SEO has always been about adapting to change, but the shift to AI-driven discovery is unlike anything we've seen before. With LLMs transforming how people find information, brands are no longer optimizing for a single search engine — they're building visibility across a variety of platforms and experiences.
In this Visibility Brief Deep Dive, Mike Dobbs, SVP and Head of SEO at Dentsu, joins Rebecca Colwell, SVP of Marketing at Yext, to share insights from over two decades in search. The conversation explores how SEO is evolving into large language model optimization, why visibility must be measured differently, and how brands can compete in a world where answers — not links — define discovery.
What You'll Learn
Why SEO is becoming large language model optimization
Traditional SEO focused on ranking in a list of links for one search engine. Today, brands must consider how they appear in answers across multiple AI platforms — from ChatGPT to Gemini — each with different behaviors, data sources, and user experiences.
How AI search is reshaping measurement and attribution
Clicks are no longer the primary indicator of success. Instead, brands need to evaluate share of voice, AI citations, and how often they are included in AI-generated responses — even when no click occurs.
Why owned, earned, and social content all influence visibility
AI models don't rely on a single index. They pull from a wide range of sources, including websites, YouTube, Reddit, and other platforms, making a diversified content strategy essential.
How to create content that aligns with AI-driven discovery
Optimizing for keywords is no longer enough. Brands must create comprehensive, intent-driven content that answers multiple related questions within a single prompt experience.
Why consistency across listings and directories matters more than ever
AI systems validate information across multiple sources. Delivering consistent, accurate business data across directories and platforms strengthens trust and reduces the risk of incorrect answers.
How reputation and user-generated content shape brand perception
Reviews, forums, and social conversations directly influence how AI models interpret and represent brands — making sentiment and reputation a critical part of visibility strategy.
Why Watch
If you're responsible for SEO, digital strategy, or brand visibility, this session provides a clear perspective on how search is evolving and what to do next. You'll gain insight into how to adapt your strategy beyond rankings, how to prioritize across platforms, and how to measure success in an AI-first environment.
This deep dive is especially valuable if you're:
Re-evaluating SEO strategy in the age of AI
Looking to understand how brands show up in LLMs
Navigating changes in measurement, attribution, and visibility
Why It Matters
Winning in search today is about being selected, summarized, and trusted by AI systems. As large language models become the primary drivers of discovery, brands must rethink how they create, distribute, and measure content.
This deep dive highlights why a holistic, multi-platform approach to visibility is essential — and how brands that adapt early can shape how they are represented in the next generation of search.
