Learn how answer engine optimization reshapes SEO strategy. Discover why declining organic traffic may signal business success, and master content clustering to earn AI citations and attract qualified visitors.
Her Story
About Kate
Kate Shaw is a seasoned marketing and media technology executive with more than 14 years of experience in the field. She currently serves as Vice President of Media and Technology, where she has spent the past three years leading AEO & SEO strategy, digital visibility initiatives, and technology-driven solutions that help clients grow their presence in an increasingly competitive online landscape. Her work focuses on integrating search, media, and emerging technologies, including artificial intelligence, to build scalable systems that connect people with meaningful information and results. She is especially passionate about bridging the gap between human-centered strategy and rapidly evolving digital tools. Before her current role, Kate spent over a decade in corporate marketing within a large billion-dollar agribusiness organization, where she began her career at age 23 managing a team of five. She quickly became instrumental in building new marketing capabilities from the ground up, including developing a modernized creative and direct mail function and later leading a company-wide intranet transformation for more than 1,500 employees and distributors. In this role, she worked across divisions to break down organizational silos, improve internal communication, and launch digital tools that increased employee engagement and accessibility. She was later promoted to Corporate Marketing Manager, overseeing significant marketing budgets and executing integrated campaigns across print, radio, and digital channels. Outside of her corporate leadership, Kate is deeply committed to service, family, and personal growth. She is the founder of Uplift Mid-MO, a nonprofit she established eight years ago that partners with churches to unite efforts to support families and strengthen the local community. She is a wife and mother of three sons, and credits much of her perspective and resilience to her family life and the mentorship she has received from leaders such as Carolyn McCall and Janice Schuerman. Recently, she launched the Carpool Confessions podcast, a conversational platform born out of everyday commutes that explores faith, leadership, motherhood, and personal development. With a growing interest in public speaking, Kate is now expanding her voice beyond the digital space, focusing on storytelling and conversations that inspire authenticity, purpose, and connection.
Her Interview
Ten minutes with Kate
01What’s the best career advice you’ve ever received?
The best piece of career advice I ever received came from the lady who hired me for my first job she was the vice president who came up from a very male-dominated industry. I was so young and working with some older ladies who were really difficult and just did not want me in the leadership role I was in, and it was really challenging. She told me, 'Kate, this is the one piece of advice I'm going to give you for your career: get on those people's Christmas card lists.' What that means is that relationships are everything. If you can get on that person's Christmas card list, then all of a sudden you are on a different playing field. That advice has stuck with me throughout my entire career because it's so true - relationships really are at the core of everything.
02What advice would you give to young women entering your industry?
I think that, at the end of the day, young women entering into marketing or technology have to remember to be true to themselves to be the person that they want to be, to show up in a way that they're not ashamed of. What I mean by that is, if you have values at home, make sure those values bleed over into your workplace, because if you're showing up as somebody genuine, and showing up as somebody that genuinely cares about those around you, getting on people's Christmas card lists per se, you're gonna go far, no matter what you do, because people know when you're genuine. People know when your intention is good. That's the best advice for anyone coming into any industry: be genuine, be you. And always try to serve those around you. That's at the end of the day what matters most.
03What are the biggest challenges or opportunities in your field right now?
In my industry, with me being so heavily involved in technology and AI, there's a huge tension right now with people and AI. The industry is definitely changing really quickly with AI and all the Google algorithm updates. Being able to bridge that gap between technology and people is something very important to me. I post about it a lot on LinkedIn - just the importance of the human person and the whole person. I think my podcast mirrors that as well. It's very much about helping others feel free from their burdens by being vulnerable, by being honest, and by giving people space to experience those things. Even though I work heavily with AI and build tons of AI agents, maintaining that people-first approach and the inherent value of people is at the core of every piece of my life that I touch.
04What values are most important to you in your work and personal life?
Obviously, Faith is huge to me and everything that I do. Faith is important. Family is a huge part of it, too, but I think just the inherent value of people is at the core of every piece of my life that I touch. Whether it's at home, whether it's at church, whether it's at Uplift, whether it's at Relevance, I am a very people-first person. Even in my industry, with me being so heavily involved in technology and AI, there's a huge tension right now with people and AI, and being able to bridge that gap is something very important to me. I post about it a lot on LinkedIn, just the importance of the human person and the whole person. I think my podcast mirrors that as well. It's very much about helping others feel free from their burdens by being vulnerable, by being honest, and by giving people space to experience those things. So I think that's kind of at the core of everything: faith, family, and people first.
