Voices of Search Podcast Summary: "The New Sp[AI]ce Race"

Release Date: June 19, 2025
Host: Jordan Cooney
Guest: Michelle Robbins, Manager of Strategic Initiatives and Intelligence at LinkedIn

Introduction

In the episode titled "The New Sp[AI]ce Race," Jordan Cooney engages in an insightful conversation with Michelle Robbins from LinkedIn. They delve into the evolving landscape of search engine optimization (SEO) and the pivotal role of artificial intelligence (AI) in shaping how consumers discover information and content online.

The AI-Driven Evolution of Search

Michelle Robbins reflects on the longstanding relationship between AI and search, noting her early recognition of AI's potential impact on search dynamics back in 2014. She emphasizes the transformative shift from traditional SEO practices like link building and keyword stuffing to more sophisticated, AI-driven approaches.

“The days of links, link building, and keyword stuffing are going to come to an end sooner rather than later.” ([03:59])

Michelle highlights how Google's acquisition of DeepMind and the integration of AI into search results were natural progressions, albeit with challenges related to monetization and maintaining their advertising revenue streams.

Google's Strategic Approach to AI

The discussion pivots to Google's position in the AI race compared to other tech giants like OpenAI, Microsoft, and Facebook. Michelle suggests that while Google has robust AI models, their cautious and responsible rollout, coupled with their reliance on advertising revenue, may contribute to the perception that they are trailing behind competitors in public-facing AI applications.

“They are a business. They are not a public service. They believe they're a public good, but they're a business, you know, fundamentally.” ([09:35])

Michelle speculates that Google's meticulous approach to deploying AI ensures they maintain control and responsibility, especially given their global regulatory obligations.

Verticalization and Monetization Strategies

Jordan Cooney and Michelle Robbins explore the concept of verticalization—tailoring AI models to specific industries or functions. Michelle posits that companies like Perplexity and ChatGPT's partnerships with various sectors exemplify this trend, which may significantly influence scalability and growth.

Moreover, the conversation touches upon how verticalization affects monetization. Google faces the dilemma of integrating advanced AI without jeopardizing its ad-centric revenue model, especially when competing products like ChatGPT operate without ads.

Evolving Search Experiences with AI

The integration of AI into search is transforming user interactions. Michelle discusses the potential future of AI in search, likening it to the "Star Trek computer" vision of seamless technology integration. She contemplates various delivery methods, including on-device AI, browser integration, and embedding AI into everyday environments.

“It's really about technology delivery. I don't think it's as much as about building the technology.” ([16:18])

Michelle underscores the complexity of delivering AI-enhanced search experiences, highlighting the necessity of both superior AI models and effective product delivery mechanisms.

Communication and Transparency with the SEO Community

Michelle praises Google's efforts in communicating AI advancements to both the industry and the public. However, she critiques the unrealistic expectations held by the SEO community, which demands detailed explanations and operational impacts from every update.

“We have this wild expectation that there's been an update and we should be given every, every bit of information and even more...” ([19:37])

She advocates for diversifying audience acquisition strategies to mitigate over-reliance on Google, emphasizing the importance of brand building beyond a single platform.

Diversifying Audience Acquisition

The conversation highlights the risks associated with depending solely on Google for traffic and audience engagement. Michelle advises businesses to expand their presence across multiple platforms to safeguard against algorithm changes and to ensure sustained audience growth.

“If you have everything and if you've got a full circle and it's Google, you are in so much trouble.” ([20:13])

Future of Content Access in the Age of LLMs

As large language models (LLMs) like ChatGPT become more prevalent, the episode explores how content accessibility might evolve. Michelle anticipates that publishers will increasingly require compensation for content used by AI models, altering the dynamics of content crawling and utilization.

“Publishers are going to have to get some understanding around the true value because I don't think it's going to be a world where everyone gets paid by Google to now enable their site to be crawled.” ([22:44])

She also notes that not all web content holds equal value, suggesting that Google can maintain its search efficacy even if some sites restrict AI access.

Conclusion

In "The New Sp[AI]ce Race," Jordan Cooney and Michelle Robbins provide a comprehensive analysis of the intersection between AI advancements and search engine optimization. They emphasize the necessity for businesses to adapt to AI-driven changes, diversify their audience acquisition strategies, and understand the shifting landscape of content accessibility. The episode underscores the critical balance between technological innovation and strategic monetization in maintaining a competitive edge in the ever-evolving world of SEO and content marketing.

For more insights and to listen to the full episode, visit Voices of Search.