Thu May 29 2025

Ross Hudgens and Drew Page sit down to unpack Siege Media’s latest study on the surprising shift in search behavior caused by AI-powered experiences and large language models (LLMs). The headline? Homepage traffic is up 10.7%—despite a decline in overall site wide clicks. They dive into the impact of branded search, the difference between B2B and B2C performance, and why your homepage might now be your most important conversion asset. From SEO’s evolving KPIs to strategies for retargeting and improving click-through rates, this conversation is a reality check—and a game plan—for marketers navigating the AI-dominated SERP. **Plus:** Siege Media’s own numbers, conversion math that makes sense of the doom-and-gloom, and actionable advice to build a brand that stands out in zero-click search results. Show Notes 0:08 – The optimism vs. pessimism spectrum in AI-driven search 0:42 – Why Ross launched this study in the first place 1:04 – From impressions up, clicks down—what triggered t...