Marketing Spotlight: SEO in the Age of AI Search (with Kirsten, Intertwined SEO)

Host: Alison Ver Halen (AV Writing Services) Guest: Kirsten, SEO strategist and founder of Intertwined Digital Marketing (aka Intertwined SEO)

Episode Overview

In this episode of Marketing Spotlight, Alison sits down with fellow SEO strategist Kirsten to talk shop on everything from how she stumbled into SEO to how AI-powered search is reshaping the industry. The conversation is candid and often funny, covering the realities of running an SEO business for small and local clients in 2025.

Key Topics Discussed

How Kirsten got into SEO Kirsten started as a generalist marketer in the nonprofit world, handling email, social, video, and photo work before ever touching SEO. She got hooked after being baffled by agency reports full of jargon, eventually landing an SEO role that included a month of hands-on training. She traces her fascination back to a simple mystery: why the meta description she saw in a Google result was never actually on the page.

Meta descriptions and search behavior Both hosts share a laugh over how often Google rewrites meta descriptions anyway, regardless of what's written on the page — a common frustration for anyone doing on-page SEO.

Zero-click results and featured snippets Kirsten and Alison discuss the tension between optimizing for featured snippets (which can reduce click-through) and still driving traffic. Kirsten's approach: lean into formatting Google rewards — lists, numbered steps, straightforward structure — while using search intent to decide when a quick answer is enough versus when deeper content will pull in visitors who might convert.

ChatGPT, SearchGPT, and AI overviews A major theme: how generative AI is changing search behavior. Kirsten notes there's no "20-year expert" in this new landscape yet — everyone's still figuring out what works, with early signs pointing to digital PR and clean, JavaScript-light websites as helpful factors. Both hosts swap stories about AI overviews confidently serving wrong or misattributed answers (including the infamous "glue on pizza" incident), and how few everyday searchers realize they're reading an AI-generated summary rather than a verified featured snippet.

Local SEO tips Asked for her top tips, Kirsten emphasizes the basics that are frequently skipped:

• Actually state your location/service area on your website (not buried in a footer)
• Fully build out your Google Business Profile (categories, bio, photos, hours)
• Get listed across other relevant directories
• Create genuinely unique (not copy-pasted) location pages for each area served

Keywords: past, present, and future Kirsten and Alison close out the SEO talk by noting how keyword strategy has shifted from single-keyword targeting toward topical relevance and clusters of related terms — while still needing to manage client expectations around what metrics actually matter (traffic and conversions, not obsessing over one keyword's rank).

What she loves about the work Kirsten's favorite part of SEO is the data: watching analytics show tangible proof that strategy work is paying off, especially with small businesses starting from nothing, where early wins are easy to point to and clients are quick to feel the impact.

Where to Find Kirsten

• Business: Intertwined Digital Marketing
• Handle across platforms: Intertwined SEO
• Monthly live SEO Office Hours on YouTube

Where to Find the Host

• Alison Verhalen, Content Marketer
• YouTube: @alisonverhalencontentmarketer
• Website: AVWritingServices.com

About Kirsten

Based in Northeastern PA, Kirsten Vine Gollier is the owner and expert SEO of Intertwined, a new digital marketing agency that provides affordable and ethical SEO solutions to small businesses. She has over 10 years of experience working at numerous SEO agencies and nonprofits across the country, and is passionate about helping small businesses succeed. She loves talking about films, Bravo TV, and cats. Her hobbies include reading, doing Pilates, cooking, and attending renaissance festivals with her husband.

Briget’s Journey as Brand Designer

Alison and Bridget discussed Bridget's role as a brand and website designer, particularly for therapists, coaches, and consultants. Bridget shared her journey into this field, which began when she realized her work should align with her values. She combined her creative background, organizational skills, and love for visual things to create her business. Alison and Bridget also discussed their shared aptitude for both structured and creative work, which they believe is beneficial in their respective roles.

Constraints and Creativity in Branding
Alison and Bridget discuss the benefits of constraints in creativity, particularly in SEO and branding. Alison shares how SEO provides parameters that inspire her writing, while Bridget emphasizes how limitations can enhance creativity. They explore the challenges of personal branding, with Bridget describing her role as an "excavator" who helps clients discover their unique qualities. The conversation touches on the importance of authenticity in branding and the need to resonate with the right audience, even if it means not appealing to everyone.

Rebranding and Updating Business Strategies
Bridget and Alison discussed the process of reverse engineering and rebranding in the context of business. Bridget, who has experience as a professional organizer, emphasized the importance of identifying what is no longer needed and creating a new foundation for growth. They discussed the potential of updating old content to reflect the current brand and the importance of revisiting advice and recommendations to ensure alignment with current values. Alison agreed with Bridget's suggestions and appreciated the conversation.

About Bridget

Bridge specializes in working with coaches, consultants, therapists, organizers, and overall, people who help people. Her superpower is giving you the permission you need to brand your BIZ the way YOU want to. she's been a minimalist since before it was trendy, and organized her friends’ closets for fun as a kid (true story!) Simplifying spaces and creating more room to play are her jam. That, coupled with a background in dance and choreography led her to want to find a way to use both her creative and organizational passions. Sprinkle in some writing and consulting, and over the past 15 years, she's built a business that has given her the flexibility and freedom to work from anywhere. Building brands and websites is the place where she could combine all those skills and help people let go of the cluttered ideas about their brand, and create the space for something they love.

Alison and Zack discussed their career paths in brand strategy. Zack shared his journey, starting with graphic design and marketing, and eventually becoming a brand strategist after realizing his ability to understand and lead teams.