The Duct Tape Marketing Podcast How to Stay Visible in the AI Search Era
Jun 18, 2025
Discover how traditional SEO is becoming outdated as businesses must adapt to the AI-driven search landscape. Learn about zero click searches and the new emphasis on search visibility. The discussion covers how expertise, authoritativeness, and trustworthiness are crucial for success. Enjoy a humorous story about a cowboy hat that lightens the exploration of evolving digital marketing trends. Plus, gain actionable strategies to enhance online presence and engagement to thrive in this dynamic environment.
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Episode notes
Search Engine Evolution Story
- John Jantsch shares his 26-year experience with search engine evolution starting from 1998.
- He emphasizes the shift from tricking search engines to more complex understanding of content meaning.
Search Traffic Shifts to Zero Click
- AI and zero-click searches dramatically change how search traffic behaves.
- Most searches now end without clicks, as users get answers directly from AI summaries.
Search Visibility Over SEO Ranking
- The future focus needs to be on search visibility rather than simple SEO keyword ranking.
- Visibility means owning space in answers, mentions, and diverse SERP real estate.