Podcast Summary: The Agile Brand with Greg Kihlström®
Episode #633: Navigating the Future of Search with A.J. Ghergich, Botify
Release Date: February 3, 2025

1. Introduction of Guest and Topic

In Episode #633 of The Agile Brand, host Greg Kihlström welcomes A.J. Ghergich, Vice President of Consulting Services at Botify, to discuss the evolving search landscape. AJ brings extensive experience in SEO and content marketing, having been involved in the search industry since the early 2000s. His role at Botify involves leading the global consulting team, assisting major retailers, e-commerce sites, publishers, and startups in navigating search disruptions.

2. Impact of Google's AI Overviews on the Search Landscape

[04:56] Greg opens the discussion by highlighting Google's integration of AI overviews into search results, which fundamentally changes traditional search Engine Results Pages (SERPs).

[05:08] AJ Girgic: "SEO is like back in vogue right now, organic search... Google's AI overviews are one of the reasons why CEOs are now demanding more focus on SEO."

AJ explains that AI-generated overviews are leading to an increase in "zero-click searches," where users receive answers directly on the SERP without visiting the actual website. This shift is causing marketers to rethink their strategies as impressions may rise, but clicks and direct traffic decline.

3. User Experience and Zero-Click Searches

[06:19] Greg probes whether these AI overviews enhance user experience.

[06:39] AJ Girgic: "It really depends on the intent of the query... When AI regurgitates your content without proper attribution, it can keep users away from your site."

AJ acknowledges that for straightforward queries (e.g., "What time is the game?"), AI overviews improve user experience by providing quick answers. However, problems arise when AI provides answers based on a brand’s content without driving traffic back to the site, diminishing user engagement with the brand directly.

4. Adapting SEO Strategies for AI Overviews

[08:45] Greg inquires about strategies for brands to remain visible amidst AI-driven search results.

[08:45] AJ Girgic: "A lot of it's back to basics... You need to be in the top five positions to get seen in AI overviews."

AJ emphasizes the importance of maintaining high search rankings, particularly within the top five positions, to ensure visibility even as AI overviews consolidate information. Additionally, he advises not to ignore other search engines like Bing, which is increasingly influential due to its integration with OpenAI.

5. The Antitrust Ruling and Emerging Search Players

[10:17] Transitioning to the Google antitrust ruling, Greg asks AJ about its implications for the search market.

[11:07] AJ Girgic: "We're seeing a shift in consumer behavior at the research phase... You need to start thinking about a fracturing ecosystem."

AJ discusses how the antitrust ruling could open the market to new players like OpenAI’s search GPT and Apple’s integration of ChatGPT into Siri. This diversification challenges Google's dominance, urging brands to adopt multi-search engine strategies to capture a broader audience.

6. The Future of Search: AI Dominance and Bot Traffic

[19:35] Greg touches on Reddit's recent decision to block Bing search engines, hinting at growing tensions in the search ecosystem.

[19:35] AJ Girgic: "The open web will be the domain of bots... The majority of traffic will be from AI bots acting as agents for users."

AJ predicts the emergence of "walled gardens" where platforms like Reddit operate independently of the open web. He foresees a future where AI bots dominate web traffic, interacting with websites in fundamentally new ways. This shift necessitates that brands retool their website infrastructures to accommodate and communicate effectively with smart bots.

7. Measuring Success in a Bot-Dominated Search World

[22:51] Greg asks how brands can measure success when bot traffic becomes predominant.

[22:51] AJ Girgic: "Visibility becomes the key metric over rankings... New metrics are needed as analytics tools haven't caught up yet."

AJ highlights that traditional metrics like keyword rankings are becoming less relevant. Instead, brands should focus on overall visibility and ensure their content is accessible to AI systems. He notes that current analytics tools are not yet equipped to handle this shift, leaving many marketers unaware of their visibility in AI-driven search environments.

8. Advice for Marketers to Prepare

[25:59] Greg seeks AJ’s recommendations for marketers anticipating these changes.

[26:03] AJ Girgic: "Stick with Bing... Push your information directly into the index with Bing's 'Index Now' feature."

AJ advises brands to diversify their search strategies beyond Google by leveraging Bing’s "Index Now" feature, which allows direct pushing of content to the search index. This proactive approach ensures that information is available in real-time to AI systems, enhancing visibility and adaptability in a rapidly changing search ecosystem.

9. Staying Agile: Guest's Personal Strategy

[27:18] Closing the conversation, Greg asks AJ about personal strategies to maintain agility in his role.

[27:18] AJ Girgic: "Avoid filling spaces in time... Focus on what you’re going to stop doing to create voids for strategic focus."

AJ shares his approach to staying agile by minimizing distractions and concentrating on essential projects. By intentionally creating gaps in his schedule, he prevents his "corporate immune system" from filling his time with non-critical tasks, allowing him to dedicate more energy to strategic initiatives that drive agility and responsiveness.

Notable Quotes:

• AJ Girgic [05:08]: "SEO is like back in vogue right now... Google's AI overviews are one of the reasons why CEOs are now demanding more focus on SEO."

• AJ Girgic [08:45]: "If you're not in the top five positions, you're not going to get seen."

• AJ Girgic [19:35]: "The open web will be the domain of bots... The majority of traffic will be from AI bots acting as agents for users."

• AJ Girgic [26:03]: "Stick with Bing... Push your information directly into the index with Bing's 'Index Now' feature."

• AJ Girgic [27:18]: "Focus on what you’re going to stop doing to create voids for strategic focus."

Conclusion

In this insightful episode, AJ Ghergich delves into the transformative impact of AI on search strategies, emphasizing the need for brands to adapt by diversifying their SEO efforts, focusing on visibility, and modernizing their web infrastructures to engage with AI-driven bots. The discussion underscores the importance of agility in marketing practices to stay ahead in an ever-evolving digital landscape.

For more insights and episodes, visit theagilebrand.com.