Beyond Google: Redefining SEO in LLMs and an AI-First World with Heather Physioc of VML (Part 1)

The Simple and Smart SEO Show

In this episode of The Simple and Smart SEO Show, host Crystal Waddell welcomes Heather Physioc, Chief Discoverability Officer at VML, for a deep dive into the evolving world of search and digital strategy.

Heather shares her insights on why Google isn't the only search engine that matters, how AI is reshaping the search journey, and why content needs to serve users at every stage—from discovery to post-purchase.

From structured data to customer retention via social media, this episode is packed with practical takeaways for marketers, SEOs, and business owners.

Key Takeaways:

• SEO Isn’t Just About Google Anymore: Platforms like TikTok, Pinterest, Reddit, and in-platform AI search tools are becoming vital in the discoverability ecosystem.
• AI Should Enhance, Not Replace Creativity: Use AI to eliminate repetitive tasks and streamline workflows—not to substitute authentic human communication.
• Brand Experience Matters Across the Entire Journey: From awareness to post-purchase content, every touchpoint contributes to discoverability and trust.
• Structured Data Is Critical for E-commerce SEO: Schema and well-organized product feeds prepare brands for AI-powered commerce search.
• Jobs to Be Done Framework is More Relevant Than Ever: SEO should be rooted in solving real user problems, especially in the age of contextual, compound queries.

Episode Highlights:

• "Google is not the only platform out there where people are engaging in search activities." – Heather Physioc
• "Jobs to be done isn't just a theory—it's a way to make your brand truly useful across all channels."

Listener Action Items:

1. Reevaluate Your SEO Strategy Beyond Google: Identify where your audience is searching and tailor your content accordingly.
2. Use AI Thoughtfully: Let AI handle grunt work so you can focus on creativity and strategy.
3. Audit Your Customer Journey Touchpoints: Create or improve content that supports awareness, comparison, and retention.
4. Implement Structured Data Markup: Prioritize schema to support AI discoverability in commerce platforms.
5. Map Jobs to Be Done: Understand the real problems your

Text me your questions or comments!

Does SEO feel confusing, overwhelming, or just plain impossible to figure out? You’re not alone. That’s why I created the AI SEO Foundations course, powered by Crystal GPT: your personal AI SEO coach designed for busy, creative business owners like you.

Ditch the overwhelm and discover what SEO can do for your business! Head to SEOin7days.com (with the number 7!) and get started today—let’s make your brand easy to find and impossible to ignore.

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فصل ها

1. Introduction and Guest Introduction (00:00:00)

2. Heather's Role at VML (00:01:05)

3. First Encounter and Impact (00:01:29)

4. AI and Efficiency in SEO (00:01:56)

5. The Evolution of Search Beyond Google (00:03:56)

6. Brand Experience in Search (00:06:02)

7. Retention and Social Media (00:07:36)

8. Opportunities in E-commerce with AI (00:10:08)

9. Connecting Data Sets for Better Insights (00:12:55)

10. Jobs to Be Done Framework (00:14:04)