Voices of Search Podcast: Optimizing For Traditional Search Engines Vs AI Platforms

Podcast Information:

• Title: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
• Host: Jordan Cooney
• Guest: Chris Andrew, Co-Founder and CEO at Scrunch AI
• Release Date: April 24, 2025

Introduction

In the April 24, 2025 episode of Voices of Search, host Jordan Cooney welcomes Chris Andrew, the Co-Founder and CEO of Scrunch AI—a company dedicated to helping businesses optimize their presence across generative AI platforms. The episode delves into the evolving landscape of search engine optimization (SEO) amidst the rise of AI-driven search platforms.

Optimizing for Traditional Search Engines vs. AI Platforms

Lightning Round: Choosing Focus Areas

At the onset, Jordan poses a critical question to Chris: "Would you choose to optimize for traditional search engines or AI platforms if you can only focus on one for the next quarter?" (00:42).

Chris Andrew's Response:

Chris navigates the dilemma by emphasizing the foundational role of traditional SEO in supporting AI platform optimization:

"I think I would focus on the tactics that AI models need, but in a traditional search way. Traditional search engine optimization is the foundation for how these models are deciding what to look at..." (01:10)

He underscores that without strong traditional SEO—being ranked by giants like Google and Bing—AI models are less likely to surface a business's content. Chris advocates for a harmonious approach, suggesting that optimizing for human intent inherently benefits both traditional and AI-driven search outcomes. He cautions against sidelining traditional SEO, highlighting Google's dominance in driving over 90% of traffic for most businesses:

"It's a very risky strategy to say SEO is dead when Google represents 90% plus traffic for most businesses today." (01:40)

Investment Strategies: Traditional SEO vs. AI-Based Search

Deep Dive: Allocating Resources

Continuing the discussion, Jordan asks Chris how he would allocate investment between AI-based search experiences and non-AI (traditional) placements:

"If you have to do a toss up between investing heavily in AI-based experiences in the search versus non-AI placements. How would you invest between those two?" (02:43)

Chris Andrew's Insights:

Chris advocates for a substantial investment in AI outcomes, citing the dynamic nature of AI-driven search indexing:

"I'd invest heavily in the AI outcomes. The results for AI-generated returns are actually changing faster because the models are accessing your content in basically real time." (03:03)

He explains that AI models process and utilize content nearly instantaneously, allowing for rapid incorporation of updated information:

"If you make a change to your content pages today, there's a very high likelihood of having that content returned in a new GPT result, perplexity result, AI overview within five seconds." (03:45)

This real-time indexing contrasts sharply with traditional search engines, which may take days to reflect content changes. Chris highlights the strategic advantage of AI platforms in maintaining up-to-date and highly relevant search results, making them a priority for investment.

Key Insights and Conclusions

1. Interdependence of Traditional SEO and AI Platforms:

   • Traditional SEO remains critical as it forms the backbone upon which AI models build their search capabilities.
   • Ensuring high rankings in conventional search engines enhances visibility across AI-driven platforms.

2. Content for Human Intent:

   • Creating content that addresses human intent not only satisfies traditional SEO criteria but also aligns with how AI models interpret and utilize information.
   • Simplistic and human-focused content avoids unnecessary complexity, making it versatile for various search environments.

3. Dynamic and Real-Time Optimization:

   • AI platforms offer the advantage of real-time content indexing, enabling businesses to adapt swiftly to changes and capitalize on trending queries.
   • Investing in AI-driven search optimization allows for more agile and responsive marketing strategies.

4. Avoiding the SEO Myopia:

   • Dismissing traditional SEO in favor of AI platforms is precarious given the latter's reliance on established search engine rankings.
   • A balanced approach that leverages the strengths of both traditional and AI-based SEO practices is recommended for sustained organic growth.

Notable Quotes

• Chris Andrew on Traditional SEO Foundations:

  "Traditional search engine optimization is the foundation for how these models are deciding what to look at..." (01:10)

• On the Real-Time Advantage of AI Platforms:

  "If you make a change to your content pages today, there's a very high likelihood of having that content returned in a new GPT result...within five seconds." (03:45)

• Caution Against Neglecting Traditional SEO:

  "It's a very risky strategy to say SEO is dead when Google represents 90% plus traffic for most businesses today." (01:40)

Conclusion

The episode underscores the evolving dynamics between traditional search engines and emerging AI platforms. Chris Andrew articulates a strategic framework where traditional SEO remains indispensable, even as AI-driven search becomes more prevalent. By focusing on content that caters to human intent and leveraging the real-time capabilities of AI, businesses can navigate the complex SEO landscape effectively.

Connect with Chris Andrew:

• LinkedIn: LinkedIn Profile
• Scrunch AI: scrunchai.com

Subscribe: For more insights on SEO and content marketing, subscribe to the Voices of Search Podcast on your preferred podcast platform or visit voicesofsearch.com.

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