Voices of Search Podcast

Episode: Standing Out in Enterprise SEO: Building Creative In-House Teams

Host: Tyson Stockton
Guest: Patrick Stokes (Ahrefs)
Date: February 22, 2026

Episode Overview

This episode of the Voices of Search podcast explores the rapidly evolving landscape of SEO and content marketing, focusing on how innovative, creative in-house teams can distinguish themselves in the competitive enterprise SEO space. Host Tyson Stockton is joined by Patrick Stokes from Ahrefs to discuss recent research, changing search behaviors, and practical strategies for leveraging data and creative thinking to drive organic growth. The conversation provides both high-level insights and tactical recommendations, especially as AI and alternative search tools reshape the industry.

Key Discussion Points & Insights

1. Noteworthy Research in Search & SEO (02:22–03:24)

• Patrick Stokes highlights standout research and experiments conducted recently in the SEO community:
  • AI Overviews and Click-Through Rates:
    • Reference to a study by Ryan Law showing a "34 and a half percent drop in clicks from AI overviews."
    • Suggests significant shifts in organic click patterns due to Google's and AI assistants' changing interfaces.
  • Fake Company Citation Experiment:
    • Mention of Mateusz’s experiment where he "made a fake company...to get that cited," illustrating the evolving challenges and loopholes in content credibility and link-building.
  • Studies from OpenAI, Harvard, and Anthropic’s Claude:
    • These studies examine the types of searches users perform with AI tools versus traditional search engines.
    • Patrick notes the scope: "What they classified as search is more narrow than I would say what people use Google for."
    • Implication: AI tools are being used for a broader set of queries than current studies suggest; SEOs may be underestimating their impact.

2. The Expanding Definition of Search

• Patrick suggests that traditional research may not fully capture how users interact with AI assistants:
  • Quote (03:20):
    • "I think more people are actually like searching in these AI assistants than we give them credit for."
  • Calls for broader thinking about where and how search behaviors are evolving.

3. Actionable Takeaways for Enterprise SEO

• Stay Current with Research:
  • Tyson asks about recent studies SEOs should pay attention to, emphasizing the importance of data-driven decision-making ("what are some of your favorite newer...research studies or works that you would want to point other SEOs towards?" – 02:22).
• Evaluate AI’s Impact:
  • With notable CTR drops and changing query environments, enterprise teams need to monitor the effects of AI integration on their search performance.
• Creative Experimentation:
  • The fake company citation experiment highlights the need for innovative, sometimes unconventional testing to understand algorithmic nuances.

Notable Quotes & Memorable Moments

• 34.5% Drop in Clicks due to AI Overviews

  • "the 34 and a half percent drop in clicks from AI overviews from Ryan Law..."
    — Patrick Stokes, 02:35

• Search is Broader than Studies Suggest

  • "What they classified as search is more narrow than I would say what people use Google for. So I think more people are actually like searching in these AI assistants than we give them credit for."
    — Patrick Stokes, 03:12–03:20

• On Recent Experiments

  • "Mateusz was like making the fake company and everything to get that cited..."
    — Patrick Stokes, 02:40

Important Segment Timestamps

• [02:22] — Host Tyson asks about recommended SEO research and reports
• [02:32–03:24] — Patrick highlights key studies (AI CTR drops, fake company experiment, OpenAI/Claude/Harvard research)
• [03:12–03:20] — Patrick questions current definitions of “search” and user behavior with AI assistants

Episode Tone & Takeaways

The discussion is practical, data-informed, and forward-looking, with a blend of caution and enthusiasm for the future of search. Tyson drives the conversation with pointed questions, while Patrick interjects experienced perspective and a healthy skepticism about current research boundaries.

Summary for Listeners

If you're managing or scaling an enterprise SEO team—or simply want to stay ahead of how AI is transforming search—this episode offers concise but impactful reflections. Key advice? Think beyond today’s organic search, pay attention to data on shifting user behavior, and don’t hesitate to experiment with new tactics and tools as the search landscape rapidly diversifies.