Podcast Episode Summary: Voices of Search

Episode Title: Invest more resources in optimizing for traditional search or non search channels to show up in AI?
Release Date: August 21, 2025
Host: Jordan Cooney
Featured Guest: Sean (from Apollo)

Episode Overview

This episode tackles a critical question for modern marketers and SEOs: With the rapid evolution of AI and generative search—and the emergence of channels feeding AI models—should companies focus their resources on optimizing traditional search or on non-search channels to gain visibility in AI-generated results? Jordan Cooney hosts a concise but pointed discussion with Sean from Apollo, exploring the underpinnings of how search data flows into large language models (LLMs) powering AI-driven interfaces.

Key Discussion Points & Insights

The Resource Allocation Dilemma

[00:43]

• Jordan (Host): Opens with a fundamental question—should companies invest more in optimizing for traditional search or non-search channels to increase AI visibility?

Sean’s Perspective: Prioritize Traditional Search

[00:55-01:13]

• Sean: Advocates for allocating more resources to traditional search channels.

  “Traditional search channels? Absolutely.”
  —Sean, [00:55]

• Reasoning:

  • Traditional search results fuel large language models (LLMs). In Sean's view, it's an "order of operations" issue:

    “They fuel LLMs. So to me, it’s more order of operations. ... I think that if they're pulling from search results, I want my search results to be as—What did Anthony Bourdain say? You could be a really good cook, but if you have shitty ingredients, you’re gonna be a shitty cook. ... I think you need really, really good ingredients." —Sean, [01:07–01:27]

Analogy That Resonates: The Bourdain Principle

[01:13-01:35]

• Sean uses a culinary analogy to explain: LLMs and AI rely on the quality of available digital content ("ingredients"). Focusing on search visibility ensures those foundational “ingredients” are strong.

  • Many companies skip foundational work, seeking visibility for its own sake rather than improving content quality.

  • The analogy drives home the risk of optimizing for new channels while neglecting the quality feeding AI systems.

    “I think you need really, really good ingredients. And I don’t think a lot of people have them. I think they're trying to optimize for visibility without focusing on their ingredients.” —Sean, [01:27–01:38]

Key Takeaways

[01:38-01:45]

• Focusing on traditional SEO ensures your content is among the primary sources AI models reference.

• Non-search channels may matter, but foundational SEO work is prioritized as the starting point for lasting visibility.

  “You got to really optimize for traditional.”
  —Sean, [01:38–01:45]

Notable Quotes

• Sean (Apollo):

  • “Traditional search channels? Absolutely.” [00:55]
  • “If they’re pulling from search results, I want my search results to be as ... What did Anthony Bourdain say? ... If you have shitty ingredients, you’re gonna be a shitty cook.” [01:13–01:22]
  • “You need really, really good ingredients. ... They're trying to optimize for visibility without focusing on their ingredients.” [01:27–01:38]

• Jordan Cooney (Host):

  • “That was well said, Sean. Well said.” [01:45]

Important Timestamps

• 00:43: Main topic introduced—where to invest SEO resources for future AI visibility.
• 00:55–01:45: Sean’s reasoning and analogy for prioritizing traditional SEO channels.
• 01:45–02:17: Episode wrap-up and closing remarks.

Summary & Actionable Insight

• Core Recommendation:
  Invest in traditional SEO first—the quality and presence of your content in search results fundamentally affect your visibility to AI systems leveraging those same results as "ingredients.”
• Strategic Implication:
  Before diverting resources to new or unproven channels designed for AI, ensure your traditional SEO is solid. Quality, not just quantity or novelty, drives long-term visibility in both search and AI ecosystems.

This episode delivers a simple but pivotal message for marketers and SEO strategists: Build your content foundation well—the rest of your AI-era visibility depends on it.