Ross Hudgens and Drew Page sit down to unpack Siege Media’s latest study on the surprising shift in search behavior caused by AI-powered experiences and large language models (LLMs). The headline? Homepage traffic is up 10.7%—despite a decline in overall site wide clicks.They dive into the impact of branded search, the difference between B2B and B2C performance, and why your homepage might now be your most important conversion asset. From SEO’s evolving KPIs to strategies for retargeting and improving click-through rates, this conversation is a reality check—and a game plan—for marketers navigating the AI-dominated SERP.Plus: Siege Media’s own numbers, conversion math that makes sense of the doom-and-gloom, and actionable advice to build a brand that stands out in zero-click search results.Show Notes0:08 – The optimism vs. pessimism spectrum in AI-driven search0:42 – Why Ross launched this study in the first place1:04 – From impressions up, clicks down—what triggered the deeper investigation1:24 – Should SEO start valuing impressions like PR does?1:51 – Why homepage clicks matter more than ever2:29 – Branded search as the silent traffic driver2:49 – What Siege saw across consumer & fintech sites3:19 – Homepage impressions up 54%, site wide clicks down 4.8%4:03 – Why that might be good news: homepage conversion rates5:05 – B2C trends: more impressions, mixed click behavior6:07 – B2B trends: homepage clicks up 15%, better revenue alignment8:19 – Average position declines but branded queries still driving visits9:36 – Seeing real value in brand mentions from ChatGPT, Perplexity, etc.10:16 – Siege’s internal data: 30% homepage traffic lift, no pipeline drop12:20 – Conversion math: homepage 3%, sitewide 1%13:25 – The net positive: more conversions despite fewer visits14:06 – Why you should optimize your homepage now14:58 – Brand building, storytelling, and digital PR15:46 – Homepage CTR and pricing page visibility wins16:37 – Retargeting strategies for branded homepage traffic17:00 – If you didn’t build a brand, this won’t help17:44 – Aligning SEO with PPC to defend the SERP18:25 – Communicating the impact to leadership19:12 – Content quality still wins, even in LLMs19:35 – Creating a brand health dashboard20:22 – Final thoughts: conversion is the key metric, not trafficShow LinksFull Study: https://www.siegemedia.com/strategy/ai-homepage-traffic-increase Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen oniTunes:https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsMListen on Google:https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeAFollow Siege on Twitter: http://twitter.com/siegemedia Follow Ross onTwitter: http://twitter.com/rosshudgens Directed by Cara Brown:https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo |#contentmarketing