AI and SEO for Staffing Firms: How to Win Search (and Stay Visible) in the Age of AI

Smart Ideas Summit 5: AI and SEO for Staffing Firms

Speakers: Brad Smith, Chief Strategy Officer, & Shaun Chojnacki, Digital Marketing Advisor, Haley Marketing

Search isn’t dead—it’s evolving.

In one of the most talked-about sessions of Smart Ideas Summit 5, Brad Smith and Shaun Chojnacki break down how AI and SEO for staffing firms are converging to reshape how agencies attract clients and candidates.

From Google’s latest algorithm updates to the rise of AI-powered discovery tools like ChatGPT and Perplexity, this session explores what firms must do to protect visibility, build topical authority, and thrive in the era of generative search.

Smart Ideas Summit 5 was Haley Marketing’s biggest ever. If you were able to attend, thank you. We hope you left informed and inspired.

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Watch the session, download the slides, or scroll through the transcript below.

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What You’ll Learn

• The evolution of SEO—and what AI means for staffing firm visibility
• How to build topical authority with structured content and verified proof
• Practical ways to optimize for AI-powered search and large language models
• Why “authentic expertise” will outperform generic AI content every time

“AI isn’t killing SEO—it’s redefining it. The firms that stay visible will be the ones combining structure, authenticity, and authority.” — Brad Smith, Haley Marketing

AI and SEO for Staffing Firms: Session Transcript

Smart Ideas Summit 5: SEO Isn’t Dead: How to Win in the Age of AI

Speakers: Brad Smith, Chief Strategy Officer, Haley Marketing, and Shaun Chojnacki, Digital Marketing Advisor
Moderator: David Searns, Co-CEO, Haley Marketing

David Searns:

Let’s play a quick round of Name These Speakers.

One of today’s guests prefers traveling overseas—specifically, Italy—while the other loves staying closer to home in Marco Island, Florida. One has gone cage diving in South Africa, and the other once auditioned to be a Disney prince (he didn’t get the part but did make it to the runner-up spot!).

As for superpowers, one claims he can guess a Wordle with a single letter, and the other is known for turning clicks into customers.

Please welcome Brad Smith and Shaun Chojnacki, here to answer a hot question: Is SEO dead—or simply evolving?

Before we dive in, one quick update from Haley Marketing: we’ve launched an AI chatbot that helps staffing firms improve after-hours service. It can answer FAQs, assist with job searches, and even let clients submit talent requests—all trained on your company’s unique data. And it’s the lowest-priced AI chatbot in the industry.

All right, Brad and Shaun, take it away!

Is SEO Dead?

Brad Smith:

Thanks, David—and for the record, I’ve got proof of those Wordle skills!

I’m thrilled to be joined by Shaun Chojnacki, who’s a true expert in driving leads and online visibility. And yes, we saw someone in the chat say they’d heard SEO was dead. That comment triggered me immediately—because SEO isn’t dead, but it is changing fast.

Let’s start with a quick audience check-in.

When you need dinner ideas, do you grab a cookbook—or ask Google, ChatGPT, or YouTube?

What about learning a new skill? Are you opening a manual or searching online?

And if you’re prepping for a job interview, are you talking to a mentor, searching Google for tips, or asking AI?

Most people today do all three, but AI is becoming a bigger part of how we find information.

That’s the point: how we search is evolving—and it’s far more personalized than ever.

The Evolution of Search

Brad:

If I ask ChatGPT for five dinner ideas, I’m not just saying “five dinners.” I’m saying:

“I need meals for a picky daughter who only eats rice and chicken, a wife who hates seafood, and a son who needs protein for sports. They need to be easy to pack, fast to reheat, and kid-approved.”

Search has become contextual and specific—and that same level of personalization now applies to content, marketing, and SEO.

Shaun:

Exactly. Google’s September algorithm update completely changed the game. It now rewards topical authority—meaning, brands that clearly demonstrate expertise in their area.

Old “spray and pray” strategies—publishing massive amounts of random content—no longer work.

Take HubSpot, for example. They used to dominate search results with blogs about everything under the sun. But they’re a CRM company, not a general marketing blog. Since the update, their keyword reach dropped from six million to two million, and their traffic fell from 24 million to 4 million.

Lesson learned: stay in your lane.

The New SEO Acronyms

Brad: So SEO isn’t dead—but it’s evolving. We now have a few new acronyms to know:

• AIO: Artificial Intelligence Optimization – showing up in AI-generated results.
• GEO: Generative Engine Optimization – getting found in tools like ChatGPT, Perplexity, and Gemini.
• AEO: Answer Engine Optimization – being the one trusted answer to a query.

Let’s break them down and talk about how staffing firms can win in each with AI and SEO for staffing firms.

Building Topical Authority

Shaun:

Topical authority means proving to Google—and to AI—that you know what you’re talking about.

You need to answer four key questions clearly on your website:

• Who you are
• What you do
• Where you do it
• Proof that you do it well

That means:

• Using your company name in headlines and service pages.
• Building dedicated location pages for every market you serve.
• Featuring verified reviews and linking to their sources.

Don’t fake testimonials—Google can tell. Authenticity and proof win every time.

AIO: Optimizing for AI

Brad: Shaun, let’s talk AIO—how do companies get found in AI-generated answers?

