Are your SEO metrics stuck in the past? In part two of our AI + SEO series, guest host Ximena Cordon (Head of Marketing at Symphonic Digital) is joined once again by Lindsie Nelson (Head of SEO at Symphonic) and Andreas Voniatis (Founder of Artios) to challenge the way we think about measuring SEO success in an AI-powered world.

With the rise of zero-click search and tools like ChatGPT and Google AI Overviews, traditional metrics like CTR and traffic are losing their relevance. In this episode, the trio explores smarter ways to connect SEO to ROI, how to rethink attribution, and why human-first content still matters.

Key Takeaways:

• Why zero-click search is shifting how we measure performance
• How AI is reshaping the buyer journey and discovery process
• The limitations of Google Analytics for modern SEO
• New approaches to attribution modeling and ROI tracking
• Why content needs to “fight for its life” in AI search
• How to present SEO performance to leadership with confidence

Memorable Quotes:

“If you’re optimizing for traffic alone, you’re optimizing for a version of the internet that no longer exists.” – Ximena“AI is picking the winners—and ignoring the rest. Make sure your content earns its place.” – Andreas“It’s not about more clicks. It’s about better clicks.” – Lindsie

Connect with Us:

🔗 Website: https://www.symphonicdigital.com

🐦 X (Twitter): @SymphonicHQ

How to Listen:

Available on Apple Podcasts, Spotify, YouTube, and wherever you get your podcasts.

Timestamps:

00:00 – Intro

00:47 – What is zero-click search?

02:00 – AI’s impact on click value and brand awareness

03:42 – Why content must now meet a higher standard

06:00 – Shifting focus from traffic to lead quality

07:59 – What should we actually be measuring?

10:15 – Connecting SEO to ROI

13:08 – Attribution modeling and data limitations

17:41 – Content-based vs. channel-based attribution

21:05 – Why you need CRM integration to prove SEO value

24:00 – How to get leadership buy-in for SEO strategies

25:45 – Should SEO go beyond Google?

27:55 – Final thoughts and takeaways