Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast Blue Links Are Dead...Now What?
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Jan 5, 2026 
Josh Blyskal, Head of AI Strategy at Profound, dives into the seismic shifts in SEO as AI technologies surge. He emphasizes the need for marketers to transition to generative engine optimization, highlighting the role of context in driving AI citations. Josh unveils the significance of fan-out queries and how they simplify complex prompts into actionable terms. He discusses personalized prompt modifications, the integration of structured data for better visibility, and predicts a future where commerce relies on connector-driven models over traditional web scraping.
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Search Became The Destination
- Conversational search is now the end-to-end experience, not just a navigation step.
- Josh notes 47% of conversations include unprompted product recommendations during problem-solving flows.
Target Fan-Out Phrases, Not Personas
- Use fan-out queries to find the short authoritative phrases LLMs actually use.
- Aim content at those fan-out keywords rather than hyper-specific persona pages.
Capture Fan-Outs From Network Logs
- Capture fan-out data from network logs or model UIs to see exact queries models use.
- Josh outlines using inspect element and network fetch logs to extract fan-outs from ChatGPT.