One word that sums up where AI search visibility is headed

Summary

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)

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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.

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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.

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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.

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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.

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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.

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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])

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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.

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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.

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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])

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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.

Transcript

[Tyson Stockton]

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, Tyson Stockton.

Next one's going to be what's the word? What's one word in your mind that sums up where AI search visibility is headed?

[Killian Dunn]

Compressed. I think what's happening is noise is getting compressed into very specific information. And so it means that 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. We kind of need to work under the assumption that instead of thinking, okay, hey, a user is going to hear 20 things about us and that's kind of have these 20 different messages. Instead we need one or two messages that get hammered home over and over. This is our message. This is how we're unique. Anybody here is us. They think this is the concept they think of. And getting that message really dialed will be a huge part of positioning and the rest will get compressed into that single message.

[Tyson Stockton]

I agree with that. I think from my side I would add complexity to it and it would just go back to your point earlier of how attribution is getting more difficult. You have greater variance in different users prompts. So I think the narrative or the kind of like the kind of source of truth in this is getting a lot cloudier and a little more complex in creating that attribution line. And so it feels like we're kind of in this era of having maybe a few more blind spots or just kind of like not clear vision into some of those attribution lines.

[Killian Dunn]

Is attribution the area you think that complexity has increased most?

[Tyson Stockton]

I mean it's a chicken or the egg in that sense, like I think it is, but it's more of a result of like the user and like how the user is going to search a little bit different from one person to another. And so I think like maybe it's not the most, but I think it's like a response to the changing consumer behavior and how we're interacting with the systems but it's like, I mean, at least what I've been kind of advocating for people is like, you don't necessarily need to know every single keyword that people are searching for for your website. Like, we've never looked at every single query that's like going to a site. So you don't need to worry about every single prompt. It's like you're using that for a signal and for kind of like validation into your efforts rather than like an exhaustive like I need to know every kind of prompt that's driving users to my site.

[Killian Dunn]

Makes sense. Yeah, I think there's a bunch of areas. I think the broader tooling stack is becoming more broad. I think we're kind of mixing a lot of platforms with also point solutions and it's difficult to know what is top priority. I think that's the kind of common thing we hear a lot is like 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.

[Tyson Stockton]

And in some level too, like in especially like these performance reportings and kind of like visibility areas in my mind, like two of the strongest use cases in those typically comes from, especially if you're in like an enterprise type organization, stakeholder management, as well as competitive research, like almost like inputs for strategy. And I think like those, if I'm looking at then how do I approach it, like those are gonna be two areas that I'm gonna be kind of aiming towards. Cause I think like those are like some of the stronger ways that we should be using these tools rather than again, like an exhaustive, hey, I wanna like see everything. Just to see everything.

[Killian Dunn]

Absolutely, yeah. Like, I think in looking at our own kind of experience, often the most popular features that we have are the ones that showcase the value of the work SEOs are doing. Okay, hey, this is how this impacts your revenue, this is how it impacts your conversion, and so on. It all starts from there. Maybe you might need to do some work to get there, but that's ultimately what you want to show executives. And what's cool is that this is now being used in really senior contexts. It's being used in board presentations with C suite conversations. That's the narrative that's going on as to, hey, we need to win in this organic trial. And now that SEO is a really big part in that, it's becoming such a key role, a key area. It's really cool to see.

[Tyson Stockton]

I love hearing that piece too because it's like 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 from a dev perspective. So having like hearing that focus kind of from your side too of that stakeholder management is such a key element for I think like the success of any, you know, any SEO or any SEO team. Well, with that, that's going to wrap up this episode of the Voice of Search podcast. Thanks again to Killian Dunn from Telepathic for joining us. If you'd like to contact Kilian, you can find a link to his LinkedIn profile in the show notes or go on over and check out his company's [e-mail]. if you haven't subscribed yet and want a daily stream of SEO content marketing knowledge in your podcast, hit the subscribe button on your podcast app or on YouTube and we'll be back in your feed soon. So with that, that's all for today. Thanks for stopping by and we'll see you in the next episode.