Episode Summary: “How to Prioritize Your SEO Investment Efforts”

Podcast: Voices of Search
Host: Tyson Stockton
Guest: Tom (Crowd)
Date: September 27, 2025

Overview

This episode explores how to focus SEO investments, particularly when leveraging AI workflows, within a limited budget. Tyson Stockton talks with Tom from Crowd, who shares practical advice on prioritizing content creation and utilizing AI to maximize efficiency and impact in modern SEO strategies.

Key Discussion Points & Insights

1. Top SEO Investment Priority: Content & AI

• Tom makes a clear recommendation:

  "Content, definitely content. I think brands that can execute more content in more places are going to be the brands that win in AI powered search experiences and become that differentiator."
  (00:57)

• Content stands as the foundational element to focus SEO resources, particularly as AI becomes more prevalent in powering search results.
• Brands must excel at creating useful, valuable, and strategically placed content to win in evolving search experiences.

2. How and Where to Integrate AI

• Tom emphasizes utilizing AI at the beginning of the content process, rather than for direct content creation.
  • Use AI for research, content briefs, and content audits:
    • Identifying whether to improve existing assets or create new ones
    • Structuring the website’s content (hub and spoke models, topical clusters)
  • AI streamlines efficiencies, but human expertise and experience remain critical:

    "Don't use it to handle full creation. I think demonstrat[ing] human experience and expertise in your content output is definitely now more valuable than ever."
    (01:37)

3. Balancing Content Velocity with Strategic Value

• Tyson summarizes Tom’s approach:

  "It sounds like a core fundamental in your strategy or process is accepting this reality of we need to increase our velocity and output of content for our footprint on the web, regardless of on site or off."
  (02:09)

• Tom agrees, but cautions not to create content for its own sake:

  "Making sure that you're not creating content for the sake of creating it, but it does have utility, it does have value."
  (02:38)

• Importance of understanding influential sources and how they inform AI-driven search:
  • Know which sources have trained large language models
  • Use this knowledge for PR and partnership strategies

4. Efficiency & Deliberate Action

• Move quickly to expand your digital footprint, but always with intentionality and strategy.
• Tom’s closing reinforcement:

  "Move faster, move quicker, but be deliberate and be strategic in that placement."
  (03:09)

  • Tom’s affirmation:

    "100%."
    (03:16)

Notable Quotes & Memorable Moments

• On content as priority:

  "Brands that can execute more content in more places are going to be the brands that win in AI powered search experiences and become that differentiator."
  (00:59) — Tom

• On AI’s role:

  "Use [AI] to help you build content briefs, identify what you can improve versus what you need to create net new..."
  (01:10) — Tom

• On balancing speed and strategy:

  "Move faster, move quicker, but be deliberate and be strategic in that placement."
  (03:09) — Tyson/Tom

Timestamped Key Segments

• 00:43 — Main question: Where to prioritize SEO efforts with limited budget and AI integration?
• 00:57 – 01:47 — Tom’s answer: Prioritize content, use AI to improve efficiency in content research and structuring.
• 02:09 – 02:54 — Discussion on balancing content velocity with utility and understanding influential sources.
• 03:09 – 03:16 — Closing summary: Move quickly, but strategically.

Conclusion

If you can only invest in one area of SEO with AI workflows and a limited budget, prioritize content, especially at the research and planning stages. Leverage AI for efficiency, but always pair it with human expertise, ensuring content is valuable and thoughtfully placed. Expand quickly but strategically—velocity and strategy are non-negotiable in today’s AI-driven SEO landscape.