Optimizing for AI Searcher Behavior

In this episode, Bill Scully and Bill Hunt discuss the latest changes shaping how AI and search influence web effectiveness. They talk about Google’s removal of the “num=100” parameter, new findings from Growth Memo and Pew Research on zero-click behavior, and what these shifts mean for data collection, visibility, and user engagement.

The conversation explores how marketers can manage their brand’s AI visibility, measure performance in new ways, and prepare for the next phase of search-driven digital strategy.

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Hosts: Bill Hunt and Bill Scully

Full show notes:

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Referenced Articles & Resources:

►77% of sites lost keyword visibility after Google removed num=100: Data

https://searchengineland.com/google-num100-impact-data-462231

►What Our AI Mode User Behavior Study Reveals about the Future of Search

https://www.growth-memo.com/p/what-our-ai-mode-user-behavior-study

►Google users are less likely to click on links when an AI summary appears in the results

https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/

►Who Is the GEO Coach?

https://signalandfriction.substack.com/p/who-is-the-geo-coach

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