The Search Signal

Victorious
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  • Marketing
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The Search Signal is a weekly podcast for marketing leaders navigating what's changing in search. Each week, Victorious founder and CEO Michael Transon takes one thing happening in search, breaks down what it means, and shares what leaders should do about it. Short, focused conversations for people making strategic decisions at the intersection of SEO and AI search. New episodes every Tuesday on YouTube, Spotify, and Apple Podcasts.

Episodes

  1. 1d ago

    A Short History of How AI Search Was Developed

    Ask an LLM about a well-known company and it answers fast, and usually gets it right. Ask something obscure and it can be just as confident and completely wrong. This episode traces that behavior back 40 years, to two rival ideas about how to make a machine understand the world, and shows how their recent fusion is what actually answers questions about your company in AI Search today. What you’ll hear in this episode: Why hallucinations run on the exact same machinery that produces correct answersThe hand-built approach: Cyc, triples, the semantic web, and how Freebase became Google’s Knowledge GraphThe pattern-learning approach, and how Word2Vec turned a word’s meaning into math you can do arithmetic onHow the 2017 Transformer and “attention” let a model read a whole sentence in context, and how next-word prediction trained GPT-3Why RAG bolts the two systems together, and what it means that you can edit the “knower” but only earn the “talker” Chapter Headings [00:02:09] Why an LLM can be confidently wrong [00:05:45] Teaching machines by hand: Cyc and the 1980s [00:07:18] Triples, the semantic web, and Freebase [00:08:51] Google's Knowledge Graph: things not strings [00:14:08] The other approach: patterns, not facts [00:16:00] Word2Vec turns meaning into math [00:18:05] Attention and the Transformer [00:23:07] BERT, GPT-3, and next-word prediction [00:26:25] Why hallucinations happen [00:28:44] Bolting the two brains together with RAG [00:35:42] The takeaway: the knower you edit, the talker you earn Resources Cyc Project (1984) — https://www.cycorp.com/ | https://en.wikipedia.org/wiki/Cyc Freebase (2007–2016) — https://en.wikipedia.org/wiki/Freebas...) Wikidata — https://www.wikidata.org/ | https://www.wikidata.org/wiki/Wikidat... Google Knowledge Graph (2012) — https://blog.google/products/search/i... | https://support.google.com/knowledgep... Word2Vec (2013) — https://arxiv.org/abs/1301.3781 "Attention Is All You Need" (2017) — https://arxiv.org/abs/1706.03762 BERT (2018) — https://arxiv.org/abs/1810.04805 Retrieval Augmented Generation (2020) — https://arxiv.org/abs/2005.11401 GPT-3 (2020) — https://openai.com/api/ Find the transcript for this episode and additional resources on our blog: https://victorious.com/podcast/history-of-ai-search/

    38 min

  2. Jun 30

    How To Tell If AI Search Is Working

    Every marketing team has a search dashboard. But that dashboard has a structural blind spot: it can’t see what’s happening in AI search, and it won’t flag that anything is missing. When a buyer finds your brand through ChatGPT, Gemini, Claude, or Perplexity, that visit typically lands as direct traffic with no source attribution. There’s no indication AI was involved and nothing in your reporting to suggest a gap is there. What you’ll hear in this episode: Why most AI-driven sessions land in your direct traffic bucket, including why Google’s May 2026 GA4 patch only covers part of the problemHow AI Overviews are compressing click-through rates by 58% on top-ranking queries, so session counts decline while rankings hold steady and your report gives no explanationWhy a brand appearing consistently in AI responses can see almost nothing in its referral dataThe case for building measurement infrastructure now, when AI traffic is 0.2% of total visits but growing at 623% year over year, and you can’t retroactively create a baselineFour signals that together give you a credible picture of AI visibility: AI brand share of voice per platform, branded search volume trend, a GA4 AI referral segment, and self-reported attribution on every lead formSourcesUK Competition and Markets Authority, “Further CMA action to secure a fairer deal for businesses and improve Google Search services in UK,” June 2026, https://www.gov.uk/government/news/further-cma-action-to-secure-a-fairer-deal-for-businesses-and-improve-google-search-services-in-uk Similarweb, “The Downstream Impact of AI Visibility,” June 2026, https://www.similarweb.com/corp/the-downstream-impact-of-ai-visibility/ Ahrefs, “What Is a Good Organic CTR? Real Website Benchmarks (June 2026),” June 2026, https://ahrefs.com/blog/what-is-a-good-ctr/ Ahrefs, “Update: AI Overviews Reduce Clicks by 58%,” February 2026, https://ahrefs.com/blog/ai-overviews-reduce-clicks-update/ Semrush, “Why Category Entry Points Belong in Every AI Search Strategy,” June 2026, https://www.semrush.com/blog/category-entry-points-ai-search/ Loamly, “The AI Traffic Attribution Crisis: Why Your Analytics Are Wrong,” February 2026, https://www.loamly.ai/blog/ai-traffic-attribution-crisis Contentsquare, “2026 Digital Experience Benchmark: AI-Referred Traffic,” April 2026, https://contentsquare.com/blog/ai-referred-traffic/ Find a complete list of resources at: https://victorious.com/podcast/how-to-tell-if-ai-search-is-working/

