As AI changes how people search, marketers face a new challenge: getting their brand seen in AI-generated results. Learn how SEO expert Jason Khoo says you can appear in ChatGPT, Perplexity, Google’s AI Overviews, and more.

In this episode Wendy Covey and Jason Koo, founder and CEO of SEO agency Zupo, discuss the evolving landscape of SEO in the age of AI especially as more searchers turn to AI platforms for their answers, how can marketers ensure their brands appear across AI Overviews, ChatGPT results, Perplexity results, and beyond?

Wendy and Jason emphasize that the fundamentals of PR and traditional SEO remain the foundation for success in AI visibility. Getting featured in trusted publications and earning backlinks from those sources continue to be essential strategies.

They also discuss users and their changing search behaviors. Are more users going straight to ChatGPT for their searches? Are they starting with Perplexity and then completing a secondary search on Google? As these habits evolve, marketing attribution becomes more complex. How do these changes affect referral, organic, and direct traffic attribution?

Currently, there’s no perfect way to measure AI-driven traffic and visibility. Jason shared that his team uses PEECAI to track AI visibility, while platforms like HubSpot are developing their own AI measurement tools. Even without a universal metric, understanding how your content performs in AI results is becoming a crucial part of marketing analytics.

But one of the most important questions on marketers' minds is how to rank on AI. Jason walked us through his top three strategies:

1. Appear on the first page of Google's Search Engine Results Page
   Research shows a strong correlation between ranking on Google’s first page and appearing in AI-generated answers. Jason cited several studies, including a ChatOptic report that found a 67% overlap between top-ranking pages and AI answers. A Seer Interactive study found that Google organic keywords were the top correlating factor for appearing in AI answers. In other words, if you rank well for specific keywords, you have a better chance of appearing in AI answers for those topics.
2. Appear in listicles
   Jason also highlighted that brands featured in listicles like “Top 10” articles on review or ranking sites are more likely to appear in AI results. However, he cautioned that only high-quality listicles (those ranking on the first page of Google) are effective. Creating your own “Top 10” list and ranking yourself at the top can appear disingenuous, so aim to earn placement organically.
3. Answer topics from AI's "Query Fan Out"
   Jason explains that when LLMs try to answer questions, they will often seek answers to related questions simultaneously in order to be able to serve a more in depth answer. If your brand has the best answers for the primary question of an AI user AND the answers to the related questions, you're more likely to appear in the AI answer. How do you know this list of questions in an AI's "query fan out"? Most AI tools will not tell you even if you ask, but Perplexity does! Run through some questions with Perplexity and ask it what it's related questions are - now you have a roadmap to all the related topics that align with AI’s logic. The "Query Fan Out" strategy is likely to evolve over time but this is great tactic to know.

So, where should you begin? The first step is to measure. Get familiar with how AI traffic is being tracked in your analytics tools, whether that’s Google Analytics, HubSpot, or another platform. From there, examine how much traffic is coming from AI-driven so

Is your distributor program truly working for you? Emily Ting of CCS America unpacks how her team analyzed and revamped their program to create stronger partnerships and measurable sales growth.

In this episode, Wendy Covey interviews Emily Ting, a Marketing Specialist at CCS America, about the importance of revisiting and revamping an outdated distributor program. Distributor relationships can be critical to sales success for many industrial companies and together, Wendy and Emily discuss the challenges faced by outdated distributor programs, the need for collaboration, and the strategies implemented to revamp these programs.

Emily shares valuable lessons learned from the distributor feedback process and emphasizes the significance of cross-departmental collaboration.

Takeaways

• Distributor relationships can be critical to sales success.
• There are many challenges with maintaining effective distributor programs.
• It's important to reevaluate distributor performance and relationships.
• Take advantage of collaborative marketing efforts with distributors.
• Measure success through feedback and sales trends.
• Networking and sharing experiences with other industrial marketers is essential.

Resources

• Connect with Emily on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about CCS America
• Register for the Industrial Marketing Summit

Many marketing leaders in industrial companies have their hand in sales as well. That's certainly the case for Eric Seiberling, Vice President of Sales and Marketing at MXD Process. This episode is all about how Eric has successfully used AI to streamline critical (yet routine) sales and marketing processes and better yet, get the whole team on board as well.

