Today on The Innovative Agency Podcast, Sharon Toerek is joined by Leslie Carruthers, Founder of The Search Guru, for a conversation that every agency leader needs to hear right now. Generative AI isn’t just a shiny new tool, it’s rewriting the rules of search, visibility, and how clients find their next partner.

If you’ve seen your organic traffic slide or you’re struggling with how to guide clients through this AI-driven shift, this episode is for you. Leslie brings decades of search expertise and lays out exactly what’s at stake for agencies today, along with the bold moves that can turn disruption into opportunity.

From navigating traffic declines to rethinking your agency’s value proposition, Leslie shares practical steps to help you stay relevant, profitable, and positioned to thrive in a rapidly changing landscape.

What you will learn in this episode: 

• Why AI is causing dramatic drops in organic and paid traffic, and what agencies can do to respond

• How "findability" and SEO are evolving in the era of LLMs, generative engines, and answer-based search

• What agency leaders should be teaching clients about getting cited and discovered by AI-driven platforms

• The critical importance of brand originality, multimodal content, and strategic thought leadership

• How agencies should rethink pricing, value, and positioning in light of AI-powered content creation

• Where human expertise and insight remain indispensable

• Smart ways to experiment with AI tools, agents, and workflow automation

Bio

Leslie Carruthers is the Founder and President of The Search Guru, a digital marketing agency helping B2B enterprises drive measurable growth. With over 25 years of experience, she is a recognized expert in AI-driven marketing, SEO, and conversion optimization. A graduate of Ohio University’s E.W. Scripps School of Journalism, Leslie has trained, consulted for, and executed strategies for startups to Fortune 500 companies.

A sought-after speaker, she has presented at Content Marketing World, MAICON, SMX, eTail, and the Direct Marketing Association, delivering actionable insights on AI in marketing, search evolution, and data-driven decision-making. Named a Top 50 Content Marketing Influencer (2018) and one of the Top Women in SEO (2012), Leslie blends technical expertise with strategic vision. Her agency specializes in navigating complex sales cycles, leveraging AI to drive leads and revenue while maximizing ROI in an evolving digital landscape.

Resources:

• Website: https://thesearchguru.com/

• LinkedIn Personal: https://www.linkedin.com/in/lesliecarruthers/

• LinkedIn Business: https://www.linkedin.com/company/thesearchguru/

• X: https://twitter.com/TheSearchGuru