Lisa Kilrea is the Founder of WSI eResults, a leading digital marketing agency that specializes in helping manufacturers, distributors, and B2B companies grow through AI-powered, data-driven strategies. With over 20 years of entrepreneurial experience and a proven track record, Lisa has led WSI Results to deliver standout lead generation and revenue growth in the industrial sector. Her background includes work with major brands like Quaker Oats and BP Petroleum, and she’s known for pioneering innovative marketing tactics that blend traditional expertise with cutting-edge digital solutions.
Here’s a glimpse of what you’ll learn:
- [01:53] Lisa Kilrea explains why SEO is now Search Everywhere Optimization — not just Google
- [06:26] How B2B companies must tailor content for LLMs and LinkedIn
- [12:01] Why Google’s organic traffic is dropping and zero click rising
- [13:11] How to become a cited resource in AI search overviews
- [14:24] The essential steps in a robust technical and strategic audit
- [16:28] Why conversions matter most for measuring SEO campaign success
- [21:32] The critical shift in importance from on-page to off-page SEO
- [36:51] Why SEO strategies now require frequent, flexible updates, not yearly
In this episode…
Search used to feel predictable. Today, it’s happening everywhere at once, inside AI tools, chat interfaces, and platforms that never existed a few years ago. So how do businesses stay visible when the rules of discovery keep changing?
For Lisa Kilrea, the answer starts with a mindset shift. Drawing from her experience as a digital marketing strategist focused on complex B2B buying journeys, Lisa explains that SEO has evolved into “search everywhere optimization,” where being cited by AI tools matters as much as ranking on Google. She points to how buyers now do deep research inside large language models before ever visiting a website, compressing the sales cycle and raising the stakes for authority and trust. The takeaway is clear: companies that adapt early don’t just keep up, they gain a measurable edge as search behavior transforms.
In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea, Founder of WSI eResults, is interviewed by Chad Franzen of Rise25 to discuss navigating SEO in an AI-driven world. They explore why SEO is now the backbone of digital strategy for manufacturers, how AI tools are reshaping buyer research and conversions, and what “search everywhere optimization” really means in practice. Lisa also shares advice on measuring SEO success through conversions instead of vanity metrics.
Resources mentioned in this episode
- Lisa Kilrea on LinkedIn
- WSI eResults
- Chad Franzen on LinkedIn
- Rise25
- ChatGPT
- Perplexity
- Gemini
- Quora
Quotable Moments
- “SEO is really the workhorse of a digital strategy.”
- “It’s not about search engine relating to Google optimization, it’s about ‘search everywhere’.”
- “The buyer’s journey is being significantly compressed as a result of the LLMs.”
- “That LM-referred visitor is 4.4 times more likely to convert than a traditional Google organic visitor.”
- “You really can’t overcome zero click, but the goal is to be one of the cited resources.”
Action Steps
- Reframe SEO as “search everywhere” optimization: This mindset ensures your brand stays visible across AI tools, platforms, and emerging discovery channels.
- Structure content around real buyer questions: Creating question-and-answer style content helps AI systems understand, cite, and recommend your expertise.
- Prioritize authority over traffic volume: Being cited by AI and trusted platforms drives higher-quality visitors who are more likely to convert.
- Align SEO with business goals and buyer personas: Connecting optimization efforts to what you actually sell improves relevance and long-term ROI.
- Continuously revisit and adapt your SEO strategy: Staying flexible allows you to respond quickly as AI search behavior and opportunities evolve.
Sponsor for this episode…
This episode is sponsored by WSI EResults Manufacturing Marketing — revolutionizing digital marketing for the manufacturing industry.
At WSI EResults, we help B2B manufacturers, OEMs, and industrial distributors elevate their digital presence through AI-powered, data-driven strategies designed to generate targeted, impactful leads.
From AI-powered SEO and content marketing to tailored campaigns built for the unique challenges of the manufacturing sector, WSI EResults delivers the tools and expertise to help your business stand out, grow, and thrive.
Learn more at wsi-manufacturing-marketing.com. Your blueprint for smarter, more effective manufacturing marketing.