In this episode, Eric Seiberling, Vice President of Sales and Marketing at MXD Process, shares his diverse career journey and insights into the adoption of AI in sales and marketing processes. He shares how his team uses AI to cut the sales quoting process down by 80%, personalize sales personas and messaging, and how to make it easiest for the team to trust and adopt AI into their everyday tasks.

He also emphasizes the importance of cross-team collaboration and offers practical advice on fostering strong human connections across departments and office locations.

Takeaways

• Custom GPTs were developed to cater specifically to their industry needs
• Fostering collaboration among teams is essential for success.
• Celebrating team achievements helps build a strong company culture.
• Leadership alignment is necessary for successful AI experimentation.
• Lowering the stakes can encourage teams to adopt new technologies.
• Continuous learning and iteration are key in AI development.
• Consulting for nonprofits combines corporate techniques with theological insights.

Resources

• Connect with Eric on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about MXDProcess
• Related Episode: Taking AI Up a Notch: Training Brand Voice, AI Assistants, and Custom GPTs
• Related Episode: AI Strategies and Tools for Industrial Marketers
• Related Episode: The State of AI: Chatbots, Reasoning Models, and Agents
• AI Resource: Marketing AI Institute
• AI Resource: AI First Academy with Allie K. Miller
• AI Resource: OpenAI Training Courses
• Register for the Industrial Marketing Summit

If you didn't have the chance to attend Content Marketing World 2025, give this episode a listen! I talk with Lee Chapman and Morgan Norris about their time and we unpack the event's key takeaways from topics on storytelling and AI, to the future of platforms like LinkedIn and Reddit.

In this episode Wendy Covey welcomes Lee Chapman, President of TREW, and Morgan Norris, Senior Brand Strategist, to discuss their experiences at Content Marketing World 2025. Morgan Norris presented a manufacturing masterclass, focusing on executing a campaign in 30 days. This session provided attendees with actionable strategies to build brand awareness quickly, a skill increasingly necessary in today's fast-paced market. Lee Chapman participated in the mentor-mentee program, emphasizing the value of community and shared learning within the industry.

The episode delves into key themes from the conference, including storytelling as a strategy, AI and search disruption, and innovative content systems. AI and search were hot topics, with discussions on generative engine optimization (GEO) and the evolving role of AI in content creation. The speakers emphasized the need for unique content to stand out in a sea of AI-generated material. The episode also explored the potential of platforms like LinkedIn and Reddit for industrial marketing, highlighting the importance of thought leadership and community engagement.

Takeaways

• Storytelling is crucial for aligning sales and marketing, as highlighted by Pam Didner's session.
• Farah Kober demonstrated the impact of storytelling on brand perception and purchase intent.
• Generative engine optimization (GEO) is becoming a key focus in AI and search strategies.
• Unique content is essential to stand out in a market saturated with AI-generated material.
• Interactive content like configurators and ROI generators can enhance user engagement.
• Creating comparative content can enhance your brand's visibility and engagement.
• Users on Reddit are highly intentional, often seeking specific answers or engaging in community discussions.

Resources

• Connect with Lee on LinkedIn
• Connect with Morgan on LinkedIn
• Connect with Wendy on LinkedIn
• Register for the Industrial Marketing Summit

Calling all Industrial Marketers! The 2026 Industrial Marketing Summit will take place March 3rd through the 5th in Austin, Texas. Have you purchased your Early Bird tickets yet? This year promises to be bigger, bolder, and even more valuable for marketers in the manufacturing, engineering, and industrial sectors.

In this episode, Wendy Covey and Marketing Director of Gorilla76, Peyton Warren, discuss the upcoming 2026 Industrial Marketing Summit. They explore the event's growth, key speakers, and the unique value it offers to marketers in the manufacturing, engineering, and industrial sectors. The conversation highlights the summit's focus on strategic insights, hands-on learning, and community building.

