Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 179 - AI Search & the Death of Guesswork: Winning Digital Strategy for 2026 and Beyond

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179 - AI Search & the Death of Guesswork: Winning Digital Strategy for 2026 and Beyond · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week we're going to take you through how to build an
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  audience of buyers, mastering your marketing message and
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  making offers. Welcome back everybody to a new
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  episode. I am excited to introduce our
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  guest today. We all are a little rattled
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  around AI and if you're a business owner, you're also
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  wobbling in terms of what will happen as it relates to being
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  found by your next client. And can we actually embrace the
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  guests work or say, not on my watch, let's kick that to the
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  curb and actually create a winning strategy so that we can
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  continue to see that real waterfall effect of dream leads
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  finding us showing up and saying, I love what you're
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  doing. I think I need that result.
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  Tell me more about your services.
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  So I'm super excited to introduce our guest today.
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  This is an element that's coming all the way across the pond.
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  So 2 super fun for that. It's fun to walk through my own
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  storyline of the UK accent. Please welcome Adam Hammer Dash
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  to our show. Super excited to have you here.
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  Welcome, welcome, welcome. Great.
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  Thank you, Christine. Thank you for having.
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  Me absolute pleasure. You've been at this game quite
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  awhile and you believe that every business has its own
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  obligation to build a digital asset.
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  So talk to me about this concept that you said to me you have to
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  have an AI shadow and you have to manage it.
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  What does that mean? And start me at the beginning.
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  Yeah, sure. So I mean, I think you know, for
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  if we break it right down to the most simplest of formats, you
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  know, we do a lot of SEO, search engine optimization, search,
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  it's probably more accurate to say search everywhere
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  optimization. Now, obviously with the, the
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  emergence of AI search and, and all the, the AI platforms, what
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  seems to be happening. So traditionally what used to
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  happen is you would make a branded search about a
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  particular business and say, Hey, I'm interested in this,
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  this particular business. Tell me more about that.
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  And you go to their website or you'd make a non branded search.
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  So we do most of our work in the hotel and hospitality sector.
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  So it might be, you know, hotels in New York that you search for
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  and that's a non branded search and you get a hot load of
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  offers. What, what tends to happen or
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  what previously happened is you'd rather pay for some ads to
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  try to get that visibility when people are making those
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  searches, or you would invest in like search engine optimization
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  to, to appear in the Page 1 and, and get a really high organic
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  positioning. What's, what's different now is
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  that sort of this bit in between and I, I kind of like to refer
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  to it as your AI shadow. And it's like an interpretation
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  of your brand. So this can take many different
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  forms. It could be on ChatGPT, it's a
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  summary of your, your business on Google.
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  It could be an AI overview, or it could feature in Google AI
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  mode or any other other platform.
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  But the key distinction is that as a business, as a brand you
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  own, you've worked hard probably to own your digital assets.
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  So you've, you've built your website, you've curated your
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  social media feed and you've optimised aggregator listings,
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  if that's relevant for your, for your sector.
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  The, the, the new AI shadow is not something you own, but
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  increasingly it's the thing that customers are seeing before they
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  even get to any of that other stuff that you've worked hard to
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  create. So it's almost like a
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  combination of your online reputation, your unique selling
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  points of your business or your product.
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  And as and as sort of a, an impartial critique, as if, as if
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  you're a restaurant, like a, like a journalist has come and,
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  and, and experience your, your, your dining and has given a sort
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  of impartial critique about your, about your product.
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  That's all kind of wrapped into one.
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  And the problem is, is that sometimes that's really great
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  and, and very favourable and other times it's not.
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  And that's where I think a lot of businesses need to be aware
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  of what their AI shadow is and basically AI is saying about
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  them. This is interesting because it's
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  actually it's it's people are taking great weight from what I
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  hear in the opinions of others, which has always been true.
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  Social proof is a huge part of getting to yes fast with a
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  client. Because while you can say you're
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  great with the fact that somebody else actually says your
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  grade has a bigger weight in many influential decisions.
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  And you're saying that you have to be aware of what it is.
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  And while you can curate it, you also should audit it because if
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  it's not as glowing and that's it.
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  So a biggest fear for people in the digital age is business
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  owners is what happens if I find somebody spewing hate or leaving
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  bad reviews or leaving an impression in the marketplace,
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  that has huge implications for my business.
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  And I wanna ask you, is there anything specific we can do to
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  influence it or to start seeing First off, what's the first
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  impression AI is offering in a response to a search?
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  Yeah, I mean, I think the obvious thing is to to just what
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  we traditionally say Google your own business.
