Built Online: ChatGPT SEO — How to Dominate AI Search Results in 2025

Host: Cody McGuffie
Guest: Jade Pruett (Founder, Hello SEO)
Date: September 1, 2025

Episode Overview

This episode dives deep into the evolving landscape of SEO as driven by AI and large language models (LLMs) like ChatGPT, Gemini, and Perplexity. Host Cody McGuffie is joined by SEO agency founder Jade Pruett, who shares practical insights on how online business owners—especially small and e-commerce merchants—can optimize their sites to thrive in a post-Google-centric world. The discussion spans common AI mistakes in SEO, the changing nature of search behavior, technical must-haves, and strategies for transitioning sites without losing valuable traffic.

Key Discussion Points and Insights

1. The AI-Driven Shift in Search Behavior

Timestamps: 00:00, 12:17–15:08

• Google’s declining dominance: Market share has dropped below 90% for the first time in a decade, signaling a shift toward alternative discovery, especially through LLMs.

  “Google has held over 90% of search market share since 2015. ...In Q4 of last year, they dropped to 89%. ...It's certainly showing that things are changing.” — Jade (12:17)

• AI-powered search is more accessible for small businesses: Unlike Google, which favors big brands and well-funded SEO strategies, LLMs like ChatGPT provide more equitable visibility to smaller, authoritative brands.
• Real-world example: When searching for “ethical jeans,” Google prioritizes Banana Republic due to domain authority, while ChatGPT features Nudies—a smaller, genuinely ethical brand—at the top.

  “Banana Republic... dominate[s] that keyword. But... when you go to ChatGPT and... ‘I’m looking for ethical jeans,’ they’re [Nudies] the ones who show up first because they're actually practicing ethical jean creation.” — Jade (00:00 & 13:52)

2. AI in Content Creation: Pitfalls and Promise

Timestamps: 02:14–06:00

• Misuse of AI breaks trust: Plug-and-play content or copying AI-generated copy directly can harm your brand’s credibility.

  "We all know what AI sounds like now... If all your content is starting with, like, ‘in today’s digital landscape’ or those AI clichés, people can just see right through that.” — Jade (02:14)

• Personalization is crucial: Using AI as a starting point is fine, but sprinkling in your own voice, perspective, and expertise is what makes content trustworthy and effective.

  "If [my husband] put his own like maybe 5% of him in it... now that’s extra thoughtful all of a sudden.” — Cody (04:45)

• AI as a tool, not a replacement: AI streamlines processes, but can’t fully replace deep keyword research, understanding of user intent, or the nuanced expertise that connects with audiences.

3. Common SEO Mistakes With AI

Timestamps: 06:00–09:36

• Over-simplification: Asking AI for single-prompt SEO strategies or blogs leads to thin, generic content—comparable to hiring low-cost, low-skill content writers.
• Neglecting EEAT standards: Expertise, Experience, Authoritativeness, Trustworthiness are vital for ranking and user trust.
• Reductive habits: Many reduce SEO to just box-ticking (“two blog posts a month and some links”) without focusing on strategy or quality.

4. Optimizing for the New AI Search Landscape

Timestamps: 15:17–18:37

• Structured data/schema markup: Adding schema helps AI and traditional crawlers quickly understand your site’s context. With LLMs, this is even more vital.

  “Schema markup is a really big one... Anything we can do to make [AI crawlers] lazier at their jobs is good.” — Jade (15:48)

• Meta descriptions are relevant again: Previously devalued in Google, clear, keyword-rich meta descriptions help LLMs surface your content.
• Prioritize Bing: Since ChatGPT pulls from Bing, optimizing for Bing becomes newly important.

  “Bing optimization is suddenly huge... things I’ve never prioritized even once, are all very big in the AI space.” — Jade (16:50)

• Sitemaps and technical basics: Submitting sites and sitemaps to Google Search Console and Bing Webmaster Tools is foundational.

5. Technical SEO for AI Readiness

Timestamps: 18:37–22:36

• Site structure and crawlability: Proper header structure (H1, H2, H3), appropriately placed keywords, and HTML best practices help both AI and human searchers.
• Meta tags and 404s: Monitor Google Search Console for crawl errors and correct as needed. Ensure nothing is blocking site indexing.
• Robots.txt: Fine-tune permissions for AI and search crawlers to train models and surface your content.

