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Kitchen Side: Surround Sound SEO & Optimizing for Generative Answers

This episode of Kitchen Side discussed various topics related to content marketing, sales enablement, and surround sound SEO. Omniscient Digital founders, Alex Birkett, David Khim, and Allie Decker explore the challenges and misconceptions surrounding sales enablement content, emphasizing the importance of addressing specific pain points and showcasing thought leadership. 

They also delve into reducing the perception of risk in B2B buying decisions and the type of content that supports the sales process. They touch on trust symbols, surround sound strategy in SEO, and tactics for getting featured on editorial pages and review sites. The episode concludes with a discussion on post-purchase rationalization and finding enjoyment in the daily grind of work.


  • Sales enablement content and its effectiveness.
  • Creating valuable content for sales teams 
  • Reducing risk in B2B decisions 
  • Understanding Consumer Decision-Making 
  • Generative Search and Influencing Decisions
  • The editorial pages and leveraging listicles
  • Surround sound strategy and leveraging powerful domains
  • Post-purchase rationalization
  • Magnitude of trust in recommendations
  • The grind and work ethic

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Listen to the podcast:

Key Takeaways:

[00:01:16] Sales enablement content and its effectiveness 

Discussion on the value and effectiveness of sales enablement content in shortening sales cycles and closing deals.

[00:06:43] Creating valuable content for sales teams 

Analysis of the mismatch between the content created by marketing teams for sales enablement and the actual needs and interests of potential buyers, emphasizing the importance of understanding buyer intent.

[00:09:03] Reducing risk in B2B decisions 

Discussion on the importance of reducing the perception of risk in B2B decisions and the factors that contribute to it.

[00:18:50] Understanding Consumer Decision-Making 

Discussion on how consumers make decisions and the changing role of generative AI in consuming and trusting information.

[00:24:00] Generative Search and Influencing Decisions 

Exploration of the impact of generative search on influencing consumer decisions and the importance of brand awareness and mentions across various platforms.

[00:27:02] The editorial pages and leveraging listicles 

This topic covers the different types of pages that can be targeted for SEO and content efforts, including editorial pages and listicles, and provides tactics for leveraging these pages to gain visibility.

[00:29:10] Surround sound strategy and leveraging powerful domains 

This topic explores the surround sound strategy for SEO and content efforts, focusing on leveraging powerful domains, writing listicles, partnering with other companies, and using parasite SEO to gain visibility on larger domains.

[00:35:29] Post-purchase rationalization 

Discussion on the importance of avoiding buyer’s remorse and the role of post-purchase rationalization in e-commerce.

[00:36:20] Magnitude of trust in recommendations 

The significance of the amplitude of trust in recommendations and how it affects decision-making when it comes to book recommendations and other areas.

[00:44:10] The grind and work ethic 

Discussion on the intense work schedule and the satisfaction derived from the grind.

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Alex Birkett

Alex is a co-founder of Omniscient Digital. He loves experimentation, building things, and adventurous sports (scuba diving, skiing, and jiu jitsu primarily). He lives in Austin, Texas with his dog Biscuit.