Yes, You Do Need a Bing Strategy w/ Botify’s AJ Ghergich

‬Ross sits down with A.J. Ghergich, VP of Consulting Services at Botify, to unpack enterprise‬ SEO, AI governance, and why SEOs absolutely need a Bing strategy in 2025.‬

‭ A.J. shares the story of how he landed the rare @SEO Twitter handle and what it’s meant for‬‭ his visibility in the industry. They dive into findings from Botify’s latest AI survey, highlighting‬ the disconnect between perceived AI readiness and real-world implementation challenges.‬

‭From AI hallucinations and live retrieval limitations to crawl budgets and indexation at scale,‬ this conversation is packed with tactical insights.

A.J. also drops a hot take on Bing,‬ explaining why it's now critical for AI visibility—especially in the age of ChatGPT and live‬ search integration.‬

‭They also explore practical steps marketers can take to better control their brand‬ messaging in AI outputs, and why technical SEO still reigns supreme at the enterprise level.‬

Show Notes:‬
00:00 – Intro & AJ’s @SEO Twitter Handle Story‬
02:00 – The Early Twitter Beta and Getting the Handle‬
‭04:00 – Value from the @SEO Handle & the Power of Network‬
06:00 – Botify's AI Survey: 94% Claim AI Readiness?‬
08:00 – What AI Readiness Really Looks Like‬
10:00 – Why Governance is the Missing Piece‬
13:00 – Content Hallucinations, Training Data, and eCommerce Pitfalls‬
16:30 – Centralizing Brand Messaging for AI‬
19:00 – Enterprise SEO: Hidden Challenges at Scale‬
22:00 – Indexation Gaps in Enterprise Sites‬
24:30 – Crawl Budget, Canonicals & Technical SEO Realities‬
27:00 – Freshness & Product Page Recency = Revenue‬
30:00 – AI Overviews, CTR Drops, and the Future of Search‬
33:00 – Ghost Clicks & Attribution in an AI-Driven World‬
36:00 – Preparing for Bot-to-Bot Web Traffic‬
39:00 – Are You Ready for ChatGPT Traffic?‬
41:00 – Why You‬‭ Need‬‭ a Bing Strategy in 2025‬
43:00 – How to Push Content into Bing (and ChatGPT) with IndexNow‬
44:30 – AJ’s Hot Take: Optimize for Humans‬‭ and‬‭ AIs‬
45:00 – Where to Connect with AJ‬

‭ Show Links:‬
‭ AJ on Twitter:‬‭ https://twitter.com/SEO‬‭

Botify AI Survey:‬
https://www.botify.com/blog/marketing-leaders-want-to-meet-ai-search-head-on-new-surve‬y-results‬

‭How Many People Search on Google?:‬
https://sparktoro.com/blog/new-research-how-often-do-americans-search-google-which-se‬arch-verticals-do-they-use‬

IndexNow:‬‭ https://www.bing.com/indexnow‬

Subscribe today for weekly tips: https://bit.ly/3dBM61f

Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM
Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA
Follow Siege on Twitter: http://twitter.com/siegemedia
Follow Ross on Twitter: http://twitter.com/rosshudgens
Directed by Cara Brown: https://twitter.com/cararbrown
Email Ross: ross@siegemedia.com

#seo | #contentmarketing