Voices of Search Podcast

Episode: The Most Important Metric in Your SEO Dashboard
Date: February 28, 2026
Host: Jordan Cooney
Guest: Thomas Payam, CEO & Co-Founder of Otterly AI

Episode Overview

This episode tackles a critical and evolving topic in the world of content and search engine marketing: identifying the most important, often-overlooked metrics in SEO dashboards and understanding how AI models evaluate online content. Host Jordan Cooney and guest Thomas Payam discuss actionable insights into leveraging unique data signals, with a special focus on Wikipedia's impact, to boost organic visibility in an increasingly competitive landscape.

Key Discussion Points & Insights

1. Understanding Underutilized SEO Signals

• AI and SEO: The episode opens with a provocative question about which signals sophisticated AI models now pick up on, but marketers often miss.
• Overlooked Metrics: Thomas Payam highlights Wikipedia as a significant but frequently neglected asset for brands striving for credibility and visibility.

2. The Power of Wikipedia for SEO

• Practical Example: Thomas shares Otterly AI’s journey in creating a Wikipedia page, emphasizing its tangible impact on their organic presence.
• Why Wikipedia Matters: The hosts underscore how a Wikipedia page serves as an authoritative reference point for both users and search engines, contributing to trust and improved brand rankings.

3. Actionable Takeaways for Marketers

• Optimizing for New Signals: Marketers should integrate Wikipedia into their SEO strategies, recognizing it as a key trust and authority signal for modern search algorithms.
• Addressing Gaps: Many brands still lack Wikipedia pages, potentially missing out on valuable search visibility and credibility boosts.

Notable Quotes & Memorable Moments

• Jordan Cooney (Host):
  [02:18] “What’s one signal that AI models pick up on but marketers are rarely optimizing for?”

• Thomas Payam (Guest):
  [02:28] “Wikipedia is still a hard nut to crack for many teams as well. So we saw a big impact. We didn’t have a Wikipedia page ourselves 12 months ago; we launched one… seven, eight months ago and we saw some good impact there. So I think marketers are not really utilizing the visibility that you could get through a Wikipedia presence, through a Wikipedia page.”

Important Segment Timestamps

• [02:18] – Key question on hidden AI-observed SEO signals
• [02:28] – Thomas Payam discusses Wikipedia’s impact and missed opportunity
• [02:57] – Episode wrap-up and data-driven encouragement

Episode Takeaways

• Main Theme:
  Search engines—and the AI models powering them—increasingly value signals beyond just link authority and keyword relevance. Wikipedia presence stands out as a metric with significant untapped potential for organic growth.
• Action Steps:
  Marketers should evaluate their brand's Wikipedia presence and reputation as part of a holistic SEO strategy, ensuring they're capitalizing on this authoritative, trust-building channel.

“Remember, the answers are always in the data.”
— Jordan Cooney [02:57]