Lily Ray on the AI Search Tactics That Will Bite You Later

There's a lot of noise right now about how to show up in AI search. Listicles, prompt injection widgets, fake expert commentary — a lot of it is working.

For now.

Lily Ray (VP of SEO Strategy at Amsiv, named #1 most influential SEO expert by USA Today) has spent years doing recovery work for sites burned by past algorithm updates.

That gives her a very different take than most.

In this episode:

00:00 – Intro

02:24 – How Lily thinks about Google announcements and GEO advice

06:30 – Does LLMs.txt actually matter?

09:47 – What E-E-A-T really is (and isn't)

12:34 – How closely to follow the Search Quality Rater Guidelines

15:14 – The riskiest tactics people are doing right now

18:57 – Fake experts, fake personas, and the listicle problem

22:00 – Is there a silver bullet for AI search visibility?

25:21 – Is digital PR heading for a Penguin-style crackdown?

28:39 – How to build lasting AI visibility the right way

Find Lily:

• LinkedIn: https://www.linkedin.com/in/lily-ray-44755615/
• Substack: https://lilyraynyc.substack.com/

Links mentioned:

• Google Search Quality Rater Guidelines: https://services.google.com/fh/files/misc/hsw-sqrg.pdf
• ListIQ: www.buzzstream.com/listiq/