As seen in b2b vault: AI, SEO & the Future of Business Marketing – Insights from Ann Smarty

by | Aug 6, 2025 | B2B VAULT PODCAST, Uncategorized

Written By: Allen Kopelman

Allen Kopelman is the CEO of Nationwide Payment Systems and host of B2B Vault | The Biz to Biz Podcast.

As seen on B2B VAULT PODCAST

AI, SEO, and the Future of Business Marketing: Insights from Ann Smarty on B2B Vault Podcast 

B2B Vault: The Biz to Biz Podcast – sponsored by Nationwide Payment Systems and powered by our all-in-one payment platform, NPSONE – dives into the topics shaping the future of business. In this episode, host Allen Kopelman sits down with Ann Smarty, a 20-year marketing and SEO veteran, to discuss how AI is transforming SEO, website traffic, and business visibility in today’s fast-changing digital landscape. 

 

AI and SEO: A Rapidly Changing Landscape 

Ann Smarty explains that AI isn’t new to SEO—Google has leveraged AI in its algorithms for at least five years. But with the rise of ChatGPT, Gemini, and AI-driven search experiences, the pace of change has accelerated. 

Instead of relying solely on keyword-based rankings, today’s search landscape prioritizes context, intent, and brand authority. This shift is reducing traditional website clicks, as AI platforms increasingly provide direct answers, sometimes eliminating the need for users to visit a business’s website at all. 

“Businesses need to focus less on chasing clicks and more on becoming the definitive answer for their niche,” says Ann. 

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The Decline of Clicks and Rise of “Zero-Click” Commerce 

AI-powered search engines and answer engines are creating a zero-click future: 

  • ChatGPT, Gemini, and AI Overviews provide answers without sending users to websites. 
  • Social selling and AI-integrated shopping allow users to purchase products directly from platforms like Instagram, TikTok, or even inside AI chat interfaces. 
  • Traditional website traffic is declining, pushing businesses to focus on brand authority and multi-channel visibility. 

Allen notes that NPSONE and ClickBillR are already helping businesses prepare for this shift by supporting social selling and smart invoicing: 

Social Selling Made Easy: With NPSONE, businesses can create product links with images, descriptions, and “Buy Now” buttons to post on Instagram, TikTok, LinkedIn, or Facebook—enabling direct, frictionless sales. 

 

Brand Visibility and Positioning Are the New SEO 

Ann emphasizes that the future of SEO belongs to brands with clear positioning and trust signals: 

  • Well-defined niches: Be the go-to solution for a specific audience or problem. 
  • Consistent messaging across platforms: Ensure all mentions of your brand online reinforce the same value proposition. 
  • Local SEO for small businesses: Claim your Google Business Profile and encourage reviews to appear in AI-driven local searches. 

She warns against shortcuts like fake traffic schemes or black hat SEO: 

“Short-term traffic tricks are risky and unsustainable. AI and search engines are smarter than ever at detecting them.” 

 

How Small Businesses Can Leverage AI Today 

Both Ann and Allen agree that AI should be treated as a productivity assistant—not a replacement for human creativity. 

Smart ways to use AI: 

  • Brainstorming and ideation for blogs, social posts, and email subject lines. 
  • Customer support automation via FAQ-driven chatbots to reduce help desk calls. 
  • Data analysis to spot trends, optimize schedules, and improve decision-making. 
  • Meta descriptions, reporting, and internal documentation to save time. 

What NOT to do with AI: 

  • Rely entirely on AI to generate website content. 
  • Sacrifice originality or brand voice for quick automation. 
  • Ignore inspection and oversight—AI can still “hallucinate” data. 

 

Preparing for the Future of AI-Driven Marketing 

The conversation concludes with a clear roadmap for businesses navigating the AI and SEO revolution: 

  • Audit and update your website: Make it a comprehensive, credible resource with your story, services, and solutions. 
  • Prioritize brand identity: Define your niche and ensure your messaging is consistent across all channels. 
  • Embrace local and social selling: Claim your Google profile and leverage tools like NPSONE for AI-ready product links and invoices. 
  • Expect fewer clicks: Plan for conversions in a zero-click, AI-driven future where customers buy directly from recommendations. 

 

Connect with Ann Smarty 

You can find Ann Smarty online here: 

 

Listen to the Full Episode 

🎧 B2B Vault: The Biz to Biz Podcast 
Available on Spotify, Apple Podcasts, YouTube, and wherever you stream. 
Follow us on LinkedIn for highlights and business insights. 

💡 Learn more about NPSONE: getnps1.com – the all-in-one payment solution for smart invoicing, social selling, recurring billing, and e-commerce. 

 

Listen to the Full Episode

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FAQ: Frequently Asked Questions

What is the B2B Vault Podcast?

The B2B Vault podcast is a show for business owners and entrepreneurs, hosted by Allen Kopelman, a fintech expert and CEO of Nationwide Payment Systems. It covers topics like business technology, fintech, market trends, and regulations.

 

 

Who are Allen Kopelman and Ann Smarty?

  • Allen Kopelman is the CEO and co-founder of Nationwide Payment Systems. He is a seasoned entrepreneur and fintech expert with over 25 years of experience.

     

  • Ann Smarty is an SEO analyst and a 20-year marketing and SEO veteran. She is the founder of Smarty Marketing and Viral Content Bee.

What is the main takeaway from the podcast episode?

The main insight is that AI is changing the landscape of business marketing and SEO. The future of marketing is moving toward “zero-click” commerce, where AI provides direct answers and users may not visit a company’s website. Businesses should focus on brand authority, consistent messaging, and multi-channel visibility rather than solely on driving website clicks.


How is AI affecting traditional SEO?

      AI is shifting the focus of search engines away from simple keyword rankings and toward understanding context, intent, and brand authority. This means that while traditional website clicks may decline, businesses that become a “definitive answer” for their niche will be the most successful.


      How can businesses prepare for a "zero-click" future?

      Businesses should:

      • Become the go-to solution for a specific niche.

      • Ensure consistent messaging across all online platforms.

      • Leverage local SEO by claiming their Google Business Profile and getting reviews.

      • Use tools like NPSONE and ClickBillR to facilitate social selling and smart invoicing.