One thing every enterprise website needs to change tomorrow

Summary

Podcast Summary

Podcast: Voices of Search – A Search Engine Optimization (SEO) & Content Marketing Podcast
Episode: One thing every enterprise website needs to change tomorrow
Date: March 19, 2026
Host: Jordan Cooney
Guest: Jeff Rain, Co-Founder at Everything Machines

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Episode Overview

This episode tackles a pointed question for enterprise websites: What is the single most critical change they should implement immediately for better organic growth? Guest Jeff Rain, leveraging two decades of enterprise marketing and platform strategy, dives into why building a site-specific cache optimized for machines, not just humans, is essential for SEO and the future of content discoverability.

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Key Discussion Points & Insights

The One Thing Every Enterprise Website Needs: A Machine-Readable Cache

• Jeff Rain’s Main Argument (01:07 – 01:25):

  • Every enterprise website should have a cache specifically designed to be easily readable by machine crawlers, like search bots and Large Language Models (LLMs).

  • Most current sites focus on human users, neglecting clear communication with search engines—an increasingly important audience for visibility and data leverage.

    “We think every enterprise website should have a cache… They are currently not communicating as well as they can to an extremely important other constituency that is the search bots.” — Jeff Rain (01:07)

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The Star Trek Analogy: Communicating with the Right Audience

• Memorable Metaphor (02:53 – 03:09):

  • Jeff likens the dual-audience challenge to communicating with Star Trek characters:

    • Captain Kirk (humans) receives the message fine.
    • Spock (half human, half Vulcan) only gets part of it.
    • Vulcans (search bots/LLMs) get almost nothing in the current setup.

  • The message: Sites must intentionally serve content to both people and machines.

    “If anyone’s a nerd out there in your…listener audience who’s watched Star Trek before, you’re communicating to all the humans. So Captain Kirk’s hearing your message, but you’re not communicating to the Vulcans. So Spock’s getting half of it because he’s half and half. But the Vulcans aren’t getting any. They’re not getting the message clearly. Why aren’t you talking to the Vulcans?” — Jeff Rain (02:53)

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Importance for the Future of SEO

• Implications Discussed:
  • Having a machine-optimized cache is becoming non-negotiable as LLMs (Large Language Models) and advanced crawlers drive more discovery, traffic, and content interaction.
  • Failing to adapt risks losing ground as both human and bot audiences diverge in their needs and expectations.

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Notable Quotes & Moments

• On communicating poorly with bots (01:07):

  “They are currently not communicating as well as they can to an extremely important other constituency that is the search bots.” — Jeff Rain

• Star Trek analogy for technical and non-technical listeners (02:53):

  “…you’re not communicating to the Vulcans. So Spock’s getting half of it because he’s half and half. But the Vulcans aren’t getting any. They’re not getting the message clearly. Why aren’t you talking to the Vulcans?” — Jeff Rain

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Timestamps of Key Segments

• 00:43: Episode introduction and guest intro
• 01:07: Jeff Rain explains the fundamental need for a site cache for machines
• 02:53: Star Trek analogy illuminating the gap in communication strategies
• 03:15: Episode wrap and guest contact info

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Language and Tone

• Conversational, with accessible metaphors (e.g., Star Trek) making technical recommendations relatable.
• Clear stance on the urgency and importance of adapting enterprise sites for machine readability.

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Summary

This concise episode delivers a powerful, actionable takeaway for enterprise web and SEO teams: establish a machine-readable cache now—don’t wait for the market to force the issue. Jeff Rain warns that most sites over-index on human experiences, unintentionally leaving search engines and LLMs in the dark. Using a Star Trek metaphor, he highlights the dangers of failing to “speak” to all necessary audiences, laying out a road map for immediate improvement in SEO strategy and long-term discoverability.

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 Jeff Rain, co founder at Everything Machines. Jeff spent two decades in enterprise marketing and platform strategy and now he's building Everything Cash, a brand side cache that makes websites readable for LLM crawlers without rebuilding the human site. If you could change one thing on every enterprise website tomorrow, what would it be?

[Jeff Rain]

We think every enterprise website should have a cache. And now that's maybe a little bit of a self serving answer, but we think it's true. They are currently not communicating as well as they can to an extremely important other constituency that is the search bots.

[Sponsor Narrator]

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[Jeff Rain]

And if anyone's a nerd, you know, out there in your, your listener audience who's watched Star Trek before, you're, you're communicating to all the humans. So Captain Kirk's here in your message, but you're not communicating to the Vulcans. So Spock's getting half of it because he's half and half.

[Podcast Announcer]

But.

[Jeff Rain]

But the Vulcans aren't getting any. They're not getting the message clearly. Why aren't you talking to the Vulcans?

[Jordan Cooney]

Thanks to Jeff Rain, co founder at Everything Machines, for joining us. If you'd like to contact Jeff, you can find a link to his LinkedIn profile in our show notes or on voicesofsearch.com or you can visit his company website, everythingmachines.com if you haven't subscribed yet and would like 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 in your feed every week. Okay, that's all for today, but until next time, remember, the answers are always in the data.

[Sam]

Sam.