March 26, 2026 • 17 mins
AI search SEO is breaking family law traffic models. Rankings up, traffic down. Here's what the data shows and how to fix it.
The decoupling started in September 2024. Impressions climbing, clicks tanking. Firms with thin content, those "divorce lawyer + city" page variants, got crushed.
Firms building topical authority and pairing video with natural language content are winning AI overview citations and direct site visits.
So in this episode, we’ll break down the Google Search Console diagnostic, the tools to check your AI visibility across ChatGPT and Perplexity, and how to measure visibility in this new landscape.
The gap isn't your SEO strategy. It's whether you built for zero-click searches and AI overviews from the start.
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📄 CHAPTERS
0:00 - Building Family Law AI Search SEO That Drives Leads
1:17 - The Great Decoupling: Why Rankings Are Up But Traffic Is Down
3:32 - How to Diagnose AI Search Impact Using Google Search Console
4:34 - Waterfall Metrics: When Traffic Loss Actually Hurts Your Business
5:28 - Thin Content vs. Topical Authority: Which Sites Are Getting Crushed
6:29 - 88% of AI Overviews Target Informational Searches Family Law Firms Need
7:15 - How AI Citations Drive Direct Site Visits Without Clicks
11:07 - Zero-Click Searches: Winning Visibility Even When Nobody Clicks
12:38 - Why Customer Sentiment and Reviews Impact AI Search Results
13:35 - Natural Language Content: Why Video + Transcripts Outperform Written Articles
15:09 - Stop Measuring Vanity Metrics: The New Visibility Framework for 2026
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
I would say some of the thingsthat are important for any firm
(00:03):
that's trying to be visiblein, in AI search overviews,
is customer sentimentis very important to the results.
So if you're a firm that doesn'ttake care of your clients
in a really meaningful way,that's invisible in the marketplace,
a lot of reviews,you're likely to not perform
very well in these AI overviewsor these AI search results.
(00:25):
All right, everyone, welcomeback to the Sterling Family Law Show.
You have the normal crew here I am, Tyler.
Dolph, your host.
And with me today is the co-founderof our very own family law firm,
Sterling Lawyers. This is Tony Karl's.
On the last episode,we gave you the framework to measure
whether your SEO is working.
(00:45):
Today,we're going to explain that even why,
even if you have good measurement,it might show a troubling trend
and why that trend is not your fault,right?
We are in the the wave of AIand it is changing everything.
And it is hitting familylaw firms harder than most practice areas.
(01:05):
Today we're going to talk aboutwhat's happening in the space
and what you can do about it.
We have five major realities of the 2026what we're calling the visibility crisis.
Tony.
The first one is the great decouplingwhy rankings are up, but results are down.
Yeah.
(01:25):
I mean, this is, this started happeningaround,
September, I believe, of 24.
And it's been continuing to to go,throughout all this year and last year.
And what we're seeing,decoupling
means exactly what it, what it means.
(01:46):
Typically in the past,when you saw traffic grow organically,
you would see yourwhen you see impressions grow organically,
you would see your trafficgrow organically.
We've seen very much the opposite.
As of, recently this as of, 20, 24.
(02:06):
And it's just accelerated,where we're seeing greater visibility
but actually lower throughputfrom a traffic perspective.
And it has everything to do with eyeoverviews as well as,
searches being done in ChatGPTand Claude and Gemini,
pulling data in, and not actually,so users
(02:28):
are getting information from you,they're seeing your brand,
but they're not actually ever gettingto your website,
which is what the decoupling is.
So you're what we're seeing a lot of isgreater visibility improves rankings,
but we're not seeing directto site traffic.
So a lot of what we talked about inour last podcast is vanity metrics.
(02:49):
So if you'reif you're tracking vanity metrics, you're
probably very disappointed right nowbecause you're seeing you're seeing
some vanity metrics perform really well.
But you're seeing, you're seeing trafficnot actually perform really well.
So there's, it's a bit confusing,but when you dig into it,
what you're seeing is greater visibilitythrough AI overviews and,
(03:11):
significant gaps in traffic.
Actually getting to your site.
Yeah, I think the sense we haveis the media and law firms
saw a 19% decline in organictraffic in 2025.
