des, we've mastered the art of SEO—keywords, backlinks, page rankings. We've built entire marketing strategies around getting to the top of Google's search results. But here's the uncomfortable truth: AI is fundamentally changing how people discover brands and information. When someone asks ChatGPT, Claude, or Perplexity for business recommendations, traditional SEO rankings mean little. Your perfectly optimized website might be invisible to AI algorithms that are now answering millions of queries every day. The businesses that don't adapt aren't just missing opportunities—they're becoming irrelevant.
That's exactly why I'm thrilled to have Ben Jacobson join us today. As Chief Content Officer at InboundJunction, Ben works directly with growth-stage tech companies to navigate this new landscape. He's not just theorizing about AI search—he's actively helping brands crack the code on AI visibility. His insights have appeared in Search Engine Land and HubSpot, and he's developed proven strategies for getting brands mentioned in AI responses. Ben understands that this isn't about abandoning everything we know about SEO, but evolving it for an AI-first world.
The AI Hat Podcast host Mike Allton asked Ben Jacobson about:
✨ AI-First Optimization: Understanding how to structure content and PR strategies specifically for AI algorithm consumption and recommendation.
✨ Measurement Evolution: Learning new metrics and methods to track brand visibility in AI-powered search environments.
✨ Strategic Integration: Discovering how to blend traditional SEO efforts with emerging AI optimization techniques without disrupting existing operations.
Learn more about Ben Jacobson
Connect with Ben Jacobson on LinkedIn
Resources & Brands mentioned in this episode
Inbound Junction
AI Work Buddy Mini-Course & Community
AI Primer: A Comprehensive Guide
Explore past episodes of the The AI Hat Podcast podcast
CHAPTERS:
00:00 Introduction to SEO and AI
01:57 The AI Hat Podcast Introduction
02:18 The Evolution of SEO in the Age of AI
02:59 Interview with Ben Jacobson: Navigating AI Search
06:20 Understanding AI Search and Brand Mentions
11:13 Strategic PR for AI Search
20:04 Challenges and Metrics in AI Search Optimization
26:54 Balancing Traditional SEO and AI Optimization
30:35 Final Thoughts and Future Trends
33:07 Conclusion and Resources
SHOW TRANSCRIPT & NOTES: https://theaihat.com/how-ai-search-is-rewriting-the-seo-playbook-and-what-you-must-do-now/https://theaihat.com/how-ai-search-is-rewriting-the-seo-playbook-and-what-you-must-do-now/
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Produced and Hosted by Mike Allton, AI Consultant & Trainer at The AI Hat, where he's tirelessly helping businesses and marketers get ahead of the AI Revolution and apply advanced technologies to their roles. He's spent over a decade in digital marketing, bringing an unparalleled level of experience and excitement to the fore, whether he's delivering a presentation or leading a workshop. If you’re interested in helping business owners with AI in an upcoming episode, reach out to Mike.
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