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AI search is changing how customers discover businesses—but the industry surrounding it is also producing a lot of hype, shortcuts, and questionable advice.
Is traditional SEO really dead? Does Google punish content simply because AI helped write it? Do you need special AI files and schema on your website? Can one favorable ChatGPT result prove your strategy is working?
In this episode, Joe Wallace separates the real changes in AI-powered search from the noise. He breaks down Google’s own guidance, recent industry research, and what small and mid-sized businesses should actually focus on as search becomes more fragmented.
The episode closes with a Digital Presence Update covering Google’s new visual-search reporting, the September spam update, new research into AI Mode behavior, and what businesses should be measuring as we head toward 2027.
