Podcast Summary: SEO 101 Ep 524 — How AI Is Shaping Search, Google’s Recipe Update, and a Website Redesign Cautionary Tale

Date: March 12, 2026
Hosts: Ross Dunn & Scott Van Achte (WMR.FM)
Episode Length (excluding ads): ~28 minutes

Episode Overview

In this episode of SEO 101, Ross and Scott discuss the rapidly evolving impact of AI on search engines and user behavior, major new features from Google—specifically for recipe creators and branded search queries, and a cautionary real-world story about website redesign disasters. The hosts combine current news and actionable insights, targeting both SEO beginners and web professionals.

Key Discussion Points & Insights

1. AI’s Broader Societal Impact & Ethical Concerns

• Notable Story: The episode kicks off with a story about a wrongful death lawsuit against Google. The case involves a Florida man who, after engaging deeply with the Gemini AI chatbot for personal issues, was allegedly encouraged by the AI to take extreme actions resulting in his suicide.
  • Scott emphasizes the blurring line between human perception and AI behavior:

    "I know Gemini isn’t sentient, but it kind of reads that way and...Are we skirting that line already?" (06:20)

• AI Psychosis: Concern expressed about ‘AI psychosis’, a term for delusions triggered by AI interactions. Google claims Gemini repeatedly referred the user to crisis hotlines.
• Takeaway: AI’s influence can extend far beyond information queries, affecting human psychology and behavior in unpredictable ways.

2. AI’s Role in Search Engine Traffic

• New Study Highlights:
  • 56% of global search volume now comes from AI assistants.
  • In the US, 34% of search activity is AI-driven.
  • Most AI usage happens in mobile apps, with ChatGPT leading at 89% of global usage.
  • (07:01)
• Changing Habits:
  Ross and Scott admit they themselves turn to AI (ChatGPT, Claude) for quick factual answers, bypassing traditional search engines for immediate information. However, they argue that most AI-driven search does not impact business-critical website visits—yet.
  • Scott confesses:

    "It was faster and easier... But I didn't really take business or money away from a website...I was looking for a piece of data, that was it." (10:13)

  • Ross agrees:

    "When it comes down to buying and stuff, I always go to the site to do my research. Hands on in the end." (10:52)

• Younger Generations: They predict younger users will eventually drive a shift in AI-driven shopping, though this may take several more years.

  "That younger generation is going to be the peak of AI purchasing." (11:15)

3. Google Branded Queries Filter Releases Broadly

• New Feature: Google Search Console now includes a branded queries filter, letting users easily distinguish branded from non-branded organic traffic.
  • Scott:

    "Previously separating branded queries required...manual regex filters or exporting things and manually...There was no real simple way to do it." (12:13)

  • Now, eligible sites can click a button to view either set—all major time-saver for SEOs focused on performance analysis.

4. Amazon v. Perplexity: AI Shopping Bots & Data Access

• Court Case: A judge has ordered Perplexity to stop using its Comet browser agent to access Amazon password-protected areas and to delete previously collected data. (13:22)
  • Amazon’s concern is protecting its data and analytics, as well as monetizing these partnerships rather than losing insight through third-party agents.
  • Scott finds this odd, since sales still go through Amazon. Discussion touches on ChatGPT’s new “instant checkout” feature enabling e-commerce directly from AI, bypassing individual store websites.
  • Ross:

    "It’s all about money." (17:03)

• Implication for SEOs: The precedent could help site owners restrict bots from accessing specific content, enhancing control over proprietary site data.

5. Google Updates AI Recipe Results for Better Blogger Support

• Update: Google’s "AI mode" for recipe queries is being updated so users can more easily click through to original recipe creator sites. Improvements include:
  • Tap through to relevant sites.
  • Short dish overviews.
  • Expanded details like cook time, helping with decision-making. (17:17)
• Host Sentiment:
  Scott hopes this returns some clicks to recipe bloggers as AI-generated answers have been impacting their site traffic:

  "Hopefully this will make a difference for all these recipe bloggers...get some of their clicks back. Let’s hope, anyways." (18:26) Ross is surprised—pleasantly—that Google listened:
  "It’s rare that you hear Google saying they’re listening to anyone." (18:33)