Early Bird pricing is available through October 15, saving you up to $600 on your ticket. With three days of workshops, sessions, networking, and fun, the Industrial Marketing Summit is your chance to kick off 2026 with fresh ideas and lasting connections.

Event Details

Website: industrialmarketingsummit.com

Date: March 3 - 5, 2026

Location: Austin, TX

Buy Tickets

Takeaways

• Rand Fishkin is announced as the keynote speaker, focusing on SEO and zero-click content.
• The event will be held in Austin, Texas, at the Renaissance Hotel.
• The event emphasizes networking and community, with opportunities for attendees to connect and share knowledge.
• Early bird registration is open until October 15th

Resources

• Connect with Peyton on LinkedIn
• Connect with Wendy on LinkedIn
• Register for the Industrial Marketing Summit

Do you know the communication preference of the engineers and technical buyers visiting your website? Some are quick to pick up the phone, others prefer filling out a form, while many now expect instant, human-powered responses. Nelson Bruton of Manufacturing Chats explores how live chat influences the buyer’s journey and boosts sales efficiency.

In this episode, Wendy Covey is joined by Nelson Bruton, President of Manufacturing Chats and Interchanges, to explore the pivotal role of chat technology in enhancing customer communication for manufacturers and technical companies.

They discuss how chat can shorten the buyer's journey, reduce friction in the sales process, and cater to different communication preferences. The conversation also covers the integration of AI and human elements in chat systems, the importance of offering multiple communication options, and the impact of chat on sales and customer service efficiency. Tune in to gain insights into leveraging chat technology for better customer engagement and increased sales conversations.

Resources

• Connect with Nelson on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about Manufacturing Chats
• Read the State of Marketing to Engineers Research Report
• Register for the Industrial Marketing Summit

Do you ever feel like your marketing efforts are undervalued by sales, or worse, misunderstood by leadership? This episode is all about working through one of the most persistent challenges in business: aligning sales and marketing.

In this episode, Wendy Covey sits down with A. Lee Judge, who introduces the CASH framework designed to help organizations strengthen collaboration and prove the true value of marketing. Too often, marketers are asked to justify budgets, campaigns, and outcomes in terms that don’t resonate with sales leaders. The CASH Method provides a practical approach to shifting that conversation—focusing on Communication, Alignment, Systems, and Honesty.

This conversation is packed with insights for industrial marketers who want to strengthen internal relationships and gain buy-in from leadership. Whether you’re struggling with proving ROI, building credibility with sales, or simply trying to get both teams speaking the same language, this episode offers practical advice.

Resources

• Connect with A. Lee on LinkedIn
• Connect with Wendy on LinkedIn
• Related Episode: A Sales Leader’s Perspective on Content that Earns Engineers’ Trust
• Related Episode: Sales vs. Marketing: How to Bridge the Divide
• Register for the Industrial Marketing Summit

Have you noticed a steady drop in your click through rate in Google Search Console, even as impressions seem to be increasing? You're not alone! TREW's Account Director, Erin Moore, explains the "SEO Alligator" phenomenon and how marketers should pivot when AI search results siphon off your traffic.

In this episode, Wendy Covey and Erin Moore discuss the concept of the 'SEO alligator,' a term describing the widening gap between impressions and clicks in Google Search metrics. They explore the impact of AI-generated content on click-through rates and the need for marketers to adapt their strategies in response to these changes. The conversation emphasizes the importance of creating unique, valuable content that resonates with audiences, rather than relying on high-volume keywords that may no longer drive engagement.

Key Takeaways

• The 'SEO alligator' refers to the gap between impressions and clicks in Google Search Console.
• AI overviews are affecting click-through rates significantly.
• Unique content based on your company's deep expertise is more valuable in search than generic content (even when that generic content ranks for higher volume search queries).
• AI overviews are answering top-of-the-funnel queries directly in search results, turning these terms into zero-click results.
• Marketers should explore multiple channels for audience engagement and traffic.

Resources

• Connect with Erin on LinkedIn
• Connect with Wendy on LinkedIn
• Register for the Industrial Marketing Summit
• Related Episode: Is Inbound Marketing Still Working?
• Related Episode: What the Heck is Going on at Google?!