Topic
13 videos.
Search now often ends in a written answer from an AI tool instead of a list of links. That is AI search, and it raises a worry for site owners: will a site still be named in the answer? Speakers disagree about how far the work differs from ordinary SEO.
Nathan Gotch argues in Why GEO and AEO Are Mostly Rebranded SEO that it is largely the same job. For how an answer gets built, How AI Search Works (Explained in 14 Minutes) is a short explainer from Surfer. Advanced readers can try Krishna Madhavan on the AI Engine Pipeline, about Bing. Nearly every source is a software vendor, and a few sell AI SEO training or tools. The oldest video, from 2023, needs checking against what search looks like today.
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Why might a brand miss out on AI mentions even when it ranks first on Google? Surfer's study of over 1,600 queries says AI tools quietly expand typed queries into hidden fan-out queries.
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Optimising for AI search is no different from optimising for traditional search, says Google's Nick Fox, in Barry Schwartz's news round-up for 16 December 2025.
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Nathan Gotch argues that the labels GEO and AEO describe search engine optimisation with a fresh coat of paint, not separate work.
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Brian Dean argues AI search is an extra source of visitors, not a danger to SEO, and walks through four steps for getting cited there as well as in Google.
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What is behind generative AI in search? Fabrice Canel of Bing talks it through with Jason Barnard, from Bing Chat to the different ways people search.
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What does each part of E-E-A-T mean in practice? Lily Ray explains, and says AI search raises the stakes, with a look at what brands often get wrong about credibility.
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Rank Math sets out three tactics for ranking in Google's AI Mode, starting with sub-content for query fan-out and moving on to brand mentions and a presence across platforms.
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How do brands end up quoted and named in ChatGPT answers? Rita Cidre applies the Seen and Trusted Framework to four brands in case studies, covering favourable mentions and source citations.
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Nathan Gotch goes through Neil Patel's five AI SEO rules one at a time, comparing each with research and campaign experience on human-written content, brand mentions, reviews, schema and topical authority.
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How much of Google search is people looking for brands they already know? SparkToro studied every search made by 130,000 users over 20 months to find out.
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ChatGPT's API and its web interface drew on very different sources in Surfer's 2,000-prompt study, with only 4% overlap, which Surfer says undermines API-based AI visibility tracking.
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What is improving AI visibility worth? Ethan Smith presents case studies from Webflow and Surfer on winning in AI search.
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Krishna Madhavan traces the steps from a search query to an AI answer on Bing, including the index, annotation, fan-out queries and the engineering choices that affect which brands get named.
