Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast SEO tactic people think involves AI but it really doesn’t
Jan 29, 2026
John Vantine, Director of SEO at GoodRx with 7+ years building generative search frameworks, discusses product-led SEO and cross-functional approaches. He explains generative search frameworks, how AI may change common tactics, and why simple internal linking and navigational modules remain crucial for discovery across Google, ChatGPT, and new platforms.
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Prioritize User-Useful Links Over SEO Noise
- Only add links and modules that provide real user value and that users would click.
- Avoid hidden or purely SEO-only elements; usefulness to users determines resonance with search engines.
Generative Crawlers Are Less Sophisticated
- Generative search crawlers are simpler than Googlebot and need straightforward site structures.
- A back-to-basics approach helps emerging crawlers discover content more reliably.
Make Internal Linking Extremely Accessible
- Double down on internal linking to make it effortless for crawlers to find important pages.
- Use dynamic link modules and useful accordion-style FAQs that real users will click.