Some firms dropping nearly 80%.
But for most of them, rankingsdidn't change at all.
Just the traffic stopped coming.
Correct.
(03:32):
What can firms do?
What can they look at to understandif this is happening to them?
You know,do they pull up Google Search Console
and look at impressions and clicksover the last 12 months?
Yeah.
I mean, that would be to be onereally good place to start diving in.
The what youbecause what you'll very likely see
(03:53):
is if you zoom out and you look at,I think the most, the longest term,
you can pullis 16 months in Google Search Console.
If you do that, you're going to see,you're going to see your impressions
eitherstaying the same or going up,
and you're going to see your,your click traffic
actually going in the opposite direction.
(04:14):
So it's going to look very much like a,like a pretty weird graph in some ways,
because some of you thinksome of your metrics are performing better
if you overlaid rankings on it as well,you're going to see continued pattern.
So that's how you knowit's happening to you.
The biggest question is, is itis it impacting your business?
(04:34):
So, some people that have losttraffic, have seen their waterfall,
regress or not,stay the same or get worse,
which means, you know,the number of inbound inquiries
or phone calls and web leads,qualified leads and sets go down.
Other firms are not seeing thatbecause they're they're replacing that
(04:56):
traffic and visibility through throughAI overviews and AI search.
So that's what we would like to see.
There's a fair amount of overlap between,what we do to rank sites organically from
an SEO perspective, as well as what helpsthat helps your visibility in the
AI models from AI overviews.
So if you've been doing thatwell over the period,
(05:18):
if you've been building a sitethat's structurally
sound with lots of robust information,not just the same information
over and over again,you're probably performing pretty well.
That's what we've generally seen.
If you havethin content where every single page is
a different variation of divorce lawyer,you probably have seen your traffic dip
significantlybecause you have a very thin website.
(05:39):
We've seen several, fairlylarge sites from a page count perspective.
See fairly significanttraffic reductions that actually
negatively impacted their business.
Because what they, what they had donehistorically is just build out
tons and tons of pages of allthe different variants of divorce lawyer.
(06:01):
So Milwaukee divorcelawyer, Milwaukee family lawyer, Milwaukee
military family lawyer in Milwaukee,so on and so forth.
Divorce lawyer, variant.
All of those pages are filled withincontent to say the same exact thing.
They're not they're not helping at all.
They're actually hurting the site.
So there's a whole bunch of lawfirms that look like that.
(06:24):
And there's other than that, the right wayall along, and they're the ones that are
that are winning now.
Yes. Our second point is aroundAI and the AI generated answer boxes.
And I just want to read somethingthat we just got delivered.
And it is, in January 2025,the the AI answer box
appeared at on roughly 6.5% of queriesby July.
(06:45):
That peaked at nearly 25%.
And and now they're sitting around 15%.
But I think what makes this devastatingfor family law is 88% of the queries
that trigger AI are overviews,and, and informational based searches.
And this is exactly the contentthat family law firms use, right?
Guides about divorce timelines, custodyexplanations, property division overviews.
(07:11):
So this is impactingfamily law in a major way.
Yeah, yeah.
So, the firms that are winningor those that have
that are being referencedin those AI overviews,
so they have really good pagesfor that type of content,
like how to file for divorceand your state how child custody works.
And you're like,you're going into your deep
(07:31):
diving into the informationthat you can give on a website
without giving legal advice.
Those sites are being referencedin those AI overviews.
So people are startingto see their brands.
So it's and it's changing their behaviorbecause, you're what you're seeing direct
direct site visits happenas a result of that because they're seeing
(07:55):
they're seeing the informationthat they're they're looking for.
It's being collated by AI.
And then you're being referencedon the side as supporting, supporting the
AI overview there, then going to the sitethrough that process.
So you're seeing site traffic changein terms of where it's
where it was coming from in the past,where it's coming from now,
and sites that just focused on thoselike super low funnel
(08:16):
divorce lawyer keywords, they're they'rethe ones that have been hurt the most
because they don't havegood robust content.
That's,helping them rank for all
of the research, research type topicsthat people want to review
before they start making a decisionon who they're going to work with.
