In this Kitchen Side episode of The Long Game Podcast, the Omniscient team dives into a wide-ranging discussion on trust, research quality, and marketing visibility in an AI-driven world. They start with epistemology—what makes research “good” or “bad”—and reflect on how flawed correlations can mislead marketers. The team then unpacks their recent Winter study on how B2B buyers use LLMs like ChatGPT in the purchase journey, revealing that while LLMs are common early in research, peer feedback and brand transparency are essential in final decisions. They also explore the evolution of SEO into GEO/AEO, discuss organizational roles and feedback loops, and propose new cross-functional models for digital visibility in a world of probabilistic, AI-generated content.Key Takeaways<ul><li>Not All Research Is Trustworthy: Internal/external validity and sample bias can distort marketing data—marketers need stronger research literacy.</li><li>Correlation ≠ Causation: Data trends, especially in AI visibility, often include spurious relationships—interpret with caution.</li><li>LLMs Are Entry Points, Not Final Decision Tools: While many B2B buyers start with AI search, they turn to peers and review sites before converting.</li><li>Transparency Beats Perfection: Buyers trust brands that clearly state who they serve, what they do, and where they fall short.</li><li>GEO Relies on Accuracy: Incorrect or outdated online information can mislead LLMs—fixing this improves visibility and conversions.</li><li>Sentiment and Product Reality Matter: Negative perception from bad UX or old reviews isn’t a marketing problem—it’s a product and comms one.</li><li>AEO Needs Cross-Functional Ownership: Teams like PR, content, SEO, and product marketing must collaborate to influence LLM visibility.</li><li>A New Role May Be Needed: “Digital visibility lead” or a cross-team committee could help unify efforts across brand, SEO, and off-page strategy.</li></ul>Show Links<ul><li>Connect with David Khim on <a href="https://www.linkedin.com/in/davidlykhim">LinkedIn</a> and <a href="https://twitter.com/davidlykhim?lang=en">Twitter</a></li><li>Connect with Alex Birkett on <a href="https://www.linkedin.com/in/iamalexbirkett">LinkedIn</a> and <a href="https://twitter.com/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor">Twitter</a></li><li>Connect with Allie Decker on <a href="https://www.linkedin.com/in/alliecdecker">LinkedIn</a> and <a href="https://twitter.com/alliecdecker?lang=en">Twitter</a></li><li>Connect with Omniscient Digital on <a href="https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company">LinkedIn</a> or <a href="https://twitter.com/beomniscient_">Twitter</a></li></ul>What is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: <a href="https://beomniscient.com/blog/morgan-brown-shopify/">Morgan Brown (Shopify)</a>, <a href="https://beomniscient.com/blog/ryan-law-animalz/">Ryan Law (Animalz)</a>, <a href="https://beomniscient.com/blog/dan-shure-evolving-seo/">Dan Shure (Evolving SEO)</a>, <a href="https://beomniscient.com/blog/kaleigh-moore-freelance-writing/">Kaleigh Moore (freelancer)</a>, <a href="https://beomniscient.com/blog/eric-siu-clickflow/">Eric Siu (Clickflow)</a>, <a href="https://beomniscient.com/blog/the-long-game-peep-laja-social-media-marketing-blogging-launching-businesses/">Peep Laja (CXL)</a>, <a href="https://beomniscient.com/blog/chelsea-castle-chili-piper/">Chelsea Castle (Chili Piper)</a>, <a href="https://beomniscient.com/blog/the-long-game-tracey-wallace-high-caliber-content-demanding-publishing-cadence/">Tracey Wallace (Klaviyo)</a>, <a href="https://beomniscient.com/blog/tim-soulo-ahrefs/">Tim Soulo (Ahrefs)</a>, <a href="https://beomniscient.com/blog/ryan-mccready-reforge/">Ryan McReady (Reforge)</a>, and many more.Some interviews you might enjoy and learn from:<a href="https://beomniscient.com/blog/dan-shure-evolving-seo/">Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)</a><a href="https://beomniscient.com/blog/sam-chapman-aprimo/">Building Competitive Marketing Content with Sam Chapman (Aprimo)</a><a href="https://beomniscient.com/blog/blake-burch-shipyard/">How to Build the Right Data Workflow with Blake Burch (Shipyard)</a><a href="https://beomniscient.com/blog/alicia-johnston-sprout-social/">Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)</a><a href="https://beomniscient.com/blog/ty-magnin-uipath/">Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)</a>Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:<a href="https://beomniscient.com/blog/blue-ocean-red-ocean-seo/">Blue Ocean vs Red Ocean SEO</a><a href="https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/">Should You Hire Writers or Subject Matter Experts?</a><a href="https://beomniscient.com/blog/content-growth-overlap/">How Do Growth and Content Overlap?</a>Connect with Omniscient Digital on social:Twitter: <a href="https://twitter.com/beomniscient_">@beomniscient</a>Linkedin: <a href="https://www.linkedin.com/company/beomniscient/">Be Omniscient</a>Listen to more episodes of The Long Game podcast here: <a href="https://beomniscient.com/podcast/how">https://beomniscient.com/podcast/</a>

