Guest Spotlight – Seamus Smyth: Seamus brings deep insight into the evolution of SEO and how qualitative research and user behavior are shaping today’s digital visibility landscape. His experience with AI and strategic positioning adds clarity to a fast-moving conversation.

Key Themes & Insights:

• SEO isn’t obsolete—it’s evolving to match how AI understands and surfaces content.
• Keywords still matter, but they’re no longer the star of the show. Context, user intent, and clarity carry far more weight.
• Generative AI is shifting search behavior from short queries to rich, conversational prompts—and your content needs to reflect that. Smart SEO today starts with strong strategy: understanding your audience, your
• differentiation, and what questions people are really asking.
• Voice search is on the edge of a breakthrough thanks to advanced voice modes in platforms like ChatGPT and Google.

Memorable Quotes:

• “Keywords mean something, but all the words around them mean more.”
• “AI trusts people more than it trusts marketers.”
• “This all starts with strategy. Why should someone choose your product over another?”
• “Your website has to reflect real conversations—not just SEO tricks from 10 years ago.”

Strategy Breakdowns:

• Move beyond keyword stuffing. Today’s SEO demands content that answers real, specific questions—think FAQs, feature tables, and rich comparisons.
• Map your customer’s real intent. Understand not just what they search for, but why they’re searching—and write to that purpose.
• Optimize for generative answers. AI tools like ChatGPT pull from context-rich content, so make your site readable, detailed, and well-structured.
• Use the language of your audience. User-generated content and conversational phrasing can make your business more “AI-visible.”
• Think voice-first. With smart assistants evolving, your content needs to be clear, natural, and ready for spoken queries.

Contact Information:

Website: Visit https://www.ruinvisibleonline.com for more episodes, resources, and contact information

LinkedIn: https://linkedin.com/company/ruinvisibleonline

Seamus Smith brings over a decade of experience demystifying AI for brands of all sizes. His practical, jargon-free approach helps businesses stay visible in a fast-changing digital world.

AI doesn’t just skim your site—it evaluates it. In this eye-opening episode of Why Your Business Is Invisible Online, Seamus Smyth, Lead AI Strategist at WSI, joins John, Jim, and Kelly to explain how artificial intelligence is transforming search from a list of links into a full-blown judgment engine. At the centre of that shift? A powerful concept called information gain.

• Information gain = visibility: If your content says the same thing as everyone else, AI will skip you. Differentiation through original insight is now essential.
• AI evaluates like a strategist: It blends snippets from various sources to form a complete answer. That means your content might only be part of the story—unless it leads with value.
• From domain authority to content syndication: Traditional SEO principles like credibility and recency still matter, but now they also feed AI’s trust signals.
• Search ends in action: AI doesn’t just rank links—it creates outputs like tables, summaries, or infographics. Your content must support that end format.

• “If your next word is the same as every other next word, you are not differentiated.”
• “AI search ends in a work product—it doesn’t end in a blue link anymore.”
• “Generic content is like a meal without satisfaction. You’re not rubbing your tummy after.”

• How to use emotional prompting to improve AI-generated results
• Why fresh content still wins—and how to maintain your recency score
• The value of FAQs, transcripts, and summaries in training AI to trust you

Show Notes

Key Themes and Insights:

• The radical shift in how people search: AI-driven platforms like ChatGPT and Perplexity are replacing traditional search engines, especially among users under 35.
• Why top rankings on Google no longer guarantee visibility—and what business owners need to do about it.
• The decline of SEO tactics like backlinking and keyword stuffing, and the rise of semantic, conversational content.
• AI’s surprising role in everyday life, from cooking to creating custom music for clients, and why that matters for business strategy.

Memorable Quotes:

• “If you're not using AI for everything—from work to play—what are you even doing?”
• “The websites that were built to share knowledge are dying on the vine.”
• “You’re either an AI-driven business, or you’re on your way to being closed.”

Strategy Breakdowns:

• How to align your content with large language models (LLMs) so they “see” and elevate your brand.
• Why storytelling—especially localized, detailed narratives—now ranks higher than keyword-rich copy.
• The real way to build authority with AI isn’t backlinks—it’s volume, repetition, and contextual alignment.
• How to use AI-powered chatbots and voice agents to warm leads and boost conversions without human touchpoints.
• Reputation is now algorithmic: user-generated content, reviews, and social proof directly shape AI results.

Guest Spotlight:

• Robert Mitchell, Chief AI Officer at WSI, brings tactical expertise and real-world use cases that demystify how AI is reshaping the digital landscape. From “ChatGPT made me cook it” TikTok series to enterprise AI integration, his approach is part geek, part strategist—and totally grounded.

Title: How Real People—and Bad Reviews—Are Beating SEO

Overview: In Part 2 of this three-part conversation with Robert Mitchell (Chief AI Officer at WSI), we dig into the uncomfortable truth that’s catching a lot of business owners off guard:

Your website might be technically optimized—but if your reputation isn’t, you’re still invisible.

