Ep. 40 Search Everywhere Optimization (SEO) in the AI Era with Wes Towers
In this episode of the Pennock Knockdown, host Nikki invites Wes Towers, the founder and director of Uplift 360 (uplift360.com.au), to discuss the rapidly shifting landscape of web development and search. As AI fundamentally changes how consumers find information, Wes shares his insights on why "Search Everywhere Optimization" is the new standard for brands looking to stay relevant.
From the philosophy of mobile-first design to the technicalities of fueling AI models with high-quality website content, this conversation serves as a roadmap for businesses navigating the transition from traditional Google searches to conversational AI interactions. Wes emphasizes the importance of human-centric messaging, unique brand voices, and the enduring value of "old school" PR in a digital-first world.
00:00 – Introduction to Uplift 360Nikki introduces Wes Towers and discusses his background in Australia. Wes explains the core services of Uplift 360: web design, development, and what he calls "Search Everywhere Optimization."
01:46 – The Evolution of Digital MarketingWes reflects on his start in the 90s, building his first website when agencies didn't even know how to sell them. He discusses how the industry has shifted from brochure design to technical, AI-driven strategies.
04:19 – Mobile-First PhilosophyA deep dive into why mobile optimization isn't just about screen size—it’s about simplifying the brand message. Wes explains how a clean mobile design naturally translates into a high-performing desktop experience.
07:08 – Website Architecture for AIWes debunks the idea of linear website navigation. He explains how to structure your site so that AI platforms (like ChatGPT or Perplexity) can easily "scrape" and learn from your content to answer user queries.
10:17 – Content Strategy: Quality vs. AI-Generated FluffThe pitfalls of relying solely on AI for blog posts. Wes discusses how to use AI to maintain a consistent brand voice while ensuring the core ideas remain uniquely human and valuable.
13:57 – E-commerce and Product VisibilityStrategies for product-based businesses. Wes discusses the balance between optimizing product description pages (PDPs) and creating informational articles that capture top-of-funnel conversational searches.
16:44 – Technical SEO & Schema MarkupThe current state of schema markup and FAQs. Wes explains why "sexy" short-term hacks are being dialed back by Google in favor of authoritative, human-first content.
18:41 – The Power of Third-Party AuthorityWhy appearing on podcasts and collaborative blogs is the modern version of PR. Wes explains how mentions on reputable third-party sites build the "brand authority" that AI search engines look for.
20:07 – The Future of AI Search ProductsPredictions for 2026. Wes discusses the dominance of ChatGPT and why businesses should focus on being "discoverable" across all conversational platforms rather than just tracking clicks.
21:37 – Closing Remarks & ResourcesWes shares where to find more insights at Uplift 360 and connects the dots on why human connection remains the most important metric in marketing.
The traditional SEO playbook—keyword stuffing and backlink farming—is becoming secondary to a more holistic approach. Wes explains that "Search Everywhere Optimization" recognizes that users aren't just using Google. They are asking Alexa, chatting with GPT-4, and scrolling through Reddit for "real" human answers. To win in this environment, a brand’s website must act as a structured database of expertise that AI can easily digest.
Nikki and Wes conclude that while AI tools can help with the volume of content, they cannot replace the soul of a brand. The most successful digital marketing strategies in 2026 will be those that use AI to handle the "systemized logical" side of writing while keeping the "unique message" firmly rooted in human experience.
Guest: Wes Towers Agency: Uplift 360