<description>&lt;p&gt;In this &lt;i&gt;Kitchen Side&lt;/i&gt; episode of &lt;i&gt;The Long Game&lt;/i&gt; Podcast, the Omniscient team dives into a wide-ranging discussion on trust, research quality, and marketing visibility in an AI-driven world. They start with epistemology—what makes research “good” or “bad”—and reflect on how flawed correlations can mislead marketers. The team then unpacks their recent Winter study on how B2B buyers use LLMs like ChatGPT in the purchase journey, revealing that while LLMs are common early in research, peer feedback and brand transparency are essential in final decisions. They also explore the evolution of SEO into GEO/AEO, discuss organizational roles and feedback loops, and propose new cross-functional models for digital visibility in a world of probabilistic, AI-generated content.&lt;/p&gt;&lt;p&gt;Key Takeaways&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Not All Research Is Trustworthy: Internal/external validity and sample bias can distort marketing data—marketers need stronger research literacy.&lt;/li&gt;&lt;li&gt;Correlation ≠ Causation: Data trends, especially in AI visibility, often include spurious relationships—interpret with caution.&lt;/li&gt;&lt;li&gt;LLMs Are Entry Points, Not Final Decision Tools: While many B2B buyers start with AI search, they turn to peers and review sites before converting.&lt;/li&gt;&lt;li&gt;Transparency Beats Perfection: Buyers trust brands that clearly state who they serve, what they do, and where they fall short.&lt;/li&gt;&lt;li&gt;GEO Relies on Accuracy: Incorrect or outdated online information can mislead LLMs—fixing this improves visibility and conversions.&lt;/li&gt;&lt;li&gt;Sentiment and Product Reality Matter: Negative perception from bad UX or old reviews isn’t a marketing problem—it’s a product and comms one.&lt;/li&gt;&lt;li&gt;AEO Needs Cross-Functional Ownership: Teams like PR, content, SEO, and product marketing must collaborate to influence LLM visibility.&lt;/li&gt;&lt;li&gt;A New Role May Be Needed: “Digital visibility lead” or a cross-team committee could help unify efforts across brand, SEO, and off-page strategy.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Show Links&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Connect with David Khim on &lt;a href="https://www.linkedin.com/in/davidlykhim"&gt;LinkedIn&lt;/a&gt; and &lt;a href="https://twitter.com/davidlykhim?lang=en"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Alex Birkett on &lt;a href="https://www.linkedin.com/in/iamalexbirkett"&gt;LinkedIn&lt;/a&gt; and &lt;a href="https://twitter.com/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Allie Decker on &lt;a href="https://www.linkedin.com/in/alliecdecker"&gt;LinkedIn&lt;/a&gt; and &lt;a href="https://twitter.com/alliecdecker?lang=en"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Omniscient Digital on &lt;a href="https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company"&gt;LinkedIn&lt;/a&gt; or &lt;a href="https://twitter.com/beomniscient_"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;i&gt;What is Kitchen Side?&lt;/i&gt;&lt;/p&gt;&lt;p&gt;One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.&lt;/p&gt;&lt;p&gt;You understand how things look from the inside and how that differs from the outside.&lt;/p&gt;&lt;p&gt;You understand how the sausage is made. &lt;/p&gt;&lt;p&gt;As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.&lt;/p&gt;&lt;p&gt;We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.&lt;/p&gt;&lt;p&gt;Past guests on The Long Game podcast include: &lt;a href="https://beomniscient.com/blog/morgan-brown-shopify/"&gt;Morgan Brown (Shopify)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/ryan-law-animalz/"&gt;Ryan Law (Animalz)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/dan-shure-evolving-seo/"&gt;Dan Shure (Evolving SEO)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/kaleigh-moore-freelance-writing/"&gt;Kaleigh Moore (freelancer)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/eric-siu-clickflow/"&gt;Eric Siu (Clickflow)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/the-long-game-peep-laja-social-media-marketing-blogging-launching-businesses/"&gt;Peep Laja (CXL)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/chelsea-castle-chili-piper/"&gt;Chelsea Castle (Chili Piper)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/the-long-game-tracey-wallace-high-caliber-content-demanding-publishing-cadence/"&gt;Tracey Wallace (Klaviyo)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/tim-soulo-ahrefs/"&gt;Tim Soulo (Ahrefs)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/ryan-mccready-reforge/"&gt;Ryan McReady (Reforge)&lt;/a&gt;, and many more.&lt;/p&gt;&lt;p&gt;Some interviews you might enjoy and learn from:&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/dan-shure-evolving-seo/"&gt;Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/sam-chapman-aprimo/"&gt;Building Competitive Marketing Content with Sam Chapman (Aprimo)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/blake-burch-shipyard/"&gt;How to Build the Right Data Workflow with Blake Burch (Shipyard)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/alicia-johnston-sprout-social/"&gt;Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/ty-magnin-uipath/"&gt;Purpose-Driven Leadership &amp; Building a Content Team with Ty Magnin (UiPath)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/blue-ocean-red-ocean-seo/"&gt;Blue Ocean vs Red Ocean SEO&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/"&gt;Should You Hire Writers or Subject Matter Experts?&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/content-growth-overlap/"&gt;How Do Growth and Content Overlap?&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Connect with Omniscient Digital on social:&lt;/p&gt;&lt;p&gt;Twitter: &lt;a href="https://twitter.com/beomniscient_"&gt;@beomniscient&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Linkedin: &lt;a href="https://www.linkedin.com/company/beomniscient/"&gt;Be Omniscient&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Listen to more episodes of The Long Game podcast here: &lt;a href="https://beomniscient.com/podcast/how"&gt;https://beomniscient.com/podcast/&lt;/a&gt;&lt;/p&gt;
</description>

The team explores bad research, AI trust signals, brand perception, and how SEO, PR, and product teams must collaborate in the age of LLM search.