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  But now it's probably more accurate to say ChatGPT if
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  that's such a term, you know, go ask an AI platform and and
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  multiple ones. Obviously ChatGPT is, is growing
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  in, in such high volumes and such rapid numbers.
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  So go into ChatGPT and asks, ask it about your own brand brand,
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  but also ask for a pros and cons list of I, you know, I'm
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  thinking about working with this business.
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  Tell me about the pros and cons of perhaps working with them
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  and, and what is happening there is the, the, the large language
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  model that you've, that you've asked is effectively scouring
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  the Internet across all, everywhere that you're
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  mentioned, whether you're mentioned in the press, your
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  website, your social media, if you, if you're a sector that has
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  independent review sites like obviously this to say, we work
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  mostly with hotels. So you know, TripAdvisor,
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  Google, all of the, you know, there's huge amounts of sort of
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  online reputation. It's picking out all of those
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  things and it's trying to find the good and the bad and provide
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  it as an impartial summary. So really what you, you've got
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  to kind of think of it like cat TPT in this instance is working
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  on behalf of the, the person that made the prompt, the
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  searcher, not your business. So they're gonna get kind of
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  give you the warts and all version of your business.
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  So I tell you that that's probably a good place to start
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  in terms of influencing your AI shadow.
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  There's there's, there's a whole load of stuff.
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  There's almost like they always say with, with SEO or anything,
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  but is ultimately there to drive more visibility.
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  There's about 300 different dials that you can sort of talk
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  here. Sure, right, which I won't give
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  you 300, but I would say probably the, the most important
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  thing right now is technical. So technical SEO.
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  So you do a, a basic site, a site audit, which has obviously
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  been around for a long time. You, you could have the most
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  beautifully crafted, aesthetically pleasing high
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  converting website, but it could be a bit of a mess in the back
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  end in terms of all of the technical errors and warnings.
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  So understanding those, the reason why those are important,
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  they've always been important in SEO, but now they're carrying
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  more weight because a lot of the times those technical errors and
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  warnings are impeding the large language models from properly
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  crawling or technically passing through your website to be able
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  to understand what you're about. And, and the harder you make it
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  for them, the less likely they are to recommend you and you
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  know, and, and sort of crawl through your content.
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  So certainly getting the technical stuff fixed.
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  For example, if you've got duplicate meta descriptions on
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  and various pages, it's a simple 1A meta description is the kind
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  of the two or three sentence summary of your page that
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  traditional search engines use to work out what your page is
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  about. Having duplicate ones is just
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  kind of making things really difficult for those robots, so
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  you wanna make sure that that's that's fixed pretty quickly.
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  So everybody listen up, the time of thinking that SEO doesn't
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  matter because AI is coming around is over.
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  You need to just pop that bubble of missed expectation.
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  It is imperative you take ownership of your site and you
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  do not need to go now become a YouTube expert in SEO.
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  You hire people like Adams and his team to come and say, give
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  me the goods, fix this fast and let's build from here because
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  intentional reputation management is really important.
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  Guys, you are for sure wanting to influence where you can and
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  the best way you can influence two would you say you're gonna
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  do? I mean, this is just a given.
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  I think you should have a high standard of service and you
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  should represent yourself on the level because truthfully, people
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  have really good DPS meters these days and you want to build
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  the people that you want to serve finding you.
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  And now it's also stepped into a bigger way because AI's having a
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  bigger influence. And do you think that because AI
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  has become so important in the last few years and it's just
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  gaining momentum and certainly in the entrepreneurs, I think
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  were early adopters more than the general population.
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  And so if you are serving B2B guys, really important that you
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  step into this. Do you think that if you had SEO
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  done three years ago that it's good enough given the AI changes
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  or do you think that there is significant ways to revisit or
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  need to revisit now? I would say that if you, if you
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  made an investment three years ago and you sort of had it for a
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  period of time and you've got to a level of visibility that you
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  were happy with in terms of that return, that's good.
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  There's a solid foundation, but there are so many fundamentals
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  that have changed in the, the discipline of search engine
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  optimization or search everywhere.
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  Optimization, as I say, is probably more accurate that you
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  need to look at it again. You know, we, we've had from
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  Google enormous sort of seismic, forgive the hyperbole, but it's
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  almost like in enormous algorithm updates that just
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  change the whole search landscape.
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  You know, it means that, you know, business websites that
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  have been traditionally ranking really, really highly.
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  I've just dropped it down to the to, to, to the bottom.
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  You know, for example, one, the, the last big update we had in
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  2025, which was around August time, that was a big shift.
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  We saw huge volatility. The one before that was March
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  2024. And to give you an example, The
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  New York Times lost 8% visibility overnight.