This episode unpacks how the rise of AI-powered search is shifting visibility away from traditional SEO, and toward what real people are saying about you—across TikTok, ChatGPT, Perplexity, and beyond.

• Reputation is the new ranking factor AI isn’t just crawling your metadata—it’s crawling the internet’s opinion of you. If your customer reviews, brand mentions, and user-generated content are weak or missing, you won’t show up in generative answers.
• Famous ≠ Findable Robert shares his thoughts on why a real-world example: a well-known Toronto law firm failed to appear in AI-driven results, despite its brand dominance. Why? Lack of digital proof and a weak reputation footprint.
• Search is happening everywhere now Buyers aren’t just Googling. They’re staying inside platforms like TikTok, reading reviews, watching creator reactions, and forming trust before they ever land on your site.
• Bad reviews scale faster than you think Negative content—especially unmonitored—can quickly overpower your polished SEO efforts in the eyes of AI models trained to surface consensus over claims.

AI isn’t just changing how we work—it’s changing how we live.

In this fun and eye-opening Episode we’re joined by Robert Mitchell, Chief AI Officer at WSI. He’s using AI for everything from writing songs and cooking dinner to helping businesses show up in a completely transformed search landscape.

In this episode, we cover:

• Why traditional SEO isn’t enough anymore
• How AI-powered search is changing what it means to “rank”
• What business owners need to do to stay visible online
• Creative ways AI can improve marketing and operations
• How Robert uses AI to write songs, revive lost recipes, and create team-building moments
• Why using AI “just for fun” can actually make you better at using it for business

If you’re still relying on Google the old way, this episode will make you think twice.

Guest Spotlight: Robert Mitchell, Chief AI Officer at WSI Robert doesn’t just talk AI—he lives it. From ChatGPT-powered recipes to creating original music with Suno, his approach is part curiosity, part strategy, and 100% actionable for business owners.

🔥 Key Topics Covered:

• Why “Stop Using Google for a Week” is the best AI training challenge
• How AI search is replacing traditional SEO: No more blue links, just answers
• The rise of Search Generative Experience (SGE) and what it means for marketers
• Semantic content, not keywords: what AI really “reads”
• The end of backlinks and the new path to top search results
• Why stories (not specs) are the secret to visibility in language models
• AI tools businesses must know: Suno, Grok, custom GPTs

💡 Memorable Quotes:

• “If you’re not using AI for every task, what are you doing?” – Robert
• “Stop using Google. Change your default search bar and see what happens.” – Robert
• “SEO isn't dead, but it has a new boss—and it speaks AI.” – John

🤖 Fun Bits:

• Robert’s AI cookie assistant that personalizes recipes based on texture and allergies
• Why rap battles between AI models are a legit training tool
• The best place to get band name ideas? Hint: it’s not ChatGPT

Contact Information:

Website: Visit https://www.ruinvisibleonline.com for more episodes, resources, and contact information

LinkedIn: https://linkedin.com/company/ruinvisibleonline

Title: What It Takes to Win AI Search Guest: Robert Mitchell, Chief AI Officer at WSI

Overview: The Final part of our conversation with Robert Mitchell, we go beyond reputation—and into action.

If Parts 1 and 2 opened your eyes to how AI-powered search is changing visibility, this episode shows you what to actually do about it. We break down how AI ranks content, what kinds of stories get surfaced in search, and how business owners can make sure they're not just "on the web"—but actually being found.

• Your website alone isn’t enough Language models don’t just crawl your site—they interpret signals from across the web. You need to feed them with real-world relevance: case studies, stories, and context that matches how real people search.
• AI rewards what sounds helpful, not what’s technically correct Search today is conversational. If your content doesn’t mirror that tone—or solve a very specific user intent—it gets skipped.
• You’re not competing with websites. You’re competing with answers. Being “on page one” isn’t the goal anymore. Being the featured answer is.
• Your visibility is shaped by what others say—not just what you publish AI uses a wide pool of data to form its responses. That includes reviews, Reddit posts, TikToks, articles, and anywhere else your business is mentioned.

“Language models don’t care about backlinks. They care if your story matches what someone’s looking for.” — Robert

“If your content doesn’t feed the model, it doesn’t matter how good it is.” — John

“The next buyer isn’t Googling ‘services near me.’ They’re describing their exact problem—and AI is connecting the dots.” — Kelly

• Go beyond product pages Add context-rich content to your site—customer stories, specific use cases, and helpful breakdowns that match real searches.
• Train the model by being everywhere Google isn’t the only source. Make sure your brand is consistently represented across platforms AI scrapes: reviews, forums, YouTube, Reddit, TikTok.
• Focus on semantic association Think like the user: “cold weather hiking backpack for dog owners” > “outdoor backpack.” Specific, natural language wins.