6. DIY SEO—First Steps for Founders

Timestamps: 23:05–24:34

• Google Search Console: Set it up—even if you’re brand new—to gain data on where your site ranks and what keywords it’s associated with.

  “Set up Google Search Console. It’s totally free and it will give you all the data that you need to get started.” — Jade (23:29)

7. Site Migration: Preserving SEO During Platform Changes

Timestamps: 25:00–29:41

• Expect a temporary dip in rankings: Pick a low-traffic period to migrate; plan for 2-3 months of adjustment.
• Pre-launch audit: Review top-performing pages, fix underperformers, and eliminate unqualified traffic.
• Redirects and site maps: Meticulous use of redirects will prevent organic traffic and authority losses.

  “Even when it’s done really well, you’re going to see a dip in your SEO... but just give yourself a little bit of wiggle room, set good expectations and then use it as an opportunity to really clean up your SEO.” — Jade (26:19)

8. SEO Services and Pricing: Getting Help as a Business Owner

Timestamps: 18:37, 22:12, 32:27–36:21

• Done-for-you options: Jade offers “Power Hours” ($247) for hands-on audits and foundational setup.

  “Power hours are 2:47 for an hour. You can just book them right on my website.” — Jade (34:57)

• Retainers for ongoing SEO and content: Retainer pricing starts at $1,800/month for on-page, technical, and content support, including digital PR/backlink building.
• Services for all stages: From pre-launch startups (“just trying to get everything together”) to seven-figure brands; emphasis on culture fit and fun, not just industry/niche.

9. Ongoing Content Creation: How Much Is Enough?

Timestamps: 36:21–37:21

• Frequency: Regularly adding value matters more than arbitrary blogging frequency.
• Purpose: Content that answers audience questions, is share-worthy, and valuable across channels (social, email, etc.) has multichannel benefits.

  “The days of... just writing a blog for the SEO benefit, quote unquote, are over for sure.” — Jade (36:33)

Notable Quotes & Memorable Moments

• On misusing AI in personal communication:
  “It turned into like this thoughtful gesture... and then all of a sudden it turns into this, you’re lazy. This is so lazy.” — Cody (03:28)

• On the shift in search platform power:
  “It's one of those things you can be terrified of or excited about... If you can stay on the excited side of that coin, it's like a wild time to be in this industry.” — Jade (12:44)

• Advice for new business owners:
  “I knew nothing going into starting my business. ...If I was starting a business now, I would get so caught up in all of the details. ...I'm happy knowing absolutely nothing.” — Jade (30:06)

• Worst business advice received:
  “Just pick a niche. It’s really bad advice.” — Jade (30:56)

Rapid Fire Q&A Highlights

Timestamps: 29:41–36:33

• Favorite business books:

  • Lost and Founder by Rand Fishkin
  • Algebra of Wealth by Scott Galloway

• Best clients for Hello SEO:

  • Works with a range, from bootstrapped startups to service-based and local businesses, with the intent to niche down further.
  • “It’s more of just like a culture fit... than like a particular niche.” — Jade (32:59)

• Service pricing:

  • Power Hours - $247
  • Monthly Retainers - start at $1,800
  • Rebrand/transition consulting - From $3,000

Actionable Takeaways

• Business owners should avoid relying solely on AI for content creation and SEO strategy. Instead, blend AI efficiency with personal expertise.
• Prioritize schema markup and meta descriptions, and ensure your site structure is clear for both people and bots.
• Embrace Bing and alternative search optimization, as LLM-fed search draws heavily from these sources.
• Use tools like Google Search Console and Bing Webmaster Tools for foundational SEO and monitoring.
• Consider outside help—a focused consulting session can save time and headaches, making DIY efforts far more fruitful.

Where to Find Jade Pruett

• Website: helloseo.com
• LinkedIn: Jade Pruett

This episode is an essential listen (or read!) for anyone looking to futureproof their online presence and capitalize on the revolution in search being driven by AI and LLMs. Jade’s balance of big-picture strategy, actionable tips, and hard-won wisdom is directly applicable for founders at all stages.