Voices of Search Podcast - Episode: Using AI To Build Linkable Assets

Host: Jordan Cooney
Guest: Stefan Spencer
Release Date: March 17, 2025

Introduction

In this insightful episode of the Voices of Search Podcast, host Jordan Cooney engages in a profound discussion with SEO expert Stefan Spencer about the transformative role of Artificial Intelligence (AI) in building linkable assets. The conversation navigates through the evolving landscape of link building, the integration of AI technologies, and the critical balance between automation and human oversight to ensure quality and effectiveness in SEO strategies.

1. Defining Linkable Assets

Timestamp: 02:15 - 03:26

Jordan begins by exploring the fundamental question: "What are linkable assets, and why are they essential in today's SEO landscape?" Stefan provides a clear definition, emphasizing that linkable assets are valuable resources that naturally attract backlinks due to their worthiness.

Stefan Spencer (03:26):
"In order to earn a link, you have to have something worthwhile... you must have something of value. And what is that valuable thing? It's a linkable asset."

He highlights that irrespective of AI advancements, the core principle of earning links through valuable content remains unchanged. Stefan draws a parallel to Google's early days, explaining how citation analysis and the authority behind links are still pivotal.

2. Evolution of Linkable Assets

Timestamp: 06:23 - 07:06

The conversation shifts to the historical context of linkable assets. Stefan reminisces about the early strategies like linkbait, which included controversial articles, listicles, quizzes, and infographics reminiscent of BuzzFeed's engaging style.

Stefan Spencer (07:06):
"Way back in the day, scholarships were a thing. You remember that, right?"

Offering scholarships was a clever tactic to garner high-quality .edu backlinks. However, Stefan points out that these methods have become less effective over time, necessitating more sophisticated and interactive content to attract meaningful backlinks.

3. Leveraging AI for Creating Linkable Assets

Timestamp: 08:11 - 14:08

Stefan introduces an innovative approach his podcast is adopting to stay ahead in the competitive SEO space. By utilizing AI, Stefan is transforming decades' worth of podcast episodes into comprehensive online courses, complete with video modules, quizzes, workbooks, and other educational materials.

Stefan Spencer (09:43):
"We're going to do it for free... no single podcaster is doing this, who's creating online courses based on the episodes."

Jordan acknowledges the potential of this strategy, noting that AI facilitates filling knowledge gaps across various fields, which would be otherwise impossible for an individual to achieve alone. Stefan shares a success story where AI accurately identified missing information in an episode, enhancing the value of the generated content.

4. Essential Skills for Effective AI Integration

Timestamp: 15:37 - 18:21

Jordan raises a critical point about the necessity of human oversight to ensure AI-generated content's accuracy and impact. Stefan concurs, emphasizing the importance of strategy and discernment in leveraging AI effectively.

Stefan Spencer (16:56):
"You need strategy and you need discernment... You're helping people make choices and live a better life."

He stresses that while AI can significantly enhance content creation, human judgment is indispensable to maintain quality, relevance, and ethical standards, especially in high-stakes fields like personal development and healthcare.

5. Future Implications and Potential Risks

Timestamp: 18:38 - 21:07

The discussion delves into the future of AI in SEO and link building. Stefan predicts an ongoing arms race in delivering value amidst rapidly advancing AI technologies, quoting Peter Diamandis:

Stefan Spencer (19:07):
"There are going to be two kinds of businesses that will be around by the end of this decade. That's it: companies that are using AI at their core and companies that are out of business."

He warns that businesses not integrating AI into their strategies risk obsolescence, as AI-driven competitors will dominate the market by offering more efficient and scalable solutions.

6. Advice for Listeners

Timestamp: 21:53 - 24:49

Stefan offers practical advice for businesses aiming to leverage AI in their link building efforts. He advocates for continuous learning and experimentation with the latest AI tools, such as OpenAI's ChatGPT, Anthropic's Claude, and Google's Gemini.

Stefan Spencer (23:01):
"Do those things and you'll stay relevant."

He encourages listeners to dedicate time each week to explore AI advancements, use AI as a brainstorming partner, and adopt strategies that align with their business goals. Stefan also references Keith Cunningham's "thinking chair" concept, promoting dedicated time for deep strategic thinking.

Conclusion

The episode wraps up with Stefan and Jordan reiterating the imperative for businesses to integrate AI into their SEO strategies proactively. By doing so, companies can create high-quality, linkable assets that enhance their online presence and stay ahead in the competitive digital landscape.

Notable Quotes:

• Stefan Spencer (03:26):
  "In order to earn a link, you have to have something worthwhile... you must have something of value. And what is that valuable thing? It's a linkable asset."

• Stefan Spencer (09:43):
  "We're going to do it for free... no single podcaster is doing this, who's creating online courses based on the episodes."

• Stefan Spencer (16:56):
  "You need strategy and you need discernment... You're helping people make choices and live a better life."

• Stefan Spencer (19:07):
  "There are going to be two kinds of businesses that will be around by the end of this decade. That's it: companies that are using AI at their core and companies that are out of business."

Final Thoughts

"Using AI To Build Linkable Assets" offers a comprehensive exploration of how AI is revolutionizing SEO and link building. Stefan Spencer's insights underscore the necessity of embracing AI while maintaining human oversight to ensure the creation of valuable, high-quality linkable assets. For businesses striving to enhance their organic growth, integrating AI into their SEO strategies is not just beneficial but essential for sustained success.

For more detailed discussions and actionable strategies, tune into the next episode where Stefan Spencer and Jordan Cooney will explore personal brand building with AI. Stay updated by subscribing to the Voices of Search Podcast and be part of the daily stream of SEO and content marketing wisdom.