Content and Conversation: Organic Growth Insights from Siege Media Yes, You Do Need a Bing Strategy w/ Botify’s AJ Ghergich
Ross sits down with A.J. Ghergich, VP of Consulting Services at Botify, to unpack enterprise SEO, AI governance, and why SEOs absolutely need a Bing strategy in 2025.
A.J. shares the story of how he landed the rare @SEO Twitter handle and what it’s meant for his visibility in the industry. They dive into findings from Botify’s latest AI survey, highlighting the disconnect between perceived AI readiness and real-world implementation challenges.
From AI hallucinations and live retrieval limitations to crawl budgets and indexation at scale, this conversation is packed with tactical insights.
A.J. also drops a hot take on Bing, explaining why it's now critical for AI visibility—especially in the age of ChatGPT and live search integration.
They also explore practical steps marketers can take to better control their brand messaging in AI outputs, and why technical SEO still reigns supreme at the enterprise level.
Show Notes:
00:00 – Intro & AJ’s @SEO Twitter Handle Story
02:00 – The Early Twitter Beta and Getting the Handle
04:00 – Value from the @SEO Handle & the Power of Network
06:00 – Botify's AI Survey: 94% Claim AI Readiness?
08:00 – What AI Readiness Really Looks Like
10:00 – Why Governance is the Missing Piece
13:00 – Content Hallucinations, Training Data, and eCommerce Pitfalls
16:30 – Centralizing Brand Messaging for AI
19:00 – Enterprise SEO: Hidden Challenges at Scale
22:00 – Indexation Gaps in Enterprise Sites
24:30 – Crawl Budget, Canonicals & Technical SEO Realities
27:00 – Freshness & Product Page Recency = Revenue
30:00 – AI Overviews, CTR Drops, and the Future of Search
33:00 – Ghost Clicks & Attribution in an AI-Driven World
36:00 – Preparing for Bot-to-Bot Web Traffic
39:00 – Are You Ready for ChatGPT Traffic?
41:00 – Why You Need a Bing Strategy in 2025
43:00 – How to Push Content into Bing (and ChatGPT) with IndexNow
44:30 – AJ’s Hot Take: Optimize for Humans and AIs
45:00 – Where to Connect with AJ
Show Links:
AJ on Twitter: https://twitter.com/SEO Botify AI Survey:
https://www.botify.com/blog/marketing-leaders-want-to-meet-ai-search-head-on-new-survey-results
How Many People Search on Google?:
https://sparktoro.com/blog/new-research-how-often-do-americans-search-google-which-search-verticals-do-they-use
IndexNow: https://www.bing.com/indexnow
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