Devon Vocke, Co-Founder at Evoke Strategy, joins E-Coffee with Experts to talk about full-funnel digital PR, SEO, and how brands are discovered through AI search.
Drawing on Evoke’s AI visibility research, Devon explains why a brand’s presence can change with the model, wording, buyer intent, geography, and context. He shares four factors behind durable visibility: clarity, consistency, credibility, and coverage, and explains why repeated appearances across relevant buyer questions tell more than a single visibility score.
The conversation looks at how a company’s website makes claims while third-party coverage can corroborate them, why traditional SEO remains foundational, and how backlinks and unlinked mentions can contribute to authority and context. Devon also discusses turning proprietary research into conversations and distribution, measuring conversions and pipeline when clicks decline, and using self-reported attribution alongside other imperfect signals.
For marketing teams planning their next steps, his advice is to get out of the boardroom, listen to how buyers describe their needs, benchmark those questions, build evidence, and connect visibility to business impact. Watch the full episode for a practical discussion of digital PR, AI discovery, and the measures marketers can use when traffic no longer tells the whole story.
Takeaways:
- AI visibility changes with the model, prompt, intent, geography, and context.
- Repeated appearances across buyer scenarios matter more than one score.
- The four Cs are clarity, consistency, credibility, and coverage.
- Traditional SEO remains foundational to AI discovery.
- A website makes claims; third-party sources help corroborate them.
- Digital PR can extend earned coverage through trackable marketing.
- Original research needs distribution and conversations after publication.
- Measure conversions and attribution signals alongside impressions and clicks.
- Start by listening to how buyers describe their needs and products.