<p>AI has changed search. But not in the ways most marketers think.<br /></p><p>In this conversation, Ross Hudgens, founder and CEO of Siege Media, shares findings from analyzing 12,000 URLs across B2B and B2C brands. The results challenge a lot of assumptions about AI content, SEO decline, and where visibility is actually shifting.</p><p><br /></p><p>We dig into why Google is still growing in key categories, why bottom-funnel content is outperforming, and how Siege is using AI to strengthen (not replace) human-driven expertise. Ross breaks down where brands are over-investing, under-investing, and how to think about content when LLMs are rewriting the rules of discovery.</p><p><br /></p><p>We also unpack:</p><p>• Why “what is” and “how to” content is losing ground<br />• The rise of comparisons, pricing pages, templates, and calculators<br />• How Siege uses automation for keyword research and LLM visibility<br />• A practical way to track your brand inside AI search results<br />• Data journalism as a defensible moat in a commoditized content world<br />• Why LinkedIn is becoming the new open web<br />• How to refresh existing content with AI-assisted frameworks<br />• What every B2B marketer should prioritize heading into 2026</p><p><br /></p><p>If you care about visibility in an era where AI engines decide what gets seen, this episode offers a clear blueprint for what actually works today.</p><p><br /></p><p>00:00 Introduction and Guest Welcome</p><p>00:40 AI's Impact on SEO and Content</p><p>02:28 Effective Content Strategies in the AI Era</p><p>04:42 Incorporating AI in Content Creation</p><p>06:35 Keyword Research and LLM Visibility</p><p>09:36 Data Journalism as a Defensible Moat</p><p>13:02 Social Media's Role in Content Strategy</p><p>16:31 Content Refresh and Update Strategies</p><p>19:39 Closing Thoughts and Contact Information</p>