AI has changed search. But not in the ways most marketers think.

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.

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.

We also unpack:

• Why “what is” and “how to” content is losing ground
• The rise of comparisons, pricing pages, templates, and calculators
• How Siege uses automation for keyword research and LLM visibility
• A practical way to track your brand inside AI search results
• Data journalism as a defensible moat in a commoditized content world
• Why LinkedIn is becoming the new open web
• How to refresh existing content with AI-assisted frameworks
• What every B2B marketer should prioritize heading into 2026

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.

00:00 Introduction and Guest Welcome

00:40 AI's Impact on SEO and Content

02:28 Effective Content Strategies in the AI Era

04:42 Incorporating AI in Content Creation

06:35 Keyword Research and LLM Visibility

09:36 Data Journalism as a Defensible Moat

13:02 Social Media's Role in Content Strategy

16:31 Content Refresh and Update Strategies

19:39 Closing Thoughts and Contact Information

In this episode, Gen Furukawa speaks with Carl Holden, founder and CEO of RankBot, to unpack one of the most misunderstood parts of modern SEO: how link authority, automated outreach, and external site signals power both traditional Google rankings and AI-generated answers across ChatGPT, Gemini, and Perplexity.

Carl explains why backlinks still matter in an AI-first world, why large language models continue to depend on search results for rankings, and how marketers can build durable visibility in an era defined by Answer Engine Optimization.

You’ll learn how to think about off-page SEO in an unreliable, fast-changing algorithm landscape, and why diversifying your presence across blogs, YouTube, TikTok, Reddit, and short-form video is becoming essential for LLM citations.

01:35 Understanding Link Building and SEO

02:52 Automating Link Building with AI

04:22 Challenges and Strategies in Link Building

12:02 The Future of Off-Page SEO

17:15 Leveraging AI in Marketing

22:58 Final Thoughts and Advice for Marketers

What does SEO look like when Google is no longer the gatekeeper?

In this episode of The SuperMarketers Podcast, Tom Winter, Co-Founder and CEO of SEOwind, joins Gen Furukawa to explore how AI and Large Language Models (LLMs) are completely rewriting the rules of SEO, content strategy, and digital authority.

Tom shares why he believes LLMs should be treated as logical engines, not search engines—and how this mindset shift is helping brands move beyond keywords to context. He unpacks the inner workings of SEOwind’s AI-powered research workflows, where agents gather, structure, and verify data before a single word is written, producing content that’s human-level in quality and primed for AI search visibility.

You’ll learn:

• Why most “AI-written” content fails—and how to make yours stand out

• How to define and measure content quality using E-E-A-T and quantifiable metrics

• The 90-day playbook to increase visibility in LLM-driven search results

• Why your SEO strategy should start with entities, not keywords

• How to apply “Human as a Service” thinking to scale content operations without losing quality
  

Whether you’re a marketer, SEO strategist, or AI enthusiast, this episode reveals how to build content for a world where LLMs—not Google—decide what gets seen.

00:00 – Intro and welcome with Gen Furukawa

00:59 – What SEOwind does differently: AI agents for research, not just writing

02:17 – Why “one-click” AI content fails and how Human-as-a-Service changes everything

04:38 – Why LLMs are logical engines, not search engines

07:10 – How to define and measure E-E-A-T (Experience, Expertise, Authority, Trust)

10:00 – Why “good content” must be quantifiable and measurable

14:55 – The shift from ranking pages to solving problems in AI search

20:01 – The 90-day playbook for building LLM visibility and authority

22:00 – Chunking, schema, and technical SEO for AI crawling

25:00 – How to build credibility through LinkedIn, YouTube, and AI-crawled sites

27:42 – Treating AI as your teammate, not a tool

30:00 – Closing thoughts and where to find Tom Winter online

👉 Follow Tom Winter on LinkedIn: https://www.linkedin.com/in/tom-winter/

SEOwind – SEOwind is an AI-powered content research and writing platform that uses intelligent workflows and LLM agents to produce deeply researched, high-quality, and non-fluff SEO content at scale.