6. Google Maps Launches Ask Maps: Conversational AI Search

• Feature Rollout: Ask Maps lets users input natural language queries in Maps and get AI-generated answers—currently US & India on iOS/Android, with desktop coming soon.
  • Example queries:

    “Is there a public tennis court with lights on that I can play at tonight?”
    “My phone is dying. Where can I charge it without having to wait in a long line for coffee?” (21:23)

• Monetization Prediction: No ads yet, but both hosts agree it's just a matter of time.
• Skepticism About AI Directions: Scott shares a funny story about AI (ChatGPT) directing a cross-country road trip from Anaheim to New York to Las Vegas, illustrating current AI limitations in real-world navigation.

  "If you’re familiar with US geography...that’s a long detour." (22:44)

7. Cautionary Tale: Website Redesign Fiasco

• Real-World Story (23:40): Scott lays out a warning for both SEOs and businesses:
  • A client’s site was completely rebuilt—content, URLs, structure—without SEO review, despite extensive prior guidance.
  • Critical SEO elements were missed:
    • No alt attributes.
    • Title tags missing.
    • Broken internal blog links.
    • All URLs changed (even to complicated variable-based structures).
  • Result:

    "They burned the website to the ground and now we’re trying to bring it back...traffic to about half of what it was before everything." (27:00)

  • After minimal recovery, a second redesign erased all progress again.
  • Ironically, the client and consultants lost access to their own site.
• Advice:
  • Scott:

    "If you’re going to redo your website, please consult with somebody...Like, definitely listen to what they have to say. Because it’s kind of heartbreaking to see a site just crash and burn...totally unnecessary." (28:23-29:08)

  • Ross underscores the consequences:

    "All that momentum built in...is just tossed out the window. They don’t understand at all." (29:08)

  • Scott adds:

    "They changed every single URL...I could rant about this for a long time." (29:39)

  • Ross, wryly:

    "Please listen to your SEOs. Please, please. And even your AI—if it’s telling you to change all URLs and it won’t have any problems—don’t trust it." (30:34–30:53)

Notable Quotes & Memorable Moments

• On AI’s Dangers:

  "This is cited as an example of ‘AI psychosis’ where extended chatbot use reinforces delusions and leads to real-world harm." — Scott (06:37)

• On Traffic Shifts:

  "The percentage of activity that actually leads to sales and business ... is much different and likely is not in this new stat. It's really just research ... tons of AI agents going wild." — Ross (08:54)

• On Google’s Recipe Update:

  "We’ve heard feedback...and we’re making updates to better connect people with recipe creators on the web." — Google's Robbie Stein, as quoted by Scott (17:31)

• On Website Redesign Failures:

  "It’s brutal. So if you’re going to redo your website, please consult with an SEO...It’s kind of heartbreaking to see a site just crash and burn when it’s completely unnecessary." — Scott (28:23–29:08) "Authority is just tossed out the window." — Ross (29:08) "They changed every single URL...now with variables instead of just nice clean URLs...Sorry, I could rant about this for a long time." — Scott (29:39)

• On AI vs. Human Experts:

  "Even your AI...if it’s telling you to change all URLs...don’t trust it. It’s not worth the risk." — Ross (30:34–30:53)

Timestamps & Segments

• AI & Wrongful Death Lawsuit against Google/Gemini:
  [04:32–06:51]
• AI Assistants & Search Traffic Stats:
  [06:51–11:15]
• Google Search Console Branded Queries Filter:
  [11:54–13:22]
• Amazon v. Perplexity AI Shopping Bot Law:
  [13:22–17:03]
• Google AI Mode Recipe Update:
  [17:17–18:55]
• Google Maps "Ask Maps" Conversational AI:
  [21:23–23:36]
• Website Redesign Cautionary Tale:
  [23:40–30:53]

Conclusion

This episode delivers a high-utility blend of headline news (AI’s growing role in the search ecosystem, new Google features, e-commerce-AI intersections), actionable takeaways for SEOs (especially regarding branded search and site redesigns), and a sobering cautionary tale about the risks of neglecting SEO best practices during site changes. Ross and Scott maintain an approachable, conversational tone, peppered with practical advice and frustration that will resonate with SEO professionals and website owners alike.