Tech Marketing Rewired Podcast

Navigating the New Landscape: How AI is Reshaping Organic Search Strategy with Jason White

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About the Episode

The search landscape has dramatically transformed. With traffic plummeting by 50-90% for many brands, SEO professionals are scrambling to understand how AI is reshaping organic strategy. In this eye-opening conversation, Jason White, head of SEO at PolicyGenius, shares cutting-edge insights about navigating this new reality.

White reveals that server logs have become an unexpected superpower in measuring AI visibility. While no analytics platforms exist for tools like ChatGPT, examining server logs shows which AI bots visit your site, what content they access, and how frequently they return. This data forms the foundation of understanding your "share of AI voice" – a metric that's rapidly replacing traditional ranking factors.


The conversation takes a startling turn when White points out that "ChatGPT has already consumed all of your website. They consumed it before you started worrying about it." This sobering reality means brands are already behind in the AI optimization race, but understanding how and when AI platforms refresh their knowledge can help marketers regain ground.

Despite the challenges, there's a silver lining: while traffic volume has decreased dramatically, the quality of remaining traffic tends to be higher, with improved conversion rates. White encourages marketers to approach AI with curiosity rather than fear, comparing the current moment to the early days of social media when no established playbooks existed and experimentation reigned supreme.

Whether you're witnessing alarming traffic drops or simply preparing for the inevitable shifts in search behavior, this conversation provides practical strategies for maintaining visibility in an increasingly AI-mediated digital landscape. The rules of search have fundamentally changed – are you ready to adapt your approach?

You can connect with Jason at https://www.linkedin.com/in/jaylwhite/

🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.

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Guest Bio

Jason White

Jason White is the Director of Strategic Marketing at NVIDIA, where he leads initiatives that bridge cutting-edge technology with market strategy. With a robust background in product marketing and business development, Jason has been instrumental in driving growth and innovation within the tech industry.

Prior to his role at NVIDIA, Jason held key positions at several leading technology firms, where he focused on developing and executing marketing strategies that align with evolving market demands. His expertise lies in identifying emerging trends and translating them into actionable business strategies that drive customer engagement and revenue growth.

Jason is known for his collaborative leadership style and his ability to foster cross-functional teams that deliver impactful results. He is passionate about leveraging technology to solve complex problems and is committed to continuous learning and innovation in the dynamic landscape of strategic marketing.

https://www.linkedin.com/in/jaylwhite/

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