How to Stay Visible When AI Decides What Shows Up When People Search with Bruce Clay

For today’s episode, Mike is joined by the father of SEO, Bruce Clay. Since 1996 he's been helping businesses get found online. He has taught 1000s of marketers and written several go-to SEO books. All while creating SEO strategies for brands like Netflix, eBay and Home Depot. Now he's focused on helping teams adapt their content for AI to stay visible as search evolves. You’ll learn all about AI Optimisation (AIO) - how to ensure your brand, products and services are included in the answers given by all of the major LLMs and about modern SEO. KEY TAKEAWAYS Ranking 1st in Google doesn´t guarantee you get seen. You need to be in the AI-generated answers too. AI uses search engine rankings to determine authority. If you don´t rank high, you won´t be in the AI results either. Good SEO and E-E-A-T (authority and trust) are vital. Well researched user question centred content that provides a full solution improves E-E-A-T and is good for AI Optimisation (AIO). Your content must be tailored to answer the specific needs and pain points for each user group (persona). Technical SEO and content structure matters. Bruce explains how to get them right. Use clear headers, short paragraphs, and create content that is easily readable by both humans and AI crawlers. Invest in your digital presence now. Optimize for multiple search features, including local packs, People Also Ask and AI. BEST MOMENTS 01:00 "The real game is getting into the AI generated answers and not just in the list of search results?" 14.13 “If you want to be considered for the AIO, you have to rank organically, and you have to provide an answer that is deliberate to the question.” 17.13 “Personalization is going to totally change how AI answers a question, and that poses a serious problem.” 29.16 "AI is a tool, not a solution, and you've got to use it that way." 37.01 “AIs will not select you as an authority to be presented as this potential answer if you're not already really ranking in Google.” 44.39 “You need a site that can be spidered.” 46.06 “Your listeners have to care about where their brand is going to be represented in Google search, in one year, not today,.” 1.11.31 “Identify the pain, identify the persona, identify what they buy, and then emphasise that as almost a cluster or silo within your website.” 1.22.31 “I think that voice search is going to be really big.” If you enjoyed the show, please do me a favour - Hit that subscribe button and send me your growth challenges at https://masteringtechgrowth.com . I really want to know what you're working on and what keeps you up at night. ABOUT THE GUEST https://www.bruceclay.com https://www.seotraining.com https://www.prewriter.ai ABOUT THE HOST Meet Mike, a seasoned tech entrepreneur and visionary with over two and a half decades of invaluable experience in founding and scaling successful tech start-ups. Mike brings a wealth of firsthand knowledge, and a deep understanding of the challenges faced by entrepreneurs and tech professionals. As a host, Mike is dedicated to sharing actionable insights, strategies, and stories gathered from conversations with industry leaders, innovators, and experts. With a remarkable ability to distil practical wisdom from guests, Mike curates engaging discussions that resonate with both aspiring entrepreneurs and seasoned professionals. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/