Will brand websites matter more than third party publishers by 2026?

Summary

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Podcast Summary:

Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Episode: Will brand websites matter more than third party publishers by 2026?
Date: December 17, 2025
Host: Tyson Stockton
Guest: Brian Stempak, Co-founder and CEO at Evertune

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Episode Overview

This episode tackles a provocative question: "Will brand websites matter more than third party publishers by 2026, especially in how they shape AI assistant answers?" Host Tyson Stockton and guest Brian Stempak explore the evolving landscape of search, content authority, and the influence of branded versus third-party sources (like Reddit or YouTube) in the context of rapidly advancing AI models.

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Key Discussion Points & Insights

1. Brands vs. Third Party Publishers in Shaping AI Answers

• Question (00:43): Are brand websites going to matter more than third party publishers and communities in shaping AI answers by 2026?
• Brian Stempak’s Take (00:43–01:29):
  • Sell: Brian believes third-party platforms (Reddit, YouTube, reputable publishers) will remain more influential than brand.com sites for most AI-generated answers.
  • Reasoning:
    • Third-party authority: "Content creators, good journalism, good publishers. I think that's going to matter more over time to the AI models."
    • Brand sites’ role: Brand sites are primary sources for "fact-based data—so the sku, the price, the ingredients, all the detail around the product" that might feed AI for objective facts.
    • Subjective information: AI assistants will lean more on third-party sources for reviews, opinions, and nuanced info.
  • Notable Quote:

    "Where the brand.com site has the most value is primarily with more like fact-based data... less of the subjective information."
    — Brian Stempak (01:00)

2. Authority and Differentiation in AI Models

• Authority Component Lacking (02:57–03:26):
  • Host’s Response: Tyson points out that early AI answer models may emphasize relevancy over authority.
  • Authority’s Growing Importance: Brian recognizes that as AI models advance, measuring and prioritizing publisher authority (not just recency or relevancy) will become more important.
  • AI Development Priorities:

    "It's probably priority number 14 at OpenAI right now and next year might grow in the overall ranking, but I think the authority importance will grow over time."
    — Brian Stempak (03:14)

3. Evolving Search & SEO Strategies

• Implication for SEO Professionals:
  • Brand websites should focus on providing authoritative, detailed product data for AI, but must accept that third-party endorsements and content will wield more influence over subjective and community-driven queries.
  • The SEO landscape is shifting from optimizing strictly for classic search engine ranking to vying for inclusion/trust in AI-driven answer engines.

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Notable Quotes and Memorable Moments

• On Brand Websites as Fact Source:

  "Where the brand.com site has the most value is primarily with more like fact-based data... less of the subjective information."
  — Brian Stempak (01:00)

• On Third Party Influence:

  "Content creators, good journalism, good publishers. I think that's going to matter more over time to the AI models."
  — Brian Stempak (01:04)

• On Evolving AI Priorities:

  "It's probably priority number 14 at OpenAI right now and next year might grow in the overall ranking, but I think the authority importance will grow over time."
  — Brian Stempak (03:14)

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Key Timestamps

• 00:43 — Main question posed: Brands vs third-party for AI answers
• 01:00 — Stempak’s reasoning on third-party importance and brand fact-based value
• 02:57 — Discussion on relevancy versus authority in AI-generated answers
• 03:14 — Authority as an evolving priority for AI models and the future of ranking signals

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Tone & Language

• The discussion is forward-looking, pragmatic, and draws a clear distinction between the types of value brand sites and third-party sources offer to AI-powered search experiences.
• Brian’s tone is measured, realistic about current capabilities, and anticipates a gradual shift in what AI models will prioritize.

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Summary:
This concise, insight-rich conversation reveals that while brand websites will remain crucial as authoritative sources for factual data, third-party publishers, creator communities, and journalistic outlets are likely to be even more impactful for AI-driven answer engines—especially on subjective topics—over the next few years. Both authority and relevancy will continue to evolve as key signals in search and AI.

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Transcript

[Tyson Stockton]

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, Tyson Stockton.

[Brian Stempak]

Next one's going to be Buy or Sell Are you buying or selling that a brand's website will matter More than a third party publisher, website and communities like Reddit or YouTube in shaping AI assistant answers in 2026 I'm going to sell.

So I'm going to say that the third party websites, Reddit, YouTube, content creators, good journalism, good publishers. I think that's going to matter more over time to the AI models. I think where the brand.com site has the most value is primarily with more like fact based data. So the sku, the price, the ingredients, all the detail around the product that the brand can use to power the AI model response and and less of the subjective information.

[Sponsor Voice]

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[Brian Stempak]

Interesting. It's like almost in these early days, there's like a higher relevancy component. And I feel like some of the ways that you're describing, like this progression is it's almost like it's missing a little bit more of like that authority component from differentiation.

I mean, these models are evolving so quickly. I just think it's probably priority number 14 at OpenAI right now and next year might grow in the overall ranking, but I think the authority importance will grow over time.

Interesting. All right, so that's going to wrap up this episode of the Voice of Search podcast. Thanks again to Brian Stempak, co founder and CEO at Evertune, for joining us. If you'd like to get in contact with Brian, be sure to check out a link to his LinkedIn profile in our show notes and as well as checking out his company's website at evertune.AI if you haven't subscribed yet and you want a daily stream of SEO and content marketing knowledge in your podcast feed, hit that subscribe button in your podcast app or on YouTube and we'll show up in your feed in the following day. That's all for today. Thanks for stopping by and we'll see you in the next episode.

[Sam]

Sam.