Seamus Smith brings over a decade of experience demystifying AI for brands of all sizes. His practical, jargon-free approach helps businesses stay visible in a fast-changing digital world.

AI doesn’t just skim your site—it evaluates it. In this eye-opening episode of Why Your Business Is Invisible Online, Seamus Smith, Lead AI Strategist at WSI, joins John, Jim, and Kelly to explain how artificial intelligence is transforming search from a list of links into a full-blown judgment engine. At the centre of that shift? A powerful concept called information gain.

• Information gain = visibility: If your content says the same thing as everyone else, AI will skip you. Differentiation through original insight is now essential.
  
• AI evaluates like a strategist: It blends snippets from various sources to form a complete answer. That means your content might only be part of the story—unless it leads with value.
  
• From domain authority to content syndication: Traditional SEO principles like credibility and recency still matter, but now they also feed AI’s trust signals.
  
• Search ends in action: AI doesn’t just rank links—it creates outputs like tables, summaries, or infographics. Your content must support that end format.
  

• “If your next word is the same as every other next word, you are not differentiated.”
  
• “AI search ends in a work product—it doesn’t end in a blue link anymore.”
  
• “Generic content is like a meal without satisfaction. You’re not rubbing your tummy after.”
  

• How to use emotional prompting to improve AI-generated results
  
• Why fresh content still wins—and how to maintain your recency score
  
• The value of FAQs, transcripts, and summaries in training AI to trust you