Bots Are Just Another Customer - Dan Kurtz, Miss Pepper AI

Traditional Googlebot crawling is falling while AI retrieval bots climb — and in June, Cloudflare confirmed bot traffic has overtaken human traffic on the web. Dan Kurtz of Miss Pepper AI thinks SEOs already know what to do about it: we have multi-purposed content into infographics, reels and press releases for decades because humans have preferred content types — and bots have one too. Technically, he argues, they are just another customer.

Dan walks Jeremy through publishing data straight to the LLMs, the agentic flywheel he has wired across SEO, paid ads and appointment setting, an A/B testing loop that hands Microsoft Clarity and SEO Gets data to Claude and lets it rewrite the page, and a secret-squirrel trick for forcing AI crawlers to re-crawl a site. He also draws a hard line on retainers: “deliverables in SEO means that you are not paying attention.”

A practical companion to SEO in the agentic age, and one more reason the Unscripted SEO Podcast keeps asking working practitioners what is actually moving the needle. More on Dan’s approach at Miss Pepper’s AI optimization practice.

In this episode

• Bots are a customer segment, not an exception — Cloudflare's June finding that bot traffic passed human traffic, and what Dan sees in his own logs
• Googlebot down ~60%, AI bots up ~80% for crawling and retrieval — the crawl profile behind the whole conversation
• Multi-purposing, extended one step: we've turned blog posts into infographics, reels, shorts and press releases for decades because humans have preferred content types — so serve the bots theirs
• AI slop isn't new, only the scale is — keyword stuffing and the "rhinoplasty Plano" Lorem Ipsum test were slop too, and a "scaled content abuse" rollout is coming
• Reissue your SSL certificate to force AI bots to re-crawl — the secret-squirrel tip, with a table-saw warning attached
• "Deliverables in SEO means that you're not paying attention" — why Dan won't sell a retainer measured in blog posts and guest posts
• The ecosystem flywheel: SEO, paid ads, appointment setting and exec thought leadership wired together by APIs, passing the baton
• A Claude-based personal operating system that boots at 7 a.m. and is fed DISC and Myers-Briggs so it knows when he's deflecting
• Letting the AI run the A/B test — Microsoft Clarity plus SEO Gets data in, a rewritten landing page out
• AI prompting AI: Claude Cowork drafting the prompt for GoHighLevel's AI, which ships the variant page in minutes
• $50 a week in AI credits to scrape the top 100 accounts across ten platforms, with Gemini watching how the hooks land
• B2B by law — TCPA, GDPR, and why handing a roofer a list of homeowners in a ten-mile radius is "kind of yucky"
• Does the TLD still matter? .com, .ai, the extensions that got torched, and what happens when everything gets ingested by AI engines
• Q1 2027: the agentic-flywheel data Dan plans to publish once the last component is connected across his client base

Connect with Dan Kurtz

• Website: misspepper.ai
• LinkedIn: linkedin.com/in/kurtzdan
• Serving crawlers directly: data for LLMs
• Miss Pepper's AI optimization practice

Read the full recap: Bots as a Customer Segment
Watch the interview: on YouTube
Also on Substack: Bots Have a Preferred Content Type