How Is AI Search Changing What Actually Works in SEO?

Send us Fan Mail📬 Do you like this podcast? You’ll love the newsletter.Join the weekly 3-2-1 on AI search + marketing: subscribeWhat SEO still works in AI search, and what no longer does? The answer has less to do with rankings and far more to do with trust, authority, and how brands show up across the web.In this episode of Found in AI, Cassie sits down with Pat Reinhart of Conductor to unpack why AI-driven search isn’t just changing SEO—it’s exposing which strategies were never built to last in the first place. The conversation breaks down why “ranking in ChatGPT” isn’t a real concept, how large language models evaluate visibility, and why share of voice is becoming more important than traditional keyword positions.The episode also explores how AI systems assess brand authority through mentions, citations, sentiment, and reputation—and why attempts to game the system are increasingly ineffective.In this episode, you’ll learn:Why AI search is not simply SEO in disguise and where the fundamentals divergeWhat SEO practices still support visibility in AI-driven searchWhy share of voice matters more than rankings in LLM-based systemsHow brand mentions, citations, and sentiment influence AI visibilityWhy reputation and consistency outperform manipulation in AI searchHow to think about ChatGPT, Gemini, and other models without chasing every engineWhat signals help brands earn trust inside AI-generated answersIf you're listening to this and thinking I need someone to lead this for me, that's what I do.I'm an AI search visibility consultant and a fractional content strategist for startups and enterprise brands. If that sounds like the kind of help you're looking for, email me at [email protected]. Or request your 7-Day AI Search Visibility Audit: https://cassieclarkmarketing.com/ai-search-visibility-audit/Let’s connect:LinkedIn → Cassie Clark | AI Search Visibility ConsultantWebsite → https://cassieclarkmarketing.com