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Episode Summary
In this episode of the Duct Tape Marketing Podcast, I interviewed myself—John Jantsch—on a topic that’s reshaping the foundation of online marketing: search visibility in an era dominated by AI search, zero click searches, and evolving Google search behaviors.
Search engine optimization (SEO) is no longer about simply ranking for keywords. As I explain in this solo episode, we’re witnessing a major shift from traditional SEO to what I now call search visibility—your brand’s presence across the entire digital ecosystem, from featured snippets and branded SERPs, to Google Business profiles and authoritative content that aligns with E-E-A-T principles. In a world where AI overviews often replace the need to click through to your website, your strategy must evolve beyond keywords and clicks.
Key Takeaways
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SEO is now about search visibility, not just rankings—brands must appear in multiple places where answers are delivered.
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AI search and zero click searches mean that most Google users get what they need without clicking; visibility across multiple platforms is critical.
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Google is now an answer engine, not just a search engine—your content should be structured to serve direct answers.
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The rise of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is a signal that content trust signals matter more than ever.
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Create structured content like FAQ sections, TLDR summaries, and hub pages to increase your chances of being featured in AI answers and featured snippets.
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Local SEO still matters—optimize your Google Business profile regularly as a publishing platform for increased exposure.
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Refreshing old content boosts content freshness signals that can improve your visibility in the knowledge graph and elsewhere.
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Focus on content strategy that prioritizes quality, experience-driven stories, and unique insights—not generic blog posts generated by AI.
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Don’t chase head terms. Focus instead on long-tail queries and content formats that meet user intent more directly.
Chapters:
- 00:09 Opening
- 00:58 Evolution of Search Engine Optimization
- 03:01 The Current State of Search
- 03:41 Focus on Search Visibility Instead of Rank
- 06:13 How to Demonstrate EEAT
- 09:04 Audit Your Content Gaps
- 10:07 Help Pages
- 11:46 FAQ Pages and Trust Elements
- 13:03 Refreshing Your Content
- 13:41 Utilize Your Google Business Page
- 14:35 Find Out How AI Is Sourcing Information
- 15:42 Common Mistakes
