Invest more resources in optimizing for traditional search or non search channels to show up in AI?

Summary

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)

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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.

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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]

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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]

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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.

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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.

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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.

Transcript

[A]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Jordan Cooney.

[B]

Okay, toss up. Would you choose to invest more resources in optimizing for traditional search or non search channels to show up in AI results?

[C]

Traditional search channels? Absolutely.

[B]

Ooh, interesting. Okay, yeah, tell me more, tell me more. I'm kind of interested by that one, especially since we talked a lot about tradition or not non surf channels today. Yep.

[C]

They fuel LLMs. So. So, so to me, it's more. It's more order of operations.

[B]

Got it.

[C]

Like, it's. It's not. It's more engineering brain like. Or wannabe engineering brain. Let's be real here. Like, to me, I love LLM, don't get me wrong, but I think that if they're pulling from search results, I want my search results to be as. What did. What did Anthony Bourdain say? He's like, you could be a really good cook, but if you have shitty ingredients, you're gonna be a shitty cook. That's fair. So 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. And I think that you got to really optimize for traditional.

[B]

Love that. Love that. That was well said, Sean. Well said. And that wraps up this episode of the Voice of Search podcast. A big thank you to Sean from Apollo for joining us. If you'd like to contact Sean, you can find a link to his LinkedIn profile in our show notes [e-mail] for more information about Apollo, visit Apollo I.O. if you haven't subscribed yet and want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back.

[C]

In your feed soon.

[B]

Okay, that's all for today, but until next time, remember, the answers are always in the data. Sam.