As SEO shifts, agencies must change gears. The ones out in front are prioritizing revenue over traffic, automating manual work to unlock strategy, and leaning into experimentation to stay ahead in the zero-click era.

That’s the bet from David Ly Khim, a co-founder at Omniscient Digital, an organic growth agency for growth stage and enterprise B2B software companies. They’re urging a rethink from the ground up about how search is measured: from page views to revenue velocity.

They map every content initiative to pipeline influence and track success through metrics like citation share and assisted revenue.

AI is treated as a margin multiplier, using tools like AirOps to cut production time by up to 50 percent. Those time savings are reinvested into higher-leverage strategy and ongoing experimentation.

And because waiting for perfect attribution can stall momentum, Omniscient embraces a culture of fast feedback. They are always experimenting and scaling the wins, using tight loops of hypothesis, micro-test, and rollout to turn early signals into sustainable growth.

The Pipeline-First ROI Framework

For years, content marketing success was measured by sessions and traffic growth. But Omniscient has flipped that script. In their client engagements, traffic is a secondary outcome and pipeline, leads, and revenue are the north stars.

David notes that while the industry still clings to top-line vanity metrics, leadership teams are looking for something more tangible. Omniscient maps the SEO and content program to potential influence on the buyer journey, and works backwards from sales metrics, not Google Analytics charts.

Takeaway: Replace vanity traffic goals with revenue-aligned metrics.

Gain 40–50% Efficiency Without Losing Craft

Instead of replacing humans, Omniscient uses AI to extend their capabilities. With AirOps-powered workflows, the team automates the most time-consuming parts of content and sales operations, allowing senior talent to focus on strategy, collaboration, and refinement.

Examples of tasks now streamlined with AI:

• Proposal creation: Starts from a sales call transcript and generates a draft with competitive insights and positioning recommendations
• Sales call summarization: Converts long conversations into structured, actionable insights
• Content briefs: Automates 50–60% of the outline and research using internal knowledge and brand inputs
• SEO audits: Surfaces technical issues and optimization opportunities faster

Using AirOps for Content Briefs, Audits, and Optimization

Allie Decker, also co-founder at Omniscient, has taken the same philosophy—automate the manual work, preserve the strategic lift—and applied it to their editorial workflows.

Their first major use case? Content briefs. While the core outline generation is fairly standardized, Omniscient’s briefs go several layers deeper. They include sections like:

• Why the client is uniquely qualified to write on the topic
• What makes their product or audience relevant
• How the piece will differentiate from others on the SERP

Historically, these parts required heavy manual research. Now, using AirOps, the team can pull from internal brand kits, knowledge bases, and SERP context to automate early drafts.

“The outline is solid, but it’s layering in those strategic differentiators that really matters,” Allie told AirOps in a recent webinar.

Omniscient is also using AirOps for:

• Content optimization briefs that guide updates to existing URLs
• Net-new topic sourcing that draws from brand positioning and search gaps
• Portfolio audits—automated scans of existing content to uncover technical issues, internal link gaps, and on-page opportunities

With each workflow, the goal remains the same: get the team 50–60% of the way there, so they can spend their time on high-leverage activities instead of wasting time on repetitive, tedious tasks that don't require their unique judgement.

Create Lean, AI-Fluent Teams

By embedding AI into their core operations—especially through tools like AirOps—Omniscient enabled their team to handle more clients with the same quality and spend more time with clients.

But the real unlock is how the team is structured around automation. Senior talent is shifting from hands-on production to higher-leverage activities like:

• Strategic planning and prioritization
• Executive communication and storytelling
• Partner enablement and cross-functional alignment

Meanwhile, junior team members are being trained to become AI-native operators. To support this, Omniscient invests in:

• Protected time for experimentation and workflow building
• Recurring training cadences to level up AI fluency
• Cross-functional knowledge sharing to reinforce best practices

“We don’t just hand someone a GPT license and hope for the best. We give them the time, space, and expectation to learn and make AI part of their craft,” David said.

And while they thoughtfully use automation to power the more routine parts of their work, Omniscient always keeps a human-in-the-loop—so the final product is aligned to strategic goals and reflects expert judgment.

• AI handles the repetitive, the mechanical, the scalable
• Humans guide the nuance, the prioritization, and the polish

This hybrid model is what allows Omniscient to operate lean—without compromising depth or quality.

An Experimentation Playbook for Early AEO Wins

Omniscient doesn’t wait for closed-won deals to validate their work. Instead, they monitor upstream signals that indicate traction long before pipeline impact fully materializes:

• LLM citations: Tracking when and how the brand is referenced in AI-generated answers
• Self-reported attribution: “We found you via ChatGPT” moments from inbound leads
• Homepage traffic spikes: Increases driven by AI assistant referrals
• Citation velocity: The frequency and consistency of branded mentions across the web

These signals give clients confidence to keep investing, even when direct revenue attribution is still developing.

Every campaign follows a lightweight experimentation loop:

• Form a hypothesis
• Run a micro-test
• Roll out what’s working

This agile, signal-driven approach helps Omniscient identify what resonates early and scale it with confidence.

Turn Insight Into Action

Agencies that win in the AI-first era must think faster, test smarter, and reallocate energy toward what truly drives business impact.

Omniscient is proving what’s possible when you combine strategic thinking with AI-powered execution.

_{Learn about how AirOps can help your team with AI search and automated content workflows to boost visibility. Book a call today.}

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