Crystal Carter: How Search Is Changing This Year - IMHO скачать в хорошем качестве

Crystal Carter: How Search Is Changing This Year - IMHO

In this episode of IMHO, we talk to Crystal Carter, Head of SEO Communications at Wix. Crystal has over 15 year experience in SEO and a client list including global brands like Disney and McDonald's. She is also a prolific speaker and contributor to the industry and her recent presentation at Brighton SEO about SEO for LLM visibility had a lot of attention. “LLM search is not the same as SEO. The goal is different, the tactics are different, and the visibility outcomes are different.” — Crystal Carter In this episode, Crystal talks about: • AI-powered search platforms like ChatGPT and DeepSeek are changing how users access information, leading to a shift in SEO priorities from purely organic search to broader discovery engine optimization. • Traditional SEO and LLM optimization are not the same—while there are overlaps (like indexing and content structure), LLM search requires its own strategic approach. • Brand visibility within LLMs is increasingly valuable—even without a clickable link, being mentioned contributes to brand presence and potential user engagement. • Content must now serve a dual purpose: not only attracting clicks but ensuring accurate brand representation within LLM training data and outputs. • DeepSeek and similar tools may democratize access to high-quality research, but they also create challenges in content differentiation and narrative control. • Having authoritative content on your own site is critical; if your brand isn’t publishing relevant content, it won’t be surfaced in AI-generated answers. Read more about IMHO at: https://shelleywalsh.com/imho/