Adapting Podcasting and SEO in the Age of AI With John Corcoran

Adapting Podcasting and SEO in the Age of AI With John Corcoran

by | Podcast

John Corcoran is a recovering attorney, an author, and a former White House writer and speechwriter to the Governor of California. Throughout his career, John has worked in Hollywood, the heart of Silicon Valley, and ran his boutique law firm in the San Francisco Bay Area, catering to small business owners and entrepreneurs.

Since 2012, John has been the host of the Smart Business Revolution Podcast, where he has interviewed hundreds of CEOs, founders, authors, and entrepreneurs, including Peter Diamandis, Adam Grant, Gary Vaynerchuk, and Marie Forleo.

John is also the Co-founder of Rise25, a company that connects B2B businesses with their ideal clients, referral partners, and strategic partners. They help their clients generate ROI through their done-for-you podcast service.

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Here’s a Glimpse of What You’ll Hear:

  • [02:27] Why generative AI and SEO changes are reshaping podcast discovery and website traffic
  • [05:27] What Ahrefs reveals about broken links, competitor analysis, and content opportunities
  • [09:23] The two SEO books John Corcoran recommends for mastering modern search strategies
  • [10:30] Where David Meerman Scott redefined marketing with ideas like newsjacking and fan engagement
  • [11:49] How a small-town attorney used podcasting to build authority and attract new clients

In this episode…

The world of podcasting and digital marketing is changing fast as generative AI and shifting SEO rules redefine how audiences find and consume content. With so much uncertainty, how can businesses ensure their podcasts remain visible, relevant, and powerful tools for authority building?

According to John Corcoran, a seasoned podcaster and business strategist, the fundamentals of SEO and relationship-driven marketing remain more important than ever. He emphasizes that while AI and search engines may evolve, building credibility, cleaning up websites, and delivering valuable content are timeless strategies for growth. John highlights how tools like Ahrefs can uncover hidden technical issues and how reading the right resources can sharpen SEO strategy.

Tune in to this episode of the Smart Business Revolution Podcast as Chad Franzen interviews John Corcoran, Co-founder of Rise25, to discuss adapting podcasting and SEO in the age of AI. They explore how generative AI impacts podcast growth, why tools like Ahrefs are essential for visibility, and the SEO books every marketer should read. John also shares how podcasting helps professionals in even the smallest markets attract clients and build authority.

Resources mentioned in this episode:

Special Mention(s):

Quotable Moments:

  • “Some of the fundamentals of building a website, building authority, and establishing credibility will continue.”
  • “You can’t just build it and they will come; you have to play by the rules.”
  • “People are out there consuming this information and building trust; you’re establishing greater authority without extra effort.”
  • “My podcast has been integral to opportunities from Forbes, Entrepreneur, Inc., and high-profile speaking stages.”
  • “If you want to build trust and authority in your industry, podcasting is tremendously beneficial.”

Action Steps:

  1. Audit your website for technical SEO issues: Fixing broken links and errors builds trust with search engines and users.
  2. Use tools like Ahrefs to monitor performance: Tracking keywords and competitors uncovers growth opportunities and visibility gaps.
  3. Create consistent, high-value podcast content: Regular episodes position you as an authority and build long-term trust with listeners.
  4. Leverage podcasting to strengthen client relationships: Sharing expertise through audio helps prospective clients connect before they ever pick up the phone.
  5. Continue learning through trusted SEO resources: Staying updated with books and thought leaders ensures your strategies remain relevant in the AI era.

Sponsor: Rise25

At Rise25 we help B2B businesses give to and connect to your ‘Dream 200’ relationships and partnerships.

We help you cultivate amazing relationships in 2 ways.

#1 Podcasting

#2 Strategic Gifting

#1 Our Predictable Podcast ROI Program

At Rise25, we’re committed to helping you connect with your Dream 200 referral partners, clients, and strategic partners through our done-for-you podcast solution.

We’re a professional podcast production agency that makes creating a podcast effortless. Since 2009, our proven system has helped thousands of B2B businesses build strong relationships with referral partners, clients, and audiences without doing the hard work.

What do you need to start a podcast?

When you use our proven system, all you need is an idea and a voice. We handle the strategy, production, and distribution – you just need to show up and talk.

The Rise25 podcasting solution is designed to help you build a profitable podcast. This requires a specific strategy, and we’ve got that down pat. We focus on making sure you have a direct path to ROI, which is the most important component. Plus, our podcast production company takes any heavy lifting of production and distribution off your plate.

We make distribution easy.

We’ll distribute each episode across more than 11 unique channels, including iTunes, Spotify, and Amazon Podcasts. We’ll also create copy for each episode and promote your show across social media.

Cofounders Dr. Jeremy Weisz and John Corcoran credit podcasting as being the best thing they have ever done for their businesses. Podcasting connected them with the founders/CEOs of P90x, Atari, Einstein Bagels, Mattel, Rx Bars,  YPO, EO, Lending Tree, Freshdesk, and many more.

