Voices of Search Podcast Summary: SEO, Google AIOs & LLMs
Release Date: August 11, 2025
Host: Jordan Cooney
Guest: Kevin Indig, Independent SEO Advisor
Introduction and Context
In the latest episode of the Voices of Search podcast, host Jordan Cooney engages in a deep discussion with SEO expert Kevin Indig. The conversation centers around the transformative impact of Artificial Intelligence (AI), specifically Google's AI Overviews (AIOs) and Large Language Models (LLMs), on the landscape of Search Engine Optimization (SEO) and content marketing.
The Fundamental Shift in the SEO Landscape Due to AI
Kevin Indig emphasizes that the integration of AI into search engines represents the most significant shift in the history of search. He explains the breakdown of the traditional "generational contract" between Google, websites, and advertisers:
"What I'm talking about is that there used to be this implied contract between Google and the web and advertisers which said that websites provide their content to Google, Google sends some traffic, and at the same time they're allowed to run ads against the search results. That was kind of like a three-part or three-way contract."
— Kevin Indig [05:11]
However, with AI Overviews delivering comprehensive answers directly within search results, users are increasingly less likely to click through to external websites, thereby diminishing one of the primary sources of referral traffic.
Redefining Visibility in an AI-Driven Search World
The concept of "visibility" in search has evolved. Kevin introduces a model focusing on influence and presence within AI-generated answers:
"Are you mentioned in the answer of AI overviews? AI mode like ChatGPT? I kind of put it all in the same bucket, by the way."
— Kevin Indig [05:56]
He posits that AI modes will soon become the default search experience, necessitating new metrics to assess how brands are mentioned and influence consumer decisions without relying solely on traditional metrics like click-through rates.
Adapting Metrics for the New Search Environment
With AI altering user behavior, Kevin advocates for a shift in key performance indicators (KPIs) to better capture brand presence and influence:
- Influential Impressions: Tracking impressions specifically from position one in search results, which likely corresponds to AI Overviews.
- Share of Voice: Measuring the percentage of search spots occupied by a brand compared to competitors across AI and traditional search results.
- Sentiment Surveys: Gathering qualitative data on how users perceive the brand and recalling its presence in AI-generated content.
"What's the big point with that is being able to identify what are the very specific needs from very specific people that are relevant to my business and how can I create content for exactly that."
— Kevin Indig [14:10]
Practical SEO Strategies in the Age of AI
The conversation delves into actionable strategies SEOs can adopt:
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Content Freshness: Ensuring that website content is regularly updated, as LLMs prioritize newer information.
"I saw an analysis recently that said that 85% of the content that is cited in LLMs is less than 2 years old."
— Kevin Indig [24:17] -
Diversified Content Types: Moving beyond traditional articles to include original data, studies, reports, and multimedia content like videos.
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User Research: Transitioning from keyword-based strategies to conducting direct user interviews and collecting first-party data to understand specific user intents and problems.
"You need to think more like a brand marketer who has a direct channel to customers and a target audience. And you need to collect quality data at some small scale, pair it with all the large quant data, and then draw the picture of what works and what doesn't."
— Kevin Indig [17:46]
The Role of Multimodal Elements in SEO
Jordan Cooney highlights the growing importance of multimodal content—such as videos and interactive media—in enhancing user engagement and influencing AI-generated search responses.
"You need to think about when does their experience or the part of the user journey require a video, or when is the video a better way to consume that experience."
— Kevin Indig [35:05]
Given that platforms like YouTube are integral to LLM training data, optimizing video content becomes crucial for maintaining visibility and authority in search results.
Reevaluating Practices: User Research and Content Creation
The episode underscores a paradigm shift from traditional SEO practices to a more holistic approach that integrates user insights directly into content strategy:
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User Interviews: Engaging with customers to gather qualitative data that informs content creation tailored to specific user needs.
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Brand Presence Across Platforms: Actively managing and optimizing presence not just on Google, but also on platforms like Reddit, YouTube, and third-party review sites to build trust and influence across multiple touchpoints.
"SEO is a demand harvesting channel, but that's not enough anymore. You need to find your audience and you can do it again."
— Kevin Indig [35:05]
Future Outlook: Balancing Traditional SEO and AI Optimization
Looking ahead, Kevin advises maintaining a balanced approach:
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Dual Optimization: Continuing to optimize for traditional search engines like Google while simultaneously leveraging AI-driven platforms and LLMs.
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Automation: Utilizing AI tools to streamline workflows, boost efficiency, and stay ahead in the competitive SEO landscape.
"The first thing I would say is that it's to first of all understand the touch points with your audience... provide content in the format that makes the most sense for what people are trying to achieve, and then measure that with the metrics that we laid out earlier."
— Kevin Indig [36:17]
He also notes that while AI presents new opportunities, it doesn't negate the importance of foundational SEO practices such as website speed, crawlability, and user experience.
Conclusion
The episode concludes with a reaffirmation of the necessity for SEOs to adapt swiftly to the changing environment. Embracing user research, diversifying content strategies, and leveraging AI tools are essential steps to thrive in an AI-dominated search landscape.
"Look, dare to automate some things. Play with this. Build your own tools. Really lean into AI, not just in terms of search, but also for yourself."
— Kevin Indig [40:36]
Jordan Cooney wraps up by expressing gratitude for Kevin's insightful contributions, emphasizing the evolving nature of SEO in the face of AI advancements.
Key Takeaways:
- AI is Redefining SEO: Traditional SEO tactics are becoming less effective as AI delivers more comprehensive answers directly within search results.
- New Metrics are Essential: Focus on influential impressions, share of voice, and sentiment surveys to gauge visibility and influence.
- Embrace Multimodal Content: Incorporate videos and other multimedia content to enhance user engagement and authority.
- User-Centric Strategies: Conduct user interviews and gather first-party data to create content that directly addresses specific user needs.
- Balanced Optimization: Continue optimizing for traditional search engines while also leveraging AI-driven platforms and tools.
- Automation and Efficiency: Utilize AI to streamline SEO workflows and maintain a competitive edge.
This episode serves as a crucial guide for SEO professionals navigating the rapidly evolving landscape shaped by AI and LLMs, offering both strategic insights and practical advice to maintain and enhance online visibility.