Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast Standing Out in Enterprise SEO: Building Creative In-House Teams
Feb 22, 2026
Patrick Stox, Technical SEO at Ahrefs known for scalable search programs, shares a framework for building creative in-house SEO teams. He outlines essential technical and content roles. He argues for hiring problem-solvers over titles. He explains how personal branding and industry visibility help content stand out from crowded enterprise competition.
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AI Assistants Reshape Search Behavior
- AI assistants are changing how people search, and usage may be broader than studies classify.
- Patrick Stox cites OpenAI/Anthropic research showing distinct new search types and urges caution interpreting narrow definitions.
AI Overviews Significantly Reduce Clicks
- Recent tests showed substantial traffic shifts from AI overviews and experimental setups that mimic real search behavior.
- Patrick highlights a 34.5% drop in clicks from AI overviews and a Mateusz experiment creating a fake company to observe citation behavior.
Test AI Search Findings In Your Own Context
- Treat AI/search studies as directional, not definitive, and test within your own context.
- Patrick recommends applying caution because user behavior on Google can differ from narrow study definitions used by OpenAI and Anthropic.