Brands and Brews Marketing Podcast · Brands and Brews

S4E3 - What’s New in AI SEO in 2024 with Tom Winter

·44 min·2 clips

Tom Winter says AI content still needs human expertise because AI lacks product knowledge and customer context.

The episode opens with a light check-in about time zones, morning beer, and holiday fireworks. Jesse frames it as a continuation from their earlier conversation about AI and SEO, which sets up the main question: what has actually changed over the past year? Tom keeps the answer grounded in day-to-day work. The conversation moves into internal linking, which he describes as a manual pain point. He talks about tracking pillar pages, support pages, and link distribution by hand. That gets even harder as campaigns and sites scale. Then Search Console enters the picture, and Tom notes how difficult it is to make sense of tens of thousands of keywords with only a human brain. That leads into his preference for using Python when data needs to be handled properly. Jesse then circles back to SEOwin and the content workflow they discussed before. He brings up the earlier mix of content briefs, competitor comparisons, Reddit and Quora queries, and AI-generated content. Tom explains that the team went all in on feeding the system more and better data. He is careful about what that actually means. It is not about dumping everything into AI and hoping for the best. It is about giving the model specific headings, clear search intent, subject-matter expertise, supporting stats, useful quotes, and brand voice guidance. The point is to tell the AI what the work is and what it should aim at, so it can assemble the pieces in a more deliberate way. The back half of the conversation stays practical. Jesse asks what has improved on the content side, and Tom keeps coming back to structure and usefulness. The thread is less about flashy automation and more about making a tool fit the way marketers actually work. Internal linking, research overload, content planning, and editorial direction all remain in view. When Jesse asks about the timeline or roadmap, Tom does not reach for a grand vision. He says to try different tools and look for the ones that amplify what you are already doing. He mentions SEOwin, ChatGPT, Anthropic Claude, and other AI tools as options rather than identities. The closing note stays simple: use the tools that bring real value, and if you want to talk shop, find him on LinkedIn.

As heard by us

Practical AI SEO talk with useful shop-floor detail, best suited to people already living in SEO and content ops.

Brands and Brews keeps its focus on AI and SEO, and it works best when Tom Winter stays on the practical side of the topic. He talks through what has changed over the past year and how the team is trying to make AI more useful inside SEO workflows.

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Want a practical read on AI SEO tools, content briefs, and what actually helps?

Read the full recommendation in PlayNext →

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