One page type should be analyzing more closely when tracking AI-driven traffic

Summary

Podcast Summary: Voices of Search

Episode: "One page type should be analyzing more closely when tracking AI-driven traffic"

Host: Jordan Cooney
Guest: Jon Vantine (Director of SEO, GoodRx)
Date: January 28, 2026

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Overview

In this concise, focused episode, host Jordan Cooney sits down with Jon Vantine, Director of SEO at GoodRx, to discuss a lesser-scrutinized facet of SEO analytics: the importance of non-homepage informational content (like About Us and FAQ pages) in the era of AI-driven search traffic. Their conversation explores why these pages matter more than ever, how brands often neglect them, and actionable insights for leveraging such content to answer customer questions and improve brand perception.

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Key Discussion Points & Insights

1. Most Overlooked Page Type for AI Traffic

(01:24)

• Lightning Round Question: Jordan asks which non-homepage page type should be more closely analyzed for AI-driven traffic.
• Jon’s Answer: Pages "resembling an About Us page," including FAQs or knowledge bases.
  • These pages answer common questions and address misconceptions about the brand.
  • They're increasingly surfaced by AI search features and knowledge engines (e.g., ChatGPT, Google’s generative results).

Quote:
"Something resembling an About Us page, either About Us or faq or some sort of knowledge base that addresses common questions and misconceptions about the brand."
— Jon Vantine, 01:34

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2. Brands Fail to Clearly Explain Themselves

(03:17)

• Jon: Raises the issue of brands rarely spelling out what they do, how they make money, or what they offer—in clear, plain text.
  • Many About Us pages are filled with vague statements, jargon, or non-textual elements (like videos or images), which aren’t as accessible for users or AI summarizers.
  • This leaves confusion among users and search engines, opening the door for third-party sites to explain brands better than the brands do themselves.

Quote:
"How often do you think that companies really spell out exactly what it is that they do and how they make money and like, what they offer customers?...Not often."
— Jon Vantine & Jordan Cooney, 03:17–03:30

• Memorable Moment: Jordan admits he still gets confused on B2B sites over what’s being offered, especially regarding pricing packages.
• Jon: Observes that customers search Google for questions like “How does GoodRx make money?”—often because GoodRx itself hasn’t plainly answered it.

Quote:
"There's actually predictive search volume around, like, 'how does GoodRx make money?' 'Why is GoodRx bad?' People assume that we're bad because they don't understand what it is that we do."
— Jon Vantine, 03:56

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3. Proactive Brand Narrative & Search Optimization

(03:55)

• Jon advises checking for the most common questions about your brand (using predictive search or third-party SEO tools) and proactively addressing them directly on your site, especially on the About page and knowledge base.
• By failing to do so, brands let aggregators and reviewers control the online narrative.

Quote:
"...looking at the most common questions about your brand and proactively answering those on an about page is really important."
— Jon Vantine, 04:14

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Notable Quotes & Timestamps

| Timestamp | Speaker | Quote | |-----------|----------------|-------------------------------------------------------------------------------------------------------| | 01:34 | Jon Vantine | "Something resembling an About Us page, either About Us or faq or some sort of knowledge base..." | | 03:17-3:30| Jon & Jordan | "How often do you think that companies really spell out exactly what it is that they do... Not often."| | 03:56 | Jon Vantine | "There's actually predictive search volume around, like, 'how does GoodRx make money?...'" | | 04:14 | Jon Vantine | "...looking at the most common questions about your brand and proactively answering those on an about page is really important."|

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Key Takeaways

• About Us, FAQ, and knowledge base pages are critically important in the AI search landscape.
• Brands rarely state their value proposition and business model in clear, accessible text, which hurts both user experience and AI-driven discovery.
• Proactively answering common questions builds trust, drives more accurate AI traffic, and prevents third-party sites from dominating the brand narrative.

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Recommended Actions for Listeners

• Review your About Us and FAQ pages: Are they clear and detailed in plain language?
• Identify top searched questions about your brand using SEO tools.
• Update these sections proactively to answer those queries directly and accurately.
• Ensure your informational pages are AI- and user-friendly for maximum visibility in generative search and conversational engines.

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Episode in a Nutshell:
In the evolving landscape of AI-driven search, don't just optimize your homepage or blog posts. Make sure your About Us, FAQ, and knowledge pages are clear, comprehensive, and up to date—they're often the "landing pages" of the modern knowledge ecosystem.

Transcript

[Podcast Announcer]

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.

[Jordan Cooney]

I'm Jordan Cooney and joining me today is Jon Vantine, director of SEO at GoodRx. John has spent over seven years building a world class cross functional generative search task force and editorial frameworks that that has powered discovery throughout Google, ChatGPT and beyond. Today, John shares the system signals and stories from technical migrations to content refreshes that are reshaping how he thinks about AI. All right, so now let's segue over to our lightning round. I'll ask you five rapid fire questions related to the themes that we just discussed and we're going to just jump right in.

[Sam]

Cool.

[Jon Vantine]

Let's do it.

[Jordan Cooney]

Awesome. So what is one page type that should be analyzed more closely when we're thinking about AI driven traffic besides the homepage?

[Jon Vantine]

Something resembling an About Us page, either About Us or faq or some sort of knowledge base that addresses common questions and misconceptions about the brand.

[Sam]

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[Jon Vantine]

I'm asking you, like, how often do you think that companies really spell out exactly what it is that they do and how they make money and like, what they offer customers? Like, how often do they really do that in plain text, not through a video or images?

[Jordan Cooney]

Like, not often.

[Jon Vantine]

I don't see. And so as a result of this.

[Jordan Cooney]

I still go to a lot of B2B websites and I'm still confused as to which pricing package I should purchase.

[Jon Vantine]

Yeah, yeah, it's not often that they break it down in plain, in plain terms in like high school English, like, this is exactly what we do and why you should use us. And so as a result of that, what I see is that third party websites are like getting a free lunch by explaining what other sites do.

[Jordan Cooney]

Right?

[Jon Vantine]

You know, your welcome nerd wallet for, for, for breaking down what GoodRx does. But frankly, good for you because, like, we haven't effectively done that in the past. People, there's actually predictive search volume around, like, how does GoodRx make money? Why is GoodRx bad? People assume that we're bad because they don't understand what it is that we do. So I'm going down a rabbit hole here, but I think that looking at the most common questions about your brand and proactively answering those on an about page is really important.

[Jordan Cooney]

And that wraps up this episode of the Voices of Search podcast. A huge thank you to John Vantine, director of SEO at GoodRx, for joining us. If you'd like to contact John, you can find a link to his LinkedIn profile in our show notes or or on the voicesofsearch.com you can also visit his company website, goodrx.com if you haven't subscribed yet and would like a daily stream of SEO content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed each week. Okay, that's all for today, but until next time, remember, the answers are always in the data.

[Sam]

Sam.