Kitchen Side: Correlations, Chaos, and ChatGPT

In this episode of The Long Game Podcast, Alex Birkett interviews Noah Greenberg, CEO of Stacker, a content distribution platform that helps brands turn owned content into earned media. They dive into the paradigm shift from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization) and how brands can optimize for visibility in AI-powered interfaces like ChatGPT and Gemini. Noah shares how earned media, brand mentions, and distribution at scale are becoming the new backlinks, and how the lines between PR, content, and SEO are blurring. From Google's disappearing traffic to ChatGPT's probabilistic answers, this is a deep dive into the future of organic visibility and media strategy in the AI era.Key Takeaways<ul><li>SEO Is Evolving into GEO: The goal is no longer just ranking on Google—it’s being cited and surfaced in AI-powered responses.</li><li>Earned Media Drives AI Visibility: PR, brand mentions, and syndicated content now influence whether LLMs cite your brand.</li><li>Distribution Increases Surface Area: Publishing content broadly boosts the probability of being included in AI-generated answers.</li><li>PR Is Cool Again: The rise of AI search has revived interest in press releases and third-party citations as visibility tools.</li><li>SEO, Content, and PR Must Merge: Teams need to collaborate across departments to drive brand visibility in AI environments.</li><li>Impact Is Visible—Fast: A single article syndicated through Stacker can be cited in AI search results within 24 hours.</li><li>Measurement Models Are Changing: Traditional KPIs like backlinks and traffic are giving way to visibility, trust, and AI mentions.</li><li>Founders Should Think Like Media Companies: Being the source of truth—and distributing it widely—is key to staying top-of-mind.</li></ul>Show Links<ul><li>Connect with Noah Greenberg on <a href="https://www.linkedin.com/in/noahg/">LinkedIn</a></li><li>Connect with Alex Birkett on <a href="https://www.linkedin.com/in/iamalexbirkett">LinkedIn</a> and <a href="https://twitter.com/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor">Twitter</a></li><li>Connect with Omniscient Digital on <a href="https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company">LinkedIn</a> or <a href="https://twitter.com/beomniscient_">Twitter</a></li></ul>Past guests on The Long Game podcast include: <a href="https://beomniscient.com/blog/morgan-brown-shopify/">Morgan Brown (Shopify)</a>, <a href="https://beomniscient.com/blog/ryan-law-animalz/">Ryan Law (Animalz)</a>, <a href="https://beomniscient.com/blog/dan-shure-evolving-seo/">Dan Shure (Evolving SEO)</a>, <a href="https://beomniscient.com/blog/kaleigh-moore-freelance-writing/">Kaleigh Moore (freelancer)</a>, <a href="https://beomniscient.com/blog/eric-siu-clickflow/">Eric Siu (Clickflow)</a>, <a href="https://beomniscient.com/blog/the-long-game-peep-laja-social-media-marketing-blogging-launching-businesses/">Peep Laja (CXL)</a>, <a href="https://beomniscient.com/blog/chelsea-castle-chili-piper/">Chelsea Castle (Chili Piper)</a>, <a href="https://beomniscient.com/blog/the-long-game-tracey-wallace-high-caliber-content-demanding-publishing-cadence/">Tracey Wallace (Klaviyo)</a>, <a href="https://beomniscient.com/blog/tim-soulo-ahrefs/">Tim Soulo (Ahrefs)</a>, <a href="https://beomniscient.com/blog/ryan-mccready-reforge/">Ryan McReady (Reforge)</a>, and many more.Some interviews you might enjoy and learn from:<a href="https://beomniscient.com/blog/dan-shure-evolving-seo/">Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)</a><a href="https://beomniscient.com/blog/sam-chapman-aprimo/">Building Competitive Marketing Content with Sam Chapman (Aprimo)</a><a href="https://beomniscient.com/blog/blake-burch-shipyard/">How to Build the Right Data Workflow with Blake Burch (Shipyard)</a><a href="https://beomniscient.com/blog/alicia-johnston-sprout-social/">Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)</a><a href="https://beomniscient.com/blog/ty-magnin-uipath/">Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)</a>Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:<a href="https://beomniscient.com/blog/blue-ocean-red-ocean-seo/">Blue Ocean vs Red Ocean SEO</a><a href="https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/">Should You Hire Writers or Subject Matter Experts?</a><a href="https://beomniscient.com/blog/content-growth-overlap/">How Do Growth and Content Overlap?</a>Connect with Omniscient Digital on social:Twitter: <a href="https://twitter.com/beomniscient_">@beomniscient</a>Linkedin: <a href="https://www.linkedin.com/company/beomniscient/">Be Omniscient</a>Listen to more episodes of The Long Game podcast here: <a href="https://beomniscient.com/podcast/how">https://beomniscient.com/podcast/</a>