Shaun: It’s all about structure.

AI prefers concise, well-organized content, such as FAQs, bulleted lists, and schema markup. Gone are the days of 1,100-word blog posts for every question.

If someone asks, “What is workforce management?” the content that ranks has:

• A clear title matching the query.
• A summary paragraph or “one-minute takeaway” at the top.
• FAQs at the bottom for related questions.

That structure signals to AI: “This content directly answers the question.”

GEO: Generative Engine Optimization

Brad: Now let’s move to GEO—getting found in ChatGPT and other generative engines.

Shaun: When someone asks ChatGPT, “Who are the best staffing firms in Houston?”—those results don’t come from Google Ads. They’re pulled from:

• Your website’s content and structure.
• Off-page signals like reviews, ratings, and mentions.
• Third-party sites like ClearlyRated, Yelp, or local awards.

Make sure your About Us page includes achievements, press coverage, and awards— “Best Staffing Firm in Houston,” “Top Workplace,” etc.

And don’t underestimate platforms like Reddit, Quora, and YouTube. These discussions often appear on the first page of Google, and AI tools heavily draw from them.

Brad: Right. Show depth and context everywhere. Be visible across platforms, because presence equals trust.

AEO: Answer Engine Optimization

Brad: Finally, let’s cover AEO—how to become the answer.

Shaun: That means building credibility through content. Case studies, press releases, and data-driven proof all matter.

Say someone searches, “Best IT staffing company in Houston with cybersecurity expertise.” To rank as the top result, you’d need:

• A service page about cybersecurity staffing.
• Press releases showing company growth or awards.
• Mentions in reputable sources like SIA or local business journals.

One firm did exactly that—they featured their SIA ranking and press release on their site—and now rank #1 for that query.

Brad: That’s the power of being specific and verified.

What Haley Marketing Does

Brad: At Haley Marketing, we help staffing firms implement all these strategies:

• Traditional SEO is still foundational.
• AIO and AEO require content structure and strategic optimization.
• GEO success requires visibility across third-party platforms.

We offer audits, recommendations, and content packages that build topical authority and thought leadership. Specificity wins in every channel.

Where to Start

Shaun: When I start with a client, I always begin with an audit:

• Do you clearly show who you are, what you do, and where you do it?
• Is your About Us page complete and up to date?
• Do you have schema markup and FAQs on key pages?
• Are you active on external platforms that LLMs pull from?

If not—fix that foundation first. Then build content and backlinks that reinforce your expertise.

Staying Ahead of the Curve

Brad: This can feel overwhelming—so how do you keep up?

Shaun: I spend 15 minutes every morning watching YouTube videos and reading SEO updates on LinkedIn. Those platforms update daily, while printed resources are outdated by the time they’re published.

Brad: Exactly. The way we learn has changed—just like how people search. We have to think differently, test constantly, and meet audiences wherever they are.

Audience Q&A

David Searns: Let’s take some questions.

Q: Is Wikipedia still a valuable off-page signal?
Shaun: It’s fine for backlinks, but not a lead generator. Keep it accurate and updated if you have a page—but focus your efforts elsewhere.

Q: Where does Grok fit into this?
Shaun: It’s another large language model—like ChatGPT. They all pull from page-one Google results, YouTube, and social media.

Q: How can we get listed on “Top 10” pages?
Shaun: Do cold outreach to those list publishers. Sometimes they’ll add you for free; sometimes it’s pay-to-play.

Brad: Or better yet—create your own list. Rank other companies fairly, share real data, and show transparency. It builds credibility fast.

David: That’s what Marcus Sheridan did when he ran a pool company—he published a list of the best pool companies in Virginia, even ranking competitors higher when deserved. Transparency wins trust—with both humans and algorithms.

Brad: Exactly. And if you can’t share client names publicly, create anonymous case studies. Describe the challenge, your solution, and measurable results.

Shaun: Or invite clients to join you on a podcast and casually ask, “Why did you choose us?”—instant testimonial.

Final Advice

David: Last question—if we win awards like ClearlyRated, should we just post the logo?

Shaun: Logos help only if they’re linked to verified sources. Otherwise, Google can’t validate them. Always include alt text and outbound links.

Brad: And distribute your press releases through PR channels. Don’t just post them on your site—get them syndicated. That wider visibility boosts credibility and ranking power.

Closing Thoughts

David Searns: Thank you both. Every time I hear you two speak, I learn something new. This was packed with actionable insights.

Brad Smith: Appreciate it, David—and big thanks to everyone who joined.

Shaun Chojnacki: Thanks, all—keep testing, stay curious, and keep showing up where your audience searches.

Ready to Boost Visibility in the Age of AI?

Haley Marketing helps staffing firms improve search performance through a combination of AI and SEO strategies built for real-world results.

From optimizing your website for AI discovery to producing content that builds trust and authority, our team can help you stay ahead of every algorithm change.

Explore our tools and services to help you sell smarter:

• Marketing Automation: Automate follow-up and keep leads warm.
• Content Marketing for Staffing Firms: Build trust and stay top-of-mind with decision-makers.
• Recruitment Marketing: Attract and engage both talent and clients.
• SEO for Staffing Firms: Ensure your services are visible when prospects start their search.

Catch all the sessions from Smart Ideas Summit 5 or contact us today.