    44 min

  3. Jun 23

    AI Search Right Now: What Marketing Leaders Need To Act On

    As AI platforms reshape the search landscape, many marketers are falling back on an old, unreliable playbook: chasing individual keyword ranks. In this second episode of The Search Signal, Michael Transon explains why a single snapshot of an AI search response is just noise—and why you need to update your tracking strategy. He breaks down how platforms like ChatGPT, Copilot, and Perplexity source their information differently, gives a hands-on blueprint for auditing your brand visibility, and shares the tactical levers required to earn a compounding share of voice. What you'll hear: Why tracking AI like traditional keyword ranking fails, and why a sustainable approach means measuring a collective share of voice percentage instead.The distinct ways Perplexity, Copilot, and ChatGPT index and source their answers, and why performance on one engine doesn’t translate to another.How to conduct a rigorous manual audit in incognito mode to establish an accurate baseline and map out your competitors' visibility.The differences between citation rate and mention rate, and the unique, high-intent roles they play in the conversion process.The three pillars for moving the needle on your presence: digital PR outreach, structured entity signals, and answer-first commercial page optimizations.All sources referenced in this episode are linked below. Sources The Search Signal, Episode 1: https://victorious.com/podcast/ai-search-right-now/ Ahrefs, "AI Overviews vs. AI Mode" https://ahrefs.com/blog/ai-overviews-study/SparkToro, "Search Happens Everywhere," https://sparktoro.com/blog/new-research-search-happens-everywhere-an-analysis-of-41-websites-with-significant-search-activity/Google, "Optimizing Your Website for Generative AI Features on Google Search," https://developers.google.com/search/docs/appearance/ai-overviewsiPullRank, "Google Algorithm Leak Analysis," https://ipullrank.com/google-algo-leakThe Growth Memo, "Users Behave Differently in AI Overviews," https://www.growth-memo.com/p/users-behave-differently-in-ai-overviewsAdobe, "AI-Referred Traffic Conversion Analysis," https://business.adobe.com/blog/the-latest/adobe-digital-insights-ai-traffic-grows-significantly-during-2024-holiday-shopping-seasonSISTRIX, "Position One Click-Through Rate Data, March 2026," https://www.sistrix.com/blog/ Complete list of resources at: https://victorious.com/podcast/ai-search-right-now/

    42 min

  4. Jun 16

    Is AEO Just SEO by Another Name?

    Most search marketers have gotten two completely different answers to this question, and both sound convincing. One camp says answer engine optimization (AEO) is its own discipline that needs its own budget. The other says it's just search engine optimization (SEO) with a new name and your existing program already covers it. In this debut episode of The Search Signal, Michael Transon cuts through the acronym soup to show what the data actually says, where this confusion is coming from, and what it means for how you should be allocating your search marketing budget right now. What you'll hear in this episode: Why the overlap between organic search rankings and AI citations dropped from roughly 75% in late 2024 to somewhere between 20% and 38% by early 2026, and what's driving that shiftWhat mention rate and citation rate measure, why they behave differently, and why you need to track both separatelyWhat actually predicts AI visibility and why domain authority has essentially zero correlation with itHow AI visibility plays out differently across healthcare, SaaS, financial services, legal, and ecommerce, and what's behind each patternThe honest two-part answer to whether AEO and SEO are the same thing, and three specific things you can do in the next 90 days Sources SparkToro "In 2026, Less than One Third of Google Searches Still Send a Click" June 8, 2026 https://sparktoro.com/blog/in-2026-less-than-one-third-of-google-searches-still-send-a-click/Burson "The Credibility Paradox" (report title) Via Search Engine Journal: "AI Mentions May Not Translate To Trust, New Analysis Suggests" June 8, 2026 https://www.searchenginejournal.com/ai-mentions-may-not-translate-to-trust-new-analysis-suggests/578388/BrightEdge "BrightEdge Data Finds AI Accounts for Less Than 1% Search, Organic Traffic Continues to Dominate" October 2025 https://www.brightedge.com/news/press-releases/brightedge-data-finds-ai-accounts-less-1-search-organic-traffic-continuesAhrefs "Update: 38% of AI Overview Citations Pull From The Top 10" January 2026 https://ahrefs.com/blog/ai-overview-citations-top-10/Ahrefs "How to Rank in AI Overviews: What Actually Works (Based on Data, Not Speculation)" 2026 https://ahrefs.com/blog/how-to-rank-in-ai-overviews/Victorious Q1 2026 Quarterly Search Report https://victorious.com/quarterly-search-report/  Find a complete list of resources at https://victorious.com/podcast/is-aeo-just-seo/

    35 min

  5. Jun 3

    Introducing The Search Signal

    The Search Signal is a weekly podcast from Victorious founder and CEO Michael Transon, built for marketing leaders trying to make sense of how search is changing. Each week, Michael takes one thing happening in search, breaks down what it means, and helps you think through your next move. No hype, no filler. Just clear thinking for busy marketing leaders. New episodes every Tuesday. Subscribe wherever you listen.

    1 min
  • 5 Episodes

About

The Search Signal is a weekly podcast for marketing leaders navigating what's changing in search. Each week, Victorious founder and CEO Michael Transon takes one thing happening in search, breaks down what it means, and shares what leaders should do about it. Short, focused conversations for people making strategic decisions at the intersection of SEO and AI search. New episodes every Tuesday on YouTube, Spotify, and Apple Podcasts.

Information

  • Creator
    Victorious
  • Years Active
    2K
  • Episodes
    5
  • Rating
    Clean
  • Copyright
    © 2026 Victorious
  • Show Website
    The Search Signal