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  BBC News here in the UK lost 37% visibility just from that update
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  and there was a correction and it worked it out.
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  But ultimately those in my sector now have to work
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  extremely hard to keep abreast of these new changes.
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  And, and I think the point needs to be made around that.
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  There's a big difference between, there's a subtle
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  difference, I should say, between how traditional Google
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  you, you optimize for traditional Google sort of Page
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  1 and how you optimize for platforms like ChatGPT.
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  And there are certain things that carry a little bit more
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  weight. So I would say, you know, one of
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  the first things that any, any business owner or marketer
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  should be looking at is, you know, getting a, a sort of a
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  full technical audit of your website done having a look at
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  some of those things that you might not just be aware of.
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  You know, a lot of us spend time in B2B marketing, you know,
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  focusing on, you know, the, the non-technical stuff, social
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  media, whatever the outreach e-mail, whatever it is.
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  But some of the technical stuff can get sort of hidden from us,
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  and those things can really harm our businesses.
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  So everyone listening here, there's a really good take away,
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  which is not only if you haven't looked at this in a while, it
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  should be a shame on you if you did keep it into that place of
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  ignorance. But more importantly, I also
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  want you to be thinking about your business long term.
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  This means budget every year for an audit, budget every year for
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  staying current. Because I know I saw the same
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  thing come across from my inbox from somebody I believe is a
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  very strong technical expert. And he was talking about some of
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  those significant. What happens if you just become
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  a secret? Even if you have this massive
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  reputation, most small businesses don't have the same
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  luxury of BC they don't have the same awareness globally in their
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  destination. Which case he didn't come up and
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  search, I would still know how to spell your name.
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  I'd still be able to go into the search bar and find you.
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  But if you're a small business, guys, don't make this infinitely
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  harder. There's plenty of things in your
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  business that are super hard, but hiring a technical expert
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  and budgeting for it every year to say, let's keep in touch with
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  what's going on on the technical aspect.
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  And it doesn't have to be you. Again, do not become a YouTube
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  expert in this. Go hire somebody who's great at
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  it because your biggest thing is finding your next client.
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  Never mistake that. You've heard me say this time
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  and time again on the show as a business owner, as the CEO of
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  your business, your number one responsibilities, the next
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  client, not the current client. And you should be budgeting for
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  this because I want to shift gears here and talk about the
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  fact that this is moving, right? So we're saying budget, we're
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  saying go ahead. We're saying you got to stay
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  current. But how do you build a future
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  proofed digital strategy? What is the fundamentals you're
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  saying are non negotiable? Wake up, smell the coffee.
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  Let's go. Yeah.
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  So, so I think to to to cover some of the maybe crossing
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  ground that we've already covered, but the the technical
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  side of things is really important.
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  So I like to refer to these as a sort of visibility anchors, sort
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  of anchoring your website from, from getting the, the, the
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  visibility it needs. So making sure that your, your,
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  your, your site is technically sound.
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  So that's, that's the first, I would say there is greater
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  weight that needs to be put on your online reputation.
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  I like to think of it like this. Every, every negative review
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  that you've got about your business is now kind of working
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  actively working against you like never before.
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  You know, for, for consumer facing businesses like like the
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  often the ones that we work in the hotel sector, obviously you
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  know, every hotel's got hundreds or thousands of reviews and you
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  know, our 4.5% of 4.5 stars out of five is still pretty good,
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  but there's a whole load of negative stuff in there.
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  So it's trying to find those sentiments.
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  So for, for more bTB business owners, I would say, you know,
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  pushing more good, more positive reviews to platforms like Google
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  is really, really important. It's always been important, but
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  there's just that extra onus on, you know, it's, it's carrying
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  that extra weight. But I would also say, you know,
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  content is content on your website is now, you know, again,
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  more important than it perhaps it's ever been.
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  A big question that often is asked of me is, you know, can we
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  actually use AI, generative AI to create website copy, whether
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  that be our main websites or, or logs or, or what have you?
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  And, and the answer is actually, yes, you can do that.
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  For a time, it was a big no, no. But Google has kind of come out
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  and said, yeah, that that that's OK.
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  But a big butt. And the the big butt is it's got
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  to follow a certain framework. So what Google is sort of
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  alluded to, the algorithm updates have been happening over
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  the last year or two. Much of that has been about
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  stopping the plethora of AI, poor quality AI content that is
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  sort of submerged the Internet we all found.
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  Vomited all over. The place well, exactly.
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  I mean, do you remember those days when we first, you know,
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  when you first tried chat to PT and you're like, Oh my God, like
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  I could churn out 50 blogs today.