The relationships you form through podcasting run deep.  Jeremy and John became business partners through podcasting. They have even gone on family vacations and attended weddings of guests who have been on the podcast.

Podcast production has a lot of moving parts and is a big commitment on our end; we only want to work with people who are committed to their business and to cultivating amazing relationships.

Are you considering launching a podcast to acquire partnerships, clients, and referrals? Would you like to work with a podcast agency that wants you to win?

Rise25 Cofounders, Dr. Jeremy Weisz and John Corcoran, have been podcasting and advising about podcasting since 2008.

#2 Our Comprehensive Corporate Gifting Program

Elevate business relationships with customers, partners, staff, and prospects through gifting.

At Rise25, thoughtful and consistent gifting is a key component of staying top of mind and helps build lasting business relationships. Our corporate gift program is designed to simplify your process by delivering a full-service corporate gifting program — from sourcing and hand selecting the best gifts to expert packaging, custom branding, reliable shipping, and personalized messaging on your branded stationary.

Our done-for-you corporate gifting service ensures that your referral partners, prospects, and clients receive personalized touchpoints that enhance your business gifting efforts and provide a refined executive gifting experience. Whether you’re looking to impress key stakeholders or boost client loyalty, our comprehensive approach makes it easy and affordable.

Discover how Rise25’s personalized corporate gifting program can help you create lasting impressions. Get started today and experience the difference a strategic gifting approach can make.

Email us through our contact form.

You can learn more and watch a video on how it works here: https://rise25.com/giftprogram/

Contact us now at [email protected] or message us here https://rise25.com/contact/

Episode Transcript

Intro: 00:00

All right. Today, this is a special episode. I’m going to be interviewed by one of our team members, Chad, and we’re gonna be talking about five different issues. Number one, an issue that is affecting the podcasting industry that you should care about. Number two, I’m going to share a tool that I have been using.

I love that I want you to use it as well. We’re going to talk about two books that you should read that I’ve read recently that I would recommend. And we’re going to talk about a thought leader who I admire and respect, who you should follow, the work that they do. And then finally, a case study of a business that has been using podcasts to establish their thought leadership and authority, and how you can utilize that same strategy. So my guest today is Chad Franzen. 

 He’s going to be interviewing me. I’ll tell you more about what we’re doing in a second. So stay tuned.

Welcome to the Smart Business Revolution Podcast where we feature top entrepreneurs, business leaders and thought leaders and ask them how they built key relationships to get where they are today. Now, let’s get started with the show.

John Corcoran: 00:58

All right. Welcome, everyone. John Corcoran here. I’m the host of the show. And you know, every week we have smart CEOs, founders and entrepreneurs of companies and organizations such as Netflix, Grubhub, Redfin, gusto, Kinkos, YPO, AEO, Activision Blizzard, and many more.

This week is an exception because I’m that person this time, and I’m going to be sharing some things that I’ve learned recently and some brought to you by rise 25, a company where we help B2B businesses to give to and connect to their dream relationships and partnerships. How do we do that? We do that by helping you to run your podcast. We are the easy button for any company to launch and run a podcast. We do three things. 

 Number one strategy, accountability, and full execution one, two, three. Those are the three things that we focus on. And that is the three legged stool that will lead you to be successful with your B2B podcast. And you can also go to our website and learn about our platform, which is Podcast Copilot. rise25.com is the website or email our team at [email protected]. 

All right. Turning it over to you Chad. I’m excited to get started.

Chad Franzen: 01:57

Absolutely. Great to talk to you again John. We’ll dive right into it. As you mentioned in your preview, we’re going to be discussing an issue affecting the podcasting industry. A new tool that listeners should use.

Two books listeners should read. A thought leader who you admire and respect, who listeners should follow, and a case study of a business who has been using podcasts to establish their thought leadership and authority, and how listeners might be able to use that same strategy. So the first topic is an issue affecting the podcast industry today.

John Corcoran: 02:27

Yes. So there’s a lot of issues, obviously, affecting the podcasting industry today, but a big one that I wanted to talk about today is how generative AI or LLM, the rise of AI is affecting podcasts. And you know, this podcast and also in addition related to that is traffic to websites because that affects podcasts as well. And you know, we certainly don’t have a crystal ball. So I don’t know the answer to how it’s going to affect everything.

Right now there’s a lot of paranoia. There’s a lot of focus. I’m here not too far from Silicon Valley. So of course people are always talking about new technology and tools. But right now, the stat I saw recently is that there’s something like 370 times as many searches on Google as there are searches on all of the LLMs combined right now. 

 Now, of course, those numbers are increasing. More people are going and searching LLMs, but it’s a little bit of paranoia when actually a lot more people are searching with Google. At least today, that may change over time. There’s some who say, though, that the pie will just get larger. In other words, you know Google’s traffic may continue to stay the same or increase over time while this whole other area continues to grow. 

