If you’ve noticed your content isn’t getting found the way it used to, you’re not imagining things. Search is changing fast, and AI is right in the middle of it. This week, I’m joined by my friend Rich Brooks, digital marketing veteran, agency owner, and host of the Agents of Change podcast, to break down what’s actually happening behind the scenes with search and what creators need to do next.
We talk about why informational SEO is taking a hit, how AI overviews and answer engines are changing traffic patterns, and why fewer visits doesn’t automatically mean worse results. Rich explains the shift toward higher-intent traffic, branded search, and why trust, authority, and clarity matter more than chasing rankings.
This episode is all about adjusting expectations and strategies without panicking. From optimizing service pages to thinking differently about PR, branding, and video content, Rich shares practical guidance to help creators and businesses stay visible, credible, and relevant in an AI-driven world.
Key Takeaways
- Informational SEO is losing ground: AI summaries often answer top-of-funnel questions before anyone clicks a website.
- Fewer visits can mean better leads: Traffic may drop, but intent is getting sharper, especially for service-based businesses.
- Optimize bottom-of-funnel pages first: Service and sales pages matter more than ever for conversions.
- Branded search is becoming critical: When people search for you by name, AI and search engines take notice.
- External citations matter: AI tools look at trusted directories, media outlets, and third-party sources to decide who to recommend.
- Consistency builds entity trust: Saying the same thing about your brand across your site, directories, and profiles helps AI understand who you are.
- Video and podcasting still matter: Showing up as a real human builds trust and authority AI can’t fake.
- Answer real questions clearly: FAQs, structured content, and clear explanations help both humans and AI understand your expertise.
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JeffSieh.com - Unlock the power of authentic storytelling with me! With over 20 years of marketing experience, I'm here to elevate your brand's narrative in an ever-competitive market. My expertise spans consulting, visual marketing, and producing podcasts and live videos.
Additionally, as a seasoned speaker, I'm not just about sharing knowledge--I believe in entertaining audiences and injecting humor into every presentation. I'm available to enlighten and engage audiences at your events, conferences, or institutions. My talks cover a diverse range of subjects, from purposeful repurposing and captivating storytelling to podcast promotion, social media strategies, visual marketing insights, the art of live video, and much more.
