As AI reshapes the way we search, traditional SEO tactics are no longer enough—if you want your business to stay visible, it’s time to start thinking like the machine. In the podcast episode “AI-Powered Search: Disruptive Risk or Strategic Advantage?” from the Voices of Search series, host Benjamin Shapiro sits down with Mike Walrath, CEO of Yext, to explore how artificial intelligence is transforming the search industry. This episode is especially helpful for business owners looking to stay competitive with SEO—or for anyone curious about how search engines are evolving.
Walrath starts by breaking down how Google’s monetization model has long shaped the search experience. Advertising has always been central to Google’s strategy, but AI is starting to challenge that dominance. More users now turn to AI-generated answers instead of clicking through ads. For example, if someone searches “Do I need a plumber to unclog my toilet?” an AI might recommend trying a plunger first. Google, on the other hand, might surface ads and links for “Emergency plumber near me.”
This shift is forcing businesses to rethink their content strategies. Over the last two decades, SEO has been optimized for human readers—but that’s changing. As Walrath puts it, we’re entering “digital transformation 2.0,” where content is now being built for machines just as much as (or more than) for people.
He also points out that this transformation presents huge opportunities for local and small businesses. Since local search is still relatively fragmented, enhancing your digital presence—like making sure your contact info is up to date or uploading full menu pages—can give you a real advantage. These are the kinds of data AI tools rely on, and they can significantly boost your SEO.
Overall, the episode is a smart look at where the search industry has been and where it’s headed. For businesses, the key takeaway is this: ask yourself, “How can I be the answer to the question?” That means turning your content into structured data that AI can understand and serve up in results. It’s all about staying innovative—and in today’s SEO landscape, that innovation is what helps businesses stand out.
Source: AI-Powered Search: Disruptive Risk or Strategic Advantage?
