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

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.

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

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

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

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."|

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.

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.

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.