 So people will continue to search in Google, and they may also go. They will probably also go to the Llms and search like that. But all this is going to affect traffic to websites, and it’s going to affect podcast discoverability. And I don’t know exactly how it’s going to affect all these things. But one thing that I do know is that the things that got us where we are today will get us where we want to go in the future. 

 What do I mean by that? What I mean by that is that some of the fundamentals of building a website, building a web presence, building authority, establishing your credibility online are going to continue to be useful, invaluable when it comes to generative AI. And that’s how you will show up in the search engines if you continue to do those things. So there’s a lot of people thinking that we need to suddenly do something different when it comes to gender generative AI to show up in the LMS. I don’t believe that’s true. 

 From all the research that I’ve been doing so far, we need to do more of what we’re doing. Certainly be mindful of any changes and tweaks, and there are some who are saying that you need to provide a lot more detail. You need to make sure that your website is readable by the LMS, which is constantly crawling the internet and crawling different, different websites and stuff like that, but it’s not. It’s like a step change. It’s not like a dramatic change. 

 So that’s the big issue that I’ve kind of been keeping my eye on today.

Chad Franzen: 05:16

So that kind of leads us right into our next topic. There is a tool that people can use to kind of help SEO and podcasts work together. What is that tool?

John Corcoran: 05:27

So the tool I’ve been using is Ahrefs, and there are others that are competitors out there. I tried out some of the different ones. I’m really a big fan of Ahrefs. It is a tool for analyzing your website and discovering if your technical SEO is in good place, monitoring keywords, monitoring top pages and how they’re performing, looking at competitors, analyzing competitors, finding content opportunities. And you know, the modern world relies on the web.

And yet I feel like we don’t fully understand how to communicate with that, that modern world. In some ways, we’ve kind of duplicated the world that we had before the internet. So, you know, it used to be Yellow Pages, used to be people putting ads out there and we kind of took those ads and we moved them onto our website. But the truth is that the modern web communicates in a different way. And so, you know, Google actually has these, these bots that go out and crawl the web and analyze different websites, and they look at a lot of different factors because they have a lot of places that they can send traffic. 

 Google can send, you know, you probably have lots of competitors. And so when someone searches for a term, Google just wants to send that traffic to the best result, the page that produces the best result for them, the best answer for that person. So that person is happy. And so that’s what they do. And they have a lot of competition to do that. 

 So if your website is messy, has a lot of broken links, has a lot of 404 pages, doesn’t have clear descriptions that clear answers, then they’ll send that traffic to someone else and it’s on you to go and fix those things. I’ve been in the process of cleaning up our website so that our website is in better shape now that I have a better understanding of these things. And it’s not a small job. It’s a big project to make sure that your website is built in a, you know, in a way that’s structured for Google and these other websites to, to be able to discover you. It’s not enough today. 

 You can’t just build it and they will come. You can’t just, you know, say, well, just put good content out there because it will you’ll, you’ll effectively, you know, be like building your store in the very back of a quiet street where no one comes by, you know, and you know, if you want to be visible in the modern web, you have to play by their rules. And so it’s been an educational process for me. And Ahrefs has been a great tool for understanding how to make these changes.

Chad Franzen: 08:01

That’s interesting. You know, I would have thought a 404, obviously, it doesn’t really look good if a customer comes to your website and they run into a bunch of 404 pages, but it also affects SEO. That’s another reason not to have them.

John Corcoran: 08:11

Yeah, I mean, it does because, you know, Google and now the LMS, they go out and they crawl the web and they’ll see if you have, you know, no 404. Or do you have five, ten, 15, 20, 200. Some websites have hundreds of them. And keep in mind that, you know, Google’s going and crawling other websites at the same time, your competitors’ websites. And if your competitor’s website has no 404 pages, there’s a higher level of trust.

You know, it’s kind of a proxy for is this a legitimate business? Is this a business that we can take seriously? Is this a business that is going to provide good information and a good experience for the user? That is doing a Google search that Google is going to send in your direction. And so it’s kind of it’s the 400 and fours are just like a proxy to help Google Evaluate whether your website, whether your business is worth sending traffic to.

Chad Franzen: 09:13

Continuing along in the topic of SEO in the age of Llms or generative AI, you have recently read two books regarding that. Can you tell us what those are?

John Corcoran: 09:23

So a couple of books that I have read recently that I would recommend. One is Product LED SEO by Eli Schwartz, and the other one is the SEO Workbook by Jason McDonald, who’s based here in San Francisco. They’re advertised as the 2025 version, although it references a few things in there like Google Plus that is not even around anymore. So it needs to clean that up a little bit. He does.

He has updated it somewhat. But both of those are really good overviews of understanding SEO. And in the case of Eli Schwartz, it’s taking a look at how to evolve your product offering and your service offerings through SEO and how to develop your products and service offerings through SEO and. So both of those are great primers for anyone who wants to know better how to utilize SEO in today’s day and age.

Chad Franzen: 10:19

Okay, that’s a Product LED SEO by Eli Schwartz, The SEO Workbook by Jason MacDonald. What about somebody in your network who listeners might benefit from following?

John Corcoran: 10:30

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