Host: Bill White 

Guest: Stacey Pottmeyer, Digital Marketing Strategist, OffWhite Marketing 

Runtime: ~29 minutes

Episode Summary

In this debut episode of Off Script, host Bill White sits down with Digital Marketing Strategist Stacey Pottmeyer to unpack one of the most pressing questions facing B2B companies today: how do you get found in a world where AI is changing the rules of search? 

With 20 years of experience, Stacey walks through SEO's evolution, from keyword stuffing to expert content that AI Large Language Models (LLMs) actively surface, and explains why OffWhite's content-first approach has positioned clients ahead of the curve.

What You'll Learn

• What SEO is and how it has evolved over the last 20 years
• How AI search differs from traditional search engines
• What's happening to organic traffic—and what metric to watch instead
• How to perform well in AI results and voice search
• Where to focus a limited marketing budget for the greatest SEO impact

Episode Timestamps

[0:00] Introduction — What is SEO and how does it relate to AI? 

[1:22] Stacey's 20-year journey in digital marketing 

[3:23] Why SEO accountability matters—and how AI changes measurement

 [5:14] Writing content for AI: quality over keywords 

[7:34] Tracking AI visibility: Google Search Console, Analytics, and Semrush 

[8:44] Explaining complex products — OffWhite's core mission 

[9:41] Content formats that win in AI: FAQs, how-to guides, white papers 

[12:16] Layering information from scannable pages to deep resources 

[13:44] Knowing your audience drives better content and faster results 

[14:33] It can feel overwhelming—here's where to start 

[16:12] Clients who embrace all channels see the best results 

[17:57] How OffWhite shepherds new clients into SEO and digital strategy 

[20:38] Using analytics to make every marketing decision smarter 

[23:06] Advice for what's next: embrace AI, invest in your website

[24:55] Voice search: Siri, Alexa, and structured data 

[26:12] Why OffWhite: content, design, development, and SEO under one roof 

[28:04] Content + Delivery + Discovery = Sales

Resources Mentioned

Google Search Console, Google Analytics, Semrush, ChatGPT, Answer the Public, WordPress

Connect With OffWhite

Website: offwhite.com | Email: [email protected] | LinkedIn | Facebook