Search Changed Forever (Again): What Google I/O Means for Your Brand w/Mike Witham & Rachel Bascom

Google I/O just dropped a wave of search announcements, and the implications for marketers are massive. In this episode, Paxton Gray sits down with 97th Floor's Head of Search, Mike Witham and Head of Content, Rachel Bascom to break down what's actually changing. From AI-powered personalized results to agentic search that browses and buys on behalf of users, they cover what these shifts mean for your content strategy, your technical SEO, and your brand's discoverability. Plus: predictions on whether Google will dominate AI search or whether challengers like Claude and ChatGPT will hold their ground. Key takeaways: Audience-first content matters more than ever: AI personalizes results based on user preferences, so generic content gets filtered out faster. Build topical authority, not just keyword pages: LLMs want depth and original perspective across an entire subject. Technical and content are equally critical: great content bots cannot find or read is invisible. Stay discoverable even as attribution gets harder: being cited by AI builds brand presence that feeds every other channel. Resources: Google I/O 2026 Search Announcements: https://blog.google/products-and-plat... Connect with Mike on LinkedIn:   / michael-o-witham   Connect with Rachel on LinkedIn:   / rachelbascom   Connect with Paxton on LinkedIn:   / paxtongray   Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/. About Rachel Bascom: Rachel is the Head of Content Marketing at 97th Floor, boasting over a decade of expertise in the realm of digital marketing and a fervent dedication to crafting audience-centric content strategies. In her tenure, Rachel has been a trailblazer in the development of the content marketing department, playing an integral role in the transformative journey that positioned 97th Floor as a comprehensive, award-winning, holistic marketing agency. About Mike Witham: Mike is the Head of Search at 97th Floor, where he has spent the past seven years leading SEO strategy and performance for enterprise and high-growth brands. Based in Lehi, Ut. he specializes in building data-driven search campaigns that achieve bottom line results for clients. With his ability to create wholistic, full funnel marketing campaigns, Mike helps teams turn organic search into a highly profitable, revenue driving channel. Timestamps: 00:47 - Google I/O breakdown: the two biggest search announcements 03:19 - How SEO strategy has to change with personalization and AI 05:03 - Why audience-first content matters more than ever 08:17 - How to structure content so bots can actually find and use it 20:00 - Why brands should keep investing in search even as attribution gets harder 31:16 - Predictions: will Google win the AI search race?