<description>&lt;p&gt;In this episode of &lt;i&gt;The Long Game&lt;/i&gt; Podcast, Alex Birkett interviews Noah Greenberg, CEO of Stacker, a content distribution platform that helps brands turn owned content into earned media. They dive into the paradigm shift from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization) and how brands can optimize for visibility in AI-powered interfaces like ChatGPT and Gemini. Noah shares how earned media, brand mentions, and distribution at scale are becoming the new backlinks, and how the lines between PR, content, and SEO are blurring. From Google's disappearing traffic to ChatGPT's probabilistic answers, this is a deep dive into the future of organic visibility and media strategy in the AI era.&lt;/p&gt;&lt;p&gt;Key Takeaways&lt;/p&gt;&lt;ul&gt;&lt;li&gt;SEO Is Evolving into GEO: The goal is no longer just ranking on Google—it’s being cited and surfaced in AI-powered responses.&lt;/li&gt;&lt;li&gt;Earned Media Drives AI Visibility: PR, brand mentions, and syndicated content now influence whether LLMs cite your brand.&lt;/li&gt;&lt;li&gt;Distribution Increases Surface Area: Publishing content broadly boosts the probability of being included in AI-generated answers.&lt;/li&gt;&lt;li&gt;PR Is Cool Again: The rise of AI search has revived interest in press releases and third-party citations as visibility tools.&lt;/li&gt;&lt;li&gt;SEO, Content, and PR Must Merge: Teams need to collaborate across departments to drive brand visibility in AI environments.&lt;/li&gt;&lt;li&gt;Impact Is Visible—Fast: A single article syndicated through Stacker can be cited in AI search results within 24 hours.&lt;/li&gt;&lt;li&gt;Measurement Models Are Changing: Traditional KPIs like backlinks and traffic are giving way to visibility, trust, and AI mentions.&lt;/li&gt;&lt;li&gt;Founders Should Think Like Media Companies: Being the source of truth—and distributing it widely—is key to staying top-of-mind.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Show Links&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Connect with Noah Greenberg on &lt;a href="https://www.linkedin.com/in/noahg/"&gt;LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Alex Birkett on &lt;a href="https://www.linkedin.com/in/iamalexbirkett"&gt;LinkedIn&lt;/a&gt; and &lt;a href="https://twitter.com/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Omniscient Digital on &lt;a href="https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company"&gt;LinkedIn&lt;/a&gt; or &lt;a href="https://twitter.com/beomniscient_"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Past guests on The Long Game podcast include: &lt;a href="https://beomniscient.com/blog/morgan-brown-shopify/"&gt;Morgan Brown (Shopify)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/ryan-law-animalz/"&gt;Ryan Law (Animalz)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/dan-shure-evolving-seo/"&gt;Dan Shure (Evolving SEO)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/kaleigh-moore-freelance-writing/"&gt;Kaleigh Moore (freelancer)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/eric-siu-clickflow/"&gt;Eric Siu (Clickflow)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/the-long-game-peep-laja-social-media-marketing-blogging-launching-businesses/"&gt;Peep Laja (CXL)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/chelsea-castle-chili-piper/"&gt;Chelsea Castle (Chili Piper)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/the-long-game-tracey-wallace-high-caliber-content-demanding-publishing-cadence/"&gt;Tracey Wallace (Klaviyo)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/tim-soulo-ahrefs/"&gt;Tim Soulo (Ahrefs)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/ryan-mccready-reforge/"&gt;Ryan McReady (Reforge)&lt;/a&gt;, and many more.&lt;/p&gt;&lt;p&gt;Some interviews you might enjoy and learn from:&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/dan-shure-evolving-seo/"&gt;Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/sam-chapman-aprimo/"&gt;Building Competitive Marketing Content with Sam Chapman (Aprimo)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/blake-burch-shipyard/"&gt;How to Build the Right Data Workflow with Blake Burch (Shipyard)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/alicia-johnston-sprout-social/"&gt;Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/ty-magnin-uipath/"&gt;Purpose-Driven Leadership &amp; Building a Content Team with Ty Magnin (UiPath)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/blue-ocean-red-ocean-seo/"&gt;Blue Ocean vs Red Ocean SEO&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/"&gt;Should You Hire Writers or Subject Matter Experts?&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/content-growth-overlap/"&gt;How Do Growth and Content Overlap?&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Connect with Omniscient Digital on social:&lt;/p&gt;&lt;p&gt;Twitter: &lt;a href="https://twitter.com/beomniscient_"&gt;@beomniscient&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Linkedin: &lt;a href="https://www.linkedin.com/company/beomniscient/"&gt;Be Omniscient&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Listen to more episodes of The Long Game podcast here: &lt;a href="https://beomniscient.com/podcast/how"&gt;https://beomniscient.com/podcast/&lt;/a&gt;&lt;/p&gt;
</description>

Noah Greenberg (Stacker) unpacks the evolution from SEO to GEO, the comeback of PR, and how earned media drives brand visibility in AI-powered search.

Earned Media, Brand Journalism, and AI Visibility with Noah Greenberg (CEO at Stacker)

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team explores the tension between moving fast and making smart decisions. Speed is often praised in startups and growth environments, but it can lead to thrashing, burnout, and wasted effort when misapplied. Through reflections on agency work, in-house roles, and working with clients, they examine how to balance urgency with focus, and how strategic patience—paired with tactical speed—can create real momentum. They also share real-world SEO and AI examples of teams pivoting too fast, chasing trends, and missing out on compounding gains due to lack of prioritization, alignment, or decisiveness.Key Takeaways<ul><li>Speed ≠ Thrashing: Speed is powerful—but not when it means jumping between tactics without a long-term direction.</li><li>Experimentation Requires Discipline: The best teams move quickly within a defined portfolio of experiments, not across constant strategic shifts.</li><li>AI and SEO Demand New Timelines: Understanding how long it takes to see results from AI Overviews or SEO changes is critical for smart investment.</li><li>Strategic Decisions Need Time: Channel or strategy-level shifts should have space to breathe—tactical pivots can happen faster.</li><li>Avoid Becoming the Bottleneck: Leadership speed often comes down to fast approvals, trust, and timely delegation.</li><li>Portfolio Thinking Beats All-In Bets: High-performing orgs allocate some resources to R&D and experimentation while maintaining core execution.</li><li>Alignment Enables Flow: Teams that communicate clearly and early across departments unlock faster execution and reduce friction.</li></ul>Show Links<ul><li>Connect with David Khim on <a href="https://www.linkedin.com/in/davidlykhim">LinkedIn</a> and <a href="https://twitter.com/davidlykhim?lang=en">Twitter</a></li><li>Connect with Alex Birkett on <a href="https://www.linkedin.com/in/iamalexbirkett">LinkedIn</a> and <a href="https://twitter.com/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor">Twitter</a></li><li>Connect with Allie Decker on <a href="https://www.linkedin.com/in/alliecdecker">LinkedIn</a> and <a href="https://twitter.com/alliecdecker?lang=en">Twitter</a></li><li>Connect with Omniscient Digital on <a href="https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company">LinkedIn</a> or <a href="https://twitter.com/beomniscient_">Twitter</a></li></ul>What is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: <a href="https://beomniscient.com/blog/morgan-brown-shopify/">Morgan Brown (Shopify)</a>, <a href="https://beomniscient.com/blog/ryan-law-animalz/">Ryan Law (Animalz)</a>, <a href="https://beomniscient.com/blog/dan-shure-evolving-seo/">Dan Shure (Evolving SEO)</a>, <a href="https://beomniscient.com/blog/kaleigh-moore-freelance-writing/">Kaleigh Moore (freelancer)</a>, <a href="https://beomniscient.com/blog/eric-siu-clickflow/">Eric Siu (Clickflow)</a>, <a href="https://beomniscient.com/blog/the-long-game-peep-laja-social-media-marketing-blogging-launching-businesses/">Peep Laja (CXL)</a>, <a href="https://beomniscient.com/blog/chelsea-castle-chili-piper/">Chelsea Castle (Chili Piper)</a>, <a href="https://beomniscient.com/blog/the-long-game-tracey-wallace-high-caliber-content-demanding-publishing-cadence/">Tracey Wallace (Klaviyo)</a>, <a href="https://beomniscient.com/blog/tim-soulo-ahrefs/">Tim Soulo (Ahrefs)</a>, <a href="https://beomniscient.com/blog/ryan-mccready-reforge/">Ryan McReady (Reforge)</a>, and many more.Some interviews you might enjoy and learn from:<a href="https://beomniscient.com/blog/dan-shure-evolving-seo/">Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)</a><a href="https://beomniscient.com/blog/sam-chapman-aprimo/">Building Competitive Marketing Content with Sam Chapman (Aprimo)</a><a href="https://beomniscient.com/blog/blake-burch-shipyard/">How to Build the Right Data Workflow with Blake Burch (Shipyard)</a><a href="https://beomniscient.com/blog/alicia-johnston-sprout-social/">Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)</a><a href="https://beomniscient.com/blog/ty-magnin-uipath/">Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)</a>Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:<a href="https://beomniscient.com/blog/blue-ocean-red-ocean-seo/">Blue Ocean vs Red Ocean SEO</a><a href="https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/">Should You Hire Writers or Subject Matter Experts?</a><a href="https://beomniscient.com/blog/content-growth-overlap/">How Do Growth and Content Overlap?</a>Connect with Omniscient Digital on social:Twitter: <a href="https://twitter.com/beomniscient_">@beomniscient</a>Linkedin: <a href="https://www.linkedin.com/company/beomniscient/">Be Omniscient</a>Listen to more episodes of The Long Game podcast here: <a href="https://beomniscient.com/podcast/how">https://beomniscient.com/podcast/</a>