Yeah. Pretty wild.
What what can a firm do.
(08:37):
As far as understandingif this is affecting them or not.
Is it like doing some incognito searchesto see if they're
showing up versus our competitorsfor some of these?
You can do that.
There arethere are definitely a bunch of tools
that will helpthat you can just plug your website
and explain a little bit about your site,and it will
then give you your visibility in,in the different AI platforms.
(09:03):
ChatGPT perplexity, cloud,so on and so forth.
it'll tell you,you know, here are the here
the queries that are most,most frequently used.
And here's your visibilityas well as here.
Well, here are the other people that arevisible for that same set of information.
So it'll basically aggregate it for you.
(09:25):
And you can see likehow well are you represented
or how how poorly are you representedor not represented at all.
And it kind of gives yousome insight on where are the most
where are the important thingsto start thinking about ranking for
and building content around,versus what you've done in the past?
You don't necessarily need to use a tool.
(09:45):
One of the things that you could do is,if you're using Claude or,
Gemini,you could easily take your website,
explain what you do as a firm,and tell it to analyze your website
and give you a topical cluster of,content that you could build
to improve your website's authorityon a particular topic.
(10:06):
And it's going to give youa whole bunch of topical ideas
that you could start leveragingwhere you can
you can start seeing your content gaps,especially the important ones.
Family law is unlike other practice areas.
Your callers are not shoppingfor a service.
They're looking for someone who makes themfeel safe enough to share.
The worst thing happening in their life.
The firm that hears themfirst wins every time.
(10:28):
And that'swhat changed everything at Sterling.
We eventually built that system into fouractionable steps on this free training.
Mary Sankey, who leads our salesteam, is going to break down
the entire four step sales system.
She is sterling sales manager.
She's the one who runs itevery single day.
So go ahead and registerbelow for the sales secrets of an $18
million family law firm.
(10:52):
I'll see you there.
Just jumping back to the list.
Our next point is aroundthe zero click searches.
I think for a long time we've, assumedthat Google's
whole model is to get rid of websitesentirely to be the information source
that users needed.
And so we're seeing these zero clicksearches continue to increase.
(11:16):
You're seeing the same thing on your end.
Yep, yep.
It's happening more and more.
And that's why, that'swhy you're seeing what you're seeing in
the data is impressions showing up.
It shows up as an impressionand a ranking, but you're not getting any,
you're not getting any traffic.
That'sbecause they're just getting their answer.
(11:36):
And the AI overview.
So, what's important is that your brand,your brand has an opportunity
to be referenced in that, in that sectionbecause users prefer results
that cite their information.
So, a different,different models are doing it differently.
But a lot of them will show youwhere they pulled the info from.
(11:58):
So you can go to you can goto the next step and review that.
Where where did you pullthis information on
how to you know, how to file for divorce?
Oh Sterling Lawyers is the source.
Interesting.
I'm going to go look at their website.
So we're seeing a lot of that.
love it.
Okay.
So really, you know, the new playbook isto win visibility even when nobody clicks.
(12:20):
And it's everythingyou've been talking about.
Having your contentbe super authoritative and focused
and not just copyand paste it from page to page.
Page.
Is there anything elseas it relates to prioritizing your agency
or your team internallyon how to counteract some of this?
But I would say some of the thingsthat are important for any firm
(12:41):
that's trying to be visiblein, in AI search overviews,
is customer sentimentis very important to the results.
So if you're a firm that doesn'ttake care of your clients
in a really meaningful way,that's invisible in the marketplace,
a lot of reviews,you're likely to not perform
(13:03):
very well in these AI overviewsor these AI search results. So,
that's really important.
And then the second thing isvideo content has continued to become more
and more important,primarily because in a video
when we're talking about a topic,the way we talk about it
with natural languageis extraordinarily different
(13:23):
than if I were to write aif I were to write an article
about the same exact information, it'sgoing to be buttoned up, it's going to be
pristine, it's going to be exact.
It's not going to be this back and forththat we're currently having, which means
when, when,when you do an AI research project,
it's going to want to it's it's startingpoint is all the natural language
(13:45):
you're going to dump into the chat,which is not going to be overly
thought out and perfectly conducted.
