The Marketing Share
Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap.
Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.
The Marketing Share
How AI Is Reshaping SEO in Digital Health with Noah Goldfarb
In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren have a conversation with returning guest Noah Goldfarb, Head of SEO at Fire and Spark, to unpack what’s actually happening to SEO in an AI-driven world, especially in digital health and B2C-heavy industries.
Noah shares insights from two recent studies: The Telehealth 20 and Fire and Spark’s AI Search in Digital Health report.
With this wealth of data, he explores why many fast-growing telehealth brands are still over-invested in traffic-driven SEO, under-invested in conversion-focused pages, and increasingly exposed to AI-powered search results that satisfy intent without sending clicks.
This conversation reframes SEO around a core shift:
websites are moving away from being information hubs and toward becoming decision-making environments.
You’ll hear why:
- Traffic from Google is declining, while conversions are holding steady
- AI and LLM-driven traffic converts at a significantly higher rate
- Informational content alone is no longer a sustainable growth strategy
- Diversification across SEO, AI search, brand, and conversion paths matters more than ever
Noah also breaks down what winning teams are doing differently, from fundamentals like UX, internal linking, and expert-led content, to more advanced strategies like programmatic SEO, branded AI search monitoring, and aligning marketing content with real sales and enrollment questions.
If you’re a CMO or growth leader navigating declining traffic, rising AI summaries, and pressure to prove business impact, this episode offers a grounded, data-backed framework for where SEO is headed — and how to adapt without chasing hype.
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Want to be a guest on The Marketing Share Podcast? Send us your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our Podcast Manager will get back to you.
Want to connect with Alec and Barb to talk all things marketing and how they can help you leverage the marketing wing of your organization?
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Connect with Cinthya, Podcast Manager, here
Cheers.