One of the biggest challenges I face in SEO isn’t AI itself—it’s battling the wave of misinformation about it.
SEO isn’t dying — it’s evolving. So, I need to be proactive in understanding these changes and be discerning about the voices I trust in the industry.
I’m not easily surprised, but some of the AEO (or GEO) talks I attended last year were genuinely shocking—even for someone like me who may have had a bit of Botox.
I recall one speaker apologetically addressing a room of marketers, only to promptly suggest outdated tactics as the “secret sauce” for LLM visibility. It was painful to witness.
Thankfully, trusted voices like Lily Ray, Kevin Indig, Steve Toth, and Ross Hudgens came together this week for an enlightening roundtable on the future of search. It was by far the most beneficial AEO session I’ve ever attended, each sharing tactics they’ve successfully used to enhance LLM visibility.
Here’s what they shared and what I’ve learned:
1. Advertorials work
I discovered that LLMs don’t currently differentiate between paid and organic editorial content. Well-placed advertorials on reputable sites can boost a brand’s visibility in AI search, similar to earned coverage. As with traditional PR, the publication’s credibility remains crucial.
2. Syndication can scale visibility
Paid syndication increases reach, but focusing on quality over quantity is essential. I learned to prioritize reputable and relevant publications when employing this tactic.
3. Map pages to every audience and use case you serve
By creating clearly defined pages for each audience, industry, and use case, I can better position my brand as AI search becomes more personalized. This structure assists LLMs in understanding relevance and remains a strong SEO strategy.
4. Homepage clarity
I ensure that my homepage clearly communicates who I serve and what I do. LLMs analyze homepage content more effectively than navigation menus, so relying on the latter alone is a missed opportunity.
5. Optimize your footer
I’ve started optimizing the footer of my site. As Wil Reynolds demonstrated in a compelling case study, LLMs pick up on brand and service signals located there, enhancing visibility.
6. Don’t prioritize llm.txt
Despite ongoing speculation, there’s been no confirmation from significant LLMs about the use of llm.txt files, and Google explicitly states they don’t. I focus my efforts elsewhere for better results.
7. Go multimodal
To improve brand recognition across multiple sources, I repurpose core content in various formats like text, video, audio, and imagery, maximizing the chances for LLMs to pick it up.
8. Actively shape your brand narrative
It’s estimated that 250 documents are needed to meaningfully influence an LLM’s perception of a brand. By consistently publishing and promoting content, I ensure that my brand narrative remains in my control.
9. Freshness carries disproportionate weight
Fresh content generally performs better in AI searches, reflecting LLMs’ preference for recent information. However, purely artificial “refreshing” without meaningful updates is not advisable.
10. Social works fast
Updates on platforms like LinkedIn, including Pulse articles, can appear in AI search within hours, sometimes minutes. Platforms with high trust like Reddit and YouTube display similar rapid visibility.
11. Authority accelerates inclusion
Publishing on respected, niche industry sites can lead to rapid inclusion in LLM responses, sometimes in mere hours.
12. Don’t hide FAQs
FAQs should be accessible and well-detailed, not concealed within accordions. Eight to ten well-addressed questions can effectively signal expertise, intent, and relevance to both users and LLMs.
Is AEO the same as SEO?
John Mueller from Google clarified at Google Search Live that AEO relies on SEO fundamentals: doing tricks may work short-term, but long-term success relies on proven stability.
The correlation is logical when considering modern LLMs like GPT-5, which utilizes Retrieval-Augmented Generation (RAG) to query real-time data. To gain LLM visibility, showing up in search results is essential.
For a deeper dive, Lily Ray’s excellent video is worth watching.
In essence, good AEO practices align with good SEO, though there’s nuance, and while these tactics are effective now, they will evolve as LLMs grow more sophisticated.
The best AI search strategy for 2026
Forget the magic button. Keep testing, remain skeptical about the hype, and be selective about the advisors you trust.
Thanks to Bernard Huang and Clearscope for hosting this insightful panel.
Inspired by this post on Search Engine Land.
Leave a Reply