Robert Mitchell, Chief AI Officer at WSI, helps businesses navigate AI strategy with clarity, creativity, and real-world application.

In this episode, the crew lays out a blunt truth: search rankings don’t equal success. If you're still measuring online performance based solely on where you rank on Google, you're missing the bigger picture. This conversation pushes past vanity metrics to spotlight what really drives visibility—and revenue—today. Plus: the team unpacks the must-watch shifts in digital strategy—and closes with a lightning round ‘vibe-check’ on digital trends.

💡 Key Themes & Insights

• Why traditional SEO is no longer enough: 40% of small businesses still stick to it, but it’s time to expand your view.
• The importance of tracking conversions, not just clicks: Lead quality, origin, and outcomes matter more than raw traffic.
• Revenue over activity: It's not about how much you’re doing online, it’s about whether those actions are generating profitable growth.
• The shift to holistic measurement: Monthly and quarterly conversion audits, attribution clarity, and understanding the full funnel are now essential.
• The rising role of voice and visual search: They're not futuristic—they're happening now, and your strategy should reflect that.

🎯 Strategy Breakdown

• Stop funneling traffic to generic landing pages. If you can’t track where leads convert, you’re flying blind.
• Use attribution to inform budget shifts—double down on what's performing and rethink what’s not.
• Optimize for how people actually search today: conversational queries, visual recognition, and voice commands.
• Chatbots can be game-changers—but only if they’re set up with purpose, privacy, and precision.
• User-generated content is the new Google review. Embrace it to build real-world credibility.

💬 Memorable Quotes

“Search rankings don’t pay the bills—conversions do.”

“If you can’t follow the trail, you can’t fix what’s broken.”

“Voice and visual search aren’t coming—they’re already here.”

🌐 Guest Mentions & Tools

• Sesame.com– A standout example of what modern chatbots can do
• Voice and visual search trends discussed in relation to Google Lens, Apple Vision, and smart assistants like Siri

⚡️ Lightning Round: What’s Vibing (and What’s Not)

• Not feeling: TikTok for B2B (yet)
• Still solid: YouTube Shorts for demos, Instagram Reels for discovery
• Worth exploring: AI-generated video ads, interactive chatbots
• Big yes: User-generated content—today’s strongest signal of trust

Contact Information:

Website: Visit https://www.ruinvisibleonline.com for more episodes, resources, and contact information

LinkedIn: https://linkedin.com/company/ruinvisibleonline

#RUInvisibleOnline #SearchEverywhere #OnlineMarketingTips #VoiceSearch #VisualSearch #ChatbotMarketing #UserGeneratedContent #WSIWorld

If you're still focused only on Google rankings, you’re missing half the picture. This episode explores why AI search platforms are becoming critical for brand visibility, how platforms like Perplexity and ChatGPT are reshaping discovery, and what smart marketers are doing to keep up. Plus: practical ways to operationalize your content using AI—without burning out your team.

Key Themes & Insights:

• AI Search Adoption Is Real: 43% of people under 35 are already using AI-driven search tools like ChatGPT and Perplexity regularly. That’s not a trend—it’s a shift.
• Visibility Gaps Are Growing: If your brand only shows up on Google, you’re missing a significant—and growing—segment of searchers.
• The Trust Issue in AI: Even the best AI tools are still getting citations wrong up to 60% of the time. Brands need to be cautious but present.
• Not All Platforms Are Equal: What works for one audience or geography may flop in another. Strategy matters more than being everywhere.
• Operationalizing AI Content: Success isn’t just about showing up—it’s about systematizing how you produce and distribute content with AI across channels.

Memorable Quotes:

• “Perplexity might be the best for citations—but it’s still leading a turtle’s race.”
• “If you think you can do it yourself, it’s not just hard—it’s pretty much impossible.”
• “This is the dumbest AI is ever going to be. It’s only getting smarter.”

Strategy Breakdowns:

• Using AI to Expand Search Visibility: Real-world example of leveraging AI to repurpose product data into recipe content that drives traffic from platforms like AllRecipes and Pinterest—not just traditional SEO.
• Platform Prioritization: Instead of spreading thin, identify where your audience already is (social, search, niche platforms) and show up there—with consistency.
• AI for Ideation, Not Automation: The team stresses that AI is most useful for brainstorming, research, and process creation—not for blindly publishing content.
• Content Systemization: Turning AI-generated insights into Standard Operating Procedures (SOPs), training materials, and scalable content assets for long-term growth.

Contact Information:

Website: Visit https://www.ruinvisibleonline.com for more episodes, resources, and contact information

LinkedIn: https://linkedin.com/company/ruinvisibleonline

#RUInvisibleOnline #AIsearch #AItools #AIContentStrategy #DigitalMarketingStrategy #ContentMarketing #OnlineVisibility