Will AI search completely take over the traditional search experience?

Summary

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Podcast Summary:

Voices of Search – Will AI search completely take over the traditional search experience?
Date: June 30, 2026
Guests: Jordan Cooney (Host), Danny Goodwin (Editorial Director, Search Engine Land and SMX)
Episode Focus: Predictions for the future of search: the rise of AI in search engines and what marketers should anticipate.

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Episode Overview

This episode explores the evolving landscape of search, focusing on whether AI-powered search will ultimately overtake traditional, keyword-based search experiences. Host Jordan Cooney sits down with Danny Goodwin to discuss SMX’s vision for the future, actionable takeaways for marketers, and where they believe digital marketing is headed in a rapidly changing ecosystem.

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Key Discussion Points & Insights

1. The Direction of Search: AI’s Inevitable Rise

[01:00–01:06, 02:36]

• Danny Goodwin strongly believes AI-driven, agentic search experiences will eventually surpass and replace traditional search.
  • “I think ultimately it will. I think we're in a transition period right now. Ultimately we're going to be heading toward [an agentic web].” – Danny Goodwin (01:00)
• He references the long-standing vision promoted by Google and other tech giants—a future shaped by voice-driven, conversational interfaces that mimic the "Star Trek computer" ideal.
  • “The future of search is where Google has always told us it's going. It's sort of that … idea of the old Star Trek computer, where you literally just ask a question and you get an answer.” – Danny Goodwin (02:36)

2. The Transition Period

• We’re currently in a transitional era where AI is being layered onto traditional search, but total replacement is still in progress.
  • The industry is watching and experimenting with agentic, answer-based experiences versus classic lists of blue links.
• Marketers are encouraged to monitor this transition closely and prepare for changes in how their strategies are evaluated and executed.

3. What Marketers Should Track

• Pay attention to AI developments and their integration into search interfaces.
• Direct, query-answering systems mean less friction for users but major changes for marketers, especially concerning data visibility, attribution, and content optimization.

4. Shaping Industry Events and Education

• Danny’s role guiding SMX conferences reflects the industry’s commitment to keeping practitioners updated on fast-moving trends in AI, SEO, PPC, and overall digital marketing.

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Memorable Quotes

• “I think we're in a transition period right now. Ultimately, we're going to be heading toward an agentic web.”
  – Danny Goodwin (01:00)
• “It's sort of that … idea of the old Star Trek computer, where you literally just ask a question and you get an answer.”
  – Danny Goodwin (02:36)

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Notable Segment Timestamps

• [00:22]: Introduction of Danny Goodwin and episode theme.
• [01:00–01:06]: Danny’s prediction on AI search taking over.
• [02:36]: Danny elaborates on the "agentic web" and Star Trek computer analogy.

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Tone and Language

• The conversation is optimistic yet pragmatic—Danny recognizes both the inevitability of change and the importance of preparation.
• The tone is forward-looking, urging listeners to pay close attention to evolving AI trends and become adaptable.

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Summary Takeaways for Marketers

• Start preparing for a future where AI-driven, conversational search is the norm.
• Expect continued, accelerating changes; stay informed through industry conferences and publications.
• Understand that marketers will need to rethink data attribution, visibility, and content strategies as search becomes more answer-focused and less about ten blue links.

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For more from Danny Goodwin:

• LinkedIn
• Search Engine Land
• SMX Conference

Remember: "The answers are always in the data." – Jordan Cooney (closing remark)

Transcript

[Jordan Cooney]

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 I'm Jordan Cooney and

joining me today is Danny Goodwin, Editorial Director of Search Engine Land and smx. Danny oversees editorial coverage across SEO, ppc, AI search and digital marketing topics, which help shape programming for smx, one of the industry's leading search marketing conferences. Today we're going to talk about SMX predictions for the future of search, what marketers should actually be paying attention to, and where the industry is headed next. Where is this AI search experience going and will it truly take over the traditional search experience?

[Danny Goodwin]

I think ultimately it will. I think we're in a transition period right now. Ultimately we're going to be heading toward

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[Danny Goodwin]

I think that's where we're eventually heading to because it's going to be an agentic web. The future of search is where Google has always told us it's going. It's sort of that the idea of the old Star Trek computer or where you literally just ask a question and you get an answer.

[Jordan Cooney]

Thank you to Danny Goodwin, Editorial Director at Search Engine Land and smx, for joining us. If you'd like to contact Danny, you can find a link to his LinkedIn profile in our show notes or on voicesofsearch.com you can also read his work on searchengineland.com and learn more about [e-mail] if you haven't subscribed yet, and we'll launch a daily stream of SEO and content marketing knowledge, you can in your podcast feed, hit the subscribe button, the podcast app, or on YouTube and we'll be back in your feed every week. Okay, that's all for today, but until next time, remember, the answers are always in the data.