Understanding AI Search Visibility

How does your brand stay visible when search is shifting from rankings and clicks to mentions, citations, and AI-driven answers? And did you know that AI can't yet read the Javascript on your site?

In this episode of the DMI podcast, host Will Francis talks to Aimee Jurenka, founder of SEO Sustainable and AI visibility strategist, about how brands can adapt to discoverability in an AI-powered search world. They chat about the ongoing evolution from traditional SEO to AI visibility, why inbound content is changing, how mentions and PR are becoming more important, and what technical and brand foundations still matter most.

Aimee's top tips on AI search:

1. Make sure AI bots can crawl and understand your site.
2. Focus on brand-led, product-specific, and highly relevant content.
3. Build visibility through mentions, LinkedIn, and other places your audience already trusts.

Aimee mentions her detailed article on informational content for AI search on Site Bulb and gives credit to the work of Celeste Gonzalez on local SEO.

Timestamps:

• 02:10 - Understanding black hat and white hat SEO
• 04:24 - Loopholes in AI SEO and the wild west of tactics
• 07:06 - Differences between traditional SEO and AI search
• 08:38 - The shift in content creation for AI visibility
• 10:09 - Brand-focused content and new SEO strategies
• 12:40 - Agent-to-agent web and the future of the agentic web
• 16:39 - Changes in off-page SEO and mentions versus backlinks
• 18:09 - The importance of mentions and citations in AI search
• 19:22 - Training AI to recognize your brand
• 23:56 - Personalized search and the use of LLMs
• 24:52 - The shift in user research and purchase journey
• 25:34 - Impact on Google ads and revenue models
• 27:25 - Common misconceptions about AI visibility
• 39:21 - Top tips for marketers