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  This is nuts. You know, so lot of lot of
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  website publishers and owners did that.
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  And of course, you know, Google sort of working hard to make
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  sure that the bad quality staff is not ranking.
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  So that's where these big algorithm updates have come
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  from. So you can use AI to generate
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  generative AI to write these these blog pieces, but it has to
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  follow the EA T framework, which in plain English is experience,
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  expertise, authoritativeness and trustworthiness.
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  So to give you a practice, give your listeners A practical
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  example of this. You know, make sure your blogs,
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  if you're doing blogs on the website, they are written and
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  they appear from a real person, not just a faceless brand.
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  Use stories, not just, you know, sort of generic stuff that
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  you're talking about to say, Well, actually, you know, my
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  experience in this particular topic is this.
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  And you know, bringing those anecdotes, that's what it's
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  really looking for. So, you know, I would say
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  finally, the last thing is just making sure that you know, what,
• 16:58
  what used to happen with SEO is you, you'd pick your keywords
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  and you say, I want to rank for that.
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  So I'll write a content piece. Now that doesn't really cut it.
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  It's more about topical authority.
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  So you've kind of got to take a topic, think about every
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  conceivable way that you could write about that topic and then
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  make sure you're creating content that follows that ET
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  framework and then interlinking. So it gets a bit intense.
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  There's a, there's a lot to consider and business owners of,
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  you know, it's, it's the new thing that you've got to find
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  some budget for. But I would say, you know, given
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  where we are at the moment, it's expected that AI search will
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  surpass traditional search by 2028.
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  So we need to be working now to make sure that we're staying
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  visible when you know when this big shift comes.
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  Personally, this, this, this makes my like anticipated
• 17:48
  butterflies lift because I've said this for to the rooftops
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  and it's not been a popular opinion the last five years.
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  It's shifting now, but I've said since the beginning, you've got
• 17:59
  to remember you get hired for your opinion.
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  And the world had been in a place where opinions weren't
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  really comfortable. We middle to the middle of
• 18:06
  mediocrity. And I said, remember when you
• 18:08
  were especially a small business, I said, yes, you do a
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  thing, but how you do it, the lens in which you carry is what
• 18:14
  will make the person who is your person say yes.
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  And So what I hear from this is, you know, if you're going to
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  just be average or ordinary and talk about a general thing that
• 18:26
  doesn't serve the audience, that seeking it doesn't serve as sure
• 18:29
  for sure of the buyer. And if I can lean into this is
• 18:32
  my opinion on something, this is my expertise on something, this
• 18:35
  is a personal experience I've had.
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  You will have a lot of airtime and you will win this world.
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  Yes, in a combo of personal and AI.
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  And to me, that's super exciting because I said all my clients
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  never forget. You have to have an opinion on
• 18:51
  something because you're pulling through the 8 million people or
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  8 billion people on the planet. To the people that say if we
• 18:58
  have common values, I want to learn more about your service.
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  But if you never tell me what your values are because you
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  never share your opinion or your face, there's a trust deficit.
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  And trust is the hardest decent AI, which is why I'm sort of
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  applauding the learned language models by saying we've got to
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  find a way to bring the human into this.
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  And it's not doing a fabulous job, but it's getting better.
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  And I think it's interesting you say 2028 is just around the
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  corner. I mean, it's, yeah, it's, it's,
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  it's not gonna sort of it's gonna be a gradual scale between
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  now and then. And those are the best
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  predictions. But I think, you know, 2026, I
• 19:37
  think is, is going to be the biggest shift.
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  I mean, probably every, everybody has said that in the,
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  in the year prior to the to the following.
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  But I think, you know, the way in which ChatGPT is opening up
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  to apps for the first time in, in its history, which should be
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  sort of coming mostly to to a global audience in early 2026.
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  That means you know you. Book hotels, you can design
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  stuff in Canva, you can do all manner of things right within
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  the platform. So yeah, it's, it's gonna be a
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  big change in every, every business needs to be ready.
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  I sat last January in a room with somebody who was talking
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  about the the already present capabilities of agentic AI and
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  it was mind blowing. And I was like, it's also
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  terrifying. But I'm like, I can't wait till
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  the time where I as a human could talk as a human and say I
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  need the following done and then watch it with her do it.
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  And I was in a room just last month where we started to see
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  it. And it's not that it hadn't
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  existed, that it hasn't commercialized, been broadcast
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  as available. And that's gonna speed and
• 20:39
  that's gonna be where 2026 comes into play.
• 20:42
  And so, you know, this is super exciting, but I love that it
• 20:45
  will take the guesswork out of it.
