Voices of Search Podcast

Episode: Optimize for AI or Traditional Search?
Release Date: June 26, 2025
Host: Tyson Stockton
Guest: Tyler Einberger
Network: I Hear Everything Podcast Network

Introduction

In this episode of Voices of Search, host Tyson Stockton engages in a thought-provoking discussion with SEO and content marketing expert Tyler Einberger. The conversation centers around the evolving landscape of search optimization, specifically debating whether businesses should prioritize optimization for Artificial Intelligence (AI) or traditional search engines. The dialogue delves into the interplay between foundational SEO practices and emerging trends driven by AI advancements.

Optimizing for AI vs. Traditional Search

Tyler Einberger initiates the conversation with a pivotal question: "Would you optimize for AI or traditional search?" (00:44). The guest challenges the notion of choosing between the two, asserting that optimization strategies for AI and traditional search are not mutually exclusive.

Key Points:

• Unified Optimization Practices: Fundamental SEO techniques such as technical hygiene, brand mentions, backlinks, and topic clustering are effective for both AI and traditional search platforms.

  "I actually don't think this is mutually exclusive... these things work everywhere." (00:50)

• Interconnected Benefits: Enhancing visibility for AI-driven platforms inherently boosts visibility for human users as well, creating a synergistic effect.

  "What helps the LLMs or agents or any other bot cite you, that probably helps humans find you too." (00:57)

• Evolving Landscape: While there are minor differences in optimization strategies, the overall approach remains cohesive, adapting as technology evolves.

  "It's an evolving thing too. And I could be totally wrong about this." (01:05)

Shifting Priorities and Strategy Adjustments

Tyler probes further into whether the rise of AI necessitates a shift in SEO priorities and strategies.

Key Points:

• Incorporating AI-Specific Optimization: Businesses are starting to factor in AI-centric strategies, such as optimizing for large language models (LLMs) and conversational agents.

  "We're starting to include this type of thinking specific to optimizing for LLMs or even better yet, thinking about the future beyond that." (02:10)

• Technical SEO Adjustments: An example provided is elevating client-side rendering to server-side rendering to accommodate AI-driven search that doesn't process JavaScript.

  "This makes me elevate client side rendering on a website to a higher priority for an engineering team to switch to server side rendering." (02:20)

• Business Prioritization: Aligning technical SEO changes with business priorities ensures that optimization efforts are strategically beneficial.

  "If that's a priority for the business, I like it." (02:35)

Emerging Competitors and Indexing Methods

The discussion shifts to how competitors like ChatGPT and Perplexity are developing their own indexing mechanisms, influencing SEO strategies.

Key Points:

• Unique Indexing Systems: As AI platforms develop proprietary indexes, the differentiation in data collection and indexing becomes more pronounced.

  "ChatGPT is using Bing's index. Perplexity. They have their own." (03:26)

• Impact on SEO Focus: The uniqueness of each AI's indexing approach may drive shifts in how SEO efforts are directed, emphasizing the need for adaptive strategies.

  "We're gonna see even more shifts in how you would, you know, focus." (03:40)

• Fundamentals Remain Valuable: Despite these changes, core SEO fundamentals continue to hold significant value, serving as the foundation upon which new strategies are built.

  "A lot of the fundamentals that we've been using are still in play and still valuable." (04:00)

Measurement Challenges in AI Optimization

Tyler and his guest address the current limitations in measuring SEO effectiveness within AI contexts.

Key Points:

• Lagging Measurement Tools: Existing tools struggle to accurately track visibility and usage within AI-driven search environments.

  "Measurement's so far behind. The tools are obviously behind." (04:26)

• Manual Data Collection: Without automated tools, SEO professionals may need to resort to labor-intensive methods to estimate AI-driven traffic sources and user interactions.

  "It's a ton of work and still not representative actual usage." (05:00)

• Risk of Data Gaps: The absence of comprehensive data from AI interactions poses significant risks for businesses relying solely on traditional SEO metrics.

  "We don't get data from LLMs on usage, which is a big risk right now, 100%." (05:10)

Future Paradigms in SEO Reporting and Tracking

Concluding the discussion, Tyler emphasizes the need for a paradigm shift in SEO reporting and tracking to keep pace with AI advancements.

Key Points:

• Beyond Traditional Metrics: The standard metrics like ranking positions may become less relevant in an AI-dominated search landscape.

  "Reporting of ranking positions... just doesn't change your tactics." (05:31)

• Focus on Tactical Adaptation: The spotlight should shift towards how SEO tactics are evolving, rather than solely on where sites rank in search results.

  "That's where the focus needs to be because that's where you're going to see a change." (05:45)

• Adaptation for Competitive Edge: Understanding and adapting to the rapidly evolving specifics of AI-driven search can provide a competitive advantage.

  "Seems to be evolving quicker than the actual tactics of website implementation." (04:10)

Conclusion

The episode wraps up with Tyson Stockton expressing gratitude to Tyler Einberger for his insightful contributions. Listeners are encouraged to connect with Tyler through his LinkedIn profile or visit his company's website at momenticmarketing.com. Additionally, opportunities to engage with the local Milwaukee Digital Marketing Club are highlighted for those in the area.

Final Thoughts: The conversation underscores the intricate balance between maintaining robust traditional SEO practices while integrating and adapting to AI-driven search mechanisms. As the landscape continues to evolve, SEO professionals must remain agile, leveraging both foundational and innovative strategies to sustain and enhance their organic growth efforts.

Notable Quotes

• "I actually don't think this is mutually exclusive... these things work everywhere." — Unnamed Guest (00:50)

• "We're starting to include this type of thinking specific to optimizing for LLMs or even better yet, thinking about the future beyond that." — Unnamed Guest (02:10)

• "We don't get data from LLMs on usage, which is a big risk right now, 100%." — Unnamed Guest (05:10)

Additional Resources

• LinkedIn Profile of Tyler Einberger: LinkedIn
• Momantic Marketing Website: momenticmarketing.com
• Milwaukee Digital Marketing Club: Join Here

Stay tuned for more insights and strategies in upcoming episodes of Voices of Search. Don't forget to subscribe to our podcast on your preferred platform to receive daily updates on SEO and content marketing.