Podcast Summary

Voices of Search — "One SEO habit teams need to unlearn immediately"

Date: March 10, 2026
Host: Jordan Cooney
Guest: Malta Lanvier, CMO & Chief Product Officer at Peak AI

Episode Overview

In this episode, host Jordan Cooney is joined by Malta Lanvier (CMO and Chief Product Officer at Peak AI) to discuss a critical mindset shift for SEO teams in today’s landscape. The conversation centers on how the rise of AI-driven search—and corresponding changes in user behavior—means it’s time for digital teams to rethink a core SEO habit: reliance on click-based attribution, and the continued focus on performance-based marketing. The episode delivers succinct, actionable advice for teams seeking to navigate and thrive in the modern search ecosystem.

Key Discussion Points & Insights

The Habit to Unlearn: Click-Based Attribution

• Question (02:19):
  Jordan Cooney asks, “What’s one SEO habit teams need to unlearn immediately in this AI first discovery world?”
• Malta’s Response (02:28):
  Malta explains that teams must stop relying on click-based attribution and instead “think more like a brand marketer than a performance marketer.”

Shifting From Performance to Brand Thinking

• The guests highlight a fundamental shift:
  • Performance marketers traditionally tie results to direct, measurable actions (such as clicks or conversions).
  • With AI-driven search, discoverability is being shaped in new ways that aren’t always directly trackable through clicks.
• The advice is to adopt a brand-building mindset:
  • Focus on holistic, long-term value—which isn’t always captured in short-term click data.
  • This approach encourages a more sustainable organic growth strategy.

Measurement & Data

• Both speakers agree that “measurement stuff” still matters, but how teams approach it must evolve.
• Key takeaway: “The answers are always in the data.” (Malta, 02:47)

Notable Quotes & Memorable Moments

• Malta Lanvier [02:28]:
  “Click-based attribution and think more like a brand marketer than a performance marketer.”

• Jordan Cooney [02:34]:
  “Yes. Yep, absolutely. We just talked about all this measurement stuff and it starts with your performance based efforts. Absolutely.”

• Malta Lanvier [02:47]:
  “The answers are always in the data.”

Important Segment Timestamps

• [02:19] — Jordan poses the central question about SEO habits to unlearn.
• [02:28] — Malta stresses the need to move away from click attribution.
• [02:34] — Agreement and expansion on brand vs. performance focus.
• [02:47] — Memorable closing: the importance of data in guiding SEO strategies.

Episode Tone & Takeaways

The conversation is straightforward, pragmatic, and focused on actionable change. Both speakers are adamant about evolving old habits to match the modern, AI-shaped SEO environment. The tone is encouraging but clear: to succeed in search today, teams must look beyond last-click conversion data and invest in strategies that build brand visibility and long-term organic value.

Bottom Line:
To stay relevant and effective in an AI-first world, SEO and content marketing teams should unlearn their dependence on click-based attribution. Embrace a brand marketer’s perspective—think expansively and use data for insights, but measure success beyond immediate clicks.