<description>&lt;p&gt;In this &lt;i&gt;Kitchen Side&lt;/i&gt; episode of &lt;i&gt;The Long Game&lt;/i&gt; Podcast, the Omniscient Digital team explores the tension between moving fast and making smart decisions. Speed is often praised in startups and growth environments, but it can lead to thrashing, burnout, and wasted effort when misapplied. Through reflections on agency work, in-house roles, and working with clients, they examine how to balance urgency with focus, and how strategic patience—paired with tactical speed—can create real momentum. They also share real-world SEO and AI examples of teams pivoting too fast, chasing trends, and missing out on compounding gains due to lack of prioritization, alignment, or decisiveness.&lt;/p&gt;&lt;p&gt;Key Takeaways&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Speed ≠ Thrashing: Speed is powerful—but not when it means jumping between tactics without a long-term direction.&lt;/li&gt;&lt;li&gt;Experimentation Requires Discipline: The best teams move quickly within a defined portfolio of experiments, not across constant strategic shifts.&lt;/li&gt;&lt;li&gt;AI and SEO Demand New Timelines: Understanding how long it takes to see results from AI Overviews or SEO changes is critical for smart investment.&lt;/li&gt;&lt;li&gt;Strategic Decisions Need Time: Channel or strategy-level shifts should have space to breathe—tactical pivots can happen faster.&lt;/li&gt;&lt;li&gt;Avoid Becoming the Bottleneck: Leadership speed often comes down to fast approvals, trust, and timely delegation.&lt;/li&gt;&lt;li&gt;Portfolio Thinking Beats All-In Bets: High-performing orgs allocate some resources to R&amp;D and experimentation while maintaining core execution.&lt;/li&gt;&lt;li&gt;Alignment Enables Flow: Teams that communicate clearly and early across departments unlock faster execution and reduce friction.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Show Links&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Connect with David Khim on &lt;a href="https://www.linkedin.com/in/davidlykhim"&gt;LinkedIn&lt;/a&gt; and &lt;a href="https://twitter.com/davidlykhim?lang=en"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Alex Birkett on &lt;a href="https://www.linkedin.com/in/iamalexbirkett"&gt;LinkedIn&lt;/a&gt; and &lt;a href="https://twitter.com/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Allie Decker on &lt;a href="https://www.linkedin.com/in/alliecdecker"&gt;LinkedIn&lt;/a&gt; and &lt;a href="https://twitter.com/alliecdecker?lang=en"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Omniscient Digital on &lt;a href="https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company"&gt;LinkedIn&lt;/a&gt; or &lt;a href="https://twitter.com/beomniscient_"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;i&gt;What is Kitchen Side?&lt;/i&gt;&lt;/p&gt;&lt;p&gt;One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.&lt;/p&gt;&lt;p&gt;You understand how things look from the inside and how that differs from the outside.&lt;/p&gt;&lt;p&gt;You understand how the sausage is made. &lt;/p&gt;&lt;p&gt;As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.&lt;/p&gt;&lt;p&gt;We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.&lt;/p&gt;&lt;p&gt;Past guests on The Long Game podcast include: &lt;a href="https://beomniscient.com/blog/morgan-brown-shopify/"&gt;Morgan Brown (Shopify)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/ryan-law-animalz/"&gt;Ryan Law (Animalz)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/dan-shure-evolving-seo/"&gt;Dan Shure (Evolving SEO)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/kaleigh-moore-freelance-writing/"&gt;Kaleigh Moore (freelancer)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/eric-siu-clickflow/"&gt;Eric Siu (Clickflow)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/the-long-game-peep-laja-social-media-marketing-blogging-launching-businesses/"&gt;Peep Laja (CXL)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/chelsea-castle-chili-piper/"&gt;Chelsea Castle (Chili Piper)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/the-long-game-tracey-wallace-high-caliber-content-demanding-publishing-cadence/"&gt;Tracey Wallace (Klaviyo)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/tim-soulo-ahrefs/"&gt;Tim Soulo (Ahrefs)&lt;/a&gt;, &lt;a href="https://beomniscient.com/blog/ryan-mccready-reforge/"&gt;Ryan McReady (Reforge)&lt;/a&gt;, and many more.&lt;/p&gt;&lt;p&gt;Some interviews you might enjoy and learn from:&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/dan-shure-evolving-seo/"&gt;Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/sam-chapman-aprimo/"&gt;Building Competitive Marketing Content with Sam Chapman (Aprimo)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/blake-burch-shipyard/"&gt;How to Build the Right Data Workflow with Blake Burch (Shipyard)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/alicia-johnston-sprout-social/"&gt;Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/ty-magnin-uipath/"&gt;Purpose-Driven Leadership &amp; Building a Content Team with Ty Magnin (UiPath)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/blue-ocean-red-ocean-seo/"&gt;Blue Ocean vs Red Ocean SEO&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/"&gt;Should You Hire Writers or Subject Matter Experts?&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/content-growth-overlap/"&gt;How Do Growth and Content Overlap?&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Connect with Omniscient Digital on social:&lt;/p&gt;&lt;p&gt;Twitter: &lt;a href="https://twitter.com/beomniscient_"&gt;@beomniscient&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Linkedin: &lt;a href="https://www.linkedin.com/company/beomniscient/"&gt;Be Omniscient&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Listen to more episodes of The Long Game podcast here: &lt;a href="https://beomniscient.com/podcast/how"&gt;https://beomniscient.com/podcast/&lt;/a&gt;&lt;/p&gt;
</description>

