Voices of Search Podcast Summary
Episode: AI-Powered Search: Disruptive Risk or Strategic Advantage?
Host: Jordan Cooney
Guest: Mike Walruth, CEO at Yext
Release Date: May 19, 2025

Introduction

In this insightful episode of the Voices of Search podcast, host Jordan Cooney engages in a deep conversation with Mike Walruth, CEO of Yext, a leading digital presence platform. The discussion centers around the transformative impact of AI on the search engine optimization (SEO) landscape, exploring whether AI-powered search represents a disruptive risk or a strategic advantage for businesses and the broader digital ecosystem.

The Changing SEO Landscape with AI

Mike Walruth opens the discussion by highlighting the rapid integration of AI into search strategies. Citing a 2025 report by Gitnux, he notes that "64% of marketers consider AI a critical component of their SEO strategy" and "73% of SEO experts believe AI will significantly change the SEO landscape within the next five years" (01:54). This shift underscores AI's role in reshaping how businesses approach discoverability and organic growth.

Google's Dilemma in AI Integration

A significant portion of the conversation delves into Google's evolving business model in response to AI advancements. Walruth shares his historical perspective from his time at Yahoo, drawing parallels to Google's current challenges. He explains, “Google faces a delicate balancing act. Innovate with AI or risk market share loss for businesses” (05:10). Walruth emphasizes that while Google has dominated the search market, the integration of AI is forcing it to reconsider its highly monetized search pages to maintain consumer satisfaction.

Impact on Local Search and Small Businesses

The discussion transitions to the implications of AI on local search, particularly for small and local businesses. Jordan Cooney and Mike Walruth explore how AI-generated search results are affecting visibility in the local pack. Walruth observes, “We saw local pack impressions dropping by 20-30% as Google started serving AI overviews” (14:34). Despite this dip, key performance indicators like clicks and conversions have remained stable, suggesting that businesses still benefit from their online presence even as AI reshapes search interactions.

Yext’s Role in Navigating AI Search

Yext positions itself as a crucial player in helping businesses adapt to the AI-driven search environment. Walruth outlines Yext's comprehensive offerings, including listings optimization, data syndication, reputation management, and AI-driven insights. He emphasizes the importance of structured and organized data, stating, “Data is content, and content is data. We need to rebuild the Internet for machines” (16:39). Yext’s solutions are designed to ensure that businesses remain discoverable across various AI platforms by maintaining high-quality, structured data.

Advertiser Adaptation to AI-Powered Search

The conversation shifts to how advertisers are adjusting their strategies in response to AI transformations. Walruth notes a growing concern among marketers about the effectiveness of traditional paid search channels. He mentions, “Marketers are questioning whether to continue allocating significant budgets to paid search on Google if it becomes a less dominant channel” (24:01). Yext aids advertisers by providing granular insights into where organic visibility is strong, enabling more informed budget reallocations.

Competitive Dynamics in Search Engines

Mike Walruth discusses the competitive landscape, highlighting how new AI entrants like ChatGPT, Perplexity, and Grok are challenging Google's dominance. He reflects on Yext’s early initiatives to prioritize answers over ads, which aligns with current AI search behaviors. Walruth points out, “Businesses need to be the answer to the question, not just appear as links” (28:51). This strategic shift requires businesses to focus on creating content that directly addresses user queries in a manner conducive to AI interpretation.

Yext’s Innovations and Support for the SEO Community

Addressing the relationship between Yext and the SEO community, Walruth emphasizes Yext’s commitment to supporting SEO practitioners. He announces Yext's new product, Agentix Superintelligence Platform, designed to provide competitive intelligence and actionable insights at a granular level. Walruth states, “Our tools help practitioners identify the exact reasons behind ranking changes, enabling more effective strategies” (33:55). This innovation aims to empower marketers to navigate the complexities of AI-powered search with precision and confidence.

Conclusion

The episode concludes with Mike Walruth reinforcing Yext’s dedication to enhancing SEO practices amidst AI advancements. He underscores that the AI wave is not diminishing the value of SEO but elevating its importance. Walruth asserts, “Being an expert in this is going to be more important than ever, and having the right tools to support your practice, more important than ever” (41:24). The conversation highlights the necessity for businesses to embrace structured data and leverage advanced tools to thrive in an AI-driven search landscape.

Notable Quotes:

• Mike Walruth (05:10): “Google faces a delicate balancing act. Innovate with AI or risk market share loss for businesses.”
• Mike Walruth (14:34): “We saw local pack impressions dropping by 20-30% as Google started serving AI overviews.”
• Mike Walruth (16:39): “Data is content, and content is data. We need to rebuild the Internet for machines.”
• Mike Walruth (24:01): “Marketers are questioning whether to continue allocating significant budgets to paid search on Google if it becomes a less dominant channel.”
• Mike Walruth (28:51): “Businesses need to be the answer to the question, not just appear as links.”
• Mike Walruth (33:55): “Our tools help practitioners identify the exact reasons behind ranking changes, enabling more effective strategies.”
• Mike Walruth (41:24): “Being an expert in this is going to be more important than ever, and having the right tools to support your practice, more important than ever.”

Final Thoughts

This episode of Voices of Search provides a comprehensive examination of the evolving SEO landscape in the age of AI. Mike Walruth's expertise offers valuable insights into how businesses can adapt and leverage AI to maintain and enhance their digital presence. For marketers and business leaders, understanding these dynamics is crucial for staying competitive and achieving sustainable growth in a rapidly changing digital environment.

Note: Timestamps correspond to the provided transcript for reference.