Try SEO Wind at seowind.io

👉 Connect with Gen Furukawa on LinkedIn: https://www.linkedin.com/in/tom-winter/

SuperMarketers.ai – SuperMarketers.ai helps B2B SaaS founders and marketers turn AI and automation into growth engines through done-for-you content, LinkedIn strategy, and scalable inbound marketing systems:

www.supermarketers.ai

Highlights:

01:05 — How Gauge reverse engineers AI answers to uncover why some brands get mentioned while others don’t.

04:11 — Why personalization in ChatGPT makes manual tracking nearly impossible without anonymous data.

05:28 — The hidden value of showing up in top-of-funnel AI answers even when clicks disappear.

07:02 — If you only had five hours a month, here’s the single most effective lever to grow AI visibility.

09:15 — The “fat tail” effect in AI search and why cracking the top 50 matters more than ranking #1 on Google.

18:47 — Case study: how one brand tripled AI visibility in two weeks and what it reveals about the future of search.

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Stop Publishing Content. Start Engineering Demand with SuperMarketers. SuperMarketers is the AI Content Engine for B2B SaaS. Built to rank, answer, and convert. Learn more at www.supermarketers.ai

Connect with Gen Furukawa: https://www.linkedin.com/in/genfurukawa/

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Find Caelean Barnes on LinkedIn: https://www.linkedin.com/in/caelean/

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​Gauge helps companies show up in more AI answers. With traffic shifting off of Google and into AI, the way customers are discovering and deciding has changed.

Gauge measures responses in AI answers to find the highest leverage opportunities for your brand. This enables you to increase your AI presence and drive more leads. Customers are seeing over a 5x increase in AI answer share with Gauge.

Find out more at ​https://withgauge.com

LINKS:

• Retina Media: https://retina.media/
• Shane on LinkedIn: https://www.linkedin.com/in/shanehtepper/
• SuperMarketers: www.supermarketers.ai

• AI-Proof Channels: Events, referrals, and trust-based marketing are emerging as "AI-proof" channels
• The 95% Rule: 95% of content cited by AI agents has been updated in the last 10 months
• Four Pillars of Winning Content: Unique/authoritative, persuasive (to both humans and AI), well-structured, and properly cited
• Content Engineers: New role combining AI knowledge, content expertise, and business process optimization
• AEO vs SEO: Answer Engine Optimization requires optimizing for multiple AI agents, not just Google

• Using Google Search Console to find high-impression, low-click pages
• Internal linking as an overlooked SEO win
• Schema markup and proper H1-H4 structure for AI agents
• Content refresh frameworks (low/medium/high effort levels)
• Voice memo workflows for content creation
• Custom GPT projects for content strategy

• AirOps website: airops.com
• Benchmark your top pages against
the best in SaaS—and see what’s costing you visibility: https://www.airops.com/answer-engine-visibility

Every Zoom call hides revenue-ready insights. Fathom founder Richard White explains how AI meeting intelligence turns raw transcripts into competitive advantage, content fuel, and a product-led growth flywheel for B2B SaaS marketers.

Check Out Fathom: https://fathom.video/

Show Highlights:
5:13 – Why SEO is breaking: AI-generated content, noise in SERPs, and Josh’s pivot to LinkedIn

10:40 – Josh’s AI content workflow: repurposing blog posts into LinkedIn posts using ChatGPT

17:00 – What is RAG (Retrieval Augmented Generation) and how it helps encode brand voice into AI outputs

21:00 – Data prep for vector databases: chunking content, using parsers, and why this step is critical

25:00 – How marketers can use segmentation and clustering models for better GTM strategy

32:00 – When LLMs work well: text generation, summarization, sentiment analysis, and chat transcript insights

34:00 – The future of LLMs in orgs: how they could replace middle management through summarization

📍 Visit Josh at Sharp Sight Labs

🤝 Connect on LinkedIn: Josh Ebner