Question.
It's going to have rambling and nonsenseand ums and i's and like I think
and blah, blah, blah.
It's going to have all of that stuffin it.
It's going to feel likea natural language question.
If your content doesn't have any of thator isn't referencing,
(14:08):
that type of languagelikely not to perform
very well in the AI search results.
So you know why video is importantis if you're having a conversation
about a topic, the way you havethat conversation and talk about
is very differentthan how you would write about it.
So pairing those things togetherand leveraging the transcript on the page
(14:29):
and leveraging the ability to take all ofthat and make a really good article.
But pairing those two things togetheris becoming more and more important.
And that's whyfirms that have invested in that
in the future and are integrating theirvideo content with their website content,
they're performing better.
But it's it's because they have a lot morenatural language
(14:49):
evidence on their sitethan firms that don't.
the world is changing before our eyes.
It's pretty wild.
And our our fifthand final point is exactly that.
Do not measure what you've been measuringin 2020 and 2021.
The game is changed.
And so you need to measure differentlyhow should firms think about
what they're measuringand what they're looking at on a daily
(15:11):
or weekly basisto know if they're winning or losing.
One ofthe things that we talk about in our,
you know, our eight waterfall metricsis, it's a category called users.
And it's really visibility.
So like you shouldyou should know how visible you are
from a bunch of different trafficopportunities.
So whether that is, differentchat platforms,
(15:32):
like ChatGPT or cloud or whatever,or it is Google search or it's
or it is maps or it is paid.
Paid search.
How visible are youin these different channels?
And getting your benchmarksthere is really important because that's
going to directly impactthe next one down, which is inquiries.
So if you don't know how things areshifting from one category to the next,
(15:57):
or how the how you might have lostsome direct traffic to your website,
but you're still just as visiblein a search results.
Maybe your SEO metrics lookmore poor,
but you're getting picked up hereand nothing is actually happened with your
your waterfall, with your business.
(16:17):
So you're still,you know, you're still doing good
and you're performing goodand you're growing, and that's all great.
But understanding why is really important,because then you can better understand
where you should continue to invest,because you're going to see
the pattern of where things are moving toand from.
This is, it's pretty wild stuffhot off the press, right?
The crisis is real,but so is the opportunity.
So firms that understand this shiftand adopt their strategy
(16:39):
now are going to own the visibilitylandscape in the future.
Those that will wait.
It's going to be really hardto buy back the market.
And so in our next episodewe're going to cover
how this disruption is,how to turn this into a scaling advantage,
including AI visibility,multi-platform visibility.
(16:59):
Make sure to check that out.
And if you missed our, our third episodein this series where we break down
the metrics and framework for knowingwhether your SEO is actually working,
make sure to check that out,because that will help build on everything
that we are going to share with you.
Tony,thank you so much for your time with this.
Look forward to continuing the journey.
I would say some of the thingsthat are important for any firm
(00:03):
that's trying to be visiblein, in AI search overviews,
is customer sentimentis very important to the results.
So if you're a firm that doesn'ttake care of your clients
in a really meaningful way,that's invisible in the marketplace,
a lot of reviews,you're likely to not perform
very well in these AI overviewsor these AI search results.
(00:25):
All right, everyone, welcomeback to the Sterling Family Law Show.
You have the normal crew here I am, Tyler.
Dolph, your host.
And with me today is the co-founderof our very own family law firm,
Sterling Lawyers. This is Tony Karl's.
On the last episode,we gave you the framework to measure
whether your SEO is working.
(00:45):
Today,we're going to explain that even why,
even if you have good measurement,it might show a troubling trend
and why that trend is not your fault,right?
We are in the the wave of AIand it is changing everything.
And it is hitting familylaw firms harder than most practice areas.
(01:05):
Today we're going to talk aboutwhat's happening in the space
and what you can do about it.
We have five major realities of the 2026what we're calling the visibility crisis.
Tony.
The first one is the great decouplingwhy rankings are up, but results are down.
Yeah.
(01:25):
I mean, this is, this started happeningaround,
September, I believe, of 24.
And it's been continuing to to go,throughout all this year and last year.
