kipp and kieran

*Want to dominate search with AI? Get our toolkit here: https://clickhubspot.com/ajf*

Ep. 336
Is your organic traffic vanishing into the AI ether?
Kipp,  Kieran, and Aja Frost (Sr. Director of Global Growth at HubSpot), dive into the huge disruption AI-powered search is having on SEO, and exactly how brands should respond if they want to stay visible in a world dominated by LLMs and AI overviews. Learn more on what’s changing in search, why LLM-driven AI search visitors are 4x more valuable than traditional search clicks, and get the playbook for optimizing your content and brand for AI-first discovery.

Mentions
Aja Frost ⁠https://www.linkedin.com/in/ajafrost/
ChatGPT ⁠https://chatgpt.com
Gemini ⁠https://gemini.google.com
XFunnel ⁠https://www.xfunnel.ai

Time Stamps
00:00 AI Search Optimization Guide
04:08 From Answer to Action Engine
08:03 Brand Websites Rarely Referenced: Study
10:35 Google’s AI Journey and Challenges
14:37 AI Default Impacts SEO Traffic
18:23 Rethinking Marketing in a New Era
19:56 Customer Conversion
24:26 AI Advertising and Persona Simulation Advances
27:39 Evaluating HubSpot’s Market Presence
30:05 Measuring Evolving Experiences Differently
33:38 Original Data’s Importance in Content
37:52 Citations and LLM Recommendations
42:25 Maximizing Brand Mentions
44:11 Exploiting ChatGPT’s Trust Limitations
46:41 Future Topics in AI Search

Host Links:
📲Kipp Bodnar, https://twitter.com/kippbodnar
📲Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by HubSpot Media // Produced by Darren Clarke.

About the Show
Kipp Bodnar, HubSpot’s CMO and Kieran Flanagan Hubspot’s SVP of Marketing, lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.

Stay ahead of the competition by downloading our FREE State of Marketing Report 💥 https://clickhubspot.com/4gj

Is Google search traffic in decline?
Kipp and Kieran dive into the possible replacements for Google search and what you can do if you rely on Google. Learn more on navigating post-SEO marketing strategies, leveraging B2B creators, and adapting to the AI revolution that’s rewriting the rules of digital traffic and content creation.

Check out our community
https://landing.connect.com/matg

Mentions

Ahrefs https://ahrefs.com/
Semrush https://www.semrush.com/
Moz https://moz.com/

Timestamps
00:00 SEO industry hit hard by algorithm updates.
05:54 Google feature snippet: Content shown on Google.
07:07 AI chat’s user experience.
12:16 Google’s changes affect sites unevenly, protecting Adwords.
14:14 Google becoming more of a closed entity.
20:00 Be a creator in the market before starting business.
26:30 Creating niche content fuels B2B influencer marketing.
27:48 Traditional search engine usage may decline due to AI chats.
31:27 Outbound boom predicted for next 3-5 years.
34:38 AI is challenging lazy marketers.
39:39 Meta rolling out AI features for assistance.
41:08 Mixed feelings about SEO and future advice.

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Host Links:
📲Kipp Bodnar, https://twitter.com/kippbodnar
📲Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

About the Show
Kipp Bodnar, HubSpot’s CMO and Kieran Flanagan Zapier’s CMO, lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.