🎙️ Unscripted SEO Podcast
Navigating Multi-Channel Marketing in the Age of LLMs with Claude Zdanow and Chris Becker
CEO and President of Onar on why the Google-only SEO era is over, how to track brand visibility in LLM responses, and what multi-channel strategy looks like in practice.
The golden age of Google-only SEO is over. In this revealing conversation, Jeremy Rivera sits down with Claude Zdanow (CEO) and Chris Becker (President) of Onar — a publicly traded marketing technology and agency network — to explore how businesses must fundamentally reimagine their digital marketing strategies. From tracking brand visibility in LLM responses to building content ecosystems that work across every discovery channel.
“Katie Wagner: SEO & Journalism Are the Answer to LLMs AND Google Too” — from CNN to digital marketing, and why journalistic rigor is the most durable content strategy in the AI era.
— Katie Wagner, KWSM Digital Marketing | Listen: Katie Wagner on SEO & Journalism →
Key Takeaways
- LLM visibility is now a measurable channel — and most businesses aren’t measuring it. Onar has built tracking systems that monitor when and how brand mentions appear in LLM responses. The data is early, but the trends are directional.
- Multi-channel isn’t optional anymore. Brands that depend on a single discovery channel — Google organic, Google paid, social — are structurally fragile. The businesses that thrive in the next five years are building presence across search, social, LLMs, and direct channels simultaneously.
- Content strategy and paid strategy need to share data. The keywords that convert in paid search are the topics that should anchor organic content. The organic content that earns links should inform the landing pages that get ad spend. The silos are expensive.
- Brand visibility in LLMs correlates with brand visibility in search. Entities that appear frequently in authoritative sources — trade publications, podcasts, expert roundups — get referenced more often by LLMs. The underlying strategy is the same: be findable, be credible, be consistent.
How Onar Tracks LLM Brand Visibility
One of the most concrete parts of the conversation: Claude and Chris walked through how Onar monitors brand mentions in AI-generated responses. The methodology involves systematic query testing — asking LLMs the questions a target customer would ask, tracking which brands appear in responses, and identifying the source documents those LLMs are drawing from.
The implication for strategy: if you want to appear in ChatGPT’s answer to “who are the best [industry] agencies in [city],” you need to appear in the sources ChatGPT is trained on — listicles, directories, roundup articles, and podcast show notes from credible hosts.
Connect with Claude Zdanow and Chris Becker
- Website: onar.com
The Unscripted SEO Podcast features candid, unscripted conversations with SEOs and digital marketers. Hosted by Jeremy Rivera.
