Kitchen Side: From Traffic to Influence – Marketing in the Age of AI (and AI Mode)

Listen to the Podcast

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team dives into Google’s new “AI Mode” for search and the broader implications of generative AI across content marketing and SEO. They explore the shift toward conversational, zero-click search experiences, the erosion of attribution data, and how marketers need to adapt in a world where AI Overviews and LLMs are changing how users discover information. With insights on content visibility, LLM optimization, brand mentions, measurement challenges, and even some “gray hat” strategies, this episode captures the tension between innovation and uncertainty in the age of AI-enhanced search.

Key Takeaways

• Google’s AI Mode Redefines Search: The new Gemini-powered interface transforms Google into a conversational AI assistant, bypassing traditional search paths.
• Attribution is Getting Murkier: AI Mode and zero-click searches are making it harder to track SEO performance and justify investment.
• Brand Mentions Beat Backlinks: LLMs prioritize citations and visibility across platforms more than technical SEO or link-building.
• SEO is Shifting from Keywords to Visibility: Context, off-site presence, and how content is referenced matter more than keyword density.
• Marketers Need First-Principles Thinking: Foundational tactics still apply—like voice of customer and content structure—but need reframing for the AI era.
• Creative “Gray Hat” Tactics Exist: Ideas like editing Wikipedia, acquiring cited domains, or seeding Reddit threads can boost LLM citations.
• Measurement Will Require New Playbooks: Marketers must blend traditional analytics with self-reported attribution and qualitative feedback.

Show Links

• Connect with David Khim on LinkedIn and Twitter
• Connect with Alex Birkett on LinkedIn and Twitter
• Connect with Allie Decker on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Time Stamps

• [00:00] Intro: What is Google’s “AI Mode” and why it matters
• [06:45] How AI Mode breaks traditional attribution models
• [14:30] Conversational search, zero-click UX, and traffic loss
• [22:10] Brand mentions, citations, and LLM training signals
• [30:00] The rise of gray hat LLM SEO ideas
• [38:20] Revisiting first principles: Voice of customer and off-page visibility
• [46:40] What marketers can control (and what they can’t)
• [55:15] Shifting from keyword strategy to visibility and value
• [01:01:40] How to talk to clients (and execs) about AI uncertainty
• [01:07:55] Measurement in the generative era: What comes next?