• 20:47
  And guys, you're going to take the guesswork out of it by
• 20:50
  saying it's a priority, I'll budget for it and I'll hire for
• 20:52
  it. So as I lead to that, I always
• 20:54
  want to ask every guest that comes on to our platform what's
• 20:56
  working for you right now to bring clients into your business
• 21:00
  and to see that gain of momentum from some of the cool things
• 21:05
  that you have expertise on. Well, I mean, I think there's
• 21:08
  probably twofold for me in my, my agency.
• 21:11
  The 1st is visibility. So we've obviously we, you know,
• 21:15
  we, we practice what we preach. We, we, we treat ourselves as
• 21:19
  our own client on what we, on our specialism.
• 21:22
  So we're actively working to improve our visibility across
• 21:26
  traditional and AI search. Certainly that one.
• 21:28
  But also I think for me it's, you know, speaking this year,
• 21:31
  I've, I've, I've travelled to, I think four or five different
• 21:34
  countries to do keynote presentations.
• 21:37
  We've done more LinkedIn live the not care to remember, you
• 21:42
  know, just just sharing our thought leadership around, OK,
• 21:46
  we, we see what's happening in the marketplace.
• 21:48
  This is where I think businesses need to be aware of and you
• 21:51
  know, and, and, and banging that drum and, you know, every once
• 21:56
  in a while someone who, you know, come put their hand up and
• 21:59
  say, that was really interesting.
• 22:00
  Can we talk? So for sure those two things are
• 22:03
  really working for us at the moment.
• 22:05
  Well, and speaking is is something that I can't duplicate
• 22:08
  because it is a real human delivery and it is I think for
• 22:11
  sure the fastest path to cash. So I applaud you both.
• 22:14
  So talk to us about you've got an opportunity of something
• 22:16
  that's launching in the new year and people want to know about it
• 22:18
  and get on the wait list and be involved.
• 22:20
  Tell us all about it. Yeah, great.
• 22:22
  Yes, we've, we've developed our, aligned with our conversation,
• 22:25
  we've developed a, a platform called Score plan.
• 22:28
  I think what I'm very mindful, I could talk for days on this, as
• 22:32
  you probably gathered, but the, the idea that AI search is
• 22:36
  coming, you know, everybody's got their own ideas.
• 22:38
  Is Google gonna die? Is SEO gonna die?
• 22:41
  There's so much noise around what brands have to have to
• 22:45
  actually do. So we thought we, we set about
• 22:48
  trying to simplify that message. So we the the platform will
• 22:52
  ultimately give you one simple score and one simple plan on
• 22:55
  what to action. So it's gonna find that score
• 22:58
  from about 30 different data points that are are all aligned
• 23:02
  with how these large language models and traditional search
• 23:05
  are showing you in on the Internet.
• 23:09
  So give you one simple score and then a sort of a prioritized
• 23:12
  action plan. So we're we're launching the
• 23:14
  platform in 2026 and we've got a wait list live right now at
• 23:18
  school plan dot AI and we're going to be offering it for free
• 23:22
  to a handful of first customers to trial the crack form.
• 23:27
  Show us what you think. And we put whole loads of value
• 23:30
  and the free version too. So yeah, go to school plan dot
• 23:33
  AI to to join the wait list and we'll we'll keep you abreast of
• 23:36
  those changes. OK, this is the easiest
• 23:38
  invitation to not make this complicated, so I want you to
• 23:41
  take advantage. You get the link down in the
• 23:43
  chat below. I want to make sure you connect
• 23:46
  and follow and look to hire this service because I think it is
• 23:51
  imperative that you focus where you're great and you recognize
• 23:55
  the importance of the technical back end.
• 23:57
  It is going to be more and more important than ever before and I
• 24:01
  know this with certainty. You've got great things to do.
• 24:03
  You got people that need to find you and let's get you found out.
• 24:06
  It's been an absolute pleasure to have you on our platform,
• 24:09
  guys, This is about AI search and winning with it.
• 24:14
  Step forward, say yes, grab that resource.
• 24:17
  Look at that as a key critical part, part of your success
• 24:22
  story. Thanks for being on our show.
• 24:23
  Today. Great.
• 24:24
  Thanks, Christine. That's a wrap on another amazing
• 24:30
  episode of Amplify Your Marketing Message with me, your
• 24:32
  host, Christine Campbell Rappin. Be sure to subscribe on your
• 24:36
  favorite podcast platform so you don't miss another great
• 24:39
  episode. And be sure to visit
• 24:42
  christinecampbellrappin.com/podcast to get a free resource on how to
• 24:47
  master your marketing message. We'll see you.