And what we're seeing,decoupling
means exactly what it, what it means.
(01:46):
Typically in the past,when you saw traffic grow organically,
you would see yourwhen you see impressions grow organically,
you would see your trafficgrow organically.
We've seen very much the opposite.
As of, recently this as of, 20, 24.
(02:06):
And it's just accelerated,where we're seeing greater visibility
but actually lower throughputfrom a traffic perspective.
And it has everything to do with eyeoverviews as well as,
searches being done in ChatGPTand Claude and Gemini,
pulling data in, and not actually,so users
(02:28):
are getting information from you,they're seeing your brand,
but they're not actually ever gettingto your website,
which is what the decoupling is.
So you're what we're seeing a lot of isgreater visibility improves rankings,
but we're not seeing directto site traffic.
So a lot of what we talked about inour last podcast is vanity metrics.
(02:49):
So if you'reif you're tracking vanity metrics, you're
probably very disappointed right nowbecause you're seeing you're seeing
some vanity metrics perform really well.
But you're seeing, you're seeing trafficnot actually perform really well.
So there's, it's a bit confusing,but when you dig into it,
what you're seeing is greater visibilitythrough AI overviews and,
(03:11):
significant gaps in traffic.
Actually getting to your site.
Yeah, I think the sense we haveis the media and law firms
saw a 19% decline in organictraffic in 2025.
Some firms dropping nearly 80%.
But for most of them, rankingsdidn't change at all.
Just the traffic stopped coming.
Correct.
(03:32):
What can firms do?
What can they look at to understandif this is happening to them?
You know,do they pull up Google Search Console
and look at impressions and clicksover the last 12 months?
Yeah.
I mean, that would be to be onereally good place to start diving in.
The what youbecause what you'll very likely see
(03:53):
is if you zoom out and you look at,I think the most, the longest term,
you can pullis 16 months in Google Search Console.
If you do that, you're going to see,you're going to see your impressions
eitherstaying the same or going up,
and you're going to see your,your click traffic
actually going in the opposite direction.
(04:14):
So it's going to look very much like a,like a pretty weird graph in some ways,
because some of you thinksome of your metrics are performing better
if you overlaid rankings on it as well,you're going to see continued pattern.
So that's how you knowit's happening to you.
The biggest question is, is itis it impacting your business?
(04:34):
So, some people that have losttraffic, have seen their waterfall,
regress or not,stay the same or get worse,
which means, you know,the number of inbound inquiries
or phone calls and web leads,qualified leads and sets go down.
Other firms are not seeing thatbecause they're they're replacing that
(04:56):
traffic and visibility through throughAI overviews and AI search.
So that's what we would like to see.
There's a fair amount of overlap between,what we do to rank sites organically from
an SEO perspective, as well as what helpsthat helps your visibility in the
AI models from AI overviews.
So if you've been doing thatwell over the period,
(05:18):
if you've been building a sitethat's structurally
sound with lots of robust information,not just the same information
over and over again,you're probably performing pretty well.
That's what we've generally seen.
If you havethin content where every single page is
a different variation of divorce lawyer,you probably have seen your traffic dip
significantlybecause you have a very thin website.
(05:39):
We've seen several, fairlylarge sites from a page count perspective.
See fairly significanttraffic reductions that actually
negatively impacted their business.
Because what they, what they had donehistorically is just build out
tons and tons of pages of allthe different variants of divorce lawyer.
(06:01):
So Milwaukee divorcelawyer, Milwaukee family lawyer, Milwaukee
military family lawyer in Milwaukee,so on and so forth.
Divorce lawyer, variant.
All of those pages are filled withincontent to say the same exact thing.
They're not they're not helping at all.
They're actually hurting the site.
So there's a whole bunch of lawfirms that look like that.
(06:24):
And there's other than that, the right wayall along, and they're the ones that are
that are winning now.
Yes. Our second point is aroundAI and the AI generated answer boxes.
And I just want to read somethingthat we just got delivered.
And it is, in January 2025,the the AI answer box
appeared at on roughly 6.5% of queriesby July.
(06:45):
That peaked at nearly 25%.
And and now they're sitting around 15%.
