your brand. Look at how ChatGPT is describing who you are and who you serve." [14:39]

• Leverage Unique Assets: Utilize existing content assets, such as podcasts, webinars, and specialized content, to train AI models and expand reach within these platforms.

  "Define what are the assets that you have that distinguish your business and brand from anybody else." [14:39]

• Experimentation: Innovate with available tools to create more exposure and engagement. This could mean integrating AI-driven customer service solutions or enhancing user experiences with multimedia content.

  "Experimentation is how I utilize what I have to create more exposure, more footprint, more traffic." [14:39]

5. The Role of Social Media in an AI-Driven World

The discussion shifts to the importance of targeted social media strategies. Jordan emphasizes that businesses no longer need to maintain a presence on every social platform but should focus on where their specific audience resides.

"You have to be mindful of where your audience is and why you need that access." [22:51]

He shares a case study where a large company chose to delete its LinkedIn presence to streamline candidate pipelines, demonstrating that understanding audience behavior is crucial for effective social media engagement.

6. Future Predictions and Key Considerations

Looking ahead, Jordan identifies several key trends and considerations:

• Reduction of AI Hallucinations: The accuracy of AI responses is expected to improve as more organizations develop agents backed by robust data and infrastructure.

  "The reduction in what historically has been the biggest flaw in AI, which is hallucinations, just false or completely invaluable outputs from a prompt." [10:25]

• Multimedia Integration: Video content, particularly on platforms like YouTube, will become increasingly vital. However, the focus should be on creating value-added multimedia experiences rather than just embedding videos for engagement.

  "Multimedia experiences will become absolutely critical for consumers and the decisions they make." [30:50]

• Strategic SEO Investments: With limited AI crawling capacity compared to Google, businesses must prioritize their most critical content and ensure it is easily accessible and optimized for AI consumption.

  "Look at your homepage. Look at where your most recent blog posts or articles or webinars are showing up on your website." [22:18]

7. Conclusion

Tye and Jordan wrap up the episode by reinforcing the notion that AI is not a threat to SEO but rather a transformative partner. They advocate for a strategic, data-driven approach to SEO that leverages AI’s capabilities while maintaining authentic human connections.

"The convergence of all these elements is coming much and much closer to the core purpose of any business, which is who are you trying to serve, who are you trying to support and engage and connect with?" [33:18]

Jordan encourages businesses to embrace AI as a tool for enhancing efficiency and effectiveness, rather than viewing it as a disruptive force. The key takeaway is that adaptability and strategic planning are essential for thriving in the AI-influenced SEO landscape of 2025.

Notable Quotes

• "We're in a period of disruption. This is a critical inflection in terms of how consumers are going to shift their discovery behaviors." – Jordan Koene [00:56]

• "Where particular keyword or very very head term type topics. Yeah, you'll see a 90% drop in traffic because consumers don't need to click on anything anymore." – Jordan Koene [04:12]

• "What we're doing is in this AI space, you have to be thinking about where your audiences are." – Jordan Koene [23:29]

• "Multimedia experiences will become absolutely critical for consumers and the decisions they make." – Jordan Koene [30:50]

Final Thoughts

Episode #87 of Always Be Testing provides a comprehensive exploration of how AI is redefining SEO and marketing strategies. With expert insights from Jordan Koene, listeners gain a deeper understanding of the challenges and opportunities presented by AI-driven search and consumer behavior. The discussion underscores the importance of strategic adaptation, leveraging unique business assets, and maintaining a clear focus on audience-centric approaches to navigate the evolving digital landscape successfully.

For more insights and updates, listeners are encouraged to connect with Jordan Koene on LinkedIn or visit Previsible.io.