The team discusses the value of speed in marketing, how to avoid thrashing, and why slow, focused decision-making may actually help you move faster.

Kitchen Side: How to Move Fast

In this episode of The Long Game Podcast, Alex Birkett speaks with Nick Lafferty (Head of Marketing) and Josh Blyskal (AI Strategist) from Profound, an AI visibility platform focused on answer engine optimization (AEO). They explore the shift from SEO to AEO, where brands must optimize for AI-driven search experiences across ChatGPT, Perplexity, and Google’s AI Overviews. The conversation covers why agility is the new moat, how brand mentions and structured content shape AI visibility, and how both startups and incumbents can compete. Nick and Josh share tactical approaches—from Wikipedia and affiliate strategies to structured HTML tables—that improve citations in AI-generated answers. The discussion underscores the rising importance of PR, off-site visibility, and concise, high-utility content in the AI search era.Key Takeaways<ul><li>AEO Defined: Answer engine optimization is about making your brand the chosen answer in AI-driven search experiences.</li><li>User Experience Wins: Search is converging with chat—people want answers, not links—so engines prioritize utility and ease.</li><li>Agility as a Moat: Speed and adaptability matter more than long-term content calendars in today’s volatile AI search space.</li><li>Brand Mentions Beat Keywords: AI models lean heavily on off-site mentions (Reddit, Wikipedia, affiliates) as trust signals.</li><li>Structured Content Boosts Citations: Bullet points, HTML tables, and concise formatting make content “citation-friendly” for AI.</li><li>Startups vs. Incumbents: Incumbents benefit from brand equity, but startups can flank them by acting faster and publishing niche, high-utility content.</li><li>PR Is Back: Media coverage and Wikipedia presence play a critical role in being cited by AI engines.</li></ul>Show Links<ul><li>Visit <a href="https://www.tryprofound.com/">Profound</a> on <a href="https://linkedin.com/company/tryprofound">Linkedin</a> and <a href="http://x.com/tryprofound">X</a></li><li>Connect with Nick Lafferty  on <a href="https://www.linkedin.com/in/nicklafferty/">LinkedIn</a></li><li>Connect with Josh Blyskal on <a href="https://www.linkedin.com/in/joshua-blyskal/">LinkedIn</a></li><li>Connect with Alex Birkett on <a href="https://www.linkedin.com/in/iamalexbirkett">LinkedIn</a> and <a href="https://twitter.com/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor">Twitter</a></li><li>Connect with Omniscient Digital on <a href="https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company">LinkedIn</a> or <a href="https://twitter.com/beomniscient_">Twitter</a></li></ul>Some interviews you might enjoy and learn from:<a href="https://beomniscient.com/blog/dan-shure-evolving-seo/">Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)</a><a href="https://beomniscient.com/blog/sam-chapman-aprimo/">Building Competitive Marketing Content with Sam Chapman (Aprimo)</a><a href="https://beomniscient.com/blog/blake-burch-shipyard/">How to Build the Right Data Workflow with Blake Burch (Shipyard)</a><a href="https://beomniscient.com/blog/alicia-johnston-sprout-social/">Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)</a><a href="https://beomniscient.com/blog/ty-magnin-uipath/">Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)</a>Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:<a href="https://beomniscient.com/blog/blue-ocean-red-ocean-seo/">Blue Ocean vs Red Ocean SEO</a><a href="https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/">Should You Hire Writers or Subject Matter Experts?</a><a href="https://beomniscient.com/blog/content-growth-overlap/">How Do Growth and Content Overlap?</a>Connect with Omniscient Digital on social:Twitter: <a href="https://twitter.com/beomniscient_">@beomniscient</a>Linkedin: <a href="https://www.linkedin.com/company/beomniscient/">Be Omniscient</a>Listen to more episodes of The Long Game podcast here: <a href="https://beomniscient.com/podcast/how">https://beomniscient.com/podcast/</a>

