One of the biggest SEO challenges right now isn’t AI. It’s the irresponsible misinformation surrounding it.
SEO isn’t dying — it’s evolving. That means it’s on us to understand how the industry is changing, and to be careful about who we listen to.
I’m not easily shocked, but some of the AEO (or GEO) talks I’ve seen over the past year have been genuinely eyebrow-raising — even for someone with Botox.
I still remember one speaker telling a room full of marketers they were “sorry for anyone still working in SEO,” then immediately recommending outdated tactics as the “secret sauce” for LLM visibility. It’s been… painful.
Thankfully, the adults have entered the room. This week, four of the industry’s most trusted voices — Lily Ray, Kevin Indig, Steve Toth, and Ross Hudgens — came together for a roundtable on the future of search. It was easily the most useful AEO session I’ve attended. Each shared specific tactics they’ve personally used to achieve LLM visibility.
Here’s what they had to say.
1. Advertorials work
LLMs don’t currently distinguish between paid and organic editorial. That means well-placed advertorials on reputable publishers can help brands show up in AI search, much like earned coverage. As with traditional PR, the publication’s credibility still matters most.
2. Syndication can scale visibility
Paid syndication can increase reach, but quality matters more than quantity. Focus on reputable, relevant publications and use this tactic carefully.
3. Map pages to every audience and use case you serve
Brands that create clearly defined pages for each audience, industry, and use case are better positioned as AI search becomes more personalized. This structure helps LLMs understand relevance and remains a strong SEO practice, with or without AI.
4. Homepage clarity
Your homepage should clearly communicate who you serve and what you do. LLMs parse homepage content far more easily than navigation menus, so relying on your nav to explain your offering is a missed opportunity.
Don’t overlook your footer. Brand and service signals placed here are being picked up by LLMs. Wil Reynolds shared a great case study showing how footer content can directly influence AI visibility.
6. Don’t prioritize llm.txt
Despite the speculation, no major LLM has confirmed using llm.txt files, and Google has explicitly said it does not. Your time and effort are better spent elsewhere.
7. Go multimodal
Repurpose your core content across text, video, audio, and imagery. The goal is to build brand recognition across the full range of sources an LLM may pull from.
8. Actively shape your brand narrative
Actively shape your brand narrative. It’s estimated that 250 documents are needed to meaningfully influence how an LLM perceives a brand. Brands that don’t publish and promote content consistently risk letting others define that narrative for…
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