The Duct Tape Marketing Podcast How to Stay Visible in the AI Search Era
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Sep 18, 2025 The discussion dives into the evolving landscape of search engine optimization, emphasizing the need for businesses to prioritize search visibility over ranking. Key topics include the rise of zero-click searches and the importance of demonstrating E-E-A-T. Listeners can take away practical strategies like auditing content gaps, creating helpful pages, and optimizing their Google Business Profile. Additionally, the impact of AI on sourcing information is explored, along with common pitfalls to avoid. It's a must-listen for anyone looking to navigate the new search era!
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Early SEO Was About Tricking Engines
- John Jantsch recounts starting with search experiments in 1998 and chasing page-one rankings.
- Early tactics were about tricking engines, which became irrelevant as algorithms matured.
Search Became An Answer Engine
- Search evolved from simple ranking signals to complex features like mobile, local, and featured snippets.
- Today many searches end with no click because AI overviews and zero-click answers provide the result directly.
Focus On Search Visibility Not Rank
- Replace chasing single keyword ranks with building overall search visibility and brand share of answers.
- Visibility includes mentions, knowledge panels, local pack slots, and presence in AI answers.