Her Content Hub
Articles by Kate
AI Ate Your Search Traffic. Now Measure What Matters.
How to Win with AI Answers When Your Organic Traffic Falls
A little while back, I watched something that still trips up a lot of smart people. Across our client sites and a few of our own web properties, organic search traffic tumbled almost overnight once Google started folding AI answers into the results. Same content, same ranking work—suddenly fewer clicks.
The first instinct most of us have is to panic. But answer engine optimization, the practice of earning visibility inside AI-generated answers instead of only classic blue links, turned out to be less about a clever new tactic and more about rethinking what we were measuring in the first place.
Here is the part nobody puts on the dashboard. While organic clicks fell, direct traffic climbed. People were still finding us, still showing up—just through a different door. And the ones who landed were more qualified than they had ever been.
That combination—fewer clicks but better visitors—is the whole tension in one sentence. It raises a question that makes marketing teams squirm: if traffic is down but the business is fine, what were we actually counting all those years for?
What Answer Engine Optimization Actually Is (and What It Is Not)
Answer engine optimization is how you become the source an AI reaches for when it composes an answer. When someone asks ChatGPT, Gemini, or Google's AI Overviews a question, the engine pulls from trusted sources and synthesizes a response. Sometimes it cites you. Sometimes it quietly absorbs your point and moves on. The goal of answer engine optimization is to make your page worth citing.
I have spent the past three years as VP of Media and Technology at Relevance, an AEO and SEO agency. After more than fourteen years in marketing and media, the biggest lesson is that this shift is not really a technology problem. It is a people problem wearing a technology mask. There is genuine tension right now between teams and AI, and the work I care about most is bridging that gap instead of pretending the humans on either side of the screen have stopped mattering.
What answer engine optimization is not: a magic schema tag, a keyword you stuff three more times, or a tool that promises to "get you into AI." Plenty of vendors are selling that story right now. Most of the page-one results for this very topic are tools and agencies pitching a button. The harder, more durable truth is that AI engines are trying to find genuinely helpful, clearly structured, trustworthy content—the same thing good SEO has always rewarded, only with less patience for fluff.
Why Your Organic Traffic Dropped but Your Business Might Be Fine
A sudden drop in organic traffic feels like a panic-button situation. Sometimes it is. Often, in this new environment, it is a measurement problem.
When an AI answer handles the top-of-funnel "what is" and "how does" questions, curious browsers never click through. That is fine. Those people were rarely going to convert anyway. The visitors who still make the trip to your page are further along, more specific in their intent, and closer to a decision.
So the real work moves downstream. When that visitor hits the page, are they having a good experience? Are they going to convert? How much can you learn about them while they are there? Those are the questions worth obsessing over now—far more than raw session numbers.
Here is the mindset that keeps this from feeling cold: capturing information about a qualified visitor is not extraction; it is the start of a relationship. Early in my career, the woman who hired me gave me one piece of advice I have never forgotten: the whole game is getting on people's Christmas card lists. Relationships are everything. That is still true. The channel changed. The point did not.
What I Used to Believe About Traffic, and What I Believe Now
I used to treat organic traffic volume as the headline metric. Bigger number, better month. It was clean, easy to report, and made everyone feel productive.
I do not believe that anymore. I now treat the quality and conversion of the visitors who actually arrive as the real signal. A smaller, more qualified audience that converts beats a giant audience that bounces—every single time.
The hard part is not the logic. The hard part is telling a leadership team that the scary red arrow on the traffic chart is not the emergency it looks like.
The Decision That Caused the Most Internal Tension
The decision I had to make—and the one I would make again—was to stop leading every report with raw organic traffic and start leading with conversion and lead handling.
That sounds obvious when written down. In practice, it created real friction.
The tradeoff was uncomfortable in the short term. When you change what "success" means mid-game, you have to walk people through a dip that looks like failure on the old chart. Stakeholders see organic fall and assume someone broke something. You spend a few weeks explaining that the door changed, not the house.
The numbers are not what rattles teams. It is the loss of a familiar scoreboard.
The Content Clustering Framework I Keep Coming Back To
When everything feels new, I go back to fundamentals. The most useful fundamental here is content clustering.
AI engines are pattern matchers. They reward sites that demonstrate real depth on a topic, not one orphaned blog post. Here is the approach my team at Relevance keeps returning to:
- Start with the question, not the keyword. Write down the actual questions a buyer would ask a knowledgeable friend—in their words, not yours.
