Podcast Summary: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Episode: How to (and not to) use AI in your SEO
Host: Tyson Stockton
Guest: Jade Pruitt, CEO of hello SEO
Release Date: June 2, 2025
Introduction
In this insightful episode of the Voices of Search podcast, host Tyson Stockton engages in a compelling conversation with Jade Pruitt, CEO of hello SEO. The discussion centers around the evolving landscape of Search Engine Optimization (SEO) in the age of Artificial Intelligence (AI), aiming to dispel prevailing fears and highlight the optimistic future of SEO practices.
The Impact of AI on SEO
Tyson Stockton opens the dialogue by addressing the pervasive anxiety within the SEO industry regarding the rise of AI. He cites SEMrush's 2024 AI Content Marketing Report, noting that 65% of companies have achieved better SEO results through AI. Despite the optimistic data, media narratives often paint a grim picture, suggesting that SEOs are becoming obsolete.
Notable Quote:
"There’s a lot of anxiety that exists within the industry. So today we're going to balance the narrative and talk more about what, optimistically we have to look forward to and how search is evolving."
— Tyson Stockton (00:43)
Jade Pruitt shares her personal journey, highlighting the moment she felt AI might render SEO obsolete. However, she emphasizes the importance of staying curious and adaptable rather than succumbing to panic. Her experience with AI-driven leads for her clients underscores the tangible benefits and real-time impact of integrating AI into SEO strategies.
Notable Quote:
"We have to actually focus on this now."
— Jade Pruitt (04:05)
Reporting and Measurement Challenges
The conversation delves into the complexities of measuring SEO success in an AI-driven search environment. Jade points out that traditional ranking metrics are becoming less relevant as AI alters how content is surfaced to users. She introduces Scrunch AI, a tool that provides a percentage-based visibility metric aligned with target audiences, offering a more nuanced and accurate representation of SEO performance.
Notable Quote:
"They tell you on a percentage basis how often you're showing up in a query similar to one that aligns with your target audience."
— Jade Pruitt (09:57)
Tyson echoes these sentiments, discussing the variability introduced by AI's personalization capabilities and the resultant challenges in normalization and accurate reporting.
Adapting Client Strategies
Jade explains that while Google still dominates with 89% market share, her approach involves integrating AI tools like Scrunch AI alongside traditional SEO practices. She emphasizes experimentation and data-backed decision-making, especially with clients who are open to innovative strategies.
Notable Quote:
"We're optimizing for schema. We're, you know, following the trends. My clients know we're a scrappy team and we are going to be optimizing them as we're learning new things."
— Jade Pruitt (13:07)
The Future of SEO
Looking ahead, Jade expresses optimism rooted in the diversification of search engines beyond Google. She cites insights from SEO Week, particularly from Will Reynolds, who highlighted that multiple Large Language Models (LLMs) are fostering a more competitive and accountable search environment. This diversification is beneficial for small businesses and startups, allowing them to compete more effectively against established brands.
Notable Quote:
"These brands that really care about what they're doing are finally going to get that recognition within search."
— Jade Pruitt (17:00)
Tyson adds that this shift could dismantle the dominance of large brands in search rankings, providing opportunities for smaller players to thrive based on quality and relevance rather than sheer domain authority.
Optimism in the SEO Industry
Both host and guest agree that the SEO industry possesses an inherent curiosity and adaptability that will drive continued success despite technological disruptions. Jade recounts how AI, like ChatGPT, understands user needs better, enabling more personalized and effective SEO strategies.
Notable Quote:
"I think it's going to be pretty cool and really good for these small businesses, 100%."
— Jade Pruitt (21:10)
Tyson reinforces the idea that the industry's strength lies in its ability to pivot and evolve, positioning SEOs as underdogs capable of outmaneuvering larger competitors through agility and innovation.
Conclusion
The episode concludes on a positive note, emphasizing that AI presents new opportunities rather than existential threats to SEO. By embracing AI tools, focusing on user-centric strategies, and maintaining adaptability, SEO professionals can navigate the evolving landscape with confidence and optimism.
Closing Remarks:
"We should be more excited about the opportunities that it's bringing rather than fearful of it taking it away."
— Tyson Stockton (22:12)
Jade Pruitt and Tyson Stockton encourage SEO practitioners to leverage AI thoughtfully, ensuring that SEO remains a dynamic and thriving field.
Connect with Jade Pruitt:
- LinkedIn: Jade Pruitt's Profile
- hello SEO Website: helloseo.com
Subscribe for More Insights: Stay updated with daily SEO and content marketing knowledge by subscribing to the Voices of Search podcast on your preferred podcast platform or on YouTube.
This summary encapsulates the key discussions and insights shared by Tyson Stockton and Jade Pruitt in the episode "How to (and not to) use AI in your SEO." For a deeper understanding, listening to the full episode is recommended.