<description>&lt;p&gt;In this episode of &lt;i&gt;The Long Game Podcast&lt;/i&gt;, Alex Birkett speaks with Nick Lafferty (Head of Marketing) and Josh Blyskal (AI Strategist) from Profound, an AI visibility platform focused on answer engine optimization (AEO). They explore the shift from SEO to AEO, where brands must optimize for AI-driven search experiences across ChatGPT, Perplexity, and Google’s AI Overviews. The conversation covers why agility is the new moat, how brand mentions and structured content shape AI visibility, and how both startups and incumbents can compete. Nick and Josh share tactical approaches—from Wikipedia and affiliate strategies to structured HTML tables—that improve citations in AI-generated answers. The discussion underscores the rising importance of PR, off-site visibility, and concise, high-utility content in the AI search era.&lt;/p&gt;&lt;p&gt;Key Takeaways&lt;/p&gt;&lt;ul&gt;&lt;li&gt;AEO Defined: Answer engine optimization is about making your brand the chosen answer in AI-driven search experiences.&lt;/li&gt;&lt;li&gt;User Experience Wins: Search is converging with chat—people want answers, not links—so engines prioritize utility and ease.&lt;/li&gt;&lt;li&gt;Agility as a Moat: Speed and adaptability matter more than long-term content calendars in today’s volatile AI search space.&lt;/li&gt;&lt;li&gt;Brand Mentions Beat Keywords: AI models lean heavily on off-site mentions (Reddit, Wikipedia, affiliates) as trust signals.&lt;/li&gt;&lt;li&gt;Structured Content Boosts Citations: Bullet points, HTML tables, and concise formatting make content “citation-friendly” for AI.&lt;/li&gt;&lt;li&gt;Startups vs. Incumbents: Incumbents benefit from brand equity, but startups can flank them by acting faster and publishing niche, high-utility content.&lt;/li&gt;&lt;li&gt;PR Is Back: Media coverage and Wikipedia presence play a critical role in being cited by AI engines.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Show Links&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Visit &lt;a href="https://www.tryprofound.com/"&gt;Profound&lt;/a&gt; on &lt;a href="https://linkedin.com/company/tryprofound"&gt;Linkedin&lt;/a&gt; and &lt;a href="http://x.com/tryprofound"&gt;X&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Nick Lafferty  on &lt;a href="https://www.linkedin.com/in/nicklafferty/"&gt;LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Josh Blyskal on &lt;a href="https://www.linkedin.com/in/joshua-blyskal/"&gt;LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Alex Birkett on &lt;a href="https://www.linkedin.com/in/iamalexbirkett"&gt;LinkedIn&lt;/a&gt; and &lt;a href="https://twitter.com/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Omniscient Digital on &lt;a href="https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company"&gt;LinkedIn&lt;/a&gt; or &lt;a href="https://twitter.com/beomniscient_"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Some interviews you might enjoy and learn from:&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/dan-shure-evolving-seo/"&gt;Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/sam-chapman-aprimo/"&gt;Building Competitive Marketing Content with Sam Chapman (Aprimo)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/blake-burch-shipyard/"&gt;How to Build the Right Data Workflow with Blake Burch (Shipyard)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/alicia-johnston-sprout-social/"&gt;Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/ty-magnin-uipath/"&gt;Purpose-Driven Leadership &amp; Building a Content Team with Ty Magnin (UiPath)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/blue-ocean-red-ocean-seo/"&gt;Blue Ocean vs Red Ocean SEO&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/"&gt;Should You Hire Writers or Subject Matter Experts?&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/content-growth-overlap/"&gt;How Do Growth and Content Overlap?&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Connect with Omniscient Digital on social:&lt;/p&gt;&lt;p&gt;Twitter: &lt;a href="https://twitter.com/beomniscient_"&gt;@beomniscient&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Linkedin: &lt;a href="https://www.linkedin.com/company/beomniscient/"&gt;Be Omniscient&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Listen to more episodes of The Long Game podcast here: &lt;a href="https://beomniscient.com/podcast/how"&gt;https://beomniscient.com/podcast/&lt;/a&gt;&lt;/p&gt;
</description>

Nick Lafferty and Josh Blyskal (Profound) explain answer engine optimization (AEO), brand visibility in AI search, and tactics to stay agile in a volatile space.

Answer Engine Optimization Strategies & Tactics with Nick Lafferty and Josh Blyskal (Profound)

In this episode of The Long Game Podcast, David Ly Khim interviews Michael Walrath, CEO and Chairman of Yext. Known for building and exiting multiple companies—including RightMedia and Moat—Michael shares how Yext evolved from a local lead-gen platform to a digital presence powerhouse. He dives deep into the fragmentation of search, the shift toward generative engines, and the rise of “agentic” AI-powered experiences. With candid reflections on strategy pivots and digital transformation, Michael urges marketers to rethink discoverability, measurement, and structured content in an era where your next customer might not be human, but an AI assistant making decisions on their behalf.Key Takeaways<ul><li>Yext’s Strategic Pivots: The company evolved from call-based lead gen to local visibility, to enterprise search—each requiring bold but risky reinvention.</li><li>Google Dominance Has Peaked: With 92%+ of search traffic once flowing through Google, that landscape is now fragmenting due to LLMs and AI agents.</li><li>Structured Data Drives Discovery: Clean, contextualized data remains a marketer’s best lever for visibility—whether on Google or in LLM-powered engines.</li><li>Brand Visibility Beats SEO Rankings: As AI agents answer more queries, brands must optimize for visibility across platforms, not just search engine results pages.</li><li>The Agentic Web Is Coming: AI assistants with memory and context will handle more decision-making—marketers must build for both humans and machines.</li><li>AI Shifts Are Already Here: Yext observed traffic shifts 6+ quarters ago—marketers should act now, not wait, to influence AI results.</li><li>Reframing Attribution: Zero-click answers and agentic transactions require a shift from traditional web metrics to outcome-focused measurement.</li></ul>Show Links<ul><li>Visit Visit <a href="https://www.yext.com/">Yext</a> on <a href="https://www.linkedin.com/company/yext/">Linkedin</a> and <a href="https://x.com/yext">X</a></li><li>Connect with Michael Walrath on <a href="https://www.linkedin.com/in/michael-walrath-b63166/">LinkedIn</a></li><li>Connect with David Khim on <a href="https://www.linkedin.com/in/davidlykhim">LinkedIn</a> and <a href="https://twitter.com/davidlykhim?lang=en">Twitter</a></li><li>Connect with Omniscient Digital on <a href="https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company">LinkedIn</a> or <a href="https://twitter.com/beomniscient_">Twitter</a></li></ul>Some interviews you might enjoy and learn from:<a href="https://beomniscient.com/blog/dan-shure-evolving-seo/">Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)</a><a href="https://beomniscient.com/blog/sam-chapman-aprimo/">Building Competitive Marketing Content with Sam Chapman (Aprimo)</a><a href="https://beomniscient.com/blog/blake-burch-shipyard/">How to Build the Right Data Workflow with Blake Burch (Shipyard)</a><a href="https://beomniscient.com/blog/alicia-johnston-sprout-social/">Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)</a><a href="https://beomniscient.com/blog/ty-magnin-uipath/">Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)</a>Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:<a href="https://beomniscient.com/blog/blue-ocean-red-ocean-seo/">Blue Ocean vs Red Ocean SEO</a><a href="https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/">Should You Hire Writers or Subject Matter Experts?</a><a href="https://beomniscient.com/blog/content-growth-overlap/">How Do Growth and Content Overlap?</a>Connect with Omniscient Digital on social:Twitter:<a href="https://twitter.com/beomniscient_"> @beomniscient</a>Linkedin:<a href="https://www.linkedin.com/company/beomniscient/"> Be Omniscient</a>Listen to more episodes of The Long Game podcast here:<a href="https://beomniscient.com/podcast/"> </a><a href="https://beomniscient.com/podcast/how">https://beomniscient.com/podcast/</a>

