In conversation with Mindy Weinstein and Heather Schallert
Moderated by Lee Kantor and Renita Manley
Presented by: WBEC-West’s Women in Motion Podcast
As search engines evolve and artificial intelligence reshapes the way we discover content online, business owners are being forced to rethink their approach to digital visibility. In a recent episode of Women in Motion, hosts Lee Kantor and Renita Manley sat down with two leading experts—Mindy Weinstein, PhD, founder of Market MindShift, and Heather Schallert, co-owner of Digital Nova—to unpack what’s no longer working in SEO, what AIO means, and how to stand out in a rapidly shifting digital world. Listen to the WIM RadioX Podcast here!
Q: Why does it feel like no one is seeing our content anymore—even with SEO?
Heather Schallert:
AI agents are now intercepting user behavior earlier than ever. People are using tools like ChatGPT, Perplexity, and Google’s AI Overviews before they even hit a traditional search engine. These agents are influencing decisions across multiple channels and platforms. That means if your content isn’t optimized for AI discovery, you’re losing visibility—regardless of how good your SEO used to be.
Mindy Weinstein:
Exactly. Consumers are no longer defaulting to “Googling it.” They might research using AI tools first. And Google’s AI-generated answers now appear above traditional search results. If you’re not in those top three organic results or cited in an AI summary, your content may never be seen.
Q: So, is SEO dead? What’s the role of AIO?
Mindy Weinstein:
Not dead—just evolved. SEO still matters, especially if you’ve built a strong content foundation. But now, it’s not only about keywords or being on page one. You need to integrate AIO (Artificial Intelligence Optimization) or GEO (Generative Engine Optimization) to be included in AI-generated summaries and discovery platforms.
Heather Schallert:
AIO builds on traditional SEO but requires structured, machine-readable content. Think schema markup, semantic architecture, and clear source attribution. AI bots don’t crawl like Googlebot. They want executable, authoritative, concise content that’s easy to parse and reuse.
Q: What does AI-optimized content actually look like?
Heather Schallert:
Content needs to be clear, concise, and structured. AI prefers FAQs, how-to guides, listicles, and step-by-step formats. It must include structured data, like schema markup, to tell the AI exactly what the content is.
Mindy Weinstein:
Also, think PR. AI often pulls content from high-authority sources like news sites. So the more places your business appears—blogs, interviews, guest posts—the better your chances of being cited in AI responses. And no fluff—get straight to the point.
Q: What’s the difference between SEO and AIO in practice?
Mindy Weinstein:
SEO focuses on traditional search engine visibility. AIO goes a step further by formatting your content so it’s consumable by AI platforms. That includes using structured data (like JSON-LD), marking up articles, identifying authorship, and optimizing for direct answers.
Heather Schallert:
You also need to understand how different AI engines work. For example:
- ChatGPT prefers definitions and outcomes
- Perplexity leans on Reddit-style crowd-sourced info
- Claude favors visuals and infographics
- Google AI Overviews often cite YouTube, LinkedIn, and Quora
Knowing your audience’s platform helps tailor your content effectively.
Q: How should small businesses prioritize their content strategy now?
Heather Schallert:
Start with your top-performing content and optimize that. Use AI to analyze what’s working and repackage it across formats—text, video, graphics. Repurpose, don’t reinvent.
Mindy Weinstein:
Yes! One great blog can become a video, a checklist, a LinkedIn carousel, and more. Just be intentional. Focus on what actually drives revenue and client trust.
Q: Is LinkedIn still worth the effort? Any tips to increase visibility there?
Mindy Weinstein:
Yes, absolutely. One tip: “warm up” your LinkedIn presence. Spend 5–10 minutes engaging with others before you post. It increases post visibility. Also, aim for early engagement—comments matter more than likes.
Heather Schallert:
Add value upfront. Start with a bold question, use line breaks, include a CTA, and tag relevant voices. Post during peak hours (Tues–Thurs, 8–10 a.m.) and encourage your team—or even family!—to comment right away. That initial traction boosts your algorithm ranking.
Q: What’s the reality behind visibility on platforms like LinkedIn or Instagram?
Heather Schallert:
On personal LinkedIn pages, only about 5% of your followers see your posts organically. For business pages, it’s often less than 2%. That’s why early engagement, tagging, and cross-promotion are critical.
Mindy Weinstein:
Encourage people to save your posts too. For example, include calls like “Save this for later!” This tells the algorithm your content is valuable and helps increase reach.
Final Takeaway: Where should WBEs start if they feel overwhelmed?
Mindy Weinstein:
Start by searching for your business in the top 3 AI engines. What do they know about you? What’s missing? Then create structured, audience-driven content that solves real problems.
Heather Schallert:
You don’t need to do it all at once. Focus on your top content. Repurpose it for different formats. Experiment. This is a new frontier, and there’s room to grow if you act now.
Connect with the Experts:
🔹 Heather Schallert
Co-owner, Digital Nova
www.TheDigitalNova.com
🔹 Mindy Weinstein, PhD
Founder, Market MindShift
www.marketmindshift.com
Free resources: myresources.ai
About WBEC-West
WBEC-West, the Women’s Business Enterprise Council-West, is committed to driving growth, fostering equity, and inspiring innovation among women-owned businesses across the Western United States. Through its comprehensive certification, education, and advocacy efforts, WBEC-West empowers women entrepreneurs to connect with major corporations, government agencies, and organizations looking to diversify their supply chains.
As a proud Regional Partner Organization of the Women’s Business Enterprise National Council (WBENC), WBEC-West supports a dynamic network of women-owned businesses in Arizona,
California, Nevada, Utah, Colorado, Wyoming, Hawaii, and beyond. Its initiatives are designed to remove barriers and create opportunities for women entrepreneurs, offering access to invaluable resources, tailored educational programs, and high-impact networking events.
From certification workshops and leadership development programs to innovative offerings like the virtual Supplier Center of Excellence, WBEC-West is dedicated to equipping women-owned businesses with the tools and strategies needed to scale and succeed in today’s competitive marketplace. For more information about WBEC-West and its initiatives, visit www.wbec-west.org.
