Search, Strategy & AI Leading in the Age of Generative Search with Derek Cummings
In this insightful episode, Prasanna Dhungel, Managing Partner at GrowByData, sits down with Derek Cummings, Lead Search Strategist at Colemarch, to explore how AI and LLMs are reshaping the world of search. They unpack how Google’s evolving SERPs, AI Overviews, and generative tools like ChatGPT and Perplexity are influencing SEO, content strategy, and digital visibility. Derek offers a candid look into how Colemarch, an industry leader in home services, is responding to these shifts. From AI-assisted content creation and persona-based content scaling to managing client expectations in an era of shrinking click-throughs and expanding brand impressions, this episode is a must-listen for marketers navigating the next wave of search transformation.
Key takeaways
- The persistence of Google as the dominant search platform despite emerging LLM tools.
- How “Share of Voice” and above-the-fold visibility are becoming modern KPIs.
- Smart local SEO strategies in AI-influenced maps and generative answers.
- The critical role of creativity, authenticity, and storytelling in a highly automated world.
- Balancing long-term brand growth with short-term channel experimentation.