Voices of Search Podcast – Episode Summary
Episode Title: One word that sums up where AI search visibility is headed
Date: November 7, 2025
Host: Tyson Stockton
Guest: Killian Dunn (Telepathic)

Episode Overview

In this episode, Tyson Stockton and Killian Dunn discuss the future of AI-driven search visibility in the SEO industry. The conversation centers on how AI is reshaping the nature of information retrieval, user behavior, attribution challenges, and what this means for brands and SEO practitioners. The guests share insights on shifting strategies, the importance of concise messaging, and evolving SEO tooling in an increasingly complex digital landscape.

Key Discussion Points & Insights

1. The One Word for AI Search Visibility: Compressed

[00:43 – 01:36]

• Killian Dunn identifies “Compressed” as the one word that encapsulates the direction of AI search visibility.
  • Quote: “Noise is getting compressed into very specific information...as an SEO, there's probably a handful of main points that we want our brand to be known for and we need to now be really, really selective as to what those points are.”
  • Brands can no longer rely on sharing a wide range of messages; instead, they must clarify and emphasize 1–2 key concepts that become synonymous with their brand.
  • AI search and answer engines filter and condense content, making it vital for brands to laser-focus their messaging.

2. Attribution Complexity in AI-Driven Search

[01:36 – 02:22]

• Tyson Stockton adds “Complexity” as another defining characteristic.
  • Quote: “The kind of source of truth in this is getting a lot cloudier and a little more complex in creating that attribution line.” ([01:36])
  • As user queries diversify and AI generates personalized results, accurately attributing search-driven traffic and conversions becomes much more challenging.
  • The fundamental way users interact with AI search leads to new blind spots for SEOs.

3. Shifting Focus: From Exhaustiveness to Signals

[02:22 – 03:18]

• SEOs shouldn’t fixate on identifying every search query or AI prompt driving traffic.
  • Tyson’s Advice: “You don't necessarily need to know every single keyword that people are searching for...you're using that for a signal and for kind of like validation into your efforts rather than...an exhaustive list.” ([02:22])
  • Instead, use indicative data for guidance and validation, focusing on key trends rather than exhaustive analytics.

4. Broader and More Complex SEO Tooling Landscape

[03:18 – 03:45]

• Killian notes the expansion of the SEO toolset — more platforms, more point solutions, and increased difficulty in prioritization.
  • Quote: “Finding out what is the single highest leverage action you can take as an SEO is becoming more difficult because there are more possible high leverage actions you could take.” ([03:18])
  • SEOs face analysis paralysis due to too many potentially impactful choices and tools.

5. Key Use Cases: Stakeholder Management & Competitive Research

[03:45 – 04:28]

• Tyson brings attention to two areas where SEO reporting tools provide the most impact:
  • Stakeholder Management: Communicating the value and ROI of SEO to executives and board members.
  • Competitive Research: Using data as inputs for strategic decisions, rather than for tracking every metric.
  • Tyson’s Perspective: “Those are gonna be two areas that I’m gonna be aiming towards...some of the stronger ways that we should be using these tools.” ([03:45])

6. SEO’s Growing Role in Business Leadership

[04:28 – 05:10]

• Killian describes how SEO’s influence is expanding at the highest levels of business.
  • SEO results and reporting are now part of C-suite and boardroom conversations.
  • Quote: “Now that SEO is a really big part...it's becoming such a key role, a key area. It's really cool to see.” ([04:28])
  • Success hinges on showing clear impact on revenue and conversions.

7. The Heart of Success: Buy-In and Resource Allocation

[05:10 – 05:35]

• Final thoughts highlight that implementation effectiveness depends on gaining buy-in and resources from across the organization.
  • Tyson: “So much of the value of our work comes in what you're able to implement and how you're able to gain buy in and momentum and budget or resources...” ([05:10])
  • Stakeholder management therefore isn’t just reporting, but a strategic lever for scaling SEO impact.

Notable Quotes & Timestamps

• Killian Dunn: “Noise is getting compressed into very specific information.” ([00:53])
• Tyson Stockton: “The kind of source of truth in this is getting a lot cloudier and a little more complex in creating that attribution line.” ([01:36])
• Tyson Stockton: “You don't necessarily need to know every single keyword that people are searching for...you're using that for a signal and for kind of like validation...” ([02:22])
• Killian Dunn: “The broader tooling stack is becoming more broad...finding out what is the single highest leverage action you can take as an SEO is becoming more difficult...” ([03:18])
• Tyson Stockton: “Those are gonna be two areas that I'm gonna be aiming towards...stakeholder management, as well as competitive research.” ([03:45])
• Killian Dunn: “Now that SEO is a really big part...it's becoming such a key role, a key area. It's really cool to see.” ([04:28])

Conclusion

This episode delivers a forward-looking perspective on AI’s compression of information and the resulting challenges and opportunities for SEOs. As search becomes more personalized and nuanced, the emphasis is put on crystal-clear brand messaging, strategic use of data, prioritizing the right tooling, and effective internal advocacy. The accelerating intersection of SEO with core business strategy makes alignment and stakeholder communication more essential than ever.