AI Visibility, Data Journalism, and the Future of SEO with Ross Hudgens, Founder and CEO of Siege Media
Thu Dec 11 2025
AI has changed search. But not in the ways most marketers think.
In this conversation, Ross Hudgens, founder and CEO of Siege Media, shares findings from analyzing 12,000 URLs across B2B and B2C brands. The results challenge a lot of assumptions about AI content, SEO decline, and where visibility is actually shifting.
We dig into why Google is still growing in key categories, why bottom-funnel content is outperforming, and how Siege is using AI to strengthen (not replace) human-driven expertise. Ross breaks down where brands are over-investing, under-investing, and how to think about content when LLMs are rewriting the rules of discovery.
We also unpack:
• Why “what is” and “how to” content is losing ground
• The rise of comparisons, pricing pages, templates, and calculators
• How Siege uses automation for keyword research and LLM visibility
• A practical way to track your brand inside AI search results
• Data journalism as a defensible moat in a commoditized content world
• Why LinkedIn is becoming the new open web
• How to refresh existing content with AI-assisted frameworks
• What every B2B marketer should prioritize heading into 2026
If you care about visibility in an era where AI engines decide what gets seen, this episode offers a clear blueprint for what actually works today.
00:00 Introduction and Guest Welcome
00:40 AI's Impact on SEO and Content
02:28 Effective Content Strategies in the AI Era
04:42 Incorporating AI in Content Creation
06:35 Keyword Research and LLM Visibility
09:36 Data Journalism as a Defensible Moat
13:02 Social Media's Role in Content Strategy
16:31 Content Refresh and Update Strategies
19:39 Closing Thoughts and Contact Information
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AI has changed search. But not in the ways most marketers think. In this conversation, Ross Hudgens, founder and CEO of Siege Media, shares findings from analyzing 12,000 URLs across B2B and B2C brands. The results challenge a lot of assumptions about AI content, SEO decline, and where visibility is actually shifting. We dig into why Google is still growing in key categories, why bottom-funnel content is outperforming, and how Siege is using AI to strengthen (not replace) human-driven expertise. Ross breaks down where brands are over-investing, under-investing, and how to think about content when LLMs are rewriting the rules of discovery. We also unpack: • Why “what is” and “how to” content is losing ground • The rise of comparisons, pricing pages, templates, and calculators • How Siege uses automation for keyword research and LLM visibility • A practical way to track your brand inside AI search results • Data journalism as a defensible moat in a commoditized content world • Why LinkedIn is becoming the new open web • How to refresh existing content with AI-assisted frameworks • What every B2B marketer should prioritize heading into 2026 If you care about visibility in an era where AI engines decide what gets seen, this episode offers a clear blueprint for what actually works today. 00:00 Introduction and Guest Welcome 00:40 AI's Impact on SEO and Content 02:28 Effective Content Strategies in the AI Era 04:42 Incorporating AI in Content Creation 06:35 Keyword Research and LLM Visibility 09:36 Data Journalism as a Defensible Moat 13:02 Social Media's Role in Content Strategy 16:31 Content Refresh and Update Strategies 19:39 Closing Thoughts and Contact Information