But I think what makes this devastatingfor family law is 88% of the queries
that trigger AI are overviews,and, and informational based searches.
And this is exactly the contentthat family law firms use, right?
Guides about divorce timelines, custodyexplanations, property division overviews.
(07:11):
So this is impactingfamily law in a major way.
Yeah, yeah.
So, the firms that are winningor those that have
that are being referencedin those AI overviews,
so they have really good pagesfor that type of content,
like how to file for divorceand your state how child custody works.
And you're like,you're going into your deep
(07:31):
diving into the informationthat you can give on a website
without giving legal advice.
Those sites are being referencedin those AI overviews.
So people are startingto see their brands.
So it's and it's changing their behaviorbecause, you're what you're seeing direct
direct site visits happenas a result of that because they're seeing
(07:55):
they're seeing the informationthat they're they're looking for.
It's being collated by AI.
And then you're being referencedon the side as supporting, supporting the
AI overview there, then going to the sitethrough that process.
So you're seeing site traffic changein terms of where it's
where it was coming from in the past,where it's coming from now,
and sites that just focused on thoselike super low funnel
(08:16):
divorce lawyer keywords, they're they'rethe ones that have been hurt the most
because they don't havegood robust content.
That's,helping them rank for all
of the research, research type topicsthat people want to review
before they start making a decisionon who they're going to work with.
Yeah. Pretty wild.
What what can a firm do.
(08:37):
As far as understandingif this is affecting them or not.
Is it like doing some incognito searchesto see if they're
showing up versus our competitorsfor some of these?
You can do that.
There arethere are definitely a bunch of tools
that will helpthat you can just plug your website
and explain a little bit about your site,and it will
then give you your visibility in,in the different AI platforms.
(09:03):
ChatGPT perplexity, cloud,so on and so forth.
it'll tell you,you know, here are the here
the queries that are most,most frequently used.
And here's your visibilityas well as here.
Well, here are the other people that arevisible for that same set of information.
So it'll basically aggregate it for you.
(09:25):
And you can see likehow well are you represented
or how how poorly are you representedor not represented at all.
And it kind of gives yousome insight on where are the most
where are the important thingsto start thinking about ranking for
and building content around,versus what you've done in the past?
You don't necessarily need to use a tool.
(09:45):
One of the things that you could do is,if you're using Claude or,
Gemini,you could easily take your website,
explain what you do as a firm,and tell it to analyze your website
and give you a topical cluster of,content that you could build
to improve your website's authorityon a particular topic.
(10:06):
And it's going to give youa whole bunch of topical ideas
that you could start leveragingwhere you can
you can start seeing your content gaps,especially the important ones.
Family law is unlike other practice areas.
Your callers are not shoppingfor a service.
They're looking for someone who makes themfeel safe enough to share.
The worst thing happening in their life.
The firm that hears themfirst wins every time.
(10:28):
And that'swhat changed everything at Sterling.
We eventually built that system into fouractionable steps on this free training.
Mary Sankey, who leads our salesteam, is going to break down
the entire four step sales system.
She is sterling sales manager.
She's the one who runs itevery single day.
So go ahead and registerbelow for the sales secrets of an $18
million family law firm.
(10:52):
I'll see you there.
Just jumping back to the list.
Our next point is aroundthe zero click searches.
I think for a long time we've, assumedthat Google's
whole model is to get rid of websitesentirely to be the information source
that users needed.
And so we're seeing these zero clicksearches continue to increase.
(11:16):
You're seeing the same thing on your end.
Yep, yep.
It's happening more and more.
And that's why, that'swhy you're seeing what you're seeing in
the data is impressions showing up.
It shows up as an impressionand a ranking, but you're not getting any,
you're not getting any traffic.
That'sbecause they're just getting their answer.
(11:36):
And the AI overview.
So, what's important is that your brand,your brand has an opportunity
to be referenced in that, in that sectionbecause users prefer results
that cite their information.
So, a different,different models are doing it differently.
But a lot of them will show youwhere they pulled the info from.
(11:58):
So you can go to you can goto the next step and review that.
Where where did you pullthis information on
how to you know, how to file for divorce?
Oh Sterling Lawyers is the source.
Interesting.
I'm going to go look at their website.
So we're seeing a lot of that.
love it.
Okay.
So really, you know, the new playbook isto win visibility even when nobody clicks.
(12:20):
And it's everythingyou've been talking about.
Having your contentbe super authoritative and focused
and not just copyand paste it from page to page.
Page.
Is there anything elseas it relates to prioritizing your agency
or your team internallyon how to counteract some of this?
But I would say some of the thingsthat are important for any firm
(12:41):
that's trying to be visiblein, in AI search overviews,
is customer sentimentis very important to the results.
So if you're a firm that doesn'ttake care of your clients
in a really meaningful way,that's invisible in the marketplace,
a lot of reviews,you're likely to not perform
(13:03):
very well in these AI overviewsor these AI search results. So,
that's really important.
And then the second thing isvideo content has continued to become more
and more important,primarily because in a video
when we're talking about a topic,the way we talk about it
with natural languageis extraordinarily different
(13:23):
than if I were to write aif I were to write an article
about the same exact information, it'sgoing to be buttoned up, it's going to be
pristine, it's going to be exact.
It's not going to be this back and forththat we're currently having, which means
when, when,when you do an AI research project,
it's going to want to it's it's startingpoint is all the natural language
(13:45):
you're going to dump into the chat,which is not going to be overly
thought out and perfectly conducted.
Question.
It's going to have rambling and nonsenseand ums and i's and like I think
and blah, blah, blah.
It's going to have all of that stuffin it.
It's going to feel likea natural language question.
If your content doesn't have any of thator isn't referencing,
(14:08):
that type of languagelikely not to perform
very well in the AI search results.
So you know why video is importantis if you're having a conversation
about a topic, the way you havethat conversation and talk about
is very differentthan how you would write about it.
So pairing those things togetherand leveraging the transcript on the page
(14:29):
and leveraging the ability to take all ofthat and make a really good article.
But pairing those two things togetheris becoming more and more important.
And that's whyfirms that have invested in that
in the future and are integrating theirvideo content with their website content,
they're performing better.
But it's it's because they have a lot morenatural language
(14:49):
evidence on their sitethan firms that don't.
the world is changing before our eyes.
It's pretty wild.
And our our fifthand final point is exactly that.
Do not measure what you've been measuringin 2020 and 2021.
The game is changed.
And so you need to measure differentlyhow should firms think about
what they're measuringand what they're looking at on a daily
(15:11):
or weekly basisto know if they're winning or losing.
One ofthe things that we talk about in our,
you know, our eight waterfall metricsis, it's a category called users.
And it's really visibility.
So like you shouldyou should know how visible you are
from a bunch of different trafficopportunities.
So whether that is, differentchat platforms,
(15:32):
like ChatGPT or cloud or whatever,or it is Google search or it's
or it is maps or it is paid.
Paid search.
How visible are youin these different channels?
And getting your benchmarksthere is really important because that's
going to directly impactthe next one down, which is inquiries.
So if you don't know how things areshifting from one category to the next,
(15:57):
or how the how you might have lostsome direct traffic to your website,
but you're still just as visiblein a search results.
Maybe your SEO metrics lookmore poor,
but you're getting picked up hereand nothing is actually happened with your
your waterfall, with your business.
(16:17):
So you're still,you know, you're still doing good
and you're performing goodand you're growing, and that's all great.
But understanding why is really important,because then you can better understand
where you should continue to invest,because you're going to see
the pattern of where things are moving toand from.
This is, it's pretty wild stuffhot off the press, right?
The crisis is real,but so is the opportunity.
So firms that understand this shiftand adopt their strategy
(16:39):
now are going to own the visibilitylandscape in the future.
Those that will wait.
It's going to be really hardto buy back the market.
And so in our next episodewe're going to cover
how this disruption is,how to turn this into a scaling advantage,
including AI visibility,multi-platform visibility.
(16:59):
Make sure to check that out.
And if you missed our, our third episodein this series where we break down
the metrics and framework for knowingwhether your SEO is actually working,
make sure to check that out,because that will help build on everything
that we are going to share with you.
Tony,thank you so much for your time with this.
Look forward to continuing the journey.
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