One word that describes the current state of search in the GenAI era

Summary

Voices of Search Podcast: One Word That Describes the Current State of Search in the GenAI Era

Podcast Information

• Title: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
• Host/Author: I Hear Everything
• Description: Dive deep into the ever-changing world of content and search engine marketing. Discover actionable strategies and learn ways to gain insights through data that will help you navigate the topsy-turvy world of SEO.
• Episode: One word that describes the current state of search in the GenAI era
• Release Date: June 20, 2025

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Introduction

In this episode of the Voices of Search podcast, hosted by Jordan Cooney, the discussion centers around the evolving landscape of search engine optimization (SEO) in the era of Generative AI (GenAI). The episode delves into the current challenges faced by SEOs, the necessity for strategic thinking, and the importance of cross-functional collaboration to navigate the rapidly changing digital environment.

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Main Discussion: "Behind"

The episode kicks off with a provocative question intended to encapsulate the state of search in the GenAI era:

Unknown Host: "What's the word? Give me one word that describes the current state of search in the GenAI era." ([00:50])

Martha Van Berkel: "Behind." ([00:59])

Martha Van Berkel, a representative from Schema App, succinctly characterizes the current SEO landscape as "behind." This single word sets the stage for a deeper exploration into the reasons behind this assessment.

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Why "Behind"?

Martha elaborates on her choice, highlighting the stagnation in SEO practices despite the advent of advanced AI technologies:

Martha Van Berkel: "I think we're still, we're still reacting and saying, like, oh, shoot, like, my clicks are down. Well, like, no shit, Sherlock. Like, of course your clicks are down." ([01:11])

She criticizes the prevalent tactical approach within the SEO community, where professionals focus on traditional methods like keyword research without embracing broader, strategic thinking that leverages GenAI capabilities. Martha emphasizes that many SEOs remain reactive, addressing symptoms like declining clicks instead of proactively adapting to the new search paradigms introduced by AI advancements.

Key Points:

• Tactical vs. Strategic Thinking: The majority of SEOs are entrenched in tactical tasks rather than adopting a strategic, forward-thinking mindset.
• Data Utilization: There's a significant gap in utilizing data effectively to inform and guide SEO strategies in the GenAI context.

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Challenges in the Current SEO Landscape

Martha points out several systemic issues contributing to the SEO community being "behind":

Martha Van Berkel: "The executives are behind because they're thinking that the metrics they set last year, they can just add 10% and that's going to happen this year. Bad news, like, that's just not how the world works." ([02:30])

Challenges Highlighted:

1. Executive Misalignment: Executives often rely on outdated metrics and fail to adapt their expectations to the evolving SEO landscape influenced by GenAI.
2. Lack of Data: The current environment suffers from insufficient data, making it difficult to navigate the complexities introduced by AI-driven search algorithms.
3. Resistance to Change: There is a noticeable resistance to moving away from traditional SEO practices, hindering innovation and adaptability.

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The Necessity of Cross-Functional Collaboration

Addressing the need for a more integrated approach, Martha underscores the importance of involving diverse functions within an organization to tackle SEO challenges effectively:

Martha Van Berkel: "We're seeing more collaboration, more people from across, like, functions joining these conversations to figure out how we sort of move them from old world to new world." ([02:00])

She advocates for assembling cross-functional teams that include content creators, data architects, and other relevant stakeholders to collaboratively transition from outdated SEO practices to those that are more suited to the GenAI-driven search environment.

Key Insights:

• Collaborative Efforts: Successful adaptation to the GenAI era requires collective efforts from various departments within an organization.
• Education and Training: Educating executives and team members about the changes in search dynamics is crucial for aligning strategies with current realities.

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Managing Up: Educating Executives

Martha shares an anecdote to illustrate the necessity of educating higher management about the current state of search:

Martha Van Berkel: "Last week I spoke at the Healthcare Conference for Physician Strategy and I had an SVP sit on a panel in the first session and be like, Google Gemini and chat BTS our new homepage." ([03:15])

This example highlights how rare it is for executives to be well-informed about the latest SEO trends and technologies. Martha emphasizes the importance of "managing up"—guiding and educating executives to foster a better understanding and support for modern SEO strategies.

Key Takeaways:

• Awareness Among Executives: There is a need to increase awareness and understanding of GenAI's impact on search among top-level management.
• Proactive Communication: Regular and proactive communication with executives can bridge the knowledge gap and ensure alignment with current SEO best practices.

