AI Is Stealing Your Traffic (And You Can’t Track It)

In this episode of the GILD Podcast, Gino Ferrand sits down with Ross Hudgens, Founder and CEO of Siege Media, a content marketing agency helping great brands scale through SEO, GEO, content marketing, and PR.

They explore how AI is fundamentally disrupting search and organic traffic, from the collapse of traditional top-of-funnel channels to the new playbook for visibility in an AI-first world.

Drawing from years of experience scaling content programs for leading brands, Ross shares how companies can adapt their strategy as AI reshapes how people find information, and how marketers can measure impact when the old attribution models no longer hold.

Topics include:

■How AI is killing top-of-funnel organic traffic

■Why traditional SEO metrics are becoming unreliable

■The attribution problem marketers still haven't solved

■What GEO (Generative Engine Optimization) actually means

■How to measure visibility in an AI search world

■What the future of Google looks like under AI Mode

Chapters:

03:19Why Austin Became a Tech Hub

04:34From SEO Agency to AI Search Shift

07:07AI Is Killing Top-of-Funnel Traffic

12:40The Attribution Problem No One Solved

18:12How to Measure AI Visibility

21:25The Future of Google (AI Mode)

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Host

Gino Ferrand

Guest

Ross Hudgens

Presented in partnership with Tecla. Tecla helps AI-forward companies hire top talent across engineering, product, and growth, with a vetted network of professionals across the U.S. and Latin America.

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