Shift Happens:
A DAC Podcast

If search is shifting toward AI answers, summaries, and recommendation-style results, what does SEO success look like now?    In this episode of Shift Happens, host Nasser Sahlool is joined by Thom Lodge, Associate Director of SEO at DAC, to unpack why brands need to rethink SEO for a world where visibility is no longer just about clicks, rankings, and traffic. As AI systems increasingly shape discovery, they explore what it means for a brand to not just answer the question, but be the answer.    They walk through a practical six-step framework for AI-ready SEO, covering AI readiness audits, interpretable content, using existing search performance as a roadmap, learning from conversational intent and communities, treating video as a search signal, and reinforcing local and trust fundamentals. The core message: in AI-driven search, the brands that win are the ones systems can understand, trust, and choose.