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Future Directions and Conclusion

In concluding the discussion, Martha reiterates the importance of collaboration and strategic thinking in overcoming the challenges posed by the GenAI era:

Martha Van Berkel: "We need to be managing up, we need to be managing forward and we need to like getting more collaborative around the table." ([03:44])

The conversation wraps up with a consensus on the necessity of evolving SEO practices to stay ahead in an AI-driven search landscape. The episode underscores that while the current state may be "behind," there is a clear path forward through strategic collaboration and continuous learning.

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Closing Remarks

Jordan Cooney thanks Martha Van Berkel for her insightful contributions and provides listeners with resources to connect with her and learn more about Schema App. He encourages the audience to subscribe to the podcast for ongoing SEO and content marketing insights.

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Notable Quotes:

• "I think we're still, we're still reacting and saying, like, oh, shoot, like, my clicks are down. Well, like, no shit, Sherlock. Like, of course your clicks are down." — Martha Van Berkel ([01:11])
• "The executives are behind because they're thinking that the metrics they set last year, they can just add 10% and that's going to happen this year." — Martha Van Berkel ([02:30])
• "We need to be managing up, we need to be managing forward and we need to like getting more collaborative around the table." — Martha Van Berkel ([03:44])

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This episode of Voices of Search provides a critical examination of the current SEO landscape in the GenAI era, highlighting the need for strategic adaptation, enhanced collaboration, and proactive education to overcome the challenges and stay competitive in search engine optimization.

Transcript

[Jordan Cooney]

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.

[Unknown Host]

All right, this next one is going to be hard. I know it's going to be hard, and I apologize in advance, Martha.

[Martha Van Berkel]

All right, bring it.

[Unknown Host]

What's the word? Give me one word that describes the current state of search in the gen AI era.

[Martha Van Berkel]

Oh, that was my question. You want it today, like, you want it like what the SEO is today with gen AI? I'm going to say behind.

[Unknown Host]

Oh, interesting. Behind.

[Martha Van Berkel]

Okay.

[Unknown Host]

Why is it behind? What makes it behind?

[Martha Van Berkel]

I just think I'm hearing too few SEOs questioning how we do things similar to the examples I gave earlier. Like, they're still doing keyword research and they're not asking, how do I think more broadly than that, I think we're still, we're still reacting and saying, like, oh, shoot, like, my clicks are down. Well, like, no shit, Sherlock. Like, of course your clicks are down. Because, like, this world is so. I like, while I do believe there's lots of thought leaders and lots of people writing amazing things, I would say the majority of SEOs are still being too tactical in how they're thinking about SEOs now. I think we're, like, in that evolution to where I would say, like, I've been so impressed with how our customers are, like, we're seeing more collaboration, more people from across, like, functions joining these conversations to figure out how we sort of move them from old world to new world and, like, get the players at the table, like, content, like data architects, et cetera. But I would say, like, you know, schema apps, leading them there, right? Like, if we, if we weren't behind, they would be pulling me there, you know, so excited for me. I love innovation. I love sort of helping people future proof. Like, that's my je ne sais quoi, like, reason d' etre kind of thing. But I do, like, I don't think I would say the majority and not just SEOs are behind. Like, the executives are behind because they're thinking that the metrics they set last year, they can just add 10% and that's going to happen this year. Bad news, like, that's just not how the world works. And like, you know, is this why we're seeing so much change, like in marketers and in digital teams? You know, I actually don't think it's their fault because like, it's a bit of a dumpster fire right now. Like, we don't have the data, we. So we need to kind of be walking through that journey. And frankly, like, this is literally what I talk to my team about is like, we need to build those steps to take people on this journey from like, how we're thinking and researching content to where this is going and how do we use data to do that. So that's why I say behind, I think, like, unless, like everyone is again getting a cross functional group of people, you know, putting together to educate their executives on how this changed. Last week I spoke at the Healthcare Conference for Physician Strategy and I had an SVP sit on a panel in the first session and be like, Google Gemini and chat BTS our new homepage. Like, this is what's happening with the state of search. And she was talking about zero clicks and how that's, you know, we have to do structured data. I was like, who is this SVP and how is she so informed? But she was unique.

[Unknown Host]

Very unique. Yes.

[Martha Van Berkel]

So I guess that's my point is like, we need to be managing up, we need to be managing forward and we need to be like getting more collaborative around the table.

[Unknown Host]

100%. Couldn't agree more. That is a well said concept behind what's the word? And that wraps up this episode of the Voices of Search podcast. A big thank you to Martha Van Berkel from Schema App for joining us. If you'd like to connect with Martha, you can find a link to her LinkedIn profile in our show notes or on thevoicesofsearch.com for more information about schema app, visit schemaapp.com 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 bring you back to our feed. Okay, that's all for today and until next time, remember, the answers are always in the data.