Onsite vs offsite as AI search continues to drive change
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Onsite vs offsite as AI search continues to drive change

B2Upper-intermediateOctober 6, 20261 min
  • Interview

Off-site signals now outweigh on-site control in AI search. Siiri Lee, Senior Director of Global Direct-to-Consumer at MANSCAPED, brings two decades of experience scaling DTC and omnichannel ecommerce through conversion optimization, personalization, retention, and loyalty programs. She breaks down why on-site levers remain the most controllable investment even as off-site signals gain weight, and outlines a framework for aligning previously siloed teams around one holistic narrative and shared discovery objectives. The conversation frames cross-functional alignment, not channel-specific tactics, as the foundation for scaling AI search performance. See Privacy Policy at https://art19.com/privacy and California Privacy...

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network, looking to launch or scale your podcast.

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0:00

The voices of search podcast is a proud member of the I hear everything podcast network, looking to launch or scale your podcast. I hear everything delivers podcasts, production, growth, and monetization solutions that transform your words into profit, ready to give your brand a voice.

0:18

Then visit, I hear everything.com. My name is Tyson and joining me today is Siri Lee, senior director, global direct consumer at Manscaped, where she leads the brand's global e-commerce strategy and digital customer experience.

0:33

Today, we're going to be talking about who owns AI Discovery, why GEO and AEO are forcing SEO teams to work across traditional organization barriers, and what it takes to move fast when search is changing faster than most

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