AI in SEO: 5 Essential Tactics To Be Seen & Trusted On New SERPs

Search is literally evolving faster than ever. Is your SEO strategy keeping up?

Are you struggling to stay visible in AI-powered search results?

Does your visibility seem to vanish with each algorithm update or SERP overhaul?

Worried that AI Overviews are cutting into your traffic, but unsure how to adapt?

👈 Discover 5 proven tactics to protect your SERP visibility.

The rise of AI-driven search engines like ChatGPT, Google's SGE, and Bing Copilot is changing how users discover and trust brands online.

What Worked Last Year May Not Work Tomorrow

Join Craig Smith, Chief Strategy Officer at Outerbox, and learn exactly how to adapt your strategy for a world run by answer engines and generative SERPs.

What You'll Learn:
-How to structure your content and technical SEO practices for AI-generated answers.
-Which trust signals matter most when AI chooses which brand to cite.
-Where search is headed, plus how to stay ahead.

Register now and get the SEO playbook your competitors wish they had.

🛑 Can’t make it live? Register anyway and we’ll send you the recording!

1. AI in SEO: 5 Essential Tactics To Be Seen & Trusted On New SERPs Webinar Confidential August 2025

2. OuterBox.com | ‹#› Craig Smith , Chief Strategy Officer Welcome! Thanks for coming today! About me… 25 years of digital experience Previously founded and exited an optimization agency to private equity Frequent guest lecturer on digital & eCommerce optimization at Harvard, NYU, & Villanova University Proud Dad to FIVE kids and a die hard Philly Eagles fan (Go Birds!)

3. Today’s Agenda OuterBox.com | ‹#› Where We Stand Today 1 Shifting Search Results & “The Great Decoupling” 2 The 5 Tactics 3 What’s Next 4 Final Thoughts 5

4. Where We Stand Today OuterBox.com | ‹#›

5. OuterBox.com | ‹#› Executive Takeaway Optimizing for LLMs It’s not just about rankings anymore E arn your place in AI answers—before your competitors do. Focus on: Clarity, Structure, and Credibility — the core signals LLMs rely on to decide what content to trust and surface in their answers. Traditional SEO isn’t enough — your content must be optimized to be understood, referenced, and chosen by AI. Why It Matters AI is bypassing traditional search journeys Buyers are making decisions based on conversational responses If you’re not showing up in AI answers, missing out on potential customers Introduction KEY POINT: Every day we are learning and testing. LLM optimization is still an evolving space, and there’s no definitive formula. Be cautious of anyone claiming to fully understand how outputs are ranked— no one has all the answers .

6. OuterBox.com | ‹#› Optimizing for LLMs Introduction

7. OuterBox.com | ‹#› Optimizing for LLMs Introduction

8. Introduction OuterBox.com | ‹#› Client Name Here SEO vs. GEO What’s Changed? Traditional SEO Rank pages on SERPS Optimizes for keywords, metadata, and backlinks Success = clicks from blue links Authority via backlinks and domain strength Page-level optimizations CTR and traffic are main KPI (and of course leads/sales ultimately) Key Takeaway : GEO (Generative Engine Optimization) isn’t about gaming algorithms — it’s about being the trusted answer . LLM Optimization (GEO) Surfaces content in AI-generated answers Optimizes for clarity, structure, credibility Success = included in AI summaries + citations Authority via semantic accuracy and public trust Paragraph-level, entity-based comprehension Visibility, citations, brand mentions now matter

9. OuterBox.com | ‹#› Introduction Optimizing for LLMs AI has forever changed how businesses and consumers discover products and services. The key strategy pillars below will position your brand to be trusted and successful within LLM queries. 1 Help LLMs Understand Position & Expertise Definition into problems you solve, value, history 2 Extend Answers to Core Audiences Reformulate content and participate in market conversations 3 Deploy a Technical Foundation for Max Visibility Gain leverage by embracing all best practices How To Win LLM Visibility A 3-Part Optimization Framework

10. Shifts in Search & “The Great Decoupling” OuterBox.com | ‹#›

11. OuterBox.com | ‹#› Position & Expertise Optimizing for LLMs Studies show a 34.5% decrease in position 1 CTR when AI Overviews are present, with overall search clicks falling 30% year-over-year despite impressions rising 49%. Seeing traffic drops? So is everyone else. AI overviews within Google Search have dramatically dropped click through rates in most industries Ahrefs data shows the impact of AI overviews at scale within top search listings

12. OuterBox.com | ‹#› Optimizing for LLMs The Great Decoupling Coined “The great decoupling” within SEO circles early in 2025 , the data below shows the ongoing trend of impressions increasing and clicks decreasing across the search landscape. ALT LAYOUT 2 SEO’s across the world are stating the experience of “ Crocodile Mouth ” in their data where impressions rise and clicks decline

13. OuterBox.com | ‹#› Optimizing for LLMs AIO Growth in 2025 The click-to-impression ratio is collapsing in 2025 : AI Overviews have exploded 2X+ since March's Core Update, keeping users on Google instead of clicking through. ALT LAYOUT 2

14. OuterBox.com | ‹#› Position & Expertise Optimizing for LLMs Looking back over a trailing 12 month period, the BrightEdge data shows the massive increase in AI Overviews, especially in 8+ word queries Interestingly, citations from outside page one results have dramatically increased YOY Citations are coming from deep Google results You don't have to rank on page 1 to be cited as a source within AI Overviews 7x increase queries of 8+ words 48% rise in technical terminology in search queries 400% increase in citations from results in positions 21–30 89% of citations come from beyond the top 100 organic listings “SEO is no longer just about ranking – it’s about being recommended and cited. … The new rules of search are not about abandoning what worked before—they’re about evolving it.”

15. The 5 Tactics OuterBox.com | ‹#›

16. 5 Tactics for AI Placement Architect Content Around Real Questions Success in AI-driven content hinges on addressing genuine user queries. Build Topical Authority & Trust Signals Develop expertise through valuable content, boosting credibility with consistency. Ensure Full Visibility Through Technical Hygiene Maintain technical excellence to guarantee optimal content visibility and performance. Control Freshness & Inclusion with AI-First Tools Leverage AI tools to maintain updated and inclusive content effortlessly. Speak Fluently with Structured Data Enhance communication using structured data, improving clarity and precision. Expanded Copy version 1

17. Tactic 1: Build Topical Authority & Trust Signals OuterBox.com | ‹#›

18. OuterBox.com | ‹#› Position & Expertise Optimizing for LLMs Large Language Models reward depth, clarity, and consistency. By producing educational content across a wide range of related topics—blogs, guides, FAQs, and more—you help LLMs associate your brand with specific themes of expertise. This thematic density enhances your authority and makes your content more likely to be surfaced in AI-generated answers. Build Authority Through Thematic Content Hubs Create topical depth across diverse content formats to improve LLM recognition A superior approach to creating topical authority across varied content types and themes.

19. OuterBox.com | ‹#› Position & Expertise Optimizing for LLMs LLMs gather context from public discussions —especially high-signal sources like Reddit, Quora, and niche forums. This applies to both B2B and B2C businesses. Drive your brand become part of those conversations by providing value and answering real user questions. These external signals reinforce trust and drive indirect citations across LLM outputs. Create Signals That Guide AI: Be Present Where It Listens Use community-driven platforms to establish brand authority in conversation.

20. OuterBox.com | ‹#› Position & Expertise Optimizing for LLMs Google and other AI-driven platforms emphasize the importance of valuable, original insights. Users are asking longer, more complex questions—and LLMs are adapting to meet that demand. By tailoring your content strategy to address these nuanced queries with helpful, brand-aligned answers, you improve both semantic relevance and AI performance. Align with AI Expectations Using Unique, Valuable Content Focus on content that answers specific, high-intent user questions.

21. OuterBox.com | ‹#› Position & Expertise Optimizing for LLMs Leverage UGC to Drive Freshness and Contextual Relevance Empower customers to contribute content that answers real-time questions. User-generated content (UGC) provides a stream of fresh, intent-rich data for LLMs to analyze. From product Q&A to community reviews, these assets help LLMs better understand your offerings and surface your site when users are looking for peer-validated insights. Encouraging UGC not only enhances SEO—it increases your AI footprint. Leverage UGC to Drive Freshness and Contextual Relevance Empower customers to contribute content that answers real-time questions. Integrating new capabilities for facilitating user generated content will help drive freshness and QA semantics

22. Tactic 2: Architect Content Around Real Questions OuterBox.com | ‹#›

23. OuterBox.com | ‹#› Optimizing for LLMs Answer Audiences Real Questions Extending answer-type content to audiences is important for LLM optimization because it provides diverse, real-world inputs that improve relevance, accuracy, and contextual understanding. 1 Map Content Precisely to Common Questions Sitewide 2 Participate and Interact within Associated Networks 3 Continuously Publish to Align with Discovery Trends

24. OuterBox.com | ‹#› Extending Answers Optimizing for LLMs Architect Content Around Real Questions Use structured question mapping to fuel AI comprehension and visibility. LLMs prioritize content that mirrors how users ask questions. By building content frameworks around specific, long-tail queries—especially those tied to your unique products or services—you give AI models clear, intent-driven information to work with. Construct scalable question architectures to ensure your brand becomes the answer, not just another listing. An example of a full question architecture for a unique brand/product query which would be used for content production

25. OuterBox.com | ‹#› Extending Answers Optimizing for LLMs How We Listen to Our Audience: Form Tracking

26. OuterBox.com | ‹#› Extending Answers Optimizing for LLMs How We Listen to Our Audience: Call Tracking ç ç

27. OuterBox.com | ‹#› Extending Answers Optimizing for LLMs Join the Conversation in Trusted Channels Engage directly with industry communities to seed language and influence. Participating and educating where your audience communicates is a great strategy to improve your LLM visibility By sharing experience, unique content, and helpful insight, your brand will be better positioned as a potential solution for a B2B or B2C product/service An example of a audience centric forum for which conversations can be facilitated and content can be shared

28. OuterBox.com | ‹#› Extending Answers Optimizing for LLMs Stay Topical with a Consistent Publishing Cadence Feed LLMs with timely, structured content that evolves with audience needs. Continuously updated content—especially in structured formats like Q&A or FAQs—signals freshness and relevance to AI models. Every page on your site is an opportunity to reflect new search behavior, evolving product questions, or seasonal trends. Implement publishing rhythms that keep your site in sync with both users and algorithms. Every webpage that provides service/product information can be enhanced by the integration of QA within readable body text

29. Tactic 3: Speak AI Fluently with Structured Data OuterBox.com | ‹#›

30. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs Structure Your Site to Speak LLM Fluently Use advanced schema to signal meaning, context, and relationships. Structured data is the foundation of machine readability. LLMs rely on clear signals to extract and interpret the intent of your content. From articles and FAQs to products and people, OuterBox applies comprehensive schema markup to define relationships between entities— helping AI understand not just what your content says, but what it means. A rticle ( schema:Article ): Helps AI understand blog posts, news articles, and general content FAQPage ( schema:FAQPage ): Ideal for structuring frequently asked questions HowTo ( schema:HowTo ): Guides AI in categorizing step-by-step instructions Product ( schema:Product ): Ensures LLMs correctly categorize eCommerce and SaaS. Organization ( schema:Organization ): Establishes credibility and links your brand Person ( schema:Person ): Useful for personal branding and expert author recognition

31. OuterBox.com | ‹#› Technical Foundation State of the Industry Webflow drove 24% organic impression growth and 331 new AI Citations FAQs + schema markup automation to six core feature pages Strategy: Use data on the questions people are actually researching — and create content that answers them clearly, so Weblow surfaces more in both answer engines and search engines Tactic: Perplexity to deep research Google’s “People Also Ask” results, Reddit, Inc. niche subreddits, and other forums, uncovering what questions users are actually asking in our industry and about our product. 1️⃣ Analyzed existing FAQ content and identified gaps 2️⃣ Generated a final list of relevant, high-intent questions 3️⃣ Created new on-brand, product-specific answers for each one, 4️⃣ Automatically structured everything into clean schema markup

32. Tactic 4: Control Freshness & Inclusion with AI-First Tools OuterBox.com | ‹#›

33. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs Power AI Commerce with Merchant Feed Optimization Surface your products directly in LLM-powered shopping experiences through feed alignment. Both Microsoft and Google are leveraging their Merchant Centers to populate AI shopping results, including ChatGPT’s product answers and Google's AI Mode. OuterBox ensures your product feeds are fully optimized—accurate, complete, and enhanced with structured data—to increase your chances of inclusion. This creates direct paths to visibility for eCommerce brands in AI-driven purchase journeys.

34. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs Use IndexNow to Control Freshness in AI Outputs Surface updated content faster by pushing changes directly to search engines . IndexNow is a real-time content submission protocol that allows your site to proactively inform AI-driven search engines about changes. It’s particularly powerful for eCommerce and fast-changing content. OuterBox integrates IndexNow to make sure your updates—new products, sales, or content—are immediately reflected in LLM crawls and summaries.

35. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs Deploy LLMs.txt to Guide Indexing Behavior Ensure your most important content is optimized for LLMs, not just search crawlers . As LLMs increasingly retrieve content in real-time, the /llms.txt file gives website owners a lightweight way to signal which content is most useful —and how to understand it. It’s not about granting or denying access. It’s about curating and formatting LLM-friendly resources in markdown for better comprehension and more accurate answers. By providing direct links to structured, readable versions of your site’s most important content (e.g., product info, documentation, policies, or FAQs), you improve how AI tools interpret and represent your brand. Leading AI companies like Perplexity and Anthropic are currently leveraging llms.txt files on their live sites. An example of a LLMs.txt file to assist in indexation and page understanding

36. Tactic 5: Ensure Full Visibility Through T echnical Hygiene OuterBox.com | ‹#›

37. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs Limit JavaScript to Maximize Crawlability Ensure content is directly accessible to LLMs without relying on client-side rendering. Unlike traditional search engines, LLMs don’t consistently render or execute JavaScript. Content hidden behind client-side scripts can go unseen, preventing key information from being included in AI summaries or responses. At OuterBox, we prioritize server-rendered content, minimize JS dependencies for core messaging , and audit critical pages to ensure they’re fully visible to AI crawlers—enhancing indexation, interpretation, and trust signals.

38. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs

39. Measurement, What’s Next, Final Thoughts OuterBox.com | ‹#›

40. OuterBox.com | ‹#› Measurement & Success Optimizing for LLMs What Does Success Look Like? Success isn’t just clicks — it’s presence where AI is answering questions. Inclusion in AI Overviews on Google and product answer experiences in ChatGPT and Perplexity Increased referral traffic and leads from LLM-powered tools Recognition and citation of brand/entity within AI-generated summaries Enhanced brand trust through semantic visibility and authority signals

41. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs How Can We Measure This Today? Yes, you can see if AI is featuring your content. Referral Traffic From LLMs Track using UTM parameters or direct sources from tools like Perplexity, ChatGPT (browser plugin), and Bing AI. AI Overview Tracking in SERPs Our custom method flags Google results showing AI Overviews and detects if we're cited. AccuRanker & Ahrefs Integration Flags when an AI Overview is triggered and whether your site/content is included. Lead Attribution Tools Use Loop Analytics and CallRail to identify if AI-sourced traffic converts

42. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs How Can We Measure This Today?

43. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs How Can We Measure This Today?

44. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs How Can We Measure This Today?

45. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs How Can We Measure This Today?

46. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs How Will We Measure This in the Future? It’s not mature yet — but it’s coming fast. LLM Query Tracking Tools are emerging to log prompts and detect brand mentions across platforms (e.g., ChatGPT, Claude, Gemini) Citation Monitoring Expect API-level visibility into when/where your brand appears in AI summaries Knowledge Graph Accuracy Improved entity tracking will indicate semantic presence and brand trustworthiness in AI tools Long-Term KPI Shift From ranking to inclusion, from clicks to answer presence

47. OuterBox.com | ‹#› Technical Foundation Optimizing for LLMs Final Thoughts It’s not mature yet — but it’s coming fast. Being Found in AI Platforms is Imperative Whether you sell to businesses or consumers, your brand must earn its place in AI-generated answers—not just traditional search results. LLMs Reward Clarity, Authority & Relevance B2B or B2C, success now hinges on structured, trustworthy content that clearly communicates your expertise and value. Engagement Beyond Your Site Matters Forums, product reviews, and public conversations influence how LLMs interpret your brand. Participation in those ecosystems is essential. Technical Foundation is a Must Have Structured data, optimized feeds, and tools like IndexNow and llms.txt give your content the best shot at being surfaced by AI tools. Stay Nimble LLM optimization is still new. What works today may change, but getting started now builds the foundational trust AI tools will rely on tomorrow.

48. OuterBox.com | ‹#› Claim Your Free Audit Optimizing for LLMs Ready to Elevate Your AI Visibility ? Get 1-on-1 help from the OuterBox Strategy Team to identify and close your AI Optimization gaps. Claim 1 of 25 Exclusive Audits! What’s Included: A custom AI Audit tailed to your business, industry, and competitors. A visibility benchmark showing how your brand appears in ChatGPT, Google AI overviews, and more 3 quick-win strategies to improve your content ’s presence in AI search results Access to the OuterBox AI optimization Framework Scan Here!

49. OuterBox.com | ‹#› Optimizing for LLMs

50. Open Forum & QA OuterBox.com | ‹#›