The New SEO Frontier: How Marketers Can Win Visibility in the Age of AI Podcast Por arte de portada

The New SEO Frontier: How Marketers Can Win Visibility in the Age of AI

The New SEO Frontier: How Marketers Can Win Visibility in the Age of AI

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 “Visibility in the age of AI isn't just about ranking anymore—it's about being understood, trusted, and retrievable by the machines your buyers now rely on. These engines extract only the most relevant chunks of content to answer the query. And if your message isn't structured clearly or consistent across channels, you risk being invisible.” That's a quote from David Kirkdorffer and a sneak peek at today's episode.Hi there, I'm Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you're serious about growth, hit subscribe to stay ahead of your competition.In The New SEO Frontier: How Marketers Can Win Visibility in the Age of AI, I sit down with David Kirkdorffer. He's a B2B marketing strategist and generative SEO expert. We break down how your content, website, and messaging must evolve to be visible in LLM-powered search. We explore what's changed, what still works, and what's next—so your brand stays front and center no matter which AI engine your buyer turns to.Be sure to stay to the end, where David shares why team alignment across content, SEO, PR, and partnerships is your best defense—and greatest opportunity—in an AI-first future. Let's go.Kerry Curran, RBMA (00:01.422)So, welcome, David. Please introduce yourself and share your background and expertise.David Kirkdorffer (00:07.466)Hi, Kerry, and thank you so much for bringing me on the show. My background: I’m a B2B marketer—I've been doing B2B marketing for, let's say, 30-plus years. I have focused most of my career on generating leads for sales teams, and that is still my focus, though the way it's done nowadays has certainly changed. I've worked mostly in technology companies selling technology to technology departments—so IT tech for IT tech consumers. Over the years, that's gone from enterprise accounts, as technologies became more democratized, down to mid-sized businesses and small businesses. That's briefly about me.Kerry Curran, RBMA (00:41.112)Excellent—great. I'm excited to dive into your area of expertise. When we first met and explored Atmosphere TV and your capabilities, I got really excited about the unique aspect of connecting consumers with brands and helping brands with their narrative and storytelling. So, talk about out-of-home. What trends are you seeing and hearing today? Tell us more about that.David Kirkdorffer (01:18.670)Sure. The out-of-home market—specifically the digital out-of-home market—is certainly thriving. Succinctly, the extraordinary reach, context, and impact of digital out-of-home are literally reshaping consumer engagement. Brands and agencies that truly want to move the needle are tapping into screens and spaces that were previously overlooked, undervalued, or underutilized.Three key elements are consistent in the conversation—what people look for in their investment: efficacy, deliverability, and accountability. Out-of-home provides all three.Kerry Curran, RBMA (01:59.448)Definitely. To your point, the advent and growth of digital out-of-home really revitalized what we once knew as traditional billboards or bus stops. It's cool to see the evolution in advanced targeting.David Kirkdorffer (02:26.644)It’s sophisticated now. This is not your father's billboard, as they say. The optimal blend of mass reach and local precision—plus brand-safe channels—makes it a distinguished place to market.Kerry Curran, RBMA (02:45.142)How are you seeing that increased interest in out-of-home as part of the media mix?David Kirkdorffer (02:51.706)Marketers recognize a real opportunity to align messaging not only with what people are doing, but also with why they're doing it. At a neighborhood level we can connect with what people are experiencing in real time—where they live, work, and play. Digital out-of-home is inherently location-based and enhanced significantly by contextual targeting. That's where companies like Atmosphere come into play.Kerry Curran, RBMA (03:13.720)There are also a lot of stats to prove that point about engagement and growth. I know you had some eMarketer stats. Would you share a bit?David Kirkdorffer (03:40.846)Sure. I rarely use sports analogies, but when I was asked why I went to Atmosphere two years ago, I said in hockey you “skate to where the puck is headed.” In 2024, U.S. out-of-home revenue was just over $9 billion, a 4.5 percent increase over 2023. What’s particularly noteworthy: digital out-of-home represents roughly 34 percent of that—about $3 billion—and grew at about the same rate. That shows where investments and returns are heading.Kerry Curran, RBMA (04:30.104)Exactly. And digital lets you create dynamic, highly visual ads that incorporate location or audience targeting. It's a perfect blend of niche targeting and creative impact.David Kirkdorffer (04:56.696)Absolutely. ...
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