View AI search as an opportunity to plug the gaps in your digital footprint – with Crystal Carter

AI can be used in many ways within the SEO function, and for Crystal Carter, it can be an effective tool to assist with the analysis of your digital footprint.Crystal says: “Use AI search optimization to deliver value across your business and your whole digital footprint.”What does the whole business look like these days?“With the emergence of AI search optimization and LLMs as a channel that people are using, the importance of multi-channel marketing and having an omnichannel presence is very acute.LLMs like ChatGPT, Perplexity, Claude, and Gemini are surfacing content from across the web. It's not just what's on your website; it's what's happening on Reddit, it's what's happening on YouTube, and it's what's happening on Instagram. That means that you need to think about the whole of your digital presence in order to move forward.Some people say that it's the same as SEO, which is potentially true. Ideally, they should complement each other in the same way that YouTube optimization should complement your core SEO activities, but they also can help you identify gaps in the information about your business across the web.”