Voices of Search Episode Summary Title: Should you build separate teams for traditional vs AI search?
Podcast: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Host: Tyson Stockton
Guest: Jason Lacks, SAP
Release Date: July 2, 2025

Introduction

In this episode of the Voices of Search podcast, host Tyson Stockton delves into a pertinent debate within the SEO and content marketing landscape: Should companies establish separate teams for traditional search and AI-driven search strategies? Joining him is Jason Lacks from SAP, whose insights provide a balanced perspective on this evolving topic.

The Debate: Trend or Trash?

Tyson opens the discussion by presenting a common industry viewpoint: some companies are contemplating, or have already started, building distinct teams dedicated to traditional search methods versus AI-enhanced search approaches.

Tyson Stockton [02:15]: "I've been hearing some companies that have been discussing and kind of implementing having separate teams for traditional search versus AI search, having separate resources that are focused on each of these. Do you view that as a trend or a trash?"

Jason responds thoughtfully, expressing skepticism about the longevity and effectiveness of this strategy.

Jason Lacks [02:30]: "Wow, I wanted to say trend, but I have a feeling that I'll say trend but eventually be trash. They'll just merge back together."

Short-Term Gains vs. Long-Term Strategy

The conversation shifts to the practical implications of maintaining separate teams. Jason suggests that while dividing teams might offer short-term benefits—such as swiftly adapting to new AI tools and techniques—it may not be sustainable in the long run.

Jason Lacks [03:10]: "It could be a useful short-term tactic just to get up to speed and where you need to be with these tactics and these engines. But eventually, there's just so much overlap they're going to come back together 100%."

Tyson concurs, highlighting the interconnectedness of various SEO strategies and the necessity for a unified approach.

Tyson Stockton [03:45]: "Yeah, it's not a different set of tactics like paid or social. There are a lot of overlap and correlations."

Integration Over Division

Both speakers emphasize the importance of collaboration between teams, rather than siloed operations. They argue that the fundamentals of SEO remain consistent, regardless of whether AI is involved, and thus the strategies should remain integrated.

Jason Lacks [04:20]: "The fundamentals are there. And I think too, it's like there's such a blend and an overlap between the two that if we're only thinking of them in independent silos, you know, eventually those worlds are going to be too blended and overlapped to separate."

Tyson Stockton [04:50]: "It's against content and technical SEO. I mean, you don't want to split those. I mean, you need to split your time between them rather than just focusing on one. But you don't want two separate teams. They need to work together lockstep."

Content and Technical SEO Synergy

The discussion further delves into the specific areas of content SEO and technical SEO, underscoring that both domains are integral to a cohesive SEO strategy. Splitting teams could lead to fragmented efforts, weakening the overall effectiveness.

Jason Lacks [05:30]: "You don't want two separate teams. They need to work together lockstep."

Conclusion and Key Takeaways

As the episode draws to a close, Tyson and Jason summarize their key points, advocating for a holistic approach to SEO that leverages both traditional and AI-driven tactics within a unified team structure. This ensures consistency, fosters collaboration, and maximizes the potential of both methodologies.

Final Thoughts and Recommendations

For organizations contemplating the division of SEO responsibilities, the episode offers clear guidance:

• Short-Term Separation: May be beneficial for rapidly adapting to new AI tools and training.
• Long-Term Integration: Essential for maintaining a cohesive strategy that leverages the strengths of both traditional and AI-enhanced SEO.
• Collaboration Over Siloing: Encourages shared knowledge, unified objectives, and streamlined processes between all SEO-related functions.

Closing Remarks

Tyson wraps up the episode by thanking Jason Lacks for his valuable insights and directs listeners to connect with him via LinkedIn or his company's website at SAP.com. He also encourages listeners to subscribe for more daily SEO and content marketing wisdom.

Tyson Stockton [06:20]: "If you haven't subscribed yet and you'd like a daily stream of SEO and content marketing insights, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed in the following days."

This episode provides a nuanced exploration of the structural considerations businesses face in the evolving SEO landscape, offering actionable advice for maintaining agility and effectiveness in both traditional and AI-driven search strategies.