<description>&lt;p&gt;In this episode of &lt;i&gt;The Long Game Podcast&lt;/i&gt;, David Ly Khim interviews Michael Walrath, CEO and Chairman of Yext. Known for building and exiting multiple companies—including RightMedia and Moat—Michael shares how Yext evolved from a local lead-gen platform to a digital presence powerhouse. He dives deep into the fragmentation of search, the shift toward generative engines, and the rise of “agentic” AI-powered experiences. With candid reflections on strategy pivots and digital transformation, Michael urges marketers to rethink discoverability, measurement, and structured content in an era where your next customer might not be human, but an AI assistant making decisions on their behalf.&lt;/p&gt;&lt;p&gt;Key Takeaways&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Yext’s Strategic Pivots: The company evolved from call-based lead gen to local visibility, to enterprise search—each requiring bold but risky reinvention.&lt;/li&gt;&lt;li&gt;Google Dominance Has Peaked: With 92%+ of search traffic once flowing through Google, that landscape is now fragmenting due to LLMs and AI agents.&lt;/li&gt;&lt;li&gt;Structured Data Drives Discovery: Clean, contextualized data remains a marketer’s best lever for visibility—whether on Google or in LLM-powered engines.&lt;/li&gt;&lt;li&gt;Brand Visibility Beats SEO Rankings: As AI agents answer more queries, brands must optimize for visibility across platforms, not just search engine results pages.&lt;/li&gt;&lt;li&gt;The Agentic Web Is Coming: AI assistants with memory and context will handle more decision-making—marketers must build for both humans and machines.&lt;/li&gt;&lt;li&gt;AI Shifts Are Already Here: Yext observed traffic shifts 6+ quarters ago—marketers should act now, not wait, to influence AI results.&lt;/li&gt;&lt;li&gt;Reframing Attribution: Zero-click answers and agentic transactions require a shift from traditional web metrics to outcome-focused measurement.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Show Links&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Visit Visit &lt;a href="https://www.yext.com/"&gt;Yext&lt;/a&gt; on &lt;a href="https://www.linkedin.com/company/yext/"&gt;Linkedin&lt;/a&gt; and &lt;a href="https://x.com/yext"&gt;X&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Michael Walrath on &lt;a href="https://www.linkedin.com/in/michael-walrath-b63166/"&gt;LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with David Khim on &lt;a href="https://www.linkedin.com/in/davidlykhim"&gt;LinkedIn&lt;/a&gt; and &lt;a href="https://twitter.com/davidlykhim?lang=en"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Connect with Omniscient Digital on &lt;a href="https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company"&gt;LinkedIn&lt;/a&gt; or &lt;a href="https://twitter.com/beomniscient_"&gt;Twitter&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Some interviews you might enjoy and learn from:&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/dan-shure-evolving-seo/"&gt;Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/sam-chapman-aprimo/"&gt;Building Competitive Marketing Content with Sam Chapman (Aprimo)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/blake-burch-shipyard/"&gt;How to Build the Right Data Workflow with Blake Burch (Shipyard)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/alicia-johnston-sprout-social/"&gt;Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/ty-magnin-uipath/"&gt;Purpose-Driven Leadership &amp; Building a Content Team with Ty Magnin (UiPath)&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/blue-ocean-red-ocean-seo/"&gt;Blue Ocean vs Red Ocean SEO&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/"&gt;Should You Hire Writers or Subject Matter Experts?&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://beomniscient.com/blog/content-growth-overlap/"&gt;How Do Growth and Content Overlap?&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Connect with Omniscient Digital on social:&lt;/p&gt;&lt;p&gt;Twitter:&lt;a href="https://twitter.com/beomniscient_"&gt; @beomniscient&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Linkedin:&lt;a href="https://www.linkedin.com/company/beomniscient/"&gt; Be Omniscient&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Listen to more episodes of The Long Game podcast here:&lt;a href="https://beomniscient.com/podcast/"&gt; &lt;/a&gt;&lt;a href="https://beomniscient.com/podcast/how"&gt;https://beomniscient.com/podcast/&lt;/a&gt;&lt;/p&gt;
</description>

Michael Walrath (Yext) unpacks the AI-driven shift in brand visibility, structured data, and why marketers must prep for an agentic, zero-click web.

Media Strategy, Ad Tech, and the Future of Search with Michael Walrath (Yext)

The Long Game shares personal and business success stories where long-term thinking triumphs. Join us for discussions about the frameworks, principles, and learnings that drive success in business.

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