Summary3 min read

Podcast Summary: The Evolving Relationship Between SEO and B2B

Podcast: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Host: Jordan Cooney
Guest: Sean from Apollo
Date: August 20, 2025
Main Theme: Examining how SEO and B2B marketing are transforming with the rapid advancement of AI, and what strategies, attitudes, and differentiators will matter most in the near future.

Episode Overview

In this forward-looking episode, host Jordan Cooney and guest Sean from Apollo discuss the trajectory of SEO and B2B marketing over the next two years, focusing particularly on the impact of AI. They share predictions about how the widespread adoption of generative AI will shift what matters in B2B content and SEO—from concerns about “AI-written content” to a focus on demonstrable value and unique application.

Key Discussion Points & Insights

1. AI’s Current and Future Role in B2B

Widespread Adoption:
The conversation highlights that most B2B marketers already use AI tools:

“We already know that 70% are using it right now. Two years… we're probably in the 90s at least. Maybe. I mean, I hope.” (Sean, 01:02)
Shift in Perception:
Early questions about AI-origin content will diminish as AI integration becomes universal and expected.

2. From Tool to Differentiator: Value is King

Beyond “Was it made with AI?”
As AI becomes standard, the distinguishing factor won’t be whether AI was used, but how it was used:

“It's going to be all about value. It's not going to be about AI anymore. It's going to be about who's using this to give me the most value.” (Sean, 01:40)
Examples of Innovators:
Companies already excelling with AI (like “Windsurf” and “Lovable”) serve as models for leveraging AI in unique ways.
Focus on Use Case:
B2B buyers will care less about AI authorship and more about the meaningful utility of the content.

3. Hardware and Platform Evolution

AI Ecosystem Expansion:
New hardware and platforms from major players—referenced as “that dude who designed the iPhone,” GPT integrations, and Microsoft products—will reshape the landscape:

“We're going to have companies like Microsoft releasing amazing stuff. Like, it's going to be an entirely different landscape.” (Sean, 01:29)
Implication:
Marketers and SEOs must stay agile and keep pace with not just AI software, but the broader ecosystem evolution.

Notable Quotes & Memorable Moments

On Adoption and Changing Attitudes:

“If we look at that rate of adoption and that line graph, we're probably in the 90s at least. Maybe. I mean, I hope.” (Sean, 01:02)
On Differentiation:

“It's not going to be about AI anymore. It's going to be about who's using this to give me the most value.” (Sean, 01:40)
On the Future Competitive Landscape:

“So who's using it in an incredibly cool way two years from now when we have different hardware... It's going to be an entirely different landscape.” (Sean, 01:28)

Important Segments & Timestamps

00:30–01:15: The pivot from skepticism about AI content to normalization of AI adoption in B2B
01:15–01:40: Discussion on what becomes the true differentiator in a future where everyone uses AI: value
01:28–01:42: Predictions on new hardware and platforms, and how they’ll change the B2B landscape

Episode Takeaways

AI is a Tool, Not the Message:
In B2B SEO and marketing, the novelty of AI will fade. Value delivered will win.
Strategic Use Wins:
Companies that creatively and effectively integrate AI into their workflows and content will stand out.
Constant Evolution:
With hardware and platform changes imminent, marketers must stay flexible and innovative to maintain a competitive edge.

Conclusion

The relationship between SEO and B2B is evolving rapidly, not just due to AI adoption but because of the increasing importance of value differentiation. In the next two years, expect the question to shift from “Did you use AI?” to “How are you using AI to drive real value?” Success will go to those who innovate and demonstrate utility amid ongoing technological change.

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[00:00]
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The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Jordan Cooney. All right, crystal ball, we're looking into the future. Let's take a look at where things are going. Tell me how the relationship between SEO and B2B marketing will evolve over the next two years. As AI capabilities advance, people are going to value real content over AI content. They're going to question up. Coming up to the two years, they're going to question whether or not they're reading an AI thing and then ultimately they're not going to care because they're going to look at the value because B2B is very different than B2C. And in B2B, there's a lot of people that already know the practical use cases of AI and they're probably using it themselves. Like, we already know that 70% are using it right now. Two years. If we look at that rate of adoption and that and that line graph, we're probably in the 90s at least. Maybe. I mean, I hope. Oh, of course. So. So if we are, then I don't think it's like, ah, you used AI. Like, we're way past that now. It's more like, how are you using AI? Like Windsurf Lovable. These companies kick ass. And it's because they're using AI in an incredibly cool way right now. So who's using it in an incredibly cool way two years from now when we have different hardware, like that dude who designed the iPhone, his thing is going to be out with GPT. Yep. We're going to have companies like Microso releasing amazing stuff. Like, it's going to be an entirely different landscape. So long silly answer, short version, TLDR is it's going to be all about value. It's not going to be about AI anymore. It's going to be about who's using this to give me the most value. Love it. And that wraps up this episode of the Voice of Search podcast. A big thank you to Sean from Apollo for joining us. If you'd like to contact Sean. You can find a link to his LinkedIn profile in our show notes or@voicesofsearch.com for more information about Apollo, visit Apollo IO. If you haven't subscribed yet and want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed soon. Okay, that's all for today, but until next time, remember, the answers are always in the data. Sam.