Entity SEO & AI Search: Winning in the New Search Landscape with Zach Chahalis

The Best SEO Podcast: Defining the Future of Search with LLM Visibility™

The SEO landscape is shifting dramatically with the rise of AI search and entity-based relationships, creating new challenges and opportunities for marketers. We explore how traffic patterns are changing as top-ranking sites lose clicks to AI overviews while brand searches increase, and discuss the critical importance of entity relationships in modern search strategy.
• Entity SEO requires mapping relationships between data points like organizations, places, and products
• Structured data remains extremely valuable, acting as a "kindergarten reading level" translation of content for search engines
• AI adoption in search is currently low (1-2% for Google's AI Mode), but preparing now gives marketers a competitive advantage
• Technical SEO fundamentals remain crucial. Ensure your site is crawlable before pursuing advanced AI strategies
• Large organizations like Apartments.com are integrating AI into products and operations while mapping complex entity relationships

Guest Contact Information:

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Apartments.com

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With over 5 million downloads, The Best SEO Podcast has been the go-to show for digital marketers, business owners, and entrepreneurs wanting real-world strategies to grow online.
Now, host Matthew Bertram — creator of LLM Visibility™ and the LLM Visibility Stack™, and Lead Strategist at EWR Digital — takes the conversation beyond traditional SEO into the AI era of discoverability.
Each week, Matthew dives into the tactics, frameworks, and insights that matter most in a world where search engines, large language models, and answer engines are reshaping how people find, trust, and choose businesses. From SEO and AI-driven marketing to executive-level growth strategy, you’ll hear expert interviews, deep-dive discussions, and actionable strategies to help you stay ahead of the curve.

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1. Intro to Unknown Secrets of Internet Marketing (00:00:00)

2. PubCon Insights and AI Impact on SEO (00:01:16)

3. Traffic Changes and Attribution Challenges (00:04:11)

4. Entity SEO and Structured Data Importance (00:09:27)

5. Content Strategy and Topical Authority (00:17:00)

6. Mapping Customer Journeys and Decision Making (00:22:47)

7. Fundamentals Still Matter in Modern SEO (00:43:07)