[Ep. 84] The Content Divide Behind AI Search and Why Your Team Might Not Be Ready For It

Google just told a room full of SEOs to keep doing what they're doing. The catch: most brands aren't actually built to do it. Joelle Irvine was in the room at Google Search Central Live Canada, and the through-line from the entire day was simple: keep doing the foundational work, because AI Overviews and AI Mode need grounded data to function. The harder question is whether your team is set up to produce the kind of content that actually earns visibility now. In this episode of The Redirect, host Jason Dodge and growth, product and AI advisor Joelle Irvine break down the commodity vs. non-commodity content slide that dominated marketing chatter, why so much "AI search optimization" is theatrics, how to use schema and Google Trends the way Google actually described, and why the measurement gap is the real story nobody wants to say out loud. If you work in-house, run an agency or lead a marketing team, this one is practitioner to practitioner. No buzzwords, no guarantees. Joelle Irvine works primarily with B2B SaaS and tech companies on growth and profitable revenue, coaches founders on adopting AI responsibly through Grow Class, and co-leads the AI Collective and Montreal Girl Geeks. All the takeaways and show notes can be found here: https://blacktruckmedia.com/podcast/episode-84-the-content-divide-behind-ai-search-and-why-your-team-might-not-be-ready-for-it/