Preparing Your Brand for AI Search and Agents | Crystal Carter

What does AI really know about a brand, and how can businesses make sure it gets the story right?

In this episode of The Search Session, Gianluca Fiorelli talks with AI and SEO strategist Crystal Carter about the evolving world of AI and agentic search. They explore how AI systems understand brands, why accurate entity information matters, and what SEOs can do today to prepare for a more agent-driven search landscape.

Crystal also shares practical ways to experiment with agentic tools, explains the roles of llms.txt and MCP, and discusses how brands can build stronger visibility in personalized AI search by providing clear evidence that they meet their customers’ needs.

A conversation about where AI search is heading—and what brands should be doing now to stay visible.

This is the 85th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

Here's what you'll learn in this episode:

• (00:06) Meet Our Guest: Crystal Carter
• (04:16) What Are the New Rules of AI Search?
• (06:58) How Crystal Began Investigating Brand Visibility in AI Search
• (10:43) Why Training Data Shouldn’t Be Overlooked
• (17:09) How Entities and Query Fan-Out Organize AI Knowledge
• (20:43) Keeping Your Brand Salient and Avoiding Entity Confusion
• (25:53) How Small Businesses Can Start Testing Agentic Opportunities
• (31:22) What SEOs Misunderstood About llms.txt
• (35:26) Markdown Files for Gated and Restricted Content
• (39:17) MCP as an Opportunity for Publishers and B2C Brands
• (42:15) Personalized AI Search and Knowing Your Customer
• (49:12) Why Clarity and Simple SEO Fundamentals Still Win

👉 Read the full article and explore additional insights:  

https://www.advancedwebranking.com/blog/brand-readiness-ai-search-agents 

Where to find Crystal Carter

• LinkedIn: https://www.linkedin.com/in/crystal-carter-digital/ 
• X: https://x.com/CrystalontheWeb 
• Website: http://www.Wix.com 

Where to find Gianluca Fiorelli 

• Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ 
• X: https://x.com/gfiorelli1 
• Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social 
• Website: https://iloveseo.net/ 

🎙 Listen to The Search Session on your favorite platform:

• YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  
• Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 

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