Stop Chasing Traffic, Start Chasing Revenue with Ian Lurie

The Best SEO Podcast: Defining the Future of Search with LLM Visibility™

SEO veteran Ian Lurie joins Matt Bertram to discuss navigating today's chaotic digital marketing landscape and why traditional metrics are becoming less reliable. They explore how the decline in click data requires a shift to lift-based measurement that correlates visibility improvements with revenue changes rather than traffic alone.
• Marketers must focus on business performance over vanity metrics
• Measurement requires correlating visibility (in rankings, SERP features, or AI mentions) with revenue increases
• AI generates "average" content because it lacks human narrative capabilities
• Creating effective content requires using AI as a tool within a human-directed creative process
• Small businesses need to focus on teaching their audience and maximizing return on time invested
• The core principles of effective marketing remain constant despite rapid technological changes
• Tracking neutral user views rather than personalized search results provides better performance data
• Testing should focus on revenue impact.

Guest Contact Information:

linkedin.com/in/ianlurie

ianlurie.com

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With over 5 million downloads, The Best SEO Podcast has been the go-to show for digital marketers, business owners, and entrepreneurs wanting real-world strategies to grow online.
Now, host Matthew Bertram — creator of LLM Visibility™ and the LLM Visibility Stack™, and Lead Strategist at EWR Digital — takes the conversation beyond traditional SEO into the AI era of discoverability.
Each week, Matthew dives into the tactics, frameworks, and insights that matter most in a world where search engines, large language models, and answer engines are reshaping how people find, trust, and choose businesses. From SEO and AI-driven marketing to executive-level growth strategy, you’ll hear expert interviews, deep-dive discussions, and actionable strategies to help you stay ahead of the curve.

Find more episodes here:

youtube.com/@BestSEOPodcast

bestseopodcast.com

bestseopodcast.buzzsprout.com

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Facebook: @bestseopodcast
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Connect With Matthew Bertram:

Website: www.matthewbertram.com

Instagram: @matt_bertram_live

LinkedIn: @mattbertramlive

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1. Welcome to Unknown Secrets (00:00:00)

2. Ian Lurie on Marketing Chaos (00:01:30)

3. The Shift from Traffic to Revenue (00:04:47)

4. Holdout Testing and Marketing Measurement (00:08:52)

5. Client Communication Strategies (00:16:15)

6. AI's Impact on Marketing Content (00:28:00)

7. The Future of Search and Brand Building (00:34:22)

8. Teaching as Marketing's Secret Weapon (00:42:48)