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What the episode covered
This conversation of Gert with Stephan Spencer in this episode is kind of different from other episodes because of the inspiration and soul included in it. Aside from Stephan Spencer’s expertise in SEO, he delved deeper into the morality of how AI is quickly integrating into the works of content creators, thus taking away the credit from the originators who created their works intuitively.
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For Stephan AI can be used for generating ideas for your content, but to have AI write your articles is like crossing a slippery slope.
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Listen to this episode and be inspired by the perspectives on the best use of cross-channel SEO.
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02:54 How does Stephan leverage intentionality in the work that he does?
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04:11 What brought about Spencer’s change from being agnostic to being intentional?
06:27 The challenges of working with six or seven-figure brands or organizations vs billion dollar brands.
09:47 Why does Stephan like to work with small, nimble, hungry companies and leverage social platforms that actually yield SEO benefits?
13:32 How does the involvement of influencers in social media create intrigue and stir among people, and how does this impact SEO?
What I would emphasize today
Search has moved beyond one channel. Google still matters, but your buyers also use AI answers, YouTube, Reddit, reviews, communities, and comparison content before they decide.
That means the practical question is not just “does this rank?” The better question is: does this help the right buyer find enough proof to trust us?
How to apply this now
- Diagnose the actual visibility gap.
- Check whether the buyer researches this topic on Google, AI tools, YouTube, Reddit, or another platform.
- Create the asset that answers the question clearly.
- Add proof, examples, and structure so both humans and AI systems can understand it.
- Measure whether the work leads to better qualified demand, not just more traffic.
My current take
The topic still matters, but the playbook has changed. SEO is no longer only about ranking a page. It is about being present with the right answer, on the right platform, at the moment the buyer is forming trust.
If you want to know where your visibility gaps are now, start with a diagnostic call or the AI Readiness Check.