- Group those questions into themes. Each theme becomes a cluster: one core idea, many angles.
- Build a pillar and its spokes. Create one strong pillar page for the theme, then supporting pieces for each real question, and link them together generously. These are the bones of topic clusters, and they signal that you own the subject.
- Write for citation, not just ranking. Put a clear, quotable answer near the top of the page. Define your terms. Make it easy for a machine to lift a clean sentence and credit you.
- Measure the cluster, not the isolated page. Judge overall topic performance, including assisted conversions and direct visits, rather than focusing on a single URL’s sessions.
Stop Tracking Individual AI Prompts. Do This Instead.
Here is the opinion I will plant a flag on: Stay away from individual prompt tracking. I will say it again for those in the back—do not get hung up on individual prompts.
The tools that promise to show you the exact prompts people typed are chasing a ghost. People do not search for a tidy, repeatable thread inside an AI. They talk to it like a person, and every person phrases things differently. Tracking one phrasing tells you almost nothing about the thousand variations behind it.
The smarter move is to watch themes and clusters, which is exactly why clustering matters so much. And the genuinely good news: Search Console is rolling out its own AI tooling, the kind of native, trustworthy data SEOs have been waiting for. I would put far more weight on that than on any third-party tool claiming to read minds. Other trackers are fine for directional context—just do not build your strategy on phantom prompts.
Your Monday Morning: What to Do in 30 to 60 Minutes
You do not need a quarter-long project to start. Block one hour and do this:
- Open Search Console and look for pages where impressions are holding but clicks have slipped. Those are your AI-answer casualties, and they are usually your best clustering candidates.
- Pick one topic you genuinely want to own.
- Pull ten real questions about it—from Search Console, recent sales calls, and your inbox.
- Draft a clear, plain-language answer to each one and place it near the top of the relevant page.
- Then review the page as a qualified visitor would. Is there an obvious next step? Are you capturing anything useful about who just showed up?
That is the entire game in miniature: be the best answer, then make the most of the better-qualified people who arrive because of it.
Nuance: When This Advice Does Not Apply
This is not a universal law, and I would rather be honest than tidy.
If you are working with a brand-new domain that has no authority yet, clustering alone will not get you cited by AI engines. You need time and credibility signals first. That is a slower road.
If your business is purely local and transactional—someone needs a plumber in the next hour—AI Overviews behave differently, and classic direct response still wins.
If your organic traffic was already weak before any of this, the AI shift is not your real problem; your foundation is.
And in highly regulated or sensitive categories—finance, health, legal—AI engines stay conservative about who they cite, so demonstrated expertise and trust matter even more than structure.
Answer engine optimization rewards depth and trust. If you do not have those yet, build them before you blame the algorithm.
FAQ
What is answer engine optimization?
It is the practice of structuring and earning trust so AI answer engines like AI Overviews, ChatGPT, and Gemini use and cite your site when generating responses. Think of it as becoming the source the machine quotes.
Is SEO dead now that AI answers questions?
No. The fundamentals of helpful, well-structured, trustworthy content matter more than ever. What is fading is the assumption that raw click volume is the only measure of success.
Why did my organic traffic drop suddenly?
Often because AI answers now handle the top-of-funnel questions that used to send clicks. Check whether impressions are steady while clicks fall, and whether direct traffic and conversions remain stable. A traffic drop is not always a business loss.
How do I rank in AI Overviews?
Be genuinely helpful. Answer the question clearly and early on the page. Define your terms. Build topical depth through content clusters rather than isolated posts. Earn trust signals that make an engine comfortable citing you.
Should I track individual AI prompts?
No. People phrase queries in infinitely varied ways. Focus on themes and clusters instead, and rely on first-party data like Search Console’s AI tooling.
How are content clusters different from regular SEO?
Traditional SEO often targets individual keywords on individual pages. Content clusters organize related pages around a single theme with a pillar-and-spoke structure, signaling expertise and depth.
About the Author
Kate Shaw is Vice President of Media and Technology at Relevance, where she leads answer engine optimization and SEO strategy. With more than fourteen years in marketing and media technology, she focuses on the intersection of human behavior and emerging AI systems. She is also the founder of the Uplift Mid-MO nonprofit and host of the Carpool Confessions podcast, a conversation about faith, leadership, motherhood, and personal growth.
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