How Digital PR Helps Brands Win In AI Search

In this episode, Austin Willman sits down with Jimmy Rippon, Global Head of Demand Gen at Swoop, to break down how AI search, digital PR, first-party data, and demand generation are reshaping modern SEO strategy. Jimmy explains why Google and LLMs now care more about your brand mentions, entity consistency, and off-site authority than just your website alone. The conversation dives deep into digital PR, AI fluency, revenue attribution, sales-call-driven content strategies, and how marketers must evolve into “marketing engineers” to stay relevant. You’ll learn: - Why digital PR is becoming essential for AI visibility - How first-party data creates an unfair SEO advantage - Why websites are shifting from discovery tools to conversion engines - How AI is changing content strategy and search behavior - What modern SEO teams should measure beyond rankings - Why soft skills and AI orchestration will define future marketers - How startups can outperform enterprise brands through speed and agility If you're a founder, SEO leader, demand gen marketer, agency owner, or growth operator trying to understand the future of search marketing, this episode is packed with actionable insights. 🔗 Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:00: Introduction 01:00 - 03:10: Why Digital PR Matters More Than Ever 03:10 - 05:00: Building Brand Trust In AI Search 05:00 - 06:45: SEO Is Becoming Revenue Marketing 06:45 - 08:40: Why Attribution Is Getting Harder 08:40 - 10:20: The New Role Of SEO Teams 10:20 - 12:10: Startup Agility Vs Enterprise Marketing 12:10 - 14:00: Getting Buy-In Across Departments 14:00 - 16:10: Why Websites Are No Longer Discovery Tools 16:10 - 18:30: Using Sales Calls For Content Ideas 18:30 - 20:30: First-Party Data As A Competitive Advantage 20:30 - 22:20: Funding