Navigating the New Landscape: How AI is Reshaping Organic Search Strategy with Jason White
04/07/25 • 28 min
I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin
The search landscape has dramatically transformed. With traffic plummeting by 50-90% for many brands, SEO professionals are scrambling to understand how AI is reshaping organic strategy. In this eye-opening conversation, Jason White, head of SEO at PolicyGenius, shares cutting-edge insights about navigating this new reality.
White reveals that server logs have become an unexpected superpower in measuring AI visibility. While no analytics platforms exist for tools like ChatGPT, examining server logs shows which AI bots visit your site, what content they access, and how frequently they return. This data forms the foundation of understanding your "share of AI voice" – a metric that's rapidly replacing traditional ranking factors.
The conversation takes a startling turn when White points out that "ChatGPT has already consumed all of your website. They consumed it before you started worrying about it." This sobering reality means brands are already behind in the AI optimization race, but understanding how and when AI platforms refresh their knowledge can help marketers regain ground.
Despite the challenges, there's a silver lining: while traffic volume has decreased dramatically, the quality of remaining traffic tends to be higher, with improved conversion rates. White encourages marketers to approach AI with curiosity rather than fear, comparing the current moment to the early days of social media when no established playbooks existed and experimentation reigned supreme.
Whether you're witnessing alarming traffic drops or simply preparing for the inevitable shifts in search behavior, this conversation provides practical strategies for maintaining visibility in an increasingly AI-mediated digital landscape. The rules of search have fundamentally changed – are you ready to adapt your approach?
You can connect with Jason at https://www.linkedin.com/in/jaylwhite/
🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.
New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing.
Catch the video version of the podcast on our YouTube channel.
👉 Subscribe, share, and connect with us at www.mightyandtrue.com
📩 Got a guest idea or question? Email us at [email protected]
🔗 Follow Kevin on LinkedIn for more insights and behind-the-scenes takes.
📰 Subscribe to Kevin's Substack at: Subscribe to Kevin's Substack at: https://kevinkerner.substack.com/
📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter for fresh thinking, real talk, and tools that make your job easier.
I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin
The search landscape has dramatically transformed. With traffic plummeting by 50-90% for many brands, SEO professionals are scrambling to understand how AI is reshaping organic strategy. In this eye-opening conversation, Jason White, head of SEO at PolicyGenius, shares cutting-edge insights about navigating this new reality.
White reveals that server logs have become an unexpected superpower in measuring AI visibility. While no analytics platforms exist for tools like ChatGPT, examining server logs shows which AI bots visit your site, what content they access, and how frequently they return. This data forms the foundation of understanding your "share of AI voice" – a metric that's rapidly replacing traditional ranking factors.
The conversation takes a startling turn when White points out that "ChatGPT has already consumed all of your website. They consumed it before you started worrying about it." This sobering reality means brands are already behind in the AI optimization race, but understanding how and when AI platforms refresh their knowledge can help marketers regain ground.
Despite the challenges, there's a silver lining: while traffic volume has decreased dramatically, the quality of remaining traffic tends to be higher, with improved conversion rates. White encourages marketers to approach AI with curiosity rather than fear, comparing the current moment to the early days of social media when no established playbooks existed and experimentation reigned supreme.
Whether you're witnessing alarming traffic drops or simply preparing for the inevitable shifts in search behavior, this conversation provides practical strategies for maintaining visibility in an increasingly AI-mediated digital landscape. The rules of search have fundamentally changed – are you ready to adapt your approach?
You can connect with Jason at https://www.linkedin.com/in/jaylwhite/
🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.
New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing.
Catch the video version of the podcast on our YouTube channel.
👉 Subscribe, share, and connect with us at www.mightyandtrue.com
📩 Got a guest idea or question? Email us at [email protected]
🔗 Follow Kevin on LinkedIn for more insights and behind-the-scenes takes.
📰 Subscribe to Kevin's Substack at: Subscribe to Kevin's Substack at: https://kevinkerner.substack.com/
📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter for fresh thinking, real talk, and tools that make your job easier.
Previous Episode
Breaking Your Tech Stack: Scott Brinker on AI, Composability, and the Future of Marketing
I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin
Dive into the future of marketing technology with Scott Brinker, the visionary behind ChiefMarTec.com, as we explore the seismic shifts reshaping how marketers build and leverage their tech stacks. Scott reveals why the convergence of universal data layers and artificial intelligence is creating what he calls "a perfect storm" of innovation that's forcing us to rethink fundamental assumptions about marketing operations.
"We're not just changing tools," Scott explains, "we're changing how marketers think about what's possible." This conversation unpacks why the ability to move data freely between systems has become as critical as the systems themselves, creating the foundation for truly transformative AI applications.
We tackle the tension between platform consolidation and specialized tools, exploring Scott's concept of a "rationalized tech stack" that provides the stability of core platforms while maintaining the flexibility to integrate cutting-edge capabilities. You'll discover why openness at both the data and API levels has become non-negotiable when evaluating marketing technology.
Perhaps most fascinating is Scott's perspective on how AI is democratizing software creation beyond even the "citizen developer" movement. He describes a near future where marketers will create sophisticated applications without realizing they're writing code, potentially generating "billions, trillions of apps" on demand through natural language requests.
For marketing leaders navigating this landscape, Scott offers practical advice: maintain comprehensive visibility of your current stack, balance investment between operations and experimentation, and above all, design for change. As AI-generated content proliferates, he suggests personality-driven marketing and the "creator ethos" will become essential differentiators.
Ready to future-proof your marketing technology approach? Listen now and gain insights from one of the industry's most respected voices on what's next in MarTech.
Watch the video version on Youtube.
Follow Scott Brinker on Linkedin
Read more on Chiefmartec
Learn about Hubspot
Grab Scott's book, "Hacking Marketing"
🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.
New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing.
Catch the video version of the podcast on our YouTube channel.
👉 Subscribe, share, and connect with us at www.mightyandtrue.com
📩 Got a guest idea or question? Email us at [email protected]
🔗 Follow Kevin on LinkedIn for more insights and behind-the-scenes takes.
📰 Subscribe to Kevin's Substack at: Subscribe to Kevin's Substack at: https://kevinkerner.substack.com/
📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter for fresh thinking, real talk, and tools that make your job easier.
Next Episode
Beyond Automation: What AI Agents Can Really Do for Your Marketing with Jacob Bank
I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin
Jacob Bank is transforming how marketers work with AI agents – and the results are extraordinary. As founder and CEO of Relay, Jacob brings a unique perspective shaped by his background as an AI researcher, founder of Timeful (acquired by Google), and former product lead for Gmail and Google Calendar.
In our conversation, Jacob cuts through the confusion surrounding AI terminology to explain what truly matters: AI agents are tools that work behind the scenes with human-level intelligence on tasks that previously required people. The technological leap enabling this revolution isn't just incremental improvement but a fundamental shift in how AI reasons and plans multi-step processes.
What makes Jacob's insights particularly valuable is that he's applying these technologies directly in his own marketing. At Relay, he operates as essentially a one-person marketing team, leveraging AI agents for competitor research, content creation, customer insight synthesis, community management, and lifecycle communications. From automatically analyzing customer calls to generating personalized outreach and tracking performance metrics, these agents handle the "busy work" while Jacob focuses on strategy and relationships.
Perhaps most compelling is Jacob's candid story about his content marketing journey. After nine months of consistent posting on LinkedIn and YouTube with minimal traction, his persistence finally paid off – exploding from 1,000 to 5,000 YouTube subscribers in a month and generating 4.7 million LinkedIn impressions in 90 days. This transformation didn't come from changing posting frequency but from refining his approach and persevering until breakthrough.
Looking ahead, Jacob believes marketers who build authentic connections and communities will thrive even as AI-generated content proliferates. The successful marketer of tomorrow will be a curious, adaptable generalist who embraces new tools while focusing on the human elements that technology can't replicate.
Ready to transform your marketing with AI agents?
Follow Jacob on LinkedIn or YouTube for detailed tutorials
Visit RelayApp.com to start building your own AI-powered workflows.
🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.
New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing.
Catch the video version of the podcast on our YouTube channel.
👉 Subscribe, share, and connect with us at www.mightyandtrue.com
📩 Got a guest idea or question? Email us at [email protected]
🔗 Follow Kevin on LinkedIn for more insights and behind-the-scenes takes.
📰 Subscribe to Kevin's Substack at: Subscribe to Kevin's Substack at: https://kevinkerner.substack.com/
📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter for fresh thinking, real talk, and tools that make your job easier.
Tech Marketing Rewired - Navigating the New Landscape: How AI is Reshaping Organic Search Strategy with Jason White
Transcript
Hey everyone , this is Kevin Kerner with Tech Marketing Rewired . I don't know about you , but I've seen search traffic fall off a cliff and AI just might be the reason . I had the good fortune to sit down with Jason White , who's the head of SEO at PolicyGenius and really one of the sharpest voices I've talked to